“While Inbound Marketing generates buzz, combining Inbound and Outbound Marketing produce real business results,” said Kevin Bobowski, CMO of Act-On Software. “And as more marketers adopt Account-Based Marketing and the outbound tactics that support it, it will be time to rethink the role of Inbound Marketing.”
Marketing across the buyer's journey requires an “Allbound” strategy to be effective. A campaign must be tailored to a persona or account, and needs to go beyond attracting a visitor to the site. Marketers must engage buyers to help them come to an educated decision. A balanced approach puts the right content in front of the right person at precisely the right time.
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