Graduate From Inbound:
Use a Balanced Marketing Approach
 

5.9.2016

6.20.2016

ACT-ON LAUNCHES ITS
ACCOUNT-BASED
MARKETING AUTOMATION
SOLUTION

IT'S TIME TO GRADUATE FROM INBOUND

New Study Finds that 84% of Marketers are Moving Away
from Inbound-Only Marketing to Deliver Better Results

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Get our Inbound Marketing Effectiveness Report-
The Symbiotic Relationship Between
Inbound and Outbound Marketing
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REPORT REVEALS THAT A BALANCED APPROACH OF BOTH INBOUND AND OUTBOUND MARKETING DRIVES TODAY'S B2B BUSINESSES.

ACT-ON PUTS THE "B" BACK IN B2B MARKETING WITH THE FIRST ACCOUNT-BASED MARKETING AUTOMATION SOLUTION

Act-On Software, the leading provider of marketing automation for fast-growing businesses and Demand Metric, a marketing research and advisory firm, today released findings from a joint benchmark study on Inbound Marketing Effectiveness.
 

According to the new report, the majority of marketers take a balanced approach to marketing, blending inbound and outbound tactics as part of an “Allbound” marketing strategy. With the rise of Account-Based Marketing, Inbound Marketing is losing its authority and becoming a less effective strategy for B2B companies, while outbound tactics continue to hold steady and serve as the backbone of ABM. 

Some Interesting Findings...

Inbound Marketing is losing its authority and becoming a less effective strategy for B2B companies, while outbound tactics continue to hold steady and serve as the backbone of ABM. 

Prevailing perceptions of inbound marketing were imprecise at best, with respondents volunteering outbound tactics like email and digital advertising when asked to indicate the inbound methods they used.

Survey respondents underscored the value of an “Allbound” marketing strategy, with 84% agreeing that it’s the combination of inbound and outbound that drives their business.

This study debunked the notion that marketers perceive inbound as more important and strategically valuable than outbound. In fact, many marketers assigned near-equal numerical values to each approach. 

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“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.

READ THE PRESS RELEASE

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