You’ve already seen on our blog how Outbound Marketing evolved, from its beginning full of charlatans to its evolution to a scalable and measurable process. Today, however, we will briefly parallel the evolution of Inbound and its importance to the Outbound process.
Currently, what mostly happens in Marketing is people painting Inbound as the most innovative tactic of all time, considering Outbound an outdated strategy, a dinosaur that did not evolve over the years and was not extinct, who knows why being relegated only large corporations that are averse to evolution and are already well established in the market.
But what would they say if they knew that the emergence of Inbound itself is linked to Outbound actions? Previously, passive prospecting was basically done with viral marketing campaigns, using Referral to capture several customers at once and in all other scenarios it was allied to Outbound, which passively took customers through banners, TV advertisements, and billboards for large corporations.
Unfortunately, all these tactics were expensive and some unsustainable in the long run, which made life difficult for any Startup or SME that needed to grow fast but could not resort to Venture Capital funds.
Let’s talk below about how Viral Marketing evolved to modern Inbound and how Traditional Marketing originated Outbound and Inbound
Browse the content
- Inbound – From Viral Marketing to Content Marketing
- How Traditional Marketing gave rise to modern Outbound/Inbound
Inbound – From Viral Marketing to Content Marketing
Most entrepreneurs may have heard of the Paypal Mafia in some way, formed by people like Peter Thiel, Steve Chen, Chad Hurley, Elon Musk, and 10 (ten) successful entrepreneurs. The genius shot they had in the past was to pay users of the tool to invite friends and thus achieve exponential growth in the customer base.
At the height of the Pontocom bubble, they knew it was not financially viable to invest money in advertising to gain new users, since the critical mass needed for the business to be profitable was over 1 million users. And as the concept of content marketing didn’t exist at the time, the idea that came up was to pay 10 dollars for each user who invited a friend.
Based on this strategy, in a very short time, they reached the necessary critical mass and a valuation of over 500 million dollars.
The strategy was innovative in the following sense: it did not massively use Outbound, as was common at the time. He didn’t pay large amounts to publicize his strategy and product, but he still got the desired return. Of course, the strategy was unsustainable in the long term, as the current Inbound is, but it was a start.
Afterward, some companies tried similar Growth strategies, and some were even successful, such as Airbnb, which integrated its portal on Craiglist, a kind of US Newspaper Counter, and was very successful, as it perfectly identified the place where its target audience was looking information and entered that space.
But as you’ve probably noticed, none of these strategies are easy to replicate. How then did you solve this problem?
Sending marketing emails was something extremely manual, in times where the usability of Google Analytics was not very user-friendly, tracking the data was something even more difficult (and it appeared only in 2005) and traditional marketing was something extremely difficult to measure.
This was reduced with one technology and one concept: Marketing Automation and Content Marketing Tools. The first one made the job of managing leads extremely easy, besides being an integrator among other various tools that existed separately, such as platforms for creating Landing Page, Social Media Management, among others.
The second turned something that was only done in the publishing market into a strategy for capturing and converting leads. With the creation of educational content, which fed leads with the necessary information, companies were able to replace high advertising expenses with SEO improvement strategies (google ranking) and AdWords campaigns to generate constant traffic from potentially interested parties in their solutions, thus making it possible to actually gain customers passively and incurring low costs.
In Brazil, the two biggest references in the area are Digital Results (Marketing Automation) and Rock Content ( Content Marketing). If you’re currently having trouble scaling your Inbound sales, you already know who to turn to!
How Traditional Marketing gave rise to modern Outbound/Inbound
Now let’s talk a little bit about how Traditional Marketing evolved to generate both Inbound and Outbound.
You must know that Coca-Cola spends billions a year on advertising, in 2010 it was 2.9 billion dollars and it manages to promote its brand successfully. But does she actively go, with a door-to-door salesman, selling her wares?
What she does, in this case, is to actively go after you, through the media, and try to convince you to go to the bakery on the corner every day to buy a Coca Cola 2 Liter, combining the consumption of the product with good feelings, among others things that cause people to spend their health and money constantly.
But you might be thinking: What’s the difference between this and Inbound Marketing? Content produced by a B2B blog also tries to convince you to buy something that will solve a problem you have.
The difference is that you go to the content, it doesn’t come to you. We can say that Traditional Marketing is part of Outbound/Inbound. Disclosure is active, while the customer will passively buy.
Therefore, what happened in modern Inbound Marketing was the elimination of this first stage, which drastically reduced the cost of customer acquisition and allowed small companies that do not have access to large funds to increase their revenues in a constant and scalable way (if the product enables this, of course).
Outbound has not been abandoned, since it is essential for building a strong brand and the reach of traditional advertisements on TV, radio and newspapers cannot be underestimated. In addition, active prospecting has evolved a lot over the years, becoming a replicable and measurable process.
Want to know how to unite Inbound and Outbound in your company? Read our post on this subject.
All prejudice is an unreasonable way of not analyzing a situation/scenario and is something that also fits the way Outbound is seen nowadays in many companies.
If your company’s situation calls for an Outbound strategy, it doesn’t make sense to abandon it just because it’s not in fashion. What is the sense, for example, of a company that has an average ticket of R$ 10.000,00 not using Outbound?! As far as I know, a company is born to make profits and solve problems. If she performs only the last, she is bound to break.
Both strategies came from the same place and are complementary. You who follow our blog know the importance of content in your active prospecting and how in some scenarios it is interesting to actively prospect within your Inbound lead base.
In short, don’t have prospecting preferences. The market has already decided for you, just wondering if you will listen to it or not.