How To Balance Your marketing Efforts

How to Balance your inbound and outbound marketing efforts.

Marketing is a key function in any business. By combining a healthy balance of Inbound and Outbound Marketing efforts, businesses are able to maintain a healthy equilibrium of push and pull tactics that focus entirely on what your customer needs.

Inbound Marketing is all about attracting and enticing customers to your business whereas the more traditional method of marketing, Outbound Marketing, is all about proactively driving information to existing/prospective customers. But why use both? Let’s have a closer look at the key benefits of Inbound and Outbound Marketing and how they can accelerate your marketing outcome when used together.


Inbound Marketing’s focus is on creating quality content that brings attention to your business brand, essentially you are allowing customers to find you when they are organically searching for answers online. The goal is to have content that already answers all the relevant questions, this will help the right people find your website. By aligning the content that you publish with your customer’s interests you will naturally attract inbound traffic.


Outbound Marketing is the most conventional form of marketing and the most commonly practised. It allows businesses to build a relationship with the customer by keeping them engaged and by keeping your businesses brand at the forefront of their mind. However, without the use of Inbound Marketing, anyone searching for a product or service that you provide may not be able to find your business. This, in turn, could cause the business to lose potential new business.

It’s always best practice to implement a balanced strategy of Inbound and Outbound Marketing tactics. This will help your business to build the brand, drive demand and then go on to maintain, improve and expand existing customer relationships.

Take a quick assessment with Act-On to see how balanced your marketing program is!

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James is the managing director of Sugabyte. He's been implementing SugarCRM for the past 7 years and had gained a wealth of experience having held roles in solution design, system configuration, training and support.