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Inbound Vs Outbound Marketing

Published 17 Jun 2022 by Chris Glover, CANDDi
Read this in about 5 minutes

There's a lot of buzz around inbound and outbound marketing, but what do they actually mean? And which is the right approach for your business? In this post, we'll break down the key differences between inbound and outbound marketing, and help you decide which one is right for you.

Inbound v Outbound Marketing

What is Inbound Marketing?

Inbound marketing is all about attracting customers to your business through relevant and helpful content. Inbound marketing seeks to earn attention, rather than buy it, by creating content that appeals to customers’ needs and interests. Once you have their attention, inbound marketing focuses on converting leads into customers, and then delighting them so they become brand advocates.

Inbound marketing is a holistic and customer-centric approach that looks to build long-term relationships with customers, rather than one-off transactions.

What is Outbound Marketing?

Outbound marketing is the traditional form of marketing where businesses proactively seek out customers, rather than waiting for them to come to them. Outbound marketing typically takes the form of advertising, cold-calling, direct mail, and other forms of traditional marketing.

While outbound marketing can be effective in generating leads, it is often seen as less efficient and more expensive than inbound marketing. In recent years, there has been a shift away from outbound marketing towards inbound marketing, as businesses seek more cost-effective and efficient ways to reach their target audiences.

How CANDDI Can Help?

CANDDi is the perfect tool for businesses of all sizes that want to get the most out of their inbound or outbound marketing efforts. CANDDi can track every website visitor, identify who they are, and show you what marketing brought them to your website. This information is vital for understanding which marketing channels are most effective at generating leads and closing sales.

In addition, CANDDi can help you automate your marketing efforts, so you can focus on other areas of your business. With CANDDi’s powerful automation tools, you can set up targeted campaigns that will automatically follow up with leads, and keep your sales team organized and efficient.

Types Of Inbound Marketing

Now that we’ve defined inbound marketing, let’s take a look at some of the most common types of inbound marketing activities:

Content Marketing

Content marketing is about creating and distributing valuable and relevant content to attract, acquire, and engage your target audience. The goal of content marketing is to drive profitable customer action by building trust and credibility with your audience.


SEO (Search Engine Optimization) is the process of optimizing your website and content to rank higher in SERPs (Search Engine Results Pages). The goal of SEO is to drive more organic traffic to your website, which can lead to more leads and sales.

Social Media Marketing

Social media marketing is the process of using social media platforms to promote and grow your business. The goal of social media marketing is to build relationships and engage with your target audience.

Email Marketing

Email marketing is the process of sending emails to prospects and customers with the goal of driving sales and/or building relationships. Email marketing can be used to promote new content, drive traffic to your website, or build relationships with your subscribers.

Lead Nurturing

Lead nurturing is the process of building relationships with leads who are not yet ready to buy. The goal of lead nurturing is to keep your brand top-of-mind and build trust with your leads so they will eventually convert into customers.

Pros and Cons Of Inbound Marketing


  • Inbound marketing is more effective and efficient than outbound marketing,
  • Inbound marketing builds long-term relationships with customers, rather than one-off transactions,
  • Inbound marketing is customer-centric, and looks to address the needs and interests of customers.


  • Inbound marketing can take longer to generate results than outbound marketing,
  • Inbound marketing requires a strong commitment to creating quality content.

Types Of Outbound Marketing

Let’s take a look at some of the most common types of outbound marketing activities:


Advertising is the process of paying for space to promote your product or service. Advertising can be done through traditional channels such as television, radio, print, or digital channels such as online advertising, social media advertising, or native advertising.


Cold-calling is the process of calling prospective customers who have not expressed interest in your product or service. The goal of cold-calling is to generate new leads for your business.

Direct Mail

Direct mail is the process of sending physical mail to prospects and customers. The goal of direct mail is to generate leads and sales.

Trade Shows and Events

Trade shows and events are opportunities to meet with prospects and customers face-to-face. The goal of trade shows and events is to generate leads and sales.

Pros and Cons Of Outbound Marketing


  • Outbound marketing can be effective in generating leads,
  • Outbound marketing is often less expensive than inbound marketing.


  • Outbound marketing is seen as less efficient and more expensive than inbound marketing,
  • Outbound marketing can be intrusive and interruptive to customers,
  • Outbound marketing can damage relationships with customers if not done correctly.

How to Decide The Right Marketing Approach For Your Business

So, which is the right approach for your business? Inbound or outbound marketing? The answer, as with most things in marketing, is that it depends. In general, businesses that are just starting out or that have a limited marketing budget are better off focusing on inbound marketing. Inbound marketing is a more efficient and cost-effective way to reach your target audience, and can help you build long-term relationships with customers.

If you have the budget and resources to invest in outbound marketing, then it can be a good complement to your inbound marketing efforts. Inbound marketing will help you attract leads and build relationships with customers, while outbound marketing can help you reach a wider audience and generate more leads.

The most important thing is to focus on what’s right for your business and your target audience. Inbound or outbound marketing, or a combination of both, can be an effective way to grow your business and achieve your marketing goals.


Deciding which marketing approach is right for your business can be a daunting task. Hopefully, this blog post has helped to provide some clarity on the differences between inbound and outbound marketing and how CANDDi’s suite of tools can help with both approaches. If you have any questions about how CANDDi can help your business grow, don’t hesitate to get in touch.

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