The Importance of Inbound: Relevant Information for Real Prospects

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However, there is one thing that both approaches have in common: In order to successfully conduct inbound and outbound marketing, the customer should always be the focus.

Listen to the podcast related to this article:

Episode 2: What is inbound? What does an inbound marketing agency do?


Inbound marketing has the clear task of generating leads. However, unlike facebook database classic outbound measures, this is not done by drawing attention to yourself and your products (push strategy), but by offering high-quality content that draws a potential customer's attention to your company, services or products (pull strategy).

Traditional outbound marketing measures have produced increasingly poor results over the years. The mass approach does not address individual problems. And today's customers are put off by the mass of advertising. In addition, the extremely high advertising costs are often offset by success that is difficult to measure.

Inbound, on the other hand, relies on qualified content - not advertising, but professional help - which provides solutions to specific questions, problems or wishes of a clearly defined buyer persona.
It therefore replaces the much less tangible target group.

Read also: What is a Buyer Persona

Describing inbound as a game changer is based on the idea of ​​bringing information to genuine prospects. It's not about what your company offers, it's more about what your persona is looking for, what questions or problems they have (consciously or unconsciously).

In this context, one also speaks of the customer journey , in which a potential customer goes through the phases of attention, consideration and decision.