This document summarizes a webinar about integrating inbound and outbound marketing tactics to maximize ROI. It discusses modern definitions of inbound (attracting attention through content) and outbound (pushing relevant messages to known personas). The webinar covers tactics like blogging, SEO, social media, content marketing, email marketing, retargeting ads, and video for both inbound and outbound. It also discusses tips for integrating the strategies like developing a cohesive messaging strategy and tracking metrics across the buyer's journey. The goal is to engage prospects throughout the buying process from awareness to advocacy.

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Why Inbound Isn’t Enough: How
To Maximize Your ROI By
Integra@ng With Outbound
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Act-On SoEware, Inc.: @ActOnSoPware
Janelle Johnson: @janelle_johnson
Rachel Rosin: @rosin_rachel

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About Demand Gen Report
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Panelists
Janelle Johnson
Senior Director of
Demand GeneraKon
Act-On SoEware, Inc.
@janelle_johnson
MODERATOR:
Carol Krol
Editor-In-Chief, Demand Gen Report
Rachel Rosin
MarkeKng Programs
Manager
Act-On SoEware, Inc.
@rosin_rachel

7. AGENDA
• Modern definitions of inbound & outbound marketing
• Best practices and benefits of each strategy
• How to integrate both strategies into your marketing plan
• How to measure success

8. MODERN DEFINITION OF INBOUND
Activities designed to attract
the attention of customers
and prospects with the
purpose of giving them
a reason to come to you

9. INBOUND TACTICS
• Blogging
• SEO
• Social Media
• Content
Marketing
• Review/
Referral Sites

10. MODERN DEFINITION OF OUTBOUND
Pushing relevant
messaging to known
personas which address
their pain points and
interests, so you stay top-
of-mind in the decision
making process

11. OUTBOUND TACTICS
NON-DIGITAL
• Direct Mail
• Television
• Radio
• Phone
DIGITAL
• Email
• Retargeting Ads
• Video
• Account-Based Marketing

12. THE NEW BUYER’S JOURNEY
Generate
Awareness Turn Awareness
into Contacts
Turn Contacts
into Leads
Turn Leads
into Customers
Turn Customers
into Advocates

13. THE NEW BUYER’S JOURNEY
78% of consumers start
the buying process with
a web search.
50% turn to social
media and peer reviews
to influence their
buying decisions.
-Demand Gen Report

14. THE NEW BUYER’S JOURNEY
50% of leads are qualified,
but are not yet ready to buy.
-Gleanster Research
Companies that excel at
lead nurturing generate 50%
more sales ready leads at a
33% lower cost.
-Forrester Research

15. INBOUND - BLOGGING
Blogging helps you:
• Establish your company
as knowledgeable
• Improve organic search
results
• Encourage social sharing

16. 7 TIPS FOR BETTER BLOGGING
1. Create an editorial calendar.
2. Include social sharing buttons.
3. Update the blog weekly, at least.
4. Keep a consistent blog schedule.
5. Use keywords that match your blog copy.
6. Make your content valuable to your reader.
7. Add a call to action.

17. INBOUND - SEO
The goal of SEO is to build a robust, informative
website, which serves educational
content that serves the
needs of your prospects.

18. 5 TIPS TO OPTIMIZE YOUR WEBSITE FOR SEO
1. Know your audience.
2. Write better content.
3. Include title tags.
4. Use responsive design.
5. Set a “canonical” URL.

19. INBOUND – SOCIAL MEDIA
Social Media is used by prospects to connect with
brands, research solutions, and solve customer
service problems.

20. 5 TIPS FOR CREATING ENGAGING SOCIAL CONTENT
1. Develop a tone.
2. Pose questions.
3. Maintain a steady cadence.
4. Use multimedia.
5. Push the envelope.

21. INBOUND – CONTENT MARKETING
Content Marketing
should serve a
business purpose
through education
and information,
versus persuasion.

22. 4 TIPS FOR CREATING A CONTENT MARKETING STRATEGY
1. Analyze your customers buying process.
2. Understand and segment your audience.
3. Identify the right content formula.
4. Repurpose your content.

23. INTEGRATING INOUND WITH OUTBOUND
You need permission to
engage with them on
an ongoing basis.
• Every Inbound CTA should
have a dedicated landing page
• Conduct A/B testing to
improve your conversions

24. OUTBOUND – EMAIL MARKETING
• Behavior triggered emails
• Automated email
programs/nurturing
Email is ranked the #1 preferred communication
channel by consumers.

25. OUTBOUND – BEHAVIOR TRIGGERED EMAIL
What is it?
• Trigger an email based on an
action (or lack of action)
• Let your audience self-identify
• Use digital body language to
find your messaging sweet
spot

26. OUTBOUND – NURTURE EMAIL PROGRAMS
What is it?
• Nurturing is an automated email program that encourages
prospects to interact with your brand.
• Nurturing allows you to send highly targeted messages by
segmenting based on data you are collecting.

27. OUTBOUND – NURTURE EMAIL PROGRAMS
SALES

28. OUTBOUND – RETARGETING ADS
What is it?
The process of cookie-ing
your prospects, so you can
serve ads across different
channels on any pages they
visit online.

29. OUTBOUND – RETARGETING ADS

30. OUTBOUND – VIDEO MARKETING
What is it?
Video assets used to increase education about your product
or service and promote your brand.
Types of Videos:
• Explainer (How-to)
• Customer Testimonials
• Event Videos
• Teaser Videos
• Content Videos

31. OUTBOUND – ACCOUNT BASED MARKETING
What is it?
A strategic approach where your marketing efforts focus on
engaging named accounts, which have been identified as a
similar in size and industry to
existing top tier customers.

32. TIPS FOR INTEGRATING INBOUND & OUTBOUND
1. Develop a cohesive messaging strategy.
2. Track key metrics across the buyer’s journey.
3. Plan your content.
4. Consider your prospects activity when making
outbound contact.
5. Develop an integrated mindset.

33. MEASURING SUCCESS
1. Set clear goals
for what you
want to do.
2. Set a time
period for
reaching goals.
3. Share goals with
the whole team.

34. #SPS2015
Q&A Panelists
Janelle Johnson
Senior Director of
Demand GeneraKon
Act-On SoEware, Inc.
@janelle_johnson
MODERATOR:
Carol Krol
Editor-In-Chief, Demand Gen Report
Rachel Rosin
MarkeKng Programs
Manager
Act-On SoEware, Inc.
@rosin_rachel

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