Learn how Inbound-Led Outbound is impacting B2B marketing. This new retargeting strategy combines inbound insights with outbound messaging to engage high-intent prospects.
For years now, we've been observing the lines between sales and marketing roles blurring. Today, inbound and outbound marketing strategies are also overlapping and it's more important than ever that they align to leverage each other's power.
We're past the days when inbound was simply about driving traffic and leads to your website, while outbound relied on sales reps cold calling and doing email outreach.
Enter Inbound-Led Outbound - a fresh, hybrid approach to retargeting that combines the best of both worlds to supercharge your B2B go-to-market (GTM) strategy. It's an awesome addition to your traditional paid media retargeting strategies.
Let’s dive into what Inbound-Led Outbound is, why it’s creating a buzz, how the market explains it, and the tools you’ll need to make it work.
Inbound-Led Outbound flips the traditional model on its head. Rather than relying solely on inbound leads or chasing down new prospects with traditional outbound tactics, this approach uses the data and behavior signals collected from inbound channels to guide and supercharge outbound outreach.
The idea is to let your inbound marketing efforts (website traffic, social media interactions, downloads, etc.) inform your outbound targeting strategy, focusing your attention on high-intent prospects who are already somewhat familiar with your brand.
By tapping into inbound data, B2B companies can create highly personalized outbound campaigns that don’t feel cold or pushy. It’s about bringing those who are already in your funnel back into your workflow and funnels with relevance and timing, rather than starting from scratch.
Retargeting, at its core, is a method for reconnecting with potential customers who have already interacted with your brand in some way but haven’t taken the final step. In B2B, this can mean re-engaging website visitors, previous leads, or even people who opened an email or engaged with your social posts.
Retargeting is a way to keep your brand top-of-mind, especially for those in the long and winding B2B buying cycle. Rather than letting these touchpoints disappear into the abyss, retargeting leverages data from prior interactions to serve targeted messages that nudge these prospects along the funnel.
Influencer's like Adam Robinson from RB2B has become a thought leader on the topic, describing Inbound-Led Outbound as an advanced way to capture the attention of your warm audience. According to Robinson, traditional outbound is often based on cold, often unqualified leads. By contrast, Inbound-Led Outbound allows you to focus on contacts who’ve already shown interest in your brand, helping you engage with prospects more effectively and efficiently.
Adam says when you know who’s interested, you’re no longer throwing darts in the dark. You’re sending personalized, timely messages to a primed audience. This approach not only improves conversion rates but also enables more authentic, trust-based relationships—critical in B2B sales.
Here are some top tools to help you put Inbound-Led Outbound into practice. These platforms can track and analyze your inbound data, enabling you to target the right prospects with personalized outbound outreach:
Inbound-Led Outbound can be an awesome channel for B2B marketers and sellers who want to maximize the ROI of their website traffic while aligning with sales teams for warmer outreach using this intent signal. By merging inbound insights with smart outbound tactics, you’re creating a retargeting strategy that’s both highly personalized and cost-effective.
If you have any questions about inbound-led outbound or just want to talk sales assets, please reach out to me or my Co-Founder Justin Dorfman!
