Learn the 5 Steps to Creating a More Balanced Approach to Your Marketing.

1. INBOUND OR
OUTBOUND?
HOW ABOUT BOTH?
5 Steps to Creating a More Balanced
Approach to Your Marketing

2. Why not go both ways?
You shouldn’t be only an Inbound or
Outbound marketer. Taking a middle
path, toward what we call the Complete
or Balanced Marketer position, leads to
higher ROI, deeper customer intimacy,
and a complete liberation from the
dissatisfactions of marketing.

3. The Complete Marketer says…
Inbound is often described as pull marketing, and Outbound
as push marketing. But like your hand opening or making a
fist, if it only did one or the other it would be paralyzed.
When we asked, most marketers (84%) said both
inbound and outbound tactics drive the business.
Read on to learn how you can find the
Zen of a Complete Marketer

4. Attract
Top of funnel. Use inbound tactics like social media and
pay-per-click ads to attract net new leads.
The Complete Marketer’s three mantras:
1. On social, listen and be helpful with
your responses
2. With SEO, write for people, not search
engine algorithms
3. When blogging, consistency matters

5. Capture
A mix of inbound tactics complemented by
excellent content and smart landing pages.
Gate high value content with forms, so the lead has a way
to give you contact data and permission to
contact them.
The Complete Marketer’s three mantras:
1. Gate only what has value; test
your assumptions
2. Does the landing page match the
(PPC) promise?
3. Every journey has unique stages,
ask only for the customer data
that matches that stage

6. Nurture
Middle of funnel. You’ve got permission, so be proactive with
outbound marketing to nurture the buyer along the journey.
You’re educating the buyer, building a relationship, and gaining
trust.
The buyer expects you to hit the correct level of activity
at the right time – not too much, not too little. Not too
early, not too late.
The Complete Marketer’s three mantras:
1. Keep your prospects engaged so you will be
top-of-mind when they are ready to buy
2. Tell them what they want to know, not
what you think they want to know
3. Communicate, via automated
programs, based on their behavior
not on your quarterly goals

7. Convert
Bottom of funnel. Show them what it’s like to work with you.
Reach out and provide proof: reviews, testimonials.
Make it easy to buy. Do onboarding right.
The Complete Marketer’s three mantras:
1. When the young eagle is ready, it needs a gentle
push to send it soaring. When your prospect is
ready, based on lead score, ask for the sale
2. A testimonial told once is great, a
testimonial told on video is even better
and can be told forever
3. Remember, you are marketing to more
than one person in an organization.
Be strategic by adopting an
Account-Based Marketing approach

8. Expand
Keep up the customer service, and pay attention.
Make renewal painless.
Look for upsell opportunities and find creative ways to
encourage loyal, vocal advocates. Overall, you are
deepening the relationship.
The Complete Marketer’s three mantras:
1. Add an automated onboarding email program with
30-, 60- and 90-day drip programs and ensure
customer success
2. Use outbound newsletters and inbound
webinars to promote new features and
practical tips
3. Score customer engagement to identify
your likely brand advocates

9. Finding Balance
As you can see, it does take a village to attract, close,
and retain a customer. It takes your marketing, sales, and
customer success teams. And it takes a healthy balance of
inbound and outbound tactics.
Wondering if your marketing efforts are balanced?
Take this quick assessment to see which way you lean.
Happiness is not found
strictly through inbound or
outbound tactics, but through
a balance of the two, finding
order, rhythm and harmony.
- THE COMPLETE MARKETER

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Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers.
Act-On is the only integrated workspace to address the needs of the customer experience, from brand awareness and demand generation,
to retention and loyalty. With Act-On, marketers can drive better business outcomes and see higher customer lifetime value. The Act-On
platform provides marketers with power they can actually use, without the need for a dedicated IT resource.
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