2. Sales prospecting techniques: inbound vs outbound
The debate between inbound and outbound
When it comes to sales prospecting, two schools of thought dominate the conversation: inbound and outbound. For years, sales teams were forced to choose between the two, often defaulting to outdated outbound methods like cold calling.
But modern sales strategies, powered by tools like HubSpot CRM, prove that a balanced approach delivers the best results. Combining inbound’s buyer-centric nature with responsible outbound techniques creates a powerful prospecting engine that aligns with today’s informed buyers.
This blog will explore both approaches, their strengths and weaknesses, and how you can blend them to maximise your sales success.
Understanding outbound prospecting
Outbound prospecting involves reaching out to prospects who haven’t shown prior interest in your product or service. It’s a proactive approach that relies on volume to find qualified leads.
Common outbound methods:
1. Cold calling: Unsolicited calls to potential customers.
2. Cold emailing: Generic emails sent to large lists of unqualified contacts.
3. Social spamming: Reaching out to prospects via LinkedIn or other platforms with little personalisation.
Pros of outbound prospecting:
• Provides immediate results if executed well.
• Reaches prospects who may not be aware of your offering.
• Allows sales reps to directly control the pipeline.
Cons of outbound prospecting:
• Low response rates: Only 2% of cold calls result in an appointment.
• Time-intensive: Research and outreach can take hours for minimal returns.
• Can damage brand reputation if done poorly (e.g., spamming).
Outbound example:
“Hi John, I noticed you’re in the [industry]. I work with companies like yours and wanted to share how we’ve helped them improve their sales results.”
The rise of inbound prospecting
Inbound prospecting flips the script by focusing on leads who’ve already expressed interest in your brand. This approach aligns with the buyer’s journey, offering solutions when prospects are actively seeking them.
Common inbound methods:
1. Warm emails: Personalised outreach to leads who’ve engaged with your content (e.g., downloaded an eBook).
2. Social selling: Building relationships on platforms like LinkedIn by engaging with prospects’ content.
3. Content marketing: Using blogs, webinars, and guides to attract and nurture leads.
Pros of inbound prospecting:
• Higher conversion rates: Leads are already familiar with your brand.
• Builds trust and credibility through valuable content.
• Aligns with buyer behaviour: 57% of buyers research solutions before engaging with sales.
Cons of inbound prospecting:
• Slower to generate results, especially for new businesses.
• Requires upfront investment in tools like HubSpot and content creation.
Inbound example:
“Hi John, I noticed you downloaded our guide on improving sales productivity. I’d love to hear how it’s working for you and share some additional tips that might help.”
Why inbound outperforms outbound
The numbers don’t lie:
• 64% of inbound sales teams hit their quotas, compared to just 49% of outbound teams.
• Companies using inbound methods generate 3x more leads than those relying solely on outbound.
Why? Inbound resonates with how buyers make decisions today. By providing value upfront, it creates trust, making prospects more likely to engage and convert.
The role of HubSpot in inbound and outbound
Whether you lean toward inbound or outbound, a robust CRM like HubSpot is essential. Here’s how it supports both approaches:
For inbound prospecting:
• Lead scoring: Identify high-value prospects based on engagement (e.g., website visits, email opens).
• Email automation: Send personalised follow-ups triggered by prospect behaviour.
• Content tracking: See which resources prospects download to tailor your outreach.
For outbound prospecting:
• Contact management: Store prospect details and track every interaction.
• Email templates: Use pre-built templates to speed up outreach without sacrificing personalisation.
• Activity tracking: Monitor calls, emails, and tasks to stay organised.
When outbound still makes sense
Outbound prospecting isn’t dead—it just needs a responsible approach. Here are scenarios where it can still be effective:
1. Breaking into new markets: Use outbound to introduce your brand to prospects unfamiliar with your offering.
2. Nurturing dormant leads: Reignite interest with tailored outbound emails or calls.
3. High-value opportunities: For large accounts, outbound methods like cold calling can open doors to decision-makers.
The key is to blend outbound tactics with inbound insights. For example, use HubSpot to identify warm leads (e.g., those who’ve visited your website but haven’t converted) and reach out with a tailored message.
Crafting a balanced prospecting strategy
To get the best of both worlds, combine inbound and outbound methods into a single sales strategy. Here’s how:
1. Start with inbound foundations:
• Use content marketing to attract leads.
• Track engagement in your CRM to identify warm prospects.
2. Supplement with outbound tactics:
• Reach out to cold prospects who fit your ideal customer profile.
• Use LinkedIn to send personalised connection requests and follow-ups.
3. Leverage data for personalisation:
• Use tools like HubSpot CRM to tailor your outreach based on prospect behaviour.
• Segment your email list to send targeted messages.
Tips for effective outbound prospecting
If you’re using outbound methods, keep these best practices in mind:
• Research thoroughly: Know your prospect’s industry, pain points, and recent activity.
• Personalise outreach: Avoid generic messages - reference specific details about the prospect.
• Focus on value: Highlight how you can solve their problems, not just sell your product.
Key takeaways
• Inbound prospecting aligns with today’s buyer behaviour, making it more effective for long-term success.
• Outbound methods still have a place, but only when used responsibly and strategically.
• Tools like HubSpot CRM bridge the gap, empowering sales teams to track, personalise, and optimise their efforts.
Ready to revolutionise your prospecting strategy?
Book a call today and learn how HubSpot CRM and tailored sales strategies can transform your results.