Pull marketing tactics such as search, blog and social media generate cheaper leads than more traditional outbound efforts, according to data from inbound online marketing platform HubSpot.
The “2010 State of Inbound Marketing” report indicates that spending on lead generation is 60% less among companies that devote at least one-half of their budget to inbound marketing, compared with companies spending at least one-half of lead generation dollars on outbound tactics.
The average cost per lead from inbound marketing was also significantly less.
The challenge is to ensure that incoming leads are managed right, are going into the right channels and are answered appropriately. In a B2B environment this could mean, that you do need to have an expert responding to an inquiry to ensure a qualified answer – and movement of an lead in the sales stages. So you do need to have a proper process in place.