59% say inbound marketing is more effective vs outbound, only 4% have integrated

Aprimo®, a Teradata company and a global leader in cloud-based integrated marketing software say that weakening outbound marketing methods see marketers looking to inbound techniques to improve ROI. Yet only 4% say they have fully integrated real-time inbound methods into their sales and marketing initiatives based on Aprimo’s latest research.

“It’s the age of the customer and Inbound Marketing is key to successful customer engagement. It is non-intrusive as it targets customers when they reach out to a company — whether through calls, retail touch points or online - and a company responds with presenting a perfectly timed and perfectly appropriate offer based on the current interaction,” says Kevin O’Regan, VP of Sales, Aprimo EMEA. “According to a survey carried out earlier this year by Crain Research Insights, sponsored by Aprimo, 59% of respondents reported that they viewed inbound marketing more effective than outbound marketing,” O’Regan continues.

Furthermore a majority of marketers (63%) reported that the growing use of digital channels is fuelling the interest in inbound marketing for real-time customer solutions. But marketers in general have been slow on the uptake. 37% of respondents reported that they have not integrated real-time marketing technologies with their sales and marketing units at all.