Outbound vs Inbound Marketing: What's The Difference?

Posted on 3/10/2026, 2:28:34 PM

All marketing strategies can be split into one of two categories: ‘outbound’ or ‘inbound’. Both types of marketing can drive sales, but they are very different in their approach. In this post, we’ll explore the difference between outbound and inbound marketing and when to use each style of marketing.

What is outbound marketing?

Outbound marketing is the most traditional form of marketing. It involves pushing out your message in order to make potential customers aware of your brand. In some cases, it can even be used to encourage impulse purchases or build early stage leads.

Type of outbound marketing include:

• Cold calling: Phoning people to sell products, services or renewals is a common outbound strategy. 

• Cold emailing: Emailing potential prospects can be a way to win over new business and is used by many B2B companies. 

• Paid online advertising: Paid online advertising - including social media ads and search engine ads - is great for building brand awareness. 

• Flyers: Flyers can be posted through people’s doors or handed out on the street to make people aware of your company. 

• Billboards: Billboards can be strategically placed to grab the attention of passers-by.

Outbound marketing strategies tend to interrupt people during other activities and can be seen by many consumers as annoying. But they’re often necessary for helping many businesses make a name for themselves and gain business.

Companies that typically benefit the most from outbound marketing include:

• Startups or established companies launching new products
• Non-essential and luxury consumer products (e.g. clothes, snacks, novelty gifts)
• B2B services looking to win over new high value targets
• Event organizers

What is inbound marketing?

Inbound marketing has become increasingly more popular in recent decades. Unlike outbound marketing, inbound marketing involves pulling in customers who are already looking for your product or service.

Types of inbound marketing include:

• SEO: Working with a search engine optimization and marketing can help your website to rank higher for certain search terms - helping connect you with customers who are actively searching for your product or service. 

• Mailing lists: Unlike cold emailing, mailing lists are opted-in by people who are interested in your company and upcoming news/deals. 

• Blog posts: Blog posts are typically informational and aim to answer questions that people are searching for. 

• Seminars: Seminars are educational events that people voluntarily sign up to (even if outbound marketing is still required to advertise the seminar itself). 

• Explainer videos: Many customers look up explainer videos to help explain concepts and processes. 

Inbound marketing is often more informational than promotional, however it still has the power to convert customers by building trust and tapping into the demand that is already there.

Companies that benefit the most from inbound marketing include:

• Essential and emergency services (e.g. plumbers, dentists, locksmiths)
• Sellers of essential products (e.g. appliances, tools)
• Complex products and services that need to provide detailed information
• Well-established brands wanting to encourage loyalty and maintain authority

While some companies can benefit more from outbound or inbound, almost all companies need to engage in a bit of both. Striking the right balance can help you to build brand awareness and build trust.