What Lead Gen Strategy Fits Your Business: Inbound or Outbound?
2025-05-04 00:00
Every B2B business faces the challenge of attracting new clients and boosting sales.
Cold lead generation could be the key to success.
Companies that invest in outbound lead generation close up to 20% more deals, and 90% of organizations that also use inbound marketing report an increase in leads.
But which strategy works best? Inbound or outbound?
What is Lead Generation?
Lead generation is the process of identifying and attracting potential clients who may become your customers.
The goal is to guide them through the sales funnel and convert them at the final stage.
Key stages of lead generation:
Attracting attention;
Lead qualification;
Gathering information;
Active engagement.
These stages can be implemented through two main strategies: inbound and outbound lead generation.
Inbound Lead Generation
Core idea: clients come to you.
By using content marketing and creating valuable materials, you:
Build trust;
Establish expertise;
Attract warm and hot leads.
Examples of inbound lead generation tools:
Blog posts and articles;
SEO optimisation;
Webinars;
Social media;
Affiliate programs.
Advantages:
Leads are already interested in buying;
Scalable strategy;
Builds long-term brand value.
Outbound Lead Generation
Core idea: you actively reach out to B2B prospects.
With personalised cold outreach, you:
Control the tone of communication;
Attract new B2B clients who haven’t heard of you yet;
Directly influence deal velocity.
Examples of outbound lead generation tools:
Cold email outreach;
LinkedIn prospecting;
Business events.
Advantages:
Full control over the process;
Personalised approach;
Quick reaction to opportunities.
How to Choose or Combine Strategies?
The best approach is to combine both strategies.
Example:
You create quality content that captures attention;
A user reads an article and subscribes to your newsletter;
You send them a helpful resource, like a checklist;
A few days later, you follow up with a personalized email offering a consultation;
The prospect replies, and a conversation begins.
Why combine inbound and outbound lead generation?
✅ You double your reach;
✅ You shorten the sales cycle;
✅ You attract more qualified leads.
Lead generation isn’t just about acquiring customers it’s about creating value and growing revenue.
Use both strategies to unlock the full potential of your B2B growth.