Inbound sales and marketing operation is quite different from your outbound operation. I’ll first concentrate on giving you the big picture of how the system works, but will show you how to mix inbound and outbound successfully later on this post.
The inbound operation is a funnel, so familiar with your sales funnel, but it’s actually quite much wider and longer than your usual one. Before a customer became a lead, you might have nurtured her months.
Inbound is not just different on the customer acquisition side. If you acquire customer via inbound channels, the relationship is likely to progress differently. If you are using outbound tactics your sales costs are likely to be high. Thus you have to aim for large initial purchase to cover customer acquisition costs, at least to some extend. But it does not stop on customer acquisition. To maximize the value of the relationship, your key account manager is calling customer on preset interval trying to call often enough not to miss...