How Inbound Marketing Reduces Costs in Lead Generation

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Inbound marketing is about “attracting” and not “interrupting” by creating relevant content for our target audience in order to answer all their possible questions. Outbound marketing, however, sends mass advertising to users without taking into account their interests or concerns.

A survey conducted by HubSpot showed how Inbound Marketing reduces costs in lead generation by up to 61%, compared to companies that use Outbound Marketing as a strategy.

For this research, 3,300 participants from 128 different mom database countries were surveyed, including CEOs, agencies and marketers. From their responses, numerous benefits of Inbound Marketing were determined:

Marketers who managed to reduce their average cost per lead by implementing Inbound Marketing doubled the number of those who used Outbound.
34% of all leads generated came from Inbound strategies.
Out of these prospects, Inbound drove 54% more qualified leads into the marketing funnel than traditional Outbound tactics.
41% of marketers confirmed that Inbound provided them with a better return on investment.
A whopping 82% of marketers who blog saw a positive return on investment as a result of their inbound marketing.
US agencies that spend more than $25,000 USD per year on Inbound, manage to save an average of 13% of their total cost per lead and more than $14,000 USD in acquiring new clients, compared to those that rely solely on Outbound.
Inbound Marketing and lead generation

These marketers who shared their success stories also stressed that it is not enough to simply carry out an Inbound Marketing strategy and implement it. To see the fruits of the effort, the minimum time period ranges from 8 to 12 months, and one needs to be deeply committed to the model and continuously optimize it to achieve optimal results.

Another conclusion was that all businesses should discard Outbound Marketing strategies, it is very important that they take into account what they want to achieve with their investment in advertising. It is essential that they strive to maintain a balance between both strategies, and this can be achieved by closely monitoring the marketing funnel, from when the first lead appears until it goes to the end of its operation and becomes a customer.

Other ways to reduce cost per lead

An article on the Salesforce website invites us to put into practice these following techniques to accompany our Inbound strategy and achieve even better results:

Study the sales funnel: you need to know exactly what stage the leads are in to optimize the strategy at each point and ensure that sales are made.
Commit to Content Marketing: Just like the example above where marketers who ran a blog achieved a better return on investment, it is important to know what users want and create content accordingly.
Automate marketing: Using automation tools can increase qualified leads by 451% according to HubSpot's report, since sending optimized content and "calls to action" to customers based on their previous steps on the website achieves a more personalized experience, when in fact it is being automated.
Maintain social media: Marketing through social media has become one of the most effective means in recent times due to the ease it offers to connect with users in a closer and more up-to-date way.


For all these reasons and more, Inbound Marketing is a good strategy to reduce costs in lead generation, and when combined with other techniques, it can achieve surprising results, as long as you are patient and persistent.