Go-to-market (GTM) strategies are how companies bring products to market. But within that, a big question often comes up — inbound or outbound? Which drives better results, especially in today’s buyer-controlled environment?
1. Inbound marketing delivers 3x more leads per dollar than outbound marketing
Why inbound stretches your marketing dollar
When you look at how much you spend versus how many leads you bring in, inbound almost always wins. This is because it builds systems that keep working — like blog posts, videos, and email sequences. Once they’re live, they keep attracting leads without ongoing ad spend.
Outbound, on the other hand, is rented attention. You spend to reach people who didn’t ask to hear from you. And once you stop spending, the traffic disappears.
What this means for GTM teams
If you’re launching a new product, inbound gives you a scalable engine. A blog post about the problem your product solves can bring traffic for years. An email guide can keep converting new leads month after month.
Yes, outbound may get quick results. But inbound compounds. And that’s why it gives you 3x the leads per dollar over time.
Actionable takeaways
Start with a strong content strategy. Focus on problems your product solves. Create content for every step of the buyer journey — from awareness to decision. This is how you build an inbound funnel that keeps your GTM engine running efficiently.
2. 70% of buyers prefer to discover products through content rather than ads
The modern buyer wants control
People don’t like being interrupted. They want to feel in charge of their buying decisions. And that’s exactly what inbound content offers — a chance for them to discover your brand on their own terms.
Outbound ads, while still useful in some cases, often feel pushy. That’s why most people scroll past them or install ad blockers.
How this changes your GTM strategy
It’s no longer about shouting the loudest. It’s about showing up in the right places — where your buyers are actively looking. That might be Google searches, YouTube tutorials, or LinkedIn articles.
When you create helpful, insightful content, you build trust. And that trust turns into attention. Attention turns into leads.
What to do now
Invest in a content-first GTM motion. That means blog articles, product education videos, thought leadership posts — all focused on real buyer questions. Make your product easy to find through value, not just ads.
3. Companies that blog generate 67% more leads monthly than those that don’t
The compounding power of blog content
A blog is more than just a place for news or announcements. It’s your frontline sales tool. Each post is a chance to answer a question, build trust, and lead someone closer to a buying decision.
The more you blog, the more entry points you create. Each post is a door into your world.
Why it matters in a GTM context
When launching something new, you need visibility. But paid channels are noisy and expensive. Blogging lets you compete with quality, not just budget.
You can explain your value clearly. You can showcase customer stories. You can educate — all without pushing.
Over time, your blog becomes a library. And your library becomes your best GTM tool.
What to build now
Build a content calendar around your product’s key use cases. Write blog posts for each buyer persona. And make sure every post has a clear next step — a demo, a free trial, or a deeper guide. That’s how blogging drives real GTM results.
4. Outbound marketing costs 61% more per lead than inbound
The hidden cost of interruption
Outbound sounds easy: just buy ads, send emails, or run cold calls. But the truth is, most of those touches go ignored. That means you pay more for every lead that actually responds.
Inbound flips that. Instead of chasing people, you attract those who are already looking. These leads are warmer, more qualified, and cheaper to convert.
The real issue for GTM leaders
Outbound eats your budget fast — especially in competitive industries. You spend big just to stay visible.
Inbound costs more upfront in time and strategy. But once you build the content, the cost per lead drops. And that 61% gap becomes clear.
Your move
Shift part of your GTM spend toward long-term inbound channels. Track cost-per-lead from each source. You’ll quickly see where to double down. Over time, inbound leads not only cost less — they convert better too.
5. 80% of B2B decision-makers prefer articles over ads when researching purchases
B2B buyers are researchers
B2B decisions take time. They involve risk, budget approvals, and deep comparisons. And that’s why decision-makers want content — not ads.
Articles give them room to think. They help buyers learn without pressure. Ads, even great ones, rarely offer that depth.
What this tells you about GTM
If you’re in B2B, your buyers are likely Googling, reading, and comparing before they talk to anyone. Your GTM must reflect that.
A strong article about a use case or ROI story can do more than a flashy campaign. It educates. It earns trust. And it starts conversations before a salesperson ever steps in.
How to act on this
Create a library of in-depth articles tied to buyer problems. Use real data. Show results. Make it easy for buyers to explore your solution through writing. That’s what B2B decision-makers want — and it’s what builds pipeline.
6. Email marketing, a key outbound channel, generates $36 for every $1 spent
The surprising ROI of a well-crafted email
Email is often grouped under outbound, and while it’s true that cold emails are outbound, there’s more to the story. When done right — with good timing, personalization, and a clear value proposition — email becomes one of the highest-ROI GTM channels out there.
Getting $36 back for every $1 spent doesn’t happen by accident. It comes from careful list-building, smart segmentation, and useful content.
Where this fits in your GTM stack
If you’re launching a product, email gives you control. You’re not waiting for people to find you — you’re delivering value directly to their inbox.
That said, blasting a generic offer won’t get you $36 ROI. People open emails that feel relevant. They click when it feels helpful. And they buy when trust is already built.
What to do next
Build an audience before launch. Create a lead magnet that actually solves a problem. Use email to tell a story — not just pitch. Track open rates and responses. Test your subject lines. And treat every email like it’s one-on-one. That’s how outbound email moves from annoying to valuable — and how it earns that $36 return.
7. Cold calling has a 1–2% success rate, while inbound leads convert at 14.6%
Why cold calling is hard to scale
Imagine making 100 calls and hearing “not interested” 98 times. That’s the world of cold calling. It still has a place — especially in some industries — but the numbers are clear. Cold outreach is tough, and the return is often low.
Now compare that to inbound leads who found you, read your blog, and signed up on your site. They’re already interested. That’s why inbound converts at nearly 15% — over 7 times better.
What this means for GTM teams
You want your sales team working on warm leads, not freezing cold ones. If 98 out of 100 cold calls go nowhere, you’re burning time. You’re burning morale. And you’re burning budget.
Inbound flips the funnel. Instead of chasing, you attract. Instead of interruption, you offer value. And instead of tiny response rates, you build real momentum.
Your next step
Even if you use outbound calls, make sure inbound is feeding your pipeline. Build content that ranks. Create lead forms that capture intent. And train your team to follow up on those warm leads fast. The ROI difference is too big to ignore.
8. 68% of B2B marketers report higher ROI from inbound than outbound tactics
The shift is already happening
Almost 7 out of 10 marketers are saying the same thing: inbound works better. It’s not just about theory or opinion anymore — this is based on real campaign data, from real teams trying to drive results.
This shift is happening because of how buyers behave today. They research. They compare. They follow brands they trust. And inbound supports all of that.
Why this matters for your GTM
If your competitors are getting more ROI from inbound and you’re stuck in an outbound mindset, you’re falling behind. And the gap will only grow.
Every dollar should bring back value. And 68% of your peers are saying inbound delivers more of it. That’s not a small trend — it’s a signal.
How to act
Evaluate your current GTM mix. How much of your spend is going to channels that educate and attract versus those that interrupt and chase? Start shifting that balance. Even a 20% reallocation toward inbound can show fast results. And once you see ROI rise, you’ll know why 68% are already there.
9. Paid ads ROI declines by 13% annually due to banner blindness and ad blockers
Why paid reach is shrinking
Paid ads used to be king. But now, people scroll past them without even noticing. Ad platforms are saturated. Costs are rising. And many users block ads completely.
That’s why paid ROI keeps shrinking — down 13% every year on average. It’s not that ads are useless. It’s that people are tuning them out.
The GTM problem with over-relying on ads
If your GTM plan is mostly paid media, you’re walking on a treadmill. You have to spend more just to stay in the same place. And when attention shifts, you start losing ground fast.
Ads can still help with short-term awareness or retargeting. But they can’t be the whole strategy.
The better approach
Use paid media to amplify what’s already working. Promote a top-performing blog post. Run ads to a lead magnet that converts. But build your foundation on owned channels — your site, your email list, your content. That way, you’re not losing ROI every year — you’re gaining it.
10. SEO delivers 14.6% close rates versus 1.7% for outbound methods
The power of search intent
When someone finds your company through Google, it means they were looking for something. Maybe it was a solution. Maybe a comparison. Maybe just an answer.
That intent is gold. It’s why leads from SEO convert nearly 15% of the time — much higher than outbound, which is under 2%.
How SEO changes the GTM game
Good SEO turns your site into a lead engine. You don’t need to chase. You don’t need to convince. You just need to show up with value when people are looking.
It also means your GTM motion keeps running, even when your team is asleep. Rankings don’t turn off. And the traffic keeps coming.
How to build it
Start by mapping the search terms your ideal customer uses. Build pages for each one. Include case studies, product comparisons, and actionable guides. Then keep improving — SEO takes time, but the 14.6% conversion rate makes it worth the wait.
11. 76% of marketers saw increased ROI when combining inbound and outbound
The hybrid GTM advantage
Inbound is powerful. Outbound still works in certain contexts. But when the two are used together — smartly and strategically — the result is often stronger than either on its own.
Over three-quarters of marketers report better ROI when they blend the two. That’s because it allows for full-funnel support. Inbound warms up the leads. Outbound reaches out at the right moment. Together, they convert.
Why this matters for GTM strategy
When launching a product, you want reach and trust. Inbound gives you trust. Outbound gives you reach. Use inbound to educate the market, build search presence, and establish thought leadership. Then use outbound to follow up, fill gaps, or accelerate interest.
Done well, this hybrid approach prevents waste. You don’t spray cold messages. You don’t rely only on SEO. You hit both awareness and engagement.
How to apply it
Run targeted outbound campaigns toward users who already engaged with your inbound content. Retarget blog visitors. Email users who downloaded a guide. Combine your GTM playbook, so that one channel feeds the other. That’s how 76% are increasing ROI — by blending wisely.
12. Content marketing produces 3x more leads than paid search
Why content beats clicks
Paid search works — but it ends when the budget stops. Content, on the other hand, sticks around. A single well-written guide can bring in traffic for months or years. And that’s why content generates 3x the leads of paid search over time.
This isn’t just about volume. Content leads are often higher intent. They read your insights. They connect with your message. And when they’re ready, they reach out.
What this means for GTM teams
Content is not just a support piece. It is your lead engine. It fuels SEO, email, social, and even outbound scripts. It brings people to your brand — and keeps them there.
If your GTM playbook is overly focused on paid search, you’re limiting yourself. Paid ads are a faucet. Turn it off, and leads stop. Content is a pipeline. It keeps flowing.
What to do next
Map the top 10 questions your ideal customer asks. Answer each one with a full blog post. Optimize it for search. Share it through your channels. This will create an organic GTM system that feeds your funnel — without constant ad spend.
13. 92% of companies using inbound marketing see increased web traffic
Why traffic follows value
You can’t sell to people who don’t know you exist. And that’s why traffic matters. But not all traffic is created equal. What inbound does best is bring relevant traffic — people who actually care about what you’re offering.
That’s why 92% of companies using inbound see a real boost in site visits. They’re creating content that answers real problems. And people find them through search, social, and referrals.
The GTM impact
When launching a product, awareness is your first milestone. Inbound gives you that awareness in a way that lasts. Instead of buying visibility, you earn it.
More importantly, increased traffic means more chances to convert. More leads to score. More insights to learn from.
How to build it
Use inbound not as a tactic but a system. Publish content regularly. Make sure it’s discoverable. Link between your posts. Create downloadable offers. This brings people to your site — and once they’re there, your GTM engine can kick in.
14. Direct mail response rates average 1%, while inbound emails can reach 20%
Outbound noise vs inbound relevance
Direct mail may still exist, but its impact is small. A 1% response rate means 99 out of 100 people ignore it. That’s expensive and inefficient.
Now compare that to inbound emails — triggered by interest, timed based on behavior, and relevant to what someone just did. These emails can hit 20% response rates or more.
The difference? Context and intent.
GTM decisions that flow from this
Sending postcards or cold flyers might feel like “activity,” but it rarely delivers outcomes. Inbound email, though, delivers results. It meets people where they are, with what they need — right when they need it.
This matters in product launches. You want people to act, not just receive. A triggered email after a webinar? High open rate. A cold letter about your launch? Straight to the bin.
What to build now
Invest in email automation that’s behavior-based. When someone visits a pricing page, send a helpful comparison. When they download a guide, follow up with related advice. Treat each email like a continuation of a conversation — not a shot in the dark.
15. 75% of users ignore paid ads and focus on organic search results
The trust gap in digital ads
People have learned to skip ads. Not because they hate them — but because they trust organic more. When you search for something and see a paid ad, you often scroll past to find the “real” result.
That’s why three out of four users focus on the organic links. They want answers, not promotions.
What it means for your GTM performance
If your product launch relies on paid ads to get clicks, you’re competing with this trust gap. You’re paying for views that don’t convert.
Organic results, by contrast, carry more authority. When your page ranks, people assume you earned it. And that perception drives more clicks, more time on site, and more action.
What to change now
Prioritize your SEO roadmap. Look at the top terms in your category. Create deep, useful pages that earn those rankings. If you use paid ads, treat them as a support — not the star. The real win is getting into that trusted organic zone where 75% of attention flows.
16. 79% of marketers using inbound say it improves lead quality
Quality beats quantity every time
Leads are not all equal. Ten high-quality leads are worth far more than a hundred cold, uninterested ones. That’s the real strength of inbound — it doesn’t just bring more leads, it brings better ones.
Almost 8 out of 10 marketers say their lead quality improves with inbound. Why? Because those leads find you. They come in after consuming your content. They’ve already shown intent.
How GTM teams can benefit from this
If your sales team spends all day chasing bad leads, you’re not growing. You’re treading water. With better leads, sales cycles shorten. Win rates rise. And your team feels the momentum.
Inbound attracts people who already have the problem you solve. They’ve read your insights. They trust your brand. That’s what makes them better leads — and why your GTM engine becomes more efficient.
How to act now
Score your leads based on behavior. Prioritize those who engaged with inbound touchpoints — your blog, webinars, product tutorials. Create a feedback loop between sales and marketing so you know which leads are converting. Then double down on the inbound assets that brought them in.
17. 47% of buyers view 3–5 pieces of content before engaging with a rep
Content builds confidence
Almost half of buyers are doing homework — they want 3 to 5 content pieces before talking to anyone. That means your content is the real front line of sales.
If your GTM strategy waits until someone requests a demo, you’re too late. The journey starts earlier, often with a blog post, a video, or a case study.
Why this matters for GTM outcomes
Buyers want to feel smart and confident. They want to be armed with information. If you give them that content, they come into the conversation already trusting you. If you don’t, they go to someone who will.
This also means content shapes perception. It controls the narrative. It lets you show not just what your product does, but why it matters.
How to use this in your GTM motion
Create a content flow that supports every phase of buyer research. One piece should explain the problem. Another should compare solutions. Another should show results. Use your CRM to track content touchpoints. This will help you know when a lead is ready for sales.
18. LinkedIn outbound messaging sees an average response rate of 10–25%
Outbound can still work — if it’s smart
Not all outbound is dead. On LinkedIn, thoughtful, personalized outreach can still get 10–25% response rates. That’s huge — if you do it right.
The key is relevance. Cold pitches that sound like spam don’t work. But genuine messages that show context, research, and clarity? Those get replies.
What this tells GTM leaders
LinkedIn is where many buyers live, especially in B2B. It’s not just a social network — it’s a professional conversation hub. That makes it a powerful outbound channel if used with care.
If you’re ignoring it or blasting generic messages, you’re missing the real opportunity.
What to do now
Build LinkedIn campaigns that feel like conversations. Reference specific content a lead engaged with. Keep your messages short, human, and value-driven. And always follow up with something useful — a guide, a case study, or an insight. The goal is trust, not just clicks.
19. Companies with inbound strategies save 13% in cost-per-acquisition
Inbound cuts your acquisition cost
It’s not just about generating more leads. Inbound makes every lead cheaper. On average, companies using inbound save 13% on cost-per-acquisition (CPA).
That’s because inbound builds a self-sustaining engine. You attract leads organically, and over time, that reduces reliance on expensive paid campaigns.
How this improves your GTM budget
If you’re launching a product with a tight budget, inbound gives you breathing room. You spend less to get each customer. That means you can reinvest in product, support, or retention — instead of pouring everything into ad spend.
It also helps you scale. As your inbound funnel grows, your CPA continues to drop. And that means your GTM efforts go further, faster.
What to build next
Track your CPA by channel. Then identify which inbound efforts are driving the lowest cost conversions — whether it’s blog SEO, YouTube, or email. Use those insights to double down on what’s working. The more you scale inbound, the more your CPA shrinks.
20. 78% of B2B buyers start their journey with a search engine
The buying journey begins on Google
Before anyone talks to sales, they’re searching. They type in a question. They read a few articles. They compare options. This is where your GTM strategy must begin.
Nearly 8 in 10 B2B buyers go straight to search. That means your presence there isn’t optional — it’s critical.
What this means for your GTM launch
If you’re not ranking on search for your category terms, you don’t exist in the buyer’s mind. They won’t find your product. They won’t know what you do. And they’ll end up on a competitor’s site instead.
Search visibility is awareness. And in B2B, awareness leads to pipeline.
What to do now
Build a list of keywords tied to your product and use cases. Create helpful, clear pages for each one. Focus on problem-first language — what the buyer types, not what you call your features. Use tools to track rankings. And remember, SEO is a long game — but one that drives steady GTM growth.
21. 59% of marketers say inbound generates higher-quality leads for sales
Sales teams want leads that close
High-quality leads are the ones that actually buy. They’re ready to talk. They’ve done research. They’re looking for the right partner. That’s why 59% of marketers prefer inbound — because those leads convert better and faster.
Outbound often fills the top of the funnel with cold leads that take weeks (or months) to nurture. Inbound brings in people who already care. That’s a huge difference when you’re trying to move fast.
Why this matters in GTM launches
When you’re rolling out a new product, your sales team can’t waste time. They need qualified prospects now. If your funnel is full of people who aren’t ready, you’ll lose momentum.
Inbound shortens that gap. Content, SEO, webinars — all warm people up before they ever speak to sales. By the time they enter the CRM, they’re more likely to close.
What you should do
Audit your current lead flow. Where are your best leads coming from? If they’re inbound, invest more there. Build lead magnets tied to high-intent actions — like pricing visits, product comparisons, or deep educational guides. Make inbound your primary lead quality engine.
22. 49% of companies say outbound ROI is harder to measure and justify
The ROI fog of outbound
Almost half of companies struggle to track ROI from outbound. It’s not just about low response rates — it’s about unclear outcomes. Did that cold call really move the deal? Was it the email, or the follow-up ad?
Outbound touchpoints can be hard to connect to revenue. That creates friction with leadership, finance, and growth teams.
Why this weakens GTM clarity
In a go-to-market rollout, you need clean data. You need to know what’s working and what’s not — fast. If outbound ROI is hard to prove, it becomes hard to scale. You’re spending money without knowing what you’re really getting back.
This doesn’t mean outbound is useless. It just means you have to be extra clear and structured in how you track it.
How to fix it
Start tagging every outbound activity in your CRM. Use UTM parameters for outbound links. Log cold calls with outcomes. And build reports that connect touches to pipeline and revenue. If outbound is part of your GTM, make it measurable. Or it will get cut when budgets tighten.
23. Webinars (inbound tool) deliver 20–40% lead conversion rates on average
Webinars turn interest into action
When someone signs up for a webinar, they’re raising their hand. They’re giving you time — and that’s far more valuable than a click. That’s why webinars can convert at 20–40%, often much higher than most other channels.
The secret is depth. In a 30-minute or 45-minute session, you’re not just pitching. You’re educating. You’re creating trust. And you’re opening the door for next steps.
Why this is perfect for GTM
New product? New feature? New market? A webinar gives you the perfect launchpad. You get immediate feedback, live questions, and deep engagement.
Better yet, you can repurpose the content — into blog posts, email campaigns, and snippets for social. One webinar becomes an entire content engine.
Your next GTM step
Plan a monthly webinar cadence during your launch window. Invite real prospects. Include product walkthroughs, customer success stories, or use-case deep dives. Capture the emails, follow up fast, and track conversion. When done right, webinars don’t just inform — they close.
24. 65% of marketers report outbound fatigue due to rising customer resistance
People are tuning out
Marketers are seeing it. Buyers are feeling it. Outbound fatigue is real. Cold calls go unanswered. Emails get deleted. Ads are skipped. Why? Because people are overwhelmed — and skeptical.
When 65% of marketers say resistance is rising, that’s a loud signal. It means you have to work harder just to get attention. And harder still to get trust.
How this affects your GTM efforts
If your launch depends on outbound, you may struggle with shrinking response rates. That doesn’t just hurt ROI — it demoralizes your team.
Outbound still has value, but the playbook needs to change. It’s no longer about how loud you are. It’s about how relevant you are.
What you should shift now
Make every outbound touch feel personalized. Reference buyer intent. Mention their industry, their challenges, their content consumption. Combine outbound with inbound signals — like visiting your site or downloading a guide. That’s how you push through fatigue and still get results.
25. Outbound email open rates average 18%, while inbound emails can reach 30–40%
Opens depend on interest, not subject lines
The numbers are clear: inbound email performs better. Outbound emails — even good ones — only get opened 18% of the time. Inbound emails can hit up to 40%, sometimes even more.
The reason? Relevance. Inbound emails follow behavior. They’re expected. They’re based on context. Outbound emails, in contrast, show up cold — and often get ignored.
What this means for GTM sequences
During a launch, you’re going to send a lot of email. Product updates. Invitations. Early access offers. The difference between 18% and 40% open rates could make or break your campaign.
You want those emails opened. You want people clicking through. That’s how you build momentum.
How to increase your impact
Use marketing automation to trigger emails after key events — like visiting the pricing page, attending a webinar, or downloading a whitepaper. Keep the content aligned with what they just did. And always give value — don’t just ask for a meeting. That’s how you turn inbound email into a GTM power tool.
26. 89% of marketers using inbound report measurable ROI within 7 months
Inbound starts slow — then picks up fast
One of the myths around inbound is that it takes forever to pay off. But data tells a different story. Nearly 9 in 10 marketers see measurable returns within seven months.
That’s not long. It means that with consistent effort — publishing blogs, creating landing pages, building email flows — you’ll see traffic, leads, and revenue within two quarters.
Why this timing matters for GTM
Most GTM campaigns have a tight window. You want proof of success early. You want to know if the engine is working. Inbound gives you that confidence — as long as you commit to the process.
And once inbound kicks in, it doesn’t stop. It grows. Unlike paid channels, you’re not resetting every month. Your content builds authority, your traffic compounds, and your cost-per-lead keeps dropping.
What to do now
Start your inbound efforts before your official launch. Get blog posts ready. Optimize your website for key terms. Build nurturing workflows. Track everything. Then monitor ROI monthly — you’ll likely see results much sooner than expected.
27. 43% of outbound budgets go to paid ads, with average ROI declining YOY
Paid ads are losing their edge
Almost half of outbound spend is going toward paid advertising. But here’s the catch — that spend is delivering less return each year. Competition is up. Attention is down. Clicks are more expensive. And audiences are harder to engage.
If your GTM budget leans heavily on paid ads, you’re investing in a shrinking asset. You may still get results, but they cost more and convert less.
The GTM risk of over-relying on ads
Ads can be helpful for quick awareness. But they shouldn’t carry your whole GTM strategy. When ROI drops each year, you’re left spending more for less. And in the long run, that’s not sustainable.
It’s like building a house on sand. Every month, you’re starting from zero.
What to do instead
Rebalance your GTM budget. Keep some budget for paid ads — especially retargeting or launch spikes. But shift a significant chunk toward inbound — where returns get better with time. Think of inbound as your asset builder, and outbound ads as your amplifier. Use both — but know which one grows.
28. 83% of marketers say inbound builds long-term brand trust vs. 19% for outbound
Trust takes time — and inbound earns it
In a world where buyers are skeptical, trust is your currency. And the way you build it matters. Inbound wins here by a landslide. Over 80% of marketers say it’s the most effective method to create lasting credibility. Outbound, by contrast, feels transactional — and that limits its impact.
When someone finds your blog post, learns from your webinar, or subscribes to your insights, you’re not just capturing attention. You’re building belief.
How this affects your GTM foundation
The best GTM strategies do more than sell — they build a brand. They create market confidence. And they make buyers feel safe saying yes.
Inbound does that. Outbound can spark awareness, but inbound is what builds the emotional connection. That’s what keeps people coming back.
What to do now
Build a content experience that teaches, not just sells. Publish real stories. Share behind-the-scenes thinking. Give away knowledge. Let people see your company’s values through your content. That’s how inbound makes trust part of your GTM engine.
29. 60% of outbound cold leads never convert, regardless of touchpoint frequency
Some leads are just not ready — and never will be
This is one of the hard truths about outbound. No matter how many emails you send or how many follow-up calls you make, 60% of cold outbound leads don’t convert.
It’s not because you did something wrong. It’s because they were never truly interested in the first place. You were reaching out before there was a problem, before there was interest, or before there was budget.
Why this hurts GTM efficiency
You only get so many cycles during a launch. Your team has limited bandwidth. If most of your outbound effort goes into leads that will never convert, you’re losing time — and money.
Even worse, you’re potentially burning future opportunities by being too aggressive too early.
What to change now
Focus your outbound efforts on warm leads — people who’ve already engaged in some way. Use signals like site visits, content downloads, or webinar attendance. Treat outbound as a response to inbound behavior. That’s how you reduce waste and improve conversion.
30. 66% of marketers plan to increase inbound spend; only 19% plan to increase outbound
The future is clear — and it’s inbound
The majority of marketers are doubling down on inbound. Only a small fraction are putting more into outbound. That’s a clear signal about what’s working — and where things are headed.
Inbound isn’t just a trend. It’s becoming the standard. And those who invest early are the ones who’ll see the biggest compounding returns.
How this shifts your GTM playbook
If your competitors are going all-in on inbound, and you’re still running a cold-call-heavy model, you’re behind. Inbound builds audience. It creates brand equity. It scales more cleanly.
GTM is no longer just about getting attention. It’s about being discoverable, credible, and valuable — all before the first sales call.
What you should do now
Look at your budget. Look at your funnel. Shift resources toward inbound content, search optimization, email flows, and webinars. Don’t ditch outbound — just evolve it. But lead with inbound. That’s where the market — and the ROI — is going.
Conclusion
Inbound vs. outbound isn’t a fight — it’s a choice. And based on everything we’ve seen in these 30 stats, the choice is clear: inbound is more efficient, more trusted, more scalable, and more aligned with how people buy today.
