What is the difference between inbound and outbound marketing?

Inbound and outbound marketing are two strategies with different approaches to customer acquisition.

Inbound marketing

Inbound marketing aims to attract potential customers naturally by providing valuable content and experiences that are tailored to the needs and interests of the target audience. This approach is based on creating content that the target audience wants to find and interact with on their own, with the aim of building trust and nurturing relationships.

For example, one company produces a comprehensive guide on “How to design an environmentally friendly home”. This guide is published on the company website and promoted via social media and SEO measures. This ensures that it is easily found by the target group actively searching for this information.

Outbound marketing

Outbound marketing, on the other hand, involves more direct, often interruptive advertising measures to reach a broad target group. It uses traditional marketing methods designed to send the company’s message to as many people as possible, often without taking into account the individual needs or interests of the recipients.

For example, a company makes cold calls or cold emails to introduce its new product. They contact potential customers directly by phone or email, even if they have had no previous interaction with the company or have not expressed an interest in the product in any way.


In summary, the main difference between inbound and outbound marketing lies in the way companies try to reach their target group. Inbound marketing focuses on attracting customers through relevant and helpful content, while outbound marketing takes a broader strategy to grab consumers’ attention through mass communication. Often, a need for the product has to be created for the first time.

How is the conversion rate calculated?

The conversion rate in a sales funnel is calculated by dividing the number of conversions by the total number of visitors or leads that entered the funnel and then multiplying the result by 100 to express it as a percentage.

Possible conversions:

  • Purchase of a product or service
  • Register for the newsletter
  • Participation in an event
  • Download a PDF
  • Booking an appointment

Calculate conversion rate

Conversion rate = number of conversions / total number of visitors or leads * 100
If you have visitors on your website and of them convert, then your conversion rate is .