Inbound vs outbound

Buyers coming to you vs you initiating contact. Who initiates is the single largest lever on price and close rate found in the research: this course engineers inbound (research, interviews, rooms, referrals) rather than awaiting it or forcing outbound.

Source: “Inbound marketing” as a named practice: Brian Halligan & Dharmesh Shah, HubSpot, Inbound Marketing (2009). The distinction matters here because who initiates the conversation sets the power balance for everything after it.

First used in: 0.1 · Where WPH actually is