For years we have lived in a kind of cold war between Inbound and Outbound. Either you were content, SEO and automations… or you were cold calling, outbound email and SDRs at full speed.
The current reality is different: customers don’t think “I’m an inbound lead” or “I’m an outbound lead”. They simply live connected (or not) brand experiences.
This is where Allbound marketing comes into play: a 360 strategy that integrates the best of Inbound and Outbound to generate more and better business opportunities, with less friction between marketing and sales.
At Inprofit we work with this approach for companies and SMEs that want to grow in a measurable way, not just “campaigning”. Let’s see it in detail.
What is Allbound marketing (for real) and how does it differ from Inbound and Outbound?
Allbound marketing is not just another trendy label. It is a model that unifies Inbound and Outbound under a single strategy, with a single funnel, a single narrative and a single objective: to generate quality pipeline.
Instead of thinking of isolated actions (“ad campaign”, “newsletter”, “prospecting sequence”), Allbound proposes:
- The same core message adapted to different channels.
- A integrated funnel where a lead can come in through SEO, through an ad, through LinkedIn or through a call… but lives a consistent experience.
- Real coordination between marketing and sales, with aligned processes and technology.
Simply put:
Allbound is making your entire acquisition ecosystem work towards the same goal, rather than having disconnected islands of Inbound and Outbound competing for the merit of the lead.
Real benefits of Allbound marketing for your Inbound and Outbound lead generation
Beyond theory, what changes when your company adopts a well-designed Allbound strategy?
More volume of qualified opportunities
By combining inbound levers (organic and attraction) with outbound (prospecting and activation):
- You increase the entry points to the funnel.
- You impact users who are looking for you… and those who don’t even know you exist.
Result: more leads In and Out, with a higher probability of engagement because the message is worked from the ICP (ideal customer profile), not from the occurrence.
Less silos between marketing and sales
In classic models, marketing “generates MQL” and sales “complains about quality”. It will ring a bell.
In an Allbound approach:
- Campaigns are designed from the beginning with sales participation.
- Shared lead scoring and SQL criteria are defined.
- There is a single view of the pipeline in CRM.
This reduces internal friction and accelerates the closing of opportunities. And, above all, it means that recruitment actions are measured by business impact, not by vanity metrics.
If you want to review together how your marketing and sales silos are today, Inprofit can audit your funnel and propose an Allbound plan adapted to your reality.
Improved user experience and brand consistency.
Your potential customers see ads, read content, receive emails and LinkedIn connections… If each touch point tells a different story, you lose trust.
The Allbound ensures:
- Consistent messaging between paid campaigns, content, outbound and sales.
- A clear value narrative at all touchpoints.
- Less noise and more clarity for the user about who you are, what you do and why you are different.
How to design an Allbound 360 strategy step by step?
It’s not about “doing a couple more campaigns”. It’s about designing a system. Here is a practical guide to understand the approach:
1. Start with the ICP and key messages.
Before talking about channels:
- Define your ICP (Ideal Customer Profile): industry, size, digital maturity, specific pains.
- Work on value messages adapted to each segment: pain points, benefits, purchase triggers.
Without this, an Allbound becomes “do everything everywhere”, and that is exactly what we want to avoid.
2. Orchestrate your Inbound levers
On the Inbound side, Allbound relies on:
- Strategic SEO and content: pieces designed to attract high intent searches (not just traffic for traffic’s sake).
- Lead magnets and downloadable resources: guides, templates, checklists that capture lead data with real value.
- Marketing automation: nutrition sequences that educate and qualify before passing on to the sales team.
The key is that every piece of content and automation is designed to connect with subsequent outbound actions.
3. Activate and professionalize your Outbound
Outbound in Allbound marketing is not “cold calling lists”.
We are talking about:
- Structured Outbound (email + LinkedIn + calls) based on the same ICP as Inbound.
- Personalized messages that build on your existing content and success stories.
- ABM (Account Based Marketing) for key accounts where marketing “opens doors” and sales leverages them.
Technology is critical here: a good CRM, sequencing tools and a clear vision of what messages work.
Would you like to see how an Outbound sequence could be integrated with your current content? At Inprofit we can design and test your first Allbound workflows.
4. Unify data, CRM and attribution
A typical mistake is to have:
- Leads from paid campaigns on one side.
- Organic leads in other.
- Commercial prospecting in Excel spreadsheets.
A serious Allbound needs:
- A CRM as a single source of truth.
- Source tagging: inbound, outbound, referral, partner, etc.
- Attribution models to understand which combinations of touch points generate more MQL and more revenue.
Without unified data, no optimization is possible.
Which channels combine best in an Allbound strategy?
Not every company needs every channel. The important thing is to choose
SEO + Content + Email Outbound
- You create content that is very focused on the real problems of your ICP.
- You position those contents and use them as an “excuse” in your Outbound emails (“we have published this analysis about X in your sector…”).
- Nutres leads downloading resources with automated sequences before sales intervenes.
Content ceases to be just an inbound asset and becomes commercial ammunition.
Paid Media + Landing + SDR
- Quick activation of campaigns on Google Ads, LinkedIn Ads or networks that make sense for your audience.
- Traffic directed to a conversion-optimized landing page, aligned with the sales pitch.
- Incoming leads are automatically synchronized with the CRM and entered into an SDR playbook (calls + emails + LinkedIn) with consistent messaging.
Allbound accelerates time-to-market and allows you to test messages and segments quickly.
Webinars / Online Events + Prospecting
- You organize a webinar or training session on a very specific business challenge of your ideal customer.
- You promote it through inbound and outbound channels.
- After the event, activate different routes according to engagement: active attendees, registered non-attendees, those interested in specific topics, etc.
This generates “tempered” leads that sales can address with context and relevance.
Metrics you can’t ignore in Allbound marketing
If you want your Allbound strategy to be more than just a pretty power point, you must measure what matters.
Some key metrics:
Cost per opportunity and per proposal submitted
Beyond CPL (cost per lead), focus on:
- CPO (Cost per Actual Opportunity)
- Cost per proposal sent or demo scheduled
This will give you a much clearer picture of which In + Out combinations are profitable.
Conversion between funnel stages
Monitor:
- % from MQL to SQL
- % of SQL to opportunity
- % of opportunity to customer
When you connect this to the source (In, Out, mixed), you can make decisions based on data, not opinions.
Revenue attributable to Allbound
The ultimate goal: to know how much revenue comes from allbound initiatives.
This will allow you to scale with confidence, adjust channel budgets and justify your investment to management.
If right now you can’t clearly answer where your new revenue is coming from, it’s time to think about an allbound redesign of your funnel. At Inprofit we can accompany you throughout this process, from strategy to execution.
Is your company ready to make the leap to an integrated strategy?
A good way to find out is to answer these questions honestly:
- Do marketing and sales share the same ICP and the same opportunity criteria?
- Do you know which combination of channels generates the best opportunities (not just more leads)?
- Is your content actively used in the Outbound commercial discourse?
- Do you have unified data in a CRM or do you still have scattered sources?
If you have hesitated on several of them, you are probably leaving money on the table because of a lack of integration between your In and Out efforts.
Allbound marketing is not just a trend; it’s a way of working growth that fits with how customers shop today: informed, connected and jumping from channel to channel without asking permission.
In and Out 360° lead generation with Inprofit
If one thing is clear, it is that continuing to accumulate isolated actions (a webinar here, a few campaigns there, a couple of Outbound sequences) is no longer enough.
Competition is tightening, decision cycles are lengthening and sales teams need a qualified pipeline and not just “interested contacts”.
In Inprofit we help companies and SMEs to:
- Define or redefine your ICP and value proposition to land it in actionable campaigns.
- Design and deploy Allbound strategies that integrate SEO, content, Paid Media, automation, Outbound email, LinkedIn and SDRs under one playbook.
- Implement and optimize the technology stack (CRM, marketing automation, analytics) to make data work in your favor.
- Measure what matters: pipeline generated, qualified opportunities, incremental revenue attributed to Allbound.
It’s not about you doing “more stuff”, it’s about everything you do pointing in the same direction: more quality leads, better follow-up and more closed sales.
If you want:
- Moving from single tactics to a 360 strategy.
- Connect Inbound and Outbound in a single system.
- And to have a partner who not only advises, but also executes with you…
Let’s talk.
Book a strategic session with the Inprofit team and let’s design together the Allbound roadmap your company needs to turn Inbound and Outbound lead generation from an experiment into a stable growth engine.
