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Like the early days of email marketing, the early days of cold calling were incredibly effective. Getting a phone call was a novelty. It was special, not annoying. This led to more telephone conversations and ultimately, more sales. That’s changed quite a bit over time. Marketers and salespeople have over-used the tactic, driving down its effectiveness and annoying prospects in the process.

Are you excited about the prospect of inbound marketing for your business, but afraid you won’t achieve a reasonable ROI?

If you are looking to fill your pipeline with qualified sales prospects in a predictable, repeatable way, you need to read this post. While inbound marketing and lead nurturing using marketing automation platforms like Hubspot have proven very effective and many of our clients are seeing remarkable results, if you’re in sales and have quotas to hit, you need to consider investing some time and money into outbound marketing. The combination of a good, persona-based inbound and outbound marketing program can create a powerful "selling machine".

Utilizing the right marketing mix can mean the difference between a healthy growing business, and going out of business entirely. Today, outbound marketing and inbound marketing are the two primary forms of marketing to potential customers. Understanding the proper mix between the two can be vital to the success of your business.

The post below was originally features on WorkIt Richmond, a weekly publication for business owners and managers in Central Virginia.