And because of inbound’s popularity, it’s tough even for quality-focused marketers to break through the noise. Inbound isn’t cheap, either. Inbound is designed primarily to attract new customers, which can cost five times more than retaining old ones. 

A targeted combination of inbound and outbound approaches can alleviate the problems of an inbound-only strategy. Take these five steps to make the most of your marketing budget:

1. Know your total addressable market.

2. Build an ideal customer profile.

3. Stop wasting money on automated targeting.

4. Use account-based intelligence to identify targets.

5. Track, measure, optimize, and nurture leads.