Comparison · 6 min read
Outbound vs Inbound for B2B
Both work. Neither is universally better. Which one you should start with depends on ACV, urgency, and whether your category has search volume yet. Here's the honest side-by-side from an agency that runs both.
Updated July 2026Based on Cross-channel data from ~40 client engagementsFounder POV
| Dimension | Outbound | Inbound |
|---|---|---|
| Time to first meeting | 2-4 weeks | 3-9 months |
| Predictability | High — you control the volume dial | Low early, high once compounding |
| Cost profile | Front-loaded, mostly variable | Front-loaded, mostly fixed (content + SEO) |
| Best for ACV | €5k-€250k | €500-€50k |
| Reply/lead rate | 3-6% cold-email reply | 0.8-2.5% site visit → lead |
| Meeting-to-oppo | 18-28% | 28-45% (inbound self-qualifies) |
| Compounds over time | No — starts over each cycle | Yes — SEO + brand snowball |
| Fails when | ICP is broad or offer is weak | Category has no search volume yet |
| Who owns it | Sales / ops | Marketing / content |
| Attribution | Direct (email → reply → meeting) | Multi-touch, messy |
Our rule of thumb
Under €200k MRR: outbound first. It's the only lever that generates pipeline this quarter. Above €500k MRR with a category buyers actually search: shift the mix toward inbound. In between: run both, funded from different budgets so neither cannibalizes the other's momentum.