At the beginning of this decade, B2B marketers began to shift their spend from traditional advertising and promotion vehicles to paid search on the Internet. This paradigm shift occurred because the old ways of reaching target buying constituencies were no longer effective. The Internet offered a cost effective method for reaching a wide audience.

As the decade comes to a close, a new marketing concept is gaining traction - Inbound Marketing. Inbound Marketing is a strategy that focuses on your company "getting found" by your prospective customers. Proponents of Inbound Marketing believe your prospects want to do their own research and have their own time frame for buying. They do not want to be bombarded by sales messages. Therefore, if you have compelling content, optimized for search engines and a strong social media presence - buyers will find you.

But does Inbound Marketing work?  Where does Outbound marketing fit into the equation?