The dilemma

At the scale-up stage, you often don’t have the luxury to pick just one. Inbound takes time to ramp up, outbound can burn budget fast, and ABM requires alignment and focus. The key is knowing when each plays its part.

When to lean on Inbound

• You need to build credibility in a new market or vertical.

• Your audience is actively searching for solutions like yours.

• You want compounding returns (SEO, evergreen content, case studies).

Inbound works best as your long-term engine—but it rarely delivers instant pipeline in the early months.

When to lean on Outbound

• You’re entering a new geography or vertical with little brand awareness.

• You need short-term pipeline to fuel investor or board expectations.

• You have a clear, narrow ICP that SDRs can target effectively.

Outbound is your fastest lever—but without tight targeting and strong messaging, it can waste both time and budget.

When to Lean on ABM

• You’re moving upmarket into enterprise deals.

• A handful of accounts could make or break your quarter.

• Sales cycles are complex and require multi-stakeholder buy-in.

ABM is your precision tool—perfect for strategic accounts, but too heavy for early-stage pipeline generation.

Finding the right mix

For most scale-ups, the answer is a hybrid approach:

• Inbound as the foundation for credibility and long-term growth.

• Outbound to fuel immediate pipeline and test new markets.

• ABM for high-value accounts once sales and marketing alignment matures.

The art is in sequencing: start with outbound for traction, layer in inbound for sustainable growth, and introduce ABM as your average deal size increases.

Don't pick one

Scaling isn’t about picking inbound or outbound or ABM—it’s about finding the right mix for your stage. Done right, they don’t compete, they complement each other—giving you both immediate wins and sustainable growth.