B2B sales glossary
Inbound sales responds to prospects who come to you — through your website, content or ads. Outbound sales starts the conversation yourself — by calling, emailing or messaging prospects who haven’t contacted you.
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The difference is who makes the first move. Inbound leads have already shown interest, so conversion rates are higher but volume depends on marketing. Outbound lets you choose exactly which accounts to pursue, so it’s predictable and targeted, but needs accurate contact data and persistence.
Most B2B teams run both: inbound for demand that already exists, outbound for the accounts that matter most and haven’t found you yet.
| Inbound | Outbound | |
|---|---|---|
| Who starts | The prospect | The seller |
| Typical channels | Website, SEO, content, ads, referrals | Calls, email, LinkedIn, events |
| Lead intent | Already interested | Not yet aware or looking |
| Control over targets | Low | High |
| Key inputs | Content, marketing budget | Accurate contact data, a clear ICP |
| Speed to results | Slower to build | Faster to start |
| Term | In one line |
|---|---|
| Outbound Sales | Outbound sales is proactive selling: your team identifies target customers and reaches out first — by phone, email, LinkedIn or in person — instead of waiting for them to make contact. |
| Lead Generation | Lead generation is the process of finding and attracting potential customers — people or companies who might buy — and capturing their contact details so the sales team can follow up. |
| SDR (Sales Development Representative) | SDR stands for sales development representative: a salesperson who qualifies leads — often inbound — and sets meetings for account executives, instead of closing deals themselves. |
| Cold Calling | Cold calling is the outbound sales tactic of phoning a prospect who has not previously engaged with your brand. |
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Inbound is selling to prospects who contacted you first; outbound is reaching out to prospects who haven’t.
Neither on its own. Inbound converts better per lead; outbound gives control over which accounts you pursue. Most B2B teams combine them.
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