Without effective lead generation, B2B brands cannot accelerate pipelines and grow revenue. Marketing teams often find themselves in a dilemma when it’s about choosing between an inbound or outbound strategy for generating leads.
But there’s no either-or answer here. For marketing to succeed in today’s age, there has to be a perfect blend between inbound and outbound marketing.
Inbound marketing is the process of attracting people using marketing collateral, social media, websites, blogs, and more. The outbound strategy focuses more on reaching out to your ideal audience using telemarketing, emails, search ads, or tradeshows.
You’d be missing out on a lot of opportunities if you believe outbound marketing is dead. It’s time to have both these strategies complement each other and skyrocket sales and revenue for you! Here’s how to make it work-
With outbound lead generation, you have the opportunity to send tailored messages to a specific audience segment. When they respond to your outbound marketing, it gives you further scope to get to know them better and create more detailed buyer personas.
This advanced knowledge plays a big part in the success of your inbound campaign.
On the other hand, inbound marketing helps you create a strong brand presence and awareness among your ideal audience. But, that doesn’t guarantee conversions. People might visit your website or the landing pages you’ve created for your campaigns, but that in no way assures a closed deal. Inbound works great for the long-term, but let’s get real here- most businesses need results right now and achieve their short term goals to continue to thrive.
This is why you need to take an integrated approach to your marketing and not force your brand to decide on one out of the two. Outbound, when done right, can support your inbound marketing efforts and convert them into sales.
Prospecting is everything in sales and marketing. Outbound marketing helps you understand your audience better, so you have a better idea of who it is that you’re selling to! One of the best outbound lead generation strategies is email. It gives you a tremendous scope of personalization and talking to your prospects directly.
We all spend a considerable amount of time checking our emails, and when you stand out in your audiences’ inboxes saying the right thing at the right time- your inbound leads will start pouring in too. Analyzing the performance of your outbound lead generation helps you improve your inbound marketing to a great extent.
Outbound can also help you gauge which aspects of your brand, marketing, services, and even assets resonate the best with your audience. This marketing strategy will help you position your brand the right way, create more effective campaigns and tweak your offerings to meet your customers’ needs.
The Marketing Objectives
The end goal of inbound marketing is converting leads into sales. Interesting and educative content brings you visitors, but how do you ensure the conversion here? Outbound marketing campaigns give more exposure to the content you create and make conversions easier. For example, retargeting display ads to a particular audience segment will help you meet that end goal much faster than inbound ever would.
Outbound makes so much sense when you focus on the right metrics. For example, targeting only the geo would only make your marketing fall flat. Successful marketing rather focuses on intent, helping your brand reach out to people who have shown interest in your brand and its offerings.
Outbound together with inbound is the best way to cut through the competition, engage your audience, and convert not only more but even much faster. Create space for users to come to you, but reach out to them in the right way to make your marketing more impactful. Let’s say your inbound attracted a visitor to your website, but they abandoned it or didn’t take the intended action. With outbound, you can serve this individual with the right content, and they are far more likely to convert in this case.
Don’t interrupt; take permission. Send people relevant content after they’ve given you consent to do so. Study consumer behavior and make amends in your marketing accordingly. Choose marketing that works for both you and your customer.