How to Create Strategic Outbound Marketing Campaigns
Today, many B2B companies are focusing too much on the “how” aspects of their marketing campaigns as opposed to the “why.” They are blindly throwing time, energy, and resources at costly marketing operations that do not bring in the desired results. Along with wasting their money, they are losing out on attracting valuable prospects.
Instead of jumping straight to the tactics, it is critical that B2B companies first come up with strategic outbound marketing campaigns. Having defined programs will let them stand out from the 34% of marketers that do not have a documented plan and see a jump in customers and sales.
What goes into strategic outbound marketing campaigns
Before figuring out your tactics, you need to come up with metrics to measure your success. These may include your ideal lead conversion rate, which is how many prospects you convert into opportunities, your email, search engine or retargeting display advertising click through rate, your cost per opportunity, and the amount of time, or velocity, it took to close a sale with a customer.
Then, you can come up with solutions for reaching these goals. Perhaps you determine that you will use marketing automation to send out emails and decrease your cost per lead, or that you will spend a certain amount of money on search engine advertising. Your plan may be to run tests and measure your results before deploying a full-fledged campaign.
During the time that you are creating your strategic outbound marketing campaigns, you will also delegate responsibilities to members of your team. For example, copywriters will come up with the language of your ads, marketers will determine your budget, and sales people are going to contact your prospects after they find out information about your company.
The planning stage also requires that you figure out who your target prospects are and what types of marketing messages and sales tactics have convinced them to convert from you or other B2B companies in the past. Account Based Marketing is one of the best methods for outbound marketing.
You will need to research your competitors and decide how you can stand apart from them. Create your unique selling proposition that demonstrates how your company can make your prospects’ business processes more efficient and their lives easier. Determine how you will communicate this unique selling proposition and show rather than tell that you are superior to your competitors.
Finally, produce a budget that will help you reach your goals and not hurt your bottom line. Consider allocating some money to new and innovative strategic outbound marketing campaigns, while pledging the most resources to tactics that are already proven to work.
Partnering with an agency that understands your needs
Creating strategic outbound marketing strategies involve buy-in from every member of your organization. You also need to be informed on the latest industry practices and trends so that you can stay ahead of the competition.
You and your colleagues may be too inundated with sales consultations and customer relationship building to focus on marketing as well. That is where an outbound marketing agency can come into play.
By partnering with an experienced marketing agency, you can produce strategic outbound marketing strategies that will ensure you connect with valuable prospects and boost your profits. You can hone in on what you do best, while your marketing agency guides your strategy.
When you invest in a marketing agency, you are demonstrating your dedication to your business and working to boost your revenue.
Need help coming up with strategic outbound marketing campaigns and driving sales? Contact KEO Marketing today for a complimentary consultation.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.