Dive Deep Into Outbound Marketing
Both as marketers and consumers of marketing, we are constantly inundated with imagery and messaging. According to the latest research, it takes outbound marketing teams as many as 21 or more touches to get the attention of potential prospects. This number has risen rapidly in the past decade and, with the growth of mobile- and cloud-based technologies, experts only expect it to rise. So how do you make your outbound marketing stand out from the crowd? Let us take a deeper look into outbound marketing, a proven and effective lead generation strategy that all savvy marketers should use.
What is Outbound Marketing?
Outbound marketing can be defined as any marketing technique that reaches out to prospects to place your brand and message directly in front of them. The main purpose of outbound marketing is to communicate your brand message and move prospects and customers along the buying journey. It is an excellent way to keep your brand front and center in the mind of your audience.
Outbound marketing generates sales leads by pushing messages out to prospects and customers, regardless of where they are in the buyer’s journey. Outbound marketing comprises of any number of techniques, including television and radio commercials, direct mail campaigns, social media ads, newspaper and trade journal ads, cold calling, billboard advertisements, email campaigns to purchased lists, and more. Finding the right mix of these platforms is a crucial part of the planning process.
Outbound Marketing Examples
The goal of your outbound marketing should be lead generation. Here are examples of outbound strategies that help generate leads:
- Direct mail such as brochures, catalogs, sales letters
- Cold calling (telemarketing)
- Trade shows, seminars
- Email marketing
- Trade journal/newspaper advertising and editorial content
- Press releases
These outbound marketing examples traditionally have been the way to reach a wide audience. If your ads, emails, and cold calls are not generating sales leads, then it is time to think critically about what platforms are best suited to reach your prospects and what are the most effective ways of communicating your USPs. Today, prospects expect personalized marketing, so newer outbound marketing strategies like Account Based Marketing (ABM) deliver better results.
Outbound Marketing and ABM
The most popular outbound marketing channel is also one of the most effective—Account Based Marketing. ABM is a business-to-business (B2B) marketing strategy that examines the marketplace to determine your highest-quality potential leads and targets them directly. A successful ABM campaign could include tactics such as sending a personalized introduction email to specified people at a named account that has been identified as a viable prospect. Prospects can also be reached on LinkedIn where you can connect with prospects and share connections and useful information to gain a greater understanding of each other’s respective company. Personalize your ABM touches and scale your efforts to reach out to prospects with meaningful messages and interactions.
Getting Your ABM Started With Outbound Marketing
Jump-starting your ABM efforts with outbound marketing begins with a targeted ABM campaign. An effective ABM campaign could include a variety of email marketing, social media, advertising, direct mail, and sales call techniques. One key objective of your campaign should be to bring together your marketing and sales teams to devise a personalized approach that increases engagement at specific accounts. Working together, you can capture the attention of specific individuals at prospect companies. The goal of your ABM program is to provide a thorough and compelling experience that leads to increased sales and higher and faster close rates.
The focus of your ABM marketing should be on the account rather than on the lead. Use ABM strategies to strengthen your relationships with existing clients and reach out to decision makers at prospect companies you’ve identified as ideal customers. Start with the goals you wish to accomplish (e.g., increase revenue by 10%). Then add your targeted list of accounts. Content deployed on each channel should be tracked and measured so that you can analyze results.
Why You Need Outbound Marketing
Outbound marketing offers a unique mix of strategies optimized to reach prospects and generate sales leads. B2B companies with long sales cycles need to utilize personalized touches that are relevant and compelling to their potential buyer. With a multi-modal approach, you can A/B test your messaging, reach your highest-quality prospects, and answer questions posed by your prospects and customers to help speed them through the buying journey. A campaign comprising email, LinkedIn outreach, sales calls, and even direct mail can increase your reputation in the marketplace, educate your target accounts, and strengthen relationships.
The latest research proves that outbound marketing tactics, such as Account Based Marketing, are highly effective and here to stay.
- ITSMA found nearly 85% of marketers who measure ROI believe ABM strategies outperform other marketing strategies.
- An Alterra Group survey found 97% of marketers report ABM has a higher ROI than other marketing initiatives.
- DemandBase surveyed companies and found 92% recognize the value of ABM, calling it a “must have.”