Marketers compete for potential clients’ attention by targeting them with marketing messages. But if they are not sending the right messages at the right time, they risk losing valuable business.
Business-to-business (B2B) marketers must create and execute an effective outbound marketing strategy if they want to capture the attention of prospects today and stay ahead of the competition.
Outbound Marketing takes place when marketers reach out to prospects en masse or individually. Marketing to the masses through traditional means such as television and radio tend to be inefficient and not very personalized.
One of the most effective methods of outbound marketing is Account Based Marketing (ABM). It is ideal for marketing to known companies. A well-designed Account Based Marketing program enables companies to reach out and connect directly with prospects where they are located.
Prospects, in this strategy tend to need more nurturing to develop a rapport. ABM facilitates that multi-touch approach. By focusing directly on connecting with prospects through email and Linkedin outreach, for example, an Account Based Marketing program generates leads, supports the sales channel, and helps establish and strengthen business relationships with known prospects.
Outbound marketing in a robust Account Based Marketing program includes tactics such as sending an email to introduce yourself to a list of qualified prospects. Or you may reach out to contacts that you located on LinkedIn to see if they are interested in connecting with you so you can both benefit from shared connections and learn about each other’s industries. These touches are sequenced and personalized to create a helpful and meaningful prospect interaction.
These interactions allow the prospect to learn more about you, ask any questions they may have and become familiar with your team and your solutions.
Outbound marketing is highly effective when it comes to finding and qualifying prospects. It takes seven to sixteen touches with a prospect to produce a viable client. The more exposure a person has with a B2B company, the more likely they are to become a customer.
Account Based Marketing (ABM) is a strategic approach where Sales and Marketing work together to create a personalized approach to increase engagement at specific accounts. Working in tandem and engaging directly with prospects allows Sales and Marketing to teams to improve the prospect’s experience and may lead to increased sales, higher close rates, and a faster speed of close