Modern lead generation marketing strategies break down into two specific categories—inbound and outbound. While they’re entirely different approaches, both aim to increase B2B lead generation.
To understand these services, think of them as people at a party. Outbound marketing is happy to strike up a conversation and engage with anyone at any time. Inbound marketing takes a more passive approach. It’s the type of person that gets dressed up and presents themself well but sits back and waits to see who comes their way.
You’re probably wondering which is the better strategy. The truth is that outbound lead generation is more effective than ever because of inbound marketing. This blog explains the importance of B2B outbound lead generation and how a strategic inbound program improves the process.
Outbound lead generation takes the proactive first step of initiating a conversation to deliver your B2B message. When done correctly, outbound lead generation reaches two different audiences of potential customers: one that is aware it needs a particular service or product and one that is unaware.
You may be wondering how you sell your product to someone that doesn’t even realize they need it. The truth is, when taking the right approach, it’s easier than you think. How many times have you decided to stop at your favorite restaurant to try a new menu item you saw in an email or social media post? That was outbound marketing making you aware of a new sandwich you previously didn’t know existed.
So how do you deliver that message? There are several highly effective ways to reach decision-makers, including:
- Phone calls
- Targeted social media posts
- TV, radio, and internet ads
- Direct mail
- Promotional videos
Are you struggling to set face-to-face appointments with qualified prospects? Partnering with a B2B lead generation specialist brings a wealth of benefits for businesses looking to expand their reach. A lead generation expert allows you to focus on your core services while delivering a steady stream of qualified business opportunities.
Building a sales pipeline takes a tremendous amount of time, effort, and capital. Nurturing a sales lead can also be incredibly frustrating. Focusing your efforts on a target that ultimately doesn’t develop into a customer feels defeating.
Rather than taking on increased stress and dedicating your resources to building an adequate lead generation staff, you can put them into growing your business. For a fraction of the price, a specialized provider does the hard work for you.
As analytics and technology continue to grow more sophisticated, pinpointing specific targets is becoming more achievable for specialists than ever before. Using top-of-the-line research tools, a lead generation partner identifies hundreds of prospects and collects data on them.
After analyzing the data and comparing it to your ideal customer profile, your outbound sales development partner carefully curates a list of qualified leads. Once a list of focused decision-making prospects is compiled, the outbound program takes off.
Lead generators nurture relationships through continuous phone calls, personalized messaging, and marketing collateral that gives your company a personal connection. Patience and tenacity are essential while nurturing leads. Many companies don’t have 10 months to develop a cold call into a lifetime partner, but that’s precisely what a strategic partner does.
After you’ve made contact with a target lead, they’ll likely want to learn more about you. Whether it’s as simple as including a link to your website in an email, or attaching an informative video, having professionally crafted inbound marketing tools in place ensures you’re making a positive first impression.
The end goal of B2B lead generation is delivering potential clients ready to take the next step in the purchasing cycle. A dedicated appointment setter gives your sales team the freedom to focus on closing deals. By the time you set an appointment, a decision-maker is not only aware of your services, but they’re also interested. All your salesforce needs to do is convert the target from a potential customer to a client.
Inbound marketing services connect customers with service providers. As the world continues to shift more and more towards digital solutions, inbound marketing has become increasingly powerful. However, the pandemic has left many people starved for personal connections and the human element.
Partnering the human element with a top-notch inbound program significantly increases your chances of moving leads through your sales pipeline. So, how do you ensure your business stands out in the digital world?
In our internet-driven world, a website is the natural landing spot for those seeking information. Websites developed and designed to convert visitors into customers are an absolute necessity. Supplementing outbound lead generation with inbound marketing is a proven success.
Do you want to show up at the top of Google when someone searches frequently asked questions in your industry? Search engine optimized (SEO) content is one of the most valuable tools today. Ongoing blog content keeps readers informed and aligns you as a thought leader.
The printed word helps you craft the exact message you want the world to see. However, as the saying goes, seeing is believing. If you wish to demonstrate how a product works or give visitors a glimpse at the before and after comparisons, a professionally-produced video delivers your message.
A well-crafted social media page is an absolute necessity in 2021. While your website is an invaluable sales driver, social media accounts give users a chance to connect with you. Regular posts keep customers informed and convert leads into loyal customers.
Abstrakt Marketing Group partners dynamic outbound lead generation services with proven sales techniques and strategic inbound services to deliver a predictable sales pipeline full of qualified leads. Our award-winning services benefit a wide range of industries in all 50 states.
For less than the salary of a single full-time employee, our exclusive partners receive guaranteed appointments with targeted customers ready to move through the purchasing cycle. To find out more about why over 700 companies rely on Abstrakt Marketing Group to set appointments, grow their digital strategies, and build a sales pipeline, reach out to us today.