As B2B marketers spend some time working ‘together apart’, and we skyrocket towards an entirely online marketing and lead generation approach, it’s never been more important to assess your existing strategy. How can we ensure our content, messages and digital marketing activities are still the best options in the current climate?
Inbound vs outbound marketing
Let’s start with a clear definition of exactly what outbound lead generation is. Essentially, it’s a way of getting your brand messages in front of an audience — even when that audience hasn’t gone searching for it. It’s commonly described as ‘interruption marketing’ because the business or brand is the one initiating the contact. It commonly includes traditional and paid-for marketing methods. In contrast, inbound lead generation is initiated by the prospect, typically through the form of an inquiry or website conversion. The best lead generation strategies will combine both inbound and outbound techniques to achieve the best results. But, in the current climate, which approach is the most effective?
Outbound lead generation: more important than ever
The B2B buyer journey is infamously complicated. Let’s face it — the products, services and solutions we provide aren’t usually impulse purchases. Potential buyers have to conduct research, consider budget and resources, as well select your brand as their vendor of choice in a crowded market. When it comes to lead generation, B2B marketers should prioritize quality over quantity. So typically, inbound leads are more desirable. In these uncertain times, however — when buyers are less likely to be actively seeking products or solutions they might need — an outbound approach could be exactly what you need to revolutionize your lead generation.
Outbound leads are often more expensive, face some data protection issues, and adopt a mass-marketing approach in an increasingly personalized world. But, a consistent outbound marketing approach should be working seamlessly in the background of your business to support your inbound tactics and keep your pipeline topped with engaged leads. According to B2B Marketing, the rule of seven is still relevant today — so appearing across multiple channels and delivering your key messages is a must. And remember, even if your leads aren’t making decisions in the current climate, the success of your B2B organization in the future relies on accelerating your business now.
Outbound tactics to accelerate your online presence
So, what should your outbound online marketing tactics look like? Here are four highly effective strategies to get your business heard above the noise in a crowded digital space, and help generate interest in your products, services or brand while we work remotely.
- Pay-Per-Click (PPC)
Run PPC ads on search engines and social platforms to get noticed by your potential leads. According to Lauromedija, businesses generate an average of $2 in earnings for every $1 they spend on Google Ads.
- Content syndication
Content marketing is effective, but it doesn’t just have to be an inbound tactic. Share content on your social media platforms, partner with like-minded businesses and influencers that will host or share your content, and create guest posts for relevant organizations.
- Email marketing
According to Power Digital Marketing, 91% of consumers check their email inbox on a daily basis. With your decision-makers spending more time at their desks, this tactic should be a core part of your outbound strategy.
- Online event marketing
It’s time to transform the lead generation events industry. Instead of attending physical events, invest that budget in creating, attending and hosting digital events instead! Think webinars, conferences, tutorials and virtual meetings.
Maximizing ROI with the right technology
Outbound marketing tactics can be costly and time-consuming, but they’re a great way of building up your brand presence and helping you get noticed. To get the best return from your outbound strategy, you need to be generating inquiries and discovering new opportunities that will lead to revenue. With innovative technology in place to support your strategy, you can capture more leads, speed up the buyer journey, and build stronger ROI from your campaigns. Whether it’s optimization tools that make it easy for your visitors to inquire, or lead generation technology that transforms visitors into leads on arrival, embracing technology will help you prove ROI, secure more leads and maximize on your outbound investment.
Lead Forensics is an innovative B2B lead generation software that transforms your B2B website into a hub of engaged leads. It works by utilizing intelligent reverse IP tracking software and a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed visitor journeys outlining the time spent on your site. This way, marketers and sales reps have everything they need to reach out to the right person, with the right information at the right time. Book your Lead Forensics demonstration today!