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B2B Lead Generation Insights and Ideas

Inbound and outbound marketing for sales lead generation

No doubt you’ve heard about inbound and outbound marketing for sales lead generation. They’re often viewed as choices that a marketer makes when deciding how to generate B2B sales leads. Instead of thinking about this as a choice, it’s better to view them as complementary forces. Combining inbound and outbound forces can create a more cohesive – and powerful – marketing strategy.

Inbound: Content that attracts sales leads

Inbound marketing is a passive way of marketing, in which you wait for the customer to come to you, through content related to the solutions that your company can provide. These potential customers are out information shopping, and they likely have the budget to buy. However, they might not have heard of you, hence the importance of creating appealing content to draw them in.

Inbound: Make it relevant and diverse

Creating a diversity of content – from blog posts to white papers to podcasts on hot topics – helps strengthen your reputation and the likelihood these interested readers become buyers. Yet inbound won’t necessarily get the whole job done, since it also draws people who are not necessarily qualified leads. It also takes time and patience as you attract an audience. In other words, inbound marketing shouldn’t be the only strategy that you deploy.

Outbound: Requires a deft touch

Outbound marketing is traditional marketing which actively reaches out to customers where they are most likely to be and appeals to them directly, through advertising, direct mail or phone calls. These methods draw prospects into the sales funnel while clearly and overtly positioning your products and services. Outbound requires that you find customers who aren’t necessarily looking for your products or services – in fact they may know nothing about it at all.  But once they’re presented with your offering, they can see a need.

Outbound: The interruption factor

Outbound marketing enables you to choose your target audience, (something inbound is notoriously bad at doing), but there is a risk. It can feel intrusive to buyers who are used to dictating when, where and how they educate themselves. Since outbound techniques tend to be focused on the immediate, i.e. the call from a sales rep, the banner ad, or the webinar currently taking place, one way to lessen the interruption factor is by combining it with inbound marketing techniques to familiarize buyers with your company before more direct contact is made.

Combining inbound and outbound marketing for sales lead generation

The smartest marketers combine both approaches in their B2B sales strategies. Here are a few examples of how you can mesh inbound and outbound marketing activities into a cohesive sales and marketing strategy:

  • After meeting with a client, instead of the usual thank you note, why not send a link to a piece of content related to what you and the prospect discussed?
  • Create a customized email blast for your clients, prospects, colleagues to let them know about your blog and ask them to subscribe to it. This is a great example of inbound and outbound working together and can be used to promote any type of content like video, e-books, and white papers.
  • Advertisements, email marketing and hard copy mailers are all examples of traditional outbound marketing tactics that can be effective when done correctly. But don’t let ads or hard copy mailers “stand alone.” Make them even more effective with calls to action. Include an effective CTA to draw prospects to the content you’ve already created through your inbound marketing strategies. Ask them to subscribe to your blog, follow you on Facebook, download an e-book, or watch a video.

Ultimately it’s a combination of both inbound and outbound strategies – along with qualifying digital sales leads properly – that increase the odds of closing a deal. If you’d like to learn how we blend inbound and outbound marketing techniques to create customized lead generation solutions for our clients, please give us a call.

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B2B Lead Generation Uncategorized

Generate leads by opening the gates to your content

The majority of B2B content to generate leads is gated, meaning to get access to information, users must submit some of their personal details. But is this the best approach? Consider that once you’ve put the final touches on a white paper or a case study and you’re ready to unleash it on the world, putting it behind a gate could reduce its download rate by about 95 per cent.  That might be fine if you already have a profile in your market, like IBM or Cisco. But what if you’re in the middle of rebranding or just starting to put yourself out there as an expert? Wouldn’t it be more important to create meaningful touchpoints and get the word out about your services or solutions to as many people as possible, rather than just lock it up and hope the downloads happen?

A one-two punch for generating leads

While gated content remains a mainstay of B2B lead generation marketing, some experts believe a one-two punch works better. Real-Time Marketing and PR author David Meerman Scott suggests companies offer one of their best pieces of content ungated and at the end of it list a secondary and equally compelling offer. The idea is that if you show customers the kind of expertise you can provide, they will want more. If you immediately ask for emails and info before providing any information, you’re setting up an adversarial relationship that is a turn-off for most people.

Scott estimates that ungated content gets between 20 and 50 times more downloads, therefore a gated white paper that gets 2000 downloads could potentially get up to 100,000 if offered up for free. Then, if just 5 per cent of them go for the second piece, you’ll end up with potentially 5000 sales leads.

Generate leads with gated versus ungated

There are believers in gated content who say experience has shown them that gating content is the better way to acquire sales leads. Debra Ellis, founder of Wilson & Ellis Consulting tried ungating and gating the same piece of content on alternate days. While she found that downloads were almost 50 times higher on ungated days, the contacts who ended up calling her company had downloaded the guide on a gated day.  It proved to her that those who are seeking the kind of information and service your company can provide, are willing to pass through the gate to get to the stuff they want.

Both insights are valid when it comes to demand generation performance, but if you have a piece of content that is dynamite, why not offer it for free? It’s a way of getting your expertise, services or solutions out there, and those who take you up on your second gated piece are those who really want to work with you in the long run.

To recap, creating great content is no longer the finish line, it’s the starting line in successful lead generation business campaigns for a conversation with your customer. Businesses have to cultivate new relationships starting with some “no obligation, risk-free information” that will help potential customers with their everyday struggles. If you deliver relevant, actionable business information to readers, they will want to keep getting that from you, and your content will have done its primary job of generating sales leads.

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Insights and Ideas

Lead generation that takes telesales to the next level

Telesales can be the start of a successful lead generation campaign – when you have the right lead generation company working for you.

The 360 Leads Black Report found that 44.7% of top performing companies rank telesales as their best lead generation channel. When you combine direct mail, digital marketing and a targeted campaign that gets your business in front of key decision makers, it’s no wonder that 76% of US and Canadian companies have applied multi-channel lead generation programs.

So, is telesales dead? Per our proven results, not in the slightest.

Creative outbound campaigns

The secret to creating meaningful outbound sales leads, is there is no secret. Simply put, the right B2B demand generation company will create a focused message, research your target markets and refine your value proposition. 360 Leads works with clients to produce creative outbound campaigns to achieve their objectives. Whether this means calls, direct mail, digital marketing or a combination of these methods, each campaign is specifically designed to grow sales leads and achieve results.

Win-back and retention

While reaching new customers is the focus for many lead generation campaigns, marketing to existing and former customers is just as beneficial for the bottom line. A win-back and retention strategy incorporated into a sales lead campaign means more avenues for more results. Don’t let leads cool off after that first conversion, instead— nurture, nurture, nurture. Here’s the proof: The 360 Leads Black Report found that companies who communicate three or more times with leads they generate are more than twice as effective at achieving their targets.

Targeting key decision makers

A blanket approach to telesales may not achieve results, but when an experienced demand generation company knows how to approach and execute telesales by doing the research to target decision makers you want to reach, results improve vastly. With outbound telemarketing sitting at the top of lead generation channels for top performing companies (The Black Report), it’s clear that even in a digital world telesales drives success. 360 Leads caters to clients in creating telesales campaigns on their own or combining them with insight-driven direct mail campaigns and/or digital marketing to ensure you are connecting with as many leads as possible.

How can we help

If you’d like to discuss how telesales and targeted marketing can increase your profitability, our lead generation company services can help. Contact us.