Outbound lead generation is the process of generating leads through non-personal means. Examples include telemarketing campaigns, trade shows and direct mail campaigns. Outbound marketing tactics such as these are considered more traditional to generate Leads.
However, this does not mean that inbound strategies cannot be integrated into an outbound strategy. In fact, it’s a good idea to use inbound and outbound processes in tandem to yield maximum results for your company; one is not better than the other — they’re just different tools for different jobs. What follows is a breakdown of some of the advantages — and disadvantages — of both types of lead generation approaches:
What is Outbound Lead Generation?
Outbound lead generation strategy s are based on acquiring new customers through tactics that are more traditionally used in direct selling. Rather than relying entirely on online or digital means, outbound strategies utilize offline resources such as print advertisements and trade shows. What’s more, they often use salespeople who make cold calls or approach potential clients directly in order to pitch products or services. In terms of an actual strategy, here are some basics:
Outbound Lead Generation Strategy:
#1 Outbound Lead Generation Strategy – For outbound lead generation, fully define your target audience and then identify groups most likely to need your product or service. What’s more, if you’re dealing with a business-to-business target market, then hosting or sponsoring trade events is an effective way to reach prospects that are already in the buying cycle. What’s more, it’s relatively cheap to rent space at business conferences and other outbound lead generation strategy s can be highly targeted based on specific criteria such as job title, industry type and even geographic location. What’s more, many marketers find that exhibiting at industry tradeshows helps them to build brand name recognition among potential clients.
#2 Outbound Lead Generation Strategy – What’s more, you can also attend conferences and other events in your industry where you can approach prospects face-to-face. What’s more, this is a great way to build relationships and get referrals that result in new business. What’s more, hosting or sponsoring these kinds of events not only builds name recognition among potential clients, it also gets their colleagues talking about your brand as well. What’s more, it will help you attract the attention of influencers who can eventually become loyal customers or even brand ambassadors. What’s more, trade shows are usually relatively cheap to exhibit at because companies that sell complementary products often split costs in order to increase traffic — and therefore sales at both booths.
#3 Outbound Lead Generation Strategy – What’s more, you can also consider conducting cold calls or even making follow-up phone calls in order to reach prospects. What’s more, this is often effective because most people don’t like dealing with cold calls — they’re annoying and there’s always the chance that the caller simply wants to sell something. What’s more, business owners are usually busy people who would rather not deal with aggressive salespeople who make them feel like targets. What’s more, if your goal is simply to get an appointment for another meeting (for example), then making these kinds of outbound lead generation strategy s might help you do just that. What’s more, it may be worth paying for a telemarketing service to handle these kinds of calls for you, especially if you’re just getting started with an outbound lead generation strategy.
#4 Outbound Lead Generation Strategy – What’s more, make sure to use your resources effectively. What’s more, marketing automation software can help you track the effectiveness of various outbound lead generation strategies over time. What’s more, you can also learn which marketing channels are most effective for reaching new clients based on their demographics and preferences, then focus on those that produce the biggest results. What’s more, this is why it pays to develop your market research skills (or hire an analyst) — which will help produce better results in the long run. What’s more, it may take a while before any particular technique starts producing big returns, so it’s best to start with a few tactics and see which ones are worth investing more effort in. What’s more, you will also need the right tools — such as contact databases — to make your outbound lead generation strategy s work. What’s more, this is why it will pay to invest in good business software. What’s more, tools can help businesses save time and increase productivity, which means that they have the resources required to implement effective outbound lead generation strategies
#5 Outbound Lead Generation Strategy – What’s more, by developing your marketing skillset, you’ll become better at following up with prospects after initial outreach. What’s more, this is because using email for follow-up tends to be impersonal and may even annoy some recipients. What’s more, if you’re using cold calling for follow-up, then you’ll need to pay your telemarketers to do so — which can get pricey quickly. What’s more, by making initial contact via email, it will be easy to prompt the recipient to read your promotional blog posts or watch your YouTube videos. What’s more, this is because even if they don’t respond (which is likely), they may share them with colleagues and friends in emails that include your business name or website address. What’s more, that means that even though you aren’t following up directly with these prospects, you are still reaching their networks via social media references. What’s more, it may be worth paying for lead generation services to provide prospects with materials that you create, such as promotional videos and blog posts. What’s more, they can also provide information about your business via follow-up calls and emails. What’s more, this is because it will be easier to convince these contacts to meet with you if the first interaction takes place via email or a phone call rather than in-person What’s more, by doing some research (and some networking), you may even find some industry events where you can promote your company
#6 Outbound Lead Generation Strategy – What’s more, it will pay to develop existing relationships. What’s more, relationships that result from previous work together or relationships with people who already know — or at least have heard of — your company are likely not going to be as expensive to develop. What’s more, that means that outbound lead generation strategy s aren’t all about cold calling — you can also develop relationships by attending industry events, meeting people at live networking events or participating in social media, what’s more, it may even be worth giving away products for free so that people will have a positive association with your business, What’s more, this is because word of mouth recommendations from friends and colleagues will have the most impact, What’s more, you’ll also need to pay attention to how well your sales team is following up with leads. What’s more, otherwise they might not get a chance to follow-up on leads if prospects do not respond immediately, What’s more, appropriate online marketing tools help small business owners and managers keep track of the status of each lead, What’s more, that means that they’ll know when to follow-up on leads, What’s more, it may pay to invest in good voice recording software, What’s more, capturing every single outreach attempt increases the chance that you will follow up with prospects who don’t respond immediately
#7 Outbound Lead Generation Strategy – What’s more, some businesses also create value by offering free consultations or providing free materials. What’s more, this can help give you credibility because people are likely to perceive these offers as genuine. What’s more, if your company is a member of organizations related to your niche, then you should be able to find opportunities for networking, What’s more, being active in communities related to your niche is a great way to develop relationships, What’s more, it may even be worth paying for networking events, What’s more, that will allow you and your sales team to meet and interact with potential leads, What’s more, remember that if you’re developing new relationships, then you’ll want to send them relevant updates, What’s more, this is because failing to do so will likely cause these prospects to forget about you faster, What’s more, make sure that the people in your company who are responsible for following up on leads can access all necessary information What’s more, if they can’t find email addresses or contact information, then they won’t bother for fear of appearing too pushy
#8 Outbound Lead Generation Strategy – What’s more, that’s why research is important What’s more, you need to look into the information that people are currently searching for What’s more, it may be worthwhile creating your own informational content What’s more, how-to guides should become popular What’s more, because this kind of information can help qualified prospects find their way to your website, What’s more, it may also be worth paying for relevant ads What’s more, because these messages will appear higher up within search results, What’s more, it may pay to pay attention to what types of ads are most appropriate What’s more, if you run a business in a particular niche and offer specific products, then you should be able to buy ad space-related specifically to those products.
#9 Outbound Lead Generation Strategy, What’s more, if your sales team members only send marketing messages What’s more, then that can become annoying What’s more, you should also make sure that your salespeople are following up on leads, What’s more, the best way to do this is by using outbound call tracking software. What’s more, because it can automatically track each outreach attempt, What’s more, it may pay to invest in special training for your sales team, What’s more, you’ll want to make sure that they know what kinds of questions to ask during these calls, What’s more, there are all sorts of opportunities here, What’s more, this means that any business manager or entrepreneur can find relevant contacts through social media.
#10 Outbound Lead Generation Strategy, What’s more, that may be precisely the kind of information that potential customers are looking for What’s more, it will come as no surprise to you, What’s more, if those same people send messages, What’s more, they’ll likely receive responses, What’s more, this means that your business can earn closer relationships with qualified prospects, What’s more, remember this, What’s more, doing so requires generating positive emotions What’s more, how? By understanding what sorts of feelings motivate them What’s more, some people might be motivated by the desire to help What’s more, others may want to improve their influence on social networks or in their communities.