For years, there’s been a rift in the marketing world. Inbound methodology has taken the spotlight, and outbound has fallen by the wayside.
But by ignoring outbound, marketers are missing out on a powerful set of tools. Inbound is powerful and effective, of course, but just because you leverage inbound, that doesn’t mean you can’t take advantage of outbound as well.
Here are some impactful B2B outbound marketing strategies you can implement right away.
B2B Outbound Marketing Strategies You Can Use Right Now
The goal isn’t to switch over from inbound to outbound. The two methodologies are often regarded as mutually exclusive, but that’s not the case at all. You can – and should – use outbound to improve your inbound’s performance.
Where Outbound Is Now
Back in the day, outbound meant cold calls. The old-school trope of an insurance salesman calling and interrupting dinner, a door-to-door vacuum salesman who dumps dirt on your floor to prove how great his vacuum is.
It’s also often confused with spamming. The difference is in targeting: spamming is sending large volumes of email marketing indiscriminately to random people, with no regard for whether they might have an interest in your offer.
Outbound today looks a lot more like inbound. It’s highly targeted and personalized, and pulls from the inbound mindset.
Modern outbound blends with inbound to create a seamless, powerful marketing machine.
Focus on Them, Not Yourself
The main difference between inbound and outbound today is that with inbound, you’re essentially waiting for leads to come to you. With outbound, you’re proactively going out and finding them yourself.
In both cases, it’s crucial to take a value-based approach. This means that you’re not rattling off a list of your product’s awesome features and why they should buy it.
Instead, you’re demonstrating that you understand your audience’s problems and educating them on how your product improves their lives by solving those problems.
Regardless of what channels you’re using, understanding your target audience is key. If you know their needs, problems, and context, you can craft messaging that hits home and provides them with real value.
Nurture, Don’t Push
If you’re thinking of outbound as its own standalone channel, stop. Instead, look at it as another method of topping up your funnel. Your goal with outbound shouldn’t be to push a bottom-of-funnel conversion – it should be to bring new leads into the top of your funnel.
That way, your nurturing processes can do their work, while you focus on keeping more leads coming in.
Don’t try to convince cold contacts to jump from I’ve never heard of you to ready to talk to sales. You’ll come across as pushy, and drive away far more leads than you gain.
Instead, encourage a top-of-funnel action that opens the door to further nurturing. Send them a blog post that helps solve a particular issue you know they’re facing, and encourage them to opt in to your newsletter, for instance.
Knowing Your Audience is Half the Battle
Think about a typical company structure. Which roles does your product help the most? Who among them has the clout to pull the trigger on a purchase?
In the B2B world, purchases don’t generally happen in isolation. These decisions are often made by a team of multiple stakeholders. Of course, you’re only going to be interacting with one of them – so you need that person to not only want your product, but to want it enough to go to bat for it.
For that to happen, your message needs to really resonate with the reader. You need to make them feel like your product addresses their needs specifically.
You can do that by making sure you’re targeting people to whom that applies – people who really do need exactly what your product offers. You can also achieve this by opening a dialogue with them.
Need to Know Something? Try Asking
Many marketers try to guess what their audience’s needs are, based on research and data gathered from similar examples. What most don’t do is simply ask.
It sounds a little silly, but if you think your product is a good match for someone, it’s absolutely worth asking. Send them an email saying something like “Based on your role as a sales manager, I think you could get a lot of value out of what we offer. What are your three biggest professional challenges at the moment?”
You might just get some really useful data from the response. And if those challenges are things your product solves, you’re perfectly positioned to follow up.
Want Someone to Take Action? Don’t Forget to Ask
This is a mistake that feels almost too obvious, but it happens all the time. Marketers send emails that do everything else right – they make great, accurate points about the value the recipient will get, cite awesome statistics, provide great case studies that back it all up … and then totally neglect to provide a call-to-action.
If you’ve got a reader ready to click and set up a call, but forget to actually add a link to your calendar, that’s a lead you missed out on for no good reason.
Someone might be ready to click a link and fill out a form or book a call, but they’re probably not going to bother hunting down your website and getting in touch that way.
Make it as frictionless as possible for people to take the action you need. This includes asking them to take it!
Make Sure You’re Actually Reaching Inboxes
Outbound email is powerful, but has its pitfalls. The biggest one is that it can be a struggle to get your emails to land in inboxes.
If you send out a great campaign and see little to no engagement, chances are it ended up in spam folder limbo.
There’s a whole host of reasons why that might happen, and taking care of them can be difficult and time-consuming.
That’s what Clickback is for. It takes care of deliverability for you, so you don’t need to worry about hitting spam folders.
Want to learn more about how Clickback MAIL can jumpstart your outbound marketing? Book a 1-to-1 live software demo today and see just how it works its magic for you.