What’s the Weakest Link in B2B Marketing? Clickback Fills It In

Traditional marketing wisdom has held for the last 20 years that outbound marketing is dead, and that inbound is the only way in B2B marketing—yet it’s become very clear that outbound marketing and sales can actually help inbound.

(Ontario, Canada) April 25, 2017—Over the last couple of decades, it’s been said that
inbound marketing is the most cost-effective form of marketing—but it’s become obvious
that inbound marketing can’t be effective without a measure of trust,1 and such trust cannot
occur unless a relationship between the seller and the prospect is begun, developed and
continued.2 Clickback, a software as a service company, tells us that – in some cases – such
a relationship cannot exist without outbound marketing and sales taking place.

A heavy stress on inbound marketing has been the trend since the mid-2000s, when the
entire marketing world was on fire for inbound marketing and SEO became the buzzword of
the day. Valuable content was created and used to attract organic visitors to web sites. It
was even heralded that “outbound marketing and sales was dead.” But as we’re now seeing,
the “inbound only” approach, without a balance of outbound marketing and sales to help
stimulate it, has very limited value.

“Using outbound marketing and sales in tandem with your inbound efforts will greatly
increase the effectiveness of your marketing strategies,” said Kyle Tkachuk, President and
CEO of Clickback. “We encourage B2B marketers not to ignore outbound strategies, as they
can push their inbound efforts and increase results—especially in the short term.”

With the rise of efficient marketing automation, companies are shifting from primarily
inbound-only marketing programs to programs that strike a balance of inbound and
outbound.

Outbound marketing and sales attempts to reach potential customers through many
different channels, including general media advertising, in-person contact, cold-calling,
email and others. The objective of these methods is the generation of sales leads, which are
followed up with direct contact by salespeople.

Outbound efforts also tend to be more effective in B2B marketing, especially in high-ticket
markets. While B2B buyers will conduct online research (inbound marketing), they still tend
to seek the personal contact and trust they have established through relationships.

Clickback offers an outbound solution which is highly effective in capturing the 94% of web
visitors that would otherwise be lost simply because they don’t fill out a web form.
Companies can qualify these leads and reach out to them with methods such as email offers
or cold-calling.

About Clickback

Founded in 1996, Clickback is a software as a service (SaaS) company that helps thousands of marketing professionals solve their companies’ lead growth problems by using Cloud-based B2B lead generation software products uniquely designed to accelerate lead growth. Clickback is one of the world’s first SaaS companies to offer email lead generation software that provides a safe and proven method of securing profitable B2B leads to mid-market and enterprise companies. Clickback has been able to identify almost 300,000 leads for its users who use Clickback WEB, a software solution designed to identify unknown visitors to a company’s website and utilize them as leads. In 2016, Clickback also became one of the first email service providers to be 100% IPv6 (Internet Protocol Version 6) compliant, to maximize email deliverability for customers who use their email lead generation software – Clickback MAIL. IPv6 allows for 340 undecillion IP addresses, ensuring that there will be no shortage of IPs, and that devices will be able to remain in communication with one another—which is imperative for compliant B2B marketers today.

Works Cited

  1. “Using Outbound Marketing to Improve Inbound’s Effectiveness.” Newfangled. N.p., 15 Feb. 2016. Web. 11 Apr. 2017.
  2. Outbound Marketing | What Is Outbound Marketing? N.p., n.d. Web. 11 Apr. 2017.

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