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Generate Quality Leads With These Outbound Strategies

Generate Quality Leads With These Outbound Strategies

Nowadays a company’s success depends on the marketing strategies it implements, but figuring out which one works the best for your company can be extremely hard. Most companies believe in using a mixture of both inbound and outbound strategies to generate leads.

According to statistics over 73% of marketers are using inbound marketing as their primary approach.

With this statistic, we can tell that over the years inbound has become very popular but outbound remains to be the backbone of the company especially in its initial stages. So what are outbound strategies you ask? Outbound lead involves strategies in which a marketer initiates the contact with the prospect.
Outbound sales mean you can target the exact type of customer you want, rather than waiting for them to discover your brand, engage with your content, and request a consultation. We believe that both inbound and outbound marketing tactics must be used in tandem and in a way that they complement each other. Inbound marketing may be cheaper but takes a lot of time to generate the same results that outbound strategies can do while being very fast.
Using the right outbound tactics at the right time will help you propel your revenue performance and build a stronger customer relationship. Outbound is often considered to be the traditional form of marketing, however, its strategies can help you reach the maximum potential to drive brand awareness and generate leads at a bigger scale.
In this blog, we’ll cover the concept of outbound marketing, its types, examples, how it is different from inbound marketing, the top outbound marketing strategies that will boost your marketing efforts in 2022.

Table of contents

What is outbound lead generation?

Outbound lead generation is a method of engaging with leads who might not be aware of your products and services yet. The word outbound nowadays refers to marketing channels like Television, radio ads, press releases, and billboards.
And that’s exactly what an outbound lead strategy does in the digital space as well, it helps you approach your target audience by using methods like email, cold calling, social selling on LinkedIn, social media prospecting, and organizing events to create brand awareness. The other outbound prospecting examples include sending out flyers, billboards, trade shows, and conferences, but these methods can be expensive.
Now you may ask “How to build an outbound sales strategy?”, the first you have to do before planning your outbound strategy is a lot of research. Once you start your outbound marketing and the leads are interested in what your company offers, then it will be passed on to the sales team for conversion.
Outbound is very different from inbound strategies like content marketing that rely on leads who already know of your company or its products. In simple words, inbound attracts leads while outbound goes out to find them.
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Transform your leads into successful sales with high returns

What are outbound leads?

What are outbound leads

A B2B lead who is interested in your company or its products but hasn’t purchased anything yet. These leads are then moved down the outbound down the sales funnel.


The marketers then use methods such as cold calling, sending out sales emails, social media outreach, or making outbound PPC advertisements to convert those prospects. The outbound marketing tactics and strategies can be daunting at first but you achieve high results if you approach people with the right pitch.

Benefits of Outbound lead generation

generate leads

Generate leads faster

One of the biggest advantages of outbound lead generation is that it gets results faster than inbound strategies. Marching strategies like SEO and content marketing usually take a long time to deliver the same results due to the competition. By sending cold emails to qualified leads, you can get converts virtually immediately.

personalization
Personalization

The other useful benefits are that you can implement more personalization into outbound. And these personalized messages will resonate with your target audience and make them respond. Personalization is the key to outbound marketing because it allows you to build a connection with your leads and nurture them to the next step of the sales process. This way you can accelerate conversation and streamline your sales funnel.

right audience
Send relevant content to the right audience

Since your content is curated to your target audience you can reach decision-makers at the right time. You can also control the type of prospect you want and have as many prospects as you want as it is in your control.

For example, with the help of an email campaign, you can easily weed out any leads that are too small or big.

control the pace
Control the pace
Once you have perfected your targeting, offer, and sales process, you can control the pace of the number of leads you want in your pipeline. For example, a digital agency or any other B2B company that can only take on a certain number of clients at a time. This is where outbound strategies will help you most.
automate your marketing
Automate your marketing
There are more options available for automation in outbound than compared to inbound. With the right team and software tools, you can boost your results and outreach many more people.
build brand awareness
Build brand awareness
Outbound strategies will help you reach a wider or a niche audience to increase your brand awareness and get more visibility. Increased interaction and feedback from a wider variety of prospects will benefit your company’s sales process.
Tap into new markets
Outbound allows you to get your business in front of new markets that may not know of your company yet. By exploring more markets, you will be able to do wider testing of an array of messaging techniques. It will also give you access to more data sets that will be vital in the creation of buyer personas and offering value propositions.
gain better prospect
Gain better prospect
Since you will be gaining more information and market intelligence from outbound, you can create robust customer profiles. More information will also help you engage and convert leads and also in better segmentation.

Outbound VS Inbound lead generation

Inbound and Outbound strategies are very different from each other.
Five main differences between them.

Outbound Lead Generation
Inbound Lead Generation
Outbound Lead Generation
It brings you leads that are not aware of your brand or products yet.
Inbound Lead Generation
It brings you leads that are more nurtured and more qualified to go down the sales funnel.
Outbound Lead Generation
Outbound lead generation actively reaches a broader group of people and therefore brings you more sales opportunities in a shorter period
Inbound Lead Generation
Inbound strategies can reach a broad group of people, especially in a short period. You have no control over who gets attracted.
Outbound Lead Generation
Examples include email, cold calling, social selling on LinkedIn, social media prospecting, and organizing events.
Inbound Lead Generation
Examples include content marketing, SEO, social media, blogging, and lead nurturing.
Outbound Lead Generation
Attract leads to a business by speaking directly to decision-makers on behalf of your business.
Inbound Lead Generation
Attract leads to a business by providing valuable content and tailored experiences.
Outbound Lead Generation
The cost per lead of outbound campaigns will typically remain the same and may even increase if creative isn’t refreshed.
Inbound Lead Generation
Inbound campaigns typically have lower costs and are spread over a longer timeframe.
outbound lead generation
Know more on outbound lead generations and how to convent them onto your potential customers.

Top outbound marketing strategies

Cold emails

A cold email is a type of email that you can send to potential customers that has little knowledge of your company or its products and services. According to a study, emails generate an average ROI of 3800%. Cold emails are the most effective outbound lead generation tactics for B2B companies.

You will also get an opportunity to do brand awareness and start building a meaningful relationship with your target audience. When you design emails, you have to take into consideration is a lot of factors such as an email subject line, the right contact, clear and concise content, personalized elements, etc.
outbound marketing
While creating an email campaign you have to:
schedule

Set an email schedule and frequency

open rate

Create an email with a high open-rate

email subject

Add an eye-catching email subject line

email campaign

Automate your email campaign

cta

Add compelling CTAs

images or videos

Add interesting images or videos

These tips will help you reach the right leads at the right time and engage them in a conversation by personalizing your email around their interests, needs, and expectations.
You can even automate this email based on certain actions in order to increase proficiency and remain relevant to new leads. With cold emails,

You can perform outbound activities such as

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Connecting with cold prospects

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Nurturing leads

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Sending follow up emails

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Distributing marketing collaterals

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Content distribution

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Keeping prospects engaged

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Corresponding with prospects regarding sales appointments

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Responding to feedback, queries, or requests

Cold Calling

A cold call is nothing but an unsolicited phone call that a business uses to reach out to its leads in an attempt to sell its products and services. Another name for cold calling is telemarketing and that has been around for ages because it still is one of the best ways to target and engage with potential customers. The main goal of cold calling is to organize a meeting or demo with the prospects to pitch its products and services.

Prospects are very different and it’s up to you to set the tone of the conversation and win them over. You can perfect your outbound calling strategy with a lot of practice and by using CRM and Automated dialer software. According to a study done by RAIN Group, 69% of buyers claimed to have accepted a cold call in 2019.

There is many cold calling software with which your sales representatives can make HD call quality, SMS, real-time coaching and transcriptions, other powerful calling features all under one platform.
cold call
If you want every cold call to be successful you must
ideal customer profile

Make an ideal customer profile (ICP)

lead list

A lead list of contacts that may have an interest in your products or services

list questions

Create a script containing a list of questions you will be asking your leads on call

message

A message that should be written from your prospect’s perspective

data

Leverage data on past activity to schedule outbound calls

According to research, B2B decision-makers still prefer to use the call as a medium to generate leads, with over 57% of C-level executives and nearly 50% of directors/managers responding to sales calls. Track performance of every call with a full set of KPIs and other important metrics.

With cold calls, you can perform outbound activities such as
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Nurturing the leads made in other channels

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Responding to prospects queries

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Immediate lead qualification

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Collecting or verifying information

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Understanding their pain points or expectations

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Promote content or other collaterals

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Follow up with them

Referral marketing

Referral marketing is a strategy in which a brand encourages its existing customers to recommend their products or refer the company to others. But in order for this strategy to work, you have to give something in return to your existing customers, this can include a free product subscription, an exclusive or limited period offer, a discount, etc.
In simpler words, referral marketing is all about turning your brand’s customers into brand advocates, while providing them with incentives to share information about your company. The main reason why the outbound strategy words are because of the power the word of mouth holds.
referral
Five reasons why referral traffic should be implemented
relevant leads

You get highly relevant leads

lead retention

Lead retention will be higher

lead nurture

Easier to nurture leads acquired through referrals

customer loyalty

Customer loyalty is higher

complete control

You have complete control over your referral programs

Even though referrals can happen through inbound, they are both very different


Inbound referrals: These leads are the ones that come to you after they hear about your business from someone else. They are leads who are likely to convert.


Outbound referrals: Require your existing customers to make a call to someone they know. They aren’t as qualified as inbound referrals.

PPC campaigns

Pay per click or PPC is another great way to advertise your company and its products. It’s also the quickest outbound lead generation method as it requires you to pay for every click a user makes on your online adverts. According to a study done by Hanapin Marketing, 79% of brands agree that PPC marketing is a huge driver for their business. This falls under the category of outbound lead generation because viewers don’t expect to see your commercials.

These campaigns are intentionally directed towards prospects that don’t know about your brands yet. This method can be expensive for a small business, as it requires huge sums of money. Most marketers do PPC campaigns on social media or search engines like google or Bing.
ppc campaign
PPC campaign requires:
research

A lot of research

right keywords

Selecting the right keywords

landing page

Creating effective landing pages

content

Relevant content

targeting

Targeting the right audience

There are numerous benefits of a PPC campaign, as they help you in reaching your targeted audience, rank on the SERPs, the immediate flow of traffic, branding opportunity, easy to measure, among others.
A tip you should use is to make sure your ICP is as detailed as possible. With an ICP you can target potential prospects based on their interests.

LinkedIn

LinkedIn is also one of the best B2B outbound marketing strategies, as it is the most business-focused social media platform. Based on the study done by Statista over 66% of B2B marketers found LinkedIn to be the most effective followed by Twitter at 55%.

LinkedIn can be used for outbound activities like
engage

Engage with your prospects via LinkedIn connections

linkedin

Use LinkedIn profiles and account activities to map target accounts

linkedin groups

You can join LinkedIn groups to access a higher number of prospects

specific groups

Target specific groups of prospective clients

communication

Have direct communication with prospects

b2b content marketing
One advantage LinkedIn gives you which you can’t find on other platforms is filtering leads Job Title, Company, Industry, Location, Degree of Connections, and more. To use LinkedIn for outbound prospecting you need to create a professional LinkedIn profile, join groups, get more followers, add links to your website and start publishing content. Make sure to promote these LinkedIn posts on Twitter and Facebook for more expansion and brand awareness.

Organize events

Events are among the best practices of outbound lead generation as it allows you to inform your potential leads about your products and services to test them out. You can set up numerous types of events such as webinars, online courses, live streaming events, trade shows, seminars, conferences, VIP experiences, festivals, products launch parties, etc.
But remember that whichever event you plan to set depends on the type of audience you want to connect with and the budget you have set aside. So, if you are a SaaS company that specializes in helping e-commerce brands, then you can set up an e-commerce event and meet your potential customers.

A study from the Economist Intelligence Unit found that events are crucial to the success of over 78% of start-ups. The main goal of organizing a networking event is that connect with prospects, educate them and show how your product can help solve their problems. Networking events are a great opportunity to generate outbound leads and a highly scalable way to market your business.

Conclusion

Outbound marketing is a vital part of lead generation, brand awareness, and filling your sales funnel faster. So, make sure not to ignore it in favour of inbound strategies alone and end up losing huge revenue opportunities. The outbound strategies mentioned above should be implemented along with inbound to grow your company in a more efficient and timely manner.
And contrary to popular belief outbound marketing is not going away any time soon. The right outbound tactics when used at the right time will help you build relationships with your prospects, leads, and account.

Hope you found this blog helpful. Happy marketing!

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