In Data Quality Management

Inbound Marketing seems to be all the hype these days.  B2B marketers are getting their feet wet with new social media tactics, online marketing is bigger than it’s ever been and word-of-mouth strategies are being built into most marketing plans today.  But what are you doing with all of this inbound activity on your web site and leads from registrations?

Are you adding them to your next email program?  Are you including them in your newsletter list?  Are you inviting them to your next webinar or live event?  Is your sales or tele-sales team following up with them via phone or email?  Chances are pretty high you’re using these inbound leads to fuel your outbound marketing programs.

What about all those web site visits?  Do you know what companies are visiting your web site?   What pages are they on? How long are they there?  Should you develop a Outbound Marketing program to reach and target the right person in those companies?

With the explosion of marketing automation, B2B Marketers now have the tools they need to better segment, target and reach these inbound leads with tailored messaging via Outbound Marketing.  But it’s not as simple as just loading these inbound leads up and hitting the send button.  To get the results you’re looking for you have to be more deliberate about your outreach.

We all know that in any typical B2B sale there is more than one person involved in a buying decision.  An inbound lead is a good sign someone is interested but chances are high they are collecting information for a team to evaluate.

Instead of waiting on the entire decision making unit to announce themselves, identify the roles you know to typically be involved in the decision and kick up your Outbound Marketing with messages tailored to each of their pain points.  This can only help your marketing results and conversions and getting everyone to the table at the same time also speeds up typical sales cycles.

While Inbound Marketing may be all the rage, you need a targeted Outbound Marketing program to reach all of the decision makers.  So as you are getting ready for 2010, make sure you have set up your Inbound Marketing to fuel your Outbound Marketing programs.

Showing 5 comments
  • Robert Lesser

    I agree…most B2B marketers would be best served by looking beyond the hype by optimizing their mix of inbound and outbound marketing.

    Robert

  • Mike Volpe - HubSpot

    I totally agree that reaching back out to people that have filled out a form, contacted you and maybe those who just visited your website is a great practice. In fact, when you are contacting someone who has opted into your email list or website form, I don’t even consider that outbound, it is just responding and getting back to people.

    But yes, Inbound and Outbound can work together!

    One case that seems to work well is if you have built a solid Inbound marketing program and are getting a nice flow of low cost and highly interested leads, sometimes they might be someone in the company who is interested and is an influencer, but not the final decison-maker.

    You can use the combination of contacting that Inbound lead, along with some Outbound markeitng using data sources like ReachForce, JigSaw or LinkedIn (depending what you are trying to do) to reach the senior decision-maker to expand the number of people you are talking to at the company.

  • Steven Woods

    Suaad,
    You know that I agree with you whole-heartedly. That goes without saying.

    However, I suspect that the reason this is hard is that the next step in the communication is in a very challenging middle-of-funnel level. It’s not quite as high level as the industry-educational thought leadership content that gets you discovered using the techniques of inbound marketing, but it’s also not as low level as the direct selling conversation.

    To keep people engaged during a nurturing process, the content must continue to add value, without being salesy, as the prospective buyer learns more about the industry and how you serve it. This often requires true subject matter expert content, and that can be challenging for many organizations.

    You do make a good point though, and I very much agree.

  • B2B Lead Generation

    There’s an useful webtool to optimize the marketing investments to generate b2b leads online.
    Domodomain is an online application that automatically identifies the companies on own website, and delivers fresh and qualified b2b leads with no efforts, to support own sales network.
    A 20-days free trial is available here: http://www.domodomain.com/ppc/index.html

  • Willv- L2, Inc

    Suaad,

    Thank you for the post… the best one I’ve came across all morning.

    There is no doubt that it is too often B2B marketers don’t find the right balance between outbound and inbound marketing. The right blend of the two will most likely generate better results than just focusing all efforts on one.

    A simple way of looking at it is inbound gathers information (becomes intelligence) to strengthen the “relevance” factor for outbound efforts.

    Planning and the right marketing automation/data management solution(s) is the key to making this entire process less painful and more efficient.

    -Willv