Driving outbound marketing effectiveness

Driving outbound marketing effectiveness

February 11, 2020
February 11, 2020

“Outbound marketing doesn’t work for us”. I’ve been hearing this phrase quite often from startup CEOs for the past two years.

I believe that there are several trends that fuel this perception:

1. We are all constantly bombarded by spammers (no grace, low quality, high volume) so we realize how ineffective it is and more over we don’t want our brand to be positioned as a spamming one.

2. Though quicker and cheaper than building the inbound infrastructure, Customer Acquisition Cost (CAC) may be considerable and you might want to divert these resources towards inbound marketing investments or attending conferences.

3. Setting up an outbound operations requires very specific people skills, know-how and software, not all marketing managers possess that knowledge.

4. When deciding to test outbound marketing operations, it is common to outsource to an outbound agency, because we all expect quick results from outbound marketing, these bandwidth consuming engagements are usually terminated three month into the agreement,

as a results of not meeting the startup’s expectation.

When working with outbound marketing you need to meet several prerequisites:

1. Positioning, you need to pitch and differentiate your offering in a succinct manner

2. Account qualification, which accounts and personas’ you need to qualify and address (ABM always works best for outbound).  Avoid aiming too high or too low, I witness deter of approaching executives as they are “too busy” and a tendency to approach employees who frankly are not motivated / accountable to drive any change.

3. Proper controls and follow-up automation infrastructure to ensure message consistency and quality

In some cases, unless you’re utilizing the outbound approach in order to perform A/B testing to validate messaging, it is unlikely to expect results if you’re messaging and target market are not battle proven.

I’ve just completed a project with an amazing five years old company that targeted an approach to new verticals, the approach was tested using outbound as we wanted to quickly test if we can generate traction (or fail quickly). This is a sound approach to validate the market sentiments before changing their entire positioning and product focus.

Bottom line, ABM + 4 touch points with each persona we’ve targeted (LinkedIn + emails, No cold calling) generated engagement of 25% and 10% conversion into SQLs, all within three month. (I’ll write about some insights about how working with LinkedIn changed within the past two years in a different note.)

Remember, How you generate traffic should be aligned with your level of maturity, if you’re not ready yet, start attending relevant conferences and engage your audience F2F until you’ve established a sound understanding of what interests whom and how you should best articulate it.

“Outbound marketing doesn’t work for us”. I’ve been hearing this phrase quite often from startup CEOs for the past two years.

I believe that there are several trends that fuel this perception:

1. We are all constantly bombarded by spammers (no grace, low quality, high volume) so we realize how ineffective it is and more over we don’t want our brand to be positioned as a spamming one.

2. Though quicker and cheaper than building the inbound infrastructure, Customer Acquisition Cost (CAC) may be considerable and you might want to divert these resources towards inbound marketing investments or attending conferences.

3. Setting up an outbound operations requires very specific people skills, know-how and software, not all marketing managers possess that knowledge.

4. When deciding to test outbound marketing operations, it is common to outsource to an outbound agency, because we all expect quick results from outbound marketing, these bandwidth consuming engagements are usually terminated three month into the agreement,

as a results of not meeting the startup’s expectation.

When working with outbound marketing you need to meet several prerequisites:

1. Positioning, you need to pitch and differentiate your offering in a succinct manner

2. Account qualification, which accounts and personas’ you need to qualify and address (ABM always works best for outbound).  Avoid aiming too high or too low, I witness deter of approaching executives as they are “too busy” and a tendency to approach employees who frankly are not motivated / accountable to drive any change.

3. Proper controls and follow-up automation infrastructure to ensure message consistency and quality

In some cases, unless you’re utilizing the outbound approach in order to perform A/B testing to validate messaging, it is unlikely to expect results if you’re messaging and target market are not battle proven.

I’ve just completed a project with an amazing five years old company that targeted an approach to new verticals, the approach was tested using outbound as we wanted to quickly test if we can generate traction (or fail quickly). This is a sound approach to validate the market sentiments before changing their entire positioning and product focus.

Bottom line, ABM + 4 touch points with each persona we’ve targeted (LinkedIn + emails, No cold calling) generated engagement of 25% and 10% conversion into SQLs, all within three month. (I’ll write about some insights about how working with LinkedIn changed within the past two years in a different note.)

Remember, How you generate traffic should be aligned with your level of maturity, if you’re not ready yet, start attending relevant conferences and engage your audience F2F until you’ve established a sound understanding of what interests whom and how you should best articulate it.

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