There are two sides to a sales lead generation process: inbound and outbound. Both are equally important, and both will be a part of B2B sales efforts in this decade and those later to come.
Although, there still seems to be a fight against outbound: Marketers say it’s old, it’s dead, or it’s not necessary.
At CIENCE, we use a combination of both and have successfully implemented lead generation campaigns for more than 2,500 companies across more than 250 industries, and while you’re reading this, we will be filling more and more business funnels with outbound leads.
In this article, we’ll name all the reasons behind outbound’s success and give you insights into five effective outbound lead gen strategies that will upgrade your sales efforts in 2024.
What Is Outbound Lead Generation?
Outbound lead generation is a sales process of finding and actively engaging leads that fit your ideal customer profile (ICP). Simply put, inbound attracts leads in, outbound goes out to find them.
For instance, company A provides team-building activities for big enterprises in California. Company B searches for these services and finds you through engine search, LinkedIn, or ads. With some help, this lead may go down through the sales funnel and become a client. That’s an inbound lead generation.
Since the leads need to keep flowing, company A finds one hundred leads that match their ICP and may be interested in this service. Then, sales reps reach out to them by phone, email, pre-targeting ads, or social media. Ten leads are interested and are ready to meet with the sales executives. That’s an outbound lead generation.
Outbound vs. Inbound Lead Generation
Inbound is cost-effective and more of a long-run strategy. It brings you leads that are more nurtured and more qualified to go down the sales funnel, yet it takes more time.
Outbound lead generation actively reaches a broader group of people and therefore brings you more sales opportunities in a shorter period. It gives you control of the leads you target and is great for getting ahead of your competitors.
So we say, try both. Add outbound to your inbound to get a perfect equation.
What are the Differences Between Outbound and Inbound Leads?
When comparing outbound leads to inbound leads, it’s essential to recognize the distinct approaches each strategy embodies:
- Inbound Leads: These leads are generated when potential customers find your company through content marketing efforts, SEO, social media, or paid ads. Inbound leads are typically more qualified as they have shown an interest in your products or services by actively seeking you out. However, inbound lead generation is often a slower process and relies heavily on building long-term relationships.
- Outbound Leads: Outbound leads, on the other hand, are generated through direct outreach efforts. These leads might not have prior knowledge of your company, making them less immediately qualified but potentially opening doors to new business opportunities. Outbound leads are usually pursued more aggressively, leading to quicker sales cycles and a more controlled targeting approach.
How Does Outbound Lead Generation Work?
Outbound lead generation process involves several key steps:
- Identify Your Ideal Customer Profile (ICP): Define who your perfect customer is. Think about industry, company size, job titles, location – the more specific, the better.
- Build a Targeted List: Create a list of potential customers who match your ICP. This can be done through databases, LinkedIn, or lead gen tools.
- Craft Personalized Outreach Messages: Develop messages tailored to each prospect. Personalization makes all the difference.
- Execute Multi-Channel Outreach: Reach out via cold calls, emails, social media, and even direct mail. The more consistent and varied, the better your chances.
- Qualify and Nurture Leads: Once someone bites, qualify them and nurture the relationship. Guide them through the sales funnel with relevant info and support.
Traditional Outbound Lead Generation Strategies
Even in a digital world, traditional outbound strategies still pack a punch:
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Cold Calling: The classic. It’s direct, personal, and still one of the best ways to connect with prospects.
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Direct Mail: It might seem old-school, but direct mail stands out in a crowded digital space. A well-crafted piece can make a lasting impression.
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Networking Events and Trade Shows: Face-to-face interactions at events and trade shows can fast-track relationships and build trust.
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Referrals and Word-of-Mouth: Leverage your network. A referral from a satisfied customer or partner can be a golden lead.
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Telemarketing: Similar to cold calling, but broader. Use it for lead qualification, market research, and setting appointments.
Top 5 Outbound Lead Generation Strategies
Outbound is undeniably needed due to growing competition, the changing sales environment, global shifts, and digital transformation. A recent Gartner report revealed that by 2025, 80% of B2B sales interactions between supplier and buyer will occur in digital channels, so you'll want to stay ahead of the curve.
These five outbound lead generation techniques will help to grow your sales funnel no matter what.
1. Automate to optimize workflow.
The number of times people searched for “marketing automation” has tripled over the past five years, and that’s no surprise. Outbound sales software and CRM tools are now essential parts of an outbound lead generation process.
Marketing automation:
- Saves time
- Cuts down on manual tasks
- Provides analytics on various KPIs
Marketing automation is crucial for your outbound lead generation campaigns. The multichannel outreach becomes much clearer: Every interaction with the leads is monitored live. Therefore, your sales reps have more time for a quick reaction. And that matters because of the demand we face now where leads are nine times more likely to convert when businesses follow up within five minutes.
📑 Worth Reading: Top 5 CRM tools for 2024. Or, if you consider upgrading your marketing automation software to a new one, check our CRM migration checklist.
2. Personalize to create a bond between the buyer and seller.
Again and again. This strategy was useful yesterday and will be used tomorrow. Not to overdramatize, but we think it will stay here and into the near future as well.
The more information you have on your leads, the more ways you have to establish a trustworthy relationship with them. 72% of consumers say that they only engage with personalized content.
Personalization:
- Enhances customer experience
- Highlights value of the services to a lead
- Increases sales
You can personalize almost anything in the outbound lead generation efforts: calling scripts, emails, landing pages, and even sales objections. Emails receive higher open rates, CTAs perform better, and pre-targeting ads cannot exist without personalization.
📑 If you need some insights into email personalization, check out our 10 Email Personalization Hacks article to grab a prospect’s attention.
3. Use multichannel outreach to engage a wider audience.
All is fair in love and outbound lead generation. Of course, you can still have a primary channel for your outreach, but you shouldn’t disregard the other resources.
Multichannel outreach:
- Increases customer retention rates
- Spreads company awareness
- Creates a full customer journey
Outbound lead generation channels include cold calling, cold emailing, social media connections, landing pages, pre-targeting ads, content syndication, direct mail, and much more.
82% of buyers say they have accepted meetings with salespeople after a series of contacts beginning with sales cold calls, proving that cold calling isn’t going to die any time soon.
Personalized cold emails can double your reply rates. Social media outreach is cheap and can reach a target demographic fairly quickly. Direct mail is much more tricky to master, although there is almost no competition in the lead’s post box.
No matter which channel you decide to add to the outbound lead gen efforts, it will be useful.
📑 For any questions on cold calling, use our guide. We also have a very detailed one on cold emailing.
4. Use content syndication to reach the target audience.
Content syndication is the process of distributing your content in multiple ways to reach your target audience. At least 65% of marketers use content syndication as a core part of their lead generation efforts.
- Boosts content ROI
- Creates brand awareness
- Gains content credibility
For instance, in the inbound, you use guest blogging and social media to send your content into the world. By using content syndication platforms to increase your outbound leads, you get to choose who and when someone reads your content. You can distribute it through telemarketing (cold calling) or email marketing (cold emails). The top four most commonly used content types for that are whitepapers, presentations, infographics, and articles.
Digital generation takes over sales, with 80% of B2B buyers using mobile devices at home. And according to various sources, this number is about to multiply.
Mobile optimization:
- Reduces purchasing time
- Heightens customer loyalty
- Increases queries, traffic, and lead flow
Mobile optimization can be used to enhance both inbound and outbound lead generation. Your website must load fast and look good on mobile devices. However, don’t forget about landing pages, whitepapers, and any other possible links you may include in your outreach. Everything moves fast, and so should your outbound.
To optimize your customer’s mobile experience, fasten the load of pages, use app integrations (an homage to B2C), limit the data entry (make it simpler), or replace it with interactive content.
📑If you want a deeper dive into mobile optimization, check out what B2B marketers really think about it.
Bonus Outbound Lead Generation Techniques:
- Use interactive content: It increases engagement, grabs attention, and entertains. So use quizzes, questionnaires, surveys, and contests to generate more outbound leads.
- Adjust to remote activities: Work from home reality doesn’t mean we have to quit events, do we? We can go online.
What is Considered the Best Outbound Lead Generation Strategy?
When it comes to outbound lead generation, personalized multi-channel outreach takes the crown. By using a combination of email, phone, social media, and direct mail automation, you’re covering all bases and increasing your chances of getting a response.
Here’s why it works:
- Multi-channel outreach boosts engagement. Businesses that utilized two or more channels within a single campaign saw a 166% increase in engagement rates.
- Companies with strong multi-channel strategies retain 89% of their customers, compared to just 33% for those without.
And don’t forget personalization. According to Salesforce, 72% of consumers only engage with personalized messaging. When you combine personalized outreach with a multi-channel strategy, you’re setting up your outbound efforts for success – more leads, faster conversions, and better results overall.
Upgrade Your B2B Sales with Outbound
Outbound lead generation is a complex yet powerful tool that, when done right, can transform your sales pipeline. Whether you’re navigating the nuances of traditional strategies or embracing the latest multi-channel approaches, it’s clear that outbound is essential to stay competitive in today’s market.
At CIENCE, we specialize in crafting personalized, multi-channel outbound lead generation strategies that get results. With a proven track record, we know what it takes to fill your sales funnel with high-quality leads.
Why go it alone when you can partner with the experts? Let CIENCE help you combine the best of outbound and inbound to create the perfect formula for success. Reach out to us today, and let’s start filling your pipeline with the leads you need to grow your business.
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