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.
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.
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.
When comparing outbound leads to inbound leads, it’s essential to recognize the distinct approaches each strategy embodies:
Outbound lead generation process involves several key steps:
Even in a digital world, traditional outbound strategies still pack a punch:
Cold Calling: The classic. It’s direct, personal, and still one of the best ways to connect with prospects.
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.
Networking Events and Trade Shows: Face-to-face interactions at events and trade shows can fast-track relationships and build trust.
Referrals and Word-of-Mouth: Leverage your network. A referral from a satisfied customer or partner can be a golden lead.
Telemarketing: Similar to cold calling, but broader. Use it for lead qualification, market research, and setting appointments.
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.
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:
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.
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:
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.
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:
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.
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.
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:
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.
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:
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.
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.