MARKETING
Breathe Life into Your Marketing by Chrissey Breault
O
utbound marketing is not dead.
If your outbound strategies
and identify new trends along the
are customer-centric and tightly
way, just remember that it doesn’t
sent to an audience through TV, cold-
integrated with your inbound content
always mean that your targets will
calling, e-mails, direct mail and paid
strategy, you can see a significant
be jumping across the desk to pick
searches are alive and well!
improvement in your marketing.
up the phone. They may slowly
That’s right, those messages
Inbound marketing—regarded
come on board thanks to your best
as the future of marketing—has
78% of decision-makers have
inbound marketing efforts. Through
grown leaps and bounds over the
taken an appointment or
your outbound tactics, they have
last few years. Marketers across the
attended an event that came
been driven to your website, read
globe prioritize inbound marketing
from an email or cold call.
your content; downloaded your
– DiscoverOrg
over outbound. The decline of outbound marketing is a response to a fundamental shift in consumer
whitepaper, attended a webinar and you may have even followed-up with a
Now that you’ve created life-
phone call or e-mail.
behavior. People are in control of what
changing content for your website,
information they receive and how. In
blog and social media site and are
outbound marketing strategies
outbound marketing, the company
preparing to embark on a new
for solid business promotion is
is in control. Still, that doesn’t mean
outbound marketing strategy for new
not possible without 100 percent
that we should be making funeral
lead generation, you have some tough
understanding of the characteristics
arrangements for outbound marketing
questions to answer:
of each. Using these methods
strategies. Today’s B2B products and services have long, complex sales cycles and usually include multiple decision-makers which have made marketers realize that mass-marketing tactics with no thought to relevancy, timeliness or personalization just don’t work. Online content through landing
1 D o you understand what your top
Your market mix of inbound and
wrongly only results in frustration, resulting from wasting financial
target segments are?
resources and opportunity cost.
persona(s)?
It’s Not Cheap
2 C an you clearly define your buyer 3 Do you have all the right tools? 4 Have you considered everything it takes to build a team?
5 D o your managers have the
Outbound marketing can be an expensive endeavor. The traditional (or old) way of telling people about your business or product is costly.
pages, SEO and social media aren’t
bandwidth to do everything it
TV commercials, newspaper ads and
always enough to build strong leads
takes to lead a team?
radio commercials are expensive
for your sales team. One shouldn’t rely solely on inbound strategies to build
6 D o the benefits outweigh the costs?
relationships and qualify leads. You can bridge the gap with thoughtful, targeted data-driven outbound marketing.
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and tend to make the most sense for advertisers with larger budgets. In outbound marketing, success is
When you have all the answers
directly proportional to repetition.
and have dedicated time to review
Repeated broadcasts can persuade