Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Inbound vs. OutboundThe Marketing Battle that Could Cost Your Entire Revenue Stream

Wednesday, November 20, 13

Notes on a Webinar

@heinzmarketing @agsalesworks @radius

On Wednesday, November 6th, 2013, the wisdom of 3 sales and marketing

visionaries combined for an epic Webinar about filling the top of the funnel.

the new reality of outboundFilling the Top of the Funnel

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.

guy kawasaki

Inbound has taken the world of lead generation by storm, and lots of marketers ask,

Why do I need an outbound strategy?

The thing is, an inbound marketing program is great once you’ve built it. But it doesn’t

work great for everyone all the time.

1.You have a highly activated target audience

2.You have skilled marketers to consistently generate engaging content

3.You have resources to build out the technological infrastructure to attract, capture, nurture, and manage new contacts

4.You have time

5.You can deal with UNCERTAINTY

inbound marketing works great if…

not all leads are created equal.

inbound leads targeted data acquisition

Website E-Books Webinars Blog Subscribers

most inbound leads need lots of nurturing.

“Less than 2% of our inbound leads are sales ready.”

jon miller, co-founder & vp marketing, marketo

the fallacy of all inbound:

Lead Acquired

Lead Qualified

Lead Opportunity

(Ready to Buy)

how the math actually works…

What % of leads are wasting your time?

“80% of the leads we pass to sales have been in our system for over a month.”

jon miller, co-founder & vp marketing, marketo

Objective/Outcome!

Solution!

Problem/Pain!

Identify Market

Address prospects with empathy

Act consultative

the buying progression

most marketing departments cannot rely on inbound alone.

so they supplement their funnels with outbound leads

Outbound leads: Prospects you have sought out.

Inbound leads: Prospects that have sought you out.

A brief history of why marketers eagerly embraced inbound

marketing

before internet & marketing automation, inbound leads were rare.

a) buy leads and target directly

to fuel an outbound funnel,

marketers have to,

b) push campaign out to a vague audience

cold calls & email marketing

buy billboards & search ads

which creates one large problem:

customers feel violated by unsolicited sales &

marketing messages

on top of an even bigger problem:

Data decays at a rate of 2% per month*

*netprospex

Dirty data can render any database ineffective.

brian hansford

Great Leads Leads that need more details Lead with wrong information

What a Funnel Fueled by Outbound Leads Used to Look Like:

historically, outbound doesn’t have the best reputation.

but the marketing world has changed.

today, we have access to new metrics.

Name: Lee�s Florist & Nursery Employees: 1-4 DMA: SF Bay Area Revenue: Less than $500K Category: Florist & Gifts

How Marketers Used to Assess Leads:

Employees: 1-4

DMA: SF Bay Area

Revenue: <$500K

SIC: 59920000

NAIC: 45311000

Year established: 1946

Web ratings: 5/5

Name: Lee�s Florist & Nursery

Pricing: $$ / $$$$

Website? Y

Facebook? Y

Twitter? N

Google+? Y

Review count: 125

Fax #? Y

Contact info? Y

Phone #? Y

How Marketers Assess Leads Today:

How Marketers Used to Measure Leads:

•Lead to opportunity conversion

•Lead acquisition cost

•Lead volume

•Conversion to sale

How Marketers Measure Leads Today:

Time on site

Click throughs

Social engagement

Open rates

Lead to MQL Ratio

Lead to SAL Ratio

Conversion to sale

Lead to MQL Ratio

Response Rate

Transition Time

Page views

Content downloads

Lead to opp conversion

Lead to sale conversion

Cost of acquisition

Lead volume

the new reality for marketers:

Inbound & Outbound working together

Leads don’t necessarily follow a traditional path anymore. I think companies need to think differently about how they capture...leads and integrate them into a process that helps them nurture, qualify, kick over to sales and then measure and track results.

barb giamanco

how to use inbound & outbound together to

fill the top of the funnel

Finding and engaging with the right local businesses can be overwhelming due to the disorganized — and often contradictory— nature of local business information. Radius helps marketers to take control of lead generation. Radius subscribers build perfectly targeted lead lists from amongst the 27 million U.S. business records within Radius to find their best customers.

about radius

Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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Transcript of Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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