Similar to the bright and colourful display of a bird in search of a mate, content marketing strategies tend to provide companies with the opportunity to be discovered by prospects. These inbound sales strategies have earned a legitimate place in the lead generation process, as they enable potential suitors to assess options and make educated choices at their own pace. But even the most beautiful, vivid bird still needs to eat and getting inbound tactics to produce the quantity and quality of leads that are required to feed your hungry sales force can be prove to be quite challenging.
And that’s where highly targeted outbound strategies come into play. By recognising your targets and proactively reaching out to them, you’re in control of your own successes instead of simply waiting for them to come to you. To make important use of outbound strategies, you should employ the following three key tactics:
1. Fishing In The Right Lake
Targeted prospecting is critical in having successful sales teams. Nobody should be wasting their days calling hundreds of numbers only to come up empty handed. Sale intelligence tools enable you to segment in a wide variety of ways and identify specific targets that will not only have the highest likelihood to convert but also the ones that will turn into high value accounts and long-term customers. With insight into all prospects that use a specific technology, you can select for those whose budgets are big enough to warrant a strategic account approach.
A sales intelligence solution’s organisational chart will enable you to target the right people within the organisation but not limit you to just a single contact. Having complete visibility into the IT organisation gives you the power to employ multi-stakeholder selling. This tactic will give you higher visibility into the organisation and tighten your sales cycle as you control when the relevant decision makers are invited to the table.
2. You Can Be Selective
With the adoption of effective sales intelligence tools sales teams can identify and contact the prospects with current needs and reach out only to the prospects with the highest likelihood of purchasing. This eliminates the wasted time and effort of old-school outbound sales. Some might argue that outbound lead generation has gone out of fashion; an obvious reason for this is that outbound lead generation is considered harder and messier “interruption marketing. Cold calling”.
Today’s sales and marketing teams are no longer looking for the most leads at the lowest cost, but rather identifying and approaching the right targets when informed with solutions designed to address issues that the prospects are currently facing. Making use of tools like Real Time Triggers gives you actionable data about prospects’ open initiatives and leadership changes so that you can come knocking when they are prepared to open the door.
3. Follow The Bubbles
Ensure that quality inbound leads are engaged in a strategic manner by outbound sales efforts. Successful people have mastered the art of balance and when we talk about marketing, the discussion always seems to come down to inbound vs. outbound technique. When, in reality, it is far more productive to think about the proper balance between these programs, or how to make them most effectively work in concert with each other for greatest rewards. Inbound and outbound tactics in concert with each other will put you in front of good-fit prospects quicker.
Prospects who download, read and subscribe to your content are actively choosing to know more about your solutions. Supplement the information entered by inbound leads to access content with the complete profile data from your sales intelligence solution. Knowing that the prospect was interested in a cloud storage whitepaper is a good start, but when supplemented with the profile information, your sales team can know before reaching out that the organisation is currently evaluating cloud storage solutions and identify who on the team is responsible for that project as well as have at hand the direct contact information needed to reach them directly and discuss your offering. Being the most prepared vendor when you make the call will is likely to move your solution to the top of the list.
Outbound strategies definitely give you control over the sale. By engaging with prospects early in the decision making process you can establish and develop relationships, provide more tailored solutions and close more sales. And that’s what it’s all about, right? But it’s also important to remember that striking a balance between these two powerful forces of inbound and outbound strategies is crucial for maximising your sales success.