Striking a Balance between Sales Outreach and Inbound Marketing

sales outreach and inbound marketing

There is a need for companies across the globe to aim at striking a finer balance between sales outreach and inbound marketing b2b efforts. In fact, this is even more necessitated by the fact that a whopping 60% of consumers now wish to connect with sales teams in the consideration stage, post researching all the options available, to create a shortlist. The best sales outreach strategy usually aims at a balance between precise consumer targeting and volumes. Know that around half of prospects are not always a good fit for what you are selling, hence identifying them early on is the need of the hour.

What is sales outreach?

Sales outreach refers to the strategies being used for drawing new business to a company including campaigns, prospecting mailers and offers. This is linked to prospecting for sales through looking for buyers for your product/service. This could either be outbound or inbound.

Best practices for sales outreach

Here are some of the best practices that you can keep in mind:

  • Create an inbound sales system

Build your inbound marketing funnel first for sales without depending only on outbound strategies. Develop inbound sales outreach blueprints which may be backed up by cold outreach blueprints as well.

  • Diverse sales outreach strategies may work

You can swear by a variety of outbound or inbound marketing tools for sales outreach, depending on what is most suitable for your business model and product/service. Some examples include SEO for keywords with higher value, focus on specific business clusters, email nurturing for lead generation, lead magnets on websites, social media and email driven campaigns, etc. Some outbound tactics could include cold calls, cold emailing and LinkedIn Message Ads among other social outreach initiatives.

  • Account-based selling could be a good idea

Integrate account-based selling into the process, particularly in the B2B (business to business) space. Personalize each message for prospects, know the right buyer personas and target audiences and have marketing and sales support in sync for better customer-centricity.

  • Contact Data Accuracy matters

Make sure that you have accurate contact information/data for reaching out to prospects at the right time without calling those whom you have already called/pushed to buy earlier.

  • Check your sales copy

Great sales copy gets the message across while being thoroughly proofread and grammatically correct. Take help from the marketing team in creating effective content that conveys the right impression for your business/brand.

  • Sync your brand and outreach initiatives

Make sure that the core business values you stand for, match up to the sales outreach initiatives that you undertake. Otherwise, it will only confuse prospects or alienate them. Consistency and business alignment are two key aspects here.

  • Automation

Scaling up outreach initiatives do not equate to executing everything by yourself. You can automate several tasks which are repetitive and with minimal time and effort on your part.

How to balance between sales outreach and inbound marketing?

You should certainly aim at drawing a fine balance, as mentioned earlier, between inbound marketing and sales outreach. For outbound, it is you who is making the first move, reaching out to prospects through cold calls, cold emails and also on social media platforms. For inbound, you are adopting a sales approach which is warmer, i.e. your buyers are actually coming to you as leads who have made the first moves themselves.

Inbound is usually more effective in comparison to outbound sales prospecting. However, incorporating both strategies into the sales blueprint will get you a bigger audience and higher lead volumes in the funnel. Have dedicated outbound and inbound sales specialists wherever possible and maintain a fine balance between the two aspects.

Inbound sales outreach tools

There are many options pertaining to inbound marketing software that you should know about. These include the following:

  • CRM (Customer Relationship Management) setup- This will help you store information, track all your interactions, manage your relationships and identify opportunities for marketing/sales to serve your leads/prospects, while making current customers happier. Get invaluable customer data which can be used to score or nurture leads.
  • DMS (Document Management System)- A vital component for companies, it ensures cloud storage for convenient access, tracking capabilities, metadata storage facilities, integration with CRM and email and high security levels. E-signature abilities are major plus points as well.
  • Communication- You can start considering several new-age communication tools which help in bolstering internal and external communications, while breaking silos and linking marketing, sales and service. This can also take care of scheduling, recording and tracking meetings.
  • Networking- Networking tools will cover social prospecting and engagement on social platforms. The necessity of these tools is well visible through the fact that a whopping 75% of buyers in the B2B (business to business) category depend on word of mouth and social media for making purchase decisions.
  • Invoicing- Make it easier for customers to pay you whenever they make a purchase. Invest in invoicing tools and seamless methods of payment while being able to track/manage customer invoices on a single platform.

Saving time and energy with LeadX

LeadX is a tool that fits neatly between traditional outbound sales strategies and inbound sales frameworks. Here, you can empower each and every individual in the organization to post warm leads (pre-qualified and through their own networks) in return for recognition and rewards. These can be passed onto the sales team quickly for swift closure.

Deals are closed together as teams while you can easily track all progress in real-time. You generate leads swiftly while saving time in qualifying them and passing them through the sales funnel. At the same time, the likelihood of deal closure goes up exponentially since these leads are generated through personal networks, recommendations and goodwill.

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