When it comes to inbound vs outbound, its not an "either/or" situation. We'll be the first to admit it. You need both.
With a name like Outboundify, you'd think we aren't exactly the biggest believers in the inbound marketing toolkit. Well, you might be surprised to learn that inbound marketing actually represents a huge part of our internal client acquisition strategy (after all, I'm not just writing this blog for the fun of it).
The irony of our company name was revealed to me during my first intro call with our HubSpot account manager. He laughed as we began our phone call and said, "I had to double check your name before I called-- you know HubSpot is an inbound marketing company, right?"
Our conversation mainly focused on the incredible things you can do with the right approach to inbound marketing (and all of the amazing tools that can help you get there faster). But we also spent a good deal of time talking about the importance of combining inbound marketing with targeted outbound campaigns as a way to drive growth.
Inbound Marketing is how you position yourself to be found by customers while they are researching their purchase.
That's why we do things like write this blog, answer questions on Quora, participate in social media, advertise on Facebook, etc. From these efforts, we generate a lot of inbound RFP's on a weekly basis from people who are already interested in our service.
However, one of the problems with inbound marketing that many people can relate to is that you don't have direct control over who decides to find your content! In addition, it is very difficult to estimate (and therefore difficult to scale) the amount of interest a given piece of content is going to generate.
Paid ads can help with this, but - to borrow a term from my MBA days - at some point the "incremental cost" for the next inbound lead starts to turn vertical. Cost per click shoots up, content distribution reaches a threshold, and you find yourself in a position where you can't directly influence the number of leads you are getting per month (nor the quality of those leads).
For this reason, I tend to think of inbound leads as my "Bonus" supply, and outbound leads as my "Base" supply.
With outbound prospecting, the first step in most campaigns is to compile a prospect list of companies that you wish you could work with. From this step alone, you already have more control over which customers you will bring into your pipeline. If you don't want to work with them, don't add them to your call list.
In addition to the ability to pick your clients, outbound prospecting can be very easy to measure and track from an ROI standpoint. If you have multiple agents working a campaign, you can give a different call script to each one as a sort of A/B test to gauge results. This method will quickly provide you with the script that provides you with the highest return. All you need to do from there is plug in more agents and refill your prospect bank.
With the ability to be selective about your potential clients and easily measure/scale results, outbound prospecting is undergoing a bit of a renaissance in the B2B marketing world. If you are ready to stop missing out on the other half of your sales development toolkit, reach out to us and ask about a campaign. We are here to help.