Effective Approach to Online
Outbound Marketing for B2B & B2C
How to create an online approach to
developing prospects into leads and
leads into customers.
People — Who are you trying to reach?
Quantifiable goals — What do you want to
Measurements — How will you measure
Strategy — Which channels/messaging/design
will deliver the best results?
Call to Action
Landing page or microsite (unique URL)
Form (progressive profiling)
Thank you page (measurable conversion)
Dedicated phone number
Ensure wallpaper and
profile are up to date
Easy social sharing
Live events and collateral
Landing pages and
SEO — spread the word
Personal emails from
Promote offer on product
Blog about the effort
Partner private label
Approach holistically (ideas)
Ensure offer is appropriate for buying
Be consistent in content and design
across all channels
Use a professional designer
Test every step
Use responsive designs for mobile market
Never send a campaign not supported by
Do not send clicks to your home page — a
landing page is a minimum; consider a
Use unique URLs or versioned landing pages
Landing pages are great for SEO; create as
many as you need
Develop web support
Which metrics can you track?
Which are needed in order to measure
success toward quantifiable goal?
From where do these metrics come?
Inbound/outbound calling metrics
Establish tracking metrics
Which components should you test?
Time/date of send
Pre-plan A/B testing points
Grouping names within
your list into like interests,
position in the buying
cycle, demographics, or
other criteria relevant to
your business in order to
provide more relevant
content and increase
Segment based upon
position in the sales funnel,
and so on.
segments — those
representing the greatest
Ensure each segment
contains enough names
to produce meaningful
Metrics matter, track everything.
Use link clicks to understand interests — email and web
Measure abandonments, be prepared
Progressively profile — don’t ask for too much info
Auto-respond to completions — measure as conversions
Follow up immediately — the sooner, the better
Use analytics to launch auto-responders — nurture campaign
Profile the audience
Nurturing campaigns — Auto-responder emails
for the engaged audience
Drip campaigns — Stay top of mind for the un-
Call center — Book meetings or respond to
Personal emails — sales team or CSR
Review analytics to measure success against
quantifiable goal — be prepared to deploy A/B
testing components during campaign.
Unique landing page URLs
Form completions (conversions)
Outbound/inbound call metrics
Follow-up call metrics
CREATIVE HELL CAMPAIGN
Who are you trying to reach: Marketing agencies
Quantifiable goals — Get 1000 poster requests
from target-audience decision makers.
Measurements — Total number of requests for
Strategy — Email, direct mail, follow-up calls,
landing pages, blog articles, social media, press
releases, partner promotions.
1. Define objectives
It’s not inbound or outbound — it’s holistic
It’s a good plan
It’s cohesive, consistent, and a
It’s relevant and timely
It’s great follow-up
It’s tracking, testing, and tweaking
Spider Trainers designs, develops, and deploys
custom blast, drip, and nurture campaigns.
Visit our resource center to learn more:
Free online or downloadable Return on
Marketing Investment calculators
20+ Ideas for Automated Marketing
Prospects, Leads, & Subscribers
Great Big Book of Things Marketers Count
Great Big Book of Things Marketers Say
Client relations manager
651 702 3793
PO Box 280487
Lakewood, CO 80228
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