When Outbound Marketing makes sense

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There's lot's of attention on inbound marketing these days, and rightly so, because it's a powerful approach that can find engaged people when/where/how they want to engage you. It’s genuine and much …

There's lot's of attention on inbound marketing these days, and rightly so, because it's a powerful approach that can find engaged people when/where/how they want to engage you. It’s genuine and much more representative of how most of us want to be “sold” now. Unfortunately the increasing emphasis on inbound marketing has many people thinking that outbound marketing is, and should be, completely dead. While I agree that the relative mix of tactics is swaying significantly toward Inbound, I do believe there is a role for some outbound marketing in companies – even startups.

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  • 1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market HiHi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP Case in point: SECRETS An insider’s guide to unfair competitive advantage When Outbound makes sense Going To Market (GTM) MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
  • 2. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi www.mjskok.com #innovationlab @mjskok #startupsecrets When some Outbound Marketing Makes Sense for the Startup Mark Lorion @mark_lorion Apperian, CMO to be viewed in conjunction with http://mjskok.com/resource/gtm-outbound-marketing and as part of overall GTM session http://www.mjskok.com/resources/go-market 2
  • 3. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets Inbound! Outbound! ??? 3Image http://global.fncstatic.com/static/managed/img/fn-latino/politics/obama%20romney%20debate2.jpg
  • 4. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi www.mjskok.com #innovationlab @mjskok #startupsecrets B2B Outbound MarketingWhen company initiates theconversation and sends outa message. – email blasts – cold calls – "appointment setting" outsourced agencies – list buys – direct mail – "cluster busters" – trade shows – retargeting programs 4
  • 5. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets Benefits Considerations • Fast to implement • More intrusive… – Dont need to wait for SEO – leads to lower conversion rates rankings to kick in… just pick up – Impact on perception of your your phone or walk a tradeshow brand floor • Can have very high $$$/Lead • Very quick/immediate feedback • Not likely to produce any viral cycles for testing scale – Live feedback, A/B message testing, click-through data, and more • Should be done in conjunction – Helps to guide content with content people want/value… development for Inbound tactics! but this will carry some costs of • Laser-focused targeting when Inbound ideal profile known • Can raise awareness in your target segment and drive prospects to search and enter the 5 "Inbound funnel”Image: http://images.huffingtonpost.com/2012-10-23-ID10095923.jpg
  • 6. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets When you may want some Outbound Marketing in your startup Playbook • Very clear segment definition and know precisely who you need to reach • Or… uncertainty about ideal segment and want to get quick feedback from testing • Complex internal buying landscapes with senior influencers • Higher average selling price (ASP) and can justify $/lead • Need to get started very quickly 6Image http://www.monarchfunzone.com/football-field.jpg
  • 7. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets Critical success factors Segment, Segment, Alignment Rockstar Watch the Waterfall Segment Telequalifier Clearly identify target Critical to have A person who commands Need to keep an eye on profile (Segments, messages and calls-to- the messages, is well your "waterfall" metrics to Actors, Scenes!) action that map tightly to aligned with the sales ensure the financials and target segment team/channel, and can ROI work when operating Be narrow. You can provide immediate at scale (vs, just testing) always test again. feedback on whats working/not workingImage http://www.creativityworks.net/wp-content/uploads/2010/07/ducks-in-a-row.jpg 7Image http://www.call-center.net/MPj04386950000[1].jpg
  • 8. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi www.mjskok.com #innovationlab @mjskok #startupsecrets For more information See the full resource on Go To Market at http://www.mjskok.com/resources/go-market 8