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Inbound vs. Outbound
The Marketing Battle that Could
Cost Your Entire Revenue Stream

Wednesday, November 20, 13
Notes on a Webinar

Wednesday, November 20, 13
On Wednesday, November 6th, 2013, the
wisdom of 3 sales and marketing
visionaries combined for an epic Webinar
about filli...
the new reality of outbound
Filling the Top of the Funnel

Wednesday, November 20, 13
“

If you have more money than brains, you
should focus on outbound marketing. If
you have more brains than money, you
sho...
Inbound has taken the world of lead

generation by storm, and lots of marketers ask,
Why do I need an outbound strategy?

...
The thing is, an inbound marketing program
is great once you’ve built it. But it doesn’t
work great for everyone all the t...
inbound marketing works great if…
1.You have a highly activated target audience
2.You have skilled marketers to consistent...
not all leads are
created equal.

Wednesday, November 20, 13
inbound leads
Website
E-Books
Webinars
Blog Subscribers

Wednesday, November 20, 13

targeted data
acquisition
most inbound leads
need lots of nurturing.

Wednesday, November 20, 13
“Less than 2% of our inbound leads
are sales ready.”
jon miller, co-founder & vp marketing, marketo

Wednesday, November 2...
the fallacy of all inbound:

Wednesday, November 20, 13
Wednesday, November 20, 13
how the math actually works…
Lead Acquired

%!
Lead Qualified

%!
Lead Opportunity
(Ready to Buy)

Wednesday, November 20,...
how the math actually works…

What % of leads are wasting
your time?

Wednesday, November 20, 13
“80% of the leads we pass to sales have been
in our system for over a month.”
jon miller, co-founder & vp marketing, marke...
the buying progression
Identify
Market

Problem/
Pain!

Solution!

Objective/Outcome!

Wednesday, November 20, 13

Address...
most marketing departments
cannot rely on inbound alone.

Wednesday, November 20, 13
so they supplement their funnels with
outbound leads

Wednesday, November 20, 13
Outbound leads: Prospects you have sought out.
Inbound leads: Prospects that have sought you out.

Wednesday, November 20,...
A brief history of why
marketers eagerly
embraced inbound
marketing

Wednesday, November 20, 13
before internet & marketing automation,
inbound leads were rare.

Wednesday, November 20, 13
to fuel an outbound funnel,
marketers have to,
a) buy leads and target directly
cold calls & email marketing

b) push camp...
which creates one large problem:

Wednesday, November 20, 13
customers feel violated
by unsolicited sales &
marketing messages

Wednesday, November 20, 13
on top of an even bigger problem:

Wednesday, November 20, 13
Data decays at a rate of 2% per month*

*netprospex

Wednesday, November 20, 13
Dirty data can
render any database
ineffective.
brian hansford

Wednesday, November 20, 13
Opportunity Pipeline

What a Funnel Fueled by Outbound Leads
Used to Look Like:

Great Leads

Wednesday, November 20, 13

...
historically, outbound doesn’t have
the best reputation.

Wednesday, November 20, 13
but the marketing world has changed.

Wednesday, November 20, 13
today, we have access to new metrics.

Wednesday, November 20, 13
How Marketers Used to Assess Leads:
Name: Lee s Florist &
Nursery
Employees: 1-4
DMA: SF Bay Area
Revenue: Less than $500K...
How Marketers Assess Leads Today:
NAIC: 45311000

Website? Y

Employees: 1-4

Phone #? Y

SIC: 59920000
DMA: SF Bay Area
F...
How Marketers Used to Measure Leads:

•Lead to opportunity conversion
•Lead acquisition cost
•Lead volume
•Conversion to s...
How Marketers Measure Leads Today:
Response Rate
Open rates

Content downloads
Cost of acquisition
Lead to MQL Ratio
Lead ...
the new reality for marketers:

Wednesday, November 20, 13
Inbound & Outbound working together

Wednesday, November 20, 13
“

Leads don’t necessarily follow a
traditional path anymore. I think
companies need to think differently
about how they c...
how to use inbound & outbound
together to
fill the top of the funnel

Wednesday, November 20, 13
about radius
Finding and engaging with the right local businesses can be
overwhelming due to the disorganized — and often ...
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Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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Inbound and outbound marketing don't always mesh well within organizations. We took a step back to understand why, and in the process discovered how vital it is for organizations to use them together.

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Transcript of "Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream"

  1. 1. Inbound vs. Outbound The Marketing Battle that Could Cost Your Entire Revenue Stream Wednesday, November 20, 13
  2. 2. Notes on a Webinar Wednesday, November 20, 13
  3. 3. On Wednesday, November 6th, 2013, the wisdom of 3 sales and marketing visionaries combined for an epic Webinar about filling the top of the funnel. @heinzmarketing Wednesday, November 20, 13 @agsalesworks @radius
  4. 4. the new reality of outbound Filling the Top of the Funnel Wednesday, November 20, 13
  5. 5. “ If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. guy kawasaki ” Wednesday, November 20, 13
  6. 6. Inbound has taken the world of lead generation by storm, and lots of marketers ask, Why do I need an outbound strategy? Wednesday, November 20, 13
  7. 7. The thing is, an inbound marketing program is great once you’ve built it. But it doesn’t work great for everyone all the time. Wednesday, November 20, 13
  8. 8. inbound marketing works great if… 1.You have a highly activated target audience 2.You have skilled marketers to consistently generate engaging content 3.You have resources to build out the technological infrastructure to attract, capture, nurture, and manage new contacts 4.You have time 5.You can deal with UNCERTAINTY Wednesday, November 20, 13
  9. 9. not all leads are created equal. Wednesday, November 20, 13
  10. 10. inbound leads Website E-Books Webinars Blog Subscribers Wednesday, November 20, 13 targeted data acquisition
  11. 11. most inbound leads need lots of nurturing. Wednesday, November 20, 13
  12. 12. “Less than 2% of our inbound leads are sales ready.” jon miller, co-founder & vp marketing, marketo Wednesday, November 20, 13
  13. 13. the fallacy of all inbound: Wednesday, November 20, 13
  14. 14. Wednesday, November 20, 13
  15. 15. how the math actually works… Lead Acquired %! Lead Qualified %! Lead Opportunity (Ready to Buy) Wednesday, November 20, 13
  16. 16. how the math actually works… What % of leads are wasting your time? Wednesday, November 20, 13
  17. 17. “80% of the leads we pass to sales have been in our system for over a month.” jon miller, co-founder & vp marketing, marketo Wednesday, November 20, 13
  18. 18. the buying progression Identify Market Problem/ Pain! Solution! Objective/Outcome! Wednesday, November 20, 13 Address prospects with empathy Act consultative
  19. 19. most marketing departments cannot rely on inbound alone. Wednesday, November 20, 13
  20. 20. so they supplement their funnels with outbound leads Wednesday, November 20, 13
  21. 21. Outbound leads: Prospects you have sought out. Inbound leads: Prospects that have sought you out. Wednesday, November 20, 13
  22. 22. A brief history of why marketers eagerly embraced inbound marketing Wednesday, November 20, 13
  23. 23. before internet & marketing automation, inbound leads were rare. Wednesday, November 20, 13
  24. 24. to fuel an outbound funnel, marketers have to, a) buy leads and target directly cold calls & email marketing b) push campaign out to a vague audience buy billboards & search ads Wednesday, November 20, 13
  25. 25. which creates one large problem: Wednesday, November 20, 13
  26. 26. customers feel violated by unsolicited sales & marketing messages Wednesday, November 20, 13
  27. 27. on top of an even bigger problem: Wednesday, November 20, 13
  28. 28. Data decays at a rate of 2% per month* *netprospex Wednesday, November 20, 13
  29. 29. Dirty data can render any database ineffective. brian hansford Wednesday, November 20, 13
  30. 30. Opportunity Pipeline What a Funnel Fueled by Outbound Leads Used to Look Like: Great Leads Wednesday, November 20, 13 Leads that need more details Lead with wrong information
  31. 31. historically, outbound doesn’t have the best reputation. Wednesday, November 20, 13
  32. 32. but the marketing world has changed. Wednesday, November 20, 13
  33. 33. today, we have access to new metrics. Wednesday, November 20, 13
  34. 34. How Marketers Used to Assess Leads: Name: Lee s Florist & Nursery Employees: 1-4 DMA: SF Bay Area Revenue: Less than $500K Category: Florist & Gifts Wednesday, November 20, 13
  35. 35. How Marketers Assess Leads Today: NAIC: 45311000 Website? Y Employees: 1-4 Phone #? Y SIC: 59920000 DMA: SF Bay Area Facebook? Y Review count: 125 Year established: 1946 Google+? Y Pricing: $$ / $$$$ Revenue: <$500K Wednesday, November 20, 13 Twitter? N Contact info? Y Web ratings: 5/5 Name: Lee s Florist & Nursery Fax #? Y
  36. 36. How Marketers Used to Measure Leads: •Lead to opportunity conversion •Lead acquisition cost •Lead volume •Conversion to sale Wednesday, November 20, 13
  37. 37. How Marketers Measure Leads Today: Response Rate Open rates Content downloads Cost of acquisition Lead to MQL Ratio Lead to sale conversion Time on site Lead to opp conversion Conversion to sale Lead to SAL Ratio Click throughs Social engagement Lead volume Wednesday, November 20, 13 Transition Time Page views
  38. 38. the new reality for marketers: Wednesday, November 20, 13
  39. 39. Inbound & Outbound working together Wednesday, November 20, 13
  40. 40. “ Leads don’t necessarily follow a traditional path anymore. I think companies need to think differently about how they capture...leads and integrate them into a process that helps them nurture, qualify, kick over to sales and then measure and track results.  barb giamanco ” Wednesday, November 20, 13
  41. 41. how to use inbound & outbound together to fill the top of the funnel Wednesday, November 20, 13
  42. 42. about radius Finding and engaging with the right local businesses can be overwhelming due to the disorganized — and often contradictory— nature of local business information.   Radius helps marketers to take control of lead generation.  Radius subscribers build perfectly targeted lead lists from amongst the 27 million U.S. business records within Radius to find their best customers. Wednesday, November 20, 13
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