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

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. ...

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

  • 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 filling the top of the funnel. @heinzmarketing Wednesday, November 20, 13 @agsalesworks @radius
  • 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 should focus on inbound marketing. guy kawasaki ” Wednesday, November 20, 13
  • 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
  • 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
  • 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
  • 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 20, 13
  • 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, 13
  • 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, marketo Wednesday, November 20, 13
  • the buying progression Identify Market Problem/ Pain! Solution! Objective/Outcome! Wednesday, November 20, 13 Address prospects with empathy Act consultative
  • 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, 13
  • 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 campaign out to a vague audience buy billboards & search ads Wednesday, November 20, 13
  • 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 Leads that need more details Lead with wrong information
  • 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 Category: Florist & Gifts Wednesday, November 20, 13
  • 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
  • How Marketers Used to Measure Leads: •Lead to opportunity conversion •Lead acquisition cost •Lead volume •Conversion to sale Wednesday, November 20, 13
  • 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
  • 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 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
  • 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 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