This is a whitepaper detailing the merits of integrated lead generation with its focus on outbound marketing. Lead generation in 2016 cannot rely solely on inbound marketing. Its efforts need to be supplemented with email marketing and even telemarketing. Customers now want a better experience. Especially in the case of B2B clients, a personal or human touch right at the beginning of the sales pipeline can help build a better relationship with the prospect. This document will help show how to integrate the 2 marketing efforts so as to have the best outcome and generate more leads that are not only qualified but nurtured. And as all statistics have shown, nurtured leads are more easily converted into sales.

1. Only B2B
How To
Get Better at Lead Generation
In 2016
B2B

2. Tableof Contents
Executive Summary
Limitations of Inbound
Marketing
Important Statistics
Outbound Lead
Generation
Conclusion : Looking
Ahead
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1
2
4
6
9

3. ExecutiveSummary
It is hubris to expect that
potential customers will
always come knocking at
your door
1
The advent of the internet completely changed the face of customer experience in the buying process. The internet
allowed customers greater control in the journey for information. They could research the products and services they
were interested in, on their own terms. Search engines provided not only related information but also expert and user
reviews that gave social validation to the products. This customer independence (of sorts) forced marketers to change
their approach towards audience engagement and suddenly Inbound Marketing became vital to businesses
everywhere. Marketers now needed to ensure that the brand content or information being published on the internet
facilitated the customers, to help them make their choice, not to coerce them into buying the product.
This tactic has served marketers and customers well for over a decade, and it is still doing
well. But Inbound Marketing has caused businesses to be in a constant state of war – the
battle of content! The web is now ooded with so much content that it is beginning to
overwhelm consumers. Due to this content avalanche, the customer temperament is
changing again. Consumers are now coming back around to the age old mantra, “People
buy from People!” They want a human connection. Even with the benets of social media,
the online buying process has become impersonal and robotic to them.
This is particularly true in the B2B industry. With such large purchases on the line, B2B
customers want a more personal touch now. B2B decision makers prefer to research a company's product or service
after they have been made aware of it rather than search for the product and then research it. This is the reason why
Outbound Marketing, erroneously labeled 'interruption marketing', which has been held till date as a pejorative
service, is now making a comeback! Marketers are now realizing that it is hubris to expect that potential customers will
always come knocking at your door.
Outbound B2B Lead generation is inevitable because it cuts through the din of content created for inbound marketing.
B2B Marketers in 2016 are abandoning the Sales Funnels and adopting Sales Pipelines wherein there is a constant
contact between the prospect and the company. The trend in consumer behavior predicted for 2016 shows that
consumers want the best of both worlds, Outbound and Inbound Marketing. They want to be
wooed and it is our responsibility as marketers to carefully nudge the prospect towards their
purchase!

4. Limitationsof Inbound Marketing
2
To improve the existing B2B Lead Generation strategy, businesses have to evaluate the status of the current strategy and
understand why it does not yield the desired results. Most companies rely wholly on Inbound Marketing. Unfortunately,
that strategy can only take them so far.
Marketers have touted Inbound Marketing as godsend to businesses (both B2C and B2B) as the internet grew to become
the primary marketplace for global trade. Inbound marketing has indeed proven itself to be powerful revenue
generating tactic for marketers but it isn't the miracle marketing formula many would like to believe. It undoubtedly
drives a lot of new business towards the company but all articles and other content on the subject are hopelessly remiss in
declaring some of its blaring and inherent pitfalls. It is crucial to face the fact that these limitations are greatly accented
in B2B businesses.
The most important limitation of Inbound Marketing is the law of diminishing returns.
There is a point to which inbound marketing is very successful. Once you reach this
point the entire process plateaus because the content and landing pages have
squeezed just about all the information from the prospect as they can. In fact, the
relentless squeezing can also begin to annoy prospects the way interruption
marketing does. At this stage, there are fewer leads coming in for the amount of
effort being put in.
Law of Diminishing Returns
Inbound Marketing is in a state of ux. With the changing Social Media landscape and evolving Search Engine algorithms,
what was being done yesterday may not be valid today. In fact, in some cases the practices being followed only a few
months ago could even hurt your efforts. Brilliant back-linking techniques of today can quickly become the worst
technical mistakes in a matter of weeks. Even staying up to date with keyword strategies is extremely complex.
Fickleness of Best Practices
About 96%
of website visitors are
not ready to buy.
*
*Source: Marketo

5. 3
Inbound marketing promises and delivers a large number of leads. Yet these leads do not necessarily meet the quality
requirements of the B2B process. For B2B companies, a lead is more than just a eeting interest from anyone in a
whitepaper or eBook but inbound marketing cannot pledge more than that. One might argue that even with a eeting
interest conversions are possible, but for this strategy to pan out one is required to nurture the prospect and in many cases
time and energy is spent nurturing contacts that were never true prospects. Aside from this, there is also the matter of
'Fake Data'! Fake data is the information provided by people just trying to avail your freebies. (Fake Data particularly
includes fake names, job titles and email ids.)
Quality of Inbound Leads
88% of users leave wrong
information when filling out an
online form
*
*
Source: Mintingo
Limitationsof Inbound Marketing
For B2B businesses, even though Inbound Marketing can be very productive, it is
still lacking in many important aspects. For the marketing of any company to be
truly effective it has to take on a multi-channel approach. Companies need to
realize that putting all their eggs in one basket is not a reliable strategy.
Takeaway

6. ImportantStatisticsAccording to various surveys and reports, marketers have quantied the biggest B2B Lead Generation challenges they
have faced in 2015. These statistics are used by marketers to get a denitive idea about what is lacking in their efforts and
to nd an effective solution for the future. Some such stats are mentioned here.
4
59%
42%
37%
37%
Generating High
Quality Leads
Converting Leads
into Customers
Delivering Effective Lead
Nurturing Program
Generating a High
Volume of Leads
26%
54%
14%
4%
2%
These are the biggest problems plaguing
B2B marketing teams in 2015. While
generating high quality leads is always
going to be considered the biggest
challenge, the rest of the challenges can
be countered with better lead generation
strategies.
Source: Crowd Research Partners
When marketers were asked how satised they
were with their current Lead Generation Strategies
most participants were far from satised. This chart
shows the overall effectiveness of marketing
strategies.
Source: Crowd Research Partners
Extremely
Effective
Very
EffectiveSomewhat
Effective
Slightly
Effective
Not At All
Effective

7. ImportantStatistics
5
26%17%
22%
27%
29%
39%
37%
5%
10% 10%
16%
Online Events
Outbound
Telemarketing
Social
Media
Traditional
Generating Leads
Driving Brand
Awareness
T h i s g r a p h s h o w s t h e
effectiveness of the various
lead generation methods that
marketers use.
Outbound Methods like
Telemarketing/Inside Sales
and Events are far more
effective that traditional and
Inbound Methods at both
generating leads and driving
brand awareness.
Source: Inside Sales.com
Statistics like these prove beyond doubt that Outbound Methods have great value when
it comes to B2B lead Generation. These methods do not discount Inbound but there are a
number of benets to using outbound methods, discussed later in the whitepaper, which
can be very useful to most businesses. In fact, to help with sales even B2C businesses
allocate portions of their marketing budget for Telemarketing as well as
Email Marketing.

8. 6
OutboundLead Generation
To diversify a company's marketing strategy one needs to look towards what other tools and channels are available. For
B2B marketing, Outbound Lead Generation is a tried and true technique with proven results. Over the past decade, this
technique has attracted a lot of criticism and has been branded as “interruption marketing”. To a certain extent this may
have been true for B2C businesses but when it comes to the B2B industry, it has remained an unsung hero; working quietly
in the background helping businesses to grow and upscale. B2B decision makers also maintain that telephonic and
email conversations with vendors are welcome during the buying process.
Outbound lead generation has undisputed benets and is therefore one of the best tools to help bolster a company's
inbound marketing campaigns. Its greatest advantage is that it creates demand in the right circles and at the right time.
Here are some more benets of Outbound Lead Generation that most are completely unaware of.
Building a Human Connection
Prospects respond differently when engaging with content provided by outbound efforts as opposed to inbound. This is
particularly true in the case of telemarketing where the prospects, those who are so inclined, can give feedback or raise
concerns that the company may not have considered initially. In fact, non-verbal cues that are discerned during calls
can also be extremely useful and insightful. Another surprising effect is that once the company distributes content via
outbound channels in new environments, it can sometimes come across new buyer personas that it was not aware of
before.
The Buyer Journey is not a linear path anymore. It's more about being ready with the content that
prospects need when they are making a decision.
Dillon Allie, VP Client Services, HDMZ
84% of Demand Metrics’ Inbound Marketing
Effectiveness Study participants agree that a combination of
inbound & outbound marketing tactics is best to drive business.

9. 7
OutboundLead Generation
Repurposing Content
Providing New Perspective and Insights on Target Audiences
Qualifying Leads Efficiently
Companies spend a large chunk of their marketing budget preparing powerful content to help in their inbound
activities. This content can be easily repurposed and distributed using outbound marketing channels thus increasing the
impact of content and the value of the company/brand.
Prospects respond differently when engaging with content provided by outbound efforts
as opposed to inbound. This is particularly true in the case of telemarketing where the
prospects, those who are so inclined, can give feedback or raise concerns that the
company may not have considered initially. In fact, non-verbal cues that are discerned
during calls can also be extremely useful and insightful. Another surprising effect is that
once the company distributes content via outbound channels in new environments, it
can sometimes come across new buyer personas that it was not aware of before.
Qualied leads have a much higher conversion rate. If the marketing team can
effectively qualify a lead before passing it on to the sales rep, the sales team will be more
productive because they waste less time and energy trying to convert leads that have no
intention of purchasing the products. Outbound lead generation allows the marketing
team to be in constant contact with the prospects until the point at which they are ready
to make a purchase and only then do they pass the information on to the sales team. This,
far and away, is the greatest benet of outbound marketing because this also helps to
bridge the gap between the sales and marketing teams in the company, making the
buyer journey better for both the customer as well as the company.
78% of
Decision Makers
polled have attended
an event or taken
an appointment
that came from
an email
or cold call.

10. 8
OutboundLead Generation
Verifying and Cleaning Data
As it has been previously established, inbound marketing can create a lot of fake, incorrect, incomplete and useless
data. Marketing databases are often replete with data that either has no merit or that which belongs to 'lookie loos' who
have no intention of buying the products or services. Using existing databases for outbound activities can help clean out
and verify the contact data so that the company's marketing database is true and contains only prospects or leads
which have a better chance at conversions.
Outbound Lead Generation is a vital part of the marketing strategy for B2B
Businesses. It can enrich the quality of the leads and it positively impacts the
growth and scalability of the company. B2B customers are usually more
informed as compared to B2C customers. It is important to have continuous
contact with them throughout the education phase of the buying process so
that the right content reaches them in the right time. Outbound marketing is the
only means to make that possible.
Extending the Reach
Outbound marketing is excellent for extending the reach of a company. This is particularly useful when inbound
marketing has plateau-ed. Before one starts to actively market, one has to collect a list of prospects to contact. The
search begins with structuring the parameters of the target audience so when the resource engages in prospecting, the
company's reach extends to new contacts that are exactly within the specications of the company's buyer personas.
Takeaway

11. 9
ConclusionLooking Ahead
An integrated marketing
strategy – using both
inbound and outbound
tactics - leaves no stone
unturned thus making it
more effective and efcient
than the others
2016 is going to see a lot of 'Disruption' and a lot of changing trends. This is going to seriously impact
the way companies do business. But, there are always some things that never change. Marketing
techniques evolve as the consumers evolve. Marketing is a contest for people's attention and
marketers must do what is necessary to get their voice across. The typical consumer, be it B2B or
B2C, is constantly connected to the internet. Notably, consumers are
connected via different channels. It is therefore inevitable for marketers to
be on all the different channels so that no prospect gets left behind. An
integrated marketing strategy – using both inbound and outbound tactics
- leaves no stone unturned thus making it more effective and efcient than
the others.
The unfortunate fall out of having such a strategy is that the company's
marketing team will be required to know the nitty-gritties of each discipline
and also keep itself updated with the new trends. This might become very
difcult for the team and expensive for the company as well because it will
need to train its team accordingly. But there is a silver lining. Companies can always decide to
outsource a part of their marketing. Outsourcing the work means that the company can have a
marketing partner that is completely trained and fully equipped from the start and at a fraction of
the cost of setting up an in-house team. The relationship is extremely benecial because the
company gets a team that is trained and efcient and is contractually bound to deliver excellence.
Whichever way you decide to go, you must remember that at the end results are what matters so
you can mix it up in your marketing strategy in the way it benets your business
the most. But the way marketing is shaping up in 2016, you will have to do more
than what you are doing now!

12. We are the rst choice for demand generation fulllment for
numerous Marketing and Technology companies. We have a proven track
record of 100% lead acceptance and On-Time delivery. We take pride in
our work and thereby deliver campaigns that produce results that satisfy
our clients. We have created email and telemarketing campaigns which
are structured and cost effective, and have been proven efcient in
converting dead leads to real prot. Our portfolio includes Content
Distribution, Event Registration, Lead Nurturing, Email Marketing, Contact
Discovery, Database Appending and Cleaning, Account Proling and
Sales. Our success indicators are solely dependent on your success. That’s
why we invest all our resources to get and keep your business on the right
track.
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