Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream
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Transcript of Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream
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Inbound vs. OutboundThe Marketing Battle that Could Cost Your Entire Revenue Stream
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Notes on a Webinar
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@heinzmarketing @agsalesworks @radius
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.
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the new reality of outboundFilling the Top of the Funnel
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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
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Inbound has taken the world of lead generation by storm, and lots of marketers ask,
Why do I need an outbound strategy?
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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.
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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
inbound marketing works great if…
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not all leads are created equal.
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inbound leads targeted data acquisition
Website E-Books Webinars Blog Subscribers
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most inbound leads need lots of nurturing.
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“Less than 2% of our inbound leads are sales ready.”
jon miller, co-founder & vp marketing, marketo
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the fallacy of all inbound:
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Lead Acquired
Lead Qualified
Lead Opportunity
(Ready to Buy)
%!
%!
how the math actually works…
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how the math actually works…
What % of leads are wasting your time?
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“80% of the leads we pass to sales have been in our system for over a month.”
jon miller, co-founder & vp marketing, marketo
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Objective/Outcome!
Solution!
Problem/Pain!
Identify Market
Address prospects with empathy
Act consultative
the buying progression
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most marketing departments cannot rely on inbound alone.
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so they supplement their funnels with outbound leads
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Outbound leads: Prospects you have sought out.
Inbound leads: Prospects that have sought you out.
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A brief history of why marketers eagerly embraced inbound
marketing
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before internet & marketing automation, inbound leads were rare.
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a) buy leads and target directly
to fuel an outbound funnel,
marketers have to,
b) push campaign out to a vague audience
cold calls & email marketing
buy billboards & search ads
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which creates one large problem:
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customers feel violated by unsolicited sales &
marketing messages
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on top of an even bigger problem:
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Data decays at a rate of 2% per month*
*netprospex
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Dirty data can render any database ineffective.
brian hansford
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Great Leads Leads that need more details Lead with wrong information
Op
po
rtu
nit
y P
ipe
lin
e
What a Funnel Fueled by Outbound Leads Used to Look Like:
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historically, outbound doesn’t have the best reputation.
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but the marketing world has changed.
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today, we have access to new metrics.
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Name: Lee�s Florist & Nursery Employees: 1-4 DMA: SF Bay Area Revenue: Less than $500K Category: Florist & Gifts
How Marketers Used to Assess Leads:
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Employees: 1-4
DMA: SF Bay Area
Revenue: <$500K
SIC: 59920000
NAIC: 45311000
Year established: 1946
Web ratings: 5/5
Name: Lee�s Florist & Nursery
Pricing: $$ / $$$$
Website? Y
Facebook? Y
Twitter? N
Google+? Y
Review count: 125
Fax #? Y
Contact info? Y
Phone #? Y
How Marketers Assess Leads Today:
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How Marketers Used to Measure Leads:
•Lead to opportunity conversion
•Lead acquisition cost
•Lead volume
•Conversion to sale
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How Marketers Measure Leads Today:
Time on site
Click throughs
Social engagement
Open rates
Lead to MQL Ratio
Lead to SAL Ratio
Conversion to sale
Lead to MQL Ratio
Response Rate
Transition Time
Page views
Content downloads
Lead to opp conversion
Lead to sale conversion
Cost of acquisition
Lead volume
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the new reality for marketers:
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Inbound & Outbound working together
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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
“
”
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how to use inbound & outbound together to
fill the top of the funnel
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