As many businesses keep working with traditional outbound sales and marketing strategies to find new customers, they need to take a step back and find out if it’s really working! They need to start measuring the return of the “old” tried and true tactics such as outbound cold calls, telemarketing from prospect lists, email blasts and trade shows. Most will find out that success rates are really down.
Why are success rates down?
A major reason is that prospects block out these tactics with tools such as caller ID, spam filtering and voice mail-to name a few. Cold calling in an office building in any city is now almost nonexistent! Sales people need to get by security-and they’re not getting by unless they have an appointment. Let’s face it-prospective customers look at these traditional outbound marketing tactics as an intrusion.
Prospects want you to stop trying to find them!! They want to find YOU when they’re ready!!
Inbound marketing is rapidly taking over for outbound marketing (cold calling, direct mail etc). Search engines, blogs and social media put companies in a position to be found. When this happens, the prospect takes the initiative and they become a “qualified” prospect. Just ask a sales person about the value of a qualified prospect, and the high rate of conversion to a new customer. Better yet-ask them how many outbound calls and visits it takes to uncover a qualified prospect, and at what cost.
Inbound marketing helps companies get found as a result of search engine optimization through, social media, blogs, white papers and landing pages. The result is more qualified leads. We add another whole dimension to inbound marketing by helping clients “take action” on those incoming leads using Act-On marketing automation and SugarCRM to follow with full lead nurturing and automated campaigns.