They’re subscribing to your email list or filling out a capture form. Outbound marketing tactics, on the other hand, happen when marketers and salespeople go out and find new leads to reach out to. Most advertising (except for retargeted ads) falls under outbound lead generation. So does cold calling and emailing. So does some account based marketing. The primary difference, then, is who reached out first—your company or the potential customer? The Challenge of Outbound Lead Generation If you’ve spent more than five minutes marketing in the last 15 years or so, you know that inbound marketing and lead generation have been crowned king, queen, and jester.
But if your B2B company is only doing inbound lead generation, you’re missing out. That’s because, regardless of how effective your inbound efforts are at driving people to your website, you only ever see about 2% of those leads convert by filling out a form or otherwise contacting you. The average B2B company sees around 2% conversion on their website—so if you’re only using inbound lead generation, you’re missing the other 98% of potential leads.
efforts is a no-brainer for B2B companies. So why aren’t more doing it? The reality is, there are a few roadblocks to making outbound lead generation worthwhile for marketers and salespeople. If you’re egypt consumer email address targeting companies who didn’t fill out a form, how do you know who they are? Who do you target? Even if you can identify companies for outreach, how do you qualify them before spending time and money on outbound efforts? How do you gain enough understanding of their unique needs to tailor a winning pitch? If you’re using both inbound and outbound lead generation together (which you should be), how do you ensure your efforts aren’t redundant? Challenges like these are what stand between B2B marketers and sales reps and effective outbound lead generation.