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Inbound vs. Outbound The Marketing Battle that Could Cost Your Entire Revenue Stream Wednesday, November 20, 13

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.

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Page 1: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Inbound vs. OutboundThe Marketing Battle that Could Cost Your Entire Revenue Stream

Wednesday, November 20, 13

Page 2: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Notes on a Webinar

Wednesday, November 20, 13

Page 3: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

@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.

Wednesday, November 20, 13

Page 4: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

the new reality of outboundFilling the Top of the Funnel

Wednesday, November 20, 13

Page 5: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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

Page 6: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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

Page 7: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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

Page 8: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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…

Wednesday, November 20, 13

Page 9: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

not all leads are created equal.

Wednesday, November 20, 13

Page 10: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

inbound leads targeted data acquisition

Website E-Books Webinars Blog Subscribers

Wednesday, November 20, 13

Page 11: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

most inbound leads need lots of nurturing.

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Page 13: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

the fallacy of all inbound:

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Page 14: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Wednesday, November 20, 13

Page 15: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Lead Acquired

Lead Qualified

Lead Opportunity

(Ready to Buy)

%!

%!

how the math actually works…

Wednesday, November 20, 13

Page 16: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

how the math actually works…

What % of leads are wasting your time?

Wednesday, November 20, 13

Page 18: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Objective/Outcome!

Solution!

Problem/Pain!

Identify Market

Address prospects with empathy

Act consultative

the buying progression

Wednesday, November 20, 13

Page 19: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

most marketing departments cannot rely on inbound alone.

Wednesday, November 20, 13

Page 20: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

so they supplement their funnels with outbound leads

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Page 21: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Outbound leads: Prospects you have sought out.

Inbound leads: Prospects that have sought you out.

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Page 22: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

A brief history of why marketers eagerly embraced inbound

marketing

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Page 23: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

before internet & marketing automation, inbound leads were rare.

Wednesday, November 20, 13

Page 24: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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

Wednesday, November 20, 13

Page 25: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

which creates one large problem:

Wednesday, November 20, 13

Page 26: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

customers feel violated by unsolicited sales &

marketing messages

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Page 27: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

on top of an even bigger problem:

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Page 28: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Data decays at a rate of 2% per month*

*netprospex

Wednesday, November 20, 13

Page 30: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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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Page 31: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

historically, outbound doesn’t have the best reputation.

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Page 32: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

but the marketing world has changed.

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today, we have access to new metrics.

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Page 34: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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:

Wednesday, November 20, 13

Page 35: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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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Page 36: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

How Marketers Used to Measure Leads:

•Lead to opportunity conversion

•Lead acquisition cost

•Lead volume

•Conversion to sale

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Page 37: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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

Wednesday, November 20, 13

Page 38: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

the new reality for marketers:

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Page 39: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

Inbound & Outbound working together

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Page 40: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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

Page 42: Inbound vs. Outbound the Marketing Battle that Could cost your Entire Revenue Stream

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.

about radius

Wednesday, November 20, 13