Why outbound is the new inbound?
Inbound marketing, as we know involves prompting prospects to call you in a number of ways, such as directing them to call after they visit your website, see a social media message, email or advertising. When a prospect calls, the telemarketers provide them the necessary information about the product or service. However, the primary objective is always to accept orders rather than proactively sell the product or service to the consumer.
Outbound, on the other hand, requires a proactive approach to sales. Calls are made to a targeted group of prospects by the telecallers to sell the product or service. Outbound is much difficult when compared to inbound calling as you have to convert a prospect who has not shown any interest in your product or service whereas in the case of an inbound call, the prospect has already shown some interest. You have already invested in bringing the customer to a destination where they are prompted to make a call or generate a sale for you in the first place.
To succeed with lead generation, inbound marketing alone is not sufficient. Today, when 67% of consumers journey occurs digitally, it has become mandatory for marketers to initiate engagement with prospects as early as possible and as often as possible. It is now important to precisely identify the most likely buyer and get engaged with those prospective buyers proactively through personalized targeted campaigns.
How outbound is the new inbound?
Many marketers approach new buyers and prospects with an intention to sell their products and services in the outbound process. However, prospects with their previous experience in outbound calls often judge these calls as pure marketing calls and often ignore or terminate the communication. This not only affects the conversion ratio but also lets you lose the valuable information that you may receive upon the successful closure of the call.
The need of the hour today is to approach the new buyers and prospects to provide them useful insight and clear vision of the solution to their need or purchase. Many marketers fail to engage in a communication wherein the prospect opens up about their needs and expectations from a product, service or purchase decisions. It’s simply not just about providing the broad portfolio of what you do, how good is your product, its unique features and so on.
Situational fluency is the key to success with outbound marketing. Outbound marketing should always consider the state of the prospect’s vision of a solution. Whether you are doing sales through telephone, web, face to face or email, it should primarily aim to generate inbound calls rather than just sales or lead generation.
Outbound is no more a one-way process, it’s two-way process strategically planned to gain deeper insights, consumer perception and understand key factors affecting buyer’s journey while at the same time provide them the best solution that fits best with their needs and buying requirements.