The role of content marketing in an outbound sales strategy


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  1. The Role of Content Marketing in an Outbound Sales Strategy
  2. What is outbound marketing?
  3. When can outbound marketing still be effective?
  4. To be a good hunter, it’s no use just setting traps around
  5. The role of content marketing
  6. Sale Enablement #FTW!

The Role of Content Marketing in an Outbound Sales Strategy

More and more people are talking about inbound marketing and how companies can, through relevant content, attract more traffic and generate more leads on their websites. I myself am a great advocate of content marketing, of inbound, but I also believe that there is nothing perfect, no silver bullet that applies to all companies. And one of the resources that can complement companies’ pipeline is Outbound.

What is outbound marketing?

Outbound contact is that captured through some active prospecting system. This is often done through the use of a database or mailing lists provided by third parties, web prospecting or crawling services, among others. What comes next is the work of getting in touch with these potential customers, setting up meetings for the presentation of products in order to close new customers.

When can outbound marketing still be effective?

Several companies that work with Inbound Marketing and Outbound, using both in a complementary way. An example of a company that started with the Outbound model and today complements Outbound with Inbound is Salesforce. The approach model is described in detail in the book Predictable Revenue, by the famous Aaron Ross. Outbound models are generally recommended for companies that have a high average annual ticket, a differentiated service and that serve a market niche well. Salesforce started by approaching technology startups and later moved into the financial and services market, selling its innovative CRM platform in the cloud.

To be a good hunter, it’s no use just setting traps around

One advantage that Inbound Marketing has is its great lead generation capacity . But this does not mean that this is the solution to all Digital Marketing problems. Fact is, you end up not having much control over who those personas who become leads are, and that can be a little frustrating, especially for B2B businesses, which sell products and services through a consultative selling process. Getting 1000 leads is a great situation, but not when only 20 or 25 of them have business potential. Of course, lead generation through landing pages, Opt-ins and other ways of attracting in Content Marketing are fundamental for your venture, but if you have a clear vision of who the client is to work with, and you are always looking for quick results, why simply wait for sales conversions passively? Create a list of potential consumers of your services or products, draw interesting approach strategies and start testing and you will see that Outbound still has a lot to contribute to your business.

The role of content marketing

Your main objective with outbound marketing is to initiate relationships with pre-qualified prospects that you can work with over time. Your first step in this step should be to find out which strategy will bring results in this regard. In addition, your approach to outbound should be similar to that used in Inbound, that is, friendly and attractive. There are also many tips on the internet regarding the use of email marketing, such as a good headline, personhood, etc. The tip is to always invest in knowledge, check what your competition has done so that your Outbound strategy is differentiated and effective. And in this the content is essential.

Here are some tips on how to use content marketing concepts to get more out of your outbound sales.

  • Choose your personas. There is no such thing as an outbound initiative without a persona, an ideal customer. Make sure you know who you want to work with, what your goals, motivations and challenges are.
  • Generate value in every interaction with content. There’s nothing worse than approaching a prospect and failing to make your day better. Going straight to the sale kills the relationship and will only cause you worse closing rates. Provide information and update your prospect. Send him whitepapers, relevant, educational blog posts and watch his email response rate increase.
  • Take tests. Send different materials to different users and see which ones generate the highest response rates.
  • Produce content for each market/niche. Are you selling to the education market? Have whitepapers about the market, blog posts and content about the challenges of the personas in this niche.
  • Produce success stories and middle/bottom-funnel content. Arm your sales force with content like ROI calculators, customer success stories, testimonials and industry reference interviews.

Sale Enablement #FTW!

Content is key to training and empowering your sales team. Each piece of content can generate value in multiple ways. With content marketing, you reduce the time spent on educating your customers by your sales team and give them weapons to win more deals at scale. Are you still selling “unarmed”? Ask your marketing team and PPT for ammo (Take the P* from the Phone!).

We already know the importance of Inbound and content marketing in outbound sales, but there are scenarios where inbound can hinder your business growth. Do you want to know what these scenarios are? Check out this post .