The Relevance of Email Marketing and What to Really Measure

Email marketing is highly regarded as one of the most effective digital marketing channel for companies across numerous verticles. It is known to generate revenue and give marketers a clear idea of their consumers. It comes as no surprise that email marketing has grown more prominent and sophisticated with marketers now creating personalised content and strategies, to ensure their segmentation practices are producing yield.

What are consumers prioritising in their experiences with brands that marketers should look out for?

Peoples’ expectations of brands are constantly changing, becoming more sophisticated and demanding. We expect services and products to be delivered in a way that is digital-first, on-demand and relevant. We expect a flawless and consistent experience that seamlessly blends our online and offline activity.

With customer demands getting more sophisticated and brands’ service mix only becoming broader and more complex, the job of keeping the customer experience relevant is never ending.

This is an exciting time for marketers with the rise of customer experience (CX) data-led businesses such as Grab, RedMart and Zalora changing the way they interact with customers and recreate the CX.

Increasingly, CX will mean the need for constant experimentation from marketers to find the right CX tools to attract and retain customers.

Today’s pace of change requires companies to make transformation the norm if they want to survive. This is especially so in a socially connected market such as Southeast Asia, a mobile-first region slated to become the fastest growing internet market globally by 2020.

Is social media advertising the only way forward for marketers?

Great marketing embraces technology and aligns with outcomes – it’s about driving more sales, bigger sales, faster sales and greater lifetime value, rather than acquiring more likes on your social media platform. While the latest video advertising study by the Interactive Advertising Bureau, points at budgets shifting from TV to digital – the biggest winners of this shift will likely be social media channels rather than brands.

Rather than pooling all your resources on social media, marketers should look at how they can make more meaningful and profitable relationships with their customers across all channels with a single, personalised conversation. One smart CX tool to leverage is email marketing.

According to Forrester, “email marketing [is] the old salt of your digital toolkit and still the most cost-effective promotional channel”. Email has long been recognised as the most natural channel to deliver on the promise of personalised digital experiences, and it allows for a direct and intimate one-to-one relationship between a brand and its customers.

What’s important to recognise is email marketing provides the most value when it comes to creating personalised customer experiences across multiple channels, including on mobile.

For instance, Carousell, one of the world’s largest mobile classifieds marketplaces, adopted Oracle Responsys to orchestrate customer experiences and messaging, along with the added capabilities to personalise at scale. The end-to-end email service provider (ESP) platform enabled by Carousell allows the company to exponentially increase the number and complexity of its managed campaigns, resulting in more precise segmentation, and more powerful data utilisation to drive editorial content.

This approach also resulted in Carousell launching its lead scoring model within just 12 months of deployment. Leveraging the new insights uncovered by Responsys, Carousell has effectively increased its attributes for customer targeting from the previous 30 to more than 150.

This has helped Carousell to engage more effectively with previously inactive users, while encouraging new interactions with existing users on the Carousell app.

Where can marketers start with an email marketing campaign?

If you’re delving into email marketing, you should first determine how you’ll send messages, track responses and keep up with unsubscribers. You may also need to choose an email service provider or marketing automation vendor. Your choice will depend on your budget, feature requirements, sales process and the number of contacts in your database (and don’t forget to allow for database growth).

Building your list

Once you’ve chosen a solution for sending messages and managing responses, you’ll want to focus on building your email list. To be clear, email marketing is not spamming – it usually begins when website visitors voluntarily “opt in” to be added to a database of marketable names.

Targeting your audience

Once you have your database and a growing list of opt-in subscribers, you’ll need to monitor your communication volume and ensure the messages you send are targeted and relevant. This is how you’ll increase your conversion rates and decrease opt-outs.

Designing for today’s devices

It’s not just what you send, and it’s not just who you send it to – it’s how you design it. As more and more B2B and B2C prospects adopt mobile devices such as smartphones and tablets, best practices for email design are evolving rapidly. That means, in a mobile-first market such as the Philippines, you should design your messages using basic HTML elements that will adapt easily to a diverse set of email clients.

Ensuring email deliverability

This is the art of making sure your emails actually reach their recipients without being flagged by spam filters. It’s an important topic, with many specific design requirements. Taking the time to implement best practices will boost the overall results of your email campaigns. You should also look into the deliverability ratings of your ESP, email marketing software, or marketing automation vendor.

Using analytics and reporting

Using the analytics built into most email marketing systems, you can test new email campaigns and analyse the results before sending them to a larger list. The most common metrics marketers look at are open rates, click-through rates, unsubscribed rates and bounce rates. It’s also interesting to look at the open-to-click ratio (or “effectiveness”) of your email, which will help you understand how compelling your content was for the people who opened it.

What is an overlooked measure to email marketing success?

Something that is often overlooked is the idea of planning ahead. Good email marketers will have started considering their email marketing strategy for the holiday season now, in the middle of the year.

Why talk about Christmas in the middle of the year? Because sending volume matters. To ensure the success of larger campaigns during the holiday season, marketers should start planning and prepping their lists. The last thing marketers want to face is a blacklist or block going into the holiday season.

Reputation damage, once it occurs, requires weeks of consistent sending to correct. Often by the time the damage is inflicted, senders don’t have time to recover before the holiday mailing season. Slowly increasing mailing volume, meticulously reviewing metrics to weed out and remove risky segments and contacts, and adhering to confirmed opt-in guidelines will help line up a successful holiday season.

What is the next frontier marketers must tackle if they want to be successful in the market?

Today, the market is fragmented with a variety of CX point solutions answering different needs. This is not the way forward in the omni-channel world your customers and prospects operate in. Here are five tips on how to go about being smarter about CX:

  • Start simple: Don’t try to take too much on, adopting new technologies as and when they come up. Start small, and then build on your success. Start with simple proof-of-concept use cases that you can measure easily. A good candidate here is message testing – but going beyond simple A/B type testing.
  • Match the right task with the right tool: There are some tasks that technology just does better than people. When you’re selecting machine learning applications to include in your marketing tech strategy, develop a list of areas where machines could make a difference.
  • Look for “10x” opportunities: Many of these areas above are also huge time sinks for most teams, where humans must sift through often large data sets and determine the best course of action. Ask yourself: where could we make the biggest impact in terms of customer response or savings? Often, machines can at least help human marketers improve decision-making; in some cases, you can just outsource the entire workflow to intelligent helpers.
  • Measure and improve: It’s vital to think about what your definition of success is for a given use of machine learning and how you’ll measure progress towards your goals.

Remember it’s about your audience, not just the tech. Your number one concern should be how to share a singular, personalised communication message with your end audiences. Technology can be super useful here, but not all technology and not all the time. Make a connection between the tools you’re using and how they ultimately lead to a positive customer impact.

The writer is Wendy Hogan is customer experience and marketing strategy director at Oracle APAC.

 

 

Source: marketing-interactive.com

B2B Appointment Setting: Don’t Assume!

Sales leads of poor quality frequently indicates inaccurate answers. Nevertheless, what if the answer isn’t generally what’s wrong? Consider the possibility that it may be what you thought the problem was. Sensibly, everything appears to be identical. Yet, under the surface, expecting the wrong problems could prompt more detriments (both with regard to leads and sales). Here are the manner by which your appointment setting technique could create sort of false presumption about your B2B prospects.

  • Forcing a problem you like working out.
    Consider it as a tingling trigger finger. Not every solution calls for something like sophisticated enterprise system or a advanced course in financial planning. Nonetheless, a few organizations are so devoted into their solutions that it seems like they always have the need to cater it regardless of whether anyone truly needs it! This does not imply that they’re marketing something pointless but rather they require better targeting. It backpedals to the question, do you really know what the real problem is?
  • Self-deception with information.
    Targeting suggests the utilization of information. The precarious thing about information is that even graphs can mislead. Disregard the lies you can tell amidst the business proposal. Shouldn’t something be said about the ones you’re going on about during kick-off meetings with marketing and sales? Consistently ensure that the information you use for your campaign is precisely introduced. A lot of work has already been done to guarantee the precision of your contact lists and client profiles. Regard for the subtle elements of your market research shouldn’t add excessively to the bunch.
  • Expecting something is even a problem.
    Finally, claiming something as a “problem” can be conceivably objective. The problem for a specific business (e.g. storage space) isn’t always a problem for another (e.g. a  business that doesn’t have that much PC information to consume in the first place). On the contrary, sometimes, problems is in certainty, a truly necessary characteristic in business. Not all business works best when troubled by the expenses of IT infrastructure or the necessity to regularly track the online conduct of its clients.

Luckily, realizing that you got the problem wrong just means your answer, and your business proposition, haven’t altered. You simply need to match it correctly and learn to never expect until you’re certain of what problem you’re seeking to settle.

Six Best-Kept Secrets in Nurturing B2B Leads for IT Sales & Marketing in Singapore

So you got yourself some fresh leads from your marketing efforts and your favorite B2B Database Vendor. Now, what do you do with those? That’s right: lead nurturing, and this post tells you six of its least-known secrets and how each applies to you, the IT marketer.

Although you may be quite familiar with this concept, it still bears repeating just to make sure we’re on the same page here. Lead nurturing is the process of keeping in touch with those in your leads database. It helps you discover and build relationships with your prospects by engaging with them in ways appropriate to how far in the conversion cycle they are.

Lead nurturing improves the efficiency of marketing / sales processes. Research claims that businesses that do well in lead nurturing grew the number of their sales-ready prospects by one-half while reducing related costs by one-third. Another study finds that organizations practicing proper lead nurturing saw 9% more sales reps reaching their quotas and shortening the wrap-up time by 10%.

Here are six powerful tips to help you apply lead nurturing effectively in your B2B marketing campaign:

Read more

[2018] Working with a Telemarketing Firm – Make the Most of an IT Contacts List and the Like

B2B advertising campaigns seem straightforward at first, but can be more complicated when you take a closer look.

 

Now let me ask you this first, Is your telemarketing doing a successful run? If you say YES, then skip the rest of the article, but if you say NO then you may proceed and hear what i’m about to say.

Simplified, a campaign needs to go from Point A, or the starting point, to Point B, where the company would like to be.

It’s the journey that isn’t so straightforward, as far as B2B advertising goes.

Running a successful campaign may feel like a daunting task, and maybe that’s because of all the work that goes into qualifying leads from say, an IT contacts database.

Research data has shown that more than half the calls made to verify a contact’s information or to determine a possible customer’s needs turn into calls with no follow-up value.

One way to make the whole thing easier for you, maybe so you can focus on other areas of your campaign, is to have a firm that offers telemarketing services handle those initial calls, forwarding only contacts that are promising.

For that to work, though, there are a few things you should do.

 

  • Determine what you need. Telemarketing includes several services like list qualification, appointment setting, and lead nurturing. Deciding which one you need for your campaign will help later on down the line. If you need more than one service done, it may cost a little more, unless your chosen vendor offers service bundles or something similar.
  • Talk about the specifics. Make sure you talk with the team working on your project so they understand your industry and know what you expect from them. If you need them to qualify leads, give them a list of qualifying questions to ask. If you’re looked to them for appointment setting, set realistic expectations for how many appointments you want to have per week.

By discussing the specifics, the team you’re working will have a goal, and you’ll be better able to measure the success of the campaign.  

  • Refine the telemarketing process to suit you. It’s obvious that you’d want to try and save money, and according to many in B2B companies, the different billing options don’t make much of a difference in the total cost. If you want to save money, what you can do is to refine the process so it doesn’t take as long – a win-win option so that the team you’re working with can handle other projects as well.

For instance, you can have your sales reps take note about which leads were good and which ones were duds.

Get their feedback and suggestions, and then talk with the telemarketing team the next chance you get to incorporate those suggestions into their process for your campaign.

Working with an IT contacts list or something similar may not be the easiest thing, but with the right vendor and the right moves, it can be done.

 

Btw, about the question…

What is the Difference Between Telemarketing and Telesales?

Here’s the most appropriate definition that we’ve found.

“Telesales is purely the function of approaching customers directly, possibly by using the information gleaned from your Telemarketing approach. Both have outgoing cold calling in common, but Telemarketing has a raft of approaches to increase brand awareness, while Telesales has one simple function: closing a deal.”

Source: cultivationmarketing.co.uk

 

 

[2018] Benefits of a Direct Marketing Database

First thing’s first.

Setting up a direct marketing database is crucial in today’s market.

A database allows you to manage and use an incredible variety of information easily.

One major key to the success of this database is to maintain order in what could be a very chaotic business environment.

Direct marketing is the interactive use of advertising to stimulate customer behavior in such a way that this behavior can be tracked, recorded, analyzed and stored on a database for future retrieval and use.

What is so unique about database and what are the major benefits it gives your business?

Interactive – Two way interaction is a fundamental building block of this type of marketing.

It will keep the information flowing. When the information flows, customers feel more in touch with your company which greatly affects the revenue of your business.

Variation of advertising media – When you have this type of database you can create messages that could be sent across different or a combination of different medium.

Using a combination of media is often more productive than using a single medium.

Track, record and analyze – Measurability is a hallmark of direct marketing.

If you have a database you can view the metrics that track spending, response or return on investment.

Future retrieval and use – Databases are very helpful in storing information about customers.

You can easily view their previous purchases, sources of response, and so on.

The use of this type of database is a fundamental building block for any business.

Look for a company who can give you a database and lets you store information in a way that it can be accessed, segmented and used for your future business strategies.

[2018] Qualifications of a Singaporean Mailing List Provider

Are you in need of a Singaporean contact database provider?

Before you say YES, you might wanna listen first to what i’m about to say.

Buying mailing lists has been considered one of the options in maintaining a leads database back in the days. Its too time-consuming for companies to mind this function, especially that they should be focusing on their core business.

Also, some of them may not have the researchers and data verifiers who will dig the business data.

And, it is very expensive if they engage in this undertaking, considering payments for labor, utilities and materials.

After all, no company has a monopoly of resources to do all the tasks in business.

And sometimes, there really is a need to ask for assistance from outside parties.

In acquiring a business contact list, it is of great importance to learn the qualifications of a mailing list provider. Because if you end up with an incompetent list provider, you will not be able to correct such mistake again.

You will lose not just your money, but also your precious time and efforts.

Here are the things to consider when choosing a  contact list provider.

  • It must have a database and technology center.

  • Updates must be made at least weekly. To keep every business data fresh and accurate, constant updates must be made.

  • The list must contain the basic profile, including name of the key contact person, website, phone number, mailing address and direct email address.

  • It provides a data integrity guarantee. Outdated records should be replaced for free.

  • Compliant to GDPR

 

Caution and due care ought to be guarding you from mediocre firms.

Keep in mind the aforementioned competencies so you can land in the right business partner.

If you have more questions and if there’s anything I can help you with, don’t hesitate and leave us a message.

Re-Engagement Tips from Experts – Do You Hold On, or Let Go? (2018)

Every email list has its fair share of inactive contacts, and once in a while, every email marketer will ask whether to hold on to or to let go of those inactive subscribers.

 

Unfortunately, there’s no easy answer to this, given there are a number of possible reasons those subscribers disengaged.

 

However, with the right re-engagement email campaign that also keeps privacy regulations like the GDPR in mind, marketers can manage inactive subscribers more effectively.

 

Kissmetrics has shown that on average, more than half of contacts – as much as 60% – in an email list will be inactive.

 

On the other hand, it’s estimated that highly engaged subscribers make up only around 24% of contacts on any given list, according to Return Path.

This big difference in numbers can cause deliverability issues, not to mention signal poor sender reputation. You don’t want either of those.

Apart from causing deliverability issues, inactive subscribers also waste marketing resources.

Most ESPs charge customers based on the volume of emails sent (which, in turn, largely depends on the size of your list).

When you’re paying for contacts that won’t convert into closed deals or even nurtured opportunities, you hurt your ROI.

There’s more to dealing with inactive contacts than simply deleting them from your list altogether, though.

It’s good practice to run a re-engagement email campaign to try and win back these disengaged subscribers.

The campaign’s results will help you determine which contacts to keep – and which ones to forget about.

So, how should you reach out to those contacts?

 

Here’s what the experts have to say.

Define what “inactive subscriber” means

MailChimp explains the term “inactive subscriber” can mean different things to different marketers.

In general, there are two areas marketers often use to define whether a contact is active or inactive:

  • Activity, or lack thereof
  • Time elapsed since last engaged with a campaign

Now, it’s up to you to determine at what point lack of activity or elapsed time – or both – points to that subscriber being inactive.

For instance, you may set it as at least six months since they last engaged in a campaign, and they opened or clicked on 10% or less of the emails sent in that time period.

One thing to note, however, is that a lack of interaction doesn’t always indicate inactivity, and that brings us to the next point.

Segment inactive contacts into 3 groups

Now that you’ve chosen a yardstick to measure inactivity, it’s time to figure out what to do with contacts that meet the criterion.

Campaign Monitor notes that inactive subscribers typically fall into 3 categories, each requiring a different re-engagement approach.

  • Never-Actives – Subscribers who have never engaged.

These are most likely contacts who signed up for a one-time offer such as a free download.

Send a re-commitment email that will help you find out why they signed up in the first place, and will let them indicate their email preferences.

 

  • Dormant – Subscribers who were once active but have now become unengaged.

Some open emails but nothing comes of these opened emails.

Send a series of nurturing emails that offer value (such as a relevant article or resource).

  • Inactives – Once-active customers who no longer interact with any of your campaigns.

Gradually ramp down the number of emails you send them before asking if they no longer want you to retain their info, let alone send them content.

 

In all three cases, make sure you remind subscribers of what info they’ve given and what you use it for, and inform them of how you’re keeping such information secure.

Make sure to include the option for these subscribers to opt-out, too, in keeping with data regulations currently in place; if a subscriber doesn’t want you to keep storing their info, they have the right to ask you to delete it.

 

Re-Engagement: Crafting a Compelling Email

You already know that past emails didn’t resonate well with inactive subscribers – so your re-engagement emails need to look, feel, and sound different from your usual campaigns.

HubSpot suggests that subject lines, for example, be spiced up with a bit of personalization to include the recipient’s name, company, or industry.

You can also try subject lines that ask for “signs of life” with a relevant question.

As for the content, AWeber has several guidelines aimed toward help marketers write an effective re-engagement email:

  • Find out why inactive subscribers signed up in the first place
  • Check whether you’re continuing to meet these expectations
  • Uncover any previous changes to your email strategy that may have affected engagement
  • Determine what to offer to pique their interest again

 

Remember that you need to include a strong, clear, and specific call-to-action or CTA, for you to maximize the response rates of the re-engagement email campaign.

Whether you’re suggesting a helpful resource or asking if they want to remain on your list, you need to make it easy for the recipient to complete that action.

Automated re-engagement, humanized response

When dealing with relatively small email lists, keeping track of subscriber inactivity manually can work well.

When the contacts number into the thousands, though, the only way to run a re-engagement email campaign to scale is through automation.

SendGrid suggests a huge part of the campaign’s workflow be automated.

Scheduling send-outs and unsubscribing contacts are among those tasks best handled by machines.

That way, you can stay focused on the areas that require, say, creative thinking.

Not all activities in your re-engagement email campaign should be done on autopilot.

Responding to inquiries, for example, or replying to feedback is still best done by humans.

Conclusion

Having several disengaged subscribers doesn’t always mean you need to delete them from your contact list; there’s still value in trying to win them back – if you reach out the right way, that is.

So plan a robust re-engagement email campaign using the guidelines in this post, and you may yet be able to salvage some of those contacts.

Contact List Provider or Lead Generation Services – It Depends on What You Need

a guy looking for sales leads online

Not all leads are equal.

That’s why those in B2B advertising who decide to buy leads instead of developing campaigns to generate them, or else to pad out their existing list of contacts are warned against being too trusting of establishments claiming to provide quality leads.

It’s also understandable that companies looking for, say, a contact list provider will have a hard time doing so, mainly because there are more than a few of them.

 

Throw in the “not all leads are equal” issue, and things can get a little more complicated.

Fortunately, there are a few things you can do to make choosing the right vendor and finding those leads easier.

Here’s a brief overview.

 

  1. Define what you’re looking for.

Your definition of a lead won’t necessarily fit with all companies’ definition of the same.

The general definition describes a company or entity that will be able to use your product, has need for it, and is interested in offers.

The specifics, however, will change depending on if you’re looking for a company that fits a certain profile, or a contact person – or persons.

If you’re looking for a list of contacts, then you’re not looking for leads – those who have somehow showed a need for your product or service and indicated interest in hearing from you.

This can be trickier to deal with when it comes to advertising campaigns, but not impossible.

 

  1. Conduct your search.

Once you have a better idea of what you’re looking for, then you can look for potential vendors to provide it.

For example, you’re looking for decision makers in a particular industry.

So you wouldn’t look for a telemarketing service, or a company offering appointment setting services; you’d be looking for list providers, since these can give you custom lists built around your parameters.

Defining what you’re looking for will also help you give your chosen list provider said parameters, from industry to company size, to job title or level, to revenue.

While narrowing the list down doesn’t guarantee you’re calling someone in the market for what you offer, you’ll at least get in touch with someone who might be interested later on.

 

  1. Make sure the vendor is selling, not renting.

There are vendors who offer contact lists only for rent, rather than for sale, so make sure you read carefully.

Otherwise, you might not be able to carry out your campaign properly.

Besides not being able to see the names on a mailing list rental, you won’t be able to contact them more than once, defeating the purpose of the list in the first place.

 

At this point, you should have a very short list of vendors to choose from; whether you choose a contact list provider or a company will – again – depend on what you’re ultimately looking for to help your campaign along.

3 Benefits of Outsourcing to a B2B Appointment Setting Service

As far as B2B marketing is concerned, appointment setting is a crucial part of it for several reasons.

This is particularly true in today’s world because of the quickly changing trends and the many uncertainties businesses deal with.

Sometimes, just keeping up may feel like it’s taking a lot more effort on your part, and that could lead to burnout.

Obviously, that’s not something you want to happen if you’re a business owner.

 

If you normally keep all the sales tasks in-house, it may be time for you to consider outsourcing your B2B appointment setting tasks to a third party that offers such services, such as ContactDB.

Before you do, though, you may be wondering what else can outsourcing to an appointment setting service you’re your business, besides lightening your sales team’s load?

 

1. Your events don’t suffer.

When preparing for an event that will show your company’s key products or services, you may run into trouble if you keep all your sales efforts in-house.

When you split your focus between planning the event and promoting it to qualified attendees, you might see only lackluster results.

By having an appointment setting service handle the latter, you can put all your energies into making the event an unforgettable one, without worrying about whether or not people will be attending.

The same appointment setters can talk to potential attendees, filling your registration list with prospects.

On the day of the event, you can then focus on converting those attendees into customers.

 

2. You can focus on closing deals.

As they say, time is money.

With an appointment-setting service taking care of finding customers for you, your sales team’s load is lighter, but that doesn’t mean they aren’t getting anything done.

It just means they can spend more time on closing deals.

This leads to them being able to work more efficiently, eventually translating this to a higher return on investment (ROI).

Your sales team will also be less likely to get frustrated at the lack of qualified leads if they don’t have to find these leads in the first place.

A less frustrated or disheartened sales team is a happier one, you could say, so they’re less likely to make mistakes while on the job.

 

3. You don’t have to worry about initial lead qualification.

While you may like calling leads to verify and then qualify them, just to make sure you’re not doing anything wrong, doing so steals from your time every day.

Plus, experts have revealed that closing is the most critical stage in a sales funnel, and that’s the part business owners would love to specialize in.

You could use that time instead to grow your business in other ways, such as attending trade fairs in order to add more email addresses to the list of potential clients.

It works both ways, too.

An appointment setting service will be able to reach more prospects since they don’t have to focus on making each call lead to a sale.

 

As you can see, it’s clear that outsourcing to a B2B appointment setting service, or a company that offers it – such as ContactDB – can only lead to benefits for your business.

 

So why not take that first step towards a more efficient, higher-earning business?

8 Key Ingredients of a Successful Outbound Lead Generation Campaign

Different marketers swear by different recipes when cooking up outbound lead generation campaign strategies.

Of course, that barely registers as news, since no two sales funnels are ever exactly alike, especially with today’s buyer-initiated paths to purchase.

But while the specifics vary, the key ingredients pretty much tend to stay the same.

Today’s B2B buyers first reach out to a vendor only when they’ve already made it more than halfway (about 60% to 70% by some estimates) into the purchase process.

Buyers spend a great deal of that time researching and learning about the solution on their own.

When they finally talk to a vendor, they’re already close to making up their minds.

This shift in the purchase process places inbound marketing tactics (build it and they will come) as the default way to engage and nurture leads for most B2B marketers today.

But, as Pardot explains, outbound channels can improve the targeting precision and accelerate results of inbound marketing initiatives.

According to GetResponse, outbound helps inbound marketing with three main activities:

  • Promoting and distributing content
  • Building and cultivating relationships with your audience
  • Reengaging stalled or inactive leads

While each of these new roles requires its own set of strategies for success, outbound lead generation campaign results largely depend on being able to combine the following eight components in the right way:

 

1. Emails

Emails provide one key advantage no other channel can offer: personalized touches at scale.

That’s why emails remain the workhorse of lead generation, with more than half of marketers saying emails deliver the highest ROI through:

  • Engaging and nurturing prospects through a mix of promotional and relational messages
  • Using email activity for lead scoring
  • Interacting with prospects at key points in the conversion funnel

 

2. Live Conversations

The role of outbound telemarketing, according to marketing attribution platform Bizible, now covers obtaining thorough prospect information and market intelligence.

Successful outbound campaigns leverage telemarketing to uncover details (such as fit and purchase intent) directly from prospects in real-time.

These insights can then be used to refine lead nurturing.

 

3. Social Media

Social media works well both as an inbound and outbound lead generation channel.

It’s a great tool for reinforcing touch points made through other outbound platforms.

Social’s outbound lead generation functions include:

  • Warming up and nurturing prospects through social selling
  • Promoting gated content through organic and paid media
  • Driving interest and awareness through forums, groups, and communities
  • Geo-targeted social search
  • Collecting market intelligence through social listening

 

4. Search Engine Marketing (SEM)

As we’ve seen in a previous post, B2B marketers think that SEM or PPC is a great channel at capturing and engaging top-of-funnel leads.

That’s because 90% of B2B buyers begin their purchase process with an Internet search.

As a result, paid search and online ads can help you direct traffic to your campaign landing page.

 

5. Marketing Collaterals/Materials

Your outbound lead generation campaign needs a number of content pieces and marketing collaterals to bring the message to your target audience.

These typically include:

  • Email templates/copies
  • Call scripts
  • Whitepaper
  • Case studies
  • Brochures
  • Landing page

 

6. Campaign List

The contact list makes or breaks an outbound lead generation campaign.

It determines how many prospects you’ll reach as well as whether you’ll connect with the right people.

To find out if your list is up to the task, make sure you work with a clean, up-to-date, and accurate campaign database.

 

7. Marketing Automation

A lot of outbound lead generation activities are best carried out through marketing automation.

At the bare minimum, your marketing automation platform (MAP) should enable you to:

  • Integrate the various channels used in your campaign
  • Set customized actions based on specific triggers
  • Personalize and segment prospect engagement
  • Test, tweak, and track
  • Collaborate across your team

 

8. Outbound Team

Whether you assign outbound lead generation to a one-person team or to an entire department, your team needs to meet the following key requirements:

  • KPIs that not only measure, but drive results
  • Incentive scheme that rewards team members for both volume and quality of leads
  • Specialized skills in each outbound lead generation campaign area
  • Alignment with overall marketing and business goals
  • Training and learning opportunities

 

Conclusion:  The modern outbound lead generation program consists of many moving parts.

It takes the right combination of people, processes, and platforms to make the most out of outbound initiatives.

At ContactDB, we provide all eight key ingredients for a successful outbound lead generation campaign—from the database, to the team that will plan and manage the entire campaign for you.