B2B outbound marketing strategies are still one of the most effective and lucrative marketing methods despite inbound being all the rage.
Learn how you can advance your B2B company in 2023 with these B2B outbound marketing tactics.
Table of Contents
- What’s New in B2B Outbound Marketing?
- The Most Effective B2B Outbound Marketing Strategies
- Direct Mail Marketing
- Cold Calling
- Trade Shows And Industry Events
- Video Ads
- Ad Retargeting
- Social Media Advertising
- Boosting Popular Social Media Posts
- Print, TV, And Radio Ads
- Pay-per-click, display advertising, and paid search ads
- Final Note
Outbound marketing accounts for up to 90% of business marketing budgets, according to reports.
This stat alone shows how impactful outbound marketing can be.
However, if you are serious about seeing results, you need to use the right outbound marketing strategies.
Not sure which outbound marketing techniques will yield results? Read this guide on the most effective outbound marketing strategies you can employ to maximize your budget and efforts.
In 2021, marketing strategy has changed. The most popular way for companies to approach marketing is through social media, which suggests that personalized marketing and conversational marketing are the preferred methods. As a marketing priority, brand awareness is rising, narrowly surpassing sales as the company's primary goal.
The majority of marketers (63%) plan to spend more on paid advertising, content creation, and software this year. Consider these statistics:
- When it comes to software, marketing uses automation 76% more than sales and 139% more than finance. (Go get ‘em marketers — work smarter not harder!)
- Interestingly, 3 in 4 marketers (76%) say they’re currently running campaigns.
Brand authenticity will grow in 2023, and optimizing the customer or prospect experience will be more important than sales or traditional marketing campaigns.
Outbound Marketing: What Is It?
In outbound marketing, the company selling the product or service reaches out to potential customers directly and makes the first contact. This technique is usually associated with channels such as TV and radio advertisements, outdoor banners, print media, telemarketing, direct mail, and so on.
What’s new in B2B outbound marketing strategy?
We have discussed this topic in our recent web post and we will reiterate here again the finer points. And they are as follows:
- Targeting. Because they can divide leads based on many factors, firms can work efficiently with enormous databases using the internet and current technologies. As a result, it's simple to find leads who are a suitable fit for your company. This is a crucial topic, given the enormous amount of wasted motion in marketing and sales.
- To a potential client, a value-based offer. Companies nowadays help their customers by educating them and solving their difficulties.
Business processes are complex and constantly evolving. To be competitive, you must offer exceptional value to your customers. As a result, strive to be among the finest in your field.
- Segmentation. Your proposal must be highly personalized. This means that you must produce appealing and customized communications in order to pique the attention of quality leads by recognizing and solving their concerns. Furthermore, you can tailor your product or service to your client's requirements.
When done correctly, outbound marketing will be a valuable addition to your sales and marketing arsenal. Inbound marketing has grown in popularity in the digital era, but it works best when combined with outbound marketing. Both modes of marketing, when used together, can significantly enhance customer awareness and, in many situations, conversion.
The Most Effective B2B Outbound Marketing Strategies
Our best bet on the most effective B2B outbound marketing techniques are:
Direct Mail Marketing
It may seem that direct mail is outdated with the advent of online marketing. If your target demographic is not all that online, though, direct mail is one of your best bets. Even digitally savvy millennials respond to direct mail, according to recent research by the USPS. It's also a fantastic addition to your existing web marketing activities.
Direct mail can also be utilized in the B2B industry for 1:1 follow-up with leads or postcard marketing to selected demographics for increased exposure.
Cold calling is still a crucial aspect of sales and marketing for many businesses, despite blocking efforts. While the majority of people who answer the phone will hang up, those who do are highly interested leads.
Cold calling also helps you to connect with a lead in a way that the internet does not allow. Person-to-person communication will humanize your company in the eyes of your customers.
In terms of humanizing your firm, in-person possibilities are a wonderful method to generate leads since they build a more intimate and instantaneous connection–especially after a year of COVID lockdown when more entrepreneurs seek face-to-face connections.
Meeting individuals in person gives them a better sense of who your organization is and can help you discover more about their pain issues in their specific job function, or their firm as a whole.
Trade Shows And Industry Events
One of the more expensive outbound marketing tactics is attending trade shows and industry events. You'll have to pay for transportation, floor space, and other expenses if you send members of your sales team to a trade show.
Trade exhibitions and industry events, on the other hand, might provide great exposure for your brand, depending on the nature of your firm.
These types of events not only provide you visibility, but they also give you prestige. Securing a booth at a well-known trade show in your sector will help you establish yourself as a leader in your field.
Another high-performing outbound marketing strategy is video commercials. One of the most engaging content categories is video, which is quickly gaining traction. Furthermore, viewers are frequently compelled to watch at least a portion of video advertisements.
On Youtube, for example, most commercials are only seen for a few seconds before viewers have the choice to "skip ads." If you can produce appealing, engaging advertising that is targeted to the correct potential buyers, you may increase the chances of viewers watching the entire ad.
Video advertising is effective for generating brand recognition, even if people don't view the entire ad.
One of the most effective outbound marketing methods is ad retargeting.
Ad retargeting is the technique of displaying digital ads to leads who have previously expressed interest in your products. You may, for instance, aim this type of advertising at a lead who visited your website.
You can remind them of your services and keep your brand top of mind by retargeting them. This could lead to more sales, leads, and conversions.
Aside from being very effective, it can also be less irritating than other sorts of promotions and marketing methods. This form of advertising is relevant to the viewer, which is one of the reasons for this. 74 percent of individuals dislike being shown irrelevant stuff, according to studies.
Furthermore, some people like to see retargeted advertising. This could be due to the fact that it is often beneficial to customers, reminding them of websites the customers may want to revisit or transactions they still need to make.
According to statistics, 25% of customers enjoy seeing retargeted adverts. Consumers who see retargeted advertising are also 70% more likely to convert than those who do not. That is to say,
Social Media Advertising
Social media advertising is another incredibly powerful method of digital advertising. Marketers and organizations can develop minutely targeted ads on social media sites like Facebook and Instagram.
Because social media platforms have access to very particular user data, they may provide advertisers with incredibly precise targeting options.
Both your marketing budget and conversion rates will benefit from this. Because they are shown to fewer people, highly tailored advertising is less expensive than broadly targeted advertising.
These targeted social media advertising, on the other hand, are more likely to be clicked or reacted to by the people who see them. Why? They are a niche, target demographic
Boosting Popular Social Media Posts
Aside from social media advertising, boosting successful social media postings is another powerful outbound approach.
This is a fantastic technique to get the most out of your content-generating efforts. You may also use this to promote a blog post that links to the one you want to draw traffic to.
When it comes to promoting popular posts, the best rule of thumb is to wait a few weeks and see which ones have the most engagement and shares. You can start a campaign to promote them after you know which ones were the most successful.
Print, TV, And Radio Ads
Outbound marketing tactics such as print, television, and radio are among the oldest. The following are examples of classic advertising methods:
- Advertisements in magazines
- Advertisements in the newspaper
- Commercials on television
- Commercials on the radio
As digital marketing has grown in popularity, traditional media advertisements have fallen out of favor.
They do, however, deserve to be included in your marketing budget. Although these older outbound initiatives may lack the reach and variety of more modern digital methods, they can nevertheless be effective.
One explanation for this is because traditional media advertising is less congested than online marketing strategies these days. Because fewer businesses are using mass media to advertise, your company may be able to stand out.
It can also be a good approach to reach niche groups, especially older demographics who prefer traditional media and may not use online platforms. For example, a newspaper advertisement may reach more seniors than a display advertisement.
Pay-per-click, display advertising, and paid search ads
Pay-per-click (PPC), display ads, and sponsored search ads are some of the most common outbound marketing tactics for generating leads and sales.
You can use these adverts to promote your products across websites and search results. They can not only bring you more traffic, but they also produce results far faster than organic approaches like search engine marketing.
When compared to traditional media advertising, online ads are frequently less expensive and allow for more precise targeting.
While traditional media advertising, such as television commercials, is broadcast to a large audience for a set price, web marketing advertising allows you to:
- Set a maximum ad budget (beyond which your ads will not appear).
- Specific demographics, life events, personalized intent, and hobbies can all be targeted.
- The guide will take you straight to your landing pages.
There may be more friction points with traditional media. For example, during a radio commercial, listeners would need to jot down your phone number before the commercial ends in order to call you. They can simply click on your ad or call to action in digital advertising and be taken to the appropriate landing page.
The positive side of this is that the audience pays more attention.
So what is yours? Mix and match?
This year, when you set out to reimagine what it means to be a successful marketing team in 2023, engage the marketing community. Experiment with new technologies (AI, VR, ABM, to name a few.) Fail, then learn. Talk to your consumers and followers on social media. More surveys should be sent out. More data should be used. Brush and floss your teeth.
Marketing in 2023 will be more human, creative, individualized, social-driven, and experimental than it has ever been.
When it comes to B2B marketing, it isn't easy to conceive of a successful plan without outbound marketing.
Outbound marketing techniques can help you generate more quality leads, close deals, and increase revenue—but only when they're well-tailored and handled.
AI-bees can show you the way. Please schedule a meeting with us and one of our experts will attend to your needs. You may want to see us on Clutch too!