Why Your Business Needs Outbound Lead Generation

Author: Johanna Rivard / Source: Marketing Insider Group Brands are becoming increasingly dependent on the internet. Consumers have chang

Author: Johanna Rivard / Source: Marketing Insider Group

Brands are becoming increasingly dependent on the internet. Consumers have changed the way they shop for the things they need and want, and savvy businesses have taken notice. Customers are now in control of the information they receive and the channels through which they get their information. This is why inbound marketing strategies are so effective.

Since the use of inbound marketing has flourished, a lot of marketers have been taking outbound marketing tactics out of the equation. As they say, out with the old, in with the new.

But contrary to what many believe, outbound marketing is not dead. The old school strategy of disrupting channels with marketing communications still works. To gain a better understanding why your business can still profit from outbound strategies, let’s take a quick look at the differences between inbound and outbound marketing:

Key Differences

In 1999, Seth Godin coined the term Permission Marketing. This refers to when consumers volunteer to receive marketing materials and content. In 2005, HubSpot developed the concept of Inbound Marketing to provide a better understanding of the process and how it differs from traditional marketing methods (i.e., one-way broadcasting).

The inbound relationship between consumer and brand is built on trust, and the provision of value, which I’m sure sounds pretty good to most marketers. But the main issue with inbound marketing is that it takes a while to implement, and even longer to see positive results.

Outbound marketing, on the other hand, is a quick and proactive approach. With outbound, the message is broadcasted in a manner that’s hard to ignore. Everything we see around us that “interrupts” our daily routines and lives is under the outbound umbrella. TV advertisements, telemarketing, billboards, cold emails, direct mail, print ads, flyers, and just about any other advertising you can think of.

For some inbound marketing advocates, outbound is outdated and old-school. For others, these tactics still work. In fact, businesses were asked in a recent survey about which strategy is more effective in generating leads. 32% answered inbound marketing, and another 32% answered outbound marketing. This shows us that businesses can still rely on outbound marketing just as much as inbound marketing.

Let’s face it. Inbound marketing takes time, and many businesses can’t wait that long. That’s when outbound lead generation strategies are a must.