The Resurgence Of Outbound Marketing

Inbound isn't the be-all and end-all of marketing. Columnist Scott Vaughan offers up some steps to help make your outbound just as effective as your inbound marketing efforts.

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Inbound marketing (like many other buzzword strategies) often initially appear on the scene as "magic shortcuts" to sales and marketing success. While inbound marketing, and in this context, marketing automation is really only effective when it is part of a larger marketing strategy.


It's often not a traffic problem. Driving traffic is easy. What's really needed is understanding your target audience well enough to make a compelling offer, and ensuring that your entire (not just inbound) marketing works together.


Outbound marketing, as the article points out, is often categorized as "old school" cold-calling. But when you have a well thought-out marketing strategy all aspects are important. Even though digital marketing means more efficient (and more track-able) marketing - the basics still apply:


  • Know your audience and what motivates them
  • Have a clear value proposition
  • Have content and messaging for each target audience and stage of interest
  • Make it easy for potential customers to dig deeper and/or reach out when they are ready to engage
  • Have systems in place to ensure that you can reach out to establish relationships with real interaction (beyond automated-drip marketing.)