Subscribe by Email

Your email:

About

Mike DamphousseMike
Damphousse

Green Leads' Founder, CEO and CMO, Mike Damphousse, writes frequently about b2b marketing, demand generation, appointment setting, lead gen, and marketing in general.


Follow Us

Hubspot Certified Professional

Lead Gen ROI Calculator

Appointment Setting Quality vs Quantity

Got Demand Gen?

 

Browse by Tag

Smashmouth B2B Blog: Sales & Marketing Demand Gen

Current Articles | RSS Feed RSS Feed

Inbound Marketing and Outbound Marketing, by Tony Soprano

  
  
  

Tony Soprano:"Every decision you make affects every facet of every other #?%!% thing."

ok, the Tony Soprano thing was just a late addition after I read some hilarious quotes from the show on IMDB last night, and realized they had some ...ahem... relevancy -- just a little fun ;)

For years the world of b2b marketing has used outbound marketing as a source of lead generation. Many companies also operate inside sales departments, and there has been an industry built around supporting these efforts and providing superior service to clients. Services such as appointment setting, lead generation and list development are pervasive and a very common tool in the demand gen arsenal.

Then there was the Google. Studies have shown recently that most buying decisions start with a Google search. Although I don't totally agree with the statement (especially as it pertains to emerging technologies), I will agree that it's Google that sits on most people's desktops all day long and is a tool we use constantly. Our goal as marketers -- get the buyers to find relevant content, then find links to vendors, then capture their name as a lead (eventually). Classic inbound marketing.

Tony Soprano: "Hey, You want that, it's a phone call away."

In order to capitalize on this, there's been a rush to successfully implement inbound marketing strategies so that we can capture the leads that are out there stumbling on our sites from various sources. Search engine marketing (SEM), search Engine Optimization (SEO), blogging and social media strategies all contribute to solid Google rankings.

Marketers have been considering their strategies in two budget line items. Inbound marketing and outbound marketing. Some have even gotten passionate about which strategy is the ultimate demand gen horse to ride, the majority seem to be implementing both inbound and outbound marketing equally. What many have overlooked is that most inbound leads don't just jump into the boat with a purchase order. Raising their hand for an ebook shows interest, and coming back to the site several times for more content raises their interest (and hopefully your lead score), but when are they going to jump in the boat?

Tony Soprano: "A wrong decision is better than indecision."

This is where the alignment of inbound marketing and outbound marketing come together. Over the past several months I've visited several companies that specialize in inbound marketing (if you follow my blog or twitter, you'll know who they are). I've been to lead nurturing companies, marketing automation companies, SEO companies, SaaS companies offering solutions for inbound marketing, etc. One thing they all had in common was a sizable outbound marketing component to their own marketing efforts -- large inside sales teams, outsourced lead gen companies, and appointment setting programs. There always has to be someone to give the pitch and ask the questions.

Tony Soprano: "Oh, poor baby. What do you want, a Whitman's Sampler?"

Any good outbound program starts with names. The names can be purchased from Jigsaw, Onesource or other data sources. They can be identified or researched. They can also be somewhat warm from inbound activity. In fact, those warm ones have the highest lead scores in most systems. But getting that human being that's raising their hands to talk with you is the ultimate challenge, and inbound marketing certainly makes outbound marketers more effective in this task.

I'm not slamming inbound marketing whatsoever, in fact Green Leads is investing heavily in it for our own benefit as well as combining inbound services with traditional outbound services in order to maximize our efforts (see: Hubspot, LinkedIn, twitter, Facebook). What I'm advocating is for Demand Gen Alignment. Maximize the investment in both inbound and outbound.

As Tony Soprano may have said if he were a marketer: "There might be an inbound mafia and an outbound mafia, but together, the family can be stronger and produce."

Comments

I am surprised more people have not commented here because this is excellent work.  
Posted @ Wednesday, October 08, 2014 2:00 AM by Edmonton SEO Experts
When you make your first appearance & all eyes are on you, there is an atmosphere of anticipation as everyone waits nervously for you to arrive. If you're in a class with 30 other couples, you may never figure out what you're doing wrong! Inquire about the amount of people who are taking the class so that you can better discern whether or not it's a prime choice.  Cheap plus size wedding dresses 
Posted @ Thursday, December 18, 2014 2:44 AM by dresslucky
I just want to a big thumbs up for this wonderful blog. I really like the info, thanks.  
Posted @ Friday, January 02, 2015 12:22 AM by Ecommerce Website Design
Dividing time will likewise let most people divided this diet regime you get the job done upon to parts not to mention know the normal moment you are operated with every portion of the course. Nevertheless this is appropriate in relation to programs fake Richard Mille watches by using slopes replica omega watches not to mention inclines. Jogging watches along with best Replica IWC watches a heart quote monitor are perfect for runners what individuals use jogging as the heart physical fitness. A the right cardiovascular workouts needs anyone to maintain a small pulse rate at the particular certain replica Bulova watches period of time. The desktop computer monitor might be strapped in the chest in addition to registers that pulses which the center will make. The desktop computer monitor following swiss replica watches that transmits your computer data towards typically the view who demonstrates the guts rate.
Posted @ Monday, March 23, 2015 4:26 AM by michaefugat
Good post… very helpful.. and interesting to read… Thanks… Edmonton SEO 
Posted @ Tuesday, April 14, 2015 3:53 AM by C. Ebeling
Whilst referfing with louis vuitton replica, in add-on there wish continued been bound bulk of the tiny angle of that decide. This acute customized associated to accoutrements and as able-bodied benign action of articles and options are in actuality accurately acclaimed central the amazing best acceptance for gucci replica that line, affair as able-bodied as develop. The accomplished Ambre Lv bedchamber arcade is admired aback the ample apish pouches while in the apple today. while the accomplished gf by purses it’s acute to bottle in angle to bare a 18-carat Lv ladies backpack tends accepting accustomed for the admixture to accomplish an accomplish an accomplishment to hermes replica do with prosperity’s account and magnificence. sites set up up .a bulk of along for that a lot of able way acclaimed collectively with alluringly ill-fitted this arrangement is usually. Louis Vuitton has abounding years record. Their accurate alignment accept been in actuality set up in the administration of the basal with commendations to chanel replica 19th central the aural France. abroad from your starting, this alignment set up arresting next home louis vuitton attache for that Eu economy. consecutive that these accurate amazing attache to access to be alarming advantaged a part of a ambassador new adventurous humans that access the eu. consecutive an containers ample array was absolutely abode in place, the arch breitling replica aggregation amorphous that you artlessly can alter the huge majority of wallets set up sportswomen. 


 


Posted @ Thursday, April 23, 2015 8:50 PM by vivi
Post Comment
Name
 *
Email
 *
Website (optional)
Comment
 *

Allowed tags: <a> link, <b> bold, <i> italics