Just prior to Seth Godin stepping on stage, for what was an entertaining and thought provoking keynote, HubSpot CMO, Mike Volpe, announced that "We saved the world from 2 Billion cold calls!" And they did. I personally may have benefitted by 1 or 2 a day.
Inbound marketing techniques continue to evolve, and HubSpot is the pioneer for Inbound. The tribe they've created in the past few years is amazing. Almost 6,000 attendees to this year's Inbound conference were gathered for lots of marketing goodness, not just the orange kool aid.
In the world of sales, selling doesn't start until a conversation starts with the prospect. Getting that conversation going has been revolutionized with Inbound Marketing. The prospect is typically educated more than an outbound generated lead, they are thinking about the topic that your product or service addresses, and the time is fresh to start the conversation. In short, they may be further along in the funnel (waterfall if you're a SiriusDecisions follower).
The top outbound marketers have embraced inbound marketing, not shied away from it. Compared to a purchased list or even a list of prospects warmed up with other marketing assets, an inbound list is the cream of the crop. However, unless your inbound lead comes in the form of a calendar invite, date, time and phone number booking one of your sales reps for a appointment, there is still work to do. The outbound function assigned to these leads is typically referred to as Inbound Response.
Things to remember:
- Scrub the data. Have a data team do list hygiene to correct and/or append needed data fields. Or use tools such as DemandBase to dynamically append data.
- Know your history. Use tools such as HubSpot, your CRM, or other tracking systems to know how your company has interracted with the prospect in the past.
- Intel. Research the prospect on LinkedIn, Google, Social Sites. The more you know, the warmer that lead.
- Score your inbound leads. Don't assume they are all orders ready to be had. Don't waste your time on firstname.lastname@example.org
- Pounce! Once you have your ducks in a row, call them. If they don't answer, email them. The effective value of leads deteriorates every hour after they submit a form.
I just tested the above with a lead that came in through our HubSpot system within the hour. It took me 2 minutes to correct their missing title, see that her colleague talked to us at the SiriusDecisions conference in May, add her LinkedIn url to her profile, note that we're connected by 8 people, and she visited 5 blog articles today. Reviewed and scored -- 2 minutes.
Create great content. Socially surround your market. Optimize all conversion techniques. Gather these inbound leads, then follow the process above, and your ROI will go through the roof.
Let's get back to the 2 Billion cold calls saved. Inbound marketing certainly does reduce the number of cold calls an outbound marketer has to make to get the conversation started. It streamlines the process. The blended approach of Inbound and Outbound will increase the top line faster than any other methods available.
Is that lead an Innie or an Outie?
(took restraint not to post a pic of a belly button)