How To Leverage Lead Generation In Your Outbound Sales Strategy?

What is an Outbound Sales Strategy? Why should my business use it? Is it going to have a positive impact? Various questions come to mind when you think of Outbound Sales Strategy. 

Regardless of how big or small an organisation is, lead generation is an essential part of your sales strategy. But how to leverage lead generation in your sales strategy? Let’s find out. 

In the B2B world, businesses are constantly exploring solutions for finding better leads, since obtaining sales is of  utmost importance. And while there are several methods to generate leads for your business, we’re going to be focusing on just one of those today.

What is Outbound Sales?

The process where a business instigates customer engagement from their end through a sales representative is called Outbound Sales. The conventional method of reaching out is via “cold calls”, while another method is reaching out to potential buyers through an email campaign (cold emails).

What Is Cold Calling?

Your in-house sales team would be extremely familiar with this method. The sales representative picks up the phone and dials the potential buyer’s number. But how do they find all of this information? 

cold calling for outbound sales

Lead Generation.

The sales team looks for leads by defining a couple of factors, after which they start reaching out via calls, and emails. But in spite of being around forever, cold calling has a particularly bad rep. Inbound sales calls are the preferred method because of how familiar it seems compared to outbound sales calls.

What Is The Difference Between Inbound Sales Calls and Outbound Sales Calls?

The major difference is the familiarity which inbound sales calls hold. Inbound sales cover hot or warm leads, who have already contacted you through your website, social media, or more. 

Most sales representatives prefer this method for two reasons:

  • Warm and Hot leads usually mean leads that intend on converting. 
  • Ease of  conversation  due to prior interaction. 

Cold calls, on the other hand, are the exact opposite. Because there hasn’t been a prior conversation, the lead isn’t expecting a call and tends to give the sales representative a cold shoulder. This would also mean that they wouldn’t be as eager or easy to convert. 

For more outbound sales strategies, you can read the 10 Outbound Sales Strategies For 2020.

Now that we know what Outbound Sales are, let’s dive in!

What Is An Outbound Sales Strategy?

While Inbound Sales might sound enticing and generate leads, it might not be enough. This doesn’t generate revenue or help grow your company. 

Your business needs new customers, and waiting for them to come to you isn’t ideal. What you need to do is get your hands dirty by getting out there and letting your customers know that you exist. But how do you do that? 

Outbound Sales. 

And even though it has a bad rep, Outbound Sales has evolved over the years. It’s not just about calling leads through a list or hastily spamming inboxes with cold emails. 

To obtain the desired result, sales reps create a well-planned outbound sales strategy. But how can you create a successful outbound sales strategy?

There are various factors to consider:

  • Define buyer’s persona
  • Identify what your customers have in common
  • Benefits of purchasing your services
  • An integrated multi-channel approach. 

But what if we tell you that you can  handle most of this on an automated platform instead of manually doing it? 

You can generate quality leads instantly by activating some of these factors on Leadmi – the marketing automation and lead generation platform. All you have to do is register, set up your brand, and generate quality leads instantly. 

There are various ways to leverage outbound lead generation. And each of them has their pros and cons. 

Let’s consider some of the most preferred methods:

  1. Cold Emails

As mentioned multiple times above, cold emails are the conventional way of reaching out via outbound sales and a medium most are familiar with. 

Not only does this require excessive research on your sales reps part, but there are various factors to keep in mind: 

  • Personalise your emails

To ensure your email doesn’t get classified as spam, use some sort of personalisation in the subject line, and body. 

Another reason why personalisation works is that customers love acknowledgement. This is why there is a higher chance of converting them.  

  • Spell your lead’s name or company’s name correctly

There is nothing that would irk your potential buyer more than you misspelling their name or their company’s name. Why? Because they will then realise that you’ve just scraped their information and sent out bulk emails. 

  • Ensure the email addresses aren’t shared

Whenever sending out emails, always make sure you check the email addresses. If it isn’t an individual email address, do not send it anyways because your campaign would just fall flat.

  • Make sure your data has been cleansed

Before sending out any cold emails, always check to make sure you have the correct email addresses. Every email that bounces could hurt your campaign’s success rate.

2. Social Media

Social media can be a very powerful lead generation tool, if used correctly. 

Here’s how you use it to your best potential:

Social Media for Outbound Sales Strategy

  • Prioritise what social media platform to use

Social Media, for the most part, is a cheaper alternative to use. But because of how easily accessible it is, many brands make the mistake of hopping on every single one of them. 

Due to how different each platform is, the audience demographic would differ too. To identify which platform works well with your brand, and solely concentrate just on that. 

Posting on too many different platforms could just hurt your brand’s image while confusing your audience.

  • Gives buyers all the information about your product

The biggest advantage of having a connection with your audience on social media is that you can directly converse with them. 

This way, any content that goes out is as genuine and as true to your brand as possible. Images, GIFs, Videos, everything would be as closely related to your product as possible. 

  • Post at appropriate times

Just like how every platform has an audience demographic, it also has an appropriate time at which you should post your content . It’s performance could vary depending entirely on the time at which  you post it . 

For B2B companies, LinkedIn proves to be the best social media platform. You can even pay for a Sales Navigator license to get more flexibility and control over your prospecting on the platform.

3. Paid Advertisements

Paid advertisements are easier to implement, but can be difficult to optimise correctly. It is easy to set up an ad campaign on your chosen platform and drive traffic, while tracking your campaign to see how well it performs.  

Here’s what you should keep in mind: 

  • Audiences could be using ad blockers

Most people use ad blockers while browsing through the internet. So if you’re paying for an ad, keep in mind that most of your target audience might not even be able to view it. 

  • Lack of trust  in paid advertisements

Due to how misleading paid ads have been, consumers don’t trust them anymore. While this may not seem like a huge issue, this is a disadvantage if that happens to be your target audience. 

  • Be mindful of the platform you’re advertising on

It is always smart to advertise on a platform that is frequented by most of your target audience because that is where you will find your warm leads. 

It would also make sense if you would interact with the audience that is interested in your product more than trying to get someone interested in it. 

  • Relevant ads

Relevancy goes a long way. Creating an ad that your audience relates to will not only help with quicker conversions, but is more effective, and performs better.

Conclusion

When it comes to outbound sales strategy, there are various methods you can use in your marketing efforts. 

Identify a social media platform that works better for your business based on your target audience and goals. By doing this, not only are you putting out content that is available for the right people, but you’re also defining your brand’s identity.  

But you’re not done yet, once you do have leads coming your way you have to ensure that they don’t slip through the cracks by constantly staying on top of it and nurturing them through the funnel. 

To ensure you can fill your pipeline with qualified opportunities, use proper lead generation channels that make sense for your business and execute them well!

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