Debunking the Myth; Outbound Marketing Actually Facilitates Inbound Efforts

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Traditional marketing wisdom has held for the last 20 years that outbound marketing is dead, and that inbound is the only way in B2B marketing—yet Clickback says that outbound marketing and sales can actually help inbound.

Kyle Tkachuk, CEO of Clickback, discusses relationships that outbound marketing efforts can create.

We encourage B2B marketers not to ignore outbound strategies, as they can push their inbound efforts and increase results—especially in the short term.

Over the last couple of decades, it’s been said that inbound marketing is the most cost-effective form of marketing—but it’s become obvious that inbound marketing can’t be effective without a measure of trust,1 and such trust cannot occur unless a relationship between the seller and the prospect is begun, developed and continued.2 Clickback, a software as a service company, tells us that – in some cases – such a relationship cannot exist without outbound marketing and sales taking place.

A heavy stress on inbound marketing has been the trend since the mid-2000s, when the entire marketing world was on fire for inbound marketing and SEO became the buzzword of the day. Valuable content was created and used to attract organic visitors to web sites. It was even heralded that “outbound marketing and sales was dead.” But as we’re now seeing, the “inbound only” approach, without a balance of outbound marketing and sales to help stimulate it, has very limited value.

“Using outbound marketing and sales in tandem with your inbound efforts will greatly increase the effectiveness of your marketing strategies,” said Kyle Tkachuk, President and CEO of Clickback. “We encourage B2B marketers not to ignore outbound strategies, as they can push their inbound efforts and increase results—especially in the short term.”

With the rise of efficient marketing automation, companies are shifting from primarily inbound-only marketing programs to programs that strike a balance of inbound and outbound.

Outbound marketing and sales attempts to reach potential customers through many different channels, including general media advertising, in-person contact, cold-calling, email and others. The objective of these methods is the generation of sales leads, which are followed up with direct contact by salespeople.

Outbound efforts also tend to be more effective in B2B marketing, especially in high-ticket markets. While B2B buyers will conduct online research (inbound marketing), they still tend to seek the personal contact and trust they have established through relationships.

Clickback offers an outbound solution which is highly effective in capturing the 94% of web visitors that would otherwise be lost simply because they don’t fill out a web form. Companies can qualify these leads and reach out to them with methods such as email offers or cold-calling.

About Clickback:

Founded in 1996, Clickback is a software as a service (SaaS) company that helps thousands of marketing and sales professionals solve their companies’ lead growth problems using Cloud-based B2B lead generation software products uniquely designed to accelerate lead growth. Clickback is one of the world’s first SaaS companies to offer email lead generation software to its customers that provides a safe and proven method of securing profitable B2B leads to mid-market and enterprise companies. Clickback has been able to identify over 300,000 leads for users, of Clickback WEB, which is software designed to identify unknown visitors who have come to a company’s website and then utilize them as leads. In 2016, Clickback became one of the first email service providers to be 100% IPv6 (Internet Protocol Version 6) compliant to maximize deliverability for customers. IPv6 allows for 340 undecillion IP addresses, ensuring that there will be no shortage and that devices will be able to remain communicating with one another—imperative for compliant B2B marketers today. For more information on Clickback visit http://www.clickback.com.

1. “Using Outbound Marketing to Improve Inbound’s Effectiveness.” Newfangled. N.p., 15 Feb. 2016. Web. 11 Apr. 2017.

2. Outbound Marketing | What Is Outbound Marketing? N.p., n.d. Web. 11 Apr. 2017.

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Karla Jo Helms
JoTo PR
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