Tuesday, December 24, 2013

Study Shows Outbound Marketing's Continuing Power

Outbound marketing is still a potent lead generator despite today's focus on inbound strategies like social media and SEO. A recent MarketingProfs article highlighted a new survey by DiscoverOrg of 1,000 IT executives at a variety of firms, from Fortune-ranked companies to small and medium-sized businesses. The results may surprise: 60% of the top IT executives said outbound calls or e-mails have led to an IT vendor being evaluated, and 75% said they decided to attend an event or take an appointment after receiving a cold call or e-mail. The article goes on to provide advice on outbound campaigning, including basics such as scripts, incentive offers, and call-to-action landing pages. Outbound touches are inherently personal, so campaigns can rev the impact with pitch personalization, using targeted lists and social media research to turn up personal details. Of course, timing is everything, so cold calls should be placed when they will garner attention without annoying: Morning calls between 8 AM and 9 AM catch folks before they get caught up in the work of the day, while 4 PM to 5 PM calls present your case as the workday is winding down. And don't forget to invest in tracking and database management to measure results for both outbound and inbound efforts! For more, see the article at http://www.marketingprofs.com/articles/2013/11994/outbound-marketing-strategies-are-still-effective

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