Outbound lead generation helps companies to create consistent and reliable sales. For B2B businesses, outbound marketing is critical for predicting revenue, consistent growth, and a full pipeline. But you may have heard differently.
Outbound marketing hasn’t always had the best reputation. From snake oil salesmen promising hundreds of quality leads, to the occasionally intrusive nature of outbound tactics, outbound methods make many marketers hesitate. On the other hand, many business owners look to lead generation as a quick fix and instant solution for growth. Neither camp is right.
We’re writing this blog post to separate fact from fiction. The truth is, outbound marketing can create a predictable stream of leads to help you grow your business. But let’s get the facts straight.
7 Common Myths Associated With Outbound Lead Generation
Outbound Lead Generation Will Annoy My Prospects.
Your prospects probably don’t want to hear from you multiple times every day, but that doesn’t mean that contacting them will be a nuisance. In fact, if you’re reaching out to prospects with an actual need, your message will come as a welcome surprise. Done correctly, outbound marketing sources the best possible leads for your solution; you’re specifically seeking people you can help.
The right lead generation not only connects you with prospects that you can be of service to, but also strives to offer value in every interaction. Even if a prospect doesn’t have an immediate need for your offering, outbound lead generation leaves them better educated on possible solutions for the future.
My Inbound Efforts are Sufficient; Prospects Will Reach Out to Me If They’re Interested.
No matter how strong your inbound efforts are, they are only one piece of the puzzle. Effective businesses utilize a variety of strategies when it comes to communicating with prospects and building interest in their brand. Only focusing on inbound efforts decreases your control over your sales funnel. In fact, companies that carefully nurture their leads generate approximately 50 percent more sales than companies that do not.
Although some potential buyers may take the initiative to reach out to you first, you’re missing out on the percentage of prospects who have yet to hear about your offering. Dividing your time between inbound and outbound lead generation allows you to systematically touch on each aspect of the sales funnel, which can go a long way toward keeping your prospects interested and boosting overall sales.
Lead Generation Efforts are Low-Touch. Set It and Forget It.
From defining your prospect segments and crafting highly valuable content to determining the best channels for outreach and optimizing your tech stack, lead generation is a nuanced process. Your initial strategy will take time to plan out, but will also need to be adjusted to match the changing demands of your prospects.
Depending on the nature of your business, your customers may be in the market for different types of products during different times of the year, and various promotions throughout the year will require special attention. You will want to tweak parts of your lead generation campaigns that are inefficient, while always adjusting your strategies to match the latest optimization guidelines. Effective lead generation evolves with your business, market, and prospects.
All of My Prospects Can be Contacted With the Same Message.
As quick and convenient as it would be to send the same message to all of your prospects at once, your leads are not the same and your outbound lead generation strategies need to be tailored to match the various groups of people you are communicating with.
Communication with prospects that are in various stages of the sales funnel should be designed to highlight your differentiators, remind them about their interest in your brand, answer common questions, or encourage them to make a purchase decision. Approximately 56 percent of your interested prospects are not ready to make a purchase, while 40 percent are in the early stages of the process, and only 3 percent are ready to make a purchase at any given time. Ideal lead generation and nurturing helps you to meet each potential buyer where he or she is; sending everyone the same message creates a disconnect on the buyer’s journey.
Keeping various buyer personas in mind is also important because some prospects will be looking for different things from your company than others. Being able to adapt your outbound lead generation to match various needs and interests increases your relevance and authenticity.
My Lead Generation Efforts Will Immediately Result in ROI.
When it comes to marketing (any kind of marketing), there is no such thing as an instant result.
Lead generation is a long-term game. The initial strategy development and optimization take time. It may take several weeks or more to find the right target audience and build meaningful connections with your prospects, but giving them the chance to multiply naturally over time can lead to long-term success for your business. Additionally, most leads don’t convert with your first connection. According to SalesForce, it takes 6-8 touches to generate a viable sales lead. Even if you’re contacting the right person with the right message, it still takes time to warm that lead into a sales meeting (much less a new deal).
Lead generation is an investment in the long-term success of your business, not an overnight solution.
All Leads Are Created Equally
You can buy a lead for $100 or $1000. Why?
Because not all leads are created equally. Leads vary in quality and in context. When working with a lead generation provider, it’s vital that you understand what you’re signing up for and what you can expect in return.
Some providers simply give you a list of names and contact information. You can do the work from there. Others, like Sapper, provide you with scheduled appointments with qualified prospects matching your buyer’s criteria.
Needless to say, there’s a difference.
My Company is too Unique for Outbound Lead Generation to Work for Me.
While we don’t doubt the uniqueness of your company, outbound lead generation can be adapted to fit more business models than you might think. Most businesses are actively searching for new customers, and outbound leads can be valuable for almost any company.
At Sapper, we have successfully helped companies in over 90 industries generate thousands of leads. Contact us today to speak with one of our sales representatives about whether working with us is the right fit for your company!