In my last post, I gave you a snapshot of the 3 routes to building an effective Sales Pipeline. This time, lets discuss the good, the bad and the ugly of Outbound Marketing.
What is outbound marketing?
Seth Godin coined the term ‘Interruption Marketing’ to describe this method of reaching out to your customers. Outbound Marketing is the where you send the message out using different mediums e.g. buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, email marketing, telemarketing and traditional advertising. Some call this way of marketing as – where they “buy, beg, or bug their way in“.
I know how this sounds! With the arrival of ‘new’ Inbound Marketing, the ‘traditional’ outbound has lost most of its popularity. However, depending on your product and the market that you cater to- traditional could well be your best option. Why would so many ‘outsourcing’ companies thrive if there was simply ‘no need’ for telecalling. Or why would email campaigns still be the best lead generation tactic for marketers if all that they mean was ‘spam’.
Like everything else, Outbound also has its pros and cons.
- First and foremost- it is easier to create the creatives, write-ups etc for this type of marketing. You know your audience, you finalize the content, you prep it up and boom! That’s your creative
- You can Reap what you Sow! Measuring the effectiveness or ROI (the awesome word) is easy with this technique
- Predictable. You play the chords. You customize and tailor the campaigns according to your target segments
- Reaches the traditional people! Those who may not know where to look or how to look for your product
- Last but not the least- it not only helps in generating Awareness around your brand but also helps with Brand Recognition to a great deal!
The Bad & the Ugly.
- $$$$ High Investment!
- Might reach the customer when they are very early in the buying cycle– this is a snake with two heads- could be good or bad. At one hand, the customer discards the email/call/ad etc because he is not ‘there’ yet. However, on other hand- this might well become the base from where he starts to think about your product
- One-way Road! There is zero or very low engagement happening. Customers don’t get to respond easily
- Interruption! Sometimes, you just end up spamming the ‘poor’ customers’ inbox! This led to the ‘invention’ of blocking techniques e.g. Do Not Call List, Caller-id and other Blocking modes
While these are the broad set of pros and cons for Outbound Marketing, their extent varies from medium to medium. Feel free to ask any questions that you might have!
Blog first published on here.