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After all, what is Outbound?

We know that as changes occur in the market and in customer behavior, marketing and sales processes also evolve.


In this article we will explain what this strategy is, and below you will see the topics that will be covered:

  • What is outbound and how to apply it in your company?
  • From traditional to 2.0.
  • Understand the advantages of outbound for your company.

Reading time: 7min


What is outbound and how to apply it in your company?

The outbound strategy can be called a “Traditional Marketing” strategy, in which the client prospecting process takes place in an active way. Your focus is on prospecting leads who have never heard of your product, but have a potential buying profile.

Outbound process:

  • Research;
  • Prospection;
  • Connection;
  • Qualification;
  • Negotiation;
  • Contract Signature.

The first step is in the hands of Commercial Intelligence, which will do lead generation by creating a list based on your ICP.

Now is the time of the SDR, that is, the first contact with the leads. Its focus is to qualify leads by profile, generate rapport, map problems, and schedule meetings.

Finally, the time has come for the Sales Executive to present the solution, negotiate, and if all goes well, sign the contract.

A very important tip is to divide and specialize your team for each function. In this way, each one can be the best at his or her activity. Another important point is not to forget those responsible for the customer’s success, who will work on the after-sales.

From traditional to 2.0

It is true that Marketing has undergone several transformations with the arrival of the Internet. With search engines like Google, any company that works with SEO ends up ranking well, and this makes it easier to be found by your audience.

With this, tools that help measure these actions have also arrived, and companies have begun to invest, in a professional way, in content marketing. One of the main reasons was the low cost, compared to television ads.

The biggest need was to generate quality content that would attract more and more visitors, ensuring increased sales.

This was the moment that inbound started to cover a larger space, because as mentioned above, it has a lower cost. So the outbound strategy has undergone a revolutionary transformation.

Based on segmentation and specialization of the sales team, the new outbound marketing has the following characteristics:

  • Sales team with salespeople of different profiles;
  • Each stage of the sales process has a different salesperson profile;
  • Instead of just prospecting, a search is made for potential clients.

Outbound marketing allows your sales team to be divided into three parts:

  • Business Intelligence (BI): specialists in the search for companies with the profile to use your solution.
  • Hunters: responsible for prospecting new customers, being responsible for the first contact with the lead and leading him to the qualification process.
  • Closers: responsible for closing sales, turning qualified leads into customers.

The creator of this transformation is Aaron Ross, who has managed to prove that his strategy is capable of generating many results.

Understand the advantages of outbound for your company

  1. Get a faster ROI.
  2. Easy to measure.
  3. Professionals in the field are easy to find.
  4. Validate assumptions in an agile way.
  5. Greater contact assertiveness.

Conclusion

As you have seen, there are several advantages to using outbound marketing strategy in your company. When well applied, it is possible to generate results beyond expectations. Another important point is to always invest in training your team, to keep them up to date.

Author

Optmy

Empresa focada em gerar resultados para empresas B2B, descomplicando sua força de vendas.

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