RETHINK INBOUND VS OUTBOUND FOR B2B in H2 2020
Transcript of RETHINK INBOUND VS OUTBOUND FOR B2B in H2 2020
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RETHINK INBOUND VS OUTBOUND
FOR B2B in H2 2020
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Agenda
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Stay tuned for the raffle
Winner to be declared at the end of our last session today 11:20 AM EST / 18:20 ILT
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We build MARKETING GROWTH MACHINES for B2B Tech companies
About Penguin Strategies
Growth Machine
Strategy
Execution Technology
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ABOUT PENGUIN
• Lead by B2B tech veterans so we hit the ground running
• Sales and marketing specialists in strategy, SEO, Content, social, PPC, Automation, design, ABM
• Offices in USA & Israel
• Clients in the US, Europe and Israel
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OUR CLIENTS ARE B2B TECH COMPANIES IN THE FIELDS OF:
CYBER SECURITY ANALYTICS BIG DATA IT NETWORKING
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History of the term ‘Inbound’
The concept of inbound marketing was coined by HubSpot's co-founder and CEO, Brian Halligan around 2005. It began to gain popularity in 2007 but it wasn't until 2012 when it was massively adopted.
INBOUND is a whole philosophy of doing business
Inbound is about being helpful and creating long lasting relationships
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The Practical Definitions
Inbound
Attract people who are seeking your content/solutions
Outbound
Reach out to people who did not ask for it
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Classifying the tactics
Inbound
Content
WPs, e-books, Webinars
Blogging
Podcasting
Video
SEO
Organic Social
Email Nurture of subscriber base
Oubound
TV/Radio Advertising
Billboards
PPC
Display ads (Newspapers/digital)
Cold Calling (SDR)/Telemarketing
Direct Mail
Email to purchased lists (SPAM)
Direct cold e-mail 1on1
PR
Event Sponsorships
Speaking opportunities (Non paid)
Speaking opportunities (Paid for)
Paid Social
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Indications that you should be doing more INBOUND
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You are no longer able to expand on the basis of OUTBOUND
Example:
Your company was selling successfully to a niche through Outbound. It worked well to a specific “early adopters” segment. But now - you want to expand to a wider audience.
They need EDUCATION.
They need to know and trust you BRAND.
You need INBOUND -> Authority building
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When do you need more INBOUND?
- People are refusing to take your calls- Your competitors’ brand is stronger- Your cost per MQL is rising as you grow, you want to
establish long lasting assets (SEO)
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BUT...
we believe that in most cases you need to be doing BOTH INBOUND and OUTBOUND
because they complement each other.
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When should you be doing more OUTBOUND?
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1. When your competitors have more reach
Example:
Your company is the smaller player, created great content - but can’t quickly reach a large audience organically.
Building organic reach (SEO) takes time! (Min. 6 months)
In the meantime - magnify your reach with paid advertising.
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ABM campaigns
Results:By adding +10% to the spendIncrease by 100% the results in terms of MQLs and Site Visits.
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2. When your offer/business opportunity is time sensitive
Example:
You are offering a service that’s seasonal/reactive to a current event
A paid campaign can put it in front of a lot of people in a short amount of time.
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Example of a targeted paid ABM campaign to promote a premium piece of content.
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3. When your content is too good to keep “exclusive”...
Example:
You have invested a lot in a content item (as example - typical in depth article on tech requires expensive time investment, usually not less than a few $K, often more)
If you’re selling to a niche - would be a waste to not have more views for a relatively small extra investment.
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Recommendations
• Apply good manners and good taste… even if you’re doing outbound
• If you’re paying your way into someone’s face - be super selective about who that is
• Keep consistency with your brandingfor example: SDRs to keep in synch with marketing for messaging and tone.
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The most common mistake we see with B2B Outbound efforts:
We very often encounter B2B sales & marketing teams that
- run a paid campaign to generate downloads on a content item…- then they assign an SDR to call them- and they get frustrated from the very low conversion rate :-(
The common reason being: the leads are interested in your content but not yet ready to buy!!!
You’re a B2B company, with long sales cycle! They will buy when they need you!
NURTURE THEM in the meantime!!! that’s INBOUND!!!
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Outbound: Relevant & Complementary
- Direct mail is a great way to reach a highly-targeted list of potential prospects in a target market.
- Cold calling can start to build interest in a new product launch or service offering, although the lead conversion metrics will typically be low and it is more expensive
- Advertisements in industry magazines are a great way to build up brand awareness and establish credibility.
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Inbound Vs. Outbound for H2/2020CMO Survey Results
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Who responded?94 filled out21 disqualified (due to company type OR responder’s role)73 Companies qualified
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Who responded?94 filled out21 disqualified (due to company type OR responder’s role)73 Companies qualified
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% spent on OUTBOUND (prior to Covid 19)
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Introducing the next session:Hubspot’s legendary CEO Brian Halligan
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Penguin Strategies
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