B2B outbound marketing is the proactive part of your marketing. The key word is ACTION. Unlike reactive marketing tactics, with outbound, you drive the action.
In modern marketing, there’s a notion that outbound marketing is a dated or oversaturated technique. As a result, many people believe it doesn’t work. However, the opposite is true.
Outbound marketing tactics are still incredibly effective; you just have to tailor them to your business. Here are 3 ways to supercharge your B2B outbound marketing:
1) Outbound can be digital or traditional
There’s sometimes a perception that outbound is one-sided — it’s only print. That’s far from true. Print is still very effective in B2B, but so is digital.
Use them both to your advantage. Trade publications are a highly effective medium for targeting a specific market. And digital continues to open new channels for communicating your marketing message. You should never limit yourself to one or the other. After all, buyers don’t, so why should you? Get in the race…every race.
2) Expand your mindset
It might not be the first thing you think of when you hear outbound marketing, but a trade show definitely falls into that category. That’s where your brand directly squares off against your competitors. There’s no place to hide…or better place to flaunt your brand! B2B outbound marketing is more than just direct mail and e-blasts. Think outside the box with your tactics and find what works for your business.
3) There is no one on the planet who can tell your story better than you.
Outbound advertising is the solution, no matter what media — display ads, video, animatics, print, billboards…well, you get the idea. Don’t be timid. Build a great messaging strategy and let it rip. Know what you want to communicate to your target market. Know how you’re going to get the message to them. Be confident, but tactical.
B2B outbound marketing is about more than just sending your quarterly e-blast. It’s about being ahead of the curve. It’s a preemptive approach to marketing. Analyze digital and print’s benefits and see which one fits with your brand. Don’t exclude any method just because. Try to expand your tactics and tell your story. That’s the best way to get results from your B2B outbound marketing strategy.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.
Joe Schubert founded Schubert b2b in 1978 to raise the performance of tech marcom to new heights. Before falling in love with B2B marketing, Joe started his professional career as a computer engineer out of Villanova and University of Pennsylvania, and worked for companies including Unisys, IBM and AT&T.