Interruption Marketing – How it Works in Today’s B2B Environment
May 20, 2021
In today’s current sales and marketing environment, proactively reaching out to prospective clients and leads can feel like a daunting task. It can feel like you’re interrupting their day, and that’s because you are – and that’s okay. Interruption marketing, or as it’s more commonly known, outbound marketing, is a commonly used tactic to scale lead generation and thought leadership with an existing database. Because of this, however, it’s somewhat looked at as an antiquated strategy that falls out of modern day digital marketing planning.
Interruption marketing is also known as “push” marketing because it puts your brand in front of people who may or may not be looking for it, putting it up for everyone to see. On the other hand, inbound marketing targets the people who look for them and “pulls” them into their brand and walks them through the sales funnel. One cannot exist without the other, and the most successful marketers find ways to balance both strategies.
Interruption Marketing Strategies
Without proper planning and strategy, outbound marketing does not bring good numbers, which is why so many people believe that it’s passé. However, good outbound marketers have had amazing results with clickthrough rates of 14% as opposed to 0.06% of those without a good strategy.
So what techniques will cause marketers to return to outbound marketing?
- Cold emails – Companies like LeadFuze have perfected cold emailing to reach a monthly recurring revenue of $30,000 within 12 months. It’s not enough to look for a company, shoot an email, and hope it works. You have to find and reach the customer you think fits your brand, personalize an outreach plan, and then follow up on your lead. Remember, for people to notice you, you have to put their business priorities first, talk about your value proposition then end with a call to action.
- Cold calls – Many marketers dread cold calling. They don’t know who to call or if the company is even interested, and worse, how do you talk to someone you have never talked to before? The magic of AI has revealed the most effective cold-calling technique after analyzing over 90,000 cold calls. Say the prospect’s name, introduce yourself, tell them the reason you are calling and remember to aim for setting up a meeting and nothing more. The whole process should only take 37 seconds. When you have a meeting, that is when you should start building rapport and drawing in your target customer.
- Print ads – One thing we can all agree on is that print ads are expensive. Whether these are flyers, billboards, posters, or magazine ads, marketers have to take great care in how they use their budget for effective ads. The first thing that makes this work is ad placement. Place your ads where your possible market is. Conferences and summits are great places to put up large ads. Niche magazines are great places to have your brand in front of those who have similar interests.
Finally, make them noticeable so that they can quickly grab your audience’s attention and make them remember you. And in doing all these, track your ROI.
Advantages of Interruption Marketing
This is the most important thing to remember when thinking about whether an outbound marketing strategy is important to your company: are there any advantages to justify employing what many consider to be an outdated approach?
Here are some advantages you might consider.
- You can reach more people and open new customer bases you never thought of targeting. This is especially true because your brand is out there reaching different people from all walks of life. Aside from targeting your usual customer profiles, you might be surprised that a certain customer persona you have not thought of brings in more sales than you realize. Even if you don’t have new customers immediately, there may be times when they remember your ad sometime in the future when they need it.
- Outbound marketing is a direct approach that cuts the time of the entire sales process. While inbound marketers nurture their clients in hopes they will someday make a purchase, you can immediately receive a yes or no and not waste your time on what might be. This can help you refocus your marketing efforts and reconsider the customer profiles you are aiming for and find out who your messages resonate with better.
- One of the best things about outbound marketing is being able to directly talk to customers and getting their feedback, especially when dealing with clients and potential customers face to face. The feedback you gain from them is essential if you want your business to do better and serve your market better. The feedback you gain from someone you can talk to directly is much easier than getting them from surveys, letting you tweak your questions to fit the situation. Done properly, outbound marketing can even help align sales while boosting lead generation.
- Long-term relationships are easier to develop in outbound marketing. While lead nurturing can make companies get to trust your brand better, there is still no replacing the value of conversing with an actual person and building rapport. While every company can nurture leads with similar information and content, it is hard for companies to replicate marketers with whom they have developed a close relationship with, and who know exactly what they need to have a better ongoing relationship.
Inbound marketing may be all the rage at this time, but there is no denying the value of conducting a good, old outbound marketing strategy. As with many marketing tools, outbound marketing will only be as effective as the people and the strategies behind them. Any marketing done without the right foresight can only be seen as a waste of valuable resources. And done right, outbound marketing might just be your ticket to getting the sales you couldn’t get through inbound strategies.
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