Professional Sales Representative by Sahil Srivastava.pptx
Online Outbound Strategy
1. Tweet: #outboundleadgen
Effective Approach to Online
Outbound Marketing for B2B & B2C
How to create an online approach to
developing prospects into leads and
leads into customers.
2. Tweet: #outboundleadgen
People — Who are you trying to reach?
Quantifiable goals — What do you want to
achieve?
Measurements — How will you measure
success?
Strategy — Which channels/messaging/design
will deliver the best results?
Define approach
3. Tweet: #outboundleadgen
You’ll need:
Offer
Call to Action
Landing page or microsite (unique URL)
Form (progressive profiling)
Thank you page (measurable conversion)
Conceptualize campaign
4. Tweet: #outboundleadgen
Direct mail
URL
QR code
Dedicated phone number
Social networks
Ensure wallpaper and
profile are up to date
Easy social sharing
Outbound calls
Live events and collateral
Landing pages and
microsites
SEO — spread the word
organically
Personal emails from
sales team
Promote offer on product
pages
Blog about the effort
Partner private label
Approach holistically (ideas)
5. Tweet: #outboundleadgen
Ensure offer is appropriate for buying
stage
Be consistent in content and design
across all channels
Use a professional designer
Test every step
Use responsive designs for mobile market
Create content
6. Tweet: #outboundleadgen
Never send a campaign not supported by
your website
Do not send clicks to your home page — a
landing page is a minimum; consider a
microsite
Use unique URLs or versioned landing pages
for tracking
Landing pages are great for SEO; create as
many as you need
Develop web support
7. Tweet: #outboundleadgen
Which metrics can you track?
Which are needed in order to measure
success toward quantifiable goal?
From where do these metrics come?
Email metrics
Visitor metrics
Inbound/outbound calling metrics
Establish tracking metrics
8. Tweet: #outboundleadgen
Which components should you test?
Subject line
CTA
Color
Format
Messaging
Time/date of send
Pre-plan A/B testing points
9. Tweet: #outboundleadgen
Grouping names within
your list into like interests,
position in the buying
cycle, demographics, or
other criteria relevant to
your business in order to
provide more relevant
content and increase
conversions.
Segment based upon
behavior, demographics,
position in the sales funnel,
and so on.
Identify most-valuable
segments — those
representing the greatest
opportunities.
Ensure each segment
contains enough names
to produce meaningful
metrics.
Segment lists
10. Tweet: #outboundleadgen
Metrics matter, track everything.
Clicks
Use link clicks to understand interests — email and web
Measure abandonments, be prepared
Forms
Use forms
Progressively profile — don’t ask for too much info
Auto-respond to completions — measure as conversions
Calls
Follow up immediately — the sooner, the better
Use analytics to launch auto-responders — nurture campaign
Profile the audience
11. Tweet: #outboundleadgen
Nurturing campaigns — Auto-responder emails
for the engaged audience
Drip campaigns — Stay top of mind for the un-
engaged audience
Call center — Book meetings or respond to
form completions
Personal emails — sales team or CSR
Follow up
12. Tweet: #outboundleadgen
Review analytics to measure success against
quantifiable goal — be prepared to deploy A/B
testing components during campaign.
Email engagement
Unique landing page URLs
Form views
Form completions (conversions)
Outbound/inbound call metrics
Follow-up call metrics
Review analytics
14. Tweet: #outboundleadgen
Who are you trying to reach: Marketing agencies
Quantifiable goals — Get 1000 poster requests
from target-audience decision makers.
Measurements — Total number of requests for
lenticular samples.
Strategy — Email, direct mail, follow-up calls,
landing pages, blog articles, social media, press
releases, partner promotions.
1. Define objectives
18. Tweet: #outboundleadgen
Subject line A:
Are you in creative hell?
Subject line B:
Free poster: Welcome to Creative Hell
5. Prepare A/B testing points
19. Tweet: #outboundleadgen
Monitor/measure clicks, submissions from each
segment to ascertain best-converting profile.
Marketing agency
Communications agency
PR agency
Graphic design firm
Web design firm
Trade printer
Agency owner
Agency director
Creative director
CSR
Copy writer
Graphic designer
6. Segment lists and profile audience
22. Tweet: #outboundleadgen
It’s not inbound or outbound — it’s holistic
It’s a good plan
It’s cohesive, consistent, and a
professional presentation
It’s relevant and timely
It’s great follow-up
It’s tracking, testing, and tweaking
Summary
23. Tweet: #outboundleadgen
Spider Trainers designs, develops, and deploys
custom blast, drip, and nurture campaigns.
Visit our resource center to learn more:
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651 702 3793
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