This article is the third from a series about «Best Practices in Lead Generation». Today, we will review the second main strategy of lead generation: Outbound Marketing

Outbound Marketing is a more traditional form of marketing, but still effective. It refers to a communication that takes place from the advertiser to the consumer. This strategy includes, among other things, advertising and marketing events.

Stimulate your traffic with digital ads

In certain situations, when you start a business for instance, you can’t rely solely on SEO to attract visitors to your website. Indeed, this kind of practice takes time to see results.
On the other hand, online advertising, whether with Google Adwords, Facebook or LinkedIn, makes it possible to generate leads at the desired moment.

In a B2B world, one immediately thinks of LinkedIn for online advertising. However, Facebook is not to be neglected either. The world’s largest social network offers powerful ways to reach its users through advertising. Even in a B2B context, there are a multitude of ways to target your audience successfully.
In the field of online advertising, there are more and more innovations thanks to powerful tools like Advertising Studio from Salesforce, which allow you to connect your CRM to advertising platforms and send targeted ads to your customers and prospects or to other users with the same characteristics (Lookalike Audience).

The main goal is to complete your lead database so you can then educate them about your brand, products or services. For this, landing pages allow you to capture the attention of the prospect toward a single goal.
Conversely, sending traffic coming from online advertising to your site’s home page, increase the risk that your visitors will not leave you their contact details. The technique is to create a page with one goal: to fill out a form, to download a document online or to register for an event.

As always when it comes to Lead Generation, personas prove to be a useful weapon to better understand its audience. With online advertising, getting the wrong audience can be expensive.
For this reason, it’s important to understand the needs of your prospects, to use good keywords and to have more convincing messages. These keywords will then be used in the ad to promote clicks and the landing page in order to encourage conversion from visitor to lead.

Some key indicators have to be analyzed throughout the campaign: the click through rate, the cost per click, the quality score and the position to evaluate the performance of your advertising.
However, there are also other longer-term indicators to keep an eye on: the cost of the lead and the cost of the opportunity, as well as the return on investment by keyword. Indeed, a campaign can generate leads, but only these indicators will allow you to understand if these prospects have an impact on your business.

Anatomy of a landing page

It is often said that the first impression is the most important. On the web and especially in an online advertising context, the first contact is even more crucial. In a fraction of seconds, web users will decide to continue on your site or abandon it. That’s why it’s essential to put some basic rules into practice on your landing pages in order to give users the information they need, to reassure them about your company’s expertise and not to knock them out with forms that are too long.

landing page lead generation outbound marketing
Organize events by bridging the gap between Inbound & Outbound marketing

Even though digital marketing is about to become the norm in terms of sales promotion, events still have a big part to play in a marketing plan. It is true that we are all hyper-connected, but that does not take away the need to interact face-to-face. And that’s what we do during events and trade shows.

1. Promotion
When it comes to promoting an event, I am of the opinion that great oaks from little acorns grow. So do not leave any avenue that could bring you new registrants.

Moreover, there is no rivalry between digital marketing and events. On the contrary, you have to promote your event by using digital marketing tactics:

  • Post several times a week on social media by alternating the angle of your messages. Do not forget LinkedIn groups or your industry portals (Associations, federations …)
  • Send e-mails by personalizing the content if the person has already attended an event or in relation to their position or industry.
  • Also send messages through your sales team with concise but impacting emails.
  • Launch targeted advertising campaigns on Google Adwords and social media.

2. Registration of guests
When it comes to an event that you are organizing, the most professional way to do it is to create a landing page specific to the event. The appearance of the page is obviously crucial. You will need to give proof of your seriousness, explain quickly what the event will bring to the participants, and show who will be the speakers by mentioning their experience. The objective is to demonstrate that you will bring value (knowledge, experiences, networking …). If you can’t create your own pages you can allow your guests to register through platforms like Eventbrite.

3. Follow-up
When the registrations are done the work does not stop there. Make sure your guests and registrants do not forget the event. Thanks to marketing automation tools like Pardot you can schedule these reminder and follow-up emails. To bring more value to your communications for example, I always add previews of the content before the event and access to poster presentations.

4. Analyze

If you have a marketing automation system, you can gather different information about your participants: new leads, cost per lead. The goal is to determine which channels gave you the best leads. Moreover, since events are expensive marketing actions, it is important to analyze their return on investment. Tools like Pardot, bring you this type of information very easily.

Below is an example of the source of the participants at one of our Incloud events. Thanks to Pardot, we have access to this information in real time.

organize events lead generation outbound marketing

That concludes my post on the Outbound Marketing, but also our section on lead acquisition. In the next articles, we will see how to educate the prospects you have attracted (Lead Nurturing).