Inbound Out Marketing

Inbound Marketing works by creating quality content that pulls visitors to your website. Buyers love useful and interesting content because they can get insights and ideas to improve their lives—on their own terms and schedule. No pesky salespeople are involved.

What is Inbound Out Marketing?

As long as prospects use the right search terms and think to search with Google or another search engine, Inbound Marketing is essential.

What about prospects who don’t search or can’t come up with the right search string?

Consider specialized vertical markets. Perhaps you sell accounting services to law firms. Because you only serve law firms, you have a unique and valuable undersanding of law firm accounting. You're a perfect fit for nearly every law firm.

But, prospects only search on the Internet for less specific terms like “accountant,” or “CPA.” If prospects would only search “CPA for lawyers.” But they don’t. You'd be surprised by how often these situations come up in business to business marketing. 

If you optimize your website for the search term, “CPA,” or buy “accountant” traffic, nearly all the visitors are NOT from law firms.You end up competing for traffic with all the CPAs in the world. Worse, there's a big risk of squandering valuable sales time trying to chase down and qualify large numbers of people who will never buy from you.

Targeted Outreach

Targeted Outreach gets your quality content directly to the right audience. Creating educational web content is still important—Inbound Marketing is still essential. Adding targeted outreach allows us to connect with real buyers and turn them into qualified prospects.

We call it Inbound Out Marketing. Inbound Marketing plus Targeted Outreach. It's the best way to maximize lead generation results at affordable costs.

Inbound Out Marketing Methodology

1. Strategy Know exactly what’s remarkable about your products and exactly which buyers will receive full value—this understanding is essential. At the beginning of each engagement, we interrogate your marketing and your company. The result is a strategy and marketing plan that will deliver.
   
   
2. Precise Prospect Profile In your Strategy, we identified your ideal customer. The Precise Prospect Profile is our tool to know everything about your ideal customer. It goes far beyond the personas that many inbound agencies recommend, and gets to real insights about what drives a buyer.
   
   
3. Targeted List Starting with the Precise Prospect Profile, we compile lists of great prospects. Inputs can include LinkedIn, trade show lists, past customer lists, and purchased lists—any source is fair game. But, these are just names. We filter the names through the Precise Prospect Profile to ensure a focus on only the best prospects.
   
   
4. Buyer-Focused Content In parallel with Targeted List Building, we inventory your existing marketing content and create appropriate new materials. We want buyer-focused content that helps your prospects and answers their questions.
   
   
5. Content Outreach Each of your quality prospects starts to receive messages offering content. Our objective is to see who responds—They are the likely buyers. We use a variety of outreach channels including LinkedIn, other social channels, email, and sometimes direct phone calls. Even though it’s not Inbound Marketing, for some markets direct mailings may be effective. We will do whatever works to reach your buyers.
   
   
6. Micro-Rapport Each interaction with a prospect adds rapport. When it’s time to buy, contacts already know and like your company—you've built a relationship. Just move in for the close.
   
   
7. Alluring Offers Entice website visitors to become leads by entering their contact information. Some visitors may come from inbound search, others from targeted outreach. Either way, we want them to become leads so we can further nurture and build a relationship.

Every company’s market is different and constantly changing. We review all your marketing data and analytics to identify potential improvements and new ways to connect with your buyers. The result is continuous improvement in your sales and marketing results.