Why Inbound and Outbound Work Together

The most successful managers understand that specialized sales roles are the single most important thing you can do to improve your sales and lead generation. Along with specializing roles, hyper-growth teams know how each role works within the sales process to produce better results than working independently.

By clearly defining expectations for each role and separating out the responsibilities, each person can focus on what he or she is best at. This practice creates experts, rather than general salespeople. Most organizations define at least two specialized sales roles: inbound marketing and outbound prospecting. Here at Predictable Revenue, Aaron says that Inbound and Outbound go together like peanut butter and chocolate; here’s how :

Inbound Marketing versus Outbound Prospecting

Inbound marketing salespeople, or Market Response Reps, qualify marketing leads that come in through your website or office line. These leads are usually a result of marketing campaigns or by word-of-mouth referrals.

Outbound prospectors, or Sales Development Reps, create new opportunities from cold or inactive accounts. Compared to inbound marketers who respond to a high-volume of leads, outbound prospectors take a proactive approach, reaching out to select prospects. This is typically a lengthy sales process, whereas inbound leads have a fairly quick sales cycle. It can take up to 4-6 months to go from zero to consistent pipeline generation with outbound, and longer for revenue. Outbound reps don’t close deals, but they do create and qualify new sales opportunities and then pass them on to account executives to close.

When specializing your sales team, communication is key and expectations need to be crystal clear. If everyone is on the same page, specializing allows sales rep to focus on one role and become experts in what they do. If your roles or sales stages aren’t clearly defined, specialization can often result in inefficiencies and confusion.

Inbound + Outbound = $$$

Inbound gets you leads, but many of these contacts have no influence. With outbound, you can go talk to whomever you want to within a prospective organization, whenever you want. If your company only relied on inbound leads, you’d be in a tough spot. When you have both inbound and outbound leads coming in, you have higher chances of converting more leads into opportunities and closing more sales.

To maximize on both your inbound and outbound efforts, identify your Ideal Customer Profile (ICP). By nature, outbound prospecting requires a level of market research that can help develop your ICP. Cold email questions identify common pain points, an important aspect of your ICP.  Use market intelligence from your outbound initiatives to inform your inbound marketing content. This will help to generate quality leads and disqualify those that aren’t a good fit for your business..

2 Ways To Leverage Inbound & Outbound for LeadGen

  • Recycle inbound marketing content for outbound strategies. Inbound marketing is based on drawing prospects in by creating and sharing useful and engaging content. Use this content as a second avenue of lead generating by repackaging it into a newsletter your outbound reps can send to prospects.

  • Use content for follow ups to outbound.  Instead of sending a generic “thank you for taking the time to speak with me”, include a piece of content that relates to what you talked about with a prospect as a value-add to a standard follow up.

Training sales reps to become experts in specialized roles turns your team into a well-oiled machine with a streamlined process. Clear communication between the different sales roles ensures collaboration and resource sharing.

Have any more tips to share with us? Please add them in the comments below!

For more on Best Practices for Outbound Prospecting, click here.

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