While inbound marketing is getting a lot of buzz, a well-rounded marketing mix should include both inbound and outbound marketing strategies. Inbound works for broad lead generation activities, but outbound is good to amplify your inbound efforts, and target specific opportunities. So what exactly is outbound marketing? It’s using outbound channels to introduce your message and content to your prospects, typically through rented attention, rather than making your content and messages availableon your own properties.

Visitor Tracking: Hotjar has a heatmap tool — a virtual tool which creates a color-coded representation of how a user navigates your site — that helps you understand what users want, care about, and do on your site. It records visitors and tells you where they spend the most time on your site. You can use it to gather information on your lead generation forms, feedback forms and surveys, and more.
I am just writing a new email marketing strategy for my website http://www.professional-cv-writer.co.uk now it’s been re-designed and I have more time to work on my marketing. Having subscribed to numerous blogs, websites, etc. I agree with the poster above, you need to get the number and frequency right. I have often unsubscribed because of the constant barage of emails some organisations send.
Let’s begin by with the definition of a lead. What does a lead mean to your company? Many companies have different definitions depending on their sales cycle, but standard definition is a qualified potential buyer who shows some level of interest in purchasing your product or solution. For the leads that fill out a form, they often do so in exchange for some relevant content or a compelling offer.
What's the difference between them? One-off communications versus prolonged, email-based interactions. For example, email marketing tools are excellent for one-off communications. You can use these tools for the one time you'd like to send someone an automated email response when they join a subscriber list, on their birthday, or when you promote a new product. But marketing automation tools are better suited for prolonged, email-based interactions. For example, you can use marketing automation tools whenever you want to guide someone from a subscriber list to a product purchase. Or you can send thank you emails or send new product promotions—all without having to lift a finger after the workflow is designed.

First, act as though you’re a prospect making their way to your business’s landing page. Start by ensuring that the links to your landing page are working, wherever they may be — email, PPC networks, sponsored social media posts, etc. Are they driving you to the landing page that they’re supposed to? Does everything look the way you intended on every browser?


This vast quantity of information also means that customers are no longer as interested in listening to a traditional sales pitch that doesn’t relate directly to their needs and it might even push them away. It is now important for companies to focus on generating new leads by developing a strong internet presence. This is often accomplished using inbound marketing methods that employ techniques like search engine optimisation and content marketing.

In addition to satisfying legal requirements, email service providers (ESPs) began to help customers establish and manage their own email marketing campaigns. The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight and assistance with deliverability issues for major email providers. They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages.
MailChimp is a fantastic place for beginning marketers to get started. Their “forever free” plan allows you to create a list on MailChimp for free as long as your list is under 500 users. When you’re just starting out, that’s more than enough. If you don’t want to start paying for autoresponders yet, go ahead and give MailChimp a shot, it is a great first step as an email marketing tool.
Expired Listings. “These are listings that realtors had on the Multiple Listing Service (MLS) and they didn’t sell. I personally love these because they tend to be more frustrated already, having not sold with a realtor. This will many times translate into immediate appointments opposed to the ‘for sale by owners’ that need some time typically. Where do you get expired listings? It used to be that you had to work with someone that was licensed to get them. Now there are services that offer them so it's super easy to get a constant feed of them.”

Email Newsletters are some of the most common and popular forms of email marketing. Use email newsletters to provide your subscribers with timely, expected, and helpful updates from your brand. Include thought leadership or how-tos, announcements about your product or service, insider-peeks into your business, or any other engaging content that adds value to your subscribers’ inboxes. http://fredericgonzalo.com/wp-content/uploads/2017/05/email_2.jpg

Don't use CTAs to drive people to your homepage, for instance. Even if your CTA is about your brand or product (and perhaps not an offer like a download), you should still be sending them to a targeted landing page that's relevant to what they are looking for and includes an opt-in form. If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.
How do you minimize unsubscribe requests and spam complaints for your auto-responder program? The best way to minimize the risk of unsubscribe requests, spam complaints and non-opened emails with your auto responder program is the same way to minimize those risks with all email marketing. Provide useful, engaging content and good offers that your subscribers will care about. You can also use the best practices for managing unsubscribe requests, opt outs and spam complaints that we'll discuss later in this book and which include: prominent and easy-to-find placement of the unsubscribe link, proper opt-out and opt-in messages and asking users to "white list" you in your initial email.
In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.  So businesses must make sure that they build their digital presence.
The key difference from an autoresponder is that workflows are smart: They can change the course of your automated series based on what your prospect will find useful. For instance, if a new subscriber receives a welcome email and the subsequent email is set up to send them an offer that they already found and downloaded on your site, the workflow tool will know and adapt. In an autoresponder, a user receives a specific set of emails at specific time intervals no matter what action they take.
It’s also important to understand that operationally we need to break down silos. Effective lead generation relies on marketers’ ability to connect the website user experience your site serves up, plus what you’re doing with SEO and SEM, email marketing, content marketing, and social media strategy, with a well-integrated blend of sales expertise. None of these things can be effective on their own, although we see companies separating out these services and failing to integrate them all the time. Big mistake.
If there is something I have noticed about B2B leads is that you have to cast as wide a net as possible. You have so many avenues and options that just managing the funnel can be a challenging task. Every companies website should be the corner stone of their digital campaigns. Every visitor here should be considered a potential customer and Lucep uses instant response and artificial intelligence to make sure your sales team catch every opportunity that comes to your page.
The only way this page could be better is if it showed some real gratitude to the new lead. “Yipee” might relate to the prospect’s emotion, but it doesn’t convey thanks on behalf of the brand. While your “thank you” page has a number of goals to accomplish, the first thing it should do is right in the name — say “thank you,” and make the lead feel like an invaluable part of the brand.
Emails triggered by milestones, like anniversaries and birthdays, are fun to get -- who doesn't like to celebrate a special occasion? The beauty of anniversary emails, in particular, is that they don't require subscribers to input any extra data, and they can work for a variety of senders. Plus, the timeframe can be modified based on the business model.
Companies that pay attention to each of these steps, especially in the early planning stages, and devote the right resources and budget, tend to perform better than the competition. The process isn't simple, and ignoring any of these steps can lead to poor outcomes. Building a killer process, on the other hand, leads to sustained growth and profitability.

One of the first questions new (and even experienced) marketers often ask is: “What’s the best autoresponder service or email marketing tool?”  Autoresponders and email marketing tools are some of the most important parts of your business. You use it to follow-up with customers. To keep people coming back to your site. To build loyalty. To make sales. Yet the answer is often not so clear cut. Do you want the highest deliverability possible? Do you want to import offline contacts? Do you want to integrate your list management with a shopping cart? Do you want to spend $20 a month or $500 a month? The answer to these questions all yield very different answers. Here are the top 10 autoresponder tools on the market, along with who they’re for and what they’re capable of.
Cost per thousand (e.g. CPM Group, Advertising.com), also known as cost per mille (CPM), uses pricing models that charge advertisers for impressions — i.e. the number of times people view an advertisement. Display advertising is commonly sold on a CPM pricing model. The problem with CPM advertising is that advertisers are charged even if the target audience does not click on (or even view) the advertisement.
InfusionSoft is the tool of choice for serious marketers. If you run a six figure online business or have a list larger 50,000 subscribers, this may be the tool for you. InfusionSoft combines your shopping cart with email marketing, so you can do complex things like segregate your buyers from your subscribers or mail specific sequences to specific people. You can also send physical postcards from InfusionSoft. InfusionSoft isn’t cheap. The monthly subscription is in the hundreds, and there’s a four figure setup fee. It’s geared towards companies that are already successful and need powerful solutions, rather than startups.
InfusionSoft is the tool of choice for serious marketers. If you run a six figure online business or have a list larger 50,000 subscribers, this may be the tool for you. InfusionSoft combines your shopping cart with email marketing, so you can do complex things like segregate your buyers from your subscribers or mail specific sequences to specific people. You can also send physical postcards from InfusionSoft. InfusionSoft isn’t cheap. The monthly subscription is in the hundreds, and there’s a four figure setup fee. It’s geared towards companies that are already successful and need powerful solutions, rather than startups.

This vast quantity of information also means that customers are no longer as interested in listening to a traditional sales pitch that doesn’t relate directly to their needs and it might even push them away. It is now important for companies to focus on generating new leads by developing a strong internet presence. This is often accomplished using inbound marketing methods that employ techniques like search engine optimisation and content marketing.


Sales leads are generated on the basis of demographic criteria such as FICO score (United States), income, age, household income, psychographic, etc. These leads are resold to multiple advertisers. Sales leads are typically followed up through phone calls by the sales force. Sales leads are commonly found in the mortgage, insurance and finance industries.
Write great subject lines. David Ogilvy once said that 80 cents of your dollar should be spent on writing headlines. With emails, the subject line is just as important. If it doesn’t catch your attention, you won’t open it. So, spend the majority of your time writing and polishing your subject line. A great email subject line entices curiosity about the content of the email. It’s also personal, and highly relevant to the recipient. To learn more about how to write amazing subject lines, we have an entire blog post on the topic: 30 Successful Bloggers Share Their Best Converting Email Subject Line.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to introduce or extend the email relationship with customers or subscribers; to anticipate and answer questions; or to cross-sell or up-sell products or services.[3] http://www.emailvendorselection.com/wp-content/uploads/2014/12/email_drips_hobsons.jpg
None of this works, let alone improves, without closely monitoring the performance of every aspect of your lead generation and lead management process. Account Reps, Consultants and Technologists need to use analytics tools to optimize each step in the process and make strategic decisions to improve results. Each team needs to know how to generate the right reports from your Marketing, Sales and Customer Service systems in accordance with the SLA created in Step #1. Reports are shared with other teams and Management in order to ensure compliance with the SLA, to make better budgeting and staffing decisions and to allow senior managers to assess performance.
InfusionSoft is the tool of choice for serious marketers. If you run a six figure online business or have a list larger 50,000 subscribers, this may be the tool for you. InfusionSoft combines your shopping cart with email marketing, so you can do complex things like segregate your buyers from your subscribers or mail specific sequences to specific people. You can also send physical postcards from InfusionSoft. InfusionSoft isn’t cheap. The monthly subscription is in the hundreds, and there’s a four figure setup fee. It’s geared towards companies that are already successful and need powerful solutions, rather than startups.
Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. You score leads based on the interest they show in your business, their current in the buying cycle, and their fit in regards to your business. Lead scoring helps companies know whether prospects need to be fast-tracked to sales or developed with lead nurturing. Lead scoring is essential to strengthening your revenue cycle, effectively drive more ROI, and align sales and marketing.

Emails triggered by milestones, like anniversaries and birthdays, are fun to get -- who doesn't like to celebrate a special occasion? The beauty of anniversary emails, in particular, is that they don't require subscribers to input any extra data, and they can work for a variety of senders. Plus, the timeframe can be modified based on the business model.

In many cases, outbound techniques can get someone to think about you even if they haven’t thought about you yet, since many of the methods you use should have more of a “wow” factor to make your company stand out. Outbound communication is often highly targeted, with a call-to-action that is very obvious. As a result, good outbound marketing can push someone through the funnel at a faster rate, assuming they are closer to being ready to buy.  Inbound alone often does not drive someone to buy. Outbound gives them that extra nudge they need to drive a lead down the funnel.
×