outbound marketing

Mastering Outbound Marketing for Engagement and Trust Building

B2B Marketing is undeniably becoming increasingly complex. There are more companies competing for the same share of voice while audience’s attention spans are dwindling. Meanwhile, there is increasingly more information on what best practice is supposed to look like and different opinions on what strategies work best.

If we’re being honest, it’s getting a little confusing.

But what if we simplified things and went back to basics? By reinterpreting the classic ‘4Ps’ of marketing, we’ve developed the 4 Pillars of Outbound Marketing to guide you in this aspect of B2B marketing. 

People: The Foundation of Sales

Sales relies on people, but not just any people—engaged and active audiences. How do we find them?

Sales Navigator is an invaluable tool here, as it not only helps identify the right industries and job titles, but also features a handy filter to find individuals who have recently posted. 

Top tip: Incorporate ‘Posted on LinkedIn’ into your prospecting efforts and track its impact on your marketing and outreach activities.

Presence: Building Trust

Establishing a strong presence on LinkedIn is essential for building trust with prospects. Focusing on content that builds up your credibility as an industry leader is key.

Top tip: We recommend focusing on at least one of these four key aspects for building this trust.

  1. Credibility: Showcase strong testimonials, recommendations, case studies, and industry recognition
  2. Niche: Develop a distinct niche that sets you apart from the competition
  3. Branding & content marketing: Create a brand that resonates positively with your audience via valuable content that marks you as an industry leader
  4. Value Proposition: Clearly articulate the value you bring to your clients

Prospecting: Reaching the Right Audience, With the Right Message & On the Right Platform.

So you’ve found who you need to target, but how do you talk to them, and where? It is essential to identify the optimal platform and method to engage prospects, along with measuring and testing what works.

Consider questions like: “How does my audience interact online? What platforms do they use? What pain points are they facing? What matters most to them?” These inquiries will help shape your approach.

Top tip: Split testing is your friend. Focusing on 2-4 key messages and 1-2 platforms is a good way to start. Use data to compare the different messages (whether this is ads, organic content, outbound, email, or other methods).

Process: Streamlining Systems

Developing efficient and effective systems for prospecting ensures a reliable and repeatable process.

It’s all well and good to do all of the above steps well, but ultimately it’s a balancing act between your inputs and outputs. For example, if your average customer lifetime value doesn’t exceed $1k, then you probably can’t spend all week on LinkedIn and sales calls to generate one client. 

By the same token, if your clients are worth $1m each, you probably aren’t too concerned about spending a few hundred dollars extra per lead if it means getting more leads to talk to ASAP. 

Top tip: Understanding your numbers is crucial in order to understand the approach you take with LinkedIn, as being as efficient as possible with the process gives you the best chance for success. 

Next Steps: Getting Started

By focusing on these 4 Pillars of Outbound Marketing—People, Presence, Prospecting, and Process—you can simplify your approach and achieve more effective results. 

If you’d like to learn more about how we apply these principles, get in touch with our team.

Ready to take your LinkedIn lead generation to the next level?

Book a call with our team, learn more about what makes us different and whether or not our strategies would be a good fit for your business.

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