B2B lead generation through inbound has become the go-to, but, to continuously generate pipeline you need to be executing more than just inbound methods as part of your overall marketing strategy. Digital Outbound marketing still has its place, and it always delivers exceptional return on investment through positioning ads and content directly in front of your target audience.

A typical digital outbound campaign includes techniques such as Paid Ad like PPC, Email, and Social Media Marketing.

Pay Per Click (PPC) is the method of paid advertising on the internet. It’s where you pay a fee each time one of your ads is clicked. This is hugely successful when it comes to driving traffic to your website. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.

Social Media Marketing has completely transformed b2b advertising by providing platforms where a vast amount of your audience resides. Social Media Platforms have also made the art of advertising easier by offering a wide variety of analytics and tools which you can utilise and create highly targeted, engaging advertisements at relatively low costs.

However, with recent changes to data privacy laws across Europe such as GDPR. This has created considerable doubt over the effectiveness of other common b2b outbound techniques such as Tele and email marketing. Having been a common technique deployed by organisations of all sizes and scale these strategies are now becoming frustrated due to the change. The feeling amongst sales and marketing is that such techniques are becoming redundant and wouldn’t be worth there amount in gold.

Unfortunately, that may be right. However, adaption is critical. To generate a consistent stream of b2b leads a digital outbound campaign must combat the change and move into the modern era, the digital age. Hence, a current approach has the be taken.

Social selling, a term coined in the recent past has been an extremely effective digital outbound method with 91% of B2B buyers active on Social media. Typically a tactic used by the sales team to generate leads it can now be easily manipulated by marketers to work alongside your other outbound initiatives and align to work towards your overall marketing goals, much like creating personalised advertisements that appeal to specific segments of your target audience.

Personalised messaging can be designed to engage prospects, open dialogue and boost engagement by having more real-time meaningful conversations via chosen social networks. As well as successfully attracting engaging customers, social selling can subsequently cut your lead to customer journey by cutting down the length of time leads spend in the nurturing process with social interrupts.

PPC, Social Media Marketing and social selling have been hugely successful in capturing leads by drawing upon the ability to position your business and product offering effectively at a precise time. The power of aligning, coordinating and combining these techniques in one strategy will increase your brand awareness and lead generation tremendously.

Whether you wish to supplement an ongoing inbound campaign or you want to build a complete outbound strategy discover how TPL can begin helping you now.