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Five Selling Mistakes that Cost You Marketing Dollars

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Mike Montague– Enjoy!

sales-mistakesMost businesses these days seem to take a sales or marketing approach to business development instead of a sales AND marketing approach. These common mistakes in sales can cost you marketing dollars and a lot of revenue from potential sales. If you are looking for a better return on your marketing budget, you might try looking at your sales department.

You don’t tightly target your prospects.

When business is slow, the temptation to tell your story to whomever will listen is great.  Instead, be choosy about the people to whom you “tell your story.”  Use your existing customer base to identify the characteristics of your best customers.  With that information, have the sales and marketing departments sit down together and develop a profile of your “ideal” customer.  Then, search out prospects that most closely fit the profile.  You may meet with fewer people, but you’ll close more sales.

You’re not sufficiently selective about the prospects with whom you meet.

Expressing an “interest” in your product or service is not a strong enough reason to schedule an appointment with a potential prospect. If prospects’ “interests” aren’t backed by recognized needs or desires for your product or service – now or in the immediate future – then there’s no compelling reasons to meet with them.  Find out why prospects are interested and what trigger event sparked their interest before you schedule sales appointments.  Use the marketing department to score the leads and nurture them until they are “sales ready”.

You neither establish credibility nor demonstrate expertise.

In sales, your job is to help the prospect view their situation from different perspectives and discover elements or aspects of their challenges they didn’t previously recognize.  And most importantly, you can’t just tell them! Prospects can get information from your marketing, but you must be able to ask questions in such a manner as to help prospects make those “discoveries” through a conversation.  Here’s an example:

When you asked your production manager to measure the injection pressure differential between the beginning and end of the production cycle and to what extent it contributed to the casting inconsistencies, what did he report?

Educating your prospects through intelligent questions demonstrates your understanding of their problems and allows the prospect to discover your expertise. It is perhaps the single most important skill to master in modern selling.

You don’t ask “tough” questions.

To be valuable as a salesperson, you must be able to identify elements at the center of controversies, uncover root causes of problems, discover carefully guarded information, and obtain rarely volunteered commitments.  You won’t be able to accomplish any of those tasks without asking tough questions. Again, marketing materials can explain features and benefits, but only great salespeople can ask and answer tough questions.

You rush to make presentations.

Many salespeople are too eager to make presentations.  They view them as opportunities to establish the value of their products or services by demonstrating their unique aspects. However, the real purpose of presentations is to confirm your ability to deliver the solutions prospects are predisposed to buy.

Until you know what and why you are presenting, you should refrain from making presentations.  Don’t cool off your lead from the marketing department by presenting information they don’t care about, instead heat it up by discussing the prospect’s situation and understanding why they are considering your help.

Make the most of your marketing and sales opportunities!

If both departments work together, the harmony can take your organization to the next level. Marketing can become sales enablement specialists who create and nurture leads, and then escort them over to sales at the perfect time. The sales team can relax and become closing conversation masters that bring the expertise of a trusted advisor to remove road blocks for prospects. Both departments can work together to create an environment that allows the customer to buy and enjoy doing so!

These five mistakes are just some of the ways selling mistakes hurt your marketing. If you can think of others, please share them in the comments below.

 

Mike-Montague-2013-smThis is a guest blog by Mike Montague, Associate and Certified Trainer at Sandler Training Kansas City. Sandler Training empowers their clients to achieve higher levels of success through innovative training courses in sales, management, and customer service for companies and individuals around the Kansas City area. They offer public and private courses for individuals and organizations who value lifelong learning and continuous improvement.

Using Forums to Market New Products and Services to Existing Customers

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Patrick Clinger – Enjoy!

proboardsBusinesses of all stripes are always looking for new customers to buy their products or services. However, sometimes businesses ignore the best place to look for new sales:  through customers who have already purchased products and services in the past.  Tapping into your existing customers to boost your sales is smart because you’ve already done the hardest part of the sales cycle with them:  you made that first sale.

The easiest path to new sales is often found through those who have already made a decision to buy from you.  The key is getting a sense of how the products are perceived by customers, how the services are used, and what add-on or upsell products and services are a good fit to market new offerings to an existing customer base.

Internet Forums

One of the best tools for learning more about customers who already use your products and services is social media, with Internet forums being one of the more dependable tools for gathering information.

According to a 2012 study by Awareness, a marketing firm based in Burlington, Mass., one-third of marketers are looking to social media and Internet forums as the platform of choice to reach customers.  Nativo, a content marketing firm in Long Beach, Calif., says 20 percent of Americans use forums to discuss and recommend products.  Nearly two-thirds of women in online forums make product recommendations on these boards.

Marketing to customers via an Internet forum delivers this proven path and helps ensure success by enabling a series of regular and intimate communications between the company and the customer. Spending time on Internet forums where your customers can be found often reveals relevant marketing information about products in demand, services used, strengths of competitive offerings, and weaknesses in products or services offered by a competitor.  This sort of intelligence is ideal for putting together a sales pitch on new or related products and services, or to make a compelling offer to customers of your chief competition in order to acquire new customers who were unhappy with their offering.

Internet forums also help to build customer loyalty. The seeds you plant today, through the intimate two-way communication forums provide, help make products better and allow the company to fix potential problems, while ensuring product launches are more successful — just by leveraging the loyalty built through the regular interactive engagement with your customers.

Spend some time finding out which forums your customers read regularly and do some “lurking” where you read each post and response without actively participating.  Take careful notes.  Identify current customers on the forum.  From their posts and comments, what other products or services would improve their experience with your company based on the first purchase they made?  Do they offer advice to others buying similar products or do they warn prospects about the purchase they made from you?

Stay in Touch

If you detect something is wrong, you can proactively contact them and fix the problem.  If it’s a competitive offering, how does your product or service address the shortcomings of the competitive solution?  Can you put together a program to encourage these customers to try your company?

Internet forums provide a great way to stay in touch with your customer base.  But there are some “rules of the road” for participating in a forum and using it for marketing purposes.  Follow them or you could risk being banned by the forum staff:

  • Develop a good profile so forum participants know who you are.  Make yourself approachable.  Make sure there is contact information so it makes you accessible to your customers and prospects.
  • Introduce yourself to the forum members in the appropriate section.
  • Be smart about commenting; never insult a poster.
  • If you are alerted to a problem, play a role in getting it resolved; encourage other posters to ask you questions.
  • Make valuable contributions to the forum; provide good information.  Don’t spread rumors or make bold claims.  Be helpful and humble.  Be objective.
  • Don’t hard sell new products and services when you make a new post, and always expose any biases you have.  It’s great to help people who have questions, it’s bad to spam.

Patrick Clinger Headshot - 300dpi-jpg 05-16-13Patrick Clinger is founder and CEO of ProBoards, the world’s largest host of free forums on the Internet (www.proboards.com).  The company has been hosting forums for more than 14 years with over 3.7 million forums created on its platforms.  The company’s forums record billions of page views every year with tens of millions of registered users.  ProBoards’ Forums.net white label forum service allows small business to quickly and easily create their own branded Internet forum that is fully managed by ProBoards.

 

Why Live Chat is a Powerful Sales Tool

It is guest post day here at Duct Tape Marketing and today’s guest is from Sunir Shah – Enjoy! 

As you read this article, potential customers are browsing your website, looking to buy something from you. Lost, confused, skittish, they will abandon your site before buying anything.

If only you had talked to them in time.

If you still think live chat is just for technical support, you’re in the wrong decade. As your ever present salesperson on every page of your website, the new live chat finally gives online companies that shop floor presence the average customer needs before buying.

What live chat has become

bonobosWhen I say live chat, I’m talking about the chat tab in the corner of websites like BonobosHipmunk, and Birchbox.

I’m talking about live chat that is immediate and personable, where real humans answer questions and provide helpful, actionable information. The kind of live chat that provides you with direct, one-on-one conversations with customers.

It’s no surprise that a study conducted by Shopify showed that chatting customers were 3 times more likely to become return shoppers and had 48% larger order sizes.

Why Live Chat Improves Sales

A customer clicking through from search or advertising is not a loyal customer. They just want to know, ‘What’s in it for me?’

Live chat gives you a chance to show you’re more than a landing page by being there, answering their questions, and If you’re not online to answer that question for them, customers will move on to the next website that can.

By simply initiating a chat, a customer instantly qualifies themselves as a lead.  That one-on-one interaction gives you the opportunity to answer a question or solve a problem that converts them from ‘lead’ to ‘customer.’

More importantly, you get the chance to delight them with an amazing experience that might win you a future and returning customer.

How to rock live chat

Be available. If you’re going to do live chat, you need to staff it. Not answering an incoming chat is worse than not answering the phone. It’s gives customers the same feeling as when walking into a store and not being able to find a salesperson.

Make it snappy. Customers expect immediacy, so aim to respond to their first message in under 30 seconds. A few seconds more and they could be on to the next store. Even a simple hello will get the conversation started.

Make it human. Fire the robots. Burn the scripts. Let your staff be natural when they’re helping customers. Like this Netflix customer support rep who managed to delight the customer with a deep knowledge of science fiction programming. This is a chance to build a relationship with your next loyal customer.

Prepare your team to sell. Train your staff to know solutions for common problems and problems the customer hasn’t yet considered. Ideally your operators are good listeners and strong critical thinkers, able to solve immediate problems and anticipate future needs based on conversation context. Share transcripts of good and bad chats to show your team what works and doesn’t.

Practice starting chats. The beauty of live chat is you can see who’s on your site and what pages they’re viewing. You can initiate a sales conversation by posing a targeted sales opener. For instance, if they are looking at bikes, “Hey, we have a big selection of mountain bikes. I can help you find the right one. Are you staying near the city or going offroad?

Close the sale. You can lose a lot of sales at order and fulfillment, either from customers who lose faith in the purchase, don’t trust you, or are having problems. Set an automated rule to initiate a chat for any customer that hesitates on checkout, such as “Hey, want to know more about our money back guarantee?”

Big Finish

There are tens of thousands of companies just like you using live chat for sales. Like Farms Technology, LLC, which uses it to approach sometimes introverted farmers with useful product information. Or WhoIsHostingThis.com who uses live chat to establish trust and build a rapport to boost sales.

Live chat is a powerful, if not the most powerful, sales tool you have. It’s the only tool that lets you talk to customers while they are shopping on your website.

It’s immediate, helpful, human and more like a real world sales experience than any other online channel.

‘Carpe Chatem’ – seize the opportunity in each conversation to win a customer and close more sales.

 

Sunir 1Sunir Shah is a marketer, developer and startup guy who loves making the Internet a more glorious place. Currently he’s the Chief Marketing Olarker at Olark live chat where he spends his days winning markets through engineering and his nights losing Settlers of Catan.

 

4 Ways Creativity Can Help Generate Online Sales

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Ryan Ernst – Enjoy!  

As digital marketing and advertising has evolved throughout the years, function has slowly gobbled up form, one clicks, like, page view and web lead at a time. It’s 2014. And Don Draper ain’t walking through the doors of your boardroom with a storyboard anytime soon.

But creativity and imagination still play a huge role in digital marketing – a role that can drastically boost online sales in any industry. They’ve certainly helped our business grow.

When it comes to marketing your company, showing off your services and products in a clever manner is a key component to capturing the imagination of the consumer. Creativity will instantly distinguish you from the competition. Not only will your brand appear to be a trendsetter, it will be.

Below, we’ll highlight four creative ways that can help your business generate online sales. They should be key not just to your strategy, but to your overall digital marketing mindset.

graphics

photo credit: BigStock

Stunning Graphics: Having compelling graphics throughout your website and social channels is an absolute must. Invest in graphic design work, photography and above all else, attention to detail. All will provide you with returns. When a visitor comes to your website and sees amazing imagery, they will be captivated by your company. Implementing a creative strategy with graphics will help you soar past the competition and result in more people inquiring about your company. You’ll regret not implementing this creative strategy sooner.

Video

photo credit: BigStock

Video: A study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80%. Videos increase the length of time people stay on your page, giving your brand message longer to sink in. This rich form of media on your website will make your company seem larger while clarifying your overall brand message.

Copywriting

photo credit: BigStock

Copywriting: Have you ever taken the time to examine the verbiage on your website? Is it clear and concise while helping the visitor navigate through exactly what they are looking for? Keep in mind, you’re losing a reader with every sentence. Keep your image simple and keep the most important information at the top. We strongly recommend setting up a Google Experiment within Google Analytics platform where you can test two different pages to see which one performs better. This will help you gauge which messaging resonates the best with your web audience!

Personality: Let’s face it, so many website are dull and boring. When a brand actually conveys its true personality, the consumer will be more connected with it. In the bio section of your website, in addition to professional photos, add an interesting fact about each associate that actually has some personality! This is also a great conversation piece when meeting with your customers.

Keep in mind, sales is sales. Watch any great salesperson and you’ll see the way they capture the imagination of the person to whom they’re selling. Creativity always will have a place in that process. It might not have the direct correlation in an uptick in business as spending more money on advertising. But in the long run, creativity will make people connect with and share your brand. That means more clicks, more likes, more page view, more web leads. And more sales.

 

Ryan_ Ernst_bio_photoRyan Ernst is the Director of Communications at The Connor Group.

How to Get Past Cold Calling

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Andrea Hewitt – Enjoy! 

Cold calling is proven to lead to high levels of anxiety for at least 40 percent of sales people during their careers. That’s why every company should strive to get to the point where they can stop relying completely on cold calling and finally see hot leads coming down the pipeline.

Unless you become a giant corporation, which is not the case for most companies, you’ll still be tracking down new clients through cold calls. It’s the perfect way to touch base with many potential customers that wouldn’t find you otherwise.

But how do you transition to less cold calling and more customers coming to you? Start with these four steps and you’re sure to see more hot leads coming your way:

1. Provide a great product or service

The easiest way to draw people to your brand is to have an incredible product or service to offer them. Find a need in whatever market you want to break into, and make something great to fill the void. You don’t always have to reinvent the wheel. Find something that needs to be updated and create a better version. If your product is good, people will talk about it and you’ll start to see positive feedback that could attract potential customers.

2. Network every chance you get

If you focus on a specific industry, get to trade shows and use the opportunity to spread the word about your products. If you’re trying to sell to a specific region, go to local festivals, gatherings, and any opportunity for you to mingle with community members and leaders. Hand out as many business cards as you can, then let the customers come to you. Utilize every opportunity to hit the pavement and you’ll be sure to build awareness of your brand.

3. Create an awesome web presence

One of the main ways you can drive leads to you is to have an incredible web presence. If it’s been a couple years since you built your site, create a more modern design. Think of your website like a book—people are judging it by the cover. You also need to make yourself search engine optimized (SEO). For example, if you own an ice cream shop in Duluth, Minnesota, when people search Google for “ice cream in Duluth,” you want to be the first result. Start increasing your SEO by conducting a site audit. This step will point out problem areas that you can work to fix so your site starts performing higher in the rankings.

4. Cultivate a good reputation

Build relationships with the movers and shakers in your industry. If there are publications that many of your potential customers read, contact them with well-written press releases about new products and updates. Or ask if you can write something for them to get your name out there, educate your audience and demonstrate your authority. If there are professional organizations or chambers of commerce that are trusted in your area, get in touch with head honchos and convince them your company deserves public attention. Getting those people on your side and talking about you will lead to more inquiries.

You’ll also create a stellar reputation by having solid customer service. If you consistently go above and beyond for your current customers, they’ll do word-of-mouth marketing for you by bragging to their friends and colleagues.

Once you’ve tackled these first four steps, you’ll be on your way to finding the balance you desire between cold calls and hot leads. This won’t happen overnight but if you take your time and take pride in your exceptional product or service, you’re destined to get where you want your business to go.

Andrea Hewitt Andrea Hewitt is a content writer at StorageAhead, a web marketing company. She spends most of her time writing blogs that help others grow their businesses. She loves tackling a variety of topics and if she’s unfamiliar with one, she’ll do hours and hours of research until she feels like she has enough authority to write about it.

 

3 Marketing Strategies You Haven’t Tried

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Josh Kaufman – Enjoy!

threeblog

Photo credit: LollyKnit

Every business owner knows that attracting the attention of the right client at the right time is an essential part of building a thriving business. But what happens if your tried-and-true marketing strategies aren’t working the way they used to? Or if you’re simply tired of using the same marketing strategies over and over again and are ready to change things up? Here are three marketing tricks you might not be taking advantage of — and why they’ll generate more sales.

1. Give something away

I know what you might be thinking: if I’m struggling to market myself and sell my products, how could giving something away for free possibly help me? But even if the prospect of giving something away seems unnerving, free offers almost always work. Customers love the promise of getting something for nothing, and the giveaway is subsidized by additional sales it eventually generates.

By giving your prospects something of no cost up front, you earn their attention while giving them the opportunity to experience the value of your product. Focus on giving away real value that will attract real, paying customers.

2. Don’t shy away from controversy

We’ve been conditioned to believe that negative attention is something to be avoided at all costs. But if you’re too unobjectionable,

People take issue with the fact that I claim in The Personal MBA that it’s simply unnecessary to get an MBA from a college or university. But every time someone speaks out against my claim or the book in general, people’s attention gets piqued, leading them to seek out the book for themselves.

This isn’t to say that you should write an op-ed trashing a competitor or start a Twitter feud with a dissatisfied customer. Seeking out controversy for the sake of attention likely won’t garner you the results you want.

That said, it’s definitely okay to have strong opinions and take definite stances. Doing so creates discussion and dialogue, which are powerful forms of attention. Remember that controversy won’t help you if you lose sight of the purpose behind your actions. But if you can keep that big picture in mind, creating controversy may entice people into checking out what your business is all about.

3. Make heroes out of your clients

As business owners and marketers, we don’t often think of ourselves as storytellers. But telling stories is a universal currency, and whether we realize it or not, narratives play a key role in how we market products to customers.

Joseph Campbell’s theory of “The Hero’s Journey” provides an outline of the narratives your customers want to experience. Even if this desire is subconscious, customers want to be heroes. They want to admired, respected, powerful, and strong in the face of adversity. They want to draw inspiration from those who have come before them and vanquished a foe.

Telling your customers a story about how others have used your product to solve a problem or enhance their lives encourages them to learn more about what you have to offer. These stories grab prospective customers’ attention and show them a path toward achieving what they want. The more vivid, clear, and emotionally compelling the story, the more prospects you’ll attract, and you’ll likely have an easier time translating these prospects into sales.

522151_629733177052501_1375838019_nJosh Kaufman is the author of the #1 international bestseller The Personal MBA: Master the Art of Business as well as the upcoming book The First 20 Hours: Mastering the Toughest Part. Josh is teaching a free, live business course on creativeLIVE this August 8-9. You can stream if for free here. Visit his website http://personalmba.com/ for more information.

How to Sell More by Focusing On Less

Today’s guest post is from Sean D’Souza. – Enjoy!

rarefind

Image Credit: Sean D’Souza

I remember flying to Pittsburgh in the year 2004.

It was a 7am presentation in front of about 40 people who I didn’t know. And who didn’t know me, either. And by the time the presentation was done at 7:45am, I asked the crowd a simple question.

“How many of you would like to buy this product?”

And over 50% of the hands in the room went up. Which, by the way, wasn’t the most interesting part. The most interesting part was that I hadn’t told them much about the product, or the price, or the delivery. So why were so many of those in the room willing to buy the product?

The answer lies in a discussion I had early in my career with an amazing salesman

I was new to sales and marketing back in the early 2000s. And I ran into this multi-millionaire called Brian Tracy. And his advice on sales was the best definition of sales I’ve ever heard. He said: Sales is a transfer of enthusiasm from one person to another.

Oh darn, so that’s what was happening — enthusiasm was being transferred!

Indeed, I’d made a good presentation. Yes, the content was very interesting and useful. But it’s the enthusiasm that caused people to brush aside the rest of the details and make a decision to buy the product.

But it’s one thing to say “be enthusiastic” and quite another to do it. So how do you create enthusiasm?

The answer lies in a concept called “isolation”. It doesn’t matter if you are selling offline or online, you can’t be enthusiastic if you’re bogged down with seven hundred features and benefits. So instead you isolate just one. Just like Steve Jobs did when he presented the MacBook Air. Instead of simply rattling off every feature, the drama was centered on just one thing: the fact that the MacBook Air was so thin, it could fit in an envelope.

The BBC presenter, David Attenborough, creates this same moment of enthusiasm

There he is, standing in the middle of the forest, surrounded by thousands of trees,  bushes, insects chattering endlessly and what does he do? He drops to his knees and he shows you a flower. And then his eyes light up as he goes into detail about that flower, while ignoring everything else around him. What he’s doing is zapping that enthusiasm right into you, but he does so by creating isolation first—and then getting his message across.

Enthusiasm doesn’t mean you have to be loud or boisterous

The best sales people aren’t those who get in your face. Enthusiasm means you feel very strongly about that one feature of the product. So much so, that you’re willing to drive home that point in detail. And if you’re exciting enough, the audience feels this surge of excitement. Yes, your product has a ton of features, but they want that one feature, and they’re willing to raise their hands for it.

This method of sales can be done both online and offline

Offline, you drive home the point in person by demonstrating or showing a particular feature. Similarly, online you pick that one feature and drive it home using more pictures, more explanations, thus isolating the importance.

Sales is a transfer of enthusiasm from one person to another.

To feel that enthusiasm you need to isolate one feature of the product that’s extremely exciting to you.  You then transfer this enthusiasm to your audience.  And then, like the Pittsburgh audience, watch as their eyes light up and their hands go up.

Yup, just like that.

sean_croppedSean D’Souza is the author of  The Brain Audit—Why Customers Buy And Why They Don’t.  To read more articles by Sean, and get a very useful free report on “Why Do Most Headlines Fail?”  go to http://www.psychotactics.com/

How to Get Better Lead Generation Results

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Gregg Schwartz. – Enjoy!

Lead PipelineAnd old saying in investing is “diversify, diversify, diversify” – you don’t want to put all your eggs in one basket by investing all of your money in one company’s stock. Instead, smart investors spread their investments around to a diverse portfolio of stocks, bonds, mutual funds, cash and other assets. In the same way, a smart lead generation strategy requires a balanced approach.

Your sales organization needs to think about how you can “diversify” your lead generation efforts between inbound and outbound sales leads. Sales leads often perform differently and cost more (or less) depending on how you acquire them. Sales leads from some sources are higher quality or better qualified than others. The cheapest sales leads to acquire are not always the best, and sometimes the main cost of acquiring a sales lead is the effort it takes to create that initial relationship and attract interest from the prospect.

Here are a few points of difference to consider between inbound and outbound sales lead generation as you build your diversified “portfolio” of sales leads:

Inbound lead generation: The sales leads come to you.

With inbound lead generation, your company creates a platform of marketing activity that helps draw people in. Basically, sales leads come to you – this requires your company to invest in building the online infrastructure and human capital that make people able to find you (and make them interested to talk with you).

A few types of inbound lead generation include content marketing (blogs, articles, social media), SEO (search engine optimization – designing and writing your website in a way that is optimally suited to attract people who are already looking for what you offer), and PPC (pay-per-click ads such as Google ads, where you can put a brief message in front of people who are searching for your solution, and invite them to click through to your company website).

Inbound lead generation is great for drawing people in. Instead of attending conferences and networking events, cold calling, or buying e-mail lists, the sales leads come to you. But with inbound lead generation, you need to put in a lot of upfront work and time investment in optimizing your website, writing content regularly and staying active on social media. It’s a lot of work, but you can get a lot of sales leads.

The only drawback of sales leads from inbound lead generation is that you don’t always know what level of sales lead quality you are going to get. Most sales leads from inbound marketing are going to be unqualified – the prospects might have some basic level of understanding about your business, but beyond that, there is no guarantee they are qualified.  They can be the wrong size business, wrong geography, and in many cases, just not the right fit. The quality of inbound sales leads can vary from one week to another. Some inbound sales leads are your ideal target market, and others are not. But you might end up with a lot of great sales leads that you would not have found from traditional outbound approaches.

Another advantage is that over time, with inbound lead generation your organization is creating a lasting footprint of published content and online outreach that can potentially continue generating sales leads into the future. You never know when a valuable sales lead might find your website based on a blog article or forum comment that you published a year ago.

Outbound lead generation: Go find your ideal target market.

While inbound lead generation can help drum up a larger pool of sales leads, most B2B sales organizations are still finding big opportunities from “traditional” outbound lead generation tactics like cold calling, appointment setting and e-mail.

Outbound lead generation is pretty straightforward – you choose your ideal target customers, and go after them. You have to spend time researching prospects and investing time in building relationships, but the advantage is that these tactics enable you to target specific companies that are in your organization’s sweet spot – companies that are the right size, the right revenues and that are more likely to be in the market for what you offer.

Instead of investing in online activities and hoping that good sales leads show up at your front door, outbound lead generation enables your sales team to proactively go after the types of B2B sales leads that are the best fit for what you sell.

So which type of lead generation is “best,” inbound or outbound? The truth is, if your organization wants to build a robust sales pipeline, you need both.

Inbound and outbound lead generation tactics help support each other. For example, your outbound prospecting calls will be more effective if your company has a well-designed website and up-to-date blog that shares your company’s expertise with customers. Your sales team can use the content marketing materials as part of its conversations with prospects.

Having a diverse portfolio of sales leads from both inbound and outbound lead generation efforts is the best way to keep your sales team busy closing deals.

GreggProfilePicGregg Schwartz is the Director of Sales at Strategic Sales & Marketing, one of the industry founding lead generation companies.  Gregg has developed and implemented winning lead generation strategies for hundreds of businesses.