Tea "Push" and "Sweater" lead generation

When it comes to generating leads, it seems that we are in a transition period, moving away from outbound (“Push“) to incoming (“sweater“) lead generation. While it is tempting to classify outbound media as” traditional “media (print ads, TV spots, radio spots, direct mail, outdoor) versus inbound media as” non-traditional “media (marketing online, such as online advertising, email, search, podcasts, webcasts, mobile advertising, and social media; alternative media, such as in-store marketing, word of mouth marketing, and event marketing), is more complex than that.

Generation of outbound leads generally refers to a marketer’s efforts to “deliver” marketing messages to prospects using print advertising, direct mail, television commercials, radio spots, outbound telemarketing, outdoor billboards, and the like. However, under this definition, even some electronic media, such as online advertisements and unsolicited email, could be classified as outgoing.

Incoming lead generation, on the other hand, focuses on the means that “attract” potential customers to the marketer, including the use of web search engines, social networks (Facebook, LinkedIn, YouTube, Twitter, etc.) and content marketing ( blogs, podcasts, webcasts, articles, reports, e-books, etc.) Inbound also has an important viral referral element, as prospects who like something can discuss and share it with others via email and social media .

There is a growing feeling that inbound methods are becoming more effective than outbound methods. Current industry statistics suggest that consumers respond better to inbound lead generation and that inbound leads are more profitable.

HubSpot, a marketing software company, recently published their report “The State of Inbound Marketing 2012”. The company surveyed 972 business professionals, including marketers, business owners, entrepreneurs and executives of companies of various sizes. A wide range of industries were represented and 72 percent of people worked from business to business. The survey found that companies dominated by inbound marketing had a 61 percent lower cost per lead than companies dominated by outbound marketing ($ 135 per lead vs. $ 346 per lead). This finding was consistent with surveys conducted in 2011 and 2010. Of those companies that used closed-loop analytics to measure lead conversion, leads generated through inbound methods were more likely to become customers than leads. generated through outbound methods. For example, inbound links (or referrals) were nearly five times more likely to convert to customers than outbound leads (9% vs. 2%).

With the emergence of a mobile-enabled, connected consumer, it makes sense that inbound marketing is becoming a more attractive alternative.

However, abandoning outbound marketing entirely may be premature. A small business is likely to benefit from using some combination of entry and exit, although the emphasis should be on entry. For example, a B2B marketer may find that online banner ads that offer free, high-value information can be effective in driving traffic to a website or Facebook page, or that they make outbound calls to invite a select group of prospects. to a webinar results in higher overall attendance. . Note that these two examples are actually one mixture of entry and exit techniques.

You must determine the best methods for your product and service, based on the audience, the offering, and the creative elements. Understanding how your audience consumes information is a key part of the equation.

A smart strategy might be to establish a robust inbound lead generation schedule and overlap it with using outbound methods very selectively. You could even set up a test to compare the quality of leads generated from outgoing vs. input methods, as long as you isolate them as much as possible for testing purposes.

You may find outbound lead generation to be appropriate in certain situations, but if the market shift is any indication, chances are you’ll find that inbound methods are more profitable and productive, so inbound will eventually become the core of your business. your lead generation program. .