4 Must-Dos to Shift from Outbound to Inbound B2B Demand Generation

April 29, 2011

four trees

“According to SiriusDecisions, inbound marketing will drive more than 70% of all leads generated by 2015.”

Note from Lauren: Eric Wittlake from Digital B2B Marketing gives us his media insider point of view as my guest blogger this week.

Underlying the shift to inbound marketing is a changing environment and audience mindset, not only a changing media landscape. Today, we are inundated with advertising, email and sales calls that distract us from our real work or play. We are living in a real time world with real-time demands. We don’t have time for unwanted distraction and we cannot afford delay.

For you as a marketer, this isn’t a shift in channels, it is an insight into your audience. Your response should not be to focus on inbound channels. Instead, focus your attention on serving your audience – an audience that is starved for time and inundated with messages – across all inbound and outbound channels. To outbound marketers and advertisers, this requires some new approaches to traditional marketing activities.

Here are four changes in approach that can be applied to outbound marketing.

  • Highlight great content. Inbound is about your information being discovered. Use outbound marketing to highlight content worth discovering.
  • Provide early stage information. With few exceptions, most people reached through outbound marketing are early stage. You need to loosen the status quo, not jump straight to sealing the deal.
  • Make it sharable. Social is a key inbound marketing channel, and content that is locked up behind registration is far less likely to be shared. Always include content, freely accessible, that is worth sharing—and make it easy to share.
  • Listen. If your content is being shared or linked to, say thanks, post a comment, or otherwise engage. This is an opportunity to start a conversation and improve your inbound marketing results going forward.

We are increasingly immune to or even distrustful of marketing. It is time to stop making your outbound marketing look like, well, marketing. Start applying an inbound mindset and use outbound marketing to deliver valuable information to a larger audience and amplifying your inbound marketing activity.

About the Author

Eric Wittlake is the Sr. Media Director at Babcock & Jenkins where he works with B2B clients on media and integrated marketing programs. You can connect with Eric on Twitter at @wittlake or on his Digital B2B Marketing blog.


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