For outbound, contact is done via cold email sequencing
, social selling, video messaging, and cold calling. Sometimes, a funny GIF is all it takes to get a chuckle from a prospect that interests them enough to turn them into a lead.
And sales development representatives are constantly re-inventing methods of contacting all potential customers. As they are doing this daily, they get instant feedback and can adjust strategies accordingly. Once your sales representative gets you a foot in the door, the lead has been generated and qualified, getting you ever closer to that final step in the process.
For inbound sales, it is a bit different.
Your customer has come to you and offered you their information in some way. The first thing to do here is to ensure your inbound marketing strategy is in tip-top shape. Your blog posts should attract the correct searchers based on SEO. Your website must be user-friendly and easy to navigate to direct potential customers to a form.
If you are also doing any outbound paid marketing campaigns, your targeting should match the ideal customer profile and always lead to you receiving their contact information.
Once the information is received, your inbound sales team will qualify each potential lead. This can be done via research, a quick initial meeting, or a call. Then they'll begin similarly contacting the outbound team, but, as they have given you their information, they tend to be warmer leads and more open to buying faster.
Therefore, outbound and inbound methods for B2B lead generation require lots of synergy between marketing and sales in any organization.
Prospects you email won't be attracted to your business if your site's UX is awful. Leads who come to your site won't be sold if your SDRs don't reach out to them within a certain time frame.
B2B lead generation is all-encompassing, and everything related to it - outbound and inbound - must be an A+.