3 Steps to Fill your Sales Pipeline: Optimizing with Omnibound®

It’s a fact of business development: despite all your hard work, sometimes your sales pipeline gets low. You might be tempted to ride things out and double down on sales and marketing efforts. But does sticking with the same failing strategy ever produce different results? Over time things can really start to go awry and chip away at sales revenue: fewer leads, less prospect engagement, too many lost deals.

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Three Key Points When Deploying a New Sales and Marketing Automation Process

 

We regularly read posts on topics similar to this in hopes of finding a nugget of insight or a fresh idea to consider. Unfortunately, we don't often find anything new. So, I would like to try to change the thought paradigm a bit here.  About 4 years ago, we coined a term we call Omnibound® . We already hear about and see people using the concepts we envision with Omnibound, but there didn't seem to be a common word or phrase to describe it.

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4 Easy Steps to Demand Generation - Step 1: Balance

Balance. Easier said than done in the business world. Perhaps Simon Sinek sums it up best: 

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7 Steps to Leveraging Tradeshow Leads with Omnibound™ Sales and Marketing

You’ve read (I hope) my other blogs that talk about Omnibound marketing or integrating technology into your sales and marketing efforts. Today I will share a case study on exactly how a mix of outbound marketing and inbound marketing brought a lead to fruition. A lead that could have been considered dead. All names, projects and locations have been changed to protect the innocent. 

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Omnibound™: More Than Inbound or Outbound Marketing

I’ve been thinking a lot about THE debate. You know the one - which marketing strategies are the best?Us marketers and business development professionals are bombarded with blogs about why the inbound strategy is the way to go, or why outbound is dead or dying. On the other hand, we also hear that outbound isn’t dead. To further confuse myself, I just read a HubSpot blog on overrated marketing practices. How are we supposed to sort it all out?

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Inbound + Outbound = Marketing Amplified

If you're reading this, you're probably familiar with inbound marketing. Inbound is indeed amazing, but I'm here to tell you that traditional "outbound" marketing still plays a big role in the B2B world! Here's why.

First, a bit of our back story. In 1999, when Marge founded Acadia Lead Management Services, we (the company) had one focus: sales outreach for industrial and technical organizations. No, not the dreaded telemarketing, but true inside sales efforts that produced meaningful sales leads along with a healthy dose of business intelligence. While things have changed since 1999, phone calls (AKA outbound marketing or human interaction) remain and will always be part of the B2B space. That's right - at some point in the B2B sales cycle, there will be a conversation before the deal is done. Always.

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Inbound and Outbound Relationship Counseling


           

Recently, Marge wrote about the marriage between inbound and outbound marketing and the relationship which they share. So we know these two can co-exist but, in reality, do they always function well together?

Sometimes inbound and outbound need to go to “couples therapy” and seek counseling. As we all know, there can certainly be areas of disconnect between sales and marketing. With outbound and inbound efforts taking place simultaneously, this gap can actually be worsened unless rules of engagement are put in place on how to manage the newly generated opportunities. The same areas which might need improvement in any relationship might apply to our marketing marriage.                                                                          

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Inbound and Outbound Got Married!

Our previous blog highlighted several great takeaways from the INBOUND 2014 conference. One such highlight was a quote by Trish Bertuzzi of The Bridge Group who stated, "Inbound and outbound got married and we didn’t get the invitation."

Let's stop here. We've mentioned inbound in a previous blog. But what do we mean by "outbound marketing?" According to HubSpot co-founder Brian Halligan, outbound marketing includes "trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing and advertising...where a marketer pushes his message out far and wide hoping that it resonates... "

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This blog exists to educate manufacturers, engineers and technical minds on the wonders of inbound marketing, sales enablement and more.

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