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Why Outbound Marketing Has Never Been More Effective
John Jantsch / Duct Tape Marketing / August 26, 2013
The rallying cry of inbound and content marketers everywhere is that outbound marketing, you know, things like advertising, cold calling and overt promotion are evil.
The theory is that if you put enough high quality content out there, the right people will find you. And, both in theory and in fact, this is happening.
The funny thing about evolution, however, is that it never really stops.
As marketers and the customers they aim to attract fully embraced inbound marketing, the sales function had to change with it. The most effective sales professionals today practice inbound selling and collaborate as much as close.
As marketers and the customers they aim to attract fully embraced inbound marketing, outbound marketing became more effective.
Now, before you get out the pitchforks and start skewering, let me explain.
Before inbound marketers built libraries of educational content to lean on in their inbound marketing efforts, most outbound approaches simply shouted buy, buy, buy – and that’s the part that turned everyone off.
But now, smart marketers are using their content assets, married with outbound tactics, to attract leads with a more palatable read, read, read or download, download, download!
An add on Facebook, promoting a popular free eBook, highly targeted to people who have shown a real interest in this precise kind of content, is an effective use of inbound and outbound tactics.
Smart sales professionals are using effective network mining techniques combined with content assets to turn what we used to refer to as cold calls into very effective smart calls.