Friday, October 5, 2012

What Inbound Marketing Is Capable Of

With the advancement of the internet and other models of communication, it has become even more important to consider what marketing tactic to use in order to maximize your lead generation and appointment setting campaign. Now that outbound (the alternate term is the infamous 'disruptive') marketing is slowly leaving the scene, it is inbound (or permission) marketing that is taking center stage in generating sales leads. But what exactly is inbound marketing? Can it really help appointment setters get the B2B leads that they need? How does it affect the over-all marketing campaign of a company? Can small and medium-sized companies benefit from it?

First, we need to understand what inbound marketing and lead generation is. Strictly speaking, this is a more focused advertising approach. Business prospects are not bombarded with advertising, asking them to buy from you or to sign up. Rather, prospects are subtly persuaded to opt in a function, sign up for a newsletter, or request for telemarketing representative to give them a call. Think of this as more of a voluntary act of prospects to learn more about you and your business. This is a very subtle art, where one wrong move can threaten you sales operation. That is why you need to choose well the team that will promote your products or services.

Based from the above description, it is clear that inbound marketing does away with the one complaint that many prospects, whether business or private, always raise: the interruption. One reason why appointment setters find it hard to snag qualified B2B leads is because a lot of prospects they call are either annoyed by the interruption, have no interest in the caller, or simply have no idea what the caller is talking about. In other words, the prospects have not made any conscious decision to reach out to the marketers. This explains the very low success rate of traditional marketing mediums, not to mention to huge costs incurred just to get prospects. You can say that this discrepancy between cost and returns is what makes inbound marketing a much more profitable venture.

The internet can be pointed as the reason for the increasing popularity of inbound marketing. There are several tools that can be used to promote your business. For example, you can use email marketing, social media, and search engine marketing, to promote your business. This can be viewed easily through the web, on forums, blog comments, and even video streaming services. From there, you can perk up the interest of the intended prospects. They will then make effort of contacting you, asking for more information. This will make it easier set an appointment with them, saving you more on time, effort, and money.

If you already have an existing marketing tool, like having outsourced to a telemarketing firm, then you might be interested in incorporating inbound marketing into it. While inbound marketing can improve your lead generation campaign, it is actually talking with the prospects or negotiating with them where traditional means can still do the trick.

Belinda Summers works as a professional consultant. She helps businesses increase their revenue by lead generation and appointment setting services through telemarketing. To know more about this visit:

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