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    Outbound Marketing Isn't Supposed To Be Easy

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    Zeynep Özen
    This document summarizes the challenges with outbound marketing and provides strategies to improve results. It discusses how outbound marketing is often compared to "fishing with a large net" but that approach is ineffective because it casts too wide of a net and doesn't use targeted strategies. The document also addresses how to deal with negative responses, that money spent on tools and lists doesn't guarantee results, and how following best practices for copy, targeting, content and more can lead to improved metrics like more demos and responses. It promotes the services of Waylan Consulting Group who can provide guidance and training on becoming an effective outbound marketer.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Outbound Marketing Isn't Supposed To Be Easy

    Uploaded by

    Zeynep Özen
    39 views6 pages
    This document summarizes the challenges with outbound marketing and provides strategies to improve results. It discusses how outbound marketing is often compared to "fishing with a large net" but that approach is ineffective because it casts too wide of a net and doesn't use targeted strategies. The document also addresses how to deal with negative responses, that money spent on tools and lists doesn't guarantee results, and how following best practices for copy, targeting, content and more can lead to improved metrics like more demos and responses. It promotes the services of Waylan Consulting Group who can provide guidance and training on becoming an effective outbound marketer.

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    Outbound Marketing Isn't Supposed to Be Easy

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    This document summarizes the challenges with outbound marketing and provides strategies to improve results. It discusses how outbound marketing is often compared to "fishing with a large net" but that approach is ineffective because it casts too wide of a net and doesn't use targeted strategies. The document also addresses how to deal with negative responses, that money spent on tools and lists doesn't guarantee results, and how following best practices for copy, targeting, content and more can lead to improved metrics like more demos and responses. It promotes the services of Waylan Consulting Group who can provide guidance and training on becoming an effective outbound marketer.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    39 views6 pages

    Outbound Marketing Isn't Supposed To Be Easy

    Uploaded by

    Zeynep Özen
    This document summarizes the challenges with outbound marketing and provides strategies to improve results. It discusses how outbound marketing is often compared to "fishing with a large net" but that approach is ineffective because it casts too wide of a net and doesn't use targeted strategies. The document also addresses how to deal with negative responses, that money spent on tools and lists doesn't guarantee results, and how following best practices for copy, targeting, content and more can lead to improved metrics like more demos and responses. It promotes the services of Waylan Consulting Group who can provide guidance and training on becoming an effective outbound marketer.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    OUTBOUND

    MARKETING
    Isn’t Supposed to Be Easy
    Written by Will Careri
    COO and Senior Growth Consultant
    Waylan Consulting Group

    WAY L A N
    CO N S U LT I N G
    GROUP
    I NT ROD UCTI O N
    A lot of the time, outbound marketing is compared to fishing with a very large net; the net
    being your strategy and fish being your target audience. There are a lot of problems with this
    comparison and here are just a few:

    You're Not Fishing for Every Fish


    If your niche is IT Support and Services, you’re not going
    to be interested in looking for Customer Support.
    Similarly to being on a bass fishing trip and wasting your
    time finding everything but bass. This is a problem when
    using a giant net, because you might be wasting time
    and energy bringing in fish you’re not interested in.

    The goal is to find an area where you’re more likely to


    find exactly what you’re looking for.

    The Net Can’t Be Thrown in Carelessly


    If throwing your net in the water is your pitch, you can’t
    throw the whole thing in; it could scare a lot of fish
    (customers) away. If you’re a little more patient and
    strategic, you might grab a few more than you initially
    thought you could. If you’re going right off the bat with a
    500 word pitch, you’re going to scare people off as soon
    as their eyes glaze over looking at the giant block of text.

    If you take the time to better utilize your resources,


    easing your way into the pitch, you’ll find yourself with
    more prospects because you’re not appearing to be after
    only one thing, even if you are.

    You Need Bait


    A net in general isn’t going to bring you the best result.
    Gone are the days you can pitch to everyone and expect
    a decent ROI. Without bait, whether this be a piece of
    content or a complimentary service, you are not going to
    see a strong return.

    Instead of wasting your time, resources and energy, check out the rest of this presentation
    to see why outbound marketing may not be the problem, but what you can do to get the
    most out of it.

    Written by William Careri, Waylan Consulting Group | All Rights Reserved


    IN D EFENS E O F O UT B O U N D M A R K E T IN G

    Look, I Get It...


    Outbound marketing has a bad reputation. It’s automatically tied to unwarranted, spam
    emails and LinkedIn messages.

    To be fair, most outbound marketers are using strategies that have the sophistication of
    a take-out restaurant shoving thousands of menus in mailboxes and under car wiper
    blades.

    Outbound marketing is an oversaturated market. It sounds appealing to receive a list of


    10,000 emails but in reality, those emails are showing up on a lot of other lists being
    targeted by other marketers. You are not the only pitch they’re seeing, so you need to
    stand out.

    Outbound marketing isn’t always the problem when you find it isn’t working for you. It
    could be your lackluster copy and/or audience targeting.

    It Won’t Work for Everyone


    Let’s not pretend as though outbound or inbound marketing are competing against one
    another, because it’s very much comparing apples to oranges.

    You should assess your target audiences and evaluate before moving forward if outbound
    marketing is the correct strategy for you and your business. Outbound marketing is not
    going to be the most effective strategy for everyone, similar to how a primarily inbound
    marketing strategy is not going to work for everyone.

    I have worked on both sides of this argument and it took me a while to realize they are not
    competing with one another, it’s a matter of finding the best strategy for you and your
    business goals.

    Written by William Careri, Waylan Consulting Group | All Rights Reserved


    DE A LING WI TH ‘H AT E RS’
    It can be off-putting to receive certain responses from prospects during your campaign.
    Outbound marketers have seen it all – the good, the bad and the hilarious.

    Stop pitching, I’m not interested in Do you actually get business from
    buying whatever it is your selling. this? Ew.
    Move on.

    If you tried a genuine approach Don’t even bother with this door 2
    instead of this pathertic excuse of door salesman stuff. Not worth your
    marketing maybe Id consider time and definitely not worth mine.
    getting on the phone with you.

    You can’t focus too much on these when they’re only 0.0001% of the responses you’ll receive.
    These people could have a bad experience with outbound marketing or simply having a bad
    day; regardless, try to not give up after a few of these.

    I have seen rookie outbound marketing utilizers get scared off by the hate responses.
    Instead, take a look at the majority of your responses, not the ones found far and few
    between. If your open rate or interest rate is low, that could be a copy issue, but those are a
    different problem entirely.

    While ‘Haters’ Will Always Exist, So Will These People...

    Michael,
    Hey David!
    I’m really interested in checking out
    I booked a call for next week. a demo for Company! When are
    Looking forward to it! you available to set one up for my
    CEO and I?

    You actually caught us at a good


    Hiya David!
    time, we’re looking for alternatives
    to the software we currently use.
    Thanks so much for reaching out!
    I’d love to hear more about what
    Are you available for a call before
    Company Name does.
    Friday?

    Written by William Careri, Waylan Consulting Group | All Rights Reserved


    MONEY S PEN T ≠ R E S U LTS

    Don’t Be Confused...
    There is so much more than purchasing the automation software and lead lists to getting
    results. As I mentioned before, a single email can show up on hundreds of lists sold to a
    number of other marketers.

    Your strategy doesn’t end when you have the automation tools and lead lists – that’s
    when your strategy starts.

    You can’t neglect:

    - copy - target audience identifiers - content

    - subject lines - follow up strategy - corporate branding

    - market research - personal branding

    Along with so many other elements beyond automation tools.

    Outbound marketing isn’t easy, nor is it supposed to be. Stop wasting time, energy and
    resources on troubleshooting a complex strategy.

    When All of This is Done Well...


    You begin to see results such as these:

    6X’d Demo Generation 4X’d Demo Generation


    in 3 Months in 60 Days

    344 LinkedIn Responses 0% to 20% Cold Email


    in 30 Days Conversion Rate in 6 Weeks

    Written by William Careri, Waylan Consulting Group | All Rights Reserved


    NEE D GUI DA N C E?

    Waylan Consulting Group Can Help


    Waylan Consulting Group offers a number of solutions to help you become a ninja
    outbound marketer.

    Outbound Mastermind Community


    Join our free Facebook group and learn from us as well
    as fellow outbound masterminds. It’s a great place to ask
    questions and learn ninja outbound strategies.

    www.facebook.com/groups/outboundmastermind

    Waylan Consulting Services


    Interested in joining some of the most innovative tech
    companies in the world by 4Xing Monthly Demos in 90
    Days or Less with 0 SDRs, 100% Automated?

    www.waylanconsultinggroup.com/application

    Outbound Mastermind Course


    Coming soon! Join our Facebook group to stay updated!

    About Will Careri


    COO and Senior Growth Consultant
    Waylan Consulting Group

    Based out of Philadelphia, Will is an award-winning public relations and marketing


    innovator who has worked with Fortune 500s and other reputable brands all over the
    world.

    A graduate of Temple University’s Klein College of Media and Communication, Will also
    holds certifications from Harvard University.

    Will’s background in both public relations and marketing makes him an invaluable asset
    to Waylan’s list of clientele with needs as diverse as their audiences.

    It is in-part thanks to Will’s dedication and forward thinking which has propelled the
    success of many Waylan clients.

    Written by William Careri, Waylan Consulting Group | All Rights Reserved

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