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Outbound Marketing Strategies Are Still Effective

by Henry Schuck  |  
November 1, 2013

There's been plenty of speculation touting the death of outbound marketing. But a recent survey reveals the speculation to be greatly exaggerated. In fact, outbound marketing is still efficient for driving leads and sales.

DiscoverOrg recently surveyed 1,000 IT executives at a variety of firms, from Fortune-ranked companies to small and medium-sized businesses. The results show marketers should be careful not to ignore traditional marketing strategies.

Here's what top IT executives had to say about the effectiveness of outbound marketing:

  • 60% said outbound calls or emails have led to an IT vendor's being evaluated.
  • 75% said they'd decided to attend an event or take an appointment after having received a cold call or email.

The data is surprising at a time when inbound strategies, such as content marketing, social media, and search engine optimization have gained steam for their cost-effectiveness. But the data makes it clear: The cold call isn't dead.

In today's climate, companies are increasingly pushing social selling—like blogging, content creation, search engine optimization, and social media engagement—as the best means of marketing a product or service. But the DiscoverOrg data underscores the importance of traditional outbound marketing techniques, such as cold calls, emails, TV commercials, and print ads, for driving leads and sales. A good old-fashioned phone call can help to humanize you to your marketing prospects, no matter the size of a business or industry.

For many companies, a mixture of inbound and outbound marketing techniques may be best. And it doesn't take pricey TV or print ads to reap the benefits. Here are a few ways companies can add outbound marketing techniques to their social strategy.

Draft scripts. When making a cold call or sending out an email blast, ensure you don't come off like an advertisement. Anything that sounds too sensationalistic will fall flat. Draft a script and practice reading through it in a conversational tone, and ensure all written copy reflects your company's tone and brand.

Be mindful of time. Cold-calling can be tricky, and if your contacts are busy, you run the risk of being seen as a nuisance. Pay keen attention to the details—particularly, time of day. Lunchtime calls are generally unwelcome; it's typically when professionals take a break and don't want to be bothered. Morning calls between 8 and 9 AM can help you to catch someone who hasn't yet entered the office for the day. Another option is late afternoon, between 4 and 5 PM, when the workday is winding down.

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Henry Schuck is a co-founder of DiscoverOrg, an intelligence and lead generation services company.

LinkedIn: Henry Schuck

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  • by Gracious Store Fri Nov 1, 2013 via web

    Traditional marketing strategy is not completely out dated, the most effective marketing strategy is to combine the traditional marketing an the current inbound marking strategies to achieve optimal results

  • by Klaus Grote Sun Nov 3, 2013 via web

    I wonder if outbound tactics like email blasts and cold calls are really effective . If marketers have got some information about prospect's persona, then outbound campaign might work. But for marketers who are looking for new leads from unknown prospects are better off utilizing the internet with inbound marketing strategies.


  • by Alessandra Fri Nov 8, 2013 via web

    Love to see something positive on Outbound Marketing... ! thanks for this.

  • by Melody Campbell Wed Feb 5, 2014 via web

    I agree that inbound marketing data can dramatically improve outbound marketing. The two are a very powerful combination. The data that is now available because of inbound tactics has been the missing link for outbound marketing effectiveness. I don't think outbound marketing is dead but I think it definitely needed to be revived.

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