61% of salespeople agree that it’s more difficult to get in front of prospects than it was five years ago — according to Sales Insights Lab research. Within a challenging sales environment, companies are growing their pipeline by combining outbound and inbound sales strategies, an approach enabled by the HubSpot platform.
Lennon and McCartney. Luke and Han. Mr Darcy and Elizabeth Bennet. Not only do opposites attract, but they also complement each other. So you don’t have to pick a side when it comes to inbound vs. outbound sales strategies. In fact, combining these strategies creates a best of both worlds approach that drives sales with better leads. Before exploring how to let’s unpack what makes these strategies so distinct.
Inbound operates on a simple premise: that people no longer want to be interrupted by salespeople or marketers. As a result, prospects take the initiative to discover products. Effectively, the power in the buying process has shifted from the seller to the buyer.
Instead of interrupting prospects with sales pitches, the inbound approach aims to attract leads through valuable marketing materials. By the time the inbound salesperson is presented with a lead, the contact would have already engaged with your brand and content. This is why inbound leads are considered a better fit than outbound leads — they already know who you are and what you’re about.
Unlike the inbound approach, where customers come to you, outbound sales involve searching for and reaching out to leads. Traditionally associated with cold calls, cold emails, and outdoor advertising, outbound is often seen as the outdated fuddy-duddy of the sales and marketing world. But it’s still an effective sales strategy. A study by Rain Group reveals that 82% of buyers still accept meetings with salespeople who reach out to them, as long as the sales messaging is relevant to their needs.
Improving your inbound results with outbound sales strategies
As the buyer’s journey is different for everyone, there are situations where an outbound approach is needed to convert leads into customers. Some leads, for instance, just don’t want to engage with content, no matter how expertly crafted. Others simply ‘don’t know what they don’t know,’ and are unaware that they have challenges that can be overcome with the right product or service. outbound tactics enable you to engage with prospects who can’t be reached through inbound selling.
Let’s say you sell custom-built homes in family-oriented communities, a novel concept for your area. To drive sales, you look to partner with a successful local realtor group. Even if the realtor hasn’t engaged with your brand or content, it doesn’t mean they aren’t interested.
Your top salesperson cold calls the principal of the realtor group and explains how your homes are perfectly suited to grow families. With a personalized sales pitch, you’ve made the realtor aware of your brand and product. But they aren’t ready to partner with you yet. To warm up your new prospect, you share sales enablement resources such as blog posts, ebooks, videos, and product guides. These materials were developed to fuel your inbound strategy and are a way for prospects to engage with your brand.
By combining outbound and inbound tactics, you succeed in winning over the realtor group.
Using HubSpot to connect your inbound and outbound selling
HubSpot is famous for helping pioneer inbound selling. But what many people don’t know is that the platform is also built to supercharge outbound activities, making it easy to handle both inbound and outbound selling from the same system. Popular outbound features include:
Sales prospecting tools — generate a detailed database of leads. Then make contact using email templates and call scripts that are easily personalised to fit each lead. By creating your sales playbook in HubSpot, your teams will be aligned on sales messaging and processes.
Communication and engagement tracking — track the results of prospecting activities and know when leads click links and open emails or attachments. Schedule future emails or meeting invites that are triggered by their response or lack of response.
Sales automation — automatically log all rep activity, create follow-up tasks, enable leads to book time with you, and use the workflow feature to automate time-consuming tasks.
Monitor sales performance — from first contact to closed deal, track all sales activities from the same dashboard. With a clear sightline over sales performance, you can see what works and what doesn’t.
Once outbound leads enter your inbound ecosystem, HubSpot’s famed toolset helps you warm up cold leads until they’re ready to convert. By executing both strategies out of HubSpot, you’ll have a 360-degree view of all your leads and sales efforts.
Inbound x outbound: How to officiate the marriage
Inbound helps prospects find your business, learn about your brand and solutions, and convert on their terms. On the other end of the spectrum, outbound is a crucial strategy for securing customers who wouldn’t have found you any other way.
Platforms like HubSpot make it easy to grow your pipeline by combining both strategies. But setting up and maximising your HubSpot use comes with its own set of unique challenges. At Huble, our Sales Consultants have helped many businesses to set up HubSpot and improve their inbound results with outbound sales strategies.
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