Today, the fastest growing companies in the world are doing both outbound and inbound.
Hubspot, Zenefits, Zendesk, Salesforce, Box and also we at Vainu are all examples of companies working with what we call smartbound, a data driven combination of inbound and outbound.
5 reasons to work with data-driven inbound and outbound:
- Get insights about both accounts and individuals
Up untill now, the data available for marketing and sales departments has almost exclusively been behavioral data. An individual’s actions don’t necessarily tell that much about a company’s readiness to buy. With more data-points available also for companies you get insights about, and can focus on, both accounts and individual decision makers. Account-level insights help companies to be more targeted with their content marketing. This is one reason why Account Based Marketing is making a strong comeback now.
- Work in a more goal-oriented manner
From an inbound perspective, working in a more data-driven way means that marketing teams are allowed to a) be more goal-oriented and b) set smarter priorities which target groups to attract with their content marketing efforts. By also focusing on alternatives to behavioral data, marketers can have a better understanding for whether a prospect is good or not.
- Focus on the right companies
When working with traditional outbound, sales and marketing departments often focus on simply defined target groups. These are usually based on basic criteria such as company size and location. With more data available you can use smart requirements as you create a tailored short-list of wanted customers.
- Higher meeting conversion rates
By looking at data-points among your already existing customers, you can see common trends and define how your ideal customers walk and talk. These customers are called ICPs, ideal customer profiles. With more carefully defined target groups, your sales team will get higher meeting conversion rates.
- Contact prospects with better timing
By systematically tracking companies’ lifecycle events, the timing of your proactive sales efforts will become better. These trigger events often open up a window of opportunity for product and service vendors.
Are you already using Internet's open data to maximize your marketing and sales results?