Inbound-Led Outbound: A new approach to B2B marketing
We dive into a new type of B2B strategy: Inbound-Led Outbound. This method combines the best aspects of inbound and outbound marketing to successfully bring your product to new markets.
The problem: Traditional B2B sales methods are expensive and inefficient.
Entering new markets can be costly. You may already have a solid customer base, but the thought of replicating that success in new regions is full of unknowns. Local differences and creating relevant content are just some of the many hurdles.
Events, Google Ads and cold calling often consume resources with no guaranteed success.
B2B companies are faced with the problem that traditional sales approaches, such as classic field sales, are expensive and difficult to scale. In addition, pure inbound methods often generate too few direct leads, while outbound methods, such as cold emails, can quickly be perceived as annoying.
But what if there was a clearly structured method that simplified this process and tested the market efficiently? That's where benchmark marketing comes in. Today we explore how this strategy turns market entry barriers into growth opportunities.
This methodology cleverly combines the strengths of inbound marketing with outbound strategies to open up new opportunities for B2B companies. But what's behind it, and how can it help your business?
Listen to the podcast:
But first things first:
Inbound-Led Outbound and Benchmark Marketing
Inbound-led outbound is a clever combination of both worlds. It uses valuable content, proven inbound methods such as industry benchmarks to generate attention, and reinforces this with targeted outbound campaigns such as LinkedIn or email outreach.
The use of benchmark surveys is particularly effective for this, as they not only provide valuable data and content, but also serve as a conversation starter and icebreaker. The resulting data helps to segment contacts and address them in a more targeted manner.
Tapping into new markets step by step: Inbound-Led Outbound with B2B Benchmark Marketing
1 Target group, region, and storyline
The first step in the inbound led outbound process begins with the development of the target group and the storyline. We define the ideal target group and regions to create precise lead lists. We develop captivating topics and stories, the so-called hooks, which we can use as a hook for the benchmark survey and which are precisely tailored to the target group. With the clay-enriched lead lists and personalized content, we write the first emails and validate the hooks to see which topics resonate best (e.g. click-through rate above 50%). This step also ensures that our approach is value-driven and not intrusive.
Goals:
- Define the target group and product positioning.
- Creation of an enriched, perfect lead list.
- Development of appealing storylines and a benchmark survey strategy.
Results:
- Enriched, segmented lead list with 3-5k contacts.
- Storylines and hooks ready for the A/B test.
- Email copy and landing page with a short survey.
2. test run, market validation and data collection
In this phase, we set up the technical infrastructure for outreach, whether by email or LinkedIn. We continuously optimize the campaign and refine emails, landing pages and the survey design based on initial responses. A non-sales oriented approach ensures that leads stay engaged through valuable content and industry insights. The goal is to start a conversation through the benchmark survey and collect valuable data that can be used for further outreach.
Objectives:
- Build a scalable outreach infrastructure.
- Creation of hyper-personalized emails and results pages.
- Optimization of content.
Results:
- Revised, final benchmark survey with exciting questions that resonate with the target audience.
- Email and/or LinkedIn sequence.
- Live benchmark results for survey participants.
3. data analysis and lead conversion
In the final step, we use the collected data to convert leads in a targeted manner. The benchmark report download serves as a key moment to evaluate the interest of the leads and qualify them. By asking targeted questions before they download, we segment the leads and start a specific sub-sequence for highly qualified leads. Here we introduce the product for the first time and offer the opportunity to schedule an appointment. This phase is designed to convert only the right survey participants into sales-ready customers.
Goals:
- Automated lead scoring, qualifying contacts.
- Provision of a gated download of the benchmark report.
- Personalized follow-ups to schedule meetings.
Results:
- Qualified leads stored in the CRM.
- Booked appointments with the most suitable leads.
- Evaluation of regions and prioritized markets that work most reliably.
We make sure to actively use feedback from the target group to initiate further conversations. Using marketing automation and CRM systems, we personalize follow-ups to target leads and engage them in the sales process. It's not just about collecting data, but using it intelligently to continuously maintain contact and strengthen the relationship with the target group.
Expectations and reality
We point out that this approach is not a panacea, but it does offer considerable advantages. Success depends largely on how well the internal teams are aligned and how actively the campaign is promoted through other marketing activities such as webinars or social media posts. Companies should have realistic expectations of the leads generated, as not all of them will be ready to buy immediately. However, even with a smaller but qualified number of leads, a high conversion rate can be achieved.
Conclusion: scalable inbound led outbound approach
The concept of inbound-led outbound offers an innovative way to increase the efficiency of B2B sales strategies. It is about utilizing the strengths of both worlds while finding new, creative ways to reach potential customers. With a well-thought-out strategy and a dedicated team, this approach can be a real game-changer.
In the latest podcast episode, Marc Gasser and Valentin Binnendijk explain the concept of inbound led outbound and how benchmark marketing plays a central role in it.
Inbound-Led Outbound is an innovative marketing strategy that combines the strengths of inbound and outbound marketing. Unlike traditional approaches that rely on either passive content or aggressive acquisition, Inbound-Led Outbound uses a balanced approach: creating valuable content that attracts the target audience while conducting targeted outreach activities to generate direct leads.
The key to this strategy is benchmark marketing, which Marc Gasser describes as essential for success. Based on the concept of scorecard marketing, benchmark marketing focuses on using surveys and data analysis to gain valuable insights into the industry and the needs of the target group. This data is used to set a benchmark: a standard that allows you to compare your performance and offerings with the competition.
Benchmark marketing enables companies to understand their position in the market and to position themselves specifically as innovators. It creates a sound basis for marketing and sales strategies and ensures that companies use their resources effectively to open up new markets and promote growth.
The episode thus provides valuable insights into how inbound-led outbound and benchmark marketing together form a powerful strategy to successfully conquer new markets in the B2B sector. Listen to it!
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