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The Blended Approach to Lead Gen & Sales

Hanna Walther, Ytel |  
As far as lead gen goes, every business does it differently, and no approach is ever completely perfect. We've discovered through the use of both inbound and outbound techniques, a lead gen strategy becomes much more powerful. Check out this post for tons of info and our latest eBook, available to download for free!

As far as lead gen goes, every business does it differently, and no approach is ever completely perfected. We've discovered through the use of both inbound and outbound techniques, a lead gen strategy becomes much more powerful.

Communicating via outbound sales techniques includes:
  • Cold calling
  • SMS campaigns
  • Email marketing 
  • Direct mail campaigns 
  • Ringless Voicemail drops 

You may find substantial success with any of these! But what if there was much more opportunity out there... through a channel you potentially already have implemented? 

84% of sales & marketing teams agree that a mix of outbound and inbound sales strategies make the perfect combination to drive business. 

 Let's talk about your inbound marketing strategy.

Inbound consists of:

  • Content Marketing
  • Company Website
  • Social Media Marketing
  • Paid Advertising
  • Email Marketing

All the inbound content you create can be used as supplemental, educational collateral for the leads your Sales team is already in touch with.

Here's an example:

Your business sells  pool equipment for cleaning and maintenance. Let's say your Sales rep has reached out to a lead through a Ringless Voicemail campaign and followed up with an SMS to set up a call. This prospect expressed interest in one of your devices, but is still in the gathering information/ research phase.

To speed things along and build trust, the Sales rep sends a follow-up email after the call with an educational eBook about the best cleaning devices in the industry, how to use them, which are best for above/ below ground pools, etc. There is little to no mention of your business or your products, it simply informs the prospect on what they should be shopping for. 

In doing so, you've established trust with the prospect by knowing the industry and the technology. You've informed them without pushing a sale in their face, and you've provided valuable content at no cost. This is your content marketing strategy, and guess what?

44% of B2B marketers in a recent survey said content marketing was their top channel for lead generation.

Interested in more information on lead gen strategies and how to optimize them for your business? Click below to download the lead gen eBook!

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About The Author

Hanna Walther, Ytel

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Hanna manages Ytel's Communications strategy and has worked in Marketing for five years. She has a Master's in Communications and is passionate about connecting customers and businesses by building authentic relationships online.


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