Building an Outbound Demand Generation Machine with Russell Taylor CEO & Founder of Hello Outbound

How to Use Outbound Marketing to Boost Your Business

How do you get leads to your business?

Probably through an inbound marketing strategy—you put out content to the world and see who comes in.

And while this can be effective in many ways, there is a way to take things up a level and bring in specific, highly-targeted warm leads in a streamlined manner—outbound marketing.

Russell Taylor, CEO and Founder of Hello Outbound, joined us on a recent episode of the Stride to Freedom podcast to discuss the magic of outbound marketing.

Here’s what you need to know.

What is Outbound Marketing?

If inbound marketing is a one-to-many strategy, outbound marketing is a one-to-one strategy.

That means all of your marketing materials, copy, or communication channels are targeted to a specific customer or company instead of multiple.

Cold calling and door-to-door sales may be the original outbound marketing strategy, but today you can use any regular platform to do it, including social media, email, or LinkedIn.

The key component to outbound marketing is an emphasis on personal connection and one-to-one conversation. It’s intentionally bringing in leads that are best suited to your business rather than throwing your message out to the world and hoping people receive it.

In a sense, it’s a quality over quantity type of strategy.

Balancing Automation and Personalization

The key to a successful outbound marketing strategy is balancing automation and personalization. You may be able to make a few personalized calls, emails, or campaigns, but once the leads start pouring in, it’s easy to get overwhelmed.

So, there’s a need to automate some of the initial tasks that get you to in-person contact. But if you automate things too much, you lose the personal touch and things start to look a bit like spam.

Russell’s approach with his clients is this:

• Hello Outbound focuses on data prospecting, campaign execution, and copywriting—the backend systems and processes to bring in leads.
• Once there’s interest from a lead, the client takes all the personal calls, emails, or other form of communication.

It’s automation on the backend, and personalization where it matters.

Hello Outbound’s ability to set up a robust system in the backend is due to their emphasis on data collection.

They data-scrape job boards, funding events, technology stacks, Yelp reviews, team demographics, and more. By doing so, they can identify specific pain points from potential clients.

For example, a job posting of a potential client may say “I need bookkeeping help.” That’s information of a specific pain point that you can then address in an outbound marketing strategy.

This data serves as signals—signals about what the client needs, where there pain points are, and how you can help.

And, through that signaling, you can design a specific outbound marketing strategy that will speak to exactly what they need.

How to Get Started with Outbound Marketing

Anyone interested in outbound marketing simply needs to get started and prove it’s possible. Find some potential clients who fit your niche and compose the best, most personalized email you’ve ever crafted.

And you’ll start getting results. Genuine and honest one-to-one communication is effective.

The great thing with outbound marketing, too, is that you can always play around and try new things. You might not find your “golden script” right away, but trial and error helps you figure out what works and what doesn’t.

Once you have confidence in this outbound approach, you can start thinking about how to scale. You can automate some of your processes and systems in place to get things rolling on a consistent basis.

And, of course, you can work with Russell and Hello Outbound to show you the ropes! If you want to learn more from Russell, make sure you listen to his full episode on the Stride to Freedom podcast or follow him on LinkedIn.

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This Stride Live Webinar is hosted by Stride Services. Stride is a comprehensive financial solutions provider, specializing in outsourced bookkeeping, accounting, tax, and advisory services for Managed Service Providers.

If you’re interested in being a featured guest on our Live Webinars or if there’s a subject matter expert you’d like us to interview, please let us know!

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Show Notes + Transcript: 

Russell Taylor: LinkedIn
Hello Outbound: Website/LinkedIn
Russell Taylor: Top 10 Takeaways
Russell Taylor: Email

Webinar Transcript: 

Building an Outbound Demand Generation Machine with Russell Taylor CEO & Founder of Hello Outbound