evaluating your outbound campaign strategy
evaluating your
outbound campaign
strategy
There is always going to be room for improvement when it comes to outbound campaign strategy.
This doesn’t only apply to new campaigns, but also to those that have been successful for a while and now showing signs of slowing down. As offerings change and opportunities develop, it is important to reassess your outbound campaign strategy and make sure that you are still on the right track, and to do this it is important to go back to the fundamentals and ask yourself the following questions;
1. Am I targeting the right people?
To ensure a strong foundation for outbound campaign success you need to ensure that you are reaching the right people.
Conducting research into which industries would be best to target, what company size is more likely to have a need for your product/service, which function your offering is relative to, and what title has the decision-making capacity, is incredibly important and will play a vital role in giving your campaign the ultimate chance for success.
1. Am I targeting the right people?
To ensure a strong foundation for outbound campaign success you need to ensure that you are reaching the right people.
Conducting research into which industries would be best to target, what company size is more likely to have a need for your product/service, which function your offering is relative to, and what title has the decision-making capacity, is incredibly important and will play a vital role in giving your campaign the ultimate chance for success.
2. Am I using the right channel?
As mentioned in our Ebook, sending out thousands of messages is easy. But have you identified the best and most effective channel for those messages to achieve success?
With emails being the favoured outbound channel, mainly due to being cost-effective and direct, many salespeople stop here. But why? Have you tested other channels?
A multi-channel approach makes use of multiple touches over various touches, allowing you to test which channel has the best reach and ROI. As reported by Autopilot, 72% of consumers say they would rather connect with brands and businesses through multi-channel. This approach is a prime way to reduce risk of missed opportunities.
3. Is my cadence working?
Implementing a cadence can appear to be a simple and straightforward task. Reach out to prospects and then follow up via a specific channel every 2 to 3 days… but there is definitely a lot more to it!
Cadence is an integral part of a successful outbound campaign and requires close monitoring and testing in order to ensure that you get seen and ultimately receive a response.
Taking the time to plan when responses are sent, or other channels are utilized is prime. For example, adding a phone call in the afternoon after sending an email is a great way to attract attention, and works as a conversation starter ‘I sent an email earlier, did you receive it?’
You also need to take into consideration how frequent follow-ups should be sent. There is a fine line between staying relevant and coming across as spam. Testing and finding a cadence that works for your campaign is key and will definitely play a big role in receiving responses and achieving success.
4. Am I making use of the power of pain points in my messaging?
The majority of products/services are built around a need, a pain. That pain was the driving point for creation, and now needs to be used as the driving point for sales.
Pain points and their relevance tie in well with question 1, helping us to identify who experiences this pain, what industry it is relevant in, and which person within an organisation wants to solve it.
Pain points are incredibly powerful when creating the messaging for outbound efforts. Highlighting pain points attracts attention and allows for you to showcase the features and benefits of your solution, ultimately driving a call to action.
Don’t solely focus on promoting your solution, but rather expose the deep and raw pain and use that to drive your pitch and reveal your value.
4. Am I making use of the power of pain points in my messaging?
The majority of products/services are built around a need, a pain. That pain was the driving point for creation, and now needs to be used as the driving point for sales.
Pain points and their relevance tie in well with question 1, helping us to identify who experiences this pain, what industry it is relevant in, and which person within an organisation wants to solve it.
Pain points are incredibly powerful when creating the messaging for outbound efforts. Highlighting pain points attracts attention and allows for you to showcase the features and benefits of your solution, ultimately driving a call to action.
Don’t solely focus on promoting your solution, but rather expose the deep and raw pain and use that to drive your pitch and reveal your value.
5. Am I creating urgency?
Don’t be too polite. Being polite in your approach will only waste time.
Urgency is a key player when pushing your call to action, and is relevant with your messaging, as well as your cadence. Ultimately you want prospects to engage in call to action early on in the outbound process and promoting urgency is fundamental in achieving this.
A few ways to do this are;
• Expose pain points and solutions
• Share the benefits of immediate action, whether it is saving time, saving money, and so on
• Have a direct call to action instead of something open-ended – for example: using ‘It would be great to discuss further – how does Wednesday look for you?’ as opposed to ‘let me know if this is something you are interested in’
6. Am I actively chasing?
As recently revealed by Hubspot, 80% of sales require 5 follow-ups. 70% of salespeople usually stop at one email, with 44% of salespeople stopping after one follow-up call. Are you actively following up and making sure you do not miss out on opportunity?
Don’t stop chasing once you get a response! Once you have received a response, set another cadence for getting that response over the line. Actively chasing and following up is often overlooked, yet incredibly important.
You can download our E-Book here…
to access a step-by-step guide on how to optimise your Outbound Sales Strategy.
