Why I Avoid Cold Calls and Why you Need an Inbound Marketing Strategy

As your stereotypical millennial, I am a digital native – I can’t remember the last time I didn’t count on Google to answer a particularly tricky question. Given this close relationship to the internet and all the knowledge it brings, an inbound sales and marketing strategy is likely to sit better with my online and offline behaviour.

May 2017 UPDATE: We've brought this blog bang up to date with some important additions on the General Data Protection Regulation (GDPR) initiative, Brexit and the future of your inbound sales and marketing strategy in the UK and beyond. Phew!

The times are changing, outbound is outdated and in some cases, can be potentially dangerous for your brand financially and in a reputational sense. Big fines are being handed out to serial data offenders. With inbound you can avoid this and get the best from your leads so read our blog “Futureproof your business against EU Data Protctions” for more information.

Don’t Bother Me With Your Outbound Marketing Strategy

In short, I don’t always like interacting with salespeople. Of course, I do venture into the outside world and speak to other people (sometimes) - but when it comes to investing money in anything, I like to do it on my own terms. This means building my knowledge and researching my options online – whether I’m looking for a new coat, a new phone or a new apartment.

According to one favourite statistic from Siriusdecisions, found in almost every inbound marketing strategy, 67% of the average buyer’s journey now takes place digitally (without any human interaction). Yes, this is an average across many different industries and many different customer needs. However, it does justify the argument that people are more independent than ever before when it comes to making a purchase.

Whereas my parents may call or even visit a company to learn more about a product or service, I initially avoid direct contact. Possibly with the exception of makeup (until now, it still seems impractical to match your skin tone over the internet), I prefer to browse in my own time, on my own terms, independently from any ‘human’ support.

Time To Change Your Approach

‘Intrusive’ approaches, more commonly known as outbound marketing, can interrupt a customer’s busy day and distract them from whatever task they have at hand. Whether this comes in the form of phone calls, email or post directed from bought contact databases, this can represent an unwelcome and imposing sales pitch for cold or unqualified leads.

The important thing here is the lead qualification (or lack thereof). Until an individual has shown a real interest in what you have to offer, and shown that they are a suitable customer for you too, your sales team could potentially waste a lot of time reaching out to the wrong people. It’s better to let leads come to you rather than go chasing after them. But how, I hear you ask!

‘Intuitive’ approaches make up your basic inbound marketing strategy. This relies on using genuinely valuable content, search engine optimisation and relevant audience creation to bring warm leads directly to you. It’s not rocket science – individuals who are already researching your product market are more likely to be interested in what you have to offer.

Rather than fight against the tide, why not embrace it! By contributing to the increasingly popular online research process, you can earn the trust of your audience and nurture them until they become marketing- or sales-qualified.

Finding A New Balance In An Inbound Sales And Marketing Strategy

This isn’t to say that sales teams should pack up their bags and go home – far from it.

For high net worth markets in particular, customers often follow a long buyer journey which requires plenty of sales support due to the value and complexity of a transaction. Once you have a marketing- or sales-qualified lead, they may expect or demand constant contact.

However, we think it’s well worth taking a closer look at the quality of the leads your sales team are given in the first place. After all, a cook is only as good as his ingredients, right?

Want to learn more about how an inbound marketing strategy can improve the quality of your leads? Do your sales team a favour and bring your ideal audience to you!

A 2017 Update on Inbound Marketing Strategy

The General Data Protection Regulation (GDPR) initiative finally has a solid deadline in place (the policy will be introduced on 25 May 2018). Its introduction doesn't look pretty for companies relying on outbound sales and marketing tactics.

GDPR will change the way that consumer data can be sourced, compiled and utilised. Individuals will have much more autonomy, and companies will have to be more transparent about how consumer data is managed. This is great for the average Joe, but not so great for any business that risks the potential fines of €20 million or 4% of global turnover. Ouch!

While the big day is still more than a year away, the Chartered Institute of Marketing (CIM) argue that a paltry 5% of marketers actually understand the implications of GDPR - so it's worth paying attention now. 

Only 11% of UK businesses have systems in place to fully comply with GDPR, according to CIM research in conjunction with YouGov. This may have been excacerbated by the fact that 44% think GDPR won’t apply to UK businesses post-Brexit - but these companies aren't quite on the money there.

In fact, GDPR will come into effect during the Brexit process. If and when the UK has left the EU, GDPR will still apply to any business that wants to work with firms within the EU. Finally, it's highly likely that a similar mirror bill will be passed in the UK to keep us away from the EU’s naughty step when it comes to trade regulations.

All of this is good news indeed for the humble inbound sales and marketing strategy. Whatever happens, UK companies will need to evolve their selling tactics in line with consumer behaviour and international legislation.

The times are changing, outbound is outdated and in some cases, can be potentially dangerous for your brand financially and in a reputational sense. Big fines are being handed out to serial data offenders. With inbound you can avoid this and get the best from your leads so read our blog “Futureproof your business against EU Data Protctions” for more information.