When I chat with most of the marketers today about how they generate leads for their businesses and fill the top of their sales funnel, most say trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising, etc.. I call all these methods as strategy of "outbound marketing" where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack.
I think US B2B email marketing techniques are getting less and less effective over time for two reasons. First, our average human being today is inundated with over 100 outbound marketing interruptions per day and is also figuring out more and more creative ways to block them out, including caller ID, spam filtering, etc. Second, the cost of coordination around learning about something new or shopping for something new using the internet (search engines, blogs, and social media) is now much lower than going to a seminar at the Hilton or flying to a trade show in Miami.
It's Time for us to transform our B2B Marketing
Rather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing inbound marketing where you help yourself "get found" by people already learning about and shopping in our industry. In order to do this, we need to set our website up like a "hub" for our industry that attracts visitors naturally through search engines, blogging, and social media. I believe most marketers today spend 80% of their efforts on outbound marketing and 20% on inbound marketing, and I strongly advocate that those ratios would flip soon or have started flipping.
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