Subject areaChannels and tools
Outbound marketing is commercial work that starts from the company and reaches customers who have not looked for it yet: calls, cold emailing, LinkedIn messages, trade fairs, visits.
The initiative belongs to the seller, and the first contact is often handled by a dedicated role, the sales development representative.
It pays off when the ideal customer is clear and the companies to reach can be named, which is why it drives many account-based marketing programmes. Its counterpart is inbound marketing, which attracts contacts through content.
An example
A steel components manufacturer identifies forty agricultural machinery builders that use its same material. Two sellers contact them over six weeks with a call and a personal message: eleven meetings follow, and three turn into sample orders.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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