Outbound Marketing Best Practices: Strategies for Sustainable Growth

Have you ever received a call trying to sell you anything from an unknown number? The person on the other end of the phone attempts to persuade you to purchase a product you have never heard of by outlining its advantages?.

Outbound marketing, commonly referred to as interruption marketing, is demonstrated here. An outbound marketing strategy is one in which companies make direct contact with prospective clients.

Outbound marketing is one of the most often employed marketing tactics that a company may do. Inbound marketing, on the other hand, refers to the process where firms produce content to draw people to their goods or service?.

A corporation can utilize both inbound and outbound marketing or pick one over the other depending on the nature of its business and its marketing plan.

To create the best marketing plan for your company, it is crucial to understand the benefits and drawbacks of inbound vs. outbound marketing.

Outdoor marketing is a marketing strategy that is gaining popularity these days between companies for brand promotion?.

What to know about Outbound Marketing

▶ Outbound marketing entails a business actively contacting a target audience to communicate with them or start a dialog. 

▶ Contrarily, inbound marketing occurs when clients approach the company at the exact moment they want its services?. 

▶ Many businesses still devote up to 90% of their marketing budgets to outbound marketing, despite the fact that it can be harder to track and less profitable than inbound marketing. 

▶ Businesses should think about allocating more of their marketing spending to inbound marketing tactics in order to increase sales and return on marketing investment.

What is Outbound Marketing

Outbound marketing is a traditional marketing strategy where a business initiates contact with potential clients or prospects.

It covers strategies like cold calling, cold emailing/spamming, direct mail, billboards, sponsorship of events, trade show presentations, and many forms of advertising✌. 

With outbound marketing, businesses regularly expose their messages to a broad audience in the hopes of attracting consumers without knowing if they are interested in doing so.

This strategy, often referred to as the “spray and pray” tactic, involves a business interfering with a person’s routine activities in an effort to grab their attention and spread its message.

The Can-SPAM Act of 2003 is only one example of the many steps that have been taken to stop some of the abuses of outbound marketing?.

According to this law, businesses must properly identify commercial email, offer people ways to opt out of receiving messages, and adhere to other requirements. 

Performance-based Marketing is a marketing strategy that brands use for marketing their products and services.

Quick Facts: Tips for Implementing an outbound marketing strategy

➥ Avoid dubious marketing strategies

➥ Utilize LinkedIn to generate leads

➥ Include an ROI tracking system?

➥ Construct a complete CRM application.

➥ Create a Channel for Distributing External Material

How to Build an Outbound Marketing Strategy

Step 1: Recognize Your Goals

Establish the goals for your outbound marketing initiatives. For instance, your message and creatives should incorporate aspects like discounts or offers to entice consumers to make purchases if you want to improve sales?.

Step 2: Understanding Your Audience 

Developing customer personas may help you choose the best marketing channels to sell your products. Different offers and consumers could call for a distinct strategy, even if you employ identical marketing tools?. 

To choose the most effective marketing channels to reach your audience, conduct research on their behavior, content consumption patterns, and preferences.

Step 3: Investigate Your Rivals

Brands must consistently outperform their competitors in congested marketing channels if they want to be identified. As a result, it is important to monitor your competitors. Look at their tactics (and what they’re skipping) and find methods to set yourself apart from them?.

Brands engage in “ambush marketing” to draw attention and stand out, which may occasionally lead to brand wars. For instance, Coca-Cola and Pepsi used the same creativity to poke fun at one another.

Step 4: Create your campaign message 

It is crucial to decide the main messages you want to convey to your audience while creating your campaign message?. To assist people in remembering and interacting with your brand, the campaign message should comprise the campaign name, headline, tagline, and hashtag.

Step 5: Choose Your Marketing Channels 

You can select channels that are online, offline or a mix of both. Use your money wisely to make sure your campaign has enough airtime in the medium you’ve chosen?.

You must create a particular plan for each channel in order to meet your marketing objectives. 

Types of Outbound Marketing

Traditional Marketing

Traditional marketing, commonly referred to as above-the-line (ATL) marketing, reaches a large audience through platforms including television, radio, print media, and billboards. Although these techniques can’t be used to target certain groups, they are nevertheless useful for brand recognition efforts that are intended at the top of the sales funnel?. 

Traditional marketing is still relevant since many people still regularly watch television, radio, and print media, even if its efficacy has been questioned.

Online Marketing

With the introduction of the first digital advertisement in 1994, the field of digital advertising has expanded to encompass sophisticated techniques for audience targeting. 

Search engine marketing, display advertisements, social media ads, over-the-top ads, email ads, native ads, and video ads are all types of digital advertising?.

TTL (Through the Line) Advertisement

ATL and BTL advertising are combined in through-the-line (TTL) advertising. For instance, a company may launch an awareness campaign through social media, newspapers, and television?. 

TTL advertising may also include digital-out-of-home (DOOH) advertising, a recent ad type that shows dynamic advertisements on conventional outdoor media.

Cold Calling

In order to measure potential customers’ interest and turn them into paying customers, salespeople make cold calls to a database of individuals. Because the salesman has often never spoken to the consumer before, the practice is known as cold calling?. 

Due to issues like do not disturb (DND) service activation or recipients’ reluctance to take the call, cold calling can be challenging to promote sales.

Email Promotion

A marketing strategy that falls within the inbound or outbound marketing categories is email marketing. As the sender begins the contact, any push technique, regardless of whether the client has consented to receive it, can be categorized as outbound marketing?.

Content Syndication

Publishing material on a website owned by a different company is known as content syndication. This can take the shape of an interview, guest post, thought leadership piece, rehashed content from your website?, or other formats. 

Brand partnerships, in which companies work together to produce engaging content items like downloadable manuals, may also result in content syndication.

Exhibitions and events

Events and tradeshows provide businesses the chance to interact directly with their customers and prospects in order to create leads, convert prospects, or keep hold of current clients?️. 

Businesses can host their own conferences or events, like Dreamforce by Salesforce, or take part as a sponsor or participant at gatherings or events that are arranged by a third party.

Pros and Cons

Advantages ?

➡️ The key benefit of inbound marketing is that outbound marketing is more concerned with connecting with new prospects than it is with maintaining relationships with current clients.

➡️ Unlike inbound marketing tactics, which include the creation of content that can be time-consuming, outbound marketing methods are typically simpler to implement.

Disadvantages ?

➡️ It can be challenging to track your return on investment (ROI)

➡️ You’ll probably run into legal difficulties because outbound marketing might include making unwanted calls and sending unsolicited emails.

TIPS FOR Outbound Marketing

Use LinkedIn to produce leads

Connecting with significant prospects, they have never spoken to before can be difficult for many marketers and salespeople. With its Premium and Sponsored offerings, LinkedIn addresses this problem?. 

You may use these tools to send InMails—messages—to individuals outside of your network. While Sponsored InMails provide a potent option to incorporate a call-to-action, Premium InMails are identical to standard LinkedIn communications.

Install a Complete CRM Program

The difficulty of keeping track of leads, prospects, and customers is one that sales organizations frequently encounter. Applications for CRM software can automate sales processes; however, they frequently do not log phone conversations?️. 

As Close has a built-in call automation capability, you can handle the full inside sales process from a single interface, making it an excellent CRM solution.

Quick Facts: Types of emails you can send while executing an outbound marketing strategy

? Welcome and orientation email series

? Campaigns for lead creation, nurturing, and follow-up

? Weekly bulletins

? Launch of a new feature or product Customer feedback, survey

? Strategies for retaining clients

? Emails that cross- or upsell

? Emails about abandoned carts

? Promotions, sales, or client loyalty programs

Trends and examples 


Podcast marketing is similar to social media influencer marketing because it capitalizes on an established audience. There are millions of podcasts available, making it highly probable that one exists for your specific industry or niche✌.

Ahrefs shared their experience with podcast advertising and how it was a time-consuming process, but the potential rewards are significant.

The company invested $50,000 in podcast advertising and saw a 27% increase in account signups, with those accounts paying anywhere from $100 to $1,000 per month.


Marketers often argue about the benefits of outbound versus inbound strategies, but the truth is that both can be used effectively together.

One strategy is to create valuable inbound marketing content, such as infographics, whitepapers, and webinars, and then use outbound marketing tactics to direct your target audience to this content?.

For example, Semrush used Google Ads to place their blog post, “How to Use Google Keyword Planner,” at the top of the search engine results page (SERP) for searches related to the Google Keyword Planner?.

By using paid search, the company was able to reach a wider audience and promote its premium content asset.


In recent years, the notion of media outreach has evolved beyond its previous association with journalists, editors, and other members of the conventional media.

Currently, anybody can produce content and reach a wide audience thanks to social media networks.

To promote user-generated content, Chipotle launched a popular marketing initiative called the #guacdance challenge. On July 31, TikTok members were given the opportunity to submit a video of themselves dancing in exchange for a free plate of guacamole?. 

The hashtag #guacdance has been seen more than one billion times since the challenge became viral.


Mars Incorporated used immersive pop-up event experiences for customers in 2018 to promote the release of a new flavor. It has a human-sized coffee cup and 12 feet of bean bag stacks since it was made with social media in mind.

ASG Technologies

ASG Technologies, a leading provider of IT services, reached out to prospective customers personally via email. To impact a $2.8 million sales funnel?, its sales development team employed the Alyce gifting software for 1:1 engagement.

FAQs on Outbound Marketing

What is an example of outbound marketing?

Cold phoning, cold emailing/spamming, direct mail, billboards, event sponsorships, trade show presentations, and advertising on TV, radio, print, internet, and in-person are a few examples of outbound marketing techniques.

Which outbound marketing tactic works the best?

Ad retargeting is one of the best outbound marketing strategies. The practice of showing digital adverts to leads who have previously shown interest in your items is known as ad retargeting. You might, for example, target a lead who visits your website with this kind of advertising.

Is push marketing an outbound strategy?

Marketing methods that push information to customers even when they don’t ask for it are known as outbound marketing strategies. It is also referred to as “push marketing” for this reason.

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