I had a conversation recently with a business associate who was pronouncing dead the discipline of outbound marketing – which, simply stated, is the technique of reaching out to a prospect proactively to gain their attention and ultimately, their business.
This associate went on to say that his recent attempt to send a direct mailer to hundreds of prospects was an abject failure. Hardly any business had resulted from the investment.
When I probed as to the reasons for the failed outbound marketing attempt, I learned that this individual conducted no appreciable follow-up, had not developed a plan to reinforce the message in the mailer and had no rhythm, cadence or even schedule for reaching back out.
It is often forgotten in this brave new world where inbound marketing – abetted by social media and other relatively easy portals for a prospect to initiate contact with a business – rules the day that the outbound side of the equation, when executed well, can still have a place in many business’s toolkits.