One of the most recurrent questions among our clients is precisely the ideal prospecting process that they should use to achieve the greatest possible commercial success.
Unfortunately, many people still don’t know how to get started, what to do when launching a new product or adapting your solution scenario to the market you want to take.
And, naturally, one of Outbound Marketing’s specialties is to diagnose the process necessary for our clients to reach their target audience in the most assertive way possible.
Today, I want to talk to you not only about how to make this decision, but also to point out cases of companies that were successful thanks to this agreement.
I won’t talk so much about companies that still have an MVP (Minimum Viable Product) and want to validate their business. The idea is precisely to deal with validated problems and the ideal solution for them.
If you are still starting, right at the beginning, and need to validate your ideas, I strongly recommend you to check out this text by Marcelo Toledo. I agree with his opinion regarding, whenever possible, starting the validation of being MVP through a blog with good content is a more than desirable path.
You’ll definitely be able to speak directly to your target audience and open a very important channel to get valuable feedback as your development progresses.
Now, after the MVP, what would be the best sales channel? The one you should focus on to get the scale you need? What will help you overcome the famous CHASM?
I’ve already talked about choosing between different sales models . Today, let’s focus on the prospecting process: Inbound or Outbound?
Let’s check out 6 cases of companies that had to prioritize one of the two prospecting processes in order to be successful in their areas.
Inbound as a priority
The Rock Content is content marketing leader in Brazil. However, to achieve such a position, she took a clear stance of focusing on just one process: Inbound Marketing.
Most interesting of all is that Rock was very smart in deciding on its strategy. Here are some of the reasons I consider this:
- It’s in the nature of Marketplaces like Rock that they need a very large scale to satisfy both sides of the coin.
After all, how would Rock attract more copywriters if it didn’t have many customers, or how could it attract more customers if it didn’t have a good number of interested copywriters?
By maintaining a steady and growing flow of customers, Rock has met the needs of both sides of its marketplace.
- Another very important point is the old maxim of “eat your own dog food”. Whoever sells content marketing needs to be an expert when producing their own content, right? That’s what they did: they launched a blog that became a reference in their area and created an audience almost from scratch (search for Content Marketing on Google Trends BR there and check it out).
Rock today is one of the main cases for itself, after all, they have very high traffic that is constantly growing, they generate many leads and this is all that sustains their accelerated growth.
Which of her clients doesn’t see a way to achieve the same impressive results in this channel?
- Finally, the strategic point that I consider in relation to Rock’s use of inbound is related to its scenario and how its target audience has behaved in recent years.
As you can imagine, Rock’s prices have been increasing since the company’s birth. Like any startup, they are finding the right spot where they will have maximum demand for their solution and the best markup.
However, the increase in prices also follows the education of the consumer market, which began to see more and more value in content marketing. Rock’s lead started to understand its general proposal in a deeper way and see more value, over time and with the emergence of cases, in the service delivered.
In other words, it built its audience en masse from the first moment, thinking it would need this scale to maintain a pioneering marketplace and at the forefront of its market.
This strategy has led to a consolidation of its position over time, making it difficult for new players to enter.
We Do Logos
The Logos Do We like the Rock is a Content Marketplace, only in this case uniting designers and people who need logos, as its name implies, websites corporate cards and other stationery items, for example.
For them, the decision was even simpler, after all, the average ticket below R$500 helps even more to choose inbound as the main support for growth.
As you might have guessed, with this average ticket they need a lot of scale to be able to sell in large volume.
Again, they also had the classic Marketplaces problem: “who comes before the chicken or the chicken”, meaning I look for more designers for my platform or I look for new clients.
Inbound helps to answer these questions, it was through it that WDL was able to constantly bring in customers and become attractive enough to create a base of quality designers, which will attract even more customers… You see the virtuous cycle, don’t you?
The problem is to create it!
Blue World City worked with Outbound Marketing last year, revamping their Inbound Marketing strategies (for those who don’t know, we are also experts in passive prospecting).
The work began with the blog, which had, at the time, 5,000 monthly visits on average. With a correct focus on the process and well-designed strategies, this number rose to more than 100,000 visits in February alone (that same month that has a dead week, our beautiful carnival)!
Choosing the right process and executing it in the proper way brings results above the market average. This type of situation is being experienced by We Do Logos now, which sees an increase in its average ticket, total increase in sales and the creation of a captive audience through the good content of its blog. 🙂
The Intercom is one of the most sensational product tools I know. Much more than the tool, I love the content they produce.
I don’t know if you know, but when I started at Samba Tech, I needed to structure the Marketing and Sales processes before moving to Product Management. It has always been a passion of mine, I wanted to learn how to build software and not necessarily develop it.
My goal was to understand how to direct a capable team to build something cool. No, it’s not the Steve Jobs complex, it was just an admiration for the process of creating a new product that would meet the real needs of an audience.
And I can tell you, the best content channel I found for this area was on the Intercom blog.
Their sales model greatly facilitates the results achieved. For those who have a low-ticket self-service product, it makes sense to use both quality content and onboarding to avoid doubts or uncertainties at the time of purchase.
Intercom, then, focuses on having a well-done nutrition process, through content, but focuses on the Onboarding of its product, which starts to generate even more value for the simple fact that they are experts in the subject. In other words, if you test, you end up wanting to buy, because you understand the value even more!
The Inbound Lesson
An intersection between the different solutions presented is the search for scale. Both We Do Logos and Rock Content are marketplaces and need it to further consolidate their positions in the market.
Intercom, on the other hand, focuses on the global process and has a self-service sales model that facilitates its focus on scale as well.
Furthermore, team of Capital Smart City have already told you about Content Marketing, in the B2B market, is a great differential. It not only creates credibility, it also ensures that the process runs more smoothly.
For simple sales, you can even convince people with an email, but when so many criteria are analyzed before a purchase, your content should be richer.
And this is a point you should think about, regardless of your process in focus. OOutbound can also benefit greatly from Content Marketing.
Outbound as a priority
The Plataformatec was one of our customers who came seeking the construction of an inbound process.
However, as is always to be expected, the manager quickly found bottlenecks in the sales team, such as structuring active prospecting processes with the construction of cadence flows and Sales Engagement.
As a result, the acquisition of new revenues grew by 88% with a clearer alignment between marketing and sales.
After that, Plataformatec was acquired by Nubank and if you want to know how the story was before that, just read this success story .
Ferreira de Melo
Ferreira de Melo’s success story is quite incredible.
As a law firm, they identified as the main bottleneck in a nascent company the need to learn to sell based on market techniques and the use of the best technologies.
So they took a bolder step and went straight for the technology that is at the sales frontier today: a Sales Engagement technology.
As a result, their acquisition process has become super-efficient, making it possible to do more with less.
Want to know more about this story ?
Outbound Marketing itself
Couldn’t miss us, right?
It is worth mentioning a service, in our case, a consultancy, which has used Outbound as its main highlighting tool.
I know you might know us from our blog, from all the content we produce, and probably receive our emails (or at least you should).
Even so, our main growth engine is, yes, Outbound Marketing. Several of our customers use a mix between prospecting and sales processes. It’s no different here, but I’m proud to say that more than 50% of our revenue comes from active prospecting.
Our entire process is designed to find potential clients, as in the case of Salesloft, and educate them before entering the consultancy.
We understand that it is better to have more open-minded clients who are willing to follow the process better, generating more results, than to bring in several clients and then suffer when making it happen.
However, more than telling you all the details here, I can say that our decision to use Outbound as a flagship was also based on the principle that we have to be experts in what we sell (Rock, Salesloft, Intercom and more some others believe it too).
Even so, what allowed this implementation is precisely the fact that our average ticket is not too high (above 150,000 per year), but it has enough value to run a complete prospecting, qualifying and closing team, that is, afford with the costs and still give a positive return.
Do you want to check how we made it happen? We have a case about how only two interns managed, in 3 months, to generate more than 500 thousand reais in opportunities.