Comments on: Are Inbound Leads Really Leads? I Believe the Majority Are Not.

By: Michael

Michael — Thu, 29 Apr 2010 05:07:26 +0000

Mac – Nice post.

I especially like your point about the need to have both inbound and outbound marketing, and following up on inbound inquiries with outbound touches.

I find it amusing how some companies claim “inbound marketing” is the *only* thing that will work in the so-called “web-2.0 age” (whatever that means). These companies invariably have something to sell (such as “inbound marketing” software), or affiliates of the same.

Good job highlighting this point.

By: Jeff Ogden

Jeff Ogden — Sun, 18 Apr 2010 13:05:55 +0000

Good post. And I agree with Mike Volpe’s comment too. An inbound “lead” – say someone who downloads content, is hardly a qualified lead, but is, as you say, a suspect. It’s like seeing an attractive woman and she smiles at you. A smile is not a relationship.

Careful, gentle, patient nurturing and two way communication (the telephone and in person) over time can build a relationship.

People should not call inbound suspects leads. If they were, my business would be booming.

By: Mac McIntosh

Mac McIntosh — Sat, 17 Apr 2010 05:03:37 +0000

Alan, please enlighten me: How is someone who responds to a print ad, trade show exhibit, direct mail letter or email less valuable than someone who responds to a blog post or website page? – Mac

By: When is a lead not a lead?

When is a lead not a lead? — Tue, 13 Apr 2010 15:10:13 +0000

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By: Alan Green

Alan Green — Fri, 09 Apr 2010 09:58:51 +0000

Outbound marketing are not leads: these are just people who are harassed by spam and cold calls.

Inbound marketing are leads: these people have taken the time and effort to contact you or to visit your website.

By: Jimmy Valenti

Jimmy Valenti — Thu, 08 Apr 2010 20:58:06 +0000

I often wonder the disservice that we do trying to qualify a potential customer. Maybe the business funnel should be turned upside down so we don’t ever overlook the potential that in-bound and out-bound marketing are just tools in the marketing process

By: John McTigue

John McTigue — Mon, 05 Apr 2010 19:19:09 +0000

Mac,
I agree wholeheartedly with your assertion that inbound leads are just items to go on a salesperson’s to do list. Lead nurturing e-mail is a good way to keep them interested and soften them up, but the human touch is almost always required for a close on anything that can’t be purchase via e-commerce. I also agree that inbound and outbound should be blended, not only post-lead but also pre-lead. Thanks.

By: Cliff Langston

Cliff Langston — Mon, 05 Apr 2010 14:34:11 +0000

Mac -
‘Just picked up the MarketingProfs’ spotlight on this post today, kudos. I think Gary’s comments above takes this conversation back to your point – it’s not either/or, it’s both. Rare is the case in B2B that an inbound inquiry closes without an outbound touch. And I have to agree that statements like “turn your website into a lead generation machine with inbound marketing” harken back to list companies’ deciding to sell leads, not lists. As a good friend of mine likes to say, “(a list of) names are not sales leads…a list of names is a phone book”.

By: Are Inbound Leads Really Leads? I Believe the Majority Are Not. | India BPO

Are Inbound Leads Really Leads? I Believe the Majority Are Not. | India BPO — Mon, 22 Mar 2010 09:33:03 +0000

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By: Gary Halliwell

Gary Halliwell — Fri, 19 Mar 2010 19:17:25 +0000

Thanks Mac. Interesting post. As you point out, many successful companies use both inbound and outbound to maximize customer acquisition. Why leave any stone unturned when you are looking for the biggest and best opportunities to grow your business? Chris Snell also wrote convincingly about this recently http://bit.ly/9SS33c.

I agree the word “lead” is misleading. As one of the new generation of compilers (crowd-sourcing) of business contacts, we avoid the word when describing the contacts in our directory.

You used the word “suspects” in relation to outbound. I would add the word “visibility”. With more comprehensive business contact directories on the market, companies are a step closer to identifying ALL the potential “suspects” across their markets.

In addition, these new outbound tools provide knowledge in terms of where prospects work, their roles, size of organization, industry and location. This is meta-data for highly targeted outbound activity and we can expect more of it as the industry continues to evolve. Knowing more about your prospects is the key to keeping outbound relevant and productive.

I think the growing trend for B2B companies to use both inbound and outbound in lead generation is a ying and yang thing – complimentary, unified and energizing marketing across the board.

By: Mac McIntosh

Mac McIntosh — Thu, 18 Mar 2010 21:53:35 +0000

Mike,

Yes, it is semantics, but I believe it is misleading to classify everything from lists to qualified, sales-ready opportunities as “leads.” – Mac

By: Richard Taylor

Richard Taylor — Thu, 18 Mar 2010 20:18:55 +0000

Some interesting and relevant comments above.

Like many things that work it’s about getting the balance right in this case (Inbound and Outbound). However it’s equally important to adopt a flexible approach which can be quickly adapted based on constantly reviewing quantifiable results these techniques may or may not deliver.

Getting the basics right by having a clearly defined value proposition that the client can relate to gives us a fighting chance. We must then start and maintain accurate and consistent qualification throughout but be prepared to make changes when needed. Whether it’s Inbound, Outbound, Permission Marketing, phone, email or software demos by carrier pigeon!! It all has part to play in the overall strategy.