Why Did Outbound Not Work?

Dlaczego outbound nie zadziałał?

Client acquisition requires a strategy. Unfortunately, in many cases, the strategy is…

non-existent.

However, an effective outbound campaign requires preparation, whether it’s cold mailing, cold calling, or a LinkedIn outreach. After conducting over 100 projects of this type, we’ve collected a few conclusions worth looking at when designing an outbound strategy.

They’re in random order, all equally important.

Location

When planning outbound campaigns, you need to consider target location, both at the macro and micro scale. Your solution can be more or less known and understood in a given market

For example, Business Intelligence solutions on the Polish market are less known than on the German market. Therefore, it will be harder to get a lead without a strong portfolio or a value proposition in Germany.

On the macro scale, there may also be formal and administrative differences. For example, in some countries, some industries have purchasing associations through which they purchase and are reluctant to buy directly from new suppliers.

Micro localization is essential for services and products that sell locally to customers who value close relationships with the supplier. Good examples are solar farms or cleaning services.

Suppose you don’t emphasize strongly why your company is better, despite the difference in kilometers. In that case, the chances for a new business will drop significantly.

Company size

Different things are essential for the big companies and others for the smallest ones. For example, the problems of a manufacturing company with $ 50 million in annual turnover may be insignificant for a company with $ 500 million revenues.

If you’ve worked with small companies so far, it may be difficult for you to understand the specifics and needs of larger ones. An example may be all kinds of consulting services or the implementation of IT systems.

The right person to talk to

This one is clutch, especially when targeting corporates, where the structures are so complicated that even the CEO doesn’t know about many matters. That’s why you need to know who has the decision power to implement your solutions. For example, should you talk to the maintenance manager, production director, or operations manager?

Decision-making center

This point is especially relevant to expensive and complex solutions or systems that need to go through many corporate levels. So, for example, when reaching out to large international companies, you might often find that your solution is exciting and necessary, but the person cannot do anything about it because the decision-makers are in the US or Germany.

You should always consider whether it makes sense to contact the most prominent foreign companies in a given industry. Maybe it’s better to focus on the smaller ones? Or perhaps choose only those who manage their funds independently? So that you don’t fall in the bag of “the decision is made in here, and not there”?

The timing

Time itself is also a critical factor in determining the effectiveness of a campaign. For example, if you sell ice cream wafers to large production companies in this industry, then during the season (spring-summer) there is no point in starting talks. There is too much work for them, and they will not implement a new supplier.

It’d be smarter to reach out to such companies during their off-season when they have more space to meet and analyze your proposal.

The language

It’s necessary to look at the language from two sides; the foreign language and the communication style. As for the foreign language, communication in the mother tongue works best in every foreign market, i.e., you want to speak German in Germany or Czech in the Czech Republic. No matter how comfortable one is with English, everyone is more willing to talk to a foreign company representative in their language.

Of course, this is not always possible. It depends mainly on the structure of your sales team.

If you only have English-speaking people on your team, try to communicate in English.

What you surely don’t want to do is to hand over the content preparation to a translator, starting the e-conversation with perfect German or French, and then not being able to pronounce a word on a call. I’ve seen such cases

As for the communication style itself, you need to distinguish the age and behavior of our target group. For example, when approaching a young CEO of an IT startup, you might consider a more casual opening message. On the other hand, when reaching out to the president of a meat production company, you probably want to stay more official and old-fashioned.

Technical issues

These are all kinds of problems with domains and mailboxes. Suppose you outsource the outbound campaign to an agency; they should be responsible for the proper checking and preparation of the mailbox.

However, if you do this yourself, check the mailbox at https://www.appmaildev.com/en/dkim. This page verifies your security settings’ correctness and confirms if you’re allowed with all email providers.

Another critical technical issue is the correctness of your database. This is an individual matter, but you shouldn’t use any data that wasn’t verified a maximum of a few weeks before the start of the campaign.

So I DO need the strategy…

As you can see from the above points, the outbound strategy has to be done. Wisely.

The worst thing you can do is start an outbound project without thorough preparation and finally be dissatisfied with the result. So the most important thing is to honestly answer the question of who is the best customer for me. To whom can I give the most value, and who will be the best partner for talks from my sales point of view?

O autorze

Paweł Kobusiński
Paweł Kobusiński
Prezes i założyciel agencji GetSales. W sprzedaży B2B od ponad 7 lat. Pasjonat nowoczesnego podejścia do marketingu i sprzedaży. Prywatnie wielki fan koszykówki oraz motoryzacji.
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