What Is Outbound Lead Generation?

Outbound lead generation channels include cold calling, cold emailing, social media connections, landing pages, re-targeting ads, content syndication, direct mail, etc.

The strategies and methods you use, push your message and brand out to prospects. Outbound lead gen is sometimes known as interruption marketing.

Using this approach, you would initiate the first interaction by sending out a message to potential leads.

The best examples of outbound lead generation are direct emails and phone calls.

In today’s highly connected world, there has been some debate about the effectiveness and relevance of outbound lead generation techniques.

While it’s the more “old school” approach, the outbound lead generation method can still work if spruced up with some of today’s modern tactics and technologies.

Your efforts interrupt the prospect with your message.

Outbound lead gen methods involve reaching out to prospects to push your sales and marketing messages. You determine when and where prospects will see your message.

The goal is to generate interest in a product or service and build a sales pipeline.

For example, if someone did a Google search on automated scheduling software, they might see the following ad at the top of their search results.

An outbound marketing team consists of content, campaign, and performance marketers.

My name is Ryan-Forrest, and I’m the director of marketing at Kennected.

This blog will name the reasons behind outbound’s success and give you insight into inbound lead generation with tactics for improvement.

What Are Campaign Marketers?

Campaign marketers run promotional campaigns through email, television, radio, print, and social platforms.

What Are Performance Marketers?

Performance marketers manage paid advertising and brand marketing.

What Are Outbound Leads?

An outbound lead can be defined as a B2B prospect that you have approached through an outbound channel, such as a cold email or cold call, and agreed to talk to your sales team.

You can personalize almost anything in the outbound lead generation efforts: calling scripts, emails, landing pages, and even sales objections.

Emails receive higher open rates, CTAs perform better, and pre-targeting ads cannot exist without personalization.

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What Does An Outbound Sales Team Do?

The role of an outbound sales team is to seek out potential customers using outbound lead generation strategies like reaching out via cold calling and emailing to strategically guide the prospect through the sales process towards making a purchase.

Evolution of Cold Calls

With the ever-changing landscape of sales and marketing, it can be hard to keep up with outbound lead generation tactics and strategies that work in 2022 and beyond.

Generating quality leads comes down to well-planned and executed sales and marketing strategies. Several methods generate favorable results.

Cold calling has been around forever. Why? Because it works!

They aim to organize a meeting or demo with the prospect. To do cold calling right, SDRs need to research the best times to call and be on their game with communication.

In the “old days,” cold calls often looked like sifting through phone book pages dialing at random.

However, today, cold calling is a much more efficient practice and focuses on calling only qualified, and quality leads.

Nowadays, sales reps can scale cold calling by leaving hundreds of voicemail drops in an instant to qualified leads.

Eighty-two percent of buyers say they have accepted meetings with salespeople after a series of contacts beginning with sales cold calls, proving that cold calling isn’t going to die anytime soon.

Content Syndication

Content syndication is distributing your content in multiple ways to reach your target audience.

The benefits of content syndication include:

  • Boost content ROI.

  • Creation of brand awareness.

  • Increase in content credibility.

At least 65% of marketers use content syndication as a core part of their lead generation efforts.


Timing is critical in sales. As in, is now the right time for this person to buy? If you’re selling higher-end services, active buying cycles can sometimes take 6–12 months.

The bigger your target company, the longer the sales cycle is likely to be.

Therefore, the timing of your buyer’s cycle is a consideration when weighing the relative benefits of inbound vs. outbound leads.

What Is Customer Relationship Management?

Marketing automation software or a CRM tool is now an essential part of an outbound lead generation process.

A CRM (Customer Relationship Management) software is a tool that stores and tracks every interaction that happens between a B2B company and a lead.

Marketing automation:

  • Saves time

  • Cuts down on manual tasks
  • Provides analytics on various KPIs

Envision The Ideal Customer Profile

Outbound lead generation is a sales process of finding and actively engaging leads that fit your ideal customer profile (ICP).

Your ideal customer profile can narrow your sight, so sales teams can focus on prospective leads that have real potential.

When you focus on high-quality leads based on your target audience, you’re more likely to close the deal. Focus on what your company can do for a prospective customer.

  • What does that customer look like?

  • What is their position within a company?

  • What industry might they work in?

These all give more valuable insights into who you should be marketing to.

Start filling your sales pipeline today

What Is Inbound Lead Generation?

Rather than putting your brand message in front of them, inbound marketing helps you be visible to audiences already looking for what you have to offer.

Inbound lead generation campaigns focus on helping, not selling.

In this respect, inbound marketing can be seen as the opposite of outbound marketing.

This is when you allow your prospect to come to you through SEO practices and the provision of valuable content.

Unlike outbound lead generation, the prospect decides when and how they will reach you.

In the inbound, you use guest blogging and social media to send your content into the world.

By making your brand more discoverable online, in search engines and social media platforms, and by using valuable content to engage visitors in an information exchange: their contact information for your knowledge, to begin an ongoing conversation.

Using content syndication to increase your outbound leads allows you to choose who and when someone reads your content.

You can distribute it through telemarketing (cold calling) or email marketing (cold emails). 

The best example of inbound lead generation is content marketing, where you publish relevant content to attract your target audience to your brand’s website.

This method gives you the chance to create evergreen content that will continue to attract leads and drive traffic to your website.

Aside from the above skills, being knowledgeable in SEO and web design is a must for making these strategies work.

Specialized knowledge in social media marketing, website management, community management, and certain digital tools will also be necessary for attracting and nurturing prospects.

One of the main challenges of inbound lead generation is standing out from the crowd.

Even if you provide compelling content and utilize paid ads, it can still be challenging to remain visible amidst the competition.

The top four most commonly used content types are whitepapers, presentations, infographics, and articles.

Inbound lead gen can sometimes be described as permission marketing. You require the prospect’s permission to interact with them

What Is An Inbound Lead?

Inbound leads come to you as a result of an inbound marketing strategy like content marketing or an email newsletter.

An inbound lead is someone who:

  • Downloads an e-book or guide

  • Contacts the sales team after reading a piece of pillar content

  • Requests a demo after watching a webinar

  • Fills in a survey

Read our blog on how to increase your B2B leads here and learn all about this powerful approach to generating leads and sales.


Target Audience

So, how do you combine those benefits with inbound to make your lead generation campaigns the strongest they can be? Know your target audience like they’re your best friend.

Knowing your audience’s age, sex, and geographic location are just the beginning. You need to learn about their goals, interests, and how they behave online.

What Is Social Selling?

In B2B marketing, social selling is when sales reps connect with leads as part of the sales process to grow their brands.

Social selling typically takes place over social networks like LinkedIn, Facebook, and Twitter.

LinkedIn is the number one platform businesses use to conduct social selling, and 50% of B2B buyers turn to LinkedIn as a resource.

Direct Mail

Direct mail is a common type of campaign marketing for outbound lead generation and another tactic that is still very much alive in 2022.

Direct mail campaigns can be tricky to master on their own and tend to work best in conjunction with other outbound lead gen strategies.

However, when done properly, they can be highly effective due to the level of personalization and creativity you can employ.

For example, using a tool like Hyperise, you can create and send personalized postcard images with QR codes to interlink your online and offline campaigns.

What Are Marketing Qualified Leads?

MQLs are any lead who has shown intent to buy your product. The intent is shown through their engagement with your business, i.e., if they’ve:


  • Engaged with your content.

  • Visited your web pages.

  • Downloaded any marketing materials.

What Are Sales Qualified Leads?

An SQL is an MQL that has been picked up by one of your sales representatives. They have progressed through the sales funnel and are ready for the next stage in the sales process.

Online Shopping

What worked to generate leads (or demand) 10 years ago doesn’t work nearly as well now that buyers wield far more power over their decision-making and purchase processes.

Buyers now perform most of their pre-purchase research and vendor selection online and at their discretion.

Consumers are more in control of what they see than ever before. With the help of the web, they’ve taken back the customer journey.

Studies show that 81% of buyers do research online before purchasing.

Start filling your sales pipeline today

What's The Difference Between Outbound Lead Generation Strategies And Inbound Lead Generation Strategies?

At the beginning of every lead generation initiative, it’s important to understand the difference between inbound and outbound lead generation.

The concepts behind each require very different approaches. What you might spend time and money on to generate outbound leads wouldn’t make a difference using the inbound strategy.

It’s important to understand the logic behind each when you’re making B2B lead generation decisions.

The difference between inbound lead generation and outbound lead generation is that inbound is purely organic, while outbound require perseverance and effort.

Outbound leads who engage with your sales and marketing teams might not know who you are or what you sell.

Education and information are therefore critical to successful outbound lead generation.

Most outbound tactics require a paid delivery mechanism, which adds additional costs.

This adds risk, and, as a result, campaigns tend to lead towards selling, rather than helping or educating.

In inbound, leads who engage with your sales and marketing teams are already aware of your brand and service.

The value of inbound assets also has a longer lifetime than outbound campaigns.

For example, evergreen content can produce leads long after it was first created, providing significant long-term ROI on your marketing activity.

Outbound campaigns are typically finite and short in length due mainly to their higher cost profile and risk levels.

Once the campaign ends, most of the assets you’ve created aren’t used again.

No matter how good it is, an outbound lead generation strategy can be costly over time—and one of its biggest weaknesses is that when you stop doing outreach, the leads stop coming in.

Despite their differences, inbound, and outbound lead generation approaches share the same goal. The desired outcome is always to generate leads.

Which Lead Generation Method Is Better?

If your primary concern is making something happen right away, outbound is your choice.

It’s fast, and there’s a lower cost of failure since you can collect feedback in days or weeks, not months.

Inbound is now the leading strategy for long-term success. But outbound lead gen tactics still have a role in the marketing mix.

Generating quality leads comes down to well-planned and executed sales and marketing strategies.

To maximize effectiveness, it’s better to pair your outbound strategy with an inbound demand strategy.

A good demand generation strategy focuses on educating your market and nurturing these prospects, so they have a good understanding of your product or service.

Both require marketers to be familiar with their target audiences.

Knowing where to reach your prospects, how they do their research, and other details on their behavior make any marketing effort more effective.

Both inbound and outbound marketing leverages incentives to motivate prospects into taking action. The drive to fulfill a need or offer a solution serves as the foundation of both approaches.

They also function best when you have a clear and specific target audience, knowledge of where your audience is, and how you can reach them.

Both approaches understand the need for incentive and, regardless of which method you use, every initiative requires some form of lead nurturing.

It’s your job to decide how your company can best utilize each approach. Outbound lead generation can produce results quickly when done right.

Inbound lead generation usually takes longer to implement but can potentially lead to more opportunities over a longer period.

Kennected's Secret Weapon

What outbound lead generation strategies are suitable for small businesses? What about enterprises?

With lead generation tools like email generation platforms and automated lead qualification programs, a lot of the hard work can be taken off your plate.

The great thing about outbound lead generation is that businesses don’t have to have a large budget to spend on outbound calls, marketing campaigns, or sales prospecting.

Instead, tools like Cloud Kennect make it easy and affordable for anyone to generate outbound leads.

Whether you need assistance with lead gen itself or implementing new outbound strategies, Kennected is always here for you.

We’ve successfully implemented outbound lead generation campaigns for several companies, and while you’re reading these words, we will be filling more and more business funnels with outbound leads.

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