There's lot's of attention on inbound marketing these days, and rightly so, because it's a powerful approach that can find engaged people when/where/how they want to engage you. It’s genuine and much more representative of how most of us want to be “sold” now. Unfortunately the increasing emphasis on inbound marketing has many people thinking that outbound marketing is, and should be, completely dead. While I agree that the relative mix of tactics is swaying significantly toward Inbound, I do believe there is a role for some outbound marketing in companies – even startups.

1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi
Hi Harvard innovation lab
#innovationlab @mjskok #startupsecrets www.mjskok.com
START UP Case in point:
SECRETS
An insider’s guide to unfair competitive advantage
When Outbound makes sense
Going To Market (GTM)
MICHAEL J SKOK
North Bridge Venture Partners
twitter: @mjskok mjskok.com
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2. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
When some Outbound Marketing
Makes Sense for the Startup
Mark Lorion @mark_lorion
Apperian, CMO
to be viewed in conjunction with
http://mjskok.com/resource/gtm-outbound-marketing
and as part of overall GTM session
http://www.mjskok.com/resources/go-market
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3. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
Inbound! Outbound!
???
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4. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
B2B Outbound Marketing
When company initiates the
conversation and sends out
a message.
– email blasts
– cold calls
– "appointment setting"
outsourced agencies
– list buys
– direct mail
– "cluster busters"
– trade shows
– retargeting programs
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5. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
Benefits Considerations
• Fast to implement • More intrusive…
– Don't need to wait for SEO – leads to lower conversion rates
rankings to kick in… just pick up – Impact on perception of your
your phone or walk a tradeshow brand
floor
• Can have very high $$$/Lead
• Very quick/immediate feedback
• Not likely to produce any viral
cycles for testing
scale
– Live feedback, A/B message
testing, click-through data, and
more • Should be done in conjunction
– Helps to guide content with content people want/value…
development for Inbound tactics! but this will carry some costs of
• Laser-focused targeting when Inbound
ideal profile known
• Can raise awareness in your
target segment and drive
prospects to search and enter the
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"Inbound funnel”
Image: http://images.huffingtonpost.com/2012-10-23-ID10095923.jpg

6. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
When you may want some Outbound
Marketing in your startup Playbook
• Very clear segment definition and know precisely
who you need to reach
• Or… uncertainty about ideal segment and want to
get quick feedback from testing
• Complex internal buying landscapes with senior
influencers
• Higher average selling price (ASP) and can justify
$/lead
• Need to get started very quickly
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7. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
Critical success factors
Segment, Segment, Alignment Rockstar Watch the Waterfall
Segment Telequalifier
Clearly identify target Critical to have A person who commands Need to keep an eye on
profile (Segments, messages and calls-to- the messages, is well your "waterfall" metrics to
Actors, Scenes!) action that map tightly to aligned with the sales ensure the financials and
target segment team/channel, and can ROI work when operating
Be narrow. You can provide immediate at scale (vs, just testing)
always test again. feedback on what's
working/not working
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8. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market
Hi www.mjskok.com
#innovationlab @mjskok #startupsecrets
For more information
See the full resource on Go To Market at
http://www.mjskok.com/resources/go-market
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