The Ultimate Guide to Outbound Lead Generation (+ Expert Tips) in 2024

Wouldn’t it be gratifying to create and execute an elaborate marketing strategy that automatically causes a cascade of ideal buyers to flock to your website and try out your product? I bet it would, but unfortunately, lead generation isn’t as clear-cut as that. 

Sure, a solid inbound marketing strategy can increase brand awareness and help you generate loads of leads without having to do too much yourself, but sometimes, you just have to get out there and speak to the key decision-makers at companies that fit your ideal customer profile (ICP). 

This process of deliberately searching out and trying to convert potential buyers who’ve probably never heard about your business before is what’s known as outbound lead generation. 

In this piece, we’ll cover: 

• what outbound lead generation is;
• how it differs from inbound lead generation;
• the types of outbound lead generation we have;
• an overview of the typical outbound lead gen process; 
• some expert tips to improve your outbound lead gen efforts.

What is outbound lead generation?

Outbound lead generation is a marketing strategy used to identify and initiate contact with potential customers who haven’t previously expressed an interest in your products or services. Unlike inbound lead generation, which relies on attracting leads through methods like content marketing and SEO, outbound lead generation involves proactive outreach to potential leads through strategies like cold calling, email campaigns, social media outreach, and events. 

The goal of outbound lead gen is to actively create interest and convert that interest into sales opportunities, rather than waiting for prospective customers to find and approach your business on their own. This strategy is particularly effective in B2B sales environments where specific decision-makers can be identified and contacted directly.

The difference between outbound and inbound lead generation

Most, if not all, lead generation strategies belong neatly in one of two boxes: outbound or inbound lead generation. These two fundamental approaches to creating business opportunities differ in how potential customers are approached and engaged. 

Here’s a table that breaks down the differences between the two methods:

Types of outbound lead generation tactics 

Outbound lead generation comprises various strategies aimed at initiating contact with potential customers. Here are some of these strategies and how they’re applied in the real world: 

1. Cold calling 

If you’ve received a call out of the blue from a telemarketer advertising their company’s new microwave or fridge or {insert product here}, then you already know what a cold call is. 

Cold calling involves making unsolicited calls to a list of potential customers who are not yet aware of your business. The objective is to introduce them to your products or services and gauge their interest or direct them towards a sale. 

Leading up to the execution of a cold calling strategy, sales teams are usually given the prospect list as well as scripts to follow during conversations with the prospect. Sales reps are also trained to handle objections and often use tools like Nextiva cold calling software to manage calls efficiently, monitor performance, and improve consistency across outreach efforts. 

2. Email campaigns

Email campaigns are a staple in digital marketing, used for everything from promoting new products to nurturing leads through the sales funnel. This strategy involves sending personalized and relevant emails to a curated list of potential leads telling them about your product and how it can help them solve some challenges they’re facing. 

Marketing automation platforms simplify this process by enabling precise targeting and timely delivery of these messages.

The key to running an effective email campaign is to craft compelling content that succinctly, but clearly explains your unique value proposition. This method is scalable and allows for detailed tracking of open rates, click-through rates, and engagement. 

3. Direct mail

Though less common in this digital age, some companies do reach out to prospects by sending them physical marketing materials, such as brochures, letters, or promotional items. This is a great way to reach demographics less inclined to digital communications and to penetrate markets with high mail engagement rates (e.g., real estate, local services, and luxury goods). 

This approach stands out due to the tactile and personal feel of receiving mail; it provides a tangible brand experience that can potentially increase engagement among targeted leads. 

4. Social media outreach

With the vast majority of businesses present on social media, platforms like LinkedIn, Twitter (now X), and Facebook serve as fertile ground for direct outreach. B2B companies, in particular, use LinkedIn to connect with decision-makers, while consumer brands might opt for Instagram or TikTok to engage prospective customers with direct messages or targeted ads. For many businesses, incorporating bulk messages on WhatsApp into their marketing strategy has become essential for engaging with customers in real-time.

B2B companies that are doing sales prospecting often identify potential leads through social networks (usually LinkedIn), engaging with their content and sending personalized messages to introduce their offerings. 

5. Trade shows and events

Industries with complex products or services, such as manufacturing, technology, and healthcare, often rely on trade shows, events, and conferences for outbound lead generation. These settings provide opportunities for live demonstrations, in-depth discussions, and networking, offering a direct path to generate leads and close leads.

To make the most of these events, use one of the best AI presentation makers to quickly craft compelling and visually engaging decks that communicate the value proposition on the spot.

Samantha Odo, a real estate sales representative at Precondo, uses networking as a primary outbound lead gen method. “Networking is an area where I invest a significant amount of time and energy. You see, building and nurturing relationships within the industry not only expands my pool of potential leads but also opens doors to valuable partnerships and collaborations. 

Whether it’s attending industry events, joining professional groups, or simply reaching out to colleagues, I’m always looking to connect with others in the real estate community.”

An overview of the typical outbound lead generation process

While the outbound lead generation process in each organization may differ, there are some strategic steps you have to take for your efforts to be effective. Here are those steps: 

1. Target market identification 

Before reaching out to decision-makers, you should know the kind(s) of individuals or companies that will benefit from your offers. This involves conducting market research to understand your potential customers:

• Demographics (age, gender, education level, income level, nationality, ethnicity, etc.);
• Firmographics (industry, number of employees, revenue, tech stack, location, etc.);
• Behavior (how they make buying decisions, the steps they take to evaluate viable tools, the websites that actively influence their purchasing decisions, etc.) 
• Needs and pain points.  

From this data, you can create detailed buyer personas, which will guide your personalized outreach efforts.

2. Data collection and lead list building 

Once you’ve drawn up your ICP, the next step is to compile a list of potential leads, their contact information, and other relevant data through various sources like LinkedIn, company directories, purchased lists, networking events, and online research. 

As you build your prospecting list, ensure that the data you gather is accurate and compliant with data protection regulations to improve outreach effectiveness. Toward the end of this piece, we’ll discuss how Wiza can help you with this process.

3. Crafting the outreach strategy

Now that you have your prospecting list, It’s time to build an outreach strategy. The first step is to choose the most effective outreach channels. For B2B lead generation, email outreach yields the best results, but you can pair it with cold calling and social media outreach based on your target audience and the product/service you’re offering. 

Next, create compelling and personalized messages (e.g., email templates, call scripts, marketing collateral) for each segment of your target audience. Focus on addressing their specific needs and how your solution can benefit them. This also boosts digital customer engagement by creating continuous, relevant touchpoints that deepen relationships and ultimately increase customer loyalty and lifetime value. 

For example, if your product can help SEO professionals and PR experts, you should create different messages for each group. If you’re managing high volumes of outreach or personalized proposals, AI Agent software can automate responses, handle inquiries, and keep communication flowing without manual intervention.

4. Execution of outreach campaign

After crafting your outreach strategy, you can begin reaching out to decision-makers through your selected channels. Determine the timing and frequency of outreach attempts, and keep track of engagement and responses. This is especially important in B2B digital marketing, where building relationships often takes time and consistent effort.

You should also implement a structured follow-up strategy to nurture leads who expressed interest but didn’t immediately convert. There’s a possibility that they would, in the future if you keep engaging with them. 

5. Lead qualification 

As you reach out to people, some may respond enthusiastically and ask for a product demo, while some may be a bit skeptical of your offers, needing more proof before they make a final decision. Others may not respond at all, even after several follow-up emails. It sucks, but in life, you win some, you lose some. 

As responses keep rolling in, evaluate the interest level and fit of the leads based on predetermined criteria, such as budget, authority, need, and timing. If possible, assign scores to your leads based on their likelihood to convert to customers. This makes it easy to know which ones to focus your nurturing efforts on and which ones to put in the backseat. 

Pro tip: Customer Relationship Management (CRM) tools like HubSpot and Salesforce have lead-scoring features that can help you with this step. 

6. Lead nurturing and conversion 

Once you identify the leads with the best chances of conversion, it’s time to make a pitch. Those who respond enthusiastically to your initial email might not need much persuasion to agree to attend a meeting or product demo, so you can put that on the table right away. 

For those who need more proof that your product is a good fit for them, you’ll need to take things a bit slower. Instead of immediately asking them to sit in for a product demo, focus on sharing information that shows how well your product addresses their needs or concerns.

Using WalkMe software allows you to deliver detailed, self-guided demonstrations that prospects can explore at their own pace, helping to build confidence in your solution before any live interaction.

You can also highlight how your team uses some of the best product management tools to prioritize feedback, improve features, and deliver solutions that truly meet customer expectations. As they warm up to adding a new product to their tech stack, you can book a demo with them (or offer a free trial).

7. Analysis and optimization

As you go through this process, keep a close eye on your key metrics, including response rates, conversion rates, and return on investment (ROI). These metrics will help you gauge the effectiveness of your outbound lead generation strategies. 

To optimize your efforts, however, you should run A/B tests on different messages, subject lines, and calls-to-action to see which ones yield better results. You should also gather feedback from potential customers to understand what worked and what didn’t. 

Use the data you collect to refine and adjust your strategy, messaging, and process, so you can get better results in the future. 

Tips to improve your outbound lead generation efforts 

Outbound lead generation is an art, so to speak; with each cold call and sales email you send, you get better at pitching your product, communicating with leads, and getting them to try out your product. To help you improve your outbound lead gen efforts, I spoke to a couple of sales experts and entrepreneurs, and they shared some valuable tips in this regard: 

1. Personalization is key 

Almost everyone I spoke to emphasized the importance of tailoring your messaging and content to fit the person you’re reaching out to. Instead of positioning your product as something that can solve everyone’s problems, position it as something that can solve the problem(s) that person is facing. Incorporating CMS features ensures your messaging remains consistent and manageable across every touchpoint the prospect interacts with.

Jason Smit, the CEO of Contentellect says: “Our outbound leads philosophy is ‘go granular or go home’. Rather than blasting generic mass messages, we segment ideal customer profiles into slivers based on their unique needs whether they are a large or smaller business. Every prospective client should feel like we’re speaking their exact language about their specific situation.” 

Jason’s right. People want to feel like you’re talking to no one else but them. 

Brooke Webber, the Head of Marketing at Ninja Patches prioritizes personalization and has seen great results from it. “We use data analytics to understand our prospects better. By tailoring our messages based on their interests and online behavior, we’ve seen a higher engagement rate. For example, for a campaign targeting sports enthusiasts, we customized our pitches with sports-themed patches, which resulted in a 20% increase in responses.”

Pro tip: In your initial email or call with a prospect, use their name, company, and any other relevant details during communication. You can also mention a recent company event, achievement, or common connection to ease your way into the pitch. 

2. Use technology 

Can you imagine trying to build a prospecting list of 10,000 leads manually? Yeah, I can’t either; what I do know, though, is that it’d be a nightmare. Thankfully, many tools exist to help you ease the outbound lead gen process. 

The first, and most obvious, is a good CRM system that can track your interactions with potential leads and manage follow-ups efficiently. You can also use different automation tools to automate repetitive tasks like sending initial outreach emails or scheduling follow-up tasks. This increases efficiency and frees up time for you to focus on the more interesting parts of this process.

John Pennypacker, the VP of Marketing and Sales at Deep Cognition, understands how technology can help improve the effectiveness of outbound lead generation. “Since we’re an AI solutions company, we also use advanced AI technologies to automate parts of the outbound lead generation process, especially in segmenting and targeting. Our machine learning models predict potential clients’ likelihood to convert, allowing us to prioritize our outreach efforts more effectively,” John espouses.

“Additionally, AI-powered chatbots on our website and social media channels engage visitors in real conversations, nurturing leads even before our sales team makes direct contact. This not only increases our efficiency but also ensures a more personalized experience for each prospect right from the start.”

3. Build a relationship with prospects

There was a time when having a great product with amazing features was all you needed to attract people and make sales. That time is long past. Now, in addition to a great product with amazing features, people also want to feel that you care, that you’re invested in helping them achieve success. 

That’s why your communication efforts with leads should be value-driven, not profit-driven. Instead of telling them all the great things your product can do, focus on forging a relationship with them first. 

Olivier Breton, the founder and CEO of Niceboard has been sending cold emails to generate leads for the past five months, and here’s what he told me: “The main element that has helped me get first replies and then leads from outreach emails is writing copy with the goal of making a connection, not a sale.

The goal of outbound copy for me is starting a conversation, nothing more. I don’t ask for time, a button click, or the team’s attention; I just aim at making a genuine connection, especially in the very first outreach message. 

I took this idea from copywriting, where my goal for writing each line of copy is getting the prospect to read the next line, etc. And expanded to outreach: writing each email so the prospect wants to read your next one.” 

4. Connect your outbound lead generation efforts to your broader strategy 

Every individual action you take in your business should align perfectly with your broader goals and objectives. Alari Aho, the founder and CEO of Toggl believes that this not only improves your brand’s reputation but also ensures that all your teams are on a unified path to growing the business. 

In Alari’s case, his sales team integrated Toggl’s outbound lead gen efforts into their broader content marketing strategy. “By creating valuable, informative content that addresses common challenges in our target market, we establish trust and credibility. When we then reach out to leads, there’s already a foundational relationship built on providing solutions, not just selling a product. This synergy between content and outreach has not only enhanced our brand’s reputation but also our overall lead generation efficacy.”

What’s even more unique about Toggl’s outbound lead gen strategy is that the sales team allows each lead to take the lead (get it?) during presentations. Alari calls it the ‘reverse demo’. “Instead of leading with a presentation of our tools, we invite leads to share their current challenges and workflows with us. This collaborative approach allows us to tailor our demo specifically to their needs, showing in real time how Toggl could fit into and enhance their existing processes. It’s a powerful way to demonstrate value and foster a connection right from the start.”

How Wiza can help you do outbound lead generation

As we’ve seen, all outbound lead generation starts with identifying your target market and building a prospecting list. If you don’t have a list, you won’t have anybody to reach out to. 

Most B2B companies use LinkedIn Sales Navigator to find leads, which is smart because LinkedIn is currently the largest professional network in the world, with over 1 billion members, 67 million of which are companies. 

The problem, however, is that many decision-makers don’t put their emails and phone numbers on their LinkedIn profiles. In this case, you have only two options: use LinkedIn’s InMail feature (which they likely won’t reply to) or guess their email address (a method that’ll likely result in more misses than hits). 

Also, LinkedIn doesn’t allow users to export leads outside the platform for outreach purposes. This is likely because LinkedIn wants you to use its InMail feature. It would’ve been convenient, but key decision-makers use emails for communication more often. 

To get around these problems, use Wiza Prospect. This prospecting tool has an extensive B2B contact database comprising over 830 million key decision-makers (99% global coverage) and their verified contact information. It also integrates seamlessly with popular CRM systems and sales tools, so you can build and export a list of up to 10,000 leads to your CRM of choice. 

All you have to do is use the advanced filters on the left side of the page (job title, location, company industry, company head count, etc.) to narrow down the database and find the individuals or companies that fit your ICP. 

When you get a list, simply click Export All Leads to export the list directly into your CRM or as a CSV file. Each entry on the list will be enriched with the most accurate and up-to-date information, including their full name, title, company, LinkedIn URL, location, firmographics, email address, mobile numbers, personal emails, and direct dial.

If you prefer to do your prospecting on LinkedIn, that’s no problem. Wiza’s free Chrome extension integrates seamlessly with LinkedIn Sales Navigator and Recruiter, so all you have to do is download and enable it on your Chrome browser. 

Once you’ve done that, open LinkedIn and navigate to the profile of a lead you want to add to your list. Here’s what it’ll look like: 

Notice the purple Find email & phone button? When you click on it, Wiza’s algorithm searches for and verifies the lead’s email addresses and phone numbers, which will display in a section on the right side of your screen. That section will also contain a brief rundown of the lead’s company, including a blurb of the company’s services, the location, headcount, and founding year. 

The extension allows you to build and export a prospecting list of up to 2,500 leads at once, which is a solid start. 

Once you have your list ready, complete with accurate information, you can start executing your outbound lead gen strategy, whether that includes cold calling or email outreach, or both.

Want to try Wiza for outbound lead generation? Sign up for the free plan today!