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Long term VS short term results in B2B communication: outbound
Posted by Louis De Nolf

If there is one general agreement, it’s that “a business needs revenue”. A successful business always aims to maintain and expand its market share. In other words, it aims to retain customers and generate new sales. We can make a distinction in B2B communication between short term and long term communication goals. Short term communication goals typically are focussed on gathering new leads. While long term communication goals are harder to measure, they focus more on brand awareness and reputation.

When short > long

When your communication strategy is solely focused on short term inbound marketing; on generating content to gather new leads and prospects, you’ll gradually see your impact deteriorate. That’s because when you stop nurturing your brand awareness, your target audience no longer is exposed to your business. Your stakeholders no longer get frequently introduced to you. As a result, your business or service is no longer top-of-mind. If you only focus on short term goals, little by little the name of your business will mean less and less to your audience. A weakened brand awareness results in SEO and SEA campaigns becoming more expensive and less effective.

Strong brand awareness (people recognising a logo, a brand sparking a reaction) is what nudges a person looking for your solution in your direction. Look at your own experience: when you search for an answer to a need, you are much more inclined to investigate one you recognise and have heard about, rather than stepping into the unknown.


Outbound campaign

Nurturing Brand awareness is a long-term result that requires an outbound cross media approach. Here's what an outbound campaign typically includes:

  • Media exposure & influencers: Involving industry specialists, associations, bloggers, and key editors in your communication

  • Events: Grasping the attention before, during, and after tradeshows

  • Press conferences: Shining the spotlight on your innovation, product launch, or new market entry

  • Social media: Attracting, informing and engaging with prospects, partners and stakeholders



One of the strongest aspects of outbound communication is its targetting. Are you only interested in reaching Swiss engineers active in a specific sector? Not a problem. Outbound communication in capable hands makes sure the right audiense is reached without wasting resources. Filtering options such as demographics, specialised channels and communication sources, localisation allow outbound communication to be very effective.


ROI on outbound

The n°1 measurement of ROI of your outbound communication is in your sales figures. An informed audiense shortens sales cycles, increases demand and already filters irrelevant interest out of your target audienses. Leading to a more effective sales cycle and growth in revenue.


If you would like to read more on outbound communication and how B2B professionals prefer to inform themselves I recommend downloading our outbound research paper



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