How to automate your lead generation and outbound campaigns?

Generating leads is the process of finding and attracting potential customers for a business. Two sides of the lead generation coin are inbound and outbound lead generation.

Automating your lead gen and especially outbound campaigns can help you save time and money. It can also help you improve your results by making it easier to reach more potential customers.

There are a few things to keep in mind when you’re automating your B2B lead generation and outbound campaigns. This blog post will explore the key difference between inbound and outbound and what you can do to automate your outbound campaigns.

Inbound vs. outbound lead generation

Inbound lead generation generates leads by attracting people to your website through high-quality content that is helpful for them. The process usually involves keyword research, content marketing, email marketing campaigns, and more. An example of an inbound campaign would be if you wrote a blog post about the best way to start a business. As people read your article, they may be interested in learning more and will click through to your website.

Outbound marketing is focused on reaching potential customers who are not already familiar with your company. It involves telemarketing, email blasts, cold calls, and more. An example of an outbound campaign would be if you were a company that sells office supplies and you sent an email sequence to COOs (chief operations officers) or EAs (executive assistants) of selected companies in your area, inviting them to view your latest products.

The main difference between inbound and outbound is that inbound marketing relies on people finding you, while outbound marketing relies on you finding people.

Inbound marketing is a great way to generate leads, but it can take some time for people to find your website. Outbound campaigns allow you to reach more potential customers quickly, but the quality of those leads may not be as high. (Or at least, not if you’re not using the right kind of data for your outbound campaigns.)

The best sales and marketing campaigns utilize both inbound and outbound tactics. This maximizes your effectiveness and can help you reach more potential customers.

When deciding whether or not to use automated lead generation and outbound campaigns, consider how quickly you need to reach people. If speed is a priority, automation may be the right decision for your business.

Automating outbound campaigns

In recent years, technology has made it easier than ever to automate outbound campaigns. There are many different tools and platforms that can help you reach more potential customers quickly and easily.

Here are some ways you can use tech to automate your sales lead generation and outbound campaigns:

1.     Automating playbooks

A playbook is a series of steps carried out by your sales automation software. It can, but doesn’t have to be, set up to include your manual steps. Playbooks might be based on templates or are completely user-defined, and they can be applied to any number of cases depending on the conditions you set up.

All modern sales engagement tools, marketing automation or some CRMs tools use playbooks for automation. Playbooks can be used to send outbound emails, make calls, update contact information, and more.

There are a few things to keep in mind when creating playbooks for your outbound campaigns:

      1. Ensure that the conditions you set up are specific enough to trigger the desired actions.
      2. Test your playbooks thoroughly before launching them.
      3. Keep your playbooks and sequences up to date as your contact lists evolve.

2.     Artificial intelligence

Companies that use AI for sales increase their leads by 50% and reduce their costs by 40-60%. Artificial intelligence tools can help you automate your lead generation software and outbound campaigns by understanding data patterns, predicting various types of outcomes, or taking actions based on patterns.

They can also imitate more advanced human behavior such as understanding written or spoken language, creating meaningful short-form or long-form texts, or having a written conversation. AI is powering the next generation of chatbots and voice assistants to automate everything from answering customer service questions to booking flights.

An AI lead generation tool is most powerful when it’s working with humans rather than trying to replace them completely. If you’re looking for automation in your B2B lead generation and outbound campaigns, AI could be a great tool for you!

Machine learning and AI take a lot of time and money to master, so don’t expect your tools to understand everything overnight. However, the more data you give them, the faster they’ll learn – which is why any company using these technologies must take an iterative approach.

3.     Robotic process automation

RPA represents another branch in the evolution of process automation. It can perform any repetitive task that can be standardized

RPA is particularly efficient for tasks like updating CRM data, data cleansing, RPA-based integrations of legacy tools, order processing, or sending emails because the software doesn’t need to make decisions – it can simply follow instructions based on rules set up beforehand. 

RPA is best used when you do not need your automation to learn from experience. AI, on the other hand, can help introduce learning as well as other intelligent features such as understanding text, visual recognition, speech to text features, or pattern recognition. The most advanced companies can combine both and use AI to give RPA superpowers. 

One thing to keep in mind when using RPA for outbound campaigns is that you’ll need to make sure the data you’re working with is clean and up-to-date. If there are any errors in your data, the robot will replicate them unless pre-programmed for data cleansing, so it’s important to fix any errors before starting your campaigns.

How to apply automated tools

Now that we’ve briefly summarized some of the most common tools for automation, let’s talk about how you can apply them to your outbound campaigns.

Before implementing any new tool or technology in a sales team, everyone must be properly trained and educated on using it correctly. Otherwise, there might be some confusion when using these automated tools together with more traditional methods.

Once everyone is up to speed, you can start by automating small tasks first and then gradually increase the automation as your team becomes more comfortable with the tools. This will help ensure that everyone is on board with the changes and that there isn’t too much disruption to your current sales process.

The best way to find out which tools and technologies work best for your company is to try them out, so the sooner you get started, the better!

1.     Email automation

Cold emailing is a great way to generate leads, but it can be time-consuming if you’re doing it manually. Automated tools can help you speed up the process by automating follow-up emails, contact segmentation, and email templates.

One of the most popular automated email tools allows you to easily create personalized email campaigns that are triggered by different events. For example, if a lead doesn’t reply to your first cold email within five days, you can send them an automated follow-up email with helpful tips on the next steps.

This allows your sales reps to focus on more important tasks, like building relationships with qualified leads.

2.     Lead scoring

Identifying purchase-ready leads is one of the most important tasks in any lead generation strategy. However, it can be difficult to know which leads might close and when they’re ready to do so – especially if you don’t have a lot of historical data on your prospects yet.

Many tools allow you to score new leads based on different triggers like how likely someone is going to convert based on their activity (such as viewing your pricing page, attending a webinar, or downloading a white paper), so you can prioritize the most promising leads and work with them more quickly.

Most CRM and marketing automation software providers already have integrations with tools like these, so it’s easy to set up and get started right away.

3.     Lead nurturing

It’s important to know that if someone signs up for a free trial or demo, they’re not necessarily ready to buy. Many people will sign up for a product only to forget about it and never come back – even if the solution was a fit for them!

Lead nurturing tools help you keep in touch with your prospects without being too pushy by automatically sending personalized emails at different stages of the buying process.

This can help you increase the chances of a lead becoming a customer, so it’s worth considering if you’re looking for ways to improve your close rates.


Aside from the three key points where different tech can be applied (email automation, lead qualification, and lead nurturing), there are plenty of other uses for technology in outbound campaigns.

Tools like chatbots can be used to answer common customer questions on your website or social media pages, and you can also use marketing software to create targeted ads that will reach the right people at the right time.

The bottom line is that sales automation tools can help you increase productivity, generate more leads, and close deals faster – all of which will contribute to growing your revenue.

If you’d like to know more about how sales automation can help your business, please don’t hesitate to contact us for a consultation. We would be happy to discuss your specific needs and see how we can help you achieve your goals.


You may also like

Ready to grow your business and get more meetings with your ideal customers?

Engage our experts to become part of your team today.