Did Outbound Sales Really Die? What the Future Holds for B2B Sales and Marketing?

Did Outbound Sales Really Die?

What was the last day you remember waking up without receiving an email, DM, or LinkedIn message from a stranger urging you to schedule a demo call? Does outbound sales still work for some people or companies? Many sales professionals claim that “Outbound sales, as we know it, is dead.” Let’s delve into why this belief is gaining traction and what it means for the future of B2B sales.

The Decline in Response Rates:

Historical Perspective: Once the lifeline of B2B commerce, outbound sales now appear to be diminishing. Statistics reveal a drastic 50% decrease in response rates over the last two years alone. As each period passes, the minimum deal size required to make outbound viable doubles, indicating a grim future for current sales methodologies.

Future Projections: If this trend persists, we’re facing a significantly lower threshold for outbound deals within three years. How will sales strategies adapt when the majority of products fall below this new floor?

Changing Communication Channels:

Current Trends: Previous generations have begun shifting away from traditional communication methods. Our phones are off, and emails from unknown senders are often left unread or marked as spam. This behavior is increasingly common in professional settings, as observed among my partners and counselees.

Generational Shift: The next generation communicates differently — primarily through instant messaging apps like Snapchat, TikTok, and Instagram, rather than through emails or texts. What implications does this have for traditional sales channels and methods?

The Evolving Buyer-Seller Relationship:

Case studies of recent purchases, such as $1 million properties bought without a single conversation, demonstrate the changing dynamics. Direct-to-consumer (DTC) players, like Amazon, have conditioned consumers to expect quick, hassle-free transactions without human interaction.

Market Sentiment: Contrary to the traditional belief that people prefer human contact, there is a growing preference for autonomous buying experiences. Recent research supports this shift and suggests it will be a game-changer for B2B sales.

The New Era of B2B Sales

So, what should we expect in B2B sales, and how should we, as marketing professionals, position ourselves? The pressure on us is increasing because, as I often say, today’s most underestimated skill is making the sale without making a sale. Our role as B2B marketers in preparing our potential buyers for their next purchase by educating and entertaining them is now more crucial than ever.

Consider the following common approaches:

Editorial Approach: In the near future, sales teams might resemble editorial boards, focusing on creating authentic content tailored to the platforms where their audiences spend the most time.

Role of Sales Teams: Teams will be smaller but will have a broader reach, engaging potential customers through strategic content and less direct selling.

Efficiency and Impact: With the aid of technology, the entire sales process from awareness to purchase could become virtually zero-touch, emphasizing efficiency and customer readiness.

Doesn’t this sound a bit like the definition of B2B marketing? Reaching the masses, tailoring content, emphasizing customer readiness… It’s no longer just about sending emails and waiting for responses or inviting people to a demo call without a good reason or relationship. Honestly, it’s much more difficult — nearly impossible. My advice to executives, CEOs, business owners, and entrepreneurs: set realistic targets that reflect the reality of the market, not just sales goals devoid of substantial marketing support. Marketing is not an expense; it is essential.

While outbound sales may not be completely dead yet, it is undeniably on the decline. The future lies in adapting to new consumer behaviors and leveraging technology to meet buyers where they are. Sales teams need to evolve into roles that blend marketing and sales, thriving by either building significant social media followings or creating scalable, signal-based selling systems.

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Cheers,

Y.Olivia

Founder, Brango Solutions