How Sales Prospecting Automation differs from Marketing Automation

Marketing automation is not a new concept,  HubSpot, Pardot, Marketo, etc. have been on the radar for a while now. In fact, most of the companies that we work with are using one of them or some other marketing tool in their process.

However, sales prospecting automation companies like Vista Lead Generation is still fairly new to the scene. For most organizations, the question really comes down to inbound marketing (SEO, landing pages, email automation) vs. outbound sales (prospect data, cold emails, and sales calls).

The relationship between inbound and outbound is not adversarial, we are big believers in both inbound and outbound at Vista Leads Generation but the strategies and processes are very different.

Here are a few key differences to keep in mind:

SEO is Slow, Outbound is Proactive

This is pretty high level, but it’s a clear-cut place to start — inbound is great once you get a process rolling, but that takes time, and you’re at the mercy of waiting for growth to happen vs. aggressively making it happen.

HubSpot and other marketing automation tools are super useful for prospects that are already on your site, filling out forms, giving you their email address, etc. But inbound leads only exist because you didn’t get to them through outbound first. If you want to build a growth channel with predictable results, outbound is the fastest and best way to get there.

Prospects Can’t Read Your Emails if They Get Stuck in Spam

By sending your prospecting email via MailChimp, HubSpot, etc., you’re much more likely to get lumped into the “promotions” or “spam” bucket. Your email is sending from the same servers as every other HubSpot customer — so when another customer’s email gets marked as spam, your inbox delivery is affected, too.

We’re strong believers that your sales and marketing teams work best when they work together — but this doesn’t mean that both teams need the same tools. Platforms like HubSpot and Marketo are built for marketing initiatives. Vista Lead Generation is built for the sole purpose of increasing your sales pipeline so that you can close more deals.