The best way to engage new prospects is all the rage in today’s B2B sales world. The truth is who doesn’t like a stream of inbound leads? It’s no secret that a nice list of warm inbound leads that are in the middle of the funnel will close faster and more likely than a list of leads developed from a cold but targeted list. Besides having inbound leads come in through your company website, how can you develop that stream of inbound leads or engagement to your pipeline? Below, we go over some of the best ways to engage prospects the inbound way and developing those prospects into your pipeline.
Sometimes the biggest secrets to sales success are the easiest things. Being successful in sales can be complex and very strategic but the simplest things can make the most successful sales reps. When I mention a simple thing, I am talking about something as simple as “the follow up”.
One of the biggest questions people have in regards to social selling is how do you effectively take conversations offline. Everybody understands that likes, follows, and posts are important but how do exactly engage with someone that leads to a meeting?
Sometimes old school methods never die. With the popularity of account based sales or account based marketing, direct mail is making a huge comeback. At the beginning of the 2000’s, direct mail lost its appeal as email marketing and the digital age got more enhanced. With low response rates and high costs, the B2B sales world pretty much gave up on direct mail and moved on to technology that was cheaper and easier.
How many emails do you get a day of somebody trying to sell you something? It seems like the marketing automation/sales technology era has made it so easy to cold pitch somebody that pretty much prospects and everyday people are now trained to block out somebody trying to sell them something over email, phone, and on social. Salespeople are now pitching and begging over and over to grab their prospects attention leading to a few "qualified" meetings here and there and little to no closed business. As targeted as it may be or as personalized as it is, the truth of the matter is that nobody wants to be sold to or pitched in 2017.
Having a large and robust pipeline is the key secret ingredient to being successful in B2B sales. Maintaining and managing your pipeline can be difficult and frustrating but understanding the realities of your sales pipeline can also help you manage it better and close more new business.
I know there is a very tiresome debate going on about cold calling vs. social selling or inbound vs outbound. Saying that connecting with 5 people a day out of 300 dials is great and better than nothing. I am not going to go there in this particular article, as I stated before all systems work but if you are making 300 dials a day like its 1995 and not using social or inbounds methods, than you are going to need a reality check if you are in sales. I am here for the marathon not the sprint.
We have all heard the saying, people buy from whom they know and trust. When someone is looking to buy high dollar services they will more likely ask a colleague for information on vendors they have dealt with rather than doing a google search and reaching out. That’s where the word trust comes in and that is where the power of referral selling comes in.
With the creation of sophisticated email marketing platforms, there has been a huge rise in cold email outreach resulting in large amounts of spam and lingo not relevant to prospects. This has enabled BDR’s, SDR’s, and Demand Gen professionals to shove there company’s products down prospects throats by talking about their company and asking for a meeting without earning the right or showing much value.
Sales and marketing have always been on a different path. Sometimes not even in the same building, not in the same city, or not in the same country. Account executives have their jobs to get meetings and crush quotas while marketing have their jobs to create and generate leads that lead to conversions which then gets passed to SDR’s or the account executives.