The more qualified inbound leads your team gets, the better it is for them – as long as they can do something with those leads.
Sales leaders are responsible for the success of a company. Marketing provides necessary resources, while sales is crucial to capturing valuable turf.
Recruit, Organize, and Segment Your B2B Inbound Sales Team
You can’t succeed without the best talent, and that’s why I invest more of my time in recruiting
The author is discussing his first experience hiring salespeople. He states with his first group of employees he made a mistake by constantly testing pay structure among other things. The paraphrase summarizes this information as “With my first salespeople, I made the mistake of constantly testing pay and commission structure.”
You need to have a team that is able to handle inbound inquiries, regardless of the role they play.
The best place to start looking for new hires? Your current top performers. These individuals want to work with other high-performing people, so ask your employees who they would recommend in each position and if there are any openings.
Make sure that people are accountable for converting inbound leads into sales.
Make the decision about how you are going to distribute leads among your team.
It’s important to let your most qualified people handle the inbound leads instead of giving them to other, less experienced members. The more complex the solution is, the more necessary it becomes for these experts.
Jacco van der Kooj’s sales organization and segmentation model are a great starting point for any company looking to better organize their team.
Pro-tip: do not over segment your sales team. It is a good idea to hire people that have experience in the industry, but if you are struggling with leads then it is better to simplify and make things easier for yourself.
The two tools I use are Trello and Asana.
Define Your B2B Inbound Sales Standard Operating Process
Create a detailed standard operating procedure so reps know how to respond, when an opportunity is qualified and needs approval from someone else in the company. Article: When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation.
The terms of engagement for inbound leads should be defined to give instructions on when, how and where reps can respond.
There are many ways to get in touch with companies, and technology is one of the most popular.
- Website chat
- Social Media
It’s important that your team is using multiple channels to engage with prospects.
For example, let’s say a prospect contacts you through email. Here are some ways to respond.
- Marketing sends a follow-up email to the client with more information about what they bought.
- I want to have a demo with the Sales Development Rep so they will send me an email.
- Sales Development Rep searches for prospects on LinkedIn and then connects with them.
- The Sales Development Rep will call the potential client in an effort to help them solve their needs.
- Sales Development Reps use LinkedIn to find people who they know and might be able to refer them.
Great tools like Outreach let you quickly customize and send templated emails when a fresh lead inbounds.
The more information your salespeople can collect about a lead, the faster they will be able to pre-qualify them. This way time is not wasted on low quality inbound leads.
Drift is a tool that helps salespeople qualify leads better. It’s easy to use and it provides the insights you need as well as the response speed.
It’s important to create inbound sales reps who specialize in rapid response and qualification of leads. This can be done by making SDRs or MDRs, depending on the company.
When a lead is qualified, it’s important to have guidelines for what happens next. A popular approach is having an SDR handle the initial follow-up call or email and prequalify them before passing off the prospect to a more experienced Account Executive.
Jacco van der Kooj’s POD structure is a great way to make sure you have smooth, consistent handoffs. The more structured your company, the better.
One of the best tools for salespeople is to use outreach and Drift. Outreach can be used in a variety of different ways, but it’s typically used as an email marketing tool.
RELATED: Sales Hacker’s Massive Guide on B2B Sales Prospecting
Create Instant B2B Buyer Insights
The first step in following up with a qualified lead is to create an instant snapshot of who they are, what kind of work you want them for, and why they contacted your company.
The more information you have about your customers, the better off you are.
It’s important to be prepared before reaching out. You want to make sure you have everything you need, but also that your timing is right.
Here are three types of data insights that you need in order to convert more leads.
Contact data is the foundation of your buyer insights. The more points you have to access a prospect, the better chance for conversation and staying top of mind.
- Email Address
- Office Address
- Phone Number
- LinkedIn Profile URL
- Twitter Profile URL
- Facebook Profile URL
The important thing to remember is that you should reach out to your buyers where they are most comfortable. Some prefer email, others may want phone conversations while some respond best on LinkedIn messages.
Demographic data is important for both the person and account you are reaching out to. It may include points of note such as:
- Job Title
- Job Level
- Shared LinkedIn Connections
The data points for an account may be:
- Company HQ City
- Company HQ State
- Company Size
- Technology Used
- Funding Raised
- Recent New Hires
- Department Budget
- Competitor(s) Used
It can be hard to know what data is relevant for your buyer, but these are some of the factors they might take into consideration.
The idea is to find the people who would be a good fit for your product or service and helpful during their first conversations with prospects.
Behavioral data tells us what drove the buyer to inbound.
Perhaps he or she:
- Read many blog posts about the same topic.
- I found a white paper that discussed one of the key things I offer.
- Searched for a specific term on Google, which led me to your website.
- I looked at reviews from other customers in the same industry and with a similar job role as mine.
These are all relevant pieces of information for a salesperson to have when they first start talking with the prospect. Using these insights, a rep can lead them into an outcome that is positive or confront any pain points.
Inbound marketing is a great way to empower both buyers and salespeople with knowledge about one another. This helps move deals through the sale cycle more efficiently.
To get these three levels of insights, you need a great marketing automation system and powerful sales intelligence tool.
There are many sales intelligence tools out there, one of which is called SalesIntel. This tool can help you track your leads and see who’s on the cusp.
Arm Representatives with Sales Content
Content is a great way to nurture inbound leads.
It’s important to remember that content is the key for B2B dealmakers. Nowadays, there are more decision makers in a company than ever before and some of them don’t have time or interest in speaking with sales reps. Content can replace this need so they’re not slowed down by extra conversations.
This way, when sales reps are looking for the right message to send their prospects, they have all of this information at hand.
The most important part of having a content library is making it easy for reps to find. If they can’t access the information in less than 30 seconds, then the info may as well not exist.
To help support your inside sales team, we advise investing in a content management solution early on. Jeremy found that Guru was really helpful for his teams since they live and work primarily in Slack and Salesforce.
Having your content library accessible and organized is really important.
We created a lot of content for salespeople, including case studies, videos and blog posts. We also tagged our articles with things like the industry they’re in or what position it would be most helpful to that person.
This saves reps a lot of time because they can search for content that is relevant to their opportunity.
You could also have content about follow-up emails, social posts and battlecards.
ClozeLoop is an example of a company that does this really well. They create knowledge bases for sales people to help them learn more about the product they’re selling without having to dig into it themselves.
The best tools for managing your content are Guru and Prezi.
Article: How to Write a Professional Bio on LinkedIn.
Have Transparent Record
Once you have a solid inbound sales process, it’s important to create an easy way for the team and yourself to track that performance.
The first step in any transparent system is to have a good CRM.
These tools solve the problem of manually logging every call, email, social touch and meeting into your CRM. They ensure that you have 100% accurate data inside Salesforce or an alternative CRM.
In order to establish a transparent system of record, it is crucial that you start tracking the most important numbers for your company. Numbers directly tied to revenue creation are key.
These can include inbound leads, phone calls, emails or chats on LinkedIn. They also include setting up meetings and holding them.
An important part of the sales process is metrics and KPIs. For example, reps should be held accountable to how many leads they generate, work on and convert.
We also believe in the approach to incentivizing mutual accountability, which is when marketing and sales share commission structures or quotas based on qualified leads for marketing purposes.
To measure inbound leads against outbound, you need to compare the two pipelines and see which one is more valuable.
If inbound leads are outperforming outbound sales by a significant margin, it’s time to increase the use of in-office marketing. If there is little difference between these two types of customers or if your company isn’t converting enough prospects into clients, then you need to evaluate where improvements can be made with how your employees interact with potential buyers.
Need Help Automating Your Sales Prospecting Process?
LeadFuze gives you all the data you need to find ideal leads, including full contact information.
Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:
- A company in the Financial Services or Banking industry
- Who have more than 10 employees
- That spend money on Adwords
- Who use Hubspot
- Who currently have job openings for marketing help
- With the role of HR Manager
- That has only been in this role for less than 1 year
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