When your sales funnel starts to looks more like a martini glass, it’s time to try a different approach.
An influx of leads at the top of the funnel is great unless the rest of the pipeline can’t keep pace with the growth. As leads are discarded or get stuck, conversion rates tend to plummet.
There’s more to job hunting than seeing an ad and applying.
The top tier candidates need more information than a bare bones job description to get them in the door. After all, it’s not just a new job, it’s a new page of their life.
So how do you convince these candidates to apply for the position in the first place?
It takes 7 to 9 personal touches with a potential client to get them engaged in the sales funnel.
The most important word in that sentence is “personal.”
How do you figure out which prospects are actually potential buyers?
You could keep in touch with each lead and see how it goes, but that’s not particularly efficient.
Neither is using a crystal ball to predict the outcome. Instead, you want to use a more statistically sound type of prediction.
Predictive marketing takes large amounts of data and inputs it into a model to predict what prospects are going to do based on characteristics they share with the customers who already love your product.
There’s been a lot of buzz lately about how awesome account-based marketing is, but how exactly do you get started?
From goals and tactics to impressive results, here are details on three successful ABM campaigns to cast the strategy in an actionable light.
Thinking about transitioning to ABM?
Making a shift from a traditional lead-based to an account-based marketing model is a big step, but it doesn’t have to be difficult.
As long as you start small with ABM tactics and make sure that sales and marketing are working together to smooth the process, a transition to ABM is possible.
Why does your company exist?
Why do you need to make this specific product or offer this exact service?
If you don’t have ready answers to those questions, your brand is probably lacking a core position to base your sales and marketing efforts around.
Without a precise understanding of your company’s reason for being, it’s hard to get all of your content, events, and other marketing strategies to add up to anything productive.
What type of person do you want on your marketing team?
Someone with deep-seated knowledge of a particular marketing topic? Or someone who can learn and adapt to various areas to provide support wherever they’re needed?
Whichever your preference, it’s important to know what you’re looking for during the interview process. Having a solid idea of your ideal personality type to add to the team can smooth out the sometimes risky feel of bringing in someone new.
All sales reps are not created equal.
A salesperson may be great at selling a product, but have no idea how to sell a service. That’s because they each require very different skill sets.
To sell a product, you sell a solution. To sell a service, you sell a vision.
Wouldn’t it be great if there was a map to keep your business on track?
Actually, there is. Key Performance Indicators (KPIs) are the road signs to your business map. They are the numbers that show you where you’re likely headed, and whether or not that’s the right path.
However, sometimes you don’t have all of the KPIs you need to give you a complete picture. So how do you fill in the holes in your map?
We’ve preached the virtues of aligning sales and marketing numerous times, but it’s especially important with an account-based strategy.
Due to the narrow focus on target accounts, maintaining a consistent outreach message from both salespeople and marketers can be tricky if the two departments aren’t communicating well.
Keeping everyone on the same page saves time and effort for both teams.
Casting a wide net isn’t always the best approach.
With lead-based marketing, the tendency is to seek out a broad range of leads and weed through them as you go. With account-based marketing, there’s a much narrower focus that makes greater attention to detail possible.
With the narrowed scope of ABM, there’s also a higher opportunity to get really creative with marketing campaigns.
In this episode, Adam von Reyn, VP of Growth Marketing at InsightSquared, explains why they switched from lead-based to account-based marketing and how that has impacted the four main stages of the sales funnel.
Over time, even the best salesperson can lose the fire in their sales hustle.
Whether it’s due to getting pounded by the daily grind or losing passion for the job, sometimes the excitement just isn’t there.
As a manager, how do you keep your team—and yourself—excited about sales?
Time is one of our most valuable and finite resources.
When interacting with a prospect or current client, you’re both really buying and selling each other’s time. Event or experiential marketing is a way to leave a lasting impression on clients and form closer bonds with them through time well spent.
In this episode, Nick Spike, Senior VP of Business Development for Thuzio Executive Club, explains exactly why experiential marketing is so powerful for building relationships with prospects and clients.
It’s still up for debate if it takes a village to raise a child; however, it is certain that it takes a whole company to manage a pipeline.
Pipeline management is not just a sales issue. It takes a whole team from sales, marketing, and business development to ensure that the pipeline is healthy and thriving.
Onboarding new clients can be cumbersome.
Moving from closing the deal, to transitioning the client with the onboarder, then to implementing the product isn’t always the smoothest process.
Companies who makes it clear that the onboarding will be simple have an advantage over companies who make it seem complicated.
People don’t like being sold to.
So, how do you get them to willingly enter the sales process and make a purchase?
Instead of trying to sell, you have a better chance of closing a deal by leading. Leaders are people who get others to willingly follow them. By using effective leadership practices, you can lead your buyers into a purchase without having to “sell” at all.
In this episode, Deb Calvert, Author of DISCOVER Questions Get You Connected and president of People First Productivity Solutions, explains how using the 30 behaviors of effective leaders can make you a more successful salesperson.
When you’re managing a remote sales team, there’s no water cooler effect.
You can’t rely on the typical face-to-face experience of the 9-5 life, so managing a sales team requires more intentionality.
Cold calls are often answered with aversion.
Prospects zone into the yes/no script, itching for the moment they can hang up the phone. So how does a SDR break through?
Reps need to sell the meeting before they can sell their product.
Sales and marketing departments for B2B companies are spending $5.2 billion a year on creating and delivering content.
Shockingly, only 30% of that content is actually being used.
Content waste is costing companies, so how can marketers start producing content that both salespeople and customers can actually put to use?
The short answer: Content activation.
Why do we consume content?
Because we’re hungry to learn. We hope to read or hear some new chunk of knowledge that we can apply in our lives to make things faster, better, stronger.
In this episode, Will Barron, host of the Salesman Podcast, shares several tips on how content can turn you into an industry celebrity, how to get motivated for sales success, and the fastest way to improve your sales skills.
Sometimes, the existing market categories don’t fully encompass the meaning or purpose of your business.
In that case, you might have to branch out and create your own category. This method comes with a lot of additional hurdles to success, but when done correctly, it can be extremely rewarding.
If the general rule for sales managers is to have 10+ years experience, then Kevin Chiu is the exception.
Kevin joined his company as a 20-something sales manager with little experience and an insatiable hunger to learn.
An email from a company tells you about their great product, but a coworker tells you about a lousy experience with that same company and/or product.
Whose opinion do you trust? The company trying to make a sale or the person you actually know?
This reliance on human advice works with positive feedback, too. A glowing review from an independent speaker at a conference is far more likely to gain your attention than a company spokesperson.
If you have an account-based marketing strategy, you understand that it’s rooted customization.
In order for this tailored approach to be successful, you have to deliver customized content and a personalized experience to every account.