Have you ever had the experience of someone trying to sell you something that would only be useful to your retired grandfather?
This type of sales blunder can be avoided with the help of the inbound marketing team.
They have developed clearly-defined buyer personas in order to help sellers personalize their communication and outreach. As we learned earlier, no one wants to hear about something that is not relevant to them.
Smart sellers adapt an inbound marketer’s mindset to position and express the company’s value proposition exactly how their ideal buyers would want to hear it.
Buyer personas help your marketing team create targeted content that will attract qualified, potential buyers for your sales team from the get-go.
2. Warming Up Leads
What is this lead trying to accomplish? Consider this question with each new opportunity.
Inbound marketers spend endless amounts of time creating, testing, tweaking, perfecting (and then doing it all over again) to find ways to generate quality leads.
They create content to attract and educate prospects that they’ll then segment and cultivate until they are ready for sales.
Sales and marketing should be in agreement on what defines a qualified lead and how to move them down the road on the buyer’s journey. You need to determine which stages of the funnel are appropriate for a salesperson to follow up with and which should be sent to marketing.
For example, someone who signs-up for the free trial of your product and someone who subscribes to your blog should get two different follow-ups.
Marketing preps and seasons the leads for the sales team. Then, with the information provided by the marketing team, sales is ready to acknowledge the level of interest, further understand the needs, and take the appropriate action step.
3. Content Creation
Inbound marketing teams spend a large majority of their time creating content.
All content (whether it’s a blog article, eBook, social post, etc.) is created with the goal of targeting prospects at various phases of the buyer’s journey to help entice and educate while moving them closer to the “close” or purchasing stage.
Sales should make use of these well-thought out pieces to help progress the sale. It makes the desperate thought of “I’ll just send them a proposal!” after an initial call fade away.
Content created by the marketing team gives sellers more options for next steps and follow-ups with prospects.
It also serves the purpose of delighting existing customers with valuable information. This builds stronger customer relationships and when it’s time for a renewal or upsell, sales has a better shot at retaining the business.
In an aligned organization, it’s marketing’s job to help sales more fully understand the qualified leads they get and the information that would be most valuable to them. Sellers need to open their eyes to the endless opportunities that inbound marketing provides.
Collecting Sales Data with an Inbound Mindset
It’s also important to note that marketers are constantly testing and analyzing new campaign ideas. They are ready to pivot at a moment’s notice based on the data streaming in -- but sales professionals can be much more reactive with their actions and strategies.
As their jobs require a great deal of human interaction, it can be easy for salespeople to get caught up in anecdotes and not see the reality in the facts, but at the end of the day:
Data should guide your thinking and actions; not just your gut.
Fortunately, sellers can adopt an analytical inbound marketing mindset by tracking day-to-day activities using a CRM or even a free service like Google Sheets.
Looking at the numbers and data behind your selling process will be the only clear cut way of determining what’s working and what isn’t -- without getting emotions involved.
The only way to see improvement is to track in the first place, so don’t get too attached to a certain email template or follow-up approach. If it’s not working, you need to be ready to rethink and rework it at a moment’s notice.
That being said, start keeping tabs on:
How much time you’re devoting to researching prospects
How many first appointments you have each week
How many opportunities you have in each stage of your pipeline
How long an average sale takes
Email reponse and click rates
The ratios between how these metrics affect each other
Being aware of these numbers will help you make informed decisions about what you should be changing or tweaking to progress your sales strategies.
Tom is a project management ninja and creative design guru with strong entrepreneurial underpinnings and a love for helping businesses succeed. As the CSO and Co-Owner of IMPACT, Tom engages in and shares Bob’s vision of building the BEST inbound marketing agency.
With his passion for business development and an incredible team surrounding him, Tom would say he’s never really worked a day in his life at IMPACT.
Beyond the day-to-day, Tom balances life at IMPACT with extra-curriculars that include rockin’ out on guitar and participating in all things automotive (more specifically BMW.)