There is no denying it anymore, holiday season is over. For some, the holiday season came with cold nights spent by the fire, cups of warm hot chocolate, and “fresh pow” for you serious snowboarders out there. While we ponder all the things we are thankful for and relish in the time well-spent with friends or family, we also remember it’s that time again folks, Q1 2016.
As we head into the new year, I thought I’d pass on some major sales and marketing initiatives that have helped me be successful as an SDR in 2015.
If you don’t have a killer content program, account scoring, and/or a hyper-personalization strategy, then start asking your sales and marketing leaders for these programs now! These three initiatives on our team here at EverString have hugely impacted my success. I’ll go through what makes them unique and how they’ve helped me be successful.
A Killer Content Marketing Program
Content marketing is hot…like really hot. The amount of content on the internet is massive and will only continue to grow rapidly. In the new year marketers must ask the question, “how will our content stand out as content sharing continues to rise?” Killer content that is creative, funny, and relevant is a valuable way to attract the right eyes for your product! I love sending our content out to prospects, because there’s usually something they relate to or get excited about. Some places where I’ve seen serious traction –
- Infographics: I’m a personal fan of the infographic. A creative and clear infographic is easy on the eyes and, if pieced together properly, it’s very fun to follow the paths they often illustrate. Not to mention it helps me pick and choose the concepts I want prospects to consume at a glance. Take a look at our infographic that illustrates our 2015 State of Predictive Marketing Report as an example.
- Funny Ads: I got an email today from a very excited prospect complimenting us on our Twitter ad. He told me he’s excited to follow us on social and is looking forward to our next call. BAM. How many times has a prospect emailed you happy they saw your ad? Weaving in some humor into your marketing can make your message stand out among the masses. Your prospects are people too! Give them a laugh every once in a while. Take a look at the very ad that got our prospect to respond on Twitter.
Our demand generation efforts are serious. Our Director of Demand Gen is no joke when it comes to getting our quality content in front of the right audience. As her hard work pays off, in comes the marketing qualified leads, and the handoff begins.
“The handoff” is where marketing has done their part—the right person has consistently interacted with our site, downloaded some late stage content, or the mother of them all, requested a demo— and it’s time to push to sales. How did we know he was the right person? Because of account scoring.
Yes, I said account scoring, not lead scoring. Leads are great and all, but the truth of the matter is that leads are people, and even the best person with the most ideal title may not work for a company that is a good fit for your business. And if the company isn’t a good fit for your business, than you have no shot at a closed deal.
Not to mention, people come and go. Another problem with traditional lead scoring, is that it can disqualify a prospective company just because an individual lead left his job. In reality, a person leaving a company does not change how you do business with a particular account.
With our predictive marketing platform, account scoring effects more than just our marketing inbound leads. It also provides immediate value for me, as an SDR, from the moment I add new leads to our database. When I add new leads into Salesforce, they are scored within 5 minutes. That means within 5 minutes of seeing these leads for the first time, I know exactly which leads I should spend my time prospecting into.
I know the holidays are over, but it’s not too late to gift your hard working sales reps with high-quality leads via predictive demand gen and scoring!
A Hyper-Personalization Strategy
CALLING ALL REPS: Cadences have their time and place. A courteous cadence as a follow up to an event or webinar is a great way to touch all leads quickly and efficiently–while they are still coming down from the excitement of that massive tech conference.
With that being said, it is a different story when it comes to your daily outbound efforts. It’s important for sales development reps to take advantage of the high scoring accounts in their database. If you are anything like me, you can spot a generic, canned-worthy email from a mile away. Does anyone like receiving these mass emails? Take some time to learn about your high scoring prospects— what do they like doing on the weekends? What are their business goals? Take advantage of LinkedIn profiles and articles your prospects share on their social profile. There is nothing more flattering for prospects then speaking to them about what they actually do on a daily basis. It shows you took some time to read and learn about the things they are most passionate about.
There you have it… my learnings from 2015 to help you succeed in 2016. Sales reps and marketers, how will you drive pipeline and improve conversion in 2016?