How can we generate more leads? (Inbound (Content (Downloadable white…
How can we generate more leads?
How can we optimise out outbound approach into existing accounts?
Should we be investing more in marketing and SDRs?
What channels are likely to provide the highest conversion rates?
What other channels should we be investing in?
Leads that are likely to convert and close
Referral leads are more likely to close
What can we do to up our referrals programme/assets
We need to measure our conversion rates by channel to see which one is the most successful for us, and then invest in those channels
Purely inbound leads also more likely to close
What can we do to up our inbound/web to lead efforts
"If there are gaps in your Sales peoples' calendars, you don't need more Sales reps, you need more leads"
Social media campaigns
Put a meeting scheduler on the website
Networking & events
Downloadable white papers on website
Campaign sites for each client
Targeted LinkedIn campaigns and inmails
Email marketing campaign
What platform do we use
What data source do we use
How do we ensure compliancy
Keep this in Sales - "Sales write good emails"
Hire SDR team lead to run this with one person in the team (they support CDMs)
SDR comp plans based on 10 opportunities a month, only start earning the comp once they've generated 5 (if you make 4 you don't get anything), then they earn % of the deal closed to incentivise good op creation
Three email campaigns a week
Include quote in email from customer in specific vertical
One email campaign for each vertical
One email campaign for each account
Include quote in email from specific account
Revisit any closed lost opportunities
Sales to reach out
Marketing campaign to target these people
Social selling into new/existing accounts
What can we do to optimise this approach?
R/R/C to ask for quotes that we can include in Sales decks
Create clear Sales playbook, using personas, to optimise outreach messaging and overall customer engagement
Weekly targets for each Sales person e.g. number of connections made, meetings etc
Sync up Salesforce with calendars
Referral assets that we can easily share within existing accounts
Newsletters/webinars to share content, success stories & best practice
How can we generate more leads in existing accounts?
Huddles/webinars that bring users within an account together
Regular newsletter which includes updates on exciting projects, blog posts etc.
Optimising our outbound/social selling into the accounts
Are we targeting the right people with the right message?
Are we targeting enough people?
Do we know the accounts well enough?
What can we do to improve our account planning/strategy?
Create referral assets which can be easily shared with other stakeholders in the account - share success stories and ROI metrics