Executing Effective Sales Campaigns
I get it, it is much easier to have leads dropped in our laps from the marketers, and honestly, this does happen occasionally, but one must never ‘wait’ for leads.
Salespeople are in place to drive, identify and develop leads.
Easier when there is some ‘nurturing’ at the top of the funnel, e.g., branding management and execution, and top of the funnel inbound and outbound, from the marketing team, but with - or without this, salespeople must execute to generate new leads and activities.
We will look at a few components of what I have seen to be effective with outbound sales campaigns.
These include:
What is ‘sexy’ enough for someone - read: a prospect - to open up an email about (including a ‘sexy’ subject line, as no ‘sexy’ subject line and your email will not even get opened), especially when folks each get hundreds of emails a day. I note here emails, but other mediums could be used as well, e.g., phone or even traditional ‘snail mail’;
Craft the message around this ‘sexy’ hypothesis well and succinctly, and not from the standpoint of product outreach (won’t get read, won’t get opened) - but, rather, with a focus on a business problem or opportunity, and solution/capability that can help address the business need;
Include something in the email which captures interest, maybe a simple graphic with a point of view, that calls attention to the reader and the problem and solution being highlighted, note this should represent some sort of ‘thought leadership’ as, this will drive more interest than grabbing something stock off of the internet;
Then - who to send to? Let us not target ‘the world’, let’s make the outbound relatively targeted - which retailers or firms would benefit? And who there - I always lean to the business and not IT - may have a need for this particular business problem/solution?;
Work with the outbound team to craft a relatively simple email (note simple, not lengthy as lengthy will not get read); include this attention-grabbing graphic that speaks to some sort of value;
Send the emails and do personalize them, generic outbound campaigns will have very little success, from what I’ve seen;
Finally, ensure periodic follow-up, not incessant follow-up, but follow-up (could include a call) maybe another time or two;
And for the bold, send an unsolicited invitation with a few highlights from the note and a simple, value-defining agenda.
More details on the above in the weeks ahead…
#konposit #salescampaigns #leads #leadgen #salesexecution #marketing #marketingexecution #effectivecampaigns