This article will address five indicators that may suggest that it could be a good time to consider sales outsourcing and marketing.
Outsourcing different functions to service providers is becoming more and more accepted. Companies can now outsource a variety of tasks like HR, staffing, product development and finance. But companies are often more cautious when outsourcing sales and marketing. But when executed correctly by an experienced provider, sales outsourcing can have a meaningful impact especially in helping you to build a modern sales and marketing organization.
Here are several reasons you may want to work with a modern sales outsourcing and marketing company:
Feature selling is not working – You need to start selling against pains with solutions. A sales outsourcing and marketing company will be able to help you quickly shift your early stage messages and process to focus on the buyer instead of your product.
Your Rolodex Reps have stopped producing – A fair amount of companies are able to grow their business through their founders or the early sales hires’ set of relationships. At some point this runs out of steam. A sales outsourcing company can provide a process that generates a more consistent flow of leads.
Sales model must change – Startups and small businesses grow markets in different ways. But most companies reach a stage where they need to go after a new market quickly. A sales outsourcing and marketing company can help you quickly shift:
- Selling to the enterprise to selling to SMB
- Generating leads for larger enterprise companies
- Transitioning your sales process from an outside sale to an inside sales
- Using content marketing to do your early stage sales education
You need to build a repeatable sales process – After a company has closed their initial 6 to 12 deals there you will have enough information and experience to build a repeatable sales process. A modern sales outsourcing and marketing company will have the frameworks to quickly help you build a repeatable and integrated process that can be scaled.
You have gaps in your internal team – A sales outsourcing and marketing company will be able to help by supplying:
- The right marketing talent and a sales talent to execute parts of your sales process
- The right automation and CRM systems experts
- Access to a database to market to and the talent to help you manage that database
- Content marketing and content production specialists
The right strategist and consulting experts for marketing, lead generation, lead qualifying and closing assistance are also typically part of any sales outsourcing and marketing engagement. These strategists will be able to provide a fresh perspective to help you remove barriers to your sales.
Sales outsourcing and marketing provides a number of benefits, like controlling costs, providing access to highly skilled sales talent, sales and marketing strategists, technologists and marketing professionals. You also avoid the costs and delays of building on your own. You get a team up and running faster that will be aligned around enabling growth.
Gabriel Sales specializes in helping Start Ups and Small and Mid- Sized Business build modern sales and marketing operations. To learn more about our approach we invite you to check out our About Us page or you can also check out our Sales Outsourcing and Marketing Case Studies to evaluate if we may be able to help
In 2015 Live Webinars were one of the top 3 content formats leveraged by buyers to help them learn more about a company’s solution. But according to DemandGen’s 2016 Content Survey webinars slipped slightly from this position in 2016 for the following reasons:
- Lack of time to view a full webinar: 88% of buyers surveyed said they prefer shorter content formats
- Too much content available in general: 83% of respondents said they are overwhelmed by the amount of available content
- The need to watch webinars live: 73% of respondents said they prefer to access audio/video content on-demand.
But on the positive side…if you create compelling webinars buyers that do invest the time are more likely to convert into Sales Qualified Opportunities. So as an outsourced sales and marketing we still love webinars because they are a killer piece of content to make it easier for your buyer to buy and a great predictive tool in your lead scoring strategy.
So as an outsourced sales and marketing company here are 5 tips we give our clients to ensure they get the most out of their Webinars to maximize their content marketing investment.
Turn one webinar into multiple pieces of content Outsourced Sales and Marketing Team can leverage
We can get a dozen pieces of content because that one webinar can typically be repurposed into:
- 4 to 5 Short Weblette Videos
- 4-7 Blog Posts
- A White Paper and/or an Ebook.
These also are shorter pieces of content which buyers now prefer.
You don’t need to always have live webinars.
Having live events are a great way to generate leads but you don’t need to always go into the extra work of making these live events. If you do have live events you should expect as many as 50% to 60% not to show. But this does not need to be a huge cause of concern. You can still follow up with these with additional content marketing. Remember to send them a notification when the live webinar is recorded. And we have also found that if senior buyers sign up its worth as many as seven follow up calls to these senior decision makers because they signed up for the event because they had a problem they needed to solve. It’s worth as many as 7 calls.
Simply Start with an On-Demand Webcast
Building on two of the points above, doing webcasts live puts more pressure on the presenter and the moderator. Now that buyers prefer on demand webcasts you can start there.. Simply simulate a live webcast. With video editing software it is now easy to clean up any mistakes if you don’t like how you presented a section. So in one session with some basic editing you can create an impactful piece of content that can be used for an extended period of time faster and with less pressure.
On-demand webinars are essentially DVRed TV shows, Demand Gen Report’s 2016 Content Preferences Survey showed that 73% of respondents prefer to access audio/video content on demand.
Send Email Promotions Strategically: Blasting multiple emails with the same message and content is not the right strategy. Send the first mail about two weeks prior to the event, the second two days before the event and the last mail the day of the event. And articulate what they will learn from the event with slightly different subject lines and content.
Webinars should be a staple of any marketing, education and lead scoring program. But they are just one important part of an integrated outsourced sales and marketing program. Marketers should stop thinking about them as events and start thinking and using them as part of an overall strategy to tell their sales story to the market in a substantive way.
To learn more about how Gabriel Sales can help you get more out of your webcasting and overall content marketing and sales efforts and how we can help you build more modern sales and marketing operations we invite you to check out our outsourced sales and marketing outsourced sales and marketing or the About Us section of our website.
10 years ago the number one way to generate new leads was through the proven method of targeting the right market, picking up the phone, telling your prospect a great sales story and setting an appointment. The more calls you made, the more appointments you could set. But times have changed and you can no longer throw bodies at the problem.
According to Forrester Research over 70% of buyers now prefer to receive an email and be educated digitally before meaningfully engaging with a sales rep. Couple this with the fact that buyers now pick up the phone 50% less than they did several years ago. You can see why you and your outsourced sales and marketing company now need to approach cold calling and their phone approach to sales and lead generation differently.
So now when you outsource sales and marketing in 2017 you can expect your outsourced sales and marketing team to generate leads through a combination of one integrated process that includes:
- Email Marketing Campaigns
- Content Marketing
- PPC Campaigns
- And Cold Calling
All culminating in the ability to score leads so your callers are focused on buyers that are most likely to transact.
This aligned sales and marketing process implemented by an outsourced sales and marketing partner will impact your teams approach to calling in the following ways:
When cold calling your outsourced sales callers will start by simply introducing content
If buyers prefer to learn about new solutions through educational content this is where your calling efforts will start. You should use your callers to target customers that fit your ideal customer profile – buyers that are in the right vertical, buyers and influencers that should have a need for your solution that can help them hit their own personal annual bonus this year, and buyers that you have a proven ability to serve. Your goal of that initial call should be to get to pitch your solution in under 30 seconds, confirm that they have at least a little interest in your solution and that they are the right person at the company to share the information with. Once these goals are achieved you should share the information and get off the call and move on to putting more early stage deals in the funnel.
Your outsourced sales team should focus on helping and not selling
You callers initial focus needs to be more customer service and buyer education focused. Not trying to set appointments immediately with closers. Your callers need to shift their mind set to discovering if there is a real possibility of a fit. Your initial aim needs to qualify, not force or convince. Forcing a fit is a waste of your buyer’s time and your time.
One of the primary innovations of automation technologies is that it gives you’re the ability to observe a buyers digital footprint so you can see what buyers are most curious and interested in your solution. Once the lead has been generated your outsourced callers should focus on these leads first.
Your callers should focus on understanding your buyer’s needs
If your callers are calling on buyers that are highly scored this means the buyer is educating themselves about you digitally. Your callers don’t need to pitch, they need to understand what the buyers specific needs and goals are. Your callers need to change their language from “sales speak” to natural language. You need to ask smart questions, then listen. Doing these two things will immediately set yourself apart as someone who is patient, open minded and willing to listen. Ask what more educational material the buyer would like to see.
Finally your callers need to close on the sales appointment
When you follow this process that allows the buyer to buy the way they want to buy you will know that:
- The buyer is a fit for your business
- What the buyer needs
- That the buyer is educated
At this point your outsourced sales team is ready to hard qualify the deal for your closer and ask for the appointment. At this point the buyer is either ready to buy or not ready to buy. The buyer will trust you so you will be able to ask hard qualifying questions and expect accurate and truthful answers because trust will have been established in both directions. And most importantly when you pass to your closer they will have all the information they need to service and close the buyer for a mutually beneficial long term relationship.
Gabriel Sales builds outsource sales and marketing teams for Start Ups and Small Businesses. We help companies build modern sales and marketing operations for buyers in this new digital landscape. If you think this may be a fit for your company we invite you to visit our outsourced sales and marketing services page to learn more about what we can do for you.