As discussed in our Series on Aligning Sales and Marketing with smart outsourced b to b demand generation, our core job as an sales and marketing outsourcing company is to fill the pipe with sales qualified leads. Then with an outsourced sales engagement our job is to close that business. To do this we are required as an outsourced inside sales team to support or execute to the following marketing goals and objectives. And we are also tasked with creating the following deliverables to ensure our clients success (which are significant value adds) for our New Product Launch sales outsourcing clients:
1. Creating a Marketing Qualified Database of Customers – As part of a launch we consult with our clients to go after a very focused set of targets. By the time we are done your core market will know who you are, what you offer and what makes you different. The market will be ‘branded” and profiled so that your marketing team can continue to nurture the right accounts “not yet ready to buy” and ignore those accounts that will never transact.
2. Digital Sales Content – The quickest way to create “sales” content that will move the deal forward is to leverage digital platforms with authentic content that supports what prospects are being told by sales reps. This can be short video clips, quick blog posts and webcasts. By the time we are done with an initial campaign your content will be tested and proven (or dis-proven) and can continue to be used by the sales team or additional channels to drive efficiencies and accelerate pipe velocity. You have created content that you know works. These messages and initial content can be shared with a creative agency to polish and refine. It can then be taken to the mass market or leveraged with a publisher as part of a media spend.
3. Tested Messages for Direct Marketing Team – As part of our initial B2B demand generation efforts we will have tested messages, tested pains and tested some nurturing campaigns. You will know what messages will drive opens (and ideally conversions) as you decide on how and what to budget for direct marketing, pay per click and SEO efforts.
4. Sales Process Map – As we build an outsourced b 2 b demand generation and sales outsourcing solution understanding the key events in a buyers cycle is critical. Once this is mapped and proven this map can be used for creating a longer term digital content strategy and social media outreach campaign. The map can also be used to set work flows in a a marketing automation platform for lead nurturing campaigns to reduce your inside rep head count costs as the pipe grows.
5. Ability to Forecast the Sales Cycle – As we are measuring all the key success metrics, as deals flow through the pipe, we are also able to start evaluating the key buying signals for the client. This data is also anchored in cold call metrics. This allows our outsourced sales partners to understand what causes and a customer to move. It also helps them to understand when a customer is moving from “educating” themselves to getting serious about ‘making a decision and evaluating vendors”. We provide hard data that helps our clients to decide what digital content is most important to invest time and effort developing with a publisher or creative agency.
For more information on the additional strategic benefits of working with a sales outsourcing company like Gabriel Sales, and what we can do to put deals in your pipe with a b to b demand generation program, please feel free to CONTACT US. For additional strategies and tactics you can leverage for a New Product Launch feel free to visit our Resource Center dedicated to Go-To-Market approaches.
