This blog is the second part of a three part series that discusses the difference between sales content marketing vs. other types of marketing and how you can approach creating a successful Demand Generation b to b solution (with or without outsourcing) by aligning sales and marketing. In this blog we provide a simple framework for driving success. CLICK HERE FOR PART ONE.
As an outsourced sales organization we firmly believe that every outsourced demand generation b to b effort needs “to start with the end in mind”. That “end” is closed business. Therefore, b to b demand generation requires sales. As a company we build High Velocity Sales Machines. The marketing services we provide to support the sales efforts are focused on improving two areas: Demand Generation and Overcoming Specific Sales Objections. Our focus when executing marketing services in these areas is to create the feedback loops required for the marketing team to create content (or in many cases to produce the initial necessary digital content ourselves) to ensure that the sales content meets the need of the buyer exactly where they are in their buying cycle. You need to match your sales function to the customer buying cycle. Typically:
- B2B Demand Generation – helping the customer define their problem and establishing your credentials as a thought leader to help them.
- Sales Engagement and Qualifying – helping the customer to compare your solution to other solutions in the market. And to evaluate their alternatives.
- Closing – sales starts when the customer says “No”. This content needs to overcome specific objections so that the customer can verify the ROI and confirm what you have already told them so they are comfortable committing to you.
For Gabriel Sales, sales content marketing is not strategic, it is tactical and measurable. The job of sales content marketing is measured. And when we make recommendations or create content that content starts by addressing a specific need or objection that we have heard directly from a customer.
Below is a simple framework we use when creating digital content or providing feedback loops to the marketing teams we work with.
We are giving our marketing efforts “A Sales Quota.” To do this you need listen and document the conversation with the customer. As part of our services we map the entire sales conversation to identify the objections, and then create authentic digital content that addresses those needs and objections specifically to get deals through the pipe.
To summarize, smart sales content marketing is a simple as:
- Getting everyone to agree that the Sales Marketing job is to close business
- Listening to the Needs and Objections of your customer to understand the “Sales Conversation”
- Creating Authentic Content that addresses the client’s needs for where they are in the buying cycle
As an outsourcing b to b demand generation company we are not delusional. We know what we are the best at, and what other solutions are more effective. We are the best at building outsourced demand generation engines that:
- Generate b to b sales leads with cold calling efforts
- Take cold call leads and inbound marketing qualified leads, listen to the customer and understand their needs and sales objections
- Move deals from marketing qualified leads to sales qualified leads by:
- Creating and distributing great “Sales” content that move the deals forward
- Training reps how to use that content
- Providing great feedback loops to marketing teams so they can expand on that effort once proven
With a full pipe we then transition to the close by staffing enterprise sales reps or inside reps as the need dictates.
The final blog will discuss how internal “marketing” teams and external agencies can build on smart sales driven demand generation and sales content marketing to put more qualified sales deals in the pipe.
If you would like to learn more about how an outsourced demand generation solution can help accelerate this alignment and scale, please feel free to CONTACT US for a free initial strategy conversation. Or visit the B2B Demand Generation Resources section of our Website.
To review Part 1 Top B to B Demand Generation Requires Sales Content Marketing CLICK HERE.
To view the final blog in this series on Successful Demand Generation b to b please CLICK HERE.
Choosing to Outsource instead of hiring illustration design
This blog explains how you can use an outsourcing sales and marketing company to quickly increase sales, in order to secure investments for a new product or technology.
When trying to convince someone to invest in a new product or technology, businesses will likely be asked to show why the investment is worth the money. Investors are looking for sales metrics, often by specific target markets and sales verticals. In other words, an investor wants proof that you can deliver, so they can feel secure in investing. However, if your recent sales do not impress, you are unlikely to establish trust and secure investments.
So, what can you do when you have a great idea, and not enough sales traction to get solid investment terms? One solution to this problem is to turn your sales over to an outsourced sales team to quickly increase revenue and implement the use of sales and marketing tracking tools, and performance metrics that report and measure dollars in and dollars out.
Without extensive sales knowledge and sales experience, these tasks may seem daunting. An outsourcing sales company can help make this process much easier and less painful. An outsourced sales team can help you attract the capital you need and quickly get your product or service to market.
Benefits of Sales Outsourcing:
- Experienced sales professionals work to understand your specific business pains and needs
- Outsourced sales teams use their experience to quickly devise and execute business plans
- Outsourced sales teams understand what strategies and sales methods will work best for your business
- Experienced sales professionals work directly towards achieving your goals efficiently and effectively
- You can target your most successful markets, while simultaneously building new markets and securing new leads
When your sales process is running smoothly and effectively, turning out consistently closed deals at the end of your pipe, you should have no problem obtaining investments for a new product or service. The team at Gabriel Sales can help make that happen.
If you’d like to see how sales outsourcing could benefit your company, contact us for a free pipeline velocity review.
This blog builds on a previous blog titled Sales and Marketing Alignment Requires Agreement on Lead Definitions. It describes a metric driven approach to get sales and marketing excited about working as a team to put qualified deals in your sales team’s pipe.
Whether you are building your sales team, outsourcing sales, outsourcing lead generation, outsourcing sales nurturing or sales qualifying, all the focus needs to be closing business. As we discussed in Sales and Marketing Alignment Requires Agreement on Lead Definitions, there are three steps in sales and marketing alignment that that will ultimately give your marketing team a sales quota:
The first step in building Sales and Marketing Alignment is to agree on your Ideal Customer Profile.
The second step is to agree on definitions for early stage leads, which are:
- Marketing Qualified Leads (MQL) – Accepted information.
- MQL Hot – They are actively digesting the right message and content in multiple ways.
- Sales Accepted Leads (SAL) – There is a fit between the customers pains or needs and your product or solution. It makes sense for telesales to invest time in.
- Sales Qualified Lead (SQL) – Established decision making process, budget and/or path to budget
- Nurture – Have expressed interest and legitimately not yet ready to buy.
The third step is to make sure that the marketing team and telesales team understand that they have a shared job, which is:
- to put deals in the pipe that can eventually close
- to keep as many leads in play until they are ready for sales
- to get deals out of the pipe that will never transact
- to avoid generating leads that will never transact
- ultimately to keep the steady state pipe at a volume that keeps the sale team at maximum effectiveness
The way we frame the jobs for our outsourcing lead generation and marketing teams is they always need to be creating measurable momentum with a focus on moving deals towards qualification and ultimately, the close. The different jobs are:
- MQLs = Momentum Makers – have the effect that starts momentum
- SALs = Momentum Builders –have the effect that increases momentum
- Nurture = Momentum Sustainers – have the effect that prolongs momentum
The other positive outcome is the lead generation reps stop filling the pipe with leads for lead volume’s sake and they become self-critical of squandering time, energy and resources on tactics that they deem as:
- Momentum Breakers- have the effect that stop momentum
- Momentum Takers – have the effect that sap momentum
- Momentum Fakers –have the effect that stage momentum
The lead generation reps, inside sales reps and marketing coordinator’s collective scorecard is based on Sales Qualified Leads. What emerges are statistics the team can leverage on a daily, weekly and monthly basis to identify what’s working vs. what isn’t working. . Here is what the early stage metrics would look like specifically for an aligned marketing and telemarketing organization following up on a Webcast.
The power of measuring it this way is manifold, but quickly here is how I would read this:
- Total calls to contact means the list is solid. Good phone numbers. A momentum sustainer.
- The ICP profile is solid as is the initial script because 65% of the conversations we are having are moving forward and that’s a momentum builder.
- The content is a winner because over half of the conversations we are having are accepting additional information.
- Voice mail as a tactic is definitely a momentum maker because we have a 3% return.
- Finally, Voice Mail is now a strategy that we need to totally commit to because 67% of those return calls are hitting the pipe.
Bottom line with this approach: you can measure both the team and the individual tactics so both the individual and the team successes are acknowledged simultaneously.