An inbound lead has filled out a form on your website and downloaded one of your marketing ebooks. What happens next? Nothing. This valuable lead can sit in your CRM before someone in your sales team is able to reach out and start the sales process.Ever since we started building our content marketing strategy, we wanted to take the traditional sales prospecting role and make it work within our inbound marketing efforts.
Just because they’re inbound leads, doesn’t mean they’re ready to buy.
Marketing automation aids to automate your entire lead nurturing process by running drip campaigns and providing follow-up reminders, but today’s buyers demand personalization and meaningful conversations.
Outbound prospecting calls help you speed up the qualification process, explore your lead’s pain points in real-time, answer their questions, and move them further down the funnel.
Let’s check out the steps to use outbound prospecting on your inbound leads.
1. Conduct research on your inbound leads
In order to engage effectively with your inbound leads and have a personalized approach, you need to know exactly who your leads are and which marketing content they’ve engaged with.
Since they have given you their most basic contact information in exchange of your content, the first thing you should do is take that information and look for your leads’ profile on LinkedIn to learn more about their company, their role, or any other important demographics.
If you’re using a CRM to capture leads from your website, make sure to check the source where your leads came from. Did they find you through a google search? From another website? A tweet? What other type of content did they engaged with? What was the topic about?
Having this information in hand will help you better guide the conversation with your leads. There’s nothing that speaks more personalized than a sales rep that is aware of the potential pain points and concerns that motivated the lead to engage with specific marketing content, and is prepared to offer a solution.
Quick tip: A way you can speed up your inbound prospecting and prioritize your calls is by setting up automated lead scoring that assigns points to each lead based on your ideal customer profile criteria.
2. Set up a multi-channel lead nurturing sequence
Research by Forrester has shown that marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads.
Just because a lead engages with your content doesn't mean they are ready to buy; but then again, it doesn’t mean that they won’t be interested in the future. Setting up a lead nurture process is crucial to building a strong relationship with your potential customers and keeping them engage with your product until they’re ready to buy.
HubSpot workflows is a great tool to automate your lead nurturing sequences. You can segment your outreach based on your buyer personas, the stage of the buyer’s journey that they’re in, or the pages they’ve engaged with, in order to make your outreach relevant to the right lead.
You can also thread both emails and calls into a single sequence to maximize your results. You’ll be able to trigger targeted emails and launch live sales calls without waiting in line for a sales rep to be available, or settling with a call task or follow-up reminder sitting in your inbox.
3. Add intelligence to your prospecting calls
The exploratory nature of prospecting calls allows you to guide your inbound leads to uncover valuable insight into their own problems through the exercise of answering targeted questions, while simultaneously educating them on your product and establishing your brand as an authority.
If you’re wondering how this sounds like, here’s an example: Hi John, this is Paul from VOIQ. I saw you downloaded “Re-evaluating your Sales Development" ebook. We’ve been seeing many companies in [Prospect’s industry] struggling with [Related pain point] . We’ve been [Alleviating pain point] and I wanted to ask you a few questions to identify if you are in a similar boat. [Begin asking top five pain point identifying questions]”.
But like email marketing, in order to be successful in outbound calling, you need a solid strategy and the right platform. VOIQ’s intelligent call software allows you to leverage lead intelligence from your CRM to build the perfect pitch for your leads. You can also track all call activity made to your inbound leads like number of attempts, successful calls, qualified leads, and cross measure all those variables to determine the best cadence, timing, message, call flow, etc. to fully optimize your outreach.
When you add science to prospecting calls you are increasing your chances to connect with your leads and have better sales conversations.
4. Set-up demos with sales-ready leads
If your marketing qualified lead is ready to move to the next stage of the sales process, go ahead and schedule a discovery call with your sales team, or set up a demo call with an account executive. BOOM. You just turned a content consuming lead into a real sales opportunity!
Learn how to develop a successful outbound call strategy to nurture lasting relationships with your inbound marketing leads.