Prerequisites for building an outbound sales strategyYes, you want to see your outbound campaign flying out ASAP. There’s no way you’re gonna let anything come in the way. Like any campaign, sporting or marketing, you need to focus on the goal with a clear perspective. To set your revenue team up for outbound sales success, you need to gain clarity around a few things. You need to find a positioning that makes your product stand out from the competition. It should also amp up the value of your differentiator. Determining your positioning will open up clues to determine your target customer acquisition cost and channels. Once that’s sorted, you’ll know where you need to work on to build the right set of capabilities and culture to successfully execute an outbound sales strategy. But how do you create that outbound sales strategy?
Create your own playbook for outbound sales successGoing from prospecting to qualification seems like a couple of easy steps but they are often marred by surprises. To successfully weather the storm in the market during your outbound journey, you must build a playbook of strategies. Then, you need to translate these outbound strategies into tactics for building a predictable pipeline generation process. You can draw guidelines around your B2B outbound sales strategy as follows.
Define your ICPBuilding a model of your ideal customer and evaluating all prospects against it makes it easier for revenue teams to focus on selling to targeted accounts. With a well-defined ICP, you can better prioritize accounts for personalization, identify channel preferences, and time your messaging accurately.
Determine your buyer personasB2B revenue teams need to identify the personas that will influence the buying decision around their solution. Having a clear idea of which personas to target within accounts makes outbound prospecting or qualification much easier. Even when you realize one or few of the target personas missing within an account, you can find relevant substitutes to include in your engagement list.
Aim at the right target groupAs you start your outbound campaign, you must define how you want to go ahead with building your target contacts list. Do you want to pick up specific accounts and have your reps build their own lists? This will be labor-intensive and you’ll eventually look at a data provider to source accurate, up-to-date demographic and firmographic data. Some vendors, even the ones leading in this category, might charge you exorbitantly or just not have data on your ICP. The sooner you find a steady and reliable source of relevant account and contact data, the better it will be for your outbound sales process.
Widen the net with one-to-many campaignsOnce you have created a list of target accounts and their contacts, you need to start engaging them with your brand and what you stand for. With the list of target personas in hand, you should craft the messaging to cater to the needs of these decision makers. Reaching out to different prospects at the same time means reduced personalization. However, by automating your outbound marketing activities and proactively engaging with them, you can make them feel like you’re listening to each one of them.
Monitor intent and run intent-driven outreachSometimes, we think of success as a rush of luck. For marketers and SDRs in outbound sales motion, a surge in intent for relevant topics or keywords can be all the luck they need. Revenue teams need to constantly monitor the intent of target accounts around their solution and related terms. This can be first-party intent captured in your interactions with visitors and prospects across your digital channels (website, email and social) or through search-based third-party intent. Then, serve them relevant content and information around the topic they are researching with messaging that tugs them.
Monitor account-level engagementAll engagements with your contact list should be seen in terms of account engagements. You should place the account in the buying journey depending on how the different stakeholders are responding to your campaign and interacting with your content or digital assets. Monitoring account-level engagement helps you determine their buying stage.
Sharpen your game with account prioritizationWith the above step you’re able to map the buyer’s journeys and place target accounts in the accurate buying stages. This helps you get a sense of how to help the stakeholders gain confidence around your solution in a personalized manner. Before you start reaching out at a one-on-one level, you want to identify the prospects that are high priority. For this, you need to weigh the accounts against the ICP, engagement and intent scales to arrive at account scores. And you can further segment them to sharpen your messaging. Then, you can start engaging with accounts at a personalized level.
Listen to Aseem Sinha, Global Demand Gen Leader at Algonomy talk about sharpening personalization tactics.