How Would Your Sales Team Like Some Hot Chocolate… oops Accounts?
Just like serving a lip-smacking hot chocolate drink, passing on the perfect MQAs to your sales team requires the right mix of ingredients. It needs to be served at the right temperature just warm enough to be enjoyable, like engaging enough with an account without spamming or irritating the buyer personas. What do marketers need to do to serve hot accounts to sales?
- Bikash
- December 12, 2024
Why your sales will love a blend of hot accounts
After accounts have been nurtured enough at the top and middle of the funnel, they must be further warmed up to turn them into opportunities. This is the stage where accounts are identified to be in the market through engagement and intent signals. In this stage, marketing needs to establish their solution as the most suitable one for the buyer’s use cases. When this is done successfully, prospects will be ready to speak to sales. Additionally, all the marketing groundwork makes life easier for the sales team during negotiations. So, how do marketers stir in-market accounts to create the perfect blend of opportunities?
How to stir the perfect blend of hot accounts
If you think in-market accounts need to be reached out to immediately, it would be the same as thinking of gulping down your hot chocolate right after mixing it. Just as the stirring, the sprinkles, the cinnamon stick, and your favorite toppings make the hot chocolate drink complete, in-market accounts need to go through a proper warm up. This is the stage where marketing can truly shape the direction of the buying journey to make the account ready for sales.
Sourcing the best ingredients for completion of buying jobs
Some of the most critical buying jobs such as vendor evaluation, building trust, and solution comparison happen during the in-market stage. All the stakeholders in the buying group need validation that you are the right blend. For this, it is important to build relevant and valuable pieces of information and guides that help your buyer personas make informed decisions. Think of this like sourcing the best ingredients that your sales team will enjoy in their drink.
Serving information across channels
Distributing relevant content to your buyer personas across the right channels is key. Think of this like capturing your hot accounts in a carafe or a thermos. Not all of your buyer personas will be active or prefer one single channel. They’ll each have their own preferences and you need to try to reach them through different channel strategies. Orchestrating channel-specific campaigns for different segments of in-market accounts is simplified with BambooBox’s hyper-segmentation capabilities and integration with MAPs.
Checking the signals for account handover
A hot chocolate is best served between a temperature range of 71-85 degree celsius. Unwanted information, we know! But isn’t this the same as gauging the engagement and intent signals of your in-market accounts to identify if they are warm enough to pass on to sales? If it’s not warm enough, it’ll be premature to serve it to sales. If it’s too hot, the right handover timing could have passed. You need to check if engagement with your marketing communication is even across the buyer group. BambooBox helps marketers identify the right timing to handoff MQAs to sales through its account scores powered by predictive modelling.
The flavor stick to make your MQAs tastier
Maybe you prefer a simple cinnamon stick! Or you love that extra hazelnut or vanilla in your drink. But what would your sales prefer their hot accounts with? What if you served them with every bit of engagement history (from an ad click to an offline event attendance) of the buyer personas? This will give your AEs the premise for so many conversation points as well as deeper understanding of all the stakeholders. BambooBox offers a single view of the buying journey of accounts represented by each and every engagement activity. With this information, your sales team can get cracking on these MQAs as though they’ve been nurturing and engaging them directly. Your sales team would enjoy every serving of your MQAs.
To grab your Hot Leads Choco Mix, write to me: bikash@bamboobox.ai and I mean it! BambooBox It Works™!
