Create content. Capture lead information. Call. And Close.
If only inbound sales were that simple.
Sure, you need original and informative content. And you need to have a way to capture a lead’s information so you can connect with them. But what happens when you do initially reach out?
The lead doesn’t just hand over their credit card information or purchase order, do they?
While it’s a bit counterintuitive to be reaching out to people who have already expressed interest in your company, just because someone is an inbound lead doesn’t mean they’re ready to buy your product.
Let’s think about the typical cycle for getting an inbound lead to a demo:
Now let’s dive a bit deeper into each step, from inbound lead creation to demo:
1. Qualify Your Inbound Leads
Your marketing team is generating new inbound leads everyday.
Whether they’re trialling your product or have simply filled out a form to download an ebook – you have their contact info. Now your inbound sales development team needs to quickly qualify the lead demographically. They’re just doing a little research to determine whether or not a lead’s company size and structure lends itself to your solution.
2. Add Your Leads To A Specific Cadence
This is a crucial step that many inbound teams miss.
Seventy-nine percent of marketing leads never convert into sales. And the common cause of this is a lack of lead nurturing. (Source: MarketingSherpa)
But make no mistake, buyers don’t want robotic lead nurturing. They want human connection.
Inbound SDRs need to consistently connect with prospects through a series of emails, phone calls, and social touches — fostering leads through human connection and preventing them from falling through the cracks. Marketing automation just won’t cut it. And that’s where having a human cadence for your inbound leads comes in handy.
The most successful Inbound SDRs use a simple 5×9 cadence that includes three emails and two phone calls over the course of nine days:
You can adapt your own inbound cadence to match the rhythm of your sales cycle, adding in email and phone steps.
Always be testing for more productive Cadence. What works today won’t always work tomorrow. -Sean Kester, Head of Product
3. Qualify Through Productive Conversations
Using a cadence of personalized touches will lead to more meaningful conversations.
At Salesloft when leads respond to emails or phone calls, the inbound rep’s goal is to qualify them using the A(uthority) and N(eed) portion of the ANUM acronym. Find the decision maker and identify their pain points.
Now, you can hand your leads off to an Account Executive. Once you’ve scheduled a demo based on these criteria, you’ve done your job.
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Leads are falling through the chasm in your inbound process… and robots are to blame. Today’s buyer demands a level of personalization that marketing automation cannot provide. The good news is that there’s an easy fix — reminders, tracking, and templates will all ensure consistent follow-up and build the bridge to scheduling an appointment.
