When sales development reps (SDRs) and marketing work together, the sum is greater than the parts. 1+1 = 3. Instead of 2 new sales opportunities (or SALs), you’ll get 3. Here are few campaign ideas you can implement quickly and see results after a few weeks.
Follow up all outbound email and direct mail marketing campaigns with a sales person follow up.
My team has experienced anywhere from a 20% to 150% improvement in results from email and direct mail marketing campaigns when we had a sales person follow up 24 to 72 hours after the marketing campaign was executed. To start the process of a coordinate a marketing campaign with sales outbounding, we would identify, with sales approval, a targeted list of contacts to send the email and direct mail to. Then, when the campaign was sent to the contacts, the sales reps would follow up. Create a dedicated call time, which some refer to as a sales blitz, into a contest among your reps.
ABM tip: Help sales increase their coverage by appending a list of new contacts to existing target accounts
Coordinate sales outreach with customized web campaigns
For a prospect who has completed a sales meeting request form on your website, do you know the true source of a “direct” inbound lead? In other words, when a prospect types in www.companyname.com? Is it really just an inbound lead OR are sales outbounding campaigns the cause of the website traffic? Many times, a prospect who reads an SDR email will go the company website, find out more information, then will request a meeting on the web instead of responding back to the SDR. Here is an example of a prospect account Triblio was targeting. While last touch attribution attributed Brightcove to a “web lead”, it was really driven by a targeted SDR outreach campaign.
Brightcove completed our request for sales meeting form on our website on October 1 as indicated by our web form completion metrics:
However, in Salesforce, there were 7 separate email and social touches by Jeff, our SDR, in July and September with the last email sent prior to the inbound web lead on September 29th.
Now when a target account like Brightcove comes to our site, we make sure that the CTA and web messaging is similar. Aligning sales SDR messaging and web messaging should result in more sales meeting requests for you. This is no different than when marketers get better results when the home page or landing page is related to the direct mail, TV, or SEM campaign. SDR outreach campaigns are similar to other marketing campaigns.
Use display advertising to target accounts to increase awareness and consideration
When marketers think of account based marketing, many think of account based ads. That’s because there are numerous examples of how generic advertising and impressions will generate awareness and consideration increases the receptiveness of a prospect so that they are more willing to listen to a sales outreach especially when the sales person crafts a message that is personally relevant to the prospect and connected to the brand advertising.
If you want to hear how you can quickly get started and experience results for these 3 types of ABM campaign tips, please: