Create sales opportunities with your cold leads – WAU
This is a guest post by OutBound Marketing The Inbound Marketing process has gained a lot of efficiency with the practice of Lead Scoring. With it, it is possible to map the evolution in the maturity of a lead, that is, how educated she is to buy her solution. In addition, you can understand whether each lead has the profile of […]
This is a guest post from OutBound Marketing
The Inbound Marketing process gained a lot of efficiency with the practice of Lead Scoring. With it, it is possible to map the evolution in the maturity of a lead, that is, how educated it is to buy its solution. In addition, you can understand whether each lead has the purchase profile you are looking for.
However, what to do with leads that do not evolve throughout your flow of nutrition and email marketing?
Many companies are closing more and more in the Inbound Marketing process and forgetting that, in most cases, it is better to have two effective sales channels than just one.
A good demonstration of this is the Fishing process, when you fish your leads generated by Inbound through Outbound techniques. If you still don’t know what outbound marketing is, click here!
Imagine that that lead that converted into your newsletter, started to consume some ebooks, blog posts, but never advanced to the point of starting a free trial or converting into a call to action to speak to your sales team.
This lead will be discarded in a few months, a maximum of six. However, you have invested money to put it in your base, to nurture and educate it. And all that investment goes down the drain as soon as it is deleted from your lead base.
And the worst: if any of your competitors manage to talk to this lead, they will take advantage of all their efforts to make a sale probably cheaper (with a lower CAC, due to the reduction of the sales cycle).
What’s up? Are you convinced that Fishing can be important for you to generate sales opportunities?
Integrating Inbound and Outbound: when to use Fishing techniques
To understand how to practice Fishing, we need to contextualize it. When does it make sense to use this strategy?
Here in Outbound Marketing, we have already mapped 4 types of scenarios where it is done more than necessary:
1. Inbound process is gaining traction
When you still have a low lead volume, it’s difficult to split the focus of the process. Most companies consider maximum objective the acceleration of results, the goals are: more traffic, more leads.
Analyzing the flow of nutrition frequently, correcting and optimizing emails becomes secondary, after all the volume of leads still does not justify so much effort and does not allow a deeper analysis.
For this reason, you need to make the most of your initial leads. In addition to being a great way to not waste the effort you’re doing in Inbound, you can get feedback on what’s going right and wrong with your nutrition flow.
2. Your funnel leads are encountering an obstacle
Let’s imagine a different scenario now: you have good traffic and interesting lead generation. The problem is that these leads are not converting throughout your nutrition flow.
You don’t know exactly what’s going on, do you?
Correcting the problems of your Inbound process will not recover many of the leads that were already in the obstacle that existed before. And how long will it take you to correct the mistakes you are making?
Marketing is based on error and success. You try to optimize strategies, but you don’t always get it right first or second, especially if you don’t have strong experience in the area, process or sector in which you are inserted.
So, in order not to throw away these initial leads and also to help diagnose the reason that they are not evolving, it is worth prospecting them actively!
3. Outbound Team is idle
If your team does not receive enough contacts for all their working hours, letting them prospect on the basis of Inbound is a cheap, quick and easy option.
If fishing does not hinder the nutrition process, focusing only on leads that are not evolving quickly, it can be very worthwhile.
4. For strategic Inbound leads, but that are taking time to mature
Imagine that you are selling to a technology market and someone from Google enters your nutrition flow. It is the decision maker, the one you needed.
What to do?
When some leads are very strategic, there are less aggressive approaches that allow you to open a conversation. It’s your opportunity to generate rapport and build a relationship with her, being able to close an account you’ve been dreaming of since you opened your company.
How to practice: 6 steps to get started
- Build on the concepts of Consultative Sale: Understand how to generate value from the first contact so as not to break the pattern of the Inbound process, which you are adding through the content that your team has produced.
- Create targeted campaigns: understand which audiences work best in fishing, do not collect leads with very different profiles at once. Understanding whether there are patterns throughout prospecting is important in order to optimize your approaches.
- Use the data provided by the Inbound process: take advantage of conversions, the answers on your forms, understand what the lead was looking for and offer it to her on the call. Demonstrate that you will increase the speed of delivery of knowledge, this can be a great differentiator in the fishing process.
- Consider the timing in the Content Funnel: has the lead been nurtured for a long time? Is she discovering her problems? Is she already looking for a solution? Is it comparing different solutions on the market?
- Worry about bringing feedback: your Marketing team can always improve the process and generate more value. Remember to understand what the leads were thinking about the Inbound process and let the Marketing team know. Good or bad, all feedback is valuable.
- Place the Cialdini’s Laws in your process: if you don’t know them yet, you’re missing the chance to generate a lot of value throughout your interactions with your target audience. Understand how to position yourself as an authority, how to influence your leads and greatly increase your conversion.
And what do you get with Fishing?
The results are quite simple:
- You take advantage of more Inbound leads, recovering those that would be discarded;
- The sales cycle is shorter than the standard Outbound with cold prospecting;
- Yes, the result is greater than that of Inbound, and you are decreasing your CAC, as it will increase the total conversion of the generated leads;
What’s up? Does fishing fit into your process? If you think so, download our ebook on how to build an outbound team and start structuring your team so you don’t miss out on sales opportunities.