3 Quick Tips for Sales Reps – from a Marketer
James Bacarro, Full-stack Marketer, Dubai
16 June 2018
Marketing and Sales departments often work in silos – which means they mind their own business and rarely collaborate. Not so recently, there’s been a drive to remove these barriers and make the sales and marketing teams interact more often, a.k.a “Marketing & Sales Alignment”.
Before you move on, my thought process here is based on a B2B business. This may or may not be applicable to B2C companies.
Campaigns can be anything from a product lunch to event invitations.
A typical scenario for running campaigns starts with marketing team sending an email to the target audience – could be in hundreds or thousands – using their marketing automation software of choice – like Eloqua or Marketo. The marketers then send this list (filtered as top priority – maybe targeting decision makers) to the Sales Reps or Telemarketers so they can start making the calls after the initial conditioning piece (email).
Okay, maybe not typical – it’s just a practice that is not uncommon.
Now ideally, the workflow “best-practice” for this marketing and sales alignment is that marketing would have this “lead scoring” in place wherein every engagement of the contact is assigned with some points. It could be 2 points for opening an email, 4 points for clicking through the link from your email to your website landing page or 6 points from visiting 4 other pages in your website.
And once a contact reaches a certain score, it can be a queue that the fruit is ripe for harvest — or you could say that it may be a good time to pass that contact on to the sales team as he/she is ready to buy or subscribe or whatever the goals is.
So here are 3 tips to help sales reps understand the prospects or contacts better:
1. Email Opens
If you are the sales rep, you would want to ask from the marketers the list of contacts who opened the email.
The marketers, assuming they use a marketing automation software, can easily pull out a list of the contacts that opened the email.
Why would you want that?
It can become an item of your conversation. For instance, “Hey, we’ve sent you an email the other day and I believe you may have gone through the offer..”.
Try not to say that “..according to our record, you have opened the email”. That’s just creepy!
2. Email Clickthrough
Then you would also want a list of those who actually clicked a “Call-to-Action” button in the emails. Perhaps the button led to landing pages of a product or an offer.
How does it help you?
Those contacts who clicked a link in your email signifies an interest. When you call the contacts on this list, you will surely get a better response.
3. Send Personal Email
“It’s all in the follow-up..”
I don’t know who originally coined that phrase but I keep hearing it a lot.
Here’s a simple fact — people respond better to personal, 1 to 1 conversations (even in email) as compared to a nicely formatted email campaign.
So if you tried to call this contact and failed to reach him/her, you can send a personal email instead of asking the marketing team “Hey, can you send this guy/girl another email blast?”. Then try to call that person again “Hey, I sent you an email yesterday..”.
Hey, I don’t know if this makes sense to you my dear reader. Which stage are you currently in with your marketing journey? I’m not sure. I’m basically dumping my thoughts here.
So yeah, hope you find these quick tips insightful.. Cheers!