Marketing Automation as Sales Enablement
Normally when we talk about Marketing Automation, we talk about how it enables marketing departments to deliver better leads to sales, but with some of our recent feature enhancements, we’re starting to head into sales enablement territory. The features and use cases below are firmly in the sales part of the user journey but involve marketing automation technology from ActiveDEMAND.
Improving Sales Communication with the Team
Give Feedback on Lead Quality
There are several crucial bits of information that sales can deliver to the team. The first is giving specific, actionable feedback on lead quality. Marketing needs to know if the leads it’s providing sales are the right kinds of leads. If marketing starts a new campaign using a different pitch that delivers a high volume of awful leads, they need to know. This is where rejecting leads and adding detail to the rejected leads becomes important. Marketing should be watching those rejected leads to tune lead filters as well as to check up on campaign performance. Like a too-rare steak that needs to be returned to the kitchen to be cooked a while longer, some of the leads that marketing might give to sales aren’t ready just yet.
Notify the Team of an incoming sale
For some companies, getting a verbal commitment from a prospect is super important, and is a flag to project managers or traffic managers to check resourcing and project schedules to predict how the impending sale will fit in with other work. Don’t add this notification to a salesperson’s already full plate, have your marketing automation platform act on CRM data: when the salesperson changes a deal’s status to “Verbal Commitment”, have it email the project manager and let them know. These automated notifications will help the team be ready for new incoming sales and better support the sales team.
Know your Prospects and Customers Better
Lead & Account Intelligence
Extra detail around incoming leads helps salespeople craft an appropriate pitch and understand what their prospects care about. Nothing is worse than going over a product or service in-depth to have the prospect outline why it doesn’t apply to them. Great salespeople also research the prospect and company in-depth. Marketing Automation Platforms like ActiveDEMAND track prospect and client engagement: showing salespeople what web pages their prospects read, whether the prospect has opened or clicked the links in your emails to them, and what times they’re typically active. This helps salespeople gather more signals from the client and deliver a better pitch.
Call the Client at the Perfect Time
By notifying salespeople when their prospect is engaging with them: opening an email, or browsing the website, salespeople can call prospects “coincidentally” just as that prospect is ready. We use our Google Chrome plugin to notify us when prospects are active.
Get more Client Data with no Extra Effort
Using data enrichment, users can also gather more intelligence about their prospects. ActiveDEMAND can grab pictures of prospects, job titles, favorite quotes, and more from public social media profiles on LinkedIn or Facebook.
Reduce Admin on CRM (call tracking)
No one likes the administration part of using a CRM. It takes valuable time away from sales to enter in details about client calls, but without the detail in the CRM, you can forget about what was discussed. ActiveDEMAND enables call recording and a transcription of the call to be posted to the CRM. With that feature enabled, you can stop the annoying typing noise on conference calls and spend more time listening and engaging with your prospect or client. This feature also makes it less likely that your salespeople will forget to add calls to the CRM. It also makes it a lot easier for a sales manager to check up on how their team is doing.
Increase the Number of Calls (Voicemail/email drop)
What if you got voicemail when you called the client? You could leave the voicemail and write yet another follow-up email, or you could use our voicemail drop feature to send a canned voicemail and follow-up email instantly and move on to the next call. It’s only a few minutes, but these add up day after day.
Automate Common Emails
Once you’ve unlocked those time-saving features, there are lots more sales activities that can be automated. An example is how to handle unresponsive prospects that have “ghosted”: you could follow company policy after your 3 failed calls and send 3 emails over 2 weeks, or you could have the system automatically send the emails on your behalf. Life’s too short to be writing and sending the same follow-up emails when a prospect is unresponsive.
Stop Playing Phone Tag and Schedule the Appointment Already
Scheduling a meeting with a prospect or client is a pain in the butt without technology to help: you need to either send over a few meeting time options to a client and hope that they pick one before another meeting takes that spot, or you need to call and get a hold of them and check both of your calendars on the call. An easier way is to allow the client to self-serve on your calendar. Using appointment booking lets the client pick the time from your integrated Office 365 or Google calendar, and can also send reminder emails on your behalf.
Sales and marketing will involve more automation in the future as it improves team communications, increases sales effectiveness to close deals, and saves time. Since these techniques are fairly new for some industries, you should consider whether making your sales team more effective overall will be one of the key ways you build your edge over your competitors.