We are now firmly in the digital age and as a result, our sales and marketing teams are facing new challenges and are having to revise their strategy. B2B buyers are now able to research the solutions to their problems and challenges online, making them much more likely to be further on in their purchasing journey all before they’re willing to speak with a sales person.
With more people unwilling to immediately engage with sales until later in the game, it has become inevitable that the roles and responsibilities of this team have had to evolve to keep up. Progressing IT B2B leads through sales and growing a healthy pipeline requires adopting an inbound sales strategy.
By evolving to adapt an inbound sales methodology, IT organisations can revolutionise the way in which they engage and nurture sales prospects.
Here are five reasons why inbound sales works for B2B IT Lead Generation:
- Your Inbound sales team will have the power to prioritise ideal prospects, and will better understand them
The principles of inbound sales and marketing are built around buyer personas – profiles your organisation would recognise as being ideal customers. These personas are built around your current customer base, as well as additional industry data, and should include both organisational and employee demographics along with other defining characteristics.
It is the goal of your inbound marketing team to generate as many leads as possible, but in order for an inbound sales team to qualify these leads and determine which ones are reflective of your personas, they need to understand the prospects’ challenges and where they are in the buyer’s journey.
With both sales and marketing teams adopting an inbound strategy, and making use of a sales and marketing automation tool, sales will be empowered by the business intelligence and interactive history generated on each individual lead. These insights allow sales executives to evaluate the prospect’s unique challenges, establish their position within the buyer’s journey, assess and prioritise the sales-readiness of each lead, and ultimately create an engagement strategy.
- Your leads will be better suited to your company
Inbound sales is all about nurturing your leads through their buyer’s journey until they are ready to become a customer. If you read last week’s blog, you’ll know that an inbound website plays a huge part in this process; your lead will have most likely found your website after researching the challenges they are facing. By showing an interest in the content you have available on your website and by submitting their details within a form you will now be able to consider these website visitors an MQL.
However, for these MQLs to become sales qualified, they require further qualification and nurturing. By establishing lead qualification criteria, you will be able to create a staging process which allows you quickly map your prospects journey and identify the moment they become receptive to sales engagement.
With the progressive profiling and qualification that can be achieved with an inbound methodology, the leads which progress to SQLs are much more likely to convert to high value customers, increasing the ROI of inbound activity.
- Your Inbound sales team will be known as trusted experts within your industry
Monitoring the movements of your prospects across your website and the types of content they interact with means that your Inside sales team will develop a strategy which nurtures existing leads with subsequent content offers, information and advice which is specific to their individual needs, establishing a position of thought leadership.
When an Inbound Sales Team takes an exploratory and advisory approach rather than one of offensive sales, a strong relationship built on rapport and trust can be achieved, enabling sales executives to elicit higher quality conversations which guide their leads efficiently though the sales funnel.
- Your sales proposal will meet the expectations of your lead
With the advanced profiling and qualification achieved with an inbound sales approach, sales teams are better able to explore and gather in-depth details of their prospects’ goals, priorities, challenges and timelines. With the strong relationship, which has been built over the inbound sales period, your sales team have had the opportunity to educate your leads whilst also setting realistic expectations.
This means that when your sales proposal meets the desk of your lead, you both know that it is one which has been tailored to meet their specific needs and requirements. The in-depth knowledge shared by both parties on expectations and deliverables means that it is much more likely that your prospect will sign on the dotted line.
- Simply put, inbound sales is the way forward
With many organisations within the IT and professional services sectors realising that their traditional approach to sales and marketing is not generating the results it once did, effort must be made to evolve and grow the strategies used.
By moving away from the traditional sales and marketing approaches and embracing an inbound methodology, businesses will see increased conversion rates in MQL to SQLs, better customer relationships, and greater ROI.
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