Do you have a short timeline to hit revenue goals? Preparing for a big push in the coming months? In this episode, Carter covers 3 tactics that you can implement quickly to get your sales pipeline filled to the brim.
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Here is the transcript:
Hey everybody, welcome back to another episode of the Marketing Cave. And on this week's episode, I want to talk about three specific sales enablement tactics that you can implement really quickly.
So this is something that we've been talking about recently here at Creative Cave. And it's one of those things where, you know, sometimes at the end of Q4, and sales is really pushing to hit that, you know, 2019 goal for revenue, or maybe you're really gearing up for a big Q1, there's a huge push to have a big first quarter for whatever reason, and you're trying to just come up with tactics or things that you can do fairly quickly, that don't take a ton of time to get going like a full inbound content strategy that can take 12, 16, 18 months to actually get going and start to show results. So it's looking at what can we implement in a fairly short amount of time that also could have a decent impact on our actual salespeople pipeline. So I wanted to talk through three different kinds of tactics, really two of them are very paid media specific. Again, I know we talked about this a lot. And we've talked about these two platforms before, but I do at least when I look at them through this lens of short term, get it up and going quickly, let's fill the pipeline, let's get some conversations going for the sales team. And then the third thing I want to talk about is just email automation and the opportunity you have there that doesn't require a whole lot of actual legwork or or time spent by your team or your sales team to try to get some, like I said, more conversations going more opportunities, more outreach, more things coming in the door, so that you are setting yourself up for more opportunity to close in Q4, or like I said, to have a big Q1 as soon as the new year opens up.
Okay, so the first one I want to talk about is using LinkedIn ads. And we've got plenty of blogs about this, we've got a whole content offer this kind of talking about how to use paid media with inbound and that goes into a lot of detail with that. So I don't want to go too far into the rabbit hole of LinkedIn ads and how to build his audiences in the little nuances of how to use LinkedIn ads. But I do I want to talk about the fact that I think that a lot of people in B2B in marketing and and biz dev really are using it as this, like just a sales tool, just like having these hard call to action, cold messages that say, hey, buy my thing, or, hey, let's get on a demo. And that is just kind of outdated. It's kind of old, you know, maybe in mass quantities that might work for you. But if you're really looking to have a qualified conversation with someone who is really interested in what you're doing, which is kind of the goal here, get some short term wins, then there's really, there's really three things on LinkedIn that I would suggest doing.
The first is if you've got a content offer that's super relevant to your audience, absolutely go put some dollars behind that to get some people downloading that at a quicker rate than they would find it organically. This is something that we talked about all the time is one of the staples of top of the funnel, fill the pipeline type activity is put a constant alpha out in front of people for something that you know, that they care about, and just be willing to pay a little bit more because you know that it's quality traffic, it's people you want to be talking to that are filling out that form and downloading your content offer. So that's the kind of the first piece of that that we talked about quite a bit. But another thing that you could be doing here from a sales enablement perspective is, go ask your SD, ours or your BD people, what are the top 50 accounts that you've been trying to close this year, or what's your top 50 companies that you want to work with right now, and do the same thing I just said, upload that list of companies or get a list of email addresses of people that work there and create that audience that you want to go after. And in the same vein of, you know, uploading lists, go take your top 50 customers that are existing and use a lookalike audience and go after them with the same content offer or maybe even a little bit more sales or aggressive messaging just because you know exactly who those people are, what some of their attributes are, what the companies they work for their interest, all the things that you've already put into your buyer personas, leverage that work in that time that's already been spent by building audiences around that on LinkedIn. The last thing I want to talk through for LinkedIn is retargeting, high value or high intention actions on your website. So if someone goes to a pricing page or someone goes to a demo page or anything that you guys consider to be a bottom The funnel high intent action, get a remarketing audience going for those pages, those actions get back in front of those people with very direct bottom of the funnel type messaging and asking them Hey, did you want to? Did you want to get more information on pricing? Did you want to have a demo? Did you have questions about us and our competitors, like any of those really, really bottom of the funnel type conversations that you want to be having, if they've done something on your website that that tells you, Hey, this is a very well qualified lead for whatever reason, get back in front of them continue to measure them push that really hard as you're trying to get these short term wins.
Okay, so those are kind of three quick hitting and maybe for might have been in there, I don't know. But those are kind of quick things on LinkedIn that you can go implement really quickly. It doesn't take a whole lot of time to go build those ad campaigns to get those conversion paths, set up a landing page and start tracking those conversions and optimize towards what is or isn't working, that really shouldn't take you a whole lot of time if you specifically have a content offer that exists and it assumes that your CRM is in pretty good shape that you could go pull those lists of existing customers or or put together a list pretty quickly of the accounts and those URLs of companies you want to target. But generally speaking, those couple of tactics should be really easy to execute in a fairly short amount of time.
Okay, so, tactic number two, let's talk about paid search google ads. So this is, again, something that we talked about a lot, this might be the most high intention, bottom of the funnel, the most direct someone telling you exactly what they want that's even out there on the web. So if this works for your business, if this applies, if people are actively searching for what you do, obviously, you should be 100% showing up bidding on those keywords and trying to get those those conversations happening. If you haven't identified that as an opportunity, go invest now, but what I do want to touch on from a short term perspective or trying to quickly fill the pipeline when you haven't already, you definitely could be maxing out those budgets, right, that's an opportunity for you to really put as much dollars as you can into these paid search, high performing keywords that you know are very, very valuable. But another piece of this is are there other keywords that people could be searching maybe that aren't bottom of the funnel that are more middle of the funnel that you have a constant offers? That you could put in front of them via paid search. So I think a lot of times, you know, in b2b, we focus on the bottom of the funnel for those those keywords as paid search things that people are searching for a very high intention, I'm ready to buy, I've decided I know what solution I need, I'm just trying to decide what company is going to provide that solution. But there's also an opportunity there for people who are maybe top or middle of the funnel, who are still kind of working through the education process, but you still would like to get them into the funnel in some form or fashion, you'd like to get that contact information into the CRM so that you can kind of start reaching out or start having those conversations to try to speed up that time of them, you know, self educating and moving down the funnel. So like I said, general best practice, if you can bid on keywords that you know people are searching for, and you solve that problem for them, you should totally be showing up there. So I guess in the short term, what I'm saying is maximize that budget as much as possible. And then look for other gaps in your in your sales process, as well as like your SEO strategy of places that you could start to maybe put some dollars behind some keywords that maybe are more related to different content offers. or higher level, you know, topics, ultimate guides, top 10 type things that aren't bottom of the funnel pieces. But it's worth it right now in this push to pay a little bit of money to get on paid search to get them into those top of the funnel content offers.
Okay, so I just talked about two paid media platforms LinkedIn and paid search and how you can really, you know, infuse some dollars there to expedite the process of getting people into the funnel, having more conversations, really filling the pipeline for your sales team to enable them to make a push that we've been talking about. But there's one key component here that you absolutely should be paying attention to if you're going to be spending all that money on paid. And that's email and email nurturing and automated email campaigns. So the first half of this is really in direct correlation with the paid media thing that I just talked about. If you're getting a whole bunch of leads in the door, a bunch of the top of the funnel, middle of the funnel bottom of the funnel all over the place because you have this huge push to try to get people in the door via paid media. You really should be automating some of that outreach to those people who are coming in if they're if they're downloading a content on you should be sending them out a drip campaign every couple of days following up with more relevant content, more opportunities for them to respond and ask questions. And typically, you know, you could do an email drip campaign five days apart or a week apart. And maybe given the shorter timeline, you speed that up a little bit, maybe it's two days, maybe it's three days to try to really move them through the funnel a little bit quicker, given the sense of urgency that we're kind of talking about in this episode. So if you can eliminate the time spent for your BD people to be manually following up on emails and actually looking at every single lead and typing up an email, which I can't imagine people are really still doing. But hopefully, hopefully, you've figured that out. But there's definitely a time saving factor there of speeding things up and not having to be reliant on you know, SDR to send every single email manually. And then there's also opportunities there did have a little bit more of a hard call to action or a hard sales ask after you sent a few emails, continue to provide some information, some thought leadership, some value there, then it's maybe a little bit easier to ask for a demo or an in person meeting or a call or something like that. That that's a little bit closer to a close type activity.
So that's kind of the first half of this, if you're putting a bunch of dollars into these paid media leads, maybe are more top of the funnel, middle of the funnel, automate that process as much as you can of moving them down towards a conversation. And then obviously, make sure that your your BD people are seeing those leads come through. And if they identify, oh, that's one of my 50 accounts that I've been trying to talk to for the past six months, then maybe they go do actually write that email or given that phone call. But as much as you can put that into automation, make it happen quickly on its own without having to having someone reach out. The more efficient you're going to be, the quicker these people are going to move through the funnel. And hopefully, and hopefully that will feed into what you're trying to accomplish here and kind of a short term goal.
Now the second half of this email automation piece that I want to talk about is also kind of assuming that you have a decent CRM setup, you're well organized with your contacts and your data. And then I guess also it assumes that you've got a pretty robust marketing automation tool that you can be using, and like HubSpot, and hint wink wink anyways, So let's just talk about really quickly. What happens to those those closed last deals or, or everyone talks about getting ghosted in sales. So when you've been talking to this person back and forth, you're trying to set up a meeting and and it just kind of go cold for whatever reason, budget changes, they're not interested, they're going to go test another competitor. Who knows what it is. There's all kinds of reasons for that happening. But there's a huge opportunity there have a bunch of people in your CRM and list of your contacts that you've probably had some interaction with in the past 30 60, 90 days, you could do it for the whole last six months if you wanted to. But for those opportunities that were closed last, right, maybe you actually had a deal or a proposal out and you're trying to get to that final, you know, closing conversation. And for whatever reason, they went a different direction, reach back out and say, Hey, how are you liking the solution that you went with? Are you having any issues with it? Is there anything I can help you with? That's a really easy conversation to have, because it's someone you've probably already talked to, they know who you are. It's not an out of the blue cold in mail message. It's at least someone that you've got some recent history with and then the other piece of that Which is also a very similar thing is anyone who, you know, quote, unquote ghosted or just never responded to any of the sales outreach that you were trying to do. And eventually, they just, you know, get pushed aside, will go back and lump anyone into a list, you know, people that haven't had any contact and like I said, 30 60, 90 days, and craft an email strategy based on what you know about these lists, if you want to do it by industry, or, or by job title or anything like that, that can make it a little bit more relevant.
But you still definitely want to automate that process and put them into a new, what we call is a second round workflow. So maybe they downloaded a piece of content. They went through the whole content offer, you know, workflow with all the follow up emails, you finally followed up with a little bit, hey, let's have a meeting. No response. Okay, well, let's circle back then and get them into another workflow that talks about some more relevant things that we know about them based on the content that they downloaded, maybe which emails in that initial workflow or they opened, clicked, that type of thing. All that can give you some indication to say, Okay, here's what this person did or didn't care about. And you can leverage that to again, make an automated outreach to try to get them back into the top of the funnel and start to have those conversations again, for both of these examples that I just talked about, when someone is familiar with you, they know who you are, they've seen your logo before they've read a piece of your content, it's always going to be an easier conversation or more organic or natural for them to see you come through their inbox. Rather than trying to slide into someone's email with a hard sell or a cold message asking for a meeting, there's much more opportunity for someone to respond in a favorable way if you've interacted with them in some way in the past.
So anyways, that was really just something that we've been talking about lately. And it kind of was just an idea that I had of like, you know, people are coming into the end of Q4 here, there might be a huge push to try to hit hit goals and sales numbers and things like that. And then also, you know, we have clients who are already totally gearing up for Q1, fully understanding that Q4 is gonna be a slower time. So starting to look forward to say, Okay, what can we do to really maximize our, you know, open of the year campaigns and what can we do to really push hard in Q1 when all of our potential clients or customers just got all their new budget? approved and they're looking to to find new tools or software's or partners to work with in 2020. So that was kind of the inspiration for this episode. So just wanted to share a couple of those tips with you guys today of these ways that you can kind of start to fill up the funnel going into the end of the year and next year as well. So thank you so much for tuning in and I will see you in the next one.