How Sales Prospecting Can Influence Lead Generation

As a sale and/or marketing leader, you probably feel the overwhelming pressure to hit various metrics and targets each quarter. If you’re in this position, then it’s safe to say that lead generation pushes and pulls just about everything that you do. On top of that, we can also assume that your sales team works somewhat separate from your marketing team. That’s pretty common, unfortunately. However, wouldn’t it be great if both of these initiatives could align? What if sales prospecting could truly influence your lead generation campaigns? Sales and marketing really do work hand-in-hand.

1. Sales Prospecting 101

Prospecting should be strategic. Even if you’re managing low tier accounts. Honestly, even if you’re an SDR. There should be a clear goal for each account your reps have, and every time they look at that account, they should be working towards that goal. We actually have a great blog that talks all about what it looks like to send the “perfectly crafted sales email”. As a sales leader, it’s your job to guide your sales reps prospecting activity towards strategic goals and checkpoints that all lead to an inevitable sale.

2. Sales Reps Owning Lead Generation

Personalization is key in this approach. If you can enable the sales team to speak more relevantly to their key accounts and clients, then you’ll see a faster turnaround for leads making it through the pipeline. In turn, creating more sales pipeline, and eventual ROI. This process comes with its own share of challenges though.

• First off, you’ll want to make sure you’ll want to make sure you have some sort of intent data filtering.
• Second, the data you provide to the sales team should be enriched with research ahead of time.
• Lastly, you’ll want to work with sales management to set up tracking within their CRM to make sure you’re receiving data from their prospecting in return.

3. Marketing and Demand Generation Attribution

Regular meetings between marketing and sales leaders can be structured around providing insight on the accounts that have benefited from marketing data. On top of that, new strategies can be created to help the salespeople reach their accounts more effectively. In order to make sure all of this work isn’t a waste of your time; you’ll want to track and onboard these accounts into your marketing automation as well. Now you have strategically prospected and nurtured data that you can create follow-up campaigns for, in supplement to what the sales team is doing.

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