Everyone has the same amount of time in their day, but why does it seem like some salespeople and business owners find success at every turn, while others languish in a sea of “we’re not ready to buy yet”?
The answer: the way they use their time. The most skilled salespeople understand that they must devote as much time as possible to activities that generate the most revenue. Today’s marketing automation technology can help you with B2B prospecting more efficiently by saving you time in several areas.
1. Tracking company domains and visits
Most marketing automation tools can tell you when someone from a specific company visits your website based on their domain. You can create settings that notify you when a company visits your site, then use an email database or CRM to find the name and title of the right person at the company to connect with. This allows you to contact people who are engaging with your website to learn more about you; there’s a good chance they are at least slightly interested in your offering.
2. Automating social media activity
Social selling is an excellent way for today’s B2B prospecting, but social media can also be a huge time sink if you aren’t approaching it efficiently. Automation tools can do things like identify user profiles who fit your target audience, send messages to prospects, and give you valuable data about how your posts are being consumed. Just remember: if you’re using social media automation, be careful not to spam or annoy people, as this might damage your company’s reputation.
If you’re using a paid advertising service like AdWords, you can create a retargeting campaign that markets to people who engaged with your product or service but did not complete a purchase. Since most B2B prospects require several touches or contacts before they become customers, retargeting is a great way to keep your offering top of mind.
4. Delivering content to warm leads
Once you’ve contacted a prospect who has shown interest in what you are selling, your job isn’t to call or email them until they become a customer. In the complex world of B2B sales prospecting, you have to nurture them by sending them content that provides value based on where they are in the funnel. For example, if the prospect is in the middle of the funnel, you might send them a case study or white paper on a specific topic. With automation tools, this process can be set up with personalization tokens that send the right content to the right prospects at the right time.
5. Automation enhances smart selling: it doesn’t replace it
While automation and sales prospecting tools can help you maximize the hours in your day and get more mileage out of your current activities, you should never use automation as a replacement for being a valuable sales rep that helps prospects solve a challenge.
If you’re looking to learn how YesData can integrate with automation tools to help you take B2B prospecting even further, click below to start your trial and get 100 free leads.