Sales Pipeline Generation is a Strategic Imperative. The title of this post would cause some sales managers to say you are crazy, and CEO’s to fire the marketing guy. Why would a sales rep want to do any marketing? Because cold calling and other “Interruption” techniques to engage the buyer are much less effective (how does 0.3% effective grab you?).
Today’s buyers are looking for companies that educate and nurture them while they seek solutions to their problem. For more on the why, read my earlier post titled “You are responsible for generating your own pipeline, now what?”
Great sales reps maintain a healthy set of relationships and networks with business people, a significant database of contacts and a thirst to find more. Finding the best techniques to nurture these relationships is a key to recurring sales success. Inbound Marketing methods do just that; they nurture relationships with valuable insight and timely information until we have a new opportunity to sell to each contact again. They also allow us to be seen as a subject matter expert in our field. Now we will be viewed as someone who can help solve the buyer’s problem not merely as someone looking to sell something.
Since the writing of this article, Hubspot introduced a combination of a methodology and tools that aid sales teams in reaching and engaging prospects early in the sales process called "Inbound Sales." This approach is a complementary method to Inbound Marketing but for sales. To learn more, read this blog article about Inbound Sales and also learn about our inbound sales enablement services.
The majority of the effort is creating the premium content by our marketing team that is formatted and targeted appropriately as described.
If done right, it will provide us with leads that are ready to negotiate for a solution, the very task we enjoy and are skilled at accomplishing. Sales efficiency is the new game changer, and Inbound Marketing methods is the new sales tool!
If you are interested in putting a "Lead Generation and Nurturing Engine" in place for your business, then ask the Bristol Strategy, Inc., experts for their advice by selecting one of the options below.
Read the next article in the series titled: Sales Pipeline Generation, Part 3: Selling More to Existing Customers
Jim Welch is a guest blogger about sales topics. Jim is a top-producing sales executive in the Customer Experience (think CRM) at Oracle with more than 20 years of experience maximizing sales opportunities within highly competitive markets. Jim has a proven record as both a team player and team leader. His experience spans large corporate and “start-up” organizations selling to commercial, state, local government and education clients.
Bristol Strategy is a full funnel inbound marketing agency and inbound sales agency offering the full complement of services to enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line. Reach out to us to learn more about how our experience and capabilities can help your business grow.
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