One of the main tasks of marketing is high-quality leads that match a specific buyer persona. Inbound marketing allows you to build relationships with customers even before the purchase stage, when they are just getting to know the brand, considering options and analyzing the benefits. If your company actively uses this technique, your sales representatives start communicating with leads when they are already ready for sale, so only marketers and salespeople can work together to bring the ideal scenario to life. Unfortunately, in many organizations, these two teams do not get along .
A culture of close collaboration between albania telemarketing list marketing and sales is designed to fix this. To implement it, your marketers will need to ask salespeople a series of questions and ensure that they are doing everything they can to attract and nurture the best leads.
Here are the five most important questions.
1. What does the sales process look like?
Marketers usually have only a general idea of the sales process in a company and are usually unaware of many details. Step by step, review at least three of the most common scenarios with a sales representative.
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How does a conversation begin?
How long does the sales process take?
Does the salesperson make a presentation and at what point?
Focus on information that will help you create useful content and better prepare your prospect for the conversation with the seller.
2. What qualities make a lead qualified?
Generating leads is easy. Generating qualified leads is hard .
What constitutes a qualified lead? This is a question that marketers and salespeople should return to quarterly or at least annually to refine lead scoring criteria and improve lead nurturing.
What qualities make a lead qualified?
It happens that "hot" leads come to the sale themselves, having learned about your company through word of mouth, but most new leads are still the result of the work of the marketing department. Only an effective lead nurturing strategy will provide you with a stable influx of qualified leads.
Read also: How to Grow Leads in SaaS Business?
3. Do leads have inflated (or understated) expectations?
This is where most friction between marketers and salespeople arises. Marketers love the product they are promoting – it’s their job, you might say. Their belief in the product gives them the right to be optimistic, but they still need to create realistic expectations in potential buyers. If you exaggerate the benefits and say nothing about the downsides, you will eventually lose the deal.
Customer disappointment is a big problem that salespeople have to solve: people often feel cheated, offended, and refuse to buy, even if your product is valuable. Remember: buying decisions, even in the B2B sphere, are determined by emotions . A marketer needs to be able to evoke the right emotions, but not manipulate them.
On the other hand, customer expectations should not be too low, otherwise no one will be interested in your offer and there will be few leads.
Sales and marketing teams need to agree on what expectations they should have for the product.
4. What objections are heard most often?
In an ideal inbound marketing scenario, all of the lead's objections are handled before they even talk to the salesperson. It is believed that by this point, the potential buyer is already just clarifying the details and configuration.
That said, answering questions and potential objections are great topics for blog posts and email newsletters. This is especially true in the B2B space, where the average customer prefers to do their own research before engaging with a sales rep. And the easier it is for them to figure things out on their own, the more they will like your company. If your competitors are using this tactic and you are not, you are at a disadvantage: customers generally do not like to talk to salespeople.
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