Beat 2% – Increase Your Sales Opportunities

2%.

That’s the number of Marketing Qualified Leads that result in a sale.

It’s really no surprise – marketing teams funnel as many leads as possible into the top of the funnel. These are then handed off to sales teams, who are focused on closing new business, but end up spending most of their time chasing these prospects instead of selling.

Enter lead nurturing, one of the best methods for educating potential buyers at scale. From a marketing and sales perspective, it’s difficult to consistently nurture thousands of leads. The process typically takes a lot of time, numerous touchpoints, and requires timeliness and personalization in the communication process. Most organizations either pass on the burden to a large team of sales representatives to nurture leads at limited scalability or end up using marketing to engage at scale with the downside of blasting generic content.

The result? 98% of leads don’t result in a sale. These are missed opportunities with interested leads that just fall through the cracks. In fact, up to 40% of inbound leads never receive any follow-up. The majority end up sitting in CRMs that are untouched, but could amount to a huge increase in sales volume.

What if you could intelligently nurture at scale? Effective lead nurturing can yield a huge increase in sales volume and profit.

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Figure 1: Why invest in lead nurturing

ScaleRep

ScaleRep is your sales assistant that’s continually nurturing and qualifying leads, resulting in sales opportunities that otherwise would not have occurred. Your assistant engages with these leads in 1:1 conversation until they’re ready to book a meeting or speak to a sales rep.

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Figure 2: An example conversation of your sales assistant

 

Your ScaleRep assistant interfaces with marketing and sales, as well as your CRM, to nurture and qualify leads. She uses email and voicemail touchpoints to engage with the most ready leads, works behind the scenes to manage these conversations, respond within minutes, and makes sure no leads fall through the cracks.

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Figure 3: ScaleRep interfaces with marketing, sales, and your CRM

 

After implementing ScaleRep, our clients have massively increased their qualified lead intake, and have reduced the amount of time it takes for their sales reps to chase leads. Leads are now followed up promptly and persistently until sales meetings are set, or leads opt out.

ScaleRep’s assistant also identifies new sales opportunities by managing objection handling. ScaleRep’s assistant takes advantage of replies such as “I’m not the right person, but you should speak with my boss” or “Reach out to me in 6 months”, and engages with the right folks at the right time.

 

ScaleRep

We love helping businesses make connections that otherwise wouldn’t have happened. We believe lead nurturing is the hidden gem that ties your marketing and sales team together – a great lead nurturing process can be the key to great customer interactions and increased revenue. 😉

Interested? Have more questions? Visit our website to read more or book a demo, or e-mail us with any questions: info@scalerep.com.

A Long-Tail Sales Tale!

We see the same sales tale.

You’ve got a list of dream clients — the “golden accounts” for your firm.

You’re navigating deep into their org charts, building relationships with the right people, and generating meetings with the right stakeholders and decision makers.

But, it isn’t long before these golden accounts start taking a large chunk of you and your sales team’s time. You’re finally seeing success, but at the opportunity cost of missed follow-ups and engagements with other potential clients. Retargeting and outreach dwindle, and lead sourcing begins to diminish.

The result: money‘s left on the table!

The Long-Tail

Most sales teams rightfully prioritize navigating key accounts and working with qualified opportunities. That’s where a sales team’s strengths lie — relationship building with the right people and guiding people through the value proposition of your product.

But, they usually have a much larger addressable market to tackle, what we call the “long-tail”. This is the idea that the vast majority of business opportunities lie outside of the golden accounts your sales team is focusing on. Maybe you have 200 golden accounts that your sales team is focused on, and maybe you have an addressable market of 20K, 200K, or 2 million other accounts your team could target.

It’s difficult to cover 200K accounts effectively; there’s a lot of coordination and work involved here. And at a certain point, hiring more sales folks to tackle this market doesn’t yield healthy ROI. Additionally, each additional sales rep on average produces diminishing results, meaning that at some point it really doesn’t make sense to hire more reps!

How Do You Tackle the Long-Tail?

  1. Prioritize — Are you currently focusing sales resources effectively? Are there more lucrative tools and tactics that you could be using?
  2. Analyze — What’s your perceived ROI per salesperson? How does ROI diminish per sales head?
  3. Assembly-Line — How can you engage with the long-tail effectively? What’s the best way to engage with this market at scale? How can you build your own assembly-line to set up your team with qualified opportunities?

ScaleRep and the Long-Tail Sales Tale

ScaleRep empowers clients by surfacing opportunities and set meetings from the long-tail of accounts firms work with. We do this by managing and automating smart outreach across multiple channels on your team’s behalf.

Our clients love working with us because ScaleRep effectively sets up conversations with interested customers while freeing up 20+ hours for teams to focus on golden accounts and building relationships with the right people.

Want to be part of the smart-sales movement?
E-mail us at info@scalerep.com, or book a demo today!

The New Assembly Line in Sales and Marketing

A 2013 Harvard Business Review study found that knowledge workers (individual contributors) spend an average of 41% of their time on discretionary or menial tasks that could be handled by other parties.

41% is an understatement for sales, marketing, and growth teams! After observing and interviewing more than 3 dozen sales and marketing people across different company sizes and industries, we’ve found that ~70% of time spent by entry-level salespersons (SDRs/BDRs) was on managing email responses and mail merge software, CRM work, and social media outreach. Additionally, this is by-and-large work that no salesperson (or anyone!) wants to do; it’s mundane! in other words, firms pay $100–150K net per SDR/BDR per year to largely perform administrative work. Only ~30–40% of an SDR/BDR’s time was spent on targeted outreach and qualifying/selling to potential clientele.

Sales/Marketing is Currently an Artisanal Activity

Through our work, ScaleRep has witnessed how teams still largely take an artisanal approach to their sales/marketing outreach. That is, the same individual is responsible for crafting messaging to leads, outreaching to them across multiple mediums, managing responses and outreach campaigns, and trying to set meetings and qualify potential clients. This is akin to a lone craftsman building an entire automobile — it’s hard for teams to focus on a specific task, focus on the most important work, and consistently execute.

ScaleRep and your Assembly Line

ScaleRep helps sales and marketing firms take a more assembly-line approach to sales and marketing, where ScaleRep serves as the top layer in the assembly line as the engagement engine for your team. This approach yields a more scalable processes, better focus for companies’ workforce, significant cost savings, and more importantly, better results in lead quantity and quality!

ScaleRep manages the entire top-of-the-funnel on behalf of your SDR/BDR, marketing, and growth teams. Our service uses software automation, AI, and human input to source data, outreach to folks across multiple touchpoints on your behalf, execute re-engagement campaigns, and send set meetings and high-signal leads to your sales and marketing teams. It’s as-if your sales/marketing team had a CRM and mail-merging sales software tool without ever having to spend time using and managing the software — the work is done on their behalf.

Companies who work with ScaleRep have essentially completely removed themselves from the lead sourcing and engagement process; ScaleRep can engage more effectively with leads at better scale. Now, our clients have shifted their teams’ focus to qualifying, selling, and engaging the highest signal leads and key accounts. This, after all, should be the core contribution of your SDR/BDR and sales team — actually selling and qualifying folks, not sourcing data, managing emails, and updating Salesforce.

Interested in finding out more?
Email info@scalerep.com

Writing emails is an art! 5 tips that’ll increase your reply rates & avoid spam

We’re bombarded with emails,

and yet it remains as the most effective tool to connect with people. At ScaleRep, we’ve studied the methodology of sending effective emails?—?not only is email very effective in reaching thousands of people a day, but it gives us data to determine next steps in connecting with clients.

In essence, the key is to write brief and concise emails that provide value. Here are 5 quick tips to help you towards the path of great email writing!

1. Value is everything

Community is the new brand. And people join communities because it brings them value! 2 questions to ask yourself as you write your emails:

· Does every sentence contribute a point? Reduce clutter to prevent the value you bring from being diluted or even worst, completely missed.

· What information can you provide to the person you are reaching out that they would find interesting? What are their competitors doing, or what are general trends may they not know about? What are some examples or case studies of your work?

2. Send plain-text emails over html/css emails

We’ve noticed that companies use html/css templates in their email marketing and sales campaigns. There’s a great deal of information about this on the web (great example here), but in short, html emails had up to a 37% decrease in open rates.

In most cases, html/css templated emails can easily be converted to plain text emails. We always advise to do so, and to include some level of personalization to your messages, even if it’s simply the person’s name. (‘Hi {FirstName},”).

3. Short, relevant subject lines

You need a hook! Without an intriguing subject line, there is a very low chance that anyone will give your email the time of day. According to ContactMonkey, subject lines with more than 2 words were opened 15% less. Additionally, Email Institute has found subject lines that evoke a sense of urgency and exclusivity get up to 22% higher open rates.

Here’s a fun exercise: go to your SPAM folder in your personal email?—?see what those subject lines look like? Now go to your inbox. What’s the difference? In general, subject lines are shorter in your inbox and are spot-on with the value that they deliver to you. Mimic those subject lines! Avoid emojis, questions, and offers/selling phrasing in your subject line.

4. Micro-Target

The marketing world tends to throw thousands of contacts into a list and send those folks the same email. ScaleRep has seen all of its success from precisely not doing that!

Instead, we preach what we call ‘micro-targeting.’
Look, there’s little chance that everyone in a list of 2,000 emails has the same needs and background; it’s likely that within such a list there are 3–10 subgroups where the value your services provide are nuanced. ScaleRep aims to create campaigns with no more than 300 people?—?this allows us to cater messaging specifically to those 300 folks. This yields a significant difference in open rates and reply rates.

For instance, we don’t create a campaign with 3,000 lawyers across the United States. Instead, we’ll create 10 campaigns of 300 lawyers, each of which is in the same jurisdiction and in the same field of law. That way, our message can be more catered for the litigators in San Francisco vs. the family lawyers in San Antonio.

5. Don’t continually pester

No one enjoys being pestered?—?that’s when users hit the spam button. ScaleRep believes in balance and have found it is very effective to follow up with our prospects, but to not pester them.

· Limit email sequences to 3–4 touch points over 9–14 days. If they don’t respond, simply reach out to them next quarter.

· Use other mediums to reach out to folks if they signal any interest. Use LinkedIn, leave voicemails, target them on social media, or follow up with a phone call! It’s more effective to send someone 4 emails and reach them on LinkedIn afterwards if they’ve opened the email than it is to send them a 5th email.

Questions? Comments? Would love to hear your thoughts!

info@scalerep.com

The Hourglass?—?and 3 Keys to Mastering Sales/Marketing Engage

As we approach 2019, forces are shifting the way companies market themselves and execute sales. And as always, it’s those that embrace change, adapt, and learn quickly that put their companies ahead of the curve.

What’s Driving Change in Sales + Marketing?

Subscriptions and Value-Experiencing Trials

The SAAS, subscription-based model allows companies to better service clients throughout the lifecycle of the relationship?—?it’s not a new concept, but it is becoming more prevalent. With it comes a new strategy where firms look to funnel in potential customers into their platforms quickly via free/discounted trials and pilots. This allows prospective clients to to get a sense of the value of the product and more easily create fans.

The rise of growth hackers

Businesses now collect and analyze their own sales and marketing data to constantly improve the way they engage with people. This has led to leaner sales and marketing orgs with an emphasis on scaling the right engagement channels instead of employing a series of ‘spray-and-pray’ sales tactics. Marketing and sales leaders are now more akin to ‘growth hackers’, looking for new channels and guerrilla-like tactics to grow their teams’ effectiveness and engagement.

Engagement at higher frequency.

Whereas teams relied on sales reps to repetitively prospect, outreach, and engage with leads, technology has proven more effective at these tasks. Automation tools now exist in reaching out to the right folks at the right time with personalized content, with humans intervening only at the necessary steps?—?this is what ScaleRep deems the ‘growth assembly line’.

Staying Ahead of the Curve

So, how can teams utilize these forces for their benefit? What principles can we keep top-of-mind to best grow our companies?

The New Sales Funnel

Subscription-based models coupled with trials/pilots have changed what the typical ‘sales funnel’ looks like. It used to be that the classic funnel marketing/sales teams tracked include steps starting at awareness/initial engagement and ended with the purchase of a good.

That’s changed. Sales funnels today are actually hourglasses:

There are now 2 parts to the new hourglass model: (1) providing direct value to someone through a ‘soft-sell’ and initial purchase, and (2) constantly engaging and retaining current customers to become loyal users.

Trials and Pilots are the soft-sells to easier route prospects into your world and have them directly experience your value, but it’s now half the battle. Marketing and sales teams need to shift resources towards the second part of this funnel?—?the engagement that occurs during the soft-sell process. Truth-be-told, this post-soft-sell engagement doesn’t stop once someone goes from trial to customer?—?it’s an ongoing venture. In our subscription-based world where customers pay periodically, companies need to focus on providing value as well and winning their clients over every month, every quarter.

Consistent Marketing, Growth, and Sales Stories

A frequent trap we see in organizations is the siloing of each of these 3 departments. In the new hourglass engagement funnel, these perceived different departments are more closely intertwined and need to interact effectively! And because technology makes it a lot easier to reach more people at scale with personalized messaging, the lines between marketing and sales becomes even more blurred.

It’s so important that your marketing and sales teams are in complete sync and are aligned with your growth strategies. Do your teams know when the other is interacting with leads? Are handoffs happening such that no lead is falling through the cracks? Is the messaging between teams consistent? How are client success managers engaging with clients once a lead becomes a customer?

Test, Test, Test!

There is no guaranteed path in successful customer engagement and conversion from prospects to clients and lifelong brands. But the best way to increase your odds at finding successful ways to do so is through testing different tactics and different outreach channels. You will get unexpected results, you will come across strategies that are counter-intuitive, and you will come across a few strategies that work?—?and definitely don’t work! So long as you improve your metrics through calculated tests, you can start to increase and predict conversion in every part of its sales pipeline.

Scale what works!

Good testing will yield good methods of engagement, your target customer personas, and messaging that works! All these varying factors can be tied with analytics to paint a story of what yields the highest returns.

Do more of what works, stop doing things that aren’t as effective. Try new tests. And repeat. In the end, organizations that are made up of the best learners will be those that withstand the tests of time and will best utilize the new hourglass funnel.

ScaleRep

ScaleRep helps teams build and automate their engagement machine, which serves as the top layer in the new hourglass sales/marketing funnel. Our platform manages all activity at the top of this funnel with essentially zero time needed on the part of our clients.

Our clients love working with us because we replace anywhere from 30%-100% of the top-of-the-funnel workflow and have better results than in-house SDR team, with better ability to test messaging and cadences.

Interested in learning more? E-mail us at info@scalerep.com, or schedule a demo to learn about the ScaleRep platform!