Why Small to Mid-Sized Businesses Should Use Marketing Automation for Prospecting
Prospecting is a headache for most sales reps. Sales people get pressure from leadership to sell faster and meet the demands of the current quarter. As the day-to-day pressure mounts salespeople get distracted and lose focus on prospecting as they concentrate more on closing existing deals in late pipeline stages. What salespeople wind up with is more business at the bottom of the funnel but a very non-existent top and middle of the funnel. For small to mid-sized businesses these issues compound as smaller companies have less resources to work with.
It’s vital salespeople close deals and prospect at the same time. However, it’s unrealistic to think most salespeople will be consistent with their prospecting efforts. Using sales automation, salespeople can be ultra-efficient, almost like an assembly line, with a systematic and scalable way to prospect. Marketing automation software for small to mid-sized businesses helps salespeople use automated workflows to “chase” prospects once they’ve identified their targets. Prospect communication happens in the background using multiple touch points, something that’s imperative when prospecting, to connect with your prospect. Executing such a process looks like this:
- Add the contact to your CRM
- Add the contact to a Lead Liaison Workflow
- Boom! A series of 2-week communication automagically chases your prospect by sending them personalized communication
- When prospects engage, you’ll know about it in real-time and remove them from the Workflow
The flow chart below depicts a sample Chase Workflow that a small to mid-sized company might build to automate sales prospecting. I promise, we can make you love sales prospecting!
Let us know if we can help you build this awesome process into your sales organization.