Gain expert insights and actionable tips on a wide range of topics in inbound and outbound B2B lead generation for both new and seasoned marketers.

MSP Turns Callbox Appointments into $150,000 in New Contracts [CASE STUDY]

Learn how we planned, executed, and refined this managed IT firm’s campaigns in this short video.

This Atlanta, GA-based managed IT company has been a Callbox client for several years now. Callbox has been helping the company grow the Client’s market share throughout the Atlanta area as well as allowing the company to expand in key Australian locations.

In one of the Client’s appointment setting campaigns, the company was able to win new managed IT contracts totaling $150,000 from the sales meetings delivered by Callbox. The Client thinks Callbox’s integrated and highly-targeted approach at sales appointment setting contributed a lot to the strong results they’ve seen so far.

 

 

Check out the Full List of our Client’s Success Stories

Watch Callbox Videos and Revamp your Marketing Campaign!

Callbox Videos - Lead Generation and Marketing Tips

Read our latest marketing news or Subscribe to our newsletter!

Dial +1 888.810.7464 / 310.439.5814

Better sales opportunities. Faster client acquisition.




Start making sales calls that build deeper connections with key prospects. Download your FREE guide now.

Download your ABM call scripts + persona templates

CS_SW_B2B-Mobile-Marketplace-Gets-Clear-Buying-Signals-from-New-Prospects
SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [CASE STUDY]
Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects (Featured Image)

ABM Sales Funnel: Turn Prospects into Leads, Convert Leads to Customers

ABM Sales Funnel: Turn Prospects to Leads, Convert Leads to Customers

The marketing industry has a new buzzword – flipped sales funnel or account-based marketing (ABM) sales funnel. The concept gained more traction during a marketing event in Atlanta.

What is this flipped ABM sales funnel and how different is it from the traditional sales funnel?

Good question!

As B2B marketers are already aware, the traditional sales funnel flows like this:

Traditional Sales Funnel

Awareness

In the awareness stage, prospects notice a pain point and want to find out more about it.

Here’s a neat way to understand what happens in the Awareness stage:

  • Recognize a need
  • Research and seek information
  • Refine the problem (make it clearer and more specific)

It is important to take the necessary steps to ensure that your brand is visible and can be picked up on a potential customer’s radar. Putting out content that answers common questions asked by prospects in the awareness stage is one way of attracting them.

Consideration

Prospects have narrowed the problem down and are learning about possible solutions. Prospects will also begin to check out the products/solutions of possible vendors(including your company), and they compare which one fits their needs best.

This summarizes what leads do in the Consideration stage:

  • Estimate potential impact
  • Explore valid solutions
  • Evaluate each option

Decision or Purchase

Prospects have chosen a solution and are comparing potential vendors. The final stage when your target becomes a buyer.

These key points best describe the Decision stage:

  • Compare solution providers
  • Consult all stakeholders
  • Choose a vendor

The flipped ABM sales funnel works similarly, but the focus is different. If in the traditional sales funnel you focus on prospects and try to qualify them, the flipped sales funnel encourages marketers to focus on the company’s decision maker within an account and engage them, so they become your brand advocates.

 

A Closer Look at the Flipped ABM Sales Funnel

Just like the traditional sales funnel, the flipped ABM sales funnel also has four stages – identify, expand, engage, convert.

The Flipped ABM Sales Funnel

Let’s take a closer look at each of them:

Identify companies and contacts

As mentioned earlier in the article, this kind of funnel focuses on several decision makers in your target accounts. In other words, you have to identify and profile multiple points of contact.

First, determine how many accounts match your ideal account profile (IAP). An IAP is a company that perfectly fits your solution. Then, identify who the decision makers are and the role they play in the purchase process.

This visual guide goes over the process of selecting and profiling high-value accounts.

Expand contacts within target accounts

Once you created the dream company (account) you have for your solution, you need to expand by adding more contacts to it. The contacts are the people who will use the products and service you have.

It is indeed the exact opposite of the traditional sales funnel where you have to start outside (qualifying the leads) and inside (create the account). More so, the flipped sales funnel shortens the process because you start with the key person.

Engage prospects using a multi-channel lead generation approach

Engagement is the primary step in traditional marketing to make your prospect aware of your brand; however, it comes third in the flipped sales funnel. Like in traditional marketing, you have to utilize all the marketing channels at your disposal to engage your prospect.

At this point, you already know who your key target contacts are; thus, you can personalize your campaign and target their needs, pain points, and motivations more specifically. And that gives you a better chance of winning them to your side.

Convert into leads, customers and brand advocates

Nurture and follow up each interested decision maker in order to move them into later stages of the sales process. Make sure to leverage marketing automation to deliver personalized messages in context.

Giving your customer a tailor-made experience as they journey through the sales process makes the journey enjoyable. Moreover, the personalized service makes them feel important. Consequently, a happy customer will tell others about their experience with you, making them an advocate of your brand.

 

Meeting Halfway for Better Success

The principle presented in the flipped sales funnel is perfect; however, there’s not a lot of evidence that can prove that it works perfectly and brings more results than the traditional sales funnel. But that doesn’t mean we will scratch the idea. No one should be more open to new ideas and strategies than marketers.

Joseph Jaffe, one of the speakers in that event, has a better suggestion – integrate the traditional and flipped sales funnel together. Jaffe, as if by a stroke of fate, wrote a book a few years earlier with the same title – Flip the Funnel.

Although it’s not exactly as the flipped sales funnel, the idea he presented in his book is similar. In his book, he mentioned about creating new advocates but using a few resources. Instead, the majority of spending should focus more on retaining your current customers. In so doing, you are building your customers to become raging fans. And we all know how passionate fans are, especially if you can capture their hearts and minds. They become your advocates, your brand evangelists – look at how Apple fanboys and fangirls.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

Better sales opportunities. Faster client acquisition.




Start making sales calls that build deeper connections with key prospects. Download your FREE guide now.

Download your ABM call scripts + persona templates

Winning High-Value Accounts with Multi-Channel ABM
Industry Insights: Tapping into the Growing Demand for Edge Computing

Software Lead Generation: Keys to Selling Cloud BI Solutions

Software-Lead-Generation-Keys-to-Selling-Cloud-BI-Solutions

There’s no doubt that cloud business intelligence (BI) software presents a lot of benefits to businesses and organizations. It helps companies respond to market changes and improve their business strategies because it gives them access to real-time data. Most of all, it comes with fewer capital expenses helping businesses save more.

Despite all the benefits cloud BI and analytics solutions offer, most tech experts agree that selling or marketing these solutions to corporate executives and other end users is still a great challenge. Although some companies are already adopting cloud business and analytics, there is still a significant percentage who either do not want it or have doubts about it.

The primary reasons for such hesitation are security and privacy. Then, there’s also the issue around the loss of control.

How do you get past these challenges and convince organizations that the benefits outweigh the risks? How would you approach software lead generation for your cloud BI and analytics solutions?

 

Business Intelligence Is a ‘Family Affair’

In an interview about cloud BI trends, Howard Dresner, Founder, President and Chief Research Officer at Dresner Advisory Services, said that the most reluctant people about the cloud BI adoption are the IT guys.

Their concerns are not unfounded since they are the ones who take care of large, enterprise-scale projects in the company. When someone suddenly finds themselves not managing the system, concerns around privacy, security, and loss of control get bigger.

Engaging tech buyers in software lead generation

As a BI seller, the most logical thing to do is convince the CTO or CIO of an organization; however, that is not the best approach. Doing so will not bring you to the next level of the sales funnel. Instead, you need to engage and involve the key people in each key business area of the company throughout the process. That’s because BI is a ‘family affair.’

Your best bet is engaging an executive —  ideally the CMO or CFO — who sees the bigger picture of the company’s goals and strategy.  Someone who also has the expertise to translate and focus the company’s mission into KPIs.

The following visual guide demonstrates the 3 C’s of selling to the C-Suite, you might want to check it out.

If you want to succeed in selling cloud BI solutions (or software lead generation in general), you need to involve every key person and their business areas in the process. By doing so, you will be able to touch the different kinds of BI users in the company as well as create a customized solution for each of them. By determining who the users are and the type of information needed, you can guide them into a buying decision.

 

Software Lead Generation needs Outbound

It’s common for cloud software companies to rely heavily on inbound channels for their software lead generation efforts. In an ideal setting, the potential customer signs up for a trial, sees the value in the product, and then proceeds to upgrade to a paid tier. However, for complex SaaS solutions such as cloud BI and analytics, this sales model doesn’t work most of the time.

Outbound software lead generation strategy

We’ve heard the phrase “consult, don’t sell” and this is true in every sense. Consultation plays a big role in software selling which means sales meetings drive software sales. And when we say sales meetings, one thing comes into mind – outbound appointment setting.

In a previous topic, my colleague, Rebecca went over 4 steps in appointment setting to boost sales meetings with prospects.

Outbound channels such as personalized email send outs, phone sales calls, and SMM will allow cloud BI solutions to reach wider audiences, engage the right software buyers, and shorten the already lengthy tech buying process. In short, leveraging targeted outbound software lead generation strategies can fill the gaps of inbound.

Combining inbound and outbound marketing requires resources like data, tech stack, expertise, and budget – which most companies lack. This brings us to…

 

Partner with a Software Lead Generation Agency

Employing the services of a lead generation services company (in USA) is common across B2B firms, especially with IT and software companies. With the demands and complexities of modern B2B marketing, it makes more business sense to outsource marketing or at the least, the top of the funnel lead gen activities to an agency.

Software lead generation requires planning and a more granular approach. In fact, 60% percent of process is spent on preparation rather than the actual execution. Software companies might be able to replicate the infrastructure of a lead gen services company if they choose to go the DIY route, but the pros of outsourcing outweighs the cons that surface when keeping it in-house.

Lead Generation Agency vs DIY Lead Generation

 

How to Make Change Less Painful

Change is painful and uncomfortable. That is why a lot of companies, especially SMBs, are still ambivalent about cloud business intelligence. You, as a BI seller, need to accept this including the fact that implementing something new is not easy. It requires a lot of work, especially on the software lead generation end. An essential part of BI implementation is the assessment of the current situation. Analyze what the existing software stack of the company is. Here are some points to look out for:

  • The organizational structures and the processes around it or lack of it
  • What’s working — it’s not practical to remove an effective and efficient process.
  • How do you integrate these processes into the new strategy?
  • What are the current data sources of the company?
  • How are they stored?

Putting those points into consideration will give you an insight into how your BI solution can seamlessly fit into the company’s business strategy.

 

Value is Still on Top of the List

Consumers always consider cost in contrast with value, functionality, and deployment timing. Any product or service that offers value to the consumer and leads them to a better ROI will always win against its competition.

After value comes convenience and simplicity. If your solution can make a company’s business process much more manageable, that’s another selling point for you. Alan Fang, COO of ERP Logic Inc., an enterprise resource planning reseller said that the way of the future is “the simplicity of accessing a large chunk of data without spending a lot of time synchronizing the data.”

 

Author Bio:

Judy Caroll

Judy Caroll is a marketing executive at Callbox. She is a blogger, online marketer and loves to share with you the best stuff in sales and marketing. Follow Judy on Twitter and Google+.

Better sales opportunities. Faster client acquisition.




Start making sales calls that build deeper connections with key prospects. Download your FREE guide now.

Download your ABM call scripts + persona templates

Winning High-Value Accounts with Multi-Channel ABM
Industry Insights: Tapping into the Growing Demand for Edge Computing