Inbound-Based Sales Enablement
Strong implementation of Pipedrive is a basis on top of which we build the remaining elements of the growth engine. Another component of the Pipedrive Growth Accelerator is improving the close rate with the help of inbound marketing optimization. Most marketing teams are focused on lead acquisition campaigns and forget about applying inbound techniques for sales enablement. The root cause of this is the discrepancy between sales and marketing and seeing both as silos that are isolated from each other. But as you already know, in this module we crush this artificial, line-in-sand type of division, because we believe that the key to growth is a well-optimized customer experience, and such experience is possible only when sales activities and marketing messages complement each other. In a typical scenario, the marketing team calls it a day when they generate a lead, which leaves all responsibilities related to winning a deal to the sales team, and leaves a lot of mindshare on the table up for the competitors. The worst thing is that it slows down the sales process. By assessing each Pipedrive lead through the custom lead scoring engine, and building ad audiences on top of various scoring segments, your marketing team gets to run sales enablement and thought leadership campaigns in Facebook Ads, Google Ads, and Twitter Ads. It helps your brand stay on top of the lead’s mind with omni-channel messages aligned with the sales stage they’re at, or simply showing your brand in an interesting way as they move through the sales process. This truly elevates the performance of the growth engine, because the typical length of a sales cycle for B2B business can range from four to seven months and it takes six to eight meaningful touch-points. With our Slack integrations updating the team about the new leads, especially the highly scored ones, not only makes closing deals fun for your sales reps and building, but they immediately know when they should act quickly to grab the opportunity.
Custom Scoring Engine
With Pipedrive your salespeople get to increase the precision and accuracy of sales activities due to the scoring engine. They get to slash tens of hours by distributing the energy mainly across the most promising leads, and they lose less time on inbound leads that are not ready for the call or further steps. We upgrade your sales engine with a custom scoring engine, which is an engagement-based metric representing the lead quality, and a north star metric for every sales team. The moment of outreach can make or break the sales approach, and it must be right. Our custom scoring engine also helps you get more business per advertising budget. Traditionally, wide-reach top of funnel campaigns eat up the biggest chunks of the marketing budget, because marketing teams are held accountable for the top of funnel lead acquisition strategies and success. They also bloat sales teams with a plethora of low-quality leads. In our approach, we incorporate MQL’s and SQL’s into marketing performance monitoring. Using lead scores as a basis for ad auction bidding means we help you get more MQL’s and SQL’s for the same ad budget, and win back leads that drop along the process (e.g. didn’t show up to demo). It also helps fuel brand awareness through the entire process, which is a great enabler for the sales team, and nurture leads by keeping potential customers engaged.
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