Checked Out Prospects
Today’s B2B buyers are overwhelmed with information and choices. Gartner’s work on the modern B2B buyer reminds us of just how the overwhelming amount of information and choice can lead to regrets and a worse buying outcome for all.
We see the impact of B2B buyer’s overload in two troubling stats. IDC found B2B sales teams now need 150% more leads to get to the same number of new opportunities. Aberdeen Research found only 37% of 1st meetings go to a 2nd meeting because we often have the wrong person in the 1st meeting.
Medium.com published an article earlier in the year titled aptly the “Content Marketing Tsumani” which suggests that the amount of content being put in front of prospects can hurts deal conversion rates and increases sales cycles.
Adding to the Noise
Unfortunately, most sales teams are making information overload worse with their “spray and pray” email blasts that rely heavily on product- and feature-dumping. At Winalytics, we have seen many clients use campaign “sequences” with four seperate emails, four different subject lines and a multitude of attachments.
In essence, many team are asking the buyer do their job for them. With the content tsumani, sales teams are basically saying “if you would just take the time to read through everything I have sent you, figure out what is most valuable to me, and then tell me, that would be really helpful to me.” Many prospects buyers are just tuning out altogether.
Becoming the SDR Sleuth
Our experience at Winalytics is that the successful SDR teams spend less time blasting content to large quantities of prospects and more time acting as market sleuths. Their goal is to set more meetings by figuring out specific buyer challenges and areas of value that drive high quality prospect calls.
Our experience is that this more intentional approach can increase by 45% the number of 1st meetings you get from the same pool of leads. Here are five key elements of becoming a SDR Sleuth:
- Lead with a single buyer challenge: Reach out around your buyers priorities and challenges NOT product features or your company story and focus on one challenge at a time
- Test with parallel narratives: Test the impact of your messaging by running parallel campaigns each with single story (we call it a campaign narrative) about a buyer challenge to target groups 50-60 prospects in an agile campaign to one key market segment or buyer role
- Commit to an agile 8-touch cadence: According to InsideSales the average seller makes 1.4 outreaches to a prospect but the maximum 1st meetings comes at 6+ touches, so commit 8-9 email, vmail, can call touches across 3 to 4 weeks to secure more meetings
- Use “smart blasts” to build agile: Large scale blasts to hundreds of prospects are fine, but they work a lot better when they are designed to qualify buyers into an agile touch cadence and you can actually pick up the phone and call those prospects who engage.
- Commit to monthly & quarterly measurement: Measure your campaign cadences to identify which messages, segments, and target buyers lead the highest contact to 1st meeting rate and the number of quality 1st meetings
For the SDR Sleuth, there really is no conflict between 1st meeting setting and quicker market learning, the two activities drive the success of the other.