Sales Science Video #3 Full edited

In a series of video interviews, Owen Scott, Concentrate’s Managing Director, talks with Matt Aird, the CEO of Sales Science. Matt and the Sales Science team help B2B companies get more meetings with their ideal prospects, using sophisticated outbound sales programmes that combine the best people, technology and processes.

In this interview, Matt and Owen discuss how to prioritise which sales leads to follow-up. Often the focus is on lead generation, but once you have them, how can you determine where your time is best invested when following up with them? Knowing how to prioritise leads is essential for sales teams, as they could potentially be reaching out to thousands of prospects a day.

Matt and Owen discuss:

  • Prioritising inbound leads based on attributes and activities

  • Prioritising outbound leads generated by a campaign

  • Supporting your sales team with information based on attributes and activities

Sales teams need to be armed with as much information as possible so that they can not only prioritise which leads to follow-up, but they can focus their attention on the ones with the highest chance of conversion.

The transcript of the interview can also be found below.

Keen to find out more about scaling sales for your tech business_

Watch the rest of the Interview series:

Scaling Sales - Moving Away from the Founder Selling

Why Your Tech Company Should Hire a BDR

Seven key outbound and inbound metrics to measure

Transcript:

Matt Aird
Okay, so we're back again with Owen Scott from Concentrate. How's it going Owen?

Owen Scott
Very good. Thanks Matt.

Matt Aird
It's good. All right, and today we're gonna be talking about prioritising, follow up on leads, both inbound, and outbound. So how do we determine who we're following up with or how we're prioritising that follow up in our sales processes. So I'm going to flip it over to Owen and he's going to walk us through at the moment, first of all, how him and his team are prioritising the follow up of inbound leads that they're getting through their website. Owen if you want to show us through that.

Owen Scott
Okay, thanks, Matt. I'll just share my screen with you. You see it right.

Matt Aird
Yeah, that's good.

Owen Scott
So really, there's two dimensions to what we're talking about here is we're running inbound marketing campaigns  at out to people in our ideal target market and those people coming back to, to all different channels to our website. And what this metrics is, is saying how do we sort of prioritise or triage those leads in terms of a BDR? You know, who should they follow up? And what should the response time be. So we have two dimensions to it. One is company fit. And the other one is the level of activity. So if we look at the company fit, you know, there'll be different for every company, but we are continually going through our CRM, and classifying companies is being low, medium or high fit. For us a high tech company as a, you know, a tech company of a certain size in our, you know, in a really core tech sectors like software products, that's exporting and has good leadership structure, etc. You know, down to, obviously low fit companies. So we are continue working with it, and sometimes we've actually done projects to on mass update our CRM and start to classify those companies. And the other dimension is really the behavior. So we're saying, we, when someone goes onto our website, we classify that activity as either being hot, active or engaged. So hot means, you know, they've actually reached out to us and said, contact us, you know, like, I would like to talk to someone about marketing. So they're obviously, the hottest ones. Active is with we have identified about six or seven hind 10 pages on our website. So if people go to the pricing page, the about page, some of our core services pages we deem as being reactive. And the bottom level is engaged. These all are list of the people that are maybe they're coming to a website or looking at blogs or newsletter. Maybe they've downloaded a white paper, but they're not really we have no understanding of where they are in the buying cycle. So we basically continually so the fit is more of a longer term thing that we're sort of classifying companies and obviously the activity of the RSS is a bit of a here and now thing as people come to the website on a daily basis. We use that to prioritise so ways and those really high fat companies that are doing, you know, that are hot. You know, right down to we put them into four categories here. So we have a different, I suppose response time and playbook behind each one of these.

Matt Aird
Yeah, that's great. And see, your rip comes in every day. And he can see the new leads that are falling into these categories. And then prioritises the leads and runs the plays according to where they fit, so you say.

Owen Scott
Yeah. So what we've done is actually the user interface on our, we've got the HubSpot CRM, we've created a graph or chart to show this activity on a daily basis. And it will see that it will say that there's been four hot leads and three active until engaged and then you click on them and you go to all the details of that for the BDR straight go into looking for leads, though straight into the highest priority leads for a company.

Matt Aird
That's great. It's really good.

Owen Scott
Okay, so how do you handle the I suppose the other equation? So that leads coming in to us as an organisation? What about reaching out to about more cold leads out there in the marketplace? How do you handle that, Matt?

Matt Aird
Yes, so we've got a priority system as well. If I could grab the screen share from you. That's cool. I can I can share some info on how we're doing that. So basically, for us and our clients. What we do is we're running outbound campaigns for an ideal client profile. And the key part to this is essentially a 30-day sequence that these contacts are getting enrolled in. This is a series of touch points that are executing across 30 days. And using again, we're using HubSpot predominantly to track this, we can measure the level of engagement or interaction with the touch points that we're putting out into the market. Right? Whether that's email, whether that's engagement with LinkedIn content, whether that's a reply on LinkedIn, that kind of thing. Right? And so, based on that engagement with that content, we have this priority system. Okay, so a sequence gets initiated, these contacts are being reached out to. And, for example, if a prospect opens an email three or more times,  or clicks a link in an email that we've sent them, we mark them as what we call priority. And then that then triggers a bunch of other actions that our reps are completing, to make sure that this doesn't fall through the cracks. And this is the reason that we do this is that our view is that there's typically about 10% of your market that's pretty close to the point of looking to make a purchasing decision. Right, whether they're actively Looking for something right now they've made the decision they're going to buy and they're looking for something, or they're evaluating, you know whether or not they should be buying in the short term. And so when we come across them throughout down activities, we want to make sure we're getting in front of them. And so if a prospect becomes priority, we're adding them to a daily call list. So we're calling them every day for 10 days, we're sending them a connection request on LinkedIn. If that connection requests accepted, we're sending a personalized video message through the LinkedIn messaging app. And then within sending us a follow up text message to them through LinkedIn as well, if we don't get a response to that. And we're also continuing the other sequence tasks that we've got in that 30 day sequence as well. Right. So these guys are definitely going to know that we're trying to get a hold of them. And this is where the vast majority of our book meetings and demos comes from. There's people that end up in priority, and then track down through one of these channels we're following out. And again, yeah, that's it. Predominantly, this is the stuffs tracked in and then managed in the HubSpot CRM. So when we're doing reviews with reps, we can make sure that these activities are being carried out that allows us to do those kind of pipeline reviews or activity reviews with reps to make sure that the right activities are being being carried out. Yeah, so I think, you know, whether the leads are coming inbound or outbound having a priority system, having something in place where your reps know who they should be following up with is really important. But because otherwise, there's an infinite number of activities that they could potentially be performing in any given day, right? So how is it that we direct their activities to the ones that are closest to revenue, if that makes sense, I think is pretty important.

Owen Scott
Yeah. I think that the thing from both of our little quick summaries here is also as to you've got to have a system.

Matt Aird
Yeah.

Owen Scott
People try and achieve this without, you know without a CRM. You need a CRM to better record these data, etc. 

Matt Aird
Yep, hundred percent. Hundred percent. All right, great. That's great. Thanks for that Owen. Thanks for that little insight.

Keen to find out more about scaling sales for your tech business_

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