Inbound marketing for the benefit of inbound sales
Because inbound marketing is undoubtedly one of the subjects that interests you, it is important to emphasize that it is not just about a marketing methodology. Inbound Sales, have you ever heard of it?
The principle of our inbound marketing agency is not only to support customers in a digital transformation. We also support our customers in a sales approach to help your sales teams find new customers, carry out prospecting and facilitate their fields of action.
Inbound sales is the methodology that fits in with inbound marketing to align your teams and improve performance.
Table of Contents
- What is inbound sales?Definition
- Inbound Sales can be worked on!
What is inbound sales?
Inbound Sales is a less traditional form of prospecting. Inbound sales is defined by a method of attracting customers or Smart Selling. Indeed, the prospect arrives on your site or in your contact list via a conversion tunnel predefined by the marketing actions. Sales can thus concentrate on prospecting for hot prospects, that is to say all the people who have taken an upstream approach (downloading a white paper, a document, etc.).
Sales therefore no longer do the prospecting process. The work of your marketing department will thus allow your sales team to personalize their interaction with potential customers.
It is thanks to the data collected that this personalization is possible.
Inbound Sales tools
How to equip yourself to succeed in your first steps in inbound sales?
Just like inbound marketing, having the right tools is important. Here is our selection:
- The CRM. He is the driving force for the Sales. A management tool is a gold mine that will allow your teams to have simple and effective feedback on the history of your customers or prospects.
- Social networks also appear as a source of supply for your sales team. We will speak here of social selling. It’s about tailoring your use of networks to gain business opportunities.
- Emailing is one of the tools that must be adopted for the realization of sequences. Nothing better than Hubspot’s automated email sequences for this. Indeed, it is from email sequences that the reminders will be made. The idea is to automate all the dirty actions to broaden the scope of action, save time and increase productivity.
The sequence can then be done according to a predefined scenario with your teams and according to personal experience, an experience specific to your history. However, each sequence must be personalized with the elements collected upstream during the customer journey.
- The telephone, a loyal ally of the sales teams. Its role will be to support during reminders (integrated into the sequences). He will remain your ally in any commercial prospecting. Remember, a phone call is better than a sequence of emails. But its use must be useful. In particular, it will allow you to establish a connection with a prospect.
Inbound Sales can be worked on!
How to set up an inbound sales strategy
First of all, it is essential to understand the methodology.
As this Hubspot image shows, there are 4 steps in the lead to customer conversion funnel.
This is the first step in a sales process. Identifying a prospect.
The idea is to learn about all the actions of a lead.
Where did he go? What did he download? etc. These are the first questions that I ask myself as a Salesperson to guide my speech at the time of the first contact.
One of the most important steps in the conversion funnel. The idea here is to find the catchphrase or the trigger to respond to the phase in which the prospect is.
In this case, you can use an email sequence through Hubspot or your CRM / Sales tool to facilitate all of your follow-up and automate the prospecting process. What is important to emphasize here is that this is not a marketing or service proposal stage. It is a question of meeting the prospect’s need and providing an additional response to the documents that they may have downloaded or viewed on your site, for example.
The step that most closely resembles the traditional system of prospecting.
In this phase, it is mandatory to discuss with the prospect to define the objectives. Be genuinely interested in the customer’s need. We are then in a phase a little more advanced in the qualification of the prospect.
Then, during the exchange, try to qualify the GPCT, a new version of the BANT (Goals, Plans, Challenges, Timeline). This will allow you to know how to prioritize your tasks and be relevant to the information you will give to prospects afterwards. The idea is to support and educate the potential client in the phase of the decision-making process in which he finds himself.
The last step in the process: counseling.
This is one of the main reasons the prospect can engage with you. Be relevant, clear in your explanations and provide them with answers to their needs.
Remember, this step is the key to turning your prospect into a customer. The Sales must therefore validate all the data collected with the prospect and submit solutions to enable him to achieve his objectives.
Here is the methodology that your Sales will then have to adopt to achieve your objectives:
The sales process naturally undergoes changes. Like marketing, it is one of the poles of companies which is experiencing transformations in the digital age.
It is not, however, a great rupture between its past and its present. It is about adapting traditional practices to the new digital tools and practices of consumers. Read also: 5 good reasons to choose Real Estate Inbound Marketing
If all transactions are done today mainly through the web, so is trade. Inbound marketing, which today makes it possible to attract leads, also allows inbound sales to develop.
These two concepts are now complementary because it is partly thanks to marketing that the salesperson’s work takes on its meaning.