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How can you build a pipeline of qualified leads for your enterprise software sales team?

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If you sell enterprise software, you know how challenging it can be to find and nurture prospects who are ready to buy your solution. You need a pipeline of qualified leads that are interested in your value proposition, have the authority and budget to make a decision, and fit your ideal customer profile. How can you build such a pipeline and optimize your sales process? Here are some tips to help you.

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Michael Rumiantsau

Turning data into narratives.

1 Define your target market

Before you start looking for leads, you need to know who you are looking for. You need to define your target market based on the characteristics of your ideal customers, such as their industry, size, location, pain points, goals, and challenges. You can use tools like LinkedIn, Crunchbase, or industry reports to research and segment your target market. You can also create buyer personas that represent the typical decision-makers and influencers in your target accounts.

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Michael Rumiantsau

Turning data into narratives.
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Pinpoint your Ideal Customer Profile (ICP) by detailing the customer persona, focusing on individual traits like role, needs, and challenges. This persona should embody the ideal user, guiding your outreach to connect with those whose professional responsibilities and goals align closely with your solution's benefits.

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Axel Weese
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Meiner Erfahrung nach müssen Kunden w?hrend der Customer Journey dort abgeholt werden, wo sie in dem Moment Ihrer Kaufphase auch stehen. Sprich, wenn sich ein Kunde zum ersten Mal Informationen zu Ihrem B2B Softwarebereich einholt mu? dieser mit anderem Content bespielt werden, als ein Kunde, der sich schon l?nger mit diesem Thema auseinandersetzt und bereits viel Wissen über den Markt hat. Dies bedeutet, dass Sie verschiedene "Touch Points" mit dem Kunden entlang der "Customer Journey" definieren müssen und diesen dort über Ihren Content abholen und m?glichst schnell mit Ihnen in einen Austausch bringen müssen (Call for Action).

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2 Create a lead magnet

A lead magnet is a valuable piece of content or an offer that you provide to your prospects in exchange for their contact information. A lead magnet can be a white paper, a webinar, a case study, a free trial, or a consultation. The goal of a lead magnet is to attract and educate your prospects, demonstrate your expertise, and generate interest in your solution. You can promote your lead magnet through your website, social media, email marketing, or paid advertising.

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Axel Weese
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Der zuvor beschriebene Content entlang der Customer Journey an den einzelnen Touch Points kann nun ein informativer Text, Whitepaper, Webbinar, ein Podcast, eine Customer Succes Story, o.?. sein, um den Kunden zu bespielen und abzuholen. Wichtig ist, dass Sie als Experte mit einer professionellen L?sung wahrgenommen werden, um die Herausforderungen Ihrer potenziellen Kunden zu l?sen.

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3 Qualify your leads

Not all leads are created equal. Some may be ready to buy, some may need more nurturing, and some may not be a good fit at all. You need to qualify your leads based on their level of interest, engagement, and fit. You can use tools like lead scoring, lead grading, or BANT (budget, authority, need, and timing) criteria to evaluate and prioritize your leads. You can also use email campaigns, phone calls, or chatbots to ask qualifying questions and collect more information.

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Axel Weese
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Um den Reifegrad Ihrer Leads besser zu verstehen, müssen Sie ein Lead Qualifikation System einführen. Dort definieren Sie den Zustand Ihrer Leads von "UQL" (Unqualified Leads) über "MQL" (Marketing Qualified Leads) über "TAL"/"TQL" (Tele Accepted/Qualified Leads) bis hin zu "SAL"/"SQL" (Sales Accepted/Qualified Leads), um dann den Lead in der h?chsten Güte an den Vertrieb zu übergeben, der dann den Salescycle durchl?uft und den ursprünglichen Lead mit einem Win entsprechend abschlie?t.

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4 Nurture your leads

Once you have qualified your leads, you need to nurture them until they are ready to buy. You need to provide them with relevant and personalized content that addresses their pain points, educates them about your solution, and builds trust and rapport. You can use tools like email marketing, social media, or content marketing to deliver value and stay in touch with your leads. You can also use tools like CRM (customer relationship management) or marketing automation to track and manage your lead nurturing activities.

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Axel Weese
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Wichtig ist die permanente Pflege der Leads, in dem die Marketingabteilung die unterschiedlichen Leads in den unterschiedlichen Phasen weiter bespielt und von einem Status in den n?chsten bringt. Moderne CRM Systeme erm?glichen bereits vor einem Salescycle, wo der Vertriebler den Lead hat, auch die unterschiedlichen Stati in der Phase der Leadgenerierung abzubilden.

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5 Follow up with your leads

The final step in building a pipeline of qualified leads is to follow up with them and move them to the next stage of the sales process. You need to contact your leads regularly and timely, and offer them a clear and compelling call to action. You can use tools like email, phone, or video conferencing to communicate with your leads and schedule appointments, demos, or proposals. You can also use tools like sales enablement or analytics to optimize your follow-up strategy and measure your results.

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Axel Weese
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Nachdem der Telesales über die z.B. BANT Kriterien abgekl?rt hat, dass dies eine ad?quate Vertriebsopportunity ist, erfolgt die übergabe an Sales. Auch hier ist es wichtig eine Vertriebs- Methodologie zu verwenden, um den Reifegrad über den dann folgenden Salescycle professionell zu Monitoren. Auf Basis meiner Erfahrung bietet sich hier MEDDPICC an.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build a pipeline of qualified leads for your enterprise software sales team?

1

2

3

4

5

6

1 Define your target market

2 Create a lead magnet

3 Qualify your leads

4 Nurture your leads

5 Follow up with your leads

6 Here’s what else to consider

Enterprise Software

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How can you build a pipeline of qualified leads for your enterprise software sales team?

1

2

3

4

5

6

1 Define your target market

2 Create a lead magnet

3 Qualify your leads

4 Nurture your leads

5 Follow up with your leads

6 Here’s what else to consider

Enterprise Software

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