Inside Sales Campaigns... keep simple, think multi channel, be agile!

In our last article we discussed the importance of enablement and becoming passionate and natural at delivering the value proposition.

Next up, we need to rethink Campaigns… Campaigns, executed effectively, will drive a spiked increase in pipeline and latterly sales, create/further build your brand awareness with prospects/customers alike, and disrupt and scare your competition.

Our top tips are:

• Keep it Simple & Explicit - A campaign should be targeted at specific individuals with a particular need/challenge. Campaigns that are high level and fluffy will do nothing more than create a little brand exposure but generate very little pipeline. When planning your next campaign, be able to answer, with clarity, ‘Why Now’, ‘What’s in it for the Customer’, ‘Why Us, ‘What Next’…. How are you going to stand out, why should your prospect/customer take notice, what can you do to help, what’s a simple next step they can take?

• Think Multi Channel – it’s not enough to make ‘smart calls’ only (as apposed to cold calling). The campaign needs to hit the market like an express train. Work with marketing and their creative team to build a simple digital campaign, engage and enable your channel/partners sales teams to increase sale and reach, send out an email marketing campaign, use social media like twitter and linkedin to share the messaging, and then pick up the phone and start dialing your more informed targets! What other channels can you use/think of?

• Be Agile – We can all plan and prepare a campaign, that’s easy but are we agile enough to create and execute a campaign within a few hours of a compelling event… How quickly can you take advantage of such an event? Is your competition more agile and able to capitalize first? We have a couple of ideas but we’d love to hear yours; a) make sure you have a creative marketer assigned to Inside Sales, someone who can build/launch a simple digital campaign rapidly. Build a close relationship with the corporate communications team, they’ll likely need to sign off an external campaign. b) Look historically at any spontaneous events, could something similar happen in the next 12-18 months… have a campaign sitting there ready to go!

Don’t forget, it’s all well and good having a great campaign but you need your Inside Sales team enabled and excited too!

We’d love to hear your thoughts, do you have a point to add, please start the discussion!

Co-authored by James Jarvis and Matthew Anson