In the Pipeline Issue #11
Hi there! ??
Welcome to issue?#11?of?In the Pipeline, where we share what's worked for us—and what hasn't—in the B2B marketing and sales enablement space. This month, we have tips for writing scannable emails, a no-brainer way to empower your sales team, and the tab we think you should keep open.
How to ABM smarter, not harder:
ABM requires a bit more work than "traditional marketing." So what do you do when you're dealing with a targeted segment of 2000 or more —?where do you start?
Don't choose who to focus on at random or on "instinct." Instead:
1. Cast a Wide Net
Reach all influencers and decision makers at all 2,000 companies with strong content.
2. Watch and Learn
See what companies lean in and follow up on personalized events and specific direct mail.
3. Prioritize and Attack
By now, you should have a good sense of which companies of the 2000 are real, promising leads.?
Now move to 1:1 "elephant hunting" tactics that are personalized and tailored to convert those accounts!
Before you start ABM, figure out which accounts are ripe for personalized content!
A tracking tip:
"What's your lead source?"
"Zoominfo" might seem like the convenient answer, but it's probably not the helpful one in the long-run. Lead sources shouldn't be the way you found the record.
When you specify lead sources to the point where the prospect found you, you'll be able to look back at the marketing and see what's working and what's not.
It might take a little bit more time, but when you do, you'll be able to put more resources behind what's working.
Lead sources should tell you how the prospect found YOU. Here are our standards:
Don't forget to:
Make your workflows and systems more efficient!
Workflow inefficiencies aren't just internal “inconveniences.” They are affecting sales numbers more than you know.
领英推荐
When your sales workflow is efficient, your sales team can...
Start small —?ask the people who work with you about ways to improve processes!
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A tab you should always have open:
Whether you're crafting an email to a customer or pitching a deck to a coworker, remember that you're not paid by the word. Concise information is easier to read AND remember.
Don't just trust your instincts.?Hemingway?is perfect tool to help you make your writing bold and clear. Did we mention it's free?
What we're reading:
We may not all be creatives, but thanks to emails, pitch decks, and more, we all find ourselves telling stories about brands every day. Why not learn to make those stories more engaging?
Hey Whipple, Squeeze This?is a great place to start. It's an entertaining read, to boot!
Get on?Amazon.
That's all for now! Watch out for us next month.
The Swivel Team
Powered by Swivel, a sales-first marketing partner for mid-size B2B companies.?
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