How To Use Automation In B2B Sales
The processes of B2B are long and complex. Throughout this process, the most critical job of the sales team is to accompany the potential client, resolving any doubts they may have to consolidate trust in our solutions. However, does all monitoring have to be manual? Should salespeople be aware of each interaction with potential clients to help them move forward? Can part of the process be automated?
We almost always think exclusively about attracting and qualifying marketing contacts when talking about automation.
Marketing automation has become an increasingly common tool in companies’ lead capture strategies. Especially in B2B, where, as we said, the purchasing processes are long and complex.
But the implications of such a dynamic go beyond marketing. A good automation strategy is a fundamental advantage when it comes to increasing productivity, also for the sales team. Why?
- Because it allows us to improve the qualification of leads automatically.
- It helps us detect those opportunities that are more mature to contact a commercial.
- It will enable us to see areas of interest and make it easier to segment the database.
- You provide us with contact information through the content you open, select and download.
Automation is a fundamental component of Inbound Marketing B2B because of its implications for establishing an agile and very productive way of helping potential customer leads consume the information they need to move forward through the funnel without needing someone to monitor them.
How To Spot The Best Leads
When a contact downloads different premium content and fills in fields of our forms, it provides us with information about who you are and what your company is like. In advance, we can define which of these characteristics will determine if the contact works in a company that could be a potential client.
Fields such as the company’s name, the sector, the position or the number of workers can be configured to select the best contacts. In this way, those leads that meet the criteria that interest us will be labelled as MQL or Marketing Qualified Lead. Those are the companies that we want to look at because they have the characteristics that define our profile of customer type.
But that does not mean that we can automatically pass those contacts on to our sales team. First, we must determine, also – indeed – through their interactions, what is the degree of interest that the connection has in our solutions. This can be determined by the quality of the content you read: if you download a success story, search for who we have worked with or fill out an inquiry form, we can say without a doubt that our MQL has become a Qualified Lead. to sell: a SQL.
Automation Also In Sales
Until now, the sales team has not had to do anything. Qualified leads appear in your Pipeline, interested in learning about our solutions without having to lift a finger. So, from this moment on, they should get going and explore the possibilities of converting that lead with good prospects into a client.
In B2B, this work is fundamentally manual, and nothing generates greater confidence in a professional than personal contact with another professional who demonstrates knowledge and technical solvency. However, during this process of interactions with the potential client, the salesperson can also benefit from tools that automatically carry out the most tedious sales process.
What actions can a commercial automate?
- The creation of tasks
- The calendar update
- The team call
- Tracking mailing
Through tools like Hubspot Sales, it is very easy to create automated workflows. These dynamics are associated with changes in the status of a potential client in the Pipeline. Whenever a deal is advanced, we can even get rid of mechanical actions such as writing a reminder to follow up on the contact.
This level of automation is not complex. It can be set up in just a few days. And it allows, from the first moment, to increase the profitability of commercial teams. Why? Because it frees up management hours that are not productive, the company’s salespeople can focus on where they add the most value: helping the client and consolidating a relationship of trust with them.