Cómo las empresas B2B pueden automatizar la captación de ventas
Masterclass de automatización de ventas: Segunda parte
When you’re growing your business, there comes a point when you realize that you’re spending a lot of time doing repetitive work. Prospecting, sending out emails and then following up on them: it can get overwhelming and doing it all manually only makes it worse. You want to find a way to automate sales outreach.
This post is Part Two in a new Masterclass series on how to automate your sales. Sales automation will save you loads of time and let you close more deals. That’s why we created this comprehensive series, guiding you through all the different aspects of sales that can be automated and explaining how you can automate them.
- Jeroen Corthout, Cofundador Salesflare, un CRM de ventas fácil de usar para pequeñas empresas B2B.
In this article, we’ll be sharing with you how you can automate sales outreach of your own B2B company so you can focus more on growth.
1. Enviar secuencias automatizadas de correo electrónico
Imagine having a pipeline of fifty prospects. Based on what they need and what you’ve got to offer, you make the first sales outreach. You copy-paste and tweak your message depending on who you’re reaching out to.
While sending that initial batch of emails might not be overly tedious, imagine having to follow them all up over a period of about 15-30 days – manually!
Instead, you could simply upload a list of emails and prospect names in your email marketing tool. Then you set up email sequences to follow up with prospects who don’t respond to your initial sales outreach.
Some of the smart tools that can help you automate sales outreach include Reply.io, Mailshake, Woodpecker, … or use it straight from within Salesflare of course, like in the screenshot above!
2. Utilice un marcador VOIP y un auricular
Imagine meeting someone at an event. You don’t have your phone on you, so you jot down their number. Later you go to save their number on your phone so it doesn’t get lost among the rest of your notes. Then, while preparing your sales outreach, you copy the number to your computer so you can schedule follow-up calls.
The entire time you’re copy-pasting a number from one place to the next, just to get it from a piece of paper to your computer and then, eventually, back to your phone. On top of all that, you also need to take notes during and after each call about how it went.
¿Y si todo esto fuera tan fácil como ponerse en contacto con un posible cliente con un solo clic?
When you’re using a sales tool like Salesflare, all you need in order to automate sales outreach as desired is a VOIP dialer and a headset. The calls you take on your computer with the VOIP dialer or on your mobile phone automatically get logged.
By not wasting any more time manually looking for phone numbers, dialing them and logging the call by hand, you get to spend more time focusing on the quality of the conversation you’re having with your prospects.
Algunos ejemplos de marcadores telefónicos VOIP que pueden ayudarle a automatizar llamadas de promoción de ventas y registrar las conversaciones resultantes son Aircall y Toky.
3. Automatizar las ventas en LinkedIn
LinkedIn plays a key role in B2B sales. But it’s an incredible drag having to sift through hundreds of profiles based on your defined target audience, shortlisting prospects, visiting their profiles, sending them connection requests with custom messages and following up with them, all manually.
De este modo, se puede tardar días o incluso semanas en cerrar un contacto. A menudo, incluso se corre el riesgo de perder la oportunidad de captar clientes potenciales. O se pierde un seguimiento importante.
So once you know who you’re looking for and have tracked them down either manually or using Sales Navigator, you need to bring in the dux to properly automate sales outreach on LinkedIn.
Dux-Soup es una inteligente extensión de Chrome para LinkedIn que puedes utilizar para visitar automáticamente todos los perfiles de prospectos en una página de resultados de búsqueda y enviar solicitudes de conexión automatizadas con un mensaje que mencione cosas como su nombre y empresa.
Si aceptan tu invitación, puedes hacer un seguimiento posterior a través de LinkedIn para avanzar en el proceso de venta.
You’ll basically end up establishing a lot more new connections and getting introductions and leads without lifting so much as a finger – but make sure your profile clearly states who you are and what you do.
Por ejemplo:
What’s more, you’ll also get those prospects’ names, industries, roles and company domains, along with any other information they have on their LinkedIn profiles, all neatly exported in a .CSV file. You can then use this data to further automate sales outreach by email, phone and even other social media channels.
If you’re hungry to learn more about how you can optimize your sales outreach, check out The Startup’s Playbook to Finding B2B Customers on LinkedIn. We’ve covered the entire process step-by-step and on top of that we’ve even shared a selection of our secret hacks!
Or if you’d like a specialized agency to help you, check out our list of lead generation agencies.
4. Automatizar la promoción de ventas en Twitter
At some point, we’ve all used the follow-for-follow approach to reach out to our target market on Twitter. And we’ve even used automated DM’s or experimented with them to promote products, eBooks or even blog posts.
Pero, ¿alguna vez has tenido una conversación significativa o divertida que realmente haya resultado en que un usuario objetivo se convierta en un lead o incluso en un cliente?
While our founder, Jeroen, uses automated messages too, they’re not to promote our product. They’re to establish that oh-so-important human connection to start understanding what the user is looking for. He doesn’t start trying to sell Salesflare straight out of the gate.
Here’s an example of what Jeroen does. He uses Jooicer to auto-follow people who follow Salesflare competitors. When they connect, the tool sends them an automated message. But after a while, Jeroen jumps in to humanize the conversation.
También toma esta lista de personas que siguen a un competidor en Twitter y les envía una solicitud de conexión en LinkedIn.
Here’s how you can do the same:
- Extract your competitor’s Twitter Friends with FriendOrFollow
- Haz coincidir los identificadores de Twitter con la dirección de Gmail con FindThatLead.
- Empareja el resto de handles de Twitter con perfiles de LinkedIn con ContactoCompleto.
- Vuelve a traer al Dux con Dux-Soup.
- Conéctate automáticamente a LinkedIn e inicia una conversación.
Acuérdate: show genuine interest, listen to your prospects carefully and help out. Don’t just promote.
Before you get started, make sure to read How To Target Your Competitor’s Customers With Facebook Ads And More Starting From Twitter.
5. Ejecutar CRM retargeting y anuncios retargeting
We just explained how to get email addresses of prospects starting from LinkedIn and Twitter. Now it’s time to use these email addresses to nurture these prospects and to move them up in your sales pipeline. That’s where CRM retargeting and retargeting ads come into play.
1. Crear un público personalizado de Facebook
Instead of going for generic targeting and simply hoping the right prospects will see what you’re promoting, you should create a Facebook Custom Audience. Upload all the email addresses you have from a .CSV file or from the email marketing tool you’re using.
However, this only works when the email addresses are associated with Facebook profiles. That’s why at Salesflare, we like to combine Custom Audiences created from emails with others created from data like the prospects’ location, phone number or even their last interaction with our business.
Cuantos más datos, mejor funciona el proceso de emparejamiento.
A good example of how you can apply this is by retargeting your blog readers with lead magnets. The higher the perceived value of what you’re offering them – like ebooks or an industry report, the more likely they are to share their email address or more information about their needs.
But make sure you don’t make the mistake of asking those who have already subscribed to your blog to opt-in again. It’s essential that your communication feels organic and natural at all times.
2. Dirígete a un público similar en Facebook
Los públicos personalizados son ideales para nutrir a los clientes potenciales en un embudo de ventas o para dirigirse a listas muy específicas. Los públicos afines son la forma de llegar a nuevas personas, encontrar más clientes potenciales y, a continuación, empezar a nutrirlos con anuncios que los impulsen a convertirse en clientes.
Pero el truco aquí es un poco diferente. Un público similar básicamente te ayuda a llegar a personas que probablemente estén interesadas en tu negocio, basándose en su similitud con tus mejores clientes actuales. Para que un público similar funcione, debe utilizar los datos de sus clientes más valiosos. Los datos de los que tienen el mayor valor de vida del cliente (CLV) tienen más probabilidades de hacerle llegar a alguien que es como ellos.
En primer lugar, se crea un público personalizado basado en las conversiones:
Y luego creas un público similar utilizando tu público personalizado:
3. Establecer un embudo de retargeting
No matter how you’re reaching out to your different audiences – be they custom or lookalike, there will always be prospects in there who still won’t interact with your business despite your campaign. That’s why you need to set up a retargeting funnel.
To do this you employ the user’s last activity on your ad campaign or your website as the basis for targeting and what you offer in the message.
Here’s an example of a basic retargeting ad campaign:
- Día 0-6 desde la última visita: Promover la inscripción a la prueba gratuita
- Día 7-11: Ofrezca un imán de clientes potenciales para obtener la dirección de correo electrónico
- Día 12-16: Destaca las ventajas de tu producto con una CTA para inscribirse en una prueba.
- Día 17-21: Comparta un vídeo testimonial que destaque el valor de su producto
- Días 21-25: Destaca otro beneficio de tu producto con un CTA para inscribirse en una prueba.
- Día 26-30: Promover la suscripción a la prueba gratuita con una nueva imagen y texto de anuncio.
Su objetivo aquí debe ser sencillo: guiarles suavemente hacia la conversión.
There’s a bunch more useful tips waiting for you in The Startup’s Playbook To Finding B2B Customers on Facebook.
Conclusiones: Centrarse en añadir valor
Aunque existen varias formas de automatizar cómodamente la promoción de ventas, el éxito radica en la relevancia del mensaje para los clientes potenciales.
Whether it’s in email, on a call or on social media, your messages should bring value to the prospect. The better you can show them that you care, the more likely they are to move up in the sales funnel.
Can’t wait to automate sales outreach until it’s a finely tuned engine? Let us know which tools you think everyone ought to be using and how they made life better for you!
Need a quick recap? Read Part One of the Sales Automation Masterclass: How To Automate Lead Generation For B2B Companies. Also, don’t forget to tune in next week for Part Three in our Sales Automation Masterclass: How B2B Companies Can Automate Sales Follow-Up And Closing.
Esperamos que te haya gustado este post. Si es así, ¡difúndelo!
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