In che modo le aziende B2B possono automatizzare la raccolta di informazioni sulle vendite
Masterclass sull'automazione delle vendite: Seconda 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, cofondatore di Salesflare, un CRM di vendita di facile utilizzo per piccole aziende 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. Inviare sequenze di e-mail automatiche
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. Utilizzare un combinatore telefonico VOIP e una cuffia.
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.
E se tutto questo potesse essere reso facile come entrare in contatto con un potenziale 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.
Esempi di combinatori telefonici VOIP che possono aiutarvi ad automatizzare le chiamate di sensibilizzazione alla vendita e a registrare le conversazioni risultanti sono Aircall e Toky.
3. Automatizzare le vendite su 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.
In questo modo si possono impiegare giorni o addirittura settimane per chiudere un lead. Spesso si rischia addirittura di perdere l'opportunità di coinvolgere un potenziale cliente. Oppure si perde un follow-up 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 è un'intelligente estensione di Chrome per LinkedIn che si può usare per visitare automaticamente tutti i profili dei potenziali clienti in una pagina di risultati di ricerca e inviare richieste di connessione automatiche con un messaggio che menziona cose come il loro nome e la loro azienda.
Se accettano l'invito, è possibile seguirli successivamente tramite LinkedIn per far avanzare il processo di vendita.
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.
Esempio:
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. Automatizzare le vendite su 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.
Ma avete mai avuto una conversazione significativa o divertente che abbia effettivamente portato un utente target a diventare un lead o addirittura 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.
Inoltre, prende l'elenco delle persone che seguono un concorrente su Twitter e invia loro una richiesta di connessione su LinkedIn.
Here’s how you can do the same:
- Extract your competitor’s Twitter Friends with FriendOrFollow
- Abbinare gli handle di Twitter all'indirizzo Gmail con FindThatLead
- Abbinare le restanti maniglie di Twitter ai profili di LinkedIn con FullContact
- Portate di nuovo il Dux con Dux-Soup
- Collegatevi automaticamente su LinkedIn e iniziate una conversazione!
Ricorda: 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. Eseguire il retargeting del CRM e gli annunci di 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. Creare un pubblico personalizzato di 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.
Più dati ci sono, meglio funziona il processo di abbinamento!
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. Rivolgersi a un pubblico di sosia di Facebook
Le Custom Audiences sono ideali per alimentare i lead in un funnel di vendita o per indirizzare liste molto specifiche. Le Lookalike Audiences sono il modo in cui si raggiungono nuove persone, si trovano più contatti e si inizia a coltivarli con annunci che li spingono a diventare vostri clienti.
Ma il metodo è un po' diverso. Un pubblico lookalike vi aiuta a raggiungere le persone che potrebbero essere interessate alla vostra attività, in base alla loro somiglianza con i vostri migliori clienti esistenti. Per far funzionare un pubblico lookalike, è necessario utilizzare i dati dei vostri clienti più apprezzati. I dati di quelli con il più alto Customer Lifetime Value (CLV) hanno maggiori probabilità di raggiungere persone simili a loro.
Innanzitutto, si crea un pubblico personalizzato in base alle conversioni:
E poi si crea un pubblico lookalike utilizzando il pubblico personalizzato:
3. Impostare un imbuto di 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:
- Giorno 0-6 dall'ultima visita: Promuovere l'iscrizione alla prova gratuita
- Giorno 7-11: Offrire un lead magnet per ottenere l'indirizzo e-mail
- Giorno 12-16: Evidenziare i vantaggi del prodotto con una CTA per l'iscrizione alla prova
- Giorno 17-21: Condividere un video di testimonianza che metta in evidenza il valore del vostro prodotto.
- Giorno 21-25: Evidenziate un altro vantaggio del vostro prodotto con una CTA per iscriversi a una prova.
- Giorno 26-30: Promuovere l'iscrizione alla prova gratuita con una nuova immagine e un nuovo testo dell'annuncio.
Il vostro obiettivo deve essere semplice: guidarli dolcemente verso la conversione.
There’s a bunch more useful tips waiting for you in The Startup’s Playbook To Finding B2B Customers on Facebook.
Conclusione: Concentrarsi sul valore aggiunto
Sebbene esistano diversi modi per automatizzare le vendite, il successo dipende dalla rilevanza del messaggio per i potenziali clienti.
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.
Speriamo che questo post vi sia piaciuto. Se vi è piaciuto, spargete la voce!
👉 Potete seguire @salesflare su Twitter, Facebook e LinkedIn.
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