Personally, I’m Izabelle, responsible for acquiring new partners at Reev, and today I came to talk to you about a very strategic subject: how business intelligence will help you and your customers to achieve good lead generation in the enterprise.
Browse the content
- Video transcript
- Enterprise Sales Challenges
- Commercial intelligence assisting in enterprise lead generation
- Collection of information
- Enterprise Sales Tip
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Reev & Outbound Marketing · Home Office Friday #103 |Enterprise Sales: The Top of Complex Sales
Enterprise Sales Challenges
It is no secret that enterprise sales are more complex precisely because they involve many factors and many challenges.
The first one concerns market restriction: The enterprise market is the most restricted market so burning leads is much more painful and you need to know which leads you are going to prioritize.
The second challenge is about the sales cycle, it’s usually a longer cycle so it’s easier for you to end up losing your lead along the way.
To avoid this type of situation, it is important that you carry out a well-done qualification process, generating a strong problem commitment with your lead, besides, of course, having a well-structured process with clear next steps and following up.
This brings us to the third challenge: the process usually involves many decision-makers and influencers, even from different parts of the company, so initially, it is more difficult for you to identify who all the people need to be involved in the process.
For example, if a sales engagement solution was sold, the pain of both SDRs, salespeople, and sales managers is resolved.
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So you can start negotiating with the sales managers, but along the way, there will be a validation together that it will be necessary to speak with the Head of platforms and with the purchasing sector.
So this will add more steps for you, it will lengthen your process, even more, we must always think of this lead enterprise as a series of layers, and where we are going to get there in our central core.
This leads to the fourth challenge, which is precisely the choice of approach, whether it will be a bottom-up or a top-down approach, whether it is better to look for the hierarchical level that is higher up or start from the bottom up.
These are necessary choices to understand which is the best way to go.
So we saw there are many challenges, there are many issues that you need to consider before you start to get your hands dirty and generate your enterprise leads and help you and your client to go through all these challenges, for that you will need to do some work of business intelligence very well done.
Commercial intelligence assisting in enterprise lead generation
It is business intelligence that will ultimately help us identify who these key people are that we need to reach and how to reach them, what information we will need to validate in order to seek this contact.
And when we talk about business intelligence it is important to follow a step by step as well.
The first point you must define is your ICP and your persona, that is, trying to understand which positions have the pain that your solution will solve.
It is important to validate what justifies this need to use your solution, and it is in this first step that you will choose the approach to be used, whether it is bottom-up or top-down.
In the case of a top-down approach, there is a connection with a person who has a higher hierarchical position but who is not so far from the problem that your solution solves, to the point of still seeing value in your solution, to the point of still have this need to use what you are presenting.
That’s why it’s so important to understand what these roles are, what the pain is, and how your solution will help this lead get through this kind of problem.
It is also here that you need to be aware of some characteristics that will help you classify this lead as an enterprise, so it is important that you note: the size of the company, for example, is usually larger companies with a large number of employees, especially in the sales team.
Also, note if the company is going through an accelerated hiring process, so it is worth researching the company’s social networks and even job posting sites so that you can identify if this is happening within that company if it is a company that offers more complex products, more personalized services.
A very strategic tip is also possible to observe the existence of headquarters and branches when identifying that the head office is in another state, but close to you you have a branch, it can be much more strategic for you to initiate this contact from the branch that is close to you.
It will be easier to generate rapport and in the future, that person can put in contact with someone in the matrix.
So it’s worth making this reflection on what games you want to look for, what the pain is, whether the need to use your information is valid, and where to start looking for these contacts.
Collection of information
After you go through the ICP and personas generation step, it’s time to do a survey of information so you can incorporate your speech with information from the lead’s context, showing him that you are an authority, that you are in the market from him, knows what he is going through and is there to generate value.
This information will also be very important for you to customize your approach, after all, enterprise leads prospected all the time, and generating value and attracting their attention is not easy.
For this, you need to differentiate yourself and the best way to do this is to bring context, is to bring personalization. We know the generic approach doesn’t work so remember to do your research very well to stand out.
The other step that is important for us to follow is actually lead generation now that we have ICP and the persona defined and we have already collected some information about the Lead Market, it’s time to get our hands dirty and look for some tools to get started to generate our list.
If you have the budget to invest in a business intelligence tool, the recommendation is to use the Linkedin sales navigator, it is a tool based on LinkedIn’s algorithm that will recommend for you user profiles that have a profile compatible with the profile you just defined as the target of your search.
In addition, it is interesting to also use some free plugins so that you can have greater leeway, to search in different tools and see what is more assertive and makes more sense for your scenario.
If you don’t have the budget to invest in a tool, rest assured that there are very good free business intelligence tools on the market that can deliver a lead with contact information.
And some of them that are interesting for you to know and use are Apolo and Snov.io, they are tools that have filter search functionality, so you can already get the targeted search according to the ICP that was defined in the first step of the intelligence commercial.
Enterprise Sales Tip
We’ve already gone through these three steps, we have our list ready, so when it’s time to start our sales engagement strategy, I’m sure that following the step by step you will be able to make a good list and have a good sales engagement process.
A tip for generating enterprise leads: Generally these companies tend to follow a pattern of email@example.com or firstname.lastname@example.org, that is, it is very easy for us to find by default.
So if you ended up not finding the contact of that decision-maker you wanted to talk to, it’s worth checking other contacts you found related to this company and trying to identify this pattern.
It’s worth trying to put the name of this decision-maker inside that pattern and validate, of course, we always want to avoid the bounce, and for that, you can also use some email validation tools.
A tool that has this functionality is Hunter, it has the option of validating an email so that you can test the email of that decision-making within this pattern that you found, and check if it is in fact safe for use.
I hope that with this video you can use good business intelligence to capture your enterprise leads.
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