Improved Prospecting: We worked with the client to improve their understanding, and continuously learn more about, their BuyerDNA. This involved determining the best use cases for their target accounts and creating a personalized way of engaging with individuals within these organizations, all based on their job role and responsibilities. An interesting way we achieved this was through understanding more about their buyer’s social engagements on LinkedIn, seeing how they engage with different messaging and communication to support our message experimentation.
Marketing Collaboration: There was a need for increased alignment between the Sales and Marketing teams so we worked with the VP of Marketing (U.S) to align the sales messaging with the newest content releases and virtual summits. Social content was then being verified as we encouraged feedback to help us understand improvements for future engagements. Many of these tactics resulted in partnership opportunities as a result of increased brand awareness amongst other like-minded companies.
Touch Pattern Collaboration: We demonstrated the value of cold calling based on personalized messaging aimed at the target buyers pain points, as determined by the BuyerDNA work carried out. This created a relationship with the buyer, allowing us to host discovery calls, understand more pain points, demonstrate value, and drive brand awareness amongst both decisions makers and gatekeepers. Simultaneously we showed the value of message testing as part of their social selling touch patterns, finding the fastest route from cold outreach to high-quality conversations and documenting live findings for the wider internal sales teams to adopt, all based on best practice and certified results.
Effective Handover & Nurture Process: Working closely with the VP of Sales (U.S) we clearly and effectively communicated our insights and findings to empower their internal Sales and marketing team to implement best practice and accelerate revenue. We created a flow for continuous outreach based on missed opportunities, handing off opportunities back to the applicable SDR in specific cases. We also nurtured prospects on a 90-day touch pattern that kept them engaged in case of future requirements changing, allowing for increased brand awareness and open lines of communication.
Experiment, Report, Experiment: Throughout our engagement, we followed our acceleration lab core values and continually tested, certified and then provided insights into what messaging and touch patterns were converting most effectively. By allocating headcount to external testing of sales messaging, our client saw increased adoption of new touch patterns, accelerated revenue, and more data-driven insights that allowed their team to achieve their full potential.