September 6th, 2013 | by

So much about marketing these days is, “Inbound this…” “Inbound that…” Yes, inbound marketing in B2B sales is important and a great way to generate qualified leads for the sales team. But if you’re not including outbound marketing tactics to your overall sales and marketing strategy, you’re doing a huge disservice to your company, your outbound sales team, and a bigger disservice to all the companies out there that could use your company’s solution now, but haven’t found you yet.

One of our clients, Confio was faced with just this challenge. They had strong inbound leads that were keeping the sales staff busy, but they knew that potential revenue was being left on the table. There was still a large audience of prospects who weren’t actively looking for their solution. They decided to expand their sales team and bring their product to the consumer.

If you’re like Confio, here are three powerful ways of making – or keeping – outbound marketing an integral part of your B2B sales efforts.

Know Your B2B Buyer Personas

It’s imperative you know who you’re talking/selling to, which is why an effective outbound sales strategist needs to build “Buyer Personas.”  Many of your sales leads may be similar in a job description, but that’s often where the similarities end – and personas begin.

So what is a buyer persona?  It’s a number of things, but to summarize:

The buyer persona is a research-based, modeled representation of who buyers are, how they think, how and where they buy, what their goals are, how they talk, what they’re trying to achieve, and so much more.

The buyer persona helps you connect with and relate to the buyer on many levels, which enables you to guide your conversation, develop a relationship, and ultimately make a sale.

Understanding your company’s different B2B buyer personas allows you to influence the purchasing decision. The persona gives you knowledge of what the buyer needs and ultimately leads to the goal of providing a solution to solve their problem.

Not Just Good Data – Complete Data For A Successful Outbound Sales Team

Providing your outbound sales team with good sales intelligence is crucial to keeping them productive and boosting your company’s revenue. In fact, Aberdeen Group, in its report, “Understanding the Science of Sales Intelligence,” found that “Companies that support sales teams with sales intelligence see a 28.4% increase in year over year company revenue.”–

Of course, not all sales intelligence providers are created equal. Knowing who your lead reports to – if anybody – and where they fit into the decision-making food chain and the overall department’s organizational structure can make all the difference in your outbound sales team when it comes time to making contact with them. That’s where an accurate organizational chart will give you the visual representation of where your lead fits into the landscape of the department.

Complete data also means providing accurate real-time data of upcoming projects and high-level executive changes, which will provide you timely upsell, cross-sell and switch-sell opportunities. This is something DiscoverOrg’s Scoops can provide.

Closing the Deal with Outbound Sales

Knowing how to connect and influence your personas in closing a sale is huge, and having a sales intelligence provider that gives you accurate data – complete with Org Charts and Scoops – is imperative. But even armed with these potent tools for outbound sales, you’re still going to have to close the deal when the time comes.

While many books have been written on this topic alone, here are three common-sense techniques to keep in mind when closing the deal:

Listen – Closing a deal is a two-way conversation, which means you can’t be focused on your need to close a deal or products features; you have to listen. Listen to and focus on your prospect’s needs; if you’re an effective listener, you’ll hear them reveal a pain-point you weren’t previously aware of. What can you do to solve it?

Appeal to Emotion – Yes you’re selling to a business, but the person on the other end of the line is just that – a person. People are moved with and buy with emotions. It’s only after they make the purchase based on the benefits of your product or service that they justify it with stats, facts, and figures. Focus on how your solution can benefit them individually and their company as a whole.

Be Positive & Smile – Never go negative, even if the buyer becomes negative. Negativity usually leads to one outcome, and it’s not a good one. Moreover, always smile. Studies have shown that people on the other end of the phone can tell when someone is smiling. Smiling keeps all parties positive, morale high, and conversation light….and who knows? … maybe lead to a good story and some laughter, which is always good for closing sales.

With so much change and turnover, you don’t have time to let your inbound marketing do all the work. Outbound marketing needs to be an integral part of your sales and marketing efforts. And with these three tips, you can make sure it is.

Learn more about how Confio Software increased their sales team’s efficiency and productivity and boosted their sales by 15% in its first year by using a superior IT intelligence provider.

About the author

Henry Schuck

Henry Schuck is the CEO of DiscoverOrg, a 7-time Fortune 5000 company, which he co-founded at the age of 23. He has extensive experience managing the sales and marketing activities of fast-growing information technology data companies.