In the Identify stage of the Inbound Sales process, one must think about company size, focus, target, and specific need. Inbound salespeople will. Listen for inbound leads on the website. There are a number of inbound sales techniques you can use like practicing social selling with potential buyers, attending networking events, and researching passive buyers on Linkedin.
Define Your Ideal Business to Business Buyer Profile
- Company: ideal/not: employees, revenue, volume, or customers.
- Geographic locations
Identify Inbound Leads
- Website sends inbound leads to your CRM in real-time
- CRM alerts of new leads
- Move to enrichment step of the Identity process if fits ideal business buyer profile
- Then Move to Connect Stage
- Move others to “unqualified” status
Modern technology enables you to identify the company from which an anonymous company visits from. If a company fits your ideal buyer profile. Sources of active buyers include inbound leads (website activity), inbound companies, and trigger companies.
Identify Inbound Companies
Leverage common connection by conducting an advanced search in LinkedIn filtering on the attributes in your Ideal Buyer profile. Sort through the results. Look for contacts at companies that match your Ideal Buyer Profile that you are connected to through a person you know reasonably well. Once you find a contact that meets these criteria, add the contact and company to your CRM. Move the lead to the enrichment step of the Identify process and then to the Connect Stage.
Enrich the Lead with Buyer Context
How can we integrate Common enrichment data around buyer’s demographics directly into Pardot forms?
- Information provided by the buyer in the lead form
- Title or Role
- Size of the company
- Geographic location
- Company Twitter handle
- URL of a company blog
- Company LinkedIn page
- Longevity of the contact with the company
- The content that the buyer has consumed from your company
- The conversion event of the lead
- The lead nurturing emails the buyer has received and which emails were opened
- The source buyer found your website
- Relevant commentary observed in the buyer’s social media or news posts
- Public information you find about the company from 3rd parties
- Information from speaking with their employees, customers, vendors, or partners
- Number of Employees
Identify Trigger Events
Include mentions by a potential buyer in social media of your or a competitor’s company, use of a keyword or hashtag aligned with your value proposition on social media, a social media post or blog post by a potential buyer. You can also look at a press release about the buyer (i.e. raising capital, expanding offices, earning results, etc.), a job ad by the buyer relevant to your solution area, and a new role or new executive hired by the company. Interest data about the lead and company: visit the source, lead conversion form data, conversion events, web pages visited, blog articles visited, emails received, and emails opened.
An Inbound Salesman spends 15 hours per week identifying and connecting with leads. They will understand who fits the buyer profile: website visits, Linkedin, trigger events (Newsly), blog subscription (feedly). Scanning of blogs includes new hires, the promotion of associates to new partners, opening of new offices, expansion of new practice into specialty areas. Company demographic information: Industry, Number of employees, city, state, company Twitter handle, URL of company blog, URL of company Linkedin page