SalesTech Star

Harnessing The Benefits of a Multichannel Approach in Sales

Aggressive sales leaders have a constant need to identify with better revenue results (they should!) and they therefore spend significant amounts of time identifying new initiatives that can help accelerate sales pipelines and drive double the revenue dollars.

To sustain better growth, sales leaders have to ensure two kinds of goals and plans are met – one that caters to short-term objectives and another that can help drive long-term business ROI.

The pressure is always on sales leaders to grow sales pipeline consistently; but ensuring you have a comprehensive prospecting cadence built out while focusing on boosting the number of closed wins can sometimes be challenging.

This Is Where Multichannel Sales Prospecting Helps

Why do Sales Teams Need to Have Multichannel Prospecting Cadences Today?

One thing to remember for sales and marketing teams – prospects are always online today and can be found on multiple online platforms.

Every sales prospecting goal is typically meant to serve two key objectives: a) making every outreach more targeted and personalized so as to boost response rates b) focus on scaling high volume outreach efforts with the right personalization and data

For the latter to work, salespeople need to constantly find ways to reduce the time and effort taken on manual tasks like sending prospecting emails or making cold calls.

The most successful sales leaders understand this principal and enable their teams with the right sales automation to help reduce the load to manual tedious tasks so that the best programs can be made more scalable.

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Here is why every Sales leader needs to more proactively plan multichannel sales cadences for better results:

Cutting through the email clutter

Most sales reps and sales teams will actively choose to incorporate email prospecting as part of their sales outreach strategy. But given the volumes of emails today’s typical prospect already receives, cutting through this clutter becomes that much more difficult.

When prospects receive a seamless brand messaging across channels they are most active on, the core value of your product / service will stay in their mind for a longer period of time and the brand recall value will always be higher.

The need to make prospecting more conversational

When sales and marketing teams set up cadences to enable their prospecting efforts, they face the risk of making their conversation sound automated or robotic, unless it is beefed up with the right personalisation tokens.

Now given that today’s prospect is always-online across multiple channels, how best can sales teams formulate strategies that allow them to be more visible in front of their prospects? Charting out a multichannel approach (voice mails + video prospecting emails + a social networking cadence, etc) not only proves more beneficial in today’s remote selling environment, it also allows room for sales and marketing teams to plan more natural conversations depending on the tone of the channel.

A/B testing channels to know which ones to focus on

In sales and marketing, there can never be a shortage of idea (and also tools!). But clearly, there is now also no shortage of channels through which to market and sell on.

It’s already been long since established by the most successful B2B sales and marketing leaders that a spray and pray approach will never be impactful at a time when prospects demand a more personalized experience that allows them to see just how much the brand reaching out to them understands and knows them.

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Not only should sales and marketing teams be focusing on creating and implementing multiple multi-channel cadences today, they should also use different messaging styles and cadences on each while evaluating and measuring ROI on each.

By keeping a close track on what’s working and what’s not working, and tracking conversion rates on each platform, it will become that much more easier for sales leaders to double down on only those channels that are working optimally to meet business goals.

A Multichannel Sales Approach: Essential to Overall Sales Growth?

Sales and marketing leaders and teams have to ensure constant increase in revenue and growth. This can be (easily) achieved through continuous testing, new ideas and stronger team alignment. The right sales automation can play an integral role in complementing these plans and quickening the pace of results.

If you’re looking for quick tips on improving your video marketing ROI, or boosting revenue in this last quart, don’t miss these Podcasts with leaders from PandaDoc, RiskIQ, Vidyard and (many more!) SaaS Companies, where they share interesting insights. Have a quick listen!