Insights
Published: 8.21.23
This article is the third and final in a series of articles on omnichannel strategies and digital marketing.
Many of the skills of sales teams, such as the ability to build trust and relationships, cannot be replaced or even replicated by B2B sales automation, making them more important than ever. What can be replaced for sales teams, though, are repetitive and mundane tasks. By leveraging digital tools and automation, sales teams can reduce the time spent on monotonous tasks and re-prioritize the business critical tasks only they can do.
Understanding the Possibilities of Sales Automation and Digital Tools
Imagine a world in which the repetitive aspects of traditional sales activities — such as drafting outreach emails or pulling data on prospects — are done by someone else, leaving teams with more time to build relationships, personalize their interactions, and work on the parts of their jobs they love. With B2B sales automation and other digital tools, sales teams can more effectively do their jobs while supporting omnichannel strategies to meet buyers where they are.
Omnichannel Journeys Lead to Digital Maturity
In our previous articles, we shared more about omnichannel journeys, and their role in digital marketing. Omnichannel strategies utilize multiple tactics throughout an organization, including in the sales and marketing functions, to stay ever-present for buyers.
Utilizing multiple channels and tactics can enable companies to meet buyers where they already are. This is an increasingly important aspect of the buying process as buyers engage with companies an estimated eight or more times before making a decision.
The sales process is an integral part of an omnichannel journey. Merging B2B sales automation and digital tools with a human touch allows companies to reach digital maturity and succeed in B2B spaces.
Automating and Digitizing Sales Activities Throughout the Funnel
Consider the number of touch points in a decision-making journey. If a buyer requires eight touch points to make a decision, which touch points need to be made by a person, and which can be made through an omnichannel journey? Optimizing touch points via digital tools and B2B sales automation based on buyer needs is an effective way to advance an organization’s marketing and sales maturity, leading to better outcomes over time.
Improve Prospecting Accuracy with a Customer Relationship Management Tool
Having a CRM in place is one of the more foundational activities that can be supported by digital tools. Rather than using a spreadsheet or document to track contacts and interactions, a CRM can provide more sophisticated tracking and management of relationships. In turn, this can help sales teams know more precisely who, exactly, their prospects are and where they are in their buyer’s journey.
Create Easier Connections with Automated Outreach Emails
Part of any sales role is to reach out to new connections and prospects. Often, this top-of-funnel activity occurs through an email or message that has traditionally been written by the sales team member and tailored to the unique recipient. While customized outreach is still a winning strategy, a variety of artificial intelligence (AI) tools can be used to help write these emails, streamlining the process and saving time while preserving the value of that touch point.
Understand Users and Collect Contact Information with a Compelling Landing Page
Understanding your prospects is a key component of middle of the funnel activities. An engaging landing page with content the prospect can learn from, such as an eBook or case study, can both provide value and collect information for further sales interactions later on. Form fills on a landing page can also be forwarded to sales teams for further follow-up. Combined, these activities further the goals of both the Client and the sales team, without taking up too much time.
Maximize ROI with Automated Follow-Ups
Qualifying leads and keeping them warm is an integral part of the sales process. With automation tools, sales teams can not only write personalized emails to prospects, but can also send the emails automatically to keep leads warm. By taking advantage of the tools that exist today, sales teams can continue to provide human touch points throughout the journey, without spending an outsized amount of their precious time on these activities.
Taking Advantage of Existing Tools for Better Outcomes
We live in a world with an increasing number of tools and platforms at our disposal. Taking advantage of these tools can support businesses and sales teams in their work. Combining B2B sales automation with omnichannel strategies opens new doors for sales teams to automate the repetitive and mundane aspects of their work. In turn, this creates opportunities for them to focus on meeting business goals using their unique skills.
From the top of the funnel to the bottom of the funnel, digital tools and B2B sales automation can be leveraged to the benefit of sales and marketing teams alike. When these activities are chosen intentionally, they can benefit the organization’s marketing maturity for a greater business impact over time. For more information on how best to use these tools to your advantage, connect with Br8kthru today.