SDR Candidates: Best Interview Questions to Find the Right Fit

Best Interview Questions for SDR Candidates

As I mentioned in a previous blog (“How Difficult Is It to Generate a Meeting?“), most of the companies that I have consulted with hire people who have never been in a sales development reps (SDR) role. I advocate hiring SDRs with at least 1 to 2 years of relevant SDR career experience. You want to hire the right SDR candidates who understand that they will hunt for qualified prospects to qualify them for pain and need.

Setting SDR Candidate Expectations

During the interview process, you want to qualify candidates for their willingness to call cold into prospects and find those SDRs who aren’t afraid to speak to decision makers. A good candidate who goes above and beyond the SDR role will prove they are willing to:

  • Make a lot of dials (70-100) per day. This is crucial, as it is more difficult than ever to get professionals on the phone.
  • Hunt for prospects in your Ideal Customer Profile (ICP) using tools such as LinkedIn Sales Navigator, for example.
  • Call decision makers and sales managers. Most of your Sales Reps will not want to speak to a person who has been assigned to “research” a topic. This is a bone of contention that I have seen many times between SDR’s and Sales. Sales Reps want meetings set with “Decision Makers” or someone involved in the “Decision Process”. They don’t want meetings with non-decision makers. It is easier, however, for SDRs to get the non-decision makers to take their calls. Unfortunately, as meetings with these prospects are not an appropriate fit, the SDR has wasted time with a non-viable prospect.
  • Manage a set of Target Accounts which may require cold calls and emails to prospects
  • Understand how to use a call guide and speak to the benefits or value of your offering in a manner that shows how your solution fills a prospect’s need. If you don’t identify these traits early on in the interview process, you will build an unproductive team. In short, you won’t hit your meeting quota, nor build a quality pipeline. Your team’s job is to build a sales pipeline. Highly qualified meetings are the vehicle that SDRs use to build pipelines for your sales team.

Hint: I recommend that you use the phrases listed above in your SDR job description to clearly identify your expectations for this role.

Rating SDR Candidates

The next item for hiring managers is to build a set of interview questions to ask SDR candidates (Top SDR Interview Questions Resource). Once done, assign a score for each question. For example, in one of my top SDR interview questions, I ask candidates to walk me through their resume. If the candidate can tell me about some key wins and metrics that they hit at each job, I give them a high rating (my score would be a 10) for their answer.

The Interview Process

During the interview, the SDR candidate should be able to outline key areas where they had goals to attain and metrics to meet. This is especially important if the candidate has never been a SDR.

As they answer your questions, SDR candidates must show that they have done the work. One of my questions is: “How do you manage your daily activities?” Their answer should show they took initiative, unprompted, at their previous jobs. For example, the candidate might say something like:

“I get in at 7 AM, and the first thing I do is review what I have to accomplish for the day, like tasks that have popped up, etc. Next, I like to make my calls early in the morning and late in the afternoon, which is when executives are more likely to be available”.

Note: one of my SDRs asked to start work at 10 AM because they had great results by calling through 8:00 PM. He was my top rep and is now a VP of Sales at a major tech company.

A poor answer would sound something like:

“I think most people start their day by looking at their tasks and making calls.”

In this example, we don’t care what “most people” do. We only care about what they do each day. If it seems like their answers are guesses, they probably are.

After you find a candidate that has received a high interview score, you will need to vet them further, following along these guidelines:

  • Give them your value proposition and see if they can create a suitable call guide.
  • Ask them to do a role play, making sure that they call you at the appointed time.
  • Have them interview with at least 1 of your SDRs to get their take on the candidate
  • Have a Sales Rep or VP of Sales interview them so that they can give you their thoughts about how effective this candidate will be in the role. Remember, Sales is your customer and they should have some say in the hiring process and overall business development.

Building a Winning Team

This process should take at least a week to complete. Even if you have a desperate need, you don’t want to skimp on the interview process. This is an important role:

  • The right SDR will generate a valuable pipeline and help you achieve your quarterly goals.
  • Excellent SDRs can be the pipeline into your sales organization. They will know your solution and will have proven that they can call decision makers and generate interest.
  • Some of your best SDRs may become managers as your SDR team grows. The best ratio is 5-8 SDRs per manager.

When you include these fundamentals in your hiring process, you will build a winning team! (Top SDR Interview Questions Resource).


Read the book The Radical Pipeline Strategy: How to Grow Pipeline and Revenue by Optimizing Sales Development. This book outlines tested best practices and implementation strategies that I developed while rebooting and building 65 SDR and Inside Sales organizations.

The Radical Pipeline Strategy Book by Alicia Assefa

Find out more about SOMAmetrics’ Intelligent Prospecting Platform and get free resources on our website at www.somametrics.com.

Use Task Force Teams to End the Great Reshuffle

Using Task Force Teams to End the Great Reshuffle

Inc. Magazine’s recent article “Why Are People Really Unhappy About Their Jobs? The Whole Reason Can Be Summed Up in 2 Words” describes two reasons why the “great shuffle” happens today. Increased salaries and a basic “thank-you” are no longer working for burnt out employees. The studies presented in the article show that leaders must learn how to recognize employees in a way that they will feel valued to end the “great reshuffle”.

Setting Up Task Force Teams for Sales

During my career, the method that I used to win over hearts and minds of was task force teams. These team members should engage in setting processes, policies, metrics and KPIs for the SDR team.

When I am asked to re-tool a SDR or Inside Sales organization, I use task force teams to gain trust and energize team members. To do this, I conducted interviews with each team member within the first week ‌in my role. Then, I created task force teams regarding the specific yet common issues and concerns that I uncovered during these interviews. These issues and concerns have included topics such as Key Performance Indicators (metrics used to manage the team), Commission Rates, Quotas, CRM, Contracts, etc.

I asked that team members join one or more of the task forces to resolve the outstanding issues. I informed them that some executive-level ‌issues—commissions and quotas—may not resolve exactly as envisioned. My teams knew that once our recommendations were approved, we would be held accountable for achieving our projected numbers.

The Process

I limited participation to 5-7 members for each of the task force teams. Here is how I managed the task force teams:

  • I started with a brainstorm session or two which helped us get all ideas on the board for later review
  • Following the brainstorming session(s), I conducted the ideas review. During this phase, task force teams review and eliminate any idea(s) that are not viable
  • The team captures and reviews task force recommendations in a PowerPoint deck prior to presenting to the manager (me in this case)
  • Each Task Force Leader presents the approved recommendations to the entire team. The team understands that they should follow the approved task force recommendations. In most cases, there was a 95%+ agreement rate about the recommendations as outlined by the various task force teams

Task Force Teams—Case Study

One of the organizations that I turned around was the Inside Sales team for a company that had lost half its clients and hadn’t seen any new business since the recession. The Inside Sales team had not hit their revenue targets in many years.

During the assessment of the organization, I found that no one held the sales team accountable for their metrics. For example, Sales Reps didn’t have quotas. The sales funnel was full of opportunities, but 80% of these were no longer viable deals. There was no sales methodology in place to effectively manage deals through the sales pipeline.

In addition, there were no KPIs or metrics in place. Team members made fewer than 10 dials per day. I knew we had to get that number up because this was a phone job and the only opportunity to get more prospects was by calling them. I realized that my Sales Management experience was key in getting this team to achieve their goals and increase revenue.

The Turnaround

Working with the task force teams, we decided on a sales methodology and types of metrics that the team agreed would help them achieve their newly assigned quotas. Everyone agreed to the minimum metrics and worked towards them as a team. At the end of the first year, revenue had increased by 57%, and revenue from new prospects had increased by 80%

Sometimes, I don’t agree with task force recommendations. If their recommendations are way off the mark (from my experience), I work with the team to get their ideas to align with what I know will work. Ultimately, however, the caveat is that if we don’t see improvement within 90-days, we will need to regroup and come up with a better process or set of metrics. This becomes a continuous improvement process in which experimentation is essential. Similarly, Sales Management is not a stagnant process.

As the manager of a team, you need to be flexible and listen to the suggestions of your employees. Sales Management is about working with your employees and, ideally, empowering task force members to work together to analyze the success of their recommendations. Review task force recommendations and results at the end of each quarter.

Increase Productivity

There are many studies about Sales Management and employee involvement in the decision making process. Most research agrees that active participation has positive effects on performance, and thus productivity. For example, C. A. L. Pearson conducted an experiment involving two groups of workers: a group of employees who set goals, and a control group that executed traditional work procedures. The results showed not only that those “who were engaged in participative goal setting reported […] greater job satisfaction”, but that “goal setting and performance were positively related.” [1] Similarly, another paper found that “empowered employees largely improve performance by finding innovative ways of correcting errors in service delivery and redesigning work processes.” [2]

These findings are in line with my own experience, and show that if you get the buy-ins from your employees, you will see an increase in performance, productivity, and eventually revenue.

So… what?

Rather than telling the team what to do, I give my teams the ability to determine their destiny. When teams have the opportunity to provide their input on specific aspects of the job, the manager has their “buy-in,” and team members can work toward the assigned goals. Why wouldn’t they? It’s their plans and ideas and, therefore, their responsibility to make them work. This process has worked for me and has helped my teams greatly improve their performance.

Employee retention should be at the top of every company’s list. Allow them to give input into how they should do their jobs in order to improve morale and reduce exits


Read the book The Radical Pipeline Strategy: How to Grow Pipeline and Revenue by Optimizing Sales Development. This book outlines tested best practices and implementation strategies that I developed while rebooting and building 65 SDR and Inside Sales organizations.

The Radical Pipeline Strategy Book by Alicia Assefa

Find out more about SOMAmetrics’ Intelligent Prospecting Platform and get free resources on our website at www.somametrics.com.

Prospects are Real People Too: Using Prospect Personas to Land Calls

When an SDR makes calls, they often freeze when someone answers, especially if they are new to the role. Much of the fear stems from the lack of training and tools that they need to feel confident having conversations with senior executives.

Another reason SDRs freeze is because they believe that they can’t relate to the person at the other end of the call, such as C-Level executives who are established decision makers and sales prospects. A fun way to dispel this belief is to make these Persona’s real to the SDR through content that will streamline their sales process (SOMAmetrics Prospect Personas Identification Handout).

SOMAmetrics Prospect Personas Handout

Making the people on the other end of the call real is as simple as having the SDRs work through the different Prospect Personas that are your target audience and ideal customer. On the SOMAmetrics Persona Build Handout, you will find questions that help the team create prospect and buyer personas.

A few examples are:

  • Personal information: How old is the VP of X?
  • How many kids do they have?
  • What are their personal and professional goals?
  • Do they have any pain points?
  • Is there anything that keeps them up at night?

These are great questions to discuss, as these insights may help SDRs to connect the dots between your solutions and the prospects issues.

During the Exercise

  • You may want to ask a Sales or Product Marketing team member to attend the session in order to help the sales team, and provide customer case studies.
  • Give the Persona a name and find a picture to add to the sheet
    • Have fun thinking about Marsha, VP of Sales, for example. She:
      • Is 47
      • Has 3 kids, who are now on their own
      • She reads the NY Times and (provide a few names of trade journals that she reads)
      • Her professional goal is to become a CEO at a Tech company in a few years
      • Stays up at night thinking about how they are going to hit their Quarterly Objectives, how to achieve sales transformation, and how she can get the new product out faster (to help boost sales and overall business).

You may want to select 2 Prospect Personas each week. The exercise, when done right, can take about an hour. If it works better, divide the team and have these teams focus on a few different personas until all are covered. Then bring the divided teams back into one group, and share these Prospect Persona updates with the whole team.

The Effect of Prospect Personas

Some of your SDRs may get subscriptions to the trade journals that your prospects read, which will provide them further insights into the people and industries that your company serves. They may begin to empathize with your prospects and the challenges that they face. Overtime, your team will feel empowered to discuss how your solution can help these prospects hit their goals. When your team feels comfortable speaking with your valued prospects, their conversations will become natural. SDRs will now have something of value to say to your prospects, which will help to engage them to want to know more about your solutions.

This is a fun and rewarding exercise. The team will get a laugh out of it and they will see that yes, our prospects are real people too.


Read the book The Radical Pipeline Strategy: How to Grow Pipeline and Revenue by Optimizing Sales Development. This book outlines tested best practices and implementation strategies that I developed while rebooting and building 65 SDR and Inside Sales organizations.

Find out more about SOMAmetrics’ Intelligent Prospecting Platform and get free resources on our website at www.somametrics.com.

4 Sales Development Manager Oversights That Hurt SDR Teams

sales development manager

Regardless of whether the Sales Development team in your company is under Sales or Marketing, your Sales Development Manager must manage the SDR team like a Sales Manager manages her sales team.

1. SDR Team Managers need to manage by two sets of numbers

Over the years, I have learned that the job of an SDR team is not to generate meetings. It is to generate pipeline for Sales. Each Sales Development Manager (“SDR Manager”) should have a pipeline quota they must achieve. Pipeline is King! If the SDR team achieves its meeting quota but misses the pipeline quota, that is a big failure in my mind. On the other hand, if the team misses its meeting quota but hits or exceeds the pipeline quota, that is a big win.

Sales Managers need to ensure that their Sales Execs are not sand-bagging and adding deals at a lower pipeline value. This is often a bone of contention for SDR teams. Sales Development Managers must meet with Sales Leadership regularly to keep both sides honest.

2. Track the Sales Development Manager’s time over 5 days

You can create a spreadsheet with columns that have a field label “type” and other fields for the days of the week (M-F).  Some examples of these types include:

  • Team meetings
  • Coaching Individuals
  • Reporting
  • SDR Pipeline Review (The SDR Pipeline tracks the Key Conversations that each SDR has achieved and needs to be 2-3X the meeting quota)
  • Meeting Approvals
  • Other Meetings
  • Admin Work.

Without fail, this exercise has shown me that most SDR Managers spend less than 12-15% of their time coaching and assisting their team to improve skills or experience. If your team is primarily made of junior SDRs, then senior Sales Managers need to work with the team regularly to brainstorm business development tactics. My recommendation is that management focuses 30-40% of their day coaching their teams. Time spent coaching a team with the use of the call guide, messaging, persona needs, and role-playing will help to elevate the team of junior SDRs.

3. Forecasting meetings and pipeline growth

This skill should be a part of every Sales Development Managers’ job. It is very important to track weekly progress, where the team is, and what the SDR Manager forecasts for the Quarterly regional sales. Forecasting is also important because if the team is off at any point during the quarter, the SDR Manager must pivot on their strategy to ensure that the team will still produce strong results with their support.

4. Build a mini business plan

This will outline how the team plans to achieve their goals and objectives in a specific amount of time. GOSPA (Goals, Objectives, Strategies, Plans, and Activities) is a 1–2-page plan which focuses on the manager and the SDRs on the how of achievement. Each set of quarterly goals should be given to team members. Most companies fall short by not engaging team members to determine the “how”. These documents should be reviewed with the SDR Manager to determine if the SDR has set realistic objectives and strategies.

Team members who review and update their GOSPA’s will be more successful than those who don’t. If a team doesn’t know how they will tangibly hit their objectives, they won’t succeed. Strategies may need to be changed, throughout the quarter to hit numbers. If the team has a method for developing a strategy, are monitoring where they are each week, and are responsible for the “how”, they are more likely to be successful.


Treat your SDR teams as a strategic part of your sales organization (even if they report into Marketing). The team will generate viable meetings and pipeline for the Sales team.  

Focus your SDR Managers on what matters.  Pipeline is King!

Email me at alicia@somametrics.com if you want to reboot your SDR team.

Learn about our SDR Enablement.

Why Sales Development Representatives Underperform

sales development representatives

Before sales development representatives existed, remember telemarketers? Without caller ID, we didn’t know who was calling until we picked up the phone. We were trapped in by someone on the other end trying to sell us something, not taking “no” for an answer. We hated it.

And so did the telemarketers. They mostly got yelled at for wasting their time or simply hung up on. It was a job for the desperate and paid very little.

Sometime in the 1980s, someone went to B2B companies and proposed to set appointments for their sales process teams. They hired good candidates (better than the telemarketers) and trained their “tele-prospectors” well on the prospects they were calling into

Eventually, the client companies thought they could save some money if they brought these skills in-house. They started hiring “Business Development Representatives” (BDRs) to take inbound calls and set appointments. They hired “Sales Development Representatives” (SDRs) to make outbound calls and do the same.

And that’s where things started going wrong. This was a cost-saving initiative and most executives had “B2B telemarketing” in their minds when they posted these job descriptions. They hired junior sales reps—many from retail or financial services— and gave them basic training (mostly on their own products). They let them loose to make phone calls on their prospective customers.

What could go wrong?

This is typically a path to increasingly lower returns. Using junior-level people results in a dismal sales pipeline built, which means that more have to be hired to meet the desired quota, which leads to greater resistance of hiring skilled people at higher rates and trying to find even less expensive ways to staff this critical operation.

There is a better way.

If you are going to hire junior SDRs and BDRs, then you must use effective time management to train them and arm them with the tools they need for success. Use sales prospecting metrics (start with pipeline as your top metric), arm them with a strong understanding of the business marketing and personas they are calling into, and change the process from a phone-first to an email-first approach.

Brand your company as a source of valuable insights and information—a thought leader. Craft each email that goes out by making sure:

  • Your company name and the BDRs name are in the “from” part of the email
  • The subject lines are informative (and not, “Jim, quick question?”)
  • Leave well designed and customized voice mails making it clear which company and which BDR left the voicemail
  • Don’t forget to make sure your company name shows up on the caller ID
  • Brand your emails and calls separately from your competitors until your prospects recognize you—and want to pick up and talk to your sales executives.

Don’t do what others do. Do what is in the best interest of your prospects by not wasting their time and ensuring each email and call is worthy of their attention.

Read more of our blogs here.

Grow Sales Pipeline and Drive Revenue Growth

grow sales pipeline

Grow Your Sales Pipeline to Fix Missed Revenue Targets

How can you grow your sales pipeline and consequently fix missed revenue targets? If you think of your total revenue operations, it is likely fed by four major revenue streams:

  1. New orders from totally new logos
  2. Reorders or renewals from current customers
  3. Upgrades, up-sales, and add-ons from existing customers
  4. New orders from entry into brand new markets.

In all but one (reorders/renewals), the key challenge is how to grow a sales pipeline of sufficient size and quality. It is also finding one that consists of informed decision makers who are actively searching for a solution within budget.

The fundamental thesis of this blog is that missed revenue targets happen primarily as a result of missed pipeline targets.

grow sales pipeline

If you are skeptical about this, consider the following research findings:

  1. New customer acquisition cost is increasing by an average of 10% or more each year.
  2. Over 100 million new businesses are started each year, worldwide.
  3. Partly as a consequence of that, nearly 80% of B2B companies change vendors within 24 months.
  4. Nearly half of sales reps (49%) fail to meet their quota—a trend that has been consistent for some 10 years now.


If we put the stats together, the story looks like this: competition is intensifying and competitors are stealing customers. So, we have to find opportunities for new customers just to grow at the same rate. This is forcing us to spend more marketing and sales dollars to acquire new customers, creating a spiraling cost loop.

Furthermore, we continue to design, invest, and build our sales pipeline management the same way we did in the 20th Century—and our sales reps struggle to meet their sales quotas.

Things were definitely different then. Buyers more or less welcomed sales calls because salespeople were a source of valuable information about what competitors were doing and so on. Then internet boom allowed for buyers to research this data for themselves, so sales teams became more a nuisance than an asset and were mostly shut out.

Fast forward to the 2010s, content and social media became king as B2B companies began to invest in their marketing efforts. And then the global pandemic hit and sealed the deal of a new sales process. Now, marketing is everything: ABM, demand gen, growth marketing, etc.

B2B Bottleneck

So, B2B companies created a bottleneck, an operational bow-tie with large Marketing spend and large Sales spend. They gave practically no spend or thought to what connects the two big operations, namely Sales Development.

Here is one way to think about this. Your marketing department is tight on time and resources on sales performance (as much as you spend there). So, marketing campaigns end up going after the Total Addressable Market (TAM) instead of a more focused Serviceable Addressable Market (SAM). You end up getting leads that are too small, too big, or in geographies you can’t really sell for whatever reason.

None of these will ever go on your sales pipelines, and yet these “leads” pass on to your sales reps. They become overwhelmed by all these leads just to find the ones that they can actually work with.

The Problem with your Sales Pipeline

So, you hire Sales Development Reps (SDRs) to help with that. Only, you hire junior people, provide them with basic training and lots of technology, and let them loose on these new prospects.

The problem now is different. You have someone who was just a few months ago working at Starbucks calling on a senior decision maker who has been doing this for 10, 15 years. It’s like a high schooler saying to an NBA player, “Let me show you some slick moves…”. It’s not going to work out well.

So, all the money you spent on your marketing gets throttled down in the middle. Good lead generation slips away because those tasked with following up and setting appointments simply don’t know how to execute social selling or talk to these people.

As a result, your sales organization has to do its own prospecting. They spend less time moving those in the sales pipeline towards a close. The end result is missed quotas and missed sales opportunities.

The Solution

The solution is to design your company’s revenue operations in such a way that you avoid the bottleneck. This allows revenues to smoothly flow from Marketing all the way to Sales, facilitated by SDRs who grow the sales pipeline for the sales organization.

Sales Development is a strategic revenue operations partner—equal to Marketing and Sales. It needs to be headed by a senior strategic thinking leader, and its members must be capable of talking at the level of senior decision makers in global companies.

Most importantly, your Sales Development organization has to grow the sales pipeline (not meetings) and should be compensated the same way your sales organization is—by how much it contributes to revenues. It’s time to really rethink our revenue chain, and redesign it from the ground up to meet 21st Century sales needs.

SDR Team Design: Four Common Mistakes to Avoid

In this blog, we will quickly cover four major mistakes made in setting up Sales Development Reps (SDRs). Each mistake has the potential of severely limiting performance. Unfortunately, a number of companies commit two or more of these mistakes, significantly hampering pipeline growth.

SDR Team Design Mistake 1: It’s an Entry Level Job

The work of the SDR is often considered an entry level job—a misconception that this is a “telemarketing” job. Since it is viewed, staffed, and supported that way, the misconception is perpetuated by the lackluster results obtained.

Think about these points for a minute:

  • On one side of the phone is your junior rep “Connor”, who is 24 and recently graduated from college. He has a lot of enthusiasm, some product training, maybe some cold calling and objection management training, and little else.
  • On the other side of the phone is “Amy”, SVP of Operations in a large trucking company. She has been in the industry for about 20 years, is ambitious, and has a long day that starts around 7:30am and ends around 8pm.  

Let’s assume for a second that Amy picked up the phone when Connor called—a very long shot, by the way. But let’s go with that.

What do you think Connor can say to Amy that makes her curious enough to want to hang on?

Remember that Amy has talked to thousands of Connors in her career, while Connor has spoken to maybe 20 or 30 Amys. She knows what he is going to say before he says it, and gives him perhaps six or seven seconds to see if he is going to say something interesting. But that’s unlikely.

So, she says whatever she has to say to end the call politely, including saying “Sure” to a meeting she never intends to attend. Yes, Connor got his meeting and he can virtually high-five his team lead, but nothing really happened here.

But, what if Connor knew the trucking business pretty well? Could he have said something interesting to Amy that would have made her really want to attend the meeting? 

SDR Team Design Mistake 2: What we Want is More Meetings

The VP of Sales of a tech company once told me that he had two SDRs who were booking around forty (40) meetings a month for him. When I asked him how many of these were going on his pipeline, he replied “4%”. Yes, only 1.6 meetings per month went on the pipeline.

I am sure your situation is much better. But the point is that if you pay for meetings, you will get plenty of meetings.

The question is: do you want meetings or do you want a sales pipeline?

In another company, an SDR booked a meeting that represented a $500,000 opportunity for the sales team—the largest sales opportunity of the quarter. And yet, his manager only counted it as one meeting because the SDRs had a meeting quota, not a pipeline quota.

Imagine if we did that with our sales team—counted the number of deals our sales reps closed, rather than the dollar amount of sales they generated. If that were true, the sales rep who closed one hundred, $1,000 deals (or a total of $100,000) would be the sales champion rather than the sales rep who closed five or six deals that totaled $1million.

We certainly don’t set a number of deals quota for our sales rep—we know better. However, most companies set meeting quotas for their SDRs, rather than a pipeline quota, which is actually what they really want.

SDR Team Design Mistake 3: More Dials Get You More Results

I often see in LinkedIn groups discussions around how to get 100+ dials/day–what tools can we use? How do we set up our BDRs and SDRs to do 100+dials a day?

Implicit in these discussions is an admission of inability to make effective connections with their intended audiences, and thereby hoping that making more dials will solve this problem.

But, let’s pause for a moment and think through this one a bit. 

In his book, ”The #1 Sales Team”, corporate sales trainer Stephan Schiffman explains what he means by his sales numbers, “Each day [I am not training], I pick up the phone and make 15 dials…Of the fifteen dials, I will end up having seven conversations with people who could conceivably give me an appointment. And of those seven discussions I will set one new first appointment with a decision maker. By decision maker, I mean someone who can move me forward in the sales cycle…so those are my daily numbers: fifteen, seven, and one.”

What happened here? Granted Stephan Schiffman is a highly skilled and experienced  sales guy, but he is saying he had a 46.7% connect rate. 

But, that was in 2006. No one has a 46.7% connect rate with total strangers today—thanks to the billions of robo calls as well as legitimate business calls we are all inundated with. 

Hardly anyone picks up their phone today unless the call is from someone they know. In fact, many of us have set our phones not to ring unless the call is from someone on our contact list. We send the rest straight to voicemail–and we hardly check our voicemails anyway.

So, the discussion around making more dials, when our prospects are deliberately shutting us out, is not a fruitful one. We are better off spending our time and effort figuring out how to get our prospective buyers to want to take our calls.

SDR Team Design Mistake 4: We can Hire Our Way out of the Problem

So, let’s recap where we are so far.

We have junior SDRs who don’t know anything much about the people or the industry they are calling into. We tell them they have to book “X” number of meetings each month. And we tell them they need to up their dials to do that. We even buy them auto-dialers.

And after all of that, we still don’t make our pipeline goals and miss our revenue targets. So how do we fix this problem?

Based on our poor numbers,  we determine that we need to hire more junior SDRs so our combined total can reach our intended target.

Here again, I ask you to pause for a second and think about it.

Let’s say the average SDR costs you around $55K/year in base pay, benefits, and licenses for the tech stack and you currently have six so your annual cost for your SDR team (not counting the manager), is about $330K/year. And now you want to hire three more, adding another $165k/year to the cost.

Even if you hit your numbers, you did so by increasing your SDR cost by 50%.

But what if you could have made your numbers without adding any headcount— with the six SDRs you had to begin with? What if you had spent time and effort improving on your SDR operations so you could obtain much better results?

In fact, after redesigning your SDR Operations, it makes more sense now to hire more. First nail it, then scale it.
How do you feel about your SDR Team Design? Would you like us to assess and provide you with a gap analysis? Let’s have a free consultation to get started.

Quadrant 3: Customer Retention and Upselling to Drive Sales

customer retention

Quadrant 3 is all about encouraging existing customers to buy new products; generally upgrades, add-ons, and bundles. In general, the goal is to increase the number of products your customers use by about 15-20% per year. It may seem like a big ask, but keep in mind that, apart from Quadrant 2, these buyers have the lowest perceived risk — they’ve bought from you before and are going to be a lot more willing to buy from you again, studies show. Meanwhile, the chances of selling to a new prospect are between 5 and 20%; selling to an existing customer skyrockets to as much as 60-70%. 

It’s crucial to invest in 3rd Quadrant prospects as it’s been proven to yield massive ROI. Bain & Company found that even a 5% increase in customer retention can lead to a 25-95% ROI. That’s a five-fold return. In the following sections, we’ll be looking at the strategies industry leaders are using to drive Quadrant 3 sales. 

Customer Support Strategy

The reduced risk factor for Quadrant 3 prospects is dependent on their elevated trust in your company. Make sure your customer support strategy continually renews their trust in you and keeps you fresh in their minds. 

This can be facilitated by having a scalable support infrastructure like chat and self-help portals that can offer painless and quick support to customers as they learn and use your products. You should also maintain good communication with customers in order to stay relevant and keep them educated on your products and updates as they come out. 

Keeping close contact with customers also yields valuable insights into their buying behavior, which can help when it comes to pitching new products to them down the line. Knowing your customers well (including their needs and pain points) translates into knowing what to suggest to them to make their processes more efficient. 

Customer Retention Strategies 

Quadrant 3 sales rely on offers like bundles, packages, and deals that incentivize customers to buy more products from you. Make sure you figure out which products are best paired together and create promotions that offer added value to the original products your customers want to buy. 

Automation can play an important role here, too. Use it to promote targeted marketing campaigns to customers based on what they’re already buying. For instance, if a customer is already buying product X, use marketing campaign A, and if they’re already using products X and Y, use campaign B. 

Sales reps should also be invested in these strategies. Train them on which products are to be recommended together and on how to pitch an additional product without coming off as too sales-y; customers want to know that you’re on their side and trying to add value to their purchase rather than simply selling to them. Management can build a compensation plan around account penetration to encourage Sales reps to fine-tune their upselling capabilities. 

Upselling Strategy

Everything discussed previously has essentially been strategies that support upselling, which is the main goal in Quadrant 3. Upselling is when you recommend additional products that will complement those the customer is originally buying. HubSpot has outlined some key strategies that support upselling and will ultimately drive Quadrant 3 sales. 

First, determine which product combos get the best results, both in sales and in customer satisfaction. You want to find combinations that make sense to customers when pitched (and can be backed up by proof, like with case studies or infographics) and that will ultimately add value to the customer’s original purchase. Tracking KPIs and asking for customer feedback can give some direction to these efforts and highlight which pairings you should be pushing. Oftentimes, segmenting customers by personas can help fine-tune which recommendations to provide and to whom.

Make sure your upselling strategy is based on integrity; you’re only hurting yourself if it’s done with anything less. Though upselling is generally very profitable, if customers sense they’re being taken advantage of or don’t find added value with the extra purchases you recommend, they’ll lose faith in your business and might churn. The products you upsell must be chosen with customer experience in mind, with the main goal of making them better, easier, or more efficient. 

To support upselling, make sure to consistently introduce new products that can complement one another. Releasing a new product every 2-3 years is recommended in order to keep complementary items current and relevant. 

Recapping

Quadrant 3 is a great place to invest selling resources and if your customer retention and upselling strategies are well-thought-out, it can bring in considerable ROI. Driving sales in this Quadrant is all about investing in an excellent and helpful customer support strategy that will build trust between your customers and your brand. Some key customer retention strategies can also help boost your upselling capacities to reach your maximum Quadrant 3 selling potential. 

You can find more resources like this on the SOMAmetrics website under resources. Or click here to schedule a call if you would like to speak with one of our associates.

Quadrant 2: Customer Retention Strategy for Increased ROI

customer retention

Hubspot has shown that customer acquisition costs have skyrocketed by as much as 60% in recent years, making the customers that you do have that much more profitable to your business. As McKinsey notes, if you’ve already spent a sizable amount of time and money to acquire a new customer and they churn early in the process, you’ve lost out on the full potential revenue of that customer. Their study goes on to show that what’s separating top-performing companies from their competitors today is how efficient their customer retention strategies are. 

Customer retention is hugely important in today’s business world. Falling under the 2nd and 3rd Quadrants of the Four Quadrants of High Growth model, customer retention is all about encouraging existing customers to buy more一 either of what they’re already buying (Quadrant 2), or related products (Quadrant 3). Optimizing your customer retention strategy can lead to considerable perks.

Many companies tend to take their paying customers for granted, placing most of their marketing budget in Quadrant 1 and favoring customer acquisition over retention. Invesp found that 44% of companies have a greater focus on customer acquisition whereas only 18% focus on retention. It’s only when unsatisfied customers churn (and their revenue is halted) that these companies realize how crucial it is to invest in Quadrants 3 and 4. More importantly, they see how important it is to see all the Quadrants as important sources of revenue rather than just the first. In a study by Invesp, 70% of informants reported that it is cheaper to retain than acquire a customer, and indeed, existing customers are both 50% more likely to try new products and 30% more likely to spend more on them than new customers. Customer retention can be a game-changer if you invest in it. Bain & Company found that even a 5% increase in customer retention can lead to a 25-95% ROI. That’s a five-fold return. 

Fortunately, there are a series of proven strategies that today’s industry leaders are using to boost customer retention and drive Quadrant 3, all of which will be discussed in the following sections. 

customer retention

 Customer Support Strategy

Your target audience in Quadrant 2 already uses your products and is familiar with your brand. In order to promote the likelihood of them ordering more from you down the line, make sure you have excellent customer support. You want to develop their trust in the idea that your company is helpful and easy to work with. That way, they’ll be incentivized to become more involved in your offerings and might even become open to buying other products (i.e., joining Quadrant 3) down the line. If customers are unsatisfied with your company after purchasing from you, they’ll be highly unlikely to order any more from you. Conversely, customers that feel well-connected to you through good customer support will be all the more likely to engage with promotional offers or discounts to buy more. 

Remember that, from your customers’ perspective, everyone who works in your company is there to support them一 that includes Marketing, Sales, and everyone else, for that matter.

Also, remember that the best support strategy is to continuously educate your customers on how to use your product better to realize the returns they are looking for.

Customer Journey & the Buying Process

Current customers who have already vetted and approved your company are among the most valuable contacts for marketing campaigns. Make sure to keep your brand at the top of their minds even after they’ve made their initial purchase with you. The best way to do this is through email marketing一 by offering them promotions, discounts, or even premium services as a perk for buying more. Try to send at least one promotional email a month to keep connected with your customers and make sure these campaigns incentivize them to buy more. Update customers on new features that increase ease of use and efficiency and let them know about related products they may be interested in. 

The buying process in this Quadrant should be as simplified and easy for the customer as possible. On your end, too, it should be very low-touch and standardized; automate as much as you can and shoot for the majority of your purchases in Quadrant 2 to be completed without the direct involvement of a Sales rep. The operations should resemble a self-serve portal where customers can easily order more of what they want and have those orders fulfilled immediately. Automate pricing, contracts, and order fulfillment to ensure the buyer’s journey stays as seamless as possible. 

KPIs & Strategy Sharing 

As with any business strategy, the best way to improve your effectiveness is by measuring and analyzing the right Key Performance Indicators (KPIs). McKinsey found that customer retention success is best measured through customer-oriented metrics, such as website traffic, customer engagement time, response time, and conversion rate. However, other figures matter quite substantially here. The customer experience is important and metrics in customer frustration (perhaps with bugs on the website or with the products), a slow load time, or a poor onboarding experience can all highlight crucial areas that may need improvement. 

As these KPIs are analyzed and improvements are made based on them, make sure these valuable sources of information are not limited to just part of the company. Make sure that customer insights are shared across the entire organization, and specifically mutually updated by the Sales, Product, and Marketing teams. Feedback of this type will ensure an overall and constant improvement in customer retention that is propelled by a concerted effort across multiple departments. 

Recapping 

These days, it’s becoming increasingly more costly and time-consuming to acquire new customers, making it all the more important for companies to tap into the full potential of their existing customers in Quadrants 2 and 3. Quadrant 2 is all about encouraging customers to buy more of what they already use, and the key to maximizing this customer retention can be found through the following steps:

  • Grow trust in your company through excellent customer support 
  • Simplify and incentive the buying process
  • Track KPIs and share customer insights across the company 

Considering that even a 5% increase in customer retention can lead to a 25-95% ROI, customer retention is a great place to commit resources and boost sales. You can find more resources like this on the SOMAmetrics website under resources. Or click here to schedule a call if you would like to speak with one of our associates.

Quadrant 1: High Growth Sales Strategy

sales strategy

According to Hubspot, customer acquisition costs have skyrocketed in recent years, increasing by as much as 60%. What this means for B2B companies is that it will be crucial, now more than ever, to have an effective Sales strategy that will optimize customer acquisition and drive down costs. Customer acquisition falls within the first Quadrant of the Four Quadrants of High Growth model, which is a highly effective sales strategy that helps B2B companies optimize their Marketing and Sales resources through segmentation to achieve the highest ROI.

Quadrant 1 is all about attracting new customers to the customer base, with a general goal of growing it by 15-20% each year. This is normally where companies throw the most money, especially as compared to the other three Quadrants, and because customer acquisition costs have only gotten higher in recent years, it makes sense to invest in a highly effective strategy that will use these funds as efficiently as possible. In the following sections, we’ll look at the strategies industry leaders are using today to drive growth in Quadrant 1. 

sales strategy

Content Strategy 

Since Quadrant 1 is largely about attracting new customers to your company, content will be the most important element of a successful high-growth sales strategy. The Marketing and Sales teams should come together to define what marketing content needs to be created to drive prospects through the various levels of prospect awareness, which range from completely unaware to engaged and actively searching. This content should be created with the goal in mind to produce the desired amount of Marketing Qualified Leads (MQLs), and so a level of automation is required here to provide prospects with the right content as they engage with entry-level materials. To read more about the Funnel Framework and how prospects progress through their buyer’s journey via content, click here

Hubspot has outlined the best content strategies we can employ to drive growth in Quadrant 1. Content marketing is quickly emerging as one of the most effective ways to reach new customers. Not only does it alert them to the existence of your company and expertise, but it also offers valuable, free, insights to them that will build their trust in your brand. Within this area, you can provide blogs, content offers such as ebooks or guides, and even videos that will all surface when prospects research their company’s pain points online. To drive results here, search marketing (both paid and organic) can be used to ensure your online presence makes an impact on your Quadrant 1 growth. 

Additionally, email marketing remains one of the most effective ways to directly reach and engage a customer base. Nurture emails can help convert new subscribers by delivering helpful information and slowly increasing brand awareness, and in later Quadrants, new product information and discounts can increase customer retention. 

Sales Strategy 

On the Sales end, having a broader, formal strategy is crucial to ensure you meet that goal of increasing the customer base by an annual 15-20%. This is done best by defining the qualification criteria that make a Sales Qualified Lead (SQL) and then by mapping these criteria into the Sales Operation and Sales Automation system. The automation of this process will ensure that Sales immediately follows up with SQLs, and a thoughtfully-designed compensation program can incentivize agents to drive the Sales Cycle through lulls. 

Onboarding & Customer Support Strategy

Once we’ve reached a sale, the customer experience becomes only more important. The goal here is to turn new customers into happy and satisfied ones within 2-3 weeks一 and having a strong onboarding and customer support strategy can help here. 

Learning how to use a new product can be tricky, especially for working professionals who may not have much time to dedicate to their understanding of your process. According to Salesforce, a great thing to keep in mind when crafting your onboarding strategy is to keep it simple; streamline your instructional content so that only the most essential items are present during the first steps of the onboarding process. That way, new users won’t be deterred or overwhelmed when interacting with your products for the first time. 

Additionally, have an abundance of various materials available to them to reference during and after the process. This can include blog posts, video tutorials, instructionals, or even email sequences delivered over a set period following the purchase. To ensure things are going smoothly, it can be helpful to send out a follow-up email a couple of months down the line, which has the added benefit of delivering customer insights about the onboarding process. 

Overall, the process must be as quick and painless as possible for the new customers. At a broader level, it can be helpful for the onboarding team to be organized around facilitating an efficient process for the customer; at the start of the process, outline each key component and assign agents accordingly. This will allow them to complete the onboarding process efficiently and with the highest level of accuracy. 

After the onboarding process is complete, make sure that the customer support is there to keep customers happy and loyal to your brand, important needs that fall under Quadrants 2 and 3

Recapping

Quadrant 1 is all about attracting new prospects to your customer base, and creating a high-growth sales strategy can drive ROI in the face of increasingly expensive customer acquisition costs. Having an optimized content strategy, an automated sales strategy, and a simple, easy-to-use onboarding process can all drive sales Quadrant 1 and prime customers to remain for Quadrants 2-3. 

You can find more resources like this on the SOMAmetrics website under resources. Or click here to schedule a call if you would like to speak with one of our associates.

Three Ways to Categorize B2B Buyers

There’s a few different ways we like to categorize buyers. Though they are by no means fool-proof indicators of any individual’s behavior or preferences, these classifications can help us organize the strategies we use to educate different prospects at a more broad, macro level. 

In this discussion, we’ll be looking at three different categorizations of buyers, each of which will influence the content and strategies we use to educate them and move them along the funnel; 

  • Psychographic Buyer Types
  • Generational Differences
  • Buyer Readiness
buyer

Psychographic Buyer Types

The Psychographics of a B2B buyer tells us that person’s internal attitude towards change. Different people have widely varying openness to change一 from those who are the first to try something new, to those who will never willingly try something new, and to those in between.

Geoffey Moore, best selling author and leading B2B high tech marketing thought leader, describes three types of B2B buyers in his classic book, Crossing the Chasm.

Visionaries

Visionaries actively seek change and are constantly looking for a significant competitive advantage, a capability that does not exist yet, or a “game changer” that nobody else has. They like to see improvements in order of magnitude (5X, 10X) and cost is rarely the priority. Unlike the following two types, they are willing to accept projected ROI.

The messages that engage Visionaries are things like; game changer; dramatic; the first; the only; X times faster/better; cutting edge; “X factor.”

Pragmatists

Pragmatists take pride in being rational, practical, and objective in their decision-making process. They accept change as inevitable but do not precipitate it, and they don’t believe in “game changers.” They consider themselves rational and objective and are willing to take some risk for a proven level of reward. When researching solutions, they look for demonstrable incremental improvements, case studies, and quantifiable ROI. Importantly, the cost is not the primary concern, but it is factored in the ROI calculation.

The messages that engage Pragmatists are things like; proven; verifiable; demonstrable; incremental; have x number of the top 10 companies as customers.

Conservatives

Conservatives hate to change unless forced to do so due to regulation, customer demands, obsolete products, etc. They do not believe that things will get better. In fact, they really believe that things are getting worse, more complicated, harder to use, and expensive. 

For this group, cost and brand are everything. They typically buy the cheapest of something they already use all the time. They hate taking any risk, resist change, and deeply believe that the best things in this world have already been invented. They want things to remain the same—forever if possible. They don’t trust or like technology and hardly ever willingly embrace it. 

The messages that engage Conservatives are things like; oldest, most used; most popular; most trusted; award-winning; since 19XX.

Generational Differences

In addition to the psychographic element of a B2B buyer, generational differences add a significant layer of complexity in designing our marketing campaigns. The three dominant generations in the workforce today are Baby Boomers, Generation Xers, and Millennials, all of whom have had majorly different experiences and involvement with technology and culture. These differences will influence the type of marketing that will most engage them.

Baby Boomers

Born between 1946 and 1964, Baby Boomers tend to be highly individualistic and grew up in an era when “A-type” personalities were highly admired by employers. They are therefore generally very competitive in the workplace and not as collaborative. When buying, they generally prefer vendors that have extensive networks, and that are willing to let them access those networks.

Compared to the two other generations, they do the least amount of online research, preferring to use their networks to find new vendors. Unlike later generations, Boomers are more likely to want to talk to someone in real time, so it’s important to be reachable by phone by displaying contact info readily on your website and having a live person on the other end to answer it. Boomers also prefer conferences and webinars because these present venues that allow them to network.

Gen-Xers

Born between 1965 and 1980, Gen Xers like to see data or evidence of a claim before moving forward with a solution. They seem to be more focused on improving organizational outcomes and become the most interested in productivity increases, process improvements, and revenue gains. In accordance with this, they will need to see demonstrable evidence of any claims you make during the Marketing process. 

Gen Xers are tech-savvy and don’t have a problem with any digital channel; they will comfortably chat, email, text, and call. They also don’t mind attending conferences and other physical events to learn about solutions. Importantly, while communication doesn’t have to be formal, Gen Xers expect it to be professional.

Millennials 

Born between 1981 and 1996, Millennials make up over 70% of the workforce today. Roughly 51% of all B2B decision makers today are Millennials. When searching for a vendor, they tend to look for characteristics surrounding a company’s values. They want to understand the vendor’s vision on that particular subject and whether it is something they can support. In fact, a survey from Deloitte found that 90% of Millennials today view the success of a business through more factors than simple performance; they’re likely to take into consideration the employee satisfaction, the company’s integrity, and environmental concerns where applicable. 

Millennials prefer to engage digitally, preferring a Zoom meeting to a live one because they find it more efficient. They need lots of content in all types of digital media—documents, videos, podcasts, recorded and live webinars, and more. They’re also much more receptive to chatting casually and virtually than other demographics. As such, chat boxes on website pages can go a long way with them.

Buyer Readiness

As explained in our white paper on Prospect Education, a third way to classify Prospects is by the stage of buyer readiness they’re at in their buyer’s journey. The levels of Buyer Readiness indicate how aware they are of their problem and how engaged they are with finding a solution for it. We can use this classification as a way to further narrow down the messaging we should be sending to Prospects, as not every Prospect is at the same level of Readiness as others, and will therefore need messaging that reflects how far they are along the buyer’s journey. 

Level 1: Prospects with No Clue

These prospects are oblivious and unengaged, just beginning to feel and take note of a pain point in their business. However, they may not know that it’s a problem yet or, if they do, they won’t know how to fix it. They’ve begun some light research into the symptoms of their problem and are starting to understand the various potential options they have to solve it down the line. For those that are clueless, the marketing challenge is immense. You need a way to deliver messaging to them, which generally comes from Lead Generation content such as blogs, infographics, or online ads.

Level 2: Exploring Prospects 

Exploring Prospects are interested but not yet engaged. They’re fully aware of the problem they’ve been experiencing and are actively seeking to solve it. They’ll be researching all of the products available to them and interacting the most with those whose content is the most informative and relevant to their needs. 

At this stage, they should have ample access to relevant and helpful information in order to learn more about how they may solve their problem. They likely won’t be ready to talk with Sales until they’ve learnt enough about the issue and their options to solve it.  

Level 3: Actively Searching Prospects

Actively searching and fully engaged prospects are deep in their buying journey and have likely narrowed their list down to a few options that have stood out to them along the way. They’re now searching for the final information that will let them decide on which solution to employ to solve their original problem. 

Content at this stage should be targeted for those at this advanced level of buyer readiness, like comparisons between your product and your competitors’ or more in-depth content like case studies and white papers. 

It needs to be pointed out that a “Contact Us” form will not cut it here. You must provide them with a way to schedule either a demo or a call with one of your sales reps, on their own and see that the meeting is set on their calendar as confirmation.

Recapping

These three categories (Psychographics, Generations, and Levels of Buyer Readiness) should greatly inform how you target your messaging when educating Prospects. Though we covered the essential information of each category and what messaging works best for them here, you can read a much more in-depth profile of these marketing strategies and possible solutions for your company in this white paper. 

Additionally, you can find more resources like this on the SOMAmetrics website under resources. Or click here to schedule a call if you would like to speak with one of our associates.

How Prospect Education Can Drive the Sales Funnel

The Sales Funnel is a way of defining the process. Prospects will go through when getting educated enough to want to meet with Sales. In the following sections, we’ll be breaking down the three stages of the Sales Funnel that make up the buyer’s journey. Additionally, we’ll highlight which Prospect Education content will be the most helpful to Prospects at each stage. Content is becoming increasingly important in the B2B Marketing world today. Studies have shown that the use of Prospect Education content is now one of the top strategies for 77% of B2B marketers. 

Because these stages relate to different levels of engagement and awareness, the content that should be sent out to buyers will differ depending on what is the most relevant to their interest level. What’s important to note here, too, is that actively searching and fully engaged prospects will enter the funnel from the top like everyone else一 but will then progress through the stages very quickly, hence why it’s so helpful for Marketing to nurture Educated Prospects to meet with Sales.

Prospect Education is the best way to drive the Funnel; attracting more prospects to the Top and helping others advance to the Bottom and eventually on to meet with Sales.

prospect education sales call

Top of Funnel (TOFU)

The Top of Funnel (TOFU) is where your prospects begin their buyer’s journey. Depending on what level of Buyer Readiness each individual prospect is at, the speed at which they progress through the funnel will vary. 

Before prospects can reach the TOFU stage, they must first get acquainted in some way with your company. Demand Generation content is broad, less targeted content that’s meant to attract new prospects to your funnel. This type of content should be created to attract the most people possible and to be broadcasted easily to a large population. The emerging strategies Marketers use today are mainly SEO (optimizing access to blogs, podcasts, or other content) and online ads (perhaps on Google, Facebook, or YouTube), which can all attract attention to, or at least spark awareness of, new products. 

In engaging with this material, the Prospect is sent to a landing page that describes the asset and if they are interested, they’ll fill out their contact information (typically start with just first name, last name, email, and title). Then, they’ll get added to the top of funnel. 

For these unaware Prospects, having online content readily available is the only way for them to find their way into your funnel. Additionally, for Prospects who are already aware of their problem and are close to purchase-ready, letting them find your content is the best way to escalate them quickly through to the Sales level.

Once a prospect is added to the top of funnel, they’ll therefore need quite a bit of education and nurturing before they may graduate to later funnels, and they often repeat the cycle in TOFU a couple of times before progressing. 

What prospects need at this stage is lead generation content, which is generally shared with them through email nurturing. This will still be very broad and educational in nature一no need to give them the hard sell just yet. Instead, it will build up trust over time as they slowly start to recognize their problem and realize the power of your solution. Light, easily digestible content like relevant blogs, short quizzes, or engaging infographics can all educate buyers at this level. 

Middle of the Funnel (MOFU) 

As TOFU prospects engage with the content you send them in their targeted nurture emails (clicking, downloading, etc.), they’ll eventually work their way down the funnel to the middle, at which point the marketing content to be sent to them will become a little more specific and targeted. 

MOFU prospects make up about 20-30% of your target market and have generally already begun to have conversations with Sales to assess their options. At this point, Marketing’s job is to give them all the information they need to see why your company is their best option. This content will be more specific to your solution in particular and can take on a more aggressive sales approach. Content like buyer guides, case studies, white papers, third-party analyses of your product, and competitor comparisons are all good options for prospects in this range.

Bottom of the Funnel (BOFU)

Once the prospect has narrowed down their options to a select shortlist and has started looking at pricing, they can be moved to the more Sales-oriented level at the bottom of the funnel. Clicking on the demo/meeting request button will also instigate this. BOFU prospects represent around 3-5% of your target market and are already fully aware of their problem and of their options in resolving it一they just need to find which product is the best fit. 

Actively searching prospects will advance to this level quickly if Marketing educates them effectively when they initially reach the TOFU. Otherwise, prospects can reach this level through extensive prospect education during their buyer’s journey. 

BOFU engagement will lean more towards the Sales side of Marketing, with the ultimate goal being to book a chat with a Sales rep and sign a deal. Chats about pricing, appointments, and deliverables, and customer testimonials will all be relevant to BOFU prospects at this point.

Recapping

Having the right content in Prospect Education available to Prospects during their buyer’s journeys will help them advance down the Funnel and encourage them to eventually meet with Sales. It’s important to have content available that will meet them where they are in their buyer’s journeys. To read more about this type of Prospect Education, and why it’s so important post-Pandemic, click here.

You can find more resources like this on the SOMAmetrics website under resources. Or click here to schedule a call if you would like to speak with one of our associates.