Three Mistakes Every Business Has Made in Outbound Marketing



Outbound Marketing

Outbound Marketing is growing and gaining more and more importance in the world market, but many companies still make simple mistakes. For those who can read articles in English and know where to look, it is easier to recognize good materials and have the opportunity to learn from the American market, which is much more evolved than ours in marketing and sales.

Despite the cultural differences that affect the scenario of the active prospecting process and, later, the closing of the contract, there are basic mistakes that almost every company makes.

In startups, it is common for you to not have the budget to hire someone with some experience in the commercial area and real knowledge of the implementation of Inbound and Outbound Marketing. Not having experience in the area makes it difficult to apply processes, that’s why startup ecosystems are starting to be highly valued: sharing experienced situations helps others not to commit some of our failures and vice versa.

We have already mentioned several times about the growth of Inbound and also talked about the scenarios where it is not suitable for your company. B2b tech companies do want to scale quickly and grow their customer and user base. In this case, Inbound is an interesting path.

Even so, those that have the correct profile, which we can summarize in an LTV above R$10,000.00 and a product that is not in an oversaturated market, still need to start at some point, and we want you not to fall in the same mistakes that so many others make.

Come on?

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  1. 1. Not designing an Outbound Marketing process
  2. 2. Little focus + Too many goals = Poor Customer Prospecting
  3. 3. Sell without qualifying the lead
  4. Conclusion

1. Not designing an Outbound Marketing process

How many times are we not moved by will alone? It is often the case of companies that start their Outbound processes and burn several prospects due to inefficient prospecting.

Picking up the phone or firing off several emails without planning a bit is worse than doing nothing, in this case, as the process must be recurrent.

We’ve already written about some planning steps, but the most important ones are:

  • Define your personas
  • Create an Outbound Prospecting and Sales Roadmap
  • Have a cadence flow

Without the steps above, you won’t know exactly who to talk to, how to get to that person in order to reduce sales obstacles, the issues to address, and even when to carry out follow-ups.

When you implement a process without the above points, the result is always an inefficient one, where your sales team blames several immeasurable factors for the low conversion, as the obstacles they face are diverse and very varied.

As personas are not very well defined, the strategy varies and you cannot find the best pattern to generate MQLs. After generating them, you end up not presenting your solution or qualifying and nurturing the lead in the best possible way, since your sales script ends up being adopted by each salesperson and a lot is lost. Finally, as there is no cadence flow, the pace of follow-ups and reactivations depends on the feeling of your sales team, that is, on the will of each salesperson and perception of lead maturity, since any sales professional without guidance prioritizes accounts that will generate more money or close faster, regardless of their qualification.

Set the points above and train your team. If it’s not working, you can measure what’s going wrong and what needs to be changed, as the whole team follows a pattern. Without that, you might have a superstar converting multiple accounts, but you’ll never know how to pass that on to the rest of the team.

2. Little focus + Too many goals = Poor Customer Prospecting

Nobody works well without knowing what they are judged/evaluated by. Sales teams, especially, value daily results. It’s not simple to hear “No” several times over the course of the same week, but it’s part of a job that is rewarded by the final conversion and hit goal (followed by a hefty bonus, so you can forget about that “No”).

Even so, many sellers are still responsible for prospecting, qualifying and selling. In addition to greatly increasing the professional’s success cycle, as he participates in all stages of his pipeline, the focus and goals hinder his performance.

If someone, for example, generates 50 MQLs in the third month and the team average is 20, will he be rewarded? What if he submits 25 proposals, with an average of 5 for the team?

The result analyzed will always be the revenue brought in, which discourages professionals, in the short term, from focusing on the first stages of their pipeline and, as we said before, prioritizing accounts close to closing.

With that, you generate fewer MQLs and SQLs. It is bad for the company, which does not take full advantage of the commercial area’s efficiency, which starts to have idle time or pays attention to the SQLs that are already in the final purchase phase. It’s not good, either, for the seller, who starts to depend on fewer accounts to meet his goals, reduces his potential return on commissions and stops exploring new opportunities.

So, have a team of experts.

3. Sell without qualifying the lead

This is the worst of mistakes, in my opinion. Even if your company doesn’t make mistakes 1 and 2, mistake 3 can be the final difference between success and failure.

In the previous cases, it’s more common to make scale gains difficult, but when you sell to an unqualified lead, your past will quickly haunt you.

Consultative selling is increasingly part of the complex selling process. The core of this model is precise that the sales and prospecting discourse are based on a principle:

How can I help my customer? How do I align the problems he has with the solution I offer?

In any prospecting, we have two types of qualifications: by purchase maturity and by profile.

The first refers to the customer’s understanding of the problem he has and the solution offered, as well as an alignment of expectations about the ROI after the negotiation is concluded.

A good example, in this case, is the companies that sell the construction of Inbound methodologies. The process, by its nature, starts generating consistent results only 4-6 after it starts, if you get it right from the start and don’t make any changes to your personas along the way, for example. If the customer is not prepared for a return within this period, he does not yet have maturity.

The second qualifying criterion, purchase profile, is the first to be analyzed and involves:

  • Does the customer have a budget?
  • Does it really have the problems our solution solves?
  • Does it have the size or is it time to start using my solution or are there issues that it needs to fix/evolve before?
  • Does your market have obstacles that impede the effective success of my solution?

Among others.

In cases where you sell to leads that don’t have one of the two types or even both, the natural tendency is for the Customer Success and Customer Service teams to be affected.

That’s because your CHURN will definitely do away with any kind of revenue predictability and, if there is a competitor in your market, it may be selling to those who really want and need to buy at that moment.

Imagine: in addition to losing the won customers, who probably wouldn’t close with you again and can go to your competitor when they are really qualified, you are missing the opportunity to conquer the right market. Is there a worse situation?

Conclusion

Do you know anyone who has gone through this? If so, you know how difficult it is to see so much effort, in any case, thrown away.

In the first two errors mentioned, it is difficult to measure what is working and scale it, always staying below the goals.

In the last one, you realize that any result you celebrated can go down the drain and you can lose very important market positions.

In all cases, all the investment in the process, of time and money, is not used.

If you answered yes to the above question, share this post with your friends who have startups and ask them if they are making any of the aforementioned mistakes.

I’m sure they will thank you for your kindness.

Now, if you want to talk a little more about the subject and understand how the Outbound Marketing team can help you through our Consulting, just fill in here or send an email to vinicius@outboundmarketing.com.br.

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