Webinar & Video Lead Follow Up: 5 Reinvented Idioms for the Sales 2.0 Universe
Sales professionals from the Sales 1.0 era would be jealous of the spoils currently supplied to young Sales 2.0 professionals, like myself, from our friends in marketing. Gone are the days of ice-cold calls. Long live a new era of warm, well-informed less awkward conversations. How does one generate these magical warm leads, you might ask?
Through the use of content marketing, of course. I’ve spent the last 12 months of my life immersed in the content consumption of marketing professionals—specifically with regards to webinar and video content—and thought it would be fruitful to share what I’ve learned through all the trials and tribulations. So, I present to you, with the humbleness of Hall of Famer Rickey Henderson (or Cristiano Ronaldo for those across the pond) 5 idioms reinvented to help you convert webinar and video leads into sales qualified opportunities.
1. Get ‘em while they’re hot
A webinar lead should be treated like a freshly prepared piece of meat—wait 15 minutes for the juices to reconstitute into the fibers of the meat, then, dig in. Too often I receive calls from sales professionals days or weeks after I’ve watched a webinar and don’t fully recall the content.
It is imperative that you strike while the iron is hot in order to catch your prospect when the content is freshly seared into his or her mind. This will facilitate a warm conversation and make it easier for you to establish a rapport with your potential client.
2. There is more to a war than a single battle
The phrase “polite persistence” gets thrown around a lot in our profession, and for good reason. Not having a pre-set cadence of touch points for your webinar leads is like hinging the outcome of a battle on a single wave of troops. Follow up within 48 hours from the conclusion of the webinar in order to qualify your audience. If you don’t connect at first, you should plan to reach out 6-10 times—depending on the quality of lead—over the span of 15-20 business days.
Pairing a call or voicemail (no more than 3) with emails is a great way to keep the prospect aware of your presence but not to the extent of being a sales stalker. If you fail to make contact, don’t retreat just yet. Recycle the lead back into the funnel so they can be nurtured with more content from marketing and launch the attack again once they’ve re-engaged.
3. Just the facts, please
Tom Brokaw or Sir Trevor McDonald wouldn’t walk into an interview without being properly prepared, and neither should you for your webinar lead follow-up conversations. If you’re feeling ambitious, I would recommend watching the webinar before dialing the phone or at a minimum, reviewing any annotated descriptions of the content presented from your marketing team.
This will build confidence in the attendee of your knowledge and expertise on the subject and allow you to tailor your conversation and questions to the topic at hand. Their earned respect could result in a more poignant conversation, giving you a better understanding of what would really benefit them.
4. It’s elementary, my dear Watson
You must dissect every webinar lead like you were a detective combing over a crime scene: try to deduce a prospect’s digital body language while immersed with your content. Did they watch the content live or on demand? How did they engage with the content—did they ask questions, vote, leave feedback? Were any whitepapers or slide decks downloaded or links to product information clicked from the attachments to the webinar? Sometimes it could be as simple as scanning the title of the presentation to determine the intent of their participation. Combing through all these clues will help you better understand where a prospect is in the buying journey and could help you infer challenges that your product might help them overcome.
If TV has taught me anything about neurotic detectives, it’s that they record their notes in an organized easily accessible way and sales professionals should take a hint and do the same. Luckily, technology has made it easier than ever. Capture your digital clues through your webinar platform and let your marketing automation technology/CRM analyze the information to determine which suspects to prioritize in your investigation. This will help you to prepare the right line of questioning when interviewing the attendee about what led them to engage with your content.
5. Curtains up, it’s show time!
Now that you’re properly prepared, it’s time to do that voodoo that you do so well—pick up the phone. When you do get someone on the phone, don’t assume that someone watched your webinar out of interest in purchasing your product. Let the content do the selling for you. You might approach the conversation as a curious casual acquaintance or an inquisitive intellectual interested in learning more about why they registered for your event. The objective is to be friendly, approachable, and sensitive to their needs without being pushy or abrasive.
The conversation is not about your product and how it works; it’s about their needs and challenges and you should tailor everything you say around how your product will help them and improve their business. For instance, a prospect that watches content geared towards demand generation or audience nurturing is an ideal candidate for me. This might lead me to believe that they’ve been experiencing issues with their current initiatives.
Once I’ve traversed all the pleasantries, I might say something to the effect of, “Noticed that you had watched some content focused on demand generation; have you been experiencing any challenges with your current programs?” If they respond in the affirmative I might follow up by asking if they have considered implementing a webinar and video program to help accomplish their objectives.
Sales may be all about closing deals, but there is greater long-term reward in taking a more vested interest in making your clients successful in their roles from the first conversation forward. Your ability to help your clients succeed could result in a promotion for them up the management food chain, giving you access to even larger coffers.