How To Pair Inbound Leads With Sales Triggers For Higher ROI Are you thinking of ways you can pair inbound leads with sales triggers to get a higher ROI? In this episode, we’ll talk about how to do just that. Tukan is the CEO and co-founder of LeadSift. It is an intent data platform for B2B technology companies. Tukan's company helps them identify which accounts and which contacts within the accounts they should be going after based on signals of intent. What is an inbound lead? For Tukan, an inbound lead is anyone who comes into your website and fills out a form on gated content, requests a demo, or in other ways your website offers engagement. Other inbound leads may have come to you, chatted with you and given you their email address. They could have also downloaded your webinar, your ebook, or another offering. If a person requests some form of information from your company, that is considered an inbound lead. There’s a variety of sales triggers, including internal triggers or first party data triggers. These include: The number of pages that were visited Average time they spent on the site Number of downloaded content from the site Number of webinars attended Times they’ve opened an email from you All these are triggers that can offer you insight about how far along your prospects are on the buying journey. Several marketing automation tools such as HubSpot and Marketo provide this information for entrepreneurs. External sales triggers The second type of triggers are the external sales triggers. These are outside your digital properties, not on your landing page and not on your websites. The reality in sales is that less than 1% of your market is coming from your website. Many companies’ activities happen outside of their digital properties. Inbound leads coming from external sources can be broken down to two categories: the company level growth event and the behavioral intent triggers. The company level growth is when other companies get funding to host certain events. These companies may be hiring specific roles or skills whereby your software and services can be used. As for the behavioral intent triggers, these are triggers coming from other people looking into your products and services. Make note of the people who are looking at your competitors and your industry. Helpful questions include: Are they researching our competitors or another third party web? Have they been engaging with content you can pick up? Have they been talking to competitors? Are they asking questions on blogs? Have they mentioned their needs in forums? Challenges of inbound sales Marketing is typically responsible for generating inbound leads and sales people follow up on the leads to create opportunities. However, not all leads are equal and a lot of times, they don’t fit the profile of your ideal clients. Those are easy to spot. Then there are people who fit your target market but that can be where the challenge is because many salespeople mistakenly think of these as equally valuable leads. Based on stats, only 3% of your target is in the market right now. Without external leads and additional knowledge, the sales development team is just sent on a wild goose chase. It is imperative that they pair these ICP fit inbound leads with some triggers to figure out which ones they need to go after first. As they are able to prioritize, armed with the...

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