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Everything about automated prospecting
26 Jun 2024
With the era of digital transformation, there is more than one way to connect with prospects. Moreover, this evolution has led to the emergence of automated prospecting, which most companies benefit from. It is an effective means of achieving optimal results and facilitating relationships with prospects.
What is automated prospecting?
We hear all the time about automated prospecting without really knowing what it is. "Sales automation" refers to the automation of repetitive and chronological marketing operations using software. Specifically, automated prospecting or "sales automation" refers to the act of sending emails automatically to a prospect based on their behaviour and certain other criteria. Indeed, they are sent from the email address of the company in question. The emails are written as if you had taken the time to write the content.
Furthermore, one should not confuse automated prospecting with emailing. The latter involves sending a templated email in bulk with colours and images. On the other hand, automated prospecting consists of sending a personalised email as if it were sent from your usual messaging service. To be clear, if automated prospecting is done well, the prospect will not be able to distinguish the automated email from another.
You will know that "sales automation" is a success when a person to whom you have sent an email requests more information about your service. They are therefore interested in what you offer and want to get in touch with you, request a quote, or receive the brochure. LinkedIn is currently one of the best automated prospecting tools in the world.
How does automated prospecting work?
Firstly, to use automated prospecting, there are dedicated tools like LinkedIn. Prospecting may seem easier compared to telephone prospecting. However, it requires all the subtleties of the first human contact, which can prove to be more difficult whether on LinkedIn or elsewhere. The main objectives of automated prospecting are:
optimising visibility,
being recognised as a professional in a specific sector,
finding and identifying new prospects,
building a relationship with your prospects,
retaining existing customers.
In this case, to succeed in this approach, it is essential to understand how it works. Salespeople and companies embarking on automated prospecting must have good software. In the B2B sector, it remains the key tool for success.
After selecting your software, you must first determine all the different targets you want to capture. Prepare a concise list of all the opportunities. Next, it is advisable to rank them in order of priority to formalise the targets. It is pointless to waste your time on unnecessary discussions. To effectively automate your B2B sales prospecting, the 'keyword' criteria box allows you to find any word, anywhere in the profile you are searching for.
Automating your prospecting aims to create personalised scenarios for sending and receiving messages via software. It must adapt to the specifics of the social network's messaging. Similarly, it comes into play at any time to initiate or revive a discussion with a prospect. To succeed in automated prospecting, it is important to study user behaviour. A good sense of organisation is also vital to manage all automated elements.
What are the advantages of automated prospecting?
Automating sales prospecting offers numerous advantages.
Time-saving
Time-saving is the main advantage of automated prospecting. The marketing or sales team responsible for prospecting works upstream to create scenarios. But once the scenarios are finished, the rest is done automatically. Thus, professionals only need to focus on hot or mature leads to facilitate conversion. On their side, less mature prospects continue to be engaged through a good message.
Less loss of prospects
Time-saving is the main advantage of automated prospecting. The marketing or sales team responsible for prospecting works upstream to create scenarios. But once the scenarios are finished, the rest is done automatically. Thus, professionals only need to focus on hot or mature leads to facilitate conversion. On their side, less mature prospects continue to be engaged through a good message.
Adaptation and personalization
The interest in automated prospecting scenarios particularly concerns personalization. Indeed, scenarios can be customized to adapt to the lead's behavior, such as clicking on the email or completing activities. They can also be customized based on other criteria like industries, number of employees, needs, and more. The possibilities are vast depending on your internal strategy and targeting.
The search for qualified prospects is a major challenge for B2B companies. However, traditional prospecting may take a long time, as it requires a lengthy process to find an email address. Hence, the interest in automated prospecting. My Name Is Bond and his team can assist you in this process.
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