How to Keep Your Agency's Pipeline Full Using Targeted Outreach
Sep 20, 2023
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Learn the importance of targeted outreach for agencies, including how to secure consistent opportunities through referrals, common obstacles agencies face in implementing better outbound strategies, and three reasons why agencies struggle to grow their business. Discover the significance of commonalities in making connections and the mistake of being too sales-focused in outreach campaigns. Find out how to build effective outreach campaigns and achieve sales goals with personalized outreach and automation.
55:16
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Quick takeaways
Trust is the key challenge in sales; building trust and overcoming skepticism is crucial in the sales funnel.
Cold outreach often fails due to competition and noise in the market; trust is the scarce resource that needs to be prioritized.
To keep the agency's pipeline full, focus on ideal client profiles, deep understanding, commonalities, and timely outreach.
Deep dives
The Importance of Building Trust in Sales
In this podcast episode, the speaker emphasizes the crucial role of trust in sales. They highlight that, especially in the top of the sales funnel, the primary challenge is not differentiation or showcasing features, but rather building trust and overcoming skepticism. Lack of trust is identified as the main barrier that needs to be addressed in order to establish a solid relationship with potential clients.
Why Cold Outreach Doesn't Work
The episode discusses the limitations of cold outreach in selling agency services and other consultative offers. It is explained that cold outreach often fails due to high levels of competition and noise in the market. The speaker emphasizes that the scarce resource in this context is trust, not differentiators or features. They stress the need for a more sophisticated and personalized approach to cold outreach that focuses on building trust and establishing commonalities with potential clients.
Effective Strategies for Proactive Business Development
The podcast episode introduces effective strategies for keeping an agency or B2B service company's pipeline full through targeted outreach. The speaker emphasizes the importance of identifying an ideal client profile and focusing on a specific market segment. They discuss the significance of deep understanding, commonalities, and timeliness in outreach campaigns. The episode also highlights the need to offer conversational value and de-risk the conversation for potential clients. By following these strategies, agencies can generate consistent opportunities and maintain a proactive approach to business development.
Importance of Getting the QC Right in ABM
In order to have a strong foundation for account-based marketing (ABM), it is crucial to prioritize the quality control (QC) of contacts. By thoroughly researching and classifying companies and individuals, you can create specific and targeted lists that ensure high-quality leads. This results in higher success rates and reduces the risk of wasting resources on low-quality prospects. By focusing on QC, you can build trust and credibility, paving the way for meaningful conversations and relationship-building in the early stages of ABM.
The Power of Commonalities in Building Trust
When it comes to building trust in sales and marketing, personalization is important, but commonalities play a powerful role. Finding shared experiences, such as location, relevant accounts, or targeted referrals, creates a sense of connection and increases the chances of a positive response. Leveraging these commonalities allows you to stand out from generic outreach and demonstrate your understanding of the prospect's situation. By starting conversations with a meaningful connection, you can begin to climb the ladder of trust, opening up opportunities for further engagement and relationship development.
Cold outreach sucks. I know it, you know it. And while this is true, there are ways to make it suck less. We recently did a training titled “Take Charge of Your Agency's Future Revenue” and wanted to share the replay with you today so you can get a taste of what we do here at Sales Schema and how we improve the lead generation process for our clients and ourselves. This week, episode 199 of The Digital Agency Growth Podcast is about keeping your agency’s pipeline full using targeted outreach!
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In this episode of The Digital Agency Growth Podcast, Dan Englander shares the importance of using commonalities to make connections and actionable steps you can take right now to better personalize your outreach emails in a way that doesn’t seem like spam.
In this episode, Dan discusses the following:
How to secure consistent opportunities through referrals and other approaches.
Common obstacles holding agencies back from implementing better outbound strategy.
Three reasons why agencies struggle to grow their business.
Offering a third path beyond ignoring your email or entering a sales process.
