Unlock The Potential of Influence Marketing To Grow Your SaaS
Until now, you are already familiar with how lead generation tactics help us generate new leads from scratch.
But, what about all those leads that we already have in our pipeline?
What will happen to them?
Why do we keep on investing all our marketing efforts in finding new leads when we have plenty of them already settled down in our own pipeline?
Here is the part where the concept of influence marketing takes place.
Like the name states, it’s a set of actions that you take as a marketer to influence leads that are already registered in your CRM. It mostly focuses on those leads that your sales team has stuck in their pipeline.
The tactics you can implement may vary. Most common are blog articles, e-books, case studies, whitepapers, videos, etc. The goal: getting quicker to the bottom of the funnel (more conversions).
So, how do you do it?
Focus On Leads That Are Already In Your CRM
First, open your CRM. Focus on the leads in the sales funnel. Check out all of the information that your sales reps have been collecting about them from their conversations. Then, make a strategy on how to impact those leads.
Rely On Your Sales Reps Help
How to find sources for relevant content?
You don’t need to go far.
Your sales reps can be one of your main sources of content ideas.
Your colleagues from the sales team are constantly talking to prospects from our target market. Until now, they are aware of their most specific needs, concerns, and motivations and how in our case, the Sales.Rocks product solves their particular issues.
The takeaway here is the following:
When implementing influence marketing, ask your sales reps what kind of content they need to schedule more meetings and win more opportunities based on what their prospects and contacts want.
This approach can be the perfect tool for the sales reps so they will have no excuses to create follow-ups (via email or phone) like this generic one:
“Hi there, did you get a chance to review my email?”
The more questions and answers they will have while interacting with the potential customer, the more you will master your ICP and get a clear picture of how to approach them (at least in terms of content marketing).
For example, the sales rep can start by asking the prospect what tactics do they use to fill their sales funnel or whether they are struggling with gaps in their contact list and then suggest a content already written by our content writer that tackles the exact pain point.
Sometimes, a technique that can work best (that we forget the most) is the evident one – ask the lead what kind of content would be useful for them.
So, along your journey, once you focus on what your CRM leads need to finally convince them to move to the next stage, in parallel, you are also making a huge effort to make sense of their requirements.
Best Case Scenario
If coordinated properly, your sales reps and your marketing team will end up becoming real experts on your product and the industry in total, because they are probably going to be facing all kinds of issues and questions your Ideal Customer Profile might have during the prospecting stage.
If you consider the tips mentioned above, you are not only creating relevant content to win more deals or even organizing your sales pipeline. It’s more about trust.
If you meet your clients content needs, they will trust you no matter which outreach channel you use.