The B2B sales cycle has changed and sales teams are continuously pushed to evolve in order to keep up. To help enable their reps to sell more and sell faster, B2B marketers have to wear many hats when it comes to adopting new tools and technologies that can expand the abilities of both sales and marketing. Tools like Salesforce Engage are built into the Salesforce CRM and put sales reps in the driver’s seat allowing them to determine what prospects they email, when they email them and how frequently. At Valpak, Salesforce Engage helps bridge the information gap between the sales and marketing departments, and enables our marketing team to continuously and seamlessly implement ongoing marketing automation campaigns.
Having run an extensive pilot program that has now flourished to over 150 field sales reps using Salesforce Engage, here are a few implementation tips to help you ensure successful adoption, and don’t miss my next post on how to teach your sales teams to leverage the email nurturing features.
Step 1: Put on your CRM Admin Hat
Make it easy for your sales team to be as productive as possible. Most (new) sales reps using Salesforce.com are not responsible for managing their “List Views” on their Leads and Contacts objects. Your goal: make using Salesforce and Salesforce Engage easy. Have custom list views on the leads and contacts tab that align with sales objectives pre-built for your organization. More importantly, make it easy for your reps to identify which records are accessible, and to select their prospect list (leads/contacts) that have deliverable email addresses.
- Make sure the list views are set up to kick out leads/contacts that have opted out, or hard bounced. This will ensure better deliverability and improve overall results.
- If one of your organizational goals is client reactivation, develop contact list views that shows when a contact/Account last purchased from your company.
- If you don’t need to capture an email address before converting a lead to a contact, create a list view that shows all leads/contacts that do not have email addresses.
- Make it easy for reps to update the “leads/contacts without email” lists by adding inline editing to the list.
- Set “Last Email Date” for every list view created for “Engage” use. This will help your sales reps be more aware of when they last contacted the rep via email. Optional: add a field for last contacted/updated based on your sales processes.
Step 2: Put on your B2B Marketing Hat
Salesforce Engage makes it easy for marketers to ensure that their sales reps are able to send relevant and timely content to clients and prospects. Creating templates is the number one weapon in a marketer’s arsenal when it comes to outfitting sales to build better customer relationships. Templates give sales access to marketing content, and even pre-created emails that make it faster and easier to follow up on leads with on-brand assets.
- If there’s an email or message sales sends often, create a template out of it to make it easier to keep messaging consistent.
- Create another template that has links to your company’s media kit, product information, or video testimonials. These are the pieces of content that get cold leads to talk to you, and warm leads to buy from you.
- Make sure your sales team knows where to find approved marketing assets. Upload these into one central location and create templates that sales reps can use to send out new pieces of content to their clients and prospects.
Step 3: Put on your Sales Enablement Hat
B2B Email marketing done right can give you the ability in an organization get results quickly. Teaching your sales reps to value reviewing the reports on Engage email blasts and pay attention to Engage email alerts will be a critical component of successful adoption. You have to help your reps create new habits, just like when they learned and adopted Salesforce.
- Conduct a live demonstration using one of your reps. Use their Salesforce account to select a list of leads or contacts to email in a Salesforce Engage email blast. Help them ‘prime the engine’ by demonstrating important features populated with their own data. This will incentivize your reps to go back to check on the results and understand how quickly they can get response.
- Do a “Round Robin” experience during a sales meeting: Send an email blast using the contact information of one of your reps. Then, once you send the first email blast, go to the next rep to send another. Once you’ve sent the second rep’s email out, you can go and check the results of the first. Highlighting this kind of visibility will get your sales team excited.
- Don’t forget to go through the Pardot Prospect Activities section with your sales reps. Emphasize to them that they need to check these before calling in case someone has clicked unsubscribe. You can set up email alerts on the email templates to send a Salesforce task email to your sales team if your prospect takes an action that qualifies them such as clicking on a call to action link.
- Review reports of prospects interactions with your emails. These can become the ‘call back lists’ for your sales team. Opens can be soft indicators of interest so can clicks. This can significantly help with cold call reluctance and make your sales reps feel like they are calling with a purpose. “Just checking to see if you successfully received my email?” or, “Just calling to see if you had any questions about the case study/pricing etc. that I sent over.”
Set goals together based on the fiscal quarter. Are they focused on reactivation, renewals or new business? Help them identify the records they should be focusing on and how frequently.
Your sales reps will need encouragement when it comes to developing new habits around Salesforce Engage, but by highlighting its features with their own data and prospects, you’ll show them exactly how it can fit into their sales strategies and help them build better, stronger relationships with their clients and prospects. In my next post, I’ll explore how to teach your sales reps to tackle the lead nurturing features of Salesforce Engage.