Top B2B Prospecting Methods in 2024
Sales professionals need to becontinually Prospecting, so getting good at it isn't optional, it's essential! Unsure of where to begin? Look no...
B2B prospecting is a cornerstone of business growth, yet 40% of salespeople say that prospecting is the most challenging part of their job. Leveraging automation tools, building targeted account lists and maintaining consistent follow-ups assisted by smart sales software can significantly improve prospecting results. Let's take a look at the top considerations for salespeople when it comes to B2B prospecting.
Beginning the process of prospecting for new clients can feel overwhelming, leaving you unsure of where to start or what areas to focus on. However, with the right strategies, mindset and tools, you can navigate this daunting task and find success in your prospecting efforts.
There are a lot of moving parts with any level of sales prospecting. It's crucial to keep on top of your outreach activities. This is made easier with automation tools. In fact, if you use a multi-channel strategy, it's almost impossible to do it well if you do it manually. Stay organised and on top of your task list with HubSpot. Creating tasks to remind you of important actions and linking them to specific records is really simple. If you're using Sales Hub, you can easily automate tasks based on deal stages.
Utilise the dedicated Prospecting Workspace in Sales Hub to manage your daily workload in one place. It's the perfect tool for salespeople to monitor goals and progress, execute tasks and review their schedule, sales feed and prospect activity. Sales Reps can create, send, and track emails, send video emails, make calls and view LinkedIn profiles all from the prospecting workspace and HubSpot.
Using HubSpot to automate your processes lets you simplify any follow-up tasks, with just one click. And to keep the momentum going with your prospects, efficiently manage follow-ups faster by delivering relevant and localised content tailored specifically to their needs. With smart tools like Content Remix, creating and distributing high-quality multi-channel content has never been easier.
So, let's stop procrastinating and start prospecting with confidence!
Effective prospecting — no longer an art form — can be executed repeatedly and at scale. With the support of data and technology, sellers consistently generate healthy pipelines by manufacturing relevant messages, delivered to the appropriate contacts with suitable timing, across multiple channels.
Dan Gottlieb | Gartner
There is a wealth of information to explore when it comes to the topic of B2B prospecting. One crucial element for success is having the right attitude and approach, followed by taking the necessary actions. That's why we have structured our prospecting guide into two sections, providing you with valuable insights into what is crucial and why it matters.
Target Account List Building
This is a key task for anyone involved in prospecting. You can use a variety of methods and tools (Apollo, Cognism, ZoomInfo, LinkedIn, etc.) to build prospect lists. While starting to build target account lists with spreadsheets is an option, it's not the most scalable solution. Purchasing lists is an option for some businesses, but it often leads to issues with poor-quality data.
A more effective approach is to create your own lists. Even though it can be time-consuming and tedious, it is a valuable and essential task.
The main success factors to list building are:
The Gartner Prospecting Strategies document details which stakeholders to focus on, email message templates, and what a multichannel campaign should look like. It also has pointers on nurturing buyers and re-engagement plays if you're up for a little light reading!
For instance, if it typically takes 3 months to convert a lead into a customer, commit to running your process for at least 6 months before evaluating its success. Many salespeople tend to give up on their plans prematurely, so staying dedicated and patient is crucial.
Develop your sales sequences and use your sales automation tools to work through your sales sequences, keeping track of your daily tasks with the option to enrol your prospects in a nurture campaign as appropriate.
Multi-Channel Prospecting is simply utilising various sales channels to connect with your leads. For example, you could start with a cold email as your initial outreach, followed by a personalised message on LinkedIn or a direct call. This strategic approach of multi-channel prospecting enables you to effectively engage, inform, and foster relationships with your target audience.
The infographic below is a good example of a multi-channel prospecting cadence. The timing and the type of outreach is something that needs to be tested and adjusted to establish what works best for your prospects, in your region.
Through this process, you should be able to establish how individual prospects like to be contacted while bearing in mind that you want to limit the outreach so that it doesn't become problematic.
As a rule of thumb, four attempts at calling a prospect (across 2-3 weeks) is enough to establish if there is interest at that point in time. Consider the Buyer's Pyramid as you pursue your leads.
Sales Sequence Example
For a more in-depth exploration into prospecting, be sure to check out our comprehensive Sales Prospecting Guide below.
20-page guide packed with helpful information to get your pipeline in great shape!
If you have questions about this article or would like to discuss Sales Consulting Services, please get in touch. We would be more than happy to arrange an obligation-free chat with you.
In the meantime, have a look at our other articles and reading list to learn more...
Gartner: Effective Strategies for Virtual Prospecting
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