Whoa... Inside Sales? That's cold calling isn't it? You want me to cold call my leads after I have spent so much time and treasure nurturing them via inbound marketing? In a word, yes. Now, before you kick me out of the inbound marketers union, hear me out. Inside sales can be a very effective addition to your arsenal.
Let's get some definitions out of the way first. What is inside sales?
"Inside Sales is selling using the phone or the Web without having to travel or see the customers and prospects face-to-face. The term 'Inside Sales' is most often used to describe selling where the Inside Sales representative is proactive, calling on prospects and customers to sell goods and services."* It's sales, not marketing. It's reaching out to a prospective customer and either setting an appointment for a sales call or making the sale right then and there. What's wrong with that? Why do inbound marketers get hives when they think of such as scheme?
Make both a part of your sales and marketing strategy. Use closed loop marketing to closely align sales and marketing data. Make sure that your message is consistent across human and digital assets. Coordinate your plan so that inside sales calling campaigns leverage specific inbound marketing content or events. Feed your inside sales team with segmented leads from inbound marketing. Make sure that your inside sales people provide feedback to marketers - how are prospects reacting to certain messages and content? Analyze conversion rates from both inside sales and inbound marketing and adjust your strategy to maximize sales performance. It's not rocket science. It's common sense.
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