Posts related to B2B marketing and sales

SharpSpring Social Now Available

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SharpSpring users now have access to a new social media and calendar features.

  • Content Calendar: A bird’s-eye view of your social posts, email sends, and blog articles.
  • Social Posting: Post directly to Facebook, Twitter, and LinkedIn without leaving SharpSpring.
  • Social Listening: Monitor social media activity with customized listening feeds.
  • New Trigger/Filter: Create automations based on when leads interact with your social media accounts.

SharpSpring has updated Lead Scoring and the Life of the Lead to now include social interactions. SharpSpring will be releasing to all clients in a few days.

Ready to learn more? Contact us for a guided walkthrough of these new features.

Top Marketing Automation Strategies for Converting Financial Advisor Prospects

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Financial Advisor Marketing

Financial Advisor Marketing

Financial Advisors are an amazingly difficult prospect to engage. They are incredibly busy and already have a wealth of resources already available to them – do they even need to engage with wholesalers? The best way to convert financial advisors to customers is to build your marketing automation program around them.

Lead generation starts with effective segmentation

Before focusing on key strategies, Sales and Marketing must have defined a set of engagement personas and customer segments. Marketing has had personas for a decade but only since the advent of marketing automation software have engagement personas become empowered and brought to life.

Defining financial advisor segments for lead generation

Creating clarity with Sales is a two step process:

  1. Lead scoring – a measure of how active a financial advisor on your digital properties
  2. Lead grading – a measure of how profitable the financial advisor is likely to be


Advisor Marketing Focus


It may take several iterations to get lead scoring and grading optimized, however, the process should be fruitful for Sales and Marketing. The process crystallizes Marketing and Sales perspectives around which advisors are most profitable and which digital behaviors are believed to be most relevant to a sale. Some marketing automation vendors have one score that represents profitability and interest. However, being able to separate advisor behaviors from profitability factors simplifies discussions by clarifying customer segments by profitability as seen in the above graphic. As an example, Pardot applies a numerical value for an advisor’s lead score and a letter grade (A-F) for an advisor’s expected profitability.

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Increase Revenue at a Lower Cost of Sales

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Many management experts remind us to find the most important element to manage and stay focused on it! What is that “one thing” for increasing revenue?

I would argue that most important factor is the difference in the amount of revenue produced by the top sales person compared to the average salesperson during the first years of a product’s introduction.

Frequently for new differentiated products the “top 10 percent” salespeople will sell more than 2x or 3x the amount that the average salesperson sells. The early sales are critical for gaining market share for new products while the differentiation is high.  Over time, as the market and the other salespeople learn more about the product and the customer value delivered, the size of the revenue gap will decrease…but by then the competitors will have started to catch up also and the differentiating advantage decreases.

What does the average salesperson learn after the introduction and a couple of sales cycles that enables them to increase the amount of revenue produced, approaching closer to the sales levels of the top salespeople? If the firm provided that information earlier, would the average salesperson be able to produce higher sales levels earlier? The answer is yes!

Firms really can’t get much more revenue out of the “top 10%” salespeople, and trying to save the “bottom 10%” is a waste of time. But we can provide the information needed by the average salesperson to impact their revenue production by almost 2X.

Three Reasons to Audit Your Sales Messaging

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Improving the quality and completeness of sales messages delivers hard ROI. Here are three reasons you should review the content your sales teams are using and take a diagnostic approach to assess the effectiveness of your sales messaging:


Three Reasons to Audit Your Sales Messaging:

1) Reduce the time required for achieving channel effectiveness: 

  • Channel effectiveness occurs when the average salesperson can cost effectively close the sale. Eventually the sales channels [and customers] will learn the value of the differential being offered, but while the market is still learning these values, the effectiveness of the sales channels is reduced. It is difficult to close the sale when the customer doesn’t know the value of the differential being offered, and the sales channels has not been provided with the values, calibration, and evidence needed to convince them.

2) Increase sales capacity

  • Sales capacity is the number of salespeople [or outlets] that are effectively selling your products and solutions. Retail uses a term “self ware” to refer to products that are sitting on the shelf but aren’t being bought. Having salespeople that are expected to sell the product but can’t/don’t is the channel equivalent of shelfware. Frequently this occurs when the skill required to sell the product exceeds the skill available in the channel. So the top 10% of the salespeople can sell the product, but the average salesperson can’t. Poor quality sales messaging is frequently the cause of product shelfware.

3) Reduces the cost of sales

  • Improved messaging increases the close rate and reduces the number of sales calls required to do so because the customer value being offered is clear and with evidence.

Use a diagnostic process for more consistent implementation

  1. Review the “top 10” sales messaging deficiencies to see if the issues are identified.
  2. Check the material being sent to sales people –  before it is sent!
  3. Use a checklist to ensure the quality and completeness of the information being provided.

Make certain your content and messaging is sufficient for the average salesperson to cost effectively close the sale. Would you like a copy of the checklist? Check out the 9 Sales Enablement Content Imperatives.

Here is another article by Bud: 10 Message Deficiencies.  Contact us to schedule a discussion.

This is a guest post by Bud Hyler – a member of the Revenue Architects’ expert network.

Better Salespeople Need Less Sales Enablement Content

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Bad Sales Guy

Generating revenue and winning customers requires a balance of good content and confident sales. Design your sales enablement content around what your medium-skilled salespeople need.

Bad Sales Guy

Your top salespeople have sufficient confidence and sales skill that they don’t need a lot of content to be successful in their sales efforts. However an average salesperson with less confidence and less sales skill will require much more content.  Top sales people usually need less content because they are able to develop a greater level of customer relationship and trust.

One of the responsibilities of sales management is to specify the content requirements that sufficiently augments the sales skills of the average salesperson so that revenue is successfully generated.

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