Oh yeah and…”social media is a waste of time in sales.”
I’ve heard each of these opinions being championed by sales leaders over the past week.
Sales & marketing writers like to talk (I promise). We like to sound smart, and be helpful. Often times we are, but when we tell you definitive measure that “don’t work”, it harms your business.
What you need to know is that there is no one sacred way to run a sales operation.
There are hundreds of great ways to sell and market. And you should be trying every single one you can to impact your business.
Let’s talk about content marketing:
2 years ago I started writing a sales blog for SalesLoft (our first post). We had no product, no team, no market and certainly no readership. Now we get over 6000 page views per week. We generate 1300 new users per month organically and we get customers who come to our site and pay without ever talking to us.
That’s right. Since 2011, we’ve been writing. But writing in a vacuum is insane. We do research (which is just another word for social and internet) and then we “cold contact” people who we think would like our post. In our first 6 months of the company, we probably cold contacted 75% of the sales industry thought leaders. Many of them shared our stuff. The next thing we knew, we had leads coming to us.
But sometimes an inbound lead will come in and we’ll call their VP…hmm, is that cold calling or Inbound??
It doesn’t matter.
You can do the same with pure outbound. Would you rather cold call a lead empty handed or cold call with an arsenal of inbound marketing content at your disposal?
At the end of the day, there are no sacred cows in sales. There is no one true method for generating sales leads. There’s just a bunch of stuff that could be awesome for your business. We recommend trying it all. We recommend doing it “Allbound” (shout-out to the term’s inventor, Allen Nance)
And don’t just stick to the quantifiable numbers (we’ll get to that in the next post).
Sales is about connecting with your buyer in unique and creative ways. It’s about coming to where they are, understanding them, and serving them. It’s about being sincere about what you do (outbound AND inbound).
So try everything (email, social, outbound, referrals, content, etc) and don’t stop exploring new ways to bring in business. Your career and your company depend on it.