Your sales team should be closing, not doing the heavy lifting qualifying MQLs. But for too many companies, sales teams are stuck working lists, chasing ghosts, clicks, and spending precious time on calls that will never go anywhere because it’s too soon.
It’s not just inefficient, it’s expensive. Every hour your salespeople spend calling so-called ‘leads’ because they clicked on a piece of content, impacts your efficiency, and it’s completely avoidable.
There are many tools and plugins on the market to help you do better, and boy do you need to be. Buyers are streets ahead of you in terms of what they expect when they’re looking around the market. It’s up to you to be on top of that so when you manage to get one of these coveted individuals on the phone, you’ve removed as much of the guesswork as possible.
Intelligence Signals
Our approach uses buyer behaviour tracking, intent scoring, and progressive profiling to ensure every lead passed to sales is warm, contextual, and worth their time.
And, these buyers come back to us week after week because they’re part of our community where they can find information about the topics that are relevant to them in cyber security, cloud technology or infrastructure or telecoms.
Redefining what qualifies
Ditch the hang up with quarters. Buyers don’t care about our quarters, when your marketing budgets are released, why you disappear because you’re fully stacked out preparing for an event. You disappear from their radar and there are plenty of competitors who will step right in just as you’ve started to pique their interest. If you treat every download as someone ready to buy and every click as a lead because you think you can rush them through your process, you are already in a place of diminishing returns.
What you should be figuring out long before it even hits the sales call queue are factors such as the depth of engagement, repeat behaviour, longevity. Any directional signals that indicate, “I’m not just browsing, I’m exploring and starting to get interested” is vital and we we don’t think anything else constitutes a lead. Consequently, it should not be dumped into the laps of sales teams.
A warm lead isn’t just a name in a spreadsheet, it’s
- A buyer who already fits your target profile,
- Who’s shown repeated interest in relevant topics,
- Who’s spent meaningful time with the right content
- Has all the context credentials ready to pass along to your sales team
Because good conversations don’t start with a name, they start with intelligence.
Alignment that works
Going back a step further, you’ve heard “sales and marketing alignment” a hundred times, but the real test is “do sales follow up on the leads sent them?” There’s plenty of research out there that states that as many as 40% of marketing leads only get called once. If they don’t get through, hit voicemail, or don’t manage a reply of some sort of sales outreach, they are put on the discard pile.
That’s 40% of the money and effort you’ve spent in marketing wasted because sales are working on their own cadences deemed to be more valuable.
Sales should be efficient, not exhausted
Many larger businesses already have high levels of sophistication built into their marketing systems. As many don’t, or rely on a partner channel which, for the most part lacks the levels of sophistication needed to track modern buyer behaviour. Much less are they able to, offer the transparency back up the line to report and track their ROI.
Even if you use an outsourced telemarketing agency to set appointments, they will do so much better if, having sat there hour after hour making hundreds of dials, they are focused on those with high intent signals.
Whether you do it yourselves, or look to outsource, it’s time to stop wasting SDR’s time and morale getting them calling every marketing lead when only a fraction are worth the call. Once you can identify those and they can be prioritised, you are already starting to be more efficient
All the tech is out there to take the heavy lifting out of the process, but do you have the skills, resource, budget to do it, or should you switch to a service model?
See how we score!
If your pipeline is cluttered with “leads” that no one wants to call, it’s time to reset the standard.
Whether you’re a vendor trying to improve follow-up, a channel partner drowning in low-quality lists, or a growth-stage business that needs smarter conversion, you may need more leads, but they need to also be better leads.
Let’s give your reps what they need: warm conversations with buyers who are ready to talk.
Our platform:
- Filters low-quality contacts based on behaviour
- Surfaces the highest-intent buyers
- Offers the option for us to book meetings or give to your SDRs to complete. Either way, they’ll have complete contact engagement profile, timings and content trails.
Our handover:
We don’t just pass names and clicks, sales teams see everything we see and is presented to them in a way they can prepare for informed conversations. They are demand qualified
- Integrated diaries
- LinkedIn connections
- Teams properly briefed
- Full access to marketing and sales materials in one instance
- Categorised intent scores – choose to only call high intent or not
- Meaningful insights for better informed sales conversations
Our platform:
- Filters out low-quality contacts based on behaviour
- Surfaces the highest-intent buyers
- Integrates with most CRMs, pull the leads down only when you want them
- Optional call management for greater visibility of call actions
Now your reps aren’t being inefficient, they’re converting.
