Oracle Sales Cloud Info

How Prospecting with Colabo is Like Fishing

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I am not a big fisherman, but when I used to go with my grandfather years ago, the one thing he always would say is “fishing isn’t supposed to require effort.”  He would tell me that the fish always knew when you were stressed, and that relaxing would help me catch more fish, but also make it more fun. Thinking back, I probably hooked him more than I did fish, but what I did enjoy was when we used a trotline to catch them, because it was a lot easier to catch more at once and, most importantly, without having to cast continually. You simply bait multiple hooks all attached to a long line prior to setting it up in the water, and you were able to sit back and check back periodically to see what you caught.  This was great because there was no need to cast time after time, and in my case, not get anything on the hook.

This could not be more relevant to a tool that we now use when prospecting on the various social networks we use to connect with people everyday.  Colabo is the trotline when it comes to prospecting. An example is how we target folks who use LinkedIn. Some people are job hunting or building their online resume. Others are wanting to catch up on news relevant to their interests (business or otherwise). And then there are those who are looking to market their products or services to those two groups.

If you happen to be on LinkedIn, then I am sure you have been a part of at least one of these groups, but most likely have interacted with all 3. For the salespeople who use it as a tool to get in front of as many people as possible, I will share how you can increase the efficiency of your efforts by using Colabo, and turn your one-on-one InMails into more of a trotline to start filling your pipeline.

Here are 5 ways Colabo can help you catch more fish…

Send mass, but personalized messages with one button – One feature of Colabo that you will see an immediate benefit is the ability to send messages to your entire audience, but have it look like it is a personlized message to each prospect. On the leads tab in the application, you can select prospects that would all match the criteria to be sent the same message, but instead of a long list of recipients on your message, each prospect receives an individual InMail that is personalized with their name and/or company name.

Filter your audience to get the right message in the right hands –  With Colabo’s filter feature, you can select from criteria such as actions taken against your LinkedIn messages (it tracks unanswered v answered messages), if you have sent them an connection invite on LinkedIn, and even things such as job title, company, and how long they have been a prospect of yours. This will save you the headache of looking through your prospects and addressing them 1 by 1.

View your history of interaction with your prospect – Yes, we all know there is a record of messages you have sent and received in most applications, but the timeline feature in Colabo will show you the complete chronological list of all interactions across platforms (emails, LinkedIn messages, CRM activity, etc.).  There is also an option to add notes about those interactions so you can know what to talk about next, without ever having to leave the Colabo application.

Add your leads to a nurturing campaign – In sales, there is no company I know of that has a 100% success rate with prospecting. And if you work there, please share your secrets. But for those that do have misses, or people that aren’t quite ready to convert, having a digital marketing strategy to stay top of mind while also tracking your prospects’ actions is the next best thing. With Colabo, there is an integration with Eloqua that will let you add those prospects to a segment that will be automatically marketed to in order to stay relevant. WIth the rules you establish to capture their digital body language (or actions taken against the marketing you put out), you can then reach out to them once the time is right.

Push the leads found directly into your CRM – And finally, if you are tracking leads within a CRM, having to do it in multiple places is not ideal. Salespeople want multiple ways to source leads, but it kills time to have to document where and how each lead was acquired. We use Oracle Sales Cloud ourselves, and the ability to push all of the same leads we have in Colabo to Sales Cloud eliminates the need to have to document each interaction in both applications, thus saving time and allowing sales to do their jobs instead of entering data. You can still view the information captured in Colabo while in your CRM, so the information will never have to be chased down.

 

For those thinking of activities that will provide the most return when it comes to sales, Colabo is something that can increase the amount of prospects you reach in less time. There are plenty of ways you can increase you efforts (working extra hours, making more calls, sending more messages, etc.), but remember working smarter and  And just like fishing, prospects do not always come without a fight, but Colabo acts as a wider net and fish finder all in one. Getting someone’s attention is just the beginning, but wouldn’t it be nice to have a full pipeline and decide which opportunities are keepers and which ones you can throw back?

For more information on Colabo, please contact us at info@sfcg.com for details.

What to Consider When Implementing StratusLite

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Ready to get started with Stratuslite? Whether you are starting with Oracle Sales Cloud or Oracle Eloqua (or both!) we are excited to have you and can’t wait to see your progress in a few weeks. With every project there is always the question – well…how do we get started? Here is what you need to consider as you prepare for implementation.

Are you implementing Oracle Sales Cloud as your new CRM?

What data do you need for your organization?

Consider the fields of importance: Accounts, Opportunities and Contacts. What information do you need to know? What information do you already know? And what information is critical to move the lead closer to close? We always coach our clients to export their current data from their existing CRM to see how much of it is actually beneficial to keep. Does your team capture estimated revenue more than an industry field? Is ‘industry field’ a necessary field you need as a manger but your team isn’t inputting anything? Consider these variables as you decide what is critical for your CRM layout. But do not worry. Be sure to attend our ‘Fields and Layouts’ training to understand the best practices when determining what is necessary when you are building your system layout.

How can you determine success with the data?

A secondary question to empower you in taking the next steps with data in your system is determining how you want to measure the business and define success. There are plenty of reports out there which can help guide you and give you that “gut” feeling that you are doing well, but now is the time to consider – what does YOUR organization need in order to report accurately? Do you need to understand what is in your pipeline 6 months in advance so you can allocate resources properly? Do you need to understand how long a contract is taking and why it may be taking longer to get signed? Talk to your sales team about what they need to be successful. Maybe they need to understand what is a better opportunity based on marketing? What about the quality of your pipeline? Your data can be compiled in many ways to answer these questions, but the ultimate question is – what data is necessary to answer this question: what metrics do you need to know to determine if your team (and organization) is successful?

Have you written your sales process down?

Many organizations come to us and explain their sales hierarchy and the process in which they acquire new business. Our first question is always this – have you written it down? Have you looked to see who owns what within your process? Are there any gaps in it? As you start your new system, you’ll want to consider what this means from a process standpoint. Once you have written this down, it will make the opportunity creation process within Oracle Sales Cloud much easier. When in doubt, go back to your process before looking at the technology. Remember, the technology is there to aid and support you and your team but the process is built by the people. Check out our opportunity training as a StratusLite customer to get some ideas if you do not have this process “written down.”

Are you implementing Oracle Eloqua for marketing automation?

Do you have existing campaigns which need to be migrated?

First and foremost, if you have current campaigns running, it is time to audit them. This is, in some ways, like spring cleaning! Evaluate your current campaigns by reviewing metrics to see what has been successful and what hasn’t. Determine through these reports if campaigns should be migrated. Look at open and engagement rates to see if there could be improvements.

Once your campaigns have been audited, take this list and “add a column” to your list and answer this question- what triggers a response to initiate this campaign? Can it be automated? Think about what campaigns can be automated and what the trigger is for a customer/prospect to enter the campaign. Once you know what this trigger point is, you have your next step on how you can automate everything instead!

What type of forms do you have online which could create some type of automation for your new prospects?

With any new (and, in this case, improved) marketing automation system, you should consider how new prospects receive information about your organization or offers that might be available to those prospects. Unidentified prospects are entering your digital properties and are looking for more information from you more than ever before. Make sure to evaluate the next step a prospect would take if they were convinced by your digital properties that they needed you! Some questions to consider for your web forms would be things like – how quickly can my prospect enter information? How much information do I need from the prospect to understand their needs? How quickly does the prospect complete the form and can I make it faster to complete?

What type of marketing activity creates a Marketing Qualified Lead?

In addition to web forms, we know you have other ways of finding and entering a new lead. Whether it’s at a tradeshow, an event at your office, a meet and greet with the CEO or a downloadable white paper, Eloqua can store this information and create a lead score to generate information on what defines a Marketing Qualified Lead. One suggestion we recommend our clients consider is what creates a marketing qualified lead for their sales team. Sometimes, MQL’s are created by one action like a web form submission, and in other scenarios a MQL can be created after three or more offline activities from a trade show. Make sure to take some time outside of the technology to determine what your sales team needs to define and convert a lead and what this means as a defined prospect in your pipeline before diving into the technology.

 

Getting started with a new project can be hectic, but it doesn’t have to be! Hopefully this will get you asking the right questions to ensure that you have everything planned out before incorporating the technology. Be on the lookout for more articles to come in the following weeks on how to leverage some best practices with your StratusLite package.

 

How Sales Can Leverage Marketing Data

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Some organizations do not utilize outbound marketing.   Others use a “spray and pray” approach and leave salespeople to figure out following up on their own.  But wouldn’t it make salespeople’s job a lot easier if there was a way to use specific information about what content your prospect is interested in to have better conversations that lead to more conversions?

Below are ways an organization can align sales and marketing and best practices for salespeople once they have access to the company’s marketing activities…

 

Have your CRM integrated with your MAP – Having your CRM connected with a marketing automation tool will let captured information flow from your marketing activities (email opens, form submissions, attendance at a trade show, etc) directly into your CRM so salespeople can leverage that information in subsequent sales calls.  If you are in sales, it is like having admins prepare a summary of each prospect and how they have interacted with your company.

 

Create a lead score – Attaching a score to a certain level of activity against the marketing content you put out (digital body language) can empower your sales reps to talk about the right things at the right time.  At SFCG, we use Oracle CX products, Eloqua and Sales Cloud.  Once a prospect hits a threshold of activity on our website, or perform an activity listed above such as submitting forms, or attending an event, the prospect can immediately be pushed over to Sales Cloud with the score attached.  You can set the criteria for what is providing the most return on investment, and reach out to your prospects according to their behaviors against your marketing.

 

Do not talk about something they are not interested in – Expanding on the previous point, make sure your salespeople do not talk about something that the prospect hasn’t been interested in. For example, someone who is looking at one particular good or service on your website might be turned off if you call and talk to them about something completely different.  Knowing what your customers are interested in lets them know that you are actively listening to what they are saying with their actions.  While having the data is important, using it correctly is just as crucial.

 

Follow up sooner than later – Today we live in a world of unlimited information at our fingertips coupled with the need for immediate satisfaction.  Not getting in touch with someone when they are interested can be detrimental as they will fulfill their needs with or without you.  Having marketing data automatically sent over to your CRM can save you the hassle of accessing multiple systems, and with a simple notification to either email or your mobile, you can follow up when the time is right.

 

Salespeople will use as much information as possible when assessing a situation to deliver the right message.  Giving them the tools to do their job is only fair.   Make sure to audit your sales and marketing process to see if you are getting the most return from the marketing activities you do on a daily basis.

 

If you have any questions on the easiest way to audit your sales and marketing alignment, contact us at info@sfcg.com.