Connect with us

MARKETING

How to Find your Dream Job in 2022

Published

on

Finding a new job is a job in itself. It takes time and effort to apply, interview, and eventually land a position — even when you’re completely qualified.

It took me close to nine months from the moment I decided it was time to start searching for a new role to my first day at HubSpot.

Long story short, searching for a new job or finding your dream career isn’t always an easy process. It can be stressful, time-consuming, and difficult. But, no fear — that’s why we’ve created this guide. Follow along, and the process will feel significantly less intimidating no matter your industry, job experience, or career goals.

Depending on your specific situation, you may not need to walk through each of the following steps. This list is here to simply guide you through the beginning stages of your job hunt, so feel free to modify it as needed.

1. Consider your personality.

Your personality reveals a lot about yourself, such as what you enjoy doing, what makes you happy, and how you like to communicate — even the types of jobs you’d likely succeed in. There are a number of ways to incorporate your personality traits and characteristics in your job search.

Take one of the many online personality tests to learn more about your specific traits and discover the types of roles those traits would make you an ideal fit for. This is also helpful when thinking about the type of work environment you’d be most productive in.

Your personality helps you narrow your search in other ways, too — for example, if your results come back with details about you being shy, introspective, and reserved, research ideal jobs for introverts.

2. Think about your skills.

Your skill set is a list of your abilities — such as problem-solving, decision-making, and the ability to work under pressure. In addition to using your skillset to help you determine the type of job you’d be good at, it’s often something listed on a resume — so, listing your skills is a useful exercise for that reason as well.

Also, consider your transferable skills. These are skills that can be transferred from one role to the next, even if they aren’t in the same field. If you are switching industries or roles figuring out how your transferable skills would apply to a new position is key. Some transferable skills include:

  • Project management
  • Public speaking
  • Relationship building
  • Analytics and reporting

If you need more guidance, you can learn more about your specific skill set and how it plays a part in the type of career you’d be an ideal fit for by taking a career aptitude test.

3. Reflect on your background.

Your previous work experience and education — or your background — can also help you determine a career path you’d be suited for.

For example, I studied journalism in college and worked at a local news station after graduation. However, after a year, I decided I wanted to leave the industry. My background — which was writing and content-focused — made me an ideal candidate for a position on the HubSpot Blog.

If your background doesn’t align with your newfound career interests, that’s OK, too! However, this may require a little more research on your end about how you can transition to a new career. You may need to go back to school for a master’s degree, get a certification of some kind, or work in an entry-level position in your new field of interest.

4. Brainstorm your career goals.

Brainstorm your personal and career goals to help you determine the ideal next step for you. Think about things like work-life balance, salary, and your goals for the next 5-10 years. This will help you narrow down your search — different industries and positions have a range of standards when it comes to factors like flexibility, culture, and career growth.

5. Create a list of your dream companies.

Whether or not you’re sure about a specific opportunity, create a list of your dream companies you think you’d enjoy working for. This is a great way to keep track of opportunities at the companies you’re most interested in and remain goal-oriented.

You can then tailor your cover letter as well as career highlights and skillset on your resume to fit the requirements and expectations of specific opportunities at your top-choice companies.

6. Consider companies similar to your dream companies.

Consider companies comparable to those on your list of top picks, too. For example, if your goal is to work in marketing at Nike, consider applying for a similar position at a newer, growing company in the same industry like NOBULL.

By being open-minded and realistic about how you’re going to reach your end goal (such as working at Nike), you’ll avoid locking yourself into one, narrow career path option all while gaining valuable experience along the way.

7. Network professionally.

Whether you’re looking to stay in your current industry or pave a completely new path in another, professional networking is critical. These days, many of the offers job seekers receive are a result of networking.

Networking can help you get your foot in the door at a company of interest, gain a new and valuable reference in the industry, and determine whether or not you really want to move into a specific role.

8. Clean up your social media accounts.

Today, recruiters, hiring teams, and department leaders at virtually every company will take the time to research candidates online, including on social media platforms, prior to determining whether or not they want to request an interview.

This means you’ll want to ensure your social media accounts are private or remove pictures, videos, and/or comments that may lead a hiring manager to believe you aren’t a good fit for outreach. After all, the last thing you’d want is for the hiring manager at your dream company to disregard your experience due to something they find on your Instagram or Facebook profile.

9. Update your LinkedIn profile.

Did you know there are over 800 million LinkedIn users? Included in that impressive number are job seekers, businesses, and recruiters looking to fill positions, as well as people who are content with their current roles.

With all of this exposure, it’s important to make sure your LinkedIn profile is up-to-date and accurately represents your current and past experiences. Be sure to describe — in detail — information about your current and past roles, promotions, notable mentions, education, awards, and anything else you feel is worth sharing. Initiate and accept connections to expand your network to receive endorsements for your skills, experiences, and traits.

No matter if you’re in need of a new role, members of your professional network as well as recruiters, hiring managers, and employers will be able to view your LinkedIn profile and reach out to you if they choose. Who knows — maybe you didn’t even realize you were missing out on applying to your dream job.

Learn how to use LinkedIn for professional networking, business, and marketing.

10. Prepare your resume.

Once you’ve narrowed down the type of role you want, be sure that the skills on your resume mirror what companies are asking for and tailor each resume you submit to their specific needs. Focus not only on listing your job duties but the results achieved thanks to your actions. Let’s say you were a call center representative in a previous role. You could say:

“Answered 50+ calls per shift.”

A more effective statement would be:

“Answered 50+ calls per shift, decreasing customer hold times by 30% and improving overall customer satisfaction.”

The second statement has more impact because it details exactly how your actions improved company operations and provided benefits to customers.

Prepare your resume at the beginning of your job search to ensure your latest and most relevant work experience is available to recruiters and hiring managers for review.

Without a strong and recently updated resume, the companies you apply to won’t have reason to take you seriously. Additionally, pay attention to the details when it comes to your resume including font and which skills of yours you choose to share with specific companies — this is how you’re going to make an impactful first impression that sticks with hiring managers as they review the resumes of other applicants.

Note: When in doubt, try updating your resume with a template to achieve a professional look and feel sure to blow hiring managers away.

How to Find a Job You Love

Now that we’ve reviewed which steps to take in the first stages of your job search, you might be wondering how to find a job you’re truly passionate about — one you love. That’s why we’ve compiled this collection of tips and tricks to help you find your dream career.

1. Get specific about what you want.

In order to find your dream career, you’ll need to get very specific about what that looks like. Ask yourself:

  • What is my ideal role? Name it if you already have that nailed down.
  • Do I prefer a company that is environmentally or socially responsible?
  • Is there a particular company, or company size I prefer?
  • What are my work/life balance requirements?
  • What is my ideal salary?
  • What is my ideal career progression?
  • Do I already possess the skills I need for this role or do I need to skill up?

Aim high. You are trying to find your dream career, after all. Once you’ve made a list of all the attributes you’re looking for in your next role, you’ll be able to filter out anything that doesn’t fall within those requirements.

2. Use job search sites.

Today, job search sites, or job search engines, are one of the most common ways to find a new position. These sites provide you with valuable information about companies and positions including location, industry, salary, necessary qualifications, culture, and more.

Other benefits to using a job search site include the ability to upload your resume and cover letter for quick and easy application submission. They also provide you with the option to receive an alert when a new opportunity, that fits the criteria you share, becomes available.

There are a number of popular job search sites, used by millions of people around the world, with these capabilities (and more). Here are six of the most common to get you started:

  • LinkedIn isn’t just a professional networking site — it’s also a job search site. The platform will take you through a series of steps to help you begin and narrow your job hunt. You can view position openings while employers can read your resume, view your LinkedIn profile, and Connect.
  • Tech Ladies is a free job board and supportive online community dedicated to helping women learn, grow, and extend opportunities in the tech industry. Simply upload your resume to their job board and apply directly through the site.
  • Glassdoor gives you access to job listings, employee reviews, interview tips, salary information, and more. You can post your resume so hiring managers can contact you directly and the site includes a feature in which you can view interview questions specific companies tend to ask — which is a great interview prep technique.
  • Indeed provides you with access to new job listings, company reviews, and accurate salary information. The site also allows you to post your resume so recruiters and employers can easily reach out.
  • CareerBuilder gives you the opportunity to search for a new job based on specific criteria including your experience, location, or skill set. Upload your resume so employers can recruit you. The site will also review your profile and recommend jobs to help you find the right match.
  • Monster allows you to upload your resume for a free assessment to ensure everything looks perfect. The site has a variety of other resources such as opportunities to receive professional interview advice as well as access to the latest — and most popular — job listings, salary information, and company reviews.
  • Craigslist is a straightforward and simplistic job search site. Employers post their latest job listings and you can sift through them by location and/or one of the site’s 20+ industry types.

3. Check company websites for openings of interest.

Maybe you heard about an opening at your dream company or an opportunity at a specific business of interest that you want to learn more about. If this is the case, go directly to the website of the given company you’re interested in to review their career opportunities and job descriptions. If they provide a career newsletter that sends new job openings, subscribe to that, too.

Rather than looking for positions that meet more general criteria, this is a great option for those who know they want a specific company’s name on their resume or culture to be a part of.

4. Craft unique cover letters.

Your cover letter accompanies your resume to persuade employers into believing you’re worth their time and consideration so they bring you in for an interview. Your cover letters should describe why you’re a great fit for the position you apply for. And when paired with your resume, a recruiter should understand why you’re qualified for the opportunity.

Save time and use templates to craft your perfect cover letter.

Now, you may be thinking: Not all companies require cover letters.

And that’s true — some companies openly say cover letters are your choice. If this is the case, it’s up to your discretion as to whether or not you want to send one in. (Personally, I always choose to take the time to tell potential employers about the reasons why I am taking their hiring process and a specific opportunity seriously, but that’s just my prerogative.) If you send in a cover letter, ensure it’s concise, well-written, and helps you stand out among other applicants.

5. Prepare for every interview.

Needless to say, nailing your interview is a critical component to receiving a job offer. Although interviews are often high-pressure experiences for job-seekers, thoroughly preparing for them is a great way to relieve some of the stress.

Practice answering interview questions using the STAR method. STAR stands for Situation, Task, Action, and Results. The method works by having candidates craft their answers to describe a situation, the required task, their chosen action, and the result of that action, putting their past work experience into context.

To help you prepare, review the following commonly-asked interview questions and consider your responses.

You can also use other resources for interview prep like the Search Interview Questions feature on Glassdoor or blogs about the job search process in a specific industry.

6. Determine the most important parts of a position to you and look for them in your search.

What’s important to you in a company and position?

Is it flexibility in terms of work hours?

Do you require the ability to work remotely full or part-time, or do you want to go into an office every day? Refer back to your dream career must-haves list.

Do you care about the size of the team you’ll be on?

Think about these types of questions when determining which opportunities to apply for so you can ensure the company and position are right for you — and vice versa — before spending time on the application.

For example, if a top-rated workplace culture is important to your application process, review the websites of the companies you’re considering to learn about their culture-related initiatives. Take a look at HubSpot to understand what I mean — HubSpot’s unique Culture Code is explained on their career page as well as in many other locations throughout the company website and Blog. This allows applicants to learn about the importance of workplace culture to the company and its employees as well as how it plays a part in the interview and hiring processes.

7. Think about how you’ll manage an offer.

The final part of your hunt for the perfect position is also the most exciting — accepting an offer!

Once you receive a job offer, be sure to get all of the details about the position, including salary, benefits, and expected start date (along with any other important details).

Remember, it’s normal — and often expected — to ask for some time to consider an offer upon receipt so you have the opportunity to think about and review it in detail before officially accepting it. If you ask, a hiring manager may give you a day, two days, or even a full work week to make a decision.

Don’t be afraid to decline an offer if the specific opportunity isn’t the right fit for you. Other offers will come around — be patient and wait for the one that makes you excited.

Also, you may choose to negotiate your starting salary upon receiving your offer. There are professional and realistic ways to negotiate your salary that you can follow to ensure the process goes smoothly.

Lastly, give your current employer two weeks’ notice — this will allow them to begin searching for your replacement if necessary or at least provide them with a cushion in terms of time to make any necessary adjustments.

How to Find a Remote Job

Today, remote work has become increasingly popular. With technology that allows you to collaborate with team members in real-time from anywhere in the world, instant message, and meet via video chat, remote work has become a more common perk offered by businesses across all industries.

Whether you’d like to become a digital nomad, or you’re looking for a position that’s part-time or full-time remote, there’s an option for you. So, let’s take a look at how you can find your dream remote position.

Note: When searching for a remote job, you can follow most of the same steps that you would if you were looking for a non-remote job — as we reviewed above. However, instead of using the job sites we mentioned earlier, you’ll want to use job sites specifically created for posting and identifying remote opportunities.

But before you review those sites, take some time to think about the pros and cons of a remote position.

Pros and Cons of Remote Work

Now, it’s important to remember that depending on your point of view, work style, career goals, and preferences, you may find some of the following points to be under the incorrect column in your eyes — that’s totally fine … it’s all a matter of perspective.

Pros of Remote Work

Cons of Remote Work

Flexible hours

Lack of office space or work-related events to attend with colleagues

Ability to work from anywhere

More distractions

No commute

Possibility of feeling lonely or unmotivated

Increases employee retention and loyalty (by providing this option for employees upon being hired or later in one’s career)

Little work-day structure

Increases size of talent pool which is a positive for businesses looking for the best possible candidates

Can make team communication difficult

Remote Job Search Sites

Now, back to those job search sites specific for remote opportunities we mentioned — here are a few of the most popular options for you to pull from.

Note: If you’re looking for a part-time remote position, you might want to focus on applying for freelance opportunities.

  • AngelList is a startup community. The site includes a job finder in which users can search specifically for remote work in the world of startups. There are also a number of articles published on AngelList’s Blog which provide insight into remote work, remote culture, and related opportunities for users to learn from and use for inspiration.
  • FlexJobs lists a wide range of flexible (hence their name) opportunities on their site including part and full-time positions that are either partially or completely remote. As a job seeker, you have the support of the company’s trained researchers who work to identify and screen these positions to ensure they’re legitimate and worthwhile (no matter if you are entry-level or an executive).
  • WeWorkRemotely offers a wide range of categories and industries for job seekers to browse and learn about remote opportunities. They have a number of resources on their site for users to educate themselves with as well as determine which specific type of remote positions would be ideal for their career goals.

Begin Your Job Search

Starting the job search process can be overwhelming at times. So, remember to use job search sites to narrow your search and take advantage of the wide array of resources available to job seekers today to help identify the right opportunities for you. Then, prepare for your interviews and remember to be patient — that dream job of yours might just be around the corner.

Editor’s note: This post was originally published in February 2019 and has been updated for comprehensiveness.

Apply for a job, keep track of important information, and prepare for an  interview with the help of this free job seekers kit.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why The Sales Team Hates Your Leads (And How To Fix It)

Published

on

Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending