Generating a pipeline is an essential element of a successful sales strategy, as it lays the groundwork for future revenue growth. However, to make the most out of your pipeline generation efforts, you must have a well-defined strategy tailored to your business goals and target audience. In this article, we will discuss some key factors that can help you to optimise the return from your pipeline generation efforts. 1. Use sales automation tools to boost productivity Sales automation tools can make your pipeline generation efforts more productive and efficient. These tools automate time-consuming tasks such as lead research, email outreach, and follow-up, freeing up your time to focus on high-value activities such as building relationships with prospects. Additionally, many sales automation tools offer features such as analytics and reporting, which can help you track the effectiveness of your pipeline generation efforts and make data-driven decisions. Some examples of tools that you can utilise are things like Outreach and Salesloft which you can use to automate emails, and you can also use the built-in diallers to make calling your prospects much faster. Recording as much data as possible is vital to maximising the return from your pipeline generation efforts. This includes open rates and reply rates, which can help you optimize future cadences by analyzing what works and what doesn’t work. Many sales automation tools have these features built into their platform, so make sure you’re making the most of the technology by utilizing these features. 2. Develop a clear and focused strategy with clearly defined target accounts and personas To optimise the return from your pipeline generation efforts, you must have a clear and focused strategy that is tailored to your target audience. This involves identifying the target accounts and personas that are most likely to convert into paying customers and creating a messaging strategy that resonates with their pain points and objectives. A clearly defined strategy ensures that your pipeline generation efforts are targeted and specific, which can increase the likelihood of success. This involves leveraging the most relevant industry insights and/or case studies for your target accounts to ensure that your message resonates with what they are trying to achieve. By aligning the strategic priorities of the target organization with the technical capabilities of your platform, you can increase your likelihood of conversion. 3. Utilise A/B testing and run multiple types of cadences To maximize the return from your pipeline generation efforts, it’s important to run multiple types of cadences. This includes both targeted outreach and also broader cadences for reaching many accounts and personas in a short space of time. Using AB testing is crucial to developing the most optimal approach. By running multiple approaches at the same time, you can fail fast and identify the most effective strategy much sooner than only running with one approach, which will accelerate the realisation of results. Utilising AB testing helps ensure that you continue to expand on the actions that provide the most results. 4. Optimise your subject lines Optimising your subject lines is essential to increasing your chances of success, because if people are not opening your emails, they are not being read. By ensuring that your subject lines are crisp and consise, you can increase the likelihood of your emails being opened and read. As mentioned in the previous section, use A/B testing to determine which subject lines land best with your target audience. Often, a short subject line has the most chance of being noticed and subsequently opened, and especially one that appears more personal (for example, using the prospect’s first name). In the current day, people are inundated with emails from a variety of sources, both internally and externally, and many have trained their subconscious to only highlight the emails which are strictly relevant to them. Keep it personal and concise to reduce your chance of being ignored. 5. Provide a clear call to action in your outreach It’s crucial to provide a clear call to action in your outreach to make it as easy as possible for your prospects to book a meeting with you. Keeping it simple and to the point and not making it a huge ask can increase the likelihood of conversion. By making your call to action as soon as possible, and providing a very clear value proposition, you vastly increase your chances of a positive conversion. Conversely, a vague or unattractive value proposition, coupled with a complicated or inconvenient ask, will make it very difficult to convert your prospects. Be clear in the value that you are proposing, and provide a very easy and simple ask, making it as easy and compelling as possible for your prospects to book a next step with you. 6. Establish a strong partnership with stakeholders who can support you in your pipeline generation efforts, such as your BDR or partner network This is a mistake commonly made by salespeople, which we reference in our article: common mistakes of traditional sales people (and how to avoid them). You should ensure that your PG vision is shared by your business development resource and partner network, to ensure that everybody is aligned on the same goal and way of working. Collaborate closely on a strategy that is measurable and scalable, and share data and results (as mentioned in a previous paragraph) to enable you to realise the optimal strategy in the shortest time. Be mindful of who you choose to partner with on these assignments. Not everybody will possess the required persistence, heart and desire which is critical to the successful execution of your outbound strategy. Invest time with people who share the same ambition to maximise the return on your investment in the relationship. Conclusion Generating pipeline is critical for driving future revenue growth, and optimising the return from your pipeline generation efforts requires a well-defined strategy tailored to your business goals and target audience. Utilising sales automation tools, recording data, developing a clear and focused strategy with defined target accounts and personas, running multiple types of cadences using A/B testing, optimising subject lines and calls to action, and establishing strong partnerships with stakeholders are key factors to consider. By incorporating these factors into your pipeline generation efforts, you can increase the likelihood of success and accelerate the realisation of results.
Stop limiting your Pipeline Generation efforts. Hereby 6 easy to apply tips that yield results immediately
Generating a pipeline is an essential element of a successful sales strategy, as it lays the groundwork for future revenue growth. However, to make the