During our warm calling webinar, we discussed the essential role that marketing can play to enable this sales tactic to work.
Capture and Qualify Intent Signals
Your website is a goldmine of buyer intent. But not all visits are created equal.
That’s why marketing teams should track and highlight key behaviors that indicate a prospect might be looking to buy.
You should look out for prospects that do the following:
- Visit your website multiple times within a short time frame
- Spend time on high-value pages (e.g., pricing, product features)
- Download of gated content or attend webinars
- Land on your website via high-intent channels like paid search
If you can identify prospects that meet some of those behaviors, you can pass the contact details on to your sales team as a warm lead.
“No one visits the wrong website twice. So, if they’re visiting your website twice and they’re not actually contacting you, what’s happening? If they don’t reach out to you in a couple of days, the requirement isn’t disappearing, they’re just speaking to other companies.”
Phil Mann, Head of Enterprise Sales at Lead Forensics
Segment and Prioritize Leads
Not every visitor is ready for a sales call, even if they have been browsing your website or engaging with your social media posts.
But there’s a valuable role that marketing can play when it comes to segmenting and prioritizing warm leads you find on your website. And all it takes is a bit more research to score your leads, so you can find the ones that are ready to be handed over to the sales team.
The kinds of factors that you need to consider are:
- What is their website behavior like? If they’re looking at high-value pages, they should get a higher score than someone who just scrolls the homepage.
- What can you learn from their firmographics? Score leads higher if they look like your typical client.
- Are they a returning visitor? Perhaps they’re a known contact or a lapsed customer? Anything that indicates they’re more familiar with your brand should give them a higher lead score.
- Do they match your ideal customer profile (ICP)?
By scoring your leads, you’re able to see which ones are most likely to convert. This helps the sales team to focus on the warmest of prospects and increase their sales success.
Just 44% of B2B companies use lead scoring systems to assess lead quality.
Source: Decision Tree Labs
Support Sales with Contextual Insights
Another way marketing teams can help with warm calling is to provide any additional information that could help the sales representative with their research and preparation.
For example, sharing insights into how the lead found your website, what pages they looked at, and any content they may have downloaded, can give the sales rep an advantage when it comes to personalizing their warm call script or considering how to position the offering.
It can be as simple as pulling this data into your CRM and making it available to sales reps.
65% of sales reps say that access to buyer intent data (e.g., content engagement) significantly improves their ability to close deals.
Source: HubSpot Sales Trends Report 2024.
Educate Sales Teams on The Value of Warm Leads
Warm calling only works if sales teams understand the value of the data. But once you’ve successfully explained how warm calling will help reps to close more sales, more quickly, they will likely be keen to get started.
The kinds of things you might need to help explain include:
- How to understand buying signals
- How to interpret website behavior
- Examples of how others have used the data to sell successfully
Learn More About Warm Calling
Take a look at our eBook Warm Calling – How to Close More Deals with Buyer Intent. It walks you through how to understand buyer intent, how to access intent data sources, and how to combine this insight with warm calling for more sales success.
And Get Alerts When Warm Leads Are on Your Site
Did you know that with Lead Forensics, you can get alerts when a prospect takes a certain action? You can get notifications when a specific prospect visits your website or when any prospect views high-value pages. Sign up for a free trial and see how many warm leads you can find.
