Artwork for podcast Demand Gen Chat
Are Inbound SDRs irrelevant? | Hot Take with Kaylee Edmondson
Episode 49th June 2021 • Demand Gen Chat • Chili Piper
00:00:00 00:07:02

Share Episode

Transcripts

Speaker:

Hey, everyone.

Speaker:

Welcome back to another

Speaker:

episode of Demand Gen Chat.

Speaker:

I am your host, Kaylee Edmondsonn.

Speaker:

And today we're going to

Speaker:

mix things up a little bit.

Speaker:

It will just be myself.

Speaker:

We are not having a guest join us.

Speaker:

Um, but I felt it was important for

Speaker:

us to get on here and try and cover

Speaker:

this topic that I feel is being

Speaker:

discussed more and more in this space.

Speaker:

Let's just dive right in.

Speaker:

Um, the topic of inbound SDRs is been

Speaker:

debated for quite a while, but I feel

Speaker:

like with all of the intent data, um,

Speaker:

enrichment signals, all of those types of

Speaker:

things that we can now leverage through

Speaker:

the ZoomInfo, Clearbits Apollos of the

Speaker:

world, um, it's now becoming less and

Speaker:

less that you actually need an inbound

Speaker:

SDR to hop on a qualification call.

Speaker:

Right?

Speaker:

So let's set the stage and walk

Speaker:

through how this happens traditionally.

Speaker:

Um, even still today, it's most common

Speaker:

that a buyer or prospect will come to

Speaker:

your website, do all of their research,

Speaker:

understand your pricing model, maybe have

Speaker:

chatted with a friend in the space that

Speaker:

uses you guys, whatever it is, they're

Speaker:

on your site and they're ready to buy.

Speaker:

So they fill out a form, virtually

Speaker:

raising their hand saying, "Hey,

Speaker:

I'm here and I'm ready to buy.

Speaker:

I'd like to talk to someone

Speaker:

on your sales team."

Speaker:

And more often than not, what are they met

Speaker:

with other than some type of confirmation

Speaker:

page or even a confirmation up that's

Speaker:

like, "Thanks so much for your interest.

Speaker:

We'll get back to you

Speaker:

within 24, 48, 72 hours."

Speaker:

Crazy.

Speaker:

So me, as a prospect, right then,

Speaker:

I'm in buying mode right now.

Speaker:

I'm most often doing my own, um,

Speaker:

hand-raising for prospects for, you

Speaker:

know, me prospecting into other software

Speaker:

outside of working hours, right?

Speaker:

Um, or right then and there, when

Speaker:

that pain point is hitting the

Speaker:

hardest and I'm raising my hand

Speaker:

and saying, "I'm ready to buy now.

Speaker:

I have a pain point

Speaker:

that I need alleviated.

Speaker:

Your service can help me.

Speaker:

I'm ready to buy."

Speaker:

So, if I met with some type of

Speaker:

confirmation page that doesn't

Speaker:

allow me to immediately take action,

Speaker:

as the prospect, what am I doing?

Speaker:

Probably going to their competitor

Speaker:

and doing the very same thing, right?

Speaker:

To see who can get me in the fastest

Speaker:

and who can solve my problem right now.

Speaker:

So, the way that we interpret that

Speaker:

here at Chili Piper is that obviously

Speaker:

that's not what we want to do.

Speaker:

We don't want to allow people

Speaker:

to not get the help that they

Speaker:

need right then and there.

Speaker:

It's in...

Speaker:

This is a buyer-centric world today,

Speaker:

um, and that's just how every demand

Speaker:

gen marketer should be thinking.

Speaker:

So, someone hits our site.

Speaker:

They fill out a form.

Speaker:

We actually use some enrichment data

Speaker:

on the backend to allow us to properly

Speaker:

qualify or disqualify them on the spot.

Speaker:

And then of course, we leverage our own

Speaker:

product Concierge, um, part of Chili

Speaker:

Piper, to route the auto-qualified leads

Speaker:

to their appropriate account executive

Speaker:

right then and there to book a meeting.

Speaker:

Very seamless.

Speaker:

Quick engagement.

Speaker:

Very quick sales cycle.

Speaker:

It closes the loop, right?

Speaker:

It doesn't allow leads to fall

Speaker:

through the cracks or to not

Speaker:

be followed up with properly.

Speaker:

Um, I feel like it's a much more

Speaker:

humanized approach than some of the

Speaker:

other ways that B2B software are going

Speaker:

about helping their buyers, helping

Speaker:

their prospects, all of those things.

Speaker:

Right?

Speaker:

So, this alternative allows us to

Speaker:

essentially skip that tradition

Speaker:

step in which someone is coming in,

Speaker:

requesting a demo, being passed to an

Speaker:

SDR for a qualification call, which

Speaker:

is just lengthening the sales cycle,

Speaker:

also probably irritating the prospect.

Speaker:

Um, there's nothing worse, right?

Speaker:

I know we've all been there.

Speaker:

There's nothing worse than getting on a

Speaker:

call, thinking that you're going to end

Speaker:

up getting a demo, um, and actually seeing

Speaker:

the inside of whatever product it is that

Speaker:

you're seeking, uh, the solution for, only

Speaker:

to be met with an SDR, or BDR, et cetera,

Speaker:

whatever you want to call them, um, that

Speaker:

asks you a series of questions, right?

Speaker:

That likely could have

Speaker:

been found out beforehand.

Speaker:

Um, it, it's not a great buying

Speaker:

experience for the prospect.

Speaker:

So, anyways, we have a, uh, a slightly

Speaker:

controversial stance in that we do

Speaker:

all of our other qua- qualification,

Speaker:

like, directly on the form.

Speaker:

If you're not qualified, we route

Speaker:

you to a different destination.

Speaker:

If you are qualified, you land on

Speaker:

your appropriate AEs calendar based

Speaker:

on territory routing, geo routing,

Speaker:

whatever it is that you need,

Speaker:

so that your solution is there.

Speaker:

Front and center.

Speaker:

The buyer is ready.

Speaker:

They're expressing a pain.

Speaker:

You can solve their problem.

Speaker:

That's speed to lead.

Speaker:

I think we have talked

Speaker:

about speed to lead forever.

Speaker:

I feel like it's, um, something that

Speaker:

everybody says a lot, but still aren't

Speaker:

actively acting on or solving for.

Speaker:

Um, actually the, what sparked this

Speaker:

idea for me to record this episode

Speaker:

solo was an episode that Chris Walker

Speaker:

actually put out on State of Demand Gen.

Speaker:

Um, I believe it was last week is when

Speaker:

it was published, but it's episode 148.

Speaker:

It's a brilliant episode.

Speaker:

Um, it talks about this very

Speaker:

same topic in much more depth

Speaker:

than I'm covering right now.

Speaker:

Um, he actually has a

Speaker:

guest speaker on as well.

Speaker:

They kind of collaborate on some of their

Speaker:

thoughts and some of their potential

Speaker:

solutions for how, um, buyers in this

Speaker:

space or demand gen marketers in this

Speaker:

space should go about solving this

Speaker:

very same person, um, but still not at

Speaker:

the forefront front of people's minds.

Speaker:

Especially when you come in, your

Speaker:

new demand gen marketer for a new

Speaker:

organization, this is one of the very

Speaker:

first things that you should be solving

Speaker:

for, is making sure that that speed to

Speaker:

lead, that lead handoff process is in

Speaker:

place and is there for your prospects.

Speaker:

Um, there's nothing worse than spending

Speaker:

all of this time, especially in demand

Speaker:

gen, building out advertising campaigns,

Speaker:

or even organic campaigns where you're

Speaker:

trying to get in front of your audience

Speaker:

with the right message, at the right

Speaker:

time, only for them to be pushed through

Speaker:

this funnel, land on your website, and

Speaker:

not have a great experience once you

Speaker:

have actually captured that demand.

Speaker:

So, hopefully this is helpful.

Speaker:

I would love to, of course, hear all

Speaker:

of your thoughts in the comments.

Speaker:

Um, I will post this on LinkedIn as well.

Speaker:

And, you know, I just love

Speaker:

to open up a forum about it.

Speaker:

So how are you processing

Speaker:

your inbound leads today?

Speaker:

People that are coming to your site

Speaker:

and raising their hand and saying

Speaker:

that they are ready to get a demo of

Speaker:

your product and buy your solution,

Speaker:

what are you doing with them?

Speaker:

How quickly are you getting back to them?

Speaker:

Uh, there are so many stats out there

Speaker:

that say the importance of speed to

Speaker:

lead, less than five minutes, less

Speaker:

than an hour, whatever it may be.

Speaker:

But all of those things,

Speaker:

instantly providing them with

Speaker:

gratification is obviously the

Speaker:

world that we are living in today.

Speaker:

So as close as you can get to instant

Speaker:

gratification is obviously going to be

Speaker:

the key winner and a main differentiator

Speaker:

for you against your competitors.

Speaker:

If you found this helpful,

Speaker:

please leave a review.

Speaker:

Reviews help us ensure that we can

Speaker:

continue to bring valuable content like

Speaker:

this, as well as interviews, your way,

Speaker:

um, to hopefully spark some inspiration

Speaker:

for your own demand gen strategies.

Speaker:

We'll see you next time.

Chapters

Video

More from YouTube