Transcripts
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.
