How to Get 67% More Revenue Opportunities Using LinkedIn and Not Just Leads That Go Nowhere. When it comes to LinkedIn marketing and social selling, where do you think everyone’s focus is? How sales & marketing professionals and social media lead generation companies are focused on only 3% of the target market… In a recent article, SAP’s Nicholas Kontopoulos mentioned that social selling has become another form of spam! They’re focused on lead generation even though most leads go nowhere – when the focus should be on prospect development. They are focused on “trying” to hit that 3% of the market – the people that are most likely ready to buy now. Social media firm focuses on lead goals even though the leads they delivered went nowhere! 90% of the calls were with prospects who were not in the right stage of the buying process at this time – or they were with people who were not even a decision maker or influencer. How sales and marketing can capture 67% more opportunities instead of just leads that go nowhere Focus on relevance across all levels using an account based sales and marketing approach Adding the person’s name or position to a message or talking about their industry does not make you relevant. It’s how you can forge stronger connections within individual people within potential customer organizations. You’re optimizing the content for top of the funnel awareness which may attract that top 3% of the market that is ready to buy – but it won’t move the other 67% of the market.
In the “Ultimate Sales Machine”, Chet Holmes mentions that only 3% of your target market is ready to buy! 7% of your target market is open to buying but not looking, 30% of your market is comfortable with the status quo and 30% of your market believes they aren’t interested.
When it comes to LinkedIn marketing and social selling, where do you think everyone’s focus is? It’s on the top 3% of the market meaning they’re missing out on 67% more opportunities that my clients (like Schneider) are getting with a 40% to 70% improved chance of closing.
How sales & marketing professionals and social media lead generation companies are focused on only 3% of the target market…
In a recent article, SAP’s Nicholas Kontopoulos mentioned that social selling has become another form of spam! He wrote: “Social media is now just amplifying the bad selling behaviors of salespeople. Where a bad salesperson could deter dozens of potential customers, social platforms allow the same person to reach thousands of people…with the same one-night stand, transactional mentality and message.”
You see LinkedIn marketing and social selling has become a volume play. The focus is on how many connections are being made, how many prospects are joining the LinkedIn community, how many views the content is generating, how much website traffic are they getting, how many people are being reached with messages. They’re focused on how many people are being added to the pipeline even if they aren’t validated and qualified. They’re focused on lead generation even though most leads go nowhere – when the focus should be on prospect development.
Even social media experts are talking about social media being a volume play.
Jay Baer has mentioned in his talks that social media is a volume play. You have social media and social selling experts including Jeff Molander, John Nemo, and Brynne Tillman coaching clients and followers to take a templated approach that lacks relevance to try to book as many calls and sales conversations as you possibly can. For example, Jeff Molander, a digital sales prospecting trainer and coach, teaches clients to use templates like:
How are you adding new capability to your ______________ [insert area of business your product addresses] at any time soon or in future? I work with organizations like _______ [prospect’s business] to make sure ________ [goal]. Would you like to quickly explore, via email, if a larger conversation makes sense? Please let me know what you decide.
So, instead of taking an account based marketing approach and focusing on issues that are relevant to targeted organizations. key decision makers and influencers, sales, marketing and social media lead generation firms using this approach are hoping that if they send it out to enough people, it will be relevant to someone and stick. They are focused on “trying” to hit that 3% of the market – the people that are most likely ready to buy now. If those leads that may or may not be part of the 3% of the market do not move forward, then you have a high cost for business growth. And, your efforts on LinkedIn are nothing more than a cost center. It doesn’t matter how low your cost-per-lead is if leads are being stuck at the top-of-the-funnel. It’s still a cost and investment that isn’t leading to revenue!
Social media firm focuses on lead goals even though the leads they delivered went nowhere!
As I share in this cost-per-lead post, I recently spoke to the President and CMO of a logistics company – and they were both so focused on how many leads we are able to deliver on a weekly and monthly basis. They proceeded to tell me how another social media lead generation firm was delivering 5 to 10 leads for sales calls per week.
However, those sales leads they were delivering sucked! 90% of the…