This interview was originally published on the Outreach blog by Jeremy Garbutt, Sales Development Manager at Infer.
Like any lean, fast-growing company, our sales team at Infer struggles with the age-old conundrum of quantity vs. quality. However, thanks to Outreach’s automation, we’ve been able to avoid spreading ourselves too thin. By using this great solution alongside our company’s own predictive and profiling platform, we’re tackling personalization at scale and really honing in on our highest quality leads.
Our sales development team lives in Outreach today. Whether we’re working inbound or outbound leads, Outreach makes it easy to automate what used to be manual workflows and sales sequences. We make this orchestration even smarter by adding a layer of predictive intelligence about both the fit of each account (i.e. how good a match are they for our product?) and the behavior of each lead (i.e. are they engaging with us enough to indicate that they’re likely to buy in the next three weeks?).
For lower quality inbound inquiries at the tail end of our lead universe, Outreach lets us fully automate all follow up and use email templates to save tons of time for our reps. As a result, we can now follow up with our very top quality inbound leads in less than 5 minutes. After our first contact, we use Outreach to cycle through different communications sequences (Email > Call > Social > phone > etc.) and make sure we’re staying in front of our best prospects with custom messages.
The difference between these two approaches is significant – our top leads get on average 10X more custom touches than our automated sequences for bottom leads. And this narrowed focus is paying off. We’ve boosted our conversion rate by 35% as a result of training our reps to prioritize quality accounts because they are accelerating follow-up, preparing targeted conversation points and sticking with these leads longer.
We also track the full spectrum of behavior we’re seeing from each individual lead in our Salesforce CRM and Pardot systems, so we can make sure that no missed opportunities fall through the cracks. Since we include predictive behavior scores as a distinct data point to inform our sales priorities (in addition to our less dynamic fit scores), we’re able to surface leads and accounts that are currently showing clear buying intent. Once a lower fit scoring lead responds to a sequence or crosses a behavioral threshold from our nurture programs, the account owner gets an alert that they’re in market to buy, and will start to pursue them more aggressively.