Lucid Software Dumps Intuition for Data in the Sales Process
In this interview, Lucid Software shares its tips for applying data and social selling to build relationships with multiple decision makers in the B2B space.
March 2, 2017
With more B2B decision makers traversing the path to purchase on behalf of their companies, sales professionals are embracing new methods to engage and interact with prospects. One of the key elements of the new sales formula is finding smart ways to connect with these multiple decision makers. Many business leaders recognize social selling as an effective way to do just that.
One of those is Gabe Villamizar, Head of B2B Marketing at Lucid Software Inc. He shared with us his strategy for equipping Lucid Software’s sales team for social selling success.
LI: What encouraged Lucid Software to transition from relying on single relationships to larger networks of targets?
GV: One of my sales mottos is that “Data Will Always Trump Intuition.” The buyer’s journey in the B2B space has changed and will continue to do so. We’ve taken this B2B buyer data and applied it to the way our sales reps identify and connect with multiple buyers across the B2B enterprise level.
As I train and coach our sales teams on social selling on LinkedIn and Twitter, I emphasize the advantage and power that comes from connecting in a personalized manner with four to seven decision-makers per company to increase contact and account penetration.
LI: What tools and processes are you using to establish multiple relationships between your company and your customer organization?
GV: One of my favorite sales cadences that our business development reps or account executives do when prospecting an account goes as follows:
1. Find seven decision-makers or people that influence those decision-makers.
2. Save the decision-makers as “Leads” in LinkedIn Sales Navigator.
3. Find and follow those buyers/influencers on Twitter and their company handle.
4. On Twitter and LinkedIn, listen and learn everything that there is to know about your buyer’s pains, problems and motivations.
5. Begin engaging with your buyers via LinkedIn and Twitter.
6. Identify two to three articles that will add value to your buyers and share [them].
7. Build a relationship of trust and determine if you should work the account or move on.
LI: How do you measure whether your team has succeeded in establishing and maintaining multiple relationships within accounts?
GV: One of the best ways to measure this is by tracking certain data points from both LinkedIn Sales Navigator and our CRM, which is Salesforce. These data points include how many leads were saved per account in LinkedIn Sales Navigator, and then measuring in Salesforce how many online and offline touch points were done.
You’ll be able to measure on an account-by-account basis whether the deal was won or lost, how many touch points were involved and what was the outcome. Once you coach and train your sales reps on updating each activity they do within each of the leads they work with (manually or semi-automatically), you’ll be able to create a unique sales benchmark for your team/company and a predictive social selling model.
For more social selling advice from Gabe, check out his newly launched social selling courses. We've made two of the videos available for free!