SDRs (Sales Development Reps) or BDRs are an important conduit between marketing and Account Executives. Most SDR activity happens digitally via email and in some cases LinkedIn. Your company's investment in SDRs is heavily dependent on the quality of content you provide to SDRs so they can convert leads to opportunities.
SDR teams use email automation tools like Outreach.io and Salesloft, or in some cases Microsoft Outlook or Gmail. SDRs may also use tools like Seismic and Highspot. All these tools rely on SDRs including content in their emails (or social media) that will pique a buyer's interest and get a positive response.
SDRs are often also responsible for driving registrations to webinars and taking webinar registration lists to convert them into high-quality MQLs and opportunities for AEs.
Your webinar has great content. Transform it into something consumable and personal. Give your SDRs an edge over competitors who are still sending links to hour-long recordings by giving them a bite-size storyline of key moments that they can easily share to get buyers' attention.
Empower your SDRs with content they can quickly and easily use without creating too much work for them (we've heard from many SDRs that they don't like recording themselves on camera and expect marketing to provide polished content).
Give SDRs ready-made content to minimize decision paralysis. Offer it in the right format (a link, image, email, etc.) and quantity (e.g. content for one email or a sequence of emails).
Provide suggestions to SDRs so they can use the same content in different situations by changing the email copy associated with the video content. For example, a follow-up to a webinar registrant can thank her for registering and offer a recap whereas an outreach to someone who did not register might be packaged with the following words "Your time is precious so I am sharing these two key moments from a recent webinar to tell you more about .....".
Ability to share content with SDRs via email, templates, OFT files, etc. Access to Parmonic.
You can also use the Sales Enablement module in Parmonic to package the outputs for your SDRs in an online briefcase. SDRs can then download GIFs for emails or post directly on social media without logging in to Parmonic.
Periodically check in with your SDR team and that team's manager to ask about their experience with this new content format, their secret hacks and feedback.
If your SDRs do lead gen on social media, they must build their profiles by regularly posting content (key moment munchables) so that buyers are more likely to respond to their messages.