Help SDRs convert more leads to opportunities

What you'll learn

  • Why it's important to convert more leads from sponsored events
  • How to get content for high-impact event follow-up emails
  • How to do it
  • Outcome

Why it matters

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.

What's known

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.

Parmonic Insight and Solution

Provide SDRs easy-to-use munchable content

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 .....".

What you will need

Ability to share content with SDRs via email, templates, OFT files, etc. Access to Parmonic.

How to do it

  • Go to the Email tab, select the top 6 munchables (key moments).
  • Configure the destination page (your own page or a Parmonic page)
  • Copy the email output and save it in your desired format compatible with tools your SDRs use.
  • Share the email you have built with the SDRs.

Tips

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.

THE OUTCOME

Provide SDRs content quickly, easily and consistently.
Provide content in a format that will get used.

Get closer to revenue by working closely with your SDR team.

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