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SMART IDEAS #9: Embracing Sales Automation for Growth

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ISSUE #9  |  December 9, 2023

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• Embracing Sales Automation for Growth

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SMART IDEA #9: Embracing Sales Automation for Growth

Jeff Staats | CMO

I'm sure you've all read our Co-CEO David's newsletter about his reservations regarding sales prospecting automation. As your CMO and a staunch advocate for automation, I feel compelled to offer a different perspective.

Let's set the record straight: I am PRO-sales prospecting automation.

Yes, you read that right.

A marketing guy who wholeheartedly embraces automation for sales. And I bet David is shaking his head as he reads this (in good spirits, of course!).

Now, let's clarify something. I am not just pro-automation.

I am pro-smart automation.

Why? Because automation, when used correctly, is a game changer in sales.

Sales Automation Advantage #1: Efficiency

Contrary to clutter concerns, smart automation is about quality, not quantity. Tools like HubSpot, Salesforce, and Marketo allow us to tailor our messages and reach the right audience with precision. 

Remember, it's not about sending a thousand emails. It's about sending the right email to the right person at the right time.

And about those overwhelmed inboxes? Smart automation tools offer advanced analytics to help us understand and improve our engagement rates, ensuring our messages are relevant and timely.

Sales Automation Advantage #2: Scalability

The math is simple. More personalized outreach equals more engagement. 

But how can we personalize at scale without automation? 

With smart automation, we can segment our audience, personalize our messaging, and track engagement in real-time. This approach not only increases the likelihood of a response but also helps us identify the most promising leads.

The Hybrid Approach: Integrated Sales Automation

Now, I'm not suggesting we replace human touch with automation. Far from it.

What I propose is a hybrid approach – Integrated Sales Automation.

Step 1: Use automation to identify and segment your ideal prospects.

Step 2: Develop a personalized outreach campaign, leveraging both automated and manual touchpoints.

Step 3: Use automation to track engagement and identify when a prospect is ready for a direct sales interaction.

By combining the efficiency of automation with the personal touch of direct sales, we can not only increase our reach but also enhance the quality of our engagements.

Nurturing Relationships with Automation

Let's not forget, that automation is not just for initial outreach. It's an excellent tool for nurturing relationships over time. Regular, automated follow-ups keep us in the minds of our prospects without overwhelming them.

Putting the Math on Our Side

With smart sales automation, we can achieve much more than a 1% conversion rate. We can nurture leads more effectively, respond faster, and provide a personalized experience at scale.

In closing, while I respect David's perspective, I firmly believe that embracing smart sales automation is the key to our growth. Let's use the tools at our disposal to build more meaningful connections and drive our success.

Here's to automating intelligently!

Jeff, Your CMO (and Automation Enthusiast)

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