Smart leads: what they are and the importance of technology in your prospecting
Which makes more sense: capturing a high volume of leads with low qualifying potential or attracting those who really have to do with your business?
Creating strategies to carry out more targeted prospecting to reach customers that match your Ideal Customer Profile (ICP) is, without a doubt, much more effective. And as such, we need to talk about smart leads!
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Technological advances in recent years have enabled the development of a number of valuable tools in the field of marketing and sales. Currently, managers can work based on real data and statistics, which greatly increases the chances of hitting their target and thus selling more.
However, to reach concrete results and have an upgrade in sales, it is necessary to go through several steps.
The journey begins with defining a strategic plan; goes through a thorough analysis of information and culminates in finding leads connected with the solution that the company offers — smart leads — to finally prospect them effectively.
In this article, you will better understand:
- The concept of smart leads;
- Tips to attract them;
- How to profile the ideal customer;
- What is the role of technology in this process?
After all, what are smart leads?
Do you know those leads that have all the characteristics you identify in your ICP? That’s right, these are smart leads! These are leads whose expectations will be met by your company’s solution, that is, whose pains can be resolved by you.
Smart leads are, therefore, those who are most interested in your product or service. Therefore, they are also those with the greatest conversion possibilities.
Therefore, when talking about this topic, it is essential to highlight the need to invest not only in prospecting leads, but also in their qualification. In other words, to generate more assertive contacts.
Smart lead lists significantly streamline the sales process by saving SDRs from trying to connect with leads that don’t have the profile to advance through the funnel. That way, they save time and get right to the point, focusing on those who really fit with the business.
As these leads are more likely to convert, teams are less overwhelmed, making them more productive and efficient. In addition to fostering customer prospecting, these lists enable a higher quality approach.
You may also be interested in this material: Ready-to-use customer prospecting worksheet!
How to assemble a list of smart leads?
Now that you understand what they are and why they matter, we can move on to step two: understand how to create smart lead lists.
To be able to really direct efforts towards a strategy aimed at these leads, first of all it is necessary to identify the Ideal Customer Profile, also known by the name in English “Ideal Customer Profile” (ICP).
Ideal Customer Profile Identification
This exercise is for you to describe the relevant characteristics of who is the ideal customer for your company and, based on that, define outbound strategies.
ICP will be responsible for guiding the creation of the smart leads list, but not only that. Furthermore, it will determine the development of cadence flows, the type of approach in the different channels and also the negotiation discourse.
However, it is important to say that, as well as the elaboration of the persona, the identification of the Ideal Customer Profile is a complex process, which should be based on relevant information about your customers. The details of the ICP will also depend on the study and understanding of how they behave along the funnel and how their decision-making process takes place.
The main steps in defining the profile are as follows:
- Analysis of the sales and negotiations history through data saved in the history of your CRM system ;
- Identification of patterns among the information found;
- Hypothesis testing to confirm patterns.
Search for leads using the proper tools
When there is clarity about the company’s ICP, looking for leads becomes a simpler task. And it will be even more effective if you use the necessary tools that can, for example, help in collecting user information, such as email and browsing data.
As having a team focused only on raising lists of leads is unfeasible for most organizations, the Commercial Intelligence (CI) team can be a great ally in this stage of the process.
By putting together the ICP descriptions and with the right resources, you will be able to know where your smart leads are. From there, you’ll be able to create contact lists that are pre-filtered and aligned with sales strategies (priorities, average ticket, seasonality and other factors).
How to prospect smart leads?
After identifying the ICP and building lists of smart leads, let’s go to the third step: prospect them. This is the moment of passing the baton, in which the lead will be transferred to the sales team.
The elaboration of a cadence flow based on the information gathered will undoubtedly be a differential when it comes to developing the most appropriate sales approach and with greater chances of closing.
Smart lead attraction strategies will, of course, depend on the company’s resources. In this mission, it is recommended to use both passive strategies with Inbound and Outbound actions.
In addition, it should be noted that the creation of smart lead lists is fully aligned with prospecting strategy 4.0. This methodology uses, precisely, data to increase the team’s knowledge of the ideal customer and to add intelligence to the sales process.
Automate processes to attract leads
And how is that possible? Well, automation is the ingredient that will make it possible to attract smart leads with this type of strategy. Because it involves a large volume of data and a large investment in human resources, manual prospecting for these leads becomes a very difficult or even almost impossible process.
Automate it brings a number of advantages for the company, as cost savings, greater reliability in the data collected, and greater assertiveness. Today, there is, for example, software that allows you to collect, analyze and qualify leads with real chances of buying.
In this sense, automated mechanisms were also developed aimed at structuring the ideal cadence flows to boost conversions, in addition to systems that optimize the process steps and define more accurate strategies.
Lead segmentation tools automatically rank leads according to profiles of recent closes. Therefore, CRM platforms are also important, such as the Agendor, which gather all data about customers and the history of sales and interaction with leads.
Smart leads and technology
As you can see, technology is a great ally of smart lead generation. And, here, it is worth noting that not all prospects will be this type of leads. However, identifying and nurturing them will improve results and increase the chances of customer loyalty.
In this process, technological tools play an essential role — from the moment of identification of the ICP, through the creation of lists and, finally, to prospecting itself.
With the right software, you can also view productivity metrics. These indexes allow you to easily identify which tactics are not leading to conversion and what is actually having positive effects.