5 Terrific Tips For Generating More Pipeline Right Now

In the world of B2B sales, your pipeline is the lifeblood of your business. It's not just the number of deals you have in your pipeline that matters, but the quality of those deals and the velocity with which they move through your pipeline. Every sales leader is perpetually on the lookout for strategies to generate more pipeline and, by extension, more revenue.

As they grapple with these constant demands, the most successful sales teams leverage a smart mix of tactics, technology, and tenacity to keep the pipeline brimming with promising opportunities. Here's a rundown of five effective tactics that you can implement immediately for pipeline generation.

1. Harness the Power of Personalization

“Personalization” has become somewhat of a buzzword in sales and marketing, but there’s validity behind the hype. Personalization is crucial for breaking through the noise and capturing the attention of your potential buyers. In today's crowded marketplace, a generic email blast or cold call script won't cut it; you need to tailor your message to the specific needs and pain points of each prospect.

Tactics for Personalization

• Segment your audience: Group your potential customers based on industry, company size, job role, and even past interactions with your company.
• Use data effectively: Leverage tools like LinkedIn and data from your Customer Relationship Management (CRM) software to understand the prospect’s current challenges and initiatives.
• Create personalized content: Develop case studies, e-books, and white papers that address the specific challenges faced by each segment of your audience.

2. Boost Your Social Selling Game

Social selling – the process of developing relationships as part of the sales process via social networks – is an indispensable tool in a modern seller's arsenal. Platforms like LinkedIn provide a rich hunting ground for new prospects if used strategically.

Tactics for Social Selling

• Build a strong professional brand: Ensure that your salespeople have up-to-date profiles that present them as knowledgeable and trustworthy advisors in their field.
• Engage with content: Have your team like, comment on, and share relevant content, and also publish articles and posts that offer valuable insights to their network.
• Intelligently reach out: Encourage your team to establish connections with potential buyers by sharing relevant content and offering assistance rather than pushing for a sale immediately.

3. Optimize Your Website as a Lead Generation Tool

Your website should be a lead generation machine, serving as the first point of interaction for many potential clients with your business. Optimizing your website for lead generation includes creating a user-friendly experience and providing value through content.

Tactics for Website Optimization

• Use calls-to-action (CTAs): Implement clear, visually striking, and compelling CTAs that direct visitors towards lead-generating actions such as downloading a white paper or scheduling a demo.
• Offer value through content: Provide visitors with insightful blog posts, videos, case studies, and infographics that address common questions or concerns in your industry.
• Implement chatbots and forms: Consider chatbots for real-time engagement and well-designed forms for visitors to leave their information in exchange for valuable resources.

4. Host Engaging Virtual Events and Webinars

Though physical events may still be on hold or less frequent due to the circumstances of the world, virtual events have taken the center stage. These can be equally, if not more, effective at engaging your audience and generating leads.

Tactics for Virtual Event Success

• Choose relevant topics: Your events should focus on the hot topics within your industry that will attract the right audience.
• Leverage expert speakers: Bring in thought leaders from your company or industry to add credibility and draw in a larger crowd.
• Promote effectively: Use email marketing, social media, and even paid advertising to get the word out about your event.

5. Refine Your Follow-Up Strategy

Having a robust follow-up strategy can make the difference between a prospect going cold or progressing through your pipeline. Swift, strategic follow-ups maintain momentum and keep potential deals on track.

Tactics for Follow-Up

• Immediate response: Respond to inquiries and leads as quickly as possible; the longer you wait, the colder the lead becomes.
• Provide value with each touch: Whether it's providing informational content or industry insights, ensure each communication adds value to the prospect's day.
• Use multiple channels: Don't rely solely on email; consider calls, LinkedIn messages, and even SMS or WhatsApp messages as part of your mix, respecting your prospect’s communication preferences.

Conclusion: Marrying Technology with Strategy

In the end, generating pipeline right now boils down to a combination of effective tactics and the smart use of technology. By tailoring your approach and continually optimizing your strategies, you can fill your pipeline with high-quality leads. Keep in mind that while these tips can generate more pipeline immediately, sales is a long game, and consistency in your efforts will pay off over time.

Behind every one of these tips is the opportunity to leverage AI and automation to make your processes more efficient. For example, solutions like Aomni can streamline account research and deliver competitive insights, reducing the time it takes to personalize outreach and enhancing your social selling efforts. As with any strategic implementation, always be testing, analyzing, and iterating your efforts for the best results.