Every sales rep prospects the same way.
If you want to stand out from the pack of other sales people contacting your prospect then you need to push yourself to come up with new and different ways to stand out. Most sales reps will call, leave voicemails and send emails. A lot of times they don't actually think about what they are saying or doing so it comes off canned and spammy. Most likely they are using scripts and using templates for emails so the person on the receiving end doesn't feel like you care.
I started thinking about ways that I could get people in email or in social media to respond to me. I wanted a way where I could be seen as different from all the other sales reps reaching out but also be helpful. I say similar things in most my outreach. Putting that information into a landing page could help me see higher conversions on my outreach but also let me write more specific, targeted emails without taking up that space in the email body. Shorter emails get more responses. These are the things that I think a sales rep can put in their prospecting landing page so they don't have to say this in the email.
- What your company does and why they should care
- What you do at your company and why they should care
- I go after the same types of companies at HubSpot that all have similar problems and reasons why I am reaching out to them. If you have a similar way of working leads and figuring out which leads you should actually work then this type of prospecting landing page should work.
I write custom emails, I don't use templates and I don't say the same thing to everyone about why I think what we do could be timely or relevant. So I really, really want them to read what I am saying in my outreach but sometimes they open the email, sometimes they don't. I wanted to up my chances of the prospect actually reading something if and when they did open the email. That way when I wrote that email I could really customize the content and context of the email based off of my research and not about telling them what I do and what HubSpot is.
I decided that I would test out a customized landing page where I could use it in my prospecting to see if it would help me convert more opportunities in the amount of time that I have to prospect each day.
After just one day of doing this I wanted to share my results with you. I think they are pretty darn good and was really proud of what this simple effort has done for my prospecting process. I think it could help a lot of other people out there who want to get more innovative in how they reach out to their leads.
These are my results of my personalized landing page. I am going to call these types of landing pages prospecting landing pages. I am not sure how many I sent out in my emails today but I know that it was probably around 10. So as you can see below I have had 12 views of my page and 2 submissions to the landing page! I thought this was a great return and it looks like I am on to something with this concept of Prospecting landing pages.
Here is what I did that you could copy in your own process to get higher conversion rates from your prospecting efforts by using prospecting landing pages.
1. Think about your buyer persona and what the typical prospect looks like that you are going after in your prospecting.
- If you are doing smart prospecting where you have done research on your leads and are working those leads for a reason then you should start to see a trend of the types of leads you are working. This should help you come up with the type of persona you are selling to or prospecting so you can create content on a landing page that would spark their interest.
Questions you should ask yourself to come up with the content for the landing page:
- What are you saying in your prospecting emails and vmails that could be supplemented or helped with the content and context of your landing page.
- Will the content of the landing page help you to convey your message to lots of people you are prospecting.
- Make sure you are explaining who you are , what you do, and why you are reaching out to these people. If those are things you are consistently saying in your outreach why not put it on the landing page so you don't have to take up that space in an email.
The less you write in an email, the more concise you make it and therefore, the better chance you have of getting someone to read it. Using a landing page in your communication will help you to get your message across faster and in a different way than the prospect is used to.
2. Create the landing page with these things in mind to know what type of content you should have on the page.
- Make sure that your landing page is hosted on your company website and has the same look and feel.
- Make sure that the lead can get back to your home page to learn more about your company after they read it.
- Act like a human and talk like how you talk. Don't use marketing jargon and don't have your marketing team come up with the content. Ask your marketing team to help you get a template up so you can create what content you would like to have on the page. If you use your own voice it will come across to the prospect that you are human and actually care about them.
3. Structure for the landing page should look like this.
- Who you are and why you are reaching out. Should look similar to the above example from my personalized sales landing page.
- Explain that you did research on their company and have reasons why you think what you do could be timely and relevant to their goals you have read about.
- Tell them the types of things you would do on an exploratory call if they were to take one. The whole point of your emails and communication with this landing page is to get them to convert through the form on the landing page so make it easy to understand what you are asking of them and what would happen if they did want to talk to you.
- Make sure that you have a short form on the site. I just asked for first name, last name, email, company, and have one form field that says "what can I help you with."
You can see my personalized landing page that I am using now in my sales process below.
Now that you have the idea of what to put in the landing page you need to start using it in your prospecting. The goal of my prospecting landing page is to be able to get someone to convert on our website into a lead. The reasons for this are:
- So I can get higher connect rates with my leads in my database so that I can turn those leads into opportunities faster than I could without using them.
- Gives me as a sales rep a way to get leads to convert so I can start tracking them with lead intelligence through our marketing software.
- Allows me to quickly reach out to the lead or prospect after they fill out the page.
So how am I using it in my outreach?
Instead of just emailing everyone the same generic things and having to write this long drawn out email I can now just link to my page so the prospect can quickly see if they want to talk to me. If they do they can fill out the form and we can schedule a call together.
Here is an example of how I have used it in my emails.
Since I am reaching out to you and asking you to think about this I figured a quick overview video of why marketers use HubSpot to manage their marketing efforts would be helpful.
Take aways as you start to create your prospecting landing page:
- Keep your emails simple and be REAL, be HUMAN.
- If you want someone to read the landing page then you need to talk normal. Don't use weird words and fancy things.
- Be human and real with what you are putting in your emails.
- Try new things and don't always do the same thing in your prospecting.
- Use the landing page as a way to get people into the marketing funnel so your marketing team can start marketing to your leads.
- Help marketing come up with the type of nurturing flow you would want to see your leads in and help them figure out what you need to make you happy with the process you are using in prospecting.
- Watch the data and stats on how your page is doing.
I would also suggest using Signals to monitor when people are opening your emails that you are sending as well as when they are clicking on emails that you are sending. That way you know if someone you sent the email to actually opened it, and even better if they clicked it you at least know they got to your page.
Keep track of the results in your CRM by tagging that you are doing this in some property. That way when you want to prove the value of this project you can show how many times you used the page in your prospecting as well as how many net new conversions you got and which ones lead to an opportunity. Analytics and data on how the visit turned into a lead, then lead to opportunity, opportunity to customer would be helpful to keep track of as well.