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- How to accelerate open opportunities
If you’re like most GTM teams today, one of the biggest hurdles we have is accelerating open opportunities.
Over the past couple of years it seems like the problem has grown. Opportunities are created, momentum built, and then…dark.
One way to support open opportunities is through pipeline acceleration tactics.
There can be a lot of different flavors, but one strategy that we used when I was working at Terminus can be seen in the image below.
If you’re using any platform like Terminus, 6sense, RollWorks, Demandbase, etc. they typically offer a way to run programmatic ads. Meaning trigger a set of ads based on a specific event.
In this scenario, we triggered new ads based on the Salesforce opportunity stage. Each ad had new messaging and led to a specific piece of content based on that stage.
And because we were using Terminus, we used their email signature tool. Think of this as another channel for display ads. In similar fashion we triggered the same set of messaging and content via email signature banners based on the Salesforce opportunity stage.
Direct mail
At the time we were using Sendoso as our direct mail vendor. Within this pipeline acceleration play, once an opportunity became qualified based on our Salesforce fields, we automatically triggered a direct mail package.
The direct mail packaged contained a branded coffee mug with branded Terminus coffee and a free book from our CEO at the time.
We were mostly targeting marketers, so when we ran these plays they absolutely loved them. Numerous shoutouts were given on LinkedIn, and relayed to us from our sales teams.
While this specific strategy may not suit everyone, hopefully it provides you with some inspiration to support your sales teams and open opportunities.
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