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How to Keep Your B2B Sales Pipeline Packed With Hot Leads

It’s one thing to have a sales pipeline full of leads, and another to have hot leads. 

B2B marketers know that attracting and converting these types of leads is no mean feat.

You’ll need to synergize multiple activities and lead generation channels for results to materialize. 

If your end goal is to bring in more revenue, here are five ways to help you keep that pipeline healthy and functioning.

1. Analyze Your Current Pipeline 

The first step involves looking at where you are at, and what you need to improve, so you can ramp up sales results.

Here are some questions you should consider:

  • How many leads do you have in your pipeline presently?
  • What is the average size of the deals?
  • What is the total value of all leads?
  • What is the average percentage of the deals you win?
  • How long does it take for the prospects to convert to paying customers?

Analyzing your sales pipeline allows you to pinpoint and isolate stages in the sales process that consistently result in deals falling through.

You can then review your processes to improve retention and conversion which will make your sales team job much easier.

Looking at historical data also helps you forecast your numbers accurately since you’ll be considering potential roadblocks.

Further, you’ll know how far off you are from your set targets and review different strategies and their impact on the revenue. You can then allocate resources to close deals.

2. Strike Out Stale Leads

(Gasp!) What?

Yes, we know you have spent time and energy to generate leads, so removing any of them may sound horrifying. 

But having analyzed your sales pipeline, you must come across some stale leads.

Leads that linger in your pipeline longer than your usual sales cycle, or have stated their disinterest in your offerings are dead. You need to let them go.


Because inactive leads clog your pipeline, making it difficult to focus and nurture higher-quality prospects.

Second, you’ll be spending (or wasting) valuable resources on unengaged prospects and getting nothing back. 

These unengaged leads can hurt your reputation with Microsoft, Yahoo, Google, and other major email providers. 

These email providers keep score on the emails we send. If your target audience opens your email, clicks on them, or replies, you get a high score. 

If they ignore your emails, unsubscribe from your email list, worse still mark them as junk, your score goes down.

With your email reputation taking a dive, email providers will probably block your messages or route the emails to spam. Low deliverability scores may keep you from reaching qualified leads.

3. Email Marketing Automation

Email marketing automation affords you great opportunities to increase conversions through educating your audience, sharing information, and pitching new products.

It’s a strategy that nurtures leads by speaking with them as a friend who knows their needs.

This level of personalization helps bring leads closer to making that initial purchase, upgrading, or buying more of what you sell.

Here are some ways to add leads and move them down the pipeline:

  • Create an irresistible hook whether it’s free content, freebies, or a deal they can’t afford to pass up.
  • Craft a landing page that clearly shows the offer and its benefits appealingly.
  • Be creative with your subject lines, but let them be honest. Don’t promise what you can’t offer or deliver.
  • Segment your audience into smaller lists to ensure you can target the recipients more directly.
  • Always follow up with analytics. Narrow down your qualified leads, look at which emails campaigns worked and which ones did not. 

Okay, can you buy an email list to ensure you have a pipeline full of leads waiting to know your products?

The answer is no, with good reason.

Those email contacts don’t know you and may not be a good fit for your business. 

For these reasons, they will quickly unsubscribe from the mailing list, attracting the attention of email providers who may then blacklist you.  

You’re better off growing your email list organically rather than wasting money on unethical means. 

4. Make Cold Calls

Cold Calling is often considered intimidating, difficult, and downright boring. This means many sales teams aren’t leveraging this strategy to generate leads. 

If you choose to go down this road, you’ll make human connections and build lasting relationships with your leads. Here is to use cold calling to pack your pipeline with hot leads:

  • Research your client. Don’t go in blind, you’ll be wasting both your time. Study your prospect, understand their challenges, and the solutions they are using. Then think about why your solutions are better.
  • Know your stuff. Eliminate doubt by knowing your offerings thoroughly. Be honest about its ability and have some case studies to back you up. It will help build trust and credibility.
  • Time your calls. You may have spent your weekend fine-tuning your stuff and are ready to go on Monday morning, but that doesn’t mean your leads are. Schedule calls for Tuesdays to Thursdays between 9-11 am and 2-4 pm.
  • Practice cold calling. This strategy is an art that is mastered through practice. Listen to veterans tackle cold calls and practice with your colleagues, exploring all angles, questions, and surprises.

5. Use Video

Among the many videos you can use, demo videos are extremely effective since they are a practical application of your product or service. 

Demo videos allow you to highlight important features, benefits, and key differentiators between what you’re offering and what the competition has.

This helps the prospect gauge your offering’s ability to meet their needs and if they are convinced, they will contact you.

At the end of the video demo, encourage the consumers to get in touch with you regarding questions and feedback. 

Use the feedback to gauge the demo video’s potential to reach and engage audiences and areas of improvement. 

Be sure to respond to questions and offer more useful tips to keep the readers interested and moving down the sales funnel.

Other useful video types include customer testimonials, company culture videos, presentations, and round-table discussions.

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