The Top Techniques for B2B Sales Prospecting

Posted by Lindsay Toomey on Mar 21, 2021 10:42:06 PM

A full sales pipeline is the best kind of pipeline. And in a perfect world, it’s full of high-quality leads from your ideal customers.

As the saying goes, variety is the spice of life. That’s way it’s important to equip your sales team with an arsenal of techniques to use as they approach their prospects and drive product and brand interest.

The Top Techniques for B2B Sales Prospecting

The way we do business is changing. In the last year, more and more reps have been forced to engage in remote sales. What was previously a slow jog to digital selling became a sprint. With that in mind, let’s delve deeper into prospecting techniques that will get you across the finish line first.

1. Content is King

Buyers want good content, they want it in all forms, and they want it throughout the sales journey. The average buyer reviews 3-5 pieces of content before talking to sales rep. Because so much product research is done before the first conversation even takes place, is essential that your marketing content be relevant, informative, and thought provoking.

When you’re thinking about the kinds of content you should be creating, consider this list:

  • eBooks
  • Infographics
  • Blog posts
  • Videos
  • White papers
  • Testimonials
  • Webinars

Each type can be used in a different situation. Short videos or infographics can draw the interest of a new prospect, then a white paper or eBook can be used to nurture that lead.

2. Have a social media presence

It’s still wise to share content in traditional ways, like email and sales meetings, just as you have in the past. But it’s becoming increasingly more important to share your content in other ways. One of those ways is social sharing. Social media, like LinkedIn, Facebook, Twitter, and Instagram, is a lush feeding ground for prospecting.

Both your brand and salespeople themselves need to be present on social media. Posting relevant and thoughtful posts, and doing so often, allows you to acquire leads organically by people liking, commenting, and sharing your content.

3. Be a thought leader

Not all sales needs to be focused on selling. Burying your prospects in calls and marketing materials may only drive them away or turn them off you and brand entirely. You want your early-stage content to establish authority and credibility.

Your opportunity to sell will come after the prospect has done their research and you, as the seller, have proven yourself as trusted advisor. The Demand Gen Report shows that 96 percent of B2B buyers want content from industry thought leaders.

4. Use technology to your advantage

So much can be accomplished through automation these days. By taking advantage of that, sales reps are able to free up much of the time they spend prospecting and apply it to more critical actions. That said, automation cannot take the place of the human element of sales entirely. AI and human users should complement each other.

AI can effectively weed out prospects that don’t match your ideal customer profile (ICP). This leaves more time for sales reps to effectively target their outreach.

5. Dive into new channels

As Henry Ford once said, “If you always do what you’ve always done, you’ll always get what you’ve always got.”

Traditional marketing channels, like direct sales, tradeshows, and print advertising, may have worked in the past, and might even still be working for you now. But it’s worth adding additional marketing channels to your arsenal that will help develop opportunities that you might otherwise miss.

Consider some of these options to supplement what you’re already doing:

  • Partner programs
  • Niche marketplaces
  • Value-add reseller
6. Host a digital event

So much has changed in the past year. People talk about a return to normalcy, but it’s a very real possibility that the way we do business will never be the same as it once was. It’s with that in mind that companies must think about other ways to reach their customers and prospects.

In-person conferences and trade shows have now been replaced by online events. In addition to being an effective replacement, they are also significantly easier to organize much more cost efficient. It’s not that there is no leg work to do with digital events, but hosting a webinar can drive about the same level of engagement as an in-person event with much less effort.

As an added bonus for conducting an online event, you can gather important contact details when your guests sign-up. Plus, you can record them and use the for future reference or as an asset.

Get more from your prospecting using sales enablement

We’ve outlined a number of different prospecting techniques and it’s important that your sales reps be as familiar as they can be with each of them. B2B sales is changing so rapidly that being able to pivot and change tactics on the spot is no longer an asset, but an imperative.

There are many positives that come from using a sales enablement solution, perhaps none greater than its capacity to meet training needs. From sales coaches, to recommended content, sales enablement can catapult you towards success.

If you’re interested in learning more about the benefits and features of sales enablement, click here to request a demo of and talk to one of our dedicated sales specialists.


Topics: b2b sales