Here’s what emails from CDMO marketers to CDMO sales reps sound like:
“Just checking in to see if you’ve been in touch with that important person from the ideal biopharma company that our marketing spent tons of time and money getting to engage with our carefully crafted, thoughtfully distributed, highly targeted content. Any update? Is there anything else you need from marketing?”
This email means a marketer is trying to be a team player. Instead of tossing leads over the cubicle wall to the sales team – never to worry about those leads again – marketing is taking the time to see what’s happening with those leads. They are cheering on the sales team, offering additional marketing support when needed. They want to see their hard work spent uncovering those leads convert to RFPs and humming bioreactors.
And here’s the email response the CDMO sales rep sends back to that CDMO marketer:
“I’ve reached out to that lead and haven't gotten a response.”
C’mon, really? As a marketer, what are you supposed to do now? You’re not a sales manager. It’s not your place to ask when that rep “reached out.” Or what the message was. Or how many times the outreach happened. And there aren’t any notes logged in your CRM, of course, because sales reps are far too busy to log notes in CRM.
When a sales rep sends that response, it means that lead is a lost cause, and you – CDMO marketer you – should go back to engaging other ideal biopharma leads with your content. Right?
Wrong. Do you want the budget to continue investing in the kind of content creation and syndication required to be a successful CDMO marketer today? If so, it’s time for you – CDMO marketer you – to put your gloves on and step in the ring to battle it out against bad sales follow-up.
The Many Forms Of Bad Sales Follow-up
There’s always more to the story than the email saying, “I’ve reached out to that lead, and haven't gotten a response.” There are many ways sales follow-up falls short.
Not following up at all.
Some sales reps would rather not work content-generated leads in the early or middle stages of a buyer’s journey. After all, it’s easier (and more lucrative) to work leads at the bottom of the funnel (such as RFP requests or meetings at trade shows). Another reason sales reps don’t follow up is because they don’t know how. Maybe you – CDMO marketer you – see a spreadsheet of incredibly valuable data packed with good leads. A sales rep might look at that very same spreadsheet and instead see rows and columns of incomprehensible information.
Not following up enough.
One email or one voice mail won’t help a biopharma choose you as their outsourcing partner. Even if it’s the single best email ever crafted by a CDMO sales rep, it still won’t be a magic bullet to shortcut the sales cycle. Research shows that 49 percent of tech buying committee members never talk to a vendor while making a purchase decision, and that’s not limited to the tech world. Sales reps aren’t incentivized to be patient; they’re incentivized to close business now. That’s why they’d prefer net-new leads that engage right away, and it’s why marketers need to remind them of the value of leads already in your funnel.
And remember, an average of 6.8 “leads” are involved in a typical B2B buying group (according to research from Gartner). Your sales team needs to do enough follow-up with all of those people.
Following up with the wrong message.
Your sales team might be sending follow-up messages like these:
- “Thanks for downloading our white paper about regulatory challenges. Are you free for a call to discuss how we can help you tackle regulatory challenges?”
- “Just checking in to see if you had a chance to look at my message from last week.”
- “Can you please help me understand if I'm reaching out to the right person? I wanted to follow up to learn more about your regulatory challenges.”
Follow-up messages should focus on helping your biopharma prospects bring their drugs to market faster and safer, not on selling your biopharma prospects on your capabilities. And yet it’s hard for sales reps to be anything but sales-y. But your sales team needs to learn what prospects value and how to support them throughout the buyer’s journey.
Following up the same way with every lead.
Every single buyer’s journey is different. This is true even if your buyers seem very similar. Maybe you're only targeting pre-clinical biotechs on the east coast with an oncology focus. That might seem very specific, but each of those biotechs will have a much different buyer's journey. Some might be dead set on keeping things in-house because a board member had been burned by a CDMO at a past company. Would you follow up with them the same way as a biotech that is already setting its criteria for what it wants in a full-service CDMO? Obviously not.
Yes, there is a time and place for marketing automation/lead nurturing. But your sales team needs to do market research, tailor follow-up messages, and deliver content that earns a continued conversation based on each unique buyer’s journey.
Your sales reps need to market your marketing. You – CDMO marketer – need to show them exactly how to do this. There are three steps you can take today to start battling bad sales follow-up.
- Ask sales managers to show you the process they have in place for sales follow-up. Document it and see where marketing can plug in to help with templates and messaging.
- Find out who your top-performing sales reps are and what they do differently. Chances are, your best sales reps are also doing the best follow-up on leads. Share examples with the rest of the team.
- Create a regular meeting convention where the sales and marketing teams can review the status of current, closed, and lost leads. From here, you can identify trends to see what follow-up is working and what isn’t.
The best CDMO content marketing strategy in the world won’t lead to more revenue unless your sales follow-up is existent, effective, and consistent. And the best CDMO marketers will take it upon themselves to ensure that their sales team is making the most of their leads.
Originally published on Follow Your Buyer
Let's work together.
Whether you're ready to hit the ground running or just starting and have questions, we're here to understand your goals and explore how we can help you.