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Inbound leads and triggers

TSE 1261:How To Pair Inbound Leads With Sales Triggers For Higher ROI

Inbound leads and triggersAre you thinking of ways you can pair inbound leads with sales triggers to get a higher ROI? In this episode, we’ll talk about how to do just that. 

Tukan is the CEO and co-founder of LeadSift. It is an intent data platform for B2B technology companies. Tukan’s company helps them identify which accounts and which contacts within the accounts they should be going after based on signals of intent. 

What is an inbound lead?

For Tukan, an inbound lead is anyone who comes into your website and fills out a form on gated content, requests a demo, or in other ways your website offers engagement. Other inbound leads may have come to you, chatted with you and given you their email address.  They could have also downloaded your webinar, your ebook, or another offering. If a person requests some form of information from your company, that is considered an inbound lead. 

There’s a variety of sales triggers, including internal triggers or first-party data triggers. These include:

  • The number of pages that were visited
  • The average time they spent on the site
  • Number of downloaded content from the site
  • Number of webinars attended
  • Times they’ve opened an email from you

All these are triggers that can offer you insight into how far along your prospects are on the buying journey. Several marketing automation tools such as HubSpot and Marketo provide this information for entrepreneurs. 

External sales triggers  

The second type of triggers is external sales triggers. These are outside your digital properties, not on your landing page and not on your websites. The reality in sales is that less than 1% of your market is coming from your website. Many companies’ activities happen outside of their digital properties. Inbound leads coming from external sources can be broken down into two categories: the company level growth event and the behavioral intent triggers. 

Company-level growth is when other companies get funding to host certain events. These companies may be hiring specific roles or skills whereby your software and services can be used.

As for the behavioral intent triggers, these are triggers coming from other people looking into your products and services.  Make note of the people who are looking at your competitors and your industry. Helpful questions include: 

  • Are they researching our competitors or another third party web?
  • Have they been engaging with the content you can pick up?
  • Have they been talking to competitors?
  • Are they asking questions on blogs?
  • Have they mentioned their needs in forums?

Challenges of inbound sales

Marketing is typically responsible for generating inbound leads and salespeople follow up on the leads to create opportunities. However, not all leads are equal and a lot of times, they don’t fit the profile of your ideal clients. Those are easy to spot. Then there are people who fit your target market but that can be where the challenge is because many salespeople mistakenly think of these as equally valuable leads. 

Based on stats, only 3% of your target is in the market right now. Without external leads and additional knowledge, the sales development team is just sent on a wild goose chase. It is imperative that they pair these ICP fit inbound leads with some triggers to figure out which ones they need to go after first.  As they are able to prioritize, armed with the right information, the contacts become more meaningful. 

Inbound sales that aren’t ready yet can be put on a nurture track.  When salespeople are reaching out to them, they can gauge if the timing is right. Salespeople can then follow up when they’re ready to purchase. 

 Pairing inbound leads with triggers

There are a lot of tools that try to solve the nuance of pairing inbound leads with triggers but it all boils down to CRM. This is where you can see most of the information you need as a salesperson. 

When a lead comes in, it is being captured by your automation system. The lead then syncs with your CRM (Salesforce). When the data is already in your CRM, the marketing automation can log within the lead at the account level. This means that the accounting marketing can analyze the data and look at the kinds of activities the lead does on the account level. You can then add additional plugins to offer additional information from the base data you got from your CRM. The data includes the activities the lead engaged in on your website if he attended your event in the last 30 days if a company has used your tools, hired a new executive in the last 90 days, and more. 

Salespeople can get all this information without much trouble. If they need to do a follow-up, the sales rep can just click on the lead and look at their account within the CRM. They can gauge with better accuracy if the lead is worth pursuing based on the data.

It is important for salespeople to be trained on how to use CRM so as to avoid following up with leads that won’t turn into a sale. Always look at the account, and not just the individual person, to see the leads with the highest potential. 

Reaching out your inbound leads

Sales reps need to be brave when reaching out. There’s no space for being shy in the sales industry. When you are reaching out to your leads, connect with multiple people within the account who you think might fit the same criteria. 

Pairing your inbound leads with triggers is especially helpful when a certain lead starts showing interest six months after you put them in your CRM. You may have forgotten about them but because you have the data coming from your CRM and other plugins, you’ll see they are now ready for your services. Sales reps need to spend time following up on inbound leads. When picking up on behavioral intent triggers, sales reps can utilize internal and external triggers. 

Tukan’s company LeadSift searches the web and looks for the different kinds of triggers based on the data pushed from your marketing automation and your CRM. When their system spots a trigger event, it shares the information directly to your CRM. This information will tell you if it’s a new lead and if it’s from an old account, it updates the account so that sales reps can follow up. 

“How To Pair Inbound Leads With Sales Triggers For Higher ROI” episode resources

Connect with Tukan and ask about his software by visiting the official website. If you are interested in more sales stories, you can talk to Donald about it. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

This episode is brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077. 

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ROI, Donald Kelly, The Sales Evangelist, Sales Leader

TSE 570: TSE Hustler’s League-“Comparing Apples to Apples”

ROI, Donald Kelly, The Sales Evangelist, Sales LeaderHere’s another snippet from one of our training sessions over at the TSE Hustler’s League. This is actually part two of last week’s episode where we talked about demonstrating ROI’s. Today, we’re going to show you how you can apply this to your own sales process.

Strategies for Demonstrating ROI’s

  1. The purpose of the initial meeting is to figure out the budget they’re working with to give you an understanding.
  2. In the next meeting, you have to be able to build value, understand what their main challenges are and what they’re trying to do. And then put their ROI based on that.
  3. Based on initial assessment, come back with an ROI figure. With that financial calculator, you can come back initially and be able to be more specific with ideas you can support them with.
  4. Allocate resources to see what the true ROI would be for you. Maybe they can have a team member that can get to the proper figures or evaluations you need.
  5. Be upfront and truthful with them regarding the initial cost they could incur. Bring as much as you can to the table.

Understanding The Three R’s

  1. The Strategic R

This is your strategic return on investment which refers to decisions the company has to make for regulatory compliance or to avoid the risk of becoming non-compliant.

The second type of a strategic R refers to the decisions they make in favor of a strategic decision. For example, the company is creating a new product line to get more market share and you find out that’s their goal, then you can build the case around that strategic R.

  1. The Hard R

You often see this in a lot of B2B transactions such as the financial impact your customer will acknowledge or quantify. A vast majority of B2B business decisions are based on this. For instance, how do you come up with a project that has hard returns that you’re able to follow the flow of money and identify areas that are going to impact.

  1. The Soft R

This is what most salespeople lead with. Although harder to quantify, they’re still important. For instance, Facebook and Apple made a soft R business decision, offering to pay egg-freezing for their employees in order to increase the retention rate of women employees. What they realized is that many companies in Silicon Valley have women working who end up leaving the company due to the work situation being hard on a family.

They know people are going to work hard and long for them by providing these incentives. These are soft R’s because it can be hard to measure that. The soft R can be appealing and good but make sure you lead with a hard return, something they can see figures on and then supplementing it with a soft R.

Today’s Major Takeaway:

Think about the three different types of R’s in your business. What are your strategic R’s? What are some of the compliant stuff you must do? Think about some of the hard R’s and some of your soft R’s.

Episode Resources:

Join our group at the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

Donald Kelly, The Sales Evangelist, Best Sales Podcast

TSE 565: TSE Hustler’s League-“Demonstrating ROI”


Donald Kelly, The Sales Evangelist, Best Sales PodcastToday, I am going to share another snippet from one of our past training sessions over at the TSE Hustler’s League where we specifically talked about how to establish ROI.

Think from a prospect’s perspective, not yours.

Oftentimes, you sell the way that you buy. This is one situation or mindset you need to get out of.

Make decisions quicker.

What’s the worst thing that can happen? The way we buy is reflective of the way we sell. Whether you’re picking food off the menu or buying a television, try to make decisions quicker. As you start practicing this, you will notice a difference in the way you sell too.

Ask for a higher ticket.

Not everyone’s income is the same as ours in terms of what they’re willing to invest. So think about their standpoint and not necessarily from your standpoint.

Recognize the value you bring to the table.

Customers are going to weigh it out and think of ways to balance out the cost making sure it works for them. But if they really want something, they will figure out a way to make it happen. Work on letting them realize the ROI but it has to start by having confidence in the value you bring to the table.

Episode Resources:

Join us at the TSE Hustler’s League. We’re starting a new session in May! And we would love for you to engage with us.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.