Using the Sidekick Sales Content Feature in your Prospecting

Prospecting through cold leads is always a little harrowing. It can feel like you’re yelling out into the void, only to be ignored. Like our friend Batman, it’s a little like throwing emails and voicemails out there in the hopes that they’ll get you in the door. You just imagine that after enough persistence, eventually you’ll get through to someone.

But what if you could improve your odds? What can you do to set yourself apart? One of the best ways is to demonstrate value and prove that you deserve your prospects’ attention.

Sidekick for Business provides a powerful tool for quickly connecting with lots of prospects. You can move through them with more speed than ever before. Before you dive in, take a strategic approach to understanding who you’re targeting, and spend time developing helpful content that can help get people on the phone.

Decide on a target

Just because you can line up prospects in a call queue and send them intro emails faster than ever doesn’t mean you should do so without a game plan. Decide what types of companies you want to pursue, and think through your approach. Are you going after manufacturers in a certain geographic area? Services companies of a certain size? See who you can get in touch with, and where you might be able to have a big impact.

Research their pain point

Now that you’re know who you’re targeting, figure out why they should care about your company. What problems does this company face, and how can you help? Is growth a challenge? Can you automate something that they need help with? Make sure that you understand multiple pain points in order to maximize your effectiveness.

Create Content for them

Imagine you get that first meeting set. You can finally go through their problems with them and begin to propose solutions. What type of information would you want that prospect to understand from your presentation? Put that into a shareable format. Maybe a white paper, PDF, or presentation. Whatever it is, make it easy to read, pretty to look at, and very, very useful.

Use Sales Content when trying to connect

Decision makers are busy. They hear from plenty of people offering to solve their problems. But many other sales reps are just sending out emails asking for meetings. If you incorporate sales content into your emails, you’re not only standing out from the pack, but you’re demonstrating value without requiring a meeting. The prospect can learn more about what you’re offering and will be more informed once they respond.

Use the Sidekick Sales Content Feature

Now the important part: once you’ve created several pieces of sales content throughout the process, you can spread them out through your connect sequence. By using Sidekick’s Sales Content feature, you’ll see when they’re opening the document, when they’re reading it, and which pages they spend the most time on. This can be hugely useful when trying to connect.

If you see that someone responds to the white paper that you sent in your second email, you can drill in, see which page they read the longest, and begin to tailor your approach. The next email and call should focus on that specific item. The prospect is essentially giving you feedback on what’s useful without having to respond.

Experiment and Measure what’s working

Once you’ve sent over several emails and left corresponding voicemails, you should be able to see what types of content people are responding to (if any). Sidekick will show you what content is being the viewed the most. Mix it up to see whether different content focused on different pain points can resonate more specifically with prospects.

Sidekick’s Sales Content feature opens up a world of possibilities for anyone trying to make contact with prospects. You can gain valuable insights into what people are actually responding to, and then use that to adjust your process. Most importantly, it requires you to be helpful and add value while trying to reach out. By leveraging Sidekick’s sales content, you can avoid having to send stale emails, and instead begin proving right away to prospects that they should talk to you.

Want to know more about HubSpot's sales tools? Join us for a webinar on June 25 at 12 pm CST, where we'll share how to use these great resources to close more business.