The Qualified Meetings Playbook

ABM campaigns are a powerful way to engage target accounts and drive website traffic. But what happens after a buyer from a target account clicks on an ABM ad and lands on your website? This is a pivotal selling moment when your message resonates and your product is top of mind.

Roll out the red carpet and give your target accounts the chance to engage in a real-time conversation with their dedicated sales rep. If sales reps aren’t available or VIP buyers aren’t free to meet, let them book a meeting, right from your website. With dynamic meeting types, Qualified ensures the right type of meeting is scheduled, like a 30-minute discovery call or a one-hour product demo. This play creates more opportunities to engage your most important accounts, which will help you cruise through the “last mile” of conversion.

Outbound sales reps work hard to craft emails that grab the attention of target prospects. If a prospect opens their Outreach or Salesloft email and clicks through to your website, it’s a magic moment when their interest is most piqued; they’re ready to ditch the back-and-forth emails and meet with sales.

Instead of keeping these valuable buyers waiting, give them a direct path to their outbound sales rep’s calendar. With this Qualified Meetings play, prospects who click through an outbound email and land on your site are automatically presented with smart buttons instead of static web forms. In just a few clicks, buyers can book a meeting with the sales rep who emailed them and continue the conversation. This delivers a seamless, cross-channel buying experience that is guaranteed to drive more meetings and pipeline for your sales team.

Marketing teams spend time and money driving qualified buyers to your website, but struggle to convert this traffic into pipeline. When buyers arrive on your site to learn more, they’re asked to complete a one-size-fits-all form. Qualified buyers don’t have time to wait 42 hours for a sales rep to respond to a meeting request, and sales reps don’t want to spend countless hours on follow up just to be ghosted 38% of the time.

With Qualified Meetings, your forms turn into meetings, instantly. Once a form is submitted, Qualified determines whether a buyer falls into your ideal customer profile and is a strong fit for your business. Qualified buyers can immediately book a meeting with a sales rep instead of sitting in a sales queue awaiting a calendar invite. No more back-and-forth emails, no more scheduling snafus, and no more ghosting; just more meetings with qualified buyers.

An effective prospecting strategy is focusing your sellers on accounts with high buying intent so they can maximize pipeline. This play leverages Qualified Signals Research Intent data to uncover target accounts that are in-market to buy, along with a clear understanding of products and services they’re interested in.

Once a website visitor meets your predetermined research intent threshold, open the door for a sales meeting and present these high-intent buyers with custom scheduling options instead of a static web form. Your sales reps can now spend time preparing for a productive sales meeting with a high-value account, rather than pursuing unqualified buyers. This play helps you connect with high-intent buyers earlier in the buying process and guide their decision-making before they even have a chance to scope out the competition.

Your revenue team works hard to capture leads and convert them into Opportunities, but this is only half the battle. The other half is nurturing these open Opportunities through the buyer journey until they convert into paying customers.

Deals progress when conversations and meetings happen. Leverage that magic moment when a buyer from an open Opportunity is on your site and get a meeting on the books. Give these buyers direct access to their Account Executive’s calendar so they can quickly select a date and time that works for them. This delivers a frictionless booking experience that immediately connects Account Executives with their in-pipeline contacts, and keeps deals moving forward.

Selling to your existing customer base is a tried and true approach to generating more revenue. It also has a higher ROI than acquiring a brand new customer. But your sales team shouldn’t reach out to every single one of their accounts. Instead, start by identifying happy customers who have signaled they’re open to hearing your upsell or cross-sell pitch.

When existing customers arrive on the site, Qualified will examine vital pieces of information before serving up a bespoke website experience. If they’re a healthy account and browsing new product pages, they will have the power to proactively book a product demo. With intelligent meeting routing, Qualified brings in the right attendees—like their dedicated Account Owner, Customer Success Manager, and Solutions Engineer—to make the best use of their time. By allowing customers to book meetings on their terms, you increase your chances of account renewals and expansions.

With so much website traffic, it’s important to separate the signal from the noise; not every visitor is qualified and you want to protect your sales reps’ valuable time. When an unqualified or anonymous visitor fills out a web form, Qualified will capture the lead and put them in a sales queue for further consideration. Similarly to how your web forms work today, they won’t be allowed to book meetings on your website. This approach quickly weeds out the tire kickers and ensures your sales reps only meet with worthwhile buyers.