The Business Development Representative needs to re-engage with prospects in an appropriate and convincing manner in order to convert them into leads.
It's common for BDRs and others on sales teams to only reach out to prospects via a few touches, but the problem is that most prospects won't respond until after several touches
This is due to different reasons and most of those reasons are outside of the BDR's control. Prospects might be too busy to respond to your email - let alone book a meeting with you; they might have never seen your email because it was marked as spam or because they have too many emails to check.
It's the job of the Business Development Representative to optimize what's in their control, and those things are the pitch, the quality of their pitch, and the number of times they reach out to prospects.
It's common for our BDRs to perform something called a resequence campaign. A resequence campaign is exactly what it sounds like: a targeted effort to reach out to prospects that haven't converted into a lead.
To effectively run resequence campaigns, BDRs need to be aware of where every prospect is in their journey. This is why tracking prospects as much as possible is imperative. The best BDRs keep track of the number of times a prospect has been reached out to, the number of times a prospect has opened an email, and more.
The reason why a resequence campaign run may not be successful is that the Business Development Representative did not do a good job at tracking prospects; consequently, the prospect is receiving an email or a phone call that is irrelevant to where they stand.
An example of this is a BDR sending an email to a prospect that starts with "I know you've read my emails before but hear me out on why you need X." That statement is not relevant if the prospect hasn't opened a single one of that BDR's previous emails to them.
This example could've been avoided if the BDR kept track of that prospect's email open rates.
As a recap, BDRs need to be organized to book meetings with potential customers. It's difficult to run email, cold call, and social selling campaigns when the BDR doesn't keep track of where the prospect sits in their journey.
By keeping track of their pipeline, BDRs can ensure that they work on the most promising leads and progress towards their sales goals.