How to do Hybrid Prospecting
What is Business Development?
Proactive or Passive Prospecting...
Not sure which one to pick?
Hybrid prospecting combines the best of both.
Key to success is careful monitoring and management of your resources.
At any point in the prospect’s journey, they may transfer between proactive and passive prospecting pathways:
· Transfer from Proactive to Passive Prospecting
Highly desired prospects, with a high lead score, typically start in the proactive prospecting process. However, if the lead score decreases or the prospect indicates a delayed path to declared intent, the prospect may transfer to the Passive Prospecting process. This helps you conserve valuable resources.
· Transfer from Passive to Proactive
A prospect may start with a lead score that does not merit proactive prospecting resources. However, if the prospect’s lead score moves above the threshold, then the prospecting team would move the prospect to the proactive prospecting process.
In some situations, the passive prospect may also request to directly engage a prospector and enter the proactive prospecting process. In these situations, the prospector may dedicate proactive prospecting resources depending on the lead score.
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Prospecting teams may also decide to blend Proactive and Passive prospecting for different groups of prospects at different points in the customer journey.
· Serial Path Blend
Prospects move between proactive and passive prospecting at specific points in the customer journey. For example, prospects start in the passive prospecting process, and then when they meet a specific point in their journey, they automatically transfer to proactive prospecting. Depending on their behavior in the active prospecting process, they would either stay in the proactive process or transition back to the passive process.
· Parallel Path Blend
Prospects are involved in both proactive and passive prospecting at the same time. For example, prospects that meet a specific ICP and range of lead scores are in the active prospecting process. However, these prospects may also receive passive prospecting automated content sequences at the same time.
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Hybrid prospecting may provide the highest efficiency and effectiveness.
But, it typically requires the most active management of prospecting resources.
Tony Gray, BDP
Author of the Business Development Body of Knowledge
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