The complete guide to B2B sales engagement: Tactics & strategies for success

The B2B sales landscape has transformed…big time. Succeeding with sales engagement is no longer as simple as getting down on one knee, popping the question, and beginning a lifelong relationship with your dream client. 

Far from it.

Sales engagement is the backbone of modern B2B selling, but if you’re still relying on traditional tactics, you’re already behind. Today’s buyers are self-driven, educated, and sceptical of anything that feels forced. 

And, with 70% of the buyer’s journey happening before a sales conversation even starts, one thing is clear: generic outreach and one-size-fits-all approaches are dead on arrival.

Successful companies already get it. They’re redefining how sales teams connect with prospects, ditching outdated, interruptive tactics in favour of multi-channel, data-driven engagement strategies. 

The B2B winners out there are using sales engagement to gain trust, stay relevant, and guide prospects toward a sale naturally rather than pushing them into a corner and forcing a conversion at all costs. This guide unpacks exactly how they’re doing it – and how you can, too.

Here, we cover everything from understanding the new B2B buyer to designing an engagement strategy that doesn’t just fill your pipeline but drives reliable revenue streams. 

By the end, you’ll know how to turn your team into a high-impact sales engagement engine, complete with tools, tactics, and a roadmap to measure your success. Ready to stop playing catch-up and start leading the pack? 

What is sales engagement?

Let’s start with the basics. Sales engagement is a strategic, structured way to connect with prospects. It’s the series of touchpoints – think emails, calls, social media interactions, and follow-ups – that keep your prospects moving through the pipeline. 

Unlike traditional selling, sales engagement is personalised, data-driven, and built to keep buyers interested over a longer, more complex journey.

Sales engagement isn’t just “more touches” along your audience’s path to purchase. It’s about reaching buyers with messages that matter right when they need to hear them. 

At its core, sales engagement focuses on meaningful connection: delivering value at every interaction, from first outreach to final close. Delivering value specifically for a new era in buying journeys.

Looking for an overview of sales engagement vs sales enablement? You’ll find that here.

Why does sales engagement matter in today’s B2B landscape?

Today’s B2B buyers are in control. They have instant access to information, they’re sceptical of cold pitches, and they’re almost halfway through the buying process before they ever talk to sales. 

In terms of what that all means for your business, here are three things you can’t afford to ignore as you build out your next sales engagement strategy.

1. Decision-making has changed beyond recognition

Buyers are no longer lone wolves. We’re now in an era where conversions happen via decision-making units (DMUs), with between 6 and 9 stakeholders involved in any purchase process. 

This means sales cycles are longer and far less linear, requiring calculated engagement strategies that provide unified messaging that can appeal across departments.

More stakeholders = more perspectives

The stakeholders within each buying unit or committee can vary greatly. The financial team or CFO may want lean, ROI-focused pitches, while the CTO wants tech specs and integration benefits. 

Ultimately, this means a one-size-fits-all approach falls flat on its face. Effective sales engagement considers these varied perspectives, crafting outreach that resonates with each decision-maker.

Audiences are digital-first by default

Thinking of hiding behind smoke and mirrors? Think again. Buyers are doing their own digging into your products and services…then comparing your offering against all the others on the market. 

They’re reading reviews, studying case studies, checking out LinkedIn, and forming opinions long before you get to introduce yourself. Sales engagement means meeting buyers where they’re at – with informative, compelling content that supports their research and (crucially) builds trust.

So, how do you engage today’s digital-first, research-driven buyers? 

It starts with understanding who they are and what drives them. To do this, we need to dive into the new B2B buyer’s journey to see how modern sales engagement adapts to meet decision-makers where they are and leads them where you need them to be.

How to build a killer sales engagement strategy

A killer sales engagement strategy is calculated, consistent, and laser-focused. This isn’t about throwing random outreach into the void and hoping something sticks. Instead, we’re building a well-oiled machine – one that strategically combines personalisation, data, and multi-channel orchestration to guide prospects from cold contact to closed deal.

Confused? Don’t sweat it; we’ve got you covered. Here are Sopro’s top sales engagement strategy tips your business can start applying today.

Step 1: Setting clear, measurable goals

How do you know that you’re on course to reach your destination if you don’t know where you’re heading to begin with?

Spoiler alert: you don’t.

The best sales engagement strategies are outcome-driven. They’re based on having a crystal-clear understanding of precisely what you’re aiming to achieve before you dive into tactics. For example, are you looking for:

• Faster sales cycles: Your sales cycle is the time it takes to nurture a lead from discovery to deal. By making outreach more effective, you can reduce how long it takes to win that sale and get contracts signed, boosting the cost-effectiveness of your efforts.
• Higher conversion rates: Are you pouring resources into outreach and not seeing the returns you want? Sales engagement can turn this around, helping you manage your sales pipeline by increasing the percentage of leads who move through and convert.
• More engaged prospects: We’ve all been there – firing out email after email with little interaction from our contacts. Well-engineered sales engagement is about rewriting this narrative, boosting open and response rates across brand touchpoints and outreach channels to elevate awareness.

Whatever your goals, though, make sure they’re SMART. No, this doesn’t just mean they have an above-average IQ; it means they’re Specific, Measurable, Achievable, Relevant, and Time-bound. 

Here’s an example of a kick-ass SMART goal:

Specific: Increase online sales by 15%.

Measurable: Achieve a monthly revenue of £9,000 from online channels.

Achievable: Improve the company’s online checkout process to enhance customer experience and ensure more users complete their purchases.

Relevant: Align with our company’s shared goal of expanding online presence to close the share of voice gap that exists with competitors.

Time-Bound: Achieve a 15% increase in online sales within this financial year.

Psssst…clear goals make every sales engagement tactic have a purpose and ensure your teams know exactly what to track when measuring success. Read our expert’s in-depth guide if you want to learn more about using SMART goals to level up your business development agenda.

Step 2: Make personalisation non-negotiable

Personalisation (even humanisation) isn’t optional in B2B sales engagement – it’s mandatory. Gone are the days of one-size-fits-all emails. Your prospects expect messages that reflect their specific needs, roles, and challenges. Here’s how to personalise effectively:

• Segment your audience: Break down your target list into segments based on criteria like industry, company size, or role. This lets you tailor messaging that resonates with each group’s unique context.
• Use prospect-specific insights: Reference recent company news, mutual connections, or relevant pain points. Did they just expand their team? Mention how your solution can support their growth. Did they recently announce a new product? Highlight a feature that complements it. Speak to them and them only.
• Go granular with stakeholders: Every touchpoint should address the needs of different personas within the buying committee. The CFO wants to hear about ROI, the IT lead wants to know about integration, and the end user wants ease of use. Personalisation here is about speaking to each stakeholder’s individual concerns, showing you understand their specific priorities.

“Great personalisation should combine smart segmentation with a deep understanding of pain points. With advanced use of AI you can craft one-to-one messages that feel genuinely tailored, ensuring every prospect feels seen and understood.”

Ryan Welmans, CEO at Sopro

Step 3: Leverage data to supercharge your strategy

Data is the driving force behind smart engagement. It’s the difference between a blind guess and a calculated play. 

Don’t believe us? At Sopro, we live and breathe data. Every decision we make and recommendation we put forward comes with rock-solid insights from our award-winning lead generation data. So, when we say data delivers, we know what we’re talking about. 

Here’s how to leverage data to shape your approach to sales engagement:

• Analyse past campaigns: Sometimes, the answers are right under your nose! Look at historical data on what’s worked (and what hasn’t) in previous outreach efforts. Identify which messaging, channels, and timing drove the highest response rates, then look to replicate this success on repeat.
• Use real-time analytics: Don’t wait until the end of a campaign to analyse results. Use real-time data to monitor open rates, click-through rates, and engagement levels as they happen. This lets you adjust messaging or timing on the fly for maximum impact. Sopro’s Client Portal provides live campaign performance stats that you can view anytime, anywhere, keeping you on top of everything that’s happening behind the scenes.
• Map out the buyer’s journey: Knowing the path your prospects are taking is mission-critical when it comes to delivering timely, targeted comms. Track data that reveals where prospects drop off or lose interest. This insight allows you to improve weak points in your funnel, creating a smoother journey that leads to more conversions.

Sales engagement and ICPs: Creating ideal customer profiles to focus efforts

A powerful sales engagement strategy is only as effective as its focus. That’s where ideal customer profiles (ICPs) come into play. Your ICP is a finely tuned snapshot of the prospects who’ll benefit most from your solution, helping you engage only the best-fit accounts. 

Don’t fall into the trap of thinking your ICP isn’t just a “nice-to-have” asset – it’s your blueprint for identifying and prioritising the right prospects. Without an ICP, you’re essentially shooting in the dark, reaching out to anyone and everyone, which is a surefire way to drain resources and waste time on dead-end leads. 

Doesn’t sound like the most efficient of tactics, right?

When your ICP aligns with your sales engagement, every message, call, and follow-up feels tailored. Instead of reaching out blindly, you’re creating a targeted experience that speaks directly to the right people with the right message. Focusing on high-potential leads, making your outreach relevant and your engagement strategy scalable.

How to create an ideal customer profile (ICP)

Don’t panic! Creating an ICP for your business’s sales engagement efforts isn’t rocket science (unless your target market is rocket scientists…at which point, we’re sorry). It just involves using a combination of data, intuition, and a deep understanding of how your product’s USPs can benefit prospective customers.

Here’s an overview of how to get it right:

Setting targeting parameters

The purpose of an ideal customer profile is to set strategic limits on your prospecting, so you need to begin by defining precisely what these limits need to be. Consider whether your non-negotiables are company size, industry, revenue bracket, location, job function, or otherwise, and then you’ll know who you can discount upfront.

Mapping your decision-makers

We know that buyers don’t work solo, so your ideal customer profile could actually span an entire team. This means you need to do some considered decision-maker mapping to identify exactly who sits within your target persona. Gatekeepers, influencers, and those with the ultimate power to sign off on investments – you need to devise outreach strategies to target each effectively.

Identifying pain-points

Think beyond demographics. What specific problems does your ICP face that your solution solves? By zeroing in on pain points, your messaging becomes a solution rather than just another pitch. Sales engagement isn’t a case of “Look at what we can do” – it’s a deep dive into your target audience’s biggest issues and reassuring them that you can be the answer to their prayers. 

Getting your ICP on lock is essential if you want your sales engagement efforts to deliver, so spend time ensuring that it’s right. Say goodbye to wasting time on poor fits and lukewarm leads that never convert.

Define, map and tailor your ICP using our expert’s hands-on guide, complete with a FREE downloadable ICP template.

Does sales engagement work if you don’t have an ICP?

It will work…but it won’t work well.

In short, any sales engagement efforts will have limited impact (and a disappointing ROI), without focused, meaningful outreach. If you don’t have a clear idea of who you’re targeting, you’ll end up spending valuable time and resources on leads that don’t align with your product or service’s strengths.

Even though creating an ICP can seem like an administrative obstacle sitting between your team and their targets, it’s a worthwhile investment that will pay off in the long run.

Unlocking potential with multi-channel sales engagement

A single touchpoint rarely closes a deal, especially in the nuanced world of B2B sales. Today’s buyers are busy, discerning, and stretched across multiple platforms. A multi-channel sales engagement strategy ensures you’re reaching your prospects wherever they are, creating a cohesive experience that feels relevant and present without being intrusive.

What exactly is a multi-channel approach?

Multi-channel sales engagement isn’t about spreading yourself thin and trying to cover every base under the sun; it’s about selecting and orchestrating the right touchpoints. From email and LinkedIn to video and direct mail, each channel serves a specific purpose within your strategy. Together, they create a seamless experience that guides prospects forward, no matter where they start.

Blending a range of channels simultaneously isn’t the easiest, but boy, does it pay off. And trust us when we say this because we’re the multi-channel prospecting experts. 

What are the benefits of embracing multi-channel sales engagement?

We hear you; justifying the extra outreach effort can be a struggle. But nothing worth having comes easy. 

A multi-channel approach creates consistency, flexibility, and accessibility. By engaging across different channels, you increase your chances of connecting with decision makers while reinforcing your core messages…subtly drawing prospective customers closer and closer to that all-important deal.

Multi-channel outreach also builds trust and familiarity, keeping your brand front-of-mind throughout the buying journey so that even if people aren’t ready to commit right now, you’ll be top of their list when they are.

The best channels for B2B sales engagement

Okay, so we know that the most effective B2B sales engagement strategies use multiple outreach channels. But what exactly are these channels? And which ones are the best? 

As with most things, the best channels for your brand’s prospecting activities will depend on your niche and where your target audience spends the most time, but here’s an overview of the ones widely seen as being the most effective within B2B sales.

Email

Often cited as the holy grail of B2B sales engagement, email marketing is a direct line between you and your prospects. It provides a private, personal way to communicate with potential customers and delivers some of the best results across a wide range of industries. 

For maximum impact, craft emails that are short, value-driven, and tailored to the recipient – oh, and avoid the fluff. Well-designed email sequences (we’ll expand on these shortly) nurture interest, offer genuine value, and keep engagement piqued.

Cold email

Cold email is the bold, brazen younger brother of traditional email marketing. It’s best used for targeted, direct outreach. It’s best kept short, specific, and direct, offering quick, attention-grabbing insights that hook readers in an instant. 

Cold email must be complemented with other engagement channels, though, to nurture that initial interest further down the sales funnel.

LinkedIn

LinkedIn is the king of B2B sales engagement. Use it to connect directly with decision-makers, share thought leadership content, and join industry conversations. If you’re serious about LinkedIn lead gen, get Sales Navigator to make it even easier to target and engage high-potential prospects.

The important thing to remember when leveraging social media channels like LinkedIn for B2B sales engagement is that you need to be present where your audience has a presence. This will depend entirely on your product or service offering, so do your market research before planning anything into a strategy.

Face-to-face meetings

For large accounts or high-stakes deals, nothing beats face-to-face. Whether in person or through video conferencing, these meetings allow for personalised discussions, rapport-building, and quicker decision-making. 

Getting quality face time with your target customers isn’t always easy, though, so leverage expert B2B appointment setting services where needed to ensure success.

Phone calls

Phone outreach offers a thoughtful engagement channel for prospects who are further along in the funnel. A well-timed call builds trust, allows for in-depth conversation, and provides immediate answers to questions.

Direct mail 

Sometimes, going “old school” gets you noticed. A personalised piece of direct mail can surprise prospects and differentiate your brand. Send after key milestones, like a product demo, to keep the engagement going. You can even go one step further and send them a gift if you really want to get in their good books.

Even though letters aren’t the most convenient or conventional way to communicate, our research shows that prospects who received letters in the post were 23% more likely to open marketing emails than those who didn’t. Not bad, eh?

Social media sales engagement tactics: How to amplify your B2B reach

A combination of paid tactics and strategic organic engagement offers the perfect mix of scalability and precision across social platforms like LinkedIn and Instagram. Here’s are some of the most effective ways to leverage social media’s global reach for your business.

Make use of native lead generation forms

Scoring prospect data is all about making things as frictionless as possible, so use the auto-completion functionalities of built-in lead generation forms on platforms like LinkedIn and Meta (Facebook and Instagram). 

Completion rates for these forms often hit 15-30%, making them a must-have for campaigns aimed at generating high-quality leads without the hurdles of landing pages.

Follow a well-planned retargeting strategy

Retargeting doesn’t mean spamming your prospects with messages; it means reapproaching them in careful, calculated ways.

After audiences interact with your social media content – watching a video, clicking a link to your site, commenting on a post, etc. – use engagement data to push them further down your sales funnel.

Effective retargeting keeps your brand front of mind, minimising lead drop-offs and boosting sales engagement ROI.

Score high-value contact info with gated content

Social media platforms are the perfect place to share gated resources like white papers, webinars, or ebooks that provide real value for your target audience. 

Whether you post organically or via paid advertising, you can drive high-intent traffic to your thought leadership assets to enhance the ROI of your social strategies while positioning your brand as an authority.

Engage key accounts with ABM on social 

Social media is a goldmine for account-based marketing (ABM). After doing your research, align sales and marketing efforts to target key decision-makers with tailored content that addresses their specific pain points.

ABM is best for high-value opportunities that need a little extra hand-holding. Explore Sopro’s B2B account-based marketing services to see what this engagement approach could unlock for your business.

Build authority through communities

Get to the heart of the action quicker and easier by networking with your target market in pre-built communities. Social media groups – especially those on LinkedIn – are fantastic places to share your expertise, spot new opportunities, and showcase the value your services can add with an audience of relevant users.

The key here, though, is to focus on being helpful rather than salesy. Play the long-game and cultivate meaningful relationships that set you up for success further down the line.

How do you orchestrate multiple sales engagement channels?

Ahh, the million-dollar question. Luckily for you, we’re the pros when it comes to multi-channel prospecting.

Orchestrating multiple channels means blending timing and messaging together with laser precision – getting everything in a coordinated strategy. Here’s a simple 3-step framework of what it can look like in practice.

1. Create a sequence map: Plan out the flow of touchpoints across channels. Start with a LinkedIn connection, follow up with an email, and then move to a call or video message as engagement increases.
2. Time it right: Each touchpoint should have breathing room. Avoid hitting prospects with back-to-back messages across multiple channels. Space out interactions to create a natural, conversational feel.
3. Coordinate messaging across channels: Keep your core message consistent across all channels, but adapt it to suit each platform. LinkedIn messages should be short and conversational, while emails can dive deeper into specific benefits.

If this all sounds like herding cats, don’t stress. The Sopro team know a thing or two (or three) about multi-channel prospecting. We build campaigns that tap into your target customers’ biggest pain points no matter where they are.

The best types of content for B2B sales engagement

It’s pretty simple; engagement needs fuel, and well-engineered content provides it. Just like how you can’t put petrol in a diesel car, though, not all types of content perform effectively within the context of sales engagement.

The best type of content for a specific stage of your engagement chain will depend on the industry and platform, but here are some formats that are known to pack a punch.

• Thought leadership pieces: Position yourself as an expert by sharing industry insights or research. Thought leadership content shows prospects you’re not just selling – you’re invested in their success.
• White papers: Give your target audience something of real value that helps them evaluate options in their research phase. Research-heavy white papers engage diverse stakeholders, offering them the data they need to justify moving forward with your services.
• Case studies: Real-life examples resonate. Share case studies that highlight the benefits your solution has delivered for similar companies.
• Social proof & UGC: Build credibility with testimonials, reviews, and user-generated content. Social proof reassures prospects that others in their industry trust and value your solution.
• Email sequences: Email is one of the most effective* B2B prospecting tactics, especially when it’s personalised to the prospect in question. Speak exclusively to the person you’re trying to engage with, tapping into their frustrations and challenges to show you understand their individual needs.

*Don’t believe us? Our State of Prospecting report revealed that a massive 77% of B2B buyers prefer to be contacted via email. That’s a lot of B2B buyers.

Building engaging sales email sequences

Now we know the impact of well-engineered sales emails, let’s look at how to build B2B sequences that deliver on your growth targets. 

Carefully crafted email sequences build momentum with prospects, keeping them engaged without overwhelming them with information or decisions.

But make no mistake – poorly planned sequences can derail your efforts faster than you can hit send. The key? Strategic timing, personalised messaging, and a flow that moves prospects naturally through the sales funnel. 

Sales sequences explained: Planning for the best engagement rates

Let’s start with the basics. A sales sequence is a series of planned email touchpoints designed to nurture prospects over time. 

These aren’t random one-off emails; they’re deliberate, coordinated messages tailored to a prospect’s journey. A great sales sequence hits all the right notes – helpful, timely, and relevant – guiding the recipient step by step toward a buying decision.

What notes do we need to compose a pitch-perfect sales sequence song? Here’s your roadmap to becoming a B2B Beethoven:

1. Initial outreach: Keep things snappy and attention-grabbing – zero fluff. To capture interest, reference a specific pain point and end with a no-pressure call to action, such as a resource download.
2. Follow-up: In follow-up emails, build curiosity by sharing insightful articles or industry statistics that will resonate with your prospects and highlight how much they need your solution.
3. Building trust: With their interest piqued, now’s the time to gain trust. Introduce social proof by sharing case studies and testimonials via email – give your audience the security that your solution will deliver. The trick here is to keep things genuine and helpful – don’t push for conversions just yet.
4. Closing deals: By this point, the evidence and data have done the hard work for you; now it’s time to close. Recap the value you’ve shared so far and provide prospects with a no-fuss way to take action. This doesn’t always mean making a purchase; it can mean setting up a discovery call or booking a demo with your team to take things further.

Regardless of the sales cycle stage, every engagement email should include some sort of action to lead prospects to the next step. This could be clicking a link to your website, downloading a white paper, signing up for a webinar, or booking a meeting with your team. Whatever it is, make sure you secure active engagement at every stage.

B2B sales engagement tech

If strategy is the brain of sales engagement, tech is the muscle. The right tools give your team the power to scale, personalise, and optimise their efforts – all while staying laser-focused on delivering results. Whether it’s automating repetitive tasks, providing real-time insights, or keeping your outreach aligned across channels, your tech stack is key efficient and effective sales engagement.

Typically, businesses have two main pieces of tech: customer relationship management systems (CRMs) and sales engagement platforms (SEPs).

• CRMs: These organise customer data, track deal states throughout the sales funnel, and offer a top-level view of everything in your pipeline. 
• SEPs: These handle the day-to-day of sales engagement activities – automating emails and tracking interactions between touchpoints. 

Together, these technologies work in harmony to enable strategy execution in B2B businesses of all types. But, behind every high-impact tool, there’s a team holding onto the reins and keeping everything in check.

If taming the sales engagement beast feels like an impossible task, leave it to the experts at Sopro. We’re a B2B lead generation agency with a difference – blending the latest tech with genuine human insights to get prospective customers hooked on what your business is all about.

Measuring sales engagement success

Sales engagement isn’t just about action – it’s about impact. If you’re not tracking the right metrics, you’re flying blind. Measuring success goes beyond response times or open rates; it’s about understanding how your efforts move prospects through the funnel and drive revenue. Let’s break down the metrics that matter when you’re working to boost your sales engagement performance.

Sales engagement metrics

• Win rate: This is the ultimate scoreboard. It tells you how many deals you’re closing compared to the total opportunities created. A high win rate? That means your engagement is hitting all the right notes – targeted, timely, and built to convert.
• Sales cycle length: Speed matters. The shorter your sales cycle, the faster you’re turning prospects into customers. If your sales cycle is dragging, it’s a sign your engagement might be missing the mark or leaving questions unanswered. Time to tighten up.
• Customer lifetime value (CLV): Sales engagement isn’t just about closing deals – it’s about keeping them. CLV measures the long-term value of your customer relationships. A high CLV shows your engagement doesn’t just win customers; it promotes repeat business.
• Average deal size: Like average order value (AOV), the B2B version. If your average deal size is growing, your sales engagement is attracting high-value prospects and sealing the deal with impact. This metric shows whether your strategy is moving the needle on revenue.
• Email open rate: This is your first impression metric. You need to make sure prospects are actually opening your emails, otherwise the rest of your sequence doesn’t stand a chance. High open rates mean your subject lines and timing are spot-on, grabbing attention where it matters.
• Cost per lead (CPL): How much are you paying to bring leads into your funnel? A low B2B cost per lead with high-quality prospects? That’s the sweet spot. If CPL is climbing, it’s time to reevaluate your channels and targeting to boost profit margins.
• Lead quality: Quantity is meaningless without quality. Using lead scoring to assess quality tells you whether the leads you’re engaging are a good fit for your product or service. High-quality leads mean less time wasted on dead ends and more deals closed.
• ROI: This is the king of metrics. ROI measures how much revenue your engagement strategy is generating compared to what you’re spending. A positive ROI proves your efforts are profitable. If it’s negative, it’s time to go back to the drawing board.

“Measuring sales engagement success isn’t just about tracking metrics in your campaign; it’s about understanding the impact of every interaction. Follow the leads through the sales pipeline to work out what’s moving the needle for your sales team. By focusing on the right data, you can optimise your strategy and drive meaningful results.”

Rob Harlow, CINO at Sopro

Hey…you there! Our 2024 State of Prospecting report uncovered that 86% of people champion email marketing as being the most reliable lead gen channel with a “good to excellent” ROI. Want these kinds of results for your business? See what an award-winning B2B email marketing agency like Sopro can do for you.

Common sales engagement mistakes

It’s not all sunshine and rainbows, though; sometimes, we make mistakes. It’s okay, these things happen, but we can prep ourselves for success by understanding what the most common pitfalls are.

• Thinking that a one-size-fits-all approach will fly: Generic messaging just won’t cut it – personalisation is the key to unlocking sales engagement success.
• Not sending follow-ups: Deals are often lost because prospects were left hanging. Consistency matters, and perseverance pays off.
• Putting all your eggs in one basket: Don’t rely solely on a single outreach channel. Employ a multi-channel approach to diversify your opportunity pool.
• Forgetting about a human touch: It might be called business-to-business, but people make deals with other people. Remember to humanise your messaging to avoid feeling robotic or ingenuine.
• Prioritising quantity over quality: You could have 100,000 open leads, but if none of them are the right fit for your business, your pipeline might as well be empty.
• Failing to address objections: If you’re not proactively handling concerns, you’re leaving prospects with unanswered questions that leave doubts in their minds and stall progress.

This is the tip of the iceberg when it comes to sales engagement mistakes, though, so be sure to check out our expert’s full guide on how to avoid deal-breaking blunders.

Sales engagement that sells more with Sopro

Sales engagement isn’t just a buzzword – it’s a game-changer. By crafting personalised, multi-channel strategies, leveraging the right tech, and keeping a sharp eye on metrics, you’re team won’t just meet quotas; they’ll crush them. 

But it’s about more than closing deals; it’s about building relationships, trust, and long-term value. 

Sopro helps you do just that. Our fully-managed B2B prospecting services span lead generation, demand generation, email marketing, appointment setting and more –  maximising ROI by nurturing leads through your sales funnel from discovery to decision.

Whether your business already has a sales team or you run a lean operation without one, we source your ideal customers and put you in front of decision makers ready to seal the deal.

The future of sales is here, and it’s time to lead the charge. Get on top of your sales engagement game and ahead of your competitors with Sopro by your side.