Latest / What is Business Development? / Episode 62: BD-BOK...Chapter 11 Passive Prospecting

Transcript

Episode 62: BD-BOK...Chapter 11 Passive Prospecting · What is Business Development?

• 0:00
  Speaker 1: It ever felt like you're trying to connect with prospects,
• 0:02
  Speaker 1: but it's like you're speaking entirely different language.
• 0:05
  Speaker 2: Oh definitely.
• 0:06
  Speaker 1: Or you know that your sales efforts are a bit
• 0:07
  Speaker 1: like shouting into a strong headwind hoping something, anything, actually
• 0:11
  Speaker 1: reaches them.
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  Speaker 2: Yeah, that feeling of just putting effort out with little return,
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  Speaker 2: it's tough.
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  Speaker 1: It's frustrating, inefficient, and honestly just a drain. Well, today
• 0:20
  Speaker 1: we're doing a deep dive into two incredibly powerful concepts
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  Speaker 1: for business development that promise to change all that. Resonance
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  Speaker 1: and passive prospecting. Okay, let's unpack this.
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  Speaker 2: What's truly fascinating here is that this deep dive isn't
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  Speaker 2: just about adding more information to your plate. It's about
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  Speaker 2: giving you a direct shortcut, a way to understand how
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  Speaker 2: to not just reach prospects, but to truly connect with them,
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  Speaker 2: you know, on a deeper, more impactful level. Okay, and
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  Speaker 2: then crucially, how to automate and optimize that connection for
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  Speaker 2: maximum efficiency and well ultimately sustained growth. So the mission,
• 0:57
  Speaker 2: our mission today is pretty straightforward. Equip you with concrete,
• 1:01
  Speaker 2: actionable strategies ways to break down those stubborn deal barriers
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  Speaker 2: and build a pipeline teaming with what we like to
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  Speaker 2: call raving fans.
• 1:09
  Speaker 1: I love that term raving fans. And we've got a
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  Speaker 1: truly insightful journey ahead. We'll start by exploring the fundamental
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  Speaker 1: physics of resonance in business, sort of peeling back the layers,
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  Speaker 1: understanding exactly how to apply it using BUYO centric stimuli
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  Speaker 1: and specific high impact content categories.
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  Speaker 2: Yep.
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  Speaker 1: Then we'll pivot. We'll shift gears to the powerful, often
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  Speaker 1: misunderstood world of passive prospecting. We'll delve into how to
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  Speaker 1: automate engagement, effectively, monitor intent, and understand the different types
• 1:40
  Speaker 1: of data that truly fuel it.
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  Speaker 2: And this isn't just theory, right and.
• 1:44
  Speaker 1: Not at all. These are practical insights backed by some
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  Speaker 1: pretty compelling research designed to give you an immediate edge.
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  Speaker 2: Good, let's get into it.
• 1:51
  Speaker 1: So let's kick things off with this idea of resonance.
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  Speaker 1: At its heart, it's actually a concept from basic.
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  Speaker 2: Physics, right, like sound waves.
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  Speaker 1: Exactly, when two things vibrate at the same frequency, their
• 2:02
  Speaker 1: motion amplifies, it gains momentum. Think about pushing a swing.
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  Speaker 1: If you time your push perfectly with its natural arc,
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  Speaker 1: it goes higher, It goes higher and higher with less effort.
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  Speaker 1: In business, we're aiming for that same kind of amplification,
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  Speaker 1: but you know, in a constructive way. Here's where it
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  Speaker 1: gets really interesting. Okay, remember the Tacoma Narrows Bridge collapse
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  Speaker 1: back in November nineteen forty.
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  Speaker 2: Oh yeah, the footage is incredible.
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  Speaker 1: Terrifying, totally terrifying. And that was a classic example of
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  Speaker 1: destructive resonance. The wind essentially tuned into the bridge's natural sway,
• 2:37
  Speaker 1: amplifying it until it dramatically failed.
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  Speaker 2: Right, So we want the opposite exactly.
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  Speaker 1: We want the opposite effect in business, where our message
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  Speaker 1: harmonizes with the prospect's needs, building them up and not well.
• 2:48
  Speaker 2: Breaking them down precisely. And in business development, this means
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  Speaker 2: our content, our messaging, our very vibration, as you put it,
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  Speaker 2: must align perfectly with the prospects intrinsic requirements, their frequency frequency. Yes,
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  Speaker 2: when we achieve that resonance can actually break down some
• 3:04
  Speaker 2: of the biggest, most ingrained barriers to a successful deal.
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  Speaker 2: And this isn't just about crafting a logical argument. It
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  Speaker 2: goes far deeper.
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  Speaker 1: Also.
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  Speaker 2: Well, there's research highlighted in a two thousand and seven
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  Speaker 2: book Neuromarketing, Understanding the buy buttons in your customer's brain. Okay,
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  Speaker 2: it reveals a staggering statistic. Ninety five percent of purchase
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  Speaker 2: decisions are made by the emotional subconscious brain.
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  Speaker 1: Wow. Ninety five percent. That's huge, it.
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  Speaker 2: Is It underscores just how crucial resonance is. We're not
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  Speaker 2: just appealing to logic. We're tapping into those fundamental, often
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  Speaker 2: hidden human drivers.
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  Speaker 1: Okay, ninety five percent is a definitely game changer. It
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  Speaker 1: completely shifts how we should be thinking about our interactions,
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  Speaker 1: doesn't it. Absolutely so, If logic is largely taking a backseat,
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  Speaker 1: what are the concrete steps, what can we as business
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  Speaker 1: developers actually do to create that resonance and tap into
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  Speaker 1: the subconscious effectively? I understand our sources highlights some really
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  Speaker 1: specific biocentric stimuli.
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  Speaker 2: Exactly. Our research points to six crucial stimuli that consistently
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  Speaker 2: resonate with prospects because they speak directly to that subconscious brain.
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  Speaker 2: Let's break them down quickly.
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  Speaker 1: Great.
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  Speaker 2: First, personal The subconscious is inherently self centered. It's focused
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  Speaker 2: on survival. Makes sense, So your content needs to be
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  Speaker 2: deeply personalized. It has to be all about the prospects
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  Speaker 2: survival and success. Make it undeniably about them, got it personal?
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  Speaker 1: What's next?
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  Speaker 2: Second contrast, Ambiguity causes fear in the subconscious. It hates uncertainty. Okay,
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  Speaker 2: So present information in concrete terms with clear differentiators. Don't
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  Speaker 2: make them guess. Make your value proposition crystal clear and compelling.
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  Speaker 2: Show them before and after the pain in the game.
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  Speaker 1: Clear contrast makes sense number three.
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  Speaker 2: Third tangible. The subconscious isn't really designed to process abstract
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  Speaker 2: words or corporate jargon.
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  Speaker 1: Right, Guilty is charged sometimes.
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  Speaker 2: We all are. So use simple words and concepts that
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  Speaker 2: paint a clear picture. Avoid those industry buzzwords that only
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  Speaker 2: you and your immediate colleagues understand.
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  Speaker 1: That's so true. I remember early in my career trying
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  Speaker 1: to explain some complex software feature using all the jargon
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  Speaker 1: I knew, and you could just see the prospect's eyes
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  Speaker 1: glaze over. Simple tangible language really does make all the difference,
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  Speaker 1: doesn't it.
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  Speaker 2: It absolutely does? Okay? Next? Fourth memorable. The subconscious has
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  Speaker 2: a short attention span, right, and it's always anticipating what's next.
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  Speaker 1: Right.
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  Speaker 2: Mystery and suspense actually create dopamine. So deliver your greatest
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  Speaker 2: value at the beginning and end of discussions. Inspire anticipation
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  Speaker 2: for what comes next.
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  Speaker 1: Keep them hooked, start strong and strong, keep them guessing
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  Speaker 1: a bit okay.
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  Speaker 2: Number five Fifth visual. This one's key. The optical nerve
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  Speaker 2: is directly connected to and controlled by the subconscious.
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  Speaker 1: Interesting.
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  Speaker 2: This means visuals are incredibly powerful. Use graphics charts, even
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  Speaker 2: just vivid descriptive imager of their process, like forty times
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  Speaker 2: faster than just hearing.
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  Speaker 1: Words forty times wow.
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  Speaker 2: Yeah, So lean into visuals whenever possible.
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  Speaker 1: Visuals yeah.
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  Speaker 2: And last one and finally sixth Emotional. The prefrontal cortex
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  Speaker 2: drives our perceptions and responses to emotions, so you need
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  Speaker 2: to continually assess and support the prospect's emotional state. Are
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  Speaker 2: they frustrated with a current problem, excited about a potential solution.
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  Speaker 2: You need to connect with that emotion.
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  Speaker 1: So it's really about tuning in personal, contract, tangible, memorable, visual,
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  Speaker 1: and emotional. By focusing on those six you're essentially speaking
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  Speaker 1: directly to the prospect's privative brain, kind of bypassing their
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  Speaker 1: logical defenses.
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  Speaker 2: That's the idea.
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  Speaker 1: It feels like a fundamental shift from merely telling to
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  Speaker 1: deeply connecting, and it makes sense that you need the
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  Speaker 1: right content to actually deliver on those stimulis.
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  Speaker 2: Absolutely, you need the right vehicle building on those stimuli.
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  Speaker 2: There are three key categories of content that consistently create
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  Speaker 2: this resonance, and if we connect this to the bigger picture,
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  Speaker 2: it's about providing value far beyond just a simple sales pitch. First,
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  Speaker 2: there's news, news like headlines, not exactly headlines, more like
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  Speaker 2: curated industry intelligence that directly benefits the prospect's success. Think
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  Speaker 2: new use cases relevant to them, competitor intelligence, emerging market opportunities,
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  Speaker 2: maybe even custom assessments tailored to their specific business challenge.
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  Speaker 1: So relevant intelligence, got it.
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  Speaker 2: Second is notoriety. We're talking about content that elevates the
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  Speaker 2: prospect's status within their community or industry.
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  Speaker 1: Ah making them look good exactly.
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  Speaker 2: This could be featuring them in prospect case studies, inviting
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  Speaker 2: them for a podcast or webinar interview, or even just
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  Speaker 2: highlighting awards they've won. It's about making them shine, helping
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  Speaker 2: them build their own brand.
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  Speaker 1: That's smart.
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  Speaker 2: And Third, networking, this involves actively expanding the prospect's valuable
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  Speaker 2: professional relationships. How So, think about making introductions maybe to
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  Speaker 2: future customers for them influential peers in their industry or
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  Speaker 2: even other industry power plays. It shows you're genuinely invested
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  Speaker 2: in their long term success, not just in closing this
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  Speaker 2: one deal today.
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  Speaker 1: Yeah, that builds real trust.
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  Speaker 2: It does, and critically, business development doesn't just stop when
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  Speaker 2: the deal is signed. It needs to continue throughout the
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  Speaker 2: entire customer journey, building on those initial expectations, fostering intimacy.
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  Speaker 2: This continual trust and intimacy leads to that affinity we
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  Speaker 2: call rapport building, and that's what ultimately creates those highly
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  Speaker 2: coveted raving fans.
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  Speaker 1: That's a fantastic way to frame it, building rating fans
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  Speaker 1: over the long haul. Yeah, but let's be realistic here.
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  Speaker 1: We can't personally be on for every single interaction with
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  Speaker 1: every prospect, especially as our pipelines grow. It's just not scalable, No,
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  Speaker 1: it's not. So how do we scale that intimacy and connection.
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  Speaker 1: This seems like the perfect place for passive prospecting to
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  Speaker 1: come in. You hear different names for it, right, demand generation, tech, touch, marketing, inbound.
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  Speaker 2: That's right, all pointing to the same core idea. It's
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  Speaker 2: a method to automate engagement, essentially allowing prospects to self
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  Speaker 2: navigate their path towards declaring and intents. But and this
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  Speaker 2: is key with you providing the expertly crafted path.
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  Speaker 1: Okay, So what are the building blocks of that path?
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  Speaker 1: What goes into effective passive prospecting?
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  Speaker 2: Well, it consists of several key elements working together. We're
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  Speaker 2: talking about lead status monitoring that helps you identify the
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  Speaker 2: velocity how quickly prospects are moving.
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  Speaker 1: Okay.
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  Speaker 2: Then there's a dynamic lead score, which monitors both the
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  Speaker 2: quality and quantity of their engagement. Are they just browsing
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  Speaker 2: or are they taking meaningful action?
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  Speaker 1: Right? Scoring their interest level exactly.
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  Speaker 2: And lyd type helps identify the specific personas that are
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  Speaker 2: most valuable to you. You tailor the path based on
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  Speaker 2: who they are.
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  Speaker 1: Makes sense, and content plays a big role here, too,
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  Speaker 1: huge role.
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  Speaker 2: You have different types. There's stock content, general resources like books,
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  Speaker 2: white papers, FAQs that address common questions, evergreen stuff. Then
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  Speaker 2: there's dynamic content. This is really cool. It actually analyzes
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  Speaker 2: prospect intent signals and adapts in real time, like a
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  Speaker 2: website changing its messaging or for each unique visitor based
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  Speaker 2: on what they've clicked on before. Personalize automatically, precisely and
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  Speaker 2: interactive content, things like ROI calculators, quizzes, or chatbots that
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  Speaker 2: genuinely help prospects figure out their own next best action.
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  Speaker 2: It empowers them.
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  Speaker 1: Okay, so you got the monitoring, the scoring, the content.
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  Speaker 1: How do you prompt action?
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  Speaker 2: That's when next best action prompting comes in. Those are
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  Speaker 2: your personalized lead nurturing, drip campaigns, gentle nudges based on
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  Speaker 2: behavior right, and finally, conversion prompting, clear calls to action
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  Speaker 2: or CTAs that appear when their intent signals really peak.
• 10:36
  Speaker 2: Time to ask for the meeting or the demo.
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  Speaker 1: Got it and you mentioned something earlier, The dark funnel.
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  Speaker 1: What's that about?
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  Speaker 2: Ah? Yes, the dark funnel. It's a reminder that prospects
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  Speaker 2: often nurture themselves in ways we can't easily track, like
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  Speaker 2: where word of mouth, private online groups, review sites, offline conversations,
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  Speaker 2: places where they're doing research and forming opinions completely outside
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  Speaker 2: our own channels. They can set up only appear fully
• 11:01
  Speaker 2: informed and ready to buy, seemingly out of nowhere.
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  Speaker 1: That's fascinating. So you can't track everything.
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  Speaker 2: You really can't. It highlights why a multifaceted approach is
• 11:09
  Speaker 2: so important and to manage all these moving parts effectively,
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  Speaker 2: we use what we call the nice method.
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  Speaker 1: Nice what's that stand for?
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  Speaker 2: It stands for nurture, intense cycles of engagement. Think of
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  Speaker 2: it as orchestrating that prospect journey. Okay, each piece of content,
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  Speaker 2: every interaction is designed to gently nudge them forward. You
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  Speaker 2: learn from their engagement signals, what they click, download, view
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  Speaker 2: to continually refine their journey. It creates this consistent, valuable
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  Speaker 2: loop that builds trust and moves them toward action, often
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  Speaker 2: almost effortlessly from their perspective.
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  Speaker 1: So it makes the automation feel more organic.
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  Speaker 2: Exactly, it makes automated passive prospecting highly profitable and efficient
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  Speaker 2: because it's constantly learning and optimizing based on real behavior.
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  Speaker 1: That's a great way to put it. A carefully orchestrated dance.
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  Speaker 1: Now ineedtably, there's always this debate, isn't there passive active prospecting.
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  Speaker 2: The efficiency versus effectiveness argument?
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  Speaker 1: Right, Passive is often touted is more efficient because of
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  Speaker 1: the automation, But can it really replace that personal touch,
• 12:09
  Speaker 1: that active outreach. What does the research actually tell us
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  Speaker 1: about what customers prefer?
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  Speaker 2: It's definitely nuanced, and the data paints an interesting picture
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  Speaker 2: for instance, a McKinsey study found that nearly thirty four
• 12:20
  Speaker 2: percent of customers actually prefer self service when engaging with businesses.
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  Speaker 1: A third of them want to be left alone.
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  Speaker 2: Basically to a degree. Yes, they want to explore at
• 12:28
  Speaker 2: their own pace, particularly early on. However, on the flip side,
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  Speaker 2: other research shows seventy one percent of prospects want to
• 12:35
  Speaker 2: hear from sellers early in their buying journey.
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  Speaker 1: Okay, so that's a contradiction.
• 12:39
  Speaker 2: It seems like it, but it might depend on the
• 12:41
  Speaker 2: stage or the complexity. And HubSpot research adds another layer.
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  Speaker 2: Fifty eight percent of customers who interacted with a person
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  Speaker 2: during the sales process are more likely to become repeat customers.
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  Speaker 1: Ah, the human touch matters for loyalty.
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  Speaker 2: It seems so, and fifty one percent of those who
• 12:58
  Speaker 2: interacted with a person are more likely to spread positive
• 13:01
  Speaker 2: word of mouth.
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  Speaker 1: So the data suggests it's not really an either situation exactly.
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  Speaker 2: It's about finding the right blend, using passive prospecting to
• 13:09
  Speaker 2: efficiently nurture and qualify, but knowing when and how to
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  Speaker 2: inject that effective human interaction for deeper connection and long
• 13:16
  Speaker 2: term value.
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  Speaker 1: It absolutely is a balance and getting that balance right,
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  Speaker 1: seems to hinge on really understanding the prospects true intent,
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  Speaker 1: which leads us perfectly into the critical role of intent
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  Speaker 1: signals and lead scoring, especially during what we call the
• 13:30
  Speaker 1: activation phase. How do we gather these signals?
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  Speaker 2: Prospectors gather these signals from four primary sources. First, and
• 13:37
  Speaker 2: this one's becoming increasingly vital, is zero party data.
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  Speaker 1: Zero party Okay, what's up?
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  Speaker 2: This is data that prospects voluntarily and explicitly provide directly
• 13:47
  Speaker 2: to your corporation. Think contact info, preferences, they select, challenges,
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  Speaker 2: they type into a form, desires they share in a survey.
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  Speaker 1: Ah, So they're telling you directly, precisely.
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  Speaker 2: It was first defined by Fatma katibuuur to Research back
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  Speaker 2: in twenty nineteen, and it's arguably the most powerful signal
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  Speaker 2: because it represents consensual, unambiguous intent. There's no guessing involved.
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  Speaker 1: Makes sense? What else?
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  Speaker 2: Then? There's first party data. This is the data you
• 14:11
  Speaker 2: collect as prospects engage with your own media, your website,
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  Speaker 2: your social media profiles, your emailska our own tracking right
• 14:18
  Speaker 2: using tracking tech like first party cookies, email hashing, pixels.
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  Speaker 2: This shows their direct engagement with your brand.
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  Speaker 1: Got it? Zero and first what are the others?
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  Speaker 2: Second party data is essentially someone else's first or zero
• 14:33
  Speaker 2: party data that they share with you, usually through a
• 14:35
  Speaker 2: partnership or formal agreement, maybe a co marketing vendor shares.
• 14:40
  Speaker 1: Leads okay, shared data.
• 14:42
  Speaker 2: And finally, third party data. This is data collected, aggregated,
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  Speaker 2: and often sold by corporations that don't have a direct
• 14:50
  Speaker 2: relationship with the prospects themselves. Historically, this relied heavily on
• 14:55
  Speaker 2: third party tracking cookies across the web.
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  Speaker 1: Right, the stuff that follows you around online exactly.
• 15:00
  Speaker 2: But this raises an important question now.
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  Speaker 1: Indeed, and it feels like a really complex one, especially
• 15:04
  Speaker 1: with all the rapid changes happening in the data landscape.
• 15:07
  Speaker 1: How does this big privacy shift fundamentally change the playbook
• 15:11
  Speaker 1: for business development? Because it's a huge topic right now.
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  Speaker 2: It's a massive shift, no question. Many consumers quite rightly
• 15:17
  Speaker 2: view third party data tracking as an invasion of privacy.
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  Speaker 1: Yeah, I can feel creepy, it can.
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  Speaker 2: And this has led to significant regulations like the eused
• 15:26
  Speaker 2: GDPR in twenty eighteen and California's CCPA also in twenty eighteen.
• 15:31
  Speaker 2: Consumer privacy acts are popping up everywhere, adding to this
• 15:35
  Speaker 2: Internet technology corporations think Google, Apple Browsers began implementing what's
• 15:39
  Speaker 2: called cookie deprecation back in twenty seventeen, which severely limits
• 15:43
  Speaker 2: that kind of third party data collection.
• 15:46
  Speaker 1: So those third party cookies are going away, they.
• 15:48
  Speaker 2: Are or becoming much less reliable, which means that consensual
• 15:51
  Speaker 2: zero party data, often combined with your own first party data,
• 15:55
  Speaker 2: is becoming incredibly critical for successful sustainable business development.
• 16:00
  Speaker 1: So the future is about data people choose to share
• 16:02
  Speaker 1: with you largely.
• 16:03
  Speaker 2: Yes, It also reminds us again about the dark funnel,
• 16:06
  Speaker 2: those research activities happening in private social media groups or
• 16:09
  Speaker 2: direct conversations where intent signals just aren't discoverable through tracking.
• 16:13
  Speaker 2: We can't rely solely on digital footprints.
• 16:15
  Speaker 1: Okay. So with all this data coming from these different sources,
• 16:19
  Speaker 1: especially zero and first party, how do we actually assign
• 16:23
  Speaker 1: a value to different prospect actions or attributes? How do
• 16:27
  Speaker 1: corporations develop their own proprietary approaches for lead scoring?
• 16:32
  Speaker 2: Good question. Corporations typically employ three primary methods to calculate
• 16:36
  Speaker 2: those scores. First, there's the traditional manual.
• 16:39
  Speaker 1: Lad scoring manual sounds like work, it can be.
• 16:42
  Speaker 2: It's a multi step process. Your team first calculates the
• 16:45
  Speaker 2: conversion percentage of your sales qualified leads or sequels your
• 16:49
  Speaker 2: most promising prospects. Okay, Then you analyze the specific intent
• 16:52
  Speaker 2: signals or attributes of the ones who actually converted. For example,
• 16:55
  Speaker 2: let's say your company generally converts ten percent of all
• 16:58
  Speaker 2: its sequels, right, but you know, notice that forty percent
• 17:01
  Speaker 2: of the sequels who did convert had attended a specific webinar.
• 17:04
  Speaker 2: That webinar attendant signal had four times the impact of
• 17:07
  Speaker 2: the average signal.
• 17:09
  Speaker 1: Ah, that sounds more predictive.
• 17:10
  Speaker 2: Exactly, so that signal would be weighted more heavily, perhaps
• 17:13
  Speaker 2: assigned a score of four while maybe just visiting the
• 17:16
  Speaker 2: pricing page gets a one. You manually assign weights based
• 17:19
  Speaker 2: on past performance.
• 17:20
  Speaker 1: Okay, that makes sense. What's the next level up?
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  Speaker 2: Second, there's logistic regression led scoring. This offers a more sophisticated,
• 17:28
  Speaker 2: data driven approach.
• 17:29
  Speaker 1: Okay, sounds statistical it is.
• 17:31
  Speaker 2: Instead of relying on manual weighting and assumptions, this method
• 17:35
  Speaker 2: uses statistical analysis, often leveraging spreadsheet software or specialized tools.
• 17:40
  Speaker 2: It automatically compares all the different intense signals and prospect
• 17:44
  Speaker 2: characteristics across your past successful deals to identify which combination
• 17:49
  Speaker 2: is the most predictive of a future conversion.
• 17:51
  Speaker 1: So it finds the patterns automatically.
• 17:53
  Speaker 2: Right, it gives you a more accurate and objective score,
• 17:56
  Speaker 2: less prone to human bias.
• 17:58
  Speaker 1: And the third method, guessing AI comes in somewhere you
• 18:01
  Speaker 1: guessed it.
• 18:02
  Speaker 2: The third and most advanced is predictive lead scoring.
• 18:06
  Speaker 1: Tell me more.
• 18:07
  Speaker 2: This method leverages artificial intelligence and predictive analytics technology. It
• 18:11
  Speaker 2: essentially automates the whole process. It builds and continually updates
• 18:15
  Speaker 2: a lead scoring formula based on your converted prospects, and
• 18:18
  Speaker 2: they're evolving intent signals over time, so it learns. It
• 18:21
  Speaker 2: learns and adapts automatically as you acquire new customers, as
• 18:25
  Speaker 2: market conditions change, as prospect behaviors shift. It constantly refines
• 18:29
  Speaker 2: its accuracy without needing manual intervention like the other methods.
• 18:33
  Speaker 1: Wow, okay, what a journey through the physics of connection
• 18:36
  Speaker 1: and then the nuts and bolts of automating engagement. We've
• 18:39
  Speaker 1: covered a lot of ground. Let's try and distill this down.
• 18:42
  Speaker 1: What are the top, say, three takeaways for you as
• 18:45
  Speaker 1: a business developer.
• 18:46
  Speaker 2: Listening to this good idea? Let's summarize.
• 18:48
  Speaker 1: First, resonance is fundamental. It's really not just a buzzword.
• 18:52
  Speaker 1: It's about truly aligning your content, your message, your whole
• 18:55
  Speaker 1: approach with a prospect's intrinsic, often subconscious need. Use those
• 19:01
  Speaker 1: six buio centric stimuli. We talked about making it personal
• 19:03
  Speaker 1: using contrast, being tangible, memorable, visual, and emotional to effectively
• 19:09
  Speaker 1: break down those deal barriers and connect on a much deeper,
• 19:12
  Speaker 1: more impactful level.
• 19:13
  Speaker 2: Absolutely key second takeaway, passive prospecting is power when you
• 19:18
  Speaker 2: do it right. Using structured methods like the Nicy framework,
• 19:22
  Speaker 2: automating your engagement allows prospects to self navigate their journey effectively.
• 19:26
  Speaker 2: This offers huge efficiency benefits, freeing up your valuable time
• 19:30
  Speaker 2: while still guiding them towards that declared intent without you
• 19:34
  Speaker 2: having to be manually on for every single interaction.
• 19:36
  Speaker 1: Efficiency and scale right there.
• 19:38
  Speaker 2: And third data is evolving rapidly. The shift towards zero
• 19:43
  Speaker 2: party and first party data is becoming increasingly critical. That's
• 19:46
  Speaker 2: driven by growing privacy regulations and the whole deprecation of
• 19:49
  Speaker 2: third party cookies. Understanding these different types of intent signals
• 19:53
  Speaker 2: and knowing how to accurately calculate lead scores from them
• 19:57
  Speaker 2: is really the key to effective and maybe more importantly,
• 20:00
  Speaker 2: future proof business development.
• 20:02
  Speaker 1: Well summarized and building on that last point, maybe looking ahead,
• 20:06
  Speaker 1: considering the rapid rise of AI and predictive lead scoring,
• 20:09
  Speaker 1: and this growing emphasis on personalized, self navigating customer journeys,
• 20:14
  Speaker 1: here's a thought for you.
• 20:15
  Speaker 2: To consider, okay later, honest, how might these trends reshape
• 20:18
  Speaker 2: the very definition of a sales funnel in the next
• 20:21
  Speaker 2: few years? And maybe more importantly, what will that mean
• 20:24
  Speaker 2: for the essential human touch in business development? Where does
• 20:28
  Speaker 2: the person fit in this increasingly automated world?
• 20:31
  Speaker 1: Ooh, that is a profound question. Definitely gives us all
• 20:34
  Speaker 1: something to chew on long after this deep dive ends.
• 20:37
  Speaker 1: Thank you so much for joining us today. We really
• 20:39
  Speaker 1: hope you're leaving with some powerful new insights to help
• 20:41
  Speaker 1: you resonate more effectively with your prospects and ultimately build
• 20:45
  Speaker 1: those raving fans.