Optimizing Your Inside Sales Campaign to Generate Sales Qualified Meeting

how to generate SQMs by inside sales campaign


Inside sales is a process of searching, analyzing, nurturing leads, and turning them into customers remotely. It has become the most favored business model in B2B industries. However, optimizing your inside sales campaign requires constant observation and management to assess people, systems, and technology. Inside sales campaigns form the foundation for generating sales-qualified meetings.


A SQM refers to any prospective lead who, after all the research and assessment by the sales team, agrees to a meeting and becomes a prospective client. So, the performance of inside sales campaigns is directly proportional to sales qualified meetings.


Also Read: Do’s and Don’ts of a Sales Qualified Meeting


6 Ways to Improve Inside Sales Campaigns to Generate Sales Qualified Meetings


This article will discuss the proportional relationship between inside sales campaigns and sales-qualified meetings. We will also share strategies for optimizing your inside sales campaign to generate sales-qualified leads and how to implement them.


Define clear objectives and KPIs


Defining clear objectives and KPIs is crucial for steering your inside sales campaign in the right direction. Clear objectives provide a roadmap and help your team understand what they are working towards, while KPIs allow you to measure progress and success.


Actionable Steps:

Set Specific Goals: Define your goals, such as “Generate 50 SQMs per month” or “Increase call-to-meeting conversion rate by 10%.”


Identify KPIs: Choose metrics that reflect your objectives, such as the number of SQMs, the conversion rate from initial contact to meeting, lead response time, and customer acquisition cost.


Also Read: How to Make Your Sales Meetings More Productive


Identify ICP(Ideal Customer Profile)


The foundation of a successful inside sales campaign is a well-defined Ideal Customer Profile (ICP). Your ICP should include detailed information about the type of companies and decision-makers most likely to benefit from your product or service. Consider factors such as:
  • Industry and sub-industry
  • Company size (revenue, employee count)
  • Geographical location
  • Pain points and challenges
  • Decision-maker roles (titles, responsibilities)

Personalize your outreach

Generic, one-size-fits-all messages are a thing of the past. Personalization is key to engaging prospects and moving them down the funnel. Use the data from your CRM to tailor your messages to each prospect’s needs and preferences. Personalization can include:
  • Addressing specific pain points relevant to the prospect’s industry or role
  • Referencing past interactions or shared connections
  • Offering relevant case studies or content

Increasing the leads or email database


Generating sales-qualified meetings through leads is like a funnel. So, the more leads you generate, the more search-qualified meetings you will get—the more you give, the more you will get. To increase the number of sales-qualified meetings, one needs to increase the number of leads or email databases.


Also Read: Killer Tips for Organizing Result-driven Sales Meetings


Optimize email copy


Optimizing email will improve the conversion rate. So, without increasing the database size and the number of emails sent, you can increase the number of SQMs. Let’s understand with an example. Suppose, with an averagely written email copy, you have 50 responses out of 250 emails you sent; with an optimized email copy, you might get 100 or even 150 responses out of the same 250 emails.


Remember! Your emails must be relevant; otherwise, receivers will mark them as spam. Begin with segmenting your email list. Following are the tips that will help you optimize your email copy:


a) Optimize the subject line:


Always remember half of the people in your email list will click on emails based on the subject lines. So, try being clear and straightforward, and don’t forget to add a personalized touch. Use small subject lines with 6-8 words. It should not take more than 5 seconds to read a subject line. This is also an advantage when reading the mail on mobiles or tablets. Be considerate about the timing of your subject line. For example, “Learn something new this weekend” is a mail that could be sent just before a long weekend.


b) Optimize your body:


Only once a lead opens your email will the body keep its interest alive. Planned body copy is your chance to convince and ultimately initiate the conversation. Try sticking to the goal and keeping the interest intact by using visuals.


c) Optimize for mobile use:


Most emails are opened on mobile phones. Your emails should be flexible enough to be accessed on different devices. Use readable, safe web fonts, make sure all your visuals look amazing on mobile and try using responsive layouts.


d) Call-to-action:


Make sure to have a visible call to action in every mail. CTA should be attractive and actionable. Omit using boring words like submit or Keep it short, and try using the first person. Create a sense of extremity and necessity. Focus on building some urgency.


Lead nurturing


Lead Nurturing is not about pitching your product directly; it’s about making the clients understand the value of your service, educating them, and giving them knowledge about their decision-making. Earlier marketers would send out common mail to all the potential buyers to stay connected. It was termed drip marketing. But, it failed due to its non-adaptive nature. With time, drip marketing has evolved into Lead nurturing. Lead nurturing is a more enlightening, personalized process customized individually, keeping every lead’s behavior and demand in mind. It is designed to build valuable relationships with prospective leads at every stage. You need effective lead nurturing strategies to have an edge over the competition. The following are some of the methods that may increase sales and qualified meetings.


  • Segmented content: Every lead has its demands. Strategically targeting the right content to nurture a specific lead can show improved results.
  • Offer value before pitching your product: Russell Brunson, the author of “Dot Com Secrets” book, says to think about the buyer journey as a series of steps. B2B buyers take one step at a time. Don’t jump up and pitch your product. Once leads seek value and get comfortable, they will trust you more.
  • Prepare the chart to organize the campaigns: This is one of the key aspects of correctly nurturing leads. You might slip leads if there is a need for more organization and management. Prepare proper flow charts to manage the lead nurturing campaigns. Define everyone’s respective responsibilities and keep a tab. Generate a lead score based on engagement with your website, emails, and social media posts. You can also set up a follow-up frequency for a scalable approach.
  • Set up a timeline for the emails: To nurture the leads, be serious about follow-up emails. Many businesses spam the leads’ inboxes to grab their attention or don’t know when to send them. This will help strengthen relations with the leads.

Measure of quality and quantity of SQMs


The quality and quantity of Sales Qualified Meetings (SQMs) is a critical metric for assessing the effectiveness of your inside sales campaign. High-quality SQMs are characterized by prospects who closely match your Ideal Customer Profile (ICP) and demonstrate genuine interest and readiness to engage in sales. Quantity, on the other hand, refers to the sheer number of these meetings generated within a given period. Balancing both aspects is essential: while many SQMs might indicate robust outreach efforts, ensuring these meetings are with the right prospects ensures your sales team invests time in leads with a higher likelihood of conversion. Analyzing these metrics helps refine targeting strategies, improve lead qualification processes, and drive more successful sales outcomes.


How does the FunnL framework help generate sales-qualified meetings?


As we have seen, managing your inside sales team is not an easy task. It requires you to focus on multiple aspects, which requires much time and effort. With experience in generating 10,000+ sales-qualified meetings, FunnL provides an experienced inside sales outsourcing team that allows you to design, manage, measure, and optimize your inside sales campaign. By focusing on every tiny detail of the campaign, FunnL helps generate many qualitative sales-qualified meetings, allowing you to focus on your internal work and other aspects. 


This is 2024; the digital world has taken over. Just creating inside sales campaigns doesn’t work anymore. Regular optimization of these campaigns is a must to generate a high number of sales-qualified meetings. The goal of optimizing inside campaigns should be to save time and increase efficiency. For your firm to be more productive, try following the above-mentioned strategies.




Optimizing your inside sales campaign requires a strategic approach, combining targeted outreach, personalized messaging, and continuous improvement. By defining clear objectives, leveraging multi-channel communication, and utilizing the right tools, you can significantly increase your chances of generating high-quality sales qualified meetings. Remember, the key to success lies in constantly analyzing performance and being willing to adapt your strategies as needed.


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