What if your sales people never had to cold call again?
And, what if instead of having to guess when your prospects are ready to buy, they told you?
As with many things, this has all changed with the advent of the Internet. Buyers now have more control than ever over their buying processes. Building alignment between Sales and Marketing teams, in order to match this new buying process, is now more important than ever. Since online activity can be tracked and measured, it’s now possible to accurately assess the effectiveness of both marketing deliverables and sales behaviours.
Instead of having a funnel,
Status Quo - The prospect is experiencing a limitation, problem, or obstacle with their current situation but hasn’t yet chosen to actively address it by buying a solution.Content Focus - Introduce the prospect to industry trends that point to developing issues and the business value of adopting change. You also can direct prospects towards educational articles and webinars about problems and pain points to help them learn they don’t need to continue to deal with those limitations and why they shouldn’t. Or you can show them how innovations can broaden opportunities and effectively eliminate those limitations. Introduce them to new considerations, and talk to them about what companies like theirs are doing.FormatVideosArticlesBlogsCurated Lists
Priority Shift – The prospect is now actively interested in educating themselves about what change might mean for their company. They need to think about the strategic impact of solving the problem and choose a direction to explore more.Content Focus – Draw positive attention to yourself during this stage by proving attention to yourself by providing educational content that builds off the problem and pain-point focus used for status quo prospects. Additionally, expand on the industry trends with hard facts and statistical information they can use to shift consensus. Remember to focus on the business value of solving the problem, and hard data in a story format, not as stand-alone facts without context for the prospect’s current situation. Keep your focus on the problem-to-solution scenarios.Format:WebinarsGuidesVideosWhitepapersDatasheetsTrend ReportsQuizzes and Widgets
Problem Defined - The prospect is committed to resolving the problem and is focused on building a business case. They are looking for leading experts on the subject and the potential outcomes they can realistically plan to accomplish.Content Focus – This is the time to put your expertise into play. At this point, prospects have a basic knowledge about possible solutions, and they’re committed to solving the problem. Discuss risk and how your expertise helps mitigate it proactively. Expand their thinking to illuminate the overlapping issues that may be offshoots of the project so they can plan to address them. In short, help them enlarge their thinking in strategic ways. Make sure you consider the needs of the project influencers, various stakeholders, and colleagues.Format:WebinarsWhitepapersData SheetsAnalysts ReportsDemo VideosE-NewslettersPress ReleasesTrend Reports
Research Options – The prospect has built a business case, feels confident in the level of competence they have acquired about the subject matter, and is narrowing their focus to possible options for a short list. This is quite often the transition point to sales opportunity.Content Focus – Find your unique point of view which can challenge prospect's assumptions and create more demandCreate clear points of differentiation between you and your key competitorsConvince your prospects they need to do something different and make a decision for you, right nowFormat:Power PositionFeature GuidesVideo DemosBrand Messaging
Validation – The buyer puts your company on their short list and needs to make sure that their assumptions are true before making the final decision.Content Focus – This is the opportune time to showcase customer success stories and demonstrate how your customers have achieved successful project implementation and business value. Discuss industry developments that expose the costs of the problem, and work to confirm your buyer’s resolve to remedy the issue. Most important, make sure you focus on exposing the added value your customers get by partnering with you to achieve complex problem resolution – expertise they won’t get if they buy similar product down the street.Format:In Person EventsCase StudiesReference ChecklistsPricing GuidesInteractive DemosROI CalculatorsCustomer Testimonials
What if your sales peoplenever had to cold call again?
And, what if instead of having to guesswhen your prospects are in the marketto buy, they tell you?
Studies show most70% of the qualifiedleadsthat hit your website willbuy from you or one ofyour competitorswithin 12 months
YOU ARE DISCONECTED FROM YOUR CUSTOMERS Awareness Discovery Validation General Recognize Problem Evaluate Select Best Negotiate Market Opportunity Defined Options Option and PurchaseEducation Mismatch Target Qualify Explain Submit Close FulfillProspects Prospects Solution Proposal
BENEFITS OF USING MARKETING AUTOMATIONOld Way – ESP, Google Analytics, etc… Prospect Contact form completed No Personalization ? Unknown No Engagement Actions & readinessNew Way – Marketing Automation Contact form is mapped & Name, email, phone We know when she’s ready! Prospect added directly into your lead gives us details for 1:1 Faster/more tailored follow- database communications up
Status Thought Quo Leadership Priority Lead Shift MARKETING QUALIFIED LEAD Capture Problem Lead Defined Nurturing Research Value Options SALES QUALIFIED LEAD BuildingSelect Best Success Option Stories Choice Close