How to Convert a Sales-Oriented Pipeline to a Customer-Oriented Pipeline
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Today's consumers are entering your sales pipeline from various avenues and with more education than ever before. Your pipeline must be equipped to accommodate these new leads. Here is how to convert your sales-oriented pipeline to a customer-oriented pipeline.
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How to Convert a Sales-Oriented Pipeline to a Customer-Oriented Pipeline
- 2. Agenda • What is a Customer-Oriented Sales Pipeline • Who is your Ideal Customer Persona • Using Educational Content to Attract New Leads • Automated Lead Nurturing • Closing the Loop between Sales & Marketing
- 3. • Sales-oriented = outbound focused. Broad and untargeted, aims to reach as many as possible • Customer-oriented = inbound focused. Highly- targeted and aims to attract customers A Sales-Oriented Pipeline vs Customer-Oriented Pipeline
- 4. A Sales-Oriented Pipeline vs Customer-Oriented Pipeline
- 6. • Clearly Defined Customer Personas • Content Creation & Marketing Strategy • Lead Nurturing • Monitoring & Measurement Pillars of a Customer- Oriented Pipeline
- 7. • A representation of your target customer • Often segmented into 3-5 unique personas • Goes beyond simple demographics to include goals, push-backs/objections, and where they seek information Defining Ideal Customer Personas
- 9. • High-level educational content attracts search engines • Content is aligned with the persona’s questions/pain points/objections • Content is original, establishing you as an topical expert Using High-Level Content to Attract Personas
- 10. Using High-Level Content to Attract Personas
- 11. • Offers are “premium” content pieces, more specific than blog posts • Offers are available in exchange of identifying information (a name + email address) • The visitor is now an Information-Qualified Lead Using Offers to Convert Visitors to Leads
- 12. Using Offers to Convert Visitors to Leads
- 13. • Automated lead nurturing via email advances the lead through the sales funnel • Positions the brand as a solution for the problem • Lowers the defensive barrier of the buyer Using Automated Lead Nurturing
- 15. “Lead nurturing emails get 4-10 times the response rate of standalone email blasts” Gleanster Research & InsideSales.com
- 18. “If it can be measured, it can be improved” Monitoring & Measuring Your Process
- 19. • Provides accountability between sales and marketing departments • Closes “gaps” in the sales press and nurtures the lead longer, if necessary • Identify content that is working, and what is not Closed-Loop Monitoring
- 20. • Uses the sales team’s time most efficiently • Used to identify cool, warm, and hot leads • Reduces lead “drop out” within the sales process Understanding Lead Scoring
- 23. Summary A customer-oriented sales pipeline identifies your ideal customer persona and moves the prospect down your sales funnel through education and low- pressure nurturing. Internally, a closed-loop reporting & measuring process shows where your efforts are most effective.
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