Do you know that SiriusDecisions recently stated that, according to their research, your buyers journey is 70% complete by the time they contact one of your sales representatives (if they contact one of your sales representatives). How many of your customers never contact you because they get better information from one of your competitors? Do you know who is visiting your website, where are they going and what they are interested in? Do you have enough leads coming in the front end of your sales funnel to justify the expectations of sales on the back end?
Please check out this slide deck. Content management and analytics presentation (pdf)
The job of marketing in a B2B environment is to deliver warm leads to sales. In the past it has been difficult is evaluate how engaged (how warm) your prospect is. Sales would get a list of names from marketing then spent a good deal of time qualifying the lead. Leads not ready to buy now may be dropped. Some very hot leads ready to buy now may not be called because sales personnel were on other tasks. Frustration by both sales and marketing grew.
Marketing now has the ability to nurture potential customers through stages of the sales funnel.
I’ve recently been helping clients monitor who is visiting their website, how did they get there, what they are looking at, and how long they are on each page among other things. Advances in marketing automation will help you score and prioritize your potential customers based on what they are doing. This will help you provide additional information to prospects to nurture and help them move through the sales funnel.
You need an inbound marketing plan!
- You need to understand who your customers are and what their needs are.
- You need good content that will attract your target customer at each phase of the sales funnel
- Many companies already have the content and it can be reconfigured in useful ways.
- You need to bring these customers back to your website
- You need to track these customers, monitoring and reacting to what they are doing.
- You need a very simple way to interact and nurture these customers
- When the customer is ready you need to be able to pass their information on to sales for one on one TLC
Top performing companies have seen 5-10X return on a good plan. The #1 reasons many companies have not begun a program is fear of the unknown.
They need someone to help them get started.
Please review this short presentation and let me know if you have any questions. Technology now exists to help you move forward. Start small and move forward when you are ready. Check out this slide deck. Content management and analytics presentation (pdf)
The most important thing is getting started!
Nurture your prospects, learn about their needs and wants, deliver warm leads to sales, and drive more revenue.
If you have questions please let me know.
Until next time – all the best!