Marketing Automation solutions like Salesforce Pardot, ClickDimensions, Marketo, and Hubspot allow you to generate more and better leads, but many companies mess up the implementation. Therefore, the net-promoter score for Marketing Automation software is minus 15.1 according to recent AIIM research among IT solution and service providers. Many companies do not realize that success is 80% about people, 15% about processes, and 5% about the technology.
Every year, HubSpot takes a look at real customer data and commissions an MIT Sloan student to crunch the numbers. The analysis comes from customer survey responses and customer web data over a 24-month period for each customer, spanning 2013 and 2015. Here are the average findings:
The average customer gathers 60-70% of the information they need to make a buying decision before engaging possible solution or service providers. This means you need to attract them with ads and educational content that is optimized for search engines and social sharing. You then capture their details with landing pages that have Call-to-Actions and forms. You then nurture them with workflows until they are ready to talk to a sales consultant.
I am a big fan of the analyst Sirius Decision and their Demand Waterfall Model. Use this to map how you attract and engage new customers. Determine the role of marketing, telemarketing, and sales against the buyer journey, and define then difference between accepted and qualified leads.
Research by Forrester found that the average buyer gathers 70% of the information they need to make a purchasing decision before engaging possible solution or service providers. Don´t waste your time cold-calling or emailing. Attract them instead to your company with good content and multiple touch-points. Use social media and SEO optimized educational content to attract and nurture them until they are ready to talk to your sales staff. Go from an Outbound-centric to an Inbound-centric sales process.
Hubspot´s Inbound Sales Process Methodology aligns the salesperson and the buyer to create a more helpful sales process.
We are seeing a massive change in how organizations identify, procure, and implement solutions. Cloud computing has made it a lot easier to adopt new technology, and the business leaders are now taking over the IT buying decisions. Gartner claims that the business controlled 35% of IT spending in 2014, and it will grow to 90% by 2020. They might be wrong about the 90%, but research AIIM found that IT solution providers expect the growth in IT spending to come from business leaders buying IT.
Many IT solution and service providers waste sales time cold-calling or emailing business and IT leaders that may benefit from their offerings. Try instead to automate the sales process with Marketing and Sales Automation software. This way sales staff only engage qualified leads.
This process start by defining the buyer personas and their buying process. Describe how they go from awareness to decision making. Determine then the required content types and keywords for each step in the buyer journey.
The buyer journey often starts with a Google search, or the potential customer learns something new from their personal or professional networks, news-sites, and/or social media. Below are 8 tips for online demand generation - including how to show up among the top-five Google search results without spending a fortune on Google AdWords or other paid advertisements.
Marketing and Sales Automation software allows you to nurture new leads until they are ready to talk to you. Don´t waste your time chasing strangers and try to convert them to leads. Automate instead this process with educational content assets, - this could be infographics, ebooks, and webinars. You should only engage qualified leads, and your job is then to turn them into great sales opportunities.
Your website is not just a place to explain who you are and the services your provide. Use the website to engage web visitors. Offer web visitors content assets that will be of value to them, - make it about them and their challenges, not you and your offering. Offer them ebooks, whitepapers, templates, checklists and/or free trials.