deborah farese - power the bottom of the funnel with sales enablement
Post on 11-Apr-2017
1.107 Views
Preview:
TRANSCRIPT
#INBOUND15
Mission:Create tools & content based on the buyer’s journey
to increase lead-to-customer conversion rate.
INBOUND15
Start by Understanding the Buyer’s Journey
Aha, there’s the problem. What are my options?
Something is wrong here.
Time to decide on the best
way to fix this.
INBOUND15
Tip #1
Prioritize leads and help reps leverage triggering events.
A triggering event surfaces pain. Teach reps how to recognize them.
INBOUND15
Tip #2
Lead with customer pain points in your pitch deck.
Stop leading with logo slides; give buyers something they can relate to.
INBOUND15
Tip #3
Create a diagnostic checklist for reps’ to use in exploratory meetings.
Create a guide for reps to use to surface a prospect’s pain points.
INBOUND15
Tip #4
Optimize BOFU offers for keywords comparison shoppers use.
78% of business software buyers begin their evaluation with a web search.
Source: TrustRadius
.
INBOUND15
Tip #5
Monitor social media for conversations with buyers.
1-in-3 US buyers are influenced by social media in their purchases.
Source: Navigating the New Digital Divide, Deloitte, 2015
INBOUND15
Tip #6
Develop a community of customer advocates to help tell your story for you(and close deals).
Customers are key in your BOFU toolkit for referrals, references, case studies, product reviews and social media responses.
INBOUND15
Quantitative
Lead to Customer Conversion Rate
No metric is perfect, but use lead-to-customer conversion as your north star.
INBOUND15
Qualitative
Sales Rep & Manager Feedback
The best way to know how you’re doing is to ask them to tell you to your face!
top related