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Posts Tagged ‘complex sale’

Momentum Marketing: How to get the ball rolling toward a purchase decision

September 12th, 2017

“An object at rest stays at rest and an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force.”

Those words probably sound familiar to you, as Newton’s first law of motion (the law of inertia). As a marketer, you can think of them as a physics-level explanation of a psychological phenomenon — customer behavior.

Rare is the customer who will go from zero to purchasing your product. That is, the impulse purchase.

For all other customers, they will tend to stay at rest until you get that ball rolling in the direction you want it to go.

Building momentum with intermediate payments

How do you start building momentum? Well, there are two other crucial payments from the customer that you should earn. And we’re calling them out by name in today’s MarketingSherpa blog post because, while your company may be doing them on some level already, these intermediate payments often get overlooked and under-resourced in favor of the granddaddy of them all — the fiscal transaction.

But all three of these payments require a value exchange, not just the fiscal payment. So make sure your company is providing unique value in order to earn all of these payments.

Payment #1: Attention payment

In the discovery phase, your ideal prospect shows some interest or has a felt need for your product. Sometimes this is front of mind, and they are particularly interested in the topic in their daily interactions.

Other times, it’s very subconscious, and they don’t even realize they were ever considering purchasing your product or even your product category until they come across your message.

Read more…

Vendor Selection: A 5-step process for choosing a marketing automation solution or agency

February 3rd, 2015

How do you move 18 to 20 segments of customers through the learning process of a complex sale? Mitch Zlotnik, President, and Seth Pauley, Vice President, both of Audimute Acoustic Panels, used marketing automation to educate customers with content on a large buying decision.

To learn the process they used to find the right marketing automation solution and agency to help create this low-touch ecommerce operation, I interviewed Mitch and Seth.

“We’ve been rapidly growing for the last eight years. We’ve found a good partner selection helps you grow your business. A poor selection extracts resources from your business, creates problems that hinder growth,” Seth said.

 

Mitch and Seth discussed their “Five Q” Technology or Agency Selection Process:

  • Qualified (at 3:39 and 7:40 in the video interview)
  • Quantified (at 5:52)
  • Quick (at 5:05)
  • Quill (at 8:30)
  • Quality (at 8:39)

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Demand Generation: Optimization Summit 2012 wrap-up for B2B marketers

June 29th, 2012

Optimization Summit 2012 wrapped up two weeks ago in Denver, and Amanda F. Batista, Managing Editor, DemandGen Report, sent along a few questions to get some information from the Summit to help marketers involved in the complex sale.

So, I grabbed Dave Green, Director, Best Practices, MECLABS, for his B2B view of Optimization Summit …

 

If you’d like to jump ahead to a specific spot in the video, you can use the links below:

00:25 – What are the most important metrics for B2B marketers to consider in today’s buyer-driven landscape?

2:04 – What are some of the key trends and imperatives in testing to optimize campaigns?

3:18 – Are there any particular case studies or anecdotal use cases that stood out at the conference this week?

 

Related Resources:

Gaining Business Leader Buy-in: 7 CEO personas

Event Recap: Notes from the Optimization Summit 2012 roundtable sessions

Lead Gen Apprentice Panel At Marketing Sherpa B2B Summit Puts Experts On The Firing Line (via DemandGen Report)

MECLABS Methodology (includes the MECLABS Conversion Sequence heuristic)

Lead Nurturing: 12 questions answered on content, tactics and strategy

March 20th, 2012

B2B and other lead nurturing marketers are beset with challenges. Many are struggling to improve nurturing, scoring and alignment with the sales team, but they have a laundry list of questions.

I received 21 questions from the audience in recent a webcast for the American Marketing Association,The One-Two Punch of Effective Lead Engagement: Accurate Lists and Powerful Content” (a replay of the webcast is posted below). Yesterday, I answered nine of the questions in a post on the B2B Lead Roundtable Blog. Today, I am answering 12 more below.


Questions on content

Q: When your sales team consists of medical reps who sell to doctors and show up at their offices twice a month, how do you nurture? Especially considering doctors aren’t Internet savvy?

A: I disagree doctors aren’t Internet savvy; there are social networks for the medical community that engage a quarter of a million physicians. That said, equip your sales team to ask for each doctor’s preferred means of communication: email, video, executive summaries, reports, etc. It could be a simple questionnaire.

 

Q: Should we consider paying outside subject matter experts to develop educational content?

A: Leverage internal experts first to build authority. But be sure the content you’re sharing will be valuable even if the prospect never buys. If your content doesn’t meet that standard, then you’ll want to think about using third-party experts to fill the gap.

 

Q: If you keep sending your contacts repurposed content (although the same information), won’t they be annoyed?  Wouldn’t they prefer fresher info?

A: Research suggests it takes at least seven to nine interactions for a message to be remembered.  If you have a complex offering, your audience will appreciate you breaking it down and presenting it in a variety of ways so they can better understand it. We have to look at our content from our customers’ point of view, not our own. Don’t be afraid of repetition — embrace it.

 

Q: What’s the right amount of emails with video versus straight emails?

A: You need to know your audience and how they prefer to consume content. Test and measure.


Questions on tactics

Q: My team has auto-communications that go to prospects once a week for eight weeks, and we have a team of callers that supplement this. Do you believe this will help nurture/re-engage older leads?

A: It could. Here are some thoughts and ideas:

  • Nurturing is about building a relationship based on trust to continue a conversation. It’s not just about sending irrelevant information that could cause prospects to emotionally unsubscribe.
  • Examine the cadence of your emails to determine if once a week is too frequent. Nurturing is a marathon, not a sprint. Nurture them at least the length of your sales cycle.
  • Look at your results. How many opt-outs do you have? What are the call-to-lead conversion rates? How many opens and clickthroughs are your emails getting? The key is measurement.
  • These resources will help:

Five nurturing tips to create relevant and engaging emails

How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results

 

Q: How do you know which marketing tactic attracted your customer? Email? Direct Mail? Print? TV?

A:  That’s a challenge every marketer faces in the complex sale. The answer depends on whether you’re measuring first touch or last, and if you’re focused on gathering names or closing the deal immediately.  Leverage your CRM to capture every touch point: Have they attended a webinar, downloaded a whitepaper, or registered for a newsletter? All of these actions contribute, so measure all of them. Make sure your CRM allows you to track multiple campaigns.

 

Q: What is the best way to treat leads from a purchased list versus inbound leads?

A:  Your answer can’t be quickly summarized, in fact, a book could be written on the topic. However, these blog posts will help:

How to Build a Quality List and Make Data Drive Leads

Lead Generation Check list – Part 5: Treat your marketing database as a valued asset

Do you expect your inside sales team to practice alchemy?


Questions related to strategy

Q: Any thoughts on lead engagement for B2C versus B2B?

A: In B2B, more people are involved in the buying decision, but, ultimately, people buy from people and the lines between these groups have blurred. MarketingSherpa will soon release its first-ever lead generation benchmark report that includes feedback from more than 1,900 B2B and B2C organizations on their lead generation challenges. In the meantime, here are some resources:

Lead-Gen: Top tactics for a crisis-proof strategy

B2B vs. B2C: What does it really mean?


Q: How does lead-nurturing ROI compare for B2C (rather than B2B)?

A:  As I mentioned above, MarketingSherpa’s 2012 Lead Generation Benchmark Report will be published soon and will have a very detailed answer. Again, reference this post: Lead-Gen: Top tactics for a crisis-proof strategy


Q: Can you set up a simple lead nurturing strategy without lead scoring, and then add scoring later, when you have data to evaluate?

A: Absolutely. In the beginning, simplicity is best.

 

Q: What’s a good lead score for a technology company?

A: You’re in charge of developing your score based on your requirements. There’s no industry-wide scoring system. Here are some lead scoring resources that will help:

Lead Scoring: CMOs realize a 138% lead gen ROI … and so can you

The Lament of the Inside Sales Team: Data, Data Everywhere, but Who’s Ready to Buy?

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

Funnel Optimization: Why marketers must embrace change

 

Q: Do you have a buying process model and a list of stages of the sales cycle?

A: Please refer to Pages 7 and 17 in my free e-book: Start With A Lead: Eight critical success factors for lead generation

 

A link to a replay of the webcast is included below. Do you have additional questions? Feel free to ask them in the comments.

 

 

 

Related Resources:

The One-Two Punch of Effective Lead Engagement: Accurate Lists and Powerful Content

How to Get the CEO to Support Your Next Marketing Plan

B2B Marketing Research: 68% of B2B marketers haven’t identified their Marketing-Sales funnel … and it shows

Lead Scoring: CMOs realize a 138% lead gen ROI … and so can you

Email Summit: Mobile marketing panel on the complex sale

February 9th, 2012

Day one of the MarketingSherpa Email Summit 2012 opened with Sergio Balegno, Director of Research, MECLABS, and Dr. Flint McGlaughlin, CEO and Managing Director, MECLABS, the parent company of MarketingExperiments, with an emphasis that this is a research-based event driven by the 2012 Email Marketing Benchmark Report, featuring W. Jeffrey Rice, Senior Research Analyst, as the lead author.

The afternoon kicked off with two sets of breakout sessions featuring both direct sale and complex sale tracks.

I was able to catch a complex sale presentation, “Mobile Marketing Panel: Integrating mobile campaigns for the complex sale.”

The panel was moderated by Meghan Lockwood, Research Analyst, MECLABS, and featured these presenters:

  • Josh Herman, VP of Product Strategy, Acxiom Corporation
  • Kate Williams, Independent Consultant, currently consulting for T-Mobile
  • R.J. Talyor, Director of Product Marketing, ExactTarget
  • Nick Fuller, Director of Strategy and Analytics, eDialog

Attendees were presented with a few data points to set the stage:

 

Click to enlarge

 

All four panelists provided the audience with case studies. I will highlight one of those here.

Josh offered a case study on mobile advertising and the mobile CRM handshake.

  Read more…