Not that long ago, you might have done one of two things:
- asked your sales rep to generate their own calling lists and start cold calling
- hired out an outbound lead generation supplier (think boiler room call centre)
The problem with that strategy now is none of your purchasers want to be called like this.
- It’s at the wrong time of their buying cycle
- They don’t have budget
- They want to do research on any purchases they make, without dealing with sales people
They’re too busy to take calls from sales reps who won’t give them any useful information over the phone. (Because good sales reps have been trained to find out what your pain points are instead of talking about pricing.)
So if you are having a hard time getting to your prospects, the purchasing game changed and you are well advised to change your marketing game to fit 2018.
Today’s purchaser knows what they need for most of the year ahead. If they need your widget delivered in 23 days, assuming they don’t already know you, they will start looking online for “widgets”. They might start to analyse who makes widgets, features of each vendor’s widgets and price.
This is where you need:
- a decently designed website (pro tip: if you have comic sans in your website, take your site down now. Run, don’t walk.)
- a properly SEO’d website (not as hard as you think)
- a website that answer the vast majority of questions you always hear from your prospective buyers
- an consistent blog that tells Google you are an authority on the subject of widgets
Some companies get the first one done and then call it a day. They don’t think about the buyer’s journey. Hubspot published a report stating ⅔ of North American businesses felt they had significant room to improve their content marketing.
If you are in that category and are interested in finding out how to improve your sales and marketing operations, please email me here.