Buy: Expedite Conversions and Increase Salesperson Capacity

Step 1: Targeted Content and Support Information

The initial step in the Buy Campaign process emphasizes delivering relevant case studies and success stories to prospects. To guarantee that the content is customized to the prospect’s needs, salespeople should assign industry and persona information to the opportunity within the CRM system. This approach ensures that the most suitable assets are shared with prospects based on their unique requirements and interests.

In addition to success stories and case studies, it’s vital to offer prospects information about support and onboarding. This reassurance demonstrates that the quality of their experience will remain consistent even after the transaction is completed. Although content introducing this information does not necessarily need to be targeted by industry or role, providing tailored onboarding materials can enhance the relevance and value of the content shared.

For cloud-hosted solutions, security is often a significant concern for prospects. At this stage, it may be helpful to have a document outlining security practices prepared to send to prospects to address their concerns. However, it’s crucial to be cautious when sharing this document, as it might unintentionally raise additional questions or concerns. We suggest that salespeople keep the document ready for dispatch only if needed and, when required, share it with the smallest audience possible. To maintain focus on the transaction discussion, it’s wise to schedule separate meetings dedicated to resolving security concerns. By adhering to these guidelines, the Buy Campaign ensures that the content provided is tailored, relevant, and organized, ultimately leading to a smoother buying experience and increased conversion rates.

Step 2: Engaging with Decision Makers

In the Buy Campaign, identifying and focusing on the appropriate audience is crucial, as it is likely to differ from the audiences in the Try and Discover experiences. While the Try and Discover experiences may initially engage end-users, such as engineers or IT managers, the Buy experience targets individuals with purchasing or decision-making authority, like engineering directors or IT directors.

Upon accepting an MQL as an SQL, one of the initial tasks is to establish connections with additional contacts at the account who have the appropriate authority, ensuring all communications in the Buy stage are focused on the right people. This targeted approach enhances the relevance and effectiveness of the campaign.

Now that you’re engaging with decision-makers who previously weren’t part of the marketing automation system, it’s crucial to leverage their first identified engagement to uncover historical engagement data. By doing so, you can obtain a more comprehensive understanding of how these individuals have interacted with your website content in the past. This insight enables you to tailor your communication strategies and content offerings based on their unique needs and preferences, improving the overall relevance and effectiveness of the Buy Campaign.

It’s essential to promptly remove prospects from all Try phase campaigns when they enter the Buy phase. This action prevents distractions and confusion, as the Try phase focuses on potential end-users, while the Buy phase targets decision-makers. Distraction in this context means sending irrelevant information or causing prospects to backtrack in the customer journey. By concentrating on the targeted audience and leveraging historical engagement data, the Buy Campaign can optimize its effectiveness and streamline the sales process, ultimately leading to increased conversions and customer acquisition.

Step 3: Automation and Enhancing Sales Team Efficiency

In the Buy Campaign, a targeted email drip campaign is utilized to deliver success stories, case studies, and overviews of support and onboarding to prospects. However, it’s crucial not to initiate this email drip immediately after someone requests a quote. The sales team should first identify the correct contact and gather additional information for targeting based on industry, roles, personas, etc., when converting the MQL to an SQL.

To support the sales team, it’s essential to create a repository of all relevant assets and develop a one-click deployment system for emails within the CRM. This system allows salespeople to quickly access and share the appropriate content with prospects. To ensure that the content remains up-to-date and to maintain fresh cookies on the prospect’s device, it’s recommended to avoid sending the content within the email body or as a PDF attachment. Instead, send an email containing links to the resources on your website. This approach enables more accurate tracking of prospect engagement and allows for identifying otherwise anonymous activity, as the Buy Campaign engages individuals with higher authority who may not have been part of previous campaigns.

By implementing a targeted email drip campaign and establishing a comprehensive resource repository, the Buy Campaign can effectively nurture potential customers, increase the likelihood of successful sales conversions, and maximize the return on marketing efforts.

Forever Campaign: Continuous Monitoring and Optimization for Maximum Impact

A successful marketing campaign necessitates diligent tracking and measurement of relevant key performance indicators (KPIs). In the Buy Campaign, the primary objective is to achieve successful sales conversions, rather than solely focusing on content engagement. Concentrate on monitoring conversion rates across various audience segments and fine-tuning communication strategies to reach the most responsive decision-makers.

After identifying a highly-focused audience with the highest likelihood of conversion, expand that audience by examining the content that significantly impacts conversions. Determine the last-touch content users engaged with before initiating the buying process and prioritize the creation and promotion of similar content.

Monitor engagement throughout both the Buy and Try phases to identify which activities and content are most likely to lead to successful sales conversions. Analyze the Try phase activity that correlates with a successful Buy phase and double down on those activities and content types.

During the Buy stage of the customer journey, emphasize content that showcases the benefits and outcomes of implementing your product or service, rather than focusing on the product or service directly. Compelling success stories and case studies are most effective in persuading decision-makers to finalize their purchase, as they illustrate the post-implementation experience. Providing support and onboarding information is also essential, ensuring prospects feel confident that their experience will remain positive post-purchase.

In cases where prospects may require more hand-holding to convert, consider the opportunity cost. If it wouldn’t be worth pulling a salesperson away from other deals, either assign the prospect to a more junior salesperson who can close the deal over a longer time frame or upgrade the customer to work with a traditional relationship-based salesperson who can close the deal for a much larger dollar amount, justifying the time investment.

By tracking relevant KPIs and implementing data-driven adjustments, optimize your marketing strategy for maximum conversions. This optimization will lead to increased sales conversions and overall success for your Buy Campaign.