For an organisation to thrive, it is extremely important that both marketing (bringing in the prospects and leads) and sales (closing the deals) align. When there is unity between both functions, the organisation will see a dramatic improvement in marketing ROI and sales productivity. One of the biggest issues with organisations is that sales will often blame marketing for a lack of sales and vice versa. However with a strong CRM strategy in place, both teams will know exactly where the gaps are. Through the CRM (Alyka recommends Hubspot), teams can pinpoint whether the gaps are in the marketing channel strategy, ad messaging, ad techniques, the website or with the sales conversion rate. Armed with this data, organisations can make improvements that will result in a far greater ROI. The other reason we recommend a CRM strategy is that it allows marketers to track their prospects (leads), nurture them, optimise and qualify them. This will result in a happier sales team as they will see a greater volume of high quality leads.
The challenge with most marketers is that they focus on the top and bottom of the funnel. The top of the funnel is where people are made aware of your organisation and often includes marketing techniques such as PPC and SEO. The bottom of the funnel is where prospects take a purchasing action (otherwise known as a conversion) and this can be in the form of (not limited to) a website enquiry, demo request or e-commerce purchase. The problem with taking users directly from the top to the bottom of the funnel is that it is similar to proposing to someone on a first date. People don’t make purchasing decisions straight away. They need to trust you and that trust takes time, effort and attention.
The middle of the funnel represents the time, effort and attention it takes to gain a prospects trust. It is typically a point of extended engagement where you are nurturing a lead, building a relationship, and establishing trust between the audience and your brand.
Prospects in the middle of your sales funnel are likely looking to you for content that shows you are the expert in your industry. That is why the most effective types of content in the evaluation stage are things like expert guides, webinars, live interactions, and whitepapers that compare your features and benefits with that of your competitors.
Most of this content is gated to move the contact from "anonymous" to "known" and marketed to via the CRM.
An effective lead nurture strategy involves creating personas, creating content to suit each persona, creating a content automation workflow, selecting the most optimal CRM platform to underpin the strategy (E.g. Hubspot), implementing the strategy within the chosen CRM, managing the lead nurturing campaign after launch and tracking and refining the campaign to ensure KPI's are met.
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