I attended the Inbound Marketing University and heard a great presentation by Russell Kern of the Kerg Organization. He can be reached at rkern at thekorngroup.com.
Why is this important?
- Up to 80% of leads are never followed up.
- Only 13% of leads buy in the first 90 days.
- C-levels don’t want to talk to salespeople.
- Trusted advisors are 50-70% more likely to win a deal than a traditional vendor/buyer relationship.
Sales does not need more leads. They need more time with viable opportunities.
If you are a reader of this blog, you know of the need to understand the customer buying cycle. But how do you move the buyer through the cycle effectively? Mr. Kern suggests you use a compelling offer at each stage. Great idea.
What is a compelling offer? He said if offers six criteria:
- It’s of value to the recipient
- It’s exclusive
- It’s tangible
- It’s relevant to their needs
- It’s easy to deliver
- It’s engaging and entertaining
What’s the best offer of all? Information such as;
- Ideas
- Insights from others
- Content from peers
Go back to the customer buying process. Untrouble/Unaware; Have Problem; Need Solution; Which to Consider?; Which is best? and develop offers for each stage.
For companies looking for best practices in b2b lead generation who wish to improve the way they acquire new customers, Find New Customers is the place to go. CSO Insights says companies need to improve the way they generate leads and implement processes forbusiness to business lead generation.
Jeff Ogden, the Fearless Competitor, is a demand generation expert and sales leader, as well as the President of Find New Customers, alead generation company, who helps businesses create lead generation campaigns and continually publishes the best lead generation ideas, so his readers can determine the best lead generation strategy to find new customers.
