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Is your marketing team Inbound-ready?

October 2nd, 2017 by

 

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Inbound Sales is the process of focusing on individual buyers and their personal needs, pain points, what keeps them up at night, frustrations and goals; as an Inbound salesperson, it is essential that you prioritize the buyer’s needs before your own.

Before you can sell anything, you have to understand who your buyers are, which is a difficult but crucial task: nowadays buyers are more equipped than ever with information about companies, but sales people don’t have a similar level of insight into their prospects. Bridging that information gap will help you close more leads; therefore, the most important task on the way to effective Inbound Sales is defining your potential buyers and creating your buyer personas.

Build your buyer personas through questions.

Check your database or try and imagine what things your potential buyers may have in common; identify similarities which can affect buying behaviour; try and form homogeneous groups.

Occupation.

Things like buyer sex and age are essential in defining a B2C audience but they are not important for a B2B buyer. Occupation, however, certainly is: you must know the difference between technical, financial, user and coach buyer, if you are to produce material which will influence their decisions.

Who influences their buying decisions?

When your buyers make a buying decision they look for something; normally the solution to a problem but they are also influenced by circumstances and people around them. Maybe a person they trust to recommend a certain product or service, a colleague or a boss. If you know who influences your buyers’ decisions, you will be able to target these and get them to influence your buyer thus turning them into a Coach buyer or Champion.

Who is your champion?

A champion is the person who is going to become excited about your solution and present and advocate for that solution to key decision makers. Many of our campaigns focus on the champion persona, and arming them with champion tools that will allow them to take your solutions to their group of colleagues. The important of this should not be undervalued: many times, a good coach has proved an essential tool to win contracts for us.

How do they define consumer satisfaction?

Without knowing how your persona defines consumer satisfaction your content and solutions will never be able to create the excitement necessary for them to further engage with your business.

What are their biggest challenges? How can your product/service help them?

By understanding your persona’s biggest challenges, you can create campaigns that will present solutions to this persona and educate them about how people with similar challenges in the past have solved these challenges. Knowing their biggest challenge allows you to set up lead nurturing workflows that will present relevant content to that prospect to create excitement and preference for your solution set.

What key messages will resonate with them?

It’s impossible to create a successful inbound content strategy without understanding what key messages will resonate with your buyer personas. What can you say to them that will help them understand that you can relate to their challenges, have solutions that will address these issues, and want to help them achieve their professional goals?

What are their online watering holes and preferred social media channels?

Knowing how and where your personas engage online enables you to make educated decisions about where you share your content. Additionally, knowing where your personas engage online can help you tailor your content strategy. By studying the content they are already engaging with, and how they use the social space, you can craft content that will maintain formats they are accustomed to and be in alignment with content they are already sharing

So, knowing your buyer  personas and then gaining further knowledge about your actual contacts themselves is of high value. If your marketing team is Inbound-ready, they’ll be thinking about this, too, and may even be working to find out which persona each incoming contact identifies with most.

Once you have a better understanding of your buyer personas needs, you can become proactive in providing them with the tools and information they need in order to make a purchase. As your lead engages with content and information, they build up what we call their digital profile. The digital profile is an aggregate of all the actions they have taken on your website, including what content they have engaged with, what pages they have viewed and all of the personal information they have submitted through forms.

At its core, closed-loop reporting means “closing the loop” between the data that marketing is collecting  -usually in a marketing automation system– and the data that the sales team is collecting, generally seen in a CRM. This allows marketers to make decisions on actions that occur further down the funnel on what drives the greatest ROI for the business.

Give us a call now on +44 01822 618537 to find out how Broadley Speaking can help with your Inbound Sales strategy.

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Intelligent Sales

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