You’re on the right track. You’ve attracted the right buyers and now with the help of digital technology and your inside sales team, you've got the potential to convert the those into leads. But now you need to transform those leads into purchasing customers.
How can you most effectively accomplish this? Well defined playbooks tied to your customer relationship management can be used to help you manage prospective buyers. These will help sales personnel be ready to reach out to buyers that are "sales ready" and for those who still need a little digital help, you can provide alternative closing tools.
Solutions that Satisfy Buyers include:
Lead Scoring - You’ve got contacts in your system, but how do you know which ones are ready to speak to your sales team? Using a numerical representation of the sales-readiness of a lead takes the guesswork out of the process.
Email - What do you do if a visitor clicks on your call to action, fills out a landing page, or downloads your whitepaper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
Marketing Automation - This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. For example, if a visitor downloaded a whitepaper on a certain topic from you in the past, you might want to send that lead a series of related emails. But if they follow you on Twitter and visited certain pages on your website, you might want to change the messaging to reflect those different interests.
Closed-loop Reporting - How do you know which marketing efforts are bringing in the best leads? Is your sales team effectively closing those best leads into customers? Integration with your Customer Relationship Management (CRM) system allows you to analyze just how well your marketing and sales teams are playing together.
Sales Playbooks - So now that you have a marketing qualified lead and that your prospective buyer is ready to engage with your organizations, what is required to help them cross the "chasm" of trust with you. What it requires is having an intelligent understanding of the digital foot steps your buyers have taken on their journey towards you. What your sales people need is the exact understanding of the buyers business. Sales resources must have the exact business acumen and and know what important high value questions to ask such that the persepctive buyer gains confidence and trust is built quickly. These requires playbooks build for sales.
This is where you close Buyers and turn them into Customers.