Monday, 15 January 2018

How to align content for effective B2B sales funnel?

   

        Keeping your customers engaged and happy is important if you want your business to thrive. As a business owner will be delighted when he acquires one new customer while reading the post. If you want to retain your customer, it is important to build the relationship through different communication channels. So, how do you engage the customer in your sales funnel? Creating high-quality content at all stages of your sales funnel solves the customer challenges will make it easier for them to connect and stick with your brand.
      Conversion is the main goal of online businesses. Getting online visitors to engage with your sales page is important to the business success. This is where the sales funnel comes to the front of the line. Sales funnel or sales process is the planned strategy for converting business leads into paying customers. As per the research, 68% of B2B organizations failed to identify their sales funnel. This is the reason new businesses fall apart in short time.
        Start align the Sales & Marketing: Selling & Marketing are different. Marketing looks at understanding the value aspect of the product. But, Sales meets the needs of the buyer.  Sales have the power to make changes and directly influence customer decisions with interaction whereas marketing relies on making marketing all about the product. In reality, people always buy what they perceive to be the value of them. Marketing begins to create content that reflects sales person need to add value to the buyer. There should be an alignment to agreeing on goals, processes, and metrics that are most meaningful to the company. Implementing strict mutual accountability between sales and marketing is the secret sauce to successful inbound B2B lead generation.   
       Align Metrics & Goals: When anybody shares the same goals, they tend to find a way to work together. When transitioning from lead to account based, set goals that link lead funnel metrics to account metrics. ABM technology groups all web metrics in google analytics by account, content, CTA and web pathing decisions are all driven by the behavior of target accounts rather than all the visitors. Sales and marketing need to be aligned with everything who they are targeting, to the value proposition they are delivering.       
        The success of business stands on its sales strategies. 92% of businesses realize the importance of content as an asset. You need a strategy of how to use the content after its initial publications. Personalized content is effective for grabbing your prospects attention and also building a stronger bond. Personalized content using the information you have on your target audience to create tailored to their interest, preference, and needs. The more data you have about your audience, the more personalized content to meet the needs. There are various degrees of personalization that you can consider,
      * Segment Specific: Personalize your content by target market segments. It includes the industry, particular interest, demographic difference, geographic location, needs or problems etc.,
      * Persona Specific: It is a kind of buyer types. For example, first time visitor to your website, regular blog readers, a prospect who express interest in certain product or services an so on.
      * Stage-specific: The stage-specific identifies the certain step in the buying process. The buyer makes a purchase based on upselling or cross-selling, content personalized for the first time cold prospect.
      * Account-Specific: You might personalize your content for particular prospect or organization
      * Lead-Specific: Is personalization depends on one specific individual.
        Let's look at some issues before building the sales funnel. Landing pages are the first connection between your leads and business. Target optimization and promotional specification must reflect the promise presented in the target ad your viewers clicked on. Here is the best example of message match for conversion oriented design
 Bad Message Match:     
                               Ad: Get 40% off a Dell Inspiron 5000
Landing Page Message: Welcome to Mike Computer Store

Good Message Match:
                               Ad: Get 40% off a Dell Inspiron 5000
Landing Page Message: Get 40% off a Dell Inspiron 5000 at Mike Computer Store
Also, there are some facts to focus on,
           * Headline message must match with the ad linked to that page
           * Compelling CTA. Big and smartly positioned CTA are great
           * The purpose of every page should be clear and focused. The single targeted message and the elements should maintain the purpose.
           * Video on the landing page increases conversion by 80%
           * Show your product or service usage information
           * A/B testing must be done regularly etc.,
     
        Sales funnel presented to the prospect/customer and which tend to increase the price and value. It is the tool that allows site managers to see where the potential customers are as they make purchasing decisions while navigating the website. Here are the steps to create highly valuable sales funnel,
    Step1: Create a high-quality product as a giveaway: The product giveaway has to be high quality, real interest to target subscriber and genuinely valuable like Providing the PDF reports, free video training or software to your prospects about the giveaway.
      Step2: Include the affiliate link in your giveaway: If your giveaway is good quality, there is also a good chance to share on the internet with people who are not on your email list. It is also easy to monetize your affiliated link to the related products.
     Step3: Set up high converting squeeze pages: Different squeeze pages will be more effective for different niches. Different headlines, bullet points, designs need to be created. You will get the higher conversion to the page when you add the video to your squeeze page.
    Step 4: Create legal pages: It is essential that all your squeeze pages to certain legal pages like privacy page, terms of use and disclaimer page.
    Step 5: Create a Redirect Page:  If you want to attract the new subscriber, create the page for the special offer. This is also called one-time offer page.
    Step 6: Create Monetised Thank You page: This is the page where you will send your subscribers after they opt-in. On this page, add banners to related products with affiliate links or Adsense Ads or both.
   Step7: Write welcome email: It is a professionally written page for your subscribers and start building the trust.
     You can create sales funnel for your business by Clickfunnel.com or any other similar funnel builder.

Sales KPI: Key Performance Indicator is a measurable value that demonstrates how effectively a company or employee achieving the key business objective. B2B sales situation is unique for every customer. Sales are the delivery vehicle for a marketing message. Think about all the different possibilities,
          - Buyer
          - Industry
          - Solution
          - Configuration
          - Stage
          - Requirements
Every time sales representative gets in front of a client, they have to pitch a slightly different story and value message based on the messaging and content that has created.
  Define the right KPI's:
1. Company Goals KPI:  What are the company-wide goals? Revenue? Customer Retention? Customer acquisition? Companies provide one primary objective with one or two secondary goals that support the primary objective. Forex,
       - Primary Goal: Increase annual revenue X amount
       - Secondary Goal: Growth 10% of every month
2. Sales Objective KPI: What objective will help to reach their goal?  What is your cost of sales? What is the average sales cycle length? It's important to view your primary goal in the context of industry and specific business. forex,
   - Sales specific:
        Primary sales goal:  $ monthly sales
        Secondary sales goal: % growth month by month
   - Contextual Metrics:
          Cost of sales ($)
          Opportunity Win Rate(%)
3. Focus on Action: How many calls/meetings/ emails will be necessary? How many leads need to be generated? Keep working on until you have a solid understanding of key activities driving your revenue.
        KPI's are effective for targeting specific actions for 2 reasons. 1. Action-oriented KPI inspires action  2. To help uncover possible causes when overall goal isn't met.
        Pipeline Flow :
             * (#) of Wins
             * (#) of deals and opportunities
             * (#) of sales/marketing qualified leads
        Action Oriented:
             * Send X outreach mail/ follow up
             * Make X calls and meetings
             * Send X proposals
 KPI's are living metrics meant to be shared and monitored regularly. Have the key metrics in front of your team will help them to track progress and prioritize the actions.

       Sales funnel illustrates the ideal journey that your prospects go through on their way to become the customer. Sales funnel accomplish your marketing and sales efforts can work together to put your prospects on the right path.
    Follow these tips for improving the sales funnel:
1. Attract visitors from multiple marketing channels: Use PPC, direct mails, SEO, cold calling and social media to attract the visitors. The specific channels may differ depending on the industries.
2. Analyse the effectiveness of various Marketing Campaigns: Analyse the website traffic and inbound calls from various marketing channels. This data will help you to educated decisions against hoping for the best.
3. Update the blog content Regularly: Writing useful blog post can improve your SEO and help you engage with customers. Blogs help you organize all your great content.
4. Listen to your prospects and customers and update your website:  Update FAQ sections on your website for your customer's questions about the product or service in your company.
5. Include multiple calls to action on your website: Website visitors will be at different stages of the buying process. Some might be ready to call, others might be researching. Make sure to capture the names and email addresses from the ebooks or white papers.
6. Retarget your website visitor: You shouldn't give up on the visitor who doesn't convert. Consider running retargeting campaign so you can display advertisement on the popular website.
7. Become an authority in your industry: If you are known an industry expert, you'll have the prospects seeking you. As your brand recognition grows, you can attract inbound links which will benefit your SEO.
8. Take action: The first step in improving the sales funnel and marketing efforts is to take action. Create the plan with specific due dates to ensure you start making the progress.