An Ingenious Way to be the First in the Door and Close the Business 63% of the Time

January 14, 2014 Nancy Nardin

The revenue funnel, as it’s now called, consists of the marketing funnel and the sales funnel. Marketing drives engagement with prospects, nurturing leads until they’re considered to be MQL’s (marketing qualified leads). At that point, they turn them over to sales to develop into opportunities. More and more, Marketing is expected to automate this process delivering leads in bulk, after their online footprint indicates a propensity to buy.

In a recent article on Forbes, “You’re Doing It Wrong: Demand Generation,” Patrick Spenner, Managing Director at CEB’s Marketing & Communications Practice, makes a strong argument for why this approach is taking B2B marketers in the wrong direction. Most B2B purchases decisions are group-based. Marketing automation which senses an individual’s willingness to buy doesn’t account for group dynamics that are typical of the B2B purchase.

If you think that group dynamics don’t matter because that’s where Sales comes into the picture, you’d be mistaken. According to a recent study of 3,000 B2B Buyers from CEB, a buying group wrestles with the nature of the solution when the purchase decision is approximately 37% complete. Unfortunately, the customer doesn’t actively engage a supplier’s sales rep until the B2B purchase decision is 57% complete. Therefore, the salesperson is left-out of the important process of developing a group consensus.  Spenner argues that means it’s Marketing’s problem to solve and that Marketing Automation isn’t designed for the purpose.

In fact, he argues that not being able to account for early group “dysfunction,” and how it throws potential deals off the rails, is the single biggest thing the bulk of the demand gen industry – both Marketing and Sales – is missing right now.

What’s the solution?

I’ll be co-presenting a webinar this Thursday, January 13th to talk about a new solution that’s aimed squarely at this problem. It offers a way to engage with an entire buying group at the point where the group is landing on a consensus about the nature of the solution and the supplier choice. It’s the only solution on the market that allows sellers to engage in a 2-way conversation with individual buyers and entire buying teams much earlier than is possible today.

Here are the details. Hope to see you there.

Webinar: An Exciting and Ingenious way to be the First in the Door and Win 63% of the Time

The first vendor in the door wins the deal 63% of the time
Discover a revolutionary way to connect with buyers early in the purchase process, way sooner than was ever thought possible before.
* Eliminate the Hidden sales cycle that keeps you from connecting with buyers early.
 * Engage with (and influence) real buyers earlier in their purchase process.
 * Get first-mover advantage and position yourself to win the deal.

This webinar
 is for both B2B marketing and sales leaders.

Marketers:
 this is a game-changing way to uncover buyers much higher up the funnel.

Sellers: 
get a seat at the buying table before anyone else. Win favored status by helping buyers define their requirements.
 

Join Geoff Rego, Co-Founder of Hushly and Nancy Nardin, President of Smart Selling Tools to experience the next frontier of Demand Generation.

 geoff rego 150x150 An Ingenious Way to be the First in the Door and Close the Business 63% of the Time
Geoff Rego
 nancy nardin 150x150 An Ingenious Way to be the First in the Door and Close the Business 63% of the Time
Nancy Nardin
Thursday: January 16th
10:00 a.m. Pacific
(11 mountain, 12 central, 1 Eastern)
hushly register to attend An Ingenious Way to be the First in the Door and Close the Business 63% of the Time

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