In an earlier post, I explained why B2B Marketing Leads Don’t Respond to Salespeople. Be sure to read this post before proceeding because you must understand the problem before you can appreciate the solution!
Now I’m going to explain HOW to get marketing leads (MQLs) to respond to salespeople, which will provide a major boost to your growth goals.
Here are the critical steps!
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Marketers must incorporate interactive assessments into all of their lead generation campaigns.
You are probably asking what is an interactive assessment? An interactive assessment is a form of interactive content that is designed to collect detailed information on a prospects business challenges and give them Georgia Email List instant insights & recommendations at the same time. An assessment can have 10-20 questions centered on a specific topic that is relevant to your buyer. For example, a security software company could create an assessment called “Cyber Risk Capability”. When the prospect completes the assessment, they instantly receive a personalized scorecard that includes analysis, recommendations, and other security data points like comparisons to others in their industry.
Example of a website with a call to action for visitors to take their interactive assessment.
- The assessment results and leads captured by Marketing must be shared with Sales for immediate follow up. No nurturing required!
These leads can be passed from the 9Lenses Assessment platform CRYP Email List directly into your marketing automation system. Real-time notifications are enabled for sales follow up.
- Sales reps can view the prospect’s automated scorecard to see what they are doing well, what they are struggling with, and what opportunities exist to help them.In other words,
The assessment results provide the sales rep with the critical CONTEXT and INSIGHT into the prospect’s business. This is the missing information identified in the prior post. The rep is now in position to add tremendous value by sharing additional insights, analysis,In other words, and recommendations that are PERSONALIZED to for the prospect.
An example of a personalized scorecard.
- With this context and extra information, Sales engage in a more personalized follow-up offering to share additional insights & recommendations.