The way people research and make purchase decisions has changed drastically. Today, your prospects and clients do tons of research online before they’re ready to speak with you -- so much so, that in many cases 70% or more of their decision is already made before you’re even looped into the conversation.
This is a big challenge, but also a great opportunity. Is your company keeping up and staying competitive? Or is it living in the past (clinging to the same playbook from the early 2000s)?
Many companies still expect their sales teams to generate 100% of their own leads. While it’s a nice windfall for the company when that strategy is effective, it’s not always practical in many markets for a number of reasons.
In addition, lead generation isn’t just about generating leads. It’s all about generating leads that efficiently progress to sales opportunities and sales opportunities that become ideal clients.
So we don’t just want leads. We want leads from the right influencers and decision makers, in the right places, at the right time, and in the right context.
People have grown tired of getting interrupted by obnoxious marketing and sales professionals. The runaway success of companies like Netflix, SiriusXM, and TiVo proves just how fed up people are with getting harassed by advertisers. So how do you get on the radar screen of the right influencers and decision makers when the whole world seems hell bent on blocking out your promotional messages?
For example, many companies hire website designers who do not set up websites that are fully functional for lead generation or any inbound practices. In essence, traditional website designers are more concerned with aesthetics than growing your sales funnel with your ideal fit clients.
Most traditional website design projects still end up (a) over budget and (b) delivered late. As a result, many business owners find the website design process so painful and traumatic that once their website is “complete” it sits there like a museum piece -- untouched for two or more years, while their prospects, clients, partners, employees, competitors, industry, and market opportunities pass them by.
Before you know it, their sales teams have five different products and services that aren’t even on their websites. And their websites still have other products and services listed that were discontinued years ago.
Is that any way to make a strong first impression and grow your business?