Uncertain economic times call for business executives to leverage their marketing and sales technology investments. IDC Research shows that the ‘best-in-class tech marketing and sales organizations’ outperformed their competitors financially and highly recommends improving lead management and sales support processes. By aligning marketing and sales to coordinate the handoff and collaboration at all touch points of the buying cycle, you can significantly grow your revenues. Tempest outlines seven steps to leverage these processes through the integration of your website and CRM system to the closing of the sale.
Today’s buying cycle has changed. Has your sales process?
Prospects follow a logical buying progression, which has changed with the explosion of information on the internet and availability of vendors. Your challenge is to tailor your marketing programs to lead buyers though the entire cycle including all of the internet-based, as well as the traditional touch points.
This first blog article will show you the steps to take advantage of today’s buyers’ behavior and use these digital buying signals to grow your business following our proven method to adapt your marketing and sales processes.
1. Make your web site useful to savvy buyers
Organize your site with easy to find information, bearing in mind that you can track visitors and drive them to specific pages on your site. You have a choice to allow downloads directly from the web site or to just capture the request for fulfillment by e-mail. Compelling case studies about users and industry applications, as well as technical, implementation and training information provide high value to your prospective buyer. Ask your sales reps what a prospect would want to see and read before and after each sales call, trade show or event that could be posted or requested from your web site.
Google Analytics provides a free service to optimize landing pages and Google Adwords provides free keywords planning tool that help visitors find your site using search engines.
Next month, we’ll examine Touch Points to Enable Sales Reps in the Buying Cycle.
Should you need help with your planning, content development or CRM best practices, contact us
