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Deliver the Right Content at the Right Stage of the Buy-Path
Guest articles > Deliver the Right Content at the Right Stage of the Buy-Path
by: Sharon Drew Morgen
Recently, I asked 15 marketing automation leaders to define Lead Scoring for me. Every one gave me a different answer! That tells me there is no industry standard, and qualification is totally subjective. And that also tells me that X% of the names you’re ignoring are potential buyers, and Y% who you are following are NOT. But it’s possible:
CURRENT LEAD SCORING IS INSUFFICIENT
Here are a few questions for those of you using marketing automation and lead scoring:
And, drum roll, here is the big one: How much money/time/resource are you wasting by focusing on inappropriate leads – and potentially missing the right ones?
You don’t know?? How many of these questions do you not have answers to? Why not?
I’m here to tell that it’s possible. But not using the current marketing automation -> data collection -> lead scoring -> nurturing -> selling model as it is currently being used.
THE WRONG POINT IN THE BUY CYCLE
We use marketing automation, and collect/score data at the wrong point (the last, solution choice, segment) on the buying decision path. As a result, we are collecting insufficient data to sell and qualify with, not scoring leads properly, have too many inappropriate leads in our pipeline, and are not differentiating ourselves from our buyers.
The sales and marketing models merely focus on the last 10% of the buying decision – and by that point, most of the internal decisions that actually bias the solution choice have already been made.
Think about this differently by considering the questions buyers must have answers to before they can choose a solution:
Until or unless all of the above questions are managed, no buying decision will be made.
As you think about adding some new capability to your current processes (and, btw, I’ve developed a very simple process to add to your current marketing automation processes to manage, follow, and influence, the back-end), here are some questions to ask yourselves:
What do you need to be doing differently to enter the buyer’s path in their private decision-making places? How can you help buyers manage their internal change issues to free them up for purchasing your solution? What can you do to help buyers get their full Buying Decision Team on board and ready to buy? How can you qualify appropriately and only spend time on those who are going to close?
Until you manage all of the above, you will be wasting a lot of time and resource, and losing prospects who would buy if they knew how.
Check out Sharon Drew Morgen's new book: Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it.
Or consider purchasing the bundle: Dirty Little Secrets plus my last book Buying Facilitation?: the new way to sell that influences and expands decisions. These books were written to be read together, as they offer the full complement of concepts to help you learn and understand Buying Facilitation? - the new skill set that gives you the ability to lead buyers through their buying decisions.
Contributor: Sharon Drew Morgen
Published here on: 29-Apr-12
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