Chances are that your sales people prize great, reference-able customers. They likely know who your most articulate, most persuasive customers are and call upon them frequently – perhaps too frequently. If you only have a handful of great “promoters,” you may be at risk of burning them out. Wouldn’t it be great if you could bring them into every selling situation – to talk about their problems and how your products and services helped overcome them? Wouldn’t it be great if they could speak, with relevance, to every industry you serve? Wouldn’t it be great if they could help your sales people overcome objections with specific, highly credible examples? They can.
At several key points in the marketing and sales funnel, prospects are either seeking or are open to hearing from their peers. At the top of the marketing funnel, when you’re trying to attract prospects to your website, customer-generated content in blogs, social media, direct mail and on landing pages can provide an instant connection as prospects see their peers wrestling with the same challenges they are – with a solution in hand: your products and services.
Once on your website, prospects can see highly targeted customers quotes that tie nicely into specific web pages and buyer personas. And, once they become leads and begin interacting with a sales person, that sales person can address specific concerns with a quick glance at his or her database – selecting landing pages, case studies, videos and even individual customer quotes.
Marketing teams often find it hard to keep up with the needs of sales teams because they don’t look at the process with a long-term, strategic perspective. Most responses are one-off, and alignment between the two teams isn’t great. We can help.