Marketing is in the midst of a love affair with technology. With the explosion of digital formats like automated email marketing and social media campaigns that reach audiences with the click of a mouse, you might believe that your company can simply rely on the marketing department to use automated platforms to do the work necessary to increase your leads flow.
Technology certainly adds value to marketing. Customer relationship management (CRM) solutions allow marketing and sales teams to keep lead data organized and segmented. Automated tools provide vehicles for scheduling social media posts, email campaigns and video launches.
There’s every good reason to use these tools. They free up time by relieving manual tasks and equipping teams to offer personalized content to segmented audience groups. They provide data insights for targeting specific groups with specific messages.
However, companies are finding out that there is a lot that technology cannot do when it comes to lead generation and, more broadly, new business development efforts. To achieve the quality results you wish for, consider a crucial piece we believe is being overlooked. Specifically, marketing automation cannot replace human interaction. Without that human interaction, you’ll have a difficult time turning leads into customers.
Finding Fit in the Post-COVID-19 Era
Even in the best possible set of circumstances, it is likely that COVID-19 will keep many people working from home until mid-2021, if not longer. It is more important than ever that your company look for ways to connect in personal ways with your B2B prospects.
These relationships are critical in helping you connect with the people most likely to invest in your product or service. The connections happen best through personal relationships, and during a pandemic, those personal relationships can happen through phone or video conferences scheduled with qualified prospects. You can also achieve connection through webinars, controlled for a relatively small number of invitees to preserve the intimacy necessary for building personal relationships.
If you really want to improve sales success, you need to integrate Intent with “Fit.”
Intent data offers you a broader picture of a lead, equipping you to prioritize the accounts you should pursue according to their behaviors. It could also tell you which accounts are not a good match for your product or service.
Intent data is most effective when it is paired with “Fit.” Fit is what tells you if a prospect is more likely to match your ideal customer profile, and that is KEY!
When you have Intent data paired with Fit, you are more likely to see leads convert. It is a structured lead qualification approach that provides clear guidance to your marketing team, as well as equipping your sales team to convert actionable leads to sales.
You can gather intent data without human interaction, but to get a truly qualified actionable lead, you need that human-to-human conversation that verifies fit as well.
Understanding intent and fit is the core reason for investing in a more personal brand of marketing.
What Your Customers (Really) Want
If you’ve been impressed by the marketing automation tools, you may be hesitant to adopt a more personal approach, but there are some excellent reasons to implement a relationship-based method:
- 82% say they took in-person sales meetings following a series of contacts that were started with a cold call.
- 51% of business owners say they would rather have a phone call instead of any other form of contact, including fax, email, drop-in visits and other methods.
- 69% of buyers said they accepted at least one cold call in 2019.
What Can Blue Valley Marketing Do for Your Brand?
Consider outsourcing the all-important and challenging lead qualification process. Let our experts at Blue Valley Marketing (BVM) partner with your company to help identify your prospect’s business needs, Intent and Fit.
Let BVM set-up appointments (phone or Zoom) and connect your sales representatives only with those who represent the best fit for your growth strategies.
We will invite prospects to a phone or a video conference providing your sales team an opportunity to present your products/services, your value proposition, and benefits. Your sales reps would love interacting with quality prospects, answer questions, overcome objections, and provide the needed motivation to place an order or move the prospect forward down your sales process.
Our reps can also sign prospects to webinars in which small groups (or large) are assembled for product or service presentations/demonstration, optimizing your opportunity for lead nurturing and conversion.
Technology plays a key role in marketing, but it can never replace human-to-human interactions for understanding a lead’s intent and fit for your product.
In a time when simply picking up the phone can differentiate your brand from your competitors, contact us at Blue Valley Marketing to help you make the most of your best asset: personal connection.