1. 74% of marketing directors have little to no confidence they have the right technology in place to achieve their marketing goals.
It’s easy to get excited about the capabilities that some of the modern tools today offer. Email automation, lead scoring, real-time metrics… they’re all great to have - if you know what to do with them.
The problem is that a lot of folks purchase tools before they’ve mapped out how they’ll put them to good use. Prior to implementing any tool, you should understand how that tool fits into your overall process of acquiring customers. The more you understand about the journey your buyers take to purchase from you, the better use this tool will be to your team.
If you’ve already purchased a tool, or are thinking about it, it pays to first think about the journey your buyers to go on to learn about your products. We go into more detail about that in this free guide.
2. 70% of buyers have already made a purchase decision before they contact you.
The greatest sales tool is education. Today a lot of education precedes interaction with an actual sales rep because buyers can find the information they need online. The hope is that you’re the one providing the information.
Your buyers have questions. They’re questions you’ve answered many times before and will continue to answer for them. Just imagine, now, that you capture that information on your website, for instance, and you start to build trust with buyers before they even contact you.
They have questions that they’ll seek to answer when searching through Google. If you’re the company that shows up to answer their questions - without trying to sell them something - you’ve immediately established yourself as an expert.
3. For every $92 spent acquiring leads, only $1 is spent converting them into customers.
More often than not, the request we get is “lead generation.” Companies want more swings at the plate. But what we usually find is that companies have a lot of potential buyers they’re not nurturing toward the point of purchase.
Why isn’t your pay-per-click search campaign churning out the results you want? Because you probably send everyone to your homepage, instead of taking them to a more specific landing page that directly answer their question and offers a convenient next step.
Today, it’s pretty easy to get someone’s attention with the right message. But it’s incredibly difficult to capture their interest and get them to engage with you. Once you find them, it pays to understand how you’ll hold their interest and help them push further into your sales process.
4. Only 23% of CMOs Feel like they’re producing the right information for the right audience.
A common opportunity we see is audience segmentation. Many companies might segment their audience based on demographic information, or their role within a company. That’s a great start. But buyers aren’t researching based on that information. They’re researching specific solutions to their problems, so doesn’t it make sense to segment your content accordingly?
Here’s a simple place to start:
• What is your buyer trying to accomplish? (their goal)
• Why haven’t they been able to accomplish it yet? (their pain points)
You solve problems for your buyer. The information you provide should be segmented accordingly because that’s what the buyer cares about most.