Identify
Identifying and capturing data on who’s engaging with your solutions turns lead development from passive to proactive, giving you more control over the buying cycle.
Turning Visitors into Leads
It is estimated that 80% or more of all purchases start online – we are in the digital age. The consequence is that buyers are much more self -directed, with access to unlimited, freely available information to help them identify the best options for them.
Indeed, findings by Forrester Research, show that B2B buyers are now likely to be 67% of the way through the buying process before they engage with an organisation or sales person. In other words these prospects are not visible to the organisation, even when they are visiting the website or viewing information provided by them.
Getting them to make themselves visible is the key to putting yourself back in control of the buying cycle and being able to pro-actively progress the relationship with prospects.
Businesses need to regard the process of gather prospect data as a value exchange, as this makes it much more effective at gaining participation from the people you want to part with their very valuable personal details.
Reducing Buyer Risk with Targeted Engagement
Prospects are seeking information of value to help them make a more informed purchase. Value is a combination of the best option allied with the least risk. Reducing the risk of making the wrong choice is a critical factor for many, especially with B2B markets where purchase are often larger and with further reaching consequences.
Knowing who is looking and having the means to extend communication with them is vital in positioning yourself as the preferred option and evidence shows that firms who make the effort to undertake the additional communications put themselves in a stronger position.
Businesses who adopt automation are 3 times more likely to report achieving competitive advantage in customer engagement (74% v 24%) Forbes Insight
As markets become ever more competitive, every advantage a business can create is valuable.
Knowing what people regard as valuable enough to exchange their personal data for enables the marketing to be refined and developed to focus communications on the most relevant themes for the target audience. Reducing the guesswork and improving results with the market engagement activities.
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