Are Sales Funnels Being Transformed By Interactive Content?

The sales funnel continues to transform with technologies that are emerging. At this point, likely every B2B marketer has seen this stat (or one like it): B2B buyers do 57% of their research on an item before ever speaking to your sales representative. What exactly does that mean for you? Embrace the change. Cutting-edge firms have adopted this shift to digital/inbound/content (whatever you need to call it), instead of resisting it by preserving old techniques and expecting it works. Information from digital footprints shows significant elements -- when a lead participates in a webinar, "likes" a bit of content on social…

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The sales funnel continues to transform with technologies that are emerging. At this point, likely every B2B marketer has seen this stat (or one like it): B2B buyers do 57% of their research on an item before ever speaking to your sales representative.

What exactly does that mean for you? Embrace the change.

Cutting-edge firms have adopted this shift to digital/inbound/content (whatever you need to call it), instead of resisting it by preserving old techniques and expecting it works.

Information from digital footprints shows significant elements — when a lead participates in a webinar, “likes” a bit of content on social networking, or submits answers to some quiz, they’re sending us a subtle sign that they are interested in our offering.

As stated by the Harvard Business Review, “Such data points, when collected and assessed, can enable marketers and sales teams to pinpoint where prospective customers come in their exploration — and when and how they are able to step up to participate them.”

In a sales funnel dependent on targeted participation, teams should widen their view and adopt data driven chances. Gerry Murray, a research manager at IDC’s CMO Advisory Service told HBR that if businesses “are still training salespeople on the old model, you are going to struggle to connect with buyers.” In order to carry on to accelerate growth, firms should roll with all the changing customs of buyers.

Although content helps bridge the gap between sales teams and digital experiences. Interactive content is the not-so-secret weapon of powerful sales development. With deeper data than static options and higher involvement, it is the easiest approach to stimulate leads invigorate and down the sales funnel your sales process.

 

Personalization

Content that is interactive offers personalization opportunities at every turn. With interactive infographics or appraisals, marketers prompt their leads with questions that pave an individualized course. It matches the unique needs of each reader with their greatest options for growth, just as an in-person conversation.

These kinds of unique experiences increase the odds of a confident buying experience. A survey by Infosys found that 78% of customers are somewhat more ready to produce a longer-term relationship using a company when they receive personalized offers.

It is not only the case with B2C sales, either. B2B marketers experience 40-45% opt-in speeds with interactive content, making them a best bet for any sales-driven business.

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Amazing Data

Content that is interactional supplies salespeople with treasure troves of information.

Is there something your sales team has to find out about your prospects? Weave questions that are important into your articles, as each prospect learns about your company, as well as your sales team can learn as much about each lead.

Meanwhile, your marketing team may continue to nurture individuals who want more time down the sales funnel without a pushy sales call.

Data-based segmentation matches with buyers where they are in their buying journey. And it makes sales emails a fantasy, allowing for easy personalization while saving your team time.

The appropriate interactions with consumers bring sales teams closer to their quotas, setting them up. Interactive content was found to convert 2x better giving more great opportunities to marketers to score those leads and tip them into the MQL pail to send to sales.

Sales teams can also use interactive content in their sales conversations to present more value to prospective buyers in terms that are concrete. Through the use of interactive content in only this manner Blackbaud, for example, attained 133% of its sales quota. That means not only is content that is interactional converting more visitors to leads, but it may also help convert more leads to sales. What salesperson would not like those chances?

 

Increased Social Sharing

Promotion has been quickly replaced by social media marketing as the way to break into new markets. Interactive content gives a 15% share rate on social networking, amplifying lead generation. By capitalizing on social media to explore and fortify relationships, their sales amounts can raise. By sharing interactive content, they crack through the invisible barrier between consumers and businesses, complementing existing marketing strategy to their particular benefit.

 

Conclusion

It seems sensible that many of us are thinking about ways the sales process can be supported by our content, as advertising gains more and more responsibility for providing business results. With interactive content, top-performing marketers are providing their sales team with better chances for content personalization; amazing penetration into buyer profiles and preferences; better conversion rates; and increased social shares.

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