What is an Intelligent Sales Acceleration Platform?
An Intelligent Sales Acceleration Platform is a suite of services and technologies that work together to bring increasing numbers of prospective buyers toward the Seller, thereby improving closing ratios, shortening sales cycles, and reducing lead acquisition costs—all while elevating the number of leads generated over time.
Why is it Necessary?
B2B buyers have changed their buying strategy and are increasingly harder to reach.
This is partly due to the changing demographics of the workplace. Millennials (those born between 1981 and 1997) are America’s largest generation and now constitute 35% of its workforce. They are Digital Natives who play a role in 72% of corporate buying decisions. Over 90% of the search they conduct for new products and vendors are done online. Companies without a compelling web presence literally don’t exist for this group. The flip side of this is that 90% of buyers say they no longer pick up the phone if they don’t recognize the caller.
Sellers have made the situation worse by trying to trick buyers into picking up the phone. In order to cut costs, these sellers use auto-dialers that deliver “robo-calls” and leave automated voicemails each time they call. Anyone who has received them knows how untargeted, irrelevant, and irritating many of these phone calls are–which is why many buyers have stopped picking up their phones unless they recognize the caller. Many no longer bother to check their voicemails, expecting it to be filled with spam calls.
So, how does a Seller reach B2B buyers who don’t want to be reached?
By honoring their wish to not be called. Instead, let them call you.
How does Intelligent Sales Acceleration Platform Work?
At the core of an ISAP is a single powerful idea that differentiates a Seller from competitors. Yet, Sellers often seem to be completely unaware of this principle, preferring to resort to saying, “We are the leading provider of…”, which is believable by hardly anyone.
Sellers can only arrive at what differentiates them by deeply understanding their customers. Sellers have to be very clear about who they target and why—they must know who has a real pain they can solve better than competitors. From these two factors comes a clear and compelling value proposition.
To make their value proposition believable, Sellers must back it up with data—they need to know how much it costs their customers to continue living with that pain, and how much they can reduce that cost for these customers. They must then make this information available as a series of thought-provoking and eye opening digital content including white papers, podcasts, videos, articles, blogs, case studies, and more.
Finally, Sellers must run highly targeted marketing campaigns. The first place to start is with their inbound marketing–make this digital content easy to find on the internet, since that is where their buyers first look. If a Seller has little online presence, then that Seller literally does not exist for today’s digital natives.
That is what an ISAP consists of—a set of strategies and best practices that are automatically implemented using digital marketing automation tools.
As buyers try to solve their own problems through web searches, they come across your content—some of which you provide “freely” and others that they must “pay for” by providing their contact information.
You then start engaging them online, and when they are ready to be contacted, they will actually schedule a call with you during a time that works for them on your calendar.
Where can I get it?
You can build your own ISAP by assembling a team of digital experts consisting of researchers, writers, visual designers, SEO experts, and digital ad experts. This could easily cost you at least $50,000/month in payroll–including your expert digital marketing manager.
Or, you can hire a firm like SOMAmetrics to set up and manage one for you so you can obtain better results for a fraction of the cost.
Let’s get the conversation started. Select a day and time that works for you here.