Some 51% of today’s decision makers are Millennials who typically prefer to complete as much as 80% of their vendor selection process before they even talk to the vendor. For these digital buyers, well-researched, decision-enabling content is where it all starts and the key to winning their business.
However, developing a library of high quality content is labor intensive and time consuming, which is one reason that many B2B sellers struggle with this. It takes time to research, design, write, and distribute high quality content.
What has changed since then at which step in the sales cycle buyers are now looking to find this information. Ten years ago, buyers wanted ROI related information around the time they received a proposal—in other words, after they started engaging with a sales rep.
Increasingly since then, however, this step has moved closer to the beginning of the sales phase. And today, partly because of the Global Pandemic, but greatly because over half of today’s decision makers are Millennials, the old “sales process” is no longer relevant.
It is now the “buying process” that matters, and the buying process today looks like this:
The first two steps—about 70% of the buying process—are completely opaque to Sellers. What this means is that, for Sellers to have any participation in the crucial Steps 1and 2, Sellers must have a powerful digital content presence where prospective buyers can find them.
SOMAmetrics’ core business is generating high-quality B2B leads and converting these into Conversation Ready Leads that are well informed, have decision making power, and are ready to talk to your sales rep.
We start all content development by researching deeply—not just to understand your customers better, but to also learn about their customers, and thereby answer the following questions:
We start with this foundation, and then build the narrative around the challenges and opportunities we uncovered by presenting a compelling new idea, and supporting that with the research evidence we gathered, thereby creating a deep library of a variety of digital content designed for your prospective buyers.
The end result is content that is engaging and compelling, leading to a strong pipeline of Conversation Ready Leads that want to meet with your sales reps.
Which would you rather pass along to your sales team: a large number of leads of varying levels of quality, or a select handful of high-quality leads?At first glance, a large number of leads might seem more valuable than a mere handful. More leads mean more opportunities to make sales, right?
With so many tools to choose from for your marketing stack, creating an effective growth marketing strategy might seem daunting. It takes a lot of research and resources to build a strategy that will deliver revenue growth for your company. To make it simple for you, we’ve provided an overview of the six essential elements of a growth marketing stack below.
Most millennial buyers don’t want to talk on the phone. Your sales call will probably be ignored, but don’t take it personally—voice calls are simply not millennials’ preferred method of communication. Remember, they grew up with the internet and they’re used to communicating through messaging apps.
Lead generation is a key strategy for any company seeking sales and revenue growth—but it’s easier said than done. That’s why we’ve compiled this handy cheat sheet for easy reference as you develop your lead generation campaign.
Tech companies have changed the way consumers think about purchasing a product. Instead of walking into a brick-and-mortar store to purchase an item, why not just order it through Amazon? Similarly, why not order your favorite meals from the comfort of your own home using an app like DoorDash? The same goes for ridesharing apps like Uber and many other convenience-focused platforms—they all work to make the consumer’s life easier.