Demand pipelines are soft, due to the work-from-home era and the cancellation of events and direct marketing. People are spending more time online, however, so now is the time to identify potential buyers and create the pipeline necessary to recover. There are three data-reliant ways to do this: maximize inbound leads, make buyer intent data actionable, and provide incentives to attend virtual events.
Respond to inbound leads within five minutes for the best chance of connecting with them. Automation can help to process, enrich, and assign the lead to the correct rep in seconds, and Slack/Teams/Workplace notifications can be used to notify reps. Buyer intent data can be used to identify which accounts are actively researching a product, but it must be made actionable with automation. Finally, providing incentive for virtual events can increase attendance and absorption of a pitch.
By making use of data and automation, marketers can sustain their organizations during this time and facilitate recovery. Automation can provide more accurate targeting, personalized engagement, and timely communication.
Three Effective Ways to Address a Soft Marketing Pipeline in Challenging Times
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The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to face reality.
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When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.
Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.