On May 3rd, I listened in on a webinar given by EditMe. The topic was: Content Creation in the Middle of the Sales Funnel.
The guest speaker was John C. Stone III.
The reason for the webinar was, while prospects come through the top of the sales funnel as always (inquiries), where people download papers, comment on blogs, sign up for webinars, etc., they can take a good seven to nine exposures to the product before they move through the funnel. Essentially, there needs to be a nurturing of these leads in order to eventually convert them into prospects and later sales. The top of the funnel is clogged. How does a company begin to move people down the chute?
Building authentic content offers a lot of value. This helps the top of the funnel with SEO and to bring prospects in. But it also helps with the middle, in order to continue to bring them toward the culmination, which is a sale.
Good content should be sharable, entertaining, stylized, etc.
The first thing to do is, define the revenue architecture. It’s a blueprint for how to attract, nurture, sell and expand profitable relationships with chosen customers.
Look at the Lead to Close process. This is where the greatest level of transformation has occurred in the past few years. What’s the web presence? What’s the content? Is it customized (and is too much time being spent on this?)? Is there an inbound lead capture? An outbound process? Integrating campaigns can help, as can enhancing the web site presence. Social media engagement can increase awareness and build “street cred”.
What’s the Go to Market Strategy? Is the messaging persuasive? Are the programs innovative? How can the company leverage a sustainable content process? It helps to have easily editable, sharable, single source content.
How are the Customer Relationships? Is there good client retention? How is account management handled?
Social collaboration is the key. Sales personnel need to share their information and be able to tap into what is essentially a bank of relevant data about their prospects. The best way to do this is by using easy to use collaborative software — otherwise, it won’t be used by the sales force. This is items like Wikis, blogs, etc. Essentially the idea is to allow for rapid collaborative use. Where EditMe can come in is in creating a uniform sales portal and promoting efficiency as sales representatives will have better and more up to date information at their fingertips. It should be a living document, collaborated on by as many experts in a company as possible. This can lead to more conversions.
The upshot of it all — working together is what it’s all about.