You’ve turbo-charged your way to the bottom of the funnel, and the end is in sight. Your prospects are qualified, but the question remains whether they are ready to convert to sale, or slip back into the funnel.
Turbo-charging your way to sales success is all about providing your prospects with the right offer AND your sales team with the right information, to effectively speed up and close the sale.
Here’s our pick of the top do’s and don’ts to turbo-charge your bottom-of-the-funnel activity:
DO
Ensure your prospects have all the information they need to convert.
At this critical stage, valuable product guides and specification documents are where the real weight is. 23% of buyers agree that useful technical info was the make or break in becoming a customer.
Use this guide to understand how to provide clear advice on delivering results from your product.
Engage with ready-to-buy prospects in real-time.
By painting a picture of your perfect sales lead, you can instantly asses how strong a new opportunity is. Use lead profiling or lead scoring to highlight and measure the actions of a ready-to-buy prospect.
Define your own criteria of high-value leads and automate them straight to your sales team’s inbox by using trigger alerts. Here’s how.
Track post-sale website activity to ensure your newly converted clients have everything they need to keep coming back for more.
Remember that preparation prevents…you know the rest. 57% of customers feel that companies are poorly prepared at initial client meetings.
Schedule regular catch-ups with newly converted clients to check they have everything they need and are getting the most value out of your product.
Build a community of brand advocates.
When it comes to that all-important purchase decision, 67% of B2B buyers had heard of the chosen supplier before. When it comes to closing the sale, buyers are hungry for reassurance that they are making the right decision.
Incentivise your clients to share their success stories and make your #HappyCustomers a pivotal part of your turbo-charged success.
DON’T
Just provide written BOFU content.
Product videos, customer testimonials and expert opinion all have a place in converting to sale. Especially when 75% of top senior execs watch videos on business sites ever week.
Train your sales team to use this BOFU content effectively, by holding regular training and catch-up sessions. Look at regularly sharing best practices for using different media formats effectively.
Over nurture prospects that are ready to buy.
Over-nurture your prospects and you’ll send them further and further away. As soon as you know a prospect is about to convert, take them out of your nurture program and into your retention activity.
Predict when your nurtured leads are ready to buy with a website visitor Watch List, meaning you can be proactive in preparing for when your prospects are ready to contact you.
Get caught up with the wrong numbers.
With better technologies, data and attribution now available, it can be easy to get TOO caught up in the numbers.
Make sure you know how to wade through the excesses to get to the good ones – Here’s some top tips on the metrics you need to impress.
Forget that the bottom of the funnel is about more than just closing deals.
It’s also the jumping off point for building and improving Customer Lifetime Value (CLV). Keeping cost per acquisition down is great, but if you’re new clients are churning at an alarming rate, it’ll have a detrimental effect on your overall business performance.
Calculate CLV to understand and improve the financial value of your client’s across the lifetime of their relationship with you.
Ready to improve lead generation at the bottom of the funnel? Download the full guide here.
