Ready To Get Your
Customer Acquisition
Machine Running?
5 Parts to USE and 5 Parts to LOSE
to turn your digital strategy into your biggest
sales channel
Where to start
How to avoid time-wasting dead-ends
Create a predictable sales process
Part to USE
Problem-Centric
Message
Part to LOSE
Product-Centric
Message
86% of today’s B2B customer sees no difference between one supplier over another, driving increased commoditization.
-CEB
Businesses today face more competition than ever: Five years ago, the typical business had just 2.6 competitors. Today that number has almost quadrupled, to 9.7
-The Hustle
If selecting your company over the competition is not a clear decision for your buyers, you will lose the deal.
Your prospects care more about solving their problem than buying your product. So when you talk about your product instead of their problems, you lose their attention.
A problem-centric message positions you as the best possible decision for your buyers.
Part to USE
Multi-Channel
Lead Generation
Part to LOSE
Single-Channel
Lead Generation
40%+ media advertising spend is wasted on ineffective strategies.
-Commerce Signals
Only 27% of leads sent from marketing to sales will be qualified.
-IMPACT+
The old ‘spray & pray’ advertising approach will not allow you to grow like it once did.
Traditional media is interruptive and product-focused. Buyers today want to learn about their problems rather than your products, and they want to do it on their terms, not yours.
Taking an inbound, multi-channel approach means you’re there when your buyers want to learn about you, and not interrupting them when they’re doing something else.
Part to USE
Use Content To Educate Prospects
Part to LOSE
Rely on Meetings to Educate Prospects
75% of B2B customers prefer remote sales interactions over traditional face-to-face ones.
-McKinsey & Company
78% of customers buy from the 1st responder.
-Vendasta
Waiting longer than 5 minutes to respond to a lead results in an 80% decrease in lead qualification.
-Vendasta
When a potential customer is vetting your company/product/service before they contact you, they need to be able to see anything they want, and answer any question they have, online.
Buyers don’t want to postpone their education while they wait to schedule a meeting with you. When they’re searching online they’re looking for answers in that moment.
If you view your site as a product catalogue instead of a learning center to educate buyers about their questions, problems, frustrations, and hesitations, your sales team will be losing valuable opportunities.
Part to USE
Strategic Advisors Eliminate the Competition
Part to LOSE
Product-Pushers Lose on Price
A company should never lose a deal because
they ‘cost too much.
-Zach Murphy,
Sales Enablement Strategist, Grey Matter
When a buyer says NO because you ‘cost too much,’ this indicates you have not shown them the impact your products / services have on their problems.
If your sales reps are trained to just present your product, price is the only factor your buyers can evaluate their decision.
If your sales reps are trained to focus on problem explanation, this will show your buyers how your product solves their problem.
We change when the pain of staying the same becomes
greater than the pain of change.
Dr. Henry Cloud
Part to USE
Watch Business
Metrics to Iterate
Part to LOSE
Watch Vanity
Metrics That Don’t Produce
The value of your digital sales & marketing
efforts should be unmistakably clear.
There should be no ambiguity in the value of your
investment in your sales & marketing process
-Zach Strauss,
Founder & CEO, Grey Matter
Many ad agencies will solely focus on leading indicators, such as ad campaign performance, email open rates, website traffic, etc.
Very few hold themselves accountable to the lagging indicators, such as qualified sales conversations, new proposals issues, new business closed, etc.
By comparing both sets of indicators you can see what aspects of your approach needs to be adjusted to drive continuous improvement.
How Ready Is Your Customer Acquisition Machine?
Get our checklist and find out!
In 2002
hiring the sales rep was the better investment to grow your revenue
In 2022
improving the content on your website is the better option.
