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How to Identify & Work With the Best Brand Influencers for Your Business

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How to Identify & Work With the Best Brand Influencers for Your Business

I commented on a friend‘s vacation post, scrolled past a Comforter advertisement, and double-tapped an influencer’s skincare post this morning.
That‘s the thing about brand influencer marketing — you follow them for a reason, so you don’t mind interacting with their sponsored content.

I follow this influencer because she‘s an editor of a major magazine that I enjoy reading, and her content interests me. Since I trust her opinion, I’ll check out any skincare brands she endorses.

Even though influencer marketing is a well-known marketing channel by now, it’s always important to reiterate that your customers trust the opinions of others — and that majorly impacts buying decisions.

Nearly 90% of all marketers find ROI from influencer marketing comparable to, or better than, other marketing channels.

Now that we understand the potential benefits of leveraging influencers, let’s consider strategies for identifying the most suitable ones for your industry.

Download Our Guide to Influencer Marketing Essentials

What is an influencer?

An influencer is someone who‘s amassed a substantial social media audience and can sway their followers’ actions. So odds are you’ve seen them on many social media platforms, including Instagram, YouTube, TikTok, and Twitter.

Businesses can benefit from influencers by increasing brand awareness, reaching new audiences, and converting customers.

Collaborating with an influencer enables a business to use its credibility and influence its followers, resulting in higher sales and stronger customer loyalty.

Influencers can also create genuine content that resonates with their followers, helping businesses connect with their desired audience.

In 2022, 57% of marketers surveyed by HubSpot said their company worked with creators or influencers. Over one in four marketers currently leverage influencer marketing.

And 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months.

However, it’s vital to note that not all influencers and collaborations are equally advantageous. Choosing influencers based on their demographics, values, and content quality is essential so they align with your brand.

Ensure the partnership achieves the desired results by setting clear goals and expectations and tracking the campaign’s performance.89% of marketers who already use influencer marketing plan to keep up or increase their investment in 2023.

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The Benefits of Working With Brand Influencers

Do you want to work with brand influencers, or are you still on the fence? Brand influencer marketing is a recent development in online business, so you might not have much faith in its efficacy yet.

But that doesn’t mean brand influencer marketing isn’t practical. It’s one of the best ways to market your brand these days. If you aren’t convinced, here are a few benefits you can expect when working with a brand influencer.

Increased Brand Awareness

You could be the best in the world at what you do, but that doesn’t matter if nobody is aware. So how can you get more eyes on your brand, aside from the classic methods?

Brand influencer partnerships. Influencers are more prevalent than ever, and that can be to your advantage. Get more eyes on your business by tapping into a brand influencer’s audience.

Audience Growth

Successful influencers have large audiences — audiences they know well. After all, an influencer is nothing without an audience. Why not benefit from that connection?

A brand new audience can be intimidating but think of brand influencers as ambassadors. They lend their credibility to your business, meaning more loyal customers that you don’t have to work as hard to win over.

Increased Traffic

Could you use more leads? Of course, you could! A bigger audience is excellent, but it doesn’t necessarily mean more business for you. Once again, this is where brand influencer partnerships come into play.

For example, imagine an influencer mentioning and linking your product on their blog. Chances are, people will click through. And from there, there’s a better chance visitors will buy that product or check out the rest of your website.

More Sales

All actions in business lead to sales — at least, they should. Unfortunately, the truth is that nothing guarantees sales. The best you can do is increase your chances; influencers give you great odds.

Think about it: Most people buy things based on recommendations from individuals they trust — friends, celebrities, and of course, influencers.

So partnering with a brand influencer could help recommend your offer to a new audience, upping the number of people who become your customers.

How to Find Brand Influencers for Your Industry

How can you determine the right “fit” with a brand influencer? Business/influencer fit will become extremely important for your future collaborations, so be sure to nail down the following criteria:

1. Figure out your target audience.

A target audience varies by demographic, geographic, and behavioral factors, to name a few. Common ways to segment an audience are age, gender, location, behavior, lifestyle, values, and interests.

As you narrow your audience, you’ll dive into the marketing strategies and content that resonate most with them.

Determining your target audience will ensure that your audience is similar to your influencers. Otherwise, your content will fall flat and won’t inspire users to take action.

A great example of business/influencer fit is how many sportswear brands, like Nike and Puma, partner with famous athletes to create products and content.

If you’re a fan of Lebron James, you probably already know Nike sponsors him — and that partnership goes a long way for Nike’s business.

2. Research influencers.

There’s no doubt that social media is the best place to research your influencers — but let’s break it down into more concrete steps.

The easiest way to find the right brand influencers is to see if any are already discussing your business.

Social monitoring or searching for your brand on social media sites are great ways to get started, and listening tools can help you find influencers already interested in your industry.

Another tip for researching influencers is to search for relevant hashtags.

If you’re a health and wellness brand looking for an influencer, searching for “#health, #wellness, #sponsored, #ad” on Instagram will bring you to influencers who have already posted industry-relevant content.

If you see a post that catches your eye, check out the rest of the influencer’s engagement on other posts.

Remember that influencers can have smaller, devoted followings — so don‘t turn away from someone just because they have fewer followers than you initially had in mind.

Additionally, there’s a down arrow next book out for influencers who are alretitor’s brands.

If you see an influencer‘s post on Instagram that may resonate with your brand, try looking for similar profiles. Next to the “Follow” button on Instagram, there’s a down arrow.

You’ll see a list of suggested users by clicking the down arrow. Scroll through those and see if anyone is willing to take you on.

3. Determine relevance.

Take a look at your content. What is your brand‘s aesthetic, and what tone do you use in your copy? What are the underlying messages you’re trying to communicate?

It‘s essential to see how aligned your influencer’s content is with your own. Their social presence shouldn’t be filled with posts like yours, but their messaging should be similar since you’re targeting a specific audience.

Engagement is also an indicator of relevance for your brand. If the influencer‘s audience isn’t engaged with their content, partnering with your brand won‘t make a difference.

Determining whether the influencer’s followers are commenting and sharing their content or just liking it is essential.

Additionally, do similar users return to comment and like content time and time again? This implies that the influencer’s audience enjoys engaging with the influencer and likes the content she promotes.

Connecting with Influencers

Now that you‘ve done your initial research and hopefully conducted a list of possible influencers for your brand to work with, it’s time to connect.

You want to reach out to influencers without seeming spammy or too transactional. Relationships are key, after all.

And if you have a terrible relationship with your brand influencer, odds are they won’t continue to post on your behalf.

1. Reach out…strategically.

There are better strategies than cold emailing or direct messaging an influencer for relationship building. If you want to work with an influencer, try courting them first.

I mean that you should subscribe to their blog, follow all their social channels, and comment on their posts. Influencers work hard on their content, just like your business does.

If you want an influencer to take notice of your business, you have to be interested in what they’re doing. Beginning a partnership by interacting on the channels you hope to work together on will demonstrate your interest.

Influencers work hard on their content, just like your business does. If you want an influencer to take notice of your business, you have to be interested in what they’re doing.

Beginning a partnership by interacting on the channels you hope to work together on will demonstrate your interest.

Some influencers have a presence on multiple social media platforms. It‘s your job to know how they want to be contacted for business partnerships. If they have a business email in their Instagram bio, that’s likely the best choice.

Alternatively, maybe they have an inquiries section on their blog. Whatever the case is, make sure to send a personal message that doesn‘t feel like it’s been generated by a template.

2. Make a human connection.

Sending messages into the digital universe is scary because you don‘t know when or if you’ll ever hear back. Making a connection in the real world is much more actionable and gives a face to your business.

This doesn‘t mean you should go out and stalk your list of influencers until you meet in person. If you’re serious about connecting, try attending or hosting an influencer event.

Bringing influencers to you will make connecting with them much more accessible and allow them to interact with your brand before agreeing to work with you.

Many marketers are learning to market themselves as well as their businesses. Hopefully, you’ve also been growing your network — so you may already have connections to your influencers.

If you have someone at the top of your list, see if they‘re following someone you know. Maybe they’ve worked with a similar brand, and you know someone on that team.

The world is smaller than we think, and you might be sitting on a goldmine of potential relationships.

3. Manage your outreach efforts.

Like any other marketing strategy, influencer outreach should be organized and well-documented. The last thing you want is to accidentally reach out to the same influencer on four platforms with the same message. Yikes.

After reaching out, give an influencer some time before a follow-up. Like in a sales pitch, you don‘t want to be overbearing or clingy. Respect the influencer’s time — if they want to work with you, they’ll respond to your outreach.

You should also be documenting what outreach strategies work for you. Maybe after a first email, you’ve succeeded in hopping on a call with potential influencers.

Knowing what works for you will help you further develop your outreach strategy and enable you to be more creative.

Best Practices for Working With Brand Influencers

A new form of marketing, like influencer partnerships, can seem discouraging. You might not know the best way to do it if you haven’t worked with many influencers yet. In that case, review some of these most promising practices.

Here, you can get a sounder idea of what to anticipate when you pursue your next brand influencer partnership.

Be Goal-Oriented

Before anything, make sure your business is in order. A brand influencer partnership is doomed to fail if either party isn’t pulling their weight, so ensure you’re on the same page.

Most importantly, establish and communicate your goals. Do you want more sales? More email subscriptions? Instagram followers? Get as explicit as possible and let influencers know when you reach out.

Focus on Relevance

Bigger isn’t always better when it comes to brand influencers. The assumption that more followers translate to greater brand exposure may not always hold.

Instead of popularity, you should prioritize relevance in your search for a brand influencer. This ensures a better match between your brand and the brand influencer.

This overlap makes you more likely to secure a partnership with a receptive audience.

Diversify

Let’s think of brand influencer partnerships as investments for a minute. They won’t always return what you invest, so risks are always involved. What steps should you take under those circumstances? Diversify.

Or, at least, don’t go all-in on one influencer partnership. The other extreme is collaborating with many influencers to increase your chances of a winning coalition.

You can see what’s best for your brand, but a middle-of-the-road approach works best for most.

Trust Them

No one likes being told what to do. Influencers are no different, so don’t forget that when you collaborate. After all, if you had their influence, you wouldn’t need to partner with influencers.

That doesn’t mean they should have free reign, however.

Make sure you’re on the same page regarding standards like deadlines. Other than that, do your research before you partner with any influencers. It takes both parties to form a successful partnership, so mutual trust goes a long way.

How to Become a Brand Influencer

You have learned about partnering with influencers, but what if you aspire to become one? There isn’t necessarily a prescribed method, but here are a few advised steps to consider.

1. Get in your niche.

What sparks your interest or ignites your passion? Becoming an influencer in any industry is possible, but choosing the sector where you possess a strong understanding and proficiency is essential.

2. Get to know your audience.

There are various methods to initiate the process, but an initial step could be to analyze your social media metrics. This should give you an idea of your demographics and who’s consuming your content.

3. Post content.

You can post on the fly or develop a content strategy. We recommend a content strategy, but that might not be necessary as you start. Ensure you release relevant content consistently, even if you don’t stick to a schedule.

4. Stay consistent.

The previous three steps are the fundamentals of becoming a brand influencer, but they’re also just the start. Keep up the hard work, and be consistent. An online reputation is hard to build and easy to destroy.

Reach New Audiences With a Brand Influencer

Brand influencers can help you build and expand a devoted following, increase your word-of-mouth marketing efforts, increase sales, leads, and conversions, and create more human relationships with your potential customers.

The right influencers are inherently interested in your brand, believe in your mission, and can communicate about your business eloquently.

Focusing on long-term relationships with your influencers will continue building their knowledge of your company and bring the best results.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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