Experience Designer
Experience Designer
A leading $4B B2B business process services outsourcing company needed to understand why they were having lower than anticipated sales conversions and how could they increase marketing qualified leads by 30% leading to 1,000 new sales qualified leads.
With the pandemic shifting how sales teams interact, adapting from an in-person to full digital sales model can be challenging. Our client needed some help to understand their customers and how they can better suit the needs of a potential buyer in the digital space. By engaging in a 9-week discovery session reviewing a few key aspects of the marketing and sales process, we were able to identify some key areas to understand more of why they are not getting the sale conversions they expected.
Sometimes quantity over quality is not the answer. By interviewing both internal sales and external customers, I was able to get a better picture of gaps and needs that may be missing throughout the sales cycle. What became very clear is a need to target “influencers” early at the top of the funnel and “decision-makers” later in the sales process. By targeting the message to the proper audience, the opportunity to lead to a sale increasing exponentially.
To know how leads are currently functioning and nurtured, we needed to see what stages were in the current marketing funnel. Talking with various departments including marketing, analytics, demand gen, and sales, we were able to get a better picture of what the funnel is in its current state. We realized quickly that a universal funnel was not present across the organization due to silos. Leads were the primary metric and so it became hard to see where they aligned in the funnel stages and we did not see a clear picture of post-sale activity to nurture the relationships. This gave us an ideal opportunity to review and recommend a new funnel that introduces new stages throughout the funnel from awareness to advocacy, ensuring the customer is always trackable and nurtured to retain and grow the relationship and business.
By understanding these key areas of the buyer journey, we are now able to understand how to target the content to the right people with the right message in the right place and at the right time.
To better inform the content, I created a set of personas along with customer profiles to better understand needs, pain points, and what they look for when searching for a partner to solve a problem. By establishing these evolving personas, we can create more refined targeted messaging specific to the needs of the buyer and/or influencer throughout the buyer journey.
Through our 9-week discovery, we were able to understand and identify how to market content to the right people with the right message at the right place at the right time for our client to build and execute personalized targeted campaigns.