Hi! I have a problem at hand, leads are coming, but the sales is not working. In LinkedIn Henna Niiranen wrote this kind of thing:
Content marketing is such a huge trend right now. I just heard about a B2B company where marketing teams buy content created by the partners that is targeted to generate 100 leads in a year.
This kind of content factoring doesn't produce quality leads so no sales can be done. Maybe this machine is not working as well as people think it does?
Link can be found down below, go and check out the conversation.
This is my favourite topic. First of all, Quality and quantity are two different things. If there are large amounts of something, its opposite is a little, but if something is bad quality, it's opposite is good quality.
Let's not think if there's a lot of something it's automatically bad quality. And vice versa. Now if you're planning to generate a lot of leads, but their quality is bad, what it tells you? And you invest a lot of money on content.
It tells you that the content and quality leads are not meeting. The content is consumed by people who find it interesting. If they're not relevant in terms of your business, then you've produced wrong kind of content in terms of your business.
The solution is the following: Define what is your ideal customer like. Do it black and white. If you're on B2B, it's easy to take those customers who have enough solvency.
Their sales revenue is good, they're a growing business and they're profitable. It's simple.
There can be some sales related issues, they're about to invest into something, you define who they are. After that think about what kind of content those people want to consume.
Guess where you get the content? You go and ask those people. Learn to know your ideal customers. Then start producing content around the questions that they might have.
Then that content will meet the right kind of people. That's the problem that you have in this case, the content is not relevant to the right people.
Now we're in this situation. You need the right kind of traffic, you need attention. They need to notice you. The next step is to generate leads.
Then you can measure how much you have something and what is the quality. The quality is related to the description of the ideal customer, because that's the factor that works in content marketing.
Then you might have a third issue, leads are coming, but you can't get any deals. What is your problem in that case? You have a sales problem.
You sales team is unable to grasp onto the leads produced by the marketing quick enough, when they fall into the pit between marketing and sales.
The first pitfall is when they enter your site, but you can't grasp onto them. Once you've caught them, the next stumble might be in between marketing and sales.
So you need to start training your sales team. Start focusing on your teams so that they work together. when lead comes in, your sales grasps onto them. After that you'll know if you're able to get any deals.
Outsourced factors like partners, staff or customers, etc. can always be blamed of. That's easy. But what if you looked in to the mirror?
And think about it. If you spend money but are unable to get the results, maybe the issue is in what you're doing. Start fixing your own way of doing things and you might find the answer to this dilemma.
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