1. Sales Neediness
Repeating the SELL SELL SELL message when prospects are in the research stage of the buying cycle will switch customers off or worse turn them away. In the modern purchase environment, buyers will research products and services themselves and engage a sales rep when THEY are ready.
Our job as sales professionals and marketers is to nurture customers by responding with relevant and engaging content suitable to the stage of the buying cycle they are in, keeping our brand, product and services front of mind. The latest marketing automation technology allows the insight to track and adjust campaigns in response to customers actions.
2. Long Conversations…
Prospects are busy, especially the good ones! They have many competitors vying for their attention and trying to woo them. Keep your messaging short and concise, to cut through the noise and get the attention of potential new clients. Keep on topic, with relevant and engaging content to get their attention, no more, no less. Remember – keep it brief, engaging and to the point! If a prospect is not ready to buy then enter them into the correct nurturing channel to guide them through the sales cycle.
Video is a great way to achieve impact, engagement and a long term emotional connection to your brand.
(Source: Forrester Research)
3. Being Boring
Know your target market. Make sure you are delivering the right message to the right audience at the right time in the buying process; continuously failing to engage could be devastating with potential customers opting out from communications. You need to continuously come up with creative ways to engage your audience and deliver value.
4. Slow Response Times
The internet is a busy place and prospects are not going to hang around if you are not giving them what they want. There is a multitude of information, products and solutions out there and prospects are researching many sources and therefore popping up on your competitor’s radars. You need to react fast and qualify leads in a timely manner; if you don’t you can guarantee your competitors eventually will.
Generally, B2B leads have a shockingly slow lead response times from sales teams. Short Life Of Online Leads, Harvard study of 2,241 US companies found that:
5. Losing Focus
Define your campaign goals from the outset and don’t lose sight of what it is you are trying to achieve. Develop metrics to gage and analyse your goals and refer back to these throughout the campaign.
This is a great slide share from Lattice Engines, with comprehensive insights on Data driven marketing.