4 Value Selling Tools to Move Leads Down the Funnel. What does this mean for marketing? In this blog, I’ll explain how you can use value selling tools in conjunction with your digital marketing platform to enhance the buyer’s journey and ultimately grow your revenue: Build Awareness at the Top of the Funnel Most people search for a solution before they’ve identified the size of their problem. Putting the cart before the horse is always a time-wasting effort, so help your prospects turn it around with an assessment tool. By requiring leads to fill out a form to obtain the results of their assessment, you can capture their valuable information in your marketing database. A value calculator shows prospects how much money they’re losing by working around their pain points instead of resolving them, so they’ll be more likely to evaluate your solution. Integrating a value calculator with your marketing platform saves you time and eliminates errors by reducing manual data entry. Closing the Deal at the Bottom of the Funnel As leads move from the middle to the bottom of the funnel, they’re close to becoming customers. ROI tool: calculate the ROI and break-even Bringing It All Together With a digital marketing platform that integrates with your value selling tools, your marketing data can be synced to create a detailed view of your buyers for use across the organization. What other value selling tools have you used in your organization?
Buyer behavior has changed; contact with your prospects occurs later in the sales cycle, and your leads come armed with more information than ever before about your products and services.
What does this mean for marketing? It’s up to you to create and guide the conversation throughout the customer lifecycle. Thankfully, you can prepare for this by leveraging tools that sell value, rather than features, to increase lead quality and sales velocity. With the right solutions, you can integrate value selling tools on each channel of your multi-channel marketing environment–on landing pages and forms, in marketing programs, and throughout marketing activities.
In this blog, I’ll explain how you can use value selling tools in conjunction with your digital marketing platform to enhance the buyer’s journey and ultimately grow your revenue:
Build Awareness at the Top of the Funnel
Most people search for a solution before they’ve identified the size of their problem. However, if your prospects don’t know the true scope of their problem, anything they try is unlikely to resolve the underlying issue. This is like putting out the sparks of a conflagration instead of dousing the main fire.
Putting the cart before the horse is always a time-wasting effort, so help your prospects turn it around with an assessment tool. An assessment tool helps your prospects define their business problem and shows how they measure up to industry benchmarks and best practices. By requiring leads to fill out a form to obtain the results of their assessment, you can capture their valuable information in your marketing database.
Assessment tool: identify gaps in performance
By its very nature, an assessment tool captures more detailed information than a typical content download, allowing you to further segment your leads and nurture them with highly relevant and personalized content. And by scoring leads and accounts in your marketing platform, you can determine their sales-readiness and prioritize high-quality leads.
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