Your managed services business needs the right kind of qualified leads. You don’t need a two person insurance agency with a virus problem. You don’t need a Fortune 100 company with a global footprint. You need a mid-sized company with the right number of seats. It’s inside this sweet spot that you need leads.
Have you met technology buyer 2.0?
The challenge (and opportunity) is that the buying process has changed. Interruption marketing, blast emails and cold calls have been tuned out in favor of the instant answers Google provides.
Consider the Facts:
92% of business buying decisions begin online.
Before contacting a sales rep buyers have already completed 57% of the buying process with online research.
The bottom line is this: to grow you must have a strategic online presence that goes beyond a slick website, a newsletter that gets hung in the very SPAM filters you install and a few security white paper downloads.
Buyer personas - what they are and what they mean to your sales team
So here’s the challenge: different types of decision makers visit your company online.
- Some are I.T. professionals (CIO’s, CTO’s, I.T. Managers) while others are financial decision makers (CFO’s, VP Finance, Controllers).
- Some decision makers are from vertical markets that have unique I.T. challenges.
Somehow you have to communicate with them without drowning them in a flood of information.
The smart thing to do is to group visitors into Buyer Personas. Then you can focus the content of your website and marketing campaigns around their specific needs.
Wouldn’t it be great if a Buyer Persona like an I.T. Manager in a healthcare facility came to your website and found content, blog articles and images that addressed their specific needs—without having to wade through endless menus of non-relevant information?
All this sounds great, but how do you pull off a strategy to get the attention of an online buyer? There are three main challenges:
Challenge 1: Building a strategy
You need a strategy that works. This strategy needs to be automated into a system that it repeats itself over an over again.
Challenge 2: Creating lots of relevant content
You need to get found in Google’s and then to earn trust a thought leader. Both of these require a lot of customized, relevant content on your website, blog and social media sites. Feeding the content beast takes a lot of work.
Challenge 3: Tying it all together
You need to seamlessly hand of leads to your sales team. You need a system that ties your website, email, social media and CRM together in one place so you can measure results.
The Solution: Inbound Marketing-as-a-Service
We can help. Our team is ready to help you generate leads from Buyer 2.0. We build strategies, research buyer personas, build calls-to-action, write blog posts, manage social media and nurture leads. We even train your reps to succed. Learn More