The Buyer's Journey
- drawing attention from an unknown Web visitor (attract) to
- enticing that visitor to take an action to become a lead (convert) to
- giving relevant information to that lead so they can make an informed decision to purchase (close)
To help generate conversation, we count off and reconfigure the workshop attendees to get the departments to mingle. We intentionally break up sitting together by departments to encourage conversations about the different questions customers ask different departments. Frequently, we find that departments live in silos, typically not interacting with each other very often. This session gets them to discover what types of challenges and questions customers present in areas of the business they aren't involved in daily. Getting people out of their comfort zones also leads to hearing about the same challenges, but from a different perspective and that often leads to unexpected insights and ideas for inbound marketing.
Our final session consisted of only the sales department. In this session, we mapped the buyer’s journey to their existing sales process. As we proceeded through that journey, heads nodded and hands raised with questions. (I love questions. I geek out over them.)
What's This HubSpot You Speak Of?
It is the central hub of all our digital marketing initiatives. The place where we post blogs, send lead nurturing email, engage on social platforms, track website visitor’s activities, and score leads. It has it all in one place so we get better reporting, better continuity, and save time in all that we do from a marketing perspective. It is also our sales hub. We can monitor all our sales deals, customer emails, and engagement and get a look inside their online behavior on our website.
What this means for the sales teams is that they no longer have to sweat how much of the sales cycle they have lost control of due to technological advancements made by the consumer. We’re conditioned now. We look online to find what we want at the precise moment we want it. We’re a "I want it NOW!" society, not a “is this a good time?” society. This is the inbound way - we attract our customers with our content, messaging, and expertise.
It was a lot for the company to take in all in one day. But it established the foundation for what is to come and prepared the sales team for this new buyer they’re encountering. Its a new sales world - be a part of it.