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Get the Conversation Going

By Chelsea Junget

B2B marketers encounter the challenge of peddling a service, product or solution to an entire team of decision makers. There are often committees of targets that understand they have a problem, that the problem could be solved, and your business can help them do it. And they are talking to each other.

These conversations are happening before your sales team is even aware of the prospect. Internally, your targets are defining the problem and the solution. Unfortunately, the invitation to that cocktail party isn’t coming. You need to invite yourself.

So how to begin the conversation? Optimize your web, social media, drip marketing campaigns and other strategic communications to get them talking about you before you enter the room.

Here are a few tips drawn from a post over at Marketing Interactions:

• Put yourself in your prospect’s shoes and develop your content to match their concerns and perspective.
• Help the target visualize the solution and the feel the relief once that burden is lifted.
• Use testimonials wisely. Help the prospect understand how the solution worked; go beyond the features and benefits of the product. Tout the non-tangibles, how your implementation team went above and beyond to ensure success, for instance.
• Help them build the case: cite realistic solution-based evidence that helps the decision sway towards your offering.

*Image courtesy of Flickr user soylentgreen23

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1. Where is your Customer in the Buying Cycle?
2. Plop, plop, plop: Marketing That Gets Results
3. Be Sure Your Website Is Driving Sales!

Tags: sales process

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