In four weeks you can know your buyers better than your competitors, have better data than your competitors, and nurture more effectively for better results than your competitors.
At Sojourn, we have tools and processes to help you make this happen. We will use a data-driven approach to gain a better understanding of your most profitable customers, improve the specific data required to identify influencers and decision makers from similar accounts, and align your nurture strategy with specific buying characteristics to help you achieve the measurable pipeline impact and revenue growth outcomes you need.
Marketing effectiveness begins with the customer. You have to know your audience if you want to communicate effectively. Who in your buyer’s organization is most critical to each step of the buying process? Which resources do your buyers consume at each stage of the buying process?
Let’s find out. You probably already have the data…you just need to put it together in a meaningful way and then align your marketing communications accordingly.
Are Sales telling you that they're not getting enough quality leads? Our services help you focus your communications much more effectively, resulting in marketing influenced pipeline and revenue growth that can be tracked back to your nurturing efforts.
Now that you know who your buyers are and which content they engage with at each step of the buying process, we can benchmark your current data quality and implement the specific processes that will drive the biggest returns.
You must have complete and accurate data on the right influencers and buyers within the right accounts to drive great results. We will help you get there based on your distinct needs.
Nurturing is about effectively influencing your buyer’s positive and negative perceptions about purchasing your products at the right times during the buying process.
You need to make sure that you have the right content for your buyers when the triggers for a solution to their business problem occurs.
You need to make sure that you provide the answers to the most common decision factors and handle common barriers to selecting your solution.
All of this communication needs to happen at just the right time and needs to be communicated to the right people.
Finally - you’ve got the right message, to the right people, at the right time – so what’s next? The right context. We know that today’s buyers are moving across channels and across devices, expecting a seamlessly integrated experience as they move towards a purchase decision and beyond.
We can agree that more often than not, the experience is broken largely due to silo’ed teams, strategies and processes. By considering a more holistic approach across your buyers’ journey leveraging email, display search, web, video, mobile and direct mail, you can not only expect to drive more – and more accurate – attribution to pipeline and bottom-line revenue growth – you can also expect to achieve increased retention rates and customer lifetime value.*
*Source: The Aberdeen Group, Omni-Channel Customer Care Research 2014
The ultimate metric to help us marketers understand what is working and what is not is the amount of revenue that our marketing programs are influencing. However, we also need to track other short-term metrics because we can’t wait for months to judge the success of our programs when our sales cycles take months or longer to close.
We need to know more about who we’re influencing and whether or not it’s making a difference to pipeline. Are you generating influence with the people that really matter in an opportunity? Which accounts are engaging with your nurturing content? Are your nurturing efforts improving the velocity and contract value of deals as they progress through the pipeline?
We also need to be able to troubleshoot problem areas…Which accounts have gaps for key roles in our database? Which contacts are missing key information? Which accounts are missing key information? Which contacts are we not able to match to accounts?
Let’s start a journey together today