ARE YOU TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE?

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1 ARE YOU TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE? Leading businesses track customers online movements to predict their buying behaviour. It s easier than you think...

2 ? WHAT IS THE HIDDEN SALES CYCLE? 02

3 Before, Customers had to talk to you. Today, Talking to you is the last thing they do. 03

4 CUSTOMERS ARE MUCH BETTER INFORMED THAN THEY USED TO BE x20 By 2020, Gartner predicts data volumes will grow to 20 X what they are today Gartner 75% of digital information is generated by individuals 75% IDC 57% On average, B2B buyers are 57% through the purchase decision before engaging a supplier sales rep. Joint Google and CEB research project, 2011 Joint Google and CEB research project, 2011 Sources:

5 Your challenge is to ensure that prospects find your company during the online research stage. 05

6 READING DIGITAL BODY LANGUAGE Reading Digital body language involves knowing where each prospect has been online What content have they read on your blog? Which s have they opened? Where have they been on your website? 34% 76% While 76% of marketers believe They know what their consumers want in terms of social media content and interaction, only 34% have actually asked those buyers. e-strategy Trends 2012 Source: 06

7 FOUR STEPS TO TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE STEP 1 Know who they are STEP 3 Develop the content that will attract their attention and send it automatically STEP 2 Know where they re looking for information STEP 4 Start thinking real-time 07

8 STEP 1 Know who they are What is their job role? What business pains do they need to resolve? What does a day in their life look like? What do they want to achieve by investing in your products or services? 08

9 STEP 2 Know where they re looking for information Twitter Facebook LinkedIn groups and forums Industry analyst websites Trade magazine and association websites 09

10 STEP 3 Develop the content that will attract their attention and send it automatically Companies that automate lead management and send new content automatically based on digital body language signals typically see a 10% increase in revenue in just 6-9 months. 10% Katapult Source: 10

11 STEP 4 Start thinking real-time Within 15 Minutes 11% Within 5 Minutes 9% Within few days or so 33% In general, how soon after you contact a brand, product or company on social media do you expect to receive a response? Within 30 Minutes 12% Within one hour 10% More than one hour, but later same day 25% Source: hgp:// 11

12 TAKEAWAYS To start making the most of the opportunities in the hidden sales cycle, you need to: 12

13 1 Get the sales and marketing departments to work together to identify exactly who they re targeting. 2 Get online and start developing relationships in forums and groups to grow your reputation as a value-adder and thought leader. 3 Get the sales and marketing teams to work together to develop the content that your prospects need and want 4 Use the real-time reporting functionality of your lead management system to see how your prospects are interacting with your s, website and web content so you can engage with them at the right time. 13