3/20/2024 0 Comments Hubspot customer journey![]() ![]() Use a ‘Smarketing’ Service Level Agreement This can come in the form of case studies targeted for each persona or vertical, comparative matrixes that demonstrate how your business stands out and informative product content for leads in a free trial or demo periods. Marketing should work with sales to empower them with decision-stage content that will help them close leads faster. This includes studying the content that brought prospects to your business and building upon that initial contact with offers that will push them further down the funnel. If your sales team understands how leads and prospects find your business, they will better understand how they can meet those lead’s expectations. Leverage Marketing Content to Help Close Sales With this information, reps can ensure their outreach is more specific and helpful, which will aid with closing deals. Marketing teams can use the Contact timeline to move leads to the right nurtures for their persona and buyer’s journey stage, and once passed to sales, reps have context to instantly understand a lead’s history, expectations, and needs. As part of HubSpot’s new ‘Conversations’ functionality, you can also leverage real-time chat interactions to further qualify leads. Tracking activity on the contact timeline ensures your contact messaging is unified across sales conversations, promo materials, blogs and social media. HubSpot tracks every communication with, and action taken by, a lead upon conversion. Watch our Senior Consultant, Jenay Sellers, give a presentation on the new Hubspot tools for chat at the recent Denver HubSpot User Group! The Contact Timeline Chat is a great way to quickly understand if a lead is already ready to be passed to sales, or needs more info and nurturing before the hand-off. Adding chat functionality to your web properties can help you better qualify and respond much faster to interested prospects. Leveraging this real-time channel makes prospective clients feel more engaged, unique, and important as part of their buyer’s journey. According to research as recent as the beginning of this year, only 15% of companies offer chat as a way for prospects and customers to communicate online. Live chat is a new (and widely underused) channel for lead generation. Armed with this information you can empower your sales team to close more deals while also creating a fully integrated customer journey map across your organization. To help you mitigate these pain points, and remain relevant to your buyers, here are a few HubSpot tools and tips. Align HubSpot Tools to the Customer Journey This can come in many forms, including creating meaningful 1:1 connections with leads through chat and empowering your sales reps to close every lead with targeted content and information. To be successful, your inbound marketing strategy must go beyond sending emails and posting blogs. Your organization needs to be unified in a plan to meet leads where they are and provide them content that will accelerate their path to becoming a customer. As the channels marketers use for lead communications and buyer needs diversify, there’s no longer one easy path to conversion. The customer journey doesn’t end when the marketing team passes a qualified lead over to sales.
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