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Find Business Prospects Who Need Your Product Right Now!

Dave Orecchio
by Dave Orecchio on Sep 24, 2014 3:30:00 AM

A common frustration among sales managers is seeing a pipeline full of prospects that just aren’t a good fit for the company’s product or services. Instead, sales managers want to find business prospects with a burning need for their solutions and strong motivation to buy. The key question for every sales manager who wants to build a more productive sales pipeline is this:

What strategies are you using to ensure that your sales pipeline contains only high-quality prospects who have a compelling need for your products and services?

Your sales pipeline may be brimming with prospects, but it is a healthy pipeline only if the needs of those prospects align closely with your company’s solutions, those ideal prospects are called a buyer persona. In order to find prospects who need your product and draw them into your sales pipeline, however, your company must do more than offer the right product.

For effective lead generation in today’s “human era” of marketing and sales, it is imperative to educate your prospects, demonstrate your company’s understanding of their needs, and engage them personally and individually in one-to-one interactions. Businesses often partner with agencies with content marketing services to help them create the content and the strategies to achieve their business goals.  

To attract the right prospects and sustain a healthy sales pipeline: Implement a prospect-centered engagement model that leverages content and marketing automation from a human perspective based on in-depth knowledge of the demographics, psychographics, and behaviors of your buyers.

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Prospect Demographics: Narrow the Pool of Target Buyers

Using your best customers as examples of the types of buyers who are good fits for your product line, compile a detailed demographic description of a “typical buyer” whose needs have been met successfully by your company’s products and services. Prospects who fit this demographic profile form the basis of your target market.

Relevant demographic characteristics include:

  • Job title or primary role
  • Industry
  • Annual sales revenue
  • Number of employees
  • Geographic location
  • Any other category that distinguishes your buyers from the general population

Prospect Psychographics: Inform Your Sales and Marketing Processes

The psychographics of your prospects are the attitudes, opinions, and motivations that affect their progress through all stages of the purchase process and determine how you engage with them. To understand these intangibles, look to your existing customers for insight into the specific business problems that drove them to buy from your company. These business problems are the “triggers” that influence prospective buyers to take action and begin searching for solutions.

Focus on each one of these triggers to create educational content targeted to buyers who need to solve that particular business problem. Drawing upon your sales team’s expertise, design content that answers the questions typically asked by prospects early in the sales process as well as any objections expected to arise later in the process. By applying this knowledge of the “state of mind” of your prospects to create content that is well aligned with their needs, you achieve measurable improvement in the effectiveness of your sales and marketing campaigns.

Prospect Behaviors: Draw Prospects to Your Company Like Moths to a Flame

The behaviors of your prospects as they interact with your website provide clear indications of where they are in their individual journeys to find solutions to their business problems. By accessing content at the awareness level, prospects reveal that they are researching the causes of their problems. When they show interest in consideration level content, they are disclosing the fact that they understand the causes and are looking at solutions. After exploring possible solutions, they reach the decision stage and are ready to select a solution and vendor. As your prospects traverse these distinct phases of the purchase process, they are progressing through your sales pipeline from top-of-funnel to mid-funnel to bottom-of-funnel.

Buyer's-Journey-inbound-lead-nurturing

Use your knowledge of the demographic, psychographic, and behavioral characteristics of your target prospects as the foundation for a content development and delivery strategy that attracts the right prospects and nurtures them to build a sustainable sales pipeline.

Create content that attracts high-quality prospects to your website:

  • The goal of your content development strategy is to create content for your prospects that models the approaches of your top sales achievers.
  • Develop top-of-funnel content around the triggers that prompt your prospects to look for solutions to their business problems.
  • Focus mid-funnel content on the solutions your company provides for those particular problems.
  • Emphasize the elements of the business problems and solutions that align with your company’s value proposition.
  • To attract more of the right leads and minimize the number of website visitors who are not good fits for your product, design content that is narrowly focused on your product and the business problems it solves for each type of buyer.

Make this targeted content accessible on your website and share it via direct person-to-person emails, social media, and industry-specific publications:

  • Place content on your website and optimize it with SEO to draw attention from prospects whose business needs match your company’s solutions.
  • Your content delivery strategy determines how and when to share additional content with prospects.
  • Implement an automated lead nurturing engine that responds to each prospect’s website activity by delivering a series of personalized emails with content that is relevant at that stage in the sales pipeline.
  • To expand your reach beyond the prospects in your database, share your content proactively through social media and look for opportunities to engage in public conversations on those platforms.
  • Distribute the content through well-respected industry publications.

Inbound Marketing provides proven, human-centric methods for attracting leads and filling your sales pipeline with potential buyers who are actively searching for a solution to a business problem provided by your company. Inbound Marketing strategies centered around highly focused content also work to prevent poorly matched prospects from discovering your website and entering your pipeline. By offering content that is relevant to your target market as defined by demographics, psychographics, and behaviors, your website draws the viable prospects who need your product now and engages them just like your best salesperson.

For additional information about how to create a buyer persona for your business, please download the eBook titled: "How to create a buyer persona." which provides examples and offers worksheets to create your buyer personas.

guide to creating buyer personas

If you would like help creating buyer personas for your business, please review our buyer persona development service. Another approach is to work with us to create a content strategy for your business that captures the demographic, psychographics, and behaviors that map your ideal buyer into your inbound marketing plan. 

Inbound Marketing Content strategy to generate opportunities for your business

Bristol Strategy is a full funnel inbound marketing agency and inbound sales agency offering the full complement of services to enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line.  Reach out to us to learn more about how our experience and capabilities can help your business grow. 

Tags: Lead Nurturing Digital Marketing Content Marketing Marketing Strategy Buyer Persona Buyers Journey

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Dave Orecchio
Written by Dave Orecchio
Dave Orecchio is one of the earliest adopters of Inbound Marketing. As one of Hubspot’s first customers and CEO of a Boston-based startup, he experienced the benefits of this effective digital marketing methodology. Dave now provides Inbound (marketing & Sales) services to businesses to help them grow and realize the positive results that an integrated program can provide. Dave is a high-tech marketing and sales expert with more than 25 years of business experience.
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