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Power the Bottom of the Funnel with Sales EnablementDebbie Farese

Senior Manager, HubSpot

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2/3Of a buyer’s research is completed before reaching out to SalesSource: Forrester

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Mission:Create tools & content based on the buyer’s journey

to increase lead-to-customer conversion rate.

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When are you ready to start?

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Pre-Req #1

Understand your Buyer Persona(s)

[Name][Demographic][Goals][Habits & Needs]

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Pre-Req #2

Get a full picture and definitions for each stage of your funnel.

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What should you actually DO?

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Start by Understanding the Buyer’s Journey

Aha, there’s the problem. What are my options?

Something is wrong here.

Time to decide on the best

way to fix this.

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Tip #1

Prioritize leads and help reps leverage triggering events.

A triggering event surfaces pain. Teach reps how to recognize them.

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Tip #2

Lead with customer pain points in your pitch deck.

Stop leading with logo slides; give buyers something they can relate to.

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Tip #3

Create a diagnostic checklist for reps’ to use in exploratory meetings.

Create a guide for reps to use to surface a prospect’s pain points.

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Tip #4

Optimize BOFU offers for keywords comparison shoppers use.

78% of business software buyers begin their evaluation with a web search.

Source: TrustRadius

.

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Tip #5

Monitor social media for conversations with buyers.

1-in-3 US buyers are influenced by social media in their purchases.

Source: Navigating the New Digital Divide, Deloitte, 2015

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Tip #6

Develop a community of customer advocates to help tell your story for you(and close deals).

Customers are key in your BOFU toolkit for referrals, references, case studies, product reviews and social media responses.

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So how do you measure all this stuff?

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Quantitative

Lead to Customer Conversion Rate

No metric is perfect, but use lead-to-customer conversion as your north star.

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Qualitative

Sales Rep & Manager Feedback

The best way to know how you’re doing is to ask them to tell you to your face!

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THANK YOU!

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Questions?