Silence: Your sales prospecting and lead generation challenges

Did you know there has been a room that has been created that is so quiet that you can hear your own heartbeat, an anechoic chamber at Orfield Laboratories in Minnesota. The longest a person can tolerate being in this room is approximately 45 minutes – apparently, the silence is too much to bare.

So how long can your sales team looking for new business sustain from silence from their prospective clients?

This is an issue that is happening across many industry sectors. Many businesses have been relying on purchased contact lists of email addresses and phone numbers. They have found that from the 1990s through until about 2015 that they have been able to rely on the profits generated from these lists from cold calls and email blasts, with little push back from the people that they are drowning in their torrent of unsolicited communications.

State of Inbound 2018 - prospecting has gotten harderSource: State of Inbound 2018 

This approach no longer works and sales have become more difficult today compared with 2-3 years ago. Salespeople are finding that their email and voicemails are resulting in silence from the prospects that they are trying to reach, with 40% of people surveyed having no response from prospects. Engaging multiple decision makers in the buying process is also more challenging as key stake holders have other priorities. Thus, the interest is lacking in what the salesperson is putting forward.

Technology has now advanced to the point where emails are being blocked and phone calls are being screened.

In Singapore it is now standard practice across sectors for all client facing staff to be instructed to not confirm email addresses, not supply alternative contact numbers to reach departments where the prospective person may reside and instead supply an email address that will have little to no chance of making it to the end target contact. This is because if the person is interested in solving a problem, they will perform their own searches.

Revenue growth is still driven by existing business, but new business is an area of challenge. Business owners are blaming sales managers; sales staff are moving on looking for greener pastures or being released from the business.

With the top 4 areas that sales staff and business owners are finding it harder today being

  • Getting a response from prospects, this being via email or phone
  • Connecting with prospects on the phone
  • Getting stake holders to meetings, and
  • Closing deals

It is clear that a better strategy and overall sales approach is needed.

State of Inbound 2018 - generating traffic is a constant challengeSource: State of Inbound 2018 

This comes back to old school approaches with using a strategy (also known as a plan) instead of tactics (individual actions). Many business owners have engaged with creative agencies putting forward new pages and guaranteeing a certain number of visits to their customer’s site. Business owners are still finding that after significant investment that their ROI is lacking or non-existent.

A commercial focus is required when looking at your marketing activities and a maturity as a business owner is needed to recognise that creative agencies have not taken ownership of the customer engagement process. Attract and nurture prospects with engagement is not with in creative agencies skill sets as they lack the industry experience of their customers vertical to understand their customers end client’s pain.

As a result of this gap the void is filled with silence. Have you had enough of the SILENCE?
SM video_play_firstslide

If this blog, or the challenges highlighted by our new video resonate with you, contact us today for an initial discussion on how we can help you and your business overcome these challenges, at info@alchemiseconsulting.com or @alchemise_cons or call our office on +61392255022.

How live chat accelerated a new inbound sales lead

Overview – Why do you need to have Live Chat?

The importance of Digital customer service led sales and marketing channels offering LIVE CHAT on your business website is NOT OPTIONAL anymore with B2B and B2C engagement. With the progression of customer service automation to ChatBots, AI and Live Chat engines, you don’t know where and when your next inbound prospective sales opportunity might come from – so BE PREPARED to have the capability to be responsive 24 x 7 or be available to engage without delay or you will miss out on new business enquiry for your pipeline!

The Initial Customer Journey “Live Chat” User Case – National IT Services Business

A leading national IT services business needed some assistance to develop their Inside Sales Team process and growth.  The General Manager made an enquiry as a new lead through our website using live chat options as the communication channel of preference.

The customer buying process identified is summarised below and as a result of investment in building a content and contextual driven strategy once the target customer profile was development and understood:

1) There was a need for assistance to see who could help in the local marketplace.

2) Google keyword search performed 

  • How to build Inside Sales teams
  • How to develop Inside Sales processes

3) One of Alchemise Consulting’s blog came up in the results organically SEO ranked on the first page.

https://alchemiseconsulting.com/how-inside-sales-drives-lead-generation/

4) The initial enquiry was made from our Hubspot Conversations website chat room 

live-chat-alchemise-consulting

5) Our Alchemise Inside Sales Consultant was notified of this in real time and was able to respond from his mobile application within one minute to respond to the request and then switch channels to convert the lead to a phone based outbound call within five minutes.

6) After an initial marketing qualified lead (MQL) discovery discussion opportunity was identified, this was converted to a sales qualified lead (SQL) with a meeting set that same week with the key stakeholders/decision makers.

7) Following the initial prospective client meeting a proposal was delivered within the same week with a solution.

As you can see from the example the acceleration from top of funnel to bottom of funnel within a one week timeline was due to a two minute response time from being found on Google Search from organic SEO for an evergreen content piece, the live chat lead was developed from initial customer service to sales engagement and new well qualified opportunity for the sales pipeline.

Our solution

We have been running Salesforce CRM and HubSpot marketing automation with a Live Chat (Hubspot Conversations feature) on our homepage to allow us to capture and qualify any real leads quickly. It has a round robin team feature for any defined “customer agent” to pick up live and be notified automatically that a new web enquiry has come in within message inbox.

From a customer experience and journey mapping exercise, we choose to offer our prospective customers the options for phone, email, contact us or live chat. This was not enabled as just a pre-scripted AI programmed chat bot which allows us to deepen each live chat engagement initially.

Outcomes

As part of the shift to a 360 degree flywheel approach by HubSpot, this was not just a two-dimensional traditional marketing to sales funnel, our distinct customer centric approach allowed us to: 

  1. Add value to this new prospect
  2. Respond quickly to their timelines
  3. Position our value proposition in person with a meeting with the two key stakeholders/project sponsors
  4. Lead with a proposal ahead of the two other competitors within a week

Subject to the budgeting cycle and project priorities we have quickly used inbound digital channels from content marketing to a sales qualified engagement to accelerate our sales process with this leading national IT services prospect.

Key takeaways & learnings

What I wanted to highlight is a textbook example of how the investment in sales enablement, CRM/marketing automation platform, customer experience and live chat channels can help sales team accelerate their sales process to reduce the ‘friction’ for customers to engage with us.

The lead response time enabled us to convert the warm lead within one minute response time instead of a 24 to 48 hour telephone call back response time from sales allowed us to shorten the sales funnel cycle from MQL to SQL.

Using a marketing automation tool like HubSpot allowed us to monitor, log and respond to our potential customer quickly and at the right time.

The role of the Inside Sales Representative or Sales Development Representative today needs to also be multi-skilled with digital omni-channel customer service support skills and experience to handle inbound and outbound customer interaction dynamically.

The role of the traditional telemarketer based on cold calling is at risk and needs to diversify skillsets into social and digital sales whilst having the ability to be customer centric. Most importantly it’s understanding how to really build trust and off value to your prospective clients during outbound and inbound multichannel interactions ( up to the prospect’s choice of communication channel).

We talk about bridging the gap between sales and marketing and this experience shared shows how easily the digital channel of experience can provide immediate ROI.

A traditional example in contrast which DOESN’T WORK for customer engagement today

How this unified communications/contact centre services company just missed out on a new genuine lead enquiries and needs to digitally transform their sales & marketing approach.

It is most ironic that this well established Australian service provider sells contact centre and unified communication solutions but do they really practice what they preach?

In just having two communication channels on their website – contact us for the Melbourne office with a 1300 or local direct dial number.

live-chat-inbound

Upon calling their office three times over a two hour period, and pressing every option on their IVR systems:

1 – for Customer Support
2 – for Sales
3 – for Accounts
4 – for Reception

The common response was SILENCE; each channel option rang out or was put onto a dial forward to the next department but no voicemail or diversion to a real person.

As more and more companies choose to reduce cost with reception or a front office what will happen with this silence which makes it challenge for genuine enquiries to get through on the phone or someone to assist. It seems like the reachability in this digital age is becoming less focused on customer service with a reduction of communication channel choices to cater for broad demographic access. 

Look out for our upcoming blog around “The impact of silence”

For a new customer lead enquiry this wasn’t a promising start, especially when I was trying to reach the Sales Director. When I eventually reached him, I asked if he was aware of this inbound challenge to get through to someone either in Sydney or Melbourne office and how many more new sales leads he might have missed! What a shame it would be if it was the next $1M deal that another competitor won from their lack of availability to be contacted from an inbound call.

To find out more how you to can stop a leaky funnel effect or not miss out on valuable new inbound leads with LIVE CHAT, please contact us for a confidential discussion and we can review your requirements first to assist.

If you would like another example of how inbound marketing automation helped us close a new client deal in just 10 days – please click here for our blog. 

A digital marketer’s user experience review of HubSpot Marketing Hub

A recent conversation sparked me to think about my own use of our marketing automation tool, HubSpot, specifically about the time it saves me, or the time and hassle I would have to revert back to without it! Our content strategy is a big part of my role, and this has been simplified by using the inbound marketing principles and marketing automation over the last 12-18 months. Publishing blog articles and series is my most common use, so I’ll start there…

Blog Management and Publishing


Publishing a blog article is not as simple as a copy/paste/publish straight from a word document. That’s the first step, but factor in keyword and search engine optimization (SEO), including images or videos, creating an effective title, URL and meta description, and this quickly becomes a much more in-depth process.

HubSpot’s inbuilt tools quickly and continually scan your document for how and where you’ve used your chosen keywords or phrases, and provide you with guidance around the frequency of their use, how it interacts with other content pieces you have published, and essentially gives you the green light to publish only once you’ve satisfied the set criteria.

This might sound demanding, if you will, but it saves you having a 12 item checklist to manually work through to ensure your content is optimised to be found and read by your target audience once it’s published and available online. There is very little point publishing fabulous content, only for it to be next to impossible to find on a Google search! I’d estimate this feature saves me at least an hour per piece – that adds up quickly when you publish several pieces of content per week.

Another handy feature that could be easily overlooked is the free access to thousands of stock images for use throughout blogs and emails (basically wherever you’d like to place it!). This saves having an external resource to sift through and file and store your images. The searching, storing and integration of these images saves many fiddly steps and minutes at a time.

Keywords and Search Engine Optimisation (SEO)

sew-organic-rankingsNewer tools and updates have changed the way keywords are checked, lodged and used for optimisation in HubSpot. Rather than the previous iteration of single string keywords/phrases, it now allows you to build out content families and series, with multiple pieces centred around a primary focus topic.

This allows you greater control over which content pieces you want to highlight and direct traffic towards, and is proactive in suggesting how to physically connect and link other pieces in the series so your audience can arrive at one page and seamlessly navigate through to others – maximising the time they spend on your website, and depending on where they are in the buyer’s journey, their level of engagement and action.

While I still check Google searches myself for search volume and to check out which pages are ranking well, the keywords features have saved a lot of time with their guidance around search volumes, the difficulty you might face in ranking for term ‘x’, and relevant cost-per-click (CPC) prices for those who take that path!

Social Media and Monitoring

Social media’s reach and influence continues to grow and be a leading component in business’ content strategies. The ability to schedule and publish posts from one location for multiple social channels is a great time saver, and allows you to easily create and see the consistency or points of difference in your posts.

Monitoring tools are also included for an overview of views and engagements, and further complement the tracking and monitoring of other features (such as calls to action you might include in a blog post) to create an overall picture of the success of your content publishing.

Email Marketing

hubspot-marketing-emailThe other side of publishing and reaching contacts that I use HubSpot for on a regular basis is newsletter mailouts, and event invitations where required. The newsletters can be created, filled with images and highlighting relevant CTAs, direct readers to landing pages or forms, all within the one tool.

Sending the newsletter is as simple as adding the various contacts, either individually or as tagged/designated groups, and scheduling the best time to send it. I can quickly see who has received the email, who has opened it, who has clicked on any of the internal links, even how long people spend reading or scanning the newsletter.

This HubSpot feature was particularly useful earlier in the year when we organised a half-day workshop. I could email invitations to our relevant contacts, see when and how the emails were opened, and then share this information with my colleague who was making personal phone calls to contacts at a certain stage to encourage registration. Likewise, when he found another contact to invite, it was a quick process to add them to the list and have these engagement metrics instantly available to view and action on.

HubSpot Marketing Hub – One of the team…

Using HubSpot as our marketing automation tool easily saves me several hours each week across just one aspect of my role, and honestly I would struggle going back to completing each part manually to achieve the same level of detail and comprehensive overview of our content strategy. It allows sharing of knowledge and resources between team members in a way that no manual approach could cover as successfully for the same effort or time. HubSpot is really another hard-working and valued member of our team!


Find out more about how you could be further optimising and aligning your marketing and sales strategies using digital tools with a complimentary Digital Readiness Assessment


Click here to read 
An inside sales user experience of HubSpot marketing analytics

 

An inside sales user experience of HubSpot marketing analytics

By Andrew McFayden
Marketing and Sales Insight Consultant

Inside Sales experience before HubSpot Access

Working for other companies in various levels of maturity, I have found that the incumbent customer relationship management tool has ranged from either online shared Gmail tools, Microsoft suite or the old style note book and pen. Suffice to say they have their purpose and are thankfully superseded. These tools and the outbound process of cold calling and having no visibility into whether my communications have been received or even looked at are behind me at this point in time.

My initial impression of HubSpot as a CRM was that it was an unknown – I have not used this tool before, I hope that it does not slow me down. Should I revert to digital note pad to create canned responses to my contacts? Should I create multiple signatures as canned responses in Outlook? Also yes, great – so where is my cold calling list to bang blindly away at!

Inside Sales transformation with HubSpot access

I found that the user interface was easy to work out and it also helped that HubSpot has easy to follow training videos that helps your people with getting a running start to the tool. The important point here is that it is a tool. But this particular tool has smarts about it. Uploading structured and relevant content documents (PowerPoint, Excel, Word, videos/audio etc) to the file system allows you to place hyperlinks into your emails that allows this system to provide analytics to the sender of the email.

Where as before I was blind and ignorant as to whether a contact has opened my email clicked on the attachment and even if they have looked at the content pieces I have sent. Now I am able to see each time stamp when the email has been viewed.  Hang on a second, I know you want more. This reporting goes further and also informs you as to when the contact has clicked on a link to your document(s), as well as which pages have been viewed and approximately how long each page was the focus. This is provided that you send them a link that allows them to view the link to the document(s) online. An important note here is to structure your content attachments so that you have one topic/service listed per page, with a table of contents at the front.

marketing-analytics

With previous tools that I have used this level of data was not available and it resulted in repeated calls to the contacts to see if they had viewed the email or the document(s). More importantly it has allowed me to identify who may have needed a reminder and who has not opened a particular email, content attachment or link.

Inside Sales with HubSpot access: A real example

For example: I was in recent contact with an ICT software development company. Part of my research included looking for triggers. Triggers are events that have been documented online that may be a pain point for your contact that may be a need that can be filled by your company. I found that they were advertising for a position, also additional research uncovered that there was a review on Glassdoor that reflected on the current culture within the organisation.

Reaching out to the CEO of the company, I had a discussion around the position that was advertised. We discussed the particulars of the role and also details of the culture of the company as well. The result of the call was that I was to send an email with additional information to be reviewed. I included the link to the Glassdoor review as one of the links. Out of all the information that I had sent through to the CEO, the link that was clicked first was not surprisingly the Glassdoor review that was submitted by a former employee. The details of the Glassdoor review are not important to this overall picture. What is important, is that it provided me with some insights into the priorities that the CEO has for his business.

When I review this contact in the HubSpot CRM now, I am able to see which other links he has clicked and which documents he has viewed. As a result, I avoid sending information that he has not reviewed, again, and instead look into content that I can send him that he has shown an interest in. It is important to note that at this point that you should not just rely on the marketing analytics and data report to supply you with all the information. Follow up with a call for validation from your contact.

You can use this data to determine when the best time to call may be. As people tend to form habits calling at around the same time as the contact has been setting aside to read emails you have sent should result in being able to reach the contact more readily. The same can be said if the contact has not opened your emails as well. Calling to verify if they have been received your email will help you avoid the spam filter black hole.

This level of marketing analytics and insights have not been available to me previously. It has allowed me to be able to determine the logical and informed next step, the next piece of content to follow with my clients.

It is important to note that HubSpot also have a certified course on email marketing as well that I can recommend that will help with structuring your emails and the content that you send. The courses are free which is an added bonus and I have found that they have allowed me to further improve the quality of my engagement with inbound methodology to my customers.



Find out more about how you could be further optimising and aligning your marketing and sales strategies using digital tools with a complimentary
Digital Readiness Assessment.

digital-readiness-assessment

Click here to read
A digital marketing user experience with HubSpot marketing automation

State of Inbound 2018 Report: Key Alchemise Consulting Insights

The State of Inbound 2018 Highlights

The State of Inbound 2018 has just been released in June from HubSpot based on the latest global survey data around the current state of sales and marketing.

Here are some interesting statistics from the global survey report which may resonate with you and your current business, sales, and marketing challenges:

Hubspot State of Inbound 2018

Reference: Hubspot State of Inbound 2018 Global Report

Marketers prioritise converting leads into customers:

Bottom of the Funnel content is CRUCIAL across all global surveyed regions.

  • 69% of survey respondents highlighted converting leads to customers
  • 54% of survey respondents highlighted growth of traffic to the website
  • 44% of survey respondents highlighted increasing the revenue from existing customers
  • 42% of survey respondents highlighted the need to prove ROI from marketing activities.

Our comments:

From these statistics here the need for more initial digital contact engagement for top of funnel lead generation activities typically requires much time, cost and effort to work on producing leads. However the findings highlights a more pressing urgency and challenge for more effort working the middle to bottom of the funnel with sales conversion. What this means is that consistency working through the full funnel is required not just considering the top, middle or bottom focus.

Are you delivering enough “decision stage” content in the buyers journey to help close the sale?

If you start to focus on the sales outcomes first and reverse engineer your sales enablement to marketing lead activities needed to support to the goal, this will help qualified sales engagements with investment in aligning sales and marketing goals as a first step.  When you can consider the flow, efficiency and impact of the full funnel approach will deliver more consistent results and higher conversion rates from top to bottom of the funnel.

Without following the sales and marketing alignment process first, the measurement of tangible ROI can be difficult. We have just released an ROI calculator to help with the first step of that process.


Sales always wants to close deals which requires making the funnel more efficient:

  • 75% of survey respondents highlighted closing more deals
  • 48% of survey respondents highlighted improving the efficiency of the sales funnel
  • 32% of survey respondents highlighted reducing the length of sales cycles.

Our comments:

Sales targets are getting more difficult to meet, so the emphasis on driving a more efficiency sales funnel and more stronger and consistent qualified leads. Business owners and sales managers are telling us this is their priority right now. This Marketing to Sales engagement can be aided with delivering effective sales enablement to help support the sales team.


Prospecting has gotten harder in the last 2 to 3 years:

  • 40% of survey respondents highlighted getting a prospect to respond
  • 31% of survey respondents highlighted engaging multiple decision makers at a company in the buying process
  • 30% of survey respondents highlighted closing deals
  • 29% of survey respondents highlighted connecting via phone
  • 28% of survey respondents highlighted identifying and prospecting good leads

Our comments:

Our clients discussions definitely reflect the increasingly more difficult prospecting efforts year on year.

There are answers to these challenges on a whole which requires a stronger and more focussed strategic approach. If you can integrate your sales and marketing methods using Account Based Marketing with Target Account Selling in planning and segmentation process then the execution of the inbound methodology for engaging the full funnel will deliver higher conversion success.


Customers are advocates – word of mouth helps people make buying decisions:

  • 55% of survey respondents highlighted word of mouth referrals
  • 46% of survey respondents highlighted customer references
  • 38% of survey respondents highlighted media articles
  • 38% of survey respondents highlighted vendor authored materials & content

Our comments:

We have spoken to many business owners who still say referrals are their main way of generating leads. This is great to hear and obviously reflects the quality of customer services and client relationships built up. However is relying on consistent referrals enough to generate a strongly qualified pipeline which is large enough to meet sales targets? There needs to be multiple channels in driving lead generation for maintaining a healthy pipeline.

Content development with taking client references and authoring valuable content will still help drive inbound leads to you if it resonates and is relevant toward being customer centric.

If you want to understand from our perspective why marketing campaigns can fail, feel free to get your white paper below.


Preferred business communication channels:

  • 83% of survey respondents highlighted email channel
  • 59% of survey respondents highlighted face to face meetings
  • 55% of survey respondents highlighted phone calls
  • 41% of survey respondents highlighted video conference calls

Our comments:

Email is NOT dead as a business tool. Some pundits some years ago predictted that collaboration and social tools would take over email as a business tool. However this is proof that email is preferred with more options from Microsoft, Google and Amazon in the cloud now. Our suggestion is to ensure you do assess your customer preferences and make available an omni channel communication approach. Of the three preferred communication channels, technology has made it more difficult to engage face to face from phone calls and emails.


Respondents’ typical size and revenue:

  • 42% were SMBs (less than 10 staff)
  • 23% were SMEs (between 26 to 200 staff)

In Australia, there is a significant representation of small to medium business who are at different stages of the business lifecycle right now which is posing challenges whether you are in start up, mature stage or exit stages due to disruptive technologies impacting many industries to change. Every dollar invested must generate a solid ROI and business owners don’t have excess budget to spend without a solid strategy and plan in place.

Average company revenue:

  • 32% of survey respondents worked for companies less than $250K USD average revenue
  • 14% of survey respondents worked for companies between $250K to $1M USD average revenue
  • 16% of survey respondents worked for companies between $1M to $10M USD average revenue

Our comments:

It seems that typically organisations are still not investing enough budget in effective marketing. However the ROI of investment for many SMB’s and SME’s need to be more targeted and strategically planned to start with. What we have found is that many business owners who aren’t marketers have expended a significant budget with ad hoc marketing activities that hasn’t generated a solid and tangible Return on Investment. Why is this the case? Typically we have found that a lack of integrated strategy for sales and marketing can be a cause or not understanding the relationship and interdependencies between both functions.


Our key insights:

What does this summary of highlights and trends mean for your business planning in 2018?

Firstly many of these survey statistics align to what we have been seeing in the A/NZ market and feedback from business owners who have been speaking to us about their challenges.

It is evident that strategic thinking and planning needs to incorporate the process of aligning marketing and sales goals. We are also seeing however the reality is that many people simply don’t have time or aren’t willing to make the time to work ON the business than just in the business also.

Short term thinking and behaviour is also proving a hinderance to achieving consistent sales targets and marketing ROI. The strong demand for Business Development Management and Account Management resources highlight in certain sectors the strong demand for new business to keep driving revenue.

This requires the capability to drive sales qualified leads as well as experienced client facing sales skills to generate new business revenue. The role of Account Management is also important to retain existing customers as the increased market competition or transactional nature causes more churn if a supplier can’t add value in the client relationship.

Our visit to the 2017 HubSpot Inbound Event in Boston last year provided validation of the rapidly shifting nature and importance of digital marketing automation. The advancement of using Account Based Marketing and marketing analytics vendors like Terminus. Voice Call Analytics such as CallRail can help generate and report on providing deeper insights and visibility to help drive outcomes.

Every marketing plan requires consideration of using the inbound methodology to respond to the ways in which buyers make purchasing decisions today compared with a more traditional approach. This has been proven between traditional business and newer progressive business who realise they need to shift their mindset and change their business approach to survive and stay competitive.

The reality of the rapid digital transformation shift and web presence truly allows even small businesses to flourish with global clients via online and ecommerce marketing approaches. Even without large sales teams the power of globalisation is clear and represents a significant opportunity for small businesses to leverage this period in time.

If you would like to understand better how you can close more deals and also generate more consistently qualified leads, then feel free to contact us.

Find out how you can be more sales effective using an effective digital content and and inbound sales strategy approach by contacting us. If you would like an independent review or diagnostic of the gaps in your sales and marketing activities and areas to improve your sales ROI, we would suggest you consider registering for our complimentary Business Growth Assessment.

Insights Video #2 – How to turn your website into a customer centric approach

Here is an example of how you can change your website to a customer centric approach from an Australian IT company website we found – Maxsum IT.

Did you miss Insights Video #1 – Is your website brand centric or customer focussed? Watch it here now.

Hear from our Marketing and Sales Insight consultant, Andrew McFayden about why this is our advice for people thinking of a website redesign project or content marketing campaign using an example of how to approach it.

 If you are tired of your content marketing campaigns failing with no ROI, find out how Alchemise Consulting can drive more effective leads for your business.

We are a boutique business growth consultancy based in Melbourne, focused on delivering high value business and sales consulting in APAC with an outcome based focus and shared risk approach.

For further details on any of these points above with a confidential discussion on how we can assist you for business partnership or growth/exit strategies, please contact us on info@alchemiseconsulting.com or register for free initial consultation.

Insights Video #1 – Is your website brand centric or customer focussed?

Hear our latest marketing insights from our Marketing and Sales Insights Consultant, Andrew McFayden, in this short video about why many business website designs and content are brand centric and NOT effective in attracting or engaging with your customers.

Stay tuned for our next video of an example IT services website that started the process of being customer centric, as opposed to brand centric – available to watch right now, HERE!


 If you are tired of your content marketing campaigns failing with no ROI, find out how Alchemise Consulting can drive more effective leads for your business.

We are a boutique business growth consultancy based in Melbourne, focused on delivering high value business sales and marketing consulting in APAC with an outcome based focus and shared risk approach.

For further details on any of these points above with a confidential discussion on how we can assist you for business partnership or growth/exit strategies, please contact us on info@alchemiseconsulting.com or register for a free initial consultation.

Preview 2018 Insights Series 1: Inbound Sales from 1940’s to today

Did you know the concept of inbound sales has been the same since the 1940’s until today?

It has just been forgotten!

 

Why Inbound Sales? If you can relate to these common sales and marketing challenges below and have heard yourself saying this, you will enjoy listening to our short podcast preview. Remember how to address the way your potential clients think and act during their buying process.

Marketing Insights

  • My sales growth targets are being missed.   
  • My sales pipeline is weak and how do I develop more strongly qualified leads coming from Marketing. 
  • Why is my sales team not performing and I keep losing good sales staff?  
  • How has the internet changed the way people buy today compared to traditional ways dating back to the 1940’s?
  • How do I sell value as opposed to competitive price bidding? 
  • How do I attract new customers to my business? 

If you want to learn more about how inbound marketing and inbound sales can help address the challenges and how to drive more organic sales, keep reading below.

Find out how modern sales approach and how buyer’s behaviour  has not really changed since the 1940’s. It’s just been forgotten how people interact with people. The key difference in this current digital world means that online channels of communication provides ready access to more information for customers. This means it’s much later in the buying process before they engage with a salesperson.  If you can see the simple parallel from the 1940’s to 2018 using inbound sales you will win more customers!

To find out more about our Alchemise Consulting Inbound Sales Services, click HERE


Listen to our new podcast preview Series 1: “Inbound Sales from 1940’s to today”  as part our 2018 Alchemise Marketing Insights Series about our latest sales and marketing analysis and insights. In case you missed it on our social media channels, here is a preview of what is to come.

Feel free to share this with any one else who might be interested in Inbound Sales.


marketing-insights-Andrew-McFayden

Andrew McFayden has had a breadth of 20 years plus experience across different industries and sectors with roles in sales, marketing and customer service. He provides some very interesting insights around how old sales approaches don’t work in today’s digital age, however fundamentals of inbound sales existing back to the 1940’s and how the role of a sales person interacting with customers hasn’t changed.

To hear more of Alchemise Market Insights during 2018, simply subscribe to our podcast list coming soon.

If you have a related sales and marketing issue, topic or area you would like to hear our insights from Andrew, please drop us with your request by email to info@alchemiseconsulting.com or Twitter @alchemise_cons


To find out more how Alchemise Consulting can assist you improve your sales effectiveness and also how the use of inbound sales can help you reach your sales goals and performance expectations, simply register your interest below and we will book in an initial consultation when we contact you back within 1 to 2 business days.

Business-Assessment

5 Reasons Why Marketing Campaigns Can Fail

As End of Quarter and End of Financial Year approaches again, perhaps you are thinking ahead to prepare yourself now for reporting season – and the questions that arise from EOFY trends and data from your marketing campaigns.

If you are a marketing manager now having to explain why the ROI on your recent marketing campaign has been so poor, or a business owner wondering why a marketing campaign hasn’t produced the expected tangible results, we’ve highlighted five key simple reasons as to why your marketing campaigns and efforts have underperformed or failed with expectations.

  1. Wrong target audience
    Is the audience you are targeting actually your target audience?

The aim of your marketing is to attract the audience – but if it is pitched at the wrong demographic, the message will be lost. For example, not many 35-40 year olds will be able to afford a $70K car when they have family commitments taking the financial priority.

  1. Trying to solve more than one problem
    Is your solution clearly addressing the pain points that your customers are feeling?

Using the above example, a customer looking to buy a car may have the problem of many cars being too expensive for them, or needing a reliable car that is not a lemon, or a larger car that can accommodate a growing family. Which is the most important to your buyer?

  1. Selling ice to the eskimos
    Are you trying to sell a product or solution that your customers already have?

This one is straight forward – if you are trying to sell a new car to a person that already has a new car, chances are that they will not be interested.

  1. Wrong communication channel
    Is your campaign even visible to your potential customers?

Know where and how to find your customers – don’t promote $15K hatchbacks at a $150K luxury car emporium… people simply won’t bother to look inside the hatchback.

  1. Wrong medium used to communicate your message
    Is your campaign presenting the message to your customer in the right format?

Are you using video format when you should be using white papers? The wrong medium can also sink the campaign before it starts.

___________________________________________________________

The lack of alignment between marketing and sales continues to be deeply problematic in so many companies, and taking action for the first steps to resolving this divide can provide vast improvements on marketing ROI and achieving sales targets.

For a more in-depth discussion around these areas of your marketing approach and how to take steps today to turn your failed or underperforming marketing campaigns around, just contact us below to discuss.

marketing-campaigns

If you would like to schedule a time to speak with us, please email us at info@alchemiseconsulting.com or contact us on +61 3 9225 5022.