Is Marketing a Bottleneck or Sales Enabler?
Ignorance isn’t always bliss – especially when it comes to missed opportunities. Why miss out on sales opportunities because you don’t know something that you easily could know? Every sane executive responsible for revenue generation wants to know how to prevent leaving money on the table.
Think of Your Website as Your Storefront
Potential buyers start their research a long time before you or your sales team knows about it. When a prospect is anticipating a problem that may need to be solved, or an opportunity to be exploited, they start out by doing a Google search. Today, web searches for solutions is the norm. Because the internet is so rich with information, close to 70% of a prospects research may be completed online before they even let their potential vendors know who they are, or that they even have a need.
When a prospect walks into retail establishment, you can see what she is looking at, and a helpful clerk can guide and direct the prospective customer to the correct solution. Similarly, prospects may find your site and your products, but they may not clearly understand how you can help them and may also need some guidance and direction.
You may argue that, “My website isn’t our primary vehicle for sales”. That’s like saying, “let’s make our sales team work harder than they need to”, when you probably already have highly qualified leads right under your nose!
No Visibility to WHO is On Your Website
As a B2B business, wouldn’t you want to have that opportunity to see if your prospective customers were able to find the information they were looking for, or if they had any questions?
Google Analytics is a common, mostly free tool used to see what kind of website traffic your site is generating, which pages are the most popular, and what entry points, searches and information are most useful for your visitors.
The surprising thing is most companies have no clue what statistics are even being provided by Google Analytics. But even if companies keep track of such information, Google Analytics cannot tell you “WHO” is coming to your site.
Sales has traditionally not been involved (or didn’t have an interest) in the website, or the often hard to fathom statistics generated by Google Analytics. It’s great data, just not easily digested by, or useful to sales.
Wouldn’t you want to know which of your hottest prospects are coming to your site?
Your website is producing traffic. Who are they? What is it costing you by not being able to convert those companies into known prospects so that you can influence their buying decision early, and convert them to revenue?
If you get 2000 unique visitors to your website in a given week, 98% (or 1,960) of those visitors are probably anonymous visitors. What if you knew the name of the companies those visitors came from? What if you knew the locations of those visitors? What if many of those companies are already on your target list of accounts you want to penetrate? If you had that information, how effectively could your sales team leverage it by preemptively establishing contact?
Is it totally up to sales to uncover opportunities?
Sales doesn’t usually control the website, marketing does. And this is where marketing can quickly and easily justify their existence, by helping sales identify highly qualified leads early in the cycle. These companies found you through a search engine or through other inbound marketing activities. And you may have no clue who they are!
You can know which companies and prospects are coming to your site organically, and you can know what prospects or customers are coming back to your site in between email campaigns. And you can use this information to capture prospects in their investigation phase; and earn the early opportunity to become the prospects trusted adviser. There is technology available to give your company this capability.