Whether you’re a fan of “Game of Thrones” or not, no one can challenge the popularity of the show. The same is true with marketing. Today, you need the perfect combination of demand generation, inbound marketing and sales enablement to exceed your revenue goals.
Given the complexity of today’s marketing and sales tactics, it’s impossible to attempt to execute lead generation and revenue growth without a revenue strategy that includes both messaging and tactical configuration. Think about this like trying to take over the Westeros without a game plan.
Here’s your “Game of Thrones” guide to lead and revenue generation.
Seen a dragon lately? Of course not, but if you did, your reaction would be the same as the people of Dorne: shock, awe and ultimately the knowledge that there’s nothing you can do but concede to the power of the dragon.
Your message, differentiation and story need to drive home a similar feeling. You want your story to be so disruptive and emotional that your prospects concede they need to talk to you today and start working with you right now to prevent them and their company from the impending doom.
The power the dragon has over enemy armies is the same power that compelling messaging has over prospects and your competitors. It clearly differentiates your business and creates a sense of urgency that drives sales opportunities and new customers. It won’t be easy to create messages of this quality, but strong marketing strategy and creative storytelling give you control over the message just like control over the dragon makes you the most powerful person in the kingdom.
There are millions of them, they never die and they scare even the most seasoned warriors. Now that you have a message, you have to get it out there, and especially in all those places your prospects are spending their time. The better you are at “spreading the word,” the more visitors you’ll get to your website, the more leads you’ll generate, the more sales opportunities you’ll pass to sales, the higher quality the leads will be and the more new customers you’ll close.
Think about this like a virus. You want to identify the people who can spread your story (called “sneezers”) into the “watering holes” where your prospects spend their time. Next, provide the sneezers with your story, content and disruptive insights. Then, let them share your content with everyone they contact. Take your story, content and disruptive insights, drop them into the watering holes frequented by your prospects and watch them pick up your assets, taking them back to their companies, friends, peers, colleagues and future prospects.
Your story spreads like the White Walker army, and before you know it, highly qualified prospects are coming to your website, downloading your content, giving you their contact information and your funnel is exploding with opportunities.
They say content is king, but in our mind your website is king. Most websites aren’t good, but the ones that are good produce an insane amount of high-quality leads for their companies. The most revered kings are the ones who take wonderful care of their kingdoms, especially the people in those kingdoms.
In a similar manner, the best websites are the ones that are designed and built for their visitors, not their owners. Without being too bold, I don’t care if you like your website. I care if your prospects like it, click on the links, spend time on your site and ultimately convert from anonymous visitors into qualified leads.
They key to creating a prospect-centric website is thinking about their questions, concerns, needs and buyer journey. Next, you need to strategically design a page-by-page website experience that walks visitors through an experience that first pulls them in and then educates them throughout their buyer journey, which might include more than one visit to your site.
Do this correctly and you’ll have a “Your Grace” website that ranks on search engines, converts visitors into leads and drives high-quality new sales opportunities for your sales teams.
If your website is king, then your content is queen, because without it you simply can’t get found or convert visitors into leads. Kings love their queens, and the longest-reigning kings usually have a lot of queens. I’ll continue that comparison and point out that the more content you create, the more leads you’ll generate.
Queens come in all shapes and sizes from all over the kingdom. Some are royalty, while others are common folk. Your content needs to be perfectly configured for your targeted prospects and you might have a few different personas who demand different types of content. The better you are at creating compelling, emotional and educational content, the more leads, sales ops and new customers you’ll generate.
Video, infographics, whitepapers, e-books, tip guides, research studies, slide decks, webinars, quizzes, surveys and assessment tools all fit the content bill. To ensure the content we create for clients produces results, we make sure all the content answers prospects’ questions. Prospective clients want to know if their website is good, so we’ll grad their website. Prospective clients want to know how to generate more leads, so we’ll review what they’re doing and give them recommendations to improve.
The better you know your prospects, their pains, their challenges, their questions and their goals, the better your content will work to drive leads.
He who has the most swords usually rules the kingdom. In our story, these represent your salespeople. In today’s world, you can’t send your sales teams out with the same weapons they used 10 years ago. In most cases, the armaments from even five years ago might be outdated and rusted through.
Today, you need technology, process and tools to help your sales team move away from selling and move into guiding your prospects through their journey.
Let’s start with technology. CRMs are no longer for bigger businesses. If you have even one or two salespeople, you need a CRM. Today’s CRMs are more about keeping tabs on activity and all about delivering intelligence to sales teams to help them close faster and close more frequently.
The best example is the HubSpot Sales Pro tool that alerts you when a prospect is on your website and tells you exactly what page the prospect is visiting in real time. Now your salespeople proactively reach out with a simple message that says, “I saw you were on the pricing page of our website. Tell me what’s going on in the business that caused your visit today.” Now you’re talking.
Process is key to creating a repeatable, scalable and predictable revenue machine. You have to be sure that each salesperson is saying the same thing to the prospects at the right time in their buyer journey, and you want to be sure they’re sending the best email and using the highest-converting educational content in context to each prospect’s pains. It’s more scientific and it’s much more productive.
Finally, you’ll need new tools. For example, advocacy is becoming a mandatory part of the prospect experience. You’ll need to arm your current customers with the incentive to help you in the sales process with prospects. Imagine the power of an unsolicited email from a current customer to a prospect telling them how much your company has done for them. Wow, right? It’s doable with the right tools.
The “Game of Thrones” theme is fun, but there’s a serious note too. Today, sales and marketing looks nothing like the mix of strategy and tactics I executed when I ran marketing for a software company 15 years ago. It’s time to embrace the new tactics and start using them to propel your company out of the old-school tactics you’ve been using and into the world where you rule and conquering your revenue goals is a monthly occurrence.
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