The further down the funnel you go, the more your prospects are ready to become customers.
Indeed, you attract visitors with informative content, then you feed them with content about your offer.
And now ?
Your prospects are 60-70% through the buying process and the only question is, who am I going to do business with?
To reassure themselves, most of your prospects want to meet face to face or have a phone conversation with you.
On your side, at this point, you know that it doesn’t take much to turn them into customers.
Indeed, the user intent is clearly the purchase .
This is why, in many B2B industries, the BOFU step is not content but rather an invitation to get in touch:
- A confidential telephone consultation,
- An appointment,
- A free quote,
- Or a free trial…
In addition, you are in contact with your future customers earlier, which gives you the possibility of influencing their choice and positioning yourself as the preferred supplier.
The prospect is then sent to the sales representative, who will qualify the prospect. He then turns into a Prospect qualified by the Commercial (SQL or Sales Qualified Lead).
Note : On the other hand, if your products do not require telephone contact, a limited-time discount code is ideal to encourage purchase. This is what B2C e-commerce sites do.
Automate the Inbound Marketing approach
Progressive delivery of content through funnel phases (TOFU, MOFU, and BOFU) may sound simple in theory.
Unfortunately, it is not the case.
You need time to:
- Set up your strategy,
- Create the necessary content in accordance with your personas and their intention,
- And assess the leads you convert as they move through the sales funnel.
But this effort is bound to pay off!
93% of companies that have adopted inbound marketing have seen real impacts on their conversion rate (source HubSpot ).
However, it is also unrealistic to want to manage this process manually.
Automation software is essential to implement inbound marketing.
With this type of tools, email series can be created Latvia Phone Number List beforehand and triggered based on a specific conversion. You are not going to send the same series of emails depending on whether the prospect is interested in your product A or product B.
On the other hand, automation does not preclude adding your personal touch either.
You can always send an email
with custom content or subject and send it to a specific contact.
And, as said before, depending on the behavior of your recipients, they will receive a rating that allows them to assess the distance that separates them from a sale.
It’s an incredible time saver.
Your team has more time to create more engaging Leads Blue content, while fueling your reps with a steady stream of highly qualified, call-ready leads.
At #audreytips, we use HubSpot, among other things, to automate this process .
