Page 119 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

long?

A disciplined measurement strategy for the buyer matrix allows you to analyze,
test, and optimize the entire matrix, one buyer state at a time. Take a step back
and decide which buyer states are performing poorly and represent the best
opportunities for improvement. Pick one. Analyze the performance of that buyer
state. Take a deep look at buyers who are progressing quickly through it. What
content did they consume? What actions did they take? What actions did your
company take to accelerate them through that state? Then take a deep look at
buyers who are stuck in that buyer state. Don't be afraid to call them to diagnose
the blockers that are preventing them from progressing in their buyer journey.
Form theories on how to resolve the issues. Run some experiments. Optimize
and improve. Then move on to the next buyer state.

Use the Buyer Matrix to Determine When to Pass Leads to
Sales

With a well-formed buyer matrix in place, let's get back to the original question.
When should each type of lead be passed to sales? Let's address this question
within the context of the matrix.

Start with a theory for each persona. Assume we want to pass the “Enterprise”
persona leads to sales at the first stage of their journey, the “Problem Education”
stage. Our gut tells us that Enterprise opportunities have sizeable revenue
potential. If an employee at a Fortune 500 company even touches our website,
subscribes to our blog, or mentions us in social media, we probably want a
salesperson to follow up immediately.

For the “Mid-Market” persona, assume we want to pass the leads to sales at the
“Solution Research” stage. These mid-market companies probably do not have
quite as much revenue upside as the Enterprise customers. Marketing will
nurture these buyers through the Problem Education stage. Once the buyer's
actions suggest he has reached the Solution Research stage (perhaps he
downloaded product information or requested a product demonstration), the
buyer will be passed to a salesperson.

For the “Small Business” persona, let's assume we want to pass the leads to sales
at the “Solution Selection” stage. These small businesses have a limited budget
and, in turn, limited revenue potential. However, there are a lot of them.
Marketing will nurture these buyers through both the Problem Education and
Solution Research stages. Once the buyers indicate they are at the Solution