Digital Marketing for Lead Generation in High Value or High Touch Sales
Summary
The opportunity for growth lies within the fact that your target audience is changing; they are getting younger, they have grown up with Google, and while referral and recommendation is often huge part of a high value contract, the first thing your potential clients are going to do is jump online and see who’s solved their challenges before. In this blog, discover why a digital focus is right for high value sales 3 ways to make sure you get it right 81% of B2B purchase cycles start with web search, and 90% of buyers say that when they are ready to buy, “they’ll find you.” (Earnest Agency). #2: Stakeholder interviews to validate the pain points, identify how we mesh them with business needs, and create relevant case studies. #3: Create dedicated landing pages and/or whitepapers in response to those specific pain points detailing how to overcome the common challenges that the sales team are responding to. From a digital marketing perspective there are a few baseline channels to consider as a solid starting point: Measuring and understanding the impact of your activity The final piece of the jigsaw is tracking/attribution and understanding the longer tail of influence – if you operate on a ‘last click’ model where all the credit is given to the final converting channel then you can make some bad decisions, but setting up correctly in the first place means that this data will gather for you.