Let's take an example: Our company offers an Account Based Marketing solution, and the Buyer Persona I'm interested in is a sales manager at a consultative sales company. I need to understand that:
The discovery phase begins when this manager reads or hears one of his colleagues talking about ABM and wants to learn more about the topic, as it may solve his problem of getting more leads in new accounts in a pandemic context.
Search on Google: Can you find me? Go to YouTube, can you see me? Check LinkedIn, am I there? The way we capitalize on that question is to have a presence with useful and well-positioned content on the different channels.
Then they go to our landing page, where they leave us the first piece of information (their email): they are giving us permission to contact them in exchange for the valuable content they found in our brand.
Here it is very important -and it depends on Marketing- to enter the cultivation mobile phone saudi arabia mobile number directory or nutrition stage: a sequence of communications that seeks to help the lead understand what their problem is and how they can solve it without selling to them and without commercial messages!
Only when we identify that it actually matches the profile of the client we want to attract and that we can help them solve their need, do we deliver a bit of commercial content.
Once we know that the manager is an SQL - because he has informed us that the company is making a purchasing decision - we refer him to the sales team so that they can contact him and advise him on his needs.
This is the general idea of lead capture on digital channels with the Inbound methodology: focusing on attracting and nurturing our buyer personas in the discovery and consideration stages.
When we aim to generate many IQLs per month, the methodology will be useful because it allows us to do this large volume.
Of course, we will have to have the ability to manage - whether by automation or in an artisanal way - the user discovery and consideration processes, taking into account that we will always be giving much more than we receive in the first few months: we will have many contacts that may or may not be targets, interacting with our business, requesting information, completing forms, requesting content.
This means that we will be generating content, optimizing communication processes, investing in automation platforms, email marketing, CRM... attracting customers through paid channels such as Google or Social Ads, etc.
It is a long-term methodology with medium-term results: we are not going to close sales in two or three months, and that does not mean we should abandon the strategy or waste energy on creating useful and valuable content. In our experience, it is an investment with an excellent return, as long as it is done well and sustained over time!
If you are looking to focus on SQL leads, which are in a more advanced stage of consideration or decision, you should “go out” to find the clients who are not looking for you on Google. And for this, you have to use another methodology: Account Based Marketing, which we will see in another entry of this blog.