Your B2B climate tech company is LOSING leads if your entire customer journey depends on the sales team. 😮
See, when I ask climate tech companies about their customer journey — from first touchpoint to closing a sale — here’s what I hear:
A lead fills in an online form.
Sales sets up an intro call.
Then, sales sets up a demo call.
Then, sales sets up a few educational calls.
Then, sales sets up a call to discuss logistics.
Then, sales sets up a call to finalize the contract.
Then, the lead signs the contract.
This takes 6 months or longer.
Here’s the biggest problem with this approach:
The truth is that most B2B decision-makers will determine whether or not to include your company on their potential vendor list before ever contacting anyone in sales — basing their decision largely on online research.
So all these incredible resources sales is sharing along the customer journey, they can do more good if they’re accessible online instead of locked away with the sales team.
But, even once a lead has selected your company as a potential vendor‚ they’ll only spend 5% to 6% of their total purchase decision time with your team’s sales rep, according to Gartner‘s “B2B Buying” report.
Only 5% to 6%!
This makes it even more important to share valuable resources online that are focused on answering top questions along each stage of the customer journey.
And using marketing automation with a combination of channels, you can ensure those resources get sent to valuable leads at just the right time when they need them.
What will happen? You’ll free up the sales team to spend their time on only the leads that are most ready and likely to purchase.
More importantly, you’ll simplify the customer journey, streamline the process of lead-nurturing, and make it easier for leads to decide to work with your climate tech company.
Check out Gartner’s report “B2B Buying: How Top CSOs and CMOs Optimize the Journey” âž¡ https://lnkd.in/gkhzUsN7.