We’re coming up on the half way mark of 2017. Most of us in sales and marketing are looking at our numbers for year-to-date and what type of push we need to make our goal (or stretch goal) for the year. The days of “handshakes” and the multiple variations of those ‘handshakes’ are coming to an abrupt end in many industries.
Our sales teams are dealing with unknown influencers, the procurement office and competition from larger firms that, in the past, would have never been in our deal sand-box.
With 2017 mid-year around the corner, it’s time to take hope out of your sales strategy and get serious about driving qualified leads to your sales team via marketing.
Consider this: According to the 2014 State of B2B Procurement study from the Acquity Group, 94 percent of business buyers do some form of online research.
2017 needs to be the year where you pay attention to, dust off and revamp your #1 Sales Person; your website.
Four Steps to Dusting Off Your Website.
- Review your positioning and messaging. Are you speaking the same language as your customers? Are you addressing their concerns? Do you sound the same as everyone else?
- Does your brand reflect who you are? How many of you have an out-dated website that in no way reflects the size, strength or position of your company?
- Responsive Design: Are you ready for any device your end-user is tapping to research your website?
- Do you have valuable and educational content on your site? Does the end-user have to provide a little information about themselves to get that content? There are many best practices that can easily be shared to position your company as the ‘go-to’ leader in implementing those best practices.
Don’t underestimate the power of your #1 Sales Person – your website. There is a new generation coming into the business world and this generation uses online research FIRST. As you know, you never get another chance to make a first impression.
Vera Fischer is the President of 97 Degrees West, The Brand Marketing Agency in Austin, Texas.