What is keeping you from growing?
Across all industries and business types, the basic steps to drive sustainable pipeline and predictable growth are truly the same. However, every company differs in its ability to execute these steps effectively.
One common challenge is having content that focuses too much, too soon on your company and products. Your prospects are not interested in that, especially early in their buyer’s journey. It’s much more powerful to articulate the business problems that your prospects may be facing, and how you can solve for them.
Another common problem is that you may not have the right technologies to get your content in front of the right prospects, in a consistent, automated, and repeatable way.
Or maybe you’re reaching audiences effectively, but you have no reliable way to track and measure their engagement with your website or content until they take the initiative to contact you. In contrast, think of how much you could grow your pipeline, accelerate your sales cycle, and increase your win rate if you could confidently assess prospects’ interest based on their activity, and alert your sales team at the perfect time.
Once you do this in a scalable way, you can generate a sustainable, repeatable pipeline and achieve the business growth goals you are looking for.
Steps to Sustainable Pipeline and
Business Growth
Most companies get some of these right, but you need all of them to be in place and working in order to grow at scale.
1
Identify the right prospects to target (Ideal Customer Profiles)
2
Articulate the business problems you solve for your customers
3
Develop compelling content to communicate the value you provide
4
Serve relevant content to the right prospects, via multiple channels, consistently over time
5
Encourage, track, and measure engagement with prospects
6
Use cumulative lead scoring to identify prospects with strong interest, and send them to Sales for timely follow-up
7
Do everything in an automated, highly scalable way
8
Monitor, measure, and report on all key metrics. Calculate current, comparative, and projected pipeline and revenue
9
Regularly assess impact, identify and test opportunities to improve, and optimize performance at every stage