As companies reinvent their sales and marketing efforts, the number one challenge remains how to effectively engage buyers. Based on the popular keynote from Virtual Summit and On-Demand Webinar from CEO and Founder of TOPO covers the topic of how to engage buyers right now.
Over the past few months, TOPO has covered the importance of using extreme value in differentiating during a time of uncertainty. Here is the difference between extreme value and high value offers and how to use high value offers to drive virtual selling success:
The global pandemic caused by the coronavirus (COVID-19) had repercussions in the business environment unlike anything we have ever seen. Marketing and sales organizations have had to adjust to new ways of working and communicating with buyers with a previously unimagined degree of speed and agility.
Intent data reveals the topics that companies are actively consuming across the web. This data may be collected from a single publisher such as TechTarget or from a broad array of sites such as Bombora. Significant increases in research about a specific topic can be used to identify companies that are actively researching new solutions.
“Don’t go chasing waterfalls.” – TLC
TLC didn’t know they were singing to Demand Generation when they wrote their famous song. Too many Demand Generation professionals are chasing waterfalls and its now time for Demand Generation to bring a fresh perspective to align the organization.
Every seller is now learning to navigate this virtual selling environment. To achieve success, they must focus on the mission critical needs of their prospects, tighten their message, and find the right stakeholders to engage in this new environment.
The list of accounts have shrunk and the account based process now begins with re-prioritizing accounts and re-allocating resources accordingly. Marketers need to understand how to prioritize this Account Based GTM approach with a new reliance on an entirely digital set of tactics.
As we look ahead to the next 3-6 months, organizations need to set up the organization to continuously collect insights and craft relevant messaging to engage customers and buyers. Below is session from our Virtual Summit where Dan Gottlieb our Sales Analyst, shares how companies are setting up “the newsroom,” turning insights into extreme value messaging and plays.
The COVID-19 disruption has created new strategic considerations for sales and marketing, resulting in the need to re-analyze target markets, re-allocate resources, offer extreme value, change tactics, and re-design organizations for the new environment.
The Coronavirus (COVID-19) crisis has created the most disruptive business environment of our lifetime. The speed in which the anticipated impact came to fruition was startling and sudden .
Over the course of four weeks (March 5 to April 2), pipelines increasingly worsened for sales and marketing organizations as buyers took less meetings.