How does one create a solid, effective promotion that will convert the modern tech buyer? To say that lead generation and lead nurturing — particularly in the business-to-business tech space — have a lot of moving parts is actually a little bit of an understatement. Consider even a few of the following statistics to paint a more vivid picture of the situation you now face:
- According to one recent study, a massive 85 percent of B2B marketers say that lead generation is their most important marketing goal.
- But despite this, only 22 percent of B2B businesses say that they reach out to prospects with lead nurturing efforts on a weekly basis.
- Nurtured leads, by the way, tend to produce as much as a 20 percent increase in sales opportunities versus other types of leads.
But perhaps the most important statistic of all is the following: According to a Forrester Research study via HubSpot, displaying expertise in lead nurturing results in not only a 50 percent increase in sales-ready leads, but also a 33 percent decrease in the overall cost of those leads.
This, in essence, is why your offers and other promotions are so important.
But to really seal the deal and begin a beneficial relationship with the modern tech buyer, you don’t just need an offer. You don’t even need a great offer. You need the perfect offer and you need it today.
Thankfully, this isn’t nearly as complicated a process as you may have assumed. There are just a few key things you need to keep in mind.
Creating the perfect offer: What you need to know
Before you can learn more about the techniques you’ll use to create the perfect offer for the modern tech buyer, you need to know more about the mentality behind it all in the first place.
Different offers can — and should — be created to attract customers at different stages of their ultimate journey. Think about it from their perspective: People at different stages of your marketing funnel are naturally looking for different things, and this extends both to the value they’re trying to unlock and the types of promotions to which they’re likely to be receptive.
Each offer that you create cannot be created in a vacuum; it needs to be laser-focused on a specific part of the funnel for the best results. It must be relevant to not only the unique spot in the journey the customers happen to be in at the moment, but also the stage of the journey they will (in theory) be moving on to sooner rather than later.
To do that, your offers need to be (A) relevant, and (B) provide a distinct value that these buyers aren’t likely to be able to find anywhere else.
To put it another way, don’t start with your offer and try to somehow work your way to the buyer. Instead, start with the buyer — including who they are, what they need and what they want — and work your way back to the perfect offer.
The elements of the perfect offer
Again, the specifics of each offer you create can — and absolutely should — vary wildly depending on who you’re talking to and when you’re talking to them. However, all offers — regardless of which stage they’re directed at — will share a few key elements. These include:
- It acts as a way to reinforce your brand promise. As a communications service provider or a managed service provider, you know what promise you’ve made to your customers. This offer must underline that promise again at this unique stage in the customer journey.
- It must drive action. Regardless of what you want your tech buyers to do in the moment, the offer must be specific enough and provide enough value to compel them to do so. “Contact us today” isn’t going to be enough to get the job done.
- It needs to demand their attention. High relevancy, superior value and strong calls to action are all the perfect way to cut through the marketing clutter and grab people’s attention in a way they won’t be able to look away from anytime soon.
The type of offer that is relevant to someone in the “data gathering” stage of the journey will be different from those who are nearly ready to make a purchase, which is when pricing and/or discount offers will come in handy. But to truly resonate with a tech buyer, these core elements must be in play at all times.
You’re working on a case-by-case basis
In the end, there are two hugely critical things for you to understand about all of this. They are:
- If you want to convert the modern tech buyer, you need to create the perfect offer — no exceptions.
- The definition of “perfect” will vary depending not only on who you’re talking about, but when you’re talking to them as well.
These two ideas may seem like they’re at odds with one another a little bit, but you can guarantee they aren’t. The format you use will change. At one stage of the journey it may be a white paper; at the next it may be a free trial; at the one after that it may be a helpful checklist. But the uniqueness of each offer to that individual will not.
The mechanism you use to promote that offer may change — one day it might be email, social media the next, paid search after that, and so forth — but the relevancy and the distinct value provided will not.
If you want to attract top and middle-of-the-funnel customers, your offers need to be built with these people in mind. Provided that each offer you create takes into account the target customers’ unique spots on their customer journeys, rest assured that you’re creating a situation where success becomes an inevitability.