Marketing Doesn’t Close Deals

Making sure your leads cross the conversion gap

In 1897, a London newspaperman accidentally confused Mark Twain for the author’s seriously ill cousin, giving rise to false speculation that Twain had one foot in the grave.

In fact, he would live another 13 years.

“The rumors of my death have been greatly exaggerated,” Twain famously said, after getting wind of the misinformation.

In B2B lead generation, you can apply Twain’s witticism to the poor salesperson—whose demise has also been “greatly exaggerated.”

Although buyers purport to make much of their decision before seeing a sales rep, it doesn’t mean they’re necessarily ready to make a change when they actually engage.

It’s a good reminder for demand generation programs leaders that salespeople still matter. The onus is still on your field representation to create a qualified opportunity and convert that interest into real business.

Faulty assumptions lead to wrong content

If you’ve assumed buyers are mostly done with their journey by the time they meet with a rep, you might be giving your salespeople the wrong content for the wrong conversation.

In this webcast, learn how you can create a better hand-off between your self-service demand gen conversations and your follow-up sales-guided opportunity creation conversations.

If you don’t do this, you risk losing leads to the conversion gap, the abyss between demand generation and sales enablement and training where conversion rates suffer and good leads go to die.

The webcast also features a case study with ADP, a provider of cloud-based human resources solutions, describing how they overcame the conversion gap.

Tim Riesterer, our chief strategy and marketing officer, Patrick Flanigan, VP sales enablement, ADP, discuss how to tell a consistent and visually compelling story that turns high-quality leads into real business opportunities.

If you want to learn more about how ADP developed a culture of great coordination across their marketing, sales enablement and sales training departments, check out this video from the 2014 Marketing & Sales Alignment Conference in Chicago.

Tim Riesterer

Tim Riesterer

Chief Strategy Officer

Tim Riesterer has dedicated his career to improving the conversations marketers and salespeople have with prospects and customers. His books, “Customer Message Management”, “Conversations that Win the Complex Sale”, “Three Value Conversations”, and "The Expansion Sale", focus on improving market-ready messages and tools that marketers and salespeople can use to win more deals. As chief strategy and research officer for Corporate Visions, he sets the direction and develops products for this leading marketing and sales messaging, content and training company.

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