We’ve all been there, we get a call or an email from a salesperson trying to convince us to buy their product without really trying to understand us or the challenges we face. When they share content, they typically throw our way some generic video or a bunch of PDFs that are very product-focused and not relevant to us. This is frustrating and a prescription for a dead end.
Today’s buyers are well informed and their expectations are high. At a minimum, the salesperson should be an expert in his/her domain, understand our challenges, know us and provide real value across the sales process. This is true when companies are trying to win new customers, or managing current relationships with their existing customers for renewal, upsell and cross sell. This approach sets up the relationship for sustainable value-driven success.
Value = Great content + Seller as a trusted Adviser
At Folloze, we believe that true sales success encompasses education and a prescriptive approach. It is important to layout a strong foundation to educate prospects during the buying cycle. By creating a well-thought-out content journey, salespeople can now be seen as a partner and trusted advisor. By helping their prospects learn how they can overcome their business challenges be better at what they do, they can provide real value. The result, a prospect who is well informed, confidence in their decision when they buy your product, and a much shorter sales cycle.
We are excited to announce the release of the Folloze ABM Content Plays.
ABM Content Play is a powerful way to execute highly-targeted multi-touch campaigns that allows sellers to engage their prospects through content journeys. Today, campaigns sent through marketing automation platforms deliver messages that are usually generic and in most cases, do not allow input from individuals who have first-hand knowledge of the account – the sellers. ABM Content Play allows for a connected sales and marketing approach where both teams are given the trust, visibility and control needed to ensure prospects are nurtured with precise messaging and relevant content that resonates with their interests and needs.
Now, you can nurture prospects with relevant content through a prescriptive approach and your message will not end up unopened or worse, deleted from their inbox.
With the ABM Content-Play it is easy as 1-2-3! A seller or marketer can select the sequence of relevant content from a Folloze Board, create a personalized message and schedule the release date and frequency.
The ABM Content Play turns our Send-on-behalf feature into overdrive. Now, you can send-on-behalf and execute multi-touch prospecting with just a few clicks. One campaign, multiple touches, multiple release dates, and from multiple sellers.
ABM Content Play
Visibility & Control
There are plenty of use cases where salespeople can apply this method. For example, Folloze customer Audiocodes, has been using Content Plays to nurture their partner ecosystem. Within just 90 days of deployment, they saw an increase of 27% in their partner deal registration (learn more)
Here are ways you can apply content plays to your ABM Strategy:
Register for the Content Play Webinar to learn more and see a live demo.