I’m a big fan of leveraging marketing automation and lead scoring to identify and qualify “sales ready” leads. However, even if you have a very sophisticated and proven predictive model, there’s still a lot of work left to convert these leads into opportunities. The challenge is 2-fold: Access and Speed.

Access:

Start by thinking about how organizations source solutions. Once an organization decides its ready to begin its buying process, an executive (i.e., the “economic buyer”) typically delegates responsibility for researching vendors and gathering information to a lower-level technical buyer. It’s often the technical buyer who’s consuming your content, filling out your forms, and attending your webinars.

However, you can’t afford to have the technical buyer control the sale and your access to economic buyers. However, if you wait until the technical buyer requests a meeting to discuss an opportunity, you’re nearly trapped. If you go over their head to the economic buyer directly, you risk insulting the technical buyer and creating an adversary.

Instead, you need to gain access to the economic buyer as early in the sales process as possible, and ideally before the technical buyer takes control of your sales process. However, gaining access to economic buyers is easier said than done. Most executive-level prospects will be unresponsive to your messaging and outreach efforts. These are busy people who don’t answer their phones unless the recognize the numbers, and who get 100’s of emails and LinkedIn requests daily from vendors trying to sell them. And, if you think getting one executive to respond to you is difficult, try getting 5 or 10 if you have a real complex sale.

Speed:

The second challenge is speed. You still need to reach and engage a potentially large stakeholder group quickly. According to Forrester Research, you have a 74% chance of winning business if you’re the first to create a viable vision of the future with a prospect. In high-value enterprise deals, there’s high reward but also high risk. It’s worth pulling out all the stops to engage aggressively, get there first and gain the competitive advantage.  That’s where Execugram comes in.

How Execugram Helps:

Through our Execugram Comics, we help get your story in front of key players in accounts simultaneously, and in a way that is fresh, fun and appreciated. We do this by telling the story about a day in their life and a problem that you can help them solve. Dialog for each comic emphasizes how your solution helps to address the specific needs of each stakeholder.

We ship Execugram Comics to your prospects by UPS with tracking. This enables you to reach all target executives in an account at the same time and coordinate your follow-up for maximum impact. We guarantee that they will read your message and you will differentiate yourself in an amazing way.

Execugram helps make your marketing automation, lead scoring and predictive marketing programs more successful by accessing the economic buyer sooner and with more impact.

The best way to see if Execugram is right for you is to run a pilot. It’s very easy to do and very low
risk. Please contact me to learn how.



Dario Priolo
Author:
Dario Priolo

Dario brings over 15 years of marketing leadership experience in the human capital and sales training industry. He has help c-level positions with Miller Heiman, Profiles International, Richardson, and Sales Performance International, and has been a consultant to dozens more training and technology companies. He is an expert in complex B2B sales and brings this experience to help his clients develop and execute impactful marketing and demand generation strategies.

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