One of the most influential statement of last 2-3 years has been – buying intent comes from 3-15 % of the account ?
It is true. I do not deny it. I have analyzed the data myself of our customers ( HR tech, front office workers tech). I could see 10 % at a given time.
But it led the industry to run towards those accounts with automated sequence and ABM. Somewhere, building relationships with others took a back seat. Obviously, things didn’t go as expected and everyone is complaining about bad conversions.
It is time to reconsider this strategy. Strategy is to go back to basics.
Inbound, Outbound, and Nearbound can give you only so much of demand gen.
Time has come to think of building relationships with customers (all types of them such as lost opportunities, free sign-ups, deals, high intent accounts, new hires) and throughout their life-time on purchasing seats.
Let’s call that Life+Bound.
Life+Bound approach says –
1. Build relations throughout the life of the buyer.
2. Keep recording their triggers, changes such as job change, technology acquisition.
3. These triggers can be at company level or person level.
4. Nurture them with updates that you are better than others.
This approach increases the # of future customers in the pipeline. Sales rep can be given more leads from the demand engine you will have built.
A good Life+Bound funnel is where more than 60 % of the Net new customers come from this Life+Bound funnel.
How often are you talking to customers outside the intent zone ?
