Hi, I’m Henrik.
I help B2B companies implement and adopt marketing automation software.
If you’re a business selling a B2B software product, two things are likely top-of-mind for you:
- How do I keep a consistent flow of leads coming in to generate the business I need?
- How do I make sure enough of those new customers stick around to make sure we keep recurring revenue coming in?
I specialize in fixing these problems.
If you’ve tried online marketing before, there’s a good chance the results did not impress you:
- You had traffic sent to your website by means of Google AdWords. You’re still not sure exactly what that’s doing, but “it’s got to be doing something”.
- You’ve had your website redesigned. It looks awesome now, but it doesn’t seem to be actually getting you any more free trial signups, or customers.
- You’ve had your sales people cold call the living daylights out of purchased lists. But they’re not happy with it and it’s not effective (and frankly, not a lot of fun!).
There is a reason these things aren’t working anymore:
Modern buyers have a purchasing process
They don’t want to talk to you, until they’re ready.
If your product isn’t something you buy on a whim, your potential customer isn’t going to pull the trigger the first time he visits your website.
Your potential customers want to do research. They want to find out as much about your solution as they can by themselves.
If you’re not giving buyers the chance to get to know you before they have to talk to you… you’re missing out bigtime.
That’s why if your website says: “this is our product – buy it!” you can throw as much traffic at it as you’d like: it’s not ever going to become a significant contributor to your revenue.
So, what to do?
Turn your website into a “conversation machine”
Let me call out a few words I’m sure you’ll love:
- Thought leadership
- Industry leader
Your website should be a place where people can research the solution to their problem. Then you will soon be able to claim those above words as your own.
And you don’t need stacks of content to achieve that, either. All it takes is the right content. You’d be amazed what a few whitepapers and emails can do.
How do you turn your website into a conversation machine?
- Give to give potential customers a reason to engage with you, before you even mention your product. A thought leader is generous and helps those who don’t even realize yet that they need help.
- As mentioned, you have to accommodate your potential customer’s research through relevant content.
- Only when your potential customer is showing obvious signs of interest should you directly converse with them. Through sales people, or through more targeted sales content.
If you value recurring revenue, the conversation doesn’t stop there
If you also want to reduce your churn rate, this conversation has got to continue beyond the point of purchase!
So, how do you facilitate these conversations?
By automating them.
By getting a deep understanding of your customer and his or her needs and planning your interaction with them.
You can then service your prospect through downloads, email, chats, text… whichever your prospect prefers.
You can have a personalized conversation with thousands of customers – at the same time!
Now, automation sounds like something that’s focused on technology.
I will tell you: it’s not.
Everything hinges on the deep understanding of that customer. Once you have that, you’ll have to translate that understanding into relevant content. And, subsequently, a technical implementation of marketing automation software.
The four areas of planning, psychology, content and software need to come together to create the ultimate automated conversation.
If you nail this, you can say “goodbye” to your conversion and churn problems
If you’re interested in a chat to see if I can help and am available, follow the link below to book a discovery call with me.
Hope to talk to you soon!