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Hey, want to know the easiest way to bring in new customers? Directly target their needs by providing resources and services to help them with their projects. Okay, that’s consultative sales 101.

The challenge is, most of high cost sales resources are spent trying to figure out what those needs are and when these resources should be spent on addressing needs. Luckily, today’s marketing capabilities have the power to identify decision makers and their needs very efficiently. Leveraging this information to target buyer needs with value-added resources is a powerful path to net-new customers.

IT buyers are educated, leverage online resources and are always seeking out information. They have the ability and desire to be in control of gaining information for their projects. This is the opportunity. Marketing programs should be designed to connect with these buyers, collect sales intelligence with what they need and lead them into effective sales engagements.

This approach has awesome power in eliminating wasted time for both the sales person and the prospect.  The prospect immediately views the company as a company they want to work with because of their added value and expertise.

You can’t talk about marketing without talking about conversion. Reaching a broad audience that is interested in your company or solution is only the first step in turning contact into a sale, and every professional marketer knows that names fall off from one stage of the sales cycle to the next. Ultimately, the number that indicates your success is revenue – if you’re hitting your targets, you must be doing something right, the conventional wisdom holds. But, there are measures along the way that can help you refine your marketing and sales practices and lead to greater returns on your marketing investment.

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