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- Yielding More EdTech Opportunities Out Of The Same Demand Gen
Yielding More EdTech Opportunities Out Of The Same Demand Gen
You need to increase sales and your pipeline is not near what it could be?
What if it could?
The PROBLEM is that your company is only reacting to received leads.
Even if you have good campaigns running on multiple platforms, you’ll have thousands of people visiting your landing pages daily and taking no action at all.
What’s your lead conversion rate?
1%?
0.5%?
less?
do you even know it?
The more complicated or expensive the software or service, the lower the rate will be.
Why?
No decision authority
No clear understanding of the solution
No clear understanding of their problem
Afraid to take a decision
The dog barked
They’re not different from me, you, or anyone else.
BUT WHAT IF you knew who they were - even if they’ve never submitted a form - and you could give them a call or send them educational emails?
Would that be cold calling?
No.
Would that be cold emailing?
No.
They interacted with your content and they’ve, at least, heard of your company now.
AND WHAT IF they’ve interacted with your content multiple times?
Wouldn’t you consider them warm?
They’ve read a problem-related blog post (confirming their bias).
They’ve read a solution-related blog post (getting them aware their problem can be solved).
They’ve even checked out your demo request page.
Why not call them and give them a hand?
If you don’t, it’s a missed opportunity.
You could get early insights on:
what the organization is planning;
who are the stakeholders;
the size of the opportunity;
if competition is involved, and much more.
It’s a win-win.
In a previous post, I showed a Gartner research where 43% regret the purchase when not assisted by an SDR.
They will need your assistance, especially if they are aware of their problem and your solution.
NOW WHAT IF you could - now that you know who they are - warm up the entire organization?
Why not gain the support of the buying committee early on?
It’s called ABM Retargeting.
You know the organizations visiting your content - regardless of submitting a form.
You know your key personas.
Then just advertise to them and guide them through your funnel or, at least, warm them up with your problem/solution/educational messages.
This will make them aware of your brand and solution.
That’s when persona-based lead sourcing enters the scene.
You supply your SDRs and reps with key personas that are very likely to be warm about what you offer.
Calls and emails will land accurately with little to no gatekeeping.
There it is INBOUND-LED OUTBOUND.
You create more pipeline out of the demand gen you already have.
It’s quick and can be set up in a couple of weeks.
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Hi, I'm Rod👋
I share marketing content for #EdTech marketers and leaders.
I help EdTech companies build resilient pipelines.
DM me to start a conversation.