Throughout our experience, we have seen that the lack of a website aligned. With the commercial strategy is one of the most frequent. Problems faced by B2B companies, which ends up harming sales. Before the pandemic. his problem went unnoticed by many companies. But its arrival accelerated the digital transformation, and the commercial.
Strategy needed a professional web presence, which also accompanies and influences the pipeline. Thus, companies were awakening and looking for a way to ensure. That their website is not only up to date, but also aligned with sales objectives.
In this article we tell you how to align your website with the pipeline and which are the main allies that will help you achieve it.
What’s up with the web?
It is a fact that the web today does not have the same level of prominence that it had 10 years ago, and even less so that it had 20 years ago. It is all due to the arrival of social networks in our lives.
Twenty years ago, the web was just a brochure, an institutional presentation in HTML format. At that time, that was enough, because business was not generated in the digital channel. Today, the story is very different.
The rise of social media has caused many companies to abandon the web and focus. Solely on thinking in terms of social media. Where control no longer depends on them and the rules of the game can change at any time. For example, those who have leveraged their marketing. Strategy on Facebook will now be affected. By the new direction that the social network is going to take. This will generate the need to rethink. The strategy and adapt it to a medium where the only one. Who can have control is the company itself. Hence, the importance of having a professional website. However, that is not enough if it is not aligned with the commercial strategy.
Is your website aligned with sales?
Today, there are many companies that have a website that is not connected. To the pipeline and others that do not have one at all. There are many excuses: from considering that having a website is not necessary for their . Commercial strategy to not believing in its true power. And this is a big problem because, if there is one thing. That the pandemic has shown us, it is that the web is still the main communication channel for B2B companies.
This situation has its origin in the lack of coordination between the Marketing and Sales teams. To give an example: a common mistake that often occurs is that Marketing passes unqualified leads to Sales, which generates not only a loss of time for Sales —because the resource is not interested in the product or service at that moment—, specific database by industry but also a lost, uncultivated resource for Marketing.
That’s why qualifying is a fundamental step
If you’re thinking about nurturing your pipeline, chinese australia phone number data because talking about a pipeline means talking about a sales funnel. As its name suggests, the funnel consists of a wide entrance hole and a narrow exit hole, bulk data where many leads can enter, but —as the sales process progresses— some will stay and others will leave. To ensure that leads remain in the pipeline, it is essential to make them feel comfortable in each cycle of the process and, to do so, it is essential to qualify them. They should not be forced into the pipeline, because the only thing that will be achieved is that they will look for a way out.
How could the web and pipeline be better articulated?
Lead Management is the real bridge between the pipeline and the web. It is the management of potential clients interested in a product or service that, in some way, have left us their contact information. However, in order to carry out this action, it is necessary to have a lead cultivation system (Lead Management platforms) and, for that, the website should have forms where the prospect can leave their data in the first instance. With this information, we can qualify them to detect if they are a potential client.
