Too often we get so wrapped up in what we are selling that we don’t pay enough attention to what people are actually buying. Sales people do this constantly. It is a useful exercise for your marketing team to compare what your website (and those of your competitors) says you are selling, to a list you create on what you believe your prospects are buying. The differences may surprise you.
I’ll go first, with the product being marketing automation.
What are people really buying with Marketing Automation?
Here is what prospects tell us they need, and what we find
in marketing automation vendor websites:
- Save time, do more with less (productivity)
- An ability to execute effective automated drip campaigns (efficiency)
- A means to focus marketing budget and measure ROI (measurability)
- A way to improve the quality of leads passed to sales (quality)
- Ability to generate more leads with better response management (productivity)
And here is a perspective on what many are probably buying with Marketing Automation software in addition to the things listed above:
- Marketing accountability
- A way to justify their marketing budgets
- Job security, personal career success, recognition
- A way out of the chaos of trying to manage campaigns manually
- A way to ensure sales are following up on marketing leads
- An improved relationship with Sales
- A way to keep their data cleaner
- Early adopter credentials
- A boost for their resume and future career prospects
- Less overtime, no more working on weekends
- Best practices in lead nurturing and demand generation
- More revenue or profit
- A competitive edge
- A smart partner that will help them through a rough patch
- Buying better teamwork for geographically dispersed team members
- Buying down risk in achieving annual goals
- Head room to grow
You could take this down to the next level and break it out by each of the four buying influence roles – economic buyer, technical buyer, user and coach. Okay, your turn, what are your customers buying? Is that how you and your sales people communicate with them?