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Owning the Last Five Feet of the Sale: A How To

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Owning the Last Five Feet of the Sale: A How To

“100% of the sale happens in the last five feet.” It’s a phrase I heard often during my five years at Pinnacle Marketing Group, a full service channel marketing agency specializing in wireless and tech. PMG’s premise was that, no matter how big your marketing budget is, how much content you produce, or how strong your brand is … the moment when the customer steps into the store and onto the proverbial car lot, giving you the opportunity to make your pitch … that is the moment you need to own. That is what makes or breaks the deal.

So when GoodData and Showpad, the leading mobile sales enablement platform, announced that they had partnered to add detailed analytics on the performance of content at in-person meetings--I couldn’t help thinking about that last five feet.

If you’re a marketer, or even a content marketer, like me, it’s no secret that today’s buyers are more educated. According to SiriusDecisions, B2B buyers are completing nearly 67% of their journey online, before they even talk to a rep. The revelation that buyers aren’t just lemmings waiting for a marketing message to lead them but rather active students in their own purchasing decisions has fueled the meteoric rise of content marketing. Content marketing is not only cheaper than other advertising mediums, it’s also more effective, providing 3X the leads per dollar than search.

The great news about this trend is that, with the right analytics solution in place like GoodData’s platform, there’s no shortage of information about what your customers are doing online, how they are engaging with your content along their path to purchase, and which items are influencing their behavior as they browse.

So, what does that say about the last five feet? With all this focus on the first 67% of the journey, have we forgotten about the last third of it? In some regards, it seems like owning the last five feet is harder than ever. As a marketer, over my career it’s often felt like I’m producing more and more content, to keep pace with SEO requirements and drive leads into the funnel. But once they get there, sales often doesn’t know how to use the content that marketing has created, or -- worse -- isn’t even aware it exists.

And that’s a real problem, because in my opinion the role of sales, and the conversations they have with customers as they enter the final stretch of their decision-making process is more important than ever. With an educated customer, who’s already formed some sort of an opinion and less face time in which to influence their decision--sales needs to be armed with the most relevant material to make the most compelling pitch of their career.

So how do we get there? How do we overcome the friction and crossed wires between sales and marketing--gathering the insights marketers needs from sales engagements to inform the development and delivery of targeted content on demand during “showtime.”

That’s where the partnership between Showpad and GoodData comes in. Long considered the industry leader in mobile sales enablement, Showpad has taken their solution to the next level, integrating GoodData analytics to deliver a deeper level of insight into content performance during sales meetings, enabling marketing and sales to be more collaborative and ultimately-- successful.

“The in-person sales meeting has long been a black hole of analytics for marketers, impacting their ability to create effective collateral and messaging for their most important asset, the face-to-face seller,” said Pieterjan Bouten, co-founder and CEO of Showpad. “By partnering with GoodData, we’re able to provide businesses access to actionable insights that will increase the success of their sales interactions and drive revenue.”

Showpad’s new insights on usage, engagement and productivity, powered by GoodData’s embedded data analysis layer, and visualized with personalized, accessible sales and marketing dashboards, are designed to align sales and marketing towards a common goal of improving the effectiveness of bottom of the funnel content and engagements. Essentially, Showpad helps marketing deliver the right content to sales and their prospects, at the right time, with the right message.

SiriusDecisions indicates that only 10-15 percent of B2B marketers are currently leveraging what they refer to as “mix modeling” techniques, which combine the latest cross-channel marketing analytics, with sales analytics to identify the optimal mix of tactics and materials to present to buyers as they move through the sales cycle. Combining a proven platform like GoodData, with a premiere sales enablement solution like Showpad, allows marketers to employ a mix model approach--differentiating while working smarter, not harder.

I don’t know about you, but I’m all about working smarter, not harder. I’m all about winning too. Check out Showpad’s free trial to see how you can own, and win, in the last five feet.

Written by GoodData Author  | 

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