A Forbes Cloud 100 company came to me with a problem that sounded simple on the surface:
They had high-value gated content. People were downloading it. But barely any of those downloads were turning into sales conversations.
The gap between "thanks for downloading" and "ready to talk to sales" was a huge black hole. Leads fell in and disappeared.
Here's what was actually going on:
The nurture sequence that should have bridged that gap didn't exist. Not because nobody thought it was important, but because nobody knew what to say. They didn't have a clear enough picture of who was downloading, what those people actually needed to hear, and in what order they needed to hear it to build that reader into a qualified lead.
So the downloads piled up. The list grew (and grew and grew). And the sales team kept getting on calls with people who didn't really understand the product.
The fix was messaging. We got clear on the audience, mapped the entire buying journey, built the nurture to move people from curious to qualified. The results? TQLs spiked, a landing page we wrote converted at 66% and the messaging framework we developed was used internally for over a year.
The technology wasn’t the problem. Marketo was sitting there the whole time, ready to go.
The bridge between content and pipeline is knowing exactly what to say to someone who's curious but not yet ready… and in what order to say it.
'Til next week,
Carolyn