71. Marketing Blunder you must avoid

Are you a B2B company looking to sell your products/services?

On an average, at any point of time very few businesses, may be 5%, are actively buying in the market. But most of the companies spend a staggering 90% of their marketing budget chasing those 5%.

What about the remaining 95%?

They are 'passive' buyers.

They are at various stages of awareness and consideration. They might have just started feeling the symptoms of the problem, some might have identified that problem to solve, some might be exploring internal solutions to solve it, some are looking out but not even thinking about your category per se.

The sad fact is, only around 5% of your target market is ready to buy now.

But companies spend very less money on those 95% of the 'passive' buyers and spend a lot on 5% of the active buyers.

Its skewed. We see this happening around us all the time.

In addition to this, most of the 'active' buyers already do a lot of research on the internet, before even meeting any sales person and get ready with their own shortlist from whom only they buy.

Hence, it is very important that you look at the big picture,

Rather than 'spending' money on those 5% 'active' buyers, businesses should definitely 'invest' more money in educating those 95% 'passive' buyers wherever they are hanging out.

But how to do that? With Learning Funnels!

Learning Funnels are connected touch points where companies share content which is relevant to their target audience.

Here is a typical Learning Funnel :

Capture : Use some lead magnet to Attract Relevant Leads, At Scale, On a Budget. e.g. An Assessment, Survey or a Quiz about your customer problems.

Nurture : Once you attract them, next level is to educate and then consult your customer so much that they start trusting you.

It works wonderfully well for you, if you educate your target leads to solve their complete problems (not just limited to the solutions that you provide) with a personalized/customized content.

Onboard : Now as you nurture them, some of them buy your product/service. Once they buy, Onboard them to properly use your solution/offering.

Once they know how to use your product/service well, they will not only stick to it but also sell it to others.

Train : As you onboard your customers, continuously keep on training them will help you keep the ball rolling.

This leads you to not only develop your product/service, but also make your customers become your raving fans.

In summary, If you invest in building End to End Learning?Funnels to Capture, Nurture, Onboard and Train your customers, partners and employees, you are on your way to Scale up your business?systematically.

If you want to know more about this, Check this FREE Course (No Login required) and get following :

• 4 steps to scale up your business
• 5 FREE Assessments with your scoring and analysis,
• Our proprietary Scaling Up Framework, Checklists, BEST Practices and
• Tips to implement those 4 Golden steps to scale up your business

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