Aren't Highly Engaged Leads Better Than Lower Funnel?

Aren’t Highly Engaged Leads Better than Lower Funnel?

Last week I had an interesting chat with an industry CEO.? We were discussing the focus of more companies towards lower funnel programs.? This makes a lot of sense as companies are looking to cut sales cycles and get higher quality leads to sales.? What is most interesting is how different companies are looking at how to do this and the misconceptions and lack of clarity in the market right now.? In other words, the definition of Low Funnel Leads varies and misconceptions are everywhere.? Here are 4 misconceptions in the market now and why Highly Engaged Leads are more in line to what marketers and sales really want over what the market considers Low Funnel Leads.?

Misconception 1)???Sales needed to talk to bigger titles.? Have them talk to C-level and top VPs

I get it.? We all get it.? The bigger the title,?the higher the level of responsibility is the belief and?less red tape.? But this is 2024 and tech is bought by committee.? So yes, the C-level may sign the contract , but are they really buying your product or service or are they depending on their teams to make the decision?? If anything, the top title wants to have their team do the heavy lifting and then ultimately take the advice and recommendations from their team.? So many BDRs are being tasked with reaching out to the C-level without any real understanding of why or adequate training on the pains and needs of these titles over other titles.? In my Convo with Taranto podcast this month, sales trainer and guru Tom Alaimo outlined how so many SDRs are the first interaction many buyers have with your company.? Yet so few have had any sales training at all!

Misconception 2)? The Buying Committee is Small.? Just get us the decision maker.

Buying committees have become the most misunderstood dynamic in B2B tech today.? If you think you know who is on the potential buying committee for your product or service, be ready to double it or more.? A recent marketing panelist from our Activate Marketer Meetup showed the buying journey for a 7-figure deal that had over 200 people involved in the buying committee!? Does that mean that each of those folks had equal say in the decision?? Of course not.? However, if your technology touches other technology, be ready to get in front of influencers, decision makers and recommenders.? Think about it, if you are selling cloud, security, networking or storage, your tech is going to “touch” multiple groups that are going to be affected one way or another.? They may not be the ones who sign the deal, but they certainly can kill it if they have a misconception of you, your brand or your offerings.

Misconception 3)???Content Syndication is just a 1 touch program.? We need more.

This is a big misconception because most providers can only do a one touch syndication program.? However, content syndication can include many multiple touches that include multiple content downloads, questions, quizzes and surveys.?? It can be the start of a journey that includes multiple targeted downloads, touches, etc. ?For example, we have one syndication program that includes multiple questions, content downloads, BANT and even confirming that folks want to have a conversation with your team.? Yes, that’s content syndication!

Misconception 4)????Events are the best leads.? Let’s just do a TON of events

There is no question that an in-person interaction with a person and potential prospect is valuable.? However, it doesn’t tell the full story.? Buying activity begins with research and the majority of that is done online. Their actions online downloading content, answering questions, confirming where they are in the buying process, answering to have a conversation all point to real data that demonstrate interest and specific intent.? People at events can be at any stage of the buyer’s journey, may or may not be qualified and may or may not be at your booth for an alternative reason like picking up some cool giveaway at your booth for their kids.?

Ok, so what are Highly Engaged Leads?? Highly Engaged Leads is what marketers are really looking to deliver to sales.? These are not only highly qualified prospects, but those who have acted specifically in multiple ways demonstrating interest and intent with your company specifically.? And, importantly, this has been confirmed and vetted by a 3rd party.? ?Some leads that are considered low funnel in the market may have zero engagement with you or your content thus making it nothing more than a cold call.? Beware of this.? They are only going to generate frustration within your sales team as sales has no reason or connection to reach out to these prospects no matter how far down the funnel they seem to be.

Here’s a good example the multiple actions of a Highly Engaged Lead:

Downloaded Multiple Pieces of Your Vendor Content

Answered Questions about Their Specific Need and or Pain Points

Given Specific BANT or Equivalent Data

Specifically Agreed to a Call, Meeting or Direct Communication with Vendor

Confirmed by Independent 3rd Party

*EXTRA CREDIT: Those Giving Buying Committee Details

Aren’t these the kind of leads you really want your sales team to spend time with?? These are the prospects who are Highly Engaged that are going to give sales the best chance at meetings (they have already been confirmed) and are qualified.? As you initiate your campaign planning and how you will reach your specific KPIs this quarter and next, make sure you reference the current market misconceptions and get these Highly Engaged leads for your team. ? These will convert into high scoring models, meetings and pipeline at a far faster pace than low funnel leads.? ?

I hope this shed a little bit of light on some misconceptions we are seeing in the market and how Highly Engaged Leads can help you deliver quickly on your KPIs. If you have any questions or thoughts regarding this, feel free to DM me. Thanks for reading. John