MOF_eBOOK_RD01

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Also relevant is the way our personal behaviors influence our buying decisions. Suzanne the CEO might be on her iPad each night, flipping between Game of Thrones content and industry articles. To really understand her as a buyer, it’s your job as a marketer to incorporate those signals and merge the identities. Forward-thinking marketers already do this with mobile technology; by knowing someone’s location, they can create relevant ads. 32 CHAPTER 05 Building Trust SALES QUALIFIED LEADS monstersoffunnel.com
Unfortunately, the one-dimensional lead paradigm is deeply entrenched in our systems, our technology and our thinking. To leap over those obstacles and effectively build the level of trust that closes an SQL, both sales and marketing should revisit their processes and structures. For instance, instead of asking marketing to stay away from the SQLs, the teams could collaborate more in the future via integrated processes and measure the results. That’s only the beginning, of course. To build trust and understand the psychology behind B2B buying decisions, marketers and their technology must evolve out of the individual lead paradigm and into an understanding of accountbased relationships and account-based revenue. 33 CHAPTER 05 Building Trust SALES QUALIFIED LEADS monstersoffunnel.com
Page 1 and 2: ARE YOU READY TO ROCK? get your bac
Page 3 and 4: Opening Act The Funnel Today and To
Page 5 and 6: opening act The Funnel Today and To
Page 7 and 8: The classic portal for funnel entry
Page 9 and 10: content reality check. is what you
Page 11 and 12: designing the content ecosystem In
Page 13 and 14: In the quest to create fascinating
Page 15 and 16: Buyers should be divided into two b
Page 17 and 18: The Future of the Funnel If there
Page 19 and 20: Traditional thought has held that M
Page 21 and 22: Benchmarking buyer behavior MQLs re
Page 23 and 24: Marketing qualified leads can be on
Page 25 and 26: This is, after all, the stage where
Page 27 and 28: Jay Gaines, SiriusDecisions’ Grou
Page 29 and 30: Chapter 05 Building Trust by Jon Mi
Page 31: From relationship to revenue As sop
Page 35 and 36: So let’s talk about how we explai
Page 37 and 38: Build community. While marketers kn
Page 39 and 40: 76 % of marketers think their asset
Page 41 and 42: closing the set The funnel as a rev
Page 43 and 44: closing the set The Funnel as a rev
Page 45: MARKETING TO THE BEAT OF A NEW DRUM

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