Revenue Stocking Stuffers (1 of 8)

As we approach the conclusion of another crazy year, the chilly weather reminds us that we have mere weeks left in the quarter. As the business landscape undergoes a seasonal shift, opportunities tend to decelerate, with clients gradually disengaging for the holiday season. In this transitional phase, the challenge of pipeline generation intensifies, yielding diminishing returns, requiring strategic finesse.

Amidst the seasonal slowdown, it’s the perfect juncture to contemplate how your teams can proactively position themselves to surpass their goals in the upcoming fiscal year, FY24. Consider this period as an opportunity to unwrap and leverage insightful strategies that can empower your team to finish this year on a resilient note and pave the way for a robust start in the new fiscal cycle. Let’s delve into several stocking stuffers that might just ward off the Grinch:

Understanding Target Audience Behavior
Improve Outreach Credibility
Support the Ideal Purchase Process
Reassess Product-Market Fit
Break Down Barriers to Inbound Interest
Adopt a Digital Adoption Platform
No Sales Allowed! Outreach
Invest in Long-Term Customer Success

Photo by Karsten Winegeart on Unsplash

Understanding Target Audience Behavior

In the realm of sales, a nuanced understanding of your target audience’s purchasing behavior is not just advantageous but imperative for success. Delving into the intricacies of buyer psychology, studies reveal that even when prospects are not in immediate purchase mode, their appetite for valuable information remains insatiable. A comprehensive analysis by Nielsen underscores this, stating that 76% of consumers trust content shared by “average” people more than content shared by brands. This underscores the significance of offering valuable, complimentary information to potential buyers, solidifying trust and establishing a foundation for future engagement.

Furthermore, a nuanced approach is required when dealing with budget constraints or scenarios where an urgent need for change is absent. A survey by Gartner indicates that 37% of B2B buyers experience challenges in securing budget approval, making it crucial to recognize the delicate balance between providing value and addressing financial constraints. By understanding these nuances, sales professionals can position themselves not just as sellers but as trusted advisors, offering insights that resonate with the long-term objectives of their target audience.

Navigating the Influence of “No Decision” Individuals

In the pursuit of deals, sales professionals often encounter the paradox of substantial efforts yielding no immediate results. Yet, these situations present a unique opportunity, as individuals labeled as “no decision” wield considerable influence within their networks. According to a study by Harvard Business Review, 84% of B2B decision-makers start their buying process with a referral, emphasizing the pivotal role of influencers in shaping purchase decisions. Recognizing the potential influence of these individuals, a strategic shift towards a broader outreach becomes imperative.

A comprehensive outreach strategy should not only target individuals actively seeking solutions but also those categorized as “no decision.” The influence they possess in sharing insights about emerging trends and advancements cannot be understated. A study by McKinsey & Company finds that individuals who are not immediate decision-makers can significantly impact B2B buying decisions, contributing to a more extensive network effect. By understanding the dynamics of these “no decision” influencers, sales professionals can tailor their approach, fostering relationships that extend beyond immediate transactions and into influential spheres. This broader outreach not only amplifies the impact of educational efforts but also cultivates a network of advocates who can vouch for the brand in the long run.

Observing Information Consumption Patterns

In the contemporary information landscape, where attention is a prized commodity, understanding how prospective buyers consume information is paramount. Platforms such as TikTok, Instagram, Spotify, and Discord have become the epicenters of consumer engagement. HubSpot’s Content Trends Survey reinforces this shift, reporting that 69% of consumers prefer content consumption in video format. To capture attention effectively, sales professionals must leverage the capabilities of these new media platforms and their finely tuned algorithms.

Moreover, the shift from traditional advertising to content-driven learning experiences is pronounced. Consumers, as highlighted by the survey, prefer educational content over traditional advertising. Aligning with this trend, sales professionals can strategically position themselves as thought leaders. The credibility garnered from insights gained through interactions across diverse territories is a valuable asset, potentially rivaling the impact of advice from established consultancies. By appearing in suggested Reels, participating in industry podcasts, and organizing gatherings of thought leaders, sales professionals can not only enhance brand visibility but also establish themselves as trusted authorities in the eyes of their target audience. This strategic positioning facilitates a more profound connection with prospective buyers, transcending the role of a mere seller and evolving into that of a valued partner in their journey.

Personalized Video Outreach is So 2020

In the dynamic landscape of modern sales outreach, the once novel approach of video outreach has become commonplace, with widespread adoption rendering it less distinctive. If you find yourself concerned about missing the proverbial boat on video engagement, rest assured that you’re not alone — the trend has evolved, and its initial allure has somewhat diminished. While personalized video messages were once regarded as thoughtful and impactful, the ubiquity of this strategy has contributed to its becoming somewhat expected. As the marketing landscape evolves, staying ahead requires a continuous exploration of innovative approaches that go beyond the now-established norms of video outreach. To truly stand out and capture the attention of a discerning audience, embracing new and creative methodologies is essential in a field where adaptability and innovation are key drivers of success.

Customized GIFs and Memes — Create customized GIFs or memes that align with your brand and resonate with your audience. Humor can be a powerful way to break the ice and establish a more relaxed and memorable connection. Use services like Fiverr to quickly and affordably leverage talent from around the world.

Social Media Challenges or Contests — Launch challenges or contests on social media platforms that encourage participation from your target audience. This not only boosts engagement but also increases brand visibility. Duolingo’s social marketing team has been on an absolute tear with ‘guilt marketing’ (alt: ‘unhinged marketing’) targeted squarely at Gen Z (source).

Augmented Reality (AR) or Virtual Reality (VR) Experiences — If applicable to your industry, explore augmented/virtual reality experiences that allow prospects to immerse themselves in your product or service. AR/VR can be a cutting-edge and memorable way to showcase offerings. Back in 2019 I investigated VR as an option for our application flow map as an interactive, Minority Report-style VR experience. Imagine giving a demo through an Oculus!

Calls to Action

1. Develop a comprehensive outreach strategy that targets both individuals actively seeking solutions and those labeled as “no decision.” Recognize the influence of “no decision” individuals, as fostering relationships with them can lead to a more extensive network effect.
2. Utilize modern platforms and content formats to reach the target audience where they are most engaged. Embrace video content, aligning with the 69% consumer preference, and position yourself as a thought leader by participating in industry podcasts and organizing gatherings of thought leaders.
3. Move beyond personalized video outreach and explore creative tactics like customized GIFs and memes, social media challenges, or contests. Additionally, consider exploring new technology to showcase your offerings in new and memorable ways.