The sales team is working actively with a hot prospect. They watched demos, enthusiastically engaged in communications and requested a proposal … then suddenly, nothing. They stop responding. It’s frustrating for sure, but there may be many reasons why it happens. Don’t automatically assume they went with a competitor and stop pursuing.
Listen to this episode to hear our conversation about why some prospects go dark, what to do and how to work with marketing to help revive talks that go silent. Hear why successfully re-engaging a prospect involves demonstrating ongoing value and relevance to their business without pressuring them for an immediate decision.
00:20 Reason prospects go dark and how to re-engage them
01:32 Shifting priorities, lack of urgency, indecision and information overload
06:58 Early warning signs that a prospect might go dark and how marketing can help 09:23 What strategies sales reps can use to keep prospects engaged
10:47 Why personalized and relevant content is important
12:46 Continually demonstrating value
15:00 How marketing programs can help sales re-engage
18:49 Getting feedback on lost opportunities to improve future prospecting
20:01 How to have patience and demonstrate value without pressuring an immediate decision
20:29 Developing content that speaks to buyer needs
The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.
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