How Do You Influence C-Level Decision Makers for High Consideration Purchases?
Expensive B2B purchases usually involve a long sales cycle where you must reach top level decision makers. Inbound marketing and sales pipelines must start with creating valuable content that lures in your ideal customers with the right job titles. When you provide marketing content that challenges barrier beliefs and helps customers see your unique value to accomplish their goals, they are happy to consent to receive more information.
How can we attract our ideal customers to a highly relevant webinar?
Our Buyer Persona Research for Prophesy machine learning software revealed that our ideal customers were CXO or VP level searchers who were looking to solve specific business problems such as customer churn, price optimization or sales margin compression. How could we attract and build a trust relationship with these highly selective business leaders?
The answer was a webinar featuring the Prophesy data scientist where our ideal customers could hear successful case studies and ask questions. Ed Hill started by researching and scripting the format for the customer churn webinar.
Customer churn refers to when a customer or subscriber to a company with monthly payments ceases his or her relationship with the company. Online businesses can only grow when the amount of satisfied customers exceeds the customers lost through churn. Naturally, this is a crucial issue to business leaders, so we knew this would attract business buyers with responsibility and budget to use Prophesy machine learning as their churn solution.
Once the Churn Webinar was rehearsed and scheduled, the next step was attracting our ideal business customers with email, Google paid search ads, social media messages and a registration landing page.
Social Media banner for LinkedIn and Twitter:
The churn webinar campaigns received hundreds of impressions in the 3 weeks before the webinar. We excluded attendees whose role was too junior. Only C level, VP level or Director level leaders received the link to the webinar. We also registered IT leaders, analytics managers and data scientist leaders as decision influencers. These webinar attendees were then given the choice to subscribe to our email nurture campaign and an optional conference with our sales team. This resulted in identifying potential customers who dealt with customer churn at companies such as major banks, national media companies, 2 mobile phone providers and a national beverage brand.
Email campaign message: