How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

When it comes to growing your HR Tech company, there are a million things that will come up as ideas and plans and “must-dos” in order to get more customers.

But it really comes down to this…

Building a systematic process that you can rely on that will turn strangers into happy, loyal, paying customers.

This is not easy, but as long as you know your customers and your product, it doesn’t have to be complicated. And the more “noise” that gets added to the conversation, the further you are going to get from creating your path to success.

Your company might be able to gain some initial traction from your existing networks and connections, and leveraging some sporadic word-of-mouth, or maybe the novelty of being new to the market, but that will only get you so far.

That’s where your system comes into play.

3 Stages Of Focus To Get You Customers

The 3 main questions to focus on for the highest impact are simple:

  1. How are we getting the attention of our target audience?
  2. How are we turning that audience into permission-based leads? (meaning they have signed up and self-qualified as an ideal customer and given you permission to build a relationship with them)
  3. How are we educating and motivating people to be excited to buy from us?

After those 3 things are accomplished, then you can build on top of them to grow at scale. But until you have these steps down and working profitably, you’ll be suffering from the dreadful sickness of Random Acts of Marketing. This leads to wasted time and money.

Not to fear! There is a simple cure…

A cure that will send out your dollars and efforts to bring back more of their friends. This cure is a systematic approach to launch, test, and improve your customer acquisition.

1. Getting Attention & Awareness

In this “top of the funnel” stage, you want to put yourself where your customers are hanging out and consuming information so that they start to find you and pay attention to what you have to say.

Online, this commonly takes place by publishing articles on your blog and then sharing them on social media using hashtags that are common for your industry. Then going out and connecting with your ideal customers on their preferred social media channels and striking up conversations with them with the main focus being to open a relationship and provide them value upfront.

As a byproduct, when you integrate SEO (Search Engine Optimization) into those blog posts, they’ll also help you start ranking on Google when people are searching common terms related to your products and services.

And with social media being the plumbing of today’s word of mouth, your blog content will help to fuel the sharing of people talking about you.

Get active in the online communities where your target customers are hanging out. Join in on the conversations and start adding value by listening and helping address the problems that they are having.

This activity will lead to visibility which will lead to opportunity.

2. Generating Permission-Based Leads

Now that you have their attention and your ideal customers are on your website (reading your blog posts), it’s time to move them along their customer journey and convert them from a visitor into a Lead.

This doesn’t necessarily mean that they are going to buy your brilliant product today, but it means they are a qualified candidate for becoming a great customer and successfully using your product.

Did you know that only 3% of a market is active buyers at any given time?

That means you need to focus on building those relationships with the other 97% so that when they become part of the 3% active buyers, you are there and ready and have already earned their trust and demonstrate your credibility.

This is how marketing is meant to be and how to make the sales process seamless.

3. Converting Leads Into Sales

You have driven awareness of your brand in your target market.

You’ve earned their attention.

You’ve gotten their permission to continuously provide them value before they become an active buyer.

Here is where you butter your bread.

With your follow up.

Once you have someone on your email list, it’s time to educate and motivate them, patiently and systematically, to meet with you when they are ready.

Send them messages regularly (at least once a week) that will add value to their life. Maybe that’s a quick email with a link to an article they’d find interesting, maybe it’s a new utility that will make their lives more convenient practically.

By sending out these emails, you are building a relationship with them so they Know, Like, and Trust you. The keys to making sales easy.

You’re also being persistent in a friendly way, so that when the time comes for them to move to their active buying stage, you are there with an easy way for them to get started.

Do You Have A System For Creating Customers?

By now, you should see the value in implementing a system for creating customers. Another byproduct that we didn’t touch on, but is very valuable, is that when you have a system, you can TEST what’s working and what’s not.

The elements in your system may not always be home runs. Most likely, very few will be. And it’s important to know this is not a one and done attempt. The system is reliable. The elements are what you need to test and improve.

Most social media ads fail on their first run, but that collects data for you to make the next campaign work. Maybe the original kind of blog posts you’re writing aren’t getting the attention of your audience. The offer you are making on your website might not convert a visitor into a Lead because it’s not intriguing or valuable enough from their perspective. Your email offers might not be irrefutable enough to motivate active buyers.

But when you have a system in place, you can see where there is a drop off and make improvements.

The system is the track to get your car on the road. Once you start driving, it’s easy to course correct.

But you can’t steer a parked car.

So take the time to focus on your 3 simple questions and put a system in place so that you can start testing and improving your customer acquisition and growing your HR Tech company more reliably and more profitably.


If you want to share this article the reference to Todd Giannattasio and The HR Tech Weekly® is obligatory.

Within Every Priority Lies a Challenge

Written by Orit Honigsberg | Originally published at Qwory blog.

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How well do your challenges match up with your priorities?

Orit_Honigsberg_Gravatar_profile
Orit Honigsberg, CMO at Qwory

I’ll speak for myself – though I think many people would agree with me: The things I want to achieve the most, and are most important to me (and the most rewarding, ultimately), often have the biggest hurdles, or require the most effort.

This can be summed up in a simple statement: If the road is easy, you’re likely going the wrong way. Or, as Gandhi said, “Your struggles develop your strengths”.

The point I want to make is that the link between struggle and achievement is natural. What you most wish to achieve, you’re probably also most willing to work for.

Here’s a little exercise:

List your top 3 goals.

Now, rate each one from 1-5 for priority (1 being low priority, 5 being top).

Then rate the level of challenge each presents from 1-5 (1 being easy, 5 being very challenging).

You’ll probably draw interesting conclusions about how your priorities and challenges relate to each other.

MarketingSherpa did a survey about B2B marketing with this method.

You can examine the order of preference for B2B marketers – what they consider top priority, and the order of the remaining goals. You can analyze what they perceive to be the biggest challenge. Or, you can try to identify the reasons for the discrepancies between priorities and challenges in certain cases.

How about we do all of the above?

Let’s start with the top priority: Lead generation.

Lead generation in B2B marketing is the process of a company’s initiation into a business’s products or services. Leads generally come from the internet, but they can also be a result of external referrals. Usually, a lead consists of the necessary contact information to make the steps towards a sale. Social media is a common platform to gain leads, as most companies are active social network participants these days.

It’s clear enough why this is the top priority: Leads → sales → revenue → $$

But there are, of course, challenges in trying to attain it.

The B2B lead gen struggle generally comes down to problems in a company’s marketing technique, ranging from finding relevant leads to doing the right kind of follow-up.

What is the biggest challenge (and also happens to be the 2nd highest priority)?

Converting the leads into paying customers. (I repeat: leads → sales → revenue → $$.)

In other words, the most two most important things for B2B marketers is locating relevant leads, and making sure they become fruitful connections.

I thought it might be interesting to take a closer look at the two strongest correlations.

The closest gaps in priority and challenge – what I just referred to as the strongest correlations – are Lead Qualification and Scoring, and Lead Nurturing.  These are the B2B marketing objectives that are almost in equal part priority and challenge.

If you look back at the statistics at the beginning, Lead Qualification is actually slightly more of a challenge than it is a priority! Leads which suit your specific needs and score accurately online are hard to come by. That’s often due to the fact that search engines don’t re-index and re-classify their data as frequently as they should; your best business information might get a little lost in the shuffle.

Lead Nurturing is vital, because it puts you on your potential client’s radar. But it’s also time consuming. Social media engagement is an efficient method for this – but you have to locate each company’s page on multiple platforms.

How can we widen the gap? How can we make sure that our challenges don’t hinder us in attaining our top goals?

Qwory is a solution that targets these issues directly, the exact issues that the research points to as the biggest B2B priorities and challenges. Qwory’s USP is its unique ability to guide the average SBM to find, engage with, and connect with customers. This method helps transition distant leads into paying business customers.

As a business-focused search engine, you can efficiently find relevant leads with a simple keyword search. Qwory combats the issue of lead nurturing by showing all of the company’s contact information next to their search result, so you can engage with them easily.

Once a customer engagement improves, so will their likelihood of sales. Curata’s 2014 tactics study showed that 76 percent of marketers saw an increase in buyer engagement as a direct result of content marketing.

And in terms of lead qualification and scoring, Qwory has an independent database, and indexes more than 1 billion active web pages monthly.

Seeing that challenges and priorities often align -statistically- seems intimidating.

But there are ways to minimize the challenge, ways to lessen the struggle. Both in B2B marketing, and in your daily life.


Source: Within Every Priority Lies a Challenge – Qwory

On Flirting and Why It’s Good for Business

Written by Orit Honigsberg | Originally published at Qwory blog.

What is the relationship between social media and e-commerce and how does it impact sales? Find out where to focus your social media strategy and why!

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Orit_Honigsberg
Orit Honigsberg, CMO at Qwory

People are becoming increasingly aware of the correlation between successful e-commerce and the use of social media.

What do I mean?

Social networks are critical in generating interest, traffic, and ultimately revenue for businesses of every size.

Today, your businesses’ social profile is responsible for the same type of advertising as those giant storefront displays from a few decades ago. What’s even better, is that social media marketing is mostly free of charge – and stands to gain a whole lot more exposure.

Picture a dating profile on Match.com. A successful personal profile means a detailed personal description that gives insight into your character. It will be complete with pictures, and give you an authentic and favorable vibe. A profile is often measured by the amount of views or successful connections it results in.

How does one progress towards a real connection in the online dating world? Naturally, after you identify a profile that interests you, you want to start engaging with the person behind it. You’ll shoot a message, have a few conversations online. If things progress, you’ll chat on the phone, maybe Skype, and eventually meet in person to establish a more personal bond.

Apply this to the B2B e-commerce world.

B2B sales are about business matches: finding and engaging with the right profiles that have the potential to result in a long-term relationship.

Let’s say you’re looking to sell your unique emerald rings to jewelry retailers in the United States. You can do a simple search on Qwory, a B2B search engine, and you’ll come up with a list of potential suppliers that want exactly what you’re selling. With Qwory, you can easily access all of the social media accounts for each site- the value of which I’ll explain in a moment.

Here’s an example of a result on Qwory for emerald ring:

qwory-search results

On the left side, with one simple click, you can access all of the businesses social accounts. Like their Facebook page, follow their Twitter account, and connect on LinkedIn to get the ball rolling.

Call it business flirting. Social media activity with a potential customer is parallel to phone calls to your potential Match.com soulmate. You’re warming them up, letting them know you’re willing to invest in them, and establishing the foundation for a relationship- whether personal or business.

Where should you focus your attention? Check out the statistics. The picture below is an expression of social-generated revenue, to show which social media platforms make the biggest impact in e-commerce.

social media and ecommerce-revenue

Other benefits? Social media is a portal. It’s important to be where your customers are, to know their habits and likes and dislikes. Gathering information about the market will dictate the marketing strategy for a company – and of course, make it that much more successful.

Also, the ease of answering messages makes for better customer service. These responses will help gain a loyal following. You’ll be able to predict behavior for the target demographic and respond accordingly. If you’re on a companies’ radar, they’ll be that much more likely to respond and be open to your business proposal.

Some stats to drive my point home:

why social media matters to b2b buyers

There is simply no denying the connection between e-commerce, B2B lead generation, and social media. It might seem brazen to “follow” a CEO you’ve never met, or tag a well-established company in a post… but this is the future of marketing. The Internet has collapsed the hierarchy and etiquette that once was.

The question is whether or not you’re going to take advantage of this seemingly less conventional approach.

Qwory’s slogan is Search. Engage. Connect. – because we recognize that the success can hinge on prior engagement.

Search for your match online, and start talking! 😉


Source: On Flirting and Why It’s Good for Business

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