1.  After the first engagement …. nothing happens……

Challenge

This can happen at any stage of the engagement process. You realize you are being “ghosted”. No response to emails or calls. No further downloads or even opened emails. What is going on? There can be many reasons for this from simply lack of time, withdrawal of budgets, change or leadership, or, worst case, looking closely at the competition.

Solution

The first task is to find out why. And for obvious reasons you are unlikely to have the prospect tell you directly – the Catch 22 of the situation. So, look at company websites and other sources to see what has changed in the company – financial results, job hires and lay-offs, and if you can study intent data carefully to see changes in tempo.

You then have three courses of action:

• Put the lead on the back burner and waste no more time
• Send content that reflects changes in circumstances – appropriate case studies, competitor comparisons, price offers
• Go to other decision backers in the organization

2.  When the Ideal Customer Profile….is not so ideal

Challenge

You have probably worked hard at creating the perfect ICP. You have segmented the data by the usual firmographics that matches a subset of the Total Addressable Market, added opted-in contacts, and overlain with intent data. So why isn’t it working?

Solution

You need to define “what isn’t working.” It may be that the market is not responding for a variety of other reasons – price, solution fit, or competition. But you also need to analyze the data again. The best way to do this is:

• Look at recent wins and losses. Which businesses bought, and who took the decisions. Then look for similar buyers, if necessary, in third-party databases
• Even the most badly formulated Target Account List will lead to successful engagements. Are they different from the rest of the TAL? How? Firmographics or contact profiles?
• Check back on the contact personas. Are they correct, and with the right message?
• If you have a global campaign, are there any countries that are performing better or worse?

3.  Identifying the buying group and unravelling who are budget holders, influencers, and just “wannabes”

Challenge

There is an old saying that “buyers are liars.” Prospects may exaggerate – or occasionally understate – their importance – in phone calls or registrations. How do you get at the truth, and build a picture of the whole buying group?

Solution

• Build an organization chart of the account and create an accurate view of the formal and informal structure
• You can do this by ensuring you ask the right questions on online form fills and in telephone scripts, and by working through LinkedIn and other databases
• Create appropriate personas, and send content on pain points that are appropriate – no point sending financial points to a potential user, for example, or UX points to the CFO.

4.  What content do you send when……?

Challenge

This will depend on how well the prospect knows and trusts your brand, and the stage in the buyer’s journey. So, make sure you the deliver appropriate content to the right persona at the right time  

Solution

• Initially focus on brand awareness to ensure that the prospect connects their pain points with your solutions. A highly visual infographic may work well
• Mix it up with videos and make sure you include relevant case studies
• Only when you get farther down the road should you send more technical information or whitepapers
• And invite to webinars as momentum increase

5.  How to make sure you can track the buyer’s journey as accurately as possible

 Challenge

We have all been told – and can see for ourselves – that buyer’s journeys are not linear. So how do we know what is going on?

Solution

• The best answer is to follow the classic marketing precept of “test, test, test.” What do they download or respond to? How much time do they spend on individual web pages on your site? Is intent data showing competitor or specific solution searches? Are they open to meetings or expert help?

There are many more obstacles and challenges in demand generation. Demand Studio is here to help