In part 1 of this article we asked “Is your Customer Journey Working FOR you, or AGAINST you”? We discussed refining your message by defining your ICP and addressing their unique pain points and concerns. Today we dive a bit deeper into how to provide meaningful content to these prospects on their journey and how to better convert them into MQL’s.
In 2024 McKinsey released Five fundamental truths: How B2B winners keep growing. The primary principles covered in the article apply to ITAD’s and IT Resellers today as they develop their customer journeys in a meaningful way:
• The “rule of thirds” rules all.
• Seamless omnichannel is gold.
• E-commerce is indispensable.
• Hybrid work works.
• Gen AI’s got game.
How can an ITAD or reseller apply these concepts to their customer’s journey to become a MQL (Marketing Qualified Lead)? At Circular Integrity we believe digital content leads the way, and that content must be meaningful and targeted to a specific ICP to have the maximum impact and response rate.
Based on takeaways from the McKinsey article cited above, here’s a few ideas you might apply to your business:
1) Content
All strategies start with content. Put a game plan in place to generate meaningful content about your value proposition, industry news, technical issues, and other material. Post as FAQ’s on your website at least once a week. Make sure to include a CTA and a link to sales on the bottom of each article. Find ways to cross link to this material from other sites to drive SEO/AEO benefits.
2) Calculators
Carbon calculators, FMV calculators, Cost of asset recovery calculators, these are just a few examples you can find examples of online that can be adapted to ITAD businesses. Why do they work? Because they give the target ICP value during the digital journey without requiring a F2F interaction yet. Scale them so the customer still needs to contact you to assess his entire requirement, but give them something to get started with.
3) ROI and savings % claims
Similar to a calculator, but aligned to an ICP who needs to demonstrate ROI to his business. Idea’s include ROI use cases for specific lists of equipment that proves “on average we save companies up to XX% by recycling with us”, or ROI of Secure vs Physical HDD destruction, again using specific examples and the recovery values once resold, resulting in hard savings data. Or ROI for implementing ESG reporting that enables carbon insets or credits.
Follow our LinkedIn page:
https://www.linkedin.com/company/circmo-circular-momentum/
for our series of articles on Building a High Performance Tech Sales Team for a deeper dive into developing the elements of your customer journey.
Questions? Comments? War stories?
Drop a comment below or email us at pete@circmo.com. We read and respond to every single one.
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Circular Momentum helps ITADs develop and implement growth strategies that outpace the competition. Also be sure to check out our other playbooks on Marketing and Lifecycle Services development for high technology businesses – ask us for a copy.
Five fundamental truths: How B2B winners keep growing
McKinsey and Co. Sept 12 th 2024
By: Candace Lun Plotkin, Jennifer Stanley, and Liz Harrison
with Víctor García de la Torre