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.

With just 5% or less of B2B buyers in the market to buy at any given time, marketers need to get creative to drive leads and meet revenue goals.

Your middle- and bottom-of-funnel prospects are the most likely audiences to have buying intent. Check out this episode for ideas on how to zero in on these prospects with informative content, nurture campaigns, targeted digital ads and more.

Hear why marketers need a balanced strategy of short-term tactics that drive, and nurture leads with long-term brand-building that raises awareness with the other 95% of your total addressable market—your future buyers.

00:20 The challenges of reaching prospects in the high-tech industry
04:24 Why it’s important to balance short- and long-term strategies to meet revenue targets
09:06 Leverage content that attracts high-intent buyers
15:50 How to use intent data technology to identify companies that may be in market for specific solutions
18:25 Using nurture campaigns to identify buying intent
19:51 Digital advertising and retargeting that drives engagement
22:31 Why you need to establish credibility and trust before expecting prospects to engage
24:21 Balancing short-term lead tactics with a long-term marketing strategy

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.

The GrowthMode team is hearing from many marketing leaders who say they’re struggling to figure out why their programs aren’t driving better results. The reasons can sometimes be more obvious to us because we have the luxury of looking at it from an outside-in perspective. While your internal team is naturally heads-down working hard to produce work that meets a multitude of needs.

Listen to this episode to gain great insight on how to better align your approach to today’s HR tech buyer behaviors. Is your strategy on target? Find out now.

01:07 Gated content: How it impacts conversion rates
05:28 Slow lead pipeline: Creating content that’s more compelling and builds trust
09:45 Digital footprint: Why it needs to be robust to attract prospects
16:28 Converting leads: How to emphasize lead quality over quantity
17:29 Lead scoring: Identifying buying intent and why it can be challenging
19:57 Quality over quantity: Prioritizing quality builds a better pipeline
23:24 Rethinking your approach to drive better results

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.