“Model Agnostic”. What does that mean when it comes to your marketing and sales approach? Fortunately, your Buyers are already telling you…
At Splashmetrics we specifically focus on the “last mile” of the Buyer journey – where your engaged Buyers begin to evaluate the purchase decision in earnest. We do this because that’s where the infamous “sales and marketing divide” that kills revenue and ROI for most companies resides.
But we also do it because statistics show exactly what today’s B2B Buyers want in this last mile – regardless of the marketing/sales model you might be using internally (about which they couldn’t care less). If you listen to them, you can bridge that divide quite easily.
Once engaged, B2B Buyers want a dedicated content journey that is fully customized to them and their business. They want content that will provide most of the same business-critical information/answers they’d get on a call with a salesperson (which they DON’T want) and they will typically give you no more than 5 content touches in this journey before making a purchase decision.
This critical “last mile” sales content journey is what you’re planning in our Buyer Journey Intelligence platform.
BUT – you STILL have to align this content to your Buyers that are within whatever funnel/lifecycle/etc. model you may be using internally. This is because your marketing, sales, and content teams need common touch points along that Buyer-aligned journey to ensure that the content is doing its job – for these Buyers and your business. Without this common language, you simply can’t avoid the “sales and marketing divide” – and your Buyers inevitably fall through those operational cracks.
Now, an interesting thing you’ll find is that most of these models have 4-5 stages…which happens to align with what the above B2B Buyers are looking for in terms of a content journey.
So, we built Splashmetrics to fully align with virtually any model you and your teams may be using, whether it’s SiriusDecisions, Gartner ABM, MA/CRM-specific models, traditional lead-gen, etc. This is important because to be successful, you must always align your internal teams – with one another and with your Buyers.
So, instead of forcing models on our customers like other platforms, we focus first on the B2B Buyer – and then provide the flexibility to align and label each journey stage and each Buyer qualification with whatever terminology their teams already use.
This way, instead of chasing models that come and go every year, with Splashmetrics you’re simply enabling the sales conversation with your Buyers in the precise ways they want, in order to become your customers. And isn’t this the point?