Are you IN or OUT?

Your potential customers are either “in the market” or “out of the market” when it comes to their considerations about a “purchase.”

Depending on where they are in the customer journey and their decision-making process, we can simplify it to the essentials. Either they are “in the market” and actively looking for a new solution, new service, new IT system, new supplier, new agency, or something else new. Or they are not at this moment, meaning they are “out of the market.”

Only when their need shifts from being “out of the market” to “in the market” will you be considered.

Jeres Leads er OUT

Do you use gated content * to collect leads?

The challenge is that leads often fill out a web form even though they are not in the market. They are simply staying informed and may want to read your content to get inspired and educated.

This might explain why the leads you contact are not interested. They are, at this point in time, not “in the market.”

* Gated Content: Requiring users to fill out a web form and provide, for example, their email address to gain access to information – often a PDF or other material.

How do we influence those who are “out of the market”?

What is the overarching goal? The goal is that when a person or company enters “the market”, they remember your company, products, and services. You need to be in their awareness as the ones to contact on the day they enter “the market”.
Therefore, we need a strategy for how you achieve this. This is, among other things, what For A Fact helps you with.

We often refer to this as “Demand Generation”

Create awareness and interest in your products and services, so that knowledge of them remains in the minds of potential customers. By delivering valuable and informative content about challenges and problems, as well as how you solve them, you educate potential customers and draw positive attention to your business.

At For A Fact, we create content about the challenges companies face with digital strategies. This includes the interplay between IT systems and how they work with lead generation, marketing automation, and sales optimisation, as well as how these challenges can be resolved. We specialise in doing this for companies that use Microsoft technology, such as Microsoft Office 365, Dynamics 365, Power Apps, and more.

If you want to stay updated, try searching for #ForAFact.
We use #ForAFact for all our branding, continuously reminding our target audience of the hashtag for the day they enter the market.

Marketing and Sales in Collaboration

The challenge lies in knowing when a lead moves from Out to In and identifying which data insights signal a change in behaviour.

Another common challenge is that there is often more than just a single lead. Typically, multiple individuals are involved on the customer side, and this is where Account-Based Marketing comes into play.
Marketing and sales need to collaborate seamlessly on data and insights and share knowledge effectively.

Data Insights Translated into Actionable Points

For A Fact advises you on how to generate insights to make fact-based decisions in both the marketing and sales departments, and assists you with implementation, operations, and execution.

How?

For A Fact specialises in companies that utilise Microsoft technology.
You can read more about it here, but in short, you probably already use Outlook, Microsoft Office 365, and Teams. You might not currently have a CRM system. If you are a slightly larger company, you might already be using Dynamics 365.

Our consultancy and lead generation services are designed to integrate with the IT systems you already use today, and often, you can utilise your existing IT systems far more effectively than you currently do.

By doing so, the marketing department will be able to nurture leads that are “out of market”, while the sales department will have better prospects in their pipeline with those who are “in market”.