True Buyer Intent Discovery - Tom Hessen - Hard Corps Marketing Show #220

Marketers often look at metrics such as how long prospects spend time on a page or how many clicks they get. However, are marketers really learning anything about the intent of their buyers in this way?

A Business Leader, Software Entrepreneur, Consultant, CEO at 9Lenses, Tom Hessen, delves into the intent of buyers and how to assess their needs.

Takeaways:

• Marketers are often incentivized by quantitative leads. Unfortunately, this damages the sales and marketing relationship, especially if the “leads” they are presenting aren’t ready to talk to sales.
• Assessments are an incredible way to add value to the prospect while educating them on all you have to offer. They are tailored and personalized to fit their needs.
• Discover calls as we know them need to die. It all starts with marketing. Find the prospects true business needs before sending it to sales.
• No matter if you have known your prospect for 5 years or 5 days have them take the assessment before you have a discovery call. This will educate them and yourself to progress further faster.
• Interactive content is more engaging for your audiences at the top of the funnel. This is a great opportunity to add more value and personalization.

Links:

• LinkedIn: https://www.linkedin.com/in/tomhessen/
• 9Lenses: https://www.9lenses.com

Busted Myths:

• Marketers can not know something about a prospect by the measurement of intent such as what they viewed or how much time they spent on a page. This does not show their viability as a buyer.

Ways to Tune In:

• iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
• Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
• Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
• Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
• YouTube - Full video - https://youtu.be/U9LhpqnDXQw