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So while many usability heuristics remain the same in B2B website design and functionality , much of what goes into lead gen, sales, and analysis is different. In other words, you’ll answer questions like: Where in the buyer journey is the person that downloads [X] whitepaper? To what points in the customer journey do they correspond?
I think your customer base grows by two X it seems like every month these days. So gone are the days of feature functionality, obviously have a great product to sell, but more important, it’s getting to know the buyer, right? Are you making adjustments to that approach based on millennials versus gen X versus Boomers?
And when we would focus on the buying experience and making it very personal to the buyer we actually see a dramatic increase in revenue and so MQL and SQL are what I call maybe a momentum or a KPI metric, but they shouldn’t be how you’re driving or measuring your teams. Our demo to negotiation phase is really really abysmal.
You’re telling me mathematically the answer is going to be X, but I can’t understand why. And I know that myself, when I’m purchasing software in the negotiating phase, I say, “Oh yes, yes, sure, value, value, right, but let’s talk about the cost.” But then we do like to talk about value.
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