What changes have you made to your digital presence and how customers interact with you virtually as part of your RevOps strategy?
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We are in the early stages of deploying digital sales rooms for both prospects and existing customers. The adoption has been slow, partly because our marketing team rolled it out without informing us initially. We are now working closely with them to develop KPIs and success metrics to improve adoption. When used correctly, digital sales rooms can be a powerful tool.
I was curious about digital sales rooms. I thought they were primarily for engaged customers to share information. Are you using them differently?
We are using digital sales rooms for both prospects and existing customers.<br>
We adapted our digital presence in response to market trends rather than solely our RevOps strategy. Customers prefer to do their own research before engaging with sales, as highlighted by Gartner's analytics. To accommodate this, we have added short videos to our website that demonstrate our product in action. Although our product is highly technical and not suited for a full demo online, these videos provide enough information for customers to be about 40% knowledgeable before they engage with us. This approach helps them compare solutions and come to us better prepared.
We have made significant adjustments to our digital presence to ensure that customers are more prepared when they finally interact with our sales team. This is particularly important for our enterprise clients, such as government and federal contractors, who require a high level of security and detailed procurement processes. These clients need to be well-informed about our product and the market before engaging with us.
To address this, we have focused on creating content with our CEO and other key figures in our company to raise awareness about our space. We are also offering open demos on our website.
Previously, we were concerned about competitors viewing our product, but now we want potential customers to see it upfront. This allows us to focus on specifics during demos, such as what they liked, what they need more information on, and how our product can be applied to their use cases. Additionally, we offer a free trial and a university course to provide a comprehensive understanding of our product. These initiatives not only educate potential users but also generate leads for future marketing efforts.
Our company has undergone a significant transformation to improve how we engage with customers throughout the entire marketing process. Similar to the Tesla customization model, we allow customers to select different options and see how they would work in their environment. We had to re-engineer our backend tools to support this transformation. We conduct workshops with cross-functional teams to map out the customer journey for different segments, such as enterprise and SMB accounts. Our goal is to enable customers to engage with us as far down the path as possible, creating scalable digital experiences across the RevOps customer lifecycle. This approach is essential for both small and large companies looking to grow.