Optimize Your Inbound Buying Experience

Another quarter is flying by, and capturing revenue is crucial. Don’t waste your prospect’s time with unnecessary steps in their buying process.

Sidney Waterfall, SVP of GTM Strategy at Passetto, joined us for Stacking Growth Snacks to share tips on optimizing the inbound buyer experience and improving funnel conversion rates.

It’s a 3-part episode you shouldn’t miss. Pressed for time? Here’s a checklist to get started.

Checklist: Optimize Your Inbound Funnel

Understand and Document the Current State

• Audit Your Systems: Document your current buying experience, including marketing automation systems, CRM reports, objects, and workflows.
• Secret Shopping Exercise: Have someone unfamiliar with your systems go through the form conversion process to provide unbiased feedback.

Establish Baselines and Gather Data

• Traffic Analysis: Identify high-intent CTAs on your homepage and measure their traffic.
• Conversion Rates: Track conversion rates from form fills to qualified leads, sales assignments, and closed deals.

Map Out the Ideal User Journey

• User Pathways: Define clear pathways from site landing to form fills and through the sales funnel.
• Intent Signals: Identify and strategically place key intent signals on your website.

Identify Bottlenecks and Pain Points

• Form Analysis: Review form fields and submission processes to ensure forms are user-friendly and quick to fill out.
• Sales Handoff: Analyze the handoff process from marketing to sales to ensure speed and efficiency in lead follow-up.

Optimize and Test

• Form Optimization: Simplify forms and test different versions to improve conversion rates using A/B testing.
• Sales Process: Streamline the sales handoff process and equip your sales team with the right tools for prompt follow-up.

Leverage Marketing Automation

• Automation Tools: Use marketing automation to manage and optimize the buying experience, automating follow-ups, lead scoring, and nurturing.
• Data Integration: Ensure seamless data flow between marketing and sales systems for a unified customer journey view.

Regular Audits and Reviews

• Quarterly Audits: Regularly audit your systems and processes to identify new optimization areas.
• Performance Metrics: Continuously monitor key metrics like conversion rates, lead qualification rates, and sales follow-up times.

Alignment and Adapt

• Feedback Loops: Establish feedback loops with your sales team for insights on lead quality and conversion challenges.
• Market Trends: Stay updated with market trends and evolving user behaviors. Adapt your strategies accordingly.

There’s a lot to consider, but shouldn't this be a priority? No customer likes a poor buying experience.

Want to hear more? Check out our 3-part episode of Stacking Growth Snacks: