When you hear “bottom of the funnel,” you may immediately think ABC — Always Be Closing. And while it’s true that every salesperson is focused on how to close a high-intent lead in this phase of the funnel, prospect developers and marketing teams can also play a significant role in supporting getting the deal done.
Let’s look at some ways that prospect developers and marketing teams can work in collaboration with sales to close those leads in the RevOps strategy framework.
What Is Bottom of the Funnel (BOFU)?
Before we explore how prospect developers and marketing teams play a key role in BOFU, let’s define BOFU as it relates to RevOps digital growth in marketing.
During this crucial final stage of the sales funnel, Sales Qualified Leads (SQLs) ideally convert into actual sales and become paying customers.
Making the deal is the focus during this decision stage. But it’s also a time when your SQLs might be comparing brands, products, and pricing packages, so it’s critical that every team is supporting the close.
That’s where prospect developers and marketing teams come in.
How to Close a High-Intent Lead: The Vital Role of Prospect Developers and Marketers
Expert prospecting and marketing teams play a significant role throughout the sales funnel — including BOFU. They are integral to closing the deal.
Prospect Developers: How They Nurture and Engage
Prospect developers — also commonly known as Sales Development Representatives (SDRs) — are a secret superpower in the RevOps framework. One reason is that they nurture relationships with prospective clients.
Especially at the bottom of the funnel, they can provide a vital human connection point that keeps the sale moving forward.
During BOFU, prospect developers help to:
- Keep SQLs engaged before they convert in a structured follow-up process.
- Amplify personal connection with SQLs via email and phone while noting any questions or pain points that might be negatively affecting the sale.
- Discover and engage additional members of an SQL’s buying team, including decision-makers and influencers, to likewise convert them to champions for your product or service.
- Provide additional customer service where needed.
Sales teams appreciate the support of prospect developers because it removes some of the time-consuming onus of continued follow-up and engagement before the final sale is completed.
Marketing Teams: How They Amplify and Customize
Amplifying your company’s name to the right people in the right channels at the right time is a vital role of the marketing team. Indeed, this is how marketing often provides support for sales — because the goal is to ensure that everyone on an SQL’s buying team is familiar with your business in some way.
Marketers can also support sales by creating personalized outreach efforts and custom, targeted content and resources to further convert high-intent leads into sales.
This is important because 90% of leading marketers say personalization significantly contributes to business profitability. When SQLs feel like they are being heard and that a program has been tailor-made to meet their needs, they are far more likely to convert.
During BOFU, marketing teams help to:
- Amplify awareness for your business through strategic campaigns that utilize email marketing, ads, and social media.
- Create custom marketing content like free trials, consultations, and demos.
- Activate data to customize and send personalized email campaigns with resources, product recommendations, and more.
- Provide digital analytics and insights to strategically tailor final sales pitches.
Equip Your Teams with Best Practices
In the BOFU stage — and the entire RevOps framework — you will be most successful when your sales, prospecting, and marketing teams are aligned.
To that end, you’ll want to:
- Define clear roles and responsibilities.
- Provide any training necessary to get teams up to speed.
- Equip teams with best practices.
- Establish workflows that promote cross-team collaboration and connectivity.
How to Support Your BOFU Efforts
If you’re still curious about what RevOps is and how this framework can be a game-changer for your business, you may be interested in bringing in a team that has specialized expertise to support your BOFU efforts — and your overarching goals for the entire sales funnel.
At Well Qualified, our expert prospecting and marketing teams, tools, and infrastructure serve as an extension of your business and will close the hidden gaps that plague many companies.
What will you receive as a result? Powerful business benefits and improved efficiency at a lower cost.
It’s how we help B2B companies achieve their marketing and revenue goals through a strategic RevOps approach across the entire sales funnel.
Well Qualified is more than an agency. We’re architects of demand, facilitators of meetings, and aligners of well-qualified accounts. We designed our award-winning process to strategically create success at every step of the sales funnel. Join us as we redefine B2B marketing. Learn more here or by visiting wellqualified.com.