You may be wondering what RevOps is and how it relates to the bottom line. It turns out it’s a game-changer for business growth and closing the deal.
As a B2B strategic framework, RevOps (revenue operations) aligns your sales and marketing teams to target your most qualified potential customers while personalizing the buyer’s journey. As such, it plays an essential role in optimizing every stage of the sales funnel: top, middle, and bottom.
Today, we’re focusing on the bottom of the funnel (BOFU) of RevOps strategy — and how you can maximize this final stage to your advantage.
What Is Bottom of the Funnel (BOFU)?
Before we explore how to optimize bottom-of-the-funnel strategies, let’s define BOFU as it relates to RevOps digital growth in marketing.
This all-important last stage of the sales funnel is where your Sales Qualified Leads (SQLs) convert into actual sales and become paying customers.
So, it goes without saying that making the deal is the focus during this decision stage — a time when your SQLs might be comparing brands, products, and pricing packages. But it’s also critical to ensure that the shift from lead to customer goes as smoothly as possible.
Metrics and reporting also play a role during this phase because they help indicate the efficiency and effectiveness of converting SQLs and the overall sales process from the top to the bottom of the funnel.
4 Ways to Drive BOFU Success
1. Prioritize Personalized Sales Pitches
Customizing your sales presentations and packages to specifically address the pain points and needs of each of your Sales Qualified Leads can go a long way in closing a deal.
Indeed, 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 the pitch process, you may also consider offering targeted content like free trials, consultations, and demos to further help convert high-intent leads into sales.
2. Rely on Prospect Developers
Prospect developers — also commonly known as Sales Development Representatives (SDRs) — play an essential role in RevOps, even in the BOFU phase. At the bottom of the funnel, they can provide a vital human connection point that keeps the sale moving forward.
In this phase, prospect developers can 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.
- Provide additional customer service.
Sales teams generally 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.
3. Refine Customer Service
Customer service is an important component of BOTU. Good customer service practices not only help you effectively complete the deal, but they can also help you keep the deal and even expand it in the future.
After all, many companies have multiple service offerings, so there’s ample opportunity to optimize your existing accounts through cross-selling and upselling.
Prospect developers certainly play a role in this customer service aspect before the sale, but once the deal is done, it’s time to activate a comprehensive onboarding process that maintains your clients’ confidence in your products and services.
When onboarding goes smoothly and the new customer feels fully prioritized, you’re already paving the road to retention and upsells in the future.
4. Equip Your Teams with Best Practices
The BOFU stage — and the entire RevOps framework — will be most successful when your sales 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 sales teams with best practices for negotiation and closing to effectively address objections and seal the deal.
- Establish workflows that promote cross-team collaboration and connectivity.
How to Support Your BOFU Efforts
To best support your BOFU efforts — and your overarching goals for the entire sales funnel — bring in a team that has specialized expertise.
Well Qualified provides custom Sales Qualified Leads to equip sales teams and amplify deal potential. It’s just one way 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. Our expert prospect developer teams, tools, and infrastructure serve as an extension of your team and will close hidden gaps that plague most companies. We designed our award-winning process to set appointments and deliver qualified leads that meet your sales team’s custom criteria — and make the sales process as easy as possible.
Join us as we redefine B2B marketing. Learn more here or by visiting wellqualified.com.