Challenge: The OOH advertising space was disrupted by the rise of digital marketing. Buyers of advertising were changing the way they thought about and made decisions. Digital advertising brought enhanced audience targeting and a set of measurable KPIs to show how digital spend led to pipeline, customers, and revenue. A global leader in OOH advertising had to realign its GTM team and processes to account for the change in Buyer behavior.
Solution: The OOH company developed personas and mapped the common actions and questions that each persona exhibited along the Buyer’s Way. All these processes were rolled out through a three-day training put on by sales managers that had been trained to train their teams in advance. They were then incorporated into onboarding programs for all future sales and marketing hires.
- Content: A plan was developed to ensure there was content that answered the key questions Buyers were asking themselves along the way.
- Lead Nurturing: The GTM team used the content in their nurturing workflows, sharing the insights with buyers before they were ready to commit to a formal discovery call.
- Objection Handling: The company developed objection handling frameworks the team mastered to overcome buyer objections and extend conversations and deals.
Results: Six months after implementation of these new processes, the GTM team had generated 40% more pipeline per rep. Keys to success included:
- 50% growth in conversion rate of calls to appointments due to better targeting and objection handling
- 70% more appointments generated due to better nurturing of leads with content and improved conversion rates