Very few stakeholders and decision-makers buy colocation services on a whim.
Engaging the services of a colo data center is almost always a very research-intensive, considered sales process that can take anywhere from a few weeks to several months – even years, depending on scope.
You must understand your various deal stages and average sales cycle length to get a handle on your sales funnel.
But given all of this, there are some very specific steps that your colo data center can take to accelerate its revenue – so sales close faster.
How Can We Accelerate Our Data Center Revenue?
Knowing where your prospects are in the buyer’s journey is important. And then feed those prospects content that’s appropriate for where they are in the buyer’s journey.
For example, when you look at the marketing automation platform that people use to track all of this – and you look at the lead intelligence – you‘ll begin to notice some tell-tale signs.
Colocation Data Centers Can Gauge Intent by the Purpose of the Pages Viewed
Someone that’s poking around your pricing page is either
- a competitor of yours or just spying – and you should’ve been able to knock them out very early on in the qualification process with how you segmented those leads when you captured basic form data or
- pretty late stage and indicating that they’re more than likely ready for a sales conversation -- assuming that person is a marketing qualified lead – for example, in the right geographic area and the right size
If a prospect is looking at your “Contact Us” page, more than likely, that prospect is thinking about contacting your company. So it’s not going to be totally out of the blue for you to contact that prospect.
If a prospect looks at your management page, your “about us” page, or your bios, it shows a similar kind of intent in the later parts, the decision stage, of the buyer’s journey.
Big picture – certain pages on your website almost always indicate late-stage intent.
Again, this is late-stage intent if a prospect looks at your services pages.
Caution for Early Stage Intent (Awareness Stage of the Buyer’s Journey) – and the Value of Nurturing
However, and this is a big however, if a prospect is reading your educational blog posts and downloading your educational white papers that are designed for people who are early on in the buyer’s journey, that prospect may not be ready for a sales conversation quite yet.
Nurturing that prospect by email and social media – even though nurturing through a webinar like this – can be very helpful for identifying the people who are most ready to raise their hands and engage at the late stage. And that helps to accelerate your revenue in a very powerful way.
Real-Time Website Revisit Notifications
Real-time notifications are another big technology that’s become much more useful in recent years.
When someone who is a lead on your website revisits your website, you should have software that is able to notify your sales professionals in real time that one of their leads is back on your website. And it can tell your sales team specifically what content the lead engages with.
As long as you don’t go overboard into the creepy territory, just being able to reach out and say, “Hey, Bob. It’s been a while since we touched base. I just wanted to reach out and see if you’re still working on that project we discussed last month on the 5th. Give me a shout if you need any help. My number is...”
So that can make an enormous difference in accelerating revenue.
What steps does your colo data center currently take to accelerate its revenue and close sales faster? Share your favorite tip in the comments below.