Peter Evans (Co-Founder & CEO) and Deanne Taenzer (Expertise Marketing Expert) ExpertFile
About this talk
Learn the revenue potential of launching your own Trusted Advisor Program and start generating Expert Qualified Leads for your organization.
According to the Edelman Trust Barometer, experts are of top importance by potential buyers; yet most organizations have focused more on products and services and keep their expertise hidden. This is changing as evidence emerges that proves the value of making experts more approachable at the front end of the sales process.
For example, IBM’s new “Expert Advice” program is generating thousands of leads by making key employees available for one on one phone calls with prospects for an informed, no pressure conversation. IBM also reports that conversion rates (from consultation to pipeline) are 30% or 400% higher than some of their other, more conventional marketing programs. Furthermore, 40% of the leads they are generating are “white space” accounts that were not on IBM’s radar.
Are you selling in a complex market or implementing an Account Based Marketing program? Are you selling in a B2B market such as technology or professional services? Then it’s critical you and your team understands how experts fit into your marketing and sales programs to drive new business.