B2B Marketing Blog

Sales Enablement Tactics to Improve BOFU Conversion Rates

By Alexis Getscher
Apr 11, 2016
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Once a prospect has reached the bottom of the funnel (BOFU) they’ve done their research and have narrowed down the potential companies they’re looking to buy from to a handful at most. The questions a buyer has at this stage in their journey tend to be more logistical—how does the product actually work? What benefits can internal stakeholders expect?

To convert these prospects into customers, the sales team must be well-versed in product knowledge and have a variety of resources at their disposal. This is why it’s necessary for sales and marketing to be tightly aligned through the entire buying journey.

Marketing plays a huge role in converting prospects at every stage of the funnel and is exceptionally beneficial at the bottom. While the channels decrease as you move down the funnel, the opportunity for personalization increases.

Below is a list of sales enablement tactics that can help improve BOFU conversion rates.

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Personalization

By the time a prospect has reached the bottom of the funnel, it’s likely they’ve touched multiple pages on your website, downloaded ebooks, attended webinars or all of the above. If you’re using marketing attribution, you know each and every touchpoint, whether online or offline, and you can use this information to personalize content and outreach.

Tracking all TOFU and MOFU touchpoints gives you a great idea of a prospect’s pain points and what they’re interested in learning more about. This knowledge cannot be ignored and must used as a sales advantage. Listen to the data and customize your outreach accordingly.

Case Studies

Typically when a prospect is at the bottom of the funnel, they’re looking for that little extra push to persuade them that your product or service is the right choice for their organization. Case studies are that push.

People trust peer feedback. It’s why Amazon has product reviews and consumers spend tons of time reading those reviews before making a purchase. An organization can write whatever it wants about its own product, but the opinion of a peer is perceived to have more value because it’s unbiased.  

If the sales team is working on closing a deal and marketing can provide a case study for a similar company, the same industry, or that addresses similar pain points, it may be just the push they need to make a final decision. Prospects want to remove risk from the purchase. If they see that the product has provided a solution to other companies with the same pain points, they can feel confident it will do the same for them.

Targeted Blog Posts

The company blog is generally thought of as a lead generating, TOFU channel, but the blog can be a great BOFU resource as well. Super specific content won’t get a lot of views, but the views it does receive will be much deeper in their buying journey. Not only will this drive qualified organic traffic, it’s a beneficial resource for the sales team as well.

These “help desk” style articles cover very specific issues and answer them clearly. Unlike with TOFU content that is broad and educational, BOFU content should specifically position your product as a solution to a problem.

Personalized Product Demos

A demo is a great way to highlight product features in action. But to truly convert on the process, a good amount of pre-demo work must be done. Each prospect is different, they come from different company sizes, different pain points, and are looking to achieve different goals. Using a one-size-fits-all demo misses a lot of opportunities to show why your product is specifically right for the prospect.

At Bizible, we call this pre-discovery. The sales rep will get the prospect on the phone to really understand what needs they’re looking to meet, along with general company information. The goal here is to listen, most importantly, and secondly to clarify.

That way, once it’s time to do the demo, you can specifically set your product up to show how it addresses each of the needs the prospect has. Additionally, reports or features can be tailored to fit the persona you’ll be speaking with. Is it the Paid Search Manager or the CMO? Each will be interested in different product features.

Comparison Sheets

Plain and simple, comparison sheets put your product right up next to the competition. What makes it different? What makes it better? What quality or feature can you highlight that a prospect may not have thought about?

Compare apples to apples.

For example, say you’re looking to buy a car and you’ve narrowed it down to a BMW or Tesla. A comparison sheet could show things like horsepower, stereo options and other specs. But some additional things to consider might be total cost of ownership (with Tesla you don’t need gas or oil changes), is there any training needed (Tesla requires knowledge of, and access to, electric charging) and if so, is that included in the purchase cost?

Present the features like considerations.

  • Selling Tesla: Have you thought about how much money you spend on gas? With Tesla that cost is eliminated.
  • Selling BMW: I remember you saying you take a lot of roadtrips, would you rather plan your trip around charging stations or do you enjoy the convenience of gas stations?

Set the stage for a problem they may have and then show how you solve it. Eliminate surprises via risk, cost and implementation. Position yourself as a trusted advisor and leave the prospect feeling confident in you and your product.

To achieve successful BOFU conversion, you must create internal champions. Provide the prospect with the right knowledge and resources so they can then sell it to the internal stakeholders. Customize and personalize the experience. Simply throwing every feature at them is overwhelming and then when they bring the product to their boss, they’ll do a poor job of selling the benefits. Provide just enough of the right information to get them on board and excited, so you can go together and close the deal.

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