How to ramp up B2B Sales and Marketing for Professional Services?

B2B sales and marketing for professional services B2B sales and marketing for professional services is complex because most purchases are not impulse buys. Either, they are based on a pain that your clients are facing, or you have to first help them realize that there is a better way to do things.

In addition, professional services can also not be easily compared feature by feature in a spreadsheet. So it’s very different from how a SaaS product is sold. The sale, and success of the program, depends a lot on intangible and soft factors, even as hard metrics like cost and past experience are measured objectively. Clients (often multiple decision makers) will almost always do their due diligence and talk to multiple providers before making a decision to buy from you.

So you face 3 main challenges.

  1. Letting buyers know you exist (brand awareness)
  2. Convincing them that they need help and that you are the right choice (sales pursuit)
  3. Consistently engaging through long sales cycles – anywhere from a few months to a year
Things you may have already tried

common tactics - B2B sales and marketing for professional services Most professional services businesses today have implemented various kinds of content marketing and outreach programs.

These include:

  • Generating more content on your website
  • Advertising on various platforms
  • Engaging influencers such as industry analysts and trade publications
  • Commissioning or sponsoring research projects to produce reports
  • Implementing email automation
  • Doing social media outreach by including employees
  • Creating a blogging platform to showcase expertise
  • Offering downloadable assets to build email lists
  • and so on.

These are all great tactics. They seem intuitive and sound like you’re checking off all the boxes.

But you still feel that you’re not moving the needle. Right? Things still seem accidental rather than planned. You feel like you need to go beyond content marketing.

What problems you may be facing in sales and marketing for professional services?

An easy test is to listen to your gut.

  • If you are in marketing, do you imagine your sales team complaining you don’t help them actually generate revenue?
  • And if you are in sales, do you hear your marketing team telling you that you are not letting marketing in where it matters, or following up on their leads?

That’s normal. It happens because B2B sales and marketing for professional services typically address two different stages of the customer lifecycle. Marketing qualifies and hands off the lead. And then sales is expected to take it to closure. There is actually NO clear mechanism to link the two phases together. So marketing is forever caught in a loop to prove their value to sales.

Aligning B2B sales and marketing for professional services

What you need is a way to connect your lead generation to your sales pursuit efforts.

  1. Generate engagement and brand awareness
  2. Engage together with sales on the long pursuit

aligning B2B sales and marketing for professional services The best way to achieve this is to build meaningful context of what your prospects and customers need, and then align the content generation accordingly.

Every customer has a goal. Or at least you think they have a goal that you want to move them towards – better digital capabilities, better analytics, better security, better quality, better website, better social media marketing, better marketing automation, and so on.

Now think of the underlying engagement model of every professional services engagement:

  1. Assess the current state of affairs
  2. Develop a roadmap and set milestones
  3. Make progress, and celebrate the small wins
  4. Adjust the roadmap as needed
  5. Keep stakeholders engaged and informed

Come to think of it, that’s exactly how a typical consultative sales person moves the sales process forward – one meeting to the next. Opportunity is explored, fit is determined, advice is given, insights are provided, material is requested and sent, and so on.

In addition, a consultative sales person builds trust and helps the client move towards their goals until the client is ready to buy. In doing so, they get the right people to the table to conduct workshops, develop proof of concepts, make peer introductions and so on.

So what is really lacking in the process is a way for marketing and sales teams to work together on this journey. Marketing tools are not used beyond the lead generation process. And that’s where the problem lies in creating consistent client engagement and revenue generation.

How to address this challenge?

The easiest way to address this challenge in B2B sales and marketing for professional services is to bring both sales and marketing teams working off each other’s inputs.

  1. Marketing looks at how a typical sale proceeds and generates lead aligned with those key questions that sales starts with, or those that prospects are struggling with
  2. Sales engages with prospects by setting goals collaboratively towards the goals that the prospect or client may be trying to address
  3. Marketing helps not only sales, but also the prospects meet those goals by producing the right content. It also sets the stage for the full power of the brand to come through.

Let’s face it. Neither sales and marketing should do each other’s jobs. It’s often a problem when they try to do that. But bringing them in on the same page when it comes to how the pursuit is progressing is the right thing to do. It rallies everyone around a common objective.

Wait, isn’t my CRM the connection point I need between sales and marketing?

It is. But your CRM is not client facing. Neither is it geared 100% towards sales pursuits. A CRM is complex because it is used to control and track, not actually help a sale move forward. It can definitely be the place where both sales and marketing their get their information from. But you shouldn’t try to customize something for what it isn’t made for – client engagement during a pursuit. That said, you should absolutely send and track all the key events in your CRM system.

Actions you can take today

Check out how Evalinator helps you create an interactive assessment and then engage prospects consistently.

We have a free double trial for almost 6 weeks. That’s enough time to see if it works for you. We are absolutely sure it will! 

Get Stated With An Interactive Assessment

How to build trust during a sales cycle?

Why is it important to build trust during a sale cycle?

79% of buyers prioritize trust in a sales relationship as a key factor (2019 Salesforce State of Sales study).

Customers always appreciate a process where the focus is on the goals they are trying to achieve, not on the actual product being bought or sold.

And, regardless of who you are, you are always selling to grow your business. So whether you are a consultant or a coach, your buyer is evaluating both you and your “sales pitch” as they decide to engage.

Are you building trust?

trust in a sales cycle Only 3% of buyers trust their sales reps! (Hubspot sales statistics for 2020). So it is obvious that most of us today need to do much better at building trust during our sales cycles.

Given that it is so important, our goal should be to build a position of trust in our buyers’ minds. If we establish a trusted advisor position, then clients will look to us for guidance as well. And will likely prefer to buy from us rather than the competition – all else being reasonably similar of course.

Here are some strategies to help build trust in your sales cycles with your prospects:

Build trust at the start of the sales cycle

Sharing benchmarks on how your customer’s peers are doing on various dimensions of the problem, and empathizing with your prospect’s problems is a great way to break the ice and instill confidence. It also shows that you know the space, the problems, and the solutions that might work the best. When you use an interactive assessment such as Evalinator, you get can easily offer personalized benchmarks to your customers.

This starts building the foundations of trust in the sales cycle. The earlier you do this, the better. Sharing survey results, 3rd party analyst reports, independent research, or benchmarks from your interactive assessment can be a great way to do that so long as you personalize those results and make them relevant. Be careful that you don’t appear pedantic or make too many assumptions for your customers though.

Use diagnostics to clarify the need and understand the priorities

Too often, customers have a sense of where they are and what they want to do. But they are not always very clear about the issues. In these cases, they appreciate a diagnostic tool from you to help them define that need, understand where they lack the most, and quantify where they are doing well.

As a coach or consultant, you should probably start with a simple diagnostic. Whether it’s free or paid doesn’t matter. Starting with a diagnostic shows that you bring a structured approach to the table. And your customers will appreciate that during a sales cycle. It anchors the discovery process and build trust. For example, coaches may start with a “Wheel of Life”, and consultants may start with a “maturity assessment”. You can sample a few assessments here, and you can even sign up for free to create one for yourself!

Help clients create a vision and concrete goals

trust during a sales cycleA diagnostic performed with an interactive assessment is a great way to get prospects and customers to open up about their problems and vision. Perhaps some of the items didn’t make sense, or perhaps they simply hadn’t thought about them.

When you have the results of the diagnostic in hand, you can then share with clients additional benchmarks about how others in their position are tackling those challenges. It also helps you work with your clients to set a vision for where they want to go.

A few concrete goals at this point are possible to set even if they have not decided to buy from you. Doing so establishes you as an advisor, who they can start to trust during this intimate sales process. The sales process does not actually look like sales anymore, because they start seeing you as an advisor, and someone they trust. See this blog post on how goal setting works with an interactive assessment you create on Evalinator.

Help selflessly but don’t go overboard

This phase of the sales cycle is called nurturing your prospect. You build trust by helping them with advice, tips and tactics. This advice can easily be personalized if you are using an interactive assessment. You partner with them on this discovery journey so they can define what they need clearly.

But it is also easy to lose focus at this time. So you need to balance being an advisor and someone who does need to get paid. More often than not, if your customers have budget and the need is qualified, they will sign with you if everything else checks out (credentials, capability, price etc.).

It’s also human nature to return the favor. So if you help them, your customers will empathize with you and go out of their way to help you. (within reasonable means of course). Price becomes less important at this time because its easy to manage those expectations with additional value that you are providing. In addition, by engaging with customers, you have built up a barrier to entry for your competitors because you have the context that they don’t.

Building trust needs work but it is easily done if you have the right tools. Being genuine is important so there is no shortcut other than believing in your product or service, and caring about your customers.

In most cases the product itself is not different or unique enough. But you – YOU – can be the difference. The trust and relationships you build will be the reason the customer will buy from you.

Try Evalinator for free to determine if it can help you build trust in your sales cycle.

But wait. We don’t want to sell you on something just like that. Before you subscribe, check to see if Evalinator is right for you. That way you will know if using Evalinator will work for you.

We’ll see you around!

 

Interactive Wheel of Life for Coaches!

As a coach you help your clients explore and come up with the answers. A great tool to enable this is the “Wheel of Life“.

Interactive Wheel of Life on Evalinator

Limited time special offer – 50% off – Sign up here to create your own Interactive Wheel of Life!

A Wheel of Life has multiple dimensions that clients assess themselves on. They mark how well they think they are performing, or how satisfied they are on these dimensions.

For example:

  • Life coaches address dimensions such as career, family, friendships, financial security etc.
  • Business coaches could look at leadership, sales, marketing, people, customer service etc.
  • Career coaches might examine culture fit, skills, growth, executive presence, story telling etc.

How We Use the Wheel of Life Today

wheel of life paperMost coaches would use a static wheel of life today. They’ll have the client print out a template, fill it out, and then begin the discussion and exploration. The end result is great. It gets the job done.

But it does not help with an engagement outside of the office. People need goals and constant motivation. So you need to supplement those wonderful techniques with digital means.

In addition, the traditional tool-kits don’t help when you are prospecting. There is nothing to keep the prospective clients engaged with.  They have a piece of paper, and nuggets of self-awareness from the discovery call with you. But how do you stay in touch and help your clients along so they will book your sessions when they are ready? There is a need to go digital.

Finally, coaches never want to resort to pushy sales tactics. So regular check-ins by you through email can be perceived as intrusive. Just how many times would a client want to hear from you when they are not yet ready to commit? It looks like you are pushing for a sale. Unless you’re just sending them helpful material of course. But then, how would you personalize what you send them when your system doesn’t have the context?

Instead you want to be helpful and let the client take their own time to decide when they are ready. Clients must be willing, receptive and introspective. They should be ready to take action themselves. And you should add digital to your tool-kit.

How a Digital & Interactive Wheel of Life Helps

interactive wheel of lifeWhat if you could convert the Wheel of Life into a living and breathing coaching tool – to be used every time you engage with your clients. And something that the clients would use as a guide and reference.

 

An interactive Wheel of Life allows you to:

  1. Set more discovery calls because clients see value even before they book the discovery call. They get a taste of your style as soon as they fill one out.
  2. It helps you to keep clients engaged after the discovery sessions because they agree to take action on agreed goals even if they are not paying you yet. In essence, you become their accountability anchor.
  3. You can also inspire them with the wisdom of the crowd. While, everyone’s situation and goals are different, just seeing the many ways a problem can be tackled helps your clients with inspiration and motivation.

In fact, it is well proven that when clients are ready to buy, they would rather buy from someone they already trust and have a comfortable relationship with, and who already has the “context“. Who wants to start the cycle from the beginning again.

That’s exactly how Evalinator helps. Rather than just a printed form, or a static online tool, you and your clients can actually use it as a tool that promotes introspection and accountability. And as you build context and engage in a manner that yields the desired benefits to your clients, they become more likely to stay engaged.

What does an Interactive Wheel of Life look like?

interactive wheel of lifeTry out the sample Interactive Wheel of Life for yourself. Here’s one for life coaches and here’s one for business. You’ll see how this gives you powerful engagement capabilities through benchmarks and goal setting.

These are NOT just tools to generate a Wheel of Life, but they help you engage your clients even after. They become a goal setting and accountability tool.

You can customize these completely when you create your own Wheel of Life – the dimensions, your style, the colors other things. You can also host your Wheel of Life on your own website. And you can begin to capture email addresses in your own database too.

Next Steps – Get More than 50% Off!

Sign up here for a 21 day trial period. Create your own Interactive Wheel of Life. We’ll be there to help you get it off the ground within a few short days.

Create Your Wheel Of Life Now

See you inside!

 

Here are 5 of the Top 7 Email Marketing Mistakes You can Eliminate

email marketing solve 5 of 7 top issues

Recently we came across a nice blog post on Jeff Bullah’s website describing the top 7 email marketing mistakes that you should avoid.

It was surprising that 5 of those 7 mistakes were related to the context that you have about your customers. This is also a common theme across most research around this topic of email marketing.

These mistakes were largely about:

  1. Not having insights about your audience
  2. Lack of personalization
  3. No familiarity with sender
  4. Unappealing subject line
  5. Content not being relevant

All of these point to the one underlying issues that every marketer or sales person faces with email marketing: What to write to my customers and prospects about that they will find relevant?

And over time, the more bland emails we send, the more we fade away from your customers minds. Because customers don’t find value in what we send them. It becomes a mechanized engine which is not very effective.

Don’t we all nervously track the open rates and click through rates of our emails every day. We know that feeling that email marketing brings.

email marketing can be hard workOne way to avoid this is to do research for every prospect. But that’s extremely time consuming, and does not work very well if you have to reach your database every week or month.

The second way is to send information that they might consider relevant. e.g. send some industry statistics. The problem is that these are not directly actionable. A common reaction is “yes, but so what I can do about it”.

How to solve these email marketing problems?

With Evalinator you can build:

  1. Context of your customers – So your emails can be about them. Won’t that be an awesome way to get their attention and keep them engaged.
  2. Lead with relevant action items – There is no “so what” anymore. You have a clear cut action item for them because both you and them agree on what that next action is. And if they want to change that action item to something else, then they can – and you can chip in too.
  3. Put in statistics only you can send – Evalinator generates targeted statistics that your customers care about. For example, if email marketing was your topic, then they would see that “60% of other marketers like them have the same problem”, or that “75% of all sales people in their industry think that marketing is not helping as much”. Now that’s really relevant.
  4. Keep them engaged with promotions: Everyone procrastinates and that includes your customers. But what if you could give them a freebie and help them at the same time…e.g. “here’s a chance to enter a raffle if you complete X in the next 30 days.”. That would be a win-win!

email marketing solvedSo you can solve those pesky email marketing issues like personalization and relevance by using Evalinator. It lets you build trust by engaging in a way that is truly helpful.

Try Evalinator for 21 days risk free.

But wait. We don’t want to sell you on something just like that. Before you subscribe, check to see if Evalinator is right for you. That way you will know if using Evalinator will work for your email marketing woes.

We’ll see you around!

Image credits: Here, here, and here.

Why We Must Go Beyond Content Marketing?

How to go beyond content marketing?

What does it mean to go beyond content marketing?

You are probably already engaged in content marketing. Or you are thinking of starting. It simply means that you would like to publish different types of content that your users and prospects can engage with. That way you can secure better mindshare. Your customers will remember you when they are ready to buy a product or service that meets their needs.

Content marketing is no doubt an effective strategy.  It helps you reach your customers, educate them, and subsequently get them to buy your products and services.

But Content Marketing Is Not Enough

There are 3 main reasons for that:

  1. First, it’s simply because content marketing has rapidly become akin to the traditional mass marketing and advertising of the past. It has become just “another” interruption tactic. For your content to be seen by your target customers, you need to deploy traditional advertising techniques – lots of it. The promise of the digital age was personalization and presenting a point of view. But content marketing has slowly become a segment based outreach strategy – mass personalized, but not personalized.
  2. Second, it’s not special any more. Quality content is hard to come by. Everyone is putting in the same keywords as they strive for better SEO (to rank higher in google searches). And folks are publishing content with titles that promise the same thing. Differentiating by bringing in your unique point of is becoming very difficult. Your voice just gets lost in the crowd.
  3. Finally, it is hard. Because it has become a mass, segment based marketing tactic, we are always in a rush to produce more content, and then pay to promote it. And that is a rabbit hole that never ends. So we do it for a while with all the right intentions, and then we just give up. Because like traditional marketing, the “create and blast content” strategy needs a lot of time and resources.

beyond content marketing. know the faces by personalizationThe result: We end up with a faceless strategy.

That said, we can’t give up on quality content marketing. After all, it’s the lifeblood of businesses today. Customers look for the right content so they can make informed decisions, and establish rapport with you.

 

So what can be done? How can we go beyond content marketing, and maximize our RoI.

What We Need To Go Beyond Content Marketing

The answer is to start thinking in terms of:

  1. Evergreen anchor content. Frequent of content will follow from there.
  2. Personalization to the individual in addition to the segment
  3. Interactivity

By evergreen anchor content, we mean a set of content assets that address the core pain points of your customers in a systematic and comprehensive way. These are NOT your weekly blogs on current topics that will get stale quickly. Your anchor content is something that your business is based on – ours is based on building better engagement with prospects and customers. Pick the focus of your business and address the topic in a good reasonable way.

Your evergreen topics are relevant 24/7, 365 days a year to those who care, or those who will come to care. Be sure to look up some  keyword research tools to make sure you’re using the phrases your customers are using to search for your service. These content assets (e.g. a set of blogs, your methodology, etc.) is your evergreen anchor content. This is also what customers see when they visit you – quality, no-fluff content.

Then you deploy a “one-to-one” customer interaction approach to attract, qualify and nurture your customers towards your paid services and products. This personalization comes from interctivity where customers engage with your content – e.g. do a self assessment, set a goal for themselves, see what others like them are doing to address the pain points, read advice from you, etc.

You must be thinking “but that’s what I do today when a customer responds and sets up the first discovery call”.

Beyond content marketing through individual goal settingThere’s a subtle difference. And that difference comes from what we at Evalinator call “context”.

Here’s what happens today: If we can’t convert a customer during that first interaction or discovery call, we then fall back on a nurturing and reminder approach. We email them new content periodically, and we also make it a point to periodically email them and ask if they are ready to make a decision.

What’s missing? Context. Our nurturing and reminder approach is rarely personalized. It’s mass marketing disguised as personalized. Because we don’t know the individual customer. We only know the general “segment” of the customer.

At Evalinator, we think you should go beyond the routine content marketing, and engage with your prospects as an individual. When you have context, you know what their individual pain points are. You know what they need to do to keep chipping away at it. And you offer to be there during their struggles. Over time, they realize that they want you to help them get to their destination.

It’s almost like we need to rekindle that lost art of customer engagement. Machines and tools have given us the means to do so, but they’ve also made us lose sight of what’s really important.

Meaningful retention doesn’t happen because we have a busy content marketing engine.  It happens because we cared enough to go beyond content marketing to focus on our customers as individuals. We make a sale because they know we can help them get to their goals, and we keep them from churning because we engage.

Evalinator helps you build trust by engaging in a way that is truly helpful.

Go beyond content marketing. Try Evalinator for 21 days risk free.

But wait. We can do one better than that sales pitch! Before you subscribe, see if Evalinator is right for you. That way you know that we practice what we preach.

We’ll see you around.

 

References:

  1. List of keyword research tools by Ahref
  2. Image credits because the creators deserve it: Here and here

 

4 Types of Interactive Assessments You Should Consider

Interactive Assessments can be of multiple types. Here is a quick summary of the 4 basic types of interactive assessments that you can create with Evalinator.

Interactive Assessments

What are interactive assessments?

Let’s quickly get this out of the way. Interactive assessments make your customer engagement dynamic in several ways.

  • First, they help your clients and prospects score themselves on something that you specialize in. Think of questions such as “Is my content marketing geared for lead generation?” or “How happy am I in my current job?”
  • An interactive assessment also shows live benchmarks. For example, your clients can see how they rated vis-a-vis everyone else like them who has responded so far.  e.g. CMOs can see how other CMOs are doing. Of course, to protect privacy, data is anonymized and aggregated.
  • Finally, you can engage with your customers and help them with the exact dimensions of their assessment that they need help with. That provides you with amazing context for your interactions with each other. For example, if someones rated low on “work-life balance”, then you can help with that aspect.
Why are Interactive Assessments useful?

An interactive assessment is great for experts – coaches, consultants and agencies. That’s because it helps you rise above the sea of content marketing madness, get your expertise out there, and really engage with your prospects and clients one on one.

Interactive assessments increase your lead generation pipeline while also allowing you to work with your clients in a personalized manner. They also help with better conversion from prospect to customers because you start building trust with your prospects as you help them.

Interactive Assessments Type 1: A Scored Assessment

This is the most popular assessment. Respondents will answer a series of questions and will receive a total score. Based on that total score, they will be mapped to a rating scale. For example, those scoring between 70 to 100 points will be ranked “Superstars”, those between 40-70 may be ranked “Blitz Ready”, and those below 40 points may be ranked as “Bootcamp time”. The expert will then help each respondent improve upon their current status through goal setting. Here’s an example of this.

Interactive assessment - scored

The assessment will also show users how they compare to others in the form of a bar chart or radar chart. It is meant as a guide to examine their performance vis-a-vis your peers. For example, it might show aspiring authors how they compare to other aspiring authors in the key areas of assessment (e.g. 60% of other authors also had trouble maintaining a writing schedule).

Interactive Assessments Type 2: A Personality Assessment

This is a special type of a quiz that does not focus on improvement on the quiz topic itself, but focuses on self introspection. For example, what’s your style of leadership, what kind of social work may suit you best, or what’s your your learning style. Here’s an example measuring sales personality types.

Interactive assessment - personality quiz

You can’t change what you are, but the expert can then help you achieve your goals based on this assessment. However, you can set it up so this assessment does show you how many others matched your personality type. For example, 75% of other marketers in your sector also rated being growth focused.

Interactive Assessments Type 3: A Wheel of Life

This is an assessment that purely focuses on self-introspection. For example, life or career coaches may use this  as they help you balance the multiple aspects of your life such as family, career, social relationships etc.

Here is an example.

Interactive assessment - wheel of life

The results you get will simply show you what you think your score is on the multiple topics in the assessment. The quiz will not compare you to others but will bring out the imbalances in the various aspects the assessment measures. For example, it looks like both family and career are at an area of concern, while social relationships are not. This then sets the stage for the next step of the coach helping you with achieving better balance.

Interactive Assessments Type 4: A Multi-Dimensional Assessment

This special type of assessment is for users who would like to combine multiple strategic areas of a topic which are actually separate assessments in their own right. Your customers can rate themselves on each of these areas, and see their results in a radar chart. See an example here.

Interactive assessment - multi dimensional

For example, if you are a marketing coach, you might have separate independent assessments on SEO, sales enablement, content production, account based marketing etc. A multi-dimensional assessment will let you bring all these assessment under one overall assessment so users can see their scores in one place, with one “overall score”.

Which Assessment is right for you?

There is no one size that fits us all! Each topic can be of multiple types, and sometimes experts can create 2 different types of interactive assessments on the same topic to meet their needs better.

Whichever interactive assessment you chose, we’re here to help you on your journey.

 

Use Goal Setting For More Effective Sales Follow Ups

Goal Setting give you a powerful mechanism for sales follow ups. It allows you to engage your customers and prospects 1-1 through personalized interactions.

Read on about how an interactive assessment can allow you to engage in goal setting with your clients. Used this way, your interactive assessments will become much more than just an online quiz to get email addresses.

Sometimes customers know where they are going, and sometimes they don’t. They often need your help to determine their destination and get there. Using Evalinator, you can help your prospects do just that with goal setting, and equally importantly, get your clients to trust you in the process.

That way, not only do you build your email list, you also generate more engagement and revenue overall.

Goal setting and interactive assessments

Increasing use of technology does not mean that we automate everything and pretend like it is personalized. Customers always know! So customer engagement must include:

  • Empathy
  • Personal attention
  • Context

So goal setting combined with interactive assessments offer you the best of both worlds – email signups and engagement.

Here are some best practices to follow while engaging in goal setting. We also mention when something can be automated, and when you need personal touch.

Step 1: Create actionable profiles of your prospects & customers

Common segmentation practices today rely on either static parameters like demographics (title, role etc.), or guesswork such as who opened and clicked on emails.

goal setting with contextThese are good steps towards personalization but on their own they do not take into account aspirations of customers. Therefore your goal setting will not be as relevant and impactful. 

Further, each such segmentation parameter is considered in isolation in your email database – perhaps as a flag to determine what kind of content to send next. It also does not include how one customer may be performing on their aspirations vs-a-vis their peers.

An interactive assessment using Evalinator helps you with more relevant  and contextual segmentation. For example, you might want to show that sales and marketing leaders think differently about the same question e.g. customer mind share, sales enablement, advertising, etc.  Similarly, you might want to bring out how different persons within the same demographic may perceive things differently. e.g. clarity of purpose in life, career goals, or relationships.

It follows that the quality of goal setting you have with the right context is very meaningful. As a coach or consultant, if you know the intent of your prospect or customer, then you have a powerful way to bring insights to your customers and discuss resolutions. It also helps you go beyond traditional content marketing

These insights that you get out of the box with Evalinator help you with the next step in sales follow ups – goal setting.

Step 2: Organize readouts to clarify goals and share insights 

Once your respondents have taken your interactive assessment, then you can do the readout in multiple phases in order to initiate goal setting.

Goal setting based on visionIf you are coaching or consulting a group of people such as in a corporate setting, then doing a group followup session is a great way. Here you show overall scores by the various segments so they can see where they stand vis-a-vis their peers.  If you’ve ever been through a session that shows how different people perceive the same thing differently, then you already know how exciting it is for participants of such a session. A group session allows for personal interaction but still offers economies of scale and time. You could also choose to do this in a webinar or email newsletter. Note how this also gives you ready-made material for your content marketing!

  • Ask everyone to observe how they fare against the benchmark and why.  Each individual should be looking into their custom assessment results. More often than not, there will be some surprises and a few aha moments.
  • Brainstorm on what is good, what is not so good.
  • Discuss both immediate and long term resolutions
  • Request your respondent(s) to put in their individual goals and time frames – keep them short in duration (3-5 weeks or less), and measurable.
  • You can also ask everyone to put in something that you deduced – your secret sauce based on your experience!

Your goal setting journey has begun!

Step 3: Set up periodic reviews

How many times have you attended the most amazing sessions only to go back to your daily routine and forget all about what you learned?  It is natural and expected. The daily grind and operational pressures cause that to happen to everyone.

periodical goal setting reviewsFor this reason, as a coach or consultant, you want to set up periodic reviews and refresher sessions. It also helps you quantify and demonstrate the value & ROI (Return on Investment) of your engagement. Your customers – corporate or individual – are always calculating what they are getting in return for paying you. With Evalinator this is easier than ever to demonstrate that because you now have something to anchor the discussions, and common goals to work towards.

  • Schedule predefined sessions every 2-4 weeks or so. This will depend on how you charge among other things
  • Use the assessment results, and goals to guide that discussions
  • Show the progress on goals to keep up motivation
  • Review important concepts using the questions and rating scales of your assessment as an anchor

Conclusion

There you have it. An end to end roadmap from initial engagement to a thriving relationship and quality sales follow ups through the use of goal setting based on the results of an interactive assessment. Follow these steps for an amazing 1-1 engagement with your clients.

Your interactive assessment now allows you to go beyond the static, guessing game of segmentation to factors that really matter.  Now you can truly engage in follow up sessions and coaching without losing context.

Every interaction can be personalized and makes your sales follow ups very productive. Not to mention your content marketing gets easier too.

Read about the 4 types of interactive assessments you can create with Evalinator.

 

Create Your Interactive Assessment Now

Integrations

Integrations available with major email marketing platforms. More being added regularly.

Our list of email marketing integrations is growing steadily. That means Evalinator is a great addition to your marketing toolkit for:

1. Better lead generation

2. Email database building

3. Customer engagement to close revenue

New integrations are being done constantly based on our customers’ requests. So Evalinator customers can use the powerful email capabilities of their marketing automation provider, while still leveraging the unique context building capabilities of Evalinator.

Here is our growing list of marketing and sales automation integrations so far. 

If you would like to use Evalinator and your integration does not appear here, just let us know!

 

Integrating email marketing automation with Evalinator

Your email list is often your only way to communicate with your prospects and customers. And you are probably already using an email providers such as MailChimp or ConvertKit.

Evalinator not only helps build up your list, but also takes your email personalization to a whole new level. And that means more engagement!

evalinator email marketing automation

Evalinator connects with major email marketing platforms such as Active Campaign, Infusionsoft, MailChimp etc., and the list is growing everyday.

Here are some ways you might set up different kinds of emails in your email provider.

  1. Welcome emails: When someone submits responses to your Evalinator and provides their email address, Evalinator submits a validated email address to the specific contact list you designate. That means that you do not have to verify the email address again, and can trigger the welcome email from your systems immediately. Welcome emails can tell customers more about what your assessment is all about, and what to expect in the days and weeks ahead.
  2. Drip Campaigns: Often, experts have already written blogs on the various topics they cover in their Evalinator. These can then be sent as a weekly drip to the respondents. Or you can include them in an existing drip campaign or email course you may have already set up.
  3. Periodic Triggered emails: Your Evalinator is always changing as more people take the assessments. The graphs and charts on you Evalinator refresh themselves automatically. That means that respondents have more insights into benchmark information and their overall rankings as more people respond to your assessment. This also means that you have a treasure trove of statistics at your disposal. Because of this you earn the right to initiate a touch-point with the respondents every time a few more people have responded. You can simply set up an email mentioning the new statistics and trigger the emails to the entire list again.
  4. Goal setting emails: The purpose of your Evalinator is to help people with the hope that they see the value of a relationship with you, and then end up buying the services that you are offering. And to build up that relationship towards that conversion, you will help them achieve their goals. For example, someone who responded to “How good is my SEO program?” may want to improve their website content. This becomes a goal that you work with them on, and such emails can be triggered every time you set up a goal for them, and at regular intervals. Evalinator will tell you when a goal has been updated by your respondents.

We hope this gets you thinking about some common and powerful ways you can leverage your email automation software.

Get started today with Evalinator. We are still in Beta, so submit your request for an invitation here. And to see if you are a fit for Evalinator, assess that for your yourself right here.

See our growing list of integrations here. And if you use a platform that is not listed here, just let us know and we’ll connect it for you!

How to embed your Evalinator on your website

If you have a website, you will most likely want to have users visit your website to interact with the Evalinator.

Doing that is simple. It’s the same as how you will embed a YouTube video into your webpage for example.

All you have to do is to create a new page, and use the following line of HTML.

<iframe src=”your evalinator url here” style=”width:100%; height:3000px;margin:0;” frameborder=”0″></iframe>

This will allow the Evalinator to start showing up on your website, and your users will feel as if they are taking the assessment on your website. Feel free to adjust the height as needed (3000px above may be either too little, or too much, depending on your content).

Now, if you are using a CMS such as WordPress among others, you might already have your theme already set up. That theme will insert headers and footers of your website automatically on the Evalinator page as well. In most cases that is fine, and you should be all good. But for some reason, you may not want your theme headers and footers to show. In that case you will have to create a new page content template that tells your CMS to not load (or override) the default header and footer. Instructions for doing that are best provided by the community of the system you are using.

For example, here’s the “Is Evalinator Right for You?” embedded using the above technique.