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One Size Doesn’t Fit All: The High-Value CTA

For hard-to-reach or executive-level stakeholders, traditional calls to action such as subscribing to a newsletter or downloading a white paper simply aren’t effective. Often these high-level prospects are too time-pressured to respond to anything less than a high-value offer.

For these targets, we recommend creating a stand-alone call-to-action program that brings a broader value offering together with consultative selling: the high-value call to action.

High-value calls to action can take many forms, but inherently they all strive to achieve the same end result. If executed correctly, they provide a much shorter path to a direct, executive-to-executive conversation. This falls in the category of a call to action that is designed to gain permission—but it does so on a much more involved level than a lower value offering. 

The key to making these CTAs work is to identify the right types of offerings. Remember, it’s a “give/get.” The high-value call to action gets extremely useful information from prospects, but must deliver equally useful information back to them. 

For example, a typical senior or C-level executive may have a strong understanding of their business, but might lack perspective on how their business ranks in certain areas according to an industry-wide set of best practices. A tool that provides an assessment and shows their position against benchmarks from their industry vertical would be a highly valued resource, and therefore a strong marketing tool.

Because marketing automation can be complex, executives might be concerned about whether they are getting maximum ROI from their marketing automation platform, but not quite sure how to go about measuring how effective they’ve been and determining areas for improvement.

The assessment survey (shown on the previous page) gives them insight specific to their situation, and in turn, lets us know if there are key areas in which we can help. They do invest some time in the initial survey—again, I’d think back to the garbage in/garbage out realities. The more accurate their answers, the better the insight they receive in return.

Other examples of high-value calls to action might be access to an exclusive case study with in-depth analysis of how a company in the executive’s vertical met a specific challenge; or exclusive, even customized briefings from industry analysts or other thought leaders.

Conclusion The call-to-action architecture is a critical part of conversion planning and sales readiness: It sets your sales team up for success by identifying and engaging prospects who are ready to buy. Building an effective call-to-action strategy to support conversion of your prospects into sales accepted leads means creating and implementing a consistent call-to-action framework to gain permission, overcome objections and support buying decisions.

Source: Ahmed Taleb is Senior Director of Strategic Planning at Bulldog Solutions, the lead-generation optimization and management company. www.bulldogsolutions.com or e-mail info@bulldogsolutions.com to learn more. 

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- Any opinions expressed are those of the authors.

Published by #NHGBe 2022-05-10 -Be-Time 10:30 AM

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