At Pardot, we’d work hard to get marketers to a web demo, through cold calling and typical B2B marketing campaigns, as we knew there was one “wow” or “magic moment” that really made the value of the product apparent. David Skok calls it the “wow” in Creating a Wow Moment.
Our Pardot wow: showing a marketer their own activity history in Pardot via a screen share. When marketers saw how all their digital fingerprints (clicks, opens, page views, etc.) were captured, and made actionable to both sales and marketing, they immediately wanted that functionality for their own team.
Here are a few questions to ask:
- What’s the “wow” in your product?
- How hard is it to show the “wow” to a prospect?
- Where is “wow” currently shown in the sales process?
- How can the “wow” be delivered sooner?
Entrepreneurs would do well to think through the feature in their product that is most powerful and exciting to prospects — the “wow” — and work to deliver that to prospects as quickly as possible.
What else? What are some more thoughts on getting to “wow” in the sales process?
David Cummings on Startups 