Create buyer enablement tools for buyers starting jobs

According to research from UserGems, new executives spend 70% of their budget in the first 100 days of a new role.

They’ve been hired to make an impact, and they do that by bringing in new people, processes and systems to disrupt the status quo.

So it makes sense to look out for triggers indicating a new hire in your key personas:

• Updates to LinkedIn

• Changes of email

• Blog articles

• News updates

But many of these are lag indicators, LinkedIn gets updated on the first day of the new role.

Press releases and blog articles get published to announce a few new senior hires a month or two later.

Consider how you can reach new hires earlier

How could you make contact with these executives earlier, when there are no publicly available triggers to indicate they are about to move.

Depending on where you are in the world and the seniority of the role you have, the time between when you agree your new role and the day you actually start could be anything from a few weeks up to a few months.

This period is a blend of wrapping up the old role, maybe a bit of time off or gardening leave if going to a competitor, and importantly, starting to prepare for the new role.

The best execs are not sitting around waiting for Day 1 to then ask the CEO what they need doing, they are getting to work already:

• initial background calls with the team

• building out a 30-60-90 day plan

• defining their budget

• building a list of customers to meet

• working their network for hires to bring across

• speaking with their network to understand the sector

• introducing themselves to key partners

There is a lot going on, and there is an opportunity for you to help them with this task and get on their radar before they have even started the new job.

Get inside the mind of your pre-persona

Imagine you were this person and you have 6 weeks before you start your new role.

What are the tasks that you’d be trying to achieve in order to hit the ground running on day 1?

What would you be searching for?

Build out a list of key queries - imagine you sell into VP Sales:

• VP Sales 90 day plan template

• Customer interview template

• VP Sales current sales process diagnostic

• VP Sales budget calculator

• VP Sales/AE 121 template

• VP Sales/CRO 121 template

• AE Job Description template

• VP Sales coaching guide

Having defined your list - have you got a list of friendly customers who are new in role?

Can they validate your assumptions and prioritise your list to focus on the two or three most valuable tools and assets.

Create these pieces of content - ensuring the follow the buyer enablement guardrails of being easy, relevant, useful and credible.

Bundle them up into an ‘onboarding’ pack and create a landing page on your site.

You’re now providing a lead magnet that attracts the people that no-one else is trying to reach - the target personas that have not identified themselves yet - your pre-personas.

Building a relationship with these individuals in the month before they start helps your team be known and trusted for them they do begin - and start to spend 70% of their budget in the first 100 days.

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Whenever you are ready, there are three ways that I can help you accelerate your revenue.

1. Buyer Enablement Assessment - Answer nine questions in five minutes and receive your free personalised report to help you SDRs and AEs generate pipeline.

2. Revenue 360 Assessments - inspire and lead your revenue teams with revenue specific 360 reports designed for marketing, sales and customer success teams.

3. Buyer Enablement Platform - We’ll design, build and manage your buyer enablement platform on your behalf - generating quality pipeline in under 90 days.