How to target the Team Leader
Your website can be built to individually target both the C-Level and the Team Lead.
Instead of being mutually exclusive. It’s actually necessary if you’re truly going to convert the C-Level.
You need to also target the Team Lead.
Here’s a quick visual example of how you can target both prospects without ignoring or isolating one over the other.
Team lead buying role/cycle/intent
Whether the team lead has been introduced to your site through their C-Level or they found you on their own – their intent is the same.
Either the C-Level is asking the team lead for validation on your service being viable or the team leader is selling your solution to the C-level as something they need.
In either case, the team lead needs to know your tool is going to do the job they need it to do without making their life worse.
The order of operation doesn’t change what you need to do with your website.
Team leads have different concerns than the C-Level during the buying cycle, and their onsite behavior is equally different.
C-levels want bigger, better, faster numbers… and their job to be done is helping their teams to get and exceed those numbers.
Team leaders want tools that work. C-Levels request ( ie. demand ) those bigger numbers. Team leads want to get there without ruining their work life.
While the C-Level is quick and glances at the hero panels and headlines, the team leader has learned to gloss over these areas and dig deeper.
Team Leads have suffered with over promised and oversold solutions before. Adding another one to their list isn’t something they’re eager to do again.
Of course, if you can make their life better, which is their primary motivator, then you’re speaking their language.
The initial site engagement with a team lead needs to hit these trigger points
Team Leader: “I have my marching orders and goals from the C-levels. I have to meet my numbers. I’m not going to waste my or my teams time on another bunk solution.”
- Do you do _______?
- Do you integrate with _______?
- What will your tool do for me? (What does it do out of the box ? How much work is this going to take to make it work the way I NEED it to?)
- What can I do with it? (How can I make it work for me and my team? Is the tool going to limit us and force us into new processes we don’t like?)
- How hard is it to use? (What’s the learning curve? Because I don’t have the time to learn a new tool… I’m too busy as it is and what I have now is “working well enough.”)
- What does the tool look like? (I need to see it for myself.)
- What does your documentation look like? (Yeah, yeah, yeah… your “marketing” sounds great, but I need the details.)
Note: Point 1 and 2 are interchangeable in order of priority. If you don’t integrate with X and you don’t do Y, then whatever else you have to offer is irrelevant. These are the first blockers for any team lead.
With each question answered, the deeper the Team Leader goes.
You should build out far enough to let them dig as deep as they need to go, or at least make it easy for them to find their answers in a non-sales environment – chatbox, knowledge base, support forum, video library, etc…
Again, it’s all about trust and the reduction of risk.
Satisfy and calm their worries, and your sales staff will be in hog heaven.
Team lead site behavior
- Visit URL shared by C-Level
- Home page hero and below fold.
- Click feature or integration page
- Click feature page
- Click video / tutorial / support page
- Either completes CTA to initiate contact or green lights tool w/ C-level
Team leads primary concerns are not who else uses the tool – they only care how it’s going to affect their day to day and if it will actually work and deliver on it’s promises.
You’re viewing part 2
See part 1
What you need to know before you can target the C-Level persona
When targeting the C-Level, you actually need to target two groups of people.
See part 3
How to target the C-Level
C-Levels don’t care about your feature deck. It’s not what they’re looking at.