Earlier this week we launched the second beta for Zoomstra.com. This release makes significant strides as an automated system to help sales and marketing people nurture leads coming in from a variety of marketing efforts. You may be thinking “Say what Zoomstra, I thought you were all about workbooks and partner enablement”….so let’s take a deeper dive…
During our first six months in the market we spotted a common problem that our prospects wanted to address using Zoomstra. We started our sales discussions around partner enablement challenges and these meetings easily turned into demos. It was during those demos that time and time again our prospects turned the tables on us and started asking how to use Zoomstra to nurture leads.
In one meeting we created a custom demo using random content and marketing tools from the company’s website. We created an introduction to their platform in the form of a Zoomstra workbook including an introductory PPT presentation, a video testimonial, a product data sheet and a few next steps – all wrapped into an easy to follow along Zoomstra Workbook. After the demo, the VP of Marketing looked at us and said “this is pretty much the best interactive sales kit I could imagine for new leads, lets get started.”
So after hearing about this problem about a half dozen times in a row, we started to really pay attention and began working to disprove a theory that Zoomstra workbooks could effectively automate lead nurturing for those great unwashed masses.
Our research helped us learn that that companies spend a lot of money on awareness and lead generation yet they have a hard time engaging with each and every one of those people after the fact. Companies feel that they they have a great story and a good collection of marketing materials. Where they fall short is on the resources needed to individually coach each and every possible lead on their product or service.
This was lean startup customer development at its finest. Our own prospects identified for us a use for Zoomstra workbooks that has tremendous value. By talking to our buyers we learned that workbooks can be used early in the sales cycle to provide step by step guidance needed to build the initial trust with the potential lead.
We ran a few pilots hand in hand with customers using the first edition of Zoomstra. We learned first hand about the types of content companies already have and the way that marketing managers want to organize and distribute these sales kits. And that’s how we re-factored Zoomstra for this new beta2 release, and we couldn’t be happier.
We went on to look at the real dilemma behind this problem. We found out that companies of all sizes spend tens of thousands of dollars attending trade shows, hosting webinars, and buying ads on Google, Facebook and LinkedIn with hardly any plan on how to nurture and convert those leads into prospects beyond a followup email or two.
And this is where Zoomstra Workbooks really shine. With the new workbook builder the marketing or sales person can pull together a collection of existing materials into a step-by-step guide in a matter of a few minutes. The marketing person can add context to existing materials, integrate content from the web and even make up their own checklists that basically tell the marketing contact exactly what to do next. It’s pretty brilliant!
We’d like to invite you to try out Zoomstra during our beta2 as we shake out the rest of the bugs and complete a few additional development sprints. Access to the beta is free during this time and you’ll be able to see how the system works. To gain access you’ll need an invitation code – so let me give you one right here. After you visit www.zoomstra.com and enter your email address you’ll be prompted for an invite code – use the code zoomstrabeta123 to gain instant access.
We look forward to your feedback and seeing how you can use Zoomstra Workbooks to nurture leads and convert more contacts into prospects.