Many organizations assume that once a buyer engages, they will naturally move from awareness to purchase.
As Jenn Denfield, Director of Marketing, and Sujay Darji, Director of Sales at Emergenetics International, explain, that rarely happens on its own. “Maybe one in ten buyers progresses without help. Most need a nudge to further connect what we do to what they care about.”
Emergenetics helps organizations build a high-engagement culture that increases collaboration, retention, and performance.
Emergenetics International’s growth strategy is based on middle funnel conversion activities that leverage buyer curiosity to deepen buyer commitment. Jenn and Sujay describe three focus areas that make this strategy work.
Build the Promise
The starting point is helping organizations understand the business cost of inaction and the money lost every day through poor communication, disengagement, and low productivity.
The Emergenetics International marketing team reminds potential buyers that, on average, companies and organizations lose about $12,000 per employee each year because of miscommunication and misunderstanding. By quantifying those costs, the company builds a clear promise of improved communication, higher engagement, and measurable productivity gains. This approach reframes training as a performance investment that delivers tangible business outcomes.
Checklists and Diagnostics
Once interest is established, Emergenetics makes it easy for buyers to explore fit and value through diagnostic tools and buyer guides.
A Culture Fit Toolkit available from the website offers user-friendly activities, quizzes, and best practices for any leader to assess their organizational culture.
A sortable set of blogs on topics related to Collaboration, Communication, Engagement, Leadership, and other topics offers key themes and checklists with next steps for organizational improvement.
Emergenetics International does not just tell people why they should act. The team provides tools that help buyers see the value for themselves.
Connect to Stories and Experts
As prospects move deeper into evaluation, storytelling becomes essential.
Emergenetics International shares case studies and social proof that highlight customers who faced similar challenges and achieved results through partnership.
Each story illustrates the impact in a relatable way and helps prospects visualize their own transformation. Stories connect emotionally and practically. They help people see that change is possible.
Emergenetics International also builds connections through direct access to subject matter experts. Webinars, Lunch and Learns, and in-market workshops create meaningful interactions with L&D facilitators who serve as coaches and partners.
These sessions turn interest into belief. When buyers hear from facilitators, they understand the approach on a deeper level.
In conclusion, by building the promise, providing diagnostics, sharing authentic stories, and connecting prospects to experts, Emergenetics turns the middle funnel from a place of hesitation into a space of momentum and meaningful engagement.