Generating and selling B2B leads is a complex world. As technology, trends and preferences evolve, so do B2B marketing and sales.
Before B2B marketing was based on billboards and email campaigns, a smart and robust combination of data intelligence, technology, and human violence is needed to create and measure effective campaigns. Smarter, more connected potential customers now expect a fast, highly personalized shopping experience. Trends such as social sales and advanced call centers can accelerate the sales pipeline, improving and personalizing the customer experience and meeting some of these requirements.
Whether you are experimenting with AI applications or launching a new social media platform for your B2B endeavors, some tips, and best practices can impact your B2B campaign and boost your sales.
Growth, lead generation, and sales challenges
One of the biggest challenges facing B2B today is the isolation of sales and marketing teams. When these teams are out of sync, the messages are misinterpreted. Instead of providing a perfect experience for buyers, they may feel confused or misinformed.
As with their B2C colleagues, B2B marketers also struggle to demonstrate their impact and ROI. Teams that do not define ROI find it much more difficult to justify their value; which can negatively impact customer retention in the case of marketing agencies and service companies and budget allocation in the case of internal marketing teams. The inability to collect and analyze data also means that teams cannot define success and pursue their most effective strategies and tactics.
Working with data should be a fundamental requirement for any marketing and sales team; but, unfortunately, it tends to be in the background.
Accelerate B2B growth
The best way to accelerate B2B growth is to identify and overcome common challenges. However, of these challenges, breaking down barriers between marketing and sales teams can have the greatest impact.
By linking these two teams, digital tactics (marketing) and the human touch (sales) can be combined, creating the perfect environment to generate and disseminate leads and, finally, close the deal. The brand, website content, and campaigns produced by marketing are most effective when coordinated with the message of the specific solution for the customer used by the sales force.
Your teams must be able to track, analyze and generate ROI campaign metrics. These numbers help you identify the path of your current efforts and make data-based changes for future campaigns. Using this information, you can improve your strategies to focus on the tactics and messages that most appeal to your customers.
Strategies for 2019 and beyond
Although many B2Bs claims to have already implemented omnichannel strategies, it is easy to detect incompatibilities in messages. Looking to the future, B2Bs will gain more cohesion in their messages, integrating social media, websites, human touch, and all other communication channels in an integrated strategy.
Today, many B2B marketers see content marketing as more than a B2C game, but teams that learn to implement this marketing strategy effectively in B2B will perform ten times more than their competitors. Content marketing is an excellent way to increase engagement and clearly show how your product or service meets customer needs.
Empowering social media will also become the next successful strategy. Monitoring social media channels for possible customer interactions can open up a world of information. This information prepares your sales team to answer the phone and speak to the prospect’s specific interests and needs.
While advances in technology have transformed B2B sales and marketing, some things will never go out of style. A complete understanding of marketing data and analysis, combined with the power of human measurement, is just as important today as ever for B2Bs. By combining these timeless strategies with new technologies, your team can overcome challenges, generate leads and turn them into lasting customers.