How Can You Tweak B2B Demand Generation Efforts for Improved ROI?

 Your audience has changed. Yes, that is the truth. And by this, we mean that the way the audience responds to marketing efforts has transformed.

Now potential customers don’t want businesses to buy their attention but earn it. This precisely means that companies in the digital era need to gear up and revamp their B2B lead generation strategies across the business to meet the needs of the target market.

Traditional marketing  vs. contemporary marketing

Marketing isn’t a new concept. For several decades, various permutations and combinations have been put to practice to present products and services to the right audience to drive sales and make a difference to the ROI.

But what worked a few years back might just be an outdated trick now. So, onboarding modern or a contemporary marketing mix is a must. Businesses aspiring to get a competitive edge in the market need to figure out what works for them the best.

Do businesses need to do all this by themselves?

No.

B2B lead generation companies that offer a plethora of professional services through Persona-Based Marketing solutions and Account-Based Marketing solutions can assist businesses in getting the job done.

Sneak peek into the standard lead generation process

1.      Businesses often embark on the lead generation process by researching about the whereabouts of prospects (We mean the geography or location)

2.      Businesses invest efforts in nurturing existing leads

3.      Step number three involves efforts behind scoring each lead

4.      Then potential or hot leads are passed to the sales teams

5.      In the end, the lead generation process is evaluated to check the workability quotient

Now the million-dollar question is, are these steps feasible for a business without spending additional time and effort? The answer is yes.

Investing in professional B2B lead generation companies can offer businesses exceptional demand generation solutions and customized B2B marketing solutions. This will help to garner qualified and quality leads by harnessing the expertise and advanced tools provided by professional demand generation solutions agencies.

For better clarity, let’s decode the secret the lead generation companies implement to tweak marketing strategies to generate more quality leads.

B2B data solutions

We live in a world overwhelmed with data. And to find out information that is useful to the business is like looking for a needle in the haystack.

B2B data solutions companies simplify the process and offer businesses data that is beneficial and can increase the return on investment (ROI).

Advantages

·         Businesses get maximum accuracy on data

·         Offers businesses data sets relevant to the brand

·         Ensures relevance and freshness of data

Pro tip: Evaluate and hire the most suitable B2B data solutions provider.

B2B appointment setting services

The core job of sales reps is to convert leads into sales and improve ROI of the company. But when frontline sales reps get involved in cold calling and chasing leads, it can severely hamper the bottom line. This is where B2B appointment setting services make all the difference. These services work on several sales development fundamentals and provide sales reps with hot leads for conversion.

Advantages

·         Supports sales reps to focus on qualified leads

·         Finds new customers

·         Targets decision-makers

·         Evaluates compatibility of the product or service offered with the needs of the prospect

·         Empowers sales reps to fast-track conversion

Content syndication marketing

Do you have content that talks about your business, products, services, and other information? If yes, then it would be crazy not to syndicate it.

In simple terms, content syndication is a process that republishes the content on various platforms on the internet to help it reach a wider and more relevant audience.

Syndicated articles don’t stop here, as they go on to build links that are useful to drive more traffic to the website.

Advantages

·         Magnifies ROI from demand generation campaigns

·         Improves domain authority of the website

·         Increases volume of the target prospect

·         Accelerates marketing leads on the website

·         Strengthens brand value

Conclusion

As aptly coined by Mark Ritson, “Marketing strategy is where we play and win in the market. Tactics are how we then deliver on strategy and execute for success.”

Therefore, to put your best foot forward, selecting the most suitable marketing elements is a must.

Apart from the secrets revealed above, businesses can also evaluate elements such as data management solutions, Customized B2B Marketing Solutions, to create an assortment of services to generate marketing qualified leads.

What is Stopping You from Making Sales-Driven Revenues?

The world is going gaga over the ‘digital’ buzzword. The technology tempest has everyone in its grips. Both the techie and non-techie in the B2B sales & marketing world is battling with that one question- How do I raise the bar and sell my goods online? Worry not! Even amid this pandemic, there are loads of strategies and campaigns that can be undertaken while sitting in the ramparts of your home and simultaneously fight Corona.

It is safe to assume that the lockdown period gave the sales industry a lot to ponder upon and define some moves that would come in handy to deal with the new age consumer effectively.

If you belong to the sales industry, I am sure you would not have missed the terms ‘sales enablement services,’ ‘content syndication marketing,’  and  ‘B2B demand generation services.’ These are a part of one’s regular lingo when you work in the B2B technology sector. These help push the sales agenda and make a quick buck. A bunch of technicalities is involved while implementing these services, but, by and large, they are doable. If you are getting good money in return, what’s the harm?

Sales-specific strategies

These days a lot of companies offer sales enablement services. These services primarily comprise sales content, training, support, and tracking metrics to boost sales and make a significant difference in the ROI.  

Remember, when a salesperson is fully equipped with the relevant data and necessary training to deal with even the toughest consumer, the deal is very likely to be cracked immediately. As they say, ‘fortune favors the prepared mind.’  

The next step to support sales enablement is content syndication marketing. Many CRM software are used by the sales teams to track a buyer’s journey. Often companies leverage powerful content syndication strategies to bring a consumer’s attention to the seller’s website and enjoy benefits such as improved website traffic, improved time spent on the website, and better user engagement. 

As a part of the implementation of the content syndication strategy, sellers upload relevant product/service information on a lot of websites via whitepapers, blogs, and articles. The content is also marketed, propagated, and promoted through a network of social media and various search engines to bring the targeted audience to one’s website. When your prospective consumer is reached via any of the websites tapped, the deal becomes sweeter. Therefore, content syndication marketing has multiple benefits. It not only helps forward a company’s lead generation strategy but also generates the right kind of demand from, obviously, the right target audience.

Both—be it an amateur or an experienced professional—in the sales industry make strategic use of BANT and install base campaigns. The seller just needs to have the right lead nurturing attitude and apply the BANT approach. Install base campaigns are somewhat subtly similar to the guerrilla and ambush marketing techniques in their approach to competition.  The updated install base information—one that gives an accurate measure of the number of units of a product or service that are actually in use—definitely gives the foresight to see where the competition is heading, make appropriate changes to sales strategy, and explore some of the tactics that no one has experimented with before.

Why BANT?

BANT, in the sales terminology, stands for Budget - Authority - Need - Timeline. It is a time-tested sales technique that sifts the hot leads from the non-buyers and time wasters. 

BANT contains a series of questions. These questions let the salesperson know whether the prospective buyer has the required Budget to buy, Authority- has a say in the buying matter, Need- whether the prospect has an immediate or a long-term need of the product, and Timeline- whether the buyer plans to implement the product/service in his business immediately or has some other plans. A smart salesperson would effectively use the BANT technique to navigate his will with the consumer.

Seller’s journey

A seller’s journey is nearly equal or even longer than a buyer’s. Although in this day and age, he has the digital tools at his behest, he is donning multiple hats and replicating a host of strategies to bring that cheeky consumer to his product. If the buyer is becoming smarter by the day, the seller is not left behind in his quest to entice and convert the qualified lead. By applying a multitude of strategies and services pertaining to customer data, most demand generation companies are making hay while the lockdown-unlock sun shines.

How to Play with Data for Qualitative Lead Generation and Effective Marketing?

You hold good command of your business. You know the right drill to sell the product or service. You have the right bunch of people around you—your team. But there could be one thing which is holding back your business from growth.

It is the right set of information or data.

Once you own the right set of data–ranging from consumer persona, buyer’s demands, likes, and dislikes, and of course, the right product to offer—you may very well venture out on the targeted install base campaigns and marketing strategies.

The world that we live in today is full of technological marvels. Now, more than ever, it becomes quite important that even the remotest marketing agency has the necessary armor to survive in the competitive world. For small, medium, or large scale enterprises, the leaders can make a difference to the outcomes by resorting to marketing qualified leads services, data solutions, demand generation solutions, and HQL generation services for the consumers.

The importance of the right data cannot be underestimated in the modern landscape. You won’t find the strategies that are created on the basis of instincts and education.

Do you relate to this list of data gaps?

With data gaps, it refers to key pieces of information that are missing in planning and execution. You and your teams are in search of data to conduct some analysis or draw a conclusion. These data gaps can include knowledge about customers, sales prospects, list of competitors and their approach, and the internal performance of the company. Generally, people find out these gaps in the upfront strategy setting and at all stages of execution.

Build up your marketing and sales plan with the right data

For businesses, it is not just sufficient to create an effective marketing and sales plan but also implement ways to generate marketing qualified leads.

1.     Data solutions

For optimizing data, it is required to cleanse the data and remove duplication (if it exists). The service of de-duplication includes identification and removal of duplicate records in marketing automation and CRM (Customer Relationship Management) platforms. Data solutions include normalization of data, which is about ensuring that the data is clean, complete, and meaningful for the business.

2.     Demand generation solutions

It involves a technique where customers are engaged and informed up to a level where they get excited about the offered products and services. The process of engaging customers to complete the process of demand generation includes reaching out to the market, promoting new products, and nudging silent, inactive customers. It is about creating a strong database of potential customers proactively for the future sales requirements of the market. Demand generation involves the complete strategic process of acquiring potential customers.

3.     Install base targeting

With the identification of the database of users that use one or more of the products, and by analyzing the install base of competitors, you can easily unveil new insights into the buyer’s profile and preferences. The approach is generally recognized by install base targeting or install base marketing.

4.     HQL solutions

You might not know, but some leads are perfectly primed to purchase. Some individuals are involved in the decision-making process, and who are ready to get into meaningful conversations and have a requirement that your solution can address.

So, the drill is to identify these sales-ready leads and then develop assets and campaigns to engage and qualify them. The data is generated in a way where the analysts find out potential leads, also called high quality lead generation, examine whether they will fit or not, and then pass on their info to the sales and marketing teams.

5.     ABM & PBM solutions

The ABM (account-based marketing) integrates touchpoints with key account contacts across multiple channels with an objective to increase engagement and conversion. It generates data that contains the list of prospects that are likely to buy and the right time to engage accounts. ABM marketing involves personalizing user experience by gaining their trust, custom creation of content, and educating the audience about the products and services.

Another quite similar and next level method to ABM is PBM (person-based marketing). In this approach, the marketers and salesperson get to talk to the prospective consumers and learn about their behavior and choices. They then send out ads only to the decision-makers in the targeted company and generate data out of the ad impact and the reaction as soon as the email is sent.

Sharpen your marketing and sales plan with the right approach

1.     Improve customer lifetime value

There are several opportunities to identify underserved customers. Take a step toward identification, which will boost the company’s revenues fivefold for its products. This approach also helps in the retention of customers. Also, the business needs to find out how to engage a customer well before he takes some action and decides to leave. Install base marketing and install base targeting come in quite handy here.

2.     Change management

Earlier, traditional sales planning relied on account segmentation and historical knowledge than up-to-date facts. But it leads to a sales model that will become inefficient and inconsistent over time. If a sales operations team introduces basic analytics to sales planning, resource allocation becomes much more effective. It has the ability to turn up sales by 5–10%. Analytics has the power of revolutionizing the understanding of sales talent and field behavior.

These analytics also help in identifying the best salespeople and allocate them the most important accounts. It will also reveal the important traits of high-performing people, which will help in the development of other individuals too.

Conclusion

So, basically, when the idea is to enhance the sales and marketing plan, as a team, you should find out what you don’t know. It is like arming yourself with intelligent data that will help in making meaningful and informed decisions. The data can be generated after implementing HQL generation, ABM, install base targeting, and demand generation solutions. Take the help or outsource a marketing qualified leadscompany offering these solutions and lead the way toward actionable insights. Therefore, the data and information will always lead to a thriving business as the status quo is a dangerous place in a business marketplace.