B2B generation and sales is a complex world. As technology, trends and preferences evolve, so do B2B marketing and sales.
Once used for billboards and email campaigns, B2B marketing today encompasses a smart and solid combination of data intelligence, technology, and the human touch to create and measure effective campaigns. Smarter and 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 by improving and tailoring the customer experience to meet some of these requirements.
Whether you’re trying out AI programs or launching a new social media platform for your B2B efforts, some tips, and best practices can resonate with your B2B campaign and increase your sales.
Challenges for growth, lead generation, and sales
One of the biggest challenges facing B2B today is isolated sales and marketing teams. If these teams don’t sync, the messages will go offline. Instead of providing the shopper with a seamless experience, these shoppers may feel confused or misinformed.
As with their B2C peers, B2B marketers often struggle to demonstrate impact and show ROI. Teams that fail to define ROI find it much more difficult to justify its value; which can hurt 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 follow their most effective strategies and tactics.
Working with data should be a fundamental requirement for any sales and marketing team, but unfortunately, it often takes a back seat.
Accelerate B2B Growth
Identifying and overcoming common challenges is the best way to accelerate B2B growth. Of these challenges, however, breaking down barriers between marketing and sales teams can have the greatest impact.
The union of these two teams brings together digital techniques (marketing) and the human touch (sales), creating the perfect environment to generate and cultivate leads and, finally, close the deal. Branding, website content and marketing campaigns are most effective when coordinated with the customer-specific solution message used by the sales team.
Finally, B2B sales and marketing teams must know their data. About 25% of the average database is inaccurate, meaning that the information that drives marketing campaigns often misleads teams. By developing an internal protocol for updating and maintaining databases, you can survey teams for the right clues at the right time.
Your teams need to be able to track and analyze campaign metrics and demonstrate ROI. These numbers help determine the path of your current efforts and changes based on data for future campaigns. Using this information, you can improve your strategies to focus on the tactics and messages your customers like best.
Strategies for 2021 and beyond
While many B2Bs claims they are already implementing omnichannel strategies, it’s easy to spot a mismatch in the messages. Looking to the future, B2Bs will become more cohesive in their messages and will integrate social media, websites, human contact, and all other communication channels in an integrated strategy.
Social media empowerment is also becoming the next successful strategy. By monitoring social media channels for potential customer interactions, you can open up a world of information. This information prepares salespeople to pick up the phone and speak to the prospect’s specific interests and needs.
While technological advances have changed B2B sales and marketing, some things will never go out of style. An understanding of marketing data and analytics, combined with the power of the human touch, is as important to B2Bs today as ever before. By combining these timeless strategies with new technologies, your team will help you overcome challenges, generate leads, and turn you into long-term customers.