How Conversational Marketing can Optimise your B2B Sales Cycle

Today's consumers have become very specific about how they want to engage and interact with companies. With the ever-changing digital environment eliminating human interaction from the sales process, all a consumer needs to become a loyal customer is conversation and personalisation, and B2B customers are no different to any other.

They want to interact in real-time with your business; they want to engage with the appropriate representative at their convenience; and they want to navigate a streamlined sales process without having to fill out a contact form or wait for feedback. Often, they cannot afford to delay the sales process any longer than need be –?time is money, after all.

In fact, according to the Accenture, 73% of B2B buyers say they want a personalized, B2C-like customer experience. With this in mind, B2B companies running a successful sales process know that conversational marketing is integral to doing business online.

It’s all about talking to your prospects

Your sales reps need to capitalize on the traffic that your marketing team is driving to your site by engaging and conversing with consumers at their level. Good conversational marketing practice gives potential customers the option to reach out and get the information they need, when they need it, without feeling bombarded by sales pitches.

If you strike the balance just right, implementing a conversational marketing approach will optimise your sales process.

Continue reading

content marketing trends, marketing strategy, B2B marketing, content marketing, B2B strategy, B2B Sales, Sales Cycle, Sales Enablement

Four Mistakes B2B Marketers Make When Creating Content For Sales Enablement

Content marketing is a tool that should be used to smooth every stage and touch point of the customer journey.

Continue reading

content marketing trends, marketing strategy, B2B marketing, content marketing, B2B strategy, B2B Sales, Sales Cycle, Sales Enablement

Time To Update Your B2B Go-To-Market Strategy

“The internet hasn’t been kind to the sales rep,” says sales and marketing author Brian Gray.

If you are thinking your sales reps will be the gateway of your go-to-market strategy, experts say you have another think coming.

Increasingly, sales reps must provide an experience, not just info.

“Before the internet, when the rep was in control of distributing all the information a prospect could get, they knew early on that they were being considered,” says Gray, leader of Revenue Path Group. “It allowed for multitouch sales methodologies to form. Each call, at each stage, took on different importance and training.”

Before the internet, business-to-business (B2B) prospects needed a sales rep to obtain information. That meant that as soon as a prospect entered the marketplace, they were in touch with viable options.

“Today that's not the case,” says Gray. “Prospects delegate a lot of research to a lower-level employee, who brings options to the table. By the time they make contact, they have decided their own solution, pigeonholed you in with some competitors and want you to compete on price.”

The importance of the internet and social media is not news. But like many other aspects of marketing, Covid-19 has dramatically accelerated this shift. This has a huge impact on go-to-market strategy.

Continue reading

marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, customer experience, sales strategy, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Sales Cycle, Go-to-market

1

Recent Posts