As we work with clients, we hear the same questions over and over again: Should we hire more Sales Development Reps (SDRs), or sales reps? Or both? And our response has been invariably the same—it depends. If your conversion metrics are all good, then by all means hire more. If not, fix your conversion metrics
The Story Behind Rising Cost of Sales According to HubSpot, the cost of new customer acquisition (cost of sales and marketing) has increased by 60% over the past six years or so. What makes this even more alarming is that when we combine it with another finding in a 2019 Accenture study reporting that 80%
Quadrant 3 is all about encouraging existing customers to buy new products; generally upgrades, add-ons, and bundles. In general, the goal is to increase the number of products your customers use by about 15-20% per year. It may seem like a big ask, but keep in mind that, apart from Quadrant 2, these buyers have
Hubspot has shown that customer acquisition costs have skyrocketed by as much as 60% in recent years, making the customers that you do have that much more profitable to your business. As McKinsey notes, if you’ve already spent a sizable amount of time and money to acquire a new customer and they churn early in
According to Hubspot, customer acquisition costs have skyrocketed in recent years, increasing by as much as 60%. What this means for B2B companies is that it will be crucial, now more than ever, to have an effective Sales strategy that will optimize customer acquisition and drive down costs. Customer acquisition falls within the first Quadrant of
There’s a few different ways we like to categorize buyers. Though they are by no means fool-proof indicators of any individual’s behavior or preferences, these classifications can help us organize the strategies we use to educate different prospects at a more broad, macro level. In this discussion, we’ll be looking at three different categorizations of
The Sales Funnel is a way of defining the process Prospects will go through when getting educated enough to want to meet with Sales. In the following sections, we’ll be breaking down the three stages of the Sales Funnel that make up the buyer’s journey. Additionally, we’ll highlight which Prospect Education content will be the
The Pandemic changed how we do business in countless ways, and the business leaders who have thrived post-Pandemic have been those who have adapted their strategies to the new demands of their clients. In any business world, but especially that which we’re seeing today in the wake of the Pandemic, educating prospects is crucial in order
As email marketing has become the most effective way to initiate contact with leads today, thoughtfully coordinated and targeted email sequences can drive curiosity and engagement in prospects — which will prepare them to eventually schedule an appointment with a Sales rep. Understanding your audience when crafting email marketing campaigns is vital to sending out
Engaging online content is quickly becoming one of the most important resources available to Business Development Representatives (BDRs) today. As email marketing has become the most efficient way to initiate contact with leads, BDRs are turning to prospect engagement content to get attention and pique interest when sending out emails. In the following sections, we’ll
The pandemic pushed a lot of businesses to change how they operate, including those in the B2B selling space. As Sales Enablement has adopted a wider role in business today, we’ve started to see shifts in how business leaders train their BDRs (Business Development Reps). In the following sections, we’ll look at which new practices
The primary role of Business Development Representatives (BDRs) has always been to be ‘tele-prospectors,’ using the phone to find, qualify, and set appointments. Until recently, BDRs have always used cold calling to initiate contact with prospects, but various shifts in buyer behavior have made the phone call a much less effective medium for connecting with
In the increasingly competitive market today, connecting with leads can be challenging for BDRs. Often, the difference between a successful cold call (one that ends in setting an appointment) and an unsuccessful one is as simple as how efficiently the Business Development Rep (BDR) can talk with prospects. Often, BDRs are the first people that prospects
B2C marketing these days is all about buyer psychology. When marketers create campaigns, they consider their intended demographic at every step of the way一 and tailor their approach to maximize their impact. They use the latest neurological and behavioral insights available to them to psychologically influence their exact audience, which in turn increases engagement, piques
Although millennials generally have a stronger fluency in and preference for the use of technology in the workplace, it’s only been due to the COVID-19 pandemic (and the need for high adaptability that it demanded) that they’ve actually seen a widespread professional and preferential transition to virtual technology in business. In B2B marketing, both buyers
We know that optimizing your marketing approach for each of the fundamental B2B buyer types leads to higher engagement and better brand recognition, but how can you choose the right approach一with the most effective words and the most influential underlying messages一to best speak to these audiences? How do you choose which aspect of your product
According to research from Gartner, only 6% of chief sales officers (CSOs) report that they are extremely confident in their team’s ability to meet or exceed their revenue goals. This means that for the vast majority of sales leaders, reaching revenue growth targets is a high-priority challenge. At the same time, the B2B purchasing process
Among other changes, the COVID-19 pandemic spurred the marketing and business industries to adapt quickly to an online-only working environment. This transition is something that B2B marketing has been hesitant to do for years, even though B2C marketing had largely already taken the leap. However, many of the changes to the industry brought on by
We know that it’s important to optimize your marketing strategy for each of the B2B buyer types if you’re going to make an impactful marketing campaign, but which specific strategies yield the best results for each type of buyer? What’s important to know here is that the way you’ll reach each of the buyer types
As potential customers increasingly rely on online research to substantiate purchasing decisions, your content is becoming more crucial to sales growth than ever before—which is why you must efficiently create a high volume of high-quality B2B marketing content to reach your future buyers. Content Types: Demand Gen vs. Lead Gen First, let’s establish the types
Data Analysis After Identifying Site Bottlenecks, Delivering Solutions, and understanding Measurement tools, we can now begin the deeper data analysis and provide tangible meaning to the data presented. Benchmarks also ensure that we are comparing apples to apples when looking at data. For our purposes, as we are looking for performance improvements for a site
Introduction We can begin gathering data to determine how the solutions are affecting the site and, as a result, reaching business performance targets once you have Identified Site Bottlenecks and done an in-depth study of the Solution Delivery. Follow the steps below to gain a better grasp of all the actions required to properly gather,
Sales Pipeline Value The value of your sales pipeline is the single most important factor impacting your sales growth rates. Therefore, increasing the value of your sales pipeline increases your company’s sales growth rates — it’s as simple as that. Before we explain why, let’s take a step back and define what a sales pipeline
Which would you rather pass along to your sales team: a large number of leads of varying levels of quality, or a select handful of high-quality leads? At first glance, a large number of leads might seem more valuable than a mere handful. More leads mean more opportunities to make sales, right? In reality, it’s
High-quality leads are crucial to increasing sales growth, which means successful marketers must know how to attract this type of lead through their lead generation strategies and decision-enabling content. Why is lead generation so important? In today’s digital-first environment, B2B buyers prefer spending more time researching products online and less time speaking with salespeople, which
Introduction The first step to ensuring efficient and optimal website development and SEO is to identify site bottlenecks. With that accomplished, the next step is to implement the necessary changes to address these bottlenecks. Follow the steps below to roll out these ideas in your business plan or implementation phase. Research Solution Channels To solve
The First Step There will always be a way to measure engagements and find data on your website’s happenings, regardless of the website building platform used. Identifying Site Bottlenecks and conducting deep internal research on pain points is the first step to ensuring a time-efficient and optimal website development and SEO. By identifying where the
The Growth Marketing Stack With so many tools to choose from for your marketing stack, creating an effective growth marketing strategy might seem daunting. It takes a lot of research and resources to build a strategy that will deliver revenue growth for your company. To make it simple for you, we’ve provided an overview of
Millennials: A Brief Overview Millennials are the largest generation in the workforce today. To successfully market to this generation of B2B buyers, we have to get to know them. Like any generation, they have their own specific attributes that distinguish them from earlier cohorts. For example, younger millennials were the first to grow up with
What Is Demand Generation? Buyers typically start their purchasing journey with online research. They start by gathering information about the options in the market to decide for themselves which solution is right for their company’s needs. As they research online, buyers have a wealth of options and information at their fingertips—so how can you, as
What Is Lead Generation? The old way of making a sale was to make sales calls and send out mass emails, hoping for a response, which is ineffective for many reasons. Thankfully, there is a more effective way to spark interest in your products—lead generation. The goal of lead generation (lead gen) content is to
Lead generation is a key strategy for any company seeking sales and revenue growth—but it’s easier said than done. That’s why we’ve compiled this handy cheat sheet for easy reference as you develop your lead generation campaign. Create a Clear Path of How You Will Generate Growth Like any project, a successful lead generation campaign
High Performance Prospecting Strategies Prospecting is how companies find new business—it’s the process of searching for potential buyers for your company. But you’re not looking for just any customer. Prospecting identifies buyers who would be a good fit for your products, which increases the effectiveness of your sales and marketing efforts. This is crucial for
High Performance Marketing The key to high performance is to focus on building depth in a select few areas of excellence while leaving no vulnerabilities in other areas. You want your company to stand out for its ability to perform at a higher level than anyone else—this level of specialization is a key factor that
Consumers Expect Convenience Tech companies have changed the way consumers think about purchasing a product. Instead of walking into a brick-and-mortar store to purchase an item, why not just order it through Amazon? Similarly, why not order your favorite meals from the comfort of your own home using an app like DoorDash? The same goes
B2B Buyers Are Becoming More Like B2C Like all consumers, B2B buyers are flooded with marketing messages each day. In the digital era, we’re all used to accessing information and making purchases at the touch of a button. Your company only has a micro-moment to make an impression on a buyer before they click or
The New Mandate for Marketers: Drive Revenue Growth The digital era in marketing has arrived. To reach potential buyers online, marketers must implement a strong digital marketing strategy with the goal of driving revenue growth in mind. If this sounds difficult, don’t worry—below, we’ll list the three key steps to building a marketing strategy that
It Starts With Research As a marketer, you want to create content that converts casual readers into motivated buyers who are ready to speak to a sales representative. You know that this is the key to driving revenue growth through marketing. But creating content that guarantees high conversion rates is not as easy as it
The Digital Transformation Many marketing experts have discussed the current digital transformation in the context of the COVID-19 pandemic—by now, we all know that while in-person events are suspended, it’s necessary to use digital marketing to reach potential buyers. But a deeper understanding of this transformation reveals that this trend has been accelerating for years
Why Does Content Matter? When you have an important decision to make in life, you might start by seeking out information about the issue at hand. You might also look into alternative solutions to your problem. Maybe you’ll use a list of pros and cons or another type of chart to organize information about a
Why You Should Start Treating Content Like a Product As a marketer, one of your top priorities is helping customers find your product. Like all consumers, B2B buyers have access to a wealth of information online from a variety of sources to substantiate any buying decision. The downside of all of that information? Marketers have
Buyers Aren’t Just Buying Your Product When buyers purchase solutions for their companies’ problems, they know that they’re not just buying a product — they are also buying the company offering the product. If they don’t feel comfortable with the company, they’re not going to buy the product — it’s as simple as that. In the
The buyer’s decision-making process is less straightforward than you might expect. Fortunately, high-quality decision-enabling content can help streamline the process. Business Decision-Making: How Rational Is it? When it comes to making business decisions, individuals like to think of themselves as rational thinkers motivated entirely by logic and reason. In order to make the best possible
There is a common misconception in B2B marketing that businesses are rational entities—meaning that they respond to rational marketing messages—as opposed to consumers who respond to emotional messages. In thinking this way, marketing teams forget about the humans behind the businesses. The B2B Institute calls this the “objectivity trap”—people generally assume that buyers are simply
Too often sales teams jump to quick, ineffective solutions when they see a drop in sales performance. By doing so, they fail to address the root cause of the problem. When quotas aren’t being met and sales performance is dropping, one typical response is to blame the salespeople. However, the truth is that performance issues
In today’s world, data is a vital element of any successful sales team—but B2B businesses should be smart about the metrics they track. Keep in mind, the goal of collecting sales data is to grow sales. It’s easy to get carried away collecting too much information, which can overwhelm a sales team. Overloading people with
Despite concerns in the media over the death of email marketing, B2B email marketing continues to be the most effective strategy for reaching key decision-makers, year after year. How Effective is B2B Email Marketing? B2B marketing is all about reaching key decision-makers—and email marketing is the best way to do that. The goal of B2B
By implementing best practices in B2B email marketing, marketers can establish trust with senior executives and increase email engagement. What Do Senior Executives Look For in B2B Marketing Emails? The main goal of B2B email marketing is to reach senior executives and establish credibility with them—but this is easier said than done. When it comes
In the new B2B sales paradigm, marketing and sales must be numerically aligned to facilitate a high revenue growth rate. Too often, marketing strategies are implemented without defining the specific revenue goals they aim to achieve. Valuable time, energy, and resources are wasted when marketing is not aligned with sales—in fact, 60% of respondents to
Due to the COVID-19 pandemic and subsequent social distancing measures, traditional face-to-face sales have come to a temporary halt. B2B buyers and sellers alike are now forced to use digital routes instead. B2B Buyers and Sellers Prefer the New Digital Reality What was originally a crisis response has now become the new normal, with many
With well-researched, highly-relevant, and concise emails, B2B marketers can build an effective email marketing strategy that reaches senior executives. The Senior Executive’s Dilemma Reaching key executives is a top priority for B2B marketers—and email marketing is the best way to do this. Email engagement increased 78% over the past year, and the ROI of email
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