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» TEN ACTIONS TO IMPROVE

MARKETING RESULTS

Steps B2B marketers can take to increase marketing generated revenue

Best Practices !The increasing fickleness of today’s B2B buyer requires that the B2B marketer step up their game. With a congested marketplace, marketers are increasing their sophistication and it is even more important to stay on top of the trends. This guide is intended to provide best practices information gathered from thousands of B2B marketers – our customers. Use it to consider new tactics or compare how you’re doing. Please, feel free to share!

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Build appropriate linkage and internal visibility for your programs. As basic as it sounds, we work with companies every day that do not do this. Programs should support the brand in a way that is easily explained by sales and makes sense to the customer. Consider program overviews for sales so that they can see what the customer has seen and prepare the appropriate talk track.

Get sales strategically involved in the marketing planning processes and align your demand gen around their sales goals. You will be surprised at how often this is over- looked, leading to finger pointing when folks aren’t happy with the results. Agree on what constitutes a qualified lead, when the appropriate hand-off should take place, and what materials are required to move buyers from one stage to the next. Their input from the front lines is your best source of intel.

Make sure that every customer touch meets strict standards. Each interaction should support your brand and follow the demand generation best practices that work for your business. Clients turn into repeat buyers when you continually help them fix their problems. Use your front line sales force as inspiration for content and programs that speak to your customers’ evolving pain points, and equip sales accordingly.

Stick to your guns. Once you’ve made a plan, don’t change it based on a subtle market change or limited market research. Avoid a strategy du jour or knee-jerk changes. Stay the course unless there is a valid reason to change.

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Establish metrics for quality and value; make the sales force accountable for quality feedback and results. This will require working with sales to establish operational definitions for marketing qualified leads and marketing generated revenue. Once you have that, establish a measurement system for both. Sales will have to provide feedback on quality of leads but the marketing generated revenue number (if good) will help prove marketing’s worth and further reinforce that the quality is good

Distribute weekly reports. Few companies have so many

prospects that the entire management team could not review every one of them (their environment, what they’re doing, who they’re talking to) in just a couple of hours each week. It’s that important.

Work with sales to identify the buyer(s) for each

of your products. Solicit their input in the development of buyer personas to understand the needs of their customers, their likes and dislikes, even their personalities! Make sure that you talk to real buyers during this process to ensure that the assumptions are correct. Aligning your value to the buyer’s persona helps you speak in their terms, about issues they care about.

Insist on being involved with sales training. Sales people should be able to continue the discussion with prospects with the marketing messaging that the customer is initially exposed to. Being involved with sales training can be a high-payoff activity because your sales force will be able to carry the conversation with what got your prospect interested to begin with.

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Establish a buyers’ journey. Buyers require different information at different stages of their buying cycle to move their decision-making forward. As part of your efforts to get to know the buyer, you should understand HOW they buy and what information they require to make a final decision. Understand what gets them to consider, evaluate and select your product and then align your assets to it. Your goal should be to give the buyer what they need when they need it. Be sure to share this information with sales so they are using marketing assets to their best advantage.

Check your ego at the door. If something clearly isn’t

working, cut your losses, make the changes and move on. Make sure you are employing thoughtful testing of different methods so that you will have a plan B if you need a new approach.

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NetProspex drives B2B lead generation through targeted prospect lists, data cleansing, and powerful analytics to understand data for optimal marketing results. Thousands of B2B organizations rely on NetProspex’s CleneStepTM verification technology to acquire and maintain clean, accurate prospect information to fuel high-performing marketing campaigns and create sales pipeline.

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