Posts related to B2B marketing and sales
Content Marketing: A Cornerstone for Complex Product and Service Sales
Content marketing is a crucial strategy for businesses selling complex products and services. By providing valuable information and insights at various stages of the buyer’s journey, content can significantly enhance your marketing and sales efforts, driving revenue growth and building customer loyalty. But how do you compete with content today?
Account-Based Marketing (ABM) is a strategic approach that aligns marketing and sales teams to target specific high-value accounts and drive revenue growth. By orchestrating coordinated campaigns across multiple channels, ABM enables businesses to build stronger relationships, increase customer engagement, and improve sales efficiency. Stop using “Marketing-generated” with ABM. ABM is a team effort between marketing and sales.
How do you know if your strategic account management is healthy? Too often, we fail to measure the critical success factors.
Expanding existing satisfied accounts is much easier than selling to new customers who don’t know us. It is vital that we optimize strategic account management. Successful account managers contribute to revenue in three primary ways:
Is your sales team the “real” sellers of your product or service? We are habituated to having a group we call our sales team. We hold them accountable for revenue, give them a quota, and provide them with a target account list. However, depending on the requirements of your sale, the sales salesperson may only have modest influence and control of the sale. Members of the consulting team or content experts may be the “real salesperson(s)”. This issue is common in complex, high-consideration, and consultative sales. It is vital to align the sales roles in consultative and complex sales.
In my four decades in sales leadership at both large enterprises and early-stage growth companies, and in my subsequent consulting & sales advisory practice, I have witnessed and resolved many poor sales practices. If sales leaders do not diagnose and correct these Deadly Sins of Selling, then accelerated and predictable sales outcomes will be in jeopardy. I recount these sins with amusement since they also tell us something about human nature and how that factors into successful selling practices. Individual sellers, their sales managers, sales trainers, and sales coaches can all benefit from being on alert to these common sins.
The focus for Revenue Operations is aligning and optimizing revenue-generating functions to achieve business objectives. This strategic function helps align and optimize the activities of sales, marketing, and customer success teams to drive revenue growth.
We believe that businesses need an enduring and well-constructed approach to capturing customer value. They need a Revenue Architecture that delivers world-class buyer engagement. Buyer Engagement is the universal approach to delivering the right experiences and messages at the right time to the right buyers. Buyer Engagement is about prospect care and building meaningful relationships with buyers – with an equitable exchange of value – that translates into predictable and sustainable revenue growth. Buyer Engagement happens across the organization and across marketing, sales and service.
Revenue comes from one place – the customer. Too often, companies don’t fully consider the complete revenue picture when pursuing their revenue growth strategy. This post reinforces the importance of taking an end-to-end customer lifecycle and full-funnel perspective to create and optimize a comprehensive revenue architecture.
A typical priority in revenue growth transformation and Revenue Architecture design is getting to the next level of Demand Generation and Buyer Engagement effectiveness. Quite often, companies come to us with what they perceive as a “marketing execution” issue. When we dig a little deeper in a Diagnostic, it often becomes clear that while there are always improvement opportunity in the mechanics of marketing execution, core issues often revolve around a broader view of buyer engagement strategy.
For better demand generation performance, it is helpful to validate your buyer engagement strategy by answering these 3 central questions and following these 9 best practices:
This article is periodically updated. It was originally published in 2013.
Your LinkedIn profile is an outpost for your personal brand. For many, it takes the place of a website. It is a landing page you can manage and share your professional background, positions, experiences and achievements. A LinkedIn profile often takes the place of a resume or CV. We used to think of LinkedIn as the online resume. While it remains important for job seekers and recruiters, it is now a powerful business social network.