The universe of markets and buyers are incredibly diverse and your decisions about where and whom to target can make or break your revenue performance. A company can’t be all things to all buyers in all markets. As the competitive landscape is always changing, with more players vying for prospects’ time and attention, it is vital to select markets where you can effectively compete and win then continuously segment the market to isolate specific audiences to engage at the right time and right place with the right message.
Accelerated, predictable and sustainable revenue growth requires alignment around an architecture for marketing and sales and a commitment from the senior team. Coordination for buyer engagement across the full-funnel is vital. A realistic evaluation of capabilities and alignment on revenue strategies is the first step in building a revenue organization to capture customer value.
A $10M B2B tech company is looking to get to the next level of accelerated, predictable and sustainable revenue growth. The company has been in business for over 10 years, offering a variety of managed services, support services and applications to support IT Infrastructure requirements. They have about 350 active clients that contribute to the companies ARR revenue base. The customer base is loyal with low attrition and there remains good demand for additional services resulting in a continuous pipeline for “up-sell”.
Consider Revenue Architecture When Selecting Your Tech Stack
Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web, research with influencers and engage 1:1 with sales people. An effective buyer experience across a dynamic buyer’s lifecycle requires that your revenue architecture is designed with a coordinated closed-loop process supported by integrated technology stack.
We read a lot about Martech and SalesTech stacks. This is understandable because marketing and sales teams have traditionally pursued distinct missions with different needs. Yet if your marketing, sales and service “front office” needs to be more integrated to support dynamic buyer pathways, then you might need to re-think your technology stack. An integrated revenue process supported by integrated revenue technology helps deliver a single view of the customer and becomes more responsive and relevant as your buyers jig and jag along their dynamic buying processes.
More insights for the 85% of B2B marketers that don’t have effective personas!
Mapping out your buyers’ pain and organizing via Pain Maps™ to enable the ULTIMATE Goal: Informing Engagement Personas™.
There are many different perspectives and philosophies on persona development. This makes sense, as they’re the most critical element of creating messaging and informing Message Maps™…then identifying and developing content aligned with the buy cycle…and ultimately validating the various components of a true buyer engagement strategy. In the end, persona development should be defined by how it’ll be used – in terms of purpose and context that will drive messaging, and ultimately content strategy. Other marketers will use it more as a “playbook” of all possible or available buyer insights. I’m not saying either is right or wrong, but it’s why we’ve created a new category called Engagement Personas™.
The buy-sell process for B2B high consideration products and services is complex and highly collaborative involving team selling to committee buying. Virtual workspaces like Smart Rooms from Journey Sales facilitate this process by helping account teams share, collaborate and communicate with buying teams throughout dynamic sales and onboarding lifecycles.
Journey Sales built Smart Rooms natively on Salesforce® as digital workspaces that allow sales teams and service teams to quickly create personalized, guided digital experiences with their account buyers and track engagement along the way.
To optimize B2B sales, we often design funnels to drive out metrics and codify sales processes. Linear funnels for B2B are particularly relevant when purchasing is transactional or follows a highly predictable process. Yet, for complex B2B and high consideration sales, customers are interacting with a range of 3rd party research, journals and publications, as well as your competitor’s funnel. This is why we need a non-linear more collaborative approach to selling and engaging the client – one that allows us to build our value propositions responsively and engage customer teams over time. For these more complex sales and dynamic environments, a Smart Room is a great fit.
A Market Strategy is a core element of a company’s revenue architecture and differentiated strategy. Revenue leaders need to define how to approach the Market Strategy based on attractiveness, competitive positioning and fit.
This post dissects Market Strategy and its components, and explores why it is essential to any business.
Designing and launching a B2B sales campaign is a continuous activity for B2B sales and marketing teams. To illustrate this, we developed a Closed-Loop Marketing Architecture that describes the continuous campaign process. Data insights help determine the new customer messaging and personalized interactions resulting in better sales conversions. The process tightly aligns marketing and sales teams to orchestrate buyer engagement at each stage and maximize lead conversions and ultimately revenue impact. Data and insights from past campaigns drive new segmentation and new messaging, spawning new campaigns.
A campaign involves the design, launch and optimization of experiences across multiple channels. It will engage customers and prospects at each stage of the buying lifecycle. So what are the elements in an effective B2B campaign design? These 10 questions can help cover the bases for your next B2B sales campaign.
Inbound is great, but it has had it’s day…. and even with inbound strategies, the bulk of activity and spend is actually outbound. The reality? Businesses need both inbound and outbound. For B2B and Account Based Marketing, this should be managed across a single revenue (marketing-sales) value chain. We call this integrated program approach a Closed Loop Marketing Architecture … and it works!
Choosing a marketing automation vendor can be challenging. Whether you are jumping into marketing automation for the first time, or are re-evaluating your current system, it can be a difficult and daunting task – especially with how many options are out there these days. Marketing Automation Selection Criteria can help.
The vendor you choose will have an enormous impact on not only your Marketing Department and marketing efforts, but could easily touch other areas as well such as Sales, Customer Service and IT. It is important to consider these other groups when evaluating various vendors, as they may have requirements, obstacles and questions that should be taken into consideration.
To help make the evaluation process a little easier and more effective, here is a recommended process to follow: Read more
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