- Marketing and sales in B2B are not a one-time deal, but a long-term partnership . What Marketers and Business Owners Can Expect .
- Trend 1: Head-on sales don’t work anymore
- Trend 2: Lengthening the deal cycle
- Trend 3: Offline Events and Partnerships
- Trend 4: Workforce instability and talent retention
- Trend 5: Using New Traffic Channels
- Successful B2B lead generation depends on personalization
B2B marketing and company promotion strategies local marketing email list inevitably transform in line with the market and economic situation.
Sergey Sukhoplyuev, head of the Traffic Completo unit , spoke about how new trends will change the approach to lead generation.
Marketing and sales in B2B are not a one-time deal, but a long-term partnership
Given these inputs, we recommend that marketers and business owners first take into account the following trends:
- Lengthening the B2B deal cycle . It will increase due to the emergence of new channels, activities and offers. It is important for entrepreneurship week has begun! get the latest news! businesses to track the current deal cycle in order to make decisions about additional traffic channels based on numbers, not assumptions;
- increasing content personalization : the more precise your message and the clearer the message for the target audience, the higher the conversion to a deal;
- Building customer value : Maintain contacts for repeat business and increase customer LTV. Initial sales do not pay off marketing investments: as Completo’s experience shows, positive unit economics are achieved through repeat sales and building long-term mutually beneficial relationships with customers.
Trend 1: Head-on sales don’t work anymore
Image from the author’s archive
The market is overcrowded, so aggressive fresh list selling is a thing of the past.
The main thing today is to build relationships and create value for the client, and not just offer services.
To get a contract in B2B, work with hot demand and warm up the target audience .
To do this:
- create useful materials , infographics, lead magnets, conduct webinars – they generate traffic and leads, which, with proper warming up, are converted into deals;For example, most of Completo’s leads come through useful materials, checklists, and research;
- personalize offers for each segment of your target audience;
- Segment creatives and landing pages to increase conversion.
For example, for one of our Clients, a building materials plant, we reduced the SRO by 3 times and increased sales by 20 times using context.
How and what exactly was done for this is described in the case study .
Important : the trend of warming up the audience and its segmentation (and even hypersegmentation) will continue to work for you, allowing you to get leads in B2B inexpensively. Of course, if you use it correctly.