Marketers are in a constant struggle to maximize their lead generation and appointment setting activities. There is always a desire to expand profits and improve the public perception of one’s brand by capturing customer loyalty.
But it’s an unstable world the B2B market, where everything that shouldn’t happen can happen. For instance, there is always a possibility that a high quality lead would turn you down at a moment of critical importance. It’s not because the lead is half-baked, but because it’s just that unpredictable.
Some marketers link lead unpredictability to failed sales opportunities. Because they cannot foresee future actions within the buying cycle, they find themselves unable to prepare for when a buyer starts to wander off the path towards a purchase.
One way of course to confront this issue is to keep your buyers motivated, but is this really the case? Can we really blame the prerogative of a prospect to buy or turn down your products?
It’s not really a case of knowing what the prospects want. Rather, it’s about what you implement and how you handle your marketing that influences sales results. Unpredictability is an intrinsic condition of the B2B market. It’s not a problem in need of resolving, but it’s something that should be dealt with properly through:
1. A well-defined Sales Process
“Without a documented sales process that reflects current reality and is well understood by all customer-facing teams, a lot of problems quickly appear,” says Revenue Ramp Up founder Mike Andrews in this post. Working hard to analyze buyer behaviors and interactions in this case is important in that it leads to a better understanding of what buyers value the most, enabling you to develop more customer-centric sales strategies.
2. Efficient Lead Scoring
B2B suppliers cannot do without an efficient lead scoring mechanism since it is impossible to gauge audience interests. For this reason, accurate lead scoring is needed in order to locate high-quality leads. Through this system, you are allowed to focus only on high-quality leads. Some of these leads might want to back down from an appointment, but at least there are batches of likely buyers waiting for a sales engagement.
3. Increased Productivity and Monitoring
To enhance your sales productivity, you will need to improve the performance of your staff. Aside from that, you will need to provide your lead management database a needed boost via marketing automation. This will provide the ease needed to efficiently locate, identify and qualify B2B leads that profess a high likelihood to purchase your offers.
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