Acquiring high quality B2B sales leads doesn’t involve much effort. All you need to do is to possess the proper mindset and expertise in terms of identifying and engaging the leads that will surely end in a purchase. Okay, it involves exerting a little bit of effort. You know what, scratch that, it involves a ton of work. Let’s all agree that B2B lead generation is complicated as it is and successes don’t come easy.
Do you think top performing marketers transferred high quality leads without first racking their brains for new ideas? In a Forbes article by marketing consultant and blogger Christine Crandell, such marketers think differently in terms of understanding the sales process.
Quoting from a study commissioned by automation supplier Act-on, Crandell says the best marketers set themselves apart because they:
Focus on customer retention and expansion.
While most marketers focus their time and budget on net new customer acquisition, top marketers focus on keeping customers happy and loyal. They spend 23% and 25% of their time on retention and expansion, respectively, compared to average marketers’ 18% and 15% time, respectively. In terms of budget investment, top performers spend 30% of their budget on expansion whereas average marketers spend only 20%.
Proactively manage the entire customer lifecycle.
Top marketers make it a point to be the central conduit for customer lifecycle engagement. They see their role as managing the relationship between their company and the customer and consider their function effective at managing the end-to-end customer lifecycle. The result is that best-in-class marketers have happier customers.
Manage to metrics is a core competency.
Top marketers are twice as likely as average firms to tie objectives to the entire customer lifecycle. Technology plays a key role in executing and measuring sophisticated marketing strategies. Their use of personalization and behavioral targeting and segmentation is 30% to 75% higher than average firms. In other works, top marketers know how to leverage technology to more effectively engage prospects and customers. And they manage metrics like response rates and satisfaction scores instead of traditional measures like number of leads.
Know their teams can make or break them.
The amount of energy spent on defining, recruiting and keeping the right set of skills is much higher than average companies. Over 92% of top performers consider having the right skilled resources a big challenge compared to only 50% of average companies. When top performers have the right skills in place that understand emerging B2B marketing trends, practices and technologies, they invest in keeping those teams aligned to objectives and external and internal customers.