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Tag Archive: sales process

B2B marketing tip #196: Stay on the case

B2B Marketing Tip of the WeekOvercome the skeptics and boost your public relations efforts by developing a library of first-person customer success stories.

A strong case study presents a before-and-after story that’s loaded with specifics, tangible benefits and a first-person account in the customer’s own words.

Do your homework before requesting a customer interview: meet with sales reps or account managers to outline the story, then draft potential questions so customers can respond thoughtfully.

B2B marketing tip #190: Get lost

B2B Marketing Tip of the WeekClose the loop on lost leads and sales. Add a required field to your database, CRM system or sales process that captures the reason(s) your organization doesn’t win business.

Regularly analyze this information with sales and product management to improve future campaigns and better understand your market.

B2B marketing tip #165: Timely followup for tradeshow leads

B2B Marketing Tip of the WeekStay current with trade show leads. Plan the followup process and draft the post-event letters, emails, or calling script before the event. Get buy-in from sales and execs on timing and approach.

B2B marketing tip #49: Dictionary, please

B2B Marketing Tip of the WeekImprove the relationship between marketing and sales by documenting the definition of a qualified lead.

Use objective criteria, such as demographic information about the business or yes/no questions a prospect can easily answer.

Be clear on which answers indicate a qualified buyer ready to be passed on to sales, and which prospects it remains marketing’s responsibility to nurture.

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B2B marketing tip #46: Need generation

B2B Marketing Tip of the WeekCut the time to close in your sales cycle by focusing on what really triggers a buyer: a problem that your product or service can solve.

Save feature-benefit discussions until after a prospect clearly states their pain points. Remember, it’s not a lead unless there’s a need.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #42: Improve tradeshow ROI

B2B Marketing Tip of the WeekMake sure the resources allocated to your next event match its potential. Set a clear goal up front and drive all event-related activities toward meeting it.

Common goals include: number of booth visitors and number of leads generated during the event, and number of sales appointments set and opportunities produced within a certain timeframe following the event.

Remember, few tradeshows produce new business directly; set up a mechanism to track and measure leads over time as they mature into qualified sales opportunities.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #29: Find the best buyers

B2B Marketing Tip of the WeekUnqualified leads waste time and resources, and create unnecessary friction with the B2B sales team. Better target your efforts by developing 3-5 objective, quantitative criteria to qualify every product and every market segment. Use these questions to screen inquiries and new prospects.

Bonus: If you find significant interest among those who are unqualified, pass this valuable information along for the product team to evaluate new solutions.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #26: Get lost

B2B Marketing Tip of the WeekClose the loop on lost leads and sales. Add a required field to your database or sales process that captures the reason(s) your organization doesn’t win business. Regularly analyze this information with sales and product management to improve future campaigns and better understand your market.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #22: Diagram it

B2B Marketing Tip of the WeekSelling a complicated or technical solution that incorporates diagrams or workflow models into the sales process? Work with a graphic designer to develop a consistent look and feel for these crucial elements.

Consider a library of standard fonts, colors, flowchart symbols and custom iconography that staff can incorporate into presentations and proposals. How you visualize your product or service can be as important to your image as your logo or tagline.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #18: Keep it clean

B2B Marketing Tip of the Week

The marketing-sales database is like a teenager’s bedroom: it’s never going to stay clean and organized unless someone enforces the rules.

Write up basic standards for data entry, required fields, and how to remove duplicate, inaccurate, or outdated records. Share the rules with all CRM users. Be clear on each individual’s responsibility–then conduct periodic audits to review compliance. Create a recognition program to promote positive results.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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