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How to Set Up a Successful B2B Marketing Strategy

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How to Set Up a Successful B2B Marketing Strategy

When you’re designing or re-evaluating your business’s long-term game plan, it’s important to ensure you’re making all the right decisions. You need to think deeply about your marketing strategy – including your company’s value proposition, your plan to reach your target audience, how you will present your brand, and how you’ll take advantage of big bets for the year ahead. In a nutshell, you need to break down exactly how your business is better than your competitor’s.

If you’re a B2B company, however, there are unique factors of your marketing strategy to consider. For example, you likely have a longer than usual sales cycle – how will you nurture leads? How will you juggle multiple stakeholders per account (or business)? Further, how can your strategy enable sales to close big-ticket opportunities?

In this post, we’ll give you the information you need to answer all those questions and more. But before we discuss all the different frameworks available for your B2B strategy, we need to get into the right mindset by analyzing the current B2B marketing landscape.

Today’s B2B Marketing Landscape

There are five key trends that will impact B2B marketers in the years to come – an abundance of marketing technology, changing demographics, the growth of mobile marketing, the emergence of AI, and tightening data privacy restrictions. Let’s dive in.

MarTech Overload

If you are in B2B, chances are one or more of the following situations has most likely happened to your business or are currently taking place:

  • During the rapid shift to digital that happen as a result of the COVID pandemic, your B2B company bought more marketing technology than what was truly needed
  • Your business has overlapping platforms. For example: 3 platforms that do ABM in some capacity or 4 platforms that help with digital marketing management
  • Your company has MarTech that solves for a unique problem 
  • Your data is not standardized or not connected throughout your MarTech stack, leaving information siloed
  • No one “owns” certain MarTech and few know how to use the platform in full

With budgets constrained and CMOs asking their teams to do more with less, B2B organizations will need to reevaluate their marketing technology stack in 2023 and beyond. The number of platforms and solutions available to teams seems to increase every day – it’s simply not sustainable for B2B marketers to maintain and appropriately use these tools.

Performance measurement is a problem in the B2B space, but it won’t be directly addressed by obtaining more and more MarTech. It comes from your B2B strategic framework which we will be discussing later on this post.

Audience: Who is the B2B buyer today?

2023 is officially the year where Millennials and Gen Z have become dominant in B2B buying committees according to eMarketer. The American Marketing Association also states that 65% of buyers are between the ages of 18 and 40. 

This is an important shift given the older generations (Gen Xers or Boomers) will likely want to engage with a sales representative in some capacity. However, these younger generations are more inclined to do their own research. Instead of trying to get them on the phone as quickly as possible, these buyers will want to explore different types of resources to determine if your business is the right fit for them.

The MX Group surveyed B2B Millennials to understand the challenges they faced when getting purchase recommendations considered or implemented, the answers were:

  • 52% responded that too many people are part of the decision-making process. This number is expected to increase now give the diversity of buying committees
  • 49% said their buying group is indecisive/misaligned. This makes sense as different generations trust different sources and perform research differently (online vs peer reviews vs network)
  • 39% mentioned difficulty getting their budget allocated. This isn’t surprising given the economic hardships in the world economy

While it’s unlikely that your final decision maker will be a Millennial or member of Gen Z, especially when buying large ticket items, they are certainly influencing these decisions behind the scenes and providing alternatives to the buying committee.

Mobile is Growing for B2B

If you’ve been in the B2B space for a while you know that we always hear about the growth happening in mobile – but until recently, it was a small share of traffic. That’s changed as the pandemic and diverse B2B buying committees are impacting the growth of mobile traffic and actions very quickly.

2023 is the year where more than half of B2B digital ad spending will go to mobile, and while non-mobile traffic is expected to continue growing, it won’t be at the expense of mobile traffic.

chart depicting growth in b2b mobile ad spending 2020-2024

Source: eMarketer

Mobile traffic will bring a new element of complexity to B2B marketers. For example, most large purchases/contracts won’t happen on a mobile device, but that doesn’t mean we won’t be able to engage with them through actions made for mobile devices, such as, “read later” or “send to email” promotions. The connection between marketing and sales will be imperative to guarantee we are passing prospects down the funnel.

Additionally, make sure you have CRM data that allows you to really look at lead quality and engagement over CPL. This will be a helpful directional metric, particularly when large purchases are involved.

How is AI Used in B2B Marketing?

All the data showcases that AI won’t replace the human element in advertising or SEO, and the same applies to the sales team. However, AI is going to change common marketing processes and the level of effort on redundant tasks.

B2B companies were already interested in adding AI to their processes and with ChatGPT, the interest expanded and accelerated. The real question is, when and how will B2Bs be able to leverage AI? Here are some great places to get started:

  • Content generation: Bloomreach is adding content generation capabilities across email, SMS, in-app and push notifications – all extremely manual tasks today
  • Automating email for sales representatives: Microsoft’s AI tool called “Viva Sales” will generate email content for a variety of scenarios, automatically create executive summaries and call transcripts, and even generate AI-driven recommendations to create better seller experiences
  • Customer segmentation: AI-based tools like Baremetrics and Optimove have built-in dashboards to subdivide your customers into specific groups based on their needs and characteristics

Data Privacy in B2B Marketing

Data is without a doubt critical for B2B success. Organizations hang onto data for long sales cycles and share that data with multiple stakeholders per account, so they need to work with data privacy and compliance experts and invest in strategies that guarantee data is managed and normalized across multiple internal systems. And while B2B companies are balancing those complex processes, they need to ensure they follow the latest privacy regulations.

Moreover, B2B buyers are looking to get experiences that are more closely related to what they experience in their day-to-day from B2C organizations. This means B2B marketers need to provide personalized experiences while respecting privacy at all costs and all times. That’s why we recommend following these best practices when working with B2B accounts: 

  • Use multiple sources of information: B2B prospects are complex. They can be located in multiple office locations across the world or work from home. They could be Gen Z or Gen X. They could work in marketing, finance, or any other department. To deliver the right messaging, you’ll need the right data
  • Define a goal for the data: If you ask for any personal data it must serve a purpose in your marketing and sales strategy. Otherwise, the data won’t just be pointless – it’ll be more difficult to manage
  • Establish security protocols: Make sure you are setting up your team for success by getting the appropriate certifications, risk assessments and penetration tests. And since data protection strategies are only as strong as their weakest link, you should also ask this from the companies you work with

Types of B2B Buyers

The semantics of the term “B2B marketing” has always bothered me. It almost insinuates there are no important sub-verticals in the business-to-business space. So before we keep going, let’s evaluate the key players in B2B using the model outlined by the Toronto Metropolitan University:

Producers

These types of companies take goods and services and turn them into other products and/or services. For example, a business that manufactures products from raw materials or a business that makes enhancements and modifications to existing goods. 

Resellers

Resellers sell goods or services to another business without materially changing them. This includes wholesalers, brokers, and retailers. 

Government

The government is a large B2B buyer (not to say the largest) and they require a lot of goods and services to function properly. In order to sell to the government, very specific processes must be followed. If you are in the U.S., the General Services Administration’s website is a good place to start.

Non-profit Institutions

The last segment is formed by non-profit organizations. In many cases they could technically be grouped into the “producers” group – at the end of the day, they take goods and services and turn them into other products and/or services. However, non-profit organizations are usually segmented into their own bucket because they tend to be more incentivized to buy products they need to fulfill their mission at a lower cost.

Understanding the type of B2B buyer you’re trying to reach will allow you to create a better strategic framework that speaks directly to their needs and how they operate.

Strategic B2B Framework

There’s no single framework that works for everyone. Yet, building one and understanding that it might change with time is a good place to start setting up your team up for success.

Here are the elements you need to gather to be able to have a strategic B2B framework:

  • Understand your market: Such as their size, needs, growth, competition
  • Have clear target personas: For B2B, this you need to understand the type of business (or account) you want to engage with while also understanding the different points of contact that will be involved in the decision making process
  • Have clear goals: Make sure to set both short and long term goals
  • Set your marketing mix: If you studied marketing or business in school, this might sound familiar. Yes, we are taking about the 4 Ps: Price, product, promotion, and place
  • Build your media mix: Think about how you are planning to reach out to your target audience
  • Synchronize and align your marketing and sales team: The hard truth is that many B2B marketers fail because of a lack of alignment with their sales team. One cannot be successful without the other
  • Forge a strong lead nurture program: You need to do more than send a few random emails to your prospects. It should be a dance that you are leading so prospects can better understand what’s next and why your business is the right fit
    • Use this to also determine which prospects are not a fit. Don’t waste their time or yours if it’s not a mutually beneficial relationship
    • This process will also ease up-sells and cross-sells later on
  • Help retain current customers: If the economy experiences a slight recession or a full on financial crisis, a good retention strategy can make all the difference
  • Measure everything: Specifically, a unified measurement plan will be pivotal with the cookie deprecation and privacy changes we are experiencing in the marketing industry

Once the foundation for your framework is established, the next stage is all about how we are going to communicate our value proposition to the prospects and current customers.

Mapping Your Content and Messaging to the B2B Buyer Journey

In order to deliver your message to your target audience, it is important to divide the information into different styles of content; video, FAQs, blog posts and so on. Now, we cannot expect the B2B buyer to just digest all of your content at once. B2B has a long sales cycle and individuals within a business will have content preferences depending on their role and seniority.

That’s why we need to align our content strategy to the B2B buyer’s journey:

Depiction of three stages of B2B buyer journey: Awareness, consideration, and decision

Source: Search Engine Land

But again, we cannot expect all this content to be consumed exclusively over email or through display banners. This is why we need to take it one step further and start layering media mix components.

Using traditional advertising platforms will look like this:

Examples of ad types to use for Awareness, Consideration, and Decision phase of B2B buyer’s journey

Remember, this strategy needs to evolve over time. As new platforms, ad types, and channels appear you will have to go through the process of updating and refining your map of the buyer’s journey.

Fitting Account Based Marketing into Your B2B Strategy

We cannot talk about B2B strategy and not talk about Account Based Marketing (ABM). Most people today believe that a platform or solution is the key to effective account based marketing. This can’t be further from the truth.

We’ve heard it a thousand times: The foundation for any successful ABM program is alignment between marketing and sales. However, B2B organizations are still failing big time when it comes to this.

So, when you’re setting up or evaluating an ABM strategy, we must first flip the funnel. This way, you won’t invest money into programmatic advertising or mid-funnel ABM and not be able to prove if your efforts worked or not. By flipping the funnel, you’ll ensure sales is able to pass feedback to the marketing team, such as:

  • Leads that have become customers
  • Leads that are too cold and need more information
  • Valuable business, but the POC that filled the form is not the correct one
  • Leads that can be upsold or cross-sold
  • Topics that the prospects are always interested in

Once there’s a stress tested process to move data between marketing and sales, we will be able to understand what triggers the audience to finally decide they are ready to convert. This fuels additional bottom of the funnel conversions and helps you create content specific to this stage of the buyer’s journey.

When that process is complete, you will realize that some of the key personas you outlined in your framework are not filling forms or reaching out to sales. When that happens, move up in the funnel and focus on the middle – the consideration and persuasion stage. What are the common questions that we can address before they engage later on with our sales team? Which other team members should start to hear from your business? Answering these questions will help set the account up for success and better inform the buying committee about your B2B product or service.

Lastly, once we address the middle of the funnel, we are finally able to go to the top of the funnel to determine where the most qualified traffic is coming from based on implicit and explicit lead scoring signals.

Conclusion

B2B is a game of patience and strategy. You’ll need to set a strategic framework from day one to keep your whole organization focused on the same goal. On top of that, you’ll need to continue to workshop your framework on an ongoing basis since B2B buying cycles move much slower than their B2C counterparts. But setting (and refining) that framework will help you get ahead of the competition and spot key trends impacting your target companies.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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