In the B2B world, customers control the purchase process more than ever before. On average, 70% of the buying decision is complete before they speak to a salesperson. The bottom line? The approach your sales & marketing teams take to attracting customers, generating leads and closing deals MUST change or you risk slowing growth and rising cost of sales.
"We aren’t new to our game. We’ve been selling to CIOs and IT managers for years. But our tried and trusted sales & marketing techniques just weren’t working any more. The volume of leads was falling and our potential customers just seemed so jaded and cynical about our offers.Chris and the g2m team ran a workshop with our sales, marketing and exec team to rebuild our go-to-market strategy and a plan (for both sales and marketing) around our target customers' goals and challenges. It was a really powerful and illuminating experience. They then wrote and shared content around those problems for a number of months. It wasn’t an instant fix but over several months those same cynical customers came to realise we genuinely understood them and could help. Customers started visiting and converting on our website again and they were good quality too. I think its because we’d won back their trust."
"I was struggling on two fronts. The business development team and marketing seemed to never be able to agree on what campaigns would work best and often sales went off and did their own thing. Super frustrating. Secondly, I was struggling to get my manager to agree to my requests for funding. I was always getting knocked back.
Working through g2m’s process was a revelation. The whole exercise took 4 weeks but we got my boss and the business development team in a room together and in a single day we built a go to market plan that was tied to our business’ growth goals (which made my boss happy!) and we finally got the sales and marketing team aligned around what campaigns and content we were going to deliver. Now we’ve got our entire strategy, tactics and plan on a single clearly documented page. I’m really excited about next year now.”
Having the functionality available is one thing, using it effectively is another. We didn’t have the time or the marketing experience in house to be able to do this. g2m Solutions have worked on all aspects of our inbound marketing and our web traffic and leads increase every month.”
"We’re in the Business Intelligence sector and we're growing quite fast.We'd invested pretty heavily in content marketing but we just weren't seeing the results we were expecing. As a result our cost of sales was rising just as fast as our revenue. This was putting us under margin pressure. I needed a marketing engine that delivered lower cost, better-qualified leads.
The g2m team redesigned our content marketing strategy and content plan. They worked with us to refine our positioning and messaging so it was really focused. They undertook some really revealing competitive analysis that allowed us to avoid producing "me too" content and built a sharing and amplification strategy that made sure our stuff got found. With that real clarity, they developed a content calendar and wrote creative briefs (and even shot a few videos for us.)
In my view, we reduced our cost of acquiring a lead because we built a strong rapport with our customer across their entire decision making journey using our content. Our conversion rates improved singificantly across the full funnel."
“If I’m honest, I was cynical about our marketing team’s ability to generate any decent leads, we'd get a handful of leads a month that looked interesting, but we had to rely on our own efforts to hit our targets.
But the go to market workshop process that g2m took us through changed my view completely. Because it turned what we usually did, inside out. By focusing our sales and marketing on the buyer, we had a framework we could all agree on and sign up to. It seems we are now getting a lot more of the right type of leads now… and best of all, we know how fast we need to run to hit our bookings target. I feel like marketing understands my world now (and since I’m feeling generous, I guess I do understand their world a bit better too… they don’t have it that easy either!)"
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Outsourcing isn’t for every organisation, but if you are increasingly finding that you are pushing marketing further and further down your to-do-list or that your current marketing strategies aren’t performing well at all, then it might just be the perfect solution for you.
Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action”.
Buyers have more control over the buying process than ever, putting pressure on B2B marketing and demanding a certain skillset to increase lead generation and convert those leads. Could those skills be outsourced to a MaaS agency?