"The Growth Blog" - A resource for B2B Business leaders & marketers

How to win at B2B sales in 2018

If you are a B2B salesperson you might be rather worried about some of the research data that's being widely quoted by "the experts."  Here is a selection:

  • "Customers rate the salesperson as the least influential interaction in the buying process" - Gartner
  • "Death of the B2B salesperson: 93% of buyers say they prefer buying online rather than from a salesperson" - Forrester
  • "57% of the buyer's journey is complete before a customer's first contact with supplier" - Corporate Executive Board
  • "67% of the buyer's journey is now done digitally" - Sirius Decisions

Salespeople would be forgiven for thinking they'll all be out of work in a few short years! Yet the reality is nothing is further from the truth.

But there's a catch...

Topics: sales and marketing alignment sales strategy b2b sales Inbound Sales

Why "ROI" messaging in your B2B Sales & Marketing doesn't work

If you’re selling complex or high-value B2B products or services, you’ve probably used Return on Investment (ROI) calculations to justify your value proposition and proposal. You may well market your offerings on the basis of the improved ROI you believe your target customers can generate.

But even when presenting to your prospects with a compelling ROI-based argument the chances are that you still won’t win the deal - and it’s not just because (even though it’s undoubtedly true) many buyers don’t trust the ROI calculations that vendors come up with.

Topics: content marketing content strategy B2B marketing strategy b2b content marketing strategy b2b sales b2b marketing strategies

The Key to Influencing 4 Types of Buyers in a Complex B2B Sale

In a face-to-face environment, experienced B2B sales professionals can determine through research and thorough questioning who plays what role in the purchase process and ensure each of the influencers have bought in to their solution.

But what happens in the new world in which we find ourselves, where B2B buyers are self-educating using online research and are often 70%-80% of the way through the purchase process before they even reach out to a vendor- In this environment, how does the seller wield influence over the different buyer types? 

Topics: buyer personas b2b sales B2B marketer

Redefine B2B marketing and sales strategies and grow your business 

According to CSO Insights, organisations with dynamic, adaptable and aligned marketing and sales strategies reported an average of 10% more sales people making quota to compared to other companies. This statistic is one of many reasons we have been discussing the benefits of ‘Marketing-as-a-Service’ and aligning your marketing and sales functions for past 6 weeks. Last week we talked content, this week it’s tactics and how implementing new B2B marketing strategies can provide your business with smart, profitable, sustainable growth.

Topics: b2b marketing business owners b2b sales b2b marketing strategies business growth

The 3 key B2B marketing & sales changes every CEO must embrace

With an almost infinite store of information available on the internet, just a few keystrokes away, your target customers are journeying deep into their purchase decision making process before speaking with your organisation. This applies to B2B firms just as much as it does B2C.

The implications for your firm are profound.

Topics: b2b marketing b2b sales CEO

Why You Need to Renovate Your Sales and Marketing Teams Processes

For the next couple of months we’ll embark upon a series of articles that will take you through ways you can work towards smart, profitable and sustainable growth for your small to medium sized business. How? By redeveloping your sales and marketing teams processes. Too often business leaders don't take the time to regularly review which sales and marketing processes need tweaking in order to deliver optimal results. We're all guilty of a 'set and forget' mentality sometimes. So let's work through this together, and see what could do with a bit of a renovation. 

Topics: b2b marketing buyer personas marketing roi B2B marketing strategy sales and marketing alignment buyer centricity b2b sales marketing teams, leadership CEO Tips for CEOs, website design

How relationship and database marketing influence product development and business growth

New product development can contribute to better business growth and higher lead generation. If your business can effectively utilise the data you've collected from your customers to create a stronger relationship with them, it's a strategy worth considering. Ready to know more?

Topics: lead generation b2b sales b2b marketing strategies business growth

The 4 Major Buyer Roles you may encounter in a complex B2B sale

In B2B selling a sales rep may not meet a prospect face to face until they are well into the later stages of their buyer's journey. So when it comes to the crunch, the sales rep needs to be able to identify straight away what type of buyer role the prospect has taken up, and cater communication to their specific concerns. In this SlideShare we explain how a sales rep can get their deal across the line by exploring the top four buyer roles and what's important to them.

Topics: b2b marketing buyer personas buyer behaviour buyer's journey b2b sales

How to solve the world's oldest B2B marketing problem

Whenever we rebuild a B2B go-to-market strategy for a client, or run a course for B2B marketers the one issue that never fails to raise its ugly head, is the misalignment between marketing and sales. Delegates shake their head or shrug their shoulders as if to say “what can we do, it's just the way it is, sales and marketing are like oil and water." But it doesn’t have to be this way. In order to get your marketing and sales aligned, you need to set a common framework that both functions can align around and then set the corresponding KPIs.

But where do you start?

Topics: b2b marketing sales and marketing alignment b2b digital marketing b2b sales

Don’t let tiered pricing tire out your business

 

When you run a business, not matter how big or small, one thing is obvious, it’s all about cash flow and being on top of your ins and outs. You know to look at your ROI, your COCA and all the other important factors that can affect profitability, but what about how you price for your services? Are you pricing in the most effective way? When was the last time you analysed your pricing strategy and gave it a good thought? In a recent blog post for the HubSpot Agency blog, titled Why Tiered Pricing Could Be Hurting Your Agency, Eric Pratt, looks at how the wrong pricing model could potentially be harming your business.

Topics: business owners b2b sales