How to Boost B2B Marketing and Sales Performance Across Every Channel

4 minutes
May 12, 2022
Digital Marketing

In the world of B2B sales and marketing, finding any edge or improvement can be the difference between hitting revenue goals and missing your target.  That means your teams must...

In the world of B2B sales and marketing, finding any edge or improvement can be the difference between hitting revenue goals and missing your target. 

That means your teams must work smarter to increase their overall efficiency while sidestepping the wasted time and money spent hunting down cold leads, prospects with no fit, or buyers that aren’t in-market. And accomplishing that requires the right tools and processes.

By improving your existing processes and efforts to boost overall efficiency, you can boost performance across your revenue team, including key areas such as:

  • Digital advertising campaigns
  • Your company’s website
  • Prospecting processes

Let’s take a closer look.

Advertising Campaigns

Display advertising is one of the most popular channels for reaching buyers. In fact, the total spend on advertising reached $108.3 billion dollars in 2021.

With that much money competing to reach the eyeballs of buyers, engagement numbers are extremely low for display advertising. The average click-through rate for a Google ad is a measly 3.17%.

This low engagement often means advertising campaigns can quickly become one of your costliest activities if you’re not absolutely precise with your targeting. That’s like dumping money down a bottomless pit and seeing little (or no) return on investment.

Boosting your advertising efforts requires amplifying your messages with cost-effective, hyper-targeted campaigns

Here’s how you can your ad campaigns’ performance:

  • Know your buyers: Understand the research they’re performing, what topics interest them, and the channels they use most. This data often includes the keywords they search most, the third-party review sites they trust, and the industry associations they’re members of — and it often lives in what we call the Dark Funnel™, requiring special technologies to detect, collect and analyze.
  • Deliver the right message: Craft your copy to fit the exact needs of your target audience. Some resonant examples might include an ebook for personas interested in a specific topic, or a free trial for buyers further along in the buyer’s journey, or a combination of both.
  • Strike when the iron is hot: Only target the accounts you know are in-market and will be receptive to your messaging. This empowers your team to focus only on the buyers you know are interested and ready-to-buy while bypassing lukewarm leads, prospects without budget, and accounts that actually aren’t a fit for your services.. 

Personalized Web Experiences

These days, B2B buyers expect — and even demand — personalized engagement. In fact, eight in 10 buyers prefer personalized buying experiences.

If your website’s content is static and speaks to the broadest-possible audience — meaning it doesn’t deliver a personalized user experience based on a visitor’s demographics — then it probably won’t move the needle and convince the visitor you understand their specific needs.

Leveraging technology to personalize your website empowers your teams to instantly present a unique experience with personalized content modules, images, copy, and offers based on a visitor’s persona, title, industry, or other attributes. 

Delivering a comprehensively bespoke user experience can be a lot of work … but not when you start with modest goals and scope, and build on your efforts over time. Start by focusing on your highest priority audiences and serve them highly-targeted offers and messaging.

Scaling these efforts doesn’t require a huge lift, it just requires technology that empowers you to create dynamic audiences, continually enriches your data, and notifies you when buyers are in-market.

Proactive Prospecting

Over 40% of sellers say that prospecting is the hardest part of their job. Many believe too much time and money is wasted on crafting perfect messages for the wrong audiences, or scrolling through LinkedIn searches for certain titles.

Your sellers should focus their efforts exclusively on prospects that are interested in hearing from them — that is, the buyers who fit your ideal customer profile (ICP) and are currently in-market for your solution. 

In contrast, 60% of buyers only want to speak with sellers during the Consideration stage. It’s your job to ensure you know when they’ve entered that stage and want to begin a conversation.

Here’s how you can boost your prospecting efforts with the right technology:

  • AI-powered insights: Leverage historical data to understand what your typical buyer looks like.
  • Uncover hidden demand: As we mentioned, most of a buyer’s journey occurs within the Dark Funnel™. Uncovering those activities gives you a clearer picture of your buyer.
  • Dynamic segmentation: Create dynamic audiences based on real-time activities that will notify your sellers when an ideal buyer is ready to have a conversation.

With those powerful tools in their corner, your sellers can stop wasting time looking in the wrong places for their next buyer. Instead, it becomes clear who is your top next top priority.

Conclusion

Improving your GTM efforts even a tiny amount can lead to huge benefits down the road. Reducing costs and improving the efficiency of your activities should be the goal for any business to help drive revenue.

The good news is that it’s easy to boost your efforts without starting from scratch. Leveraging an AI-powered platform can help your team improver advertising campaigns, launch personalized content on your website, and improve the prospecting process for your sellers.