A staggering 96% of sales professionals admit to needing help during the initial stages of their sales cycle. It's no wonder, given the harm that poorly targeted sales and marketing...
A staggering 96% of sales professionals admit to needing help during the initial stages of their sales cycle. It’s no wonder, given the harm that poorly targeted sales and marketing outreach can do to a company.
What does poor marketing and sales targeting look like? Buyers know it when they see it:
There are a few ways in which poor marketing and sales targeting can wreck your rep. Here’s a few.
When your messaging is irrelevant to the people you reach, your brand appears tone deaf and ignorant of your buyers’ needs.
Consider these poor marketing and sales targeting scenarios:
If you’re not targeting the right audience, you’re wasting your resources.
Think about it this way: If you’re selling skis, you’re not going to have much success selling them in a tropical country. You might have the odd sale here and there, but you’re mostly wasting time and money.
B2B selling is similar. Your total addressable market may consist of tens of thousands of potential customers — but many of those customers have no intention of making a purchase any time soon.
Marketing to every single member of your TAM wastes time — theirs and yours — and also wastes money. Instead, your resources should be focused on the subset of customers who are in-market. Concentrating your efforts on the people who want what you have to sell will generate better results.
We all know that search engine optimization (SEO) is important for our businesses. It’s no wonder that companies spend over $79 billion annually on it. But what you might not know is that poor marketing and sales targeting can actually harm your SEO efforts.
When you target the wrong people, they won’t be interested in what you have to say. They won’t click on your links or convert on your offers, either. This sends a signal to Google that your website isn’t relevant to what people are looking for.
As a result, your website will be less likely to show up in search results.
What’s more, if people do stumble upon your website and see that it’s not relevant to them, they’re quickly going to click away. This increases your bounce rate, another signal to Google that your website isn’t relevant. The higher your bounce rate, the lower you’ll rank in search results.
The RevTech Revolution has made it much easier to streamline your targeting efforts and stronger sales results, all while protecting your brand. These tools help you:
Intent data and predictive analytics can be powerful tools for identifying your best leads. By tracking the online behavior of your prospects, you can get a better sense of their level of interest and intent. This information can then be used to prioritize outreach.
Once you’ve identified your best leads, focus your marketing and sales efforts on them. With intent data, you can see which kinds of content prospects most engage with, and what topics they’re interested in. You can use this information to create targeted content and campaigns that appeal directly to their needs.
Finally, it’s important to measure your results so you can see how your targeting efforts are paying off.
With predictive analytics, you can track the progress of your leads through the sales funnel and identify which ones are most likely to convert. You can use this information to fine-tune your marketing and sales strategy for even better results.
Poor marketing and sales targeting can have a seriously negative impact on a brand’s reputation. It makes you seem out of touch, untrustworthy, and ineffective. This can drive away potential customers.
Using intent data and predictive analytics can help fix this problem. This is because you’re able to see which leads are most likely to buy from you. Book a demo today to see how 6sense can help you grow your brand reputation and your pipeline.