Observing the strategies of successful B2B marketers can help you improve your own business marketing strategies
Observing the strategies of successful B2B marketing professionals can lend valuable insight that you can use to improve your own business marketing strategies. In a recent survey by Lenskold group, companies who rated their marketing efforts as highly effective and efficient differed from other B2B organizations in four key ways.
First, when asked how much profit increase they could generate with a ten percent increase in their lead budget only ten percent responded that they didn't know. In fact, sixty-five percent of highly effective marketers said they could turn a ten percent increase in their lead generation budget into a greater than ten percent improvement in profits.
Forty-eight percent of the other marketers
said they didn't know how much profit could be generated with such an increase.
How could the successful marketers make such projections with confidence? The answer to that is revealed in the second finding of the study. Seventy percent of these companies revealed that they track and measure lead quality, based on revenue from the initial sale as well as total customer revenue over time. Only thirty-five percent of the other companies did so.
The third outstanding difference is that sixty percent use B2B marketing ROI Metrics to judge the effectiveness of their marketing campaigns. The ROI users were also more likely to outpace their competition than businesses using more traditional evaluation methods.
The fourth finding of the study revealed that eighty-two percent of successful marketers use product trials to engage and educate potential customers.
Clearly, tracking lead quality with detailed financial metrics, and engaging and nurturing leads, should be top priorities for business marketing.