Revv Up B2B Sales With These Digital Strategies

As a sense of normalcy sets in, many marketing teams are revving up their campaigns to boost lead generation and improve sales numbers.

They want to reconnect with old customers, reach out to those who fell through the cracks, and gain new business partnerships.

This is also a time of introspection with teams analyzing existing strategies and adopting new ones that align with the transitions businesses have gone through

If you’re looking for digital strategies to revv up sales, we have some fine options for you.

Leverage Data Analytics

People leave digital footprints all over the internet, right from signing up for newsletters or webinars, to downloading content, and making purchases.

All this makes up data, which on its own can remain relatively useless.

Unless you choose to collect, analyze, and transform it into meaningful information that informs your marketing strategies.

Through data analytics, you can identify the web pages or content that attract website visitors and tune your message accordingly.

How can you optimize data analytics for sales?

Understand that your sales cycle needs to align with your buyer’s purchase journey. Identify motivations, preferences, and challenges that drive potential clients to seek you out. This will be essential to effective nurturing and relationship building.
Use data capture software. Tools like Tableau, Exponea, Qlik, Contentsquare, etc retrieve, interpret and visualize data to offer insights into customer needs and expectations and predict intent.
Shape useful buyer personas. With a clear picture of motivations and intent, you can develop personas and segment customers for effective targeting. Your team will also be better placed to identify good fits from bad ones.

Video Marketing

Video is great for marketing initiatives—it boosts brand awareness, captures audience interest, and encourages engagement.

Video is also an effective sales tool. According to a survey by Wyzowl, up to 81 percent of marketing professionals stated that video has had a direct impact on improved sales.

But not all videos formats move the sales needle. For that, you’ll need those that convince audiences to buy. Below are suitable examples:

Customer journey videos. These cover the challenges a customer had, their journey towards solving these issues, and where they are today following their partnership with your brand. These videos increase relatability and prospects can see how your solutions can solve their problems.
FAQ videos. By answering common questions well in advance, potential buyers can lay to rest doubts. This frees up time to focus on the key features of your products /services.
Price videos. Ever come across attractive products/services but the seller withheld the price? Did it make you a tad bit suspicious of the seller? Buyers are obsessed with prices and don’t want to call or write to a company for this information. A price video removes barriers allowing suitable prospects to journey on towards purchase.

Cold Calling

Here are interesting stats from a RAINGroup survey.

27 percent of B2B sellers indicated that calling new contacts aka making cold calls is highly effective. Up to 96 percent of B2B buyers, on the other hand, said that vendors who focussed on delivering value influenced their purchase decisions.

There’s your secret right there.

Businesses that succeed at cold calling are those that center on the value they can provide and demonstrate this clearly—upfront.

Best practices include:

Research your prospect. The only way you’ll deliver value is if you know a thing or two, perhaps several, about the company you’re targeting. This way, you are not just throwing a load of information at the prospect, rather tailoring information to suit their circumstances and expectations.
Look for sales triggers. Is your target company expanding? Have they received new funding, appointed new C-suite executives, or is there new legislation that turns things in your favor? Correct timing may help you leverage opportunities for partnership.
Prepare for objections. Give your prospects the space to raise objections without feeling dampened. Objections are mostly questions that haven’t been answered appropriately. Aim at providing factual answers that address these questions comprehensively.
Analyze and adapt. Look for helpful data like best days and hours for calling, time spent on each call, and the outcomes received. Work with your sales leader to identify skill sets that can help improve your success rate.

Omnichannel Marketing

From video conferencing to visiting online marketplaces and online chats, B2B buyers are using different sales channels at different stages of their journey.

According to McKinsey & Company, customers interact with B2B sellers through 10 or more channels.

Read that again, it’s true.

B2B vendors have realized that driving sales requires an integrated approach that utilizes multiple channels to target customers with the same message.

This unification ensures all touchpoints center on buyers’ needs and preferences.

Here’s how you can build this strategy:

Identify your prospects. An employee from a certain brand may visit your website and download content, another comments on your LinkedIn posts, and yet another makes a phone call inquiry. Stitching together this disconnected data helps you understand the channels where prospects expect you to engage with them. In this complex web of interactions, consulting with a B2B marketing agency can provide expert insights into effectively managing and leveraging these diverse contact points. Their specialized experience in B2B strategies can be invaluable in identifying and engaging your ideal prospects across multiple channels.
Segment your prospects. Use the brand’s demographic, pipeline stage, and their lifetime value to create messages that resonate with their needs. Select the appropriate channels and optimize your messages to suit these channels to maximize reach.
Measure engagement and hone your strategy. Having unified data, prepared the prospect’s profile, personalized the message, and communicated through the right channels, it’s time to monitor the campaign. Consider engagement level and responses to improve your connection and relevance.

Refine Your Buyer Personas

As many of us have witnessed, a lot can happen in a few years. Businesses shift focus, roll out new products/services, or change their buying habits.

By taking the time to look at your buyer personas and refine them, your marketing efforts will remain focused on your highest-value prospects.

Here are signs that your buyer personas need updating:

Personas have become vague. Do your personas help your team easily identify the needs and motivations of your target audience and serve them appropriately? If not, you’ll need to research your market further and add these details.
You or your customers have changed. Are you serving different products/services or went niche? You’ll need to update your personas to reflect these changes. The same should be done for customers that have changed as well.
Your personas are unrealistic. Lofty personas who represent customers you would rather serve rather than those you actually serve don’t do you any good. Qualitative research into your existing customers will provide the insights you need to create new personas.

To ensure you stay abreast of changes, consider updating your personas at least six to 12 months, every year.