Have you checked to make sure that your B2B sales process is providing you with the ROI that you expect? There have been a lot of changes to the B2B optimal sales process throughout the past several years. This is a large part in thanks to digital technology. Even social media has become a huge part of largely successful B2B sales processes.
If you want to make the most out of your B2B marketing and conversions, you will have to approach this entire process with an open mind. The real trick is to learn how to separate fleeting trends from real power tactics. This post will give you a few tips for optimising your B2B sales process.
1. Use Inbound Marketing to Generate Leads
Inbound marketing is highly useful in B2B sales. When potential customers are looking for information, they will be using the same sources as you. Inbound marketing gives you the opportunity to target customers in those places. That means you’re much more likely to target people who fit your ideal customer profile.
There are so many components to an inbound marketing strategy to go over all of the details in a single post. I could write an entire book on this process. However, I can walk you through the most important aspect. Search engine optimisation is definitely at the top of the list. The chance of users finding your website rise dramatically the further you move up in search engine ranking. SEO puts your website ahead of the pack, funnelling potential customers to the next step of the inbound marketing process.
Another huge inbound marketing tool is social media. Your entire social media presence should be geared toward creating sustainable lead generation.
2. Marketing and Sales Teams
Your marketing and sales teams must be on the same page. Think of this relationship in baseball terms. Both the pitcher and the catcher must know what the next pitch is going to be. If they don’t, then bad things will happen!
Make sure that you set up systems to help your teams communicate with each other. For instance, your sales team will probably be able to provide marketing with information about the types of prospects that they sell best to. Your marketing team can then show your sales team how to efficiently reach that target audience.
Collaboration is essential in business. I see so many businesses where the sales and marketing teams are disorganised. These are always a mess and very easy to spot!
3. Build Trust Through Content Marketing
Creating quality content is one of the keys to unlocking the true benefits of B2B sales. Every single piece of content that’s created builds trust with consumers. But you have to offer valuable information that is useful to those consumers. When consumers trust your content, they are far more likely to trust your business.
Most of the inbound marketing efforts we talked about above are going to be designed to funnel customers to your content. Then that content will build trust, which qualifies consumers to actually buy from your business. Qualified leads convert at the highest rate because by the time they see your sales page, they have already been through some of your content. Furthermore, they become advocates for your business. For example, by sharing a post on social media, they are endorsing you to their friends and family. Those people also become more likely to click.
4. Social Selling and Inside Sales
Inside sales has become one of the most influential models for generating B2B sales on high-ticket items. Inside sales are usually done by email or on the telephone. Now I know that many of you might think telemarketer when you think of representatives making phone calls, but there are some major differences.
Unlike telemarketers, inside sales will focus solely on high-end items. Sales representatives are highly-trained in the product so that they are able to address concerns on the fly. There are three main advantages of inside sales:
- Preferred by Customers
- Better Collaboration Possibilities
Social selling is another integral aspect of inside sales. Under the premise of social selling, instead of solely relying on cold calling lists, companies use social media to build stronger relationships with customers. Instead of calling, they communicate through social media. Look on any major company’s social media account to see them engage with customers through comments and sometimes direct messages. When done correctly, social selling will have consumers calling the sales representatives.
Modern day lead generation requires a certain level of creativity. That creativity must be fostered through strategies that are proven to work. When you put the right B2B sales process in place, your lead generation efforts will naturally lead to more potential customers.
Article Written By Guest Blogger, Catherine Park
Catherine Park is a content marketer presently working with Back Office Pro, a Business process outsourcing company. A writer by day and a reader by night, she loves working in the ever-changing world of digital marketing and is fascinated by the role content plays in today’s marketing. You can find her on Twitter here.