- Clear understanding of their target audience and things that they are looking for
- Readily available digital content that focuses on target’s business needs issues, interests and pain points.
- Though leadership tactics such as conducting webinars and guest blog posts on complementary sites where the target audience is expected to visit.
According to a report published by principal analyst Peter O’Neil, B2B marketers that implement a lead to revenue process for the first time or expand an immature program often feel that they are navigating uncharted waters. However, they do not realize that they are not alone in this race as most of the people are not aware about the successful strategies that can lead them to the sales funnel.
Therefore, this blog discusses some of the successful methods that are being implemented by some of the top performers that help them to ease the process of lead generation. However, we should not forget that even the most experienced marketing pros can struggle with identifying and deploying the best tactics, strategies, techniques and metrics, which can create a positive impact on business goals and revenue.
Therefore, a primary question that revolves around various marketers’ mind is how to find a clean path to ensure an effective, sales-generating customer engagement. The stats shared in this post from Forrester report will help you to benchmark your current processes while providing an insight on methods to embark on sales and marketing performance.
So, how do define a top performer?
Forrester defines a top performer simply as a company whose growth during the last fiscal year exceeded its plan. The very first difference between top performers and people struggling with their current marketing plan is that they create and implement different tactics across the sales stages.
A survey was conducted among the B2B marketers about their usage of 16 different marketing tactics across the four L2R (Lead to Revenue) stages, with respondents naming the 4 most effective tactics that they had actually deployed. Forrester survey concluded that top performers implement different strategies in each of the phases when compared with low performers.
Some of the notable differences were:
A ‘Get Found’ Approach – Top performers are aware about this reality that today’s buyers are empowered and willing to begin their purchase process through search engines, social networks as well as through other digital mediums.
This investigative process is usually termed as ‘declaration of need’ which refers to a buyer’s digital footprint and a vendor’s ability to track it, understand it and ultimately match needs with findable content that can start a conversation.
As a result, there is a strategic shift from traditional product-based collateral to issue and solution based collateral which directly addresses the prospects in their discovery phase. Experienced and result-oriented marketers usually apply the following strategies in order to pique the interest of buyers in the early stage of brand awareness: