Almost every CEO wants their marketing team to work as the growth engine for their business by boosting revenue. Since marketing with the right content creates brand awareness and recall, attracts leads, and influences decision-makers, the expectations are apparent.
However, B2B buyers are focused on scrutinizing every brand before buying any service and are present on all channels to do their research. Also, the buying cycle is very long than B2C, and since it’s not feasible to wait till the process ends, marketers concentrate on top-funnel metrics like traffic, reach, downloads, views, etc. Although these factors don’t relate to revenue conversion, and so bottom-funnel metrics like conversion time, MQL conversion rate, subscriptions, etc., matter a lot!
So, here are the ways to bridge this gap and make top-funnel metrics impact bottom-funnel metrics to amplify revenue –
1. Concentrating on complete funnel -
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Know that at different stages needs of potential customers change.
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Customize the marketing communication to hit the right spot or close to it.
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It is vital to ensure that relevancy is maintained for the complete cycle.
2. Measuring success on the same parameters
Success measures for marketing and sales are different, but to make a campaign a hit and avoid future conflicts, both teams must be on the same page about the definition of success.
3. Investing in the suitable models
Investing in the aptest sources is efficient – those are efficient in terms of cost, speed, and ROI. Knowing which models help and investing in them proves beneficial in the long run.
4. Experimenting in the efforts
Change is the only constant, and who knows it better than marketers? Every few years, the strategies that work, change, and it becomes imperative to keep up with the updates else the efforts go in vain.
Businesses can see what works for them over their journey and implement these four practices to increase the lead flow to the B2B sales pipeline.
Read more - Eliminating the factors that hamper lead conversion into revenues
