B2B marketing and company promotion strategies inevitably transform in line with the market and economic situation.
Sergey Sukhoplyuev, head of the Traffic Completo unit , spoke about how new trends will change the approach to lead generation.
Marketing and sales in B2B are not a one-time deal, but a long-term partnership
Given these inputs, we recommend that marketers and business purchasing directors email lists owners first take into account the following trends:
- Lengthening the B2B deal cycle . It will increase due to the emergence of new channels, activities and offers. It is important for businesses to track the current deal cycle in order to make decisions about additional traffic channels based on numbers, not assumptions;
- increasing content personalization : the more precise your message and the clearer the message for the target audience, the higher the conversion to a deal;
- Building customer value : Maintain contacts for repeat business and increase customer LTV. Initial sales do not pay off marketing investments: as Completo’s experience shows, positive unit economics are achieved through repeat sales and building long-term mutually beneficial relationships with customers.
Trend 1: Head-on sales don’t work anymore
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The market is overcrowded, so aggressive selling is a thing of the past.
The main thing today is to build relationships and create who is google gemini ai useful for? value for the client, and not just offer services.
To get a contract in B2B, work with hot demand and warm up the target audience .
To do this:
- create useful materials , infographics, lead magnets, conduct webinars – they generate traffic and leads, which, with proper warming up, are converted into deals;For example, most of Completo’s leads come through useful materials, checklists, and research;
- personalize offers for each segment of your target audience;
- Segment creatives and landing pages to increase conversion.
For example, for one of our Clients, a building materials plant, we reduced gambling data the SRO by 3 times and increased sales by 20 times using context.
How and what exactly was done for this is described in the case study .
Important : the trend of warming up the audience and its segmentation (and even hypersegmentation) will continue to work for you, allowing you to get leads in B2B inexpensively. Of course, if you use it correctly.
Trend 2: Lengthening the deal cycle
The time from the first contact with a potential client to signing a contract is constantly increasing.
This happens because the decision maker in B2B is a group of people, where each participant may have their own goals and objectives in relation to your product or service.
In some areas and business niches, the path to a deal can take six months or more. Therefore, it is important to correctly assess the situation in your case and work with this indicator.
Keep in mind that marketing does not close the deal, but prepares the client for interaction with the sales department. At the same time, the deal itself may not happen the first time.