Our next LinkedIn Live event is… well… live on Monday 23rd May at 12.30pm. Given the huge number of requests after the last session, we have focused on outbound sales.
Specifically how outbound sales is evolving to respond to both a changing buyer demographic and a changing environment.
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The sales and marketing environment looks very different today to three or four years ago.
Enterprise buyers are 57% of the way through the buying cycle before contacting a vendor with only 19% spent with all vendors combined.
Gartner
This combined with more stakeholders to nurture across more channels means change is a must. In turn, this has created an even greater need for more sales and marketing alignment. It has become a key topic as a result.
Creating joined up buying experiences that deliver in advance of first contact and right through to renewal increases and accelerates pipeline all while reducing churn.
Join us on 31st March at 11.30am BST to hear more on addressing sales and marketing alignment today. Attend here.
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One of the biggest inputs in my planning is what I think is changing/more prevalent in upcoming years. The trends that are going to accelerate and change the industry we know.
I thought some of you would like to see my notes specific to B2B Sales and Marketing for 2022 and beyond.
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Modern marketing programmes are built on data...But how well do you know your data?
Knowing which data you need – and more importantly when to invest in it is critical to sales and marketing today. Investing too early can mean that it is stale by the time you need it – investing too late and it will sit there unused.
Understanding your data is key and here are 3 questions you should be asking yourself about your data.
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There has always been a certain learning curve to implementing account based marketing. We typically work closely with our clients implementing it as a result.
The journey takes one of two routes – either targeting a small group of known accounts or a much larger group of unknown ones. Either makes sense depending on your marketing goals.
The next step always seems to happen though: the way marketers think about their market. The increased insight that comes from delivering an ABM programme leads to insight across campaigns and an increased understanding of the different segments.
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Account Based Marketing, or ABM, continues to be adopted by companies seeking to gain a step change in their marketing efforts.
But it is not for everyone. It remains a strategy for B2B companies selling to enterprises. Last week, I sat down with James Rostance, Presenter of The 414 and the UK’s No.1 B2B Marketing podcast, to discuss the state of play for ABM in 2021.
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The phrase Emotional Intelligence (EQ) first appeared back in 1964. But it was Daniel Goleman who made the phrase famous when he released his book Emotional Intelligence in 1995.
Goleman says that emotional intelligence was as important as IQ for success. This included the academic, professional, social, and interpersonal parts of life.
At work today, it is especially important. At Radiate B2B, we regularly discuss alignment between sales and marketing. It is one of the key foundations of a successful account based marketing programme. I would argue that sales and marketing leadership today need to have a high EQ to succeed.
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When we started to pull this series together, we wanted to understand the individual. Specifically, how people consume, engage and buy from companies. The foundations that underpin marketing best practice. And yet, put a group of people together and suddenly the dynamics change.
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Today, it is difficult to stand out due to amount of noise in the market. Becoming a leader in your particular niche, whether that is on behalf of a company or as an individual, is critical to building success and creating influence.
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This week we are launching Think Human. It seeks to guide you across multiple episodes on a series of different aspects of psychology and marketing you can adapt to suit the world we are in today.
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