B2B Demand Generation & Sales Enablement are the lifeblood of any organization, but there’s always room to optimize processes to help your organization work more efficiently, cost-effectively and profitably. For example, it can be costly to keep up-to-date information on all of your stakeholders, prospects and customers. Luckily, some tools can help. From CRM systems to AI-based lead generation software, these tools will optimize how you conduct B2B Demand Generation & Sales Enablement today.
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Select the Right Business Objectives
When you’re looking to improve your demand generation and sales enablement, it’s important to first select the right business objectives. These objectives should be specific, measurable, attainable, relevant, and time-bound (SMART). Once you have your objectives in place, you can start working on strategies to achieve them. To increase the volume of qualified leads, consider refining how you qualify prospects. For example, qualifying prospects based on their job title may give you better results than qualifications based on geography or industry vertical.
If a prospect qualifies for your target market but is not currently at a point where they are ready to buy now, consider sending them email newsletters with valuable content that will help educate them about your product or service offerings. You could also work with one of their consultants to develop an automated drip campaign that will prompt prospects when they’re ready to buy from you – rather than spending money trying to get people who aren’t currently qualified into the funnel.
Set Up a Feedback Mechanism
To set up an effective feedback mechanism, you need to first identify what your company’s goals are. Once you know what you’re trying to achieve, you can start setting up a system to track progress and solicit feedback. By asking customers and employees how they feel about your company’s products or services, you can get valuable insights that can help improve your business. Additionally, setting up a regular meeting schedule will ensure that everyone is on the same page and working towards the same goal. Once per month would be a good place to start for smaller businesses, but larger companies may want to consider more frequent meetings (or hold multiple meetings at once). You also want to make sure that every member of your team understands their role in improving customer experience.
The best way to avoid any potential disconnects is by making sure that all teams are aligned with the company’s strategy. If each department knows its responsibilities, then it will be easier for them to understand what other departments need from them for the entire process to work smoothly. This doesn’t just apply when interacting with customers- make sure your employees have a clear understanding of how they should interact with one another as well Also read marketing automation.
Discover and Prioritize Target Accounts
To be successful in today’s market, businesses must discover and prioritize target accounts. The first step is identifying your ideal customer profile (ICP). Once you have identified your ICP, you can then begin to look for companies that match that criteria. The next step is to prioritize those accounts. To do this, you need to consider factors such as company size, industry, and location. After you have prioritized your accounts, you can then start working on your demand generation and sales enablement strategies. Some of the things you will want to think about are: how often will they contact each account? Who should be assigned the account? What information should they gather? How much time will they spend on the account? What tools will they use during their interactions with each account?
Review Current Key Performance Indicators (KPIs)
To accurately assess the effectiveness of your current demand generation and sales enablement programs, you must first review your key performance indicators (KPIs). Doing so will help you understand what’s working well and where there is room for improvement. Here are some important KPIs to consider:
- Number of new leads generated
- Lead conversion rate
- Sales cycle length -Account penetration rates
- Dwell time on the website -Number of times the lead has been contacted
- Average cost per sale
Determine Key Account Profile
To streamline and optimize your optimize B2B Demand Generation and sales enablement efforts, you must first determine your key account profile. This will help you focus your time and resources on the accounts that are most likely to generate revenue. To do this, consider the following factors:
- The size of the company
- The industry they’re in -Their annual revenues or budget for a particular category -Their current or potential need for a solution (usually identified by problem interviews)
- The stage in their buying process at which they currently find themselves
- Their purchasing decision maker(s)
- Whether or not they’ve bought from you before and if so, how much money have they spent with you over the past 12 months?
- Have other vendors tried to sell them something similar?
Measure Leads, Not Conversions or Opportunities
The first step in any optimization process is measurement. You need to understand what you’re currently doing, so you can identify what’s working and what isn’t. In the world of demand generation and sales enablement, that means measuring leads, not conversions or opportunities. Many marketing and sales teams focus on a lead score, which includes several attributes like quality (interest level), activity (engagement with content), length (length of time spent on site) and more. A lower score might indicate an unqualified lead who has little chance of a conversion.
A higher score may indicate a qualified lead who needs to be nurtured before they are ready for a conversion event like a demo or presentation. Either way, having access to these scores provides critical insight into how your organization is engaging prospects at each stage of the funnel and whether you should be focusing your efforts on generating more leads from specific channels or nurturing those leads who have come through them already.