B2B Marketing Webinar | How to improve results by aligning sales and marketing in B2B companies?
Posted: Tue Dec 03, 2024 8:44 am
Access the summary and recording of the webinar we held on June 6 with CEEI Valencia
B2B Marketing Webinar | How to improve results by aligning sales and marketing in B2B companies?
The value of marketing is defined by sales.
On June 3, together with the European Center for Innovative Companies (CEEI) , we organized a Webinar in which we addressed a topic of vital importance for companies operating in B2B environments: the alignment of Marketing and Sales actions to positively impact the company's results .
Summary
Firstly, we defined some of the characteristics of the algeria whatsapp number data 5 million environment in which B2B companies operate , characterised by a marked tendency towards a hybrid model in which online communication tools are opening up an increasingly pronounced gap. Companies face very mature markets, with strong competition , where the fine line between success and failure is defined by our ability to transmit an attractive value proposition in a multi-channel environment and to an increasingly educated and informed customer. Finally, the importance of deepening customer knowledge and empathising with the buyer was highlighted in order to understand not only their needs but also the risks they assume in their purchasing decision.
But what does it mean to align Marketing and Sales? In short: involving both areas in strategic decisions, establishing common objectives to launch the strategy towards the company's market, exploring formal and informal communication channels and, finally, making commercial and marketing information on both accounts and contacts accessible so that it can be analysed and decisions can be made.
And why align both areas? Fundamentally, to provide a faster and higher-quality response to changes in the environment, the market and the customer that B2B companies face and to impact the bottom line.
Once the environment and the client have been defined, we focus on the marketing strategies that are being implemented today , which are fundamentally demand generation strategies, such as Inbound Marketing . Using this methodology, the target audience and buyer personas are thoroughly studied and a “network” of content is created where they are “educated” and attracted to the company. It is a good strategy that bases its effectiveness on customer knowledge and the generation of high-quality content, but what to do with those target accounts of great economic or reputational value that do not “fall into the company's networks”?
In the second part of the Webinar we describe the fundamental characteristics of an ABM Program (Account Based Marketing) . ABM is a methodology whose main objective is to capture (but also to retain) those accounts that are of strategic importance to a B2B company, developing personalized marketing strategies to meet their needs. ABM is therefore a very attractive methodology for B2B companies that have high-value customers for some of their product or service ranges, with relatively long sales cycles or where the purchase decision is relatively complex . It is in these customer profiles where an ABM strategy can be very efficient.
Finally, in the third part of the session we put the ball back on the playing field and propose a first experience with an ABM program designed for an SME . ABM strategies have already been used for some time in large companies, which, due to the expected returns on investment in certain accounts, are capable of creating specific marketing programs for specific clients and launching personalized messages and value proposals. However, empirical evidence in the case of small companies is currently very limited. With this example we have tried to convey, firstly, that with a good strategy, a large investment is not necessary to make an ABM program viable, but on the other hand, that in order to be able to reach high-value clients, the co-responsibility of other areas of the company, and especially that of the marketing department, in the acquisition of said clients is increasingly necessary.
Through this form you can download the presentation that we used in this session . If you want to learn more about this topic, please contact us . We will be happy to share our experience with you.
B2B Marketing Webinar | How to improve results by aligning sales and marketing in B2B companies?
The value of marketing is defined by sales.
On June 3, together with the European Center for Innovative Companies (CEEI) , we organized a Webinar in which we addressed a topic of vital importance for companies operating in B2B environments: the alignment of Marketing and Sales actions to positively impact the company's results .
Summary
Firstly, we defined some of the characteristics of the algeria whatsapp number data 5 million environment in which B2B companies operate , characterised by a marked tendency towards a hybrid model in which online communication tools are opening up an increasingly pronounced gap. Companies face very mature markets, with strong competition , where the fine line between success and failure is defined by our ability to transmit an attractive value proposition in a multi-channel environment and to an increasingly educated and informed customer. Finally, the importance of deepening customer knowledge and empathising with the buyer was highlighted in order to understand not only their needs but also the risks they assume in their purchasing decision.
But what does it mean to align Marketing and Sales? In short: involving both areas in strategic decisions, establishing common objectives to launch the strategy towards the company's market, exploring formal and informal communication channels and, finally, making commercial and marketing information on both accounts and contacts accessible so that it can be analysed and decisions can be made.
And why align both areas? Fundamentally, to provide a faster and higher-quality response to changes in the environment, the market and the customer that B2B companies face and to impact the bottom line.
Once the environment and the client have been defined, we focus on the marketing strategies that are being implemented today , which are fundamentally demand generation strategies, such as Inbound Marketing . Using this methodology, the target audience and buyer personas are thoroughly studied and a “network” of content is created where they are “educated” and attracted to the company. It is a good strategy that bases its effectiveness on customer knowledge and the generation of high-quality content, but what to do with those target accounts of great economic or reputational value that do not “fall into the company's networks”?
In the second part of the Webinar we describe the fundamental characteristics of an ABM Program (Account Based Marketing) . ABM is a methodology whose main objective is to capture (but also to retain) those accounts that are of strategic importance to a B2B company, developing personalized marketing strategies to meet their needs. ABM is therefore a very attractive methodology for B2B companies that have high-value customers for some of their product or service ranges, with relatively long sales cycles or where the purchase decision is relatively complex . It is in these customer profiles where an ABM strategy can be very efficient.
Finally, in the third part of the session we put the ball back on the playing field and propose a first experience with an ABM program designed for an SME . ABM strategies have already been used for some time in large companies, which, due to the expected returns on investment in certain accounts, are capable of creating specific marketing programs for specific clients and launching personalized messages and value proposals. However, empirical evidence in the case of small companies is currently very limited. With this example we have tried to convey, firstly, that with a good strategy, a large investment is not necessary to make an ABM program viable, but on the other hand, that in order to be able to reach high-value clients, the co-responsibility of other areas of the company, and especially that of the marketing department, in the acquisition of said clients is increasingly necessary.
Through this form you can download the presentation that we used in this session . If you want to learn more about this topic, please contact us . We will be happy to share our experience with you.