It’s 2018 – and sales people are struggling
According to Forrester’s 2017 B2B research, 89% of first sales calls fail to convert to a successful next step, whilst 88% of salespeople say they don’t have enough lead data when they make a call. Further confirming the issue is research from the same year by CSO Insights which noted that nearly half (45%) of companies report that their sales reps need help figuring out which accounts to prioritize.
Sales and Marketing misalignment costs 10% in lost revenue per year for B2B companies, according to IDC.
Whilst these stats confirm what we’ve always known about Sales-Marketing misalignment – what they fundamentally point to is lost revenue. IDC Research estimates that B2B companies’ inability to align sales and marketing teams around the right processes and technologies costs 10% or more of revenue per year.
Lead scoring alone is not helpful
Have you ever witnessed a lead come across your desk with a high lead score? Have you ever been confused about what a prospect is specifically interested in after they visited your blog, viewed a couple case studies and perhaps watched a video?
It’s embarrassing making that phone call because you have no clue what to say. It’s even more frightening knowing marketing teams are executing their plans based on the same information.
One of the biggest trends in B2B marketing is lead scoring. The problem with grading and scoring is it’s based on behavioral data. Behavioral analytics tell you WHAT is happening but they don’t tell you WHY it is happening. In order to have a useful Sales lead that will convert, you need to have both.
You need to know why prospects are engaged
In the B2B space, it’s not uncommon for a company to have 4, or 5 pieces of content driving more than half of their total engagement.
Why do you think so many in the B2B space have trouble creating engaging content; whether it’s blog content or content that resides in their resources section on their website?
From the conversations we have on a daily basis with B2B and Financial Services organizations, we see that very few have a granular understanding of which content topics are saturated and what topics deserve more attention. This means that when an engaged lead appears they have no idea why they are so engaged.
Figure out the WHY with Demand Orchestration
To figure out the why, you need to figure out what prospects are interested in. To do this manually, you’d have to look for synergies between writing about certain topics and the conversions that will come (demo requests, news letter sign-ups, and case study downloads).
Demand Orchestration solves this automatically by understanding the topics in your content and showing you topic interaction data so you can understand WHY a particular piece of content is yielding such high engagement and also create a repeatable process.
The result is that as well as a lead score you can use Demand Orchestration to provide you with prospect and client interest data, based on the content they’ve read on your site. The result is when Marketing hands over an engaged lead, each salesperson will now know what to say – as they will have the prospect’s interests to hand as well.
In 2018, let’s make unproductive and failed Sales calls a thing of the past: reclaim the 10% of lost revenue that is happening in your organization, today.