Knowing your client: How call metrics can help build B2B relationships

If B2C marketing is a 5K, B2B marketing is more of a marathon.

While you need to be ready and nimble to serve the consumer market, your business audience is likely to bring heavier-duty expectations (and often a six- or seven-figure budget) to the table. In general, business clients want more details about your product and service, are subject to a wider chain of command in decision making, and take longer to make a purchase. Selling to the B2B market often requires the nurturing of a long-term relationship, which makes the ROI on your marketing efforts more difficult to track.

That’s where automated call tracking comes into play, allowing you to employ much more strategy when it comes to your incoming B2B calls. Sophisticated software like CallView360® can segment and help you sort such prospects according to the ones most likely to respond favorably to your product, then form phone-based marketing tactics that will send you such leads.

That process and the extra intelligence it brings ultimately pays off in sales increases.

“Automating many tasks related to demand generation, from content approval to lead scoring and nurturing, has clearly paid huge dividends — saving time and money, imposing discipline and helping to focus marketers and salespeople alike on the most important prospects,” says Gartner Research Director Todd Berkowitz.

Some tips for using automation to maximize B2B sales:

  • Train your sales force to use info gleaned through call tracking — the lead source, demographics, etc. — to fine tune sales pitches to each customer. Enable call takers with both the skills and the insights needed to optimize each interaction. Seventy-one percent of B2B marketers reported leveraging such lead nurturing in a 2014 study by Demand Gen Report.
  • In many cases, the initial B2B call won’t lead to an immediate sale, but take advantage of the opportunity to initiate a relationship by gathering information about the prospect and how far along they are in the sales cycle.
  • Note that B2B sales are typically driven more by rationality, with those in charge seeking efficiency, expertise, evidence and detailed information about how your product or service can help their bottom line. The decision-makers are often ruled by a lengthy chain of command and may ultimately be judged on their purchase decision.
  • Frequently test aspects of your B2B campaign to see which sources are bringing in the most results, then tweak accordingly.
  • Stay in touch with your leads, providing more info as needed so you’re at the top of their minds when they’re ready to buy. Closing the sale may ultimately require an aggressive follow-up strategy.
  • Make sure automation doesn’t replace the personal touch during the sale process. Especially during lengthy sales cycles, clients will likely want a contact within your company who can consistently answer questions.
  • Track the entire sales cycle to continue to measure ROI.

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