B2B SaaS Marketing Benchmarks | LinkedIn Deep Sales Playbook

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Top B2B SaaS Marketing Benchmarks for your PPC Campaigns

Pay-Per-Click (PPC) is a digital advertising model where advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. PPC is commonly associated with search engines like Google Ads and social media platforms including Facebook Ads. In this model, advertisers bid for ad placement in a search engine’s sponsored links when someone searches for a keyword that is related to their business offering. PPC allows advertisers to target specific audiences and measure the effectiveness of their ads in real-time. PPC advertising is one of the primary tools that B2B marketers use to increase brand awareness, generate leads, and drive conversions. Have you ever carefully strategized and implemented a marketing campaign only to be left wondering, “How will I know if I’ve succeeded?” You’re not alone. Measuring campaign success is an essential first step, but for those numbers to have meaning, you’ve got to compare your data to PPC SaaS marketing benchmarks.

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LinkedIn Releases New B2B Deep Sales Playbook

On February 21, LinkedIn released a new guide titled, Deep Sales: The B2B Sales Playbook to Boost Revenue in 2024. Its conclusions are actionable sales tips, and SaaS Wire readers should take note. ?

The guide breaks sellers into three categories, beginning with Shallow, those who close the fewest deals, then moves on through Average to Deep, the most successful. The researchers wanted to know what differentiates a deep seller from their less revenue-generating colleagues. Working in collaboration with partners from 益普索 , the LinkedIn team identified three distinguishing habits, then correlated?behaviors to each:?

• Deep sellers prioritize high-potential accounts. They identify prospects, research customers, and use sales intelligence tools for maximum effectiveness.?
• Deep sellers identify and build key buyer relationships. They create meaningful connections, establishing numerous contacts, leveraging social networks, and nurturing relationships.?
• Deep sellers cultivate hidden allies and timely intel for relevant outreach. They’re always looking and listening, amassing information from unexpected sources, holding on to it until the moment is right,?and using it to their advantage at pivotal points along their buyers’ journeys. ?

The researchers then took an in-depth look at these habits and behaviors and came up with 10 key takeaways:?

1. Deep sellers beat quotas. When presented with a goal, sellers who use deep sales techniques are 1.9X as likely to exceed it as their shallow selling colleagues are.
2. AI and other cutting-edge?technologies that boost sales efforts are integral to deep selling. Saying, “82% of sellers agree that those who use AI to research prospects and customers will excel in the future and almost all of them (84%) want training on how to best use AI technology,” the report indicates that the best reps are curious and willing to devote time and effort to learn more about the platforms that will improve their success. ?
3. Deep sellers are harnessing the power of AI. 75% of salespeople who exceeded their quota use AI. Only 25% of those who exceeded their quota accomplished it without AI. ?
4. Sales intelligence platforms are key. Where only 15% of shallow sellers use these new platforms to prioritize high-potential accounts, over 60% of deep sellers take advantage of them.?
5. An in-person buyer-seller relationship remains critical to deep sellers. Face-to-face meetings are still important for both B2B sellers and buyers. 87% of sellers and 67% of buyers agree that it's critical to meet in person before a deal is signed. ?
6. Half of buyers maintain long-term relationships with deep sellers. 50% of buyers continued a purchasing relationship with their salesperson. 54% did so, even if it meant changing providers.?
7. Buyers and sellers are optimistic. 76% of sellers and 64% of buyers expect budgets to increase from 1-24% in 2024, despite fluctuating markets.?
8. Industry research matters. The report determined that 62% of deep sellers conducted industry research versus only 20% of shallow sellers, making it a key differentiator. Possessing and demonstrating a clear understanding of their industry is one of the top ways to increase the likelihood of closing a deal, according to buyers. ?
9. Deep sellers create wide networks. 49% initiate 7 or more contacts with purchase influencers within an account. This is a marked contrast to the 18% of shallow sellers who pursue such regular contact. These touches typically encompass both decision-makers and buying committee members. They are particularly important to B2B SaaS professionals, whose sales cycle is characterized by long timeframes and multiple decision-makers. ?
10. Seeking buyer feedback builds trust. 89% of deep sellers reach out to buyers after most interactions, compared to just 53% of shallow sellers. They ask questions and use what they learn to improve their approaches, building each success on the one that came before.?

The LinkedIn report is lengthy and in depth. We’ve given you the highlights, but encourage you to read it in its entirety and invite you to share your thoughts with us. ?

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