Getting the sales-marketing lead funnel back on track

As a marketer, you've been working hard to turn the engagement from your recent marketing campaign into leads. Once your suspects have become prospects who have reached the scoring threshold, you toss them over the wall to your sales team. When your suspects have become prospects who have reached the scoring threshold, you hand them over to your sales team. You've been working hard to turn engagement from your recent marketing campaign into leads.

This is a scenario that illustrates a deep divide between marketing and sales due to misaligned goals, poor communication, and a lack of reliable data. It's indicative of a scenario that can cause a deep rift between the two teams.

So how do you fix the funnel? Let's examine how to do it.

Make use of Buying Group Marketing

Forrester Research reports that 94% of B2B purchasing decisions are made by groups rather than individuals. Traditional Account-Based Marketing (ABM) strategies aren't enough these days. You need more precise targeting.?

Alltake B2B involves continually monitoring sentiment and engagement within target accounts to curate marketing and sales experiences based on that data. This approach involves engaging the key decision-makers inside the accounts.?

While traditional solutions have not been sophisticated enough to reliably identify and engage with buying groups, new technologies are emerging those measure probabilities of conversion for the group. Person-based advertising allows you to capture buyer engagement not only on an individual but also on a group level. This score indicates the potential for outreach. Through platforms such as Salesforce, HubSpot, Marketo, and Outreach, this data can then be operationalized through the funnel and in existing workflows. As a result, marketers can inform sales about the engagement activity of the contacts they care about most.

Collaboration between sales and marketing teams

An Ideal Customer Profile (ICP) helps teams target the right prospects by defining how marketing and sales align. Buying group marketing requires collaboration between sales and marketing throughout the funnel, but aligning the messaging throughout the journey is also vital.

A sales development team can hold warm conversations with the buying group without an MQL. It is important to remember that while buying group engagement should be prioritized, any engagement with marketing efforts is a sign of interest. When a target clicks on your ad, there is interest, so salespeople should be aware of every click.?

Working together at a high level includes:

Aligning on strategy: This volume explores topics such as buying group architecture, personas, personalization, and privacy.

Making your experience relevant: We handcraft buyer experiences to reach prospects as individuals, not types, from awareness to closed deals.

Metrics shared: Marketing and sales metrics should be aligned with each other and with end results.

By fixing the broken sales-marketing funnel, a new way of working will emerge.

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