How to win more business from Marketing?

It takes around 8 - 12 touch points before you make a sale in B2B. (Hubspot)??

Making a sale is becoming more complex now than it was few years ago. ?

We assume the customer buying journey is linear and plan our marketing campaigns and programs to reach the audience. Here is how most of the marketing campaigns go?

• Customer always starts at Prospecting?(TOFU)?
• They move to consider (MOFU) since they consumed all content in TOFU?
• Customer is ready to purchase (BOFU) as they engaged in TOFU+MOFU?

Audiences in the campaigns are moved across the different stages based on the actions they take and get served different campaign contents. ?

If it is a larger organization with multiple products/ solutions this journey is complicated as customers are looking at multiple products or solutions?

Traditional models look at 1-2 people in the entire buying journey. Customer journeys are more complex now as you can see from the illustration. There are multiple people involved in each stage and the customer is moving between different stages as they progress. ?

How can marketing teams target customers? Here are 7 steps that can?help you?

1. Talk to your sales teams to map customers with their solutions sales stage and contacts required to make a sale?

1. Map your contacts and content based on the customer's readiness to purchase?

1. Look at the last 6 months purchase and map your marketing interactions with the customers. ?

1. Each organization and customer will be different, you need to find what best suites your organization ?

1. Leverage on the intent data is your organization has access?

1. Look at event/ webinar attendance rate and number of people attending?

1. Did they download product trials or eBook's or visited your support website?

1. If you see the increase in all the activities, this is the best time to sit with your sales teams to plan next steps?

1. Do you see a sudden drop in the engagements, this is a sure sign they are looking at your competitor. Get your sales teams to talk to customers immediately. ?

Move your conversations beyond MQL with your sales teams. No organization achieves their business goals by chasing “MQL”. ?

Do you have any other suggestions to improve this process? Add it in the comments. ?