In the Pipeline Issue #9
Hi there! ??
Welcome to issue?#9?of?In the Pipeline from Swivel.?We are a team of B2B marketers with a proven Growth System? framework. We're happy to share what's worked for us—and what hasn't—in the B2B marketing and sales enablement space.
Top 5 tips for your B2B website:
1. Use the word "you" more than "I" or "we".
Your website should be buyer-centric. This means you need to speak directly to your ideal customer and what THEY care about instead of making it all about you.
2. Make it easy to take action.
If your visitors have to hunt down a button to contact you, you're going to lose most of them. Put a "Schedule Meeting" button in your top navigation so they always have easy access to start a conversation.
3. Build pathways based on buyer attributes, not on your company or product structure.
It's tempting to divide up your website by products or features, but your buyers may not think about your solution in these terms. Instead, they may resonate more with pathways based on their title/job function, or where they are in their buying journey.
4. If you want leads, don't make your website a brochure.
A lead generating website needs prominently featured gated downloads and compelling reasons for prospects to give you their email address. Without these elements, your website is just a brochure they'll look at and leave.
5. Flaunt your social proof.
Logos, testimonials, and stats lend credibility to your solution and help prospects trust that they're in the right place. Make sure it's obvious and placed throughout your website.
Something we love to see:
More people are embracing the need for strong alignment between marketing and sales.?
You know that as a sales-first partner, we're all about collaboration between these two departments.
Having alignment keeps the company moving in the right direction.
Your differentiation strengthens, increasing topline and margins.
Sales reps increase ROI and onboard quicker, and culture improves.
领英推荐
That's why we were excited to see Gartner for Sales Leaders carry this banner too with their guide on integrating sales and marketing to drive demand—check it out.
An sales enablement tip:
"Defrosting leads" shouldn't be a part of your sales reps' job description.
You'll see greater success when your team knows who's in market for your solution and what interest they've shown so far.
For that, you need dashboards and real-time alerts.
Dashboards should tell your reps who their "best bets" are through lead scoring based on persona and actions taken.
Real-time alerts should be set up to trigger when leads take action so your reps can follow up with them within 15 minutes (yes, you read that right)!
Which of these can you implement today to get your sales team talking to more of the right people at the right time?
A success story:
We recently helped local construction company Conger Construction build $143M in pipeline—and we're really proud of it.
In a partnership with their sales and marketing leaders, we were able to position Conger as an authority in the sports & rec space by leveraging Swivel's Growth System??.
You can read the full case study?here.
That's all for now! Watch out for us next month.
The Swivel Team
Powered by Swivel, a sales-first marketing partner for mid-size B2B companies.?