Taking the Guesswork Out of Sales & Marketing

Leadspace B2B customer data platform

It’s always that time of year – in sales and marketing we’re always starting a new quarter, ending a new quarter, trying to create demand for the following year or just planning. We always want to start strong and grow better. Let’s assume you start strong. But how do you grow better? How do you outsmart the competition? How do you create sales and marketing systems that help identify the leads that matter? We need to create a system to identify these closeable leads so that sales teams can understand which deals that they can count on for revenue going forward. 

I hosted a webinar where we explored how to up the odds of your marketing and sales campaigns’ success. Closeable revenue is all about the math. Whether that revenue is from demand generation, new opportunities, leads, etc. These days it’s easy (or should be easy) to use systems to determine those opportunities and leads that will convert into closeable business. 

We dove into the 6 steps to increase the odds of building closeable demand and closeable business. It boils down to creating the right profile so you can target the right audience and then building models to understand and categorize which are the right accounts/people to go after. Figuring out which are the best models to identify and categorize leads. Building campaigns using AI to optimize and go after the right kinds of companies and people. Testing the models to identify and evaluate the right results. And finally, do this across both sales and marketing to ensure both teams are fully aligned. So what are the right questions to ask as you go through these steps?

Step #1: Build Better Buyer Profiles – How do you build Buyer Profiles? Do you have a customer data project? Customer Data Platform? How often is it updated? Is it shared across GTM? What’s the breadth of data sources?

Step #2: Target Your Ideal Buyer & TAM – Targeting is easy once you have models. Have you created a model, or is it at least in your head? What are the buying signals that matter? How many lookalikes in the world? Which territory is your next best place?

Step #3: Create Your Buyer Model – Better campaigns are all about “lift” – propensity, persona and intent. How does industry, persona, tech install, engagement or company specialty fit in?

Step #4: Optimize Your Campaigns – Campaign to Buyers and Buying Team combinations by propensity, persona and intent. Do you understand which regions convert with which products or personas?

Step #5: Put Your Buyer Model to the Test – Increase lead flow by removing friction. Are you using A/B testing to formulate GTM campaigns and how much engagement is needed? Are you doing territory and ABM investment tiering based on GTM science?

Step #6: Align Marketing & Sales with Your Buyer Data Platform – Are both sales and marketing aligned together on the same customers and prospects to deliver the outcomes?  Are both teams together leveraging the profiles and funnel optimization techniques to deliver better growth?  Is there an aligned measurement system to track what you manage?

These are the six steps that I use in building scalable and closeable demand. Explore what we found really works and what is delivering today with results for sales and marketing professionals worldwide with respect to each of these 6 steps by watching last month’s webinar, Taking the Guesswork out of Sales & Marketing.

You may also be interested in:

Leadspace customer data platform Arming Your Team for the Future of B2B Marketing

In a recent report, The Future of B2B Marketing, Forrester indicated that B2B marketers are going to need to step up their game to meet marketing’s new challenges. Significant changes in buyer behavior, evolving business models, and technological advances in conjunction with a global pandemic are forcing an evolution in B2B marketing from—changing corporate purpose, […]

Read More
Leadspace Customer data platform, b2b cdp, marketing technology Delivering on the M&A Growth Promise: A CDP Can Help You Beat the Odds

M&A on the rise As a viable growth strategy, there’s often an uptick in M&A after events like the 2008 recession. This looks to be ringing true as the U.S. economy rebounds from COVID-19. M&A activity set records for the first half of 2021 with deal counts up 19% from 2020 (Refinitiv). And things don’t […]

Read More
Leadspace Customer data platform, b2b cdp, marketing technology From Customer Data to Customer Intelligence: The Evolution of the B2B CDP

If you’ve read more than a handful of marketing blogs, you’ve likely come across the phrase “a 360-degree view of the customer.” That’s the ideal for every marketer and sales rep, right? The more you know about your customers, the more likely you are to use your time and effort wisely when engaging those customers. […]

Read More
Leadspace, b2b cdp, better decisions How to Choose a B2B Customer Data Platform. Achieving Actionable Insights with CDP Decisioning.

Over the last few blogs, we have moved through the process of building out and fueling your CDP, but how do you analyze high-volume data to derive and prioritize those most actionable insights to accelerate business outcome and maximize ROI? How do you determine your next best action? Which segments should you focus on? Which […]

Read More
Leadspace Customer data platform, b2b cdp, marketing technology How to Choose a B2B Customer Data Platform. Better Data Sources mean Better Decisions.

As we all know, buying signals come in many shapes and from many sources.  In last week’s blog we discussed how to bring them all together to create buyer profiles at the account, buying center and contact level. Now let’s look at how to practically source all of this data easily while understanding how you can […]

Read More
Looking out large windows on to a city skyline 6 Ways to Make Your Data Analysis More Reliable

In recent years, big data has exploded, and big data analytics are now more accessible and of higher quality than ever before. This has led to a scrambling among business owners to improve their own data collection and analysis. There are a lot of tactics you can implement to improve data quality and achieve greater […]

Read More