Marketing Needs to Accelerate Profitability
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What’s the bottom line in determining qualified marketing leads and creating experiences? Aligning marketing and sales.
To go into recession or not? Economic indicators are everywhere, but one thing is clear: SaaS investors are very focused on profitability. As a result, the team has shifted priorities from growing at all costs to converting qualified leads and adding value to existing customers.
Good news? The pandemic and the digital transformation that has accompanied it have prepared us for this moment. As marketers, we have the tools and data to understand the customer journey like never before. Today, the most important thing is the alignment of sales and marketing. According to his recent SugarCRM survey, 63% of his sales and marketing leaders agree that team mismatches are hindering growth. And disturbingly, more than a quarter of his Marketing Qualified Leads (MQLs) have not received a follow-up from sales.
What’s going on here, and how can marketing help? Identifying the points at which prospects are most likely to convert is the key to surviving and thriving in a profitability-obsessed downturn. It can be a trick.
There are three ways to help your marketing team maximize sales and maximize revenue:
Quickly Convert Interested Prospects to Leads
You have created the perfect campaign. What attracts qualified prospects to binge on your content. You’ve established your first contacts, but your job as a marketer isn’t over yet. With a focus on automation and efficiency, the power of human connection is paramount.
These interested prospects are 7x more likely to convert if they reply within an hour. But only 37% of companies responded so quickly. Most of these leads are lost in the shuffle due to lack of ownership. Marketers can accelerate the last mile of lead conversion by getting the right prospect to the right sales rep at the right time. Skip the unnecessary steps of automated email her cadence by using technology like scheduling automation to get qualified prospects in touch with the right sales team her member more quickly.
Related article: Are the days of Salesforce marketing qualified leads over?
Screen leads more thoroughly before routing them
In the same SugarCRM study referenced above, more than half of sales leads were either not fully qualified or considered poorly qualified. The prospect who fills out the form and receives the ebook may differ from the MQL. However, many marketing teams treat all prospects who establish some kind of contact the same. The result is unnecessary frustration and wasted time for both your prospects and your sales team.
Taking the time to pre-qualify your leads is an important step. For example, many companies have multiple product lines or features that are of interest to prospective customers. You’re probably losing leads when they sign up for a typical demo meeting. Direct prospects to the right sales rep with the right knowledge for their needs by asking them simple qualifying questions.
Enhance your CTA
Emails with a single prominent call to action (CTA) are 300 times more likely to be clicked than multiple CTAs. Is your campaign too hopeless or vague? If you’re using CTAs like “learn more”, you may be missing out on a key conversion opportunity.
For prospects in the early stages of their journey, further segment your database to receive content as CTAs that are most relevant to their next steps. A meeting may be more appropriate for those approaching a purchase.
Either way, it’s important to cross-reference campaign data in your CRM to understand if your CTAs are leading to conversions. If not, it could be as simple as sending the wrong offer at the wrong time or sending too many offers at once.
Related article: Drive business growth with customer relationship management
The bottom line: alignment between sales and marketing is key
Underlying all of these recommendations is alignment between sales and marketing. If those teams aren’t aligned on ideal customer profiles (ICPs), key verticals, and other key lead-scoring metrics, they’ve got a long way to go.
First make strategic alignments on what constitutes a qualified lead, then optimize your technology stack to understand where these leads are in their journey.
From there, it’s important that your sales team owns these prospects, understands their pain points, and seamlessly translates them into customer success so they can ensure they become happy customers. is.
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