We have been fortunate to have lot of success in Vainu when it comes to sales prospecting, thanks to our own prospecting platform. Our B2B sales teams are able to identify the right prospects at the right time and significantly increase conversion rates.
In marketing, we have always used a ”must have” tech stack that every aspiring unicorn should have at this level. As marketing and sales are driving towards shared goals, one might ask: How could we use our own data to drive marketing efforts?
Marketing today is about data and that is what we have. Also, we gather data in a structured way so we can identify micro-segments in B2B. What we mean by this is that we not only know what kind of prospects they are, but we can also predict what is most likely going to happen in those companies.
A mantra to live by: B2B is H2H, human to human.
While marketing automation tools are incredibly useful, it is always crucial to keep the human element intact. There is a mantra that B2B is H2H (human to human). That is why you need to treat marketing to businesses like marketing to humans. The more relevant you can be and the better you can talk about things that matter to your leads — the actual people in businesses who stand to benefit by using your product — the higher conversion rates you’ll have in B2B marketing.
And the more data you have about the companies in which your B2B leads work at, the better chance you have of connecting with them, building a relationship and really identifying their challenges and delivering solutions to those.
The future of B2B can be predicted by looking at where B2C was a few years ago.
Lot of things that are done in B2B marketing seem similar to B2C marketing activities — and they really are. The future of B2B is what B2C was a few years ago. When you have the data, it’s just a matter of extracting it and using it to your advantage in prospecting. It really becomes a matter of letting the data show you where to go.