To attract prospects interested in your products and/or services, you must be clear about their characteristics, needs, how they search for you and how to help them.
Buyer profile
While in B2C marketing we are targeting an individual buyer, in B2B we china phone number data need to look at it on two levels: as an organization and the people we are interested in in terms of their position in the company. In other words, we need to know who the decision makers are and how their acquisition processes work .
Buyer personas are semi-fictional representations of your ideal customers. In addition to collecting demographic data (age, family, job, etc.), it is important to understand their behavior, challenges, and motivations.
The more you understand your buyer persona, the more empathy you can generate to understand how to help them and open the conversation.
Shopping tour
In an inbound marketing strategy for b2b , it is very important to know the purchasing process of our buyer persona. It is the path that a user takes from discovering a need or problem, researching possible solutions, until finally deciding that we are the best option.
Having a clear understanding of your prospects' buyer journey will also be useful in content creation, lead tracking, sales, and any process related to attracting and retaining customers.
Company Features
If we go one step back, before finding our buyer persona, we must focus on prospecting at the organizational level. To do this, you can use a fit matrix, where you determine certain fundamental characteristics that a company must meet; these are key aspects within an Inbound Marketing strategy for B2B.
This way, you can discern between a good fit, maybe fit, or bad fit prospect, and decide if they are worth investing your time and effort into. Some may not be a good fit at first, but that doesn't mean you should dismiss them.
3. It is necessary to optimize the commercial process
The sales process always depends on the product and/or service you offer. Therefore, the goal of B2B inbound marketing is not to pressure the prospect into buying, but to establish a structured process in which marketing and sales accompany the prospect until they are ready to buy.
In other words, the conversion funnel for leads, MQLs and SQLs should be a mirror of your sales pipeline. To avoid sending commercial messages to a lead who is barely in the discovery phase of their need, for example.
In this sense, we will classify them in this way:
MQL (Marketing Qualified Lead): These are leads that are in the intermediate phase or MOFU (Middle of The Funnel) of the sales cycle, because they have already shown interest in our content on several occasions.
SQL (Sales Qualified Lead): These are leads that have already advanced to the BOFU (Bottom of the Funnel) phase and are ready to make a purchase.
The key to improving sales effectiveness is to give sales teams the most qualified and likely-to-buy prospects, thereby speeding up the sales process time.
Automate your actions with the help of a CRM
In marketing, there are many repetitive tasks such as sending emails month after month or reporting results. Having a CRM (customer relationship management software) will help you automate multiple actions to follow up with your prospects and create an optimal communication flow between marketing and sales .
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