How best to use b2b data?
Business-to-Business data (B2B data) is referred to as any sort of information related to other businesses. It's the array or database of the individual contacts with a collection of data points that can be better for numerous marketing activities and various sales.
These marketing activities include a broad spectrum of events like creating an Ideal Customer Profile (ICP), outbound sales, demand generation, lead generation, analytics, and more. Let’s have a glance at multiple ways that you can use to bring awareness to your business and implement those people for promoting sales.
Demand generation is the topmost data-driven marketing strategy, whether you want your company to be more popular among business niches you target or you’re trying to stand out at higher ranks in a crowded market, by raising awareness and building interest among people for what you are offering.
In this regard, B2B data assists you in providing vital information where your goal isn’t just driving sales but also to build trust, position your brand, and authority in your operating area.
It is important to understand who your target audience is and to have them consider you as the only solution for the potential pain points that they are experiencing. Over time, you want more audiences to be continuously engaged in your content, you can use multiple ways such as guides, running email campaigns, creating blogs, utilising social media, SEO, etc. All these modalities can engage your audience while educating, thus resulting in more of your audience becoming attracted to your offerings.
Once the demand generation has built trust and raised proper awareness among people, a lead generation strategy would make them take actionable steps involving them to provide their contact details. Here, the sales and marketing teams work side by side. Utilising b2b data here puts you in a great lead generation position due to its highly targeted nature, allowing you to segment and place distinct messaging and calls to action to certain parts of each audience.
Lead routing and Lead scoring
Lead routing is a method for ensuring that leads are routed to the appropriate salespeople. In lead routing, you can use your B2B data, as it will determine how leads will be classified depending on certain factors such as, the location of the lead, source, and readiness to purchase, etc.
Lead scoring is used by the marketing and sales teams to determine the sales readiness of a lead. It involves the identification of those B2B data points which make a sales-ready lead and then assigning value to each data point, hence giving you a net score for each lead. To not miss any opportunity, lead scoring helps you to prioritise which leads should be focused on for increasing the chance of converting them to sales.
Nurturing the Pipeline
Data insights help to confirm the lead nurturing, marketing and sales strategies. Many software programs offer substantial sales funnel data points for the nurturing pipeline.
It also helps to identify potential bottlenecks of your organisation that need more effort and focus.
Lead scoring will cover different data types, but for measuring and optimising sales and marketing strategies B2B analytics would be the game-changer. Each step of a customer visiting a website or engaging with the sales team can be analysed carefully.
It will provide valuable insights such as the source of the traffic to the website, activities, and information captured from the website can then be used to make future campaigns more effective.
Account-Based Marketing (ABM)
Account-based marketing is a strategy for focusing the attention of the sales and marketing team on one or a handful of high-value accounts. By identifying all accounts that are hurdles for a sale, you can strategically target each key stakeholder in a personalised way. Working with ABM strategy, the chances of success are enhanced.
B2B data is effective in the promotion of any business through demand generation, implementation of lead generation, lead routing and lead scoring. All these can assess nurturing pipelines of your business by data analytics, and then applying account-based marketing strategy to look for any of the needed amendments.
For more information about how b2b data can help you market and sell your products or services more effectively, feel free to drop us a line www.rdmarketing.co.uk/contact