Decision making at big B2B companies is often skewed by anecdote and myth: A worried report from the most vocal salesperson about a competitor’s latest move; a customer complaint that happened to be fielded by a senior executive. The flow of one-off stories often has outsized influence on how senior managers shape the firm’s interaction with customers.
Best in B2B Growth – Week of 9.19.2016
In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a diverse set of articles about the future of B2B marketing, using data to increase your sales, and the value of adding Snapchat to your marketing repertoire.
Enjoy your week,
Curated content – summary
- This Week in Content Marketing: 2017 Content Marketing Predictions by Joe Pulizzi via Content Marketing Institute
- Run B2B Sales on Data, Not Hunches by Rob Markey via Harvard Business Review
- Go to Market Plan SaaS Distribution Models by Peter Buscemi via Four Quadrant
- B2B Marketers, It’s Time to Add Snapchat to Your Repertoire by Renee Yeager via Entrepreneur
- 5 Ways to Boost Repeat Sales By Gaining Customer Loyalty by AJ Agrawal via LeadCrunch
Curated content – detailed
This Week in Content Marketing: 2017 Content Marketing Predictions by Joe Pulizzi via Content Marketing Institute
In this very special episode of #ThisOldMarketing, Robert and I make our content marketing predictions for 2017. We won’t give out any spoilers here in the abstract; but we can tell you that we each share three very special predictions — all of which are sure to actually come true. We wrap up our show with an example of the week from Loot Crate.
Run B2B Sales on Data, Not Hunches by Rob Markey via Harvard Business Review
Go to Market Plan SaaS Distrubtion Models by Peter Buscemi via Four Quadrant
Go to Market Plan SaaS Distribution Models highlights the importance of the appropriate distribution model.
Regardless of whether a company sells a SaaS or On-Premise solution, the goal is the same: maximize revenue and minimize the cost of acquiring customers. SaaS is about 30% of application spend today as noted byIDC, Worldwide Enterprise Application Spend by SaaS and On-Premise, 2013-2018. The study also notes that the 2013-2018 CAGR for SaaS is 17.6% while On-Premise is 2.8% per year. Further, IDC expects that 50% of 2016 CRM sales are SaaS, and will escalate to almost two-thirds by 2018. In short, B2B marketers need to recognize this and build and execute a go to market plan for SaaS B2B companies differently than they did for on-premise enterprise applications.
B2B Marketers, It’s Time to Add Snaphat to Your Repertoire by Renee Yeager via Entrepreneur
We all have that friend who was wild in their younger days. The one who would show up to the party, do some crazy things, then disappear without a trace — and without the memory of the craziness they had wrought. Amazingly, that friend grew up, matured, started realizing their potential and understanding their purpose. They’re still fun, but in a more attractive way, and suddenly they’re more popular than ever.
That friend, of course, is Snapchat.
5 Ways to Boost Repeat Sales By Gaining Customer Loyalty by AJ Agrawal via LeadCrunch
Customer loyalty is critical to your business. That’s because it guarantees you repeat sales going forward and a steady flow of income. But generating repeat sales through customer loyalty is a challenge. You need to learn how to create customer loyalty if you want to enjoy its benefits.
How important is customer loyalty to a prospect? It’s critical. In fact, 83% of customers believe that loyalty programs make them more likely to do business with companies. This blog post gives you several ways to generate the kind of loyalty that assures repeat sales.
Enjoy your week!