Embracing change in B2B is not just necessary; it’s a strategic imperative. So, how can we effectively approach and accept change and discern between positive and negative changes?
Before we can effect positive change, we need to realign our go-to-market team with what success looks like.
Herein lies the actual challenge: redefining what we measure as success. However, it’s not impossible. By shifting our focus from traditional lead generation metrics to fostering positive sales conversations or discovery calls, we can significantly impact our actions and results.
The Challenge of Letting Go of Lead Gen
For many B2B marketers, the decline in lead generation often triggers a fallback to familiar, outdated methods. This reluctance to adopt new technologies and approaches stems from a deep-seated need to deliver immediate outcomes. The pressure to show quick results can be overwhelming, pushing marketers to stick with what has worked in the past, even if those methods are no longer as effective.
Old strategies offer a sense of comfort and predictability. Marketers may feel secure in their established processes, knowing that these methods have historically delivered a steady stream of leads. However, in today’s buyer-led landscape, these traditional inbound approaches can quickly become obsolete.
While generating a high volume of leads might seem impressive at first glance, it often falls short in terms of quality and conversion potential. Many of these leads may not be genuinely interested in your product or service, leading to wasted time and resources in follow-up efforts.
Embracing New Pipeline-Driven Metrics
To drive meaningful results, we must recalibrate our success metrics. Instead of fixating on the sheer number of leads, which provides an incomplete picture of effectiveness, we should prioritize positive sales conversations.
Positive sales conversations are a more accurate indicator of genuine interest and potential for conversion. These interactions signify that prospects are not only aware of your offerings but are also willing to engage in meaningful discussions about how your solutions can meet their needs.
By prioritizing these conversations, go-to-market teams can:
- Identify High-Quality Accounts: Focusing on accounts that are ready to engage in detailed discussions helps in identifying those with a higher likelihood of conversion
- Build Stronger Relationships: Positive conversations foster trust and rapport, laying the foundation for long-term customer relationships
- Improve Sales Efficiency: Sales teams can concentrate their efforts on leads that have a higher probability of closing, thus improving overall efficiency and effectiveness
How to Enact Change
Prioritize Account Engagement
A critical component of shifting to pipeline-driven metrics involves building and measuring account engagement on your site. By understanding how potential customers interact with your content, you can tailor your approach to meet their needs and foster genuine interest. This, in turn, creates a foundation for more effective and meaningful sales conversations.
Collaboration is Key
Success in this new paradigm requires close collaboration with your sales counterparts, especially Sales Development Representatives (SDRs) and Business Development Representatives (BDRs). Their outreach to engaged accounts can be a powerful driver of outcomes. When marketing and sales teams work in unison, the transition from old methods to new strategies becomes smoother and more impactful.
Choose The Simplest Approach
For B2B marketers looking to implement this change, the simplest approach is to focus on facilitating positive conversations with the sales team. Whether you refer to them as Sales Qualified Leads (SQLs) or simply Discovery Calls, the key is to move one step deeper into the sales funnel. This focus not only helps in refining your activities but also ensures that your efforts yield the most significant impact.
The Effect of New Success Metrics
By changing what we measure as success, we can significantly alter the actions we take to achieve results. Positive sales conversations are more than just an indicator of interest—they are the building blocks of long-term relationships and sustained business growth. Engaged accounts lead to productive, two-way conversations that ultimately drive success in the B2B arena.
Shifting our focus from traditional lead generation to fostering positive sales conversations can transform our approach to B2B marketing. By embracing new metrics of success, building account engagement, and collaborating closely with sales teams, we can drive meaningful and impactful results. Letting go of the old and welcoming the new is the key to thriving in today’s dynamic market landscape.
Are you looking for some guidance as you embrace change? Contact us to schedule a go-to-market consultation with one of our B2B experts today.
