B2B Marketing Strategies Decomposing the Lag

B2B Marketing Strategies

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Effective Marketing Strategies!

Effective Marketing Strategies It is possible to shorten the lag but doing so requires a thorough understanding of:

The specific business problem 1

The customer buying process 2

The value drivers that resonate with the different personas in the buying process 3

Relevant and meaningful content for each persona aligned to the buying process 4

The sales process 5

Decomposing the tactics underneath the

marketing process reveals

Creating the Lead (via the specific demand creation vehicle) and

converting to a Marketing Qualified Lead (MQL) requires approximately 30 days. This

assumes demand creation vehicles (web forms, syndication, events,

emails, webinars, etc.) will generate leads over a period of

time greater than one day. In addition, the lead needs to be

entered into the marketing automation system, appended

(automatically or manually), scored and routed.

Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag

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Decomposing the tactics underneath the

marketing process reveals

Converting the MQL to a Sales Qualified Lead (SQL) is assumed to

also take 30 days on average. Here, the hand-off between the demand creation and demand

management teams takes place. The Sales Development Rep (SDR

or Business Development Rep (BDR) receives the hand-off via the marketing automation system and confirms that the MQL criteria has

been met.

Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag

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Decomposing the tactics underneath the

marketing process reveals

Converting an SQL to a QSO. Over the next 30 days, the SDR

will engage in a multi-touch integrated approach (phone

contact and emails) to engage with the SQL. The SDR will try to obtain information about specific criteria needed to fulfill the qualification matrix jointly created by the sales

and marketing teams. If the combination of responses in the

qualification matrix meets a threshold to convert an SQL to a

Qualified Sales Opportunity (QSO), it is passed to sales and

entered into the sales automation system.

Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag

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Decomposing the tactics underneath the

marketing process reveals

Working the QSO to a closed/won status is the primary responsibility

of the sales team, and many companies track and manage this

process via “the close ratio”. There may be several stages between

QSO and closed/won what’s important is the time period

required. It typically requires about three months to bring a QSO to

closed/won status.

Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag

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Effective Marketing Strategies!

B2B Marketing Strategies Decomposing the Lag

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