I’ve helped (and help) many B2B tech and services clients to successfully grow. The usual brief I receive is ‘we’ve got a fantastic product and/or service but need more leads and sales.’
The need for B2B marketing that delivers leads always holds true. It’s a marketing challenge that can usually be solved.
The winning sales brief is, more often than not, where the real growth barriers exist.
My clients always have something that the market wants (I validate their market opportunities).
Most successfully gain initial meetings / interest but struggle to close sales.
The usual growth barrier? Incomplete offers that ask potential buyers to take on unacceptable career risks.
At first glance, their products / services do indeed seem to be fantastic…but, upon digging deeper:
• Technical demos aren’t strong enough / tailored to the prospect.
• Outcomes that buyers value aren’t front and centre.
• Sales get tripped up by a lack of implementation details.
• Training and user support isn’t considered.
• Roadmaps for future development are scant.
• Websites lack the detail required to convince hidden decision makers.
• There’s a failure to capture and tell existing clients’ success stories.
The result is that prospects feel like guinea pigs.
By putting yourself in their seats it’s possible to map out what they need to believe at every stage of their purchase journeys.
Focusing upon improving conversion keeps lights on while more leads are generated. It’s not hard. It just takes time, understanding, commitment. Which is where I come in!
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