The Importance of B2B Insights in Marketing

Is the sales team trained properly?
Are the leads the ‘right’ leads?
Could you reduce your cost to sale?
Why do some leads convert but others not?
These are common questions asked of sales and marketing teams when targets are not being met.

Low conversation rates and perceived value

The prospect-to-customer conversion rate for B2B companies is relatively low. Even top performing B2B companies generate, on average, only 1.5% lead-to-sale conversion rate. And Gartner reports that B2B buyers spend very little time with sales reps—just 17% of the total customer purchase journey. Considering most B2B deals involve multiple vendors, this means that any given sales rep has roughly 5% of a customer’s total purchase time. Complicating matters, customers report they perceive little distinctive value from sales rep interactions—beyond getting personal education—so they grant only minimal access.

Improving decision making in B2B marketing

It’s clear B2B marketers are struggling to connect to the right customers with the right content at the right moments. This problem is exacerbated by trying to solve these problems with decisions based on instinct, or equally problematic, decisions based on biased, incomplete, or incorrect data. Reliable and unbiased insights can help significantly improve profitability by increasing the efficiency and effectiveness of B2B marketers.

Data-based insights can help B2B marketers better understand the competitive environment and better target key accounts and executives. With this focused knowledge, marketers can develop a differentiated proposition and content strategy, prioritize channels, and optimize engagement timing. Deeper and curated insights can drive more relevant conversations with the buyer, resulting in stronger relationships and better closure rates. For example, if B2B marketers use insights to identify better prospects and leads (i.e., the ones likely to spend more and stay longer) then the sales and marketing teams will start to close more deals.

I’m HERE

Research indicates that by focusing budget, effort, and resources on its top 15-25% revenue-producing customers, a company can greatly increase its profitability without radically transforming the organization. Reliable, unbiased, and curated insights can not only enable organizations to identify, select, and prioritize key accounts for their account-based marketing (ABM) programs, but also help identify account pain points, focus areas, and prospective white spaces to drive higher pipeline revenue.

OPPiDEA is uniquely qualified to help B2B marketers by providing the deep insights needed to ensure marketing dollars are spent more efficiently and more effectively, resulting in both revenue and profit increases.