Tom Cruise he is not the only one who feels the need for speed. For years, B2C marketers have understood the power of lead speed.
Now, B2B marketers are realizing that they can no longer stay in the slow lane. With the competition for the ears and eyes of B2B buyers increasingly fierce, it’s never been more important to take advantage of the time when a prospect is most receptive.
With many businesses burdened with cumbersome, inefficient lead management systems, the need for speed is growing. I’ve lost count of the number of times I’ve seen organizations that still rely on manual processes like lead management spreadsheets, and as a result, struggle to respond to potential leads quickly enough – some taking weeks or even months. However, by automating and streamlining processes, and implementing interconnected systems, increasing lead velocity can take businesses out of the ‘danger zone’ – reducing follow-up to moments when the potential for engagement is greatest. Companies just need to know how to unlock this hidden marketing advantage.
Why speed is especially important today
According to the head of the IMF, the world faces an increasing risk of recession in the next 12 months. In addition to individuals who are severely affected, businesses also suffer. On top of that, several countries, including the UK, have announced fiscal withdrawal support this year compared to 2021.
With that in mind, the ability to capitalize on valid, high-quality leads is more important than ever. capitalizing on an effective lead is more important than ever for marketers. Doubling down on technology and processes that reduce lead follow-up time will be critical in achieving business goals and turning what looks like an uncertain future into a period of success.
The problem with speed in B2B
The problem with marketing operations now is that many companies still rely on manual processes to manage data. Despite the time-consuming and inefficient process of using spreadsheets, many traders still rely on these outdated methods. According to Salesmates, when they used marketing automation, 80% of marketers witnessed an increase in leads and 63% of companies outperformed their competitors. So why are manual processes still the norm? According to Overview of Ultimate Marketing Automation statistics In an emailed report Monday, only 9% of professionals say they have invested enough time in all phases of a marketing technology project, and 28% said they don’t understand the technology available. Consequently, resources are wasted on manually processing leads, and with fluctuating and unpredictable trends and behaviors, this can be detrimental to a company’s success.
How to make it better
Marketing Operations Managers (MOMs) need to start investing in their MarTech stacks to stay ahead of the competition. According to visitors, 45% of organizations they still don’t have a clearly defined digital marketing strategy. In addition, four out of ten companies said their main marketing goal is to increase lead generation. Instead of self-sabotaging and sticking to tools like Excel to manage lead data, marketers now have the ability to use dedicated platforms to optimize their leads, improve lead flow and increase lead quality – all helping businesses achieve their marketing goals .
Platform as Convertr can filter, enhance, normalize and automatically target accurate and actionable lead data. With Convertr, client databases are protected from expensive, bad data and strengthened through the delivery of complete, high-value profiles that are available across the technology group. Not only this, but solutions like Convertr mean marketers are able to scale their demand program. Instead of leads being processed manually once a day, they are now delivered automatically, meaning clients will have hot leads.
Security is also a key factor. Instead of managing data in spreadsheets, it is processed and delivered securely through an API, which minimizes any data security risks. Consequently, marketers’ time is freed from menial tasks and can be reallocated to focus on more strategic efforts such as campaign optimization and customer service. In turn, this helps to improve campaign performance and drive revenue growth.
At the end of the day, whether it’s B2B or B2C marketing, campaign success and lead conversion all come down to the same thing: speed. In today’s economic climate, the length of time it takes from pole generation to results needs to be accelerated. By deploying platforms that ensure fast, secure, and automated lead processing and delivery, MOMs can meet their strategic goals, weed out invalid data, and refocus their efforts on value-adding tasks.
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