Our advice:
Open your CRM
Pull all of your deal data from over the past year (or past 2 years)
Look at the top 50% of your clients
Now you can start mobile no data understanding trends: Who discovered you? Who made the final decision? What did they buy first? Why did they buy it?
From there you can create your ICP and start bringing in the right leads and holding your demand gen team (or agency) accountable for generating qualified leads.
2) Top to Bottom of the Funnel Lead Nurturing
Sometimes, demand gen teams focus more on bringing in leads and end up passing them to sales too early and never touching them again. You guess what happens next. These leads don’t close.
Nurturing is your way around this and one of the lowest hanging fruit for every company. And yet, only 22% of B2B organizations touch leads with lead nurturing every week.
In 2012, Marketing Sherpa reported that 73% of leads were not sales ready when they made it to sales. But nurturing leads from the top to the bottom of the funnel can be a game-changer:
Companies that excel at nurturing generate 50% more sales-ready leads at 33% lower cost per lead (Forrester)
Nurtured leads spend 47% more when they close (Marketing Sherpa)
Reduce the percent of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%) (Marketo)
Raise closings on marketing-generated leads (7% points higher) and reduce "no decisions" (6% points lower).
Have more sales representatives make quota (9% higher) and decrease (by 10%) the ramp-up time for new reps.
Nurturing can be achieved in a variety of ways, including retargeting ads, direct calls, or drip emails customized to each prospect’s stage of the buyer’s journey, behavior, interests, or other factors.