Can you believe August is almost over? I hope you’ve had a chance to get away (even if you couldn’t fly away) and enjoy this summer – I doubt it’s one any of us will ever forget. Are you planning that final Labor Day getaway? Here’s one of my favorite Lenny Kravitz songs as you read through this week’s newsletter!
Here is what the experts are saying, and some takeaways from the past week:
Sales Emails vs Sales Calls
Over the past months, HubSpot benchmark data has continuously shown that sales emails are trending above pre-COVID levels, but sales calls remain below. Deals created and deals closed continue to trend above pre-COVID benchmarks. And marketing emails trend above with open rates out-performing pre-COVID levels.
What does this mean? Have our communications channels all moved to email, and sales calls have decreased? I think it shows that during this pandemic, digital interactions have increased (as we all know). But – sales have been forced to become much more efficient and focus on target accounts, maintaining a hyper-focus on ABM-related activities. Or am I being too optimistic here? Is sales being lazy and simply relying too heavily on email to communicate to customers?
Targeting Accounts on the Rebound
Demand Gen Report backs up the HubSpot data, and shows that B2B organizations need to prioritize accounts on the ‘rebound’.
Our client projects have seen connect rates with decision-makers by our team increase consistently over the past 90 days – all while maintaining a diligent focus on the RIGHT account and the RIGHT titles and roles in those accounts. Developing a strong Ideal Customer Profile (ICP) that focuses on the highest probability industries, and pivoting sales and marketing resources to those industries have helped increase overall demand generation for these client projects.
What are you seeing in your organization? Let me know!
Credibility is Key to Today’s Music Business
The Lefsetz Letter outlines some overall challenges with today’s music business. Interestingly, credibility is identified as the key to a long career. In the music business, selling out may not matter if you’re in the Spotify Top 50, but it does if you’re not. It’s about understanding the lifetime value of a fan. If suddenly you prefer the corporation, if people get wind they’re paying more or losing access because ‘the man’ comes first, you’re toast.
What do you think? How does this apply to B2B? Much is written about customer experience but do we ensure pre-sales and post-sales deliver a positive brand experience? Will your clients fly away if they feel you are making too many short-term decisions in your sales and marketing just to make the sale?
Given current market challenges, the lifetime value of a customer becomes even more important to the long-term success of your business!
Last Chance to Register – August 27 Webinar
Still time to register for our What Do B2B Marketers Do Now? … in 29 minutes event – ‘4 Campaigns to Help You Hit Your Q3 and Q4 Numbers’! Join Us!!
I know I want to get away still this summer and hope you get to your happy place too. I’ll be at the lake!
As always, don’t hesitate to call me to brainstorm or ask how I can help.
Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622