Sales, marketing and ABM being in alignment enhances lead quality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 15, 2022, 3:34 AM GMT+0

Improving lead quality lowers the number of raw leads and boosts conversions in the sales process.

Owing to the long sales cycle in B2B businesses, B2B marketers are more focused on increasing lead volume. However, the lead quality could suffer, thereby impacting conversions. In 2021, 40% of B2B and B2C digital marketers said their top goal was to enhance lead quality, according to Gartner.

Combining the granular consumer insights from sales with the broader knowledge of marketers can help align marketing and sales. By merging consumer insights from sales with marketing teams' market knowledge, brands can align marketing and sales to boost conversions.

Companies should adopt a common lead qualification definition to ensure both sales and marketing teams are engaging the same prospect. Further, account-based marketing (ABM) data incorporated with sales and marketing can help businesses create ideal consumer personas.

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