Generation and management of business prospects with potential customers aimed at generating a first meeting or a first commercial request is part of the work of each seller. But how can digital tools help sales departments of B2B companies?
Strategic marketing, digital marketing and complex sales theories aimed at creating value are the tools for a lead generation activity, namely an activity for the creation of opportunities and qualified business prospects that over time can lead to agreements and new customer acquisitions.
Anyone who as dealt with B2B sales is well aware of the critical issues in finding new customers. He or she knows the difficulties of creating new business, in 2020 especially, and is well aware of the costs to sustain, the limitations and the time to invest: this translates into finding the right interlocutor, the expenses for travelling and the days spent away.
Here you can find an interesting article appeared on Entrepreneur that describes the main difficulties of B2B sales in 2020: The Top 5 Challenges Facing Today’s B2B Sales Teams (and How to Fix Them With Marketing).
For this reason, here at Vehnta we propose an integrated digital strategy, named Bridge Strategy, born from strategic marketing and complex sales theories that, together with digital tools, can help the sales departments to create new business prospects. Starting from branding, passing through the strategy and creation of SEO oriented content, to the ADV on the various channels up to marketing automation, this strategy seeks to align the entire purchasing system typical of B2B acquisitions by creating a path, a real B2B Customer Journey, able to help commercial departments in their mission: closing deals.
The Bridge Strategy: creating business prospects in B2B
The Bridge Strategy is composed by 6 steps: 6 steps to obtain a presence on the web that is functional to new business, a positioning on the target of the designated interlocutors and a first engagement with them.
Following, a brief description of the steps that make up the strategy:
B for Branding
Branding is the starting point of the BRIDGE Strategy: the cornerstone of the entire process: from the definition of the value proposition, to the identification of the differentiating values, up to the definition of the competitive advantage.
R for Reachability
Reachability is the ability to be reached by potential customers on their digital channels. In the wake of a proactive approach it means setting a plan in order to generate chances of being found on the Web.
I for Impact
To increase the number of customers it is necessary to have many commercial opportunities. Prospect research, which started with branding activities, continued with content creation and dissemination, can have an innovative ally in generating new potential customers in targeted marketing automation activities.
D for Diving
Diving, within the BRIDGE Strategy, means analyzing every aspect of the market situation, the reference targets and the data collected through the actions of the previous steps.
G for Get the ball rolling
An idiomatic expression gives the idea of what could be translated as Beginning. Not the beginning of activities or work, Get the Ball Rolling is in fact the fifth step of Bridge Strategy, but instead the beginning of the scouting of commercial opportunities.
And E for Engage
The last step necessary to complete the BRIDGE Strategy is called Engage
In this step, once the new potential customers have been qualified through the definition of the messages, their distribution and massive scouting through Marketing Automation, we move on to the personal relationship.
In order to play in complex markets transversal skills, perseverance and a multi-disciplinary approach are needed. Our team tells its own story: who we are, why we are different and what you need to learn to get to know us. Click here to find out more about Bridge Strategy, fill in the form or visit the Contacts page