Creating sales pipeline in 2024: 5 tips from SDR and Marketing leaders

Every category is crowded and buyers are reluctant to talk to sales teams. Hear 5 tips from sales and marketing leaders that we can take into 2024
Shankar Ganapathy
Co-Founder, BuyerAssist.io
Dec 22, 2023
3 mins

In the constantly evolving world of marketing and sales development, staying ahead of the curve is crucial. We recently interviewed marketing and SDR teams from several of our customers, unearthing valuable insights that are reshaping how businesses approach their strategies. Here's what we learned:

1. Leveraging Customer Job Change Signals

Our data shows that utilizing customer job change signals can yield 4-7 times more responses. This approach has led to reply rates of 8-14%, significantly higher than the 1-2% for typical sequences. Moreover, open rates have skyrocketed to 88-96%, a stark contrast to the usual 30%. This method taps into a more personalized and timely approach, resonating better with potential customers.

2. Acknowledging Buyer Fatigue

  1. Overwhelming Distractions: Today's prospects are inundated with information and responsibilities. Gartner’s research supports this observation, noting an increase in distractions affecting buyer attention.
  2. Channel Saturation: Every outreach channel is now highly competitive. The cost of securing a new business meeting is at an all-time high across industries.
  3. Changing Buying Patterns: There’s a clear shift towards self-education, with buyers showing a preference for this over traditional, lengthy sales calls. This change is evident in the declining conversion rates from website visits to demo requests.

3. The Rise of Extended Marketing Campaigns

Short marketing bursts are no longer as effective. We're witnessing a trend where companies are extending their campaigns, ranging from 21-30 days, and employing diverse strategies like leveraging customer and investor networks, targeted advertising, and personalized email sequences. These prolonged and focused campaigns have resulted in 2-3 times higher conversion rates.

4. The Importance of Account Selection

In a landscape filled with information overload, guiding sales teams to prioritize the right accounts is crucial. Providing clarity among various signals – from blog subscribers and intent data to job change leads – can significantly enhance conversion rates.

5. Marketing’s Evolving Role in Pipeline Ownership

A notable shift is occurring in how marketing teams approach their roles. Traditionally distanced from direct demand generation, marketing is increasingly taking ownership of pipeline goals. In our discussions, 3 out of 5 companies reported that their marketing teams are not just influencing but actually owning the pipeline targets. This shift reflects a more hands-on, accountable approach in marketing strategies.

Conclusion: A Shift Towards More Strategic, Integrated Approaches

These insights highlight a significant shift in the B2B marketing and sales landscape. The focus is moving towards more strategic, integrated approaches that align closely with changing market dynamics and buyer behaviors. By understanding and adapting to these trends, companies can better position themselves for success in this competitive environment.

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  1. Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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  • Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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How to customize formatting for each rich text

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