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Lead nurturing across the B2B sales funnel is an uphill task for every sales development team, especially at the scale needed to achieve lofty business goals. Achieving the sales targets requires a methodological approach, and breaking through the digital clutter mandates personalized prospecting.

An average B2B deal involves dozens of touchpoints and up to eight stakeholders. That’s why teams rely on automated sales engagement platforms to help streamline tedious sales tasks, enabling them to focus more on connecting and selling. Let’s look at the top go-to-market plays to devise a winning B2B sales engagement strategy.

  • 1

    Follow market trends to inform campaigns

    As the wheels of the economy turn, new opportunities arise. B2B marketers must track the recent market developments that have been affected by variables like new legislations, events, or consumer trends.

    They must then send tailored email outreach identifying the situation and offer relevant solutions or informational content to help them navigate their pain points. By staying aligned with the ongoing market developments, companies can better position their products as a relevant and opportune solution to the customers’ pain points.

  • 2

    Follow up email campaigns with a cold call

    Customers today are desensitized to uncountable sales and marketing emails being sent to them. They often don’t open such mails and label the irrelevant ones as spam. This is bad news for cold customer outreach activities.

    To cut through the noise and get the message across, B2B demand generation teams must immediately follow up their email outreach with a cold call. This personalized touch will go a long way in building customer trust and also minimize objections in future sales calls.

  • 3

    Follow up on stalled opportunities

    Often enough, an opportunity created by a sales representative doesn’t have a linear progression towards becoming a closed deal. When an opportunity gets locked in a stalemate, the senior sales leaders must intervene with an email or a sales call with clear action points to drive home the result.

    It is important to reach out to the decision-makers to re-connect and remind them of the value of the products/services in achieving their desired outcomes.

  • 4

    Use deal velocity to adapt the approach

    Monitor the activities of contacts, accounts, and opportunities and assign them an engagement score based on the frequency and volume of inbound and outbound customer outreach activities, meetings, and calls. Analysing the engagement frequency helps predict the likelihood of closing deals. By tracking this activity, sales reps can target contacts who show a deceleration in communication and re-engage to get the deal moving again.

  • 5

    Follow up quickly on web form submissions

    Responding quickly to inbound business inquiries will significantly improve a company’s chances of converting. According to a recent study, conversion rates are eight times higher when sales reps place their first call within five minutes of receiving a lead.

    When a website visitor fills out the online lead generation form, the assigned SDR should promptly call the prospect. If the prospect is unreachable, they should drop a follow-up mail requesting a call. However, most of the time, prospects don’t fill out complete details correctly. In such cases, it is imperative to leverage the services of a B2B database service provider to append and enrich the prospect’s data.

  • 6

    Expand buying group on inbound leads

    When a company acquires a new lead through an inbound lead generation program, it must also pursue the rest of the purchase group at the account. After all, most purchasing decisions in a B2B setup are made by a larger buying committee rather than an individual. With the help of reliable B2B data vendors, businesses can populate their database with advanced insights of the larger enterprise buying committees for improved prospecting.

    By doing this activity, B2B sales teams can inform a wider audience about their products, get buy-in at multiple levels, and expedite the sales process.


Prospecting is not a difficult task, and it should also not be an administrative burden for an enterprise’s demand generation teams. Companies need to align their sales and marketing functions for streamlining their sales workflows and leverage the abovementioned tricks to get over the line. Alternatively, they can leverage the services of a B2B database service provider and demand generation agency to build a qualified sales pipeline and convert deals effectively.

Contact us to learn more about our integrated demand generation services.

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