You’re an expert in your industry. Probably a disruptor and an innovator. And you’re at a point where your new business acquisition is off the charts. You have secured new accounts and your sales department has been on fire. This is exactly where you want to be: Growing.
owever, with this growth you may begin running into problems. Good problems, but problems nonetheless. As your customer base expands, you’re also expanding your costs to handle the load of your new level of deliverables.
- You will need new leads and with high sales conversion. Otherwise you’ll run into problems where your current marketing strategy is unable to match the abilities of your sales team.
- You might consider growing your marketing department in order to bring in more qualified leads. This would mean hiring new employees, possibly expanding your offices, and so forth. In other words, your revenue will be taking on new overhead costs.
If you’d rather increase your actual profits, it’s probably time to think about evaluating your marketing scalability.
Like most areas of business, in B2B marketing, there’s a possibility of lots of effort for very little reward. In order to grow your marketing leads more efficiently, you need to scale your marketing strategy. Most companies aren’t aware their current marketing strategies aren’t scalable, which can lead to a lot of frustration. However, even for companies in this predicament, you can still scale your marketing strategy.
Measure Your Marketing Scalability for Success
In order for you to scale your marketing strategy effectively, you need to understand your starting point. The good news is that scaling is highly measurable.
Start by reviewing customer acquisition cost (CAC), your lifetime customer value (LCV), growth rates, conversion rates, and cost per lead. There are many other analytics that’ll help you scale your marketing successfully, but these are a good place to start. Analyzing these data points will help you set your scaling goals as well as understand your greatest pain points.
As you delve in further, review your customer journey through your current sales funnel. This will give you a greater picture of how best to implement scaling practices. Here you will evaluate your touch points and be able to further prioritize your efforts.
In order to improve your marketing scalability, you will need clear, trackable goals. As you implement scaling methods to improve your CAC, you will continue to monitor and analyze those analytics. The same goes for your conversion rates, cost per lead, and so on. By doing so, you’ll see the success of your scaling in action as well as where to make adjustments.
Data-driven goals provide the greatest ability to track achievements and your scaling progress. Your data will serve as a benchmark for all strategic planning to improve upon your marketing scalability.
Embrace New Technology to Scale Processes and Workflows
The key to successful scaling of your marketing often lies in the processes. From project management techniques to sales handoffs, every system needs to be rock-solid in order for scaling to be successful. Why? Because if your systems do not scale well it will hinder any other scaling tactics you might use.
Keep in mind scaling your marketing processes and workflows is not about making your current systems capable of doing more. As AJ Faraj, CEO and Co-founder of WadiTek, explains, “In truth, scaling requires that every process you implement considers operation efficiency. Some aspects of your business that were once assets can become constraints at scale.” Scalable systems are those that focus on the future state of your marketing needs. These are those that allow you to adapt to unforeseen hindrances, disruptions, and new phenomena.
As you look at improving your martech stack, you might consider AI software to handle almost anything from email communications to data analysis to gathering brand personality insights. Deciding what programs to implement depends largely on your scaling goals and your overall marketing strategy. Regardless, employing automated marketing tools supports current and future growth of your marketing strategy. You will be creating pipelines that are easily scalable.
Marketing Scalability Strategies for B2B Sales Values the Individual
Broad marketing campaigns or strategies aren’t usually effective when it comes to scaling. Instead, segment your customer base, including your existing clients and new ones that new marketing strategies will attract. By segmenting your customer base using demographic markers, you can make your marketing strategies more efficient. It will save you time and money spent. Customer segmentation also helps you learn more about the businesses your company serves. In turn, it can help you tailor your products and services.
Account-based marketing (ABM) is a subset of segmentation. It prioritizes the unique needs and qualities of a specific group of targets. Using strategies that place value on ways your customers are different helps create a personable atmosphere. Ultimately this increases customer satisfaction and can provide more leads. Larger businesses may need an ABM partner in order to penetrate C-level customers and scale effectively.
Scale Your Marketing Team Through Outsourcing
Outsourcing your marketing is a great option when it comes to scaling your business. Building an in-house team can create a lot of overhead costs quickly. By outsourcing, you free up your current team to focus on other aspects of your business while gaining access to experts and high talent.
Hiring a fractional CMO or Marketing Director saves your business money while still giving you the insight of a highly qualified executive. They serve as a touchpoint between you, your team, and a marketing agency to keep everything moving full steam ahead. Outsourcing marketing team members on a fractional basis is a great way to acquire top experience without blowing through budgets.
Ready to Start Scaling?
When it comes down to it, creating scalable marketing strategies for B2B businesses is an extremely multifaceted process that, when implemented well, can have stunning results. We’d be happy to formulate a plan of services that works for your individual business so that you can begin to experience the benefits of scaling your B2B marketing.
