B2B sales cycles can last upwards of 12 months, and the process of evaluating vendors is increasingly non-linear for most buyers. As a result, many leads that failed to convert months ago become viable prospects later – and can be effectively retargeted with the right marketing strategy.
Switching back and forth between marketing contact status helps you give prospects space when they need it, but re-engage them when appropriate. As a result, you reduce churn and ultimately make the effort expended generating that lead in the first worthwhile.
2. Rotate marketing contacts
While consistent engagement is generally mexico reverse phone lookup important, many buyers go through phases of wanting information – and then wanting to be left alone. They may spend 6 months preparing for a purchase, and nurturing them throughout the entire period is not always the most effective means of building a relationship.
Instead, many B2B businesses benefit from rotating their marketing contacts to avoid reaching a higher subscription tier. You can market to a contact; then have sales interact with them for a period; then ramp up marketing again in tandem with sales to maximize impact closer to a deal.
3. Improve ROI
From spending on paid ads to the time and effort of producing quality email workflows, maximizing conversions considerably improves your marketing ROI – and HubSpot contact statuses can help you do that.
Use HubSpot’s rich analytics to analyze engagement and only market to contacts you know are likely to be receptive. This will help significantly increase everything from email opens to the CTR of ads. In fact, it helped one ProperExpression client generate $7 million in new revenue.
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With over 20 years’ experience helping more than 50 clients leverage HubSpot to align their sales and marketing teams and drive higher marketing ROI, ProperExpression is a recognized leader in HubSpot migration and management.
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