As experience shows, without them it will not be possible to implement, configure and productively use unit economics: Elements of Unit Economics Implementation .
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- Customized analytics. Without night clubs and bars email list high-quality analytics, it is impossible to correctly calculate key indicators and evaluate the effectiveness of costs. Pay special attention to: the client’s first contact with your company (first visit), conversion pages where key actions occur and their optimization, UTM tags. Elements of Unit Economics Implementation .
In B2B, the source of the first visit and the conversion page can be different: the visitor came to general marketing, and left a request on the page of a specific product.
If these indicators are not monitored, a false impression may be formed about the client’s behavior and sources of requests.
- Partnerships between units, which is especially important in the product unit economy. With this approach, you as a company should be interested in delivering as many services to the client as possible, connecting as many units to the interaction as possible. Why? To make it harder to replace you.It often happens that units do not share clients. This is fundamentally wrong: partnerships increase the efficiency of the entire company and increase its competitiveness.
- A coordinated marketing strategy of units and the company, including a brand book and a specific Tone of Voice (ToV) . So that the company’s positioning does not change and the client does not experience cognitive dissonance, a discrepancy between “expectations and reality”.
Key Stages and Metrics of B2B Sales
How to evaluate B2B sales performance from a business perspective?
We recommend monitoring and working with the following indicators:
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- Leads and their acquisition. Users are actively 7 digital skills every marketing team in pharma must have in 2023 transferring their B2C experience to B2B: thanks to the widespread development of marketplaces, we are all accustomed to receiving a quick response to requests. It is important that the SLA for the first response in B2B is as short as possible. Otherwise, the lead will be lost.
- Conversion from leads to qualified leads.
- Briefing/identification of needs as one of the most important stages of B2B sales. The more thoroughly the needs of a potential client are identified (annual consumption, frequency of consumption, frequency of use), the more information about whether they are bringing you the right leads will be received by marketing specialists.
At this stage, it is important to quickly provide marketing with feedback in order to adjust the pool of advertising tools used and optimize lead generation strategies.
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- Commercial offer.
- Conclusion of the contract.
- Payment .
- First shipment and CSI removal. Here you clean email need to understand how satisfied the client is after the first shipment and first use, give him the opportunity to “speak out”. This is necessary in order to level out possible negativity and increase the buyer’s LTV.
How to Assess Customer Satisfaction and Loyalty
- Repeat sales.
What else is worth paying special attention to?
Conversions . Moreover, in the context of:
- products;
- channels/sources;
- sales funnels;
- managers.
Cohort analysis.
Image from the author’s archive
This is necessary to understand, firstly, the production calendar, and secondly, what hypotheses brought you clients who bring profit not at the moment, but in the long term (they pay constantly, more, etc.).
Incoming service.Image from the author’s archive
It also happens that customers visit a product of another unit with which your product is connected.
Therefore, we recommend establishing partnerships with other business units of the company and, if appropriate, allocating part of the budget for promoting a unit other than yours, and developing comprehensive proposals.
Such synergy can be very profitable and become the key to a long-term partnership.
Check dynamics.
That is, to what extent certain marketing activities bring in customers who are able to increase their check and your range of products in their portfolio.
And watch how sellers work with it.
Partner conversions. If, of course, you sell through them.
This conversion can be assessed in two ways:
- if you are engaged in lead generation for partners, then through the assessment of the quality of work with transferred leads and the removal of NPS from these companies. If the results of the partners’ work are unsatisfactory, it is worth thinking about replacing them, because their failures will also affect your reputation in the market.
- but it would be more professional to implement a PRM system to regulate the activities of partners and monitor the compliance of their actions with these regulations: