5 STEPS TO OPTIMISING YOUR 2024 BUDGET

Summary

Synopsis:

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    Trends and projections of the 2024 B2B landscape

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    What strategies and tactics to invest in for 2024

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    How to implement effective frameworks to attract, motivate, and retain clients

IMPLEMENT FRAMEWORKS AND PROCESSES

Small
Organisation

Mid-sized
Organisation

Large
Organisation

TEAM

Foster a culture
of communication between sales and marketing to ensure alignment.

Encourage regular sales, marketing, and CS team meetings to share insights and align strategies.

Form a specialised team to drive cross-functional alignment, tech implementation, and data analysis.

TECHNOLOGY

Utilise starter CRM 
and project management tools to centralise client information and facilitate smoother handoffs.

Invest in foundational technologies like CRM systems and basic marketing automation to improve data visibility and process efficiency.

Invest in advanced CRM systems, marketing automation tools,
and analytics platforms
to centralise data.

DATA

Focus on a few key metrics that provide actionable insights, such as lead-to-client conversion rates.

Leverage data to identify bottlenecks in the client journey and optimise processes.

Develop comprehensive dashboards and reporting mechanisms to monitor KPIs across the entire client journey.

ALIGNMENT

Embrace agility and adopt RevOps principles, prioritising collaboration and process improvements within available resources.

Define common KPIs that span different departments and teams, fostering a sense of shared responsibility for revenue outcomes.

Continuously train teams on RevOps principles, fostering a culture of collaboration and data-driven decision making.

Small
Organisation

TEAM

Foster a culture
of communication between sales and marketing to ensure alignment.

TECHNOLOGY

Utilise starter CRM and project management tools to centralise client information and facilitate smoother handoffs.

DATA

Focus on a few key metrics that provide actionable insights, such as lead-to-client conversion rates.

ALIGNMENT

Embrace agility and adopt RevOps principles, prioritising collaboration and process improvements within available resources.

Mid-sized
Organisation

TEAM

Encourage regular sales, marketing, and CS team meetings to share insights and align strategies.

TECHNOLOGY

Invest in foundational technologies like CRM systems and basic marketing automation to improve data visibility and process efficiency.

DATA

Leverage data to identify bottlenecks in the client journey and optimise processes.

ALIGNMENT

Define common KPIs that span different departments and teams, fostering a sense of shared responsibility
for revenue outcomes.

Large
Organisation

TEAM

Form a specialised team to drive cross-functional alignment, tech implementation, and data analysis.

TECHNOLOGY

Invest in advanced CRM systems, marketing automation tools, 
and analytics platforms 
to centralise data.

DATA

Develop comprehensive dashboards and reporting mechanisms to monitor KPIs across the entire client journey.

ALIGNMENT

Continuously train teams on RevOps principles, fostering a culture of collaboration and data-driven decision making.

Small
Organisation

Mid-sized
Organisation

Large
Organisation

TARGETING

Choose a small set of must-win accounts with the highest potential impact.

Identify a manageable number of high-potential accounts based on their fit and buying intent.

Employ advanced segmentation techniques
to identify high-value accounts.

CONTENT

Craft personalised messages for cadences suited to each target account, and across multiple channels.

Create content tailored to specific industries or segments, providing customised value to groups of similar accounts.

Invest in content creation to develop account-specific content that addresses unique pain points.

ENGAGEMENT

Whilst automation may be limited, engage with target accounts through personalised emails, phone calls, and tailored content.

Utilise marketing automation tools to streamline outreach, delivering consistent messaging across multiple touchpoints.

Execute omnichannel campaigns that combine digital advertising, email marketing, personalised direct mail, and social media engagement for a seamless buyer journey.

OPTIMISATION

Continuously refine your approach based on engagement data, feedback, and interactions.

Monitor engagement metrics like email open rates, website visits, and content downloads to gauge account interest and adjust strategies accordingly.

Leverage data analytics
to track engagement and conversion rates for each target account, refining strategies based on real-time insights.

Small
Organisation

TARGETING

Choose a small set of must-win accounts with the highest potential impact.

CONTENT

Craft personalised messages for cadences suited to each target account, and across multiple channels.

ENGAGEMENT

Whilst automation may
be limited, engage with target accounts through personalised emails, phone calls, and tailored content.

OPTIMISATION

Continuously refine
your approach based
on engagement data, feedback, and interactions.

Mid-sized
Organisation

TARGETING

Identify a manageable number of high-potential accounts based on their fit and buying intent.

CONTENT

Create content tailored
to specific industries or segments, providing customised value to groups of similar accounts.

ENGAGEMENT

Utilise marketing automation tools to streamline outreach, delivering consistent messaging across multiple touchpoints.

OPTIMISATION

Monitor engagement metrics like email open rates, website visits, and content downloads to gauge account interest and adjust strategies accordingly.

Large
Organisation

TARGETING

Employ advanced segmentation techniques to identify high-value accounts.

CONTENT

Invest in content creation to develop account-specific content that addresses unique pain points.

ENGAGEMENT

Execute omnichannel campaigns that combine digital advertising, email marketing, personalised direct mail, and social media engagement for a seamless buyer journey.

OPTIMISATION

Leverage data analytics to track engagement and conversion rates for each target account, refining strategies based on real-time insights.

ATTRACT PROSPECTIVE CLIENTS

MOTIVATE PROSPECTIVE CLIENTS

RETAIN CLIENTS

OPTIMISE AND ITERATE

KEY TAKEAWAYS

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    Foundational frameworks and processes should align with the organisation's size 
and available resources to ensure success.

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    In 2024, data management and security are vital for enabling precision targeting and driving growth as a result.

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    CX is a priority investment that highlights the importance of omnichannel marketing for adapting to changing buyer behaviour and data-driven decision-making.

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    Invest in diverse content, voice search optimisation, and interactive formats.

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    In Q1 2024, businesses should emphasise agility, competitive displacement, and social listening, leveraging AI for real-time client sentiment and industry trend insights.

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    Invest in intent, lead scoring, and qualification for resource efficiency and optimisation for future campaigns.

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    Emphasise KPIs and performance metrics for campaign guidance to drive ROI and revenue.

Latest Insights

Webinar: Adapting Your Revenue Strategies to Win the Hearts, Minds, and Budgets of Your Defensive Buying Groups
Webinar
Webinar: Adapting Your Revenue Strategies to Win the Hearts, Minds, and Budgets of Your Defensive Buying Groups

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