B2B Outbound

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As an award-winning SDR team, we understand a thing or two about engaging potential customers and moving them through the sales funnel. But, to create truly exceptional results for our clients, and meaningful ROI, they must convert!

That's where the 7 Hour Rule comes in.

We've used it to generate 80X ROI in 12 months for a global company, and 1077% ROI in 3 months for a top-tier financial software vendor. In this article we'll share our top tips for implementing the 7 hour rule across three core teams; Marketing, Sales Development and Sales Closers, to generate higher-quality sales opportunities and convert more deals.

Table of contents

• What is the 7 Hour Rule?
• Does it really take 7 hours?
• How marketing can use the 7 Hour Rule to improve sales performance
• How SDR teams can use the 7 Hour Rule to generate higher-quality opportunities
• How sales closers can use the 7 Hour Rule to convert leads
• Build a Unified Sales Map

What is the 7 Hour Rule?

The 7 hour rule is a sales and marketing strategy introduced by Daniel Priestley in his book “Oversubscribed”. The core premise is that, it takes 7 hours of cumulative interaction time between a lead and a company to build the necessary trust, understanding and desire to want to buy your product or service. These hours of connection can be accumulated via 1-to-1 conversations with your prospects, or as a result of them consuming your content. During those 7 hours, your potential customer is:

• Building trust and rapport
• Establishing their criteria
• Looking for relevance
• Developing an emotional connection
• Understanding how your product or service can solve their problems

But in order to engage prospects in this level of activity, you'll need to ensure Marketing, Sales Development, and Sales Closing teams are collaborating effectively to achieve the most effective lead nurturing and conversion.

For the purpose of this article, we're approximating the 7 hours across these 3 core departments. This may be adjusted to suit your business:

1. Hours 1-2: Marketing - The marketing team creates awareness and generates interest in your product through various tactics, such as webinars, in-person events, social content, and ads.
2. Hours 2-3: Sales Development - The sales development team is often the first point of contact for your prospects, and is responsible for qualifying leads and engaging them with personalised outreach.
3. Hours 3-7: Sales Closers - The sales closers focus on solidifying the relationship and closing the deal. Their focus is on building trust, and a deeper alignment of the product or service with the prospects needs and pain points.

Does it really take 7 hours?

While the 7 hour rule may seem like a catchy phrase, there is data to back up the claim that it takes approximately 7 hours of engagement to create a lasting connection with your brand.

According to a study by the Brevet Group, the average b2b sales cycle length is 84 days, which equates to roughly 7 hours of engagement time. During this time, the prospect is evaluating their options, building trust and rapport with your brand, and developing a deeper understanding of how your product or service can meet their needs.

Furthermore, a study by MarketingSherpa found that 64% of buyers say that it takes them four or more interactions with a brand before they make a purchase. This emphasises the importance of continued engagement with prospects over a period of time.

Next we'll dive into how your teams can build up 7 hours worth of engagement, including tips relating to each interaction.

How marketing can use the 7 Hour Rule to improve sales performance

⏱️ Hours 1-2

Ever felt like you knew a brand inside-out just from interacting with them online? That's the 7 hour rule at play. Marketing teams kick-start the 7 hour rule by creating content that resonates and engages prospects on your company social platforms.

Here are some tactics marketing teams can use to boost engagement time and improve sales performance.

Engaging Video Content ⏱️ +30 minutes

We all know that video is the most engaging content format. But to really maximise your video efforts, hook viewers with a compelling start and make them stick around by offering a valuable insight or intriguing offer at the end of the video. Remember that people connect with people, so add videos of your team to your website, emails and social media content to boost connection with your brand.

Social Media Presence ⏱️ +20 minutes

Consistent and valuable social media content helps your brand stay top-of-mind. Encourage your sales teams to share and engage with your content, as well as interact with content from others in your industry, to increase brand exposure and foster engagement.

Value-Driven Webinars & In-person Events ⏱️ +30 minutes

Hosting webinars and in-person events build real-world connections and provide ample opportunities for meaningful interactions with your audience. We recommend doing your research on who will be attending the event before you arrive, allowing you to come armed with insights tailored to them.

Kick-Ass Sales Enablement ⏱️ +30 minutes

We suggest marketing teams create a go-to hub of sales enablement content that tackles prospects' biggest questions and challenges. Organise this content in a database and tag it by pain points, goals, or industry sectors, making it easy for your sales team to find and serve up relevant content to prospects as soon as they show interest or have a question.

The key to best results is to tailor your content to your audience's specific pain points, goals and objections.

For instance, if an electronics manufacturer struggles with supply chain issues, which guide would they prefer out of A) "A Guide to Supply Chain Efficiency" or B) "A Guide to Optimising Supply Chain Efficiency in the Electronics Manufacturing Industry: Reducing Lead Times and Minimising Costs"? Clearly, option B is the way to go – it's much more specific and relevant to their situation. So, level up your content game and watch your sales team fly!

Retargeting Ads ⏱️ +10 minutes

Your prospect needs to hear your message multiple times before it "clicks". Strategically retargeting them with tailored ads will keep your brand and solutions fresh in their minds, nudging them towards that 7 hour mark.

How SDR teams can use the 7 Hour Rule to generate higher-quality opportunities

⏱️ Hours 2-4

Sales Development Representatives (SDRs) are often the first point of contact for new leads, and play a crucial role in lead follow-up and nurture. Their job is to turn interest from marketing efforts (be that outbound or inbound), into real sales opportunities.

In the past, SDRs typically prioritised quantity over quality, resulting in superficial interactions that didn't really build relationships or meet prospects' needs. By embracing the 7 hour rule and engaging prospects for a good portion of the 7 hour quota in the nurturing process, SDR's can ensure that by the time leads are handed over to sales closers, they are raring to go!

Here's an example of an SDR go-to-market plan at Punch!.

Now, let's explore some ways SDR teams can put the 7 hour rule into action.

Speed in Lead Follow-Up ⏱️ +30 minutes

Studies show that reaching out to leads that quickly, boosts your chances of converting them. In fact, research by Inside Sales found that if you contact them within the first hour, they're 7X more likely to convert than if you wait just one more hour. HubSpot even increased their already high conversion rates by 450% by responding within 5 minutes and engaging prospects over 7 days.

Ultimately, if you catch leads while they're keen, they're more likely to chat 1-on-1 and check out more of your content as opposed to if you "catch them at a bad time". This of course helps to add invaluable minutes to your 7 hour quota!

But let's face it, unless your SDR team has superpowers (or you've got Punch! on your side), you'll need some help to respond to interest in lightening-speed. This is where automation comes in.

• Automated emails - Trigger emails based on specific behaviours made by your prospects, such as viewing a page on your website or completing an online form. For best results, have these emails sent from real people, not generic "marketing@" or "noreply@". Plus, steer clear of fancy visuals in your emails; not only do they increase the likelihood of landing in spam folders, but they also make communication feel cold and salesy.
• Chatbot technology - Use AI chatbots to automate conversations, streamline lead qualification and free up SDRs for high-value conversations with prospects. These intelligent virtual assistants can be programmed to understand and respond to common queries, allowing for instant and personalised engagement with prospects. 
• Calendar scheduling tools - Speed up the sales process with tools like Calendly or HubSpot Meetings, letting prospects book appointments directly into your SDR team's calendar and eliminating the back-and-forth email exchanges that can prompt leads to drop out of the sales funnel!

Personalised Outreach ⏱️ +90 minutes

Relevance is key when it comes to engaging leads in a meaningful way and keeping them interested for as long as possible. SDR teams should employ personalisation tactics to help personalise interactions with prospects including via 1-to-1 phone calls, emails and video. 

• Personalise emails using dynamic fields - tailor automatically using CRM data in order to deliver relevant 'handwritten' emails
• Personalised videos - The use of personalised videos in your outreach and nurture protocols with prospects can supercharge your results. According to a report by Vidyard, personalised videos can increase email open rates by 53% and click-through rates by 960% compared to traditional emails. This one technique increased our monthly client SQOs rates by over 4X back in 2019 when we created dedicated video rooms for video outreach at Punch!.
• Lead scoring & tracking - Data surrounding lead activity allow SDRs to reach out to prospects with more relevant conversations on the phone and by email. For example, if your sales development rep knows that a prospect has recently downloaded a white-paper on a specific topic, they can tailor their conversation to reference this content and initiate a discussion that demonstrates a deeper understanding of the prospect.
• LinkedIn integration with your CRM - Integrating your CRM with LinkedIn allows you to segment your contacts by job role, company size, industry and more creating valuable intelligence that allows for increased levels of personalisation.  

How sales closers can use the 7 Hour Rule to convert leads

⏱️ Hours 4-7

By this point, your prospect should have built a good level of rapport with your brand simply by engaging with your sales development teams and consuming relevant content.

When it comes to the final 3 hours, your sales teams interactions with prospects can be categorised by 1. Meetings and 1-to-1 conversations, and 2. Leveraging marketing content to further build trust and educate. 

Meetings and 1-to-1 Conversations ⏱️ +120 minutes

These will come in the form of discovery calls, demo meetings and follow up meetings to address technical questions. But the question is, how do you make the most out of this time?

Traditionally selling was about sharing the same generic proposition and sales pitch with every prospect, but this is no longer effective. Modern sales teams must become experts in understanding the needs of their prospects and tailoring messages to them.

In fact, Data gathered by RAIN Group found that the top-performing salespeople (i.e., those who win the most deals) are more likely to tailor their messaging and proposals to their prospect.

They also found that top-performers invested more time and effort in building strong relationships with their prospects, spending 4.8 hours per week on average engaging with their prospect, compared to just 3.2 hours for the average salesperson.

The report also found that top-performing salespeople spend more time preparing for sales meetings and conducting research on their prospects, enabling them to have better conversations.

Leveraging Marketing Content to Further Build Trust and Educate ⏱️ +60 minutes

Remember, every minute spent engaging with your brand contributes to the 7 hours. At this stage in the sales journey, prospects will have more specific questions and objections. We recommend sales closers work closely with marketing teams to build content that overcomes these objections. Alex Hormozi has a great framework for building content that solves objections, before they even pop up, in his book $100M Offers: How To Make Offers So Good People Feel Stupid Saying No.

Something that has worked well at Punch! is building personalised content hubs that house relevant case studies, videos from the team and other useful resources that speak directly to your prospect - saving them from sifting through your website.

By consistently providing relevant content and maintaining regular contact with your leads, you can effectively accumulate the required seven hours of connection!

Build a Unified Sales Map

A good step towards implementing the 7 hour rule is to create a plan for how you will engage prospects! A unified sales map will help you visualise the journey of your prospects as they interact with your brand between Marketing, Sales Development, and Sales Closing efforts.

We recommend building your own and sharing it amongst relevant teams to help them visualise their role in the sales journey, and encourage collaboration. You can use our 7 Hour Sales Map example or create yours in a Google Sheets, with links out to templates and shareable resources.

Finally, by tracking interactions and content viewed and shared within your CRM, you can ensure that the prospect flows fluently between their journey and across each team.

Conclusion

Implementing the tactics and strategies discussed in this article will not only help you maximise the power of the 7 hour rule but also ensure that your teams are working harmoniously toward the common goal of converting leads into loyal customers. Remember, the length of time it takes for a prospect to close isn't as important as the length of time your prospect spends interacting with your company! The key to successfully accumulating the 7 hours is speed, personalisation, relevance, and maintaining consistent engagement with your prospects throughout their journey.

If you need support implementing the 7 hour rule, reach out to us at Punch! today. Let's take your Sales Development to the next-level!

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Hurrah! Your outbound efforts have been paying off and you have introductory meetings booked in left, right and centre.

Now, it’s your job to make sure these outbound prospects turn into deals won, and your first opportunity to wow your prospect is fast approaching. But how confident are you that your discovery call (DC) approach will ensure you get those deals across the line?

Table of contents

• Why you need a new approach for outbound leads
• So, what exactly is the S.C.A.L.E framework?
• S - Seek
• C - Clarify
• A - Ask
• L - Link
• E - Engage
• After running the framework

Why you need a new approach for outbound leads

If you're using the same approach for outbound and inbound leads, or worse yet, you have no agenda, you could be waving outbound prospects goodbye.

Why do you need a clear outbound DC framework?

1. A structured call will reduce time wasting
2. It increases the chances of building trust with your prospects
3. You have a higher chance of uncovering their pain points
4. It’s likely to accelerate your sales process
5. There’s a chance you can create a desire for your product without it pre-existing
6. You can reduce pipeline drop off

Research by Forrester found that deals where the sales rep thoroughly understood the buyer's needs and challenges (through effective discovery) were 67% more likely to result in a closed-won opportunity.

If you’re running discovery calls with only a vague list of questions to guide you - you’re likely letting potential revenue walk out the door. Engaging prospects through outbound efforts requires a strategic approach. 

While there are many blueprints for discovery calls floating around on the web, the majority do not take into account the prospect type (inbound or outbound). We've developed our own framework that is based on over 10 years of hands-on experience. Our S.C.A.L.E. framework for outbound leads has been developed to help you navigate discovery calls with finesse.

The SCALE framework strikes the perfect balance between gathering insights and sharing valuable knowledge, allowing you to build trust and lay the foundation for a fruitful partnership.

So, what exactly is the S.C.A.L.E framework?

Let’s break it down.

S - Seek

What does this mean?

Start by asking questions that uncover their most pressing challenges and objectives. It's about painting a holistic picture of their world.

Example:

•  "What are your priorities right now, and what are the biggest challenges you're facing related to XYZ?"
• "What are the biggest obstacles or roadblocks you're currently facing in achieving those goals?"
• "How do those goals tie into the broader company vision or objectives?"

Why?

C - Clarify

What does this mean?

Restating the identified challenges in your own words shows you understand them and validates that you're both on the same page before moving forward.

Example:

•  "Got it, so to clarify, your biggest priority right now is XYZ, and the challenge you're facing is XYZ."

• "If I'm understanding correctly, one of your biggest priorities is [XYZ goal], but you're struggling with [XYZ challenge] which is preventing you from making progress. Is that right?"

Why?

Mirroring their responses back to them will show you are actively listening, clarifies their challenges  and validates their responses. They will not only feel that you truly understand them, but it can lower their psychological defences and make them more open to your suggestions or proposals.

A - Ask

What does this mean?

Don't just take their initial explanation at face value. Dig deeper to uncover root causes, compounding factors, and nuances of the challenge.

Example: 

•  "How long has this been a persistent problem for you?"
• "What have you tried so far? 
• “How did that work out?”
• “How long did you try it for?
• “What else have you tried? 
• “How did that go?"
• "Why do you think previous attempts to solve it were unsuccessful?"

Why?

By uncovering the root causes and nuances of the prospect's challenge, you demonstrate your commitment to understanding and addressing the real problem they are facing, rather than just treating surface-level symptoms. This builds trust and credibility, as the prospect perceives you as someone who truly wants to help them, rather than just pushing a product or service.

L - Link

What does this mean?

Introduce your solution by highlighting its key pillars and how they directly address the identified pain points. Use the "three key pillars" tool to tailor your pitch to the prospect's unique needs. This means, highlighting three specific ways your product/service philosophy and approach aligns with addressing their clarified challenges. 

Why?

By using tailored messaging, similar language and personalised examples in your value proposition, you are increasing resonance with your prospect. They are less likely to dismiss your offering as irrelevant or unsuitable when they recognize that you have taken the time to understand their specific requirements and have crafted a solution with their needs in mind.

E - Engage

What does this mean?

Solidify your position as an expert by sharing a success story that demonstrates how you've helped similar companies overcome comparable challenges.

Why?

Case studies largely help by reducing scepticism and perceived risk in your prospects. They will feel more comfortable that you can address their challenges when they know you have done it successfully before. It can also be aspirational for them, which increases their motivation to follow through on the buyer journey.

The 'L' and the 'E' within SCALE is essentially your sales pitch. It's going to be unique for each prospect

After running the framework

If you’ve successfully used S.C.A.L.E., you’ve opened up the discussion and set the scene for follow up questions, without the risk of sounding like you’re interrogating your prospect.

If you feel that you’ve managed to build some rapport, a key question to ask towards the end of the discussion is “who else is involved in the decision making process”. Building a better understanding of all the moving parts involved to get the deal across the line is going to be very beneficial for you later in the buyer journey.

Finally, remember that it’s crucial to now keep the momentum going that you’ve just created. Your prospect should be engaged at the end of this call and it’s your job to ensure they are moved as seamlessly as possible through their buyer journey. With this in mind, it’s essential that you secure a date for the next call at the end of every call. Including it in your call avoids an email chase and leaves the prospect with clarity about their next steps.

In this premiere episode of our new podcast, B2B Outbound, our hosts James Snider and Chris Muldoon are joined by in-house sales expert Adam Clarke to crack the code on mastering the art of the discovery call.

The discovery call is arguably the most important step in a complex B2B sales cycle. It sets the tone and direction for how an opportunity will progress. Yet many sales reps struggle to run effective discovery calls that keep prospects engaged while extracting the key insights needed to position their solution.

In this podcast episode, we break down the anatomy of a great discovery call with Adam, an experienced sales professional who has seen the process from both the SDR and closing perspectives.

What is a Discovery Call?

A discovery call should not be a pitching session. 

As Adam states, "The goal is understanding the prospect's business priorities, goals, and most importantly - the challenges they are facing." This first call is all about asking purposeful questions to diagnose their pain points and friction. Only once you grasp their current situation can you begin to position your offering as the solution.

Best Practices Set Proper Expectations:

Don't surprise the prospect by firing off question after question. Adam advises, "Set expectations upfront that for the next 30 minutes, you'll be asking a lot of questions to make sure you fully understand their needs and if you're a good fit."

Be Investigative:

The rep should aim to talk only 40% of the time, letting the prospect do 60% of the speaking. Use open-ended questions to uncover the "whys" behind their challenges and keep asking follow-ups to get to the root cause. As Chris explains, "Don't just accept the surface-level issues they volunteer. Ask what have you tried before? Why didn't that work?"

Demonstrate Understanding:

Periodically paraphrasing and confirming the challenges is crucial for building rapport and trust. "Mirroring back their challenges shows you were listening attentively and understanding their specific situation," says Adam.

The SCALE Framework:

At Punch we follow a framework to structure effective discovery calls:

S - Seek insights into the prospect's overarching priorities, goals and strategy 

C - Clarify their key challenges preventing them from achieving those goals 

A - Ask strategic follow-up questions to peel back the layers on those challenges 

L - Link how your solution's capabilities can potentially solve for those challenges

 E - Engage them with a relevant case study/success story to illustrate proof

Wrapping It Up:

Great reps don't let momentum fizzle after the discovery call. Adam stresses, "Always book the next step meeting to continue the conversation before ending the call." 

Other vital closing actions include:

• Asking who else is involved in the decision process to start multi-threading
• If appropriate, discussing budget range/constraints and the competitive landscape
• Sending relevant follow-up content that provides more value

By treating the discovery as a two-way needs analysis, reps earn the right to advance prospects versus pushing a product. "You uncover what motivates them, understand their world, and then walk them down a path centered on their unique challenges," says Chris. Skilled discovery sets the stage for successful sales cycles.

Listen to the full episode here.

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Inbound’s great for those who find you, but not for the ones who don’t.

Why limit yourself!

Read on for 9 unexpected reasons to invest in outbound sales:

Table of contents

• 1. You’ve identified an opportunity in a new global market
• 2. You’re launching a new product 
• 3. No one’s searching for you
• 4. You want to shorten time to revenue
• 5. You’re in a highly competitive market
• 6. You could benefit from real-time market feedback
• 7. You have multiple ICPs
• 8. You don’t want to be too reliant on SEO and PPC
• 9. Your prospects settled with their current providers

1. You’ve identified an opportunity in a new global market

Considering global expansion?

For a US tech firm eyeing London's tech scene, inbound might mean UK-specific SEO campaigns. But SEO takes time.

Meanwhile, an outbound approach involving targeting decision-makers in London, using cold calling, emailing or LinkedIn takes you directly to your customer. 

Check out US based Sojourn's quick win in the UK for inspiration. They aimed for the UK market. We crafted UK-specific messaging, built a game-changing GTM plan, and targeted ideal accounts via phone, personalised video, email, and LinkedIn - generating a $692,000 pipeline in just a few short months.

2. You’re launching a new product 

Outbound spreads awareness beyond existing channels and audiences. This kickstarts adoption versus waiting months for inbound interest to build.

When a global tech firm we assisted launched a new e-invoicing solution, they didn't wait for inbound traction. Unsure of their ideal customer profile or the total addressable market, they teamed up with Punch!. We used personalised video messaging and a LinkedIn-centric approach. The outcome? A pipeline worth 3 million in just 6 months.

3. No one’s searching for you

In sectors where SEO's a tough nut to crack, due to lack of search volume or product innovation, waiting for organic traffic can be frustrating. 

We gave Lumi a hand, and in 4 months, they had 56 solid leads. No waiting for the phone to ring. Lumi's glow-up? Check it.. Discover how we transformed Lumi's sales pipeline here.

4. You want to shorten time to revenue

Let’s say you're in New York's finance world, and Edinburgh's bustling financial district is your next target. Inbound could mean sponsoring content on Scottish finance websites or running ads targeting Scottish finance professionals. A waiting game.

Outbound empowers you to engage directly, get real-time feedback, and adjust your pitch on-the-fly.

Baswares rapid rise in a new industry vertical is a case in point. They wanted a swift entry into the transport and logistics market. With an outbound approach we helped them bypass lengthy marketing validation, and built a £760,000 pipeline in just 3 months. If Basware had solely relied on inbound, they’d have had to wait much longer to build up leads and test messaging in a market they had no experience with.

5. You’re in a highly competitive market

Many companies turn to outbound after realising that most of their inbound leads are just window shopping, and end up shaking hands with the obvious market leaders.

In crowded marketplaces, a direct approach can give you the edge. Whilst leads that come through outbound sales channels are genuinely interested, saving your sales team countless hours trying to convince inbound leads that are just browsing.

Remembering that leads do not equal sales opportunities is vital. See how we transformed Lumi's lead game, making every lead count.

6. You could benefit from real-time market feedback

Speaking to potential clients directly is gold for rapid product-market fit.

If you're a SaaS company; you can directly ask a marketing exec in New York or a product manager in Amsterdam about what features they're itching for. 

Instead of spending months developing a feature based on 'likes' and 'shares', you get insights that prevent you from costly detours.

7. You have multiple ICPs

Let’s say you're a health tech company with a product that caters to both hospital management and individual practitioners. The hospital director in Berlin might be interested in large-scale implementation, while the GP in Manchester might want to know how it'll make their daily consultations easier.

Yes, you can create a post for each persona and ICP, but as people’s attention dwindles, the most pointed message is going to win - giving your niche competitor an advantage.

With outbound, you're delivering tailored, use-case specific messaging directly.

8. You don’t want to be too reliant on SEO and PPC

Lets face it, predicting algorithm changes is like trying to predict the weather in London - you're never quite sure. One algorithm change on Google or a shift in market trends puts your inbound strategy at risk.

9. Your prospects settled with their current providers

Think about a tech manager who's been with a provider for yonks. They're not trawling the web looking for alternatives, and their pain isn’t big enough to warrant watching your 1 hour webinar.

But with outbound, you're not waiting for them to make the first move. You're reaching out, showcasing how you can offer a better solution. Akin to a proactive estate agent, showing clients properties they didn't even know they wanted.

Recap

Outbound sales is about taking control, being proactive, and ensuring your message reaches the right ears. The time is now to complement your inbound foundation with targeted outbound to fuel your business growth.

Learn more about the differences between inbound and outbound leads in our blog Not All Leads Are Created Equal: Inbound vs. Outbound.

As we look ahead to the new year, one trend in B2B marketing that is sure to make a big impact is the increasing focus on personalisation. In today's fast-paced business world, customers expect a high level of personalisation from the brands they interact with, and B2B companies are no exception.

Personalisation is the key to winning customers' hearts. People tend to choose brands that understand them and their needs, and that make them feel valued. In the B2B space, this means going beyond traditional segmentation and targeting strategies to truly understand the individual needs and preferences of each buyer.

One way B2B companies are achieving this level of personalisation is through the use of automation and personalisation in email marketing. With ABM strategies, companies are able to target specific accounts and decision-makers with personalised messages and offers that are tailored to their unique needs. By automating these processes, B2B marketers can effectively scale their personalisation efforts, reaching more customers with greater efficiency and precision.

CHECK OUT OUR B2B MARKETING TRENDS REPORT 2023 FOR MORE INSIGHT INTO THE POWER OF PERSONALISATION

But why does personalisation in B2B matter? 

According to recent research, 72% of buyers expect B2B companies to make an effort to personalise their communications. Additionally, 69% of consumers are willing to provide their personal information to receive a tailored experience, and 73% of B2B executives believe that customer expectations for personalisation are higher than ever.

As Vincent DeCastro, President of B2B Marketing, puts it: "To focus on the customer and deliver a personalised experience, you have to harness all aspects of marketing collectively in a unified approach." In other words, it's not just about sending personalised emails or targeting specific accounts - it's about creating a holistic, customer-centric approach that informs all aspects of your marketing strategy.

4 ways B2B marketers are implementing personalisation:

1. Content marketing personalisation: By creating targeted content that addresses the unique needs and challenges of your target audience, you can increase engagement and build stronger relationships with potential customers. Use data and insights about your audience to tailor your messaging and offers.
   
2. Email list segmentation: By dividing your email list into smaller groups based on factors such as industry, company size, location, and other characteristics, you can send personalised emails to each group with content and offers that are relevant to their needs.
   
3. Custom landing pages: For specific target audiences or individuals, you can create custom landing pages that are tailored to their interests and preferences. Use data and insights about your audience to inform the content and design of the page.
   
4. Personalised video: Another powerful way to create a more personalised experience is to create custom videos that include the name and other personal details of the recipient, and that address the specific needs and challenges of your target audience. This can help to increase engagement and build stronger relationships with your potential customers.

By using a combination of these techniques and technologies, B2B marketers can effectively deliver personalised, relevant and engaging content that will help them build stronger relationships with their target audiences, ultimately increasing the sales and revenue for their business.

In conclusion, personalisation is a critical aspect of successful B2B marketing, and one that is only going to become more important in the years to come. As B2B buyers become increasingly demanding, companies that can deliver these experiences will be the ones that stand out and win their hearts.

And this is just the first of many trends in our 2023 B2B marketing trends report, be sure to stay tuned for more valuable insights to elevate your business' performance!

+44 (0) 204 571 3333 | hello@punchb2b.com

2023 is shaping up to be an exciting year for B2B marketing, with a number of trends set to take the industry by storm. As a marketer, it's important to stay ahead of the curve and understand what's coming down the pipeline in order to stay competitive. In this article, we'll be taking a look at the top five B2B marketing trends to look out for in 2023.

Trend 1: Personalisation is getting extra personal!

Personalisation has always been a key component of successful B2B marketing, but in 2023, it's set to become even more important. As consumers become more savvy and demanding, they're expecting a level of personalisation that goes beyond just their name and company. This means that marketers will need to use data and insights to deliver highly targeted and personalised experiences that speak directly to the individual needs and preferences of each customer.

Trend 2: Social is the new search engine

Gone are the days when B2B marketers could rely solely on search engine optimisation to drive traffic and leads to their website. In 2023, social media is set to become the new search engine for B2B marketing. This means that marketers will need to have a strong presence on social media platforms and be able to effectively engage with their audience in order to drive leads and conversions.

Free Download: The Top B2B Marketing Trends For 2023 Report:
Insider Secrets Revealed

Trend 3: The rise of Artificial Intelligence

Artificial Intelligence (AI) has been making waves in the world of marketing for some time now, and in 2023, we can expect to see it become even more prevalent in B2B marketing. AI-powered tools such as chatbots and virtual assistants will help B2B marketers automate and streamline their marketing processes, enabling them to provide better customer service and improve their overall marketing strategy.

Trend 4: B2B Gifting is the new customer retention strategy

In the world of B2B marketing, customer retention is crucial for long-term success. In the past, companies have relied on traditional strategies such as discounts and loyalty programs to keep their customers coming back. However, a new trend is emerging in the world of B2B marketing: B2B gifting. Not only does B2B gifting help to strengthen the relationship with customers, but it can also help to differentiate a company from its competitors. In a crowded market, a personal touch can go a long way in making a company stand out. Additionally, the act of giving a gift can make customers feel valued and appreciated, leading to increased customer loyalty and retention.

As B2B gifting becomes more popular, companies will need to be strategic in their approach. By putting thought and effort into their B2B gifting strategy, companies can foster stronger relationships with their customers and drive long-term success.

Trend 5: Direct Mail Marketing in B2B

Direct mail marketing is making a comeback in the B2B world. While digital marketing tactics such as email and social media are still popular, many companies are finding that direct mail can be an effective way to reach potential customers and clients. By sending physical mail such as postcards, brochures, or catalogues, businesses can grab the attention of their target audience and stand out in a crowded digital landscape.

In addition, direct mail allows for more personalized and targeted messaging, which can be effective in building relationships with potential customers. As a result, B2B marketers should consider incorporating direct mail into their marketing strategies in 2023.

To wrap up, it is essential for businesses to remain up to date with the ever-shifting B2B marketing landscape to stay competitive. Keeping track of the newest trends will enable you to effectively reach out to your target audience and generate positive results.

Stay ahead of the game in 2023 by incorporating these top B2B marketing trends into your strategy and watch your business thrive! Download the full report today to learn more on how to implement these trends into your 2023 marketing plan!

+44 (0) 204 571 3333 | hello@punchb2b.com

Sales development representatives (SDRs) are some of the most influential members to your business’ development. Responsible for creating qualified leads, they play a crucial role in helping bring you new growth opportunities. But, building a solid team of representatives is not an easy task.

The cost of hiring SDRs can be high, on average it costs between 1.5-2 times the employees' salary [1]. In addition to an SDR's base salary, employers need to keep in mind other costs associated with the position, including perks, benefits, training, holidays, and sick days offered by the company.

It may cost you up to 60% more to hire an in-house team than to hire a trained outsourced team [2]. 

Use our calculator to find out how much hiring an SDR internally could cost your company:

If you think you may benefit from outsourcing your SDR team contact Adam Clarke, Business Development Manager at adam.clarke@punchb2b.com

Are you ready to take your B2B marketing to the next level? Look no further than the exciting trend of artificial intelligence. With technology advancing at a rapid pace and becoming more ingrained in our everyday lives, the use of AI and machine learning is taking the marketing world by storm. Platforms like ChatGPT, DALL.E 2 and Midjourney are dramatically changing how B2B companies operate, so as we enter the new year, it's time to harness the power of AI and elevate your marketing strategy to new heights.

According to recent research, 80% of executives are currently accelerating their business process automation efforts, and 97% of mobile users are using AI-powered voice assistants. The trend is clear: AI is becoming an essential part of the digital marketing landscape, and B2B marketers need to take notice.

--> CHECK OUT OUR B2B MARKETING TRENDS REPORT 2023 FOR MORE INSIGHT INTO THE POWER OF AI

There are MAJOR benefits to using Artificial Intelligence in B2B marketing

One of the major pros of using AI in B2B marketing is the ability to gain clear data insights. Thanks to machine learning algorithms, marketers can now analyse huge amounts of data and use it to better reach and serve customers and prospects. This leads to hyper-personalisation, where AI gives marketers accurate data on what their buyers actually want, enabling them to improve their marketing so that it caters more specifically to their audience.

Another major benefit of AI, is the outstanding ability to generate a large amount of content quickly and efficiently. This is because AI platforms like ChatGPT are trained on vast amounts of data and can generate text that is grammatically correct, coherent and in-line with the given prompt, which saves time and effort compared to manually creating content. Furthermore, AI also helps to streamline efforts across teams within organisations by providing insights into which strategies work best for specific audiences.

Moreover, the global AI market is expected to reach $190.61 billion by 2025 and it's estimated that the AI industry could be worth more than $15 trillion by 2030. The potential for growth and innovation in the field is enormous and B2B marketers would be well-advised to invest in AI-powered solutions for their businesses.

Looking to implement AI into your business?

So, what can B2B marketers do to implement AI into their business? Here are four practical ways to get started:

1. Use AI to inform and improve your marketing strategies by analysing customer data and identifying patterns and trends that can be used to inform marketing strategies and improve customer targeting and segmentation.
   
2. Implement chatbots and virtual assistants to handle customer inquiries and provide personalised, automated support.
   
3. Automate and optimise your marketing tasks, such as email marketing, content creation, and social media management with AI-powered tools.
   
4. Leverage machine learning algorithms to predict customer behaviour and preferences and make more accurate and effective decisions about how to allocate marketing resources.

AI is a game-changer in B2B marketing. It has the power to revolutionise how we reach and engage with our target audiences, providing us with the insights we need to create truly personalised and effective campaigns.

Make sure to stay ahead of the curve and read our full 2023 B2B Marketing Trends Report to get a glimpse of what the future holds for your business!

+44 (0) 204 571 3333 | hello@punchb2b.com

Want to build stronger relationships with clients and partners? Consider incorporating gifting into your strategy. In this post, we'll discuss the importance of B2B gifting, share real-life examples of how it can be used, and provide tips and resources for creating a successful gifting strategy.

--> CHECK OUT OUR B2B MARKETING TRENDS REPORT 2023
FOR MORE INSIGHT INTO B2B GIFTING

Use Cases

There are a number of scenarios in which gifting can have an impact on your company and pipeline. We have curated a list of use-case scenarios below to explore:

Engaging with a Prospect:

It is of course imperative to build strong relationships with your prospects by listening to their challenges and adding value where you can during the sales process.  That being said, an innovative way to further solidify your relationship is through gifting. For example, consider  bringing cookies to a pitch meeting, or even sending to your prospects office prior to a pitch. It can be a great way to break the ice.

Closing a Deal:

Closing a deal is always a cause for celebration for the sales person. A well-chosen gift can be a nice way to celebrate the occasion, as it's a small gesture that can go a long way in recognising and rewarding success which in turn motivates the salesperson to close more deals!

Onboarding New Clients:

When a new client joins your business, it's important to make a good first impression. According to Alex Hormozi, clients decide whether they'll continue working with a business within the first 48 hours of interaction, so it is vital that an impact is made within the first two days of the relationship. A thoughtful gift can be a great way to welcome them and set the tone for your working relationship. For example, sending a personalised welcome package that includes something useful for their home or work desk as a small token of appreciation or even a box of chocolates or a personalised cookie is always a good idea. The key is to make it thoughtful and personalised to the client's business.

New Employees:

Bringing on new employees is an exciting time for any business. A small token of appreciation, such as branded swag or a handwritten note, can help new employees feel welcomed and valued as they join your team. It's a great way to help them get to know your business and company culture better.

Celebrations:

Birthdays, engagements, and other milestones are opportunities to celebrate your business relationships and show your appreciation. A small token of appreciation can be a great way to acknowledge the occasion and show that you care.

Top Tips

We have cultivated a list of top tips when utilising gifting in your own business strategy. Here are our top 5 tips to consider:

• Keep it Professional: gifts should be professional and appropriate for the business setting. Your goal is to make a good impression, not to create an awkward situation.
  
• Consider the Recipient: Think about the recipient's tastes and preferences when choosing a gift. You want to give something that will be appreciated and show that you have taken the time to get to know them.
• Make it Useful: A useful gift is always appreciated. Consider giving something that will be used on a regular basis, something that relates to the recipient's business or industry.
• Add a Personal Touch: Adding a personal touch to a gift can make it more meaningful. It's the small details that can make a big difference.
• Keep it Within Budget: It's important to remember that the goal of a gift is to strengthen relationships, not to impress with an expensive gift.

Recommended Vendors:

When it comes to sourcing gifts, there are a number of great websites to consider. Some of our favourites include:

• Wellboxes
• Not Another Bill
• Glut
• Biscuiteers
• Baked By Steph
• Book Block
• We Are Bread and Jam
• Etsy

Gifting in B2B can be a powerful tool for building stronger relationships with clients and employees. By considering the recipient, keeping it professional, and adding a personal touch, you can create a gifting strategy that will make a great impression. Enhance your business relationships by unlocking the potential of thoughtful gifting!

+44 (0) 204 571 3333 | hello@punchb2b.com