Consultative Selling in the Digital Marketing Universe

A how-to guide for overthrowing the tyranny of templates

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With over 100,000 marketing agencies in the US alone, trying to find their best-matched small business clients, smarter, ambitious, and tech-savvy agencies are making constant efforts to differentiate themselves by shifting from a transactional, vendor-like mindset to a collaborative, advisory role—to deepen client relationships and drive a greater business impact.

As the lines between marketing, technology, and business strategy continue to blur, these ‘consultative agencies’ are positioning themselves at the nexus of brand building and business growth. And it all begins with embracing a more holistic mindset and approach to client acquisition and engagement.

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In this guide you’ll learn:

  • 5 Key Ways Fintech is Reshaping SMBs
  • New Data Sources & Models–for Product Design & Marketing
  • Data-Driven Marketing & Prospecting Examples
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Inbound marketing generates three times more leads than outbound marketing while costing 62 percent less!
~ DemandMetric

Even so, only one-third of B2B leaders can successfully generate qualified inbound leads, while others are lacking both in attracting large numbers of relevant website visitors and helping more of them convert.

Thus far, inbound marketing has failed to receive the same ‘data-attention’ both from data vendors and companies alike that outbound go-to-market cadences have come to expect from their CRM data.

Applying a matured data-lens approach to this high-intent, highest-yielding and cost-effective revenue channel, can uplift inbound marketing’s performance manifolds.

Read this guide to explore how rich, digiographic, account intelligence data can positively impact two key KPIs for your inbound marketing—Conversion Rate and Lead Qualification Rate.

The benefits of consultative selling for digital marketing agencies selling to small and local businesses are numerous:
  • Increased Trust and Credibility
  • Improved Sales Efficiency
  • Differentiation in a Crowded Marke
  • Bigger and Faster Project Wins
  • Higher Client Retention
This ebook charts a course through uncharted territories, where agencies transform into trusted advisors and campaigns evolve into comprehensive strategies. It’s for anyone who sells marketing or other digital services, whether they sell for themselves, for an internet marketing agency, digital marketing agency, media company, website infrastructure company, or otherwise.
In a world where ROI decides agency fates, learn to intersect data with creativity, and discover how to position your agency at this crucial crossroads. Are you ready to evolve?

Navigate the Digital Marketing Universe in the Following Steps:

  • Understanding the Consultative Selling Approach
  • Developing a Consultative Mindset With Challenger Sales
  • Exploring New Technologies and Innovations
  • Learning Step-by-Step Consultative Selling
  • Becoming a Trusted Advisor
  • Measuring Success and Your Next Steps
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Increase Conversion Rates by Personalizing Your Visitor Experience

Use rich digiographic account signals to pull audiences in with relevant, contextual experiences—driving more engagement!

  • On-page Personalization—Dip into digiographics to find account data to personalize your website with relevant context for your visitor and their company.
  • Web Chat/Conversational Landing Pages—Use firmo-, techno-, and digiographics-rich data, synced into your CRM, to engage your prospects with more meaningful chat conversations.

Qualify and Score your Inbound Accounts

Prioritize for better results, faster—build trust between marketing and sales.

Only a fraction of your B2B inbound leads truly deserve face-time with your sales team. Enrich your inbounds with account level digiographic data signals and pre-qualify them based on buyer need and purchase propensity, before moving them downstream.

As we saw last year, a majority of respondents are unhappy – 65% indicated that they are dissatisfied with their current data providers.

The 2022 report has a few additional data points over last year, offering even more value for readers. For example, since we have seen a considerable rise in the interest in account scoring capabilities—in part to support Account-Based Marketing programs—we specifically asked about account scoring in this year’s survey.

Respondents who lacked APS data were twice as likely to suffer a loss of revenue and a loss of trust.

Download the report and get into the minds of the revenue leaders who have identified the shortcomings of data providers and have told us what they desire. With over three times as many revenue leaders directly participating in the survey this year (over last year) — our findings are more meaningful than ever.

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To unlock the promise of segmentation and personalization for your sales and marketing teams, start with account intelligence from BuzzBoard⁠—the largest database for B2SMB solution providers to launch hyper-personalized marketing campaigns at scale.

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