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.
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 how to search on google: 10 tips to optimize your search 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 clean email actively 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 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.
- Repeat sales.
What else is worth paying special attention to?
Conversions . Moreover, in the context of:
- products;
- channels/sources;
- sales funnels;
- managers.
Cohort analysis.
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.).