3 Reasons B2B Companies Struggle with Client Acquisition Strategies

Growing your company in a meaningful way requires more than great branding, new websites and fancy offices. Many B2B companies pour energy into sales and marketing tactics that unfortunately miss the mark. The challenges you face now are more difficult than they were last year, three years ago, or 10 years ago. The longer you stay in business, the tougher it can become to compete and acquire new customers.

A successful B2B customer acquisition strategy has to begin with an honest assessment of your company. You have to be willing to face hard truths. According to a Gallup poll, 70% of B2B customers are either actively disengaged or indifferent toward companies like yours.  In other words, they could leave at any minute. They are not committed to the services you provide.

Since we know that your current clients are at risk of flight, your focus on acquiring new customers has to be effective. If your B2B company is like many others, there are three main reasons why your B2B customer acquisition strategies are struggling.

And the Three Reasons Are…

  • You are Missing Key Data Points between Sales and Marketing
  • Your Sales Team is Overly Focused on Taking Orders from Existing Clients
  • Years of Product and Service Expansions have Resulted in Poor Positioning and Mixed Messaging in the Marketplace

Missing Key Data Points Between Sales and Marketing

79% of marketing leads never convert to sales in the B2B world. Before you allow marketing teams to blame sales and sales teams to blame marketing, look deeper. Many companies employ B2B marketing tactics because of what their industry is doing, and they don’t stop to consider testing ideas that can be scalable and repeatable. Great marketing can tie marketing tactics to actual sales outcomes. If there is no math before marketing, then you can’t attribute what’s really going on between your marketing efforts and sales results.

Sales Teams Focused on Taking Orders

Legacy B2B companies have many advantages in the marketplace including being able to attract and retain salespeople. Loyal sales members have extensive product knowledge and can develop strong relationships with their clients. That said, there are also drawbacks. Many B2B leaders complain that the sales team is so focused on taking orders through ongoing client relationships it neglects prospecting for new business

Poor Positioning and Mixed Messages

It’s a common practice that B2B companies that have reached a plateau in sales will turn their attention to acquisitions. Although the strategy can provide a boost to the bottom line, it usually results in problems with combining the old and new brands. Marketing messages can get complex. Integrating the brands oftentimes makes it tough to position your company versus your competition, and your communications plans confuse the public. It takes discipline to make decisions that commit to growth in the right way.

Be Growth Focused with Your B2B Customer Acquisition Strategies

When you’re experiencing conditions that hinder your ability to acquire new clients, it is imperative to look into new thought leadership. Establishing strategies that are smart and transformative are ideal. 
If you’re having trouble growing your business and acquiring new clients, the marketing professionals at Valve+Meter can help. Contact us today to request a free marketing analysis.