B2B Beat Ep. 5: Follow Up With Prospects Effectively


In many B2B organizations, the sales follow up often gets delayed, forgotten or just flat-out ignored. When that happens, these companies are missing out on wins – because 80 percent of sales require five follow-ups.

But you can reap the benefits of following up by passing along a few best practices to your reps and making sure your marketing team partners with sales throughout the process. That’s why we brought Blair Bates, our senior director of sales, on our latest episode of “B2B Beat.” She gives us some insight into why following up with prospects is so crucial, challenges that often keep B2B companies from doing it, and practical tips for doing it more effectively.

But her advice isn’t just for people in B2B sales – it’s also relevant for those of us in B2B marketing. That’s because part of our job as marketers is to coordinate what we do with what sales needs – also known as that buzzword phrase “sales and marketing alignment.” By providing the right tools to keep prospects engaged throughout the sales cycle – Blair suggests product collateral, educational content and email drip campaigns – we can all get a higher ROI for the time and effort we spend on our work while making the most of every sales opportunity.

Send your B2B marketing questions to @MultiView on Twitter using the hashtag #B2BConnected. Stay tuned for our next episode, and as always, keep walking to your own B2B marketing beat!



Blair Bates

Blair Bates

Sr. Director, Publishing Operations



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