Two years into a pandemic, and one thing is very clear from a
sales and marketing perspective: buyers now demand a digital-first
experience. While COVID-19 dramatically altered many facets of
business, the shift to digital buying and selling in the B2B world
was inevitable because it’s the way we buy things for ourselves in
our daily consumer world. However, just because something is
inevitable doesn’t mean it comes without consequence. Today,
marketers who work with Dynamics 365 are tasked with catering to
these new digital demands to fill the pipeline and drive the bottom
line – and that starts with scrutinizing your leads and clarifying
what’s considered a qualified opportunity.
1. Establish a Lead Qualification or Scoring Framework
For many B2B organizations, the last two years saw a dip in
customer demand, resulting in over-compensation from sales teams to
accept leads into the pipeline that might not be the best fit for
the sake of survival and revenue generation. Today, we’re seeing
companies in a less reactive position, not merely acting to stay
afloat but crafting strategy to drive pipeline fulfillment based on
a predominantly digital B2B buyer journey rooted in five key
- Every interaction is treated like a calculated time investment
from someone who is accustomed to getting what they want
- Prospects believe they can find any info they need online and
on their own and want to do research and exploration without the
interference of a salesperson.
- When buyers can’t find the info they’re looking for on their
own, they want a concierge to help them get info rather than
searching the web – and they want the concierge immediately.
- Prospects would rather not spend time educating a seller;
however, they do want confirmation that the seller understands
- Buyers don’t want to repeat themselves to people or to a
computer and they don’t respond well to conflicting messaging.
Forming a strategy that addresses these shifts starts with lead
The lead qualification process involves interacting with
potential customers via digital channels and determining whether
they are able, ready, and willing to buy your products or services.
It’s an important process because it ensures your sales team is
only dedicating time and energy to the most qualified prospects,
improving productivity and boosting conversion rates. Lead
qualification has grown more complicated over the last two years
(with some estimates putting qualification rates as low as
27%), but businesses that properly define the differences
between leads can ensure the process runs more efficiently.
- Organization-level leads are in the very early stages of
qualification. For these types of prospects, ensure your team
confirms that the lead matches up with your buyer personas,
including interests, industry, and company size.
- Opportunity-level leads mean the prospect is a good fit for
your company’s products or services, and your solutions meet their
needs and solve for specific pain points.
- Stakeholder-level prospects must fit your customer persona,
realize the value in your product, and have the ability to move
forward with the purchase. If they’re not capable of making the
final purchase, you need to identify and connect with the proper
decision-maker who can.
2. Keep the Pipeline Clean
Marketers and sales teams working with Dynamics 365 looking to
refill the sales pipeline post-pandemic must prioritize cleaning
out the pipeline to make room for new, qualified leads. Determine a
cadence that makes the most sense based on the length of your sales
cycle, and then get tactical.