How to Get the Most Out of Sales and Marketing in B2B

Marketing in B2B industries can feel like throwing spaghetti at the wall—hoping something sticks. But with the right strategy, you can actually predict what’s going to stick and fuel your growth with a bigger, better ROI. Let’s walk through some proven strategies to fine-tune your sales and marketing approach and show you how to measure success.

Why Relationship Building is (Still) the King of Sales

If you think that “relationship building” is just another buzzword, you might want to reconsider. Especially in tech, where your service is likely a long-term commitment, the way you build and nurture those client relationships will make or break your business. In fact, HubSpot reported that 90% of B2B buyers prefer to work with salespeople who add value to their buying process. And that’s the heart of consultative selling—being a guide, not just a seller.

Consultative Selling: Ever had a sales rep ask you a bunch of open-ended questions about your goals and pain points? Chances are, they weren’t just killing time—they were doing consultative selling. This method is about understanding the specific needs of your client and providing them with a tailored solution. It’s a relationship-driven process that transforms your sales team into trusted advisors, not just people pushing a product.
Long-Term Partnerships Pay Off: You’re not selling a one-and-done product here. Tech services are long-term, meaning when you land a client, the revenue from that partnership grows over time. A client who trusts you is more likely to stick around, invest in new offerings, and even refer you to others. It’s like the gift that keeps on giving—only the gift is revenue!

Visual 1: Relationship building Matrix in B2B Sales

Account-Based Marketing (ABM): Don’t Go Fishing with a Net, Use a Spear

Mass marketing does feel impersonal. That’s why Account-Based Marketing (ABM) is all the rage these days, especially in the tech and IT managed services sector. Instead of sending the same email blast to thousands of leads, ABM takes a more personalized approach. You focus on targeting a handful of high-value accounts with highly tailored, specific campaigns—turning those leads into real, meaningful business.

Personalized Content is More Than a Buzzword: According to Forrester Research, companies using ABM saw a major increase in engagement rates, and personalized campaigns make potential clients feel understood. With ABM, your marketing speaks directly to their problems, making it a whole lot easier to start that conversation.
Teamwork Makes the Dream Work: ABM isn’t just marketing—it’s an alignment between your sales and marketing teams. When these two teams work together to create personalized campaigns for key accounts, the result is a sales process that feels less like a pitch and more like a solution to their unique challenges. Who wouldn’t want that?

Visual 2: Marketing channels to nurture sales outreach and convert for growth

Leveraging Technology: It’s Not Just About Keeping Up—It’s About Getting Ahead

In tech, we know that technology is no longer a tool; it’s the engine. Whether it’s through CRM systems or marketing automation, using tech smartly can make a huge difference in your sales and marketing efforts. According to Gartner, companies that fully invest in CRM technology can see their sales increase by as much as 29%. That’s some serious leverage!

Data is Your Best Friend: Tech tools like CRMs (think Salesforce or HubSpot) don’t just help you manage leads; they help you understand your clients. By tracking every interaction, you can personalize follow-ups and predict their needs before they even know what they are. It’s like having a crystal ball, but with less mystical guesswork.
Automation Makes Life Easier: Imagine setting up an automated system that follows up with leads, tracks their interactions with your content, and even schedules meetings. That’s the magic of marketing automation. It frees up your team’s time for deeper engagement, while the system handles the repetitive tasks. You’re basically delegating to a robot (and robots don’t need coffee breaks)

Your Marketing Mix: Content, Digital, and Events—The Winning Trio

Okay, so you’ve built strong relationships and have your tech in place. Now, it’s time to amplify your message and show up where your prospects are. Here are 3 marketing strategies that work wonders in the B2B world:

Visual 3: 3 Trio for Marketing Diversification

Content Marketing: Think of content as your best salesperson—available 24/7, educating potential clients. When you produce valuable content like whitepapers, case studies, or even a killer blog (like this one!), you position your company as an expert. As a best practice, B2B marketers use content marketing to reach customers, and it’s easy to see why—it builds trust before any sales call is made.
Digital Marketing: SEO, PPC, and LinkedIn ads help you reach those potential clients actively searching for solutions like yours. According to Google, 89% of B2B buyers begin their buying process online. So, showing up in their search results isn’t just a nice-to-have; it’s a must.
Events and Networking: Whether it’s a huge conference like Gartner Symposium or a more intimate industry roundtable, events are prime opportunities to connect with decision-makers. Meeting people face-to-face (or screen-to-screen in the case of virtual events) builds relationships that emails just can’t. Plus, attending these events keeps you sharp and up to date with industry trends.

Measuring Your ROI: Because What’s the Point if You’re Not Tracking?

Sure, all of these efforts sound great, but how do you know if they’re working? Measuring your ROI is critical. You can’t improve what you don’t track, so setting the right metrics is key to ensuring your strategy is actually delivering results.

Visual 4: Key components to consider in optimizing ROI or ROAS (return on ads spent) in sales and marketing campaign.

KPIs That Matter: Start small, identify trends, and double down on what’s working. According to McKinsey, companies that base their sales decisions on data see up to a 20% increase in ROI.
Attribution Models: This let you see the entire buyer’s journey—whether that’s from an ad click, a webinar, or a conversation at an event. This helps you invest in the channels driving the most value.
Customer Lifetime Value (CLV): Knowing how much revenue a client will bring over time helps you allocate resources properly. By comparing CLV to customer acquisition costs, you get a real sense of whether you’re spending your marketing dollars wisely.

It’s All About Strategy, Adaptability, and a Little Fun

In B2B tech and IT managed services, success doesn’t happen by accident. It’s the result of a carefully crafted strategy that balances relationship-building, tech-powered efficiency, and marketing that actually speaks to your audience. The industry is always evolving, so staying nimble and open to experimentation is key. Whether you’re trying ABM for the first time or doubling down on content, remember: a solid strategy today will set you up for long-term success.

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