6 keys to a B2B playbook for successful conversion
Posted: Sun Jan 26, 2025 8:28 am
A company's sales force needs to have a thorough understanding of the products and services it offers, how the industry operates, who it is targeting, and what channels and arguments it needs to attract new customers and successfully conclude a conversation.
Covering these points requires training and guidance – this is where the playbook comes into play.
The playbook and its advantages in B2B business
A playbook is a guide that contains information about the company, its rcs data belarus audience, and its market. It is an essential tool for the customer prospecting team , as in addition to containing relevant business data, it offers a guideline of the steps to follow to develop a sale, how to contact the client, and qualify leads.
Developing a successful playbook brings with it numerous benefits, such as:
Align sales work with organizational goals and other related departments such as marketing and customer service. Research by Hubspot mentions that nearly 26% of sales experts see improvements in lead quality thanks to alignment.
It is a source of training and information for salespeople, which allows them to learn ways to approach potential clients, performance measurement indicators and ways to deliver value to close a sale through calls, emails, interactions on Linkedin, among others.
It allows you to take advantage of opportunities. With knowledge of the company, products and target customer, the seller can focus their attention on optimizing the acquisition and sales process on those leads that meet the buyer persona profile.
6 tips for creating a conversion manual
Developing this work tool requires meeting certain parameters that must be defined precisely and in detail to address B2B sales:
1. The heart of the company
It is very important to transfer the motivation of senior executives to the end customer.
To do this, the salesperson must be connected to the company's purpose, identify with the reason for the company's creation, mission, vision, and share its values with the prospects. In this way, a "business client" can analyze and understand more easily if they share interests and ideals for working together.
2. Knowledge of the buyer persona
Before you begin prospecting for clients, it is key to know exactly what the ideal buyer you want to find is like.
At this point, you need to define their pain points, their needs, and how products and services could meet them.
3. Means of contact
Once you have an idea of the company, its products and services, as well as the end customer, the next step is to establish communication channels and capture potential leads.
This is where the playbook becomes more relevant, since a guide must be established with the platforms that will be used to approach new prospects, such as Linkedin, email, phone calls, social networks, among others. The goal is for the sales team to follow an orderly and efficient process that leads the company to generate more business opportunities.
4. Key performance indicators (KPI)
KPIs are essential to measure and refine a sales campaign.
Depending on the sector and customer behavior, different metrics can be adopted to contribute to data-based decision making, such as number of leads generated, acquisition cost, number of qualified leads, conversions made, among many others.
Covering these points requires training and guidance – this is where the playbook comes into play.
The playbook and its advantages in B2B business
A playbook is a guide that contains information about the company, its rcs data belarus audience, and its market. It is an essential tool for the customer prospecting team , as in addition to containing relevant business data, it offers a guideline of the steps to follow to develop a sale, how to contact the client, and qualify leads.
Developing a successful playbook brings with it numerous benefits, such as:
Align sales work with organizational goals and other related departments such as marketing and customer service. Research by Hubspot mentions that nearly 26% of sales experts see improvements in lead quality thanks to alignment.
It is a source of training and information for salespeople, which allows them to learn ways to approach potential clients, performance measurement indicators and ways to deliver value to close a sale through calls, emails, interactions on Linkedin, among others.
It allows you to take advantage of opportunities. With knowledge of the company, products and target customer, the seller can focus their attention on optimizing the acquisition and sales process on those leads that meet the buyer persona profile.
6 tips for creating a conversion manual
Developing this work tool requires meeting certain parameters that must be defined precisely and in detail to address B2B sales:
1. The heart of the company
It is very important to transfer the motivation of senior executives to the end customer.
To do this, the salesperson must be connected to the company's purpose, identify with the reason for the company's creation, mission, vision, and share its values with the prospects. In this way, a "business client" can analyze and understand more easily if they share interests and ideals for working together.
2. Knowledge of the buyer persona
Before you begin prospecting for clients, it is key to know exactly what the ideal buyer you want to find is like.
At this point, you need to define their pain points, their needs, and how products and services could meet them.
3. Means of contact
Once you have an idea of the company, its products and services, as well as the end customer, the next step is to establish communication channels and capture potential leads.
This is where the playbook becomes more relevant, since a guide must be established with the platforms that will be used to approach new prospects, such as Linkedin, email, phone calls, social networks, among others. The goal is for the sales team to follow an orderly and efficient process that leads the company to generate more business opportunities.
4. Key performance indicators (KPI)
KPIs are essential to measure and refine a sales campaign.
Depending on the sector and customer behavior, different metrics can be adopted to contribute to data-based decision making, such as number of leads generated, acquisition cost, number of qualified leads, conversions made, among many others.