Monday, April 08, 2024 by Shelley Hirst
In the B2B buying and selling process, it often feels like despite the substantial efforts and considerable investments poured into marketing and sales strategies, satisfaction remains just out of reach.
It begs the question "Is anyone truly getting what they want"? From the initial awareness phase to the post-purchase follow-up, buyers and sellers frequently voice more complaints than commendations.
With all the resources dedicated to refining these processes, why does it seem that no party is delighted, and what can be done to harmonise the discord? As budgets rise and fall and the digital landscape becomes increasingly crowded, the chorus of grievances grows louder, echoing the challenges of meeting expectations and achieving desired outcomes.
Each stage has its unique challenges and frustrations. Here we look to identify common complaints from all sides.
Bridging the Gaps
Addressing these issues requires a collaborative effort between marketing, sales and customer success teams to ensure a cohesive and customer-centric journey. Implementing feedback loops, refining lead qualification processes, and ensuring ongoing support and education can mitigate these common complaints.
Moreover, fostering a culture of transparency, personalised engagement, and value-driven interactions can align teams’ efforts with buyer expectations, leading to improved satisfaction and loyalty.
To learn more about how Market Activation contributes to a seamless sales and marketing growth strategy, get in touch.
Market Activation™ Solution Brief
Some more detail about how we approach demand generation to get outstanding results.
For more information and a live demonstration of lead progression and pipeline visibility, please book some time with us to show you.
Download (1.3 MB)Frequently Asked Questions
Market Activation identifies in-market buyers (via intent data, behavioural signals) and immediately engages them with tailored outreach (nurture tracks, one-to-one advisor sessions, community invites).
Demand Engine: Targeted outreach (email, ads, sponsorships) that scores clicks → qualified leads → sales-ready appointments.
Performance Dashboard: Real-time visibility into open rates, CTOR, CPL and lead progression via our online sales portal.
Content Amplification: Thought leadership shared in The Amigos Network drives deeper engagement and social proof.
Peer Validation: Prospects get candid feedback from peers on your solutions, shortening the evaluation cycle.
Pipeline Catalysis: Warm introductions and referral paths within the community fuel high- intent conversations.
- Top-of-Funnel: Build credibility through community content and events.
- Mid-Funnel: Leverage peer case studies, expert Q&As, and live demos to answer deep technical questions.
- Bottom-of-Funnel: Invite high-intent members to advisory councils or private 1:1 sessions, often the final nudge before purchase.
- Interesting content: We originate, curate, and syndicate different types of content we know our audiences want to engage with and tell them it’s there.
- Sponsored content: We use sponsored content to drive engagement with individual brands.
- Promotion: We promote that content via multiple channels such as email, social media, YouTube, and so on.
- Identification: We ingest company-level engagement signals and combine it with known contacts that may be researching key topics.
- Segmentation: Members are bucketed by level of intent (high, medium, low) plus ICP fit and company size.
- Activation: High-intent members receive prioritised community invitations (events, focus groups, product deep-dives) to accelerate deals.
- Purchased data highlights who’s in-market.
- Community engagement reveals what questions they’re asking, so your nurture can be hyper-relevant.
- Result: A 2–3× lift in meeting acceptance and pipeline velocity vs. cold outreach alone.
- Marketing owns the nurture tracks, community invites, educational content, and event promos.
- Sales intervenes only at “high-intent + active community engagement” thresholds, with account-specific demos and peer introductions.
- Outcome: Fewer wasted calls and a higher win rate on truly qualified opportunities.
- Engagement Metrics: Community log-ins, event attendance, content downloads.
- Intent Conversion: % of intent-scored members who join private roundtables or request demos.
- Pipeline Velocity: Time from first community touch to opportunity creation.
- Revenue Impact: Contribution of community-sourced deals to overall bookings.
- Average Weekly Open Rate: 40%
- Average Weekly Click-to-Open Rate: 70%
- Average Cost-per-Lead: £45
- Minimum ROI: 500%
- Average Dwell Times: 1 minute 45 seconds