Four Ways

B2B Marketing
LEAKS Revenue
1. BUYER EDUCATION
Buyers not educated about how
you're different and worth
buying.

LEAKS:
1. Sales outreach suffers
miserable response rates
2. Unqualified leads without the
intention to buy
3. Long sales cycles and low win
rates
1. BUYER EDUCATION
ROOT CAUSES:
1. Lack of customer research
2. Creating content based on
keyword research instead of
insight into the buyer journey
3. Self-promotional content
masking as educational
4. Content distribution focused
on driving website traffic and
MQLs, instead of frictionless
consumption optimized for
channels where your buyers
already are
2. MISALIGNED
MESSAGING
Misaligned messaging in ads,
content, on the website, and in
sales presentations.

LEAKS:
1. Sales reject marketing leads
and marketing leads don’t
convert to sales
2. High CAC (cost of acquisition)
3. Low win rates
2. MISALIGNED
MESSAGING
ROOT CAUSES:
1. Lack of internal alignment on
ICP
2. Lack of customer insight
3. Lack of positioning and
differentiation
4. Messaging not validated by
the customers and buyers
3. TRANSACTIONAL
DEMAND CAPTURE
Focus only on transactional
demand capture.

LEAKS:
1. Commodity positioning
(leading to high CAC and low
win rates)
2. Crisis mode during economic
downturns
3. Plateaued growth
3. TRANSACTIONAL
DEMAND CAPTURE
ROOT CAUSES:
1. Lack of insight into the buyer
journey, and content and
programs to influence it
2. Lack of always-on,
multichannel nurturing (no,
a five-step email sequence ≠ a
nurturing program)
3. No engagement and
intent-based ABM programs
4. No demand gen calendar
4. BROAD TARGETING
Based on titles, geography, a
bunch of industries and size.

LEAKS:
1. Marketing leads don’t convert
to sales (and sales reject them)
2. Commodity positioning (you
cannot be everything to
everyone, so you end up with
the lowest common
denominator)
3. High CAC and low win rates
4. BROAD TARGETING
ROOT CAUSES:
1. Lack of internal alignment on
target segments, and detailed
account (dis)qualification
criteria
2. Lack of insight into the buying
committee, their purchase
criteria, and objections
3. Lack of account
segmentation into tears
4. Lack of engagement and
intent data sourcing of target
accounts
MISSING BIG PICTURE
No marketing tactic, channel, or
funnel will help you plug the
revenue leaks in your marketing
program.

Marketers need to stop focusing

on individual pieces and focus on
the complete puzzle.
COMPLETE PUZZLE
1. ICP, segmentation and
customer research
2. Messaging and positioning
3. Creating awareness,
generating and capturing
demand
4. Working with sales to identify
and activate engaged
accounts & accelerate
pipeline
5. Working with CS and account
management on customer
advocacy and deal expansion
FULL-FUNNEL
MARKETING
We call this full-funel marketing.