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B2B Sales Trends - Key Metrics Revealed

Whether you conduct your sales outreach by phone, social media, or email—it’s undeniably an essential aspect of B2B sales. Everything from the channel you select to the language you use impacts how your prospect will respond. The more information you have—the better!


Here are a summary of key points that M. Allen views from the latest infographic by Zoom (attaching full graphic below):


(Email): 33% of email recipients open emails based on subject line alone.


(Email) Subject lines with more than 3 words experience a drop in open rate by over 60%.


(Email) Personalized emails including the recipient’s first name in the subject line can boost open rates by 29.3%.


(Phone) 78% of decision makers polled have taken an appointment or attended an event that came from a cold call.


(Phone/Texting) Texting after contact leads to a 112.6% higher lead to engagement conversion


(Phone/Texting) However, sending text messages to a prospect prior to making contact on the phone decreased the likelihood of ever contacting that lead by 39%.


(Social Selling) 73% of salespeople using social selling as part of their sales process outperform their sales peers and exceeded quota 23% more often.


High growth organizations report an average of 16 touch points per prospect, within a 2-4 week span.


The average sales rep only makes 2 attempts to reach a prospect. However,


50% of sales happen after the 5th touch. &


44% of salespeople give up after one follow-up.



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M. Allen's Comments and Call to Action:

What I am taking from these recent metric findings are the following:

1) Timing in B2B sales is everything. This reinforces that cadence and messaging associated processes in the sales cycle need to be carefully reviewed and then set to each persona that you are selling into.


2) Sales teams and their hunters need to remember this is a war and not a battle. Play the long game but ensure daily actions are aligned and active.


3) Finally, omni-channel marketing and social selling are here to stay. Sure, pick two primary mediums as an individual to run your sales motions and touches. However, your company needs to ensure they are utilizing the full tech stack to help provide the necessary "air-cover" in these virtual B2B selling times.


What did you take from the data? Ping me via mslonaker@mattallendevelopment.com or via text at 972.740.4300. Would love to hear what actions you are taking.


Now, go sell!




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