How to improve sales and marketing funnel in B2B? [Video]

On today’s episode of The Revenue Stream, I had the opportunity to chat with Andrew Allsop, Senior Demand Gen Manager at BRYTER.

Andrew comes with several years of experience running his own agency (Wonderkind), selling it to Powered by Search, and running Demand Gen that drives pipeline and closes into revenue for several B2B companies.

We talk about the importance of understanding the impact of channel metrics on your bottomline metrics, what it takes to convert an MQL to Opportunity efficiently, why and how you should segment your campaign efforts, forecasting and planning your campaigns for it, and the importance of scrutinizing your data.

I had loads of fun chatting with Andrew in this episode and I hope you enjoy the show too. See ya on the other side. 👋

00:00 – Intro
04:20 – Why focus on improving win rate of channel metrics
07:16 – Common patterns to grow consistently in B2B SaaS
10:26 – Levers to pull to increase MQL to Opp conversion rate
13:56 – Different segments to analyze
16:14 – Forecasting in B2B
20:18 – Channel capacity vs attainment
24:43 – Importance of guardrails for each segment to assess campaign efficiency
25:33 – Were does lead gen campaigns typically work?
31:09 – Why not just download contacts from data providers and run campaigns?

‍