Four Strategies to Revolutionize B2B Revenue


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The business-to-business (B2B) revenue landscape has significantly transformed over the past two decades. Old playbooks no longer suffice; we require dynamic strategies that merge hyper-automation, personalization, AI, and digital scalability.

Here’s How to Excel in Today’s B2B Revenue Ecosystem:

1. Data: the bedrock of revenue generation

Data should lie at the core of every revenue strategy. While data strategy and governance may first appear simple, they present obstacles for companies navigating growth phases, rebounding from rapid expansion, operating across multiple regions, providing a range of products in different sectors, or navigating after a merger or acquisition.

The modern approach harnesses data to uncover valuable insights, shifting from hindsight to foresight and laying solid groundwork for revenue-generating initiatives. It’s critical to dismantle data silos across marketing, sales, customer service, and customer experience to ensure a smooth information flow aligned with specific goals.

MIT research proves data-driven enterprises had 6% higher profits than average and 3% better productivity.

2. Simplify to amplify: the lean technological toolkit

Technology is vital to meet customer expectations of seamless, personalized engagement anytime, anywhere. While some believe that more tech equals better results, best practices favor a minimalist approach. Instead of juggling multiple tools, actual progress lies in streamlining your tech stack. Integrating AI analytics, CRM software, and essential applications allows you to create a unified, robust view that provides deeper insights into each lead and customer. This approach will help you work smarter by identifying which customer interactions can benefit from automation and AI and which should maintain a personal touch. Navigating these decisions can be challenging due to the plethora of niche players, especially if your team needs more technical expertise. Consider an enablement plan or talent refresh to stay ahead.

Organizations should adopt a single CRM system for optimal efficiency and integrate all vital applications — Martech, Sales Enablement, Customer Service/Success tools —within the CRM framework. This approach is crucial for achieving a unified customer view and dismantling informational silos. Additionally, AI technologies are now integral to CRM and related applications, enhancing automation, enabling the analysis of vast data sets for informed decision-making, and supporting employees.

3. Persona Account-Based Marketing (ABM)

Developing a solid data strategy and optimizing technology are crucial prerequisites for implementing persona Account-Based Marketing (ABM). Personalization is no longer a choice; it’s necessary, with persona-focused ABM embodying this shift. You can create more meaningful interactions and enhance revenue generation by tailoring communication to specific personas and industries. Utilizing AI and predictive analytics allows you to customize messages and solutions for key decision-makers. This is the key to addressing the primary challenge of scaling one-to-one ABM effectively.

Demand Metric found that companies that have used ABM for at least one year have seen a 10% increase in revenue, while 19% reported more than 30% revenue growth. 

4. On-demand engagement: availability as a cornerstone

Today’s savvy customers demand and expect timely, personalized, and insightful interactions across all platforms (telephone, social media, chatbots, and virtual meetings.) Meeting these expectations fosters trust and dependability. Success isn’t solely about selecting the right technology; it hinges on having a skilled team to seamlessly oversee, evaluate, and collaborate with it. Establishing a talent enablement strategy with quarterly enhancements is vital to empower your team with the capabilities for this pursuit.

According to McKinsey, buyers are more willing than ever to spend through remote or online sales channels, with 35% willing to pay $500,000 or more in a single transaction (up from 27% in February 2021). Seventy-seven percent of B2B customers are willing to spend $50,000 or more. 

Navigating The New Revenue Ecosystem

Navigating today’s complex revenue models requires agility and a willingness to embrace change. It involves developing and seamlessly integrating a range of strategies. Success belongs to those who intelligently blend cutting-edge tools and tactics to fuel revenue growth.


Kelly Waller
Kelly Waller is SVP of Sales and Marketing for Harte Hanks a global customer experience company. A proven global marketing leader, Kelly has deep expertise in customer experience, CRM, AI, inside/outside sales, demand generation, marketing technology and sales enablement. Her work has been widely published and she is a frequently-requested speaker at conferences including the C-Vision CX and CMO Think Tank and Emblaze. Prior to joining Harte Hanks in 2023, Kelly was Global Vice President, Mid-Market for Finastra and Inside Sales Director for Extreme Networks.


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