4 reasons that explain a high customer acquisition cost in B2B

[tonmoypramanik]

1. The wrong levers are being used
To start at the beginning, you need to analyze your business development actions over the last 12 months.

Have the efforts and budgets committed by the marketing and sales departments brought the expected ROI?

If your acquisition cost is too high, it is very possible that the expected ROI has not been achieved.

We meet B2B companies that still use traditional business development methods: door-to-door, cold calling, visits to trade fairs for the most common methods.

These customer acquisition levers are no longer suitable in a world where digital has taken on considerable importance.

B2B lead generation stats

B2B prospects refuse to answer prospecting phone calls 90% of the time . If your efforts are lithuania email list focused on outdated levers like this, there is no doubt that your costs related to acquiring new customers are enormous.

2. You have a lot of prospects but they are poorly qualified
Your online presence allows you to automatically generate contacts, so you have many leads every day.

On paper, your customer acquisition actions are therefore effective.

Unfortunately, the sales department is formal, the leads generated are poorly qualified and the efforts required to convert them into customers are colossal (PUT LINK): Several demonstrations, physical meetings and travel to ensure, the tailor-made construction of an offer then a counter-offer... in short, the salespeople spend a lot of time dealing with poorly qualified prospects.

This lengthens your sales cycle , increases the effort you have to make and ultimately leads you to have a high customer acquisition cost.

3. Your salespeople are chasing prospects who aren’t mature enough
Even worse than dealing with leads that aren't qualified is chasing leads that aren't mature enough.

stat lead not mature in B2B

My sales memory takes me back to these dozens of attempts at telephone contact coupled with emails requesting appointments from these prospects who were not mature enough.

All in vain!

Prospects who are not mature enough will rarely, if ever, respond to your solicitations.

B2B buyer behavior to generate leads

Those who take the time to respond to you to start a conversation and get you to come for a first meeting will waste your salespeople's time.

Sales forces should focus on the most mature prospects . Otherwise, your customer acquisition cost risks skyrocketing.

4. Your marketing plan is not adapted to the expectations of your target
There are two indicators that should help you understand that your B2B marketing plan is not adapted to the expectations of your target.

Firstly, if the number of visitors to your website is not taking off, it is because your messages are not of sufficient quality.

Second, the quality of the leads generated is not good. This simply means that the messages you are sending are not good. It is not attracting the right visitors and therefore the right leads. Quite simply.

If you encounter these two difficulties, it is because your marketing plan is not adapted to the expectations of your target. Your marketing budget is therefore wasted and this contributes to a high customer acquisition cost.