Exiting can be a very satisfying experience. Businesses have spent years building their firm and are proud of their achievements, but they are ready to pass the reins over to someone else. Having an exit strategy is critical, whether they are planning for retirement or simply pursuing another endeavor.
Marketers should revamp their marketing strategy one to three years before they want to sell to ensure they are following industry best practices at the time. This can boost sales, brand awareness, and brand authority, all of which will improve the company’s worth, allowing marketers to sell at the greatest possible price. They will have more money for retirement or their next business venture as a result of this.
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Here are some marketing methods that can be used to maximize valuation.
Updated content, branding, assets and processes
It may seem strange to be changing so many aspects of a firm when it is about to close. The more up-to-date the company is, however, the better. No investor likes to put money into a company that is out of date, so a little sprucing up is required in the months leading up to the exit.
Businesses should begin by doing a complete audit of all of their processes and content to identify areas for improvement. Businesses may need to update their website with the most up-to-date user experience/user interface (UX/UI) design, match content such as ads and blog posts with industry trends, and solve any technological gaps.
Account-based marketing (ABM)
Since marketers will identify and chase high-value leads, account-based marketing implies fewer resources will be squandered. It works by creating ideal customer personas and then segmenting them into tiers. Marketers can also construct a target audience comprising previous clients, lost deals, and businesses interested in purchasing services. They then concentrate on personalizing marketing and content to hyper-specific, high-value purchasers, based on data-driven insights.
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According to a 2021 survey by Hubspot, “Not Another State of Marketing Report 2021”, 70% of marketers (registration required) said they were using ABM, compared to only 15% in 2021. Adopting an ABM approach will not only assist grow revenue but will also improve the company’s image. No one wants to put money into a firm that is stuck in the past. Businesses should embrace current trends like ABM as soon as possible.
Sales and marketing alignment
A healthy relationship between marketing and sales, based on the preceding premise, is a critical component of a successful ABM approach. Since marketers are in charge of appealing to the target demographic, while sales are in charge of closing purchases and cultivating client relationships. It’s better for the organization overall when the two are in sync, especially with the rise of ABM.
Businesses should begin to strengthen the sales and marketing relationship within the organization. B2B marketers should hold regular meetings with their sales and marketing teams to collaborate on anything from content production to buyer persona development. Sales/marketing alignment is certain to impress investors since it demonstrates that the company is capable of obtaining and securing leads.
Omnichannel marketing
Omnichannel marketing unifies messaging and branding across numerous touch points, resulting in a more seamless consumer experience. An omnichannel strategy, like account-based marketing, is critical for making the organization seem relevant to potential buyers. With rapidly changing demographics, omnichannel marketing is essential these days and can have a significant impact on revenue.
According to Forrester, “Millennials Want Credible Digital Content — So Give It To Them!”69% of Millennial buyers, who have risen to the top of the business-to-business (B2B) buying cohort, say marketing materials are frequently unnecessary. The less-is-more approach of omnichannel marketing personalizes the purchasing experience.
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