What your prospects and recruits expect has changed.

B2B service companies need modern, sustainable marketing to attract the right clients and employees.

Markets have changed constantly over the past 3 years. Growth fundamentals have not. 

Sustainable growth cannot be salesperson-led forever. Prior to 2020, most service companies filled their sales funnel with manpower-based efforts including networking, events, referrals and direct sales outreach. When the pandemic started, this required simultaneous changes in sales, marketing and buying processes – many of which are permanent.  

By 2021, buyers and recruits demanded a “Digital First” approach to determine which companies they wanted to consider. They want to navigate as much of the process as they can before engaging with a salesperson. They expect sellers to provide them with content and tools that educate and inform them about their issues and show how service providers fit their needs. Assessments, case studies, testimonials, white papers, blogs, thought leadership materials and much more are required to earn conversations from both inbound and outbound marketing. The process of education and positioning continues for the remainder of the buying process with digital tools as well.

It takes nearly twice as many touchpoints to earn conversations and win new business as it did in 2019 and all can’t be emails, calls and texts from salespeople.   

Since early 2022, buying cycles have lengthened for most of the lower middle market. Sales teams have been underperforming their goals and business have cited revenue projection as a top issue. Both of these challenges have continued into 2023.

These changes and contracting budgets have led sellers to think more about “Efficient Growth”. If “Digital First” is a shift towards a new buying process, then “Efficient Growth” is a shift in sales, marketing and client success. A renewed focus on “Efficient Growth” means target market discipline in marketing, client retention focus and existing client revenue growth. Service companies now have to learn to merge “Digital First” with “Efficient Growth”.      

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Hundreds of companies have assessed the maturity of their sales and marketing funnel. Of the B2B service companies that have completed the assessment:

  • 0%
    is the average score on the top of the funnel which measures effectiveness for new business and only 53% average on existing customer effectiveness. 
  • 0%
    81% state that they have a clearly defined target audience, but only 54% are confident that their marketing is focused on that audience.
  • 0%
    Only 57% believe that their market message is executed consistently across multiple platforms. 

We lead B2B service companies to efficient growth.

Since 2014, we’ve developed a growth model focused on efficiency and sustainability. Each stage is critical and you must develop maturity at each stage to maximize your effectiveness. Learn more about each stage of the model below and assess the maturity of your own funnel learning where your biggest pain points and opportunities live.

New Customers

Current Customers

Connect

Collect

Cultivate

Win

Delight

Grow

Champion

Connect

Generate new prospect conversations

Unique Message. Unique Audience. Website. Paid & Social Media. Email. Sales Scripts. Direct Mail. 
Most total activity and most areas where things can go wrong.

KPIs in this stage: CAC, New Prospects

  • 56%

    Average score for B2B services

Take the funnel assessment for yourself

Collect

Capturing data for use in future opportunities

CRM. Analytics. A/B testing.

KPIs in this stage: Conversion Metrics

  • 46%

    Average score for B2B Services

Take the funnel assessment for yourself

Cultivate

Pipeline Velocity and Efficiency

Sales and Marketing Automation. Remarketing. High Value Assets. Sales outreach.

KPIs in this stage: Average Deal Times

  • 41%

    Average score for B2B Services

Take the funnel assessment for yourself

Win

Win and onboard new clients

Sales Systems. CRM. Proposal tools.

KPIs in this stage: Close Rates

  • 53%

    Average score for B2B Services

Take the funnel assessment for yourself

Delight

Validate buyer made the right decision

Notes. Calls. Gifts. Experiences. In-person meals.

  • 51%

    Average score for B2B Services

Take the funnel assessment for yourself

Grow

Client retention and Revenue Expansion

Email. Sales Processes. Automation. Robust campaigns.

KPIs in this stage: LTV, Client retention

  • 55%

    Average score for B2B Services

Take the funnel assessment for yourself

Champion

Proof for future prospects that you can do what you say

Survey. VideoAsk. Customer Success video and testimonials.

KPIs in this stage: Net Promoter Score

  • 53%

    Average score for B2B Services

Take the funnel assessment for yourself
Take the funnel assessment for yourself
group of people working at an Atlanta Digital Agency

We guarantee the best use of your marketing capital.

For the price of a single person, you can hire a team of experts with a proven, efficient revenue process.

  • Account Based Marketing
  • Digital Marketing
  • Messaging and Positioning
  • Marketing Websites

Let’s connect

Here are some of our B2B service client results since 2022:

  • Insurance Agency

    • 76% increase YoY in website conversion rate
    • 28.5% increase YoY in contact form submissions
    • 75% YoY increase in overall conversion rate
  • Payroll Services Provider

    • 60% increase in website form submissions YoY
    • 55.74% increase QoQ in email subscribers
  • Asset Management Company

    • 43.45% increase YoY in email open rate
    • 28.57% increase QoQ in conversions from paid media

“One of our most successful partnerships in the history of the company.”

“We consider this one of our most successful partnerships in the history of the company. I would recommend Syrup to any organization, especially those with complex needs and goals. We allow a great deal of collaboration throughout our organization and vendors don’t always know how to handle that. Syrup learned quickly how to work with our team in ways no previous vendor has been able to accomplish.”

Shellie Hutchens, former Marketing Director at Leadership Strategies now Director of Professional Services at Terminus

“I’m a raving fan, yep, I said it.”

“I just mentioned your company this morning in a client meeting as we discussed the rebranding and am happy to announce to the World that Syrup was our key partner in this rebrand. I’m more than grateful for your team’s effort to make everything happen up to this point. I’m a raving fan, yep, I said it. Let’s keep up the great work together so that years from now we can continue to celebrate together as we are doing today. Thanks Syrup…you are indeed Sweet and Sticky.”

Eric Handler, CEO at Handler

“Performance is top notch.”

“I definitely will refer you everyone I can and would rate your performance top notch.”

Michael Williamson, Managing Director at ViewFi

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