Sales teams spend hours emailing or calling prospects who might never respond and marketing teams spend millions of dollars on content in the hope that their target audience will engage.
The costs to hire, train, and manage a new BDR or SDR has an average payback period of more than 18 months and by that point, the best ones are usually ready to be promoted or have left the company altogether.
The reality is that successful B2B selling and marketing has always just been about two simple things - timing and trust. Timing so that your message or brand is relevant and top of mind to a prospect when they are ready to solve a problem and trust so that they have confidence that you are the right person or company to help them solve that problem.
Gartner research shows B2B buyers now spend only 17% of the total purchase journey with sales reps and that 44% prefer no sales rep interaction at all. This means that timing and trust have become even more important in building pipeline and converting new opportunities, as evidenced further by the popularity of 3rd party intent tools that attempt to discover timing when prospects appear to be in “buying mode”.
Discovering trust is a different challenge. Trust is about genuine relationships that have been built over time through experience. Relationships that can instantly open doors with one text, one phone call, or one email.
While modern B2B sales and marketers have attempted to solve most of their challenges with technology, relationships are subjective and can’t be detected through an algorithm or a simple “connection”. In fact, our research has shown over 80% of connections on LinkedIn are not real relationships and the accuracy of using email communication frequency as a proxy for “relationship” is at best 65-70% accurate.
Moreover, standalone “relationship intelligence” tools neglect perhaps the most important part of securing warm introductions - the person making the actual introduction. Their need for relevance, status updates, and closure. It’s not just discovering the right connector to make the intro, but it’s convincing them to want to take action. Getting this right not only improves conversion rates on initial requests but the likelihood that they’ll continue to help.
SmallWorld is changing all of this through a new Relationship Activation Platform. Mapping the right relationships, managing the entire introduction process, and measuring the impact of those introductions on business outcomes. Assuring 100% accuracy in relationship strength and reimagining the user experience to unlock trust at scale across an entire company. Trust across colleagues, executives, customers, partners, investors, advisors, and any others connected to the business. Turning the entire company into an efficient, cost-effective channel of access to target prospects.
Our mission at SmallWorld is to use the power of relationships to help our customers engage ANY target prospect and as a result, accelerate sales cycles and reduce the costs of acquiring new customers.
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