How to improve sales and marketing performance – convert more high margin buyers.

Every new potential buyer relationship begins with effective marketing – gaining potential buyer attention and engagement – so you can sell more. 

What is marketing effectiveness?

1. Generate as many high-quality sales leads as possible, 

2. Increase ROI on every dollar spent on marketing, 

3. Improve buyer experience, 

How do you measure effectiveness? 

Measure and compare each touchpoint, 

  • Which (digital and physical) channels perform best, and the quality of the lead types …
  •  Website,
  • Phone-in enquiry
  • If you have physical stores – quantity of walk-ins
  • Online lead providers – many industries pay for leads generated by third parties, 
  • Marketing/advertising cost per lead,
  • Per products and services sold,

Buyer segmentation aids marketing, sales, and profitability performance. The goal is to acquire, satisfy and retain buyers effectively. The following segments are typical across multiple industries. 


  • New Buyers,
  • Conquest Buyers (unsolicited) Referrals
  • Repeat Buyers, 

Buyer profitability – often, businesses will calculate margins based on the three buyer groups – new buyers generally start with the lowest margins – the aim is to turn them into repeat buyers – which on average, have a higher margin. 

The business goals are 

  • Increase sales,
  • Improve gross profits,
  • Improve buyer retention,
  • Generate raving buyer advocates – future referrals, 
  • Maximise acquisition of new buyers – this is generally a mix of PR and marketing.

Positive word of mouth – referrals – is linked to the buyer’s perception of effort in dealing with a business. 

  • Buyers who perceive low effort levels of effort (interest, care, and skill) from a business do not provide a positive word-of-mouth referral. 

How effective is your sales team?

1. Maximise closing ratios and sell-up penetration, 

2. Increase gross profit per salesperson, 

3. Improve customer experience – post sale surveys,

Salesforce reads the global mood and launches a marketplace for selling carbon emission offsets. 

Salesforce’s “Net Zero Marketplace” will allow its clients to sell carbon credits (measured in tons of carbon) to companies producing pollution.  

Potential solution: The platform creates a one-stop shop to sell carbon credits to project developers, credit rating providers, data providers, and marketing agencies – an extensive list of potential buyers – as every business indirectly creates carbon. 

Importance: Salesforce’s 150,000 customers can now easily buy and sell carbon credits. 

It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.

Now the most valuable asset in the world today is attention.

The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day. 

  • More attention first 
  • Next More engagement 
  • Influence and Sell More. 

Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.

We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results. 

Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.

There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.

If you have read this far, thank you for your attention. 

There are over 150 free previous newsletters – like this one at – look for the tab – How to Influence and Sell More.

It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it. 

Thanks for reading,