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Accelerating Upsell, Cross-sell, and Expansion Opportunities: Insights on B2B Tech with Mark Lerner, Head of Marketing at Parative

Have you been feeling that deals are harder to close lately? Or when you do get to that crucial signing point, the deal falls through at the last minute? Between the signs of recession, a world still adjusting to a post-pandemic normal, and an ever-changing B2B tech landscape, your buyers are more hesitant than ever.

It’s no wonder that businesses have started looking to maximize revenue within their existing consumer base through upselling, cross-selling, and expansion. The question is how can you best navigate the B2B tech landscape to accelerate revenue growth?

There’s no one better to discuss these timely issues with than Mark Lerner, Head of Marketing at Parative. Luckily for us, we had the opportunity to sit down with Mark to chat about how to identify expansion opportunities by leveraging the right technology.

Continue scrolling to hear some of Mark’s key insights. ⬇️

Product-led growth requires the right infrastructure

First, we talked about a topic very near and dear to our hearts—product-led growth (PLG).

Mark agreed that product-led growth is one of the best ways to drive expansion, but it can be a letdown if not done correctly. “There are people who walk in and say, ‘Well, I’m just going to go PLG,’ but don’t really have the infrastructure in place internally to capitalize on potential value,” says Mark.

We couldn’t agree more. PLG doesn’t happen in a vacuum—you need to prepare your tools, processes and strategies before you start implementing PLG in order to experience the results you’re looking for.

Listen to Mark’s expert perception on how to wield a successful PLG strategy:

Customer data and analytics are vital, harnessing the right B2B tech is key

Mark also emphasized the importance of customer analytics and data. (Seriously, this guy brought up all our favorite topics. )

“84% of customer success leaders cited customer data and analytics as the most critical thing in 2023,” Mark noted, emphasizing that customer analytics are no longer just a nice-to-have for your marketing and sales strategies. In fact, the longer you go without customer analytics, the more likely you are to fall behind your competition.

Hear why Mark believes customer data and analytics are essential to expansion:

Companies who leverage AI will win

What? We couldn’t talk about B2B tech’s most pressing issues without bringing up AI! It’s the latest hot topic, and before long, it’ll be ingrained into your tech stack.

While plenty of people are concerned about the possibilities of ChatGPT and similar tech, Mark welcomes the idea: “In my view, there’s this dystopian fear that it’s gonna be the Matrix… I don’t think that’s necessarily gonna happen, but I do think that the people and businesses that win are the ones that will figure out how to leverage this the best.”

Sounds like we all might need to start evaluating ways we can incorporate AI before it leaves us behind.

Here’s what Mark has to say about implementing AI into your B2B tech stack:

Final thoughts

Want to hear more? Watch our full conversation with Mark, where he shares his insights on some of the most pressing B2B tech topics today. Don’t miss this engaging discussion.

Have questions or want to learn how UserEvidence can help you upsell, cross-sell and grow your revenue? Contact us and we’ll be in touch with you shortly.

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