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#6 – Data is Queen – B2B Sales and Marketing Tips

They may not be big, they may not be clever – you judge – but here are 6 B2B Sales and Marketing tips from us at SquirrelFish and our sister company, Travel Kinship that we hope brighten your day and get those brain cells fired up.

THE HIGHLIGHTS: If you only remember 6 things after reading this… ?

1. Know your “WHY?”, your purpose, the unique “contribution and impact you want to make in the industry and to the world.”

2. Be SelectiveFind the right kind of trade “buyers” for your business (tour operators, travel agents, travel designers, and online platforms) to market to.

3. Listen, Learn & ActJust “winning” a client is only the beginning of the journey – it’s about ongoing relationships and continual improvement.

4. Make it easy to sell youYour marketing and sales activities are a perfect opportunity to listen to your market and find out what problems they need you to fix and how you can both innovate and be continually improving

5. Build the relationship – Make it Win-Win

6. Data is Queen – To really improve your sales and marketing you need to ensure that you are collecting, analyzing and utilizing your sales and marketing in the best possible way – both quantitative and qualitative.

Also to remind you before we start of the Becky Harris world of terminology… for the B2B travel industry world, I use Marketing to mean finding new clients and Sales to mean developing more sales and profits from existing client contacts.

In this final article of the series, we focus on #6 – Data is Queen…

(Read the other articles by clicking on the links above)


#6. Data is Queen

To really improve your sales and marketing you need to ensure that you are collecting, analyzing and utilizing your sales and marketing in the best possible way – both quantitative and qualitative.

Financial data on how much you are selling and to who, sales conversion rate data on how often an enquiry actually converts to a sale, travel show feedback, consumer feedback during and after travelling, website performance analytics, ROI, social media engagement etc

Take time to think what data is really useful to report on and what may not be necessary – especially if time and resource are tight. Those of you who know me will know that my favourite sales metric is conversion rate which goes hand in hand with profitability. It often gets forgotten about.. .especially when a company is growing and sales totals are looking good.

Remember – if your conversion rate is low, even if your sales are high, you are wasting a large amount of time and effort and becoming much less profitable.

We will do more on this subject but for now, I just want to draw your attention to the importance of having systems to record and report performance data. My tips to get started would be:

– Report on your sales and conversion rates by client, country and type e.g Tour Operator, Travel Agent (Direct)

– If your current systems don’t allow you to pull the above data…. start setting up systems that can.

– Ensure you have Google Analytics set up correctly and start reporting on your website performance


Contact me to find out how Squirrelfish, Travel Kinship and our sister company Round Creative can help you grow your sales and develop your marketing, profitability, product developmen, and business reputation.


This article can also be found on Becky Harris’s LinkedIn profile HERE.

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As well as being the most user friendly and cost effective system to store and share our marketing information with our clients, a huge reason we use it is that it means our clients and staff always have access to the latest resources. We all use SquirrelFish as a central intranet so no need to download and store things elsewhere where it may get out of date.

Plan It Morrocco – Local Operator

As a small local operator offering unique glamping and trekking trips in Guatemala, Central America we were looking for a low cost software solution to help us raise our visibility in the worldwide travel industry. SquirrelFish has made it cheap and simple to get our marketing resources organised, show how professional we are and link with our clients all around the world.

Trek Guatemala – Local Operator

As a travel designer I need to be able to network with accommodation and local tour operators all around the world and be able to download their images and information when ever I need it. The SquirrelFish system has been an amazing free system for me to find and network with my suppliers.

Helena Lewis – Heliotropic Travel

As a tour operator I need quick access to high quality, copyright free images and videos as well as useful information that helps me to sell a property and destination. Squirrel Fish means I can easily search and find the resources I need, just when I need them, and not have to hold huge amounts of files on my own servers.

Becky Harris – Curious Travel