Marketing

How ChatGPT is Impacting B2B Marketing and Sales

How ChatGPT is Impacting B2B Marketing and Sales

Technology innovations are changing the way we work, including the sales and marketing landscape for many industries. The skyrocketing popularity of artificial intelligence (AI) applications like ChatGPT give companies yet another tool to surpass their competitors and use data-driven marketing to boost sales. The use of chatbots can help improve customer service and provide a better overall customer experience(CX).

In the B2B sector, it’s important to understand the impact ChatGPT can have on sales. Experts predict organizations striving to remain competitive will soon find the integration of AI into daily workflow crucial to success.

Continue reading, or use the following links to “jump ahead” and learn more about ChatGPT and its expected impact on Data Driven Marketing.

What is Data Driven Marketing?

By using data from customer engagement and third parties, companies are able to base their marketing practices on these insights. This information sheds valuable light on the motivations and behaviors of your customers, enabling you to have a better understanding of their preferences. Using data to backup your marketing plans can help your company save money.

According to Forbes, two trillion dollars in revenue is wasted when marketing and sales don’t gather and use insights before making vital decisions that should be strategically determined based on available lead data analytics. In this time of economic uncertainty and downturn, maximizing the marketing budget is crucial to seeing the highest return on investment (ROI) for your company.

Using AI like ChatGPT can keep humans from missing vital information that can serve to drive sales. This cutting-edge technology can do more than simply create quick content. It can put data at your fingertips that pushes your company to the top of its industry.

For those who may be intimidated and hesitant to jump headfirst into a data-driven model, AI can play a role in relieving some of that burden. It may seem daunting to base your marketing strategy on current data and customer trends due to the workload needed to find this information. Using AI is a way of assisting employees as they seek to balance their workload and avoid human error while collecting and putting this insightful data to work.

What is ChatGPT?

Artificial Intelligence has been a driving force for innovation across industries. For those in tech, AI has been the subject of many conversations as well as a factor in new product releases and even the basis for some companies. Other industries are beginning to see the potential in adopting AI into their workflows.

ChatGPT is a language processing tool that uses AI to allow for conversations with its users. This chat bot reads and understands text to allow users to experience the technological innovation of this new information delivery method. For those who are new to AI, it’s important to understand why ChatGPT is such a game changer.

Rather than sorting through a multitude of links from a Google search or compiling data from different sources, ChatGPT makes it easy to locate information for quick use. The chatbot feature allows for a conversational approach, which makes it  easily accessible and non intimidating for new users to try. You don’t need to be a tech expert to recognize the immediate benefits of using ChatGPT.

Designed by OpenAI, this platform launched at the end of November 2022. It has been the subject of many conversations across various industries. According to an analysis by UBS, ChatGPT managed to gain 100 million users after its first two months

With this type of traction, it’s become an incredibly fast-growing app, and taking advantage of its features is important for many B2B companies. By using it with your current techstack, including Leadboxer, ChatGPT can seamlessly integrate into your team’s workflow to assist with marketing and sales efforts.

Why ChatGPT is a Game Changer for Sales

15 uses of AI in marketing

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Getting started is as easy as typing your first question into the chatbox. Your team is able to access its features through the free version, or an upgrade is available for  $20/month with the addition of a few extra perks. This type of technology can integrate with your current techstack to help streamline your sales process.

Lead generation and qualification is important for creating a strong sales pipeline. Making sure your sales team is working off quality leads helps save time and boosts overall sales. Using AI to automate your process can lessen the time between a lead’s interaction with content and when a salesperson reaches out.

Using a chatbot can help qualify a lead without expending valuable manpower, as AI can engage with leads to gather information and score leads based on defined criteria. Adding high-quality leads to your pipeline empowers your sales team to quickly identify and reach out to customers who will benefit most from your B2B solution.

Reaching your target audience is vital to ensuring your marketing team is earning the highest ROI possible. Creating relevant content helps showcase your company as a viable solution to your prospects’ problems.

It’s also a great way to establish your business as an industry expert. ChatGPT can help your team create content that shares important information in a timely manner.

ChatGPT is an incredible language generation tool. Its capabilities can help your marketing team develop blog posts, whitepapers, and social media content to distribute to target audiences. This tool doesn’t replace a marketing department, but it does help allocate resources to other tasks.

This type of tool can also help your team easily segment audiences to make sure content gets to prospective clients at the right time. By using ChatGPT, your marketing team can create pieces for all stages of the sales cycle. Automating workflows can ensure this personalized information lands in the inboxes of each segment to help walk them through the sales pipeline.

AI can play a major role in forecasting market trends and analyzing patterns within your industry. This data is gathered by ChatGPT through historical sales data, previous customer behavior, and market trends. This allows your team to take a data-driven marketing approach to optimize sales strategies, plan future product roll outs, and push marketing campaigns.

By adding ChatGPT into your team’s tech stack, your company can stay ahead of competitors by using data-driven marketing tactics. Allowing accurate customer information to guide strategic decisions helps increase ROI and boost sales.

Using ChatGPT to Improve the Customer Journey

Leading customers successfully to closing a deal is the goal of any salesperson. The customer journey starts as soon as a lead is identified, and the experience throughout the sales pipeline plays a large role in landing a sale.

While you can’t personalize your outreach for each individual customer, content should be segmented based on audience groups in similar stages of the customer journey. This helps funnel customers through the sales pipeline by providing relevant product information on a timeline that meets their needs.

By utilizing AI, your team can save time and resources throughout the sales journey and improve the overall customer journey.

nps process

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Understanding how to measure customer satisfaction is the first step toward improving your sales cycle and the overall CX. Setting metrics and using a scale like a Net Promoter Score (NPS) is a great way to keep your team on track. This type of data is important for understanding how your clients feel about their experience with your company and its services/products.

ChatGPT can also help your team streamline efforts and boost the overall experience for your customers. Time is one of the most crucial parts of a successful client interaction. Automation is a powerful way to make sure communication is quick and efficient.

By allowing a ChatGPT chatbot to be used on your website, prospects can immediately meet and engage with your brand. This technology can initiate conversations, gather initial information your team will need, and provide quick assistance for their questions. Personalized interactions like these can help leads learn more about your solutions and provide a positive first impression.

ChatGPT uses the information discovered to assess the needs of potential customers. Engaging in immediate conversation allows the chatbot to ask targeted questions that dig into your prospect’s pain points and explore the challenges they’re looking to resolve. With this information, AI has the ability to help qualify leads to ensure your company can provide the right solution(s).

Throughout the journey, proper communication can assure customers that their needs are being suitably addressed and met. While having an actual salesperson to contact throughout the process is important, ChatGPT can help cover any real-time assistance around the clock. Using a chatbot can provide instant responses to customer questions, troubleshoot common issues, and guide prospects through the decision making process.

For companies where price is determined by the customer’s needs, ChatGPT can be used to help put together proposals, including product details, pricing, and terms of business. This streamlines the sales process, and can help your salespeople get this information over to the customer as soon as they’re ready to buy.

ChatGPT can also play a major role in fostering strong relationships and encouraging customer loyalty. By using AI for post-sales engagement, your clients can have access to onboarding and training materials. It is also great for gathering feedback from customers, which can inform company decisions about product roll outs and future implementations.

To get started integrating ChatGPT with Leadboxer, click here for a free trial!

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How to Create a Content Distribution Strategy to Boost Lead Generation

How Do You Develop an Effective Content Distribution Strategy

Your company, like every business, wants to draw in website traffic and generate sales. With everyone online, your first step is to create a website. You could try and wow potential customers with a fancy website and hope that word gets around about it. However, a snazzy, optimized website is not a recipe for effective digital marketing and lead generation. You’ll have to do more. You need a comprehensive content distribution strategy. A content-focused marketing strategy is essential for many reasons. The most important reason to invest in content distribution is that content fosters relationships between your customers and your brand. When it comes to people buying your products or services, relationships mean everything. People who have a relationship with a brand are more likely to do business with that company. Content distribution and content promotion are key to building vital customer relationships. Lead generation content begins with a solid content distribution strategy. Keep reading, or use the links below to learn how to create a content strategy in your company:

Content Distribution

To produce piece of content your customers will love, you must know what content distribution is and how to do it well. Content distribution is when you share, create, and promote content across various media channels to an online audience. Content comes in many forms that include:
    • Ebooks
    • Podcasts
    • Videos
    • Infographics
    • Case studies
    • Webinars
    • Blogs and articles
    • Social media posts
Types of content

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There are three types of content you can share with your online customers. These are: owned, earned, and paid. For effective content promotion, you need to distribute your content in a way that uses all three types.

Owned

Owned content is the content you already produced. With this type of content, you can control how and when it is published and distributed. Examples of owned content include website content, blogs, social media pages, and e-newsletters.

Earned

With earned content, third parties share or promote your content. These third parties include bloggers, customers, influencers, and journalists. This sharing and promoting of content is free to your business. Earned content are product reviews, social shares and mentions, guests posts, forums, and public relations shared by third parties. Though the sharing of the content is free, the third party owns it, not your business.

Paid

With paid content, you pay to have your content distributed. The most common paid content distribution forms include pay-per-click ads, sponsored content, paid influencer content, and paid social ads. Each type of paid content has varying price points, format, and audience.

Pay-Per-Click (PPC) Ads

With pay-per-click (PPC) ads, you pay a third party when people click or have an impression on your ad.  These ads are commonly seen on search engine results pages (SERPs). They can also appear on social media platforms where they have “ad” identifiers next to the page listing. PPC is a search engine marketing tactic that, when paired with your SEO strategy, can produce quality leads. Google Ads is a popular pay-per-click ad platform used by businesses.

Sponsored Content

Sponsored content is paid for by an advertiser that is shared by a publisher, person, influencer, or brand. The most effective sponsored content includes a company or person that targets your ideal audience. Sponsored content can include videos, images, podcasts, and social media.

Paid Influencer Content

With paid influencer content, you pay a top content creator to write, refine, and promote the content for you. This influencer should be a well-known person in your industry. Influencer content benefits your business by boosting your brand awareness, conversions, and website traffic. Paid influencer marketing uses word-of-mouth and social proof. Both of these are crucial in establishing brand trust with customers. This type of content has been so successful that companies spend around $15 billion on influencer marketing.

Paid Social Ads

Paid social ads include influencer content, PPC, and sponsored content. These paid ads share your content on social media platforms like Instagram, Facebook, and LinkedIn. Your content targets a specific audience most likely to interact with it. To maximize your content’s impact on social media, you need a strategy.  A strong paid social strategy will include native social media tools to create, schedule, and share the ads. To have an effective content marketing strategy, you need to incorporate owned, earned, and paid content. SEO, PPC, and paid promotion are ways to blend the three content types. The most powerful content is the middle ground where the three types overlap.
Content Distribution Trifecta

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The Power of Content Marketing

Content production and distribution takes time, effort, and resources. It also tends to be overlooked. While content marketing may have taken a back seat in your strategy, there are many reasons to prioritize it. You can undergo a thorough search engine optimization (SEO) strategy to make your website and your brand more visible. What you’ll find is that you can’t optimize your website without quality existing content. Additionally, posting content because you have it will not do you any good. High-quality content production and distribution are important in your lead generation strategy. Content marketing is important because it centers around relationship-building. It is a chance for you to both share information and bond with your online customers. Chances are that, your customers are already being bombarded with different content pieces. With all the websites out there, they will only do business with those whose content is valuable. This is because people want quick, relevant answers to their problems and questions. Hence it becomes essential to refine your content distribution strategy. If you’re still skeptical of content marketing, here are some key statistics to consider:
    • 91% of business-to-business marketers use content marketing
    • 80% of customers learn about a company through custom content
    • Content marketing costs 60% less than traditional marketing and generates 3 times as many leads
    • 87% of business-to-business marketers use social media to distribute content and encourage sharing
    • 78% of customers feel there is a relationship with a brand through custom content
    • Content creates brand awareness, cultivates loyal customers, and incentivizes readers to convert
Now you know the importance of content marketing, we’ll show you how to build an effective content distribution strategy in 6 steps.
Current state of content marketing

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6 Steps To Develop an Effective Content Distribution Strategy

Not all content distribution strategies are created equal. Throwing out poorly conceived digital marketing content everywhere you possibly can is not a good strategy. You can develop a successful content distribution strategy once know your audience and understand what they find interesting. Promoting your new content can be overwhelming and time-consuming. If you want your create an effective content promotion plan, here are some steps to get you started:

1. Clearly Identify Your Target Audience

As great as you think your content is, not everyone will be interested in reading it. Those who could care less about your great content will go to another website for content they deem to be more relevant. When people bounce from your website, your search rankings and reputation can take a hit. For successful lead-generating content, you need your content to be read by people interested in it. This requires you to research and identify precisely who your target audience is. People who see value in your content are more likely to continue consuming the information you make available. Ultimately, these are the leads that are most likely to convert into successful sales. This is your target audience. To create content your target audience will value, in addition to properly identifying who your ideal audience is, you must understand  their typical consumer journey. Look at their demographics, pain points, objections to buying, and what they are interested in reading. Research your customers’, website visitors’, email subscribers’, and social media followers’ income, age, gender, education, location, and other relevant demographics. You can find this information using Google Analytics and social media analytics tools. Try to narrow down the reach of your content, but don’t over-filter your audience so that it is too narrow. After looking at the demographics, collect customer feedback. Ask readers how they feel about the content and how it’s distributed. Ask them what their pain points are and whether the content you provide adequately addresses these issues. Use the feedback and demographics to create buyer personas. These buyer personas represent the preferences, motivations, and pain points of your ideal customers. Write different versions of content geared toward each of your personas.

2. Choose Your Content Types

There are different types of content. Each type of content caters to a different audience.  To develop a good content distribution strategy you need to understand that every channel requires a specific content type. The kind of content you choose to create will largely depend on where it is distributed. For instance, content developed for a blog is very different in style and length compared to what would be appropriate to share in a social media post. A company blog is a highly recommended place to start creating online content. Blog posts are easy to share and repurpose.  Additionally, nearly half your customers will read your blog before making a purchasing decision. Depending on your objective, tailor your blog content to match the type of action you want the reader to take. If you want to generate leads, for example, offer lead generation and traffic generation content. In contrast, social media content is much more casual and concise. With social media, it is important to research your audience using each platform’s analytics tools. This knowledge will assist you in delivering multiple pieces of content that will not only catch the readers’ attention, it will help you to make personal connections with them. Similarly, when you send emails, you have to carefully think about what to say and how to say it. Email marketing is one of the most effective forms of lead generation around, making it a form of content marketing you should engage in on a regular basis. Content can also be shared via videos and images. Infographics work well when promoted via social media. Video content needs to be engaging, interesting, clear, and brief.

3. Choose Your Distribution Channels

Your website is your first-stop distribution channel. On your site, you have greater freedom as to what you say and how you say it. Your website includes information on your pages and your blog posts. You must conduct audience research and choose your distribution channels before you write your content. These two pieces of data will inform the type of content you write and where and to whom it is distributed. Popular content distribution channels include blogs, social media, email, directories, guest posting sites, and forums. Sometimes traditional public relations may be an option. The content distribution channel you choose must be aligned with your target audience’s interests, demographics, and behaviors. It’s important to know your audience and where they regularly visit online. Young people, for instance, spend a lot of time on various social media sites. Even among social media sites, there are different audiences. Look to see where your target audience tends to go to gather information. Do they read industry blogs, watch YouTube videos, or scroll through Facebook? Knowing which distribution channels your audience frequents most is vital to planning a successful content marketing strategy. Your blog should be your first distribution channel as it is one of your company’s owned properties. Two others that you need to optimize are your social media pages and e-newsletter. With these three channels, you control the content and its distribution.  Also having a content calendar helps you ensure that content distribution is going according to your plan. Social media is a popular distribution channel. In fact, 87% of marketers use social media to share content. Of those, most use an average of five social media platforms. Content distribution via social media is a good option for many reasons:
    • Ease of distribution
    • The content is short and largely image-dominant
    • Ease of audience targeting
    • Provides a great opportunity to have casual, personal interactions with customers
    • A majority of your customers likely use at least one social media channel
    • Content is instantaneously shared with customers
    • It is free to share your content
People are more likely to do business with your company when they trust you. Finding the best combination of distribution channels to share your content will boost your brand authority. When customers see and consume your knowledgeable content, they are more likely to accept you as an authority in your field and will look to your organization as the best solution to their challenges. Guest posting on reputable, industry-specific websites and forums like Reddit or Quora are excellent ways to distribute content to new customers. Be sure that the information you provide is high-quality and free from self-promotion and spammy links. This content should not be focused on your company, products, or services, but should be geared toward educating readers.
Best times to post on social media - Facebook
Best times to post on social media - Facebook

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4. Develop a Content Distribution Plan

An effective content distribution strategy involves having a plan for how, where, and when to disperse information. Both the creation of lead-generating content and its distribution need careful thought. Once you settle on a writing and distribution process, you need to be consistent. Writing content and publishing it everywhere on the Internet will lead to unsuccessful content promotion. If search engines don’t rank your content highly and the appropriate marketing strategies aren’t applied, your target audience will never find your content. A good foundation for your content distribution strategy is having S.M.A.R.T goals. These goals are specific, measurable, attainable, relevant, and timely. Having such goals helps you see where your current strategy is at and what future success looks like. With your content distribution strategy goals in mind, develop a detailed content calendar. There are many tools out there for you to use such as Google Sheets, Excel, Asana, Trello, and Google Calendar. To start a consistent content distribution plan, assign certain people to develop and create different kinds of content. Then, establish an editorial calendar for publishing the content on a consistent basis. An editorial calendar focuses and aligns your team to work toward common goals. If you contract out your writing, a calendar can inform your editors and writers about what’s coming up. Some questions to ask as you start developing your editorial calendar include:
  • What audiences use which channels?
  • What opportunities exist on each channel that you can’t achieve on others?
  • What subjects are most likely to resonate with your target audience?
  • How often and when does each audience post on each channel?
  • What content types or formats should you use on each channel?
  • When should you post on each channel to get the most engagement?
  • What conversations work best on each channel?
  • Who will be in charge of managing each channel and posting on them on behalf of the company?
  • Where do you want to drive traffic to on each channel?
  • What metrics will you use to assess the success of your content distribution strategy?
No two content distribution strategies are the same. The best one for your company will be unique as there is no silver-bullet solution. How you produce and publish content will depend on how many resources you have, team size, industry, and brand. The concept of creating a comprehensive content promotion strategy can seem overwhelming at first.  Useful content distribution tools include Anchor, AnswerthePublic, Canva, and Vidyard.
Content Backlog in Asana
Content Backlog in Asana

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5. Develop Effective Lead Magnets

You’ve created lead-generating content, but if it doesn’t have a call to action (CTA), it won’t be effective. CTAs tell the reader what to do next after reading your content. With CTAs in your content promotion, be sure to somehow capture the reader’s contact information, especially phone number or email. To bring more readers to conversion from your content, you need to consistently get new leads to cultivate. Lead magnets are the best ways to capture the names and contact information of prospective leads. Through lead magnets you share the content for free with your audience for the exchange of their contact information. Lead magnet content needs to be interesting, valuable, and applicable to the reader. If you don’t know where to start, here are three lead magnet strategies to try:

White Papers

White paper content highlights industry news like trends, the current state of the industry, and what the future holds. Industry overview white papers are the most common. The other type of white paper is a product breakdown. Product breakdowns highlight company products. These white papers may go into detail about what a product does, who benefits, and the problems these items help solve. White papers let prospective leads know that your brand understands their pain points and questions. These types of content also show leads that your product solves their problems.

Webinars

Webinars are another effective lead magnet. You can use live and recorded webinars to get a lead’s contact information. With webinars, you can ask someone to leave their phone number or email address to access the webinar. Webinars can be one-off or regular events. Webinars are great ways to show your product or service. When you conduct live webinars, you allow the audience to interact with you.

Risk-Free Trial

Offering a limited-time risk-free trial has been a long-time favorite lead magnet for B2B and SaaS companies. With this type of lead magnet, customers enter their contact and payment information to access a product or service. Besides free access, some free trials give customers temporary access to an upgraded or premium version of products or services. For most sign-ups, the terms and conditions of the risk-free trial must be clearly stated. You should be up-front about subscription cancellation and when a customer will be charged after the trial period ends. Besides transparency, your risk-free sign-up form must be simple and quick to complete. Once you’ve created your lead magnet, publish it on your website, in blog posts, and on your social media channels. Lead magnets are also effective when used as part of your email marketing strategy.

6. Publish and Promote Content

Now that you’ve created your content, it’s time to publish it. Use your editorial calendar to push it out to your ideal audience at the best time and on appropriate channels. Regardless of what channel you use, follow the rules to optimize your content promotion on each channel. Using a combination of platforms for your content distribution is a great way to maximize its effectiveness. For example, you can publish an industry white paper and push it out via email, social media, and paid ads. Use these channels to get your content before readers or have them sign up to see it. Content creation is and will be key in generating leads. For effective lead-generating content that drives sales, you need carefully-crafted content. A strong content distribution strategy looks at the best content type and what channels you should use. Thorough familiarity with your target audience is the foundation of any successful content promotion strategy. Contact LeadBoxer today to learn how we can partner with you to generate more leads and drive more sales.

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Creating Generational Marketing Strategy

Generational Marketing: A Strategy That You Need To Know

Creating a marketing strategy that appeals to a diverse range of ages can be a difficult undertaking. Mass appeal to multiple generations requires a deep understanding of how each group tends to interact with marketing materials. Planning ahead and using appropriate resources are essential elements of any successful generational marketing campaign.

Reaching a broad range of target audience members during a marketing campaign is important for maximizing your return-on-investment (ROI). The goal of your generational marketing strategy should be to reach potential customers without alienating any key audience bases. 

For tips on creating a successful generational marketing strategy, keep reading, or use the links below to skip ahead:

What Is Generational Marketing and Why Does It Matter?

As you are probably well aware, marketing is not a one-size-fits-all approach when building the right customer base for your business. Even if your team is only selling one product, the pitch needs to be adjusted based on a variety of factors, including age. It’s important to understand ways you can incorporate content that appeals to mass audiences throughout your generational marketing strategy to avoid alienating key target groups.

Generational marketing is a strategy that uses segmentation to split audiences by age to better reach each target demographic. Currently, there are four generations of consumers your marketing team should be targeting: Baby Boomers, Gen X, Millennials, and Gen Z. 

It is important to understand that every generation interacts with marketing differently. By understanding which age demographics are in your target audience, your team will be able to produce appropriate content. 

For most businesses, it is beneficial to appeal to multiple generations. By analyzing the preferences of each generation you seek to engage and eventually convert, you can gain valuable insights, making it possible for your team to develop and apply a successful generational marketing strategy.

Annual Consumer Spending by Generation Feb 2019

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Baby Boomers

In 2024, the Baby Boomer generation makes up 20.58% of the U.S. population. This generation refers to those born between 1946-1964. Basically, they can be considered as the first generation audience and their substantial makeup of the population means they play a significant role in the economy.

Most importantly, Baby Boomers are a generation that has had to embrace major advancements in technology as it has developed at an accelerated rate in recent decades. In comparison, younger generations have had high levels of technology use incorporated into almost every aspect of their lives from a young age. Because of this disparity in experience in terms of technology, many Baby Boomers are used to traditional marketing tactics and tend to prefer in-person interactions. 

This isn’t to imply Baby Boomers are out of touch when it comes to technology. According to Pew Research, 71% of adults aged 50-64 use at least one social media site.

Baby Boomers are more likely to be converted through in-store marketing,  event marketing, banner ads, and other offline marketing channels. They are a great example for how a target market can be influenced by traditional marketing methods for maximum outreach.

Generation X

Sometimes referred to as the “Middle Child” generation, Gen X encompasses those born between 1965-1980. This group was the first to grow up with access to personal computers, and tend to be more tech-savvy than their predecessors.

This group makes up less of the population than Boomers and Millennials, coming in at 19.61% of the U.S. population in 2024. They might be the smallest generation in this list of different age groups but most Gen Xers make the purchase decision for themselves, hence they are a silent generation will better spending power than Millennials and Gen Z.

Gen Xers tend to be swayed by customer testimonials, and it’s helpful to provide a mix of effective marketing which includes mix of traditional marketing, SMS marketing, and other digital marketing strategies.

Millennials

Also known as Generation Y, Millennials surpassed the Baby Boomers in size in 2024. Currently, Millennials make up 21.67% of the U.S. population.  The largest generation by the percentage.

They born between 1981-1996 are classified as Millennials, which means they grew up during the rise of technology. Marketing to millennials can be tricky because they tend to have a large online presence and a good grasp of digital marketing tactics. 

There are more than 80 million millennials, most of whom are very active on social media and tend to consume information on their cell phones. This target customers can be attracted and engaged with common online marketing channels like content marketing, email marketing, and social media marketing.

Generation Z

A young generation on the rise, this group makes up those born between 1997-2012. They account for 20.88% of the U.S. population, but only a fraction of this group is old enough to enter the workforce. Most probably some of them don’t have a purchasing power.

Gen Zers grew up online, and have embraced social media on mobile devices from a young age. They tend to have a shorter attention span and the ability to consume different forms of media simultaneously. A  survey by the National Retail Foundation (NRF) shows 74% of Gen Zers consider ‘spending time online’ to be a hobby. 

As a unique group, Gen Z may not be fully entered into the workplace yet, but that hasn’t stopped them from having a substantial impact on the economy. The NRF found that consumer spending on Gen Z equated to $829.6 billion. 

Generation Z prefers quick messaging, influencer marketing, and dislikes marketing ads on social media platforms that disrupt their online experience. Basically they are unresponsive to traditional marketing they tend to lean toward tech-savvy sales tactics, but they place a larger emphasis on quality when it comes to products.

Establishing Your Target Audience

With such diversity spread across the generations, it is important for your marketing team to know which groups they need to target. Not all products will appeal to a mass audience, and that’s okay. By knowing your customer base, your company can allocate its resources towards marketing efforts aimed at reaching the right people. Hence generational segmentation in important.

Start by creating your ideal customer profile. The idea is to target clients who will most likely benefit from using your product. Odds are, your customer base will span across several generations, but it is possible it may not appeal to all of them.

Creating an ideal client profile takes time and resources. But the information gleaned is worth doing the necessary research so you understand who is most likely to benefit from and purchase your service or product. This information will prove vital in assisting your marketing team as it begins creating successful campaigns aimed at nurturing potential customer relationships. 

Once established, take a look at the generational demographics of your target audience. If your list contains members of Generation X or younger (and it most likely will), your team should start thinking about the best marketing approach is to incorporate social media into its campaigns.

Millennials and Generation Zers are known for their online presence, but they are also in tune with marketing tactics. When it comes to marketing these groups don’t want to be bombarded with ads during their content scrolls, but they do want quality information delivered in an easy-to-digest format. 

According to a consumer survey, 81% of consumers prefer receiving personalized communications from brands. This means your company needs to establish which customers are buying your products and then find ways to personalize effective marketing campaigns.

What is Attitudinal Segmentation?

Similar to generational marketing, attitudinal segmentation involves splitting your audience into groups. Rather than focusing on age, attitudinal segmentation groups customers together based on shared beliefs. This strategy dives deeper into the way customers think and feel.

This type of audience segmentation can help your marketing team personalize their outreach based on the feelings of specific customer groups. It is also most successful when combined with other tactics, such as generational marketing.

Using these strategies together can help maximize outreach and avoid alienating key audiences. When beginning the implementation of attitudinal segmentation, starting off with a few simple questions can kick start the process.

Try establishing motivations with questions like “Why do you…”, or focus on opinions with “What do you think of…”. These answers are a way to reach and segment your audience members into groups based on their purchasing behaviors. By understanding the way consumers feel, your marketing team will be able to develop content that speaks to the needs of your customers. 

The Importance of Brand Loyalty Across Generations

The Importance of Brand Loyalty for Consumers

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There is more to creating a successful marketing campaign than simply understanding generational marketing, preferences, and customer attitudes. Audience engagement helps lead a marketing campaign to the finish line by filling the sales pipeline with qualified leads ready to start the purchasing process. 84% of consumers will interact with advertising when they feel loyal to the brand. 

The sales cycle begins with marketing touchpoints that happen long before customers get the chance to speak with the sales or customer service departments. That means brands start building their reputation from the moment content is extended to an audience. Establishing and maintaining a credible brand is important for encouraging customer engagement.

According to Havas, over half (60%) of brand-related content fails to deliver and is considered clutter by consumers. Before taking any concrete steps to plan a marketing campaign, the team should understand that consumers value quality over quantity when it comes to brand communications. 

Generational and attitudinal marketing align when it comes to understanding what customers want to get from a brand. Not all consumers share the same attitudes, and many are loyal to the same brands for different reasons. Diving into the insights that generational and attitudinal preferences share with brands can help your team create a successful campaign that reaches the correct audience.

For example, Gen Z looks for brands who are able to provide for the greater good and offer value. As a group that has grown up connected to communities through the internet, 68% of Gen Zers say they expect to see brands positively contribute to society. On top of their overall belief in bettering society, Gen Zers look for tech-savvy brands. In fact, the majority of this group won’t engage with websites/apps that are slow to upload. A brand with omnichannel marketing is bound to attract this generation.

Gen X is known for being the most brand-loyal generation. Statistics show four out of 10 Gen Xers will stick with brands with which they have already established relationships. Continued outreach and implementation of customer feedback will be important to maintaining a good loyalty program with many in this age group.

Along with preserving a good standing among consumers, brand loyalty leads to repeat purchases by customers. Studies demonstrate purchases by repeat customers are vital to success, accounting for up to 65% of a company’s business. Brand loyalty helps establish long-term relationships with consumers and encourages multiple purchases from these buyers. 

In between buying cycles, marketing plays a large role in nurturing customer relationships through targeted content. This outreach helps your company and the services or products to stay top of mind for consumers. 

Creating a Generational Marketing Strategy Without Alienation

After taking a deeper look at the different generational motivations, the best place to start with campaign creation is understanding how incorrect use of this information may cause alienation. Generational marketing can help successfully reach out to consumers across different age groups, but overgeneralizations about the target generation can cause more harm than good. 

While understanding generational differences, especially with the preferred communication styles, is important for marketing, it is just as important to avoid stereotyping. A successful generational marketing strategy will combine with attitudinal segmentation to provide a positive personal experience for the target audience. 

To start a successful campaign, it is important to identify where age will play a role within your company’s outreach. Knowing how generational differences factor into your brand will help your team segment audiences appropriately.

Diversity Within Generations

One of the main problems with traditional generational marketing is failing to take into account how large these groups are. For example, with 80 million Millennials in the generation, it is safe to assume not all of these consumers share the same beliefs. All of the generations are made up of diverse groups who may act differently from their peers.

Consumer age can provide insights into their preferences, but these trends do not replace a personal connection with the customer. Simply assuming your client will act a certain way due to their generation can cause tension and potentially ruin the business relationship if those assumptions are proven false.

Implementing attitudinal segmentation alongside generational marketing can be a great way to find middle ground when creating campaigns. Using data that provides insight into customer opinions, purchasing history, and lifestyle, these tactics can help companies avoid getting caught in a stereotype trap. 

This allows your marketing team to focus on creating content for groups with similar interests, rather than just age. By delivering quality content that speaks to a consumer’s preferences, attitudinal segmentation can boost overall engagement and reach mass audiences.

Stick With Tried and True Marketing Tactics

Social media usage continues to grow across generations, but traditional marketing tactics still have a place in campaigns. Email communications continue to be the preferred marketing channel for most generations, except Gen Z. 

Continue to communicate with groups via email blasts, but focus on tailoring content to reach the targeted audience. Segment these groups based on preferences like the amount of communication the consumer wants or specific products they may buy. 

Quality customer service remains a high priority for consumers. According to Microsoft, 69% of U.S. consumers view customer service as an important factor when maintaining brand loyalty. Customers will continue to repeat purchases from companies they view as excellent in the customer service department. To ensure these efforts are reaching the right audiences, tailor your customer services to the needs of different generations. 

Millennials and Gen Z are known for their online presence, and online customer service options make addressing these issues easy. For those who may prefer a more traditional route, implement customer service over the phone and make sure consumers are able to interact with a real person. 

Marketing for Tech-Savvy Groups

A huge mistake that can be made during generational marketing is assuming some groups may not be active on social media. While Millennials and Gen Z tend to spend more time online than others, it would be incorrect to assume Gen X and Baby Boomers avoid the internet completely.

68% of Baby Boomers are active on Facebook, which means a majority of this generation sees Facebook advertisements daily. For those companies who want to utilize social media for all generations, sticking with traditional outlets like Facebook can help with effective outreach.

Two-thirds of the Millennial generation are active on Facebook daily. Reaching Gen Z, however, may be more successful with Snapchat or Instagram, since over 50% of this generation uses these apps daily.

Due to the Millennial’s and Gen Z’s tech-savvy lifestyle, digital marketing tactics are important for reaching consumers in these age groups. It is important to have a strong understanding of the way these groups interact with online communities to maximize outreach efforts.

According to Epsilon, 75% of these generations shop online with their smartphone. That means usability across devices is important for closing sales. Website compatibility and access on smartphones will help connect younger consumers with your products. The study also found that Millennials spend more money online than other generations. Having the ability to purchase items directly on a website is important for tapping into this generation’s spending potential.

While Millennials lead the way in e-commerce buying on sites like Amazon, Gen Z has adopted a different tactic when it comes to online purchasing. According to Forbes, 97% of Gen Z view social media as their main source of shopping inspiration. Being able to purchase items in apps, like Instagram, TikTok, and Pinterest, helps Gen Z have a more personalized shopping experience. 

While younger generations tend to lead the way in online shopping, multi-generational households are changing the way older generations make purchases. Baby Boomers with kids are 42% more likely to shop online. 

77% of consumers in Gen Z who still live with their families say they have an influence over household food and beverage decisions. These multigenerational interactions mean it is important to maintain digital marketing with mass appeal. 

Embracing Brand Authenticity

Generalizations about age groups are nothing new, but falling into these traps can be detrimental to your generational marketing strategy. Avoid getting stuck in the belief that all boomers hate technology or that millennials are entitled. These stereotypes often find their way into conversations, but they alienate audiences and can negatively impact your brand’s image.

Instead, focus on authentically presenting your brand in a way that can resonate across generations. Consumers are smart, and they will easily identify inauthentic attempts to ‘fit in’. For example, unless it is already part of your company’s persona, using cheesy social media lingo can be a turn-off to younger customers.

According to a study done in 2018, transparency is one of the most attractive qualities for 69% of consumers. Hiding behind generational stereotypes can cause customers to feel as though your brand is not presenting an authentic vision. Forbes points out that over one third of Gen Z follows brands that they like, which means consistent branding is important for this generation.

Not only does the youngest generation care about authenticity, but overall, brands with consistent presentation saw a 33% increase in revenue. Across generations, consumers are focused on the image a company presents and how its actions back this up. With customers holding the buying power, authentic brands will benefit and continue to rise to the top.

Key Takeaways

Generational marketing is not a one-size-fits-all strategy. Marketing teams should avoid jumping into a campaign that is based on age alone.   Instead, creating a diverse plan with attitudinal segmentation and patterns based on generational behavior will avoid the alienation of key target audiences.

Embracing technology works for all generations, but some may require more creativity to be persuaded into a purchase. Stick with traditional outlets to reach Baby Boomers and Gen X, but don’t be afraid to try out new platforms like TikTok in hopes of reaching Gen Z. Maintain authenticity and transparency across all social media and email, though. Consumers will appreciate consistent branding, and this can increase your company’s brand loyalty. 

Establish your target audience through a range of factors. Look into their lifestyles, communication preferences, and product interests. Segment your audience based on attitudes and opinions, as well as generation when applicable. Focus on creating brand loyalty and rewarding repeat customers. 

Overall, generational marketing can help companies better reach their targeted demographic, but it is crucial to approach this strategy with ample research. To avoid missing out on outreach to key audiences, combine generational and attitudinal marketing strategies for a successful campaign.

For a free trial on using customer insights from web traffic, check out LeadBoxer!

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The Importance of Single Customer View in B2B Marketing

The Importance of Single Customer View in B2B Marketing Today

Customer experience is an essential component of success for B2B companies. Building brand loyalty and encouraging long lasting customer relationships can help boost your company’s overall return on investment (ROI).

While having a good product still matters, customer experience has added an additional layer of competition between B2B businesses. A customer centric business model will require transparency across departments and a deep understanding of client behavior.

Through a single customer view, your entire company should be able to access relevant data on clients, regardless of the department. By integrating this into your business strategy, your company can stay on top of the journey and experience your clients receive.

Keep reading to learn about a single customer view, or use the following links to jump ahead:

What is a Single Customer View?

Simply put, a single customer view is a consistent collection of data that can be accessed by all departments for an accurate summary of clients. Going a little deeper into this strategy, a single customer view is implemented through the daily systems your team uses.

By investing in software that provides the ability to collect this data across departments, your business is able to begin benefiting from this information. This should help your departments seamlessly transition customers between each stage of the buyer’s journey, which will improve the overall customer experience.

A single customer view helps avoid any issues in the buyer’s journey. By aligning data and company goals into one platform, the amount of miscommunication between departments is minimized. This also allows your company to track key performance indicators (KPIs) across all teams, which can help pinpoint problem areas and provide insight into which areas need improvement.

Most importantly, this strategy will help your team make sure the customer is central to all business decisions. According to a Gartner Trend Insight Report, 80% of organizations within the B2B industry are competing with each other on customer experience rather than solely on the product.

By having a data-driven customer strategy, your company will remain competitive within the industry. Gartner also found that 50% of companies have found a way to track the financial gain of customer experience initiatives. Not only will a single customer view help improve the overall journey, it can also provide valuable financial insights for your company.

The Benefits of a Single Customer View

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A successful customer experience doesn’t happen overnight. While your product might help meet a client’s needs, the buyer journey is just as important as the end result. A great starting point for improving the sales cycle is taking a customer centric approach.

This means relying on accurate data to evaluate the journey as well as identify areas of improvement.

With social media marketing and online buying continuing to rise in popularity, the customer journey begins before the prospect is introduced to an actual salesperson. In some instances, they may not even speak with a salesperson until they are ready to make a purchase.

Because of this, utilizing a single customer view can help all your departments improve their interactions with new site visitors and existing clients.

One of the biggest benefits of a single customer view is cleaner data. Information from your target audience and current customers is valuable for informing future product decisions. Traditional marketing and sales practices don’t constantly communicate across departments, which can lead to information being siloed.

By having up-to-date contact information, customer history, and data based on marketing engagements, all departments will be able to see the buyer’s journey in real-time. This helps encourage communication between teams when there is an issue that needs to be addressed or when tactics are yielding positive results.

This also helps cut down duplicate information. Rather than multiple departments logging similar data, a single view allows your team to see what has already been recorded. This keeps your data clean and coherent.

A single customer view allows your team to have access to better insights. An accurate portrayal of the buyer’s experience can help employees measure the success of campaigns and sales tactics. This provides value to your marketing department as they can plan for future outreach to find the right audience.

Alongside having a clearer idea of what the customer experiences, this tactic helps your team measure KPIs accurately. Assigning data driven metrics is a great way to encourage your teams to meet their goals. By using this data, your company is able to create realistic KPIs and re-evaluate when teams are not hitting the mark.

Understanding customer behavior helps your marketing department track which channels are best for campaigns. A single customer view tracks customer engagement across platforms to determine what’s most likely to gain interaction from your target audience. This insight can help your company allot the proper resources for the most successful channels.

A single customer view helps optimize your company’s workflow to produce the best results. From the beginning of the sales process, leads are identified and qualified in the same platform. This helps marketing and sales departments accurately segment audiences to ensure each qualified lead is being nurtured by the right team.

Leadboxer, with its unique offering of the platform’s native integrations combined with the integration of the best email marketing applications, allows your team to integrate with your current techstack. This cuts down on unnecessary duplication between programs, and allows your employees to work with familiar software.

Techstack integration is a major benefit of the single customer view. It helps your marketing department track engagement across multiple channels including email, social media and website engagement. When implemented on a lead data platform, data is collected and accessible for all teams.

What is Customer Intelligence?

It is not a secret that customers are getting quicker and more efficient during the sales process. With the rise of online sales, prospects are able to conduct their own research and engage with a free trial before speaking to a salesperson.

However, customer intelligence does not refer to an increase in self-sufficient prospects. Rather, it defines the process of collecting data to understand insights about consumer behavior. This helps companies create a successful customer journey that provides an excellent experience.

Customer intelligence is more than using data to achieve client satisfaction. It is a practice that helps companies fine tune their internal processes, tighten up marketing campaigns and boost customer retention.

Understanding the target audience, or the ideal client profile, for your product is a crucial first step to B2B success. Customer intelligence takes this one step further by helping provide insights into the behavior of real leads and customers.

Expanding upon the client profile, data from current customers and potential leads can inform the decisions your company makes for marketing and sales campaigns.

Customer intelligence comes from multiple sources and tracks a variety of consumer data. On the internal side, this information can come from outbound calls, sales pitch meetings and interactions with your customer success team.

Internal customer intelligence is generated any time a member of your company interacts with a client. Between marketing, sales and customer success, the number of interactions can start to add up quickly. To avoid missing important feedback or duplicating efforts, storing this data in a platform with a single customer view can be a huge help.

As your teams gather internal information, the client profile can be updated in real time to reflect the customer’s current position in the sales funnel. This data benefits every department.

Your marketing team will be able to segment customers to ensure they are receiving relevant campaigns. Salespeople will be able to create a timeline for communications and set follow-up reminders. Customer success can make sure onboarding materials are prepped.

External data comes from a variety of sources including personal demographics, geographic location and marketing campaign engagement. Using website metrics as external data helps your team identify and qualify potential leads as they interact with your pages.

Successful customer intelligence relies on both external and internal data to provide informed patterns of client behavior. Just like internal information, external data should be stored in your single customer view platform. This information helps give a complete client profile alongside the interactions with your company.

Overall, customer intelligence will help boost your ROI and increase customer retention. Prioritizing the customer experience and tailoring methods through data-driven decisions helps create lasting business relationships.

Having a customer centric approach means your target audience is at the forefront of all business operations. By storing your customer intelligence on a single view platform, the ‘customer first’ approach can be implemented easily across all departments.

Single Customer View Vs. Traditional Marketing Tactics

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Although proper software is an important component, the single customer view is more than just utilizing a platform. It is a process for storing data that helps your company provide the best customer experience. To be successful in this strategy, using an integrated platform like Leadboxer is a good place to start.

Traditionally, marketing and sales teams work side-by-side, but not always together. The sales department may put more focus on warm leads, while the marketing team spends their time identifying prospects.

When these employees are working with different types of clients, it is easy for miscommunication to occur. Salespeople may be having active conversations with a customer while the marketing department is adding them to a segmented list of prospects that haven’t been contacted. While this may not seem like a huge slip up, it is a waste of time, and it may confuse potential clients.

The single customer view helps eliminate these mistakes by allowing both teams to work simultaneously with the same data. Using Leadboxer puts important information into one easy-to-access platform. This software allows your marketing department to track email campaigns and website engagement, while your salespeople are sharing where prospects are at in the sales cycle.

Leadboxer provides more than just the ability for teams to see the same data. It encourages collaboration between departments, so customers get the right amount of attention and client relationships are continuously nurtured.

Knowing where someone is in the buyer’s journey helps both teams develop a strategy to close the deal. Sales and marketing employees can work together to determine the best segmentation of audiences and which campaigns each lead type should receive.

Eliminating the silos of information within departments will help your company embrace a customer centric approach. There is more to a successful client experience than getting a sale across the finish line. Proper communication and clean data will make a huge difference in providing a positive experience for those in the sales journey.

The single customer view also promotes brand loyalty. It is cheaper to continue servicing an existing client than it is to onboard a new one. That does not mean prospects are not important, but it does mean cultivating strong customer relationships can lead to a higher ROI.

Implementing Single Customer View Into Your Company

Once you have a grasp on the concept, it’s time to start implementing a single customer view into your business. While your company should already have a customer centric approach, developing a process for a single customer view can further improve the client experience.

It may seem like a big undertaking, but the following steps can get you on the right track:

Collect Your Current Data

This sounds simple enough, but if you haven’t been storing your data in one platform, it may take awhile to complete this step. First, determine who is in charge of storing information in each department.

Collaborate with these employees to understand what type of data they have been collecting and why it is relevant to your customer experience. From there, begin compiling the information and cleaning up any duplicates.

This data may include contact information, personal demographics, previous customer interactions, marketing engagement and purchase history. Talk with your employees to figure out how this data is being used within each department. This will help determine the best ways to store and collect data once you have implemented your single customer view.

Decide Which Platform Best Fits Your Needs

It is important to find software that will help your team align its goals and share data across departments. Leadboxer takes a cutting edge approach to data analysis while integrating with your current techstack for easy implementation.

It is important for your team to be able to do it all in one location. From identifying leads, qualifying and scoring, Leadboxer is there to help from the very beginning of the customer journey. This platform does more than just filter through website traffic to identify prospects. It provides a series of integrations to help analyze important customer data.

Leadboxer can integrate with CRMs to help optimize workflow and make sure your sales team is spending time on the leads with the most potential. Marketing departments will benefit from its ability to track engagement and store valuable information. The rest of your company will have access to this data, which helps inform future campaigns, customer success outreach and financial decisions.

Determine KPIs Across Departments

The best way to measure the success of your customer centric approach is to set goals across departments. Using KPIs can help your teams stay on track and refine the customer experience.

While everyone will be working off of a single customer view, their tasks will be different. Therefore, it is important to provide clear objectives.

If teams are succeeding in meeting or exceeding their KPIs, your company will be able to see the positive effects within their customer relations. If teams are coming up short, it may be a sign to redirect efforts and come up with a new strategy.

The important thing to remember when implementing a single customer view is to allow room for growth. The first approach may not be the best one. Your measuring KPIs will help your managers guide teams through this process.

KPIs can also help provide insight into areas of improvement within the customer journey. If you notice negative customer feedback regarding specific parts of the sales cycle, your team will be able to adjust and improve their actions.

Utilize Data Managers

This step may be better suited for bigger companies, but if you can, dedicate a role to data management. This will help ensure that your platform contains the most up-to-date information without having duplicate or old data.

This role can also help analyze data to inform teams about how customers are feeling. With one person focusing solely on organizing and cleaning information, departments can feel confident in the data they are using.

Data managers may provide valuable insight for process improvement as well. Once you’ve taken on a platform for your single customer view, processes should be developed and implemented across departments. With constant audit by a data manager, workflow optimization can be handled easily.

Develop and Implement Company-Wide Processes

While the specific actions vary across teams, taking the time to determine best practices makes sure your company benefits from a single customer view. Managers should meet to discuss the way each department uses data currently, and processes can be built out based on these conversations.

When developing these workflows, efficiency should be a top priority. Since all of the data will be stored in a single platform, it’s important to cut down on any actions that may duplicate efforts. For example, if sales and marketing departments were both previously qualifying prospects, decide which team should take that on in the new process.

Take the time to introduce and properly train employees on these processes. Employees should feel comfortable accessing and inputting data into the new platform. Make sure they understand how their current techstack integrates and works with the single customer view.

It’s important to make sure this transition causes minimal interruption to current client relationships. Ensure your departments feel confident in the new processes before letting them loose with the new system.

When deciding what processes should be implemented, make sure customer experience is at the forefront of these decisions. Any changes made should benefit your company’s overall ability to provide top tier services.

Key Takeaways

For B2B companies that want to remain competitive in the industry, successfully taking a customer centric approach is crucial. Pairing customer intelligence with a single customer view can help put your company ahead of others while promoting brand loyalty among your clients.

Investing in LeadBoxer, a fully integrated lead generation platform, can ensure that implementation of this strategy benefits all departments. Make sure your teams are onboard with these changes by providing ongoing support so they can utilize the platform to its fullest potential.

With a constant focus on improvement, your customers will feel valued. It’s important to evaluate the current buyer experience. Using the data collected and analyzed by Leadboxer, your teams will be able to gain valuable insight into customer behaviors.

Allow data to drive your decisions. A single customer view can help take the guesswork out of marketing and sales tactics. Use previous customer interactions and tracked website engagement to plan future campaigns.

Encourage your departments to collaborate based on the gathered information. By having a sales and marketing team that works together, customers can experience a seamless hand off between stages in the buying journey. Customer success teams will be able to track and preemptively do outreach to ensure the best possible post-purchase relationship.

Using a single customer view helps create a robust strategy for managing client relationships. Prioritizing the buyer experience through segmented outreach, personalized sales calls and efficient customer support will increase client retention.

Above all, make sure your company is encouraging employees to value customers. Lasting relationships lead to repeat purchases, referrals and higher sales conversions.

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Everything You Need to Know About B2B Go to Market Strategy

Everything You Need to Know to Craft the Ultimate B2B Go-to-Market Strategy

When planning a new launch, understanding the market and having a solid plan before the release is crucial to the product’s success. Blindly releasing a new product to the market without research and planning can lead to failure.

Utilizing a go-to-market strategy is one way to make sure your launch is hitting the market at the right time. Before you can start planning your next release, your company will need to understand the basics of a go-to-market strategy, as well as begin creating one for your new products.

Keep reading, or use the following links to jump ahead:

What Is a Go-to-Market Strategy?

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Simply put, a go-to-market (GTM) strategy is the plan your company creates as a step-by-step guide for a product launch. This will include understanding the target audience and collecting data, outlining marketing needs, and creating a sales plan.

Most importantly, a GTM helps identify a need within the market, so your product can be launched as the solution. A good GTM will use data to help drive the product launch decisions, including identifying the right audience and correct timeframe for the release.

A GTM can be used for physical products, as well as services, company restructures, or new businesses. This type of framework will help keep the end goal aligned across departments and ensure bases are covered for success.

New products take time, resources, and money to create. Having a GTM can make sure all of those efforts are being used to their fullest potential. A successful product launch aims to increase return on investment (ROI), and a GTM can be a powerful tool to make that happen.

Many companies have experienced product failures, which can usually be attributed to wrong timing, bad marketing, or poor market research. Outlining a launch strategy can take the guesswork out of a release, as well as prevent oversights or mistakes.

While there is always a chance of a product flop, regardless of planning, having a GTM can help manage expectations and prepare your company for the launch. This strategy can also help your team improve future roll-outs. With a framework in place, it’s easier to see which aspects of the release were successful and which areas need improvement.

There are two types of GTM strategies: flywheel and funnel. On the more traditional side, the funnel method focuses on generating leads and helping them through the sales cycle. The flywheel method engages prospects and customers through inbound marketing to build strong relationships.

5 Components of a Successful B2B Go-to-Market Strategy

Before your team hammers out the details for your GTM strategy, it is important to understand a few key components of a successful B2B go-to-market strategy. These details will help your marketing and sales team craft the GTM strategy while using data to back up their decisions.

Creating a solution to a market need. Before getting any further along, it’s important to take a look at your product and identify how it fits into the market. Understanding how your product solves a current need in the market will help drive its success when pitching to leads and current customers.

Identifying your target audience. It is crucial for your product to reach the right customers. Focusing on marketing to your target audience will help ensure quality leads are being nurtured and pushed through the sales funnel.

Understanding your competition. Knowing which other companies are offering similar products will help your team understand the demand and role your solution can play in the market. Market research will allow your team to make data-driven decisions to decide how your product will fit into the competitive landscape.

Demand for your product. Similar to understanding your competition, knowing the demand for your solution can help determine the success of your launch. It’s important to make sure the market isn’t oversaturated with similar options before releasing a new solution.

Planning the distribution. Getting your product to the masses is one of the last steps in a successful launch. Make sure your team has a plan, whether it’ll be through an app, third-party distributor, or a website purchase.

Step-by-Step Approach to Creating Your B2B Go-to-Market Strategy

Once your company understands the role a GTM plan will play in your product launch, it’s time to start creating the framework for your strategy.

Pinpoint the Problem

Before going any further, your team should focus on identifying the problem your product will solve. Understanding how your company is providing a solution in the current market will help guide your leads and customers to a purchase. The goal of your launch should be to address and solve a specific problem within the market.

Identify the Target Audience

Making sure the product information reaches the right audience is crucial for converting leads to sales. Starting off, your company can focus on determining who is experiencing the problem your product wants to solve.

Next, your team can start working on using an Ideal Customer Profile to define who would be the perfect customer for this product. This profile is made up of certain characteristics including demographics, geography, size, budget, and pain points. Understanding this information will help your marketing team tailor their messaging to attract quality leads that will translate to sales.

In a similar vein, understanding buyer personas will also help your team understand the best audience for your launch. Not all customers are the same, and it’s important to make sure quality leads aren’t getting skipped over. Buyer personas help your team differentiate between the unique customers your brand attracts.

Research Your Competitors

In many markets, including B2B, it’s important to know the companies that are selling similar products. Dig deeper into your competition to understand the audience they’re catering to, as well as the differences in your products. This information will help your team determine where your solution falls in the market.

Plan Your Messaging

Along with knowing your target audience, your marketing team will need to plan their outreach. Your team will need to segment audiences based on buyer personas to make sure the right information gets to each group. Making sure your efforts earn the highest ROI will boost the success of your launch.

Understand the Buyer’s Journey

Once you have a marketing plan in place, it’s time to map out the journey that your customers will take. This will help your team visualize the funnel your prospects go through while making a purchase. By having this information, your customer journey map can show any weaknesses or trouble spots in your sales journey, which allows your company to tighten up the process.

Create a Sales and Marketing Plan

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Determine which channels are best for your release, and begin creating content. This can include social media, SEO content, and email content. Make sure your chosen channels are utilized by your target audience.

Creating a sales plan means deciding how your product will be sold. It’s important to identify this process, so your sales team is able to convert leads to purchases. Determine if your team will be using a self-service model, inside sales, or field sales.

Set Goals and Create Processes

Using a GTM strategy helps set expectations for a product launch. By setting key performance indicators (KPIs), as well as using SMART goals, your company can measure the success of a release.

Creating processes will help your team know how to achieve the goals that are being set. This will help sales and marketing work together for the best results and encourage collaboration across all departments.

Tips for Creating a Winning GTM strategy for Startups and B2B SaaS Companies

Once you have a GTM strategy in place, your team can begin planning a successful product release. There is no one-size-fits-all when it comes to creating a GTM, but following the lead from other companies can help push your business to the next level. Startups and B2B SaaS companies can both benefit from creating a GTM strategy for their product launches.

For B2B SaaS, growing the user base and engaging new prospects is typically the end goal of a product launch. By taking part in community-led growth, your company can increase users and have a successful product release. This strategy focuses on leveraging your community for acquiring new leads and overall expansion.

If your company is a growing start-up within the B2B industry, utilizing a Sales-Led growth strategy can help boost revenue. This tactic requires time and effort from your sales and marketing team, but it means relying heavily on your sales team as a push for higher numbers. If your teams are aligned properly with a strong hand-off process between leads, this strategy can help scale your business and create successful product launches.

Click here to start your lead generation cycle to create a target audience for your GTM strategy by using LeadBoxer’s free trial.

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How to Close More Deals With a B2B Referral Program

How You Can Close More Deals Faster With a B2B Referral Program

In today’s digital world, your customers are skeptical. It is easy for anyone to say anything online. With all the information, your B2B customers will likely listen only to opinions from those whom they trust.

Continue reading or use the links below to “jump” ahead:

The power of referrals is undeniable. Roughly 84% of B2B customers start their buying process with a referral. Additionally, companies with a B2B lead referral program have a 71% higher conversion rate.

Companies with referral programs sales stats

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What Is a B2B Referral Program?

A solid way to close more deals is through a B2B referral program. Referral marketing incentivizes satisfied customers to recommend your product or service to business decision-makers.

A referral program involves a process, often with a web page on which customers can enter business contacts. Occasionally, contacting representatives of referred businesses is not a B2B referral program. Instead, these recommendation programs track referrals and reward your customers when their recommendation produces a sale.

The Advantages of Having a B2B Referral Network

A network of customers who refer businesses to your brand can expand your B2B referral program and improve its effectiveness. Below are some advantages of a B2B referral network:

Increased Sales 

Word-of-mouth advertising is the basis of B2B referral marketing. When a prospective client is referred to you through someone they trust who loves your brand, they most likely will convert. Referrals can improve conversion rates by up to 71%.

A referral network builds relationships, improves customer experience and expands word-of-mouth advertising about your products and services. These three B2B referral program benefits increase sales. 

Lower Acquisition Costs

While getting new customers boosts sales, acquiring them can be expensive. It costs five times more to get new customers than keep current ones.

B2B referral programs lead to lower acquisition costs for new customers. Leads and signups recommended by a current customer are more likely to buy. This is because these new leads trust the opinion of the person who loves your product or service.  

Customer Retention Lower Acquisition Costs

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Lower Churn Rates 

You will have customers leave over time. Churn rate is the percentage of customers who stop doing business with you. You must have new customers to balance the amount of existing ones.

Besides lowering acquisition costs, a B2B referral program can lower churn rate. In fact, referred customers have a retention rate 37% higher than non-referred ones.

B2B referral marketing programs are powerful lead-generation tools that attract high-quality leads. These leads will likely stay and do business with you over the long term, reducing churn.

Increase in Customer Lifetime Value (LTV) 

Customer lifetime value (LTV) is the total revenue a customer generates for your business. LTV increases the more someone spends and the longer they are a customer.

A B2B referral program improves customer LTV with enhanced engagement with your company. Referred customers loyal to your business have a 25% higher lifetime value when recommended by friends, family members or colleagues. Customers will invest in your brand when the social proof and reputation of someone they trust are on the line.

Promote Brand Awareness 

B2B referral programs are excellent ways to promote your brand through word-of-mouth advertising. The more people talk about your brand, the greater your exposure, resulting in more sales. 

Brand awareness offers the following additional benefits: 

  • Builds brand equity
  • Makes scaling up easier  
  • Allows you to collect data on your audience for future marketing endeavors

Why B2B Referral Marketing Is So Effective

B2B referral programs increase the likelihood of closing deals. Below are some ways referral marketing is effective at producing sales:

1. Customers trust referrals.

Customers trust referrals from people they know. Reviews and recommendations from others perform much better than conventional advertisements. Studies show people are four times more likely to buy when referred by a friend.

2. Referred customers are more loyal.

When customers are referred to your company by someone they trust, they will stick around. Referral marketing helps potential customers start with a high opinion of your company.

3. Increase ROI

Referral marketing programs increase your return on investment (ROI) because it is more cost-effective than other forms of marketing. Getting customers through referrals can be up to five times less expensive than traditional advertising channels.

While there are costs with the rewards you offer, the benefits to your customers will be worth it. As mentioned, these referred customers are high-quality and will likely become loyal customers. 

Your B2B referral program can be even more cost-effective with the types of rewards you offer. Awarding points or credits to people who recommend your brand can be cheaper than giving an immediate gift or discount.

4. Increase your marketing reach

Word-of-mouth marketing is an effective way to spread awareness of your brand and build credibility. Customers trust you when they hear good things about your offerings from those they respect.

People who recommend your brand to others become your brand ambassadors, offering free advertising. Referral advertising is limitless since nobody can prevent people from talking about your business. You also expand your potential lead base as your ambassadors will have diverse circles of acquaintances. 

5. Easy setup

B2B referral programs are quick and easy to set up because many are automated. All you have to do is decide which rewards to offer and what people must do to earn the rewards. 

You can also create a referral marketing program by asking customers to share the name of whoever referred them. You then reward them according to what your program outlines.   

Referral marketing program example

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6. Collect valuable data

B2B referral programs allow you to gather information on prospective leads and market trends. When you know your referrals, you can give them an engaging and personalized experience by meeting their needs.

7. Increase customer engagement

Consumers buy from brands that are engaging with them. Customers are more engaged in sharing your brand through a referral program. A B2B referral program will drive brand advocates back to your website, increasing the chance of a sale.

8. Boost your social media

B2B referral marketing allows people to refer friends to your business via social media. Incentivizing loyal customers to promote your brand on their social networks will expand your social media presence.

Referral Marketing Stats

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How to Build a B2B Referral Program for Your Business

You may be wondering how you start building a B2B referral program. The first place to start is to figure out the right rewards for your B2B referrals.

To offer the right perks, you must know your audience and provide rewards that your referrals will enjoy. Gift cards, discounts on goods and services and credits are popular B2B referral program rewards.

After deciding on your B2B referral marketing rewards, here are some things to consider when building your program:

  1. Establish a service agreement with a referral section built in. When onboarding new customers, let them know you appreciate and reward referrals.
  2. Request referrals either via phone or in-person from satisfied customers. If you get a glowing review from a customer, ask them to refer your business when thanking them.
  3. Send follow-up emails. After communicating your referral program to customers, follow up with an email campaign.
  4. Conduct customer satisfaction surveys and questionnaires. Ask your customers about the quality of their experiences with your brand and services. Follow up with the ones most likely to refer you.
Referral program steps

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Examples of Successful B2B Referral Programs

The benefits of having a B2B referral program have convinced you to create one of your own. You know what you need to get one off the ground, but what does a good referral marketing program look like? Here are some examples of companies with effective referral programs:

1. Bench Accounting

Bench Accounting is a fintech company that provides automated bookkeeping software. Bench Accounting’s B2B referral program offers a free month of accounting to friends of existing customers.

2. Airtable

AirTable offers an all-in-one solution for teams to collaborate and communicate. Their referral marketing program gives credits to those who recommend the company to others.

Those who refer others to Airtable receive 100 credits for new accounts and 25 credits should those customers upgrade. Credits go towards discounts and perks.

3. SurveyMonkey

SurveyMonkey is a SaaS company that allows businesses to create and analyze the results of surveys. SurveyMonkey uses referral software to run its program automatically. Their referral marketing program gives members $500 for every organization registering a SurveyMonkey account.

4. DigitalOcean

DigitalOcean provides businesses with a workforce management tool to help them with their IT needs. DigitalOcean offers many perks based on the actions taken by the referrals.

With their B2B referral program, members receive a $25 credit when a referral spends $25. Members receive $100 and a 60-day credit when a referral adds a payment method.

DigitalOcean Referral Program

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5. Hotjar

Hotjar allows businesses to analyze and understand the behavior of people who visit their websites. Their referral program offers different rewards for different levels of referrals

The top referrer receives a free lifetime business account. The top-five runner-ups get a free hoodie. Those who make five referrals get a free T-shirt.

6. Jawfish Digital

Jawfish Digital is a content marketing and web design agency offering clients content creation, web design and e-book production services. Their B2B referral program awards $100 Amazon gift cards to anyone who recommends their content or web design services.

Businesses that want to attract quality leads and close more deals need a B2B referral program. These marketing programs offer many benefits and are easy to set up and customize.

Conclusion

Check out LeadBoxer today to learn how it can significantly help your company increase its lead generation through custom lead scoring combined with 20 of the most popular and requested app integrations.

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Hyper Personalization Other Ways to Shorten the Sales Life Cycle

Hyper Personalization & Other Ways to Shorten the Sales Life Cycle

As we emerge from the COVID-19 pandemic, businesses are continuing to face a challenging economy. For those who weathered the uncertainty of 2020, current rising interest rates and inflation are pushing businesses to streamline spending as much as possible. Despite fears of a recession, there are ways to grow and increase revenue for B2B companies.

Strategically using marketing and other tactics to shorten the sales life cycle (SLC) can help your team capitalize on existing resources, while improving return on investment (ROI).

Keep reading or use the following links to “jump ahead”:

What Is Hyper Personalization?

customer decision chart

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Superb customer experience (CX) should be the chief focus of your sales and marketing efforts. This includes reaching out to your target audience in a timely manner and ensuring your messaging contains helpful information. Customers most want to know how your product relates to their needs!

Incorporating automation and taking advantage of data-driven marketing techniques can help improve the individual CX throughout your sales cycle. Rather than trying to apply a one-size-fits-all approach, hyper personalization addresses the unique needs of each customer to help close a deal. This method relies heavily on data collection and proper data analysis, which gives your marketing team an informed understanding of their target audience.

Before jumping into using this strategy, it’s important to create and know your ideal customer profile. Effective lead segmentation is also key for success.

While you can’t personalize your outreach for each individual customer, content should be segmented based on audience groups in similar stages of the buying process. This helps funnel customers through the sales pipeline by providing relevant product information on a timeline that suits their needs.

Instead of selling your product to the masses, hyper personalization provides educational content to help cultivate and deepen customer relationships. This happens by using data to help uncover more information about prospective leads and current customers. This data includes browsing history, content engagement, purchasing behavior, and their activity timelines.

This type of marketing allows your team to capitalize on money that’s already been spent, rather than upping the budget. Your company may need to invest in lead generation software that tracks website engagement and stores data. Once in place, a quality lead information platform can prove pivotal in boosting your ROI.

Costs will begin to decrease as automation, audience segmentation, and a streamlined workflow helps reach your customers. Research conducted by Deloitte shows that in return for more personalized service, 22% of customers are willing to share personal data. In the same report, Deloitte asserts evidence suggests companies can see an 8x increase in ROI when hyper personalization is executed properly.

Maximizing revenue with this tactic can come from boosting online sales, improving CX and increasing customer retention. Start with focused content that showcases your product and brand making it stand out from your competitors. By creating this content, your marketing team can push educational resources to customers throughout the sales cycle to aid their product research.

How To Implement Hyper Personalization Into Your Marketing Strategy

Once you understand the concept, implementing this tactic takes a bit of advance work. Through techstacks, automation, artificial intelligence (AI), and data analytics, your team can apply hyper personalization to shorten the sales life cycle (SLC).

  • Get to know your customers. While this seems self-explanatory, this strategy relies heavily on a deep understanding of your current clients and leads. Buyer personas and ideal client profiles are a great starting point for this.

Digging a little deeper into your current customers and their product usage can help you understand what motivates new leads to seek out your services. Take time to gather feedback from your current customers. This can be done through social media, sales conversations, and website forms.

Gather insight through analyzing website and content engagement. Understanding how prospects interact with your page can inform the content your team creates. This information can be gathered and stored through a lead generation tool like Leadboxer for easy access.

  • Create a strong techstack. Utilizing technology will help streamline your marketing process, remove siloes between sales and marketing teams and shorten the SLC. Collecting clean data is vital to this strategy, and technology is the best way to gather reliable information.

Invest in a lead generation and lead management platform that integrates with your CRM to update data in real-time. This technology will capture prospect information, segment and score new leads, and track content engagement.

  • Build your content strategy. Using the data your marketing team has gathered, begin crafting a strategy to push out content. This will be a collection of social media posts, educational content, and email marketing.

Rather than rolling out all of this content to every customer, your team should focus on audience segmentation for a hyper personalized experience. Consider trigger points for promotional deals or educational pieces. For example, if an interested lead fills out a web form, your site can offer an informational guide about your industry.

Segmentation will help make sure email marketing campaigns are being sent to customers at the right stage in the sales cycle.  By dividing groups based on being in similar phases of the customer journey, your content can help push customers to quicker sales conversions.

  • Take advantage of automation. Remove some of the burden from your marketing team, and replace repetitive tasks with automation. This will help eliminate room for human error from the marketing and sales cycle, while freeing up resources for other activities.

Using automation to send out content based on different trigger points can help you keep your  product top of mind with your customer base. Automated email marketing keeps prospects informed of changes and advancements in the service or product you provide. Automation also helps cleanse your data, as an automated process collects and stores information in real time.

Successfully Using Email Marketing For Targeted Outreach

What Businesses Think Of Personalized Emails

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Shortening the SLC requires good communication to help nurture customer relationships. While your salespeople may be making a good effort to connect with prospects over the phone, engaging leads with email marketing can help increase ROI.

Rather than spending money on prospecting, take advantage of the contacts your company has gathered over the years. These are leads who have already heard of your service or product, so capitalize on their brand awareness to re-engage them in the sales funnel. Continuing communication through triggered email newsletters or drip campaigns can ensure your team is reaching out at the right moment.

According to Hubspot, audience segmentation is used by at least 30% of marketers to help increase email engagement. Some brands have seen strong improvement through a combination of hyper personalization and email marketing.

For example, Naked Wine, an e-commerce wine company, successfully uses this tactic to personalize wine selections for their customers. Using customer reviews, they tailor their customer recommendations based on preferences shared by similar target audiences. With this strategy, Naked Wine saw an improvement in overall email engagement and a 40% increase in campaign conversion rate.

Using segmented email lists can help your sales team time align its outreach efforts with customer needs. Your team can track lead engagement to pinpoint when potential customers are gearing up to make a purchase.

Key Takeaways

Shortening the sales cycle is a great way to increase ROI during an economic downturn. With customers spending less time in the sales cycle, resources are freed to engage new leads and attract new prospects. Using hyper personalization can help your team strengthen customer relationships while simultaneously introducing new leads to your brand.

By segmenting audiences and ensuring relevant information is reaching clients during their customer journey, your sales team can pitch your product in a timely manner. Hyper personalization relies on up-to-date data and automation to run smoothly. Incorporating this strategy with a techstack that includes a lead generation tool can help boost your success rate.

Take time to understand your current customers. Evaluate the ways in which your products are meeting their needs. This information will help attract similar leads, while providing valuable insight into the ways clients interact with your brand.

Plan content accordingly, and utilize trigger points to get relevant information into the hands of the most eager customers. By having content ready for all stages of the sales cycle, communication can help prospects make informed purchases.

Automate processes to free up time and other resources for sales and marketing teams. By allowing technology to play a key role in this strategy, your team can avoid human errors and plan content with the most accurate data points.

Increase brand loyalty by promoting new services or product lines to satisfied customers through email marketing. Utilizing email for continued communication, even after the sale has been made, can help retain clients and encourage repeat purchases. Targeted outreach helps demonstrate your willingness to meet customers’ needs.

Get started with a free Leadboxer trial today to experience what quality lead generation, lead management, and easy integration with the popular tools you already use can do to improve your bottom line!

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7 Reasons for the Growing Demand for Lead Management Software

7 Reasons for the Growing Demand for Lead Management Software

You know how important it is to find potential customers most interested in your products or services. These are the consumers who will make a purchase. Quickly finding these prospects with a lead management platform shortens your sales cycle, increasing profits. 

To learn more about lead management software and the importance of qualifying leads, keep reading or use the links below to jump ahead:

The Purposes of Lead Management Software

To make any sale, you need to invest in building relationships with the best prospects. 

Relationship-building takes time and energy. A lead management platform helps salespeople qualify good leads and disqualify bad ones.

Why is it important to qualify leads? 67% of lost sales are a result of sales reps not properly qualifying potential customers. Unqualified prospects will not go through the entire sales process, so they won’t become paying customers. 

Qualifying leads will not only result in more sales. It shortens your sales cycle and betters the use of your sales team’s time by focusing them on ideal leads. Sales teams can prioritize building relationships with the most promising prospects with lead qualification tools.

There are people out there who want your product or service. Lead qualification software helps your sales team identify and build relationships with them. Engaging the right people will bring more sales at a quicker pace.  

LeadBoard

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What Is Lead Qualification?

Lead qualification is the process of identifying prospects most likely to make a purchase. The process prioritizes the nurturing of the most promising leads.

Below are the three types of qualified leads: 

  • Marketing qualified leads (MQL): These leads gain interest in a brand, product, or service through marketing strategies. These leads come by clicking on a link in an email, downloading an e-book, or subscribing to a newsletter.
  • Sales qualified leads (SQL): These leads are interested in a brand, product, or service after interacting with a sales representative. They often will ask about pricing and agree to a presentation or demo.
  • Product/Service qualified leads (PQL): These leads are interested in a company, service, or product. They usually contact a salesperson after a free trial or consultation.

Lead management platforms identify the prospects your sales team needs to prioritize in nurturing. Qualified leads will progress through the sales funnel at a more rapid rate, resulting in revenue.

MQLs vs Other Types of Leads

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Lead Qualification Tools

Qualified leads are crucial in generating revenue for your organization. Lead qualification tools can help you quickly identify your most promising prospects. Here are some lead qualification tools you can use to attract and nurture quality prospects: 

Interactive PDFs

PDFs are effective ways of informing people in a way that is easily accessible. They are downloadable, saveable, and shareable.  Interactive PDFs add engagement and shorten your sales cycle.  

Interactive PDFs are lead qualification tools that allow you to add filtering questions, thereby identifying your most promising prospects. These PDFs can help tailor your follow-up and move them quickly down the funnel. 

Solution Finders

Other effective lead qualification tools are solution finders. They help identify and provide a custom-tailored solution to a customer’s problem. When leveraged appropriately, solution finders can shorten the sales cycle. 

Solution finders, also called product pickers, help leads navigate the various products or services your company offers. Prospects get personalized product or service recommendations with short assessments. 

Qualified leads may not always know what they want or the best solution. Through solution finders, you help prospects avoid frustration and headaches. This goes a long way in building relationships between your salespeople and customers. 

ROI Calculators

ROI calculators work similarly to solution finders in that they provide tailored customer service. These tools generate numeric results for each lead based on a formula generated by customer input. These calculators quickly identify and evaluate pain points, speeding up the qualification process. 

ROI calculators offer personalized, valuable content tailored to each stage of the buyer’s journey. ROI calculator data can be used for scoring, disqualification, and trigger campaigns.

ROI Calculators

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The Lead Qualification Process

Leads don’t automatically get qualified or disqualified on their own. There is a lead qualification process that is simplified using lead qualification tools.

1. Establish Lead Qualification Criteria

The first part of the lead qualification process is establishing prospect criteria. This has two parts: whether the lead is a good fit and how interested the lead is in your offerings. 

When looking at whether a lead is a good fit for your offerings, use the BANT methodology. This looks at the following four factors a lead will consider when faced with a buying decision. 

  • Budget: What is the financial capacity of the lead to make a purchase? What budgetary constraints are there that will affect their willingness to spend? 
  • Authority: What is the lead’s position, authority, or power to finalize a deal or make a purchasing decision? 
  • Need: How useful are your products or services for meeting the wants and pain points of the lead? 
  • Timeline: When does the lead need to make a purchase? 
What is BANT

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2. Lead Generation

The second stage of lead qualification is lead generation. Once you have the qualification criteria set up, you’ll need to attract prospects. There are a variety of inbound and outbound strategies you can use for lead generation.  

Inbound lead generation involves methods to get leads to come to you. These include referrals, social media ads, and web form submissions. 

Outbound lead generation strategies involve seeking potential leads and using sales strategies. Cold calling, introductory emails, and meetings are examples of outbound lead generation activities. Once you’ve generated leads, you can begin the process of qualifying them. 

3. Lead Score and Categorization

Once you have your lead qualifying criteria and the prospects pouring in, it’s time to score and categorize them. The leads that show the greatest interest through your inbound or outbound sales activities will earn more points.

It’s important to separate sales and marketing qualified leads. As you’re interested in sales leads, assign fewer points to prospects that interact with your marketing campaigns. They will be nurtured differently. 

You can score and categorize leads manually, though lead management platforms and customer relationship management software does this automatically. After you score your sales prospects, it’s time to rank them. 

4. Distribute and Rank Leads 

Once you generate your leads and score them, it is time to distribute and rank them. MQLs and SQLs require different lead nurturing techniques. 

For example, a sales qualified lead will get a sales presentation or demo to understand your product or service better. Each sales prospect should be ranked and prioritized by lead score or BANT analysis.  

To nurture MQLs, offer more in-depth content. Start with emails and free trials for top-of-funnel prospects. Offer an e-newsletter and then whitepapers and e-books to bottom-of-funnel leads.

Once you categorize and distribute your leads, it’s time to rank them. Lead qualification tools prioritize sales-qualified leads with the highest score and rank. These will be your most qualified leads.

5. Continue Qualifying Leads Throughout the Pipeline

The last step for lead qualification is to continue down the steps of your sales pipeline. The goal of lead qualification is to move prospects through the funnel. 

For SQLs, your salespeople may ask additional probing questions during presentations and demos. They are qualified and nurtured to move on through the sales funnel.  

For marketing-qualified leads, you need to get them sales qualified and handed over to your sales team. MQLs will continue receiving lead scoring points as they show additional interest and interact with your campaign. 

Lead management platforms that qualify leads make it easier to move prospects through your funnel. The quicker leads become paying customers, the more closed sales you’ll have.

Steps to Effective Lead Scoring

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The Importance of Qualifying Leads

Every company has a sales process or funnel whereby prospects enter as mildly interested leads and leave as paying customers. Along the way, you employ various marketing and sales tactics to move them onto the next stage. If your sales process is long, there are more opportunities for leads to drop off before becoming customers. 

When you nurture your ideal prospects, they quickly progress through your sales funnel. As they are already excited and knowledgeable about your service or product, a long sales process is unnecessary. 

Lead qualification tools shorten your sales cycle. A shorter sales funnel leads to more conversions and quicker sales.

The Growth of Lead Management Software

Lead management software is by no means going away anytime soon. Lead qualification software use will increase. Technavio predicts that the lead qualification solutions market will increase by 17.5% between 2021-2028.

Some of the driving factors that contribute to the growth of lead management platforms include: 

  • The development of cloud-based and SaaS software and solutions (especially on mobile)
  • Increased demand for social interaction between companies and consumers
  • The heightened popularity of crowdsourcing 
  • The increase in CRMs integrating lead qualification into their marketing and sales automation platforms
  • More companies looking to improve the relationship between their sales and marketing departments
  • The higher likelihood of sales conversions
  • The increased need for enterprise-level lead management software

With information at their fingertips, your leads and prospects will be selective about who they do business with. Building relationships and nurturing the right people will make them paying customers. Lead qualification platforms do this.

Lead management platforms like LeadBoxer are becoming increasingly popular because they allow salespeople to focus on the most promising prospects. There are various lead qualification tools to move prospects through your funnel. Maximize your prospect generation efforts by following a lead qualification process. 

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The Growing Importance of Product Led Growth in B2B Selling

The Growing Importance of Product Led Growth in B2B Selling

Remaining competitive in the B2B sales industry relies on customer retention and overall satisfaction. Many companies are embracing the idea of product led growth (PLG) to help boost their numbers and increase brand loyalty. 

It seems obvious you must have a good product, but the value of providing quality services continues to increase. PLG is more complex than simply having something worth buying. It relies on ensuring a user-friendly experience and excellent customer service to create lasting relationships.

Marketing is no longer the only way to push leads through the sales cycle. By combining a focus on the customer experience, sales and marketing can create a cohesive end goal. Not only does a product centric approach help align departmental goals, it allows the customer to have a voice throughout the sales cycle.

To learn more about the ways your team can benefit from PLG, keep reading, or use the following links to jump ahead:

What is Product Led Growth (PLG)?

Like many trending B2B strategies, product led growth is not a new concept. It is, however, an important strategy to empower customers and retain sales. As PLG continues to increase in popularity, your team should better its understanding and implementation of the concept.

Simply put, PLG allows the product or service to drive sales and retain customers. This relies on several factors like ease of use and excellent product experience. Rather than expecting marketing to do the heavy lifting for brand awareness, this strategy incorporates product functionality directly into the sales process.

By putting the product at the center of all conversations, it can help align goals across departments and boost business growth. This also means employees will be working toward the single objective of excellent product experience for all customers.

Through this all-company collaboration, more people are introduced to the user experience, which drives conversations with customers from all angles. However, PLG isn’t solely based on your team’s understanding of the services your company sells.

Another key component of this strategy is allowing customers to see the product value before asking for a purchase. This means having a strong user experience that allows prospects to dive deep and trial the product on their own. 

Rather than watching product demonstrations or Q&A webinars, customers should be able to test the functionality on their own. Through implementation of this strategy, success relies on overall customer satisfaction before a sale has been completed.

For example, free trials work hand-in-hand with product centric approaches. Allowing customers to test how the product can provide solutions to their unique problems helps provide valuable insight before purchase. It also allows prospects to address concerns and work out potential problems with a company expert. 

PLG helps instill confidence in clients through transparency of service. By providing an inside look at user experience, your team can boost customer satisfaction and increase overall retention rates. 

Product Led Growth Public Companes

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It is not surprising that the B2B industry saw rapid digitization during the COVID-19 pandemic. Before this sudden shift to virtual sales, leaders in the industry were finding ways to innovate customer experience through increased use of technology. While the pandemic sped things up, trends like PLG are here to stay.

Buyers have the resources to be more educated than ever on products before making a purchase decision. This means remaining competitive in the industry relies heavily on customer experience throughout the entire sales cycle. 

As brands continue to have an increased online presence, customers are able to interact with products before they even speak with a salesperson. In fact, research shows 94% of B2B buyers perform online research before initiating contact with a sales team. 

Educated buyers are now interacting with demos and free trials as early as possible in the sales cycle. Rather than wanting to speak with salespeople for a product introduction, clients are eager to have a hands-on approach to testing solutions. According to a 2015 Forrester survey, almost 75% of buyers would rather make an online purchase than go through a sales team.

This has shifted initial sales conversations to focus more on product details and the technical capabilities of products. Customer preparation has led to an expectation of expert customer service throughout the sales process. In most cases, buyers want salespeople to act in tandem with the website so they can navigate the process alongside an expert.

The Benefits of a PLG Strategy

Product led funnel vs Traditional funnel

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To understand how this strategy can benefit your business, it is important to make a comparison between traditional growth methods. Starting off, marketing teams usually qualify leads through online interactions like targeted ads, web forms, and email marketing. From there, leads enter the sales funnel and the salespeople reach out for an introduction.

Next, the sales department focuses on showcasing product benefits and providing details on how the product can provide needed solutions. If interested, the customer chooses to make a purchase. 

Once the sale has been completed, the customer works with the success team for onboarding and implementation. Assuming things go well, the customer becomes a repeat buyer and the sales cycle restarts.

The traditional strategy allows for a long period of time before the customer is introduced to the product’s functionality. In a time where buyers are prone to making quick decisions and competitors can offer easy demos, following a traditional timeline may not land your company the sale.

In contrast, PLG allows the prospect to jump right into the product. Marketing and sales departments act as experts to help guide customers through the user experience. Rather than client information being captured from online traffic, this cycle starts as soon as the customer signs up for a trial.

Known as product-qualified leads (PQLs), these clients begin interacting with the product as soon as possible. Rather than waiting to be contacted by a salesperson, clients are most often familiar with the brand before the introduction occurs. Once a salesperson reaches out, the conversation can focus heavily on the client’s specific areas of interest, potential personalized features, and any other questions the customer may have about the product.

This kind of transparency is a huge benefit to companies. PQLs convert at a rate 3-4x higher than traditional marketing leads. When customers feel confident in a product before making the purchase, retention increases. 

PLG is a great way to gather feedback from customers and improve overall product functionality. When the product is a driving force behind sales, customers are able to provide honest feedback to companies about their experiences.

When a sale is completed, your team is able to hear what was the deciding factor. On the flip side, offering your customers a free trial of your product, even if the sale falls through, helps provide insight into areas that need improvement. 

This strategy is cost-effective. Customers begin the onboarding process by themselves, which frees up your employees to concentrate on providing excellent customer service. Less time and money are wasted on deals that don’t come to fruition. 

Providing a better user experience increases customer retention and provides incentives for word-of-mouth advertisement. When clients are able to test out a product for free, they are able to share this information with others in their network who may be looking for similar solutions.

Since there are no hold-ups on anyone being able to trial the service, these leads come directly into the pipeline once they sign up. Along with increasing a user base, this helps speed up the sales cycle. 

Gaining valuable customer contact information is easier when your product leads the marketing strategy. Usually, web traffic may visit a page or interact with an online ad, but their contact information might never reach your pipeline. Since users have to fill out a full form for free trial access, your marketing team is able to take PQLs directly to the sales team.

For example, when using Leadboxer to capture web traffic, your team can tell these customers are already qualified and scored since they began the demo. This pushes them to the top of the sales cycle, which allows for speedy outreach from your team. By encouraging a quick turnaround time, PLG helps outreach happen faster while leads are still interested in the product.

Implementing PLG Into Your Business

Before jumping into this strategy with your employees, it is crucial to understand PLG is a long-term approach rather than a short-term fix. Implementation will take time and resources to be successful. It may require departmental changes and an overhaul of the company mission to ensure a product-centric focus. 

When implemented correctly, PLG will help lead your team to higher sales and increased customer retention. Below are tips on successfully getting started and utilizing a PLG strategy:

1. Evaluate your product

Having an intimate understanding of your product, including its flaws, is the first step in implementing a PLG strategy. Before it can sell itself, your company needs to thoroughly understand the value the product brings to the market. 

Evaluation can begin with a few simple questions:

What is the core function? What solutions does your product provide to customers? What feedback is most often received?

Compare your product to the competition. Notice the similarities and differences. 

Find the best way to engage prospective customers when speaking on these topics. Educated clients are willing to ask directly about these types of variances. Be prepared to answer honestly during these conversations.

For example, your product may lack certain features compared to that of a competitor. However, your starting price point may be lower. Understanding how to explain this to prospects will help build trust within the relationship.

2. Focus on the customer experience

When the customer is driving the sale through self-education, a user-friendly experience is crucial to finalizing a deal. Beginning with initial onboarding, signing up for the product should be self-explanatory and easily accessible. Prospects are eager to get started, so the sign-up process should be quick enough to hold a customer’s attention.

Sales conversations should bring value to the customer. Rather than relying on old-school tactics, your team needs to focus on acting as product experts to prospective clients. 

Removing fluff from these interactions is one way to increase trust within the relationship. Make sure customers feel like they took away valuable information from each conversation with your salespeople.

Allow ample opportunities for clients to provide feedback. Not only will this help customers feel more valued, but it will give your team vital information regarding potential product improvements. 

Customize features when possible. Buyers love the idea of personalization, especially when they’re looking for solutions to unique problems within their organization. 80% of customers favor the ability to customize their user experience. 

3. Provide continuous onboarding

In the initial onboarding process, users will be signing themselves up for a trial. That doesn’t mean your team should take a backseat to onboarding, though. Instead, customer success teams should concentrate on secondary and next-tier opportunities to increase user engagement.

Customer retention increases when there is a strong need for your product. By encouraging clients to continuously use new features and engage with your software, your product will quickly integrate into their daily workflow.

This is another opportunity to allow conversations with customers about their user experience. As they add more features to their product usage, make sure your team is doing their due diligence. 

Having check-ins about new features during the continuous onboarding process will help your team have internal conversations about product performance. This allows your team to collect data on what is working, as well as find areas that may benefit from improvements.

4. Align departmental goals within your company

Overhauling long-term business strategy can be a big undertaking. For success, departments must be on the same page about the company’s mission. When practicing a PLG strategy, marketing and sales teams will be trying out nontraditional tactics.

It is important to make sure the product is always central to the mission. Marketing teams should work closely with sales and customer success to understand the feedback being given. Adjust your marketing outreach to lead with the product.

These efforts from all departments should encourage excellent customer journeys and work to increase brand loyalty. Even though the product and customers are doing a lot of heavy lifting, it is still the goal of your team to provide value throughout the sales cycle.

5. Tailor your marketing practices to showcase the value

Since much of the beginning sales cycle in PLG strategy involves solitary customer research, messaging is key. Customers will want to see an overview of key features as well as pricing when comparing brands.

Make sure your pricing sheet is accessible and easy to understand. Marketing content should help explain how clients can benefit from the premium version of your product. Simple explanations of which plans work well for specific groups can encourage prospects to explore the features that are most relevant to their needs.

Online resources, like blogs or social media posts, should showcase the features your product offers. Many users will be looking at multiple options during their research. It is important to make your product stand out by providing valuable information about the user experience rather than fluff content.

6. Utilize upsells and premium features 

Once a sale is made, the goal should be to encourage repeat purchases from that customer. This typically happens through contract renewals, but there is an opportunity to add more revenue through upsells and new features.

If a client is thoroughly enjoying the service your product provides, your team should brainstorm ways new features may bring additional value. Asking customers what they want to see in future rollouts is a great starting point.

Offer items in discounted bundles or find ways to include an option for premium features. These types of add-ons may be an easier sell once clients are familiar with your product. Ongoing outreach from the sales team to current customers is crucial for landing these upsells. 

7. Encourage user referrals

PLG provides ample room for customers to refer your product to others in their network. If your trial period is easy to access, prospects can sign up and get started within the same day of hearing about your product. 

Capitalize on your customer experience by offering a referral program that incentivizes current relationships to bring in new business. This type of program can help boost brand loyalty, as clients can continue to tell others about your product.

According to McKinsey, a recommendation from a trusted friend or colleague is 50x more likely to result in a purchase. This helps boost your overall return-on-investment (ROI) since referrals typically cost less than acquiring a brand-new lead.

User referrals can help boost overall customer satisfaction. Current clients will feel appreciated when their recommendations are rewarded by the brand.

8. Follow through on your advertisements

When customer experience is a major driving factor for sales, following through on promises is crucial. The classic saying ‘under promise, but over deliver is a good motto to have when implementing PLG.

Your product will be doing most of the selling, and it should be able to stand alone while customers are participating in a demo. However, if your salespeople make promises about product features or capabilities in conversations, it is important to see them through.

Transparency is huge when utilizing product led marketing. It will negatively impact customer retention if users don’t see sales agreements come to fruition. 

This comes into play when customers are making the transition from the free trial to the premium version. If your team offers specific features or personalized capabilities, it is crucial to ensure these are available as soon as onboarding begins.

Clients have educated themselves on the benefits of your product versus your competitors. Since they’ll have spent time with your services, they will notice any lack of follow-through on promises. 

PLG relies heavily on customer retention, and the easiest way to lose a relationship is by not providing the right service. Make sure to have honest conversations about the features your product has, and address any concerns as soon as they arise.

9. Use data to drive product choices

PLG strategy relies heavily on accurate data to understand the customer’s needs. Data analytics will help your company ascertain what value users are receiving from your product. This information can also help develop product improvements as your team rolls out new features. 

When implementing a PLG strategy, it is important for your company to equip itself with the right tools and resources for success. Make sure you have a way to track data and pilot the user experience. 

Along with using these kinds of tools, manage expectations among departments by setting KPIs and reviewing targeted goals. This allows your employees to easily measure success throughout the process. 

Key Takeaways

Product led growth may be the newest trendy buzzword in the B2B industry, but the strategy is here to stay. In order to remain competitive, your company should be looking at the long-term benefits of a product-centric approach. 

As customers continue to push for more virtual sales options, your product will need to be able to sell itself during the trial phase. Focus on having your salespeople become experts on product features. Tailor your marketing to showcase features that set your product apart from competitors. 

Understand the best way to implement PLG into your organization. Invest in the right resources to ensure this strategy increases your customer base and retention. 

Allow user experience and customer feedback to drive initiatives within your departments. Build lasting customer relationships through transparency. By focusing on the customer experience and product value, your company can benefit from this strategy.

To get started with Leadboxer, click here for your free trial!

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The Value of Pre CRM and Marketing CRM

The Value of Pre-CRM and Marketing CRM

Using a Customer Relationship Management (CRM) software and strategy is vital to a successful B2B sales team. CRM software has become a major asset for many companies as it helps organize, integrate, and streamline customer management.

With more businesses offering remote or hybrid work options, keeping up with customers has begun to rely heavily on the successful use of CRM software. While using a CRM is great once a lead has come into the pipeline, there is value in developing a pre-CRM strategy.

To learn more about the function of pre-CRM strategy and the usage of a marketing CRM, keep reading or use the links below to jump ahead:

What Does Pre-CRM Mean?

Traditional vs Modern CRM

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Tracking website activity and importing potential customer data into a CRM is usually the first step in creating a relationship. Although, there are probably more website visitors than contacts in your CRM. Not every prospect is going to input data into your web forms, so there needs to be a strategy in place to anticipate prospects who may eventually enter the sales pipeline.

Having a Pre-CRM strategy means your departments are working to improve initial customer interactions to begin developing a strong business relationship. Before companies were able to have a strong digital presence, salespeople needed to greet customers and have organic interactions to cultivate their pipeline.

By taking these old-school tactics and adapting them to fit your company’s digital presence, the pre-CRM stage can help present your company to prospects. Engaging potential customers before they’ve been entered into your CRM can be tough. Utilizing social media, email marketing, and a website can help introduce your brand before customers are familiar with your team.

Most importantly, taking advantage of the Pre-CRM stage means your company is using its marketing and digital presence to help create product awareness. Many customers only become active when they have a need, but engagement can start before then. Marketing should focus on sharing what your company offers while allowing customers to interact with your content.

Reaching Out to Pre-CRM Leads

How do you reach out to customers before you know their needs, or before they understand what your company specializes in? Finding ways to engage pre-CRM leads takes creativity, but the payoff can help boost your sales pipeline.

Thinking of it as similar to greeting customers in the offline world can help map out the best way for outreach. Find ways to humanize digital communication, like displaying employee profiles and making contact information readily available. Encourage engagement through chatbots, and utilize video features to showcase products and salespeople.

The goal of this outreach is to improve initial customer impressions. When your company is able to create a positive first touchpoint, prospects will be more inclined to continue engagement with the brand. This will help filter leads in your pipeline and CRM, which will help boost sales. 

What Is a CRM?

Customer Relationship Management (CRM) is software that can be used to manage your company’s relationships and interactions with clients and prospects. This technology helps streamline your business, grow your pipeline, and organize goals across departments.

A CRM can be used throughout the entire customer lifecycle, including marketing, sales, and customer service. This software stores prospect and customer information, which helps build out your database for maintaining relationships.

By keeping data all in one platform, your CRM can help make sure all of the necessary steps are being done to provide clients with quality service. It also allows your teams to track customer engagement, plan outreach, and identify future sales opportunities.

Many teams have turned to a remote or hybrid working environment, so utilizing a CRM can make a big difference in collaboration when employees are stationed across multiple locations. This software can also align your sales and marketing departments to tighten up the lead generation and nurturing process.

Along with creating more efficient workflow within departments, CRMs can integrate with other technology to streamline the sales process. Many CRMs have the ability to work with your current tech stack to free up time and resources for customer outreach. For example, Leadboxer integrates seamlessly with CRMs to improve lead-generation processes.

The CRM Cycle

CRM is a great strategy for improving the quality of your outreach, and in turn, creating stronger customer relationships. Rather than aiming to cast a wider net, successful customer management will help encourage repeat sales and brand loyalty.

There are seven stages within the CRM cycle, and each plays an important role in customer success. Walking clients through this journey will help fill your pipeline with quality prospects and increase sales.

The Pre-CRM stage begins with brand awareness and creating an environment that encourages customer engagement. Inputting a new lead into the CRM happens once your team has contact and basic information about the prospect. Log the details in your CRM and begin walking them to the next step in the cycle.

Once a prospect begins interacting with your brand, like clicking on an email link or filling out a web form, the nurturing process can begin. By using features in your CRM software, you can tag clients and track their engagement. This helps your sales team determine which leads are cold or warm.

Moving toward the sales opportunity happens once a lead schedules a sales call. This moves the customer from warm to hot. 

Your team should be tracking the movements of this client as they move through the sales funnel. Enter the details from the sales call to log the outcome in your CRM. This helps your team see which leads are actively working their way toward closing a deal.

A little over halfway through the cycle, the goal is to have hot leads converted into closed deals. Once the client says ‘yes’ to your sales pitch, you can consider them an active customer. 

However, the CRM cycle does not end here.

Next, delivery of your product or services should be scheduled. It’s important to create follow-up reminders to keep in touch with the customer as they begin using your product. This phase should also include gathering feedback and providing any additional training or information that the customer may need to be successful.

Instead of moving on to the next cold lead once a deal has been completed, try bringing your customers into the ‘upselling’ stage. If clients are happy with the product and experience they’ve had so far, pitching an upgrade in your services can help boost the overall sale. Engage with customers to see if there are any additional needs your team can help fill.

Lastly, the CRM cycle relies on continuity to cultivate strong customer relationships and promote lasting brand loyalty. Continue reaching out to current clients. 

Schedule regular check-ins and encourage feedback. These actions can help increase repeat purchases throughout the length of the business relationship.

The Benefits and Challenges of a Marketing CRM

CRM Strategy Enablement

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Implementing a CRM can play a huge role in the success of your marketing department. Since the goal of marketing is to create awareness and generate leads for the sales team, a CRM can help align the efforts of these departments.

By breaking down barriers to avoid organizational silos within your company, a CRM helps increase the flow of information between teams. This will improve the overall quality of customer service as your marketing campaigns direct qualified leads into the sales pipeline. 

As website visitors interact with content and email recipients click on links, a marketing CRM can help your team track these actions to qualify leads. By integrating with other technologies like lead generation software, the CRM increases conversions and campaign effectiveness.

While a CRM can be a huge asset to many companies, there are a few challenges to be aware of before implementing the software. For employees who are unfamiliar with the system, learning how to use a CRM effectively can be a daunting task. Provide extensive training to make sure your team is confident in the program.

Integration with tech stacks is a great benefit to using a CRM, but it is important to make sure the CRM you choose works with your current technology. Marketing campaigns can benefit from tracking customer engagement, and a marketing CRM can help organize this data. 

Key Takeaways

A Pre-CRM strategy can help humanize your company and begin nurturing leads before they have entered your pipeline. Use this strategy to create positive brand awareness with potential prospects. Encouraging early engagement will help drive customers to your business when they have a need for your product.

Utilizing a marketing CRM is a great way to create a communication flow between departments and increase campaign effectiveness. Tracking and tagging engagement from customers can help inform future marketing efforts and outreach for sales pitches. 

To see how Leadboxer can integrate with your CRM, click here for a free trial!

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Automated Lead Sales Intelligence Platforms

Automated Lead & Sales Intelligence Platforms: The Key to Successful Sales Strategies

Automated lead generation software is paving the way to success for B2B companies. These highly integrated platforms have continued to rise in popularity. For businesses who want to keep a competitive edge within their sales and marketing departments, lead generation software has become a necessity.

Diving deeper into the market trends and forecasts, several reports have closely inspected how lead generation and automated marketing will trend through 2029. Keep reading, or use the links below to explore these findings:

According to an Insight Partners study, the lead generation market was valued at 3,103.80 million USD in 2021. It is expected to see a compound annual growth rate (CAGR) of 17.5%, and reach a value of 9,589.11 million USD by 2028.

The Global Lead Generation B2B Software Market Research Report 2022 shows that the lead generation market is split up into four areas. They are lead capture software, lead intelligence software, lead mining software, and lead scoring software. 

These sections each play a role in successfully generating and nurturing leads while saving companies time and valuable resources. 20% more sales opportunities are created when leads are properly nurtured. However, 65% of B2B companies have not established a process for lead nurturing.

Technology-driven processes are crucial for companies to identify quality leads. In fact, 44% of marketers are already using software like automated marketing for lead scoring.

On average, sales leads for B2B companies can cost between $31 and $60. Within six to nine months of utilizing lead management automation, companies can see a revenue boost of 10%. This software helps drive sales and increases (return on investment) ROI. 

Lead generation software continues to increase in popularity due to its flexibility, low maintenance, and resistance to corrosion. As businesses continue to grow within the digital space, this software helps companies remain competitive within their industries.

Forbes reports that 58% of business leaders see lead generation as a key challenge. Lead generation platforms like Leadboxer are instrumental in helping companies find qualified prospects to fill their pipeline. Through automation, data collection, and software integration, these platforms are able to improve processes across multiple departments.

Lead generation software has benefited from the advancement of technology, and it will continue to optimize its product performance. Integration between customer relationship management (CRM) and lead generation platforms is a step toward success.

52% of companies have already integrated their marketing software and CRM. 88% of marketers will use web analytics to continue improving their lead-generation strategies. Lead generation platforms like Leadboxer integrate with CRMs and other technology to provide quality leads and analyze data.

Lead generation priorities of marketers

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The Global Marketing Automation Market Analysis Report 2022 released by researchsandmarkets.com takes a closer look at the current environment for this software. The report finds the market was valued at 5.45 billion USD in 2021. As automated marketing software continues to gain traction among businesses, it is projected to reach 8.58 billion USD by 2026.

Due to the increased usage of these platforms, the market is expected to grow by 9.49% between 2022-2026. The report notes the advantages of using this software include improved efficiency, reduced staffing costs, and an overall increase in revenue. 

Cloud and On-Premise are the two studied segments of marketing automation deployment types. Cloud deployment was found to cover a market majority at 58%.

This report studied eight channels of marketing automation: 

  • lead nurturing
  • mobile application 
  • campaign management
  • inbound marketing
  • social media 
  • email
  • reporting/analytics 
  • other

Out of the channel categories, email marketing automation led the way with 17%. 

A Demand Gen Report found that 53% of marketing teams say that early-stage lead generation is most effective when done through email. With email automation pulling ahead of other channels, automated marketing software can help companies save time and resources in producing email campaigns. 

Across industry applications, it was observed that healthcare began utilizing marketing automation software strategies. This implementation has helped create consistent messaging and improved customer service. During 2022-2026, the use of marketing automation in healthcare is expected to grow by 12.5%.

As for regions, this report discovered that North America made up the largest share of marketing automation at 34.3%. Over the forecasted period of 2022-2026, Europe and North America are expected to be the largest markets. Due to a rise in mobile usage and increasing use of advertisement campaigns, the Asia Pacific is projected to be the fastest-growing market. 

How the COVID-19 Pandemic Shaped Automated Software

COVID-19 continues to show lasting effects on the way businesses handle sales outreach. With quick switches to digital communication as in-person meetings were canceled, many B2B companies had to adapt to a virtual environment.

58% of experts believe poor technology infrastructure led to businesses struggling to deal with the pandemic.  The Global Marketing Automation Market Analysis Report 2022 suggests that the pandemic highlighted the importance of marketing automation as companies made the switch to digital channels to keep in touch with customers.

Automation and artificial intelligence (AI) are playing a significant role in the post-pandemic world. 50% of businesses plan to push forward with their AI strategies as they enter into post-COVID operations.

While the pandemic caused upheaval across all industries, it also helped drive innovation and advancement. 43.42% of B2B marketers plan to switch their in-person meeting budgets to digital efforts. 

By investing in automated marketing and lead generation software, B2B companies will be prepared to face a post-pandemic world. 

The Future of Lead Generation and Marketing Automation

Marketing Automation Valuable Features

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Lead generation software and B2B marketing automation is a growing markets. The Global Marketing Automation Market Analysis Report 2022 found several factors for these upward trends including higher social media usage and trending mobile marketing.

While many marketing budgets continue to shrink, a survey from Gartner finds 26.6% of Chief Marketing Officers plan to increase their spending on automated tools. Statista Research Department shows that 2.6 billion USD was spent on lead generation in the United States in 2019. This number is predicted to hit 3.2 billion USD by the end of 2023.

The demand for these tools continues to increase, but this market does face challenges as well. Cyber security and data quality issues were found to be impeding issues for market growth. The quick nature of social media and continued internet usage has posed security and compliance challenges for marketing teams.

Despite advancements in automated software, 40% of businesses find their marketing tools are outdated. This suggests companies are still working to find the best lead-generation platform for their needs. 

As the B2B industry continues to evolve within the digital sphere, lead generation and marketing automation will increase in marketing and sales departments. The content marketing platform is expected to grow the fastest between 2022-2026. Global Marketing Automation Market Analysis Report 2022 suggests it will increase at a CAGR of 17%

85% of marketers say their biggest focus from content marketing is lead generation. Research shows an emphasis on producing quality customer experiences and a growing need for analytics-based content will drive content marketing growth. 

AI integration, predictive analytics, and a focus on personalized marketing are contributing to the market increase.

The combination of AI and automation software is pushing businesses toward better customer service and creating stronger interactions with prospects. Lead generation platforms help target the correct customers to drive marketing efforts in the right direction.

Key Takeaways

Lead generation and marketing automation are paving the way for companies to save time and resources when filling the sales pipeline. 80% of marketers saw an increase in their leads after using marketing automation. 

Both markets continue to grow and are projected to rise to new levels by 2029. B2B companies will need to include lead generation platforms and automated marketing into their business strategies to remain competitive in their respective industries.

Marketing automation provides a huge boost in sales leads. Using this software for marketing campaigns can increase these numbers by 451%. Content marketing is used for lead generation by 80% of companies. It is expected to be the fastest-growing channel for automated marketing between 2022-2029.

Lasting effects of the COVID-19 pandemic will continue to push companies toward digital communication. Customer trends show that many prefer buying in a virtual space. These habits will most likely increase as social media marketing trends upward.

While lead generation and personalized outreach benefit from automated software, challenges with consumer privacy and data quality will continue to be part of the conversation. Salesforce found that 86% of consumers want more transparency regarding the usage of their personal information. 

Investing in highly integrated platforms like LeadBoxer will help departments utilize their existing tech stack to its full potential for lead generation, marketing automation, and customer management.

See what LeadBoxer can do for your business. Get your free trial today!

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Harnessing the Power of Video Marketing for B2B Lead Generation

Harnessing the Power of Video Marketing for B2B Lead Generation

Creative lead generation can help your B2B company fill the sales funnel with qualified prospects. Social media continues to be vital for marketing teams, and jumping on the upward trend of video content is a way to boost your outreach. 

Utilizing video marketing is a great way to increase brand awareness and encourage content engagement. This tactic can push your outreach to additional target audiences and help increase your lead generation. Video marketing can also work when trying to retarget and engage potential prospects.

Keep reading, or use the following links to jump ahead:

What is Video Marketing?

Video marketing statistics

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While the strategy isn’t new, video marketing has become crucial for staying relevant in a competitive market. According to WyzOwl’s 2022 Video Marketing Statistic Report, 86% of businesses already use video in their marketing strategy. 

This marketing tool is important to have across all channels. Videos are an easy way to educate prospects on your product, as well as create brand awareness.

In a Hubspot survey, it was found that video content was the second most popular way to increase social media engagement. By encouraging interaction from customers, this strategy can help boost shares and expand audience reach. 

Even though video marketing has been around for a while, many businesses saw a rise in demand for this content during the pandemic. 64% of marketing teams feel the pandemic has affected their 2022 video marketing strategies. Coupling this with the rise of marketing on social media platforms like TikTok, utilizing these tools can make a big difference in engagement.

Increasing Sales Conversions Through Videos

Marketing teams work hard to reach audiences that can be converted successfully for the sales department. These tactics require a lot of planning and resources to make sure content is being delivered to the right prospects.

Video marketing is an accessible tool that helps engage customers before they’ve even spoken to a salesperson. If you’re just beginning your video strategy, a great place to start is finding ways to include this type of content on your website.

According to BizCommunity, conversion rates can be increased by 80% if you include video content on your landing pages. When leads are visiting your site for the first time, videos are able to introduce your product and brand quickly. This type of content encourages engagement as prospects are able to get a glimpse of what your company has to offer.

Additionally, adding videos to your site can help improve search engine optimization (SEO). By having this content on your pages, visitors are more likely to spend more time on your website, which helps boost your page in search engines.

Moving on from initial lead impressions, video marketing can play a role in boosting customer retention. This content has the ability to support salespeople as they walk clients through the sales journey. By having video tutorials and demonstrations, leads are able to interact with your product before making a purchase, which can increase customer confidence.

The options for video content are endless, and it is a great tool to build trust while showcasing an authentic brand to prospects. Utilizing how-tos, customer testimonials, and customer support videos are just a few ways your team can take its marketing strategy to the next level.

How to Create a Successful Video Strategy

Creating content that encourages audience engagement is a good starting place. With high-quality smartphone cameras and a multitude of editing apps to choose from, access to video creation is easier than ever. 

However, starting without a plan can be an overwhelming undertaking for any marketing team. Take time to allocate resources and prepare your team for the content rollout. This type of foresight will help align the marketing and sales department to ensure the highest return on investment (ROI) is being achieved.

Once your teams are ready to go, begin by evaluating your company’s needs. Determine which pages and social platforms will benefit most from the content. Laying out the areas that will receive videos can help decide what the content will showcase.

Next, determine the target audience. For video marketing lead generation, have your team identify what platforms see the most traffic from prospects. 

Bizcommunity found that videos help 90% of customers make buying decisions. By getting this content on pages that see the most interaction from leads, video influence can help push these prospects into the sales funnel. 

Align the goals of the campaign across departments. Multiple videos can serve different purposes, but it is good to have a clear objective before creating any content. This data will also play a role in determining the video’s success late in the journey.

Decide on the video distribution platform. There are a few factors that will help narrow down the best place for your content. Consider your budget, including money for sponsored posts, and your current tools. 

Shorter videos may find their home on TikTok or Instagram, whereas Youtube remains a leader for long-form content. Determining a platform before filming will help drive the subject matter. It is important to take into consideration the type of audience on each social media channel, as well as how engagement is measured.

Platforms like Instagram reels and TikTok rely on short, snappy videos that can quickly grab a viewer’s attention. These sites also work off of algorithms that rely on comments, likes, and shares. Longer videos may do better on Youtube or LinkedIn, especially if the goal of the content is to educate. 

Begin scripting and filming content. If you are not sure where to start, look at similar businesses or competitors to see what type of videos they are sharing. This can help your team gather an understanding of where your industry fits into the digital sphere. 

Once posted, begin measuring the content’s success. While each business may track unique metrics, there are a few basic ones that can help your team see what works and what needs improvement. Engagement is huge. Track comments, likes, and shares. 

Time spent on your site is another great metric to consider. If you have longer videos, are your visitors watching the whole thing? Take a look at any generated leads or conversion boosts. 

Are your visitors interacting with other areas of your site after watching the video? For example, keep an eye out for any upticks in form completion.

Lastly, continue to re-evaluate and produce video content. While you shouldn’t fix any content that seems to be working, don’t be afraid to add new posts. Variety in content can boost engagement and encourage frequent customer interaction. 

Revisit any videos that don’t produce the results your team wants. This form of content is constantly evolving, and it is good to be prepared to embrace changes as needed.

Best Practices for Video Marketing

Once you have a strategy ready to go, implementing best practices can help boost the success of your marketing campaigns. Understanding the different types of video content can help your team see a positive ROI from this work.

Videos like product demonstrations, educational content, or expert interviews can help increase lead generation. While content like customer testimonials, live streams, or personalized messages from employees can create brand awareness.

Use video marketing to retarget old leads. This content can help encourage prospects to re-engage with the sales journey. Maybe the lead wasn’t sure your product was the right fit, but an educational tutorial or how-to guide can help show the ways their company can benefit from a purchase. 

Video Marketing & Social Media

Time spent watching online videos

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The rise of platforms like TikTok and Instagram has expedited the evolution of video content. Now, businesses are able to utilize these channels and interact with leads at a faster pace. In turn, social media has also helped shape marketing trends.

Viral trends dominate the ways content is viewed across platforms, and brands are not exempt from participation. While being TikTok famous isn’t the goal of video content for your business, it’s becoming more common for companies to participate in these trends. 

In 2020, Statistica found that one-fourth of adults online have viewed videos posted on TikTok. Tapping into these markets and finding ways to engage with viewers is important for making the most out of your online presence. 

Influencer marketing has also continued to rise in popularity. Videos like a how-to or product reviews from influencers help create brand awareness and build trust with customers. This type of sponsored content speaks to viewers without seeming too forced. 

According to HubSpot, 64% of businesses found new customers because of a Facebook video. Social media helps successfully mix business with pleasure, as many adults spend time scrolling through Facebook and Instagram throughout the day. By posting video content on social media, your company can see a higher ROI on video marketing.

Get started with lead generation by trying out Leadboxer today!

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How to Create a Successful Content Marketing Strategy

How to Create a Successful Content Marketing Strategy

Want to stimulate interest in your brand without paying for ads? Content marketing is the answer. This type of marketing involves making videos, blogs, and social media posts that solve problems for your ideal customers, thus building loyalty to your brand and encouraging them to buy from you. 

This strategy is essential for staying ahead of competitors. A 2021 report from HubSpot found that 70% of over 1,500 marketers surveyed are actively investing in content marketing. The same study noted that 40% of marketers consider content marketing vital to their overall strategy.

Creating and implementing a content marketing strategy doesn’t have to be time-consuming. The following techniques will set you up for success.

Read on or jump ahead to these topics:

Get Company-Wide Support

Great content marketing happens when everybody in a company collaborates. To do this, you’ll need to get the leaders of various teams and departments behind you.

Ardath Albee of Marketing Interactions explains, “You need executive backing to fund and source a content strategy. You also need the support to ensure there is enough commitment to see a content marketing strategy through.”

To get leaders of your company on your side, position content marketing as a way to help their departments reach their goals.

Understand Your Audience

Before creating content, you need to think carefully about your ideal customers and anticipate what videos, blogs, or resources they want. Consider these questions:

  • Who is the ideal person reading your content?
  • What information do people want that isn’t readily available?
  • What pain points are your customers feeling?
  • How does your target audience make buying decisions?

By creating content that anticipates and answers your ideal customer’s questions and pain points, you can simplify their decision to buy from you.

Invest in Branding

Consider hiring a reputable agency to develop your brand’s look. The visuals and messaging used to represent your company impact your bottom line. A 2019 Reboot study of 2,500 consumers found that the right color can increase brand recognition by 80%. Furthermore, a 2019 Lucidpress survey of 400 organizations found that a consistent presentation of brand imagery, messaging, and values across channels can increase revenue by 33%.

Publish Guest Blog Posts

Curating blog posts from thought leaders in your industry is a win-win for all involved. It creates new content for your website with less lift from your marketing team and gives contributing writers a platform for sharing their ideas.

Guest blog posts also encourage the creation of backlinks, or links connecting one website to another. This happens when the contributing writer shares the article on their personal site. Backlinks signal to search engines that your content is valuable, which in turn boosts your site’s ranking on search engine result pages (SERPs).

Here are some tips for finding and recruiting credible guest bloggers:

  • Visit other blogs in your industry and see who is writing for them
  • To grow your audience quickly, reach out to in-demand writers with large audiences and offer to pay them
  • Mention the benefits of writing for you, such as the number of monthly visitors to your site and the exposure writers will receive

Create Evergreen Content

While new content is helpful for keeping social media and email audiences engaged, there’s no need to churn it out all the time. Instead, invest energy in creating evergreen content, or resources that are always relevant. Examples include:

  • Frequently asked questions
  • How-to guides
  • Tutorials
  • Encyclopedia pages
  • Troubleshooting articles

Over time, these pieces of content will rise to the top of SERPs and draw new prospects into your audience.

Repurpose Content

Another way to save your marketing team time is to reconfigure content for different channels. For example, transform an interview between a member of the marketing team and one of your executives into a podcast episode, blog post, infographic, and series of social media posts. 

Content repurposing ideas

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This gets more mileage out of the original piece of content and can help you reach audiences on various platforms.

Organize Content on Pillar Pages

A pillar page is a high-level article that provides prospective customers with an overview on a topic. The page includes links leading to blog posts or pages that cover subtopics in more depth.

Pillar page blog structure

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Pillar pages help keep your site organized. They’re also another effective way to reuse existing content.

Include Videos and Graphics

Visuals help break up long blog posts, appeal to visual learners, and can increase site traffic and the amount of time visitors spend there. A 2020 survey conducted by Wyzowl found that 86% of marketers say video has increased traffic to their website. The same survey noted that 83% of marketers credit video with helping increase the average time visitors spend on a page.

Measure Your Results

Analyzing the effectiveness of your marketing helps determine what types of content lead to the most sales and what parts of your strategy need improvement. To measure your results, use a tool like Google Analytics or LeadBoxer to study your site’s data.

LeadBoxer tracks what your leads do on your website or when you email them. You can see what pages they visit, how much time they spend there, and what resources they download.

Leadboxer content analytics features

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By comparing customer journeys, you can identify common pathways or pieces of content that lead to sales. You then know which content types are most effective and worth replicating. You can also determine which pages to keep updating and sharing on social media.

Final Thoughts

Content marketing is vital for attracting, nurturing, and retaining customers. By anticipating and answering questions with your content, you establish your brand as a thought leader with unparalleled customer service.

Techniques like publishing guest blog posts, creating evergreen content, organizing content into pillar posts, and repurposing content across channels help your marketing team reach the most people with the least amount of lift.

A tool like LeadBoxer helps you analyze your strategy. With LeadBoxer, you can see what pages or downloadable resources are driving the most sales. Get started today with a free trial.

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16 Best WordPress Plugins for Business

16 Best WordPress Plugins for Business

Generating leads is a crucial part of building revenue for any business. This involves having a constant stream of new customers to nurture into repeat, loyal patrons. Your prospects are looking online for products and services to meet their needs and solve their problems. 

The lead generation process begins with your website, your company’s online presence. With more than 455 million websites built on and hosted by WordPress, chances are yours is too. WordPress is a solid website builder that offers easy customization and SEO-friendly items. 

If you use  WordPress, the many plugins can be overwhelming. Which ones are best for your business? Which ones will generate leads?

Below are the 16 best WordPress plugins for business – read on or use the following links to jump ahead:

1. WPForms

Your website must have a way for customers to reach you. WPForms allow you to easily create surveys, payment forms, order forms, contact forms, and subscription forms. With WPForms, you can access 300+ pre-built landing pages and forms and see valuable analytics like tracking and abandonment. 

2. MonsterInsights

MonsterInsights connects websites to Google Analytics which allows you to gather data on who visits your site and how they find it. With MonsterInsights, you can make the necessary changes to boost subscribers and traffic. 

3. All in One SEO

More than three million websites use All in One SEO. This plugin is SEO-friendly and offers all the tools you need to maximize your on-page SEO. With an SEO-maximized site, you’ll boost your website traffic, which increases revenue. 

4. OptinMonster

OptinMonster is the most widely-used plugin for boosting sales and email subscribers. It allows you to convert bounced website visitors into email subscribers. With hundreds of conversion templates, it is easy to build personalized campaigns. 

OptinMonster WordPress Plugin

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5. PushEngage

Push notifications allow you to send targeted announcements to website visitors. PushEngage plugin offers A/B testing, drip campaigns, tracking, segmentation, and opt-in reminders. 

6. Shared Counts

Social sharing effectively allows your customers to tell others about your company. With Shared Counts, you can add social sharing buttons to your website. Additionally, this plugin lets you see how many people shared your content. 

7. WPML

With the Internet connecting people worldwide, you likely have customers in different countries speaking various languages. WPML allows your business to create multilingual websites. 

8. WooCommerce

WooCommerce is a must-have plugin for e-commerce businesses. More than five million websites and online stores use WooCommerce. WooCommerce offers a  WordPress ecosystem that includes hosting and themes.

WooCommerce WordPress Plugin

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9. Nextiva

Believe it or not, people do still contact you by phone. Nextiva’s plugin allows your business phone to have online faxing, unlimited calling, call routing, and more. 

10. Ahrefs

With Ahrefs, you can get an inside look into your competition. You’ll be able to see the strengths and weaknesses of your competitors. Ahrefs also track your and the competition’s backlinks.

11. Smash Balloon

Smash Balloon boosts website engagement by sharing your new content. It offers plugins to many popular social networks. Smash Balloon allows you to customize your feed anywhere on your website. 

12. BuzzSumo

BuzzSumo helps you get your content out there with the ability to connect with influencers and generate high-performing content. It also allows you to find trends in your industry. 

BuzzSumo WordPress Plugin

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13. WP Super Cache

With the speed of the Internet, customers are impatient. If your website takes too long to load, people will abandon your site and head to another. WP Super Cache improves your site’s speed by converting dynamic pages to static ones

14. Pure Chat

Having more than one way for customers to contact your company will help you retain them. In addition to contact forms, offering live chat with Pure Chat will allow customers to talk to someone at any time. With someone always available, your customers will be satisfied. 

15. MailChimp for WordPress

It is crucial to have an email list. MailChimp allows you to access customer emails from comments, contact forms, and opt-in pages. MailChimp is one of the best and easiest-to-use email platforms around. 

16. LeadBoxer

LeadBoxer tells you who visited your website. This notifies your sales team and lets them know who they need to reach out to. People who repeatedly visit and spend time on your site are interested in what you offer. 

LeadBoxer WordPress Plugin

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Leads are what generate sales for your business. One of the most important lead-generating options out there is a WordPress website. A website will ensure your company will be found online.

Having a website for your business is a great start. However, if you want to maximize the effectiveness of your website, you need customization. With these 16 WordPress plugins, you’ll be on the fast track to building your business. 

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How to Develop and Implement Your First Successful SEO Campaign

How to Develop and Implement Your First Successful SEO Campaign

Marketing strategies are constantly evolving to keep up with the fast-paced digital world. Now, more than ever before, customers are able to see a comprehensive list of solutions in a matter of seconds.

As technology continues to get smarter, potential buyers are becoming even more accustomed to personalized product searches. In order to stay relevant, businesses must remain on top of the trends to make sure the internet is working to their advantage.

Search Engine Optimization (SEO) is not a new term to those familiar with digital marketing practices. However, SEO has become a major buzzword as these campaigns continue to rise to the forefront of marketing plans. With this increase in popularity, successful digital communications rely on an accurate understanding of SEO and best practices for campaigns.

Read on or jump ahead to these topics:

What is an SEO Campaign?

Search Engine Optimization is the process of improving your digital resources to increase visibility and engagement through web traffic. The goal of SEO campaigns should be twofold: to grow the volume of visitors and to improve the quality of their online experience.

This works when your content is able to show search engines that it is the best answer for the topic. While all search engines are powered by different algorithms, Google has a market share of about 92%. Focusing your optimization efforts around this platform is the best place to start.

Spending money and allocating resources for marketing strategies is an investment for future growth. You want to make sure your return-on-investment (ROI) is as high as possible. By using SEO, you should start to see an uptick in web traffic from qualified leads as your site reaches your target audience.

Timeframe for Seeing SEO Campaign Results

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Successful SEO campaigns are based on thoughtful and targeted keyword research, link building, and web analysis. An in depth understanding and correct implementation of fundamental SEO principles will significantly boost your ROI.

Over a three year average, B2B industries see a 702% ROI from SEO campaigns, and a 7 month timeline to break even.

Identifying Your Target Audience

The first step to successfully implementing an SEO campaign is understanding who your target audience is. A target audience is a real group of people that could be interested in the products or services offered by your company. 

Your SEO campaign should work hard to direct as many potential buyers to your site as possible. This kind of brand exposure will help increase your sales conversion rates and build out your sales pipelines with new leads.

By understanding the ideal base for your audience, you will be able to map out your SEO strategy. This will help guide your keyword search as you narrow down the most likely used terms for optimization. Tailor your online content toward this specific group of visitors to help improve your overall customer experience.

There are a few ways to determine your target prospects. Start by understanding your current client demographics. Open communication between marketing and sales teams will allow salespeople to share profiles of their customers. 

Take advantage of social insight tools. Social media and website tracking can provide vital information about exactly who is actively engaging with your content. 60% of consumers subscribe to email blasts to stay involved with promotional messaging. By analyzing current followers and subscribers, you can build out your ideal target audience.

Identify the questions being asked by potential buyers. Which problems does your current customer base have that are solved by your products? If you can pinpoint the topics of discussion, your content can reach similar groups facing these issues.

Organic Keywords & Data Analytics

Share of commerce traffic generation from organic searches

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An organic keyword attracts free traffic through SEO, whereas pay-per-click (PPC) words are bid on through paid campaigns

On average, there are 3.5 billion Google searches happening each day. Organic keywords can help drive traffic from those searches to your website. Using words in your content that people are actively searching for is the best place to start gaining organic traffic. 

Organization is also key. Avoid dumping words onto one page, and make sure to use them throughout your site. Unique content that offers genuine information is the best way to utilize these organic keywords.

Data-driven marketing means using collected data as the main component when creating your SEO campaigns. This tactic allows your research to guide the build-out of marketing strategies for effective implementation.

Use data analysis tools to better understand the ways traffic interacts with your content. By analyzing your data, you will gain a better understanding of visitor behavior and drive more organic traffic to your site. 

Developing and Implementing a Successful SEO Campaign

Now that you have the basics down, executing your SEO strategy should be easy. Try the following steps to get started.

1. Evaluate Your Current Site and Its Content

Are you using a modern website builder? If your site’s platform is up-to-date, optimization will be a much easier undertaking. SEO will not work outside of a user-friendly environment.

Audit your current SEO plan. Maybe some of your pages already have a good foundation. Don’t throw out anything that is already working. 

Make sure to pinpoint the areas that need change. Focus on evaluating your current URLs and page structures.

2. Topic & Keyword Research

Before you can develop a list of keywords, you will need to create a set of topics to explore. A topic is a set of related search terms broader than your keyword list. Gather all relevant details when building out these sets.

You will want to dive deep into the research to have comprehensive knowledge of your chosen topics. Figure out the total search volume for these words, analyze the type of existing content appearing, and gauge competition levels.

3. Create Quality Content

It’s a simple step, but it may be the most important one in creating your campaign. Content needs to be authentic and relevant to your audience. 

Your site should be free of technical errors. Pages should include strong titles, which is a key element in SEO.

Try to produce evergreen content. If your blog is full of pieces that are relevant to the industry, chances are you will see more engagement. This can include ‘how-to’ articles, product reviews, and videos. 

Establish partnerships and create strong relationships with social influencers. Your content should provide shareable information. Earn credibility by producing pieces to share your brand’s mission with your target audience.

Use backlinks to help build confidence in your brand. This helps signal to search engines that other sites approve of your content. Earning backlinks from highly respected sites should be a desired goal.

4. Implement On-Site Optimization

Once you have content ready to go, it is important to maintain your website for SEO-friendliness. Utilize keywords in your URL slugs. Optimize the alt-text for your digital media, and be sure to incorporate long-tail keywords. 

Don’t forget about technical optimization as well. Server speed, source code, and IP addresses should be evaluated for the best user experience. 

Making sure your content is mobile-friendly is extremely important. To help with this, use the smallest file sizes possible for graphic content.

Create meta titles and meta descriptions that look natural while featuring keywords. Optimize the layout for user experience and search engines. Focus on fixing any accessibility issues such as any 404 redirects from Google.

5. Combine Your Campaign With Other Marketing Resources

Email marketing is a strong tool on its own. It’s even more powerful when paired with a comprehensive SEO strategy. 

Use personalized blasts to drive qualified traffic to your site. Test content through email, and add successful elements to your site. 

While social media isn’t a direct ranking factor, you can still use it to boost your overall brand awareness. Increase engagement through social shares, find link opportunities, and have positive interactions with potential web traffic.

Thought leadership allows your brand to establish itself as a leader in the industry. 47% of C-Suite executives said they shared contact information after reading thought leadership content.

When providing this type of content, make sure it fits within your SEO plan. If potential decision makers engage with your site, it’s important to make sure they are directed to the right place.

Integrations and SEO Campaigns

Once you have a plan to roll out your SEO campaign, use integrations for smooth implementation. Leadboxer connects with email marketing tools like MailChimp to help track data from audience engagement.

This software allows you to see who is visiting your site so you can learn what they do once they land on the page. Use this information to fine-tune your content and improve the customer experience. 

By tracking engagement, Leadboxer helps demonstrate which parts of your SEO campaign are working and which areas could use improvement. 

To see how your business can benefit from the LeadBoxer lead generation platform and its many app integrations, sign up for your free trial today!

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how to recapture and nurture inbound leads 2

How to Recapture and Nurture Inbound Leads

Your business wants to see revenue flowing in. Understandably, it makes sense that the more inbound leads you land, the more paying customers you’ll get. You devote your time and resources to gain new leads.

Lead generation is popular as 53% of marketers say half or more of their budget goes to lead generation. While over half of companies engage in new lead generation, only 35% of B2B marketers have a lead nurturing strategy. 

What about your old leads? In the rush to get your brand out there in front of new prospects, they can sometimes be forgotten.

Read on or ‘jump ahead’ to the following topics:

What Are Inbound Leads

For years, marketers and salespeople have relied on outbound sales to generate new leads. Cold calling and spam emails are common outbound methods of reaching out to prospective customers.

However, people don’t like to be pestered by businesses. Today’s best leads will reach out to you through inbound marketing and sales. Inbound leads are much more likely to convert.

What are inbound leads? They are prospective customers that respond to a piece of content as part of a business’s inbound strategy. Some examples include filling out a survey, downloading an eBook, or contacting a salesperson after reading an article.

Why should you use an inbound strategy? Why is it necessary to pay attention to nurturing your old leads instead of continually generating new ones? The section below highlights statistics that may inspire you to alter your lead generation strategy.

Stats on Recapturing Old Leads

Your business needs customers to make a profit. Constantly devoting resources to generating new leads is not the best strategy. Here are some reasons why:

Nurture Inbound Leads - Stats on Old Leads

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Inbound Leads Stats

Inbound leads promise more for your business than outbound ones. To fully maximize the power of inbound leads, they need nurturing. Here are some reasons lead nurturing works:

Nurtured vs non-nurtured inbound leads

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Ways to Re-Engage Old Inbound Leads

Those old leads you’ve forgotten are important. It is equally important to nurture them.

Maybe you have leads that have gone cold. How do you re-engage old inbound leads? Here are some effective strategies to try:

Continuously Offer Fresh Content

New leads are drawn to your company via interesting, valuable content. However, if the content doesn’t change, they will no longer engage with your brand and will go elsewhere.

To keep people coming back to your website or storefront, you need to continuously provide fresh, interesting content. This content can be website content, new product descriptions, blog posts, webinars, white papers, vlogs, etc.

Invest in Email Marketing

Email marketing is one of the most effective lead nurturing strategies out there. They can be sent with minimal effort and costs and they are received immediately.

However, email marketing is more than sending a massive e-blast every so often. Emails spared from the spam or trash bins are those that are interesting and personal. To have a solid email marketing strategy, you need to know your customers.

Categorizing your customers based on where they are on the buyer’s journey is the best way to get conversions. Researching who each audience is along the buyer’s journey will make your emails personal and eye-catching. 

Nurturing Inbound Leads Statistics

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Use Paid Retargeting Ads on Social Media and Google

Customers are on social media and/or browsing the internet at least once a day. While social media marketing and SEO are great lead generation strategies, they may not be enough.

Paid Google ads and social media retargeting ads only show advertisements the customer would most likely be interested in. The customer won’t be overwhelmed by irrelevant products or services. This means your offerings will only be shown to those customers most likely to make a purchase.

Send Personalized Notes Through the Mail

In this day and age, it may seem odd to send notes to customers via snail mail. Because of the rarity, personalization, and thoughtfulness of mailed notes, they are effective in warming up cold leads.

The effectiveness and feasibility of mailing notes to leads also depends on your targeted audience and your customer base size. If your ideal customers are younger and your business has thousands of customers and prospects, email is a better option.

Ask For Customer Feedback Via Surveys

In most cases, an inbound lead grows cold because it’s either been neglected, or it’s been engaged in the wrong way. Asking the potential customer to provide feedback will empower them, which sparks engagement.

Asking a cold lead to provide suggestions for marketing efforts shows you care about the customer. Online surveys via email, text, or social media are quick and cost-efficient. They can also be viewed by the customer anytime, anywhere.

To improve the likelihood of survey completion, offer the customer a ‘thank you’ gift or discount.

LeadBoxer Integrations Can Boost Your Inbound Strategy

If your company hasn’t done inbound marketing or invested in lead nurturing, getting inbound leads can be a daunting task. However, you don’t have to go it alone. LeadBoxer is a sales and marketing platform that offers numerous features and integrations to help recapture and nurture leads.   

With LeadBoxer, you’ll obtain valuable insights and analytics into your customers and their behavior. Learning who they are and what types of outreach they respond to will boost your marketing strategy and generate quality, loyal leads.

LeadBoxer works with a variety of marketing and sales tools you already use. The LeadBoxer platform identifies, enriches, and provides custom lead scoring so you know you’re targeting the right people. The insights provided also help you reach out to those most promising leads.

Some of the benefits of using LeadBoxer include:

  • Enjoying cutting-edge, big-data technology
  • The ability to identify, capture, enrich, score, segment your leads and customers
  • The ability to combine lead and customer activity and gain valuable insights into profiles and email/website behavior

Email Marketing Integration

You can’t recapture and nurture inbound leads without a strong email marketing strategy. LeadBoxer offers a variety of integrations for the email marketing programs you currently use. These include Hubspot, Marketo, Gmail, MailChimp, Outlook, Pipedrive, and Active Demand.

LeadBoxer provides thorough email tracking that allows you to import and export data. You can gain valuable insight into your audience and their behavior. 

Nurture Inbound Leads - LeadBoxer Email Marketing Integration

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MailChimp Integration

MailChimp is one of the most popular email marketing programs. LeadBoxer can help you identify your audience and track their behavior on your website. This offers valuable information about what your leads do once they click through from the email to your website.

Once an inbound lead is identified, you can see their future visits to your site. By learning who visits and returns to your website and which pages they visit, you will be better equipped to nurture your leads effectively.

Through the integration of your MailChimp email marketing platform with LeadBoxer, you can:

  • Identify more users on your website
  • Learn what your audience does after they land on your website
  • Better understand your email marketing campaigns
  • Be notified when your audience is ready to make a purchase
  • Qualify leads based on profile data and behavior
  • Segment leads based on scoring algorithms
  • Data can be exported and synchronized to multiple programs

Data Analytics 

Why are data and analytics important to your inbound marketing strategy and nurturing old leads? The short answer is that it allows you to foster relationships with leads. Your marketing activities are personalized based on each lead’s behavior and preferences.

All your customers and leads are unique individuals who respond to different messaging and strategies. When you send out generic email blasts or paid search ads, they will turn away many leads. Effective inbound marketers know that one size doesn’t fit all.

Inbound leads come to your website looking for something. They chose to do business with you over the competition. To keep them coming back, you need to nurture them.

Lead nurturing involves a relationship between your brand and each customer. When your leads feel like your business knows them and values them, they are likely to come back. Using analytics to track audiences and preferences means you can alter how you connect with each lead.

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Nurturing Leads-Leadboxer platform

The insight you gain from data analytics will help you market to each lead in a way that sparks their interest. Additionally, the relationship they build with your brand will encourage them to become loyal customers.

There are people out there who want your products and services. If you don’t invest in an inbound marketing strategy, you miss these qualified leads. You need to recapture old leads by nurturing them.

LeadBoxer can help you with nurturing inbound leads and take your inbound marketing strategy to the next level. Contact LeadBoxer today and start generating high-quality leads who will become loyal customers.

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How to Create a Successful Content Marketing Strategy

Stay Ahead of the Game: Effective Lead Generation Strategies in 2017

Contribution from freelance writer Jackie Wills

Lead generation, like almost everything in the business world, is a fluid and ever-changing paradigm.  Sticking doggedly to strategies that worked in 2015 may result in a business seeing a depressing decline in lead generation numbers in 2017.  Staying ahead of the game is crucial to quality lead generation in a competitive marketplace, and in order to do so, it stands to reason that a business should be constantly analysing the range of lead generation strategies that are available to them, in order to ascertain which are the most successful, and which will suit their business model most comfortably.

In order to analyse which lead generation strategies are going to be the most useful and profitable for a given business, it is necessary to break down which strategies tend to be the most successful.  There are numerous channels used by B2B marketers to generate leads, including online directories, re-targeted adverts, rented lists, live events and affiliate marketing, but there are four channels which stand out as being the most efficacious.  A number of different surveys have been undertaken, and top spot tends to differ based upon which institution organised the poll, but there are four channels which consistently register as the strongest: Email Marketing, Search Marketing, Social Marketing and Content Marketing.

Email Marketing

Email Marketing has been a mainstay of lead generation for two decades now, but the proliferation of email sign ups and heavy spamming means that there are diminishing returns for traditional email marketing techniques.  However, new advances in marketing automation mean that many businesses have had great success in using this refined version of an old technique.  Marketing automation software allows email marketing to be both automated and, crucially, targeted and personalised to each potential client, by using data from the business’s CRM and metadata from their website and landing page.  Instead of ‘spamming’ thousands of emails to every person who has ‘signed up’, i.e. entered their email address into your system, each person will receive a marketing email that seems to anticipate their needs.  A fine example of this is the case of Paper Style, a business that sells wedding cards and invitations.  They created a dual marketing sequence, split by whether the potential customer was buying for their own wedding, or for a friend’s. Each sequence had its own order, which was devised based on an analysis of their previous sales data.  Brides-to-be, for example, would require different products than Maids-of-Honour; the former purchasing wedding invitations, for example, and the latter bridal shower invitations.  The order in which they purchase products also tended to be sequential, with, for example, wedding invitations first and ‘Thank You’ cards last.  By devising these two parallel marketing sequences, every potential customer who had entered their details could be, by way of an initial email, sorted into the appropriate marketing sequence.  This then allowed the automated marketing system to send personalised marketing emails which seemed, to the customer, to anticipate their needs every step of the way.  The results for Paper Style spoke for themselves, with, among others, an impressive 330 % uptick in revenue-per-mail.

Search Marketing

Search marketing is a product of the paradigm shift in marketing and sales that has occurred over the last two decades due to the monolithic growth of the Internet, and in particular Google.  The fact of the matter is that, for many people, the first point of call when looking for a new service or product is a Google search.  This being the case, achieving and maintaining optimum organic SEO rankings on Google is one of the key channels for generating leads. The ever-evolving complexity of Google’s ranking algorithms means that it is a great deal more difficult to achieve high organic rankings than it was a decade ago, however, that can also be a plus point: it is much more difficult for businesses to ‘game’ the algorithms, which means that a well-conceived and executed SEO strategy can pay dividends. The reality of search marketing now is that it is inextricably linked with our next topic: content marketing.  The SEO strategies of a business need to be aligned with their content strategy, and achieving a symbiosis between the two is crucial to achieving the first-page ranking that isconten needed to deliver good quality business leads.

Content Marketing

Content Marketing is increasingly important in an age when people are used to being on the receiving end of a great deal of information.  Whether B2B or B2C, potential clients and customers expect it.  This presents its own problems, but also its own opportunities: with so much information and content out there, much of it becomes, at worst spam, and at best nothing more than background noise.  However, this creates a space for companies that can make their content stand out from the crowd, and deliver information that is both targeted and, most importantly, helpful to the prospective customer.  This dichotomy of problem-and-opportunity is a theme within Content Marketing, as the sheer range of possible content means that is possible to waste time and money on creating content that will have no demonstrable impact upon ROI rates, but likewise the opposite is true; a judicious choice and deployment of content can generate a huge amount of interest.  Content can also act as what is known as a ‘lead magnet’, in as much as they can offer an incentive for potential customers to provide their email address.  Many people are wary of doing so because of the proliferation of spam messages and mailing lists, and are much more inclined to enter a company’s email system if they ‘get’ something before they ‘give’.  Content can be deployed in such a way with superb results: offering a free E-book, or webinar, access to interviews or even a free trial are often very successful in generating leads, as well as beginning a process of engagement between the potential customer and the business.  Furthermore, content such as blogs can perform a dual function: working in tandem with Search Marketing strategies to improve Search Engine Optimisation, while also engaging the potential customer in a personal way, leaving them feeling like they have tangibly benefited from their experience.

Social Marketing

Social Marketing is a slightly different animal, in that it can be broadly seen as an off-shoot of both Search Marketing and Content Marketing.  Of course, there are leads to be generated by using a business networking site such as LinkedIn, particularly because, aside from networking, it can also provide a lot of data. EKA, a risk management software firm, used LinkedIn in this way – profiling network prospects, mining data to provide both market analysis and individual data profiles for companies, and mapping networks to identify viable connections- and created a $2 million sales pipeline in a matter of a few weeks.  However, it is more common that a company’s social marketing amounts to little more than spamming promotional announcements on Twitter.  In the case of social media platforms such as Twitter, it is more strategically useful to utilise Social Marketing as a tool of Content and Search Marketing, in so far as it can be a useful medium for directing people towards the high-quality content that will boost SEO rankings and engage the potential customer, both of which will, if done correctly, be effective lead generation strategies.  It can also be a useful tool for establishing and promoting business brand identity, something that is crucial to standing out in a crowded marketplace.  If your brand identity is established then it can make generating leads that bit easier, as potential customers can already be at a certain level of engagement before they have even hit a business’s landing page or explored their content.

Integrated and Reactive Approaches

In essence, successful lead generation strategies have to be flexible, reactive to customer-habits and realistic about changes in those habits.  Flexibility means the innovative combination of aspects of each of the four major lead generation channels discussed, using data driven analysis to discover what works best for a given business.  Being reactive to customer-habits is also a data-driven practice: for example, customers today, whether in the B2B or B2C sectors, are distrustful of what can be termed ‘traditional advertising’, and this can be seen by the fact that up to 80% of potential customers ignore paid ads on Google.  They’re just not interested.  As the old sales adage goes, people don’t like being sold to but they like to buy.  This is why moving away from ‘traditional’ advertising or marketing methods, and into an integrated method that seeks to promote customer engagement and personalised promotional marketing emails is proving to be a more successful model.  This is why a channel such as Content Marketing is so important – 80% of decision-makers surveyed, from a wide range of businesses, preferred to imbibe information about a company through articles and other content, as opposed to ‘traditional’ adverts.  Adverts, in that sense, have lost their power to engage, and offering people content which they feel educates them and allows them to make an informed choice is now a far more successful model.  This may not always be the case – re-activeness, remember, is crucial to successful lead generation strategies, but it is certainly the case in 2017.

Another aspect of this reactive approach, for example, is creating a scoring system for leads, such as awarding a numerical points score for acts of engagement, such as opting-in to an email system or downloading an E-book, and subtracting a numerical points score for acts of disengagement, such as unsubscribing from an email list.  A system that scores and ranks leads allows a company to respond in real-time to the reaction of customers and potential customers to their marketing strategies, as well as identifying potential customers who are primed to take that step into becoming actual customers.  This streamlining of lead analysis can also help to save time and money by efficiently deploying their lead follow-up resources.

Invest in Strategy

Effective lead generation strategies require just that; strategy.  Throwing money at out-dated models of marketing and lead generation is only going to waste both the initial marketing investment and the time and effort of the staff who are responsible for turning cold leads warm.  For lead generation success in 2017, willingness to be adaptive, flexible, analytical and innovative will give a business a far greater chance of staying ahead of the game.

 

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There are a lot of components and considerations that go into making great lead generation landing pages. While adding LeadBoxer is a great start, you’ll also need to come up with tactics to make your website visitors convert from visitor to sales prospect. You will need to think about your website copy, colors, design, and more.

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