Posts

marketing, Lead generation

Effective Time Management Principles for the Hassled Marketer

//by:

marketing, Lead generation

Nothing is surprising in the fact that modern marketers are juggling different kinds of functions. Before, we only have telemarketing to worry about. Today, the B2B arena has opened itself up to social media and email marketing, forcing marketing managers to devote their time in keeping their lead generation and demand generation campaigns consistently efficient and productive across these channels.

Time management is an essential component in any successful marketing and sales plan. Here are tips from a Business 2 Community article by Integrate’s Marketing Tech Strategist David Crane.

Live by the List

List are great for organization. But the value of lists is more than the sum of their linear layout. Lists are a psychological tool that counteract the overwhelming feeling we get when thinking of everything we still haven’t done.

The Zeigarnik Effect is what psychologists call our mind’s tendency to fixate on unfinished tasks. And when we fixate on all the tasks we need to accomplish, it weighs us down. We can’t concentrate, our creative thinking skills deflate like Lebron James’ ego after Game 6, and we simply become far less productive.

Our attention has a limited capacity. Lists – especially more sophisticated listing practices such as those explained in David Allen’s book Getting Things Done – provide a plan that releases the part of our brain that struggles to hold each item on our mental “to-do” list. The simple act of planning how to finish something frees us from the stress that hinders our ability to complete tasks, and in effect, makes us more productive.

Apply the 67-33 Rule

According to Integrate CMO Scott Vaughan: “Put 67% of your resources in the 33% of the initiatives that’ll move the mark for your business, revenue and customers. This effort should focus on important creative needs that can’t be automated: mastering engaging content, developing buyer personas, integrating the technologies that automate tasks, rethinking nurture tracks based on analytics, etc. Either automate or apply ‘good enough’ marketing for the rest.”

Slow Down to Hurry Up

For Integrate VP Kyle Gale, “We always need new, fresh ideas in marketing – ones with big impact that create customers. New ideas require time to formulate, and it’s worth pausing occasionally to look at the big picture and identify opportunities for major improvement.

Be Decisive

So much valuable time is wasted with indecision or in committees, where it’s easy to involve more “salary” than required.

Indecisiveness wastes time on trivial matters. And we see this every day in the workplace. Think of all the time you typically spend gathering the opinions of others for low-value issues? Does it really help? Probably not, and it wastes their time too.

Regaining your time to focus on important initiatives is what will move the business needle. Write that down on your list.


Source: http://www.business2community.com/marketing/how-to-get-more-marketing-done-with-less-time-01254612

Must-Have Marketing Skills and Pro-Tips for Australian B2B Companies

/in //by:

Must-Have Marketing Skills and Pro-TIps for Australian B2B Companies

Australian B2B companies have two things to worry about: competition and content.

If you ask around, a great deal of business executives express a desire to outmaneuver their competitors and acquire a bigger share of their respective markets. At the same time, they want to create content that can help them in their lead generation to achieve better sales numbers.

We can find that competition and content compliment each other in several ways. But it is also important to understand that there are also several ways to increase a business’ performance in the face of aggressive market competition.

It is imperative that Australian vendors and service providers must underscore the necessary marketing skills and techniques for ensuring the success of their brands.

If competition and content is currently worrying you, it’s a signal that you haven’t include these important capabilities:

Blogging: It’s already cliche for businesses to say that “blogging is all the rave” or “blogging is currently the greatest thing that has happened in B2B lead generation.” We get it, no business can survive without a blog nowadays. But tell you what: This craze over blogging exists for a pretty good reason. Blogs provide brand awareness and establish interest in your offers by serving as means for educating your audience. Do you have a new and innovative product? Promote through your blog and attract some people who might want to test your new offer.

Pro tip: Make sure to keep your blogs relevant and visible by selecting the right keywords.

Telemarketing: You cannot ignore the fact that B2B telemarketing is still a significant component for acquiring and nurturing leads. Insofar as quality is concerned, telemarketing establishes real-time discussions in which you are able to directly address the concerns of your prospects. This will eventually lead to a smoother and easier transition to a sales appointment.

Pro tip: Never (and we mean NEVER) throw a sales pitch during the first contact. Always ask questions that focus on the needs of your prospects.

Preparing webinars: Apparently, it’s a new thing, but B2B companies are preparing to use a bulk of their marketing budgets in preparing them. This is because webinars combine the directness of telemarketing and the educative function of blogging. But instead of engaging individuals, webinars aim to influence multiple decision makers at the same time. It comes to no surprise then that holding webinars allow for effecting a better impact on one’s market.

Pro tip: As much as developing your webinar’s content, promoting it through event marketing is important for ensuring a high volume of sign-ups.

Chances are you might be a spammer – you just don’t know it yet

/in //by:

Chances are you might be a spammer – you just don’t know it yet

When your content gets tagged as spam, it could be a major source of headache. Marketers have to deal with maintaining an honorable reputation to avoid being blocked or ignored in emails, blog sites and forums, and this task requires effort. This effort should have been allotted to more important stuff, like enhancing content quality or engaging with prospects.

But it does happen, and sometimes without your knowledge. All the while you think you’ve been sending your message across, but in reality you’re just a nuisance in the eyes of the recipients. You need to significantly improve your chances of reaching customers and prospects by taking the proper measures.

So how do you keep yourself off from the most wanted spammers list?

Polish your track record. Riva Richmond of Entrepreneur.com gave some advice on keeping your emailing reputation clean. “In the same way a bad credit score can freeze you out of the lending market, a bad sender score for your domain name or IP addresses can keep your emails out of inboxes,” Riva says. ISPs use a number of tools to determine sender reputation. The number of user complaints, which are made by clicking a report spam button, is a decisive factor in reputation. “If more than one in a thousand email recipients complain, your messages will be blocked altogether,” she added.

Improve your content. Spam filters are very watchful of trigger words that are closely associated with general spam. Their alertness becomes higher if you’re a newbie at email marketing with no apparent experience or reputation. What you have to focus on is creating strong, non-spam sounding content. Avoid words like “free trial” or “promotions”. Draft emails as if you’re sending an email to a friend.

Use clean lists. “Avoid buying lists as they typically include spam traps, which are fake addresses used only to catch spam, and addresses of people who haven’t given permission to receive marketing messages,” says Dennis Dayman, chief security and privacy officer at Eloqua, a marketing software and services company. He encourages building a list or real customers instead, which, although time-consuming, can pay off big time.

Seek help. Marketing specialists use dependable emailing tools and services so ISPs can recognize your content as legitimate and trustworthy. Leaving the task to experts can help you manage your campaign smoothly and also boost your sender score within the industry. Firms usually offer services free for the first month so you could gauge the effectiveness and assess whether it’s worth teaming up.

Consistency: Key To Effective B2B Lead Generation

/in //by:

Consistency - Key To Effective B2B Lead GenerationAs a customized mobile applications provider, you need to provide quality products and services to your customers. This is the conclusion of your B2B lead generation campaign, one that may or may not bring you the profits you are looking for in the long run. Still, this is something you need to do in order to keep getting sales leads in the Asia-Pacific region. After all, this is a very competitive market. You need to stand out or be carried away by the tide. Now, how can you do that? How will you be able to get the results you want? What is the secret to reaching your appointment setting goals? The answer is rather simple: you just have to be consistent.

Yes, consistency is the key to effective marketing. You need to be consistent in everything you do, to be steady in the face of change, to be a paragon of stability for those looking to generate B2B leads. Be consistent in your B2B telemarketing work, and your customer will come naturally. All you need to do now is to mind the quality of all those mobile apps you have been selling in the market. It is not that hard, if you think about it. Now, what are the benefits of greater consistency for your business?

  • Measurability – when you are consistent, you will be able to take accurate measurements, record the necessary data for your marketing campaign. Consistency allows you for greater analysis of what you need to improve on.
  •  Accountability – when you are consistently doing one specific task, it will become expected that you will do that specific task. If you fail, then others will notice it. This greater accountability is important if you want to ensure the quality of your work. No one wants to fail in their task, right?
  •  Reputability – when you consistently deliver what you promise, you create a positive reputation about you and your market. This is a very important point. Without a good reputation, you will not be able to sell. Building one from scratch can be time-consuming and costly, so you should better do your job right the first time.
  •  Relevancy – you know just how important your business should be to your customers. If you sell a lot of goods that they like, then they are more likely to go back to you for more .Keep that up, and they will become your customers for life. That can happen to you, as long as you have the consistency to deliver.
  •  Applicability – your message will only be accepted if you keep on giving your B2B leads prospects any marketing material that is relevant to them. And if the topic is timely enough, interesting, as well as informative, plus you keep delivering it consistently, then there is a higher likelihood of them becoming your customers in the long run.

As you can see, consistency is the name of the lead generation game. Either you do that, or prepare to say goodbye to your sales leads prospects.

Poetic Marketing: attracting people using awesome figures of speech

/in //by:

Poetic Marketing - attracting people using awesome figures of speech

Marketing requires brainwork to direct people’s attention to a company or product in the hopes that they will patronize it. To achieve that, they must have a good impression on something first, so they would remember it long enough to stick into their minds permanently.

That is why marketers work hard to come up with names, slogans and taglines that people appeal to. And in this art, most of them use a certain degree of poetics and wordplay to capture their interest and make it amusing at the same time. Here are some of the literary devices marketers can use:

Alliterations
Ever wondered why Bed, Bath & Beyond, Dunkin Donuts and Shake N’ Bake are named as such? Alliterations are when words are combined to make a consistent sound group, usually starting with the same letters or with similar-sounding syllables. They’re fun, easy to remember, and catchy.

Characterizations
Sometimes products are brought into life by characters which could later on become the mascot (like Ronald McDonald) or even by vague, fictional symbols (like the Android green robot). This creates an alternative way for brands to relate with its audience and it also strengthens recognition.

Onomatopoeia
Onomatopoeia is a word that represents a sound. This is a very popular figure in brand naming because of its short but appealing nature. Think of searching something and then Bing! You’ve found it. Yahoo! Or maybe you when you have something to say, you think like a bird and tweet. What do you call the sound your slippers make? Flip-flop.

Metaphors
Companies use metaphors to convey a message creatively. GEICO (Government Employees Insurance Company) used a metaphor to show how simple and pre-modern their services by saying “it’s so easy even a caveman could do it”. Nike’s “Just Do It” also symbolizes their product as a means for speed, fame or success.

One-liners
Crest – look ma, no teeth

I think, therefore IBM. – IBM
“It’s Miller time!”
“I love New York.”
“Where’s the beef?” – wendys

Crazy over Memes: Can Marketers pull it off?

/in //by:

Crazy over Memes - Can Marketers pull it off

You’ve probably seen pictures of Yao Ming or a troll cartoon with witty punch lines all over the internet. And at first, you probably wondered what they were (you are not alone), but that didn’t cloud the fact that you laughed and probably went on to look for more. Memes are almost turning into a cyber plague, and it’s only getting more infectious over time, invading social networking sites, personal blogs or just plainly scattered throughout the web.

Why are they so popular? Because they’re easy to absorb (at least to those who know what they are). And let’s face it; they’re funny as hell, too.

marketing_meme_1

In case you didn’t know, the word “meme” already existed before the internet. Memes are cultural items or behavior which are passed on or imitated by another culture or generation. Religion, architecture, nursery rhymes, neckties, and Santa Claus – these are examples of memes.

But internet memes primarily intend to entertain and sometimes mock certain  cultural icons and ideologies.

The question  is:can marketers hop in the bandwagon and use memes effectively to promote a brand? Or perhaps the bigger question is, should they?

Reality check: some companies, mostly  SMBs, are actually already doing it on their  blogs. It’s not too much of a gamble for small businesses to employ memes, especially if they only maintain a modest blog attracting a small geographic market.

But for large-scale enterprises, memes are actually a bit of a risk to undertake.

Here are some things to consider before joining the meme army:

Does your audience know what memes are? The thing is, you can’t just ask
them if they’re familiar with memes – you’re going to have to devise a way to find out. Try sharing a meme post from another blogger first, or you can write something with memes as your topic. Then observe their reactions.

marketing_memes

Do YOU know what memes are? Imagine if your audience is totally familiar with memes and you aren’t, then you made your own which…turned out completely off. That’s a humiliating failure of epic proportions.

marketing_meme2

Define your limits. One does not simply compile memes and dump them all on a blog. You have to set a measure on how far your humor should go, how relevantly and frequently you incorporate them in your posts.

Casual, cheesy, fun. The best way to transmit humor is when you sincerely think that what you’re posting is funny. It could be cheesy or too casual, but if you see that it “fits” your blog post, then by all means share it. Memes lose its value when used inappropriately or half-baked. Remember that it’s supposed to elicit humor, so have fun.

Four Major Boo-boos in B2B Sales and Marketing and how to avoid them

/in //by:

4 Major Boo-boos in B2B Sales and Marketing and how to avoid themThe world may not be divided into black and white, but in the realm of B2B Sales and Marketing, there are only two kinds of actions: those that are acceptable –strategies that are considered beneficial and sometimes even fall into the category of brilliance, and then there are actions which are a complete waste of time and effort, those which do nothing but destroy the very purpose of it all.

No matter how grand one’s intentions are, success will always be dependent on what was done, and not on what was planned. When you make certain actions in sales and marketing, there is no gray area – only right and wrong.

With that point raised, one’s awareness of such blunders is crucial in the trade business. These are the “capital sins” and how to make your way to total salvation:

1. Over-emphasizing a good price. On face value, a good price is always, and universally, a good thing. No B2B buyer could say that a good price is something he doesn’t look for in a business deal. But to put too much emphasis on this can also break down the innate advantage that it has, making buyers think that they’re making a “deal” rather than acquiring something that has great value. Although there are people who would sacrifice quality just to save a couple of bucks for the company, there are still those who perceive that a “too-good-to-be-true” price means lesser value and would rather go for something that’s pricey yet acceptable in quality.

2. Smoke and mirrors. A dazzling presentation is, at best, only good in board meetings or kitchen knife demonstrations that you see in malls over the weekend. In B2B, simplicity is beauty (or a similar aphorism applies). Most, if not all, B2B buyers would much rather accommodate a quick, straight-to-the-point discussion of what the product/service could do to make them better. Make them think that the benefits alone are enough to dazzle them, and any other enhancements aren’t necessary.

3. No customer value. Speaking of presentation: If you’re convinced not to build a Las Vegas show around your sales pitch, find another thing to put your spotlight on. And what better thing to choose than the B2B buyer itself? Make your presentation be less about the “deal” and be more about the client – their needs, their goals, and how your product/service could facilitate in achieving them. Listen. Allow them to talk freely, but do not lose control of the conversation. Don’t overdo it, too. Most people think that a “let me help you” perception can improve a sales relationship, when in fact what it really does is to give them a “deceitful” impression towards the marketer. Try “let’s help each other” instead.

4. Lack of selling skills. One would think that a solid knowledge of the product would already suffice in bringing it out to the buying market. However, under-appreciating the importance of beefing up one’s skills and expertise in selling can create a damaging backfire, especially when giving adequate attention to the buyer’s emotional needs, and also in extracting unstated desires. If these personal tools are not sharpened regularly, brace yourself for lost sales opportunities.