5 Account-Based Marketing Strategies You Can Implement Right Away

Stop wasting your time. 

If you are a B2B company that relies excessively on marketing strategies that target all possible clients on your list, sending them long, monotonous letters and contacting them without considering whether or not they are qualified leads for the business, then you are missing out on efficiency.

Just imagine a way of beginning the sales process by selling directly to prospects who have the best potential and have the highest value for your business. No more wasting time trying to market and sell to clients who aren’t a good fit for your company. A strategy that you can skip over the phases of attracting and delighting your target audience. 

But now, you don’t have to, because all of these became possible through the Account-Based Marketing (ABM) strategy. 

ABM is a business marketing strategy that focuses resources on a small number of key accounts within a market. It makes use of customized campaigns that target specific accounts, tailoring the marketing message to each one’s unique characteristics and requirements. It has been widely adopted across the B2B landscape and 87% of marketers agree that ABM delivers higher than other marketing initiatives.

Hence, if you want your company to be the best to use this efficient marketing solution, here are 5 ABM strategies you can implement right away:

Smarketing

Sales plus marketing equals Smarketing, and then success. It’s simply aligning the sales and marketing of your business where there is a shared system of communication, strategy, and objectives that allows marketing and sales to work together as a single unit. 

Smarketing is achieved through the integration of sales and marketing teams, including your goals, processes, and communications. All you have to do is find a way on and how they can be optimized and together. 

With the help of aligned teams, high-impact marketing initiatives may be delivered, sales performance improved, and revenue increased. Remember to always align to win.

Micro-targeting

Don’t hesitate to micro-target. 

Despite the fact that it requires more time and effort, micro-targeting will have significant benefits for your company because it will allow you to customize your content and messages for various clients.  Divide your client list into smaller subsets without fear then identify the problems that your pool’s various micro clients are experiencing. For each micro-group, there will be a different top product benefit, thus it’s critical to keep this in mind. Using client segmentation, you may deliver the content that will have the greatest impact on a certain group. 

You should make your prospects feel that the content is targeted to them and that their time is valued.

Retargeting

Retargeting is an effective strategy to increase conversions on your ABM efforts. This entails marketing to companies or decision-makers with whom you’ve already interacted in the past, as well as to organizations that may have visited your website and social media pages for the first time.

There are already tracking solutions available that make your life a lot easier. As a result of gathering information from companies who visit your website, you’ll have a list of the company’s contact information that you can use in social media advertising, display advertising, or email campaigns.

Related: Retargeting: 5 Tactics from Drip Email to Lead Generation

Video Personalization Contents

Personalization of your marketing content is key to driving prospects in today’s advanced setup of ABM and what’s more personal than sending a video message to a specific client?

You can send personalized videos to prospects using Email and Newsletters to maximize your ABM strategy. 

The use of video in your email nurturing campaigns is an excellent means of getting the attention of cold leads while also driving greater engagement ratings.

Video has been shown to be a highly successful means of increasing open and response rates, as well as catching the interest of your busy prospect.

Related: Video Software Lead Generation and Sales Development

Social Media & Cost-Per-Click

If you want to drive leads and promote your company in a tight competition against others that utilize new and emerging media technologies, you should make use of the social media platforms in which your prospects are currently engaged.

To produce more actionable results, you can develop an ad that runs on social network news feeds and deploy CPC (cost-per-click), which keeps track of high-value interactions.

You can choose prospective customers who are most likely to click on your ad and, as a result, purchase software for their companies. Ensure you use eye-catching components that entice viewers to click through to your website.

Clients who click on your ad will be redirected to a landing page where they can find out more about your company and the services you have to offer right away.


The future of marketing was only imagined, but now ABM continues to prove that what we have envisioned in the past is achievable after all.  As the world changes, so do businesses’ responses to new developments, particularly in the development of efficient ways to market their services to potential clients. Thus, the ABM strategy speaks efficiency and will still continue to improve.

You don’t want to be eliminated from the game, so stop wasting your time. Get rid of the old marketing and sales approach and immerse with the new and emerging, thus efficient strategies such as the ABM.

Featured - How to Transform Email Churn Rates into Click Rates
5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

Featured - How to Transform Email Churn Rates into Click Rates

How to Transform Email Churn Rates into Click Rates

Featured - How to Transform Email Churn Rates into Click Rates

Churn is normal, but if you’re facing higher churn rates than usual, there’s a chance that there’s something seriously wrong with your implementation.

In this guide, we take a look at what you can do to take email churn and turn it into clickthrough to boost your lead nurturing efforts!

Segment Your Mailing List

One of the biggest causes of high churn rates is the mismatch between the content and the prospect receiving the content, and this happens more often than we think.

The tendency for a lot of marketers is to use a singular newsletter for all their subscribers. Although this may make sense for large operations, it could be counter intuitive.

The reason is there will be a lot of customer profiles on the mailing list from different industries facing different problems, and they might not find that the general content you’re putting out helps them at all.

One way to fix this is to create segmented mailing lists out of your general lists based on target customer profiles and create content that is appropriate for each profile.

This allows for a higher degree of personalization and in B2B that’s what counts.

The more relatable the content is for the prospects that you’re sending emails out to, the more it will resonate with them pushing them further into the sales funnel.

Related: 5 Reasons Why Companies Struggle With Contacts Database Building

Start With Your Subject Line

Start With Your Subject Line

All emails are judged by their subject lines. Even ISPs look at subject lines to determine if your email gets sent to the junk or spam folder.

One way to combat churn rates is to take a look at the way you craft subject lines.

The best way to craft one is to go as simple as possible; tell the prospective reader what they’re going to expect from the email.

You can go ahead and add a little marketing copy if you want to, but make sure it’s relevant and focuses on the end benefit of the reader.

Always avoid spammy lines that make promises that aren’t exactly actionable, you want realistic subject lines that are thought provoking and not built on false promises.

Avoid clickbait titles and words that will get you sent to the junk folder, that represents cheap marketing which could derail your campaigns.

Related: 5 Sales Email Tips That Will Help You Land More Meetings

What’s In Your First Line

Most of the time, your prospect can read the first line of the email in their inbox, and it’s best to think of this as your meta description for the email.

Working on the first line of text doesn’t just help your email open rates, but it also sets the tone when they finally get to opening the email and checking out the content you’ve sent them.

The first line always has to be thought provoking, it could be agreeing with the status quo, a major thought, the solution to a problem, or a summary or the entire email.

Also, try your best to keep it short. Nobody wants to encounter a six-line paragraph the moment they open your email.

While we’re on the first line, let’s talk about structure…

Related: Crafting the Perfect Personalized Email

The Structure of the Email Matters

The Structure of the Email Matters

A lot of your prospects will be checking their emails on their phones and that’s why you need to keep this in mind when structuring your email as a whole.

Try your best to avoid writing beyond three lines per paragraph so that your email won’t be text heavy and intimidating to read.

Remember, that phones only come with limited screen real estate and you want to make the most out of that.

Don’t add to many elements that will distract your reader, this is an email not a high-school newsletter.

And, make sure that you keep things as short as possible, if you want to send out the article, you can tease them with a truncated version in the email and then redirect them to your website with a nice CTA that they can click.

Clear CTAs

Don’t clutter up your email with CTAs that aren’t relevant to the email body.

A lot of marketers tend to add CTAs that give a prospect the option to buy, although there’s nothing wrong with that, you need to be mindful of where they are in the sales funnel.

Add CTAs that allow them to find out more information about the subject of your email.

Don’t Annoy Your Prospects

Some prospects will choose to ignore a couple of the emails that you send out but still keep themselves in your mailing list.

That’s fine, eventually they’ll click on one of your emails and be nurtured further into your pipeline. The thing is don’t send them one-too-many emails, you can do biweekly emails instead of weekly, but avoid overcrowding their precious inbox.

The best way to improve click rates is to keep things as simple as possible for your prospect. You want to guide them towards a nurturing relationship with you.

Be surgical with your marketing campaigns instead of using a sales sledgehammer all the way.

That’s the way to convert via email.

Featured - How to Transform Email Churn Rates into Click Rates
5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

Sales roadblocks aren’t the end of the world.

Most of the time they’re just bottlenecks that have to be overcome.

In this article we take a look at 5 ways you can turn common sales roadblocks into winning opportunities for your lead generation!

Lead Nurturing – When the Prospect is not Ready to Buy

Lead nurturing

Prospects that aren’t ready to buy are common especially in the B2B realm, and that’s perfectly fine.

There is no reason why they should be removed from a marketing list.

SDRs can use this opportunity to nurture the lead up to the point that they’re ready to buy.

Lead nurturing is also great if you’re planning to upsell in the future, the longer that they stay in the funnel, the more likely it is for a great relationship to form, and this can result in more sales for the company.

Related: Lead Nurturing Marketing Automation Statistics Every Marketer Should Know

Turning Budget Issues into Opportunities

Sometimes using lead qualification frameworks such as BANT and ANUM will immediately disqualify your leads for the lack of available money for the solution. However, that shouldn’t always be the case.

Other sales frameworks such as FAINT and the more buyer-centric NOTE, prioritizes working within available funds or helping your buyer create the budget necessary for the solution that you’re selling.

If you find that most of the people in your list can’t afford what you’re selling, then you still have three considerations:

  1. Change out your prospect list and fix your segmentation
  2. Help them figure out how much money they should allocate to your solution
  3. Move on to internal product development (more on this in the next section)

Related: 2 Surefire Strategies that Increased My Conversions by 70%

Internal Product Development – When There is a Mismatch the Offer and the Need

Sometimes the biggest problem you could be facing is a mismatch between your solution and what the prospect needs.

But, did you know that this is actually great news?

By analyzing how many mismatches you have and finding patterns, you can find out where your product is lacking and toss that over R&D or product development.

This way you can truly create a product that makes a difference for the people that you are selling it to.

SDRs and closers can take this a step further by asking exactly where the solution that they are selling is falling short, so that they know exactly how to position their product in the market.

Other marketers have used product mismatches as opportunities to create enterprise accounts where they sell highly differentiated and custom solutions for their clients. This equals better relationships and better revenues for both parties.

If there’s no way that marketers or product devs can tweak their products, the sales rejection can be used as an opportunity to realign marketing goals and targets.

Building Rapport – When You’ve Got the Wrong Person

Building Rapport

One of the most common problems in lead generation is getting in touch with a person in another organization only to find out that they are not a DMU.

This can mean the end of the line for most of these types of prospects, especially if you use the BANT qualification framework, but it can also be an opportunity to sell.

Getting the wrong person on the phone doesn’t discount the fact that they and the DMU are from the same organization you’re targeting.

For starters, you can use this as a great opportunity to do some research on the company, and how it functions. This will help you in your next efforts to contact the actual DMU as it will give you clues on pain points and what type of messaging to use for your next conversation to be more effective.

Next, you can use this time to use the contact person as an internal “champion” for your sales efforts, if they’re in the right department and if you can build rapport with them, they might be able to help you sell the solution to the DMU.

And, lastly, we get to organizational targeting, this means marketing to the people who will actually be using the solution that you’re selling. This is an opportunity for you to introduce your product to other members of the organization and make it less intimidating when it finally gets onboarded.

Related: 4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do

Asking for Referrals – Sales Rejection

At Callbox, we also highlight the importance of building rapport because it leads to real relationships, and we know that even sales rejection can be dealt with in a productive manner.

If you’ve had a productive conversation with a prospect but it’s been unfruitful due to the lack of a conversion, you can use this opportunity to ask for a referral.

This can easily turn one lead into two or more which isn’t so bad.

You can even use this opportunity to reward them for a good referral!


What we love the most out of these five tips is that you can use them interchangeably and they offer plenty of opportunity for your organization to grow internally. It’s through internal growth that you can convert more and create better solutions for the future.

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5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

How to Deal With Top-of-Funnel Marketing Leads as a Sales Rep

How to Deal With Top-of-Funnel Marketing Leads as a Sales Rep

How to Deal With Top-of-Funnel Marketing Leads as a Sales Rep

Top-of-the-funnel leads are those that are the very first stages of their buyer journey with you.

They represent leads that have come through because of quick opt-ins, gated content, or even interactions with your organic content.

Handling them is important to make sure that they finally convert and become actual customers, and they represent one of the most critical stages in your lead generation.

In this guide, we take a look at how we should be dealing with top-of-funnel marketing leads as a sales rep, and what you can do to improve your performance.

Before the Buyer Journey

Top-of-the-funnel leads aren’t ready for your product yet.

They just got there and you need to warm them up – more on this in the following sections.

Your focus here is getting them to give you their contact information so that you can market to them further on the sales pipeline.

This means everything that you’re putting out there has to include a form of contact your organization or booking an appointment with you.

The most obvious places to start are your content and landing pages that have to include CTAs and short-form opt-in forms.

However, you can also apply the same touches to social profiles and your email signature to maximize the surface area of your marketing activities. Adding a quick meeting link to your profile isn’t so hard, and tweaking cover photos to reflect your organization’s values is relatively easy to do.

Related: Customer Journey: How To Guide Your Leads To Purchase

Planning the Buyer Journey

Your first step is planning their buyer journey depending on which medium they came from and where they fit into based on their target customer profile.

Now it’s a matter of mapping out when to lead nurture, when to establish first contact, your next set of follow-ups, and how to handle deviations in their journey.

This is also the part where you can start including them in your CRM as “slightly warm” leads that you can start working on to establish relationships with. By doing this, you can easily keep track of where they are in the pipeline and make necessary adjustments.

Research and Prequalification

Now since they’re in your CRM, it’s time to do a little research on your prospect and maybe apply some prequalification. You can start looking at what industry they’ve come from and if they hold any sway to DMUs in their organization.

Once they pass the initial round of prequalification, it’s time to do some research on them.

After prequalification it’s time to start segmenting these prospects depending on their customer profiles, this allows you to create personalized content for them that has the effect of resonating better with them.

This leads to a better relationship with a prospect leading up to the first appointment setting call or opt-in.

You don’t have to do any heavy lifting when it comes to research, it’s enough to know their position, industry, and a couple of other details regarding their demographic profile. This shoud be enough for proper segmentation.

Related: How to Qualify Your Sales Leads Using Proven B2B Methods

Lead Nurturing

The most critical part of managing top-of-funnel marketing leads is your lead nurturing strategy. The moment they enter your funnel means that they’ve indicated some form of interest in your solution and organization.

However, this can’t be labeled as buyer intent just yet.

You still need to nurture these leads until they’ve developed enough interest that can be turned into buyer intent, only then can you start selling to them.

Immediately selling to top-of-the-funnel leads is frowned upon if there’s not lead nurturing beforehand. Not only does the organization come off as one that hard sells, but it also hurts its reputation as one that only cares about its bottom line.

Related: From Feet on the Street to Digital: 3 Sales Tips That Never Left

Appointment Setting and Opt-Ins

After warming them up, it’s time to try a more direct approach – if they haven’t opted in for your services already.

You could send them a cold email, a voicemail, or even just call them directly provided that they’ve indicated that they want more information regarding what you have to offer.

This is when you can start planning out how to deal with deviations to their buyer journey, how you’re going to get them on a next call with you, and what pain points a closer should deal with.

Related: 5 Benefits of B2B Appointment Setting


Once you’re done with these steps you should be close to the end where a closer steps in and helps seal the deal for the organization. However, what you have to keep in mind is that the most critical parts of lead generation and nurturing are the beginning and the end.

You need to make a good first impression because it affects the rest of the relationship leading up to the sale.

Do you need help dealing with your top-of-funnel marketing leads? Then, check out how Callbox can help you bring in more qualified leads!

Featured - How to Transform Email Churn Rates into Click Rates
5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

Sales-Prospecting-Tips-for-Technology-and-Software-Marketers

Sales Prospecting Tips for Technology and Software Marketers

Sales-Prospecting-Tips-for-Technology-and-Software-Marketers

Technology and software sales might be a highly competitive industry, but there’s still a lot of potential for new players to compete and carve out territory for themselves.

In this guide, we take a look at sales prospecting tips that can help technology marketers with their lead generation and make sure that their pipelines are as efficient as possible.

Target Customer Profiles are the Way to Go

Target Customer Profiles are the Way to Go

Prospecting has to start with target customer profiles, and this isn’t just a list of job titles and their corresponding demographics, it has to be more detailed.

Creating target customer profiles usually takes a lot of time. Marketers have to determine their target prospects, pain points, opportunities, goals, and even shared visions for their respective organizations.

Although knowing what sociodemographic to attack is part of a target customer profile, it won’t paint the complete picture of a prospect, getting into their mindset does.

Target customer profiles don’t just allow marketers to narrow down their searches, but it also helps them personalize their interactions with them, helping them create campaigns that resonate well with their prospects.

Related: How to Improve your Sales Prospecting on LinkedIn in 3 Simple Steps

Market to Both Technical Units and DMUs

DMUs (decision-making units) make the purchasing decisions in a company, but marketers always have to remember that DMUs often refer back to their technical teams when it comes to purchasing a technical solution.

Purchasing technology for an organization is a highly involved process with technical teams being asked to come onboard for evaluation and recommendations, and the rest of the organization being organized.

Now marketers can campaign to DMUs all they want but if technical teams are unfamiliar with their solutions, it might be a tough sell.

Marketing to technical teams not only makes them familiar with what you have to offer, but when they’re convinced they can also help in pushing the sale to the DMU.

Personalize, then Personalize Some More

Personalize, then Personalize Some More

Personalization is the only way to go.

It makes prospects feel special, it allows for the creation of content that resonates with the target audience, and it’s an efficient way of marketing.

This is why advanced prospecting techniques such as account-based marketing, rely heavily on personalization.

Prospects like personalized content because it has value to them. They want to read emails that help them understand their challenges, solve their pain points, and give them a new perspective into doing things.

What makes a campaign valuable to a prospect?

  • Does it have actionable points?
  • Does it have answers to questions that are plaguing the industry?
  • Can it be referenced?
  • Are the solutions applicable to the industry?
  • Does it create personal value for the recipient?

Related: 5 Examples of Brilliant Personalisation from your Favourite Brands

Build a Knowledge Base with Content

B2B marketers always have to keep in mind that prospects have already initiated the buying process because they do their research before they reach out. This is especially the case with big-ticket, complex purchases such as software and technology.

This is why it’s absolutely critical for technology and software marketers to have built-up a knowledge base like blogs and tutorials so that the marketing process starts when a prospect that’s doing research lands on their website.

There are a couple of ways of doing this:

  • Create pages that answer a prospect’s research questions regarding the software being sold.
  • Case studies should be well documented and posted, and should span a number of industries.
  • SEO efforts have to be improved for prospects to easily find what they’re looking for on your site.

Related: How To Sell Niche B2B Products with Content Marketing

Leverage Technology (And, If You Can, Use Yours)

There are a lot of ways to streamline the prospecting and lead generation for process, and a lot of it leverages technology.

A lot of prospecting tools and information verification services are available online to look for new clients that fit the sales profile criteria, and once that’s done the data can be sent to a CRM for processing.

For outreach you can take sales lists that you have and automate the prospecting and follow-up process, by mapping your buying process.

By leveraging technologies, sales prospecting can be a more efficient process, companies can save on costs, be on top of hot leads, and make sure that they’re efficient with their operations.

Also, consider integrating the technology you’re selling into the campaigns themselves – if you can, this allows prospects to have a firsthand look at how your technology is being used to bring in business.

This might be easy to do if you’re selling a sales automation or prospecting tool, but there are a lot of creative ways to integrate a software solution into a campaign.


Regardless of the competition, there are still a lot of opportunities for growth. By laying the correct foundation with target customer profiles, adopting the best practices for personalized lead generation, and proper lead nurturing, B2B tech firms can still continue to grow.

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5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

Reasons-Why-Generating-Quality-Leads-Is-So-Hard

Reasons Why Generating Quality Leads Is So Hard

Reasons-Why-Generating-Quality-Leads-Is-So-Hard

Generating leads is already hard as it is, but generating quality leads is the real struggle that businesses face every single day. So, don’t worry. You’re definitely not alone with this struggle. 

Now, let’s look at the main reasons why generating quality leads is so difficult and what you can do to amend these bumps on the road.

Watch Webinar: 5 Times Telemarketing is the Answer

3 lead generation challenges

Struggle #1: Customers that outsmart you

Customers outsmart you

Your customers are constantly bombarded with information overload through various  channels whether it’s on social media or in real life, so having to go through each and every single channel and sorting them out yourself takes a lot of effort. So, when customers directly approach businesses, they already have their arguments and detailed information – even if they’re not accurate or untrue – ready. 

Struggle #2: Lack of buyer understanding

Another big blockage on the road of lead generation is the lack of understanding who your buyers are, what their buying habits are, and what challenges they face. If you don’t have a solid understanding of your buyers, you won’t be able to construct the right messaging and you won’t be able to provide them with the right solution that they’re looking for. 

Related: How to Leverage Buyer Intent Data from Prospecting to Closing

Struggle #3: Your team is lacking

Your team is lacking

Many businesses try to do their lead generation with an in-house team. Now, there is technically nothing wrong with that, especially for small businesses who don’t have the funds to outsource just yet resort to an in-house team until they are stable enough to hire a team. However, most of the time, the problem with an in-house team is that you might be short of people who can be put in charge of your lead generation. Most of the time, these employees also have other responsibilities they have to tend to and can’t afford to keep their focus on solely one task at the same time. 

Related: Biggest B2B Lead Generation Challenges in Australia

How do you solve these problems?

The solutions to these problems are not as complicated or expensive as you might think. Let’s look at them one by one. 

Solution #1: Content is the golden key 

Never underestimate the power of good content that caters specifically to your audience, educates them, and poses solutions to their pain points instead of just trying to sell, sell, sell. Establishing a good content team should be one of your top priorities when doing lead generation. They are the ones who will keep your customers engaged as well as establish your brand on your social media channels. Focus on what your audience needs, what is interesting to them and create content that’s fitting for whichever stage of the buying process they are in. 

Related: How To Sell Niche B2B Products with Content Marketing

Solution #2: Referrals and Testimonials

Referrals and testimonials

Another powerful means of generating quality leads and reaching the right target audience is by letting your current clients and customers be your mouthpiece. When you’ve established a good relationship with your current customer-base, you can ask them if they could make a testimonial for you. The same goes for referrals. Everyone loves getting recommendations from people who have already tested and proven the product/service. So, by letting your customers speak for you, it will have a big positive impact on your sales funnel and leave a good lasting first impression on them as well. 

Solution #3: Marketing and Sales Teams… Assemble!

You may have different departments in your business, but they all have to work together in order for your business to run smoothly. This is especially true for your sales and marketing teams. Though they handle two separate tasks, they have to work together as that is going to make sure that all your potential customers are successfully contacted, engaged, and nurtured. Encourage your teams to work hand in hand for a smoother lead generation. 

Related: 6 Benefits of Including Lead Generation in your Business Dev Strategy

Takeaway

The struggle may be real, but implementing the right solutions will bring your right back on track in no-time. If you’re facing these challenges right now, we hope that our solutions give you a new direction so that you can bring everything back on track. If you are faced with struggles that we have not mentioned in this article, don’t hesitate to contact us at Callbox so that we can help you find the right solution for your lead generation needs.

Featured - How to Transform Email Churn Rates into Click Rates
5 Ways You Can Turn a Sales Roadblock Into a Winning Opportunity

Featured - 6 Benefits of Including Lead Generation in your Business Dev Strategy

6 Benefits of Including Lead Generation in your Business Dev Strategy

Featured - 6 Benefits of Including Lead Generation in your Business Dev Strategy

Lead generation is critical to business development strategy.

However, it’s not just there to bring in revenue for the organization.

It also exists to expand the possibilities that a business has for new leads, opportunities and brand awareness.

Today, we share our views as lead generation services company as we examine the importance of lead generation in your business dev strategy and the dangers of not establishing a robust system.

New Revenue

Lead generation is mainly used for bringing in new customers.

No matter how established a company is and how robust the clientele, there will always come a time where natural changes in the economic landscape and in business cycles can cause a downtrend in revenue.

This is where lead generation comes in handy in bringing in new potential customers to fill the gap.

However, that’s not all.

Since all businesses follow a natural cycle, it’s normal for old, regular clients to “die” out, so a company will need to keep filling its list of new people to provide solutions for.

Related: Success Stories in the Age of Digital Marketing

Creating New Markets for Growth

New markets

The lack of lead generation means the lack of new markets for a company to grow.

When a company wants to start expanding its market share or start selling to new industries, they need to have a lead generation in place to lead the charge.

Sure they can opt for old fashioned advertising and marketing, but having a focused lead generation team in place ensures that there are new clients in new markets.

Brand Awareness

One of the best indirect benefits of lead generation is that it improves brand awareness and people’s perception of the brand.

Even the most personalized marketing campaigns will reach people who aren’t part of the target market, and every time content goes viral it affects everyone it reaches.

The larger the investment in lead generation, the more money is spent in marketing, and the more the brand sticks out.

We see companies that have no active brand awareness campaigns benefit from their lead generation efforts indirectly because of the marketing materials that are put out on various platforms.

This is important because brand recognition helps boost a company’s prestige and if an indirect prospect one day needs the solution you provide, you’ll probably be the first organization they hit up.

Related: 5 Examples of Brilliant Personalisation from your Favourite Brands

Business Opportunities

Lead generation doesn’t just bring in prospects that are essential to bringing in revenue, but they can also be a source of future business opportunities.

There are a lot of stories of former customers that have become partners in different businesses allowing entrepreneurs to leverage new talent and resources to scale their businesses. Although this doesn’t happen all the time, you shouldn’t be robbed of the opportunity.

Some companies even have specific lead generation campaigns set up to look for partnerships and opportunities for expansion in their own industry. Think of how smaller startups have dedicated teams that do outreach for partnerships and investments.

This forward facing approach allows them to take advantage of the multiple growth opportunities that exist by collaborating with other people.

The absence of active lead generation could cause opportunities to start drying up for an organization.

Related: Top Lead Generation Success Stories in Australia

Personalized Lead Generation is Efficient

Personalized lead generation

Outbound lead generation is one of the most efficient ways of bringing in leads.

Using methods such as account-based marketing, a lead generation team can swiftly bring in leads especially for businesses with solutions that have shorter LTVs.

In comparison, active brand awareness campaigns might not be worth it for companies who are just starting up or have limited marketing budgets that they can depend on.

By employing proper lead generation strategies, organizations can use their resources properly and build growth efficiently.

A good lead generation strategy is also vital to improving conversion rates, this means less waste when it comes to time, money and efforts.

Related: Email Personalization: What to Do When You Have Limited Data

Lead Generation Leads to Lead Nurturing

Proper lead generation is key to getting people to convert faster, guiding them through a pipeline, or even remarketing to old clients to increase their LTV.

In today’s age, lead nurturing is an essential part of any pipeline, especially in the B2B space, and having a proper lead generation strategy in place usually includes a lead nurturing strategy that’s equally robust.

Lead nurturing allows for better customer experiences and a more meaningful customer journey, and this helps boost the company’s brand.

Related: Lead Nurturing Marketing Automation Statistics Every Marketer Should Know

Takeaway

The lack of a proper lead generation strategy in business development is dangerous because it threatens the potential livelihood of the organization.

However, as you can see from the examples that we’ve laid out it goes beyond maintaining a positive cash flow, it also helps with the way a company normally functions.

When crafting a business development plan, don’t skip out on electing good lead generation strategies, they’ll help the company with sales and supercharge its potential to grow and scale.

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How-to-Get-Out-of-a-Marketing-Slump_-Things-You-Need-to-Try

How to Get Out of a Marketing Slump: Things You Need to Try

How-to-Get-Out-of-a-Marketing-Slump_-Things-You-Need-to-Try

Some days are good and some days where we feel like everything is going wrong. Just like writers get writer’s block and artists have days of art block, marketers suffer the same thing from time to time. It’s perfectly normal and most of the time, you just need to take a little breather and come back to your project with fresh eyes. 

The problem, however, is when one slump day turns into weeks or even months. That’s when you know it’s high time to change things. Stat! 

So, because we want to spare you from falling behind because of bad days, here are the best ways to get yourself back on your feet. 

Get ideas from comments

For a variety of reasons, the comments sections of blog posts, publications, and social media may be fantastic locations to discover inspiration. Most importantly, they provide insight into what individuals are interested in. You may find that some themes in your posts receive more comments, and you may write about them. Feedbacks from your consumers will always give you a good insight as to what they might’ve liked and disliked and in turn you’ll be able to make better content decisions for the future. 

Look back on your old content

When you look back on content you’ve published in the past, there’s a high possibility you’ve learnt something since then that might be useful to your audience. You could have even left certain gaps and unresolved questions, or written portions of articles that might be combined to create a completely new piece of material.

It’s always good to revisit old content you’ve created and draw some inspiration from it because you will be able to either see what you could’ve done better, or how you can replicate what you did with a fresh approach.  

Related: How To Sell Niche B2B Products with Content Marketing

Analyze your data

If you’re at a loss for words, consider looking at figures for inspiration. Data is abundant in the digital marketing industry, and each site creates its own set of insights. Analyze the data you have and you could see some intriguing patterns. Examine sales data for any intriguing or unusual trends. Extract some subjects from survey data, then explain what you’ve discovered in a style that will appeal to your target audience. Compare data and metrics to previous findings and investigate why things have changed.

Maintain a straightforward approach. When feasible, backup site information with clear visuals and use easy-to-understand language rather than too technical jargon.

Related: Redefining Digital Data to Revive Your Marketing Strategy

Keep an eye on your competition

Regularly observing your competition not only lets you see how they’re doing, but you’ll also be able to get a little bit of inspiration from them as well. 

Of course, you should never just blindly copy their content, but put your own twist into it and add some new information that they might’ve failed to include. This is a fantastic opportunity to establish yourself as an expert on the issue. 

Related: 5 Reasons Why Prospects Choose Your Competition

Always keep up with any new trends popping up in your specific industry and keep track of innovative techniques that have worked for others as well. Any of these actions provides you with a wealth of information to share with your customers. The possibilities for content ideas are endless. 

It’s all about the right timing. Keeping up with new trends will also help you stay relevant and be one of the first to post about it, boosting your engagement and exposure. 

Related: 5 Marketing Trends Australian Businesses Should Focus On

Conclusion

Every marketer will come across a stump on the road and run out of fresh ideas, but there is always a way of breaking out of it and creating something new and great. We hope that by using these tips we gave you, you’ll be able to overcome your slump and make a strong comeback.

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Lead-Generation-Strategies-That-Creep-Prospects-Out

Lead Generation Strategies That Creep Prospects Out

Lead-Generation-Strategies-That-Creep-Prospects-Out

There are plenty of lead generation techniques and tools that can bring a lot of leads, but without the proper strategy, prospects can easily get turned off or shut you down quickly.

In this guide, we take a closer look at which lead generation strategies creep prospects out, and what techniques you should reexamine to get the best possible effects.

Don’t Take Personalization Too Far

Everyone knows that personalization equals wins in lead generation.

The more you understand your customer, the easier it is to create content or correspondence that resonates with them.

However, the problem is taking personalization too far.

It’s one thing to create an article that helps solve a common problem in a prospect’s industry and send it to them, it’s another thing to address them by their first name while talking about practices in the old company that they’re in.

Everyone enjoys their privacy, it’s a constitution in most countries, even if you know details about your prospect, they shouldn’t always be used for lead generation. It’s a sign of irresponsible data management and that could get you in trouble.

Personalization has to be done with the intent to help the marketer understand prospects and respond with solutions that will solve their problems, not tell the prospect that you know everything about their personal lives.

You need to exercise a little restraint to make sure that personalization is done well.

Related: Email Personalization: What to Do When You Have Limited Data

Don’t Ask Personal Questions

Sales discovery calls or intake forms are great for filling in the blanks about a prospect, but keep it business related and don’t ask personal questions.

Avoid asking any questions related to family, income, or their personality. People don’t like information collection, and they’re likely to bounce from your form if there are questions that they can’t justify in a couple of seconds.

Getting a prospect to fill out a form is already a feat in itself, and having them fill out a form with personal questions is even more annoying, and downright creepy.

Related: How to Qualify Your Sales Leads Using Proven B2B Methods

Take it Easy with Retargeting

Retargeting works wonders for ecommerce or helping with brand retention, but it’s so easy to take it too far.

An example of good retargeting is showing a prospect a quick ad about your company without forcing them to buy anything or sending them an email about an abandoned shopping cart.

However, if they’re shown an ad five minutes after you’ve visited their site, then it makes them like they’re being watched and followed, which is probably the worst way to make a “second” impression.

A great technique that great marketers do is reverse retargeting where they build custom audiences with targeted ads, and then do outreach to them a week or two later. This creates familiarity between the brand and the prospect which leads to better results.

The trick with retargeting is simple: take your time.

Everyone knows that sites collect cookies, but they don’t want to be reminded that they’re being followed. You need to be as subtle as possible with this.

Related: Debunking Common Myths on Digital Marketing

Don’t Add People to Your Mailing List

Apart from the potential to get you in trouble – with GDPR compliance issues – wouldn’t you hate getting newsletters from people that you don’t know?

Email newsletters might be great for lead nurturing and pushing people through the pipeline, but they won’t work if someone’s forced to read them.

Some prospects even get annoyed by the barrage of emails that they get even after opting in following a trial period for a piece of software.

Email is one of the most powerful tools in a marketer’s disposal, but it should be used with a little restraint.

A simple guide is not to send people who haven’t subscribed newsletters about your brand, and even then, you should still include clear opt-out links.

(Also, while we’re on the subject, don’t send too many emails either!)

Don’t Be “Chummy”

There’s a difference between a friendly vibe, and pretending you’re already friends with the prospect.

Most prospects are reserved, no matter how friendly they seem to be, it helps to draw a line between being friendly and being too “chummy” with a prospect.

A lot of prospects love friendly marketing, but it has to be different from the way you market to a real friend. Make sure there’s some restraint exercised in your lead generation materials, and that there’s always a layer of professionalism.

Any technique can be creepy if used the wrong way. Retargeting has always been creepy, but a lot of marketers have had a lot of success with it by using it right.

Remember tools and techniques are only as good as the strategies and people behind them. Just because something works doesn’t mean it should be used blindly without any planning. The best marketers are the subtle ones, they make sure that techniques aren’t abused.

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Success-Stories-in-the-Age-of-Digital-Ma

Success Stories in the Age of Digital Marketing

Success-Stories-in-the-Age-of-Digital-Ma

Digital marketing has transformed the world as we know it.

Through the power of online platforms and strategic communications, companies and even small-scale startups have been able to leverage the internet to bring growth on unprecedented levels.

In this article we take a look at inspiring stories of small companies that have managed to defy the odds through digital marketing and creative lead generation.

Watch Webinar: 5 Times Telemarketing is the Answer

GoPro

GoPro is a good example of how a company that knows its customers well can harness social media to create engagement and increase revenue.

Ever since the legendary camera’s inception it has gained a lot of praise for its niche, and it’s continued to grow ever since.

However, they didn’t stop there, they knew the content that their customers were recording, so they decided that all the media on their page would reflect this. Almost all their posts featured the use of their Hero cameras.

It created a community out of its user base and leveraged this for their growth on the Facebook platform.

Tweet of GoPro success story

With unique hashtags, the opportunity for followers to upload their own video, and unique challenges, they continue to maintain a Facebook page that’s focused on engagement.

What’s great about this approach is that they didn’t even have to create all the content they were putting out. Their users did this for them, saving them a lot of time and giving people an opportunity to interact with each other.

Related: Top Lead Generation Success Stories in Australia

Dollar Shave Club

No list would be complete without the story of the Dollar Shave Club, and we’re sure every marketer is familiar with their story.

Their business model was very simple, it was a subscription service to get a new razor set for only a dollar a month.

Just like any startup, they had birthing pains, and they needed to do something to jumpstart their growth.

The solution was a funny video ad that starred the founder, Michael Rubin, himself, where he went around their warehouse making jokes about their blades.

Screenshot of Dollar Shave Club Youtube video

Using a combination of humor and digital marketing, they were able to launch a business so big that it was eventually acquired by multinational Unilever for a billion dollars. And, the viral video is still making millions of views to this date.

Related: Callbox Helped IaaS Firm Re-engage Old Contacts and Convert Into Leads

Pandora

While we’re on the topic of video, let’s talk about the jewelry maker, Pandora.

Pandora is a well-regarded brand when it comes to jewelry, their bracelets with their charms have been an iconic accessory at some point, and it’s still one of the go to brands for jewelry that won’t exactly break the bank.

In 2017, the company decided that they needed to up the ante, and conquer the German market, so they looked towards Facebook video to increase brand awareness.

Pandora Success Story

Their ad was short and relatively simple. They used an existing ad that they had for television and shrunk it down to 15 seconds, they optimized it for Facebook with very specific dimensions, and the results were amazing.

It gained 10 points in favorability and a 42 percent increase in the number of buyers for just that Facebook video.

They didn’t bother creating a new ad because they knew they already had a good idea in their hands, they just needed to optimize.

This is just testament to the fact that even well-known brands can take advantage of digital marketing to grow.

Related: B2B Customer Acquisition Examples: 10 Campaigns to Learn From

Take Note

Let’s visit the world of SEO for a while, and take a look at HubSpot’s client, Take Note.

Take Note is a transcription service based in the UK. They cover everything from basic transcription, notes, and even caption services.

When their growth was starting to increase, they started struggling because of their processes and they turned to SEO to solve some of the problems that they were having.

Take Note Success Story

Now SEO isn’t the most glamorous digital marketing branch with its various complexities. However, it’s one of the surefire ways to leverage the digital revolution for your business.

SEO involves numerous factors from increasing visibility on SERPs, fixing technical problems on web properties, and getting content structured right for better UI.

Hubspot took over and put them on a tailor-fit SEO package to help them with their digital marketing needs.

After a lot of in-depth fixes, Take Note was able to experience a revenue uplift of at least 16 percent and increase traffic by 22 percent.


These are just a few of the thousands of stories out there of how organizations were able to harness the power of digital marketing to take their growth to the next level.

However, what’s important is understanding the customer. Digital marketing isn’t magic and there is no one-size-fits-all approach to engaging with people, there still has to be a real, personal connection in everything that you do.

How are using digital marketing to shape your business landscape? Give Callbox a call today and find out how we can help you!

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4 Ways Australian B2B Telco Companies Can Drive Growth

4 Ways Australian B2B Telco Companies Can Drive Growth

4 Ways Australian B2B Telco Companies Can Drive Growth

If you take a look at the top three telecommunications companies in Australia, Telstra, Optus and Vodafone,  you’ll find a very fine line separating one from the other in terms of products and services, not to mention their website interfaces, customer service styles, and promotions. So, what will set one telco company apart from another?

Customers make up a business, not the operations people nor the managers; moreso, the big guys sitting on big swivel chairs going through hundreds of meetings each day. Regardless of the size of a company, what will beef up the business is the number of customers that come in and stay, patronizing the brand over the others for as long as it exists. To achieve all that, a business must put their customers first before anything else by having the right marketing strategies in place.

Content Marketing

Create well-researched, creative, and targeted content. Other than sharing to them the news about the latest Samsung phone in the market, pen something that your customers can relate to such as topics about their pain points and the best solution that you can provide to address their needs.  

A good example would be an article on common billing issues with ways to counter them, such as  a three-bullet solution steps on how to avoid getting in trouble with missed or lost payments, and what to do in case it happens to them.

You can also create short videos or snippets on DIY troubleshooting, but make sure to provide your customers with options when things go otherwise.

This doesn’t mean not putting out a press release or updates about your products and services at all, as that might steal the opportunity from your customers to benefit from what the latest technology has to offer. Just make sure that every content you publish contains the relevant information that can benefit your customers and the business as a whole.

Related: How To Sell Niche B2B Products with Content Marketing

Email 

Note that not everyone in your customer pipeline has the luxury of time to browse your nice and colorful website, some, or maybe even a lot of them are too busy to open a browser, and just rely on whatever comes into their inbox. So, grab the chance to get your message fast and first at your customers’ doorsteps through Email. Product brochures, service updates, billing cycle change, new store opening, self-help options, etc., are relevant content that must come in handy for your customers.

Utilize all possible channels that your customers use such as Chat and Mobile for urgent notices like system downtime, troubleshooting, and payment options. Remember that communication connects people and greatly affects their everyday life. Being a telecommunications provider, you have the utmost responsibility to keep every customer’s communication line accessible 24/7, otherwise it will impact their business, their jobs, their family, and worst, you will lose them forever. 

Related: 5 Types of Marketing Emails Your Business Needs in 2022

Social Media 

Tell me, who doesn’t have a social media account today? 

Everyone maintains at least one social media account for different reasons, and that’s a fact. But, for businesses their main purpose is to reach and engage target buyers at their most convenient place and time. 

Social media is considered by marketing experts to be one of the most effective marketing strategies in building brand awareness in a broad range of demographics. Because of its accessibility, a post on call and internet bundle promotion or discounts for new subscriptions, can get thousands of Likes, Shares, or go viral in just a few minutes. But, still, this does not guarantee new business sign-ups or customer migration.   

The effectiveness of social media greatly relies on two important factors: 

  • Using the right social media platform for your target audience
  • Creating the appropriate content for you social media platform 

One thing to note here is professional networks work best for enterprise or Fortune companies with most of the decision makers involved are from the C-suite, while social platforms like Facebook, IG, TikTok, Twitters and others fit well for personal use. 

Since telcos cater to all audience types, they could practically utilize any social media. But, creating the right message for your target buyers on the right social platform will still come into play. It’s a critical curve in your marketing cadence which could either get your target audience engaged or wearied.   

Related: Social Selling That Actually Works

Voice

On top of all these is the Voice channel which serves as the backbone of your marketing structure. 

Leverage voice or calling strategy by putting a knowledgeable and highly skilled SDR in place who can fully represent your brand and your company, and whose goals are aligned with yours. 

Although automation tools, such as chatbots, ease a business’ workflow and may be found by many customers convenient to use, a chat with a human rep still plays a significant role in scaling customer experience. 

This only shows that, at some point, amidst all these technologies, a part of us still longs to hear a voice on the other end who would tell us that our phone line has already been reconnected, or that the over payment has already been credited to our account, in the most sincere apologetic tone. After all, we all need to make room for some human touch sometimes.


To close, as your telecom business matures year after year, your customer base must scale up too. Leverage the right marketing strategies that will not only keep potential leads coming, but nurture customers until they grow loyal to your brand. 

That will set you apart from others.

Related: Email, Phone and Social Sales Prospecting Strategies for 2021

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Top-Lead-Generation-Success-Stories-in-Australia

Top Lead Generation Success Stories in Australia

Top-Lead-Generation-Success-Stories-in-Australia

We have been talking a lot about the ins and outs of lead generation giving out tips and tricks, and talking about the different strategies as well as trends that we all should be expecting in the coming year. 

Today, however, we want to take it into a different direction and show you some great lead generation success stories instead. What’s more is that we want to highlight lead generation success stories here in Australia to give you an extra boost and inspiration. 

Callbox helps capture more leads for Australia’s leading technology broker

This leading technology broker company in Australia is a certified Microsoft partner and was able to capture more leads than before after they partnered up with Callbox.  They sought out an outbound telemarketing partner so that they can promote their IT products. 

Teaming up with Callbox, they ran a 3-month campaign where with the help of Callbox they gained a stronger pipeline of warm leads and enabled the client with better opportunities to meet with their sales-ready customers. 

Callbox made it possible for the client to gain 207 new leads and added 474 new contacts into their database that requested for future callbacks and additional information. Other highlights of the campaign included successfully launching a fully managed lead generation and appointment setting campaign wherein the Callbox team managed to carry out multi-touch, multi-channel marketing activities to secure meetings with potential tech buyers. 

Read the full story: Australia’s Leading Technology Broker Captures More Leads with Callbox

Australian software vendor fast-tracks sales with the help of Callbox

The Client is a well-known Australian software firm that creates and sells large-scale practice management and tracking software. Ingram Micro, The University of Sydney, Accenture, CitiStreet, and Acumen Alliance are among its clientele. The client’s brand is well-known in Australia, and its products have a large market potential. It had trouble breaking into overseas markets, which were frequently dominated by huge worldwide competitors.

The Callbox team was able to provide them with a strict QA oversight to guarantee that every lead and appointment creation activity met the Client’s needs. Callbox encouraged the Client to take an active role in all aspects of the campaign, from script development to new product training and lead qualification. As the campaign developed, the Client was able to provide input and feedback.

As a result, they were able to secure 357 new sales appointments, make 2.5 sales per month, and gain over 20k positive contacts throughout the span of the 18-month calling campaign. The Client is so pleased with Callbox’s performance that it continues to use it for outbound marketing campaigns as it expands its market share not only in Australia, but also in New Zealand, India, and Brunei.

Read the full story: Australian Software Vendor Taps Callbox to Fast-track Sales in Asia-Pacific

Hyundai Australia skyrocket their lead generation with the help of Messenger 

In comparison to prior lead generation campaigns, the largest car manufacturer in Australia employed advertising that clicked through messenger in order to produce and qualify prospects in Australia, which resulted in a 27 percent reduction cost per lead. 

Hyundai Australia already had previously used Messenger to communicate with its consumers. And they wanted to test if the platform might assist in raising awareness,  and leads for its cars models. The car company was already successful with Facebook when it came to lead generation as they have been quite active on the social site, and they wanted to explore if they could keep the same momentum with Messenger as well. 

Hyundai’s Australia Messenger lead generation campaign ultimately resulted in a great increase of new leads, costing them even less than when they were doing lead generation with only Facebook beforehand.

Takeaway 

These are only a few of the many lead generation success stories that companies in Australia have to tell, but we hope that they have given you an insight of how big of a difference lead generation makes when it’s done right. If you want to learn more about lead generation or want to hear more success stories like these, don’t hesitate to reach out to us at Callbox!

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