Winning High-Value Accounts with Multi-Channel ABM

Winning High-Value Accounts with Multi-Channel ABM

 

Video transcript:

Andrew heads sales at a B2B tech firm.

His team leverages multi-channel ABM (Account-based marketing).

With this approach, Andrew’s ABM program is on a winning streak…

  • Targeted 6.3x more tier 1 accounts
  • Booked 17x more meetings
  • Grew pipeline value by 8x

How?

By connecting with the right stakeholders at the right time with the right touch

 

Step 1: Identify

Andrew’s team picked their most promising accounts and mapped org charts for each.

Step 2: Expand

They then researched each contact to build detailed profiles.

Step 3: Engage

The team then reached out to contacts via different marketing channels and personalized messaging.

Step 4: Convert

They turned contacts into opportunities using a cadence of touches.

 

In short, multi-channel ABM sets the stage and opens doors for Andrew.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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Gamification in B2B Marketing How to Generate Sales Leads with Fun

Gamification in B2B Marketing: How to Generate Sales Leads with Fun

Gamification in B2B Marketing How to Generate Sales Leads with Fun

Gamification is proven effective in B2C with the likes of Nike and Starbucks onboard this marketing strategy. The question is: can B2B marketers utilize gamification as a lead generation strategy to engage prospects and leads? Today, we show you how.

 

Gamification Defined

From the start of civilizations, gaming rules tap into the competitive nature of humans and the desire to win. Gamification makes use of psychology to harness the power of games for profitability. Rewards, challenges, earning points, and incentives are some of the techniques behind gamification that make it a practical and effective marketing strategy, even in B2B.

 

Gamification for B2B Marketers

In an increasingly mobile world, B2B marketers can’t ignore gamification as a marketing strategy to reach other businesses. A Wrike survey revealed 66% of B2B buyers use specialized mobile apps related to work.

B2B companies in various industries have launched mobile apps and reaped the benefits of gamification. Digital advertising agency inTacto created an online game that generated traffic at the start of the year. The digital agency included sharing options, links to their site, and chances to win merchandise.

Workplace, a workforce management software developer encouraged potential clients to sign up for a trial service with The Game. The app was a gamified version of their service that made it fun for consumers to engage in and share with others.

 

Why Gamification Campaigns Succeed

Gamification is more than implementing gaming techniques in marketing. A successful campaign offers value, skills, and improvement. It is a compelling tool to challenge, track, measure, motivate, and reward people. Businesses can utilize gamification both to target their consumers and make the workplace more engaging for employees.

 

Key Points in B2B Gamification

The content and elements of your campaign should be interesting to your target personas.

Offer rewards and incentives to all who participate in the challenge. For example, you can offer reward points, trial service or an eBook.

Enable share options. Boost brand awareness and engagement by adding a social share button for your multi-channel campaign.

 

How to Add Gamification to Your B2B Marketing Strategy

The gamification marketing is valued at billions and predicted to grow to $12 billion by 2021. Consumers perceive companies that employ gamification strategies as forward-thinking.

This innovative tool can promote any product or service and deploy at any stage of consumer interaction. Here are practical tips to use gamification in your business:

Tailor-fit your strategy to your marketing goals

Determine success metrics and desired outcome from your campaign. Ensure you have realistic and measurable goals in place. An analytics tool can determine when you achieve your goal.

Know Your Audience

Know what type of game appeals to your target personas. Test several game types to find out when consumers are most likely to be receptive and convert.

Likewise, consider designing your campaign to suit the age of your target personas. As seniors exit industries, it is critical to address the desires of the millennial audience. A URL shortener such as Bitly and Goo.gl is a great way to get insight into the topics and keywords your audience finds interesting.

The more you dig deeper into consumer problems, the better your campaign. Aim to deliver a consumer-centric app that offers solutions to meet a pressing consumer problem to a specific audience.

Test the Waters

If you feel you are not ready to go full-force with a gaming app, it’s best to test the waters first. Run little challenges that reward consumers and see how your target audience responds.

Establish Incentives

It should be clear to your audience what they will get in turn for participating in the challenge. It could be a special offer, exclusive content, or a product sample.

Go for User-friendly

Don’t make it difficult to navigate through the game or challenge. Make it easy for your audience to join without asking them to commit too much right away. If it is complicated, people will abandon the game.

Testing sites like UserFeel and Peek can help you determine games that hold excitement and optimal level of difficulties for the best user experience.

Make it Fun

Game developers learned to make menial tasks sound exciting. Take for example FarmVille, a game about planting crops or Diner Dash, a waitressing game.

The more boring you think consumers perceive your business, the more vital is gamification. Fun elements make your strategy look less like advertising and more experience-centered.

Finance company Commonwealth utilized gamification in their website and mobile app SavingsQuest. Through this platform, the company leverages challenges and badges to encourage users to reach financial goals.

Set Deadlines

Create a timeline from developing to launching your gamification campaign. Set limits within your budget and use analytics tools and key metrics to determine its efficiency. Consider working with a gamification developer to stay on budget and schedule with the campaign efficiently.

 

Final Thoughts

From startups like Foursquare to established companies like Nike, gamification is moving forward in mainstream marketing. Tap into powerful human emotions in winning and losing improve customer experience, loyalty, engagement, and retention. Gamification that works centers at the needs of a specific audience and wraps solutions in creative and entertaining ways.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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ABM-Telemarketing-Scripts-for-Cold-Calling-Key-Software-Personas-BG

[Free Download] ABM Telemarketing Scripts for Cold Calling Key Software Personas

ABM-Telemarketing-Scripts-for-Cold-Calling-Key-Software-Personas-BG

If there’s one channel that checks all the boxes in ABM outreach, it’s targeted phone calls. Outbound touches drive ABM results in five crucial areas:

  1. Gathering insights that help tailor your approach
  2. Building and growing meaningful relationships with each stakeholder
  3. Delivering relevant content and messaging to the right decision maker at the right time
  4. Providing a consistent and coherent brand experience across the different stages of the sales funnel
  5. Achieving true marketing and sales alignment

Targeted telemarketing helps you achieve all these and more, but it can be a little challenging to translate these into clear actions and actual messaging strategies.

That’s why the Callbox team recently put together a free downloadable resource that includes sample buyer profiles and telemarketing scripts tailored for ABM programs in the IT/software space.

We want this resource to serve as a practical guide and template for everyone looking to use the power of targeted phone calls in ABM. With this downloadable content, you’ll be able to integrate telemarketing into your ABM program in ways that impact results.

Here’s a quick preview.

 

Buyer Persona Templates

A buyer persona represents a specific stakeholder’s characteristics. It summarizes the demographic, professional, firmographic, and psychographic qualities related to a decision maker.

Buyer personas help you segment and personalize your messaging strategy according to the needs and preferences of each stakeholder. That’s why creating reliable buyer personas is critical to the success of your ABM outreach efforts.

This downloadable PDF includes sample buyer persona templates that outline the following characteristics:

  • Job Title/Professional Info
  • Demographics
  • Goals and Pain Points
  • Preferred Resources

We provide a filled-out buyer profile template for each of the four key buyer personas typically involved in software purchases:

  • Champion (your primary advocates in the target account)
  • Influencer (stakeholders with the authority and expertise to sway buying decisions)
  • Ratifier (decision makers with highly-specific concerns about a solution)
  • Economic Buyer (stakeholders who control the budget)

 

Targeted and Personalized Cold Call Scripts

One-on-one phone calls with stakeholders form an important component of an ABM outreach strategy. Phone calls work well at nurturing prospects that are in the middle-of-the-funnel (MOFU) stages as well as converting stakeholders during the bottom-of-the-funnel (BOFU) phases.

But live calls are also very effective at connecting with potential prospects during the top-of-funnel stages. That’s because, when combined with other outbound channels like email, targeted calls can help you scale attracting and qualifying stakeholders early in the sales process.

For the downloadable resource, we compiled a complete cold calling script tailored for each of the above-mentioned software buyer personas. Each script covers all the key areas of compelling sales conversations:

  • Personalized introduction
  • Rapport-building tactics
  • Creating curiosity and highlighting pain points
  • Probing questions
  • Wrapping up

This proven formula for targeted sales conversations works well at engaging different stakeholders in an ABM setting. We provide these actual scripts to serve as your guide or reference when writing your own.

 

Conclusion

Outbound calls help drive results for ABM programs. Our downloadable buyer persona templates and call scripts will help you make the most of this crucial ABM channel. Get your copy today.

 

Download your ABM call scripts + persona templates

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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How can Software Companies Get Meetings with the Right Prospects?

How-can-Software-Companies-Get-Meetings-with-the-Right-Prospects

Sometimes being a software vendor can get difficult – trust us, we get it. However, just with anything that is difficult, there’s always a quick workaround.

When trying to set appointments, be conscious of how you formulate your statements so as to make a good impression. Turning off your prospect is the last thing you would want to do.

Here are some helpful tips used by marketers and some software vendors alike to land an appointment with the right buyers:

 

Do your research well

Nothing will guarantee you better results than doing your homework properly right from the beginning. Study your targets and get to know their schedule such as when they are busiest during the day, when is a good time to make a phone call and how to get their attention. You also want to make sure that you get their positions in the company right. Doing so gives them the impression that you are interested enough to review their profiles.

 

Be seriously prepared when you make a phone call in order to set an appointment.

1. Get your target clients to lower their guards.

Be casual yet professional when you start the conversation and use this formula: introduce yourself + acknowledge that they are busy. For instance, say something like, “Hi, my name is Chris Simmons from 123 Solutions. Am I correct in saying you must be working on something now?”

Commonly, the default response would be to deny that they are busy and can spare a few minutes to take your call.

2. Let the person on the other end of the line know your purpose for calling.

Say something like this, “The reason why I am calling is I would like to get 20-30 minutes of your time to discuss how we can help improve your employee productivity by at least 25%.” This kind of statement does not only get the target’s attention, but it also gives him or her a clear picture of what you can offer.

3. End with a strategic question that will help you achieve your objective

Try asking something like this, ”Would tomorrow at 10am or Friday 3pm be perfect to call you again?” This type of question gives the person on the other end of the line 2 alternatives to immediately choose from.

 

Attempt to reach your target during their “off” hours

The type of business leaders you want to reach are those who are influential enough not to be required to punch in and out daily. You can schedule an email to be sent early in the morning, make a sales call during their lunch break or after office hours. Usually, most marketers get good responses when they send out emails between 4am to 5am. This strategy gives you an edge as you get the recipient’s attention as he starts his day after a good rest the night before.

 

Use referrals to your advantage.

When you are referred by someone, it simply means that the person who is asking as mediator can either vouch for your integrity as a business operator or simply know someone who has a great need for your software. Additionally, when people refer someone it generally implies that there is a certain degree of trust in play. Referrals place you in an advantageous position over your competitors.

 

Do not sell your product or service right away.

When you approach someone for a potential appointment, do not tell what you’re selling immediately. Instead, present on the benefits that can be had from your software. You can say something like, “We can help you streamline your operations and improve production by at least 20%. Would you be available to meet this Friday to discuss this further?”

In your target’s mind, there is already an end result in sight. All the target has to do is say yes to meeting you on the agreed date.

 

Pursue your marketing leads.

Setting an appointment with the right prospects does not have to be an agonizing experience for you. You need not look too far at the same time. Consider the business operators that are already familiar with your brand, those who have sent inquiries in the past, checked out your website, downloaded materials from your site, or attended one of your events in the past.

It helps greatly when you pay attention to the people who are already in your circle. Keep them closer by engaging them one more time. Since they are already familiar with your brand, it becomes a lot easier to set an appointment.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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Best Marketing Podcasts That Will Inspire Your Lead Generation for 2019

Best-Marketing-Podcasts-That-Will-Inspire-Your-Lead-Generation-for-2019

Let’s be honest, there are a lot of marketing and business podcasts out there, but only a few of them will ever tickle your fancy or be worth a second-listen or staying tuned for. In this short article, we list out the movers and shakers of marketing podcasts. So keep your headphones handy, it’s time to listen to do the best.

Much can be learned from listening to podcasts. You can choose from a wide variety of marketing experts, entrepreneurs and academicians who are gracious enough to share their personal insights and experiences about how to best market a product, service or event. What is more exciting is that most, if not all of them, can be accessed for free.  

What is interesting about podcasts is that the speakers are constantly talking about emerging trends and best practices that are very relevant in this present age. Moreover, you can get new tips and advice (for your lead generation) on a daily basis if you have the time to listen. Just by listening to marketing podcasts, here are a few basic things you will learn:

  • Discover the main reason why you are doing what you do;
  • Know and understand your target market or audience;
  • The best way to create your own niche;
  • How to keep up with social media trends;
  • How to capture your market; and
  • Important strategies that will make your business competitive.

For the best marketing podcasts that you should make time to listen to, here are our choices:

 

#AskGaryVee

AskGaryVee

If you want to understand Facebook’s ever-changing algorithm, you will learn best from multi-millionaire entrepreneur Gary Vaynerchuck who puts out new podcast content every week where he answers previously submitted questions from followers. To make the podcast more exciting, he invites other celebrity guests to talk about new social media strategies, ideal platforms for different kinds of businesses, characteristics of an entrepreneur that are very important in order to be successful, and success secrets to name some.

 

Louder Than Words

Louder than Words

Louder Than Words is highly recommended for those who work in the creative side of marketing from content writers, creators, creative designers, graphics artists, designers, to company leaders. This podcast specializes in teaching listeners how to bank on their creativity and get ahead in the industry. The podcast hosted by John Bonini introduces new podcasts every week featuring interviews with varied forerunners in the creative marketing industry. Bonini gives them an avenue to reveal their personal creative processes with the hopes of inspiring others to find their best motivation.

 

Call to Action

Call to Action Podcast

If your intention is to engage in a one-of-a-kind digital marketing campaign that will take your business to the next level, it is best to learn from the best. And where it concerns groundbreaking digital marketing initiatives, Call to Action is able to give you the right answers. The podcast is hosted by Unbounce, a Canadian software company that produces landing pages for websites.

 

The Fizzle Show

The Fizzle Show

Entrepreneurs who mostly do their business online should go for The Fizzle Show as it usually features lessons on how to start a business, choose a business that will appeal to a bigger market, create a service or product that will serve a need, and how to know your audience better to mention a few. You will find this particular podcast intriguing as it features very engaging and ludicrous hosts who do not only speak truths about certain business practices but also have the capacity to entertain you while you learn something new.

 

Inbound After Hours

Inbound After Hours

To better understand how crucial the role of content is to your inbound lead generation strategy, it is best to check Inbound After Hours. The group specializes in helping in-house marketers deliver commendable results. Inbound After Hours is a certified partner of HubSpot, a US-based software developer, and marketer of products for inbound marketing and sales, further boosting the company’s value.

What is interesting in their podcast is that it is in video format and live interviews with well-known marketers are being featured.

 

ConversionCast

Conversion Cast

If you are looking for concrete illustrations of how to make the most of your conversion rates in order to develop and strengthen your website traffic, customer sign-ups, email list, social shares, and user trials, this is the best podcast to listen to. You only need to allot a short period of time from your daily schedule as the episodes are only 15 minutes in length. You can choose from several episodes that you think serves your need best. Each episode features a significant person in the area of marketing.

 
It’s time for you to start listening to better things and getting your groove on with the latest and greatest in marketing knowledge. Switch to better business and marketing podcasts today, trust us, you won’t regret it all.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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3 Winning Appointment Setting Tips from Top Salespeople

3-Winning-Appointment-Setting-Tips-from-Top-Salespeople
No matter how advanced the tools you employ and creative your ideas are but lack a fraction of these spontaneous and confident sales speakers in your business ensemble to promote and present your brand, and whom you rely the growth you aspire and the target ROI on, your business will never get anywhere.

But did you ever wonder what magic do these salespeople do, what words or language do they use to get a customer to buy your product or take advantage of your service by simply talking to them?

 

1. What they have in mind

They are flexible and broad-minded. Part of their mental conditioning is the possibility of getting both Yes and No answers from prospects. The thought of getting rejected or getting unsure answers like ‘Maybe’, ‘Not for now’ and ‘Let’s talk again some other time’ does not get them hands up and surrender the battle, however find ways to leave the prospect interested to know some ‘WIIFM’ for himself that would eventually get him to proceed to the next step of the sales process.

 

2. What they feel

True-blooded salespeople are always excited to meet clients, enjoys talking to them and are confident. They would always get to the meeting venue ahead of the prospect to leave a positive initial impression on how eager they are to do business with them. Although their spirits are high at the start of the meeting, they are still able to show warmth and calmness by not getting straight on discussing the proposal, instead start with small talks by asking the client how his day is, maybe thank him for coming to the meeting, compliment on the venue of the meeting (if it was his choice) or offer him a drink.

 

3. What they do

Nothing. They simply listen…actively listen to the prospect, but filters the important details of his speech – what he wants, his business need, his purchase habits. Then, at a chance to ask questions, they pace their questioning, and eventually probing, with the prospect’s communication style by not pushing him too hard to answer all the questions, instead make him voluntarily share information as well as his thoughts. When a client asks them questions, they give short, honest answers without impressing drama nor pretense, and never over-promise.

Successful top salespeople do not conjure $$$ signs in their minds on prospects but aim to get them engaged and seize a deal.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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Generating-Traction-and-Growth-through-Lead-Generation

Generating Traction and Growth through Lead Generation

Generating-Traction-and-Growth-through-Lead-Generation

Picture this out: You are in the process of launching a new product or solution. You need customers in your funnel and you are faced with a struggle in keeping your tank full. As the constant change in the marketing landscape already fueled the challenge in keeping your business on the run, launching a new product only adds to the number.

How will you generate buzz around your product and solution? How will you attract visitors and convert them into qualified leads? How will you gain that “traction” that you’ve been aiming for a while now? The questions of how’s are popping inevitably, it is not new – so are lead generation strategies.

There are several tactics that you can integrate into your business that would help you counter the said challenge, such is a deeper understanding of lead generation that is both art and science. It is a simple process, yet, it needs professional creativity to attract visitors, drive traffic to your website and gain some qualified leads whose interest was stirred by your product or service. There are many opportunities out there, but the question is how are you going to turn each opportunity into sales?

how-are-you-going-to-turn-each-opportunity-into-sales

You will not achieve what you desire if you lack the sense of product awareness and understanding of your clients’ needs. As it is a stiff competition, you need to reach out to customers in order to have that competitive edge while maintaining your place in the industry. Plan your marketing activities efficiently and take advantage of the multi-channel available within your grasp. In short, make your clients know what you are offering – bring your product or solution to your customers on individual social media avenues. A cross-channel marketing approach will help you win visitors and convert audiences to leads. Dropped below are some of the helpful tactics that can help you create traction:

 

SEO

Optimization is key. Let online users find you in search engines as it is arguably, the most powerful long-term technique in generating leads. This goes along quality content and possible search keywords related to your service. You can also use some SEO tools that can equip your search marketing campaign for the better.

 

Online Presence

Position your product or solution where a big number of audiences are most likely to dwell. Widen your reach across the web as you provide your prospects with information relevant to their needs. Send them appropriate and time-saving messages in a touch point.

 

Live Chat Support

Focus on prospects who are potentially interested with what you offer by simply answering their questions. Provide real-time and convenient information as you drive you prospects to your sales funnel through a live chat that would put you quickly in front of them.

 

Content Marketing

Humanize your brand and come up with a buyer persona that will allow you to understand your customers better. When you relate your content that appeals to your target market, you are not only building a relationship with them but you also cultivate their trust towards your brand.

 

Affiliate Marketing

Considered as one of the key strategies for your business to prosper, affiliates are your business partners that would pave you access to different networks. Leave a part of the burden on promoting your service to them as they can reach and attract online users redirected to your website.

 

Email Marketing

A one-to-many medium, nothing beats a channel that stood the test of time. Emails are more direct and personal where you can establish a relationship with your clients. When managed effectively, it could generate great results for your business.

In addition, you can find your own lead generation company that will help you achieve your marketing goals. Leverage your marketing stance with their professional services that will save you time as manual works of your team will be reduced. Choose the one that works best for you, which coincides with your target market and your requirements.

If there is no traction going on and about, your product or solution will not gain the momentum needed to keep your business running. The higher the traction, the higher the sales – sales will fuel your business and lead generation will trigger your sales. So make your move, attract potential investors and close the deal while it is still hot!

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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How To Grow Your Tech Company? 4 Tactics that Drive IT Sales

How-To-Grow-Your-Tech-Company-4-Tactics-that-Drive-IT-Sales

The expansion of the internet of things (IOT) across devices has become outsized,  converging multiple innovative technologies and traditional fields to interconnect. Such technology evolution though has quite caused the world to become pint-size, but in the best manner which benefited us in many ways like faster communication, automation, and control, faster information dissemination, real-time monitoring and updates, and save time and money, which all contribute to making our lives better.

But what better way to take advantage of technology advancements than utilizing them to grow your tech company. Below are 4 tactics that drive IT sales.

 

1. Utilize different digital marketing channels

Email Marketing can earn your business an ROI of up to 4,300% by simply rolling out it’s simple process of collecting contact information from your potential customers like phone numbers and email addresses, including permissions to send them updates and other information through email, while Pay-Per-Click which can cause highly targeted traffic of potential customers within a very short period of time. Add to the pack, Search Engine Optimization (SEO) which is widely used by people to look for information about a brand, product or service, Social Media Marketing, and Content Marketing.

(Digital Marketing)

 

2. Hold events to generate new relationships

Earn sales leads, enhance brand image and maintain good relationships with current customers. TrustRadius report says that buyers want hands-on experience with the product before committing as direct experience with a product is the best way to evaluate it. Have both your current and potential customers acquire such experience in your trade fairs and events.

(Business Achievers)

 

3. Engage with Social Listening and Competitive Analysis

In order to better understand your customers, innovate your products and gain an advantage over your competitors. Also, the tool will give you insights on how and where your brand stands in the industry, particularly knowing your Share of Voice within your industry.

(Synthesio)

 

4. Acquire Referrals or Third-party validation

No matter what size, industry and location, Referrals is one of the most crucial elements a business needs in order to grow. When you receive a referral from past clients, current clients, prospects, joint-venture projects, affiliates, networking opportunities, and sometimes even competitors shows you have gained trust and have built a good rapport with your client base. Thus, leaving a good amount of returns on your table without even working out for it.

(Sage)

 

Conclusion

Business growth is not embedded in any platform used but is worked on by creative minds and hands through time. As Steve Jobs put it: ‘“If you really look closely, most overnight successes took a long time.”

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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Growing Your Sales Pipeline: Part 1 – Sales Prospecting at Scale

Growing-Your-Sales-Pipeline-Part-1-Sales-Prospecting-at-Scale

One clear side effect of the fast-changing B2B buyer journey is that it’s now much more challenging to connect with sales prospects and convert new business leads. With more stakeholders involved and an overall longer, more convoluted buyer journey, most marketers find themselves unable to consistently deliver the right quantity and quality of potential customers.

But while almost two-thirds of businesses say generating leads is their biggest challenge, recent trends and stats reveal what high-performing marketers do differently, shedding some much-needed light on the best practices and tactics that actually generate solid results.

In this two-part series, we’ll take a look at 10 effective top-of-funnel marketing ideas based on the latest research on best-in-class B2B marketers in Australia. We compiled these tactics using findings from Green Hat’s Australian B2B marketing survey, along with stats from other sources, so that you’ll learn proven lead generation approaches backed by actual data.

In a nutshell, here are 10 things you need to do to keep up with top-performing B2B marketers:

  1. Document your marketing strategy the right way
  2. Work with TIDY marketing data
  3. Meet prospects where they actually are
  4. Focus on conversations, not just content
  5. Don’t do what everyone else is doing, unless…
  6. Always be selling the next step
  7. Help prospects find and use information faster
  8. Bake CX into your marketing DNA
  9. Separate the signal from the noise in your metrics
  10. Align, by all means, align

The first five of these pipeline growth strategies cover prospecting, and that’s going to be the main focus for today’s post.

 

Document your strategy the right way

According to Green Hat’s 2018 study, top-performing marketers in Australia are “significantly more likely” to document their strategy for customer experience, lead generation, and sales/marketing alignment compared to other marketers.

Coschedule also finds that marketers who document their strategy are 538% more likely to report success than those who don’t, while marketers with a documented process are 466% more likely to be successful than those without a documented process.

It’s clear that a written, well-defined strategy is what separates great marketers from the not-so-exceptional ones. That’s because documenting your marketing strategy forces you to outline the specific steps to achieve a result, and it provides a clear way to communicate what needs to be done.

Here’s a quick rundown of how you can start documenting your lead generation strategy (as outlined by branding company Marketing MO):

  1. List your channels
  2. Define the buying process
  3. Fill in the decision-making details at each step
  4. Check your assumptions with actual data
  5. Identify what the prospect needs to move forward at each step
  6. Choose the right metrics to gauge success
  7. Set conversion benchmarks for each step

 

Work with TIDY marketing data

Data compiled by SnapApp show that up to 50% of a typical marketing database is useless due to invalid records. In addition, poor marketing data can cost companies at least 12% of revenues as a result of misaligned targeting and lower sales productivity.

That’s why almost 9 in 10 B2B marketers consider data quality as a major driver of revenue and growth. That’s according to a report cited by MarketWatch which also finds that only half of B2B marketers feel confident about their data.

In the age of data science and big data, marketers can learn a thing or two about data scrubbing from data scientists and statisticians who spend more than 80% of their time cleaning data. Data scientists follow a concept called “tidy” data, which involves making sure their datasets meet all of the following four conditions:

  • Each variable (characteristic) you measure should be in one column (field).
  • Each different observation should be in a different row (record).
  • There should be one table for each “kind” of variable.
  • If you have multiple tables, they should include a column that allows them to be linked.

Keeping your data in a tidy format makes it easier to clean and maintain, as well as simplifies analysis and eliminates barriers/silos.

 

Meet prospects where they actually are

It’s hardly news that prospects interact with a vendor via multiple channels throughout their buying journey. The challenge is to uncover which channels tend to have the biggest impact on engagement and conversion.

According to Bizible’s State of Pipeline Marketing report, high-performing marketers rely on almost a dozen different channels to engage prospects—with the top three being word-of-mouth, SEO, and content marketing.

Additionally, Content Marketing Institute says that 79% of B2B marketers consider email as the most effective channel for demand generation. MarketingCharts also points out that events help generate the most leads, while case studies remain the best content type for accelerating the purchase process.

With so many marketing channels to choose from, it can be daunting to decide which ones to prioritize. Here’s what your channel selection process should look like:

  • Stick to what you must have, not what’s nice to have
  • Get each stakeholder’s buy-in first
  • Do your due diligence with independent sources
  • Use an objective, transparent method for evaluation
  • Know the specific outcomes and assign KPIs

 

Focus on conversations, not just content

Another key finding from the Green Hat study is that best-in-class B2B marketers in Australia are now refocusing their efforts toward sparking conversations, instead of only publishing content.

As leads constantly find themselves having to sift through page upon page of information to find what they’re looking for, content fatigue can stall a prospect’s movement along the purchase process.

That’s why top-performing marketers are doing their best to rise above their peers by embracing new ways to engage their audience. Content Marketing Institute says that 46% of B2B marketers now rely on interactive content to increase engagement. Marketers are also experimenting with other buyer engagement formats such as videos (66%), thought leadership (65%), and infographics (59%).

As Michelle Gautrin of Adobe puts it: “conversation is king; content is just something to talk about.” The digital transformation happening in marketing has given us a way to listen and keep track of what prospects and customers are saying about us in real-time so that we can respond accordingly:

  • Tap into conversations happening about your brand through social listening and online monitoring tools
  • Join in on these relevant conversations and make sure to stay on point
  • Turn these conversations into conversions by moving leads forward

Don’t do what everyone else is doing, unless…

Depending on which sources you consult, you’ll find that experts tend to disagree on a lot of crucial items that marketers decide on, like which things to increase their budget/spending on or which activities to prioritize or disregard.

For example, an article from MarketingCharts points the wide variations in such findings as the top B2B lead source (one study says it’s SEO, while another cites email). Of course, these discrepancies can probably be explained by sampling differences or something else entirely.

The main idea is that you don’t have to do what other marketers are doing unless it’s also what your own data and metrics are saying. When it comes to shaping strategy, it’s going to be your own results which will serve as your best guide.

That’s what top-performing marketers do. Green Hat mentions that best-in-class marketers tend to follow their own data-driven strategies for each of the three key activities that impact lead generation effectiveness:

  • Understanding the marketing audience
  • Focusing on pipeline outcomes
  • Adopting marketing technology

 

Conclusion

We’ve taken a look at five sales prospecting strategies that top-performing B2B marketers in Australia tend to follow. In the next blog entry for this two-part series, we’re going to study what highly effective marketers do to convert new business leads.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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Save Time (and Money) By Automating Your Emails and Marketing Tasks

Saving-Time-and-Money-By-Automating-Emails-and-Marketing-Tasks

The majority of marketing activities are extraordinarily time-consuming and also expensive. Creating emails, custom content, lead generation, and social media offers can’t be rushed without sacrificing the outcome. Fortunately, most of these daily marketing tasks can be automated. With the rapid advances in AI technologies, which seem to imply that it is not optional anymore, marketing automation is now considered a pillar of modern marketing.

However, it should be noted that not all content marketing tasks can be automated. Because software won’t be a substitute for humans for creating an insightful blog post regardless of how far AI progress go. Nevertheless, if automation is possible, then it should be done. The key to profitability is efficiency, and marketing automation is as efficient as anyone can get.

Here are some marketing activities that can be automated and set.

 

Marketing emails

Emails help receive and follow up on leads and also assist prospects through the sales up to the after-sales process. However, data reveals that companies are giving away too much time making emails. Over 68 percent of companies are taking a week or more to produce an email, with most companies producing one to five emails at any given time.

That further proves that a lot of time is spent only on email. Imagine if marketers will send out several emails in a month, with weeks adding up so fast. That means that they are spending too much time on an email, which leaves less time for other equally or more critical tasks or processes.

 

That is where automation steps in

To save the company precious time and money. Because automation frees up the time regarding typing and sending out emails, automation software can be used for checking. MailChimp and BuzzBuilder Pro are a great example of this.

MailChimp allows the storage of contacts at a time, segment and A/B test them. Campaigns can also be created, which may be saved for later use. It also enables the scheduling of email-to-send times for optimal open and click-through rates. This automation has features that allow set up of complex workflows that are based on triggers, letting the customers get the right email at the right time. BuzzBuilder Pro helps speed up and automate list building to assist in crafting personalized emails and connect with a LinkedIn account to follow up.

 

Automate content promotion

A great content is unparalleled regarding driving new leads or traffic. That is why content promotion is crucial in the growth of a business. However, having an impressive content alone won’t help. It needs to be promoted.

The majority of marketers are already using social platforms such as Twitter or Facebook to present their content, which is an excellent way of generating more leads, although it will require a considerable amount of time. Studies show that most marketers are spending one to ten hours a week on social media. However, composing posts and tweets can be a tedious job that doesn’t always provide a perfect ROI. That’s the reason why these processes should be automated.

 

Keep an eye on CRM with modern routing

There are a lot of marketing automation solutions available that support advanced CRM routing. Among these is HubSpot, which provides a free CRM to help the company organize and track customers. With HubSpot, interactions can automatically be tracked since it collates data regarding every deal,  all in one dashboard to enable mapping out of every customer journey. This dashboard lets teams sort out the lost or won contracts while monitoring the performance goals. The CRM of HubSpot tracks emails, calls, and meetings for every customer, as it builds personalized paths to purchase. It also provides landing pages, blogging, email, SEO ads, lead management, integrations, analytics, and more.

 
Takeaway: Marketing tasks take up a lot of time and money unless they are automated. Automation is profitable, comfortable, and efficient. An increasing number of marketers are doing it not only because it works, but also helps them a great deal. When there’s a need to streamline lead generation, scoring, and nurturing – automate. To enhance customer retention, measurement, and ROI – automate. No person would ever choose to spend weeks making reports on complex metrics such as ROI. With automated analytics, rest assured that there won’t be any costly mistake.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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The Australian Open: How to Hit an Event Marketing Grand Slam

The-Australian-Open-How-to-Hit-an-Event-Marketing-Grand-Slam

From the serious tennis aficionado to the casual fan, the Australia Open serves up something special for every eventgoer. During the next two weeks, not only will Melbourne Park be the place where the world’s best tennis players battle it out – it’s also going to be where hundreds of thousands of people experience a premier entertainment spectacle unlike any other.

The Australian Open has now become more than just a tennis tournament, and the story of how it was transformed into a widely-attended entertainment event offers valuable lessons for marketers to learn from.

Here’s what the Australian Open teaches us about holding successful event marketing campaigns:

 

Pull out all the stops

Before the Australian Open became a highlight of the tennis-playing world, it was widely considered a backwater, and some people even saw it as a poor copy of Wimbledon.

Nowadays, however, the Australian Open is known as “the Happy Slam” because it’s almost every tennis player’s favorite grand slam to play in. In fact, it was the legendary Roger Federer himself who first gave the event its nickname, capturing most tennis players’ sentiments toward the Australian Open.

Many players feel that the tournament organizers really go out of their way to make sure the participants get taken care of.

But there’s one thing that really turned the Australian Open from just a sporting event into a widely-attended spectacle. In an attempt to attract as large a crowd as possible, Tennis Australia (the event organizers) remade the Australian Open into a “festival that happened to have a tennis tournament going on at the same time.”

Today, the tennis matches form only one part of the Australian Open experience. The event now hosts dozens of activities to keep eventgoers engaged—from grand slam-themed food and drinks stall, to a weeks-long music festival.

This strategy has paid off very well in terms of boosting attendance numbers. Last year’s event attracted a record 743,667 fans, breaching the 500,000 mark in its first week.

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Adopt a data-first approach

The average company spends around 32% of their marketing budget on tradeshows and live events. With such a large share of spend going into this channel, marketers are under a lot of pressure to demonstrate solid results from live events.

Yet surprisingly, ROI from event marketing ranks as one of the most difficult results to measure and track. One key reason for this is that a lot of marketers have yet to follow a data-first mindset when planning and carrying out live event campaigns.

But with the tools available to event marketers today, it’s easier than ever to measure and manage tradeshow activities. Marketers can now use real-time analytics dashboards and attribution models to define metrics for success, gauge ROI, and justify spend.

That’s the direction that Tennis Australia took when it appointed digital marketing specialist Josie Brown as the organization’s Chief Insights and Marketing Officer, a newly-created role tasked with overseeing the execution of Tennis Australia’s data-driven marketing and branding strategies.

As technology brings new ways for fans to enjoy the sport, the event organizers now have a giant window to event activities that can help them gain actionable insights on event performance and deliver a rich experience for attendees.

With technologies provided by partners such as IBM, the Australian Open has transformed from a watch-only event into a fully-interactive, data-rich tennis tournament that millions of fans can immerse themselves in.

 

Know which tools to use and how to use them well

Over the years, the Australian Open organizers have shown their marketing savvy by adopting robust marketing tools and tactics—then using these to their full potential.

For example, during Australian Open 2015, Tennis Australia leveraged social media marketing to achieve the two-fold goal of increasing awareness and growing ticket sales. The tournament organizers developed and executed an extensive social media plan to increase fan engagement across different platforms before and during the event.

Tennis Australia then formed a dedicated social media team to carry out targeted campaigns on Twitter, Instagram, Facebook, and others—then tied these touches closely with live event activities. The results were very impressive: 300,000 new followers in two weeks, 14.3 million unique website visitors, and the event’s highest ticket sales to date.

Tennis Australia also demonstrated their mastery of paid social channels when the event organizer carried out a highly successful Facebook Ad campaign in 2018. The company wanted to add Facebook video and photo ads into its multi-channel marketing mix to promote ticket sales for Australian Open 2018.

The ads initiated Messenger conversations to purchase, which generated a 24.3x return on ad spend, along with a 16% lower cost-per-acquisition and 4,600 purchases during the run up to their 2018 grand slam event.

At around the same time, Tennis Australia deployed Australian Open Ticket Finder Bot, a sophisticated chatbot that helped the company directly sell tickets via social media. In its first week, the chatbot generated 170% more conversions than the usual ticket purchase link (turning 141 of 600 conversations into ticket sales) and recording an ROI of 25x.

 

Find the right audience and be ready to pivot

We’ve seen how the Australian Open’s strategic pivot has transformed the event into a premier sports spectacle. But the refocus wouldn’t have been very successful without a series of careful rebranding initiatives carried out by Tennis Australia a few years ago.

In 2016, the company unveiled a new identity for the Australian Open. The move was aimed at capturing a wider audience and reflecting the event’s new focus as a full entertainment brand.

One of the brand repositioning’s most visible signs was the replacement of the company’s longstanding “Serving Man” brand mark with the new “AO” logo.

According to Tennis Australia’s marketing manager, Jo Juler, the Serving Man mark no longer adequately represented what the Australia Open had now become, and it didn’t capture the wider audiences and personalities that Tennis Australia wanted to appeal to.

Also in the same year, Tennis Australia hired the services of a digital marketing company that specialized in Asian market demographics. The company was planning marketing campaigns aimed at the growing number of Chinese expatriates in Australia who were also becoming a prominent event audience segment.

Many experts believe that it was Tennis Australia’s move to reposition the Australia Open as the Grand Slam of the Asia-Pacific which led the event to finally mark its identity.

 

Conclusion

The Australian Open teaches us a lot of useful event marketing lessons. But the most important things to keep in mind are: doing your best to delight your attendees; letting data be your guide; knowing and using the right tools for the job; and becoming really familiar with your changing audience.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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How to Run a Rewarding Sales Outreach Using Content

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Digital marketers will never get tired of saying that content is king and there is a lot of solid and firm reasoning behind this. There are different types of content strategies for different markets, and the best way to establish your dominance in outbound marketing is getting your content straight.

Content that is planned carefully and presented creatively has the potential to boost the image and presence of your business. Deciding to do the traditional way of marketing to a target audience can be challenging. Nevertheless, success can still be achieved with its use.

Related: Dummies Guide for Content Marketing

 

Here are 5 different types of content that you can consider for your sales outreach:

 

1. Videos

Videos are a very powerful tool when intending to reach out to a target audience by means of advertising for instance. Short videos that are well thought out and executed creatively are bound to engage viewers right away. They are also able to contribute to increasing awareness.

52% of marketers believe that videos are a type of outbound marketing content that generates the best return on investment. It provides a strong leverage even for small and medium scale businesses allowing them to compete with big companies with an even bigger budget.

Studies show that companies who use videos in their outbound marketing campaigns can experience an average increase of 157% in organic traffic when people simply use search engines. Furthermore, videos are proven to help increase the time that potential clients spend on the website by at least 105%. When this happens, it simply means that there is a huge possibility that the viewer will take interest in your product or service.

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2. Case Studies

Case studies are considered the most effective type of content that is not as difficult to make as videos according to marketing professionals around the world in a March 2015 survey conducted by Ascend2, a company that provides research-based marketing for marketing technology organizations and digital marketing agencies.

This type of content highlights the benefits that clients experienced from using the product or availing of the service. Usually, case studies also magnify how the product or service contributed to the success of the client giving the testimony. This is very appealing to customers as it helps them weigh their options and consider their personal needs more intently.

When choosing a client to give a testimony, carefully screen the possibilities and choose someone whose belief in your product or service is unshakeable.

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3. Infographics

What better way to summarize all the crucial information about your business that customers ought to know than through infographics? This type of content gives you the freedom to put together multiple details in a single design without boring your readers. You can use bullet points to make it even more attractive, easier to read and digest as well.

Infographics may include statistics depicted by tables, charts or graphs to make it more appealing. The tricky part, however, is being able to come up with a layout that is not chaotic at first glance. You should be able to put together information on a design that is clean, simple and highly readable.

 

4. Social Media

Posts that are made public through social media are very promising mainly due to the fact that a lot of your potential clients are very active on various online platforms. Various social media platforms that include Facebook, Instagram and Twitter are making waves for so many businesses, big or small, because of its vast reach. They are quite easy to use and manage.

Social media has a powerful ability to influence purchasing decisions. They provide an effective avenue for product information, purchase reminder, product discovery, product recommendation, purchase location identification, and product sale or purchase alert.

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5. Interviews

Interviews are a great way to get your target market interested. It is known to be a high-performing type of content that enables you to position your product strategically in the market. You can be viewed as an expert in the field where our product is widely used.

Interviews can be done in several ways. You can initiate a webinar or a live stream on Facebook, you can produce a video content ahead of time and upload it in your YouTube channel, make yourself available in third-party interviews, and come up with a written interview that will be posted in your blog to name a few.

When planned well, interviews can boost awareness for your product. It also has the potential of growing your following in a short period of time once it goes viral.

With just a little planning you can create strategies that will drive your business to the next level and guarantee growth in the future! Stay tuned to learn more about outbound marketing and how it can help your business succeed.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

 

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