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+.

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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

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+.

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

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

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

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 (Blog Image)

How to Run a Rewarding Sales Outreach Using Content

How-to-Run-a-Rewarding-Sales-Outreach-Using-Content (Blog Image)

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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Quiz: Which Music Genre Matches Your Selling Style? (Blog Image)

Quiz: Which Music Genre Matches Your Selling Style?

Quiz: Which Music Genre Matches Your Selling Style? (Blog Image)

If you could put together the perfect soundtrack to your sales career, what would it sound like? Rock? Reggae? A bit Jazzy? Or perhaps Classical? We all know that personality shapes musical tastes. So it wouldn’t be a huge stretch to think that your playlists reflect your selling style, too. This short quiz lets you discover the right music genres for your particular sales personality.

Selling styles generally fall into four main types, each with its own set of representative personality traits:

  1. Hunter (driven)
  2. Farmer (expressive)
  3. Shopkeeper (amiable)
  4. Repairman (analytical)

While musical tastes come down to individual preferences, research continues to show some pretty striking links between music genres and personality types. Find out how well your favorite tracks align with your sales personality.

Take the quiz

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Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)

Lead Generation for Startups: Profiling and Engaging Ideal Customers

Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)

Startup owners need to be more strategic and intentional with their marketing strategies. Traditional marketing is out of the question with a tight budget.

A better approach is customer-centric. Target buyer personas are most likely to engage with your brand, easy to retain, and are more loyal. In this article, we discuss how to create these personas and interact with them.

 

Understanding your Audience

Most people have characteristics and traits they want in an ideal partner. When you find a person that matches your perfect partner, you woo them and care for them, so your relationship becomes long-term.

In business, we do not offer or goods and services to everybody. The wrong customer can bring down potential customers. When you find customers that fit your profile of ideal buyers, your goal is to create long-term clients. Just as it is expensive to woo a new partner, so is mass marketing a costly ideal.

Customer insight is essential to compete on a tight budget and personalise your service. You know when to hire additional staff, create promotional adverts, and launch your campaign to the right audience when they are most likely to buy. Here are some ways to collect customer data:

 

Creating Buyer Profiles

Start by creating buyer personas or descriptions of your ideal customers. You can have segmented buyer personas based on demographics and values. Necessary information may include location, gender, age, budget, occupation, interests, buying habits, concerns, and motivations.

A B2B Marketer’s Guide to a Fresh Marketing List (Blog Thumbnail)

Check out our guide to making sure that your data is optimised for your lead generation and appointment setting campaigns.

 

Website Analysis

Analyse customer interactions on your website as well. Analytic tools determine your customer’s buying journey from start to finish. These tools also help identify holes where buyers stop in their journey.

Basic Principles of Action-inducing and Lead Generating CTAs (Blog Thumbnail)

Generate more inbound leads using our guide to making lead-generating call-to-actions (CTAs)

 

Market Research

Sometimes, the quickest way to get the information you need is to ask. Do market research on your existing customers through customer surveys, feedback forms, mystery shoppers, online reviews, and forums. When you take the time to listen to your customers, you learn from them, clarify your existing knowledge, and make them feel valued.

 

Online Paid Surveys

Web surveys are great, but with paid surveys, you gain detailed information from your customers. Target existing customers and your strongest buyer segments when providing incentives.

Implementing a Successful Multi-channel Survey Campaign (Blog Thumbnail)

Improve survey response rates and get ideal results using our pointers on how to leverage different channels to conduct your B2B survey campaign.

 

Engaging Ideal Customers

Customers are most likely to participate when a brand comes alive. Communicate with your audience, ace your customer service, and continually ask for feedback.

Let us discuss some ways to engage with your audience:

 

Get Social

A business page on major social networks better establishes your startup. It attracts local customers and makes your business more trustworthy. Social analytics tools are also vital to data collection.

 

Provide Value

Create content that is relatable to your audience. Establish yourself as a thought leader. Publish blogs, video content, and freebies that add value to the lives of your customers. Let them see how your solutions fit into their daily lives.

 

Direct Marketing

What you communicate speaks volumes about how much you know your audience. Personalise message directed at your target audience tells them you listen and value your business relationship. It is equally essential to identify channels your audience uses the most to communicate with you, such as email, website, Facebook messenger, Twitter DM, or phone.

The Top Five Marketing Channels In Terms of Conversions (Blog Thumbnail)

Let’s take a look at the five strategies that deserve a Best in Lead Conversions Award

 

Once you had your customer profiles and targeted messaging, you can utilise the following strategies:

  • Send a Message on Social Media– Encourage existing customers to engage more often with discounts and birthday coupons sent directly as a personal message.
  • Email Marketing– This cost-effective strategy, when done right, is beneficial. Avoid sending mass emails that end up in spam. Target subscribers and buyer segments that get more use out of your offer.
  • Direct Mail– Millennials are highly responsive to this type of marketing. Postcards, catalogues, and handwritten personalised messages capture their attention. If your clients are oldies, you know they prefer physical mail to digital mail.
  • SMS or IM– Your mates are on their mobile phones more than on any device. This messaging encourages responsiveness, but you need to take caution. Only send messaging relevant to the needs of your customers.

 

Wrap Up

Competition and the pressure to meet sales goals push startups to improve their strategies. Start on the right foot by building profiles of your ideal customers and getting insight into their buying journey. Communicate with them with relevant content that provides value, ask for feedback, and promote directly with targeted messaging. Retaining ideal customers will be better for your brand in the long-term than continually marketing to a large group of Aussies that may or may not need your product or service.

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 Top 5 Digital Marketing News and Events of Q3 Blog Image

The Top 5 Digital Marketing News and Events of Q3

The Top 5 Digital Marketing News and Events of Q3 Blog Image

The world of marketing is always changing and there are always advancements that really drive our industry forward.

As business operators or marketers, it is of utmost importance that you are updated when it comes to the most recent trends and improvements not just in marketing strategies, but also where your promotional platforms are involved. With the amount of data made available every day from multiple content sources globally, platforms such as Google should constantly be on the lookout in order to maintain the quality and high-quality features of its services.

It is best to learn about new features, functions, applications, tools, and programs made available to both paying and non-paying users in order to maximize available services for the benefit of your business or campaign. In some cases, upgrades may have cost implications on your marketing strategies, demand longer hours of work or an overhaul of your promotional activities.

At the end of the day, you need to find ways how you will be able to continue with your marketing campaigns without compromising the ranking and online presence of your business. When your business is on the line, there is no room for surprise. Here the top 5 marketing news and events of last quarter you ought to know:

 

Facebook introduces new tools that intend to help users manage their time when using social media networks.

As a response to concerns raised by mental health organizations directed at Facebook and Instagram citing the addictive effects of social media usage in this present age, Facebook has decided to introduce a new tool that aids in time management to remind users of the length of time they have already spent on the social network site.

This tool can easily be located in the settings portion of both social media networks. It generates helpful data on how long you have spent browsing your accounts for the past week. This new tool also has the ability to remind you when you have exceeded the ideal length of time you wish to spend on both social media accounts.

 

Facebook launches a new tool to create mobile video ads.

Advertisers can now enjoy the ease of creating new video advertisements as Facebook recently launched a new tool that allows them to create new materials using photos. This new tool automatically converts the video into a mobile-friendly format. Advertisers can choose from four unique templates that include promoting a product, selling multiple products, driving product discovery, and showing product benefits. 

Social Media Metrics to Track in 2018 (Blog Thumbnail)

Optimise your Facebook & Twitter campaigns using our guide on the most important metrics to track.

 

Google releases its broad core algorithm update.

The broad core algorithm update, simply put, is giving priority ranking to content that bears quality and reliable information. While Google is constantly known to make updates to improve its services, this recent one has no known “fix,” much to the dismay of a lot of marketers and SEO specialists. As a general rule, Google is sending out the message that it wants content providers to maintain high standards for Google users worldwide.

 

Google runs tests on FAQs, Q&As and how-to featured snippets to improve search results function.

This newly introduced feature from Google intends to help users identify whether the responses they are getting from their Q&A forum site is close enough to the kind of information they are seeking. The Search button offers a preview of the potential information that the user is looking for to make it easier and faster for them to locate the right ones.

As marketers or business operators, this means that content should be made in such a way that it contains structured data so that it will easily come out in the Q&A format within the search engine results page (SERP).

The Australian Digital Marketing Landscape Forecast (Blog Thumbnail)

Here’s a preview of what the Australian digital marketing landscape looks like in 2019.

 

Twitter eliminates cross-post to Facebook.

Just in case you haven’t noticed yet, you can no longer cross-post to Facebook using your Twitter account. While this function proved to be very convenient for users, Twitter sadly announced this news due to Facebook’s lockdown of its API platform. This was brought about by the Cambridge Analytica scandal where 87 million Facebook users complained after their data was harvested and shared without consent.

No need to worry, however, as there is another way you can share your Twitter content. All you need to do is copy the URL of your tweet and paste on your Facebook status to share the content.

It seems as if plenty of companies have been making moves this month and we have to wait and see how this will change the current marketing landscape.

 

So there’s our roundup of the top digital marketing stories of the previous quarter. Stay connected with us to find out the latest and the greatest marketing news and insights.

 

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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A B2B Marketer's Guide to Developing a Successful Marketing Tech Stack

A B2B Marketer’s Guide to Developing a Successful Marketing Tech Stack

A B2B Marketer's Guide to Developing a Successful Marketing Tech Stack

Developing a successful marketing stack is extremely important if you want to thrive in the technological landscape of the 21st century.

If your company or business still does not have initiatives to build up your marketing technology stack, it is probably one of several reasons why your competitors are way ahead of you in the game. By now, you should have made “marketing technology stack” a household name for you and your team. This means working towards bigger initiatives to invest in updated technology that will give your business the online marketing boost it needs in order to reach more and more people worldwide.

Aside from meaningful and well thought out content, you also need to invest on marketing software solutions that allow you to access, process and store huge amounts of data that will be very helpful when you intend to sell a product or service. It is also highly recommended that you work on building your own marketing tech stack when every intention to meet all of your marketing goals in a given period of time.

In advertising and promotion, for instance, marketing activities commonly include public relations, video advertising, mobile marketing, social media advertising, and content advertising to name a few. A well-programmed marketing tool added to your tech stack can make all these activities easier and faster to achieve. Other areas where you will be needing a reliable tech stack would include your optimization, email marketing, and automation needs.

 

Here is a guide to building your ideal marketing tech stack to make your business very competitive:

 

1. Give importance to analytics.

Give priority to technology that filters and processes micro-conversions such as when potential clients subscribe to your newsletter, fill out survey forms or simply create an account on your website. These little actions mean that something about your content attracted the interest of your target client. Put together, multiple micro conversions can mean a great dealer your business.

Use predictive analytics with assistance from a well-designed software program to help you and your team make sound and intelligent strategies that will convince your target market to avail of what you are offering.

Use your collected data to your company’s advantage. Study the little details and do not overlook them. Always make them part of the bigger equation of things so you do not end up overlooking details that can contribute greatly to your marketing initiatives.

A Visual Guide to Telemarketing Performance Metrics [INFOGRAPHIC]

For starters, learn about the metrics of telemarketing and start measuring your phone-based campaigns’ performance with the help of our infographic.

 

2. Invest in a reliable content management system (CMS).

To better equip your content creators to be strategic about what they write, consider incorporating SEO information in your CMS. This will ensure that your content team is well aware of words, phrases, titles, number of words, and descriptions that will boost your optimization.

Maximize the benefits that can be gained from tagging and categorizing. Categorizing will help you and your team of writers come up with more personalised email content.

Track the performance and effectiveness of your content with help from your CMS. A marketing automation software will also come in very handy when you wish to find out how many visits your page garnered in a given period of time.

Related: The Top High-Impact Marketing Technologies Influencing B2B in Australia Today

 

3. Invest in a tool that will boost your email marketing activities.

Choose only the best and trustworthy email marketing service. As can be expected, you would want an email service that offers high deliverability and the ease of managing your contacts, groups and other important categories.

Study the statistics that your email platform will generate for you. It is best to find out when is the best time to send emails, how often and how long the content should be when promoting a certain product or service.

Remember that fortifying your marketing tech stack is really about gaining an edge over several competitors out there in the market who are also thinking of many ways to stay ahead of you. Our digital generation has made marketing easier, yet highly competitive at the same time. Staying competitive means having the same technology as your competitor or even better.

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Takeaway:

While technology does not fully guarantee the success of your marketing campaign sans the human hands that are operating it, it is still quite promising in terms of how easy and fast your team will be able to execute activities and generate helpful data at the same time. At the end of the day, having the best technology and the most talented employees will do wonders for your business.

Be sure to cleanse your data and verify every time you have a chance to in order for you to come up with better results in each and every time. So what are you waiting for? It’s time for you to start developing that marketing stack today.

 

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+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

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Create a Winning Value Proposition and Start Closing More Deals

Create a Winning Value Proposition and Start Closing More Deals

Create a Winning Value Proposition and Start Closing More Deals

It’s a marketing statement, not a simple one, but something that convinces potential customers that a certain product or service will add value to resolve a problem. Companies create these value statements to make their target market aware of the difference they offer from competitors.

 

Here are some tips:

 

Identify your audience

Even if you put in much effort and time coming up with a killer product, but targeting the wrong audience, all these will just go to waste. So, get to know who has the need for your product, the one who would benefit from it.

  • Narrow down your focus on which specific effort should you prioritize and determine what are the needs that your product could fulfill. Who is likely to use your product. To answer such question you need to have to profile your target audience according to age, buying power, geographical location, and marital status.
  • Utilize a market selection process through filters like gender and age range. As you narrow down these filters you will eventually arrive into a specific date that will bring you to the interest of your target audience.

Related: 13 Reasons Why You Should use Data Profiling and Get Accurate IT Contacts

 

Connect with your audience

You need to establish a relationship between your product and your audience. It may not be an easy task to know your prospects to the core, and sometimes it may have to take things on a personal level, but that is a requisite on getting your audience behind you.

  • Open yourself up and let people in. This will create a bond between you and your audience. A good example would be a be product launched. Listen to your audience, converse with them using various channels and acknowledge their feedback.
  • Engage your audience in many different ways. A conversation, a video, a blog, leverage on every channel available just to get your audience within your circle.

Related: Implementing a Successful Multi-channel Survey Campaign

 

Know well your competitors

You just don’t join in a race without looking at your opponent’s face, who they are, their body built, how tall they are and how good their tools maybe.

  • Wars don’t just happen by impulse. Warriors convene and plan both the attack and the defense, and knowing your enemies well will give you a comprehensive idea on how, when and where to beat them. Engage your competitors.
  • But before you can engage the enemy, know yourself well first – identify your strength, your weaknesses, how you may make adjustments in order to get into the frontline, your foundation and your chain of command. Once you know yourself, you are ready for the battle.

Related: Warning: Don’t let Your Market Competitors Eat you Alive

 

What difference does your product make

You can’t just copy what your competitors offer, instead create something that goes beyond customer expectation. Use this in creating a clear mission statement with a promise of clear-cut benefits to your target customers.

 

Speak their language

Based on your filtered data, use the language your target customers speak to substantiate your content. See how you value proposition can easily be absorbed, understood and adopted by your target 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+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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Sales Pipeline Management: Chasing and Engaging Lapsed Leads

Sales Pipeline Management: Chasing and Engaging Lapsed Leads

Sales Pipeline Management: Chasing and Engaging Lapsed Leads

Every successful lead generation campaign has its share of failure points. These failures, when not coped, may affect campaign results or worse, would hit all your lead generation efforts on a dead end.

A lapsed lead is one of the reasons that may contribute to the failure of your lead generation efforts. How you manage these lapsed leads would either make or break a campaign’s results.

Yes, you read it right, manage lapsed leads. This means that you will have to re-profile these lapsed leads whether they are still good enough to bring back your customer or contact pipeline or not. Give each lead its benefit of the doubt.

Before you pick up that phone or send that email to chase or reconnect with a contact of a lapsed lead, take the following steps:

 

Run another round of profiling campaign

Run a profiling campaign for these lapsed leads. Although you have done it before, it won’t harm to do it again just to ensure you will be dealing with a qualified contact with accurate information, more so, will not be putting your lead generation time and effort to waste dialing to ‘negative’ contacts like ‘no answer’ or  ‘not interested’.

Related: 13 Reasons Why You Should use Data Profiling and Get Accurate IT Contacts

 

Pre-qualify those lapsed leads again

Read the notes and digest the interactions between you and the prospect. The conversation must weigh more positively in showing a window for you to be able to reconnect with the prospect.

Related: MQL vs SQL: A Guide To Proper Sales to Marketing Leads Handoff

 

Make them feel you are there again

Most marketing experts suggest that when reviving a lapsed lead, you have to make it more personal in terms of communicating. That’s good, but quite an aggressive tactic. Before you do so, make the prospect feel you are coming around the circle again by sending him content that contains valuable links which would help him decide to say ‘yes’ to see you again on another appointment.

Related: The Do’s and Don’ts of Sales: How to Make Your Prospects Say ‘Yes’

 

Reactivate interest of old/lapsed leads

This is not an easy task. Some prospects may not have the same feeling or impression towards you – as a company, product or service, now and from the last time you spoke with them. You may mention some topics which you have discussed with them before but should not keep you from sharing new features, and unless they would ask you to recall. Instead, bring up more of the new items like a new product, service or promotional stuff that would entice them to engage with you again.

 

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+.

 

 

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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