Posts

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+.

Master lead management in 6 easy lessons delivered straight to your inbox!

Take our FREE Lead Management Bootcamp today.

The 6-day Lead Management Bootcamp CTA

Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)
The Top 5 Digital Marketing News and Events of Q3 Blog Image
A B2B Marketer's Guide to Developing a Successful Marketing Tech Stack
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+.

Master lead management in 6 easy lessons delivered straight to your inbox!

Take our FREE Lead Management Bootcamp today.

The 6-day Lead Management Bootcamp CTA

Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)
The Top 5 Digital Marketing News and Events of Q3 Blog Image
A B2B Marketer's Guide to Developing a Successful Marketing Tech Stack
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

Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)
The Top 5 Digital Marketing News and Events of Q3 Blog Image
A B2B Marketer's Guide to Developing a Successful Marketing Tech Stack
MQL vs SQL: A Guide To Proper Sales to Marketing Leads Handoff

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

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

Sales and Marketing experts collaborated to give the best guide to proper leads handoff. Here’s some sage advice from them.

 

Automation

Marketing Automation

Hubspot suggests automating lead handoff from Marketing to Sales following a specific process, starting with determining the appropriate timing when a lead become “sales qualified’. The lead handoff process contains the important communication made between the two departments.

  • In cases where a lead is returned from Sales to Marketing when further nurturing is needed or become unqualified, the marketing team may opt to continue to track the lead by sending content in order to get the prospect to give accurate information.
  • But when a lead becomes an opportunity, utilize an email flow with useful content which is relevant to the decision making of the prospect.
  • When a lead is lost, do not give up on that lead. Keep nurturing them, give them the chance to get back to your customer pipeline soon.

Related: How Marketing Automation Increased My Client’s Appointments in 30 Days

 

Identifiable Touchpoints

Touchpoints

Business2Community shares that a clear handoff process should have identifiable touchpoints at each stage for both departments. Using a spreadsheet or a central database that contains all activities done for such lead will help provide a clear handoff process:

  • Getting everyone held accountable for distinct responsibilities, showing each department’s touchpoints
  • It’s a guide that would let everyone know what has been done and what still needs to be done to a lead to complete its life cycle.
  • It will help improve both Sales and Marketing’s ability to determine a sales pipeline entry point. Sales may use some triggers to get an MQL into an opportunity through a demo, free trial or consultation.    
  • It holds value between Sales and Marketing, knowing where to look for the most updated list of MQLs.
  • A tool that is rock solid, closed-loop reporting. This can be achieved by building a process that sits on the top of the CRM by clearly establishing an understanding of the proper handoff strategy.

 

Marketing-ready to Sales-ready

MQL to SQL

Marketo, on the other hand, has 7 ways to turn marketing qualified leads to sales qualified leads:

  1. More consistent and better quality follow-up on leads would result in better or higher conversion of leads into opportunities.
  2. Faster lead response times would give better conversion rates.
  3. Better economics. Salespeople close deals with qualified sales candidates, not doing otherwise like educating raw leads or unqualified prospects.
  4. The human touch enhances lead nurturing through personalized thought leadership and value based on the lead’s pain points.
  5. Working with superior data or the most accurate information in the CRM.
  6. Improved revenue cycle analytics, being able to identify where the problem’s root and resolve it faster with better follow-through process.
  7. Talent development for sales means to have sales knowledgeable and skilled people in the team who understand the business well and can carry out quota while reducing hiring work.

Related: The Killer Way To Convert Leads Into Sales

 

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

How to Future-Proof Your Energy Company's Marketing Strategy
The Top High-Impact Marketing Technologies Influencing B2B in Australia Today
5 B2B Email Marketing Goals that Make or Break Results [VIDEO]
The Do's and Don'ts of Sales: How to Make Your Prospects Say 'Yes'

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

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

The magic word in sales is often debated, but we’ll all agree that when a prospect and a potential addition to your client-base says “yes”, it’s definitely music to your ears. Here are a few things that you have to say “no” to make sure that your client says “yes.”

Persuading a prospect to say “yes” is not as easy as most experts make it sound. In fact, a bigger percentage of prospects will most likely say “no” after the first meeting if the presentation was not designed to be convincing enough to warrant a “yes.”

Every marketing and salesperson is well aware of this truth. That is why the act of persuasion is fast becoming an “art.” There are numerous teaching available about how to make the best presentation or proposal, but not everything you read or hear about will work for you beautifully. At the end of the day, you need to find the formula that will best suit your corporate culture, work ethics and personal values. What works for another may not necessarily work for you.

Fortunately, we can learn a thing or two about human psychology when it comes to business, sales, marketing, and convincing the mind to step out of its comfort zone and say “yes” to something totally new, unchartered and potentially groundbreaking. Remember to say “no” to certain practices and “yes” to those that will benefit you greatly in order to take your company to the next level.

 

Say ‘no’ to these:


1. Using complicated and overwhelming tables, charts and statistics.

One of the key things to remember when making a proposal to your prospect is to make it as simple as possible. Avoid intimidating or boring your prospects by bombarding them with data that they may not be able to appreciate at first glance. If your proposal is backed up by important numerical data, then you might want to consider presenting a summary only instead of letting your prospects go over myriads of tables and charts.

 

2. Letting your emotions get the best of you.

It is normal to be passionate about what you are proposing to your clients. However, if you’re not careful, your proposal might end up sounding like a sappy old romance film ridden with emotions that are too heavy to process. If you want your prospects to say “yes,” you would want to excite, inspire and make them hopeful about your proposal.

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

 

3. Promoting something that has hazardous effects.

People nowadays are becoming more and more keen about their health and keeping the environment clean and safe. Anything that affects these two in a detrimental way is a major “no.” Go for something that promotes or advocates a healthy lifestyle and green living. People would be more than willing to consider something that protects these two.

Related: A Marketer’s Guide To Selling To The 4 Types of B2B Decision Makers

 

Say ‘yes’ to these:


1. Make your message more about the needs, wants and interests of your prospects

When you are trying to convince your prospect to say “yes” to something, you have to dwell more on what interests him, what he needs and what would make his life easier and more meaningful. Avoid highlighting so much about what your company wants to achieve in the next couple of years or how it has grown exponentially over a short period of time because of hard work and other important work values. While these things are also important, detailing them may not be really as relevant as you hope they would be.

Doing this tip makes your reader feel important and that you care about the decision he makes. It will give your reader the impression that you care little about the monetary gain, but more for how his purchase will impact his life. When you embrace this approach wholly, it can do wonders for the integrity of your business.

Related: The Difference with Australia-specific Content to Generic Ones 

 

2. Do your research seriously

Research on the following:

  • The purchasing behavior and patterns being practiced by your target market;
  • Products that will address very basic yet often overlooked needs;
  • How your product can solve some of the most pressing problems that your clients face every day;
  • Proof and valid testimonies that will raise the integrity of your product; and
  • Benefits of the service/product to the buyer

Related: Lead Generation for Specific Verticals: A Guide for B2B Companies

 

3. Back up the claims about your business in your proposal or presentation with concrete evidence

Making a prospect say “yes” to you means convincing him enough that putting his money on your proposal is a worthy investment. You will only achieve this when you have made him confident. A person’s confidence is built when you use authentic data and strong evidence to support your claims.

 

Once you apply a few of the tips that we’ve laid out here, then you’ll certainly notice a world of difference in your sales appointments 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

 

 

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

Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)
The Top 5 Digital Marketing News and Events of Q3 Blog Image
A B2B Marketer's Guide to Developing a Successful Marketing Tech Stack