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Top 6 B2B Lead Generation Trends in Australia for 2020 (Featured Image)

Top 6 B2B Lead Generation Trends in Australia for 2020

Top 6 B2B Lead Generation Trends in Australia for 2020 (Featured Image)

The world of B2B is as dynamic as B2C and sales processes are consistently evolving, from new things to try out to different variations of tested marketing and lead generation strategies.

Today we take a quick look at B2B lead generation trends in Australia in the run-up to 2020 and how we can take advantage of these trends for optimal growth!

 

ABM

Account-based marketing is still (and will remain) to be one of the most powerful ways of connecting with your prospects in B2B sales. Its core value is proper market segmentation, and its results have been promising in numerous industries.

What everyone loves about ABM is that it is a testament to the power of creating personalized campaigns to engage different buyer personas within a market. Its premise is simple, segment your market, create personalized campaigns, and treat those segments as markets within themselves.

 

Content… That Engages

Content is still definitely king in 2019, and it will remain to be king in 2020 and the years to come. However, the rules are changing.

Businesses are now concentrating on content that actually brings forth engagement from their customers – it seems as if they got a lesson from B2C – since it is a more effective way of getting personal with potential prospects.

This statement does not mean that we should start saying goodbye to whitepapers and case studies, but it’s time that we turn the content that we release into more visual pieces that can be appreciated by anyone at a glance. Infographics are great, but it shouldn’t just stop there, create content that is worth spending time with, and that doesn’t just aim to convert.

 

The Use of Influencers in B2B Campaigns

We won’t be seeing famous reality show stars as the faces of new B2B products, but what we will be seeing are industry-specific leaders. They will help pave the way for B2B companies to sell their products and be more relevant.

A lot of industry leaders carry weight with their opinions and the way that they do things – just like in a B2C market – and B2B companies have realized that these influencers’ opinions carry a lot of weight.

Being able to leverage that weight will mean that a B2B company can take advantage of an influencer’s following and translate that into exposure for their company. There are a lot of medium-scale influencers that can go for event marketing slots, sponsorships, and even content creation.

It is exciting to think of how these influencers will revolutionize B2B marketing as a whole.

 

Personalized Content

The reason personalized content works is that it makes the end user feel as if they are consequential and unique to the company. Almost nobody likes to receive generic replies or email newsletters, your prospects can feel the disconnect, and it is impersonal.

It doesn’t matter where you use personalization. You can use it in your email outreach and lead nurturing campaign, the content that you deliver, and in any form that you can think of. Being able to personalize is the way into the future.

Remember.

Everyone deserves to feel special.

 

LinkedIn Will Play a Major Role

LinkedIn is sort of like the B2B playground social media playground, and it’s undoubtedly influencing digital marketing in the business world. We all expect LinkedIn to be the more serious social network compared to Instagram and Facebook.  As such, it has remained to be the network of choice when communicating business with businesspeople.

Being able to leverage LinkedIn is going to be vital as you release content for your B2B prospects. A lot of people are now taking advantage of the video features of LinkedIn, and it is now an absolute must that you release something in video form.

 

Bonus: AR and VR

We have had some significant AR and VR capabilities for quite some time now, but we are still in the infancy stage of being able to utilize them to their full capabilities. Augmented and virtual reality will be able to play a role in the way we deliver content to our prospects. For example, you can create a virtual tour around a factory for your prospects to view without them leaving the comfort of their office.

Harnessing this technology for content creation automatically makes your content engaging, and it is up to your creative team to come up with a strategy to back this up to its fullest.

 

As you can see, there are a lot of key takeaways that you could be doing differently in the Aussie market. All it takes is just a little innovation mixed with some creativity. Always try to push the boundaries further whether it’s strategizing your pipelines or maxing out your appointment setting strategy, there’s always room for growth this coming year!

 

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+.

7 Dreadful Cold Calling Mistakes Salespeople Should Avoid (Featured Image)
Email Marketing Hygiene Tips for 2020 (Featured Image)
The ABM Way of Attracting and Converting B2B Leads (Featured Image)
Top 6 B2B Lead Generation Trends in Australia for 2020 (Featured Image)

Top 6 B2B Lead Generation Trends in Australia for 2020

Top 6 B2B Lead Generation Trends in Australia for 2020 (Featured Image)

The world of B2B is as dynamic as B2C and sales processes are consistently evolving, from new things to try out to different variations of tested marketing and lead generation strategies.

Today we take a quick look at B2B lead generation trends in Australia in the run-up to 2020 and how we can take advantage of these trends for optimal growth!

 

ABM

Account-based marketing is still (and will remain) to be one of the most powerful ways of connecting with your prospects in B2B sales. Its core value is proper market segmentation, and its results have been promising in numerous industries.

What everyone loves about ABM is that it is a testament to the power of creating personalized campaigns to engage different buyer personas within a market. Its premise is simple, segment your market, create personalized campaigns, and treat those segments as markets within themselves.

 

Content… That Engages

Content is still definitely king in 2019, and it will remain to be king in 2020 and the years to come. However, the rules are changing.

Businesses are now concentrating on content that actually brings forth engagement from their customers – it seems as if they got a lesson from B2C – since it is a more effective way of getting personal with potential prospects.

This statement does not mean that we should start saying goodbye to whitepapers and case studies, but it’s time that we turn the content that we release into more visual pieces that can be appreciated by anyone at a glance. Infographics are great, but it shouldn’t just stop there, create content that is worth spending time with, and that doesn’t just aim to convert.

 

The Use of Influencers in B2B Campaigns

We won’t be seeing famous reality show stars as the faces of new B2B products, but what we will be seeing are industry-specific leaders. They will help pave the way for B2B companies to sell their products and be more relevant.

A lot of industry leaders carry weight with their opinions and the way that they do things – just like in a B2C market – and B2B companies have realized that these influencers’ opinions carry a lot of weight.

Being able to leverage that weight will mean that a B2B company can take advantage of an influencer’s following and translate that into exposure for their company. There are a lot of medium-scale influencers that can go for event marketing slots, sponsorships, and even content creation.

It is exciting to think of how these influencers will revolutionize B2B marketing as a whole.

 

Personalized Content

The reason personalized content works is that it makes the end user feel as if they are consequential and unique to the company. Almost nobody likes to receive generic replies or email newsletters, your prospects can feel the disconnect, and it is impersonal.

It doesn’t matter where you use personalization. You can use it in your email outreach and lead nurturing campaign, the content that you deliver, and in any form that you can think of. Being able to personalize is the way into the future.

Remember.

Everyone deserves to feel special.

 

LinkedIn Will Play a Major Role

LinkedIn is sort of like the B2B playground social media playground, and it’s undoubtedly influencing digital marketing in the business world. We all expect LinkedIn to be the more serious social network compared to Instagram and Facebook.  As such, it has remained to be the network of choice when communicating business with businesspeople.

Being able to leverage LinkedIn is going to be vital as you release content for your B2B prospects. A lot of people are now taking advantage of the video features of LinkedIn, and it is now an absolute must that you release something in video form.

 

Bonus: AR and VR

We have had some significant AR and VR capabilities for quite some time now, but we are still in the infancy stage of being able to utilize them to their full capabilities. Augmented and virtual reality will be able to play a role in the way we deliver content to our prospects. For example, you can create a virtual tour around a factory for your prospects to view without them leaving the comfort of their office.

Harnessing this technology for content creation automatically makes your content engaging, and it is up to your creative team to come up with a strategy to back this up to its fullest.

 

As you can see, there are a lot of key takeaways that you could be doing differently in the Aussie market. All it takes is just a little innovation mixed with some creativity. Always try to push the boundaries further whether it’s strategizing your pipelines or maxing out your appointment setting strategy, there’s always room for growth this coming year!

 

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+.

7 Dreadful Cold Calling Mistakes Salespeople Should Avoid (Featured Image)
Email Marketing Hygiene Tips for 2020 (Featured Image)
The ABM Way of Attracting and Converting B2B Leads (Featured Image)
The Little Red Dot with a Big Mark in the Global Market (Featured Image)

The Little Red Dot with a Big Mark in the Global Market

The Little Red Dot with a Big Mark in the Global Market (Featured Image)

Singapore’s rapid growth rates and global market reach made it as one of the four “tigers” of Asia, along with Hong Kong, South Korea, and Taiwan. Its economic prowess emanates from being keen on exports, an educated populace and high savings rate, which makes it the center of trade and financial business in the Asian region. Although these economic potentialities were not inherent to the people, a leadership so motivated to rise from the aftermath of colonization and recession brought Singapore to its global stature. 

From a poor fishing town, Singapore opened its doors to industrialization in the 70s which paved the way for economic, cultural and political globalization. The government’s thrust on economic growth, support on business and limitations on democracy, transformed the city-state into a core nation that is safe, free of corruption and low taxes, and the main attraction to foreign investors.

As it started to embrace technology innovations in the 2000s, the city state’s business sector boomed. It was a breakthrough which drew giant players like Facebook, Alibaba and Google, and many other big-time players to open regional offices in the lion city. On the other hand, local brands found their way to take a leap across continents in a wide range of industries including food and beverages, retail, financial, hospitality, tourism, healthcare, and business professional services. 

Out of the waves and vacant lands, Singapore now cradles beautiful skyscrapers and grandiose architectures that are mostly headquarters to many global industries.   

Marina Bay, then and now.

Marina Bay - then and now

 

Benefits of Expanding Your SG Business in the US

Singapore was recognized by The World Bank as the second easiest place to do business in the world in 2018. Such high standing enticed first world countries, like the United States, to consider the lion city as a strategic partner. The following attributes are the main reasons why they welcome Singapore brands in their respective markets:

  • Open and corrupt-free business environment
  • Prudent monetary and fiscal policies
  • Transparent legal framework
  • Active industrial policy that targets fiscal incentives, increase public investment, promotes the development of skill sets attractive to foreign investors.
  • Focuses on economic diversification 
  • Well-secured property rights
  • A good trading post

Singapore’s keen economic freedom score of 89.4 is the second-highest among 43 countries in the APAC region in the 2019 index, which sums up its financial success.  

 

Tapping into the US Market

Expanding business operations in foreign markets is invaluable. It lets you create a direct relationship with your target customers, efficiently provide after-sales support, control pricing, and distribution, and gain accurate market insights. On the contrary, direct exposure to the market’s rules, profit repatriation restrictions and corruption may impact expected results.

But for the fearless and more creative, having the right tools and strategies are weapons that can battle the torments of business expansion in foreign markets. VeganBurg, CreAtive, Grab, Omni and Millenium Hotel and Resorts are just a few of the Singaporean companies that made America great again.

Callbox, one of Singapore’s top telemarketing firms, is also a trusted B2B lead generation company in the United States and has a wide range of database in Canada, Malaysia, Hong Kong, and the Middle East.

If you’re targeting the US to market your SG business like Hyflux, Raoul, TWG and all other locals who made it big in America, here are some steps:

  1. Figure out the reason why you want to become a global brand by developing a literal “playbook” of ideas of what you are trying to achieve and what expectations do you have for the future.
  2. Come up with a strategic plan on how to achieve real results which may be done in five different approaches. One is Local or Concentric, a process which starts with thinking within 100 miles radius around your home base, and widens 100 more times eventually.
  3. Develop a precise timetable for necessary approvals, meeting the distributors, complying with legal and federal regulations and getting all the paperwork done.
  4. Put together a portfolio of products you can offer.
  5. Pick the right distributor by doing a market survey of who does the job well. Look into their portfolios, what are their national accounts, and familiarize yourself with the language that they use
  6. Choose your accounts by taking into consideration your on-premise and off-premise strategies. Know your business partners and what business will you be doing with them.
  7. Tell your story via roll-out events, social media, local press and at the point of sale

 

The road to success was not easy for the lion city to trek, but perseverance, respect, and compassion drove Singapore to survive the inequities of life, gain economic repute and become a global brand.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

The Little Red Dot with a Big Mark in the Global Market (Featured Image)
5 Actionable Tips for Finding the Best-fit Customers and Accounts (Featured Image)
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7 Dreadful Cold Calling Mistakes Salespeople Should Avoid (Featured Image)

7 Dreadful Cold Calling Mistakes Salespeople Should Avoid

7 Dreadful Cold Calling Mistakes Salespeople Should Avoid (Featured Image)

Cold calling will still remain as one of the most-effective and personal ways of communicating to a prospective client. Whether you are contacting a client or running into a gatekeeper, there is still a couple of roadblocks that you can run into.

These might be common but they can be deadly to your sales appointment setting pitch.

However, we’ve got you and in this article, we’ll talk about what you can do in order to avoid the common pitfalls of cold calling.

 

The First 8 Seconds of the Call

Like an elevator pitch, the first 8 seconds of the call will determine if you’re worth devoting a couple of extra minutes to and you’ve got to understand that a simple: “good day!” just does not cut it anymore. More often than not, this automatically tells the person you are calling that you’re from a sales team who needs to make some sort of quota.

Start your pitch with something fresh and new.

If you sound like the rest, then you’ll get treated like the rest.

 

Reading Off of a Script

There is no harm in making a couple of notes or setting goals for a call, but if you were to read from a script in every single call, you’ll probably just mumble your spiel out by the end of the hour. Also, the recipients of the call will know that you are reading from a script and it shows the lack of effort to get to know the company and how you can adapt and meet their needs.

 

Choosing The Wrong Time to Call

We like picking up the phone at either 10 am or 2 pm because it’s either you’ve settled into the office or are ready to talk to people after lunch. However, do not fall into this trap. Since you like calling at this time, your competitors will most likely want to do so as well. This means everyone is in competition to get to a DMU. You want to be able to differentiate.

Your prospects already know its sales hour so they could be a little more defensive, too.

 

Pitching vs Discussing

Sometimes we have to stop pitching and start discussing how you can help a company. There’s a reason they are still talking to you and maybe it is because of a particular point that they have. Companies do not need additional products or services to help them out but rather they need answers to the questions that they have.

 

Not Maintaining Your Focus

A bad phone call gets you down, we get it. However, doesn’t a good phone call and prospective sale do the opposite for you? At the end of the day, bad, good or neutral phone calls cannot have an effect on your focus because it carries over to the next call that you will be making.

You need to be able to maintain a consistency in the composure that you will be projecting to every single person that you speak to during a cold call barrage.

 

Talking > Listening

This is a common issue in normal everyday conversations and it’s even worse if you carry it over to your cold call strategy. Listening allows you to be able to understand what the prospect actually needs from you and this usually equals into better outputs. 

Just as we have mentioned earlier, a lot of us want to be able to pitch our products but it is through the listening that we get to know what kind of prospect the person you are talking to is. It also makes you appear to be more human because you have taken the time to get to know a person in-depth.

The more we listen, the more effective communicators we become.

 

No Cold Call Call-to-Action

Just as it is on a website, you really need a call-to-action at the end of the phone call. This allows you to be able to speak with the prospect again and start negotiating a sale.

However, it is also helpful in other cases, let’s say the prospect has no use for the product but you would like to check on them again because it seems as if they will have a need for another product under your brand in the near future, this allows you to set a schedule and it doesn’t waste the time that you have.

Next time you have to call them; you do not have to worry about gatekeepers as they will be expecting your call in any case.

 

Do not fall victim to any one of these issues that you could get with cold-calling because even expert salespeople find themselves falling over these pitfalls every now and then. Efficient systems and strategies for cold calling make for a much easier time in getting your pitch across to your 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+.

5-Examples-of-How-Callbox-Maximizes-Pipeline-CRM-for-Better-Sales-Results
The Little Red Dot with a Big Mark in the Global Market (Featured Image)
5 Actionable Tips for Finding the Best-fit Customers and Accounts (Featured Image)
5 Actionable Tips for Finding the Best-fit Customers and Accounts (Featured Image)

5 Actionable Tips for Finding the Best-fit Customers and Accounts

5 Actionable Tips for Finding the Best-fit Customers and Accounts (Featured Image)

The best B2B companies are the ones with the best relationships with their customers. However, what some don’t realize is that sometimes business is not working as well as they would hope it to work because of the customers that they have. When it comes to account-based lead generation, the first crucial step is account selection and profiling, and when you know who you want to target, the next steps of finding and engaging them should go smoothly as expected.

So how do you find and determine the golden standard for a best-fit customer, company or account?

 

1. Ranking Your Best Customers

The first thing that you have to do is to rank your current and previous customer list in order of what they have benefitted from you juxtaposed to what you have gained (as a solutions provider) from them.

However, before you do this, you have to realize that this is not an exercise to check who’s been paying your company the most.

This helps you check the state of your own company and find out how you have been performing as a “solutions provider”. It also allows you to analyze insights on what you’ve been getting from your customers such as:

  • Have they allowed you to create a better product?
  • Are they easier to deal with on the second sale?
  • Do you want to continue working with these customers in the future?
  • What has your company learned by working with them?

By honestly answering these initial critical questions you get a feel of what you’ve been working with so far.

 

2. What Do They Have in Common?

5 people holding up frames to their faces

Needless to say, once this list is compiled you’ll start to find the real image of the particular attributes that they share as companies.

  • How many employees do they have?
  • What are their industry commonalities?
  • What is their turnover?
  • How do they handle their sales?

This allows you to start building a picture of your current appeal to your clientele. Take note of their individual similarities and notable differences.

 

3. Your Ideal Customer

This is the third task that is also introspective in nature because it deals with allowing yourself to envision what kind of customers do you want to form partnerships with and sell your goods or services to.

We all know that we’d rather deal with certain types of people than others, and it’s the same in any company whether it is B2B or B2C. This time instead of dealing with individual people you deal with complex organizations.

You want to be able to gauge the types of organizations that you want to work with. Not only does this facilitate sales, but it also allows you to be able to paint a picture of your organization and its network to other potential customers.

You have to understand that DMUs (Decision Making Units) in other B2B organizations also research whom they want to work with and due to this you really have to come through as a great company that works with other great companies.

 

4. What Do I Want To Get and What Do I Want to Give?

Customer shaking hands with provider

Transactions can form long-lasting relationships, especially in the B2B world. However, you have to set the standard of what you want to give your customers and what kind of customers do you want to deal with.

If relationships are too toxic they cost a strain on your sales and support teams, which you cannot afford because it is detrimental to the growth of your organization.

Customers that complain too much, that can’t pay their dues, or those who you can’t grow with you aren’t really the best customers if you ask us. Do not be afraid to let them go.

At the same time, you should also make sure that you are giving your current customers the best value that your company can give. Remember at the end of the day, we are judged by the value that we give to our clientele.

 

5. Proper Segmentation and Building a Matrix

Now we enter to the lead generation aspect of the conversation of best-fit companies and accounts. You’ve already determined the customers that you attract, what kinds of companies you want to avoid, and the value that you want to give out; your next step is scrubbing your prospect list.

Every company has a prospect list, but if you are just building a new one from the ground up this is a great opportunity to start using the criteria for best-fit companies as a start to your client hunting and prospect listing.

Once you’ve started eliminating customers that you do not want to work with it is time for you to start applying the similarities of the customers that you’ve worked with before towards your prospect list.

Segment your leads by industry and size, and build a matrix of how your next customers should be like.

 

As you can see, it’s not just enough to have customers, but you need customers that are a great fit for your business as well. This allows you to be able to strategize lead generation and properly provide for a need. When both the customer and the vendor are happy, the business world becomes a better place.

 

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+.

Top 6 B2B Lead Generation Trends in Australia for 2020 (Featured Image)
7 Dreadful Cold Calling Mistakes Salespeople Should Avoid (Featured Image)
Email Marketing Hygiene Tips for 2020 (Featured Image)
Email Marketing Hygiene Tips for 2020 (Featured Image)

Email Marketing Hygiene Tips for 2020

Email Marketing Hygiene Tips for 2020 (Featured Image)

We cannot stress this often (and enough), email hygiene is highly integral to the success of your email marketing campaign and through email hygiene, you can be sure that you are fully taking advantage of the power of your inbox. In this article, we discuss things that you might miss out on when doing your routine email marketing hygiene checkup.

 

The Hard Truth About Email Hygiene in 2019

ISPs are constantly checking you out and if your engagement and delivery metrics are off, there is a chance that they won’t deem your messages to be deliverable to some inboxes. This hurts your marketing campaign and your metrics.

 

Hard Bounces Won’t Help

Your email server will tell you if you are getting a hard bounce. Hard bounces are what you call emails that you send out but don’t land inside the intended recipient’s inbox. This really disrupts the way you record your metrics and it really messes up your email’s integrity. Remember to look out for system messages that tell you if certain emails are coming through your intended recipient’s inbox.

If you want to check on which email addresses are bouncing without having to send everyone on your system an email again, then you could do so with the help of several online applications that can check entire mailing lists for you. Don’t sacrifice the integrity of your email account.

 

Targeting: This is Your First Step of Not Ending Up in the Spam Folder

If you don’t know the basics of targeting, then there’s a pretty good chance that you might end up in the spam folder of a prospect’s email. 

  • Your subject line counts. Subject lines with the word “free” can automatically get caught by spam filters.
  • Are you using the right language?
  • Are you addressing your prospect properly?
  • Are your email habits spammy that it leads to your prospects feeling that you’re not a legitimate business?

You have to know your audience well before you communicate with them.

 

Customize, Personalize, and Monetize!

If we could summarize this particular section with one phrase it would be:

STOP SENDING GENERIC EMAILS.

The reason behind this is simple, everyone wants customized and bespoke treatment and you aren’t achieving anything if you’re not being personal with your prospects.

 

Time to Cleanup Inactivity

This is pretty much the rule of every relationship if they haven’t been responding for quite some time, then maybe it’s time for you to cut them out. As we mentioned earlier into this article, ISPs are actively monitoring who you send out to and if people aren’t engaging with you, this will hurt your deliverability.

However, if they are a previous customer, consider creating a different email marketing plan for them. Previous customers sometimes deserve a different kind of approach in order to engage them again. You can’t send the same emails to prospects on different areas of the sales pipeline. It just doesn’t work and it is a waste of resources.

 

Role Accounts Have to Go!

It is always a great practice to mail to real people and not role accounts because of a couple of factors. Role accounts can be managed by different people and these people can be replaced, sending an email to these accounts is also an impersonal way of targeting prospects and could lead to your promotion getting ignored. Another issue with role accounts is that they barely engage compared to real email accounts.

 

Subscription Confirmation

Do you want a cleaner list overnight?

Get people to confirm their subscriptions with your list.

In this way, you’ll be able to get rid of contacts who do not want to be bothered and don’t want to engage with you. You’ll be able to narrow down your leads and make sure you properly nurture the ones that matter the most.

 

Verification of Leads is Important

If you decide to purchase an email list – although we advise you not to – make sure that the leads that they give you are verified. If ever you’ve built the list yourself or have asked for help from consultants, make sure that they are still verified nevertheless. This allows you to center your campaigns on real leads that are worth the effort.

 

Email Hygiene Checks Really Have to be Routine

Our list is timely if you haven’t checked your email lists in 2019. However, you have to make a point of consistently checking your email lists for hygiene. This can be done on a monthly basis, but at least do it once per quarter.

As you can see, it is easy to miss out on several things that we could be doing for our email campaigns. Email hygiene is essential to maintain a good database of client leads and it also helps keep lead verification efficient. Remember there are always benefits to good hygiene!

 

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+.

5-Examples-of-How-Callbox-Maximizes-Pipeline-CRM-for-Better-Sales-Results
The Little Red Dot with a Big Mark in the Global Market (Featured Image)
5 Actionable Tips for Finding the Best-fit Customers and Accounts (Featured Image)
The ABM Way of Attracting and Converting B2B Leads (Featured Image)

The ABM Way of Attracting and Converting B2B Leads

The ABM Way of Attracting and Converting B2B Leads (Featured Image)

Lead generation is what keeps sales alive, but sometimes we hit a point in the business cycle where we need something new to stimulate new leads. What happens when we’ve hit one of those inevitable dry spells in our sales process?

In this article, we will be discussing 4 key tips for attracting and converting new business leads using an ABM approach.

 

Making Information Easier – MAP IT OUT!

The casual observer who first encounters your product will want concise information that is digestible in order to spark interest, but then what happens next?

If they are attracted to what you have to offer then they will start to do some digging – usually on your website – and if the information isn’t readily available it can be a precursor to abandoning interest.

Think about it this way, how many times have you gotten frustrated with bad navigation on a website, different information on different pages, and answers that can’t be solved?

Having a general features page that explains everything with its own subpages detailing individual features. Have a page that details technical information. Your pricing page has to be clear and concise to trigger a decision to buy.

There are also different stages in the buying process. You have to be able to map out the different stages in and provide relevant information for each stage. It has to start out with the basics and move to more convincing factors for your prospects.

This also means you cannot overload them with information right in the beginning. Build your website and your information outlets with the user in mind, this will it make easier for both parties.

 

Remember the Group Buying Decision Factor

If making a singular person move on a purchase decision is already difficult then think about the dynamics of the group buying decision factor. Most of the time it is not just one person who makes a majority of the decisions in a company – especially in business-to-business transactions.

The decision-making unit (DMU) should be appeased and it’s not just one person. Your services should be able to appeal to each member of the DMU. Here’s an example, suppose you are marketing SaaS and you know your materials are already appealing to the people who’ll use it on a daily basis, is there enough convincing information to get the vote of their tech team?

Omnichannel and Consistency

It is likely that you have multiple channels of client and lead acquisition, and this is a great thing to have in any business. However, it is important that you are consistent with the way you deal with your prospects on every channel that you have. 

If you’re responsive to your clients and prospects on one platform, it is important that you also employ the same level of customer of service in any platform that you are invested in. This means you cannot just invest resources into answering every email within the hour but are unable to answer questions on your site’s messenger platform in the same amount of time.

The reason consistency is important is that it shows to your prospects that you are a company that they can rely on whatever platform it may be. Reliability breeds trust, trust breeds relationships, and in this industry relationships are your key to growth.

Aim for the omnichannel experience as much as possible, aim to be able to replicate what you have on one platform and seamlessly integrate that experience on to the next one that your customer is in.

 

Touchpoints: In Context

Where your customer or prospect communicates to you in where you’ve got to respond to… in the same context. Let’s put this into perspective, people who write support emails usually have the time to message you about their entire issue with your service. However, those who try to engage with your support team through messenger are looking for quick answers to their questions.

Providing a consistent experience doesn’t mean ditching the norms on the different touchpoints that your prospect has with you.

You also have to predict, learn and adapt to the way they interact with the other touchpoints that you have set up for them. Let’s say you have a landing page on your website that has way too many fields for them to fill up and they feel interrogated, this messes up with your conversion rate optimization (CRO) meaning your lead magnet won’t be working well.

 
Lead generation techniques are very dynamic in nature and sometimes with just a little creativity, you can bring new leads into the pipelines, ready to be nurtured for those important conversions that we have.

Remember, lead generation is not just purely a science, but there’s a specific art form to getting attracting and engaging your marketplace.

 

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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Lead Nurturing Marketing Automation Statistics Every Marketer Should Know (Featured Image)

Lead Nurturing Marketing Automation Statistics Every Marketer Should Know

Lead Nurturing Marketing Automation Statistics Every Marketer Should Know (Featured Image)

People often ask what the most important thing in marketing and one answer that some often forget is data.  Today we explore important statistics when it comes to lead nurturing and marketing automation. You will find that the numbers don’t lie and it really helps to be in the know.

 

Let’s Talk About Leads

One thing that most marketers should never forget – read: not get discouraged with – are the numbers on lead generation. The first one is going to come as a shocker because you have to understand is that:

 

80 percent of your leads will not mean sales for you.

 

However, you are not the only one with this problem because according to Hubspot

 

65% of businesses say that traffic generation and leads are their biggest challenge in marketing.

 

These two statistics just indicate how difficult it can be not only to generate leads but also to convert those leads into new business for your company. This is why it is important that your sales pipeline should always be dynamic in nature and optimized to nurture the leads that you already have.

Some researchers have stated that companies who know how to lead nurture generate more leads that are sales-ready at lower costs than those that do not know how to do so.

This leads us to lead nurturing.

 

The Importance of Lead Nurturing

Lead nurturing is extremely important, according to Acend2 48% of companies encounter complex sales processes with a long cycle involving many influencers.

You have to make sure that you are nurturing your leads well. In highly competitive industries, lead nurturing becomes a priority because if you do not pick up in the game, a lot of competitors will be more than willing to do so for you.

The statistics get worse when companies are asked about their lead nurturing attribution model. It turns out that

 

More than 34% of companies do not even have a model to attribute their marketing performance to.

 

In order for you to be an effective marketer, you need to be able to have a good feedback system and this really starts with having the proper model in place.

We do not have to emphasize how important lead nurturing is but also look at this interesting statistic from Demand Gen:

 

Only 29% of business brands will nurture their customers after the first purchase.

 

Did you know that it costs more resources to take on a new customer than to sell to an existing one? With this being said, it is important that we do not forget about our previous clients, too. Lead nurturing has to involve prospects, clientele, and current customers.

 

What About Marketing Automation?

Marketing automation is continuing to grow in adoption rates across multiple industries from B2B to B2C and it is no surprise that Emailmonday has stated that:

 

On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology.

 

The infrastructure is already in place with the automation software industry in the United States already at $3.3 billion in 2017 alone and expected to rise by roughly a third yearly.

Marketing automation is extremely important because it makes normal marketing tasks easier for people. Think about the simple example of having to customize the first names of a general email for an email list, marketing automation makes this easier.

You save resources, simplify the process, and create a system that isn’t subject to too many flaws.

If you ask marketers if they use marketing automation tools, you’ll find that more than three-quarters of them already do so. However, this number is expected to grow.

However, the issue is not even adoption or awareness, sometimes it is just the organizations themselves. 

 

56% of marketers think that the industry is growing faster than their own companies’ usage.

 

This definitely signals are a harsh disconnect for the people who really need to be fully utilizing the benefits of the software.

However, there is no denying the benefits of automation if you were to ask us. In fact, top agencies report that the objective of marketing automation is increasing the ROI, acquiring more customers and measuring performance.

The aim of marketing automation is not to allow your business to survive, but rather thrive with the benefits of increased efficiencies and effective automatic protocols in place.

These statistics help explain the value of proper lead nurturing and marketing automation that is executed well. As you can see, properly strategized techniques can help drive your business for growth and prepare your pipelines for success.

 

So where does your business stand today? Are you fully utilizing lead nurturing and marketing automation tactics? Be part of the better statistics.

 

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 Little Red Dot with a Big Mark in the Global Market (Featured Image)
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How to Qualify Your Sales Leads Using Proven B2B Methods (Featured image)

How to Qualify Your Sales Leads Using Proven B2B Methods

How to Qualify Your Sales Leads Using Proven B2B Methods (Featured image)

Generating quality B2B leads do not come easy like picking apples, but goes through a process called lead qualification. It’s a way to gauge the probability of a prospect to buy and bears countless benefits that could spring your sales and marketing numbers.

 

Benefits of lead qualification

The lead qualification process will help you profile the best-qualified buyers. And by knowing when to disqualify misfits, your B2B campaign is ensured of the following benefits:

Lesser Opportunities Lost   

Although the bulk of qualification is done at the initial touch base, it continuously occurs at every stage of the sales process, which can help you avoid losing worth-nurturing leads due to poor follow up. 80% of sales require 5 follow-ups after the initial touch base (Marketing Donut)

More Time Saved

When you know which leads need to be prioritized, it is most likely that much of your time will be devoted to nurturing high-converting leads. This is a good thing as it will give you a wider room to build a better relationship with prospects, address their needs and eventually close deals.

Increased Lead ROI

72% of organizations that calculate ROI say their marketing strategy is effective (Hubspot). This is true as high lead scores can lessen follow up time and effort, and result in high returns on investments.    

Higher Conversion Rates

Having more qualified leads, by building buyer personas and developing messaging that appeal to them, in your pipeline, would result in higher chances of converting prospects into clients. You can increase conversions by up to 300% when you have the correct targeting and testing methods in place. (kyleads)

Better Productivity

A small pool, but of good quality leads will result in large productivity number. This will expedite the sales process as you are able to work on multiple follow-ups at a time. (NuGrowthSolutions)

 

The Different Lead Qualification Frameworks 

You’ll only earn the benefits of lead qualification when you learn how to spot the best candidates to proceed to the bottom of the sale and which ones are not, which you can do by leveraging Qualification Frameworks. Here’s an ultimate guide to sales qualification to help you work out positive results from your sales and marketing efforts.

CHAMP

(Challenges, Authority, Money, and Prioritization)

In this framework, challenges are set on top as it is the first fundamental part of sales qualification (Zorian Rotenberg, Atiim Inc., Founder). Authority is also defined as call-to-action in this framework for you to take actions by mapping out the company’s organizational structure to reach the decision maker. 

GPCTBA/C&I 

(Goals, Plans, Challenges, Timeline, Budget, Authority, Negative Consequences, and Positive Implications)

The ultimate purpose of Hubspot for developing this framework is to address changes in buyer behavior. Today’s B2B buyers are well informed so you need to state the differentiated value of your product, and also look beyond the scope of its solutions. It’s also crucial to know your prospect’s strategic goals, plans, challenges, timeline, budget and buyer persona, and find out the negative consequences and positive implications to give you a better understanding if things turn out otherwise. 

BANT

(Budget, Authority, Need, and Timeframe)

This is probably the most basic and flexible framework. It lets you classify leads into three categories: hot,  warm or cold. In this framework, all lead types can be set to nurturing as long as they are deemed positive.

 

Tips on How to Better Qualify Your Leads

Once you find the right qualification framework for your product, you’ll discover ways to evaluate leads for more specific characteristics. A lead scoring will help you better qualify your leads.

  • Create your ideal customer profile (ICP). This will show you if your prospects fall under your target industry and territory.
  • Gather company information: size, number of offices in different regions in order to gauge your prospect’s financial capability and market reach
  • Build online behaviours to get more interaction from prospects. Evaluate results as to how many page reviews did you get from them, as well as the length and frequency of visits. 
  • Enhance email engagement by monitoring open rates and click-throughs via CTAs to gauge the prospect’s interest rate.
  • Track social media engagement such as Likes, Shares, Retweets, and Click-throughs from your posts. The more your prospects become engaged, the higher their lead scores.
  • Run a spam detection process by setting a benchmark, choosing the most valuable characteristics, calculating close rates and comparing characteristics, to enhance your data capturing method.  
  • Add Website Optimization, Content Marketing, and Paid Ads. These are also significant data tools to know who and how many searches for your product or read your articles, to better qualify leads. 

Managed IT Firm, a Long-Term Callbox Client, Closes $150K in One Campaign

 

B2B lead generation is not purely a numbers game, but quality. Like apples, it’s not about how many you picked, but how sweet and crisp are the chances, based on data, do the leads you’ve gathered to proceed to the bottom of the sales funnel.

 

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+.

5-Examples-of-How-Callbox-Maximizes-Pipeline-CRM-for-Better-Sales-Results
The Little Red Dot with a Big Mark in the Global Market (Featured Image)
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Callbox Updates Pipeline CRM with ABM Features and UI Makeover (Featured Image)

Callbox Updates Pipeline CRM with ABM Features and UI Makeover

Callbox Updates Pipeline CRM with ABM Features and UI Makeover (Featured Image)

Suite of new features and capabilities makes Pipeline CRM a smarter and more streamlined tool for orchestrating Callbox marketing campaigns.

Callbox, an award-winning B2B lead generation company, this week released fresh updates to Pipeline, its proprietary CRM and marketing automation platform. The recently-unveiled updates include the following:

The new feature set vastly enhances and extends Pipeline CRM’s user experience and core functionalities for both clients and internal users.

We wanted to go beyond just tweaking Pipeline’s look and feel, says Rebecca Matias, Callbox’s Director of Sales and Marketing.

All these changes were made with the goal of giving users the ability to quickly see the big picture or drill down for a detailed view of things—from the campaign, accounts and contacts, all the way down to individual touches.

 

New ABM capabilities

One of these major improvements is the integration of ABM features into Pipeline. Pipeline CRM now enables Callbox campaigns to effectively apply account-based lead generation and sales prospecting strategies.

Users can now choose between Contacts View and Accounts View when looking at leads and prospects. Under Accounts View, contacts are displayed according to the organization they’re connected to. This makes it easy to target accounts and understand which decision makers in a company to engage.

Account View

Contact View

Callbox Pipeline Contact View

 

More intuitive dashboard and Richer reporting features

The Callbox team also redesigned the layout and appearance of Pipeline’s main dashboard and other reports pages based on user suggestions and feedback.

Aside from grouping leads by account as the default view, the main dashboard now shows lead scores for each prospect alongside other key details. This gives users a real-time update of each lead’s status at a single glance.

Pipeline Home

Campaign Reports

Callbox Pipeline Report

 

Streamlined Lead Nurture interface

Pipeline CRM ships with a marketing automation engine called Lead Nurture. Lead Nurture allows users to easily define and execute custom lead nurturing schemes using a drag-and-drop workspace.

This week’s round of updates also focused on improving the Lead Nurture UI. A major change is the addition of a new tab for viewing email templates used in a lead nurturing scheme. This enables users to handily determine which templates are working and which ones aren’t.

The redesigned UI for Lead Nurture now displays scheme performance reports by default. This aligns with the other enriched reporting features included in the new Pipeline updates.

Lead Nurture Reports

Callbox Lead Nurture Reports

Lead Nurture Emails

 

Faster and more robust overall performance

A huge portion of the new updates were carried out to improve Pipeline CRM’s response and page load times. Better server management and backend optimization have resulted in a significant boost in performance.

It’s a faster and smarter platform, Rebecca adds. The key thing is that it helps produce better results for our customers.

The new and improved Pipeline CRM will go live on July 8, 2019. In the meantime, a beta version of the new and improved Pipeline is now up and running. Current Pipeline users can take it for a spin via this link:

 

IMPORTANT: Pipeline CRM is not compatible with Internet Explorer. Please use an alternate browser such as Chrome, Firefox, Safari or Opera.

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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4 Tips to Optimize LinkedIn for Outbound B2B Lead Generation

4 Tips to Optimize LinkedIn for Outbound B2B Lead Generation (Featured Image)

LinkedIn is one of the most powerful tools online that utilizes both a social media platform combined with a professional user base. However, what some people don’t fully utilize is an outbound lead generation campaign using the platform. Networking sites such as LinkedIn can really power up your outbound lead generation strategy.

In the next couple of minutes, we will be discussing tips on ensuring that your outbound lead generation on LinkedIn is as efficient as possible.

 

Understand That It Is Similar to Looking for a Job

One of the primary purposes of the LinkedIn Platform is for people to find jobs and connect with other people that share network opportunities. It is by understanding the platform in this light that you can start your outbound lead generation strategy.

Many of the techniques that you will use to drive outbound lead generation are the same techniques that jobseekers or headhunters use. It is by simplifying the process and your mindset going into your strategy of lead generation.

 

Optimize Your Profile

The first step in your LinkedIn lead generation strategy is ensuring that your profile is fully optimized to reflect the professionalism of your company. This does not just purely mean filling up all the significant boxes with data, but ensuring that they are filled out properly.

Something as simple as optimizing your profile photo or cover can be overlooked so these mistakes should be prevented from the onset. For example, you might have a profile photo uploaded and it looks professional and all, but does the expression on your face garner the trust that you want from potential clients?

Is your profile fresh? Even in SEO, digital marketing experts all agree that having fresh content really makes the difference in showing profile visitors that you really know your market. Make sure that you’re always publishing articles and/or posts showcasing your activity to the people on the platform.

This establishes you as a market leader in your industry, bringing about trust and professionalism to potential clients and leads.

 

Know Your Market (We’re Serious)

People often fail to consider the market that they are in combined with the attitudes of the people on the platform. This can prove to be problematic in many occasions. Researching what your peers are doing is not something to be ashamed of since this can really lead you to improve on key aspects of your strategy.

Some markets react differently to what you showcase on LinkedIn and others demand a certain type of content from “industry influencers”. The more you get to know your market on the platform, the higher that success rate. This is part of your planning and strategizing process.

 

Persuade (but also pre-suade)

We talked about freshness and the content that you release earlier and this all coincides with the subconscious act of attracting your potential leads before you even reach out to them. Simple posts that you make or subtle advertising on the platform that reaches your target audience will help in the persuasion process before you reach out to them because they already have a rough idea of who you are.

This helps you seal the deal because before you even reach out to your potential clients, you already have them looking at the way you and your company does things.

 

Personalization is Key

This is a common problem that we see very often. By adding just a small paragraph that takes less than ten to fifteen minutes to compose, you can personalize your pitch to your potential lead.

The reason that this little bit of effort works is the fact that most people do not like being generalized and would rather have personalized correspondence designed for them. We’re sure that you can remember the last time you received a generic email and its non-effect on you because it felt so monotonous and effortless.

It is a fact that personalized correspondence really works wonders in reaching out to clients.

This also signals to your potential clients that you know what you’re doing and that you will go the extra mile to deliver great and reliable services for them. In addition to this, you can even automate the personalization process should you feel that you do not have the time to execute it properly. There’s a lot of software available that can help you automatically place in last names and other relevant information once you have collected and collated relevant information about your prospect.

 

By applying just a few of these tips, you can make sure that your efforts on this powerful professional social site aren’t wasted and that you’re efficient as possible. This leads to effective results utilizing minimal resources.

However, these are only just a few of the things that you can do on this platform and with just a little exploration and tweaking, you can definitely do more!

 

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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5 Lead Generation Strategies to Drive SMB Growth

5 Lead Generation Strategies to Drive SMB Growth

You must admit, there are plenty of lead generation tactics available for everyone. However, not everything is going to work especially if you own an SMB (Small or Medium Sized Business). In this article, we will be discussing the five basics of lead generation for SMBs.

This should provide you with enough coverage in order to start doing something about the tactics that you are currently employing.

 

Knowing Your Market (And Yourself)

The first thing that you have to realize is the size of the company that you own. SMBs do not usually seal the biggest contracts but rather use them as a stepping-stone for bigger contracts along the line. This means that you need to set up what kind of clients you need in order to move to the next step – growth.

Once you know your capabilities, it is important to know what kind of market you appeal and can appeal to.

Ask these questions:

  • What sort of companies should I be reaching out to for B2B deals?
  • What do my customers expect from me?
  • What do I expect from potential customers?
  • What kind of customers have I been attracting in the past?
  • Do I want to change this in the near future?

 

Industry Partnerships

Mostly all SMBs and SMEs once started out as smaller companies have depended at one point depended on word-of-mouth advertising to drive sales. This means it’s time that you also start doing things that work again.

Do not be afraid to reach out to your current industry partners and start reaching out again. Sometimes it’s best to stick with the things that do work and multiply those parameters in order to achieve better results.

Talk to your current clientele and find out how they can help you drive more business and how you can help them with theirs.

 

Personalized Email Marketing

Stop thinking of email as a marketing and start thinking of it as outreach. You want to be able to reach people and solve specific problems that they have. This means knowing who your audience is and creating a plan to reach them.

Proper email outreach involves you getting to know your audience and combining it with proper testing in order to ensure that you are getting proper results and maximizing the use of the resources that you have.

Make sure you follow-up as well. A lot of industry leaders fail to get through the front door properly because an email was lost somewhere in between. The habit of following up ensures you do not lose potential customers accidentally and helps you be more efficient with the leads that you have.

Email will still be a powerful tool in generating leads. However, if you do not do it properly it can be a complete waste of time for you and your business.

 

Proper Social Media Exposure

Proper social media use is dependent on the audience that you wish to secure. Make sure that you have a proper system in place so that you may be able to determine where your customers are “lurking”.

Some specific leads you will only find on LinkedIn, so this means you should have a proper systemic campaign to target these particular customers. This would entail releasing content for a targeted set of individuals to establish your relevance as an industry leader before you invite them to do something.

Facebook appeals to a different set of people and this allows you to be able to more direct with your approach.

Every social media platform requires different types of content and appeals to different crowds. Understanding this will enable you to create personalized content and make efficient use of the marketing resources that you have.

 

Localized Lead Generation

Using directory networks and Google My Business will help you be more geo-relevant when you are trying to acquire new leads. Think about Google My Business, having a branch in the center of the city that you are trying to reach will allow you to be able to make your services hyper-localized and appealing to potential customers.

A hyperlocal approach can also be used for directory networks such as Yelp and the Yellow Pages; you will be able to create customized ad campaigns that target specific individuals in a location. This allows you to be more personal with the approach that you have.

It can also give you great results when you’re running a campaign that you know has specific parameters in mind.

 

At the end of the day, it is important to note that resources are not unlimited and given the size of your business, you’ll have to make sure that you’re using your resources in an efficient and effective manner.

By employing these strategies, you will be able to make sure that you are making the most of your resources.

 

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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