Must-Have Marketing Skills and Pro-Tips for Australian B2B Companies

Must-Have Marketing Skills and Pro-Tips for Australian B2B Companies


Australian B2B companies have two things to worry about: competition and content.

If you ask around, a great deal of business executives express a desire to outmaneuver their competitors and acquire a bigger share of their respective markets. At the same time, they want to create content that can help them in their lead generation to achieve better sales numbers.

We can find that competition and content compliment each other in several ways. But it is also important to understand that there are also several ways to increase a business’ performance in the face of aggressive market competition.

It is imperative that Australian vendors and service providers must underscore the necessary marketing skills and techniques for ensuring the success of their brands.

If competition and content is currently worrying you, it’s a signal that you haven’t include these important capabilities:

Blogging: It’s already cliche for businesses to say that “blogging is all the rave” or “blogging is currently the greatest thing that has happened in B2B lead generation.” We get it, no business can survive without a blog nowadays. But tell you what: This craze over blogging exists for a pretty good reason. Blogs provide brand awareness and establish interest in your offers by serving as means for educating your audience. Do you have a new and innovative product? Promote through your blog and attract some people who might want to test your new offer.

Pro tip: Make sure to keep your blogs relevant and visible by selecting the right keywords.

Telemarketing: You cannot ignore the fact that B2B telemarketing is still a significant component for acquiring and nurturing leads. Insofar as quality is concerned, telemarketing establishes real-time discussions in which you are able to directly address the concerns of your prospects. This will eventually lead to a smoother and easier transition to a sales appointment.

Pro tip: Never (and we mean NEVER) throw a sales pitch during the first contact. Always ask questions that focus on the needs of your prospects.

Preparing webinars: Apparently, it’s a new thing, but B2B companies are preparing to use a bulk of their marketing budgets in preparing them. This is because webinars combine the directness of telemarketing and the educative function of blogging. But instead of engaging individuals, webinars aim to influence multiple decision makers at the same time. It comes to no surprise then that holding webinars allow for effecting a better impact on one’s market.

Pro tip: As much as developing your webinar’s content, promoting it through event marketing is important for ensuring a high volume of sign-ups.

Consistency - Key To Effective B2B Lead Generation

Consistency: Key To Effective B2B Lead Generation

Consistency - Key To Effective B2B Lead Generation
As a customized mobile applications provider, you need to provide quality products and services to your customers. This is the conclusion of your B2B lead generation campaign, one that may or may not bring you the profits you are looking for in the long run. Still, this is something you need to do in order to keep getting sales leads in the Asia-Pacific region. After all, this is a very competitive market. You need to stand out or be carried away by the tide. Now, how can you do that? How will you be able to get the results you want? What is the secret to reaching your appointment setting goals? The answer is rather simple: you just have to be consistent.

Yes, consistency is the key to effective marketing. You need to be consistent in everything you do, to be steady in the face of change, to be a paragon of stability for those looking to generate B2B leads. Be consistent in your B2B telemarketing work, and your customer will come naturally. All you need to do now is to mind the quality of all those mobile apps you have been selling in the market. It is not that hard, if you think about it. Now, what are the benefits of greater consistency for your business?

  • Measurability – when you are consistent, you will be able to take accurate measurements, record the necessary data for your marketing campaign. Consistency allows you for greater analysis of what you need to improve on.
  •  Accountability – when you are consistently doing one specific task, it will become expected that you will do that specific task. If you fail, then others will notice it. This greater accountability is important if you want to ensure the quality of your work. No one wants to fail in their task, right?
  •  Reputability – when you consistently deliver what you promise, you create a positive reputation about you and your market. This is a very important point. Without a good reputation, you will not be able to sell. Building one from scratch can be time-consuming and costly, so you should better do your job right the first time.
  •  Relevancy – you know just how important your business should be to your customers. If you sell a lot of goods that they like, then they are more likely to go back to you for more .Keep that up, and they will become your customers for life. That can happen to you, as long as you have the consistency to deliver.
  •  Applicability – your message will only be accepted if you keep on giving your B2B leads prospects any marketing material that is relevant to them. And if the topic is timely enough, interesting, as well as informative, plus you keep delivering it consistently, then there is a higher likelihood of them becoming your customers in the long run.

As you can see, consistency is the name of the lead generation game. Either you do that, or prepare to say goodbye to your sales leads prospects.

Poetic Marketing: attracting people using awesome figures of speech


Marketing requires brainwork to direct people’s attention to a company or product in the hopes that they will patronize it. To achieve that, they must have a good impression on something first, so they would remember it long enough to stick into their minds permanently.

That is why marketers work hard to come up with names, slogans and taglines that people appeal to. And in this art, most of them use a certain degree of poetics and wordplay to capture their interest and make it amusing at the same time. Here are some of the literary devices marketers can use:

Ever wondered why Bed, Bath & Beyond, Dunkin Donuts and Shake N’ Bake are named as such? Alliterations are when words are combined to make a consistent sound group, usually starting with the same letters or with similar-sounding syllables. They’re fun, easy to remember, and catchy.

Sometimes products are brought into life by characters which could later on become the mascot (like Ronald McDonald) or even by vague, fictional symbols (like the Android green robot). This creates an alternative way for brands to relate with its audience and it also strengthens recognition.

Onomatopoeia is a word that represents a sound. This is a very popular figure in brand naming because of its short but appealing nature. Think of searching something and then Bing! You’ve found it. Yahoo! Or maybe you when you have something to say, you think like a bird and tweet. What do you call the sound your slippers make? Flip-flop.

Companies use metaphors to convey a message creatively. GEICO (Government Employees Insurance Company) used a metaphor to show how simple and pre-modern their services by saying “it’s so easy even a caveman could do it”. Nike’s “Just Do It” also symbolizes their product as a means for speed, fame or success.

Crest – look ma, no teeth

I think, therefore IBM. – IBM
“It’s Miller time!”
“I love New York.”
“Where’s the beef?” – wendys

Four Major Boo-boos in B2B Sales and Marketing and how to avoid them

The world may not be divided into black and white, but in the realm of B2B Sales and Marketing, there are only two kinds of actions: those that are acceptable –strategies that are considered beneficial and sometimes even fall into the category of brilliance, and then there are actions which are a complete waste of time and effort, those which do nothing but destroy the very purpose of it all.

No matter how grand one’s intentions are, success will always be dependent on what was done, and not on what was planned. When you make certain actions in sales and marketing, there is no gray area – only right and wrong.

With that point raised, one’s awareness of such blunders is crucial in the trade business. These are the “capital sins” and how to make your way to total salvation:

1. Over-emphasizing a good price. On face value, a good price is always, and universally, a good thing. No B2B buyer could say that a good price is something he doesn’t look for in a business deal. But to put too much emphasis on this can also break down the innate advantage that it has, making buyers think that they’re making a “deal” rather than acquiring something that has great value. Although there are people who would sacrifice quality just to save a couple of bucks for the company, there are still those who perceive that a “too-good-to-be-true” price means lesser value and would rather go for something that’s pricey yet acceptable in quality.

2. Smoke and mirrors. A dazzling presentation is, at best, only good in board meetings or kitchen knife demonstrations that you see in malls over the weekend. In B2B, simplicity is beauty (or a similar aphorism applies). Most, if not all, B2B buyers would much rather accommodate a quick, straight-to-the-point discussion of what the product/service could do to make them better. Make them think that the benefits alone are enough to dazzle them, and any other enhancements aren’t necessary.

3. No customer value. Speaking of presentation: If you’re convinced not to build a Las Vegas show around your sales pitch, find another thing to put your spotlight on. And what better thing to choose than the B2B buyer itself? Make your presentation be less about the “deal” and be more about the client – their needs, their goals, and how your product/service could facilitate in achieving them. Listen. Allow them to talk freely, but do not lose control of the conversation. Don’t overdo it, too. Most people think that a “let me help you” perception can improve a sales relationship, when in fact what it really does is to give them a “deceitful” impression towards the marketer. Try “let’s help each other” instead.

4. Lack of selling skills. One would think that a solid knowledge of the product would already suffice in bringing it out to the buying market. However, under-appreciating the importance of beefing up one’s skills and expertise in selling can create a damaging backfire, especially when giving adequate attention to the buyer’s emotional needs, and also in extracting unstated desires. If these personal tools are not sharpened regularly, brace yourself for lost sales opportunities.


Multi-Touch Multi-Channel Marketing

Callbox Multi-Touch Multi-Channel Marketing

In marketing, you must be where your customers are. It’s a challenge, especially since customers today have much more control over the buying process than marketers do. Thanks to the proliferation of available channels, customers have more choices than ever when it comes to how they want to get information. But if customers today have more choices, there are also more ways to reach them than we could have imagined not so long ago. Callbox understands that. And that’s why we developed — and perfected — this Multi-Touch Multi-Channel Marketing Approach that turns prospects into qualified sales leads in half the time than it usually does.

1 Email

Callbox initiates contact through targeted email – that is, having attention-grabbing subject lines, brief but precise body text and compelling calls to action, which almost always guarantees better open and reply rates. Thousands of initial and follow-up emails are sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting.

2 Voice

To generate conversations and responses from prospects, Callbox’s SMART Calling System facilitates outbound calls – by analyzing email open and response times and other online activity, SMART Calling makes sure prospects that are most reachable at any given moment are moved to the top of the calling list, resulting to higher conversion rates for your campaign.

3 Social

Callbox Pipeline’s social media feature allows the team to systematically scour the web for prospects whose profiles match those that are in the contact list. The client may also opt to have Callbox send out messages to all connections made to maximize chances of generating leads.

4 Chat

With HubSpot’s free live chat installed in your website, Callbox representatives are available for 24/7 live chat that will allow your web visitors to talk to your Callbox team in real-time, allowing for quicker conversion. Qualified prospects identified via chat sessions are entered into your Target List and appropriately tagged and nurtured via both manual and automated touchpoints.

5 Website

As a way to reinforce your branding, custom text and banner ads are uploaded to Google Adwords and displayed to your target prospects on Google-owned websites such as Gmail, YouTube, and Google Search, and Google network websites, such as popular news sites and blogs. Prospects that click on those ads and visit your website are identified and nurtured into leads via call and email.

Callbox also creates a dedicated landing page in conjunction with your campaign. Highlighting the main features and benefits of your product or service, the landing page is equipped with a web form to allow prospects to send in a contact request.

How Callbox Targeted Ads Campaign Works

6 Webinar

Webinars are great for every business. With webinars, you can engage your audience in different ways such as educating them about a certain subject in your field, explain your complicated product/solution, sell without being too aggressive, generate new leads, or nurture your current or future customers.

You can choose to incorporate webinars in your Callbox campaign to complement the other channels and tactics that we use. Callbox helps you plan, promote, run, and manage online events. We take care of the end-to-end marketing of your webinar, from planning, all the way to the wrap-up.

Call or email us today to find out how we can make your sales soar with the Callbox Multi-touch Multi-Channel Marketing approach.