5 Steps to Future-Proof Your Go-to Market Strategy for Cloud Services

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5 Steps to Future-Proof Your Go-to Market Strategy for Cloud Services

Here’s a number to think about: $1 trillion. That’s the amount of IT spending Gartner says the shift to the cloud will disrupt by 2020.  Whether you’re launching your first cloud solution or expanding an existing cloud services portfolio, it’s vital that you nail down your go-to market (GTM) strategy well before the planned rollout. A GTM plan acts as your road map for taking a (small) bite out of the huge cloud services market.

Now, there are tons of resources on how to build an effective go-to market strategy for cloud services, so we won’t be looking into that in this post. Instead, today’s entry talks about a simple 5-step process you can apply to make your GTM plan robust enough to withstand any road bumps you encounter along the way.

 

Step 1:  Make sure you’re looking at a trend, not just a blip.

A go-to market strategy often starts by identifying relevant business drivers. Business drivers are the underlying reasons for developing and launching your new solution. These include revenue goals, customer interests, industry developments–or practically anything that answers why you’re building and selling the product.

You want business drivers that result from long-term trends, not random blips. For example, if you’re rolling out back-end SaaS solutions, the related drivers should include generating recurrent revenue based on your core business as well as sustained demand, not just because you want to keep up with your competitor. Learn from these 5 Lessons From Epic Tech Flops That Will Make You Better At B2B Sales.

 

Step 2:  Know the best target customer for your solution.

Some sources consider a GTM plan as a subsection of a marketing plan. GTM strategies apply to specific products or services, while marketing plans apply to the entire business. It is best to identify the key decision makers for lead generation.

That’s why a good go-to market strategy for cloud services requires you to be more specific about your target users.  You want to define what qualities make up the best fit for your solution. Different customer segments often times have widely diverse cloud services adoption and spending rates. Sales and marketing resources should reach only the best opportunities.

 Related: Selling Tips to Make Prospects Buy your Software

 

Step 3:  Go beyond just keeping a close eye on the competition.

Christina DesMarais has an excellent Inc.com article on staying ahead of the competition. The main idea behind the post is that monitoring competitors forms only the tip of the competitor research iceberg.

Just because a competitor launches a new solution doesn’t mean you should, too. Instead, she argues, you should proactively seek out the business value behind your competitor’s decisions. How does the new product affect your competitor’s revenues, customer base, profitability, or market share?

 Related: Forget About Marketing, Focus on Improving Software Solution

 

Step 4:  Gauge your technology partner’s true capabilities.

A 2016 Innotas survey finds that cloud projects have at least a 50% chance of failure. While it’s hard to lay the blame on any single factor, one of the reasons why cloud projects fail is that the provider’s technology partner is unable to deliver the needed requirements. As one source puts it, it’s the supporting ecosystem that’s oftentimes behind why cloud projects fail and not the product itself.

The two main qualities in a technology partner that you should look for are integration and flexibility. This helps ensure that the cloud services solution you’re about to launch runs as expected.

Related: How to Clinch that Million-Dollar Sale in the Software Industry

 

Step 5:  Leave room for instinct and gut-feeling.

A good go-to market strategy sets the metrics for measuring success, but a future-proof GTM plan leaves ample room for gut instincts as well. As with marketing, not all decisions you make need to be based on data. Some situations call for falling back on your experience and intuition.

For instance, it can be difficult to find the right metrics to quantify something as abstract as the quality of user experience your cloud app delivers. You can track end-user experience  with benchmarks like response times, throughput, and invocation time. But you still need to rely on your intuition to get a handle on how everything falls into place.

 

The Takeaway

A future-proof go-to market strategy for cloud services can help you weather the ever-present changes in cloud computing. Don’t just plan for the future, let the future drive your plan.

 

 

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The Art of Writing Email Copies: How to Make It Stand Out from your Prospects’ Inboxes

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How to Write a Compelling Email Copy

It is not that surprising that B2B companies consider email to be an essential lead generation tool. According to Campaign Monitor, “email is 40 times more effective at acquiring new customers than Facebook or Twitter.”

Apart from that, email provides these companies with conversion rates of up to 66%, which is higher than that of any marketing channel.

These numbers do not lie. We can point out several campaigns that had seen significant successes in terms of the number of qualified leads generated. But, in order to reach these numbers, the companies that handled these campaigns know better than to give out half-baked goods.

When it comes to email marketing, content really does matter especially in generating leads. And in order to increase engagements as well as revenue, you will need to craft emails that are worthy of a prospect’s attention. It’s one thing to write messages, but it’s an entirely different thing to create messages that will have people to engage you in the long term.

Here are several ways you can do to write effective email copy.


1.) Keep it active.


Source: runeatrepeat.com

Wake Up Your "Sleepy" Subscribers

Above is a screenshot of the subject line of the Marketo’s Ebook. With this creative subject line, only the naive wouldn’t try clicking. Anyone who has had a crash course on good writing knows that the active voice is a key ingredient in cooking up the urgency. It’s straightforward and people basically won’t have a hard time trying to figure what you’re trying to say. So, instead of saying, “Your IT issues are caused by A,” write “A Causes your IT Issues. Here’s How to Get Rid of It.”


2.) Short and simple.


Sometimes, we cannot prevent our inner avant-garde literati from taking control of the writing process. Sure, long sentences and the use of complex vocabulary are the hallmarks of literary genius. But, let’s face it, these have no place in the world of B2B where people expect you not to waste their time trying to decode your emails. When considering a newsletter campaign, chop your writing into bite-sized chunks. You wouldn’t want your audience to choke on a hifalutin sausage now, would ‘ya?


3.) Use the second person.


Marketing is all about outreach as much as it is an avenue where you can flex your muscles and feel good about yourself. In this sense, you should use the second person perspective in your messages, especially when it comes to doing the subject line. Personalization is key here since it guarantees improved click through rates (14%) and conversions (10%).

Related: The Pick-up Lines of Email Marketing: How to Increase Open Rates In Just a Few Words


4.) Don’t give out too much.


The aim of email marketing is to generate interest so that prospects will take a longer time to form purchase decisions. Giving them too much information to chew on defeats this purpose. We all know you want to increase your lead generation performance, but quality leads can only be nurtured through continued engagements.

Related: A Crash Course on Lead Nurturing… And Why it Matters

 

 

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40 B2B Sales Email Templates for Every Situation {Free PDF}

Business Phrases: Callbox Among Top Lead Generation Services

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Business Phrases: Callbox Among Top Lead Generation Services

Any marketing agency right now is busy developing nifty tools in order to enhance their capabilities, maintain clients, and win over new ones.

Apparently, it’s not that as easy a feat since a marketing company has to deal with a lot of competition. Success can only be experienced by enterprises that have what it takes to make an impact – and for a very long time at that!

Hardly do companies get a massive appeal. And luck certainly doesn’t have anything to do with success. If anything, success is mostly a result of innovation and a desire to listen to what people want. Lead generation brands all have the same taglines to offer to eager prospects, but to truly make your mark in this field takes more than these.

Sure there are ups and downs in the field of B2B marketing, but 2017 seems to be a good year for Callbox.

After being as one of the top five lead generation agencies by TechnologyAdvice, this pioneer in the field of marketing technology has culled yet another merit to its name.

BusinessPhrases.net, a site devoted to the business development and knowledge sharing has also made Callbox a top pick among other B2B marketing services.

In fact, it has put Callbox at the top of its Lead Generation Companies: the Best list containing the most popular as well as best performing lead generation services that cater to various industries in the B2B market. The list includes companies that “provide you with the right lead generation techniques, solutions, and strategies you need to develop your sales pipeline.”

And apparently, Callbox doesn’t fail to impress with its effective use of inbound and outbound marketing campaigns that are guaranteed to satiate the sales pipeline with high-quality sales leads.

To quote from BusinessPhrases.net:

“Backed by smart marketing technology and proven prospecting processes, (Callbox gives) you the power to scale your sales team and effectively boost your sales numbers through their lead generation services.” 

Read full article..

And it doesn’t stop there. The site also gave chops for Callbox’s ability to juggle multiple channels through its home-grown marketing platform Pipeline. Intricate lead generation activities such as lead management and lead nurturing are effectively handled using a balance of automated marketing processes as well as good old-fashioned cold calling.

Through this tandem, Callbox is able to generate quality leads and set appointments that are sure to end in a close. With such a marketing automation tool at its disposal, Callbox can guarantee a streamlined marketing process that can benefit any enterprise from any given industry.

But we won’t stop working right there. It seems like the only way to go now is forward, and Callbox will continue innovating while maintaining its core principle of helping enterprises navigate their way through the intricacies of B2B marketing.

 

 

 Get to know Callbox even better. Watch our video

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4 Signs that you’re Getting Positive Responses in your Content

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Proofs to Validate that Prospects only Respond to Good Content

Businesses no doubt can never live without having good content at their disposal. If anything, content creates establishes the difference between success and failure. So, marketers should always keep their eye on content that actually works in acquiring high-quality sales leads.

But more than just creating content, businesses should also consider the complex task of knowing the kind of content that resonates with their target audiences. This, of course, involves a lot of observing and testing. It can even be challenging in the fact that it requires a certain level of expertise to analyze audience interactions and come up with crucial information for future content campaigns.

The difficulty, after all, lies in tracking these interactions across multiple channels. Positive interactions and feedback are not the only gauges of an effective content campaign. There is more to it than meets the eye. So, here are four ways to know if your content does get positive responses from prospects.


#1. Engagements


More than just interactions, engagements are a more accurate way of gauging audience interest. Prospects may skim over a pile of content but rarely do they get to engage a newsletter or a blog post that interests them. And this, of course, involves a good sense of knowing the information to include in your content. After all, you don’t create content just because you have to. You create content in order to secure extensive partnerships with clients who are willing to work with you in the long run.

Related: The Five Elements of Quality Content (According to an End-user)


#2. Inquiries


It’s difficult to determine whether a piece of content is engaging or not – unless you look at the comments section. Prospects are encouraged to key in an inquiry in the comments if they find something intriguing or relevant in your content. They want to know more. And by asking you via that little box below the blog article shows a desire to communicate with you in the long term.

Related: How to Reach Influencers and Grow Your Content Audience [VIDEO]


#3. High search engine visibility


Aside from comments sections, search engines are also your best friends in terms of keeping your campaign alive and kicking.An article that ranks high up at Google only shows that a lot of people have visited your site and read up on the content you just posted. It is just a matter of crafting content that is actually SEO-friendly on top of being relevant. Quality content always trumps quantity, and the more you churn out articles that are actually informative (with a dose of being entertaining), the higher your content ranks up in the search engines.

Related: Google Warns (Yet Again!) about Article Creation and Link Building


#4. Winning a social media follow


In today’s marketing world, the effectiveness of a marketing campaign is better measured by how many followers an enterprise acquires across multiple social media accounts. A follow from a COO, in fact, says volumes about how your content marketing is going. He or she wouldn’t have clicked on the follow button if your content isn’t that good at all.

Related: Stick to these Three S’s for Creating Viral Video Content

 

 

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Callbox Aced Appointment Setting for Accounting Expert [CASE STUDY]

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Callbox Aced Appointment Setting for Accounting Expert

The accounting expert serves as an integral extension of its clients, ensuring all tasks are accurately completed. However recently, competition became fierce as competitors started to offer equally interesting services and even used enticing branding images which made the Client indistinguishable from its industry peers.

The Client decided on offering an FREE-TRIAL to target customers. Well aware that this required expertise in pursuing prospects and getting them to agree to meet with the Client’s consultants to discuss signing up for the free trial, the Client searched for an appointment setting company that best fits their needs and chose Callbox.

 

 

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Thrice in a Row: Callbox Boosts Event Attendance Rates for CRM Market Leader [CASE STUDY]

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Thrice in a Row: Callbox Boosts Event Attendance Rates for CRM Market Leader - Blog

With its reputation as a key mover in the CRM software space, the Client regularly organizes a number of annual conferences and events aimed at customers, vendors, developers, IT professionals, and industry thought leaders throughout various locations around the world. These are typically high-profile events that generate attendance figures that average in the thousands, as well as receive considerable media coverage, particularly from the tech press.

While many of the Client’s conferences fulfill both branding and PR objectives, there is also a more tangible marketing (and overall business) goal that underlies most of the company’s events: to attract more people into its far-reaching ecosystem.

Among the events lined up for 2017 are three sets of conferences scheduled for January, April, and July. All three events are set to take place in Hong Kong and Singapore, showcasing insights on Asian business innovation and customer experience.

The three events’ target audience consists primarily of decision-makers who deal with marketing technology in some way at small- to medium-sized Hong Kong- and Singapore-based companies. The target attendees mostly come from technology-intensive industries such as manufacturing, financial services, professional services, retail, and healthcare.

Although it already possesses considerable brand equity and can easily leverage its extensive network of connections in the region, the Client determined that it needed to outsource part of the event registration activities in order to meet two key objectives:

• to ensure that relevant attendees from the specified verticals are identified and targeted
• to maximize registration and attendance rates through prompt outreach and follow-up

The Client chose Callbox after evaluating a list of event marketing companies, pointing out that Callbox’s substantial experience in the Hong Kong and Singapore markets was a clear differentiator.

 

 

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Callbox Lends B2C Expertise to Debt Management Firm in AU-wide Campaign [CASE STUDY]

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Callbox Lends B2C Expertise to Debt Management Firm in AU-wide Campaign

The Client is among the country’s many credit repair and debt relief companies offering Part IX Debt administration, which are services that help customers handle debt and avoid personal bankruptcy. The Client is looking to expand its share of this growing sector with its unique value proposition centered around having “the fairest fee structure in the market” as well as its reputation as an established industry player.

While there are ample opportunities to increase its customer base for debt agreement solutions, the Client also faces a number of hurdles when it comes to marketing and promoting these services.

Regulations related to the aggressive marketing of debt agreements and cases of misrepresentation by other debt relief providers have made finding potential customers even more challenging.

Accordingly, the Client decided to focus its debt agreement marketing initiatives only on individuals who have already expressed some level of interest in its other loan services and have communicated with the Client in the recent past. This ensured that the target prospects are not entirely cold while, at the same time, providing the Client with the needed information to refine the outreach effort.

Based on these initial requirements, the Client was able to come up with a list of potential customers to target with its debt agreement offer. The plan called for the Client’s in-house consultants to contact qualified prospects and find out how its solutions fit with their current financial situation.

To maximize their consultants’ productivity, the Client opted to hire the services of a third-party provider for carrying out the initial touch points and qualifying activities. The Client chose Callbox because of the latter’s experience in planning and executing Australia-wide lead generation campaigns as well as its roster of clients in the heavily-regulated financial services sector.

 

 

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Callbox Electrified Success For Energy Retail Lead In 21 Days [CASE STUDY]

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Callbox Electrified Success For Energy Retail Lead In 21 Days - Blog

With over 4 decades of electricity retail leadership both in their headquarters in Amsterdam and Singapore branch, the Client has built a strong business partnership with their clients – a relationship backed by trust and reliability inspiring them to create more electricity management options at the least cost.

Market competition is inevitable and the Client embraces this reality. So despite the strong business-client foundation, they lean on, they decided to take advanced marketing steps that would keep them ahead in the game which included outsourcing to a seasoned and result-oriented multi-channel lead generation provider.

 

 

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The 5 Success Factors of Multi-Channel Marketing Revealed [INFOGRAPHIC]

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Multi-Channel Marketing Process is a way of communicating via different online and offline channels. It runs through a marketing automation tool that converges calling, sending emails, social networking, web, and mobile into a single yet most effective marketing tactic.

Let’s find out what comprises of the multi-channel marketing success.

The Success Factors of Multi Channel Marketing

Transcript:

Calling

The calling channel pipes in live conversations between you and your target customer.

  • 92% of all customer interactions happen over the phone
  • 80% of sales require 5 follow-up calls after the meeting; 44% of sales reps give up after 1 follow-up
  • It takes an average of 8 cold call attempts to reach a prospect

Related: Multi-Channel Marketing: A Fresher Way of Reaching IT Decision Makers

Email

The email is the most exhausted among other marketing channels. Most marketers now have the automation tools to send custom emails in a scheduled manner so it’s easier and even more convenient.

  • 65% B2B marketers planning to increase email spending (eMarketer)
  • Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. (Lenskold and Pedowitz Groups)
  • Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. (Epsilon Email Institute)

Social

The social media channel is where businesses can greatly build themselves up, and connect and interact with their target customers that marketers can jump in and ride on, but which one best fits their customer’s buying journey, is a question:

  • 78% of salespeople using social media outsell their peers (thebrevetgroup.com)
  • 90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65).
  • Fully a third of millennials say social media is one of their preferred channels for communicating with businesses. (business2community.com)
  • 80% of marketers use “likes” and “shares” or what we call “vanity metrics” as primary success metric; 56% base social success on website traffic. (business2community.com)

Related: Using Social Signals to Spot Sales-Ready Leads

Website

The website provides you with opportunities to attract target customers by having a broad online presence through seo and inbound traffic:

  • 2.35% Median click-through rate for Google Adwords (Wordstream)
  • 42% Share of QR code scanners who are under age 35 (Scanlife)
  • 40% Marketers ranking paid search as the best channel to drive online sale, ahead of online display (26%) and social media (18%). (eConsultancy/Adobe)

Related: 15 Brilliant Web Design Hacks That Convert Traffic into Leads

Mobile

The mobile channel appears to be largely impacting today’s generation buying habits.

  • 97% text messages opened within three minutes of receipt (Nielsen Mobile)
  • One out of every three clicks within an email occurs on a mobile device. (Campaign Monitor)
  • It is more common for a reader’s second open to being on a mobile device than it is on a different device: 70% will stick with their mobile device, and 30% will go elsewhere.  (Campaign Monitor)

 

References:

http://www.thebrevetgroup.com/21-mind-blowing-sales-stats/

http://www.forbes.com/sites/jaysondemers/2015/08/13/7-social-media-platforms-that-could-explode-before-2016/#feac94d41af9

 

 

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Better Content Means Better Leads: Make the Most Out of Your Content

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Better Content Means Better Leads: Make the Most Out of Your Content

There is no magic bullet to everything, even for B2B marketing. In terms of acquiring high-quality sales leads, enterprises will always emphasize the need for the usual stuff: better content.


Well, there is really no denying the fact that content is king, but marketers should also consider creating content that will direct fresh leads into the pipeline. And we are not talking “just” leads, but potential customers that will determine revenue forecasts.


First of all, content is not there just to “beautify” your brand. Sure, it says a lot about your brand’s identity, but its role goes beyond that. Even more so, content should always be seen as a conduit from which an enterprise determines its audience’s expectations. More importantly, content is supposed to act as a bridge that connects a service or a solution to a certain issue.

Now, without highlighting the educational function of content, enterprise’s will have to deal with bad leads entering their pipeline. 

Related: The Five Elements of Quality Content (According to an End-user)


Quoting Neil Patel, the Content Marketing Institute makes a pretty good case about the importance of effective content marketing, pointing out that content leaders get 7x more on-site traffic than their competitors.


Meanwhile, IBM Digital Experience also notes how personalized content benefits brands by way of encouraging engagements from audiences.

Such successes, however, are only possible if marketers make good use of their multi-channel campaign. Successful lead generation is often tied up with successful content marketing, so it makes perfect sense to create content strategies that do not only spread the word out about your brand but also establish a solid following from your audience.

One thing’s for sure, there are no stopping marketers from creating effective campaigns – not even finances. Today, it has become cheaper to set up a blog, a social media account, or initiate an email campaign. Outbound strategies sure have the edge in acquiring quality leads, but it takes too long a time. 

Going digital with your content, on the other hand, may cost a lot less, but it makes up for this by directing three times more leads into the pipeline, according to the Content Marketing Institute.

Related: Inbound and Outbound Strategies are Match Made in Marketing Heaven


This succinctly explains why 88 percent of B2B marketers focus their resources on developing more effective content.


A lot of campaigns make use of an influencer-centered approach alongside content production. A case in point is software solutions company SAP. Through influencers, SAP was able to effectively promote its Sapphire event to hundreds of eager attendees.

marketeer.kapost.com

Image Source: marketeer.kapost.com

That, coupled with the production of engaging content as well as effective live streaming, resulted in drawing in more attendees – at 80,000 people. Think about all the sales opportunities that come along! So, apparently, it makes sense to use the right strategies in terms of content marketing. Here are some articles that might just help you:

And if you happen to have a better grasp of what it takes to make a robust campaign, you also know that it matters to have the right tools and the right people to handle it.

 

 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 

 

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10 Things Only B2B Brands with Solid Global Reach Can Understand

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10 Things Only B2B Brands with Solid Global Reach Can Understand

Back in the old days, having “global reach” meant businesses had to (literally) set up shop and ply their wares on foreign shores. Fast forward a few short generations later and practically any business can rightly claim to have a worldwide presence without ever setting foot in the places where their customers are.

To really achieve strong global reach, however, you need to develop and follow a sound brand expansion strategy first. This allows you to clearly define the image you want actual and potential customers to equate with your company or solution, as well as to set your product apart from those of your competitors.

If you take a look at global B2B brands that have managed to carve out a decent slice of both market share and mindshare in different parts of the world today, you’ll find that their brand expansion activities all boil down to the following 10 key ingredients:

#1. Local Audience and Market Segments

Named the world’s most valuable B2B brand for the second consecutive year by WPP and Kantar Millward Brown, Microsoft is a company that’s able to balance its global reach with a local focus. To help it stay locally relevant within its many different markets worldwide, the company employs a Global Readiness team that enables Microsoft to respect and comply with various geographic and cultural requirements arising from its worldwide operations.

Bing_France_

Image source: brandquarterly.com

Because customers’ priorities and experiences vary from one market to another, it’s important that you “localize” your brand expansion strategy to suit a particular area’s profile. Craft a brand message that appeals to specific niches or segments in your target region, and deliver that message in the language and tone that that particular audience uses.

Related: How do B2B Marketers Craft an Industry Related Content

#2. Identity and Values

Another global B2B brand that consistently tops rankings is General Electric (GE). The company owes much of its success maintaining its strong global presence to its uniquely recognizable brand identity and values. For an organization that offers a diverse set of products and solutions in over 180 countries, defining an overarching identity can be a bit of a challenge. That’s why GE always goes back to its brand story to communicate what it stands for.

Brand expansion requires a unique identity that your prospects and customers can readily associate with your company. Find that promise that your company alone can deliver and place it at the core of your brand’s narrative.

Related: How NOT to Market your Product: 9 of the Worst Branding Failures

#3. Consistency

With operations in 220 countries and territories worldwide, logistics titan DHL is a case study in global branding consistency. During the company’s transition from domestic mail to global logistics, DHL ensured international consistency by touching all aspects of its rebranding efforts–from the color of its delivery fleet all the way to its company-wide brand ambassador employee program. Today, the entire organization strictly adheres to a set of corporate identity and design rules that govern every marketing campaign and material it uses.

DHL Rebranding

Source: retail-loyalty.org

Offering a consistent brand experience for your current and upcoming customers across borders goes beyond using the same set of colors and typography in your marketing materials. It’s about letting people experience your company as a whole, wherever they come across your brand.

Related: TechnologyAdvice recognizes Callbox as one of the top 5 lead generation agencies

#4. Logistics

Coming up with a compelling promise forms only one part of branding–being able to deliver on that promise is another. Few international B2B brands can do logistics and supply chain management quite like Intel. Aside from manufacturing industry-leading processors and chips, the company is also known for supply chain innovations that guarantee its products reach customers no matter what or where. So, carefully planning how you ensure that your solutions get delivered is a vital part of the brand expansion.


There’s an old saying that goes: “Amateurs talk tactics; professionals study logistics.”


 #5. Scale and Scope

SAP is a global B2B brand with scalability at the core of its reputation. Not only does the company enable its customers to scale operations and business activities effectively, SAP itself is the end result of a massive scaling-up strategy that transformed the organization from an ERP company into the end-to-end digital solutions powerhouse that it is today.

The real measure of scalability for your brand expansion is how well your business is able to meet the demands of growth in a market–such as pursuing more opportunities or keeping up with tighter production schedules. If your organization is unable to handle scaling properly, your brand can suffer as a result.

Related: Expanding Business in Asia

#6. Competition

One B2B brand that’s clearly crushing its competition is Amazon, particularly its Amazon Web Services (AWS) division. With over 1 million active enterprise users under its fold, AWS clearly leads the cloud services market while rivals like Microsoft Azure and Google Cloud lag way behind. Gartner points to AWS’s significant competitive advantage in terms of core services, geographic coverage, and sales strategy as the main reason why the brand has such a dominant market position.

rcpmag.com

Source: rcpmag.com

Expanding into new markets means inevitably going head-to-head against competitors (both local and foreign). Whatever your relative strengths are over your competition, these should serve as guideposts for shaping your brand expansion strategy.

#7. Outreach and Exposure

Oracle stands shoulder-to-shoulder with the world’s most valuable global B2B brands today. This is in no small part due to the level of targeted outreach and exposure the Oracle brand maintains, especially toward C-level and executive segments where brand visibility matters most. Oracle uses a combination of educational and promotional content to help position its brand as both a trusted resource and a reliable partner.

It goes without saying that social media and the Internet have leveled the playing field when it comes to brand visibility and exposure. The tools to reach out to and engage any target market on the planet are readily available out there (most of them at almost no cost). The key challenge is knowing how to use these platforms in ways that align with your brand expansion strategy.

Related:

#8. Thought Leadership and Influence

Consistently ranked as one of today’s most valuable and influential B2B brands, Salesforce is comfortably perched as the CRM market’s undisputed leader. It owes a great deal of its brand value to its reputation as an innovator (for pioneering and shaping SaaS) and as a trusted source for business and technology insights.

In the current B2B setting where the buyer mostly leads the way, the best thing you can do during brand expansion is to try and influence how your audience perceives your company’s image. Control is pretty much out of the picture. Brands that thrive today are those which their audiences view as reliable experts.

Related: 5 Ways B2B Startups can Become Thought Leaders

#9. Company Culture and Commitment

Cisco is a great example of an organization with its brand seamlessly weaved into its company culture. It’s “People Deal” relates the company’s mission to “connect everything, innovate everywhere, and benefit everyone” into its worldwide workforce, ensuring employee buy-in of Cisco’s values.

Brand expansion requires firm support and commitment from your team or organization. That’s because, as a Fortune report points out, company culture is “incredibly important” in building B2B relationships and hence needs to reflect your branding message, too.

#10 Barriers and Hurdles

What do you do when the government of a country you’re trying to expand into labels your company as a security threat and severely restricts operations?

That was the situation communications equipment manufacturer Huawei once found itself in when the company tried to enter the $30-billion U.S. telecom equipment market but got mostly banned because of alleged links to the Chinese military. Huawei was able to find another way to tap into its target market and is now supplying smaller (regional) U.S. carriers, with equipment sales steadily growing each year.

Regulations and restrictions are only two of the barriers to entry you need to take into account when trying to expand your brand into new markets. Language and cultural barriers can significantly influence the outcome of your brand expansion efforts, as well as factors like the costs of doing business in that region and the amount of risk you’re taking on.

 

The Takeaway

With the right brand expansion strategy, global reach is well within the grasp of any business, regardless of size or maturity. While we’ve focused on relatively large and well-established B2B brands in this post, the fact is that physical distance is no longer an obstacle for anyone when reaching out to your target audience and customers.

 

 

 

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Network Management Sector Rises: Industry to Grow 9% in 2019

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Network Management Market worth $11,058.6 Million by 2019

There are substantial reasons why entrepreneurs in the network management industry should rejoice.

A report by Markets and Markets has cited that the market for network management systems would grow past expectations by 2019, stimulated by high demand and a strong sense of innovation among major players. The same report also placed compound annual growth rate (or CAGR) at 9.5 percent.

As more enterprises from various industries are adopting better networking tools to streamline their business operations, the report has pegged the value of the network management industry at a whopping $11 billion! This is, of course, a far cry from previous years, particularly in 2014 when the industry was valued at $7 billion. Much of the revenue, of course, will be generated in North America, followed by Europe and Asia-Pacific.

There are several reasons to this. For one, more and more enterprises from various industries (most notably, the government, IT and telecommunications and the financial sectors) are on an “updating spree.” There has been a significant rise in purchases of network management tools driven by the desire to reduce costs and to acquire better visibility of network operations.

Related: 5 Lessons From Epic Tech Flops That Will Make You Better At B2B Sales

Aside from that, we should also consider the demands of “Big Data.” Businesses need effective tools to optimize their data management capabilities via scalable solutions and reduce the risks associated with large data acquisitions. To such an extent, these enterprises have increased their requirements for solutions, encouraging network management vendors to develop better products along these lines:

  • Network traffic management
  • Network device management
  • Network configuration management
  • Network security management

The total network management market to grow from $7,024.5 million in 2014 to $11,058.6 million in 2019. source: marketsandmarkets.com


As a result, we should all expect solutions providers to up the ante when it comes to offering something new to the table. But more than just product development, increasing competition also calls for better handling of marketing campaigns. It’s not only the product that spells success, but also the way how we present it to our target audiences.

Related: How to Upsell Telecom Products Using Multi-Channel Marketing

Evolution of network management technologies has triggered some companies to become more aggressive in marketing their solutions. Of course, most of them will make use of the usual tools (social media, landing pages, the works). But to truly rise above the noise, you need to know how to make effective use of the tools at your disposal.

Content marketing may not sound appealing in such a technical industry as network management. But, in today’s B2B arena, it pays to have a good sense of knowing what your audiences want and how to make them listen to what you have to say. Here’s how to create industry related content.

There are several factors that make this possible. The most significant is, no doubt, having a robust marketing team that will package your messages and draws in potential customers to your fold.

 

 

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