How to Write a Compelling Case Study

How to Write a Compelling Case Study

Earning someone’s trust is challenging. How much more earning a potential client’s trust? It is a tall order. You need to prove that you are as good as you say on paper. You have to show them that you can deliver what you promised. In other words, they need cold, hard evidence of your experience and your credentials. And there’s no better way to do that than through a case study. The problem, however, is how to make it as compelling as possible to get their ‘Yes.’

What’s the secret ingredient?

Simple. You don’t need a case study.  Read on why.

First of all, the word case study sounds boring and technical, like a doctor declaring his diagnosis and prognosis filled with medical mumbo-jumbo. With this idea stuck in your mind, you will most probably end up writing just as what you thought in the first place – a lifeless, incomprehensible story that tries hard to impress with technical jargon.

And who would want to read this kind of stuff? NO ONE.

It is the scenario you don’t want to happen.

Thus, the first thing you should do is abandon the idea of a ‘case study.’ You don’t need it. What you need is a story – something that is authentic, compelling, and relevant to whoever your target audience is.

 

Writing a ‘Story’

As you write your ‘story,’ think like the reader. What kind of stuff would make you drop everything you’re doing because you saw this interesting plot, and you’re suddenly filled with so much curiosity that all you want is read it?
Hold that thought in mind because there’s one hurdle you have to  make before you can start writing your ‘masterpiece.’

Here’s  How to Write Content that Gets Read and Shared

Building Trust

When you write a ‘story,’ you need to choose a previous client you’ve worked with. You need permission, a plan, and quotes for the story. However, not everyone is happy to tell their stories fearing they might accidentally share their ‘secret ingredient’ to their competitors.

Another challenge would be that the company you want to write about is working with other companies whose business is similar to yours. If such is the case, tell your client that you understand, and you are happy to be one part of their story.Once they agree, you now have full control to make that story as exciting and interesting as possible.

Related: The 3 Different Hats You Need to Wear to Gain Your Merchant Clients’ Trust

 

Getting Your ‘Story’ Ready

Just like building or cooking, you need to build the base or foundation of your story. In this case, you start with three – client, challenge, and solution.

 

Client

Any story has a main character – a protagonist – and in your case study, it’s your client. Begin by introducing the client, the nature of the business, the industry where they are at, their location, and the type of campaign you are doing for them.

It will give your readers an in-depth knowledge of them to establish a connection to your subject. Failing to do so will defeat the purpose of your case study. And when there is a disconnect, the story will not be relevant, and there’s no point why you created it in the first place.

Challenge/Problem

After you established your character, present the conflict/challenge your client faces. What’s the biggest obstacle that needs to be solved or addressed to? This will give your readers an idea how the company is before and after the solution.

Solution/Results

Your solution must contain the process and the ROI in detail. Allow your client brag about why they love your service. You might be surprised with the myriad of reasons why they love the solutions you have provided. Dig deeper why they are satisfied. This, in turn, will create buying triggers for your readers.

Highlight three to four benefits or advantages, and present them in high-level bullet points briefly explaining the meat of the case study. These benefits should be appealing to the pain points of your target audience.

Once you have all these three basic ingredients, it’s time to add the spices and garnish to make your case study more attractive.


Might as well check these sample case studies that we recently published:

 

4 Other Essential Elements of a Compelling Case Study

 

Quote/Testimonial

This should come from your client, and the message should resonate throughout the text.

Compelling Title

Before you even start your formulating your hook sentence, start with the title first. It should be the first impression you will project to your target audience.

Information about Your Company

It could be as short as one paragraph to give your readers a bird’s eye view regarding your company, specifically some notable information and your contact number.

Call to Action

Any ‘story’ not only has a good beginning but an amazing ending as well. And what better way to end your case study than with a CTA that encourages your audience to respond.

To understand more about compelling case studies, here’s an example that focuses on the abovementioned points.

So what do you think is the best tip(s )on how to create compelling case study? Share your thoughts on the comment box below!

 

Check out our recently published Client Success Story!

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]

Contact us or Dial 888.810.7464

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

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

Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook]
Industry Insights: How to Influence Today’s B2B FinTech Buyers

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

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

Everybody claims to be doing targeted marketing, but few actually get it right. Marketers allocate a significant portion of the budget on tools for better marketing precision (like advanced analytics and marketing automation). But only a minority (around 45%) of marketers believe they’re able to nail down targeted marketing, while an even smaller percentage of marketers (around 30%) think strategies like personalization and segmentation are delivering the right results.

While the exact details vary from industry to industry and from organization to organization, the difficulties that B2B marketers face today when targeting their customers all boil down to four key issues:

  • Getting in front of the right decision maker
  • Connecting with decision makers at the right time
  • Leveraging the right marketing channels
  • Crafting the right message

To help B2B marketers meet each of these four challenges head-on, the Callbox team is publishing a complete handbook on targeted marketing available as a downloadable eBook.

The handbook provides comprehensive, step-by-step guides on each of the four key areas of targeted marketing (customers, buying process, channels, and message), as well as detailed checklists and actionable worksheets to put these concepts into action.

Here’s a little sneak peek.

 

Getting in Front of the Right Decision Maker

The biggest reason why marketers find it difficult to build relationships with the right decision makers is that the average B2B buying decision now involves nearly 7 stakeholders, each coming from a different background and performing unique roles. Now, more than ever, B2B marketers need to define their ideal customer profiles (ICPs) and identify their buyer personas.

  • Ideal customer profile (ICP):  A hypothetical business or organization that’s a perfect fit for your solution.
  • Buyer persona:  An idealized representation of your target customer based on demographic, firmographic, and psychographic attributes.

The handbook devotes an entire section on building ideal customer profiles and buyer personas, and then concludes with two worksheets to put everything about your target audience in more concrete terms. At the end of this section, you’ll be able to clearly document the types of companies and decision-makers that impact your marketing results.

Related: Why Customer Profiling Could be the Best Investment your Company Makes

 

Connecting at the Right Time

In case you haven’t noticed, the average length of the B2B buying process has significantly increased. DemandGen Report says more than 3 out of 5 B2B marketers think their purchase process has gotten longer and that they’re doing more research before signing off on a purchase.

This highlights marketing’s growing role in the lead-to-revenue cycle, which also points to marketing’s increasing involvement in activities traditionally carried out by sales. In order to attract prospects and win deals, B2B marketers need to proactively engage potential customers at every buying stage through providing the information they’re looking for. Specifically, B2B marketers should:

  • Map/Remap their sales funnel to align with the new path to purchase using the 5 W’s of the B2B buying process
  • Refine their lead scoring and ranking capabilities to more accurately reflect how potential customers move from one stage of the buying journey to the next

At the end of the sales funnel/buying journey alignment section of the handbook, you’ll be able to outline and map out the different buying stages that your target customers go through. The section also ends with a checklist for sales funnel/buyer journey alignment, plus worksheets on persona-buyer stage mapping and a lead scoring template.

 

Leveraging the Right Channels

There’s no doubt engagement takes place across different marketing channels and platforms. This creates both opportunities and challenges for targeted marketing, not least of which is the growing need to keep the marketing message consistent from one channel to another.

This is where having a robust multi-channel strategy comes in handy. Multi-channel marketing goes beyond simply interacting with potential buyers on different platforms; it’s about combining these channels into a single, cohesive set of touch points. Keep in mind that:

  • A B2B customer regularly uses 6 different interaction channels throughout the decision journey.
  • But 65% of these prospects become disappointed because of inconsistent experiences across channels.
  • Outbound channels improve inbound tactics’ effectiveness by enabling scalable, direct, and one-on-one outreach for marketing messages.

The section on multi-channel marketing also walks you through a thorough checklist of steps to do and things to have prior to launching multi-channel programs. It then provides a planning worksheet to help you document your multi-channel strategy.

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

 

Crafting the Right Message

The key to generating consistent targeted marketing results (attracting and winning customers) is to deliver marketing messages that move potential buyers from one buying stage to the next. The “right message” consists of any content or material that:

  • Drives awareness of a business problem
  • Draws attention to potential solutions
  • Builds a business case for change vs. the status quo
  • Motivates a purchase

The average B2B buyer reviews around 10.4 pieces of content before making a purchase decision. The more costly and complex the solution involved, the higher the number of content sources B2B customers consult. A LinkedIn Business study finds that B2B buyers want both product information and educational (thought leadership) content, depending on where they are in the buying journey.

This means that your messages need to contain information that’s relevant to the prospect’s current buying context:

  • Awareness stage:  Prospects need help identifying the problem and narrowing it down.
  • Consideration stage:  They’re laying out all possible solutions.
  • Decision stage:  The prospect is evaluating a potential vendor.

Obviously, not all paths to purchase exactly follow the three-step model, but it’s a good starting point for most B2B marketers. That’s why the final section in the handbook provides an in-depth checklist for mapping marketing messages with buying stages and concludes with a content planning worksheet.

Related: Stages of a B2B Sales Pipeline (and Ways to Increase Your Sales Success Rate)

 

The Takeaway

Getting targeted marketing right can be very daunting for most B2B marketers, especially since it evidently involves many moving parts and requires a lot of resources. But with the guides, checklists, and worksheets in this handbook, you’re in a better position to deal with today’s marketing challenges. Get your copy now.

 

 

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

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

Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook]
Industry Insights: How to Influence Today’s B2B FinTech Buyers

Industry Insights: How to Influence Today’s B2B FinTech Buyers

Industry Insights: How to Influence Today’s B2B FinTech Buyers

FinTech continues to see double-digit expansion, and much of the market’s growth now comes from B2B FinTech. Opportunities in payment platforms, SME lending solutions, and SaaS-enabled back office tools have investors lining up behind B2B-focused FinTech companies.

That’s according to KPMG’s latest report on the industry, which also points to regulatory technology (regtech) as an additional growth driver for the segment.

Accenture thinks alternative finance powers a huge part of the current B2B FinTech trend. B2B FinTech companies are filling the gap left by banks’ withdrawal from SME lending, leveraging big data analytics to enhance the creditworthiness assessment process.

This means that instead of directly competing with banks, a lot of B2B FinTech companies actually complement traditional financial institutions. Accenture says this approach makes many of the B2B FinTech’s business models readily scalable and sustainable (not only in alternative lending but also in payment processing and workflow streamlining).

Alongside these strong opportunities, however, B2B FinTech firms also face a number of serious marketing challenges unique to the industry, with the biggest being customer acquisition. Attracting prospects and turning them into customers can be very difficult for most fledgling FinTech companies since:

  • It can be hard to convince potential buyers about adopting an unfamiliar product.
  • The typical FinTech firm hasn’t yet established brand recognition.
  • Limited marketing budgets often mean fewer marketing options.

But, as we’ll learn in this post, any B2B FinTech company can handily meet these customer acquisition challenges by focusing on the buyers and the process they follow.

The buyer-led, consensus-based path to purchase requires vendors to be a proactive part of the buying process. While buyers prefer self-directed research, vendors that actively help potential customers find what they need will be in a better position to influence prospects and win the deal.

To help you translate this into something more concrete, today’s blog entry answers three key questions about B2B FinTec buyers and their purchase cycle. This post pulls together findings from the latest research on the FinTech industry so that you’ll get data-driven marketing insights, not simply anecdotal advice.

 

Who actually makes the buying decision?

Respondents in a survey of B2B FinTech buyers carried out by PR firm CCGroup say they make a major IT investment once every six months. The challenge lies in the fact that FinTech purchases rarely involve only a single decision maker.

Over half of the survey respondents say a purchase decision requires the approval of 10 people. For large companies, the buying group can include:

  • C-level executives, EVPs, and VPs interested in the financial, operational, and marketing aspects of a purchase
  • Directors and department heads in charge of horizontal and vertical business streams

LinkedIn’s study of a broader group of B2B tech buyers echoes similar results and highlights some very interesting findings:

  • More than 7 decision makers are involved in B2B tech purchases.
  • Around 48% of Gen Xers contribute to B2B tech buying decisions, while 41% of millennials provide input to tech purchases.
  • The average tech committee consists of technology/engineering roles (44%), external-facing roles (23%), back-office roles (21%), and other roles (12%).

Actionable Tip:  It’s clear you need to demonstrate value to a large and diverse group of decision makers. As the numbers show, vendors need to reach out to both IT and non-IT buyer roles. So, make sure you’ve clearly identified and profiled all the key stakeholders in the purchase process.

Related: How to Reach C-Level Decision Makers and Boost B2B Sales

 

What influences them?

The CCGroup study reveals a number of factors that drive B2B FinTech purchase decisions in large companies. Respondents rated these factors as “most important” or “important”:

Most Important

  1. Internal business analysts
  2. Existing relationship with vendor
  3. Industry analysts
  4. Peers
  5. Industry consultants

Important

  1. Web Search
  2. Vendor webinars
  3. Tradeshows
  4. Vendor-led events
  5. Vendor whitepapers
  6. Direct marketing
  7. Trade media
  8. Business media

Meanwhile, Arketi Group surveyed three generations of B2B tech buyers and found that different combinations of factors and sources influence each cohort’s tech buying decisions:

  • Millennials rely on industry analysts 38% of the time when evaluating a tech purchase, followed by vendor face-to-face meetings (36%), and vendor website (33%).
  • Baby boomers mostly consult industry analysts (50%) as well as colleagues (49%) and vendor face-to-face meetings (48%).
  • Gen Xers refer to colleagues and vendor websites (both at 40%) as well as analysts and tradeshows (both at 38%).

Actionable Tip:  Two interesting trends stand out from these findings. First, B2B FinTec buyers seek out various sources that influence their tech buying choices. Second, these factors influence the different groups of B2B buyers in diverse ways. In order to get into the B2B FinTec buyer’s radar, you need to increase your visibility with the people and platforms that influence your target audience.

Related: Stages of a B2B Sales Pipeline (and Ways to Increase Your Sales Success Rate)

 

What do they want to know about a product or vendor?

According to the 2017 U.S. Technology Marketing Report, the product information that B2B tech buyers seek varies with the size of the organization and the stage in the buying cycle:

  • When evaluating a product, 68% of B2B buyers consider its reliability, while 64% want ease of use
  • To help them gain internal buy-in, 49% of B2B tech customers use product cost information, while 43% prefer ease of integration.
  • Reliability makes up the top concern for both large firms (with more than $10 million in annual sales and small companies (less than $1 million in revenues), while mid-sized firms put ease of use on top of the list.
  • B2B tech buyers consider pricing information as the most helpful resource during the purchase stage.

The CCGroup survey highlights some of the things that B2B FinTech buyers want to know about vendors during the decision process. The study considers three buying cycle stages: longlisting, shortlisting, and purchase stages:

  • Longlisting stage:  FinTec buyers at this stage want to know if a specific vendor is knowledgeable enough about the latest industry trends.
  • Shortlisting stage:  Potential FinTec customers that are shortlisting vendors look for candidates that understand the challenges and priorities of their buying audience.
  • Purchase stage:  During the purchase stage, FinTec buyers look for evidence that a vendor has successfully delivered to similar customers.

Actionable Tip:  With both IT/tech and non-IT/tech departments involved in the purchase process, it’s clear that buyers want more than just product specifics. Buyers look for information about how the product impacts other departments in the organization, especially since FinTec solutions tend to cut across business areas. As a result, B2B FinTech buyers are increasingly looking for strategic partners, not just one-time vendors.

 

The Takeaway

While there’s no one-size-fits-all approach to influencing B2B FinTech buyers, there’s also tremendous value to be had from getting to know your potential customers up close. The key thing to remember is that buying decisions are made by teams instead of individual decision makers. Moreover, these decision makers need different types of information as they identify and evaluate their choices. Your job as a marketer is to help them make informed decisions.

Related: 5 Essential FinTech Marketing Strategy Tips and Why They Work

 

 

Reach more FinTech customers using Callbox Multi-Channel Marketing Strategy

Contact us or Dial 888.810.7464

Add us on WhatsApp +65 8232 2417

 

 

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

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

5 Ways to Maximize Your Lead Quality
A Lead Generation Guide for Canadian Businesses

Stages of a B2B Sales Pipeline (and Ways to Increase Your Sales Success Rate)

Stages of a B2B Sales Pipeline

The sales pipeline is a set of strategies and stages which organize the movement of leads from start to finish. It guides businesses through the confusing maze of the buyer’s journey as it keeps sales and marketing aligned, and scales revenue growth.

As much as it is important, the B2B pipeline is as complex as the buyer’s journey because there’s no one-size-fits-all strategy. In other words, there are 101 ways how to do it depending on the needs of each business.

But no matter what strategy your company is using, the sales pipeline has three common stages: lead nurturing, lead qualification, and closed deal.

These stages begin right after you stimulate and capture the interest of your target audience during the lead generation process via email, events, or content.

 

Stage #1: Lead Nurturing

Companies who have a lead nurturing program acquires more sales-ready lead but spends less than those who do not have. This stage is where you build trust that leads to conversion. It’s like taking the perfect catch on a date. Since you’ve already convinced that person to go out with you, you no longer need to hard sell or act aggressively. Instead, you have to smoothly and seamlessly guide your ‘date’ to finally say ‘YES’ to you.

So what do you do?

Like a man trying to win a woman, you have to be where your prospects are, ready to answer their questions. At this point, it will be to your advantage if you focus more on the potential impact of your solutions rather than hard-selling your product or service. Remember – prospects would prefer to understand the results than the process.

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

 

Stage #2: Lead Qualification

On this stage, you get to decide whether the prospect is a sales qualified lead (SQL) or a marketing qualified lead (MQL). The two are almost similar because they are both ‘hot’ leads. However, an MQL looks like the perfect lead, someone who’s more open to hearing the solution you’re offering.

Sales qualified leads, on the other hand, are those who are ready for to have a conversation. They have raised their hands and prepared to go to the next level. A dedicated account manager is assigned to these leads to qualify them further.  

This phase is very critical, and extreme care and caution are necessary. Studies say that 61 percent of B2B marketers send leads to sales but only 27 percent of B2B leads are sales-ready, and 13 percent convert into opportunities. You don’t want to lose that opportunity. Therefore, it will significantly benefit you if you try to take time understanding the business environment of your target and understand the pain points they are going through. You can use those problems to show them how your service or product can offer a resolution.

If your prospect sees your product/service can be a solution to their pain, you can close the deal. If, on the other hand, they cannot, you will be able to weed that prospect out.

Related: 5 Ways to Maximize Lead Quality

 

Stage #3: Closed Deal

If all goes well, the leads make a purchase decision and become a revenue. But here’s the sobering truth: out of the 13 percent opportunities, only 6 percent will convert to deals. That means companies lose 94% of their sales opportunities. The even sadder truth is that 1 out of 4 marketers do not know their conversion rates.


 

Converting Opportunities to Revenues

The sales pipeline is the lifeblood of B2B growth, but statistics show that as the leads go further into the pipeline, the conversion rate of turning those leads into revenues becomes smaller. Now, the question becomes, ‘How do you create a successful pipeline?’

As mentioned earlier, there is no panacea for this, but you can incorporate these three elements into your sales pipeline to increase your success percentage:

 

Understand how your customers buy

If you want to create a successful sales pipeline, the first step is to understand the buying behavior of your customers. Here, you will be able to determine how many stages does it take before they come to a buying decision. Each stage is a milestone with every completion determined by an appropriate verifiable outcome for each step. This valid outcome tells you whether you are in alignment with the buyer.

Let’s say your customer undergoes five stages in their buying process: develop a business strategy > determine their needs > evaluate any alternatives > choose a solution and assess the risks > resolve issues and finalize the contract.

To align yourself with the buyer, you also need to have selling stages that correspond to theirs. Your selling stages should be: create an opportunity > qualify a sponsor > create a power sponsor > prove your capabilities > negotiate and close the deal.

Related: The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind

 

Determine the days in stage

Once you’ve developed a buyer-aligned process, you need to determine how long your prospect moves from stage to stage. If, for example, your average sales cycle is four months, then the time for each of your selling stage could be:

  • Create an opportunity – 10 days
  • Qualify a sponsor – 20 days
  • Create a power sponsor – 20 days
  • Prove your capabilities – 40 days
  • Negotiate and close the deal – 30 days

Knowing how long you have to spend for each stage helps you understand how much effort you have to make for each step.

 

Develop yield probability

As leads become opportunities, and opportunities go from stage to stage, they get closer to the buying decision and thus, have a higher likelihood of becoming revenues. To represent your likelihood of winning, it helps if you assign a yield probability for each stage.

Using the sample stages above, your yield probability would look like this:

Create an opportunity
0%
Qualify a sponsor
0%
Create a power sponsor
0%
Prove your capabilities
0%
Negotiate and close the deal
0%

 

In Conclusion

The above shows the sales journey of your customer as well as some helpful tips to make the transition from stage to stage smooth. However, your relationship with your customer does not end with the sales pipeline. In fact, B2B companies can increase their ROI after the sale by regularly engaging their customers and adding value to their businesses.

 

 

Get more customers in your sales funnel using Callbox Multi-Channel Marketing Strategy

Contact us or Dial 888.810.7464

Add us on WhatsApp +65 8232 2417

 

 

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

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

5 Ways to Maximize Your Lead Quality
A Lead Generation Guide for Canadian Businesses

4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do [VIDEO]

 

By 2050, machines will take over half of all jobs.

… and telemarketers will be the first ones to go.

 

An Oxford study says

there’s a 99% chance
AI will replace human telemarketers soon.

 

But until AI learns how to build genuine rapport,

sales calls will remain a person-to-person interaction.

That’s because there are four building blocks of rapport

that only we humans can do for now.

 

#1 Listening and Empathy

Talking about oneself releases feel-good chemicals in the brain.

It’s even more rewarding with a person who’s really listening.

How Not to Sound Like a Machine:

Start with an open-ended question;

let them share a bit about themselves.

 

#2 Being Authentic

People do business with people they like.

No matter how well AI mimics human speech,

there’s nothing like the real thing.

How Not to Sound Like a Machine:

Let the conversation flow naturally and show genuine interest,

but don’t overdo it.

 

#3 Finding Common Ground

AI knows more about your prospects than you do.

But only people can connect and find common ground in a conversation.

How Not to Sound Like a Machine:

Bring up interesting tidbits that prospects can relate to.

Build on these points at different moments in the call.

Related: 5 Data-backed Tips for Better Phone-based Sales Presentations

 

#4 Creating Shared Experiences

The secret to building rapport is creating shared experiences.

Whether it’s defining the prospect’s problem or identifying a solution,

working together brings people closer.

How Not to Sound Like a Machine:

Turn sales calls into collaborative brainstorming sessions.

Use “we”, “our”, and “us” in the conversation.

 

Rapport is a two-way connection between people.

It’s going to stay that way unless machines master these four skills.

 

 

Get targeted sales leads or a sample sales and telemarketing script

Contact us or Dial 888.810.7464

 

 

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

The-Ultimate-Lead-Generation-Kit-to-Jumpstart-Your-Business-2018-Edition

6 SMART Calling Essentials For Better Telemarketing Results
How to Handle Early Sales Objections, According to Science [VIDEO]
The Digital Marketer’s Guide to Telemarketing Performance Metrics

5 Marketing Technologies to Invest In 2018

5 Marketing Technologies to Invest In 2018

The world of digital marketing has been continuously expanding, and there is no doubt that as society progresses so do the means of getting our messages out there.

With the number of tools available to help us grow our consumer base and drive CRM to new heights, it can get daunting pretty quickly.  However, knowing the latest trend can help you pick out your next investment or prepare your business for the next pivot.

In this article, we’ll round up the latest marketing technologies that we should keep our eyes on – and try to get ahold of if we can – this 2018. From AI to chatbots, it keeps on getting better!

 

#1 Chatbots

We get it, providing customer service is hard, but did you know that some power users have now been able to create their chatbots from scratch?

It might sound like something only a guru could pull off, but the availability of chatbots have made it easier for people to be able to create a customer service desk that does not have to be staffed at all.

Here’s the good news. In the past decade, it’s been noted that people have been more open to the idea of speaking with a bot, especially one that has been programmed. Yes, the initial setup can be tricky but imagine the cost-savings of not having to hire people to answer basic questions about your business.

Think about FAQs being accurately answered by a bot immediately. That does wonders for your customer service goals and helps promote you as a brand cares!

Related: 5 Pieces of Advice for Live Chat That you Can Never Live Without

 

#2 Voice-based technology

A lot of digital marketers and search engine operators have said this time and time again. We are moving to a voice-dominated digital world. We can’t say it started with Siri, but you’ve got to admit that Apple made it popular with their assistant; Alexa made commerce available in your homes; and of course, who can forget to say, “Hey, Google!”

Google Assistant

We are moving towards a world where we would rather speak to our gadgets than type on them, and it has been boosting commerce. Did you know that thanks to smart speakers, like the Echo and Google Home, it has been recorded that 57 percent of U.S. households that own these devices have made purchases using the power of their voice?

And, that’s not all; there have been calls to start making commerce more voice compliant with search.

Related: Ways Marketers Can Harness the Potential of Voice Recognition Technology

 

#3 Augmented, virtual, and mixed realities

There have been strides in providing an immersive experience for people who demand more. This also means there have been significant strides by marketers who are trying to figure out how they can use these different “realities.”

It’s no doubt that retail will be the most affected by these changes, but it does not mean it ends there. As the technology behind mixed realities becomes readily available to everyone, the playing fields will also start to change.

This means new opportunities for media, marketing, and most importantly, experiences. It’s experience that drives a lot of demand, and once people are hungry for more, it’s when marketers like us can step in. AR, VR, and MR are worth your time.

 

#4 Big data gets bigger

What do you do with all that consumer data? You use it to better understand your market. We have barely even seen the potential of big data to make a difference in the marketplace.

One of the first rules of production is building for the intended user; we’ve seen it in search engines and the rise of bespoke services.  If we were able to properly harness the power of big data, then we’ll be able to create products that people need.

If we play our cards right, we’ll end up with products that can make a difference in the world that we live. And, that is the ideal marketplace.

 

#5 Artificial intelligence

That Go tournament really got people going about how AlphaGo was able to beat its human rival, but before we think Sarah Connor and Terminators, let’s think about the potential ramifications of AI.

Artificial intelligence can become the ultimate aid to processing vast amounts of information logically and quickly. Think about machine learning and predictive analytics, and how it can help solve not only your customer experience and interaction dilemmas, but also real problems.

Imagine combining big data and artificial intelligence, the ability to analyze and form rational conclusions out of patterns, and building seemingly perfect products. Or, even the combination of AI and an assistant like Alexa or Google, this might be the fuel that we are looking for to drive commerce to new heights.

Technology is changing, and people can hardly keep up. Marketers get ready. The future is coming, and it is coming in really fast.

Related: How are digital strategies evolving with the integration of new technologies into the marketing world?

 

 

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6 SMART Calling Essentials For Better Telemarketing Results

6 SMART Calling Essentials For Better Telemarketing Results

One of the most frustrating and (perhaps) scariest aspects of sales is cold calling. No matter how professional and trained your sales team is, calling a prospective client for the first time without prior notice is intimidating.

The reason is simple – no one wants rejection and when you cold call, there’s a bigger possibility of getting turned down.  But this does not have your story because there’s a better way how to do it.

 

#1 Get SMART

SMART Calling – Sales & Marketing At the Right Time – enables the sales team of a business or company to reach their target at the time they are ready to make the decision. It is based on different sets of data and factors,  which give you an insight which prospect should be pursued first. It goes beyond getting a list of the right prospects. It also tells you which of these prospects are ready to make the decision and WHEN to call them.

Let’s say for example that your target is hospitals, and you know that a third-party pharmacy makes the buying decisions. You just don’t let your sales team barge into their door and deliver the sales spiel. Instead, you patiently wait for the right time to pounce. It is done by studying the online behavior of your prospect including lead scores and KPIs.

Related: 5 Winning Sales Cadence Examples (and Lessons to Draw from Them)

 

#2 Forget about  the Script

Yes, a sales script is very helpful, especially when training new candidates. It also provides confidence to someone who is shy or anxious about talking on the phone. Most of all, it helps you steer the conversation to where you want it to go.

However, there’s a couple of problems with using a sales script: first, it sounds fake. Customers are more informed nowadays than before, and they can tell whether you are using a practiced spiel or not. Second, sales scripts get you stuck in a routine. They might be quite useful, but it also stops you from discovering a better alternative.

Related: Don’t Waste a Moment! See Sample Cold Calling Scripts

 

#3 Record and Analyze Your Calls

People tend to be self-conscious when they talk to prospective customers on the phone. Thus, they tend to change the tone and texture of their voice. Your sales people are not immune to this.

A good exercise is recording your sales call and let your sales team listen to them. It makes them collectively aware of the techniques that work, the mistakes they’ve made, and the things they need to improve.

Aside from recording your calls, using analytics tools can also help you thoroughly dissect your calls, including the turning points of the call and the important keywords that engages the customer. It will also help you brainstorm new strategies and techniques to improve your team.

 

#4 Set Goals

Goals are powerful – that’s a no-brainer; thus, it makes perfect sense why your sales team should have them. Goals help them measure their success and tells them where they are at. If they know where they are, they are motivated to continue and push themselves to reach the goal.

Here’s a tip with regards to goal setting: do not make short and long-term goals. You should also set individual and group-focused goals. It will not only encourage them to work together but will also push them to improve as they engage in a bit of friendly competition.


Check out our recently published Client Success Stories


 

#5 Make Your Calls Short and Sweet

Three minutes per call is enough. Don’t chat with your prospects and never give them the impression that you are. Remember that you have a mission, a goal to fulfill and you need to focus on that. Be quick and straight to the point. After that, go on to the next prospect.

Don’t forget to take a break as well. Experts advise taking a 5-minute call after every 15 calls you make. During this time, relax and de-stress, so you’re refreshed when you get back on track.

Related: How to Structure a Successful B2B Sales Call Blueprint

 

#6 Experiment and Observe

Not because your strategy is working means you keep on doing that nor should you be comfortable with it. If you want to keep on improving, you need to be agile, dynamic, and innovative, even if it means deconstructing current strategies and experimenting with different approaches.

Observe how your experiments progress – keep the strategies that work and throw those that don’t. Soon enough, you will discover something worth pursuing.

 

A Final Note

Unlike tips like starting your call with a positive story, the above are strategies and methodologies with long-term effects. You can apply them, again and again, to help your sales team improve and learn by themselves. Accordingly, they will not produce immediate results, but when applied over the course of time, they can give you the positive results you’ve been waiting for.
 

 

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6 SMART Calling Essentials For Better Telemarketing Results
How to Handle Early Sales Objections, According to Science [VIDEO]
The Digital Marketer’s Guide to Telemarketing Performance Metrics

Callbox Maintains High Rankings on Major Agency Review Sites

Callbox Maintains High Rankings on Major Agency Review Sites

Latest ratings from three high-profile sources show that Callbox continues its steady streak of top-notch performance in a number of marketing service categories.

Earlier this month, three ratings and reviews sites published their updated rankings of best-performing marketing agencies. Business.com, Clutch, and 10Seoes each gave Callbox very high scores in several service criteria, placing the company well ahead of many of its peers. The new batch of reports adds to the Callbox team’s outstanding record of recognitions from third-party sources.

 

No. 2 on Clutch’s Top B2B Lead Generation Companies (as of April 2, 2018)

No. 2 on Clutch’s Top B2B Lead Generation Companies (as of April 2, 2018)

Callbox took the second Spot on Clutch’s latest Top B2B Lead Generation Companies Leaders Matrix. The updated ratings indicated that Callbox garnered 33.4 points for the “Ability to Deliver” criterion (top score was 33.6).

A breakdown of the Ability to Deliver score showed that the company received high ratings for all three subcategories: 16 points for Customer Reviews, 7.8 points for Client Portfolio, and 9.6 points for Market Presence.

Clutch uses its trademark Leaders Matrix methodology to help buyers objectively find a vendor that matches its needs. The Leaders Matrix maps service providers according to their area of focus and proven ability to deliver.

 

No. 4 on Business.com’s Best Sales Lead Generation Services (as of March 2018)

No. 4 on Business.com’s Best Sales Lead Generation Services (as of March 2018)

Business.com recently ranked Callbox fourth on its Best Sales Lead Generation Services list. The report rates each service provider based on how well it stacks up against the competition in terms of lead generation strategy, lead management capabilities, and quality of customer support.

According to the report, Callbox’s main strengths include its multi-channel philosophy (integrating both traditional and digital channels), robust lead tracking and nurturing tools (using Pipeline, the company’s proprietary CRM), and end-to-end customer experience management (through its full-service campaign teams).

 

No. 6 on 10Seos’ Top 10 Lead Generation Companies for Best Services, April 2018

No. 6 on 10Seos’ Top 10 Lead Generation Companies for Best Services, April 2018

This month’s list of Top 10 Lead Generation Companies for Best Services from 10Seos shows Callbox in sixth place. While the website primarily focuses on SEO agency rankings and reviews, 10Seos also serves as a trusted resource for finding other types of marketing service providers.

Similar to Clutch and Business.com, 10Seos also gives greater weight to customer feedback in its rating methodology. The site follows a rigorous set of standards and procedures that takes both customer experience and project portfolios into account.

 

As Q2 begins in earnest, the Callbox team counts these developments as part of its growing list of recognitions garnered for 2018, and looks forward to keeping customer success front and center of the services it offers.


Check out our recently published Client Success Stories!

HK-Based Industrial Supplier Widens Market Lead with Callbox’s Help [CASE STUDY]
Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]
Telecom Firm’s Campaign Enters Next Phase, Grows Reach in New Segments [CASE STUDY]

 

 

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Callbox Continues Momentum in 2018 with Latest Spate of Top Rankings
Business Phrases: Callbox Among Top Lead Generation Services

How to Make a Compelling Presentation For Your Software Product

How to Make a Compelling Presentation For Your Software Product

Of all IT products, software is often considered to be a hard sell for a lot of startups. It all boils down to how they present their offers to interested B2B buyers.

Making a good impression should always be the primary objective for software companies. If anything, going the right way in terms of making a marketing presentation makes it more likely for a prospect to invest. In this sense, the increasing your profit margins the depends on how well you package your brand and communicate your product to a prospect.

As it becomes increasingly difficult to sell software in such a competitive market, there is a need to create more engaging and sellable stories. But this rationale has its fair share of challenges. For sure, the same issues persist  (e.g. customer retention, conversions), encouraging software marketers to develop better audience engagement strategies.

 

The wrong way to present

Creating effective presentations means avoiding common mistakes that will turn prospects off. Most of the time, these are errors that go undetected, but they can lead to lost opportunities or, worse, a bad reputation.

Overcomplicating

When designing your presentation, it’s always best to always put your prospects in mind. In other words, you need to realize the fact that not all decision-makers are at the same level as you in terms of technical knowledge. Instead of muddling up the core of your message with jargon and ambiguous terms, you should keep things as simple as they are. Unless you’re speaking to a client that already possesses a considerable understanding of your industry, you should always refrain from using exclusive language if you opt to get your point across.

Related: 5 Data-backed Tips for Better Phone-based Sales Presentations

Ignoring client needs

Custom Show points out that unsuccessful software demonstrations and presentations are often the results of a failure to understand client needs. After all, presentations are always about bridging the gap between your brand and your client. In order for that to happen, you should be able to answer all the questions that the client has. This enables you to come up with messages that your clients wanted to hear in the first place.

Related: Cyber Security Vendors Need to Move Past FUD: Here’s Why and How

Pitch the wrong way

Let’s face it, we are always tempted to make a sales pitch right from the get-go. But it doesn’t always end up with you winning a purchase for a software product. Sales pitches are difficult to pull off and it requires a great deal of timing before you can drive a proposal. To get better chances at it, you should be able to look for a position where it’s safe to make the pitch. An article published on Forbes provides the usual mistakes software companies commit when making pitches. Using too many details, peddling exaggerated expectations about your product, and failing to appeal to the interests of your clients, among others, make for a failed presentation.


Check out our recently published Client Success Stories


 

Maximizing the experience

Considering the numerous pitfalls you have to face, it’s crucial for your software brand to implement the right approaches in presenting your product.

Here are some of the best strategies to get everything started.

Use visuals

For a lot of B2B marketers, using illustrations to complement a business proposal can do wonders. For a complex industry such as software, using graphs and other visual aids can help in maintaining audience retention. It makes sense then for your brand to maximize its use of such elements in your presentations.

Related: 3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

Provide a brief and relevant overview

The inclusion of a marketplace overview can help you align your product with your client’s needs by pointing out factors in the current market climate and prevalent trends. It’s only a matter of picking the best figures from authoritative sources to drive your point home

Embrace uncertainties

Whether you’re presenting online, through the phone or face-to-face with the decision-maker, you need to realize that anything can happen. A simple query from the client or the slightest hint of contradiction on your part can push back that gains you have so far made. This is normal, but failing to address such situations can make you lose a potential contract. Since you can’t always expect the best during presentations with clients, you can still prepare yourself for any possible scenario. This would involve anticipating client inquiries and making sure that you have all the information you need to satisfy them.
 

 

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5 Ways to Maximize Your Lead Quality
A Lead Generation Guide for Canadian Businesses

HK-Based Industrial Supplier Widens Market Lead with Callbox’s Help [CASE STUDY]

HK-Based Industrial Supplier Widens Market Lead with Callbox’s Help [CASE STUDY]

Since 1988, the Client has been providing custom decorative building materials throughout Southeast Asia and Australia. Its products include colored stainless steel, decorative glass films, elevator decoration modules, and stainless steel fabrication. The company primarily sells to architects, designers, contractors, property developers, construction suppliers, and other industrial vendors in the region.

The Client says it relies on two key advantages to attract customers and set its products apart from competitors:

1. First is its broad sales and service network across the region, which enables prompt supply and delivery.

2. Second, the Client focuses on design customizability, so that products are tailor-made according to each customer’s specifications.

Before the campaign, the Client’s sales development model placed much of the prospecting and lead qualification burden on sales reps.

Sales was responsible for finding potential customers and booking introductory appointments with prospects, without much in the way of prior screening. Under this setup, the Client estimated that reps were spending less than a third of their time actually talking to prospects, which dragged down both sales productivity and the quality of the customer’s buying experience.

Accordingly, the company has been planning to reassign lead generation and appointment setting responsibilities to its marketing team, but this department is mostly staffed by creatives who are already on tight schedules churning out product materials and sales collaterals.

It was clear that the Client needed to outsource prospecting and lead qualification. But since the company was selling highly-customized products across different geographic markets, the Client wanted to partner with an agency that had both industry knowledge and regional experience.

 

 

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Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]

The Client specializes in IT solutions for automotive dealerships…
Telecom Firm’s Campaign Enters Next Phase, Grows Reach in New Segments [CASE STUDY]

Telecom Firm’s Campaign Enters Next Phase, Grows Reach in New Segments [CASE STUDY]

The Client currently has an ongoing appointment setting project…
Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments

Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments [CASE STUDY]

The Client sells its trademark high-performance ED software…

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]

The Client specializes in IT solutions for automotive dealerships designed to streamline sales, marketing, and customer support processes. These solutions include end-to-end e-commerce portal, reputation management services, lead generation services, website conversion optimization tools, and fully-integrated CRM platform. The Client targets both franchised and independent dealerships throughout the province of Ontario.

In order to sell to this market, the Client employs a small sales team that performs both marketing and sales responsibilities. The team assigns prospecting activities to an inside sales rep who carries out much of the research and initial contact. Meanwhile, in-person and phone follow-ups are delegated to the rest of the team. The company’s average sales cycle ranges between 3 to 6 months.

The Client already does business with a sizeable number of dealerships primarily in the Greater Toronto Area and other regions in the province. The company wants to expand its reach into other Ontario locations.

To achieve its growth objectives, the Client thinks it needs to outsource part of its marketing efforts, particularly lead generation and appointment setting so that their sales team can focus on nurturing and follow-up.

 

 

Check out the Full List of our Clients’ Success Stories

Try out our new Data Preview Tool to get a breakdown of our data list by country!

Our Data List By Country

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Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]
Telecom Firm’s Campaign Enters Next Phase, Grows Reach in New Segments [CASE STUDY]
Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments

Callbox Adds Interactive Data Preview Tool as New Website Feature

Callbox Adds Interactive Data Preview Tool as New Website Feature

The new website tool lets clients quickly get a feel for how big the target audience they can potentially reach with a Callbox campaign.

 

As part of its mission to help B2B marketers make data-driven decisions, Callbox recently unveiled an interactive tool on its website that allows customers to preview the company’s massive in-house contact database. The latest website enhancement gives clients a crucial piece of information for their targeted marketing initiatives: the size of their target audience.

Contact lists can make or break an outbound campaign. That’s why the Callbox team wants marketers to catch a glimpse of the data resources Callbox can offer. Knowing this information can help marketers estimate whether their target segment is large enough to achieve their desired results when targeting a specific region.

Using the interactive data preview tool, visitors can choose a country from a drop-down menu and view record counts broken down by industry, employee size, and annual revenue. The available countries currently include USA, Singapore, Australia, UK, Malaysia, Hong Kong, New Zealand, Canada, and China.

Users can then drill down further on the country totals by looking at record counts under specific industries and firmographic attributes. The tool also returns the total number of contacts with valid email addresses, as well as how many unique companies and organizations that potentially match their ideal customer profiles.

Related: The Essential Checklist to Finding a Decent Leads Database Provider

The Callbox team is planning to add more features to the data preview page, including the upcoming “My Industry Insight” tool, which will allow users to get an in-depth overview of their target industry or vertical.

Callbox maintains an in-house database of over 44 million decision makers from organizations around the world. The company acquires, verifies, and manages prospect data through a combination of automated and human-enabled processes. Callbox employs full-time data specialists and uses robust database management tools that guarantee data accuracy, completeness, and timeliness.

The data preview tool can now be accessed at https://www.callboxinc.com/data-list-by-country/ and is open to all site visitors.

 

 

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