5 Social Media Trends in Canada and What They Mean for Lead Generation

5 Social Media Trends in Canada and What They Mean for Lead Generation

Now that 80% of B2B buyers expect the same buying experience as their B2C peers, B2B marketers increasingly look toward their B2C counterparts for inspiration. Social media is One area in B2B marketing where the “consumerization” of B2B is strongly being felt, and nowhere is this shift more significant than in the Canadian lead generation space.

According to a 2017 eMarketer report, B2B marketers in Canada now use tools that traditionally belong to B2C teams in order to help them better understand their target audience and improve their marketing programs. Social media management platforms rank as one of the leading B2B tech spending categories for Canada-focused marketers, with lead generation as a primary goal for their marketing investment.

In addition, findings from Social Media Examiner’s industry study from 2017 indicate that, on some level, B2B and B2C social media strategies continue to converge. This is shown, for example, by B2B marketers’ growing adoption of B2C platforms such as Facebook as their preferred social channel.

All this means that Canada B2B marketers need to look at overall social media developments, not just the partial blips that customarily show up on their B2B-calibrated radar. That’s exactly what we’ll do in this post. We’ll dissect the five biggest social media trends in Canada and talk about how each of them potentially impacts lead generation.

 

1. Preferences slightly differ from U.S. audiences

Pollara’s latest SOCIALscape report shows that 91% of Canadian adults online have at least one social media account (predominantly Facebook), which they access more often through mobile (60%) than via desktop or laptop (35%).

Using social media data compiled by Statista and research carried out by the Social Media Lab at Ryerson University, here’s how Canadian social network preferences compare with U.S. users:

Social Network Preference - Canada vs United States - Plot

What This Means for Lead Generation:

While some data points indicate that Canadian social media access closely aligns with U.S. users, we need to take note of some key differences.

First, we see that the level of mobile access is almost twice as much as desktop/access for Canada-based users. But, for U.S. audiences, this number reaches 91% (a 9:1 mobile-to-desktop access ratio).

Next, while both U.S. and Canadian social media audiences overwhelmingly prefer Facebook and YouTube, the popularity of other major social media platforms tends to be very different in the two countries. Take LinkedIn, for example. It’s the third most popular social network in Canada but only ranks sixth place among U.S. users.

Related: A Lead Generation Guide for Canadian Businesses

 

2. Popular pages tend to be brands or companies

Nearly two-thirds of social media users polled in the Pollara survey say they follow company, brand, or product pages. Here’s the entire list of page types that Canadian social media audiences tend to engage with:

Page types that Canadian audiences tend to engage with - Plot

What This Means for Lead Generation:

With almost two-thirds of social media users following a company or brand, there’s tremendous potential for building and cultivating a community around your company or product among Canadian audiences.

Also, knowing the kinds of pages that resonate with your target audiences as consumers or real persons (not only in their business or professional lives) is a great way to make your target buyer personas even more representative of your customers, which in turn enables more personalized and targeted interactions.

Related: A Complete Cheat Sheet to Social Media Branding for Consulting Firms

 

3. Usage differs by province

The Pollara survey also breaks down Canadian social media usage by province. The top two social networks across Canada’s provinces consist of Facebook and LinkedIn, but the results also show some marked differences in usage among the rest of the major social media platforms:

Usage by Province - Plot

What This Means for Lead Generation:

If your social media advertising strategy relies on geographic targeting, then knowing how each Canadian province uses major social networks is the first step toward refining your targeting tactics and budget allocation. As the numbers show, a one-size-fits-all social media strategy most likely won’t work for Canadian audiences.

 

4. Engagement varies across platforms

We also find some clear differences in the user profiles and engagement levels across Canada’s top social media networks, as revealed by the Pollara survey.

Here’s how Canadians actively use the top social networks as measured by the percentage of social media users who check a platform at least once a day, post at least once a day, and share content at least once a day:

Social Network Activity - Canada - Plot

In terms of how social media usage varies across age groups for each platform, here’s what the Pollara results indicate:

Social Media Usage Across Age Groups (Pollara Results) - Plot

Lastly, here’s how the social media profiles (as described by the level of education) of Canadian users vary across the major social networks:

Canadian Social Media Users by Level of Education - Plot

What This Means for Lead Generation:

As you can see from the preceding stats, user profiles and level of engagement differ from one social network to another. Knowing these variations helps you match your social media strategy with your target buyer persona. This information allows you to pinpoint which platforms to focus on in order to maximize both your reach and engagement.

Related: Social Listening: The Power to Gain Business Insights and Increase Sales

 

5. Business adoption leaves a lot to be desired

While a full 47% of Canadian businesses acknowledge that social media drives digital marketing results, only 39% actually have some kind of online presence. Part of the reason for the disparity includes a lack of know-how and resources available for social media initiatives.

Still, Canadian marketers are ramping up their social media investments in order to capture more value from this channel. According to the recent Canadian Digital Marketing Pulse Survey, 71% of Canadian marketers plan to increase their spending on social media this year. In particular, 84% of Canadian marketers will expand their budget for Facebook; 59% say they’ll spend more on YouTube, and 48% will increase their LinkedIn spending.

What This Means for Lead Generation:

It’s clear that Canadian marketers are going where their audiences are flocking to. That means stiffer competition in the most popular channels. But you don’t have to go head to head with competitors to reach and engage your audience. If you really know your target customers, you know exactly where to put your time and resources. Again, take a more granular view of your social media audience and use these trends to help you develop the right tactic.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

We’d love to hear your thoughts on these social media trends in Canada.

Comment them down below! 🙂

 

 

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Leverage Social Media's Influence to Reach More Targeted Customers

Utilize a Data-Driven Approach to Generate Technology Leads

Utilize a Data-Driven Approach to Generate Technology Leads

The modern consumer is much more self-directed because of the wealth of information they can get not only from the Internet but also from other people around the world through the various social media platforms. In fact, Forrester revealed in their survey that 74 percent of the B2B buyers conduct online research first before they decide to buy.

If buyers rely on every piece of data they can find to make a purchase, then companies should all the more adopt a data-driven approach in their IT lead generation campaigns. When vendors apply a data-driven marketing mindset, both seller and buyer reach a more informed decision.

Data-driven marketing, however, is more than just using your customers’ information. It also means using and activating data in an automated or semi-automated manner, giving you more creative strategy.

 

Data  is Power

Data gives you knowledge; thus, data gives you power as a marketer. Your marketing strategy becomes even more powerful if you have the right information in your hands. Armed with that information, you can create a scalable marketing process that can be repeated and can run on auto-pilot. As a result, you have more time in your hands, allowing you to focus more on testing and optimization.

Data also removes any guesswork that exists allowing you to target the right customers and create messages that are both relevant and valuable to your target audience.

The sad truth, however, is only a few marketers can use data effectively. A report released by TrustRadius revealed that there is a big disconnect between the vendor and the buyer in the B2B technology.

However, here’s the good news: there is always room for growth and improvement. So to help you fully utilize the people-first approach, we have prepared five creative marketing tips for your IT lead generation campaign.

Related: 5 New Year’s Resolutions to Refine Your Marketing Analytics Stack

 

#1 Provide customized and personalized hands-on experience

According to the report from TrustRadius,  around 75 percent of the buyers said that demo products have a significant impact on their purchasing decision. Trial versions enable the customer to experience and evaluate the product before buying it. Data can help you create a more personalized demo or trial version that directly addresses that specific customer’s needs. Conversely, they do not want a trial version that seems biased or too general.

 

#2 Encourage customer participation

Make your happy customers feel more loved and valuable by allowing them to participate in case studies and testimonials. You can use the data from customer feedback as a reference for your product strategy or make improvements to your existing products and services. You can also make them a reference contact for other prospects, saving you money in marketing.

Related: How to Write a Compelling Case Study

 

#3 Create valuable personalized content

According to the same report from TrustRadius, many customers think that most of the content created by businesses have only one goal – to convince them to buy rather than address their pain point.

Businesses should remember that for their clients, valuable means more than facts and figures. Instead, it should be something that helps them solve the problem they have at hand.

That can be addressed by creating more personalized content for each target. This strategy sends a message that you care enough about your customers because you had taken the time to study their needs and find a solution for that.

 

#4 Encourage customer review in third-party review sites

Encouraging your customers to review your product or service in other third-party review sites brings customer participation to another level. First, it sends a message that you are confident of your product. Second, you can use the data from those reviews to have honest feedback on the limitations and advantages of your product or service.

 

#5 Design a nurturing strategy for a more personalized experience

The TrustRadius report revealed that 89 percent of the buyers were influenced by the vendor to make the purchase. According to them, they feel the vendor is more of a strategic partner than just a seller. These businesses offered extended trials, conducted on-site visits, provided customization options and real data, and demonstrated ROI.

Related: Value Your Leads: Lead Nurturing Best Practices to Boost Conversion

 

It’s Your Turn

Many companies are reaping the benefits of data-driven marketing and advertising. If it’s your first time, you can start with the tips we shared and develop your strategy as you go along the way. Just remember, this is not a one-time deal but a continuous effort to add more value to your customers.

 

Author Bio:

Judy Caroll

Judy Caroll is a marketing executive at Callbox. She is a blogger, online marketer and loves to share with you the best stuff in sales and marketing. Follow Judy on Twitter and Google+.

 

How do you leverage data to generate technology leads?
Share your insights in the comments below! 🙂

 

 

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Activities That Will Draw New Clients To Your Medical Billing Business

Activities That Will Draw New Clients To Your Medical Billing Business

2018 has marked the year of a lot of developments in digital marketing and as marketing develops dynamically into a multifaceted force in the digital world, so has lead generation campaigns for niche industries such as medical billing.

In this article, we will be discussing some of the ways that you can reach more people with your physical and online marketing activities in your start in the medical billing industry.

It can be daunting to attract customers, especially in a particular niche, but with just a little effort, it can be done efficiently and effectively. So read on and find out what you can do to generate more leads for your medical billing company.

 

#1 In This Industry, Referrals Are King, But Don’t Be Afraid To Reach Out

We were all the new kid at many points in time. Think of this industry as a professional schoolyard and you are new. You have to put your name out there and show people who you are and what you’re made of. Most of the most potent connections that you will make will come from past clients, but if you are dealing with no clients, then you should make the first move.

Determine who exactly your market is and focus your efforts towards that market. If you thought this business was a niche, you have to consider the different medical “niches” that you can go after, too.

Contact associations and introduce yourself and what you can offer. You will need something substantial to prove your worth, too. This is where you can get creative and think of the things that you can provide because you’re new. You can sponsor if you have the cash to blow, but if you’re on a tight budget, being helpful to associations and going to events will do wonders in the long run.

Related: Selling Tips for Medical Sales Reps to Succeed

 

#2 Take Your Activities Online

Do some keyword research and find out if people in your area (or in your district or country) are actively searching for a keyword that shows buyer intent for your services and build a website.

In today’s world, even the simplest things are things people search for, and it’s better if you appear out of nowhere in their search results than nowhere at all. Ensure proper SEO on your site to make the best out of your campaigns and consistently try to rank for the first page of the SERP.

While you’re at it why don’t you start a little social media campaign and produce relevant content that you think doctors will like, it might be a way of reaching out. If it gets shared, you’ll have started the lead generation process without even having had your material in front of the person making decisions.

Related: Becoming an Online Entrepreneur: The Expectations vs. The Reality

 

#3 The Cold-er Touch To Your Activities

If cold calling produces a little anxiety, then you should not be alarmed. You are not alone. A lot of people hate the cold call method not only is it so demanding in time and resources, but it also requires particular workforce to execute. However, its power cannot just be disregarded.

Do not limit yourself just to cold calls, but use the technology around you to get your name out there. By now you would already be familiar with the tremendous effects of email campaigns that are properly run, so use these at your disposals.

Introduce yourself in your emails and give them value.

Pro Tip:

Adding value does not mean giving away your service for free, but instead establishing a way for your potential customers to recognize you as a potential market leader that knows what they are doing. This means putting in content that can serve as a lead magnet. An article, an infographic, or even a spreadsheet calculator is a great example.

However, you will also have to realize the nature of a physician’s office, because they differ from more traditional businesses and this is an entirely different industry. You have to be ready to adapt.

Related: Effective Lead Generation Channels to Watch For (In Case You Missed Them)

 

#4 Don’t Stop Connecting With People

This may strike you as a no-brainer, but there should be a constant effort in your marketing activities. This is a great niche, but every niche has stiff competition, and the competition in this field can get fierce.

Add value and character to all your marketing efforts, determine your edge, and work relentlessly to outclass your competition.

There is a lot of value in working in a specific niche, but we must not forget that no matter how lucrative a niche can be, there is still a lot of adapting and tweaking to get your message across.

Related: Break the Habit, Use Lead Generation Fad for Medical Businesses

 

With a proper marketing and strategic plan in place, the determination to make the appropriate connections, and a little imagination, you will be scoring a lot of leads in no time at all.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

Healthcare marketers and entrepreneurs, what other marketing activities do you do?

Share your story in the comments below! 🙂

 

 

Learn how we can help your healthcare business generate more leads and opportunities

Ready to get started? Contact us 

or Dial 888.810.7464 | WhatsApp +65 8232 2417

 

 

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

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Utilize a Data-Driven Approach to Generate Technology Leads
Activities That Will Draw New Clients To Your Medical Billing Business
Essential Components of a Lead-generating Website

Essential Components of a Lead-generating Website

Essential Components of a Lead-generating Website

If you run a business on the Internet, whether it be selling a product or providing a service, one of the things that you always have to ensure is that it is a lead-generating website.

There are many aspects and elements of a website that you can optimize in order for it to generate leads or convert visitors to leads. Hopefully, this short article can get you started on your website optimization process in general.

From lead magnets to ways to build trust, we’ll give you the essential know-how on how to turn any website into a lead-generating website that can capture leads in a proper manner.

 

Optimizations, CTAs and User-Friendly Design

The landscape of the Internet is changing, and we cannot stress this enough for people to understand. The new standard of web design is its potential to be as user-friendly as possible. The first thing you have to do is to evaluate your website’s potential to host your customers’ eyes for an extended period.

This means checking heat maps to better your website, optimizing for mobile, and making sure that everything is as responsive as possible.

We all know that one of the most effective ways of getting people to do something on a web property is a proper call to action or CTA. However, getting people to “Sign Up Now!” or “Book a Consultation Today!” is not going to properly work if you do not position your CTAs well.

People have studied eye-tracking data on websites for some time and there is a pattern, users generally start at the upper left-hand side of the website and work their way down in the fashion of the letter F. Use this data to your advantage.

However, it is not just the call to action elements on your main pages that you need to optimize, get them on your blog posts, too. If you’re guest posting, ask if they will allow you to place a CTA in your content or biography, it’s really helpful in lead generation.

Also, have primary and secondary CTAs, this is so you do not miss out on a customer who could be at a different stage of the sales funnel.

Make sure everything is optimized with proper SEO as well. It really helps get your website in front of your users.

 

Forms on a Lead-generating Website

Your forms are one of the most critical components of a lead-generating website because they form the basis of capturing information about your customer. However, did you also know that a form can make or break your site?

One of the general rules about forms is to keep them short, no one wants to spend too much time talking about their pet’s maiden name, and you also don’t want to annoy your website visitor.

Keep your forms short by only asking what you need and not what you “could” need in the future. It will not make sense if it’s that way.

However, your forms also have to be intuitive. Let’s say your visitor is in the middle of making a purchase, you do not want to interrupt the process while they are making a buying decision, but rather you want them to have a feel for your website first.

Related: 30 Must-Know Resources for Your Last-Minute GDPR Preparations

 

Lead Magnets

Sometimes you need to entice your visitor even to fill out the form in the first place, so why don’t you give something out. It does not have to be a free membership to premium content – unless you’re into that – but sometimes you have to give to get something in return.

Whether it is some paid content, a free phone call, a specialized spreadsheet, tool or calculator, or maybe even a cheat sheet of some sort, any of these can serve as a capable lead magnet.

The beauty of a link magnet is that it also establishes your web property as a serious leader in the field if you are willing to give something that is of actual value. The psychological effect is tremendous; whenever they use your freebie they will remember your site.

Related: How to Create High-Performing Landing Pages

 

Trust Builders

Nobody is going to trust you with their information unless you appear somewhat trustworthy online. This goes beyond having SSL security and the https prefix before your domain name.

People like knowing about other people, so a couple of seals, maybe a customer testimonial and client logos are enough to make them seal that deal in itself.

Related: 5 Mistakes That Completely Ruin Your Website Lead Generation Power

 

Testing

At the end of the day, if it does not work, it won’t work, and that is why it is very important to keep testing your website’s different elements, from your forms to CTA placement.

Testing allows you to be able to create specific and targeted campaigns and designs on your website that allow them to convert.

This is the only way you can adapt and convert to create a lead-generating website.

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

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

Share your lead-generating website design tips in the comments below! 🙂

 

 

Convert those website leads into customers with Callbox Multi-channel Marketing Startegy

Schedule a consultation to learn more

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B2B Chatbots and How This Tech Can Improve Your Conversions
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Effective Lead Generation Channels to Watch For (In Case You Missed Them)

Effective Lead Generation Channels to Watch For

Digital marketing, or marketing in general, is highly dependent on using different techniques to facilitate the acquisition of leads and their proper conversion into sales.

However, with the advent of new technology, lead generation has become a process that has continued to reinvent itself. In fact, it is so dynamic that sometimes we end up in a haze just trying to keep up with the times.

In this short article, we will be discussing a few of lead generation channels that are worth your valuable time.

 

Why is Lead Generation Important?

In order for us to properly understand the importance of lead generation, you will have to remember two things:

  1. Lead generation is a measurable factor that can determine the effectiveness of your marketing campaign, and;
  2. It can potentially lead to revenue.

 

Lead Generation Channels We Should Keep Our Eyes On

Search Engine Optimization

Do you want people to see you? Then, get visible. There are said to be over 200 different ranking factors that help get you on the first page of a search engine and when is the last time you did an SEO audit on your site?

The Internet is powered by search engines and keywords that indicate buyer intent, so what better of getting your name out there and getting people to visit than by being around when they are looking for what you offer.

Related: How to Use SEO To Influence B2B Buyers On Social Media

Email Campaigns

Email campaigns are one of the most powerful tools that we have in our arsenal and their veracity to generate, follow up, and create leads is unbridled. However, what are you doing with your email campaigns lately?

In the last two decades, email marketing has been such a powerful tool that it has not left the holster of any seasoned marketer. It has in fact grown with time and it’s probably time that you forget your preconceived notions of email marketing and read on.

The aim of the game is personalized automation. First of all, everyone is sick of spammy emails that are trying to target anyone and everyone, we all crave a little attention and so do the customers we are targeting. The latest technologies that we have today make personalization easier, couple this with selected mailing lists and you’re almost all set to go.

However, don’t forget automation. Automation allows for you to send these highly targeted pieces of electronic correspondence to your targets with a click of a button, they automate everything from follow-ups, to even tracking if an email has been opened or not. They also sift through customer behavior and help you create better pieces.

Want to succeed? Step up your email game.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

Social Media Marketing

Everyone from the person who just served you lunch to your grandma uses social media nowadays, and its prevalence has made lead generation a live game with a pseudo-level playing field for everyone.

There are plenty of ways to target customers and generate leads using social media, and it does not only stop at running targeted ad programs.

The things your company and your product does on social media describes its personality to the internet world and it helps create a brand that is both alive and real. From your rich media content to the advice that you give out, everything works hand in hand in order to develop your social media lead generation campaign.

Related: Leverage Social Media’s Influence to Reach More Targeted Customers

Rich Media and Content Marketing

Create content that captivates and provides information and disseminate them. This includes infographics, shareworthy posts, informational content, tutorial videos, calculators, spreadsheets, etc.

This signals to the people assimilating your content that you are indeed someone who is of value and a leader in the industry. This will develop trust and pretty soon they will be knocking on your door – or website in this case.

Related: How to write content that gets read and shared

Outreach

Getting featured on another blog – with a link to your website – is a great way to get some ranking potential (links help you rank) and generate valuable leads. When you get featured on someone else’s blog. It indicates to that person’s followers that you are a person of interest and you have something to show for.

You are essentially being given an entire market to sell your product to. There are a lot of ways you can do this, but whatever you do, do not hard sell to them. Just like content marketing, be a source of information, inspiration, and intelligence and not just jam your product or services on to anyone’s plate.

 

So there you have it, these lead generation techniques online will save you a lot of time sifting through the myriad of seemingly daunting lead generation tips. They are simple, easy to implement, and downright effective in what they offer.

 

Remember, lead generation is the aim of the game here. You have to play the game, to win the game.

 

Which lead generation channel gives you the best results?

Share in the comments below! 🙂

 

Ready to get started? Schedule a consultation

or Dial 888.810.7464 | WhatsApp +65 8232 2417

 

 

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

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B2B Chatbots and How This Tech Can Improve Your Conversions
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Value Your Leads: Lead Nurturing Best Practices to Boost Conversion

Value Your Leads: Lead Nurturing Best Practices to Boost Conversion

According to statistics 79 percent of marketing leads never convert to sales. That figure reveals an even sadder reality: 65 percent of B2B marketers haven’t established lead nurturing. Whatever the reason companies have for not focusing on lead nurturing is a path to self-destruction. With every minute of neglect, the clock slowly ticks until the mechanism finally explodes and destroys everything.

The statistics are shocking given the fact that even multi-billion dollar companies place so much premium on lead nurturing. Take Microsoft, for example; the tech giant bought LinkedIn for a whopping $26.2 billion, the most significant acquisition in its history.

Why would they pay that much? For what?

LinkedIn gives them access to millions of data of the audience they want to become their customers. That data will provide them with an idea what each target wants, enabling them to create a personalized strategy to win their prospects over.

That is a clear and perfect example of lead nurturing. It is so important that another study showed the significant difference it has in companies that have made this a part of their conversion process.

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

 

First Things First

A lot of B2B marketers make the wrong assumption that acquiring a large percentage of leads give them a bigger fighting chance of increasing the sales. If that is the case, then a lot of companies could have become multi-million dollar companies just because of the leads they have, but such is not the case.

Instead, you have to build a relationship with the customer, know what they want, and gain their trust. Once you get to know them, it would be easier to deliver something they want based on their individual needs.

Thus, their conversion is based on how well you can give an exact solution to their pain and also the steps that lead them toward that path. As you lead them along, you should be careful of pitfalls that could jeopardize that conversion journey. We have prepared some tips how you can avoid those mistakes as you nurture your leads.

 

Value Your Leads

Consumers are wiser and more sensitive today than 20 years ago. Thanks to a vast amount of information that is readily available on the Internet. Now, consumers can easily spot whether you want to make a quick buck or there to bring a solution to a pain point.

So how do you show you value your leads?

By providing them with valuable content for free, something that makes their lives better or solves their pain points. When your leads see that you are concerned about them, they will trust you, and it will be easier to convert them and make the purchase.

Know More about Them

Since you are the ones who lead them on a journey, you have to know your leads so you can provide what they specifically want to make the journey comfortable, convenient, and enjoyable. What are the touch points that your prospects have to go through? That means you have to provide content that is relevant in every point of their journey.

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

Be Consistent

Being consistent means following your schedule. If you release new content every Tuesday and Thursday, you have to make sure you do so. If you don’t, you send a negative message that you don’t care about your business, and that is bad news for your business. If your target leads see you don’t care, why should they care as well?

Staying on schedule also ‘trains’ your leads to perform actions that are connected to multiple touchpoints. When you get your leads to do this, you are also getting their “Yes” that can eventually lead them to purchase.

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

Drip Campaigns

Research showed that leads who were nurtured through a drip marketing funnel are likely to spend 47 percent more on purchases than those who went through other channels. More so, they increase the chance of client re-engagement and have higher open rates.

 

Beyond Lead Nurturing

Lead nurturing is not a standalone process. Instead, it compliments with other marketing strategies, such as email marketing and landing pages. These elements work harmoniously in a marketing ecosystem that ultimately leads to conversion.

The most important, however, is automating the marketing process. Using software or tool. You create and send trigger information based on the specific client’s behavior. Through this, the target receives the information at the most appropriate time that brings them closer to the sale.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

We’d love to hear about your lead nurturing practices and tactics.

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Capture More B2B Sales Leads with Multi-Channel Marketing

Capture More B2B Sales Leads with Multi-Channel Marketing

Everyone is in the business of growing leads; even the most straightforward marketing campaign is integrated with the lead generation process. When you’re in charge of selling a particular industry, service, or product, then chances are you would have already come across lead generation.

However, in today’s day and age, lead generation has grown into a dynamic process that can be accomplished using different channels and strategies. This article focuses on developing B2B leads with the use of multi-channel marketing, and utilizing all the latest advancements that we have.

Check out how you can improve your lead generation marketing campaign with these tips and latest developments in multi-channel lead generation.

 

#1 Do Not Forget The Power of Content Marketing

Content marketing is one of the most influential tools that you have at your disposal because let’s face it; nobody likes have a fully-fledged advertisement hitting them square in the face. Content marketing focuses on the added value that you can give a potential customer of your business.

How do you utilize content marketing? Simple really. Your business will be in a particular industry so publish content that is relevant to that industry instead of your product or service itself. This will add more value to what your customers are seeing, and it will make it seem like you are both an authority on particular topics, and that you care about the industry as much as you care about profits.

There are plenty of ways that you can do this, publish infographics, disseminate newsletters, produce relevant shareworthy articles on social media, publish white papers or research reports, and even hold webinars.

The possibilities of using content marketing to promote your B2B operations are endless.

Here’s a pro tip: Don’t focus on the current web properties that you currently have. Some companies have been launching microsites that give out advice and are said to be useful lead generation mediums in the long run.

 

Channel effectiveness during early/later stages of the sales funnel:

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Related: How to Write Content that Gets Read and Shared

#2 How Does Your Social Media Presence Look Like?

Do not think of this as your primary venue for developing leads for your B2B business, but rather the casual quasi-formal face that your business shows to the world. Some people will react to how a company functions “casually” on social media.

Using the social media perspective, this is an excellent way for you to show another side of the company, reach potential customers, and keep them engaged.

Do not be afraid to engage with people on your social media networks because other people are watching, too. This is a chance for you to show the other side of the company and push your conversion rate.

Of course, we can never negate the fact that you can also publish adverts on your social media platforms. However, keep them to promotions, nobody likes a lot of advertising.

 

Channel effectiveness during early/later stages of the sales funnel:

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Related: Leverage Social Media’s Influence to Reach More Targeted Customers

#3 We Know Email is Old School, But Are You Using It?

Ask almost any marketer that has led a B2B lead generation campaign and probably the first thing they will tell you about is their proper email marketing campaigns. However, it has now gone beyond getting a list of prospective customers’ emails and hitting bulk send.

We are now in an age where everyone demands things that are custom fit to their needs. That means even emails have to be crafted to specific target audiences within your intended market to maximize its potential.

Systems that link with your customer relationship campaigns are now the norm in any business, and they help create a somewhat automated way of performing lead generation.

It might seem daunting to create a custom campaign for each segment with a customized email, but the software is already there. We’re talking about being able to do A/B tests, change the wordings of emails based on the receiver, track email opens and conversions, and have canned follow up automatically scheduled.

With all this innovation, it would certainly make no sense at all if we weren’t going to utilize the tools that we have today fully.

Automation is critical here, in fact, if you don’t believe us, there are a lot of companies who have doubled and even tripled their revenue with automation. That means more staff-hours saved and cost per sale reduced.

Bonus Tip: Use the email lead generation marketing channel to promote your content marketing campaigns, too, if given a chance!

 

Channel effectiveness during early/later stages of the sales funnel:

Early
0%
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Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

 

So there you have it, three different focuses of a multi-channel marketing plan that anyone can utilize in their B2B lead generation campaign.

We have officially entered the days where we cannot escape from multifaceted strategies in outreach that each serves a unique purpose, and with the rise of data collection and analysis, as well automation methods. There is no knowing where the dynamic world of lead generation can lead us in the future.

 

Have you used other marketing channels in your lead generation campaigns?

Share your experience in the comments! 🙂

 

 

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B2B Chatbots and How This Tech Can Improve Your Conversions
4 Fathers Who Shaped the Evolution of B2B Marketing

The Best Lead Generation Tactics for Tapping B2B Niches

The Best Lead Generation Tactics for Tapping B2B Niches

If anything, the B2B industry is still performing pretty well despite recent market activities resulting from political actions. Essentially, there are still a lot of reasons to feel positive about the growing market for B2B products and services. With the continuing adoption of marketing automation across industries such as financial services and healthcare, as well as the growing popularity of big data and software-as-a-service, B2B marketers are sitting on opportunities they couldn’t afford to miss out on.

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

According to an article in Entrepreneur, B2B marketers are focusing mainly on growing their brands and addressing pressures in their ROI. It goes on to point out that in order to stay competitive, B2B companies will have to adapt to the environment. More importantly, they should start to concentrate on their respective niches.

It has become the main challenge for tech as well as consultancy firms to address the needs of their niches and come up with effective messaging that results in increased sales. One thing to watch out for is audience expectations. Since you are bound to address the needs of a specific demographic, your strategy should revolve around several tactics:

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

 


Check out our infographic on how mobile is reshaping B2B Marketing

10 Undeniable Ways Mobile is Reshaping B2B Marketing [INFOGRAPHIC]

 

Social media

Social media

Who doesn’t engage via social media? Unless you’re living under a rock, social platforms such as Facebook and Twitter are your primary means of reaching out to specialized audiences. It’s just a matter of creating the right call-to-actions and visuals that will entice people to make an inquiry or use your fill form. One thing’s for sure, you are basically afforded considerable leeway in identifying the type of and packaging your messages.


Facebook & Twitter Metrics to Track in 2018 [INFOGRAPHIC]


In light of the ever important principle of “content is king,” you should be able to produce infographics and other visual materials that can help in educating your niche about your products and services as well as provide them a good start to engage.

Of course, effective brand marketing is impossible without going through sound research. Which brings us to…

 

Invest in market intelligence

Invest in market intelligence

An effective marketing plan that’s focused on specialized areas is something that’s difficult to pull off. Conceptualization is the chief problem here. B2B marketers need to come up with the right approaches in their campaigns. With that being said, a company could hardly succeed in increasing its quality leads without going through any form of research whatsoever.

Related: 7 Most Effective Market Research Tools for Creating Effective Lead Generation

It’s often best for B2B marketers to concentrate on knowing what their respective audiences want. And even though we can’t always treat decision-makers the same way, we can at least analyze certain trends and come up with the right strategies to incorporate them into a campaign. For this, a great deal of knowing what your audiences expect in the near future is a helpful way to let you focus on creating messages that matter the most to them.

In addition, market research also provides an avenue where you can essentially improve your current campaigns, making allowing you to lead consistent strategies that would secure a steady stream of interested clients.

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

 

Go with PPC

Go with PPC

Much of the fanfare for pay-per-click advertisements has something to do with the fact that they are so affordable. B2B startups, in particular, will have better chances of increasing the number of leads entering their pipelines. But going beyond cost-effectiveness, PPC allows for better results in terms of getting qualified leads. Since specific messaging is the most important aspect of niche marketing, companies can test several ad copies and use analytics tools to identify the right message to work with. Of course, PPC works well if you have an experienced copywriter at the helm.

 

Be where the action is

Be where the action is

A more effective way to get quality leads from your niches is to take part in industry-related events. Trade shows and the like offer a venue where you can seek out your ideal customers and engage them directly. Moreover, attending these events and documenting them in your blog are the right way to build your brand.

Related: How to get Tangible ROI in Joining Events

 

Measure your successes

Measure your successes

When you opt to build a consistent campaign, you should be able to know if it is performing as expected or not. Regularly measure your engagements and find out if there are any issues that you will need to discuss with your team. A sudden dip in site visits and an increase in bounce rates should draw out red flags.

Related: 5 New Year’s Resolutions to Refine Your Marketing Analytics Stack

 

 

Check out our recent Client Success Story

LED Lighting Firm Renews Callbox Campaign, Wins Sales Deal in 2 Months [CASE STUDY]

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B2B Chatbots and How This Tech Can Improve Your Conversions
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5 Ways to Maximize Lead Quality [GUEST POST]

5 Ways to Maximize Your Lead Quality

No matter your industry, you know that not all leads are created equal, which means generating leads isn’t enough; you need to generate quality leads so as not to waste time and money. How big a deal is lead quality? A 10% increase in lead quality can create a 40% jump in revenue, according to Marketo.

 

What is Lead Quality?

Lead quality is a measurement of how likely a given lead is to convert to a paying customer or how much revenue potential that a given lead could generate for your company. Since a lead is essentially just information you’ve attained on someone who is interested in your product or service, it makes sense from a business perspective to rank all those leads.

By measuring lead quality, sales teams can focus on specific leads instead of inefficiently allocating resources attempting to convert low-quality leads who have little interest in becoming paying customers, or who present little potential for revenue. According to Salesforce, companies that have a method for scoring leads have an ROI of 138% versus companies without any lead scoring criteria.

Related: Classification of Sales Leads: Hot, Warm or Cold

Each company takes its own approach to measuring lead quality. However, a common method is to assign a score to leads based on certain criteria, such as the B.A.N.T criteria (budget, authority, need, timetable). However, B.A.N.T is mostly used within B2B marketing, and even there, debate rages about the ongoing relevance it. B.A.N.T assumes telephone contact with leads, which is not a valid assumption in a marketing world dominated by online marketing.

Other possible lead scoring criteria include:

  • People who have downloaded lead magnets from your website
  • Leads who have browsed through product pages, checkout carts, or pricing pages
  • People who have emailed or phoned your sales teams to inquire about your products/services
  • The revenue potential of a given lead

Companies can segment their leads based on a set of lead scoring criteria by integrating marketing software with customer relationship management (CRM) systems.

Related: Not Just an Address Book: 4 Hacks to Turn a CRM into a True Sales Tool

It’s important to note that not all leads with high likelihoods of conversion are high-quality leads by default—leads might be very likely to convert but present poor earning potential. This is one of the biggest issues with the idea of lead quality—different people have different definitions of what exactly constitutes quality. It can be helpful, therefore, for marketing and sales personnel to work together to develop sensible lead scoring criteria that they agree on.

A high volume of bad leads is the fastest way to clog up your sales funnel. If you’re casting too wide of a net, it’s time to re-evaluate how and where you’re getting leads, what constitutes a good lead and why some leads go cold so fast. Here are a few tools to help you maximize and improve your lead quality.

 

#1 Define what a qualified lead is

#1 Define what a qualified lead is

Who determines what’s a good lead in your company? If you don’t know, or if you think it’s the wrong person, it might be time for everyone involved in the sales process to sit down to define a qualified lead for your business.

Is it simply someone who falls within your target market? Is it based on behavior when visiting your website? Maybe it’s someone that agrees to hear your pitch in person.

If your sales team is expected to follow up immediately on every nibble, you’re taking time away from the qualified leads so it’s important to define what a qualified lead is.

 

#2 Identify where leads come from

#2 Identify where leads come from

Where do you get your best leads from? Identify your lead sources so you can fine-tune your lead generation process.

Consider using a tool like Google Analytics or Oktopost to look at your metrics and determine where your quality leads come from and what campaigns, referrers, and channels are paying for themselves.

Knowing the information, you can devote more time to channels that are most effective and may even consider eliminating channels that aren’t filling your lead pipeline.

Related: The Five BEST Sources Of B2B Leads Prospects

 


Check out our latest Marketing Infographic

A Visual Guide to Telemarketing Performance Metrics [INFOGRAPHIC]

 

#3 Deploy data enrichment tools

#3 Deploy data enrichment tools

To connect with prospective customers, you need to a way to reach them. You can search LinkedIn, run Google searches, and scour social media channels for leads, but it takes a lot of time to find the right people, and then, find their contact information.

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

Ease some of this workload with data enrichment tools that can help you build a list of leads along with credible contact information. Here are a few tools to consider:

Lusha

Turn domain names into full company profiles and add contact information right into your Salesforce account to convert leads faster. Lusha can even automatically enrich all your contacts and update your contacts in spreadsheets.

InsideView

Increase your volume of clean, actionable leads thanks to the missing data that InsideView automatically adds to incoming leads as they’re inputted into your CRM and marketing automation systems.

Openprise

Streamline your sales funnel by connecting your third-party apps to pull together data, then create your own set of rules to clean the database with Openprise.

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

 

#4 Use lead generation tools

#4 Use lead generation tools

Rather than find leads yourself, have them come to you. How? Use a few lead generating tools, like these:

PromoSimple

Create custom sweepstakes, sign-up forms, and contests that can be added to Facebook pages and websites to generate leads, which are then integrated into an email service provider.

SocialCompass

Find quality leads on Twitter with this all-in-one app that combs tweets to find locals with purchase intent, allowing you to reply with an offer.

Related: Best Marketing Tools to INCREASE Sales Leads Production

 

#5 Prioritize your leads with management applications

#5 Prioritize your leads with management applications

As you generate leads, you’ll need a way to manage them. Try these tools that can help you prioritize leads and track important metrics like cost per lead:

Velocify

Help your sales reps determine who to call and when, thanks to this sales acceleration solution that sorts, prioritizes and re-ranks sales leads in real-time.

Really Simple Systems

Track cost per lead, per opportunity and per sale to calculate your ROI with this lead tracking app.

Related: 5 New Year’s Resolutions to Refine Your Marketing Analytics Stack

Wrap up

By identifying what a qualified lead is, making a list of your best lead channels, and integrating several tools, you’ll be able to reach more prospects than you thought possible. Lead generation is a time-consuming process, but if you’re taking a strategic approach you’ll likely see an impressive return on your investment.

 

Author’s Bio

Lisa Furgison

Lisa Furgison runs a content marketing company, McEwen’s Media, that helps clients sell products through data-driven marketing strategies.

 

 

 

 

Check out our recent Client Success Story

LED Lighting Firm Renews Callbox Campaign, Wins Sales Deal in 2 Months [CASE STUDY]

Read the latest updates on The Savvy Marketer’s Blog

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Contact us or Dial 888.810.7464

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Track These KPIs and Learn How to Increase Sales Call Volume [VIDEO]
4 Sales Call Rapport-Building Techniques That AI Can't Yet Do [VIDEO]

A Lead Generation Guide for Canadian Businesses

A Lead Generation Guide for Canadian Businesses

Being stereotyped as a country known for its politeness and its neurotic addiction to hockey doesn’t exactly define how Canada is like in the world of business. For all intents and purposes, this North American country which lies at the Arctic threshold thrives to be an important player in several industries – and not only on maple syrup and flannel shirts.

More so, the country has gone on to be an important leader in the world of B2B, alongside the United States and the Asia-Pacific region. As the Business Development Bank of Canada forecasts positive growth of about 2% for 2018 and as “consumer confidence, global trade, and investment growth have finally picked up from the recent lows,” companies will have to re-examine their strategies and come up with more effective ways in generating better lead generation numbers.

This leads us to a discussion on marketing strategies. For a lot of businesses, global integration has made it possible to collaborate with other entities across borders. And as Canada continues to experience a massive boom in its tech and financial industries, there is a need for both large and small enterprises to improve on their marketing and branding efforts and, in turn, obtain a better position in the market.

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

Companies should look no further than their current lead generation campaigns as these are critical to growth. Being able to come up with the right approaches will enable these companies to increase the amount of sales opportunities they need to impact their bottom lines. Still, we have to admit that there is a whole range of challenges to hurdle in order to reach specific targets. The most important and obviously the most difficult part would be “finding a strategy, tactic, or offer that gets the attention of potential leads.” This is according The RAIN Group Vice President Erica Stritch, which goes on to suggest that top performing companies were able to overcome these hurdles simply by dancing a different set of steps. In other words, these companies were able to do something different, thereby increasing their profitability.

So what exactly constitutes a unique marketing plan that offers better results in terms of sales?

While there are many schools of thought on this issue, we thought best to give you some of the most effective lead generation tips.

 


Check out our recently published Client Success Stories!

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities [CASE STUDY]
HK-Based Industrial Supplier Widens Market Lead with Callbox’s Help [CASE STUDY]

 

Know how to handle big data

Know how to handle big data

In order to ensure your sales pipeline doesn’t run out of leads to nurture, you will need to generate a large volume of data from your landing pages. Big data will continue to impact the way businesses in Canada achieve their marketing goals, and it is crucial for these businesses to know how to organize, analyze and measure a great deal of information that’s entering the pipeline. In this case, B2B marketers can always implement an automated marketing system to help them address the issue of data management. After all, automation can help reduce costs by way of a faster and easier process for validating and qualifying leads.

Related: Not Just an Address Book: 4 Hacks to Turn a CRM into a True Sales Tool


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

Our Data List By Country


 

Go beyond the walls

Go beyond the walls

In terms of audience outreach, attending industry-related events is one strategy you wouldn’t want to leave out of your marketing plan. For sure, events do not only function as avenues where you can share knowledge with other stakeholders; they can also help you build your brand, especially if such an event is an important one.

Related: 5 Trends that Will Drive Tech Tradeshow ROI in 2018 [INFOGRAPHIC]

 

Be an influence

Be an influence

Aside from attending events, you can also boost your lead generation by becoming a contributor to reputed sites such as Forbes or The Huffington Post. As long as you have relevant opinions to share, you can always hook up with these platforms to express your opinions on trends and share topics that are close to the hearts of your audiences.

Related: Take Advantage Of These Tips In Finding Guest Blogging Opportunities – Read This

 

Integrate with social

Integrate with social

Social media marketing isn’t a new thing anymore. In fact, it has become a staple for businesses that want to be on top of their game. Platforms like Facebook and Instagram greatly improve your lead generation numbers considering the number of people present in social media at any given time – and that also includes business executives. So, when you’re planning on implementing a multi-channel approach to your lead generation, you need to integrate your social media accounts with other platforms. This will give your efforts a much-needed boost in no time.

Related: Top Influencers Weigh In: Social Media’s (Measurable) Impact on Sales

 

 

Check out our Client Success Story

Callbox-Packs-Webinars-for-Candian-Software-Company

Read the latest updates on The Savvy Marketer’s Blog

Get Qualified Leads or Learn more about 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, 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

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B2B Chatbots and How This Tech Can Improve Your Conversions
4 Fathers Who Shaped the Evolution of B2B Marketing

Get More IT Leads: The Things You Should (or Must) Know About Email Marketing

Get More IT Leads: The Things You Should (or Must) Know About Email Marketing

No one can doubt the value of email in lead generation. If anything, email marketing is still an important strategy being pursued by those in the IT arena. The reasons for this is that emails prove to be effective in keeping marketing costs down all the while maintaining an influx of high-quality leads. For IT and software companies, this strategy would be essential in improving their bottom lines. With that being said, let’s take a deeper look at how email marketing can be leveraged to accomplish such goals.

Related: 8 Ways 2017 Will Shape Your 2018 Email Marketing Campaigns

One benefit of this strategy, according to an article published in Shout Me Loud, emails are highly adaptable, meaning they can be incorporated “into any kind of marketing plan that your business might have, without having any additional costs.” On the other hand, Campaign Monitor points out the prevalence of email across various industries, emphasizing email’s impressive ability in “generating the highest ROI” and in giving “marketers the broadest reach of all the channels available to them.”

From these observations, it is safe to say that email marketing can work for the IT crowd as well. But considering the complexities of creating and implementing an effective campaign, IT companies will have to come up with the right approaches to be able to break barriers.

The “right approach” might sound a little subjective since strategy varies from one company to another. Apparently, there’s really no trend to watch out for or standards to follow when it comes down to generating leads using emails. What is certain, though, is that successful campaigns are the result of mastery of the platform itself.

Related: How to Find (and Win Over) New IT Clients

 

Notes from the real world

Notes from the real world

A case in point is SaaS leader Moz. In an article on Inc.com, Moz is cited for its highly effective strategy of content curation. Instead of sending its subscribers with original content, the company would rather collect content from other sources and send them to contacts in its mailing lists under its “Moz Top 10” campaign. This strategy worked out for the best as it allowed them to be viewed as “industry experts for providing a simple and highly valuable resource.

Likewise, ERP software giant STR Software was also able to maximize its email campaigns and achieve a significant increase in organic traffic. This was possible by promoting a platform for their content that captures contact information. Using marketing automation, they were able to perform an email blast with relevant content, resulting in several other successes such as higher conversions and a steady flow of web traffic.

Related: 7 Types of Emails Your Business Should Send

 

Ironing out issues

Ironing out issues

Despite these successes, however, these companies may have at some point encountered several issues along the way. It is only a matter of knowing these common problems in email marketing and coming up with the needed solutions.

Chief among this is the challenge of targeting the right people to subscribe to your mailing list. Resolving this issues requires that you place your fill form in an area where visitors can instantly see them. Aside from that, you may also need to create an effective call-to-action that will entice the right prospects to sign up for your updates and newsletters.

But going beyond this basic strategy, you will also need to craft content that corresponds to specific details. One thing’s for sure, you will be able to increase your email subscriptions significantly if you aim to hit the right notes. It’s only a matter of personalizing your messages based on demographics, particularly location and job titles. For the latter, opt to promote your newsletters to project managers, IT directors, operations managers, and other executive-level positions that handle IT integration.


40 B2B Sales Email Templates for Every Situation [Free PDF]

The Only Guide to Email Marketing Analytics You’ll Ever Need


Using the right tactics

Using the right tactics

Planning on what to do with your campaign is easier said than done, but you can find a lot of ways to get around. The real challenge comes in rolling out your strategy.When it comes right down to engaging the right audience using your emails, you will only need to underscore the following tips:

  1. Create short and effective subject lines
  2. Schedule the ideal time of the day for sending your emails
  3. Optimize your newsletter for mobile users
  4. Provide giveaways such as coupons, vouchers, and free trials
  5. Personalize your content based on the interests and prior interactions of your audience

 

What other tactics should IT companies use to achieve better results in their lead generation? Let’s talk about it in the comments below.

 

 

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It's 2018; Your Email Subject Lines are Subject to Change
5 B2B Email Marketing Goals that Make or Break Results [VIDEO]

Get More Telecom Leads with Multi-Channel Marketing

Get More Telecom Leads with Multi-channel Marketing

Recent market stats show that competition in the telecom industry is rising in 2018. This is due to numerous innovations and disruptions that are pushing players big and small to seek a position in their respective niches.

The challenges brought about by big data and cable’s venture into the telecoms arena will further impact the way these companies do business. Wireless technology, most notably the introduction of 5G, will open up a new front in the battle for profit margins. And without a doubt, the current situation requires them to be more focused on activities that directly impact their bottom line. Without a doubt, marketing is a process that has to be an important factor in reaching revenue goals. This would involve identifying the best approaches to getting quality telecom leads.

In this case, it is essential for telecom companies to determine the most appropriate channels for getting high-value opportunities. For this reason, multi-channel marketing points towards the right route into getting where these opportunities are found.

For sure, having a robust strategy involving various communication channels will certainly give telecom enterprises a much-needed boost in closing as many deals as their sales teams can. But having a multi-channel has a lot more to offer service providers in the telecoms market than just that.

Related: Inside the Telecom Industry: The Trends that Matter for 2018

 

A more focused campaign

A more focused campaign

A great deal of marketing a service, say wireless router or fiber optic transmission line installation, involves knowing what people want. In this case, telecom providers need to go for the jugular when it comes right down to planning the type of talking points they want to deliver. This, for sure, has become a challenge for many companies, and not just in the telecom sector. The struggle deals with the fact that it’s difficult to track audience demands as they shift from one device to another. Using the right channels in your campaign, on the other hand, aptly addresses such a problem by keeping tabs on the interactions of prospects wherever they are online. This way, B2B marketers in a telecom company can arrive at a more precise approximation of what clients want. In turn, this would make adjusting to these demands easier and more in tune with market expectations.

Related: Telecom Campaign Ideas for 2018: Consultative + Digital Marketing

 

Better targeting of prospects

Better targeting of prospects

And speaking of preciseness, let’s now talk about how most companies conduct their marketing campaigns. The traditional method of bombarding targeted leads with content after content is still a thing – unfortunately. But the way things are going right now, the least that telecom buyers want is to get their inboxes filled with unwanted spam. Quantity is never better than quality. Not by a long shot! If you want to get better revenue results, you have to get better at aiming. A multi-channel approach focuses more on personalizing content for the right people. This article on AutoPilotHQ.com sums up the advantages of account-based marketing, pointing out its usefulness in allowing marketers top zero in on specific prospects and unleashing their best weapons in order to reel them in. If it works for other industries, what makes any telecom marketing operative not adopt a multi-channel campaign?

Related: How Behavioral Targeting Can Help You Achieve Your Bottom Line

 

Get more sales

Get more sales

Now, let’s talk about the juiciest part of multi-channel marketing. Telecom buyers are a tough cookie to crumble (or a hard nut to crack, whichever metaphor works). One thing that defines them is their general meticulousness in choosing products and services that best fit their bottom lines.With that said, the most important thing for a lot of marketers in this industry to do is to leverage their use of online channels and maximize their reach in the process. In other words, telecom marketers should go beyond the content trends of the day and, instead, opt to be authentic. And apparently, there’s no other way for this to become possible than through multi-channel marketing. Again, competition in this highly technical industry is likely to rise in the coming years and not only 2018. For companies to increase their sales volumes beyond expected amounts, it is crucial to make use of multi-channel approach as a means to get ahead of the competition. Influence is key if you opt to gain a better position for your enterprise. If using multiple channels won’t cut it, we don’t know what will.

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

 

 

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