Tag Archive for: b2b marketing

Building an Effective B2B Marketing Experience

Marketing strategies are piled up like stacks of paper on a secretary’s table. Every day we get to read blogs telling us what new tactics to apply. Truth is, content today are just improvised version of what’s really existing.

It never cross our mind that building an effective B2B marketing experience is simply following the basic.

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Planning to Launch a Product? Here are 5 Tips

You invest a lot in generating an idea and making it into a reality. But you will need to go the extra mile promoting your baby’s entry into the world.

Product launches are crucial to get your idea noticed. But it often takes the right approaches to events marketing to stimulate buyers into buying your product.

Here are some tips from B2BMarketing.net that you can use to increase the publicity of your product launching:

The planning team

Who is really responsible for the product launch? (Hint: it’s not just marketing). The most successful launches employ a ‘whole organisation’ approach. The optimal launch team is composed of at least one member from each functional area of the business including leadership, marketing, sales, service and legal etc.

It is imperative for this team to be assembled early – minimally, before new product development is complete – ideally, concurrent with the development of the product, not after.

Foundational strategies

Foundational strategies include the mission and vision of the product launch; business case and objectives; brand strategy; fit within the overall product portfolio; and uncertainties and risks.

These strategies must be developed within the context of the overall business strategy and product portfolio strategy, and are important to define early. They serve to provide direction and clarity for what is needed to launch the new product (the short-term) and sustain it in the marketplace (the long-term).

Audience specific strategies

Audience strategies define how your product will ‘go-to-market’ for internal and external audiences such as distributors; national accounts; key customers; union labor; suppliers and partners; installers and technical support among others.

These audience strategies must be coordinated and complementary with one another, and support the foundational strategy.

Operating strategies

Integrated operating strategies include the plans for every functional area of the organisation – including finance, product, sales, legal, customer service, regulatory, training, IT and analytics and marketing.

These strategies are more tactical in nature and build the operational capabilities needed to deliver the high-level strategies.

Three launch phases

Too many launch plans are just that, ‘launch plans’ focused on the launch phase as a moment in time. A total launch strategy encompasses the three distinct phases of a new product introduction: pre-launch, launch and post-launch.

For the full article, click here.

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3 Ways to Make your IT Products and Services from Sounding too Technical

We’re going to go out on a limb here and tell you that you belong in a highly specialized industry. It’s just because the industry is smothered under a heap of buzzwords and highly complicated language that can put your buyers to sleep.

Lead generation and demand generation have to tone down on emetic terms such as “ROI maximization” and “lead management efficiency”, and focus more on creating effective messages that can easily be grasped by buyers.

In his article for Kapost.com, marketing expert Jordan Rothenburg gives three important solutions that can keep your products from sounding too esoteric.




Everyone enjoys a good story—especially one that will help their bottom line. Think of an industry-specific archetype that other like-minded professionals will understand and appreciate.

Taking the insurance industry as an example, consider the panoply of experiences that insurance agents have each day. Now take the top storytellers preaching at the water cooler or contributing to your company’s internal blog and interview them. Consider them your subject-matter experts (SMEs) on the topic of good storytelling.

Next, determine the most effective medium for publishing and promoting the tales. Is your audience looking for a lengthy case study, an easily digestible blog post, or will the story require video to capture their attention?

You should know your audience’s consumption habits best, so act accordingly.



Another way to let your creative juices flow is by utilizing imagery. The juxtaposition of a simple photo with interesting text goes a long way. After all, you’ve seen the way the web consumes the almighty meme. This isn’t to say that an image alone will suffice, but the key is to catch your reader’s attention with visual artistry and then keep them engaged with worthy content.



The granddaddy of them all, infographics are the perfect combination of storytelling and imagery that will certainly spice up your B2B content. They’re digestible, shareable, and, when executed properly, can be highly effective at conveying a powerful message.

Not to mention that the best infographics employ one of the sexiest words in marketing today: data.

And since nerdy is the new sexy, let your nerd flag fly high while getting excited by data.

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How Aggressive are you with your B2B Lead Generation?

Lead generation and appointment setting constitute the most complex activities that businesses encounter. They usually struggle with feeding their sales pipelines with qualified B2B leads. This is made even more intricate by the typical analytical processes involved in lead management and nurturing.

And despite available cost-efficient marketing software, we can still hear fireside stories about poor ROI generation and no space for business expansion.

What marketers should do is to think outside the box. They will need to think differently from the competition.

After all, it pays to stay one step ahead and to be willing to try things out. Are you one of few progressive businesses?

Are you willing to get out of your comfort zone?

The problem with many marketers today is that they get so attached with their current strategies. They often believe that their current campaign passes for an efficient lead generation program. They often shrug at any opportunity to try out new things. But being content does not entail progress. Without trying out new solutions, vertical business growth is impossible. Forward-thinking marketers are often curious and fascinated about things they have not tried out before, resulting in better opportunities.

Are you passionate about marketing?

Many businesses stay with the idea of making more money that they often overlook the importance of generating qualified B2B leads. Sure, you can always invest in cost-efficient strategies, but do you think these will maximize your goal of feeding the pipeline with eager B2B buyers? Marketing is not all about having the latest and sickest software. What matters the most is how you wield them effectively so as to gain real results. Marketing is not just “an activity.” It is a discipline that requires a great deal of dedication.

Are you willing to make mistakes?

No business is ever immune to making mistakes. Moreover, no marketing plan proves to be the most effective. We cannot scoff at the fact that there is no telling what a decision maker wants. Nonetheless, businesses should be willing to take risks. You cannot get to an effective marketing plan without having to suffer a great deal of risks along the way.

Are you willing to outsource?

Finally, progressive marketers know best to hire a B2B lead generation services company. Considering that competition within the industry is getting fiercer, it would be practical if you consider the services of a lead generation firm that thinks differently from typical outsourcing firms.

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Creating a B2B Multi-Channel Marketing Strategy that Surely Delivers

Multi-channel marketing is definitely the path B2B enterprises should take. With the modern buyer being more well-informed and meticulous, there is a need for marketers to utilize every available means to increase visibility and generate B2B sales leads.

Not many businesses though are spot-on in terms of effective strategizing. This is because they face a myriad of challenges that impede their lead generation program and keep it from reaching any conceivable goal.

These challenges aren’t in fact new. They have been around for quite some time, but marketers can still think of better ways to circumvent them. Implementing action plans to confront such dynamics as buyer perceptions and gatekeepers are one of them.

If you think your multi-channel marketing program needs a boost, then consider creating an efficient multi-channel strategy through these steps.

Identify what you want to accomplish

For multi-channel engagement to work, you must be able to know what you want to gain from it. Most marketers’ main aims include generating qualified B2B prospects, while some want simply to increase their audience share. As simple as it is, identifying your goals can help determine what specific actions to take to get your campaign from point A to B.

Conquer with consistency

The challenge with multi-channel marketing is managing a diverse range of communication platforms. This greatly affects the quality of the message you are trying to deliver. With so many platforms at your disposal, it is always important to keep your campaign intact, and by that we mean consistent in terms of deliverability and quality.

Add a personal touch through automation

Digital marketing is far from the PR processes of old wherein you simply present your brand to one large group. The evolution in multi-channel marketing tools has changed all that. Nowadays, it is all about individuality. Individualizing messages are more important than inciting a collective stir. So, if you want your pipeline to experience qualified sales traffic, look no further than effective multi-channel marketing automation software.

Create unique and compelling content

Sending your message to individual prospects is one thing; creating content that instantly gets them hooked is another, albeit in a more complicated manner. But let it be clear: compelling content no doubt drives interest, and you wouldn’t be able to attract buyers if your emails or telemarketing lack your own “flavoring.”

As an added tip: go for a lead generation company that can help you apply your strategies that can surely deliver more than you bargained for.

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Trust: The Foundation of a Successful B2B Telemarketing Campaign

Engaging your prospects seems easy. You simply pick up the phone and you just talk your prospect into closing a deal or setting an appointment.

It may seem like it, but B2B telemarketing faces certain challenges, the most profound being that there is no perfect approach in dealing with prospects, and no manual or call script can ever set an exact amount of friendliness to seal a close.

It’s scary, but not enough to turn your fears into a full blown phobia. It is just a matter of fostering trust with your prospects, and here’s how to do just that.

Know more about your prospects. Cold calls and appointments are rendered useless if you lack any pertinent detail on the potential buyer. The lack of research can only mean that you are not that into your prospect. Thus, you need to have a thorough understanding of your target market and the right lead generation marketing campaign.

Be time-bound. One way to irritate your prospects is to make every second you engage them irrelevant. This qualifies as bad practice that only wastes time more rather than solve problems. Make every instant you engage your prospect count, and you may count on them to make a referral.

Be polite (duh). It’s a universal fact we just can’t do away with. It is an innate impulse that seeks to manifest itself almost involuntarily because we have this incessant need for interaction. And it is indeed an important aspect of cold calls and other telemarketing campaigns, the successes of which are owed to such phrases as “Please” and “Thank you.”

Let your prospects talk. People love to talk. And what better topics than their concerns like having an ineffective marketing apparatus. Marketing is all about knowing specific problems and presenting solutions for them. So, try to give your prospect a chance to vent whatever issues they are facing and listen intently.

Ask more questions. As much as the prospect would like to talk, it is also important for you as a telemarketer to keep the conversation going by asking more questions. As you progress, the customer is more likely to know more about the products you offer if you ask them about their additional needs. It goes a long way, and if you maintain your customers’ interests long enough, they might like to set an appointment.

Building trust is like building a very sturdy bridge. You need sturdy materials in order to maintain a stable structure. Because a bridge is a metaphor of the relationship you and your prospect share, and it should be constructed t last long.

Dull Marketing? These 20 Statistics Will Do the Trick

There is no greater hassle than to realize that all of your b2b marketing efforts yield no positive outcome.

Common blunders committed by marketers roots from depending too much on traditional classroom-taught marketing and forgot realistic parameters that impale their marketing actions. Bid Adieu to such useless thinking.

Here the top 20 hard data-based statistics that every marketers need to revive their marketing:

  1. When exposed to Promoted Tweets followers spend 29% more from that brand when compared to organic tweets.
  2. Brands lose 15% of new Twitter followers within 3 weeks due to lack of engagement.
  3. Internationally, 44% of people never take an action on a social media advertisement.
  4. 56% of online content is shared on Facebook, compared to 12% for Pinterest, and 7% through email.
  5. Facebook and Twitter have the highest activity at 11am.
  6. 71% of social media users are more likely to purchase from a brand they follow across their social media channels.
  7. 50% of all consumers feel a brand’s Facebook page is more useful than the brand’s website.
  8. The demand for content creation among marketers has increased more than 70% over the last year.
  9. Almost 60% of shoppers trust online reviews, just as much as personal recommendations.
  10. Only 36% of marketers, who publish branded content, think they are doing so effectively.
  11. YouTube drives the most engagement traffic of all social media referrals.
  12. By utilizing video in email campaigns, brands on average, see a 40% rise in revenue.
  13. 65% of spenders do not continue using Facebook Ads because they are too expensive.
  14. 8 in 10 shoppers have changed their mind about buying a product after reading a negative online review.
  15. 68% of millennial won’t make a major decision without consulting their social media audience first.
  16. Custom emails targeted to customer loyalty programs have a 40% higher open rate.
  17. B2B marketers that use Twitter develop twice as many leads as those who do not.
  18. 75% of consumers prefer to receive special offers over any other form of call to action.
  19. Email marketing has an average return on investment of $44, for every dollar spent.
  20. 79% of online shoppers would rather get free shipping on their purchases than a discount on their total.

These statistics will shift soon but for now let it tell you the reason why you’re marketing lead generation  is dull. Regard this not as a burden but as a challenge that can make you a better player in the harsh environment of competitive marketing.

Nevertheless, the essence of marketing lies beyond complex educated theories and assumptions. It will only guide you but it will never take you to your destination. Remember, consider more pragmatic ideology that actually pushes your resources to sales funnel.

B2B Marketing Trends for 2015

Today, the landscape of B2B market is in constant state of flux, making it crucial to keep track on the significant shifts of trends every day. But merely identifying these trends isn’t enough; marketers should identify which will give opportunity or threat to the business. And eventually find ways to maximize the opportunities and neutralize the threats.

We’re about to enter the 4th quarter of 2014, and 2015 is under way. Marketers should already start drafting their marketing plan that can adopt to 2015’s marketing matrix. In laying the foundation for their 2015 marketing strategy here are the trends to be considered.

Micro targeting
Marketers should focus on designing marketing strategies for small but are comparatively profitable subsets of the market. They should divide the target market into smaller segments with different needs and preferences. The marketing messages should be designed based on every segment’s attributes to emphasize the benefits of the product. Rather than the one-fits-all marketing, this approach is a lot more efficient because it allows marketers to deliver the right product with the right features to a certain segment that needs it.

Mobile Dominance
Global Smartphone use will reach 2 billion by 2015. This is the challenge to B2B marketers, to give a different digital experience to its target businesses. Of course inside every business are individuals who, outside their work, are consumers hoping for an improved digital experience. Marketers should start focusing on the mobile-optimization of their resources, especially websites.

Automated marketing
Then, we rely on manual calculation using historical data to project marketing direction. Now, we have integrated traditional marketing activities like customer management, email marketing, content management, search engine optimization, lead generation into holistic tools to intensify marketing efforts. B2B industry has lead to the usage of marketing automation tools. Such advancement increased lead conversion rates by more than 50%.

Quality Content
Marketers will become writers and publishers. More than their purpose of selling their product, they should also focus on the quality of their published contents. Aside from the grammatical value of the content, marketers should also focus on how compelling the content is to the reader.

More marketing trends will hit the mainstream culture of 2015, from marketing technology trends, evolving business structures, changing customer behavior, and a lot more aspects of B2B marketing. The market will keep on reshaping based on these ever-shifting trends. Marketers should use logical approaches partnered with innovative ideas to predict future movements of trends.

Source: 14 Crucial Digital Marketing Trends to Know in 2022

Old B2B Online Marketing Techniques You Should Get Rid Of

Old Marketing Techniques You Should Get Rid Of

In the digitalized competitive market, marketing strategists should set the focal points of their plans on the essential foundations of competitive advantage: cost leadership, differentiation, and focus strategy to address complex consumer behavior.

Today, consumers are more rational decision makers; this is a proportional response to inflation, product supply and demand, unemployment, and technology trends. These factors fuel a significant shift in the willingness and ability of consumers to buy.

When developing a marketing strategy, marketers should consider two things:

  • Consumers have limited resources and are rational
  • Competitors can offer the same product with price lower than the average market price

These factors always play in a competitive market, and marketers should adapt to modern structure of marketing that is more consumer-focused and genuine. They should quit using Middle Age marketing ideas because it will give no results, waste lead generation, or worst: destroy brand integrity.

These are the old marketing techniques you should get rid of:

Sugarcoating words

This is a very effective marketing strategy…ten years ago. Consumers can see through the veils of half truth marketing messages. They can see the difference between what is promised and what is actually offered.

Creating false needs

Consumers nowadays are no longer naïve. Create a need through innovation and not confusion.

Random mass snail mailing

Unless you know everybody on your mailing list, never try to release snail mails. This type of marketing technique is highly unlikely to promote lead generation.


If we could get a cent for every spam message filtered in our email accounts every day, we would be billionaires. Spam emails are unsolicited sent-by-bulk messages that are still used by many advertisers because they can be done with a single click and are economically viable as it is one of the cheapest forms of advertising.

Assumption without hard facts

Just like love, too much assumption will kill you, especially if you are wrong. Go with proper result production by going through streamline processes using logical and realistic data as inputs. Use modern business software that will allow you to gather accurate statistical analytics that can help managers in decision making.

Profit before customer

“Profit before customer” is a concept of corporate greed. No company can ever generate profit without customers. Don’t focus too much on selling; consider more important factors such as customer satisfaction and safety.

Fake testimonials

Credentials from third party perspectives are important because consumers can gain perspective. But never dare to fake testimonials. Consumers can always detect scripted and illegitimate testimonials.

While it is important to have a marketing strategy, marketers should also consider how appropriate a certain strategy is to the circumstances and, most importantly, its target market.

Fact of B2B Marketing Life: Conversations Matter

Fact of B2B Life Conversations Matter

When trying to sell a product, content marketing strategies are highly important.

Whether selling VOIP or office supplies, marketers are always faced with the challenge of creating quality content to attract prospects. This heralds the use of compelling and convincing stories.

Nothing bad there; only that too many B2B marketing strategies are highly dependent on compelling content than actually knowing their prospects well. It is an unhealthy fetish that could not help conversion rates increase.

What marketers really need is to initiate healthy dialogue with their prospects, which guarantee hefty conversions of sales leads.

And here’s how to do just that:

Don’t shove.

Aggressiveness drives content marketing. But does it really help attract potential leads? In reality, trying to convince your customers by stuffing their inboxes and answering machines can be annoying on their part, and costly on yours. Don’t try to scare them away with frequency. Instead, present them with issues that they may be experiencing, thus creating demand.

Know what they REALLY want.

Like Russian roulette is how most marketers view campaign strategies. It’s a matter of luck. You send an e-mail or make a phone call, hoping that all will be well. This is nothing less than a cynical attitude towards B2B lead generation. To change your perspective, a better analogy should be considered: Marketing is like 20 Questions. Businesses should always ask the right inquiries. The hotter you are to knowing customer issues, the closer you are to a done deal.

Stories don’t sell.

It has been a common misconception among marketers that their practice is simply to sell a product. Seasoned marketing rhetoric is the main weapon here, but its one-way structure lacks the ability to emphasize the real needs. Social media nowadays has given companies the opportunity to engage their markets directly, and you should be able to wield it as an inbound marketing campaign tool.

Be active and follow up.

Marketing is not a set and forget kind of endeavor. Always be cognizant of current trends in gauging market demands. Also, always keep in touch with existing customers. There is no telling if they have new problems in need of resolving, and you should always be ready to communicate with them and offer them something new.

With these pointers in mind, you will realize how much lending a curious ear means to you and your customers. Content may have attracted your prospects, but a real sense of market vigilance is needed to reel in the catch.

Source: http://annuitas.com/2014/05/13/why-marketers-should-stop-telling-stories/

Foolish reasons why Marketers don’t Follow-Up on B2B Prospects

The B2B lead generation process can oftentimes be so complex that it would take more than one interaction for it to bear fruits. That is why it’s essential for a marketing team that relies on telemarketing to have a functional follow-up system for their initial point of contact.

Most of the time, B2B leads are not fully certain about what they need and what actions they need to take for their business. There are certain decisions that need more time to make, and there are also circumstances when the prospect is not physically and mentally ready to make a choice. Hence, a follow-up is imperative.

But why are there so many marketers who refuse to follow-up on their leads?

They don’t want to come off as too aggressive. Calling a prospect too many times may indeed be construed as being pushy (and borderline creepy) but that doesn’t mean you’re not allowed to keep tabs at least once. Establish a system that sets a specific number of attempts to call a prospect for a follow-up. It’s also a matter of timing. Calling a prospect twice is not aggressive, but if you do it two days in a row, the impact may still be against you. Leave a relative gap between two follow-up calls to lessen the clingy factor.

They just didn’t remember. Marketers are busy people. It’s understandable. But if you don’t consider following-up as an integral part of B2B lead generation and appointment setting process, then it would be pretty hard to make it a habit you won’t easily forget. Marketers should understand better the role of follow-up calls in the overall success of a campaign, so they could easily integrate it along with their daily tasks.

They assumed there is no need for a follow-up call. Again, a lot of things may cause a prospect to dismiss an initial conversation. He may be busy. He may be indisposed. Maybe he’s just having bad reception or line connection. Or maybe his car broke down on the the way to the office, and now he’s pissed. Telemarketers need to develop a keen sense of detecting a legitimate rejection as opposed to something that still has a potential to convert. A ‘no’ may not always mean ‘no’.

They don’t know how. There still may be a possibility of marketing teams that don’t believe in follow-up activities. Maybe they were just taught that way in marketing school, or they just don’t think it’s worth their time. They’re missing out on a lot of opportunities, and unless someone saves them out of their delusion, their campaigns may not last long.

4 B2B Marketing Transgressions to repent for this Thanksgiving

4 B2B Marketing Transgressions to repent for this Thanksgiving

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

When you make certain actions in sales and marketing, there is no gray area – only right and wrong.

One’s awareness of such blunders is crucial in the trade business. Now that Thanksgiving is here, it’s time to reflect on these mistakes and how to seek redemption:

  1. Over-emphasizing a good price. On face value, a good price is always, and universally, a good thing. No B2B buyer could say that a good price is something he doesn’t look for in a business deal. But to put too much emphasis on this can also break down the innate advantage that it has, making buyers think that they’re making a “deal” rather than acquiring something that has great value. Although there are people who would sacrifice quality just to save a couple of bucks for the company, there are still those who perceive that a “too-good-to-be-true” price means lesser value and would rather go for something that’s pricy yet acceptable in quality.
  1. Smoke and mirrors. A dazzling presentation is, at best, only good in board meetings or kitchen knife demonstrations that you see in malls over the weekend. In B2B, simplicity is beauty (or a similar aphorism applies). Most, if not all, B2B buyers would much rather accommodate a quick, straight-to-the-point discussion of what the product/service could do to make them better. Make them think that the benefits alone are enough to dazzle them, and any other enhancements aren’t necessary.
  1. No customer value. Speaking of presentation: If you’re convinced not to build a Las Vegas show around your sales pitch, find another thing to put your spotlight on. And what better thing to choose than the B2B buyer itself? Make your presentation be less about the “deal” and be more about the client – their needs, their goals, and how your product/service could facilitate in achieving them. Listen. Allow them to talk freely, but do not lose control of the conversation. Don’t overdo it, too. Most people think that a “let me help you” perception can improve a sales relationship, when in fact what it really does is to give them a “deceitful” impression towards the marketer. Try “let’s help each other” instead.
  2. Lack of selling skills. One would think that a solid knowledge of the product would already suffice in bringing it out to the buying market. However, under-appreciating the importance of beefing up one’s skills and expertise in selling can create a damaging backfire, especially when giving adequate attention to the buyer’s emotional needs, and also in extracting unstated desires. If these personal tools are not sharpened regularly, brace yourself for lost sales opportunities.