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5 B2B Lead Generation Tips from Super Bowl LIII’s Top-Scoring Ads

Sunday’s Super Bowl proves once and for all that the ads themselves tend to be much, much bigger than the game. With record-low overnight ratings and an overall disappointed fan base, it’s easy to write off Super Bowl LIII as another forgettable sporting event.

But most of the bright spots on Sunday’s telecast came from the nearly 50 or so minutes of commercials aired during the broadcast. Both marketers and non-marketers know all too well that national ads make up a huge part of the Super Bowl’s appeal, with many even suggesting that commercials bring more entertainment value than the gameplay itself.

51% of the Super Bowl’s audience tune in for the commercials rather than for the action

In fact, a Nielsen survey of 25,000 households reports that 51% of the Super Bowl’s audience tune in for the commercials rather than for the action on the field. With viewership numbers ranging more than 100 million, that’s a lot of unblinking eyeballs to reach.

That’s why advertisers continue to shell out over $5.1 million for a 30-second ad spot, with 2019’s total Super Bowl ad spending projected to reach a cool $450 million.

This year’s parade of ads featured many different themes which I find really interesting, like the empowerment of women, subtle (and not-so-subtle) references to AI’s rise, and nostalgia-inducing 90s throwbacks.

Commercials aired on Super Bowl LIII also shed some much-needed light on a key activity we do as marketers: lead generation.

But the most important takeaways from commercials aired on Super Bowl LIII also shed some much-needed light on a key activity we do as marketers: lead generation. The best ads from Sunday’s broadcast teach a few key lessons to help us consistently score a lead generation touchdown:

1. Interact with (don’t just reach out to) prospects

Expensify’s ad spot shows the best use of inbound and outbound channels to engage prospects I’ve seen so far. The ad features Adam Scott and 2 Chainz in a real-life business situation where having a tool like Expensify really comes in handy.

Aside from hitting the right notes in terms of promoting the product while keeping it engaging for its target audience, the spot also scored some serious marketing points by being the only interactive commercial among all the Super Bowl ads aired last Sunday.

Viewers get a chance to win giveaways by using the camera scanning feature in the Expensify mobile app to scan receipts for items shown throughout the video. The ad also increases viewers’ chances of winning by letting them invite others to sign up for Expensify via a special link.

For B2B marketers, the lesson is clear. It’s not enough that you simply reach out to leads where they are through multi-channel marketing. You also need to make sure they respond and engage back. That requires a bit of interaction.

2. Don’t stop after just one attempt

In 2018, Tide was the clear winner of the Super Bowl LII free-for-all ad brawl. Tile’s clever meta-ads fetched some pretty impressive results after their national debut: double-digit growth for Tide Ultra Oxi sales, 45,000 #TideAd tweets, and 640 related articles published.

A key reason why the Tide commercials became such a hit with audiences last year was that the ads were shown on multiple spots, one in each quarter, making Tide’s presence felt throughout the whole event.

This year, a number of advertisers followed Tide’s example, most notably T-Mobile and Bud Light, with ads running in all four quarters. Brands like Google, Michelob Ultra, Verizon, Toyota, and WeatherTech each had two spots.

In lead generation, marketers know it takes at least six touches to generate a valid lead. That’s why stopping at only a single point of contact doesn’t help your campaign.

3. Humanize, don’t just personalize

I’ve written about humanizing and not just personalizing lead generation touches before. Personalization is such a key lead generation tactic, and marketers automate much of the personalization process to make it scale, that we run the risk of handling leads and prospects as mere database records.

Amazon took a fresh approach at an old Super Bowl staple: Alexa-themed jokes. In the tech giant’s star-studded “Not Everything Makes the Cut” ad, Amazon held up a mirror in front of itself and poked fun at the Amazon Echo’s current state of affairs—with all the cringe-inducing hilarity you’d expect from a robotic butler in its early stages of development.

As marketers, we always make sure to position our product or brand in the best possible light. But by focusing too much on ensuring that everything moves like clockwork and that things be as precise as possible, we’re losing sight of the fact that prospects listen to humans and, more importantly, they buy from humans.

4. Make things part of a bigger whole

Right now, the average marketer relies on 8 different channels to generate leads and uses at least 20 tools in their marketing tech stack. That’s just the tip of the iceberg, as today’s marketers juggle different roles and responsibilities in the lead generation process. That’s why most of us marketers simply can’t see the forest for the trees.

But a tactic, campaign, or program won’t amount to anything if they don’t fit into a bigger whole. A tactic needs to fit in a campaign, a campaign in a program, a program in a strategy, and so on.

The impact of the most effective Super Bowl ads start way before and go well beyond their 30-second spot. That’s because great Super Bowl commercials are always part of an even bigger campaign or ad strategy.

Take, for example, the widely-lauded NFL 100 Super Bowl ad where we see this idea in action. Also called “The 100-Year Game”, the ad celebrates the NFL’s upcoming 100th season with noteworthy cameos and scenes, enabling the NFL commercial to win USA Today’s Super Bowl Ad Meter.

This Ultimate Lead Generation Kit covers the key marketing components that will impact every campaign.

5. Understand that no pain means no gain

We all know that pain points drive purchase decisions in the B2B world. Lead generation success depends on how well you can identify your prospects’ wants and needs. Only then will you be able to present a solution and kick start the process of turning the prospect into a customer.

Hyundai’s Super Bowl spot “The Elevator” shows some clever uses of pain points to position their product as a potential solution. The commercial showcases Hyundai’s Shopper Assurance Program, an app designed to make buying a car as hassle-free as possible.

While the B2B buying process isn’t as linear or simple as car shopping, the basic idea is really similar. Capturing and converting leads at different points in the funnel require clear understanding and communication on pain points.

Conclusion:  I think it’s only fair to say that ads really made last Sunday’s Super Bowl broadcast enjoyable. With these five lead generation lessons, it’s been very educational, too.

What was your favorite Super Bowl LIII ad?

What is B2B Telemarketing?

Telemarketing is defined by investopedia.com as the marketing of goods or services by means of telephone calls, typically unsolicited, to potential customers. While according to searchcio.techtarget.com, Business-to-business (B2B) refers to a situation where one business makes a commercial transaction with another.

By fusing these two, the term B2B telemarketing is coined. And with one glance, you’ll know from these two terms that B2B telemarketing is about using calling as a channel for business to business commercial transaction; either to sell or to build rapport between companies. This may be utilized for lead generation, customer profiling, event telemarketing or simply a follow up for an email sent, or more.

Here’s a thing or two about B2B telemarketing. Perhaps, five things:

  • It helps you find and filter out people you want to have as customers;
  • It enables you to raise awareness about your brand;
  • It allows you to build your credibility and image among existing and future clients;
  • It directs you to new opportunities that realize growth; and
  • It lets you create relevant dialogues with current partners.

In a general sense, telemarketing is something your business cannot live without. Especially when you belong in a highly competitive market, telemarketing helps you maintain profitability – that is as long as it provides a continuous influx of quality leads.

Here’s a set of blog posts to lead your way into business calling victory:

Telemarketing tools needed:

Business Calling Guides:

Why Telemarketing is still an effective marketing channel:

Nowadays, quality lead generation and appointment setting is more important than simply implementing a telemarketing strategy. As cold-call campaigns have become more expensive over the years, targeted telemarketing campaigns that ensure high volumes of quality prospects are the way to go in terms of securing ROI. Then again, you will need expert hands to make them work out well.

In this case, you might also boost your performance by employing the services of an independent telemarketing firm.

With its 10-year experience in delivering sophisticated marketing and sales results to clients across numerous industries, Callbox could stand in as a reliable partner. Our expertise encompassing telemarketing and appointment setting have always been helpful to CEOs and managers. Possessing an extensive knowledge on marketing technologies allows us to deliver leads with high sales potentials.

Check out some successful campaigns we had!

Along with the needed know-how, we have the best marketing and sales teams with capabilities in phone surveys, lead nurture and prospecting activities, and setting high-value appointments with pre-qualified leads – all done with utmost professionalism and dedication.

More than a mere process, telemarketing is serious business to us. Isn’t quality sales performance the same thing to you?

Learn more about our Telemarketing Services.

Talk with our rep now and let’s get serious together. Dial 888.810.7464

5 B2B Lead Generation Tips from Super Bowl LIII’s Top-Scoring Ads

Sunday’s Super Bowl proves once and for all that the ads themselves tend to be much, much bigger than the game. With record-low overnight ratings and an overall disappointed fan base, it’s easy to write off Super Bowl LIII as another forgettable sporting event.

But most of the bright spots on Sunday’s telecast came from the nearly 50 or so minutes of commercials aired during the broadcast. Both marketers and non-marketers know all too well that national ads make up a huge part of the Super Bowl’s appeal, with many even suggesting that commercials bring more entertainment value than the gameplay itself.

51% of the Super Bowl’s audience tune in for the commercials rather than for the action

In fact, a Nielsen survey of 25,000 households reports that 51% of the Super Bowl’s audience tune in for the commercials rather than for the action on the field. With viewership numbers ranging more than 100 million, that’s a lot of unblinking eyeballs to reach.

That’s why advertisers continue to shell out over $5.1 million for a 30-second ad spot, with 2019’s total Super Bowl ad spending projected to reach a cool $450 million.

This year’s parade of ads featured many different themes which I find really interesting, like the empowerment of women, subtle (and not-so-subtle) references to AI’s rise, and nostalgia-inducing 90s throwbacks.

Commercials aired on Super Bowl LIII also shed some much-needed light on a key activity we do as marketers: lead generation.

But the most important takeaways from commercials aired on Super Bowl LIII also shed some much-needed light on a key activity we do as marketers: lead generation. The best ads from Sunday’s broadcast teach a few key lessons to help us consistently score a lead generation touchdown:

1. Interact with (don’t just reach out to) prospects

Expensify’s ad spot shows the best use of inbound and outbound channels to engage prospects I’ve seen so far. The ad features Adam Scott and 2 Chainz in a real-life business situation where having a tool like Expensify really comes in handy.

Aside from hitting the right notes in terms of promoting the product while keeping it engaging for its target audience, the spot also scored some serious marketing points by being the only interactive commercial among all the Super Bowl ads aired last Sunday.

Viewers get a chance to win giveaways by using the camera scanning feature in the Expensify mobile app to scan receipts for items shown throughout the video. The ad also increases viewers’ chances of winning by letting them invite others to sign up for Expensify via a special link.

For B2B marketers, the lesson is clear. It’s not enough that you simply reach out to leads where they are through multi-channel marketing. You also need to make sure they respond and engage back. That requires a bit of interaction.

2. Don’t stop after just one attempt

In 2018, Tide was the clear winner of the Super Bowl LII free-for-all ad brawl. Tile’s clever meta-ads fetched some pretty impressive results after their national debut: double-digit growth for Tide Ultra Oxi sales, 45,000 #TideAd tweets, and 640 related articles published.

A key reason why the Tide commercials became such a hit with audiences last year was that the ads were shown on multiple spots, one in each quarter, making Tide’s presence felt throughout the whole event.

This year, a number of advertisers followed Tide’s example, most notably T-Mobile and Bud Light, with ads running in all four quarters. Brands like Google, Michelob Ultra, Verizon, Toyota, and WeatherTech each had two spots.

In lead generation, marketers know it takes at least six touches to generate a valid lead. That’s why stopping at only a single point of contact doesn’t help your campaign.

3. Humanize, don’t just personalize

I’ve written about humanizing and not just personalizing lead generation touches before. Personalization is such a key lead generation tactic, and marketers automate much of the personalization process to make it scale, that we run the risk of handling leads and prospects as mere database records.

Amazon took a fresh approach at an old Super Bowl staple: Alexa-themed jokes. In the tech giant’s star-studded “Not Everything Makes the Cut” ad, Amazon held up a mirror in front of itself and poked fun at the Amazon Echo’s current state of affairs—with all the cringe-inducing hilarity you’d expect from a robotic butler in its early stages of development.

As marketers, we always make sure to position our product or brand in the best possible light. But by focusing too much on ensuring that everything moves like clockwork and that things be as precise as possible, we’re losing sight of the fact that prospects listen to humans and, more importantly, they buy from humans.

4. Make things part of a bigger whole

Right now, the average marketer relies on 8 different channels to generate leads and uses at least 20 tools in their marketing tech stack. That’s just the tip of the iceberg, as today’s marketers juggle different roles and responsibilities in the lead generation process. That’s why most of us marketers simply can’t see the forest for the trees.

But a tactic, campaign, or program won’t amount to anything if they don’t fit into a bigger whole. A tactic needs to fit in a campaign, a campaign in a program, a program in a strategy, and so on.

The impact of the most effective Super Bowl ads start way before and go well beyond their 30-second spot. That’s because great Super Bowl commercials are always part of an even bigger campaign or ad strategy.

Take, for example, the widely-lauded NFL 100 Super Bowl ad where we see this idea in action. Also called “The 100-Year Game”, the ad celebrates the NFL’s upcoming 100th season with noteworthy cameos and scenes, enabling the NFL commercial to win USA Today’s Super Bowl Ad Meter.

This Ultimate Lead Generation Kit covers the key marketing components that will impact every campaign.

5. Understand that no pain means no gain

We all know that pain points drive purchase decisions in the B2B world. Lead generation success depends on how well you can identify your prospects’ wants and needs. Only then will you be able to present a solution and kick start the process of turning the prospect into a customer.

Hyundai’s Super Bowl spot “The Elevator” shows some clever uses of pain points to position their product as a potential solution. The commercial showcases Hyundai’s Shopper Assurance Program, an app designed to make buying a car as hassle-free as possible.

While the B2B buying process isn’t as linear or simple as car shopping, the basic idea is really similar. Capturing and converting leads at different points in the funnel require clear understanding and communication on pain points.

Conclusion:  I think it’s only fair to say that ads really made last Sunday’s Super Bowl broadcast enjoyable. With these five lead generation lessons, it’s been very educational, too.

What was your favorite Super Bowl LIII ad?

What is B2B Telemarketing?

Telemarketing is defined by investopedia.com as the marketing of goods or services by means of telephone calls, typically unsolicited, to potential customers. While according to searchcio.techtarget.com, Business-to-business (B2B) refers to a situation where one business makes a commercial transaction with another.

By fusing these two, the term B2B telemarketing is coined. And with one glance, you’ll know from these two terms that B2B telemarketing is about using calling as a channel for business to business commercial transaction; either to sell or to build rapport between companies. This may be utilized for lead generation, customer profiling, event telemarketing or simply a follow up for an email sent, or more.

Here’s a thing or two about B2B telemarketing. Perhaps, five things:

  • It helps you find and filter out people you want to have as customers;
  • It enables you to raise awareness about your brand;
  • It allows you to build your credibility and image among existing and future clients;
  • It directs you to new opportunities that realize growth; and
  • It lets you create relevant dialogues with current partners.

In a general sense, telemarketing is something your business cannot live without. Especially when you belong in a highly competitive market, telemarketing helps you maintain profitability – that is as long as it provides a continuous influx of quality leads.

Here’s a set of blog posts to lead your way into business calling victory:

Telemarketing tools needed:

Business Calling Guides:

Why Telemarketing is still an effective marketing channel:

Nowadays, quality lead generation and appointment setting is more important than simply implementing a telemarketing strategy. As cold-call campaigns have become more expensive over the years, targeted telemarketing campaigns that ensure high volumes of quality prospects are the way to go in terms of securing ROI. Then again, you will need expert hands to make them work out well.

In this case, you might also boost your performance by employing the services of an independent telemarketing firm.

With its 10-year experience in delivering sophisticated marketing and sales results to clients across numerous industries, Callbox could stand in as a reliable partner. Our expertise encompassing telemarketing and appointment setting have always been helpful to CEOs and managers. Possessing an extensive knowledge on marketing technologies allows us to deliver leads with high sales potentials.

Check out some successful campaigns we had!

Along with the needed know-how, we have the best marketing and sales teams with capabilities in phone surveys, lead nurture and prospecting activities, and setting high-value appointments with pre-qualified leads – all done with utmost professionalism and dedication.

More than a mere process, telemarketing is serious business to us. Isn’t quality sales performance the same thing to you?

Learn more about our Telemarketing Services.

Talk with our rep now and let’s get serious together. Dial 888.810.7464

How to Upsell Telecom Products Using Multi-Channel Marketing

The word “upsell” may be one of the most polarizing marketing jargons there is, depending on which side of the spectrum you are on. If you’re the seller, it spells easy profit. If you’re the buyer, it smells fishy.

But no, it’s not as black-or-white as that. Upselling can be practiced in a way that would be mutually beneficial to both camps. But first, let’s define it.

Upselling is simply getting your customer to make a higher cost purchase than he or she originally planned. Upselling, though, should not be confused with “cross-selling.”

According to Len Markidan of Groove,

Upselling is a strategy to sell a more expensive version of a product that the customer already has (or is buying), or to add extra features or add-ons to that product. An example, he says, is if he’s buying a 27” TV and the salesperson offers him a 32” TV or an extended warranty, then that’s an upsell.

Cross-selling, meanwhile, is a strategy to sell products that are different — but possibly related — to the product the customer already has (or is buying). If a customer is buying a TV and the salesperson offers him an Xbox360 or a Playstation, that’s a cross-sell.

Image source: mconnectmedia.com

Image source: mconnectmedia.com

But why is Upselling important?

Of course, it is important because it’s easy money. But other than that, when used properly, upselling can actually bring you closer to your customers and create additional product awareness. Upsells are usually small purchases that the buyer doesn’t have to put a lot of thought into. The bonus is they can be extremely profitable for you as the salesperson and for your company.

Consider this example by Jeff Mowatt of Customer Service Articles.

A customer buys a car with monthly payments of $395.   With that size of investment, there’s very little resistance to adding $2 to the monthly payments for upholstery protection. For you, however, that additional sale is significant, as over 48 months it adds up to a $98 sale, with a huge profit margin.

Some would say that a $98 sale on a $25,000 vehicle is only a minimal increase in the overall sale.  Why waste your time? But, if it only takes 30 seconds to make that extra $98 sale, then you’re making more money for the company than with any other activity you do. If your salary is $20 per hour, then doing the math, the 30 seconds you take to upsell costs the company about 17 cents. If it only costs the company 17 cents to make $98! That’s a huge return on investment. And guess what? If the customer ever uses the “upholstery protection”, he’ll thank you for offering the service. Good for the company, right?

So the fact that that $98-add-on is attached to a $25,000 sale is completely irrelevant. Clearly, upselling is one of the highest and best uses of your time. 

The Ultimate Lead Generation Kit eBook Cover

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How to upsell

In a multi-channel platform, you have to take advantage of all opportunities, be it through voice, email, social media, or mobile.

Make the upsell AFTER the original purchase

Wait until your customer has decided to purchase, then offer additional products. If you try to upsell an item before you close on the original item, you may scare off your customer. For some customers, trying to hard or doing a hard sell is a complete turnoff. In this case, wait until the purchase has been made and take advantage of your multi-channel platform to upsell. The customer bought a laptop and you’ve thrown in a lappy bag, a protective case, and a nice laser-mouse already? Call a week after to check how the customer is enjoying his new laptop and offer a 2-TB portable hard drive. I’m sure his memory’s bleeding from all those movies already.  Read this Statistical Proofs Show That You Should Invest In Multi-Channel Marketing

Make the upsell relevant to the customer’s original purchase

A classic example is this very familiar line at the most popular fast food chain in the world, McDonald’s: “Do you want fries with that?” Fries go perfectly with burgers. But sometimes, the person at the point-of-sale counter doesn’t stop there. “Would you like (a) large (serving) fries?” “How about a 20-ounce Coke to go with that?” Their upsell is relevant to your original purchase.

Mcdonald's Upselling

Whether you’re selling burgers or phones, the rule is constant. When you’re selling phones using a multi-channel platform, one way to upsell is to offer the same product but with bigger RAM capacity. Via voice, you can pitch the product you’re offering. To make the prospect better understand the benefits of a bigger RAM, send an email complete with the product’s specifications including the advantages of a bigger RAM. On social media, you can site positive user reviews. Then follow up on mobile.   

Related: Callbox Multi-Channel Marketing Program and Marketing Automation Platform: Partnering for 33% Sales Increase in Sydney IP Services

Make your upsell discounted

Customers can smell an upsell. From afar. And they are going to look at the upsell from one main perspective: it’s an additional expense. If your upsell is too expensive, they won’t bite. If, however, it’s a discounted upsell, they’re likely to part with their hard-earned cash.

As per Neil Patel of Quicksprout:

Here’s a rule of thumb: The upsell should be half the cost of the original purchase (or less). The customer is trying to rationalize the price. They’ll think, “Well, I’m already buying this, which costs $100. I might as well buy this, too. What’s another $50 anyway?”

Remember that 2-TB portable hard drive? Call your customer and tell him it’s originally priced at $150, but he can have it for $99 because he bought a laptop a week ago. Isn’t it amazing?  

Another kernel of wisdom from Neil:

If you want to make a higher upsell, be sure to break it down into a payment plan — e.g., only $33/month for three months — to create the illusion of a lower price.

Related: How Helpful is Multi-Channel Marketing in Generating Leads for You?

Sell something that solves a problem. (Think of customer needs first)

Here’s the interesting thing about most purchases. Even though they are intended to solve a problem, they also introduce additional problems. It’s a marketer’s paradise.

Case in point:

* You buy a phone. You don’t want scratches on it. You want a protective case.

* You buy a software. You need to learn it. You buy training.

* You buy a car. You want drive like a maniac. You get the most expensive insurance.

Neil Patel, via Forbes, advises: Think carefully about the product you sell, and try to understand the new challenges or problems that it introduces. Then, upsell the customer on the solution to that new problem. If nothing comes to mind, you can always introduce similar items. For example, Amazon offers customers a whole series of upsells and cross-sells.

* “Frequently Bought Together”

* “Customers Who Bought This Item Also Bought”

* “Sponsored Products Related to This Item”

* “Compare to Similar Items”

* “Special Offers and Product Promotions”

My take: Sell peace of mind to protect the customer’s investment. It’s a bestseller.

Conclusion

Upselling, at first glance, may seem more beneficial to the seller than the buyer. But the great thing about upsells is not higher profit margins. It’s genuinely giving the buyer a fair value of what he or she deserves. And through a fair upsell, you also retain the customer longer. A customer who stays longer, buys more. The more he buys, the more opportunities for an upsell, so… you get the picture.

We’ve been Generating Telecom Leads for more than a decade

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Contact us, Dial 888.810.7464

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+.