Tag Archive for: content-awareness

4 Email Marketing Tactics That Are Not Just About Crafting Emails

Some say you should use a lower word count, others say make sure that graphics play a larger role, and the rest might disagree altogether. However, what we never really talk about are tactics that you can use to boost your email campaign that has nothing to do with the email itself!

Yes, you read that right; you can even optimize your email marketing without even focusing on the email itself.

In today’s post, we’ll go over these 4 email marketing tactics – why you should be employing them and how they complement your email lead generation efforts.

#1 Pair It With Your Telemarketing Efforts

So you have already sent your email to your prospect and you’re now left with time on your hands. What do you do?

If you’re using an email tracker you can find out if they’ve already read your message but even if you are, it’s a great idea to follow up on your prospect using other means such as the phone call.

This is effective because it makes the prospect feel like you are providing them with tailor-made services; you are a company that cares, and that you are personal with your approach.

However, you also have to time it right. You can’t send them three emails in one day and follow up with a phone call before you leave the office. You have to properly space it out in order to make a great follow-up call.

Nurturing your leads through follow-up calls is considered as one of the most effective email marketing tactics.

Get your FREE Cold Calling Scripts for Key Buyer Personas in Managed IT.

#2 Social Media Plan – Retargeting, Engagement, and Exposure

Sometimes persuasion isn’t enough and you have to pre-suade someone before you can even get them to a point of opening your emails.  In your email list, how many people are you retargeting on platforms such as LinkedIn or Facebook?

There are a lot more platforms where your potential prospects could be lurking in; having their email is already powerful as it is in this digital marketing age. Wherever your prospects are, there, too, should you be. You want to be able to show them that you are active in the platforms that they are in. This makes you relatable.

While you’re at it, engage them on these platforms as well if you can, a “like” can go a long way and a well-thought-out comment can really work wonders in enabling relationships to move forward towards growth.

In short, there’s a reason why social is always present in most email marketing tactics lists – it’s just that effective!

#3 Are Your Landing Pages and Web Properties Built to Convert?

If you send an email with links to your web properties and landing pages, then it’s time to think about how they are built.

One thing that some people forget about is conversion rate optimization. This is the study of how to get your customers to convert utilizing the properties that you have online. 

Do you have a proper call-to-action button that is visible? Do you have way too much text that leaves the customer bored? Are you asking for too many forms to fill?

These are all the questions that you should be able to ask yourself when you look at your landing pages. Landing pages have to be able to convert your prospect into doing something.

You have to understand that since your customer is already on your landing page, this already signifies interest in what you have to offer, now that they are already halfway in, what do you do to fully capture their hearts?

#4 List Preparation

The issue with some of the emails that you send is the way your lists are organized. Yes, you may be targeting per industry using two or three different email campaigns to split-test what works and what doesn’t. However, are you looking at your email list from a different perspective?

For example, when you send an email to a point person in one company, is it enough that you just send it to that person? Sometimes you need to be able to target two or three other individuals that you know will talk about what you have to offer. Remember that DMUs (decision-making unit) are composed of several members.

If you’ve sent it to someone on the sales team, why don’t you consider making an email addressed to a couple of members of both the sales and marketing teams? In this way, you have created buzz and if one person loses your email, you’re sure that you have a backup plan.

Bonus: Practice List Hygiene

Make sure that non-responsive contacts on your email lists are frequently cleaned and purged. You do not want to risk your emails being flagged as spammy nor do you want to skew your feedback data by reporting a large number of non-responders when the only issue was that you forgot to clean up your list properly.

Marketing is a very holistic science that deals with a variety of different moving parts. If you just focus on one aspect, you tend to forget about the bigger picture. This also halts your creativity and forces you to be one-sided. Make sure you look at the big picture and consider everything – even email marketing – from more than one angle.

When and How To Break the Fourth Wall with your Customers

When a character in a movie breaks the fourth wall, it is always a sweet treat for the audience. Character favorites from Bugs Bunny, to Kuzco, to Deadpool, have cracked us up one too many times with the art of talking and/or relating to us through the screen. But more than that, it made us viewers feel included and the characters even more relatable. But what actually happens when you break the fourth wall?

Breaking the fourth wall happens when the actor or character starts interacting with the audience. It removes the invisible wall, signaling that there stands nothing between them and the audience. Now, what if I told you that you can do the same thing with your customers? That even in a corporate setting, you can still ensure your customers that there is no wall between you and them?

Instead of putting a distinction between “you” and “me”, it is better to let them feel that there is a “we” instead. Because let’s face it, without our best and loyal customers, our brands are nothing. Having said that, engaging customers is a common practice in the modern world of marketing using various types of social media platforms. These engagements are executed in many ways like contests, surveys, blog posts, infographics, and videos to name a few. Breaking the fourth wall in marketing oftentimes means that you put yourself into your customers’ shoes and see things from their standpoint; including them. 

By letting your customers into your world, you not only strengthen your relationship with your customers but also build a better brand reputation for yourself. 

Now let’s explore hows to the what.

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets eBook Cover

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets

Find, engage and convert the right prospects with the right message.


Tag Team

Don’t just serve your customers sneak peeks and appetizers. Let them tag along with you. A good example of this is behind-the-scenes videos such as HBO faithfully kept doing for every episode of Game of Thrones. Giving your customers a deeper insight into what you’re doing or working on, is a show of authenticity and transparency. Like, “Hey, let’s go on an adventure. Come with me so you don’t miss a single thing!” 

Together is Better

Your consumers will always know what they want best. So why not try and co-create something with them? Whether that’s a product or a service. Great innovations always arise when different minds come together. 

Yay  ̶m̶e̶ We!

Promoting your services and products is great – in fact, it’s a must. But once in a while, it’s also good to step away from the “me” and shift into the “we” perspective. Find other things that you can share your thoughts on and encourage your customers to engage in conversation. You don’t have to compromise with your content. Just choose content that’s still relevant to your brand and talk about it with your audience. 

Everyone’s Got a Story to Tell 

Everybody likes to hear a good story, and for a company, there is no story sweeter to the ears than the stories of your customers about you. You don’t have to white-knuckle hold everything in your grasp. Loosen up sometimes and trust your customers and even your own best employees to tell about your brand and how it helped them. 

And last but not least…

Community is Everything

Look forward to building a lasting, healthy community with your customers where you advise and help them and they do the same for you in return. Trust is the glue that keeps any relationship. Especially a community together. It’s all about developing a good relationship between your company and your customers and maintaining a good balance in your marketing strategies. 

Now the follow-up question is, “Is this really necessary?” and if old-school marketing were to answer you, the answer would be “no”. But we are in a new era of marketing where collaboration and relationships are vital to the success of every business. 

Don’t be afraid to embrace change and new things and letting go of old ways that staggered growth and progress.

5 Signs Your Business Needs Lead Generation [INFOGRAPHIC]

Sometimes we get sick. Most of the time it starts small. A headache and sniffles here and there. Oftentimes they go away on their own after a good rest, but other times if we aren’t careful enough, it could escalate to getting extremely sick, and then we would ultimately have to go to the doctor. They say that prevention is better than cure and as it is true for our health, so is it with your businesses. If you’re experiencing aches in certain areas of your business, especially in lead generation, we have just the right medicine to ease them.

We’ll diagnose the different “common cold” symptoms of B2B sales and marketing and prescribe you accordingly. 

5 Signs Your Business Needs Lead Generation [INFOGRAPHIC]

Not Enough Sales Meetings

If your sales calendar is always empty, then it’s high time you do something about it. There’s no better way for you to fill your calendar with sales meetings than appointment setting.

Important tasks such as finding and reaching prospects, pre-qualifying leads, and booking phone or face-to-face meetings are all part of the appointment setting process, so if anything, getting appointment setters for your business is an investment.

Related: Appointment Setting: 4 Steps to Boost Sales Meetings with Prospects

Leads Don’t Convert

Why lead qualification so important? Simple. It saves you a lot of time and energy. It doesn’t matter how good you are at sales talk, but if you are selling to the wrong audience, it’s like trying to sell a boat to a pilot when he actually needs an airplane.

We suggest that you segment each account into tiers, ranking them from top to lowest priority. To determine which tier they belong to is to evaluate if they are ready for your solution, willing to explore possible solutions you have to offer to their problem, able to make the needed commitment to implement the change, and their success potential, meaning that there is a high level of fit in terms of technical, functional, resource, competence, experience, and culture.

For a more detailed information on how to select and profile high-value accounts, read here.

Lapsed Leads (Prospects Have Moved On)

According to Marketo an average of 50% of the leads in any system are not ready to buy, but nurtured leads make 47% larger purchases than non-nurtured leads. Since the marketplace today is predominantly buyer-driven, the most effective way to develop leads is by establishing and nurturing buyer relationships. Have a lead scoring system and pair it up with a thorough content marketing plan.

Related: Best Lead Nurturing Outcomes: Insights from Parenthood

Losing Customers to Competitors

What is the emotion, imagery, and things people associate with when they think about your brand? Your brand is the personality of your business, don’t hide that from your audience. Every company strives for positive associations with their brand and for it to be seen, so they won’t hesitate to spend an extra coin or two to make that happen. 

Of course, professional brands are a tad different from consumer brands, as you focus more on creating a brand around your expertise rather than a product. However, the ways to maintain brand awareness are relatively the same. Here are some ways for you to maintain your visibility in the marketplace. 

The power of keywords

When your potential clients scour the internet for possible solutions to their problems yet don’t exactly know who to turn to, you will be their hero. Identify the types of terms your potential clients are looking for and use that to optimize your website.

Ads Shopping Spree

Targeted ads can help improve your visibility such as short-term campaigns for newly repositioned brands. You can find available ads on social media sites like LinkedIn and Twitter as well as search engine result pages such as Google Adwords. Just make sure that you do your keyword selections carefully and monitor them constantly to ensure success all while staying within your budget.

Social Butterfly

Don’t be afraid to jump onto social media. It’s a powerful tool for your brand to get noticed. Depending on what your company’s niche is, there are always corresponding platforms that will suit your brand. Corporate firms usually use Twitter and LinkedIn, while consumer and “quirkier” brands would use Facebook and Instagram. Determine where your clients are and make sure that your business is represented there.

Related: The Best Way to Use Social Media in B2B Sales Lead Generation


Others may find this tasking, constantly coming up with new ideas to write about, therefore sweeping it under the rug. On the contrary, if you write keyword-optimized blog posts, your brand will be showcased when people are browsing the internet in search for possible solutions to their problems. Choose topics that will stay relevant to your brand expertise and soon lead generation will start rolling in. 

Related: Competitive Analysis: How Competitors Can Get You New Leads and Clients

Can’t Do Lead Gen On Your Own

What keeps a company’s heart pumping is sales, and in order to sell, you have to secure a good lead first. Of course, you can choose to generate your own leads in-house, but if you want to save time, money, and effort, we suggest that you look into outsourcing your lead generation. Instead of having to stress over hiring and training new staff, you can focus on growing your company while your outsourcing team will take care of your leads. 

Related: The Top 8 Best B2B Lead Generation Companies in 2019

And there you go! Five simple solutions to your common business sales and marketing needs. In the end, it all boils down to one thing: Lead Generation. Don’t wait until you’re in too deep. If your company starts feeling any of these symptoms, try these remedies. They are tested and proven to help you back to your feet in no time.

Callbox Updates Pipeline CRM with ABM Features and UI Makeover

Published on June 27, 2019

Suite of new features and capabilities makes Pipeline CRM a smarter and more streamlined tool for orchestrating Callbox marketing campaigns.

Callbox, an award-winning B2B lead generation company, this week released fresh updates to Pipeline, its proprietary CRM and marketing automation platform. The recently-unveiled updates include the following:

The new feature set vastly enhances and extends Pipeline CRM’s user experience and core functionalities for both clients and internal users.

We wanted to go beyond just tweaking Pipeline’s look and feel, says Rebecca Matias, Callbox’s Director of Sales and Marketing.

All these changes were made with the goal of giving users the ability to quickly see the big picture or drill down for a detailed view of things—from the campaign, accounts and contacts, all the way down to individual touches.

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New ABM capabilities

One of these major improvements is the integration of ABM features into Pipeline. Pipeline CRM now enables Callbox campaigns to effectively apply account-based lead generation and sales prospecting strategies.

Users can now choose between Contacts View and Accounts View when looking at leads and prospects. Under Accounts View, contacts are displayed according to the organization they’re connected to. This makes it easy to target accounts and understand which decision makers in a company to engage.

Account View

Callbox Pipeline Account View

Contact View

Callbox Pipeline Contact View

More intuitive dashboard and Richer reporting features

The Callbox team also redesigned the layout and appearance of Pipeline’s main dashboard and other reports pages based on user suggestions and feedback.

Aside from grouping leads by account as the default view, the main dashboard now shows lead scores for each prospect alongside other key details. This gives users a real-time update of each lead’s status at a single glance.

Pipeline Home

Screenshot of Callbox Pipeline CRM Home

Campaign Reports

To provide Pipeline users with a bigger picture of the campaign, the Pipeline Campaign Reports dashboard now highlights the most essential KPIs and metrics – grouped by channels. Users will not only see the individual impact of each channel, but they can also gauge how the channels complement each other.

Callbox Pipeline Report

Streamlined Lead Nurture interface

Pipeline CRM ships with a marketing automation engine called Lead Nurture. Lead Nurture allows users to easily define and execute custom lead nurturing schemes using a drag-and-drop workspace.

This week’s round of updates also focused on improving the Lead Nurture UI. A major change is the addition of a new tab for viewing email templates used in a lead nurturing scheme. This enables users to handily determine which templates are working and which ones aren’t.

The redesigned UI for Lead Nurture now displays scheme performance reports by default. This aligns with the other enriched reporting features included in the new Pipeline updates.

Lead Nurture Reports

Callbox Lead Nurture Reports

Lead Nurture Emails

Callbox Lead Nurture Email Templates

Faster and more robust overall performance

A huge portion of the new updates was carried out to improve Pipeline CRM’s response and page load times. Better server management and backend optimization have resulted in a significant boost in performance.

It’s a faster and smarter platform, Rebecca adds. The key thing is that it helps produce better results for our customers.

The new and improved Pipeline CRM will go live on July 8, 2019. In the meantime, a beta version of the new and improved Pipeline is now up and running. Current Pipeline users can take it for a spin via this link (updated):

Try Pipeline CRM Beta

IMPORTANT: Pipeline CRM is not compatible with Internet Explorer. Please use an alternate browser such as Chrome, Firefox, Safari or Opera.


Multi-channel Lead Generation Tactics for Cloud Providers

For a company that specializes in cloud products and services, how can you generate leads that will turn into revenues?

Lead generation is always a constant challenge every business faces. But as with every problem, there is always a solution at hand as well. Cloud services are no exception. As always, there are many ways to B2B lead generation, but for today we want to focus on the use of multi-channel lead generation tactics for cloud services

Multi-channel lead generation is not as difficult or complicated as it may seem and it’s undeniable that it also is the future of B2B marketing. Read on to learn about multi-channel lead generation for your cloud products and services. 


First things first. You cannot just dive right in head first without clarifying your objectives first. Every company is different when it comes to this. There are two ways in measuring the success of your lead gen activity.

One is the sales-qualified leads (SQLs) which determines the number of probable clients that are ready to talk sales. Another is by the number and the total amount of deals closed, which is the simpler way to measure the success of your lead gen.

Stay somewhere in between to keep a balance. Your marketing should be evaluated by both your number of sales and also keep your lead generation up.

Email Marketing

One of the few online marketing channels that have stood the test of time. Hence why it takes the number one spot in a lead generation for cloud companies. Traditional newsletters and email marketing are still important and so is the ability to capture data on users. As cloud providers, do not overlook this important medium to generate leads.

Social Media

Of course, Social media is not just for liking funny cat videos or tweeting about what you ate today. Many businesses are taking advantage of this channel. By using this channel, just make sure that you just follow the general rule of thumb: build a loyal following, social media is a dialogue and not just a one-way street, and influence connections for content sharing.

As cloud service providers, take full advantage of this. Make sure you choose the right channels that will deem as the most effective for your clients and incorporate special cloud services that they can only find with you and nowhere else. 

At the end of the days, it all boils down to having a perfectly healthy balance between your inbound and outbound. In keeping up this marketing strategy, it will do the trick in getting your message across as well as garner you more leads that way.  

How to Generate Leads for Cloud Companies

How does lead generation work for cloud companies in general terms? Easy. There are two categories to this which are Inbound and Outbound. 

Inbound leads

Perform keyword research and optimize your website for all the on-page factors like title, meta tags, keywords, image tags, etc., and off page link building. Other tools include Keyword Planner, Google Trends and Insight, Alexa.

Don’t forget your content marketing which includes blog post writing on your website and other social media platforms. Some tools to be used for this are BuzzSumo, PitchBox, Buffer, DrumUp.

Outbound leads

There are many software solutions that are available today to help you find leads from LinkedIn, and many more.

The catch is that manually generating tech leads can be quite a time consuming and hectic. This is why most companies opt to use better and faster alternatives like outsourcing the services of a B2B lead generation company. But hey, if you have the extra time, money and patience to generate leads in-house, then knock yourselves out.

Cloud Computing trends in 2019

A rapidly growing technology is Cloud Computing and many companies and businesses are adopting its digital transformation. The cloud tech services market is projected to grow by 17.3% in 2019, and by 2022, 90% of organizations will be using cloud services, according to Gartner report

That being said, there are quite a few new Cloud Computing trends to look forward to this 2019.

Hybrid & Multi-Cloud Solutions

The dominant business model in the future is going to be the Hybrid Cloud. A simple public cloud cannot be a good fit for all types of solutions as well as shifting everything onto it can be a difficult task due to certain requirements. To make things easier, The Hybrid Cloud model will offer transition solutions that merge your current on-premises infrastructure with open cloud & private cloud services. So, while you are being effective and flexible, your organization will be able to shift to The Cloud technology at their own pace. 

No Server Needed

2019 is the year where Serverless Computing becomes more and more popular. Not that it wasn’t before, of course. But with our advancing technology, it sure is gaining more popularity. Your customers won’t have to shell out money or rent services, neither do they need to configure them. Thanks to the Cloud for being responsible for providing the platform, it’s configuration, and a wide range of helpful tools used for designing applications, and working data.

Artificial Intelligence Platforms

AI platforms support a faster, more effective, and more efficient way to work together with data scientists and other team members. In addition, AI platforms can help reduce the costs in various ways, such as turning simple tasks into automated ones, preventing duplication of efforts, and taking over some expensive labor tasks like copying or extraction of data.

Cloud Security

One of the most – if not, the most important aspect of technology. Thankfully, it upgrades and improves with each year. With cloud computing, security is a very serious consideration. 2019 introduces the General Data Protection Regulation (GDPR) in which security concerns have risen and are an essential thing to monitor. Since many businesses are shifting to cloud computing, and oftentimes without serious consideration of its security compliance protocols, the GDPR will be of utmost importance this year.

Welcome 5G and Improved Internet Services

We can all agree that there is nothing more irritating that slow internet connection. Especially when working with data that are being generated and stored on cloud-based platforms. As the number increases, so does the need for higher and better internet connection. Thankfully, internet providers are always working and striving to find ways of improving the quality of their services. Taking it a step further, network providers are also working on developing the 5G network

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 to Build a Strong Network of Telecom Leads Using Social Media

Having difficulties generating leads for your telecom company even after following everything in the book to a T? You’ve exhausted all your options and still can’t see any significant results? Maybe it’s time to embrace utilizing your social media platforms to their full potential. How you may ask? Don’t worry, we’ve got you covered. We have compiled and put together tips and strategies on how you can generate B2B telecom leads using social media. Find out more about the importance and relevance of using social media in modern telecom lead generation here.

The way of marketing has changed in all the best ways. It is far from what it used to be 20 to 30 years ago, but the struggle of lead generation was never a stranger to those who have worked in Telecom B2B business long enough. The good news is that Marketing and PR have dramatically changed because the internet has changed and evolved. The internet is no longer constricted to stationary computers anymore and it has evolved to the adoption of smartphones and real-time marketing. And yet, even with all the modern technology at our disposal, many telecoms still use outdated and ineffective means to acquire leads.

As it is with just about anything nowadays, social media plays a big role in B2B lead generation in every market as it is useful for both PR for your telecom industry and for lead generation. Your buyers spend a lot of time immersed in social media and trying to keep up with its changes. You as a business owner, a marketer, or a salesperson should do the same.

To give you more insight, here are 5 ways you can use social media for B2B telecom lead generation.

Who are they?

Using the top social media platforms such as Facebook, LinkedIn, and Twitter are highly recommended tools to use for B2B telecom companies to use. To determine who your possible candidates are, start off by creating a profile of your target prospects. Use key indicators which include their company name, job title, location, and shared connections. Once you’ve done that, weigh out those indicators to help you locate your potential clients on social media.

By using LinkedIn, you’ll find quality prospects by locating their company employees in senior buying positions, as well as monitoring professional groups that are industry-specific. With Twitter, configuring paid ads to target users will make it easier to find your prospects based on their profiles, connections, companies, location, and interests.

This post gives a step-by-step guide on how to generate B2B leads using a combination of phone, email and LinkedIn

Helpful Content

Like we always emphasize with using social media, content is of utmost importance. It’s about more than just pumping out one post after the other. It’s all about offering content that is also helpful and offers your clients advice. Once you’ve been able to identify all your prospects, the next step is to engage with them. It’s very easy. Observe their page, comment on their content, and always answer their questions. You can also engage in discussions with them about the newest technology and share content that’s designed to guide them through their decision-making process.

Connect and Reconnect

While social media is a great way to connect with new people, it’s also a great way to reconnect with and upsell existing customers that you might have. Try to find your top-tier customers on social media and interact with them on a more regular basis. This not only boosts up your relationship with them but also makes you a more reliable telecom company to work with. An even greater advantage is that building your customer relationships will garner you a higher and steadier lead generation for your brand.

Nurture and Follow-up

Compile a list of all your prospects and make sure you keep a tab on them. You don’t want to lose them after the first initial contact. Send them follow-up messages; stay in touch all without having to be disruptive. In cases of promotion, new hire, or sharing of relevant content, you can let your sales team reach out to your prospects, providing them with the information they need.

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets eBook Cover

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets

Find, engage and convert the right prospects with the right message.


When you do Telecom lead generation, you have to go all-out on it. Like we said, social media plays a big role. In addition to your social media sites, your own website is also of utmost importance. The content that you create and post onto your social media should include links that will take your prospects directly to your website to create more traffic for you, thus, also more leads.

Take your content marketing into consideration as well. It has been shown that it costs 62% less than traditional marketing, generating up to 3 times more leads according to Demandmetric. Stick to sharing relevant content for both you and your prospects on third-party sites and this will help you gain recognition as “thought leaders” in the industry.

It’s important that you build content that speaks to the future as much as it speaks to the present. Your telecom solution may have large and small benefits to your prospective buyer, and your content should also highlight these benefits.

And finally, your content should address the direction your telecom brand wants to take for the future. Strive to inspire your potential buyers by showing them where your brand is headed. Remember that people are more convinced if a brand has a clear vision of where it stands and where it wants to go. If the see the conviction with which you lead your brand, and you won’t even have to do much convincing anymore. They will just naturally gravitate towards you.

The Best Way to Use Social Media in B2B Sales Lead Generation

The most critical part of any B2B sales process is lead generation. Without lead generation, there are no sales, and when there are no sales, you will have to kiss your beloved business goodbye at one point or another. It’s necessary that you make use of all the means, especially social media, to keep generating leads.

A common misconception that businesses have about social media is that it is primarily used solely for brand awareness. This couldn’t be farther from the truth. The fact of the matter is that social media might just be one of your strongest assets in garnering more B2B sales leads. Social media is much more than just a tool you can use to grow and nurture your brand and content with your clients. If you do it right, it will help your brand tremendously.

What’s the Connection?

Let’s get the basics straight first. When we say lead generation, we’re not talking about the same thing as sales, but rather it’s about bringing people into your sales funnel. Think of it as trying to get to know a person more after a date. It’s all about the details. What are your target prospects interested in? Which of your services would fit their needs best? What peaks their interest?

Gone are the days where lead generation solely relied on sending out surveys, filling out forms on magazines or pamphlets. Though they are still used sometimes nowadays, the internet has completely shifted how businesses can generate leads faster and better.

Social media related doodles

Utilizing social media is more than just keeping with the times. It’s necessary since today’s way of making sales is all about gated content such as video marketing, email opt-ins, and paid ad campaigns to reach your targeted and potential clients. Social media makes lead generation easier because information always travels, and all your potential clients’ thumbs are always ready to share information with a tap on their screens. Add to that fact that in this time and age, people spend more time socializing on social media that makes it the perfect place to find your target market.

Maybe you haven’t used social media for your business yet, or maybe you are still starting to dabble into it. Whichever the case, here are some ways to effectively use social media for lead generation.

Research and Select

There are important points to consider before picking the platform you are going to use. You don’t want to be picking just any social media platform or else you will be trying to acquire leads from the wrong platforms. Know your clients first. As big as Facebook is and how almost everyone in the world uses it, one might think that choosing Facebook is a no-brainer. However, that is not always true.

According to studies, only 39% of B2B marketers have gotten lead generation through Facebook while using LinkedIn generated 44% and a whopping 82% of social media leads are garnered from Twitter.

Just because one site is quite popular doesn’t necessarily mean that it’s what’s going to give you the most success. As we’ve reiterated before, it’s all about knowing your audience and where they always are. Once you’ve figured out which platform your prospects spend the most time at, it will be easier for you to build around that.

If you’re still not quite sure which social media platform to use, you can check out this infographic which will give you a better insight as it breaks downs the user bases of all the top social media sites.

Generating leads will greatly depend on which social media site you are focusing on, so here are some tips and ideas on how you can get started based on the 3 granddaddies of social media.


If your prospects mostly hang out on Facebook, it will be fairly easy to garner leads here. However, you have to be aware that organic leads on here have become increasingly difficult, so you would have to run paid ads at some point. The good news is that ads are quite budget-friendly and will not take much out of you.

Other effective and more importantly, interactive ways to turn your followers into leads are to

Hold Contests

Contests aren’t a stranger to Facebook. They can be fun and draw a lot of attention, therefore, giving your page good traffic. The downside, however, is that not all the leads you get are qualified ones since a lot of them will just seek for freebies. But don’t let that discourage you. It is still a good way to collect emails into your pool of prospects.

Page = Website

Your Facebook page should be more than just a tool to get likes. Treat your page just like you would with your website. Don’t just create it and then let it sit there, forgotten. Think about what content you want to post/share on your page, what kind of ads you run, and even the tabs that you set up. Do not be afraid to post landing pages for any of your offers directly to your page. Another important thing is, try to minimize your use of stock images. They can be a bit off-putting to a lot of people. Try to create your own content whether that’s photo or graphics. It will come off more genuine and authentic to your audience than something you just grabbed from google.

Custom Tabs

Custom tabs are a great place to put your contact forms in. Pagemodo and Static HTML are recommended apps you can use to set up your custom tabs. They capture leads without having to send your prospects to an external site which we all know can be quite annoying. To fully maximize them and catch more eyes, be sure to link them in your posts as well as when you’re running your ads.


For B2B leads, LinkedIn is the top social media site to use. It is specially catered towards professionals and networking which makes your leads organic. Here are some ways to help you get started.

Free Samples

Offering free samples is a powerful technique that can result in highly qualified leads. If you go for LinkedIn Premium, it gives businesses the opportunity to find qualified leads based on occupation roles and other essential criteria. After that, they will contact them directly using InMail.

Perfect Combinations

Inbound marketing is the king in generating leads here. It drives in 54% more leads than just normal outbound marketing.

Content marketing is one of the most effective methods of inbound marketing. And with LinkedIn being a fast-growing publishing platform to show your potential prospects your expertise as a leader, offer information and insights about your business for other business people to see, and also gain leads while you’re at it.


When it comes to Twitter, you want to consider using Twitter Cards. They enrich your tweets with additional content, media, and most importantly call to action. There are many different types of Twitter cards at your disposal but of course, you have to be able to choose the right one for you and your business.

Whichever card you choose to use, always remember to use eye-catching images and graphics and grab clients’ attention with your captions. Think out what you have to say very carefully. After all, you only have 140 characters.

Make sure you also keep track of brand mentions. Let your social media team keep track of mentions about your company and/or products. If you don’t, you may as well be missing out on leads.

Lastly, another feature that will help you on Twitter is creating events. The Ask Me Anything and other time-sensitive events on Twitter are very useful and can generate high-quality leads for you. In addition to that, there is also a Twitter Live feature that you can use to keep your prospects interested and involved during seminars or conferences that you might hold. This way, you offer them free value and in return, your prospects will want to know more about your company which can translate into new leads for you.

Enlarge your Sphere

To include an honorable mention into your pool of social media choices, Instagram has come a long way for still being a bit of a fairly new platform. It only started in 2010, but just like his other social media friends, it has evolved tremendously and many companies use it to their advantage to build their brand and to generate leads. You can connect it to your Facebook and Twitter, so whatever you share on Instagram will be directly shared to your other platforms as well. It’s more than just a place where you can post pretty pictures and short videos. Use it to its fullest potential to build up your brand and interact with your audience.


Social media has become much more than just a way to communicate with other people and to build up your brand. If used correctly and strategically, it can help generate leads, drive sales and grow your company greatly.

Influencer Interview Series: How Top Marketers Shop for Father’s Day

Looking for ideas on what to get someone this Father’s Day? Then you came to the right place. The Callbox team recently reached out to a number of top marketing influencers and asked how they choose the perfect Father’s Day gifts. We rounded up their answers in this blog post, and we guarantee you can’t go wrong with the shopping tips they shared.

But besides giving out practical gift-buying suggestions, their responses also gave us a ton of insights on a crucial thing in B2B marketing: understanding what our audience really wants and being able to deliver on these expectations.

Whether it’s mapping content to relevant buyer personas, tailoring your messaging strategy to different segments, or adapting your value proposition to a new target market, most of the things we do as marketers simply boil down to figuring out how to best delight potential customers—which is a lot like picking the perfect Father’s Day present.

So, don’t worry if you haven’t yet started shopping for Father’s Day. Use this influencer roundup as your handy gift-buying guide:

Pam Moore (The Marketing Nutz)

Photo of Pam Moore with Quote

Pam Moore, CEO at social media training and consulting agency The Marketing Nutz, suggests finding two or three things that your dad, husband, or grandpa loves to do as a Father’s Day present. I totally agree with this, since I really think experiences make people happier than material gifts.

Keep it super simple. Think of what they love to eat, drink and do. Pick one or two or three. Here’s an example… buy them a new 32 oz Yeti cup at Sports Authority. While there pick up a gift card for them to use on their favorite sport or hobby. Then, take them out to eat and talk about all the things they are going to eat, drink and do the next year! You’ll be amazed what a fun day your dad, hubby, son or grandpa has!

Mike Allton (The Social Media Hat)

Photo of Mike Allton with quote

Mike Allton is the founder of The Social Media Hat, a full-service digital marketing agency, and brand evangelist at Agorapulse. Mike makes an excellent point when he says presents that involve “time spent” tend to be the best Father’s Day gifts. Again, experiences make us way happier than objects ever could, and that’s a scientific fact.

I find that the best gifts, particularly for parents, are ones that incorporate the gift of time spent.

It’s fine to buy them an item that they need or want, but that relational gift is usually so much more valuable, particularly as we get older and tend to have less time to spend with our parents.

Why not give them a dinner out with you or a trip to the park or a game night? Think of something they love to do and then incorporate yourself into that plan.

Timothy Hughes (Digital Leadership Associates)

Photo of Timothy Hughes with quote

Social selling expert Tim Hughes gives a very touching answer to our influencer roundup. He wants to take his parents out to once again experience an activity they both love when they were still young.

My father is 87 has a dementia and lives in a home. He tells us that he has totally lost all memory but for some strange reason he can still recall his love of classical music. He and my mum were big fans of the Proms, they used to go when they were courting and before they had my brother and myself. I would love to take both my parents to see the Last Night of the Proms one more time.

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Sue Zimmerman (The Insta Expert)

Photo of Sue Zimmerman with quote

Sue Zimmerman helps women entrepreneurs achieve digital marketing success through visual storytelling using Instagram. Sue shares a very short but very sweet answer. At the end of the day, it’s how much dads value something that makes it a perfect gift.

I think about what he wants and needs then I buy it – this year I got him a subscription to Amazon Prime

Joe Pulizzi (Content Marketing Institute)

Photo of Joe Pulizzi with quote

As one of the towering figures in marketing today, Joe Pulizzi certainly knows a thing or two about delivering what people want. That’s why his story about choosing the perfect gifts for both his dad and step-dad is simply priceless. His main takeaway for delighting dads: find something that will take them back to the good ole days.

My dad is easy to buy for. He’s like me and loves bourbon. Elijah Craig Small Batch to be exact. But my step-father is a different animal. A few years ago I was pondering what to get him and I remembered he used to have a huge vinyl record collection and a big stereo. Vinyl had made a bit of a comeback and the nostalgia of yesteryear was compelling. So I jumped online and ordered him a Crosby portable case record player and went down to the used record store to buy him 5-6 albums I knew he used to have. You would have thought I bought him front row tickets to Hendrix. He loved it.

So, think about something your Dad used to do that he doesn’t do anymore. And find something that will take him back to the good ole days.

Robert Katai (Bannersnack)

Photo of Robert Katai with quote

Here’s a very interesting response from Robert Katai, digital marketer and content strategist at Bannersnack. Robert’s answer is certainly something we can all learn from. That’s why we saved it for last.

My insight is this: time is the most important piece today. That’s why on Father’s Day I’m recommending to everybody to give their time: time to listen, time to ask, time to just stay together and create memories from this important present.


I hope that helped narrow down your shopping list. It’s not easy to find the perfect gift for the dads you know, but sometimes all it takes is letting them experience something they really enjoy.

Happy Father’s Day to everyone in the marketing world!

How to Generate Leads Faster with this Proven Outbound Workflow

When I googled “how to generate leads” at the time of writing, it returned around 560 million search results.

That might sound like a lot, and it actually is. But a quick glance at the first few pages revealed that not much has been written about end-to-end, outbound lead generation strategies that use different channels.

That’s what I wanted to cover in this post and I think we are more than qualified to talk about it since we are a lead generation services provider. I’m going to share a multi-channel outbound lead generation workflow you can quickly apply, plus go into detail about why and how each component works.

Why Outbound Lead Generation Matters More Than Ever

Why Outbound Lead Generation Matters More Than Ever

Here’s a little tidbit of marketing history for you. When inbound marketing first broke into the scene around a decade ago, there was no shortage of websites and blogs predicting the impending death of outbound marketing. But the naysayers at that time had overlooked one crucial detail about where marketing was headed.

B2B Marketers Will Always Need Outbound

Now, 10 years on, outbound channels remain as strong and important as ever in the B2B marketer’s arsenal. In fact, study after study show that email consistently outperforms other lead generation channels in terms of usage and effectiveness.

The irony is that those very same sources that trumpeted outbound marketing’s demise are now advocating using emails, phone, and other outbound tactics alongside inbound channels.

That’s because outbound complements inbound marketing strategies in many ways. Inbound works well at creating broad awareness, while outbound is ideal for activities that need precise touches.

Let’s say a site visitor downloads your latest whitepaper. Without connecting with the hand-raiser via email or phone (to suggest other relevant content and acquire additional prospect info), turning this lead into an opportunity can take longer (or will never take place at all), since you have to passively wait for the prospect’s next move.

What if a competitor reaches out to this prospect before you do? Then, you just lost a potential customer, because 50% of B2B buyers will end up choosing the vendor that responds first. With a solid outbound follow-up plan, you’ll be ready and able to promptly engage every prospect that comes your way.

Ways Outbound Lead Generation Impacts Results

Supporting inbound activities is just one way outbound lead generation drives the marketing process. Today, with buyers taking more control of the sales cycle and with ABM strategies taking center stage, B2B marketers use outbound lead generation in a number of roles to boost marketing results, including:

  • Gaining richer prospect profiles and sharper marketing intelligence:  Much of the information you’ll need to engage and convert leads later can be acquired and verified in real-time using outbound channels earlier in the funnel.
  • Distributing relevant content to the right audience:  Outbound marketing helps your content cut through the noise by putting it in front of the right decision makers at the right time. Today’s prospects continue to drown in an ocean of published materials, and traditional distribution channels (online and social media) remain highly saturated.
  • Accelerating conversions and streamlining the sales funnel:  Nothing beats Targeted, one-on-one touches at starting and completing the lead conversion process, especially now that sales cycles have gotten longer and more complicated.

In the rest of this how-to guide, we’ll focus on the third point above, because B2B lead generation still ranks as one of the biggest challenges that we B2B folks face every day. It also happens to be the top objective behind many of the activities we do.

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What You Need for Successful Outbound Lead Generation

Before we get into the details of the outbound lead generation workflow below, let’s first go over the things you need to have in place to make sure your outbound process achieves the results you’re aiming for.

What You Need for Successful Outbound Lead Generation

These six main factors are what set effective outbound campaigns apart from poor-performing lead generation programs:

  • Clear customer profiles and buyer personas
  • Accurate and up-to-date prospect lists
  • Targeted messaging and content
  • Seamless experience across different channels
  • Data-driven lead nurturing workflow
  • Robust tools for carrying out and managing the campaign

Clear customer profiles and buyer personas

One of the biggest reasons why outbound lead generation campaigns fail to deliver the right results is that they’re not being clear and specific enough on who they’re trying to target. This is why effective lead generation strategies start with well-defined customer profiles and buyer personas.

Although we won’t go into detail regarding how to create ideal customer profiles and buyer personas, the key thing to keep in mind is that these two resources should be documented and should help you provide specific answers to:

  • What do my most successful customers have in common? (i.e., industry, company size, technology, etc.)
  • Why do my best customers do business with us?
  • What do our top customers gain from buying our offer?
  • Which decision makers do we usually talk to and win over in our top accounts?
  • What pain points and triggers do these decision makers respond to?
ideal customer profile example
sample buyer persona

Accurate and up-to-date prospect lists

They say having the right list is already winning half the battle in outbound lead generation. Emails, phone calls, direct mail, remarketing, live events, and other outbound tactics all require clean and actionable leads lists.

Data quality makes or breaks outbound campaigns. That’s why you need a thorough action plan for acquiring/profiling leads data and managing your marketing database:

  • Implement strict validation rules on lead capture forms
  • Double-check your team’s data entry process
  • Follow a regular update schedule
  • Make sure to handle all types of data errors: duplicates, missing values, invalid entries, etc.
  • Plan for every stage of the data life cycle: from data collection to removal

Targeted messaging and content

Try opening a few messages in your spam folder. How do they read? They probably sound like they were meant for someone else. That’s another problem that most outbound strategies face; they follow a one-size-fits-all approach.

Effective outbound lead generation relies on sending out messages that are relevant to what a specific buyer persona expects at a particular point in the purchase journey.

There are typically four types of buyer personas involved in B2B purchases: end-users, influencers, technical buyers, and economic buyers. These decision makers have different priorities and pain points that they look for and respond to.

Plus, as these buyers move along the purchase journey, their needs and preferences change—and so should your messaging strategy.

Seamless experience across different channels

Practically all outbound lead generation strategies now follow a multi-channel approach. But if you ask B2B marketers what is multi-channel marketing, you’ll most likely get a ton of different answers.

Multi-channel marketing is more than just using two or more channels to interact with leads. It’s actually about ensuring that prospects and leads have a consistent and continuous experience wherever you reach them.

The key to a consistent multi-channel experience is to make sure that the conversation flows uninterrupted across the different channels in the campaign.

Get your FREE Cold Calling Scripts for Key Buyer Personas in Managed IT.

Data-driven lead nurturing workflow

In one of my articles for The Savvy Marketer blog, I talked about the importance of having a clear lead nurturing cadence or workflow. That’s because, with different channels involved (at least three) and multiple touches (between 6 and 13), a lead nurturing workflow serves as a roadmap for engaging prospects.

When creating an effective lead nurture cadence, you need to make sure it meets all the following:

  • Maintains consistency by providing a set of specific and unified procedures for your team to follow
  • Keeps everything easy to monitor and measure
  • Speeds up conversions by removing potential bottlenecks or leakages
  • Allows you to quickly scale things up or refocus in a different direction

As we’ll soon see, the outbound lead generation workflow we’ll dissect below meets all these requirements.

Robust tools for carrying out and managing the campaign

The last piece of the outbound lead generation puzzle is the set of tools that power the campaign. There are literally thousands of marketing tools available for outbound lead generation. The important thing is to understand the technologies that serve as the building blocks of an outbound marketing stack:

  • Direct outreach tools:  Enable and enhance targeted, one-on-one interactions (email automation tool, call management/tracking, direct mail automation, etc.)
  • Customer relationship management (CRM) platform:  Serves as the main hub of campaign activities since it’s where prospect data lives
    Screenshot of Callbox's Pipeline CRM
  • Marketing automation platform (MAP): Orchestrates outreach activities and allows you to effectively manage the campaign

How to Generate Leads: Emails + Calls + LinkedIn

How to Generate Leads using Emails, Calls and LinkedIn

Although there are dozens of marketing channels to use in your outbound lead generation strategy, you can get decent results with the right combination of just three key channels: emails, phone calls, and LinkedIn.

This outbound strategy is simple yet very effective. That’s why it’s a great starting point for B2B marketers still refining their outbound lead generation process.

In this section, we’ll first go over each channel one by one. We’ll then conclude with an actual outbound lead generation workflow that leverages the three tactics.


For a very long time now, emails continue to be the most widely-used and most effective outbound lead generation channel. Email’s precision, scalability, and versatility make it an ideal tactic for outbound activities such as:

  • Initiating contact with cold prospects
  • Warming up and nurturing leads from other channels
  • Following up and keeping the conversation going
  • Distributing content and marketing collaterals
  • Responding to prospect queries and requests
  • Ensuring that booked sales appointments show up

There’s a widely-cited stat that claims emails generate an average ROI of 3,800%. But emails only produce solid results if proper email marketing best practices are applied:

  • Find the best schedule and sending frequency
  • Make sure emails stand out with an irresistible subject line
    Photo of email copy with emphasis on the subject line
  • Balance content and design in the email body
  • End the email with a strong closing line
  • Build a case for action with a compelling CTA
    photo of email copy highlighting the CTA

In addition, outbound email marketing works better when executed with the right email marketing platform and with the help of a reputable email service provider.

Phone Calls

Despite what some industry voices will tell you, live phone conversations remain a key component in the lead generation process. Recent research shows that B2B decision makers still prefer to hear from potential vendors over the phone: 57% of C-level executives and nearly 50% of directors/managers respond to sales calls.

But the role of phone calls in lead generation has changed; the old spray-and-pray tactics of long ago no longer work. Instead, phone calls are now most effective in outbound activities such as:

  • Continuing and reinforcing contacts made in other channels
  • Responding promptly to prospects
  • Collecting and verifying information in real-time
  • Qualifying and probing prospects for fit and interest
  • Understanding pain points and expectations
  • Promoting content and collaterals to a targeted audience

To take full advantage of outbound telemarketing’s new role, you first need to follow a few smart calling strategies:

  • Make calls a seamless part of a lead nurture path by keeping messaging consistent
  • Set the stage for the next step or a follow-up
  • Leverage data on past prospect activity to schedule outbound calls
  • Consider each call as a chance to provide value
  • Track performance with a full set of KPIs and metrics

When calling a prospect, whether in conjunction with an email or not, you can follow this basic structure for the call:

Call structure with sample spiel
Call structure with sample spiel


As effective as emails and phone calls are for outbound lead generation, social media’s reach and impact also make it a crucial addition to a modern outbound strategy.

In B2B lead generation, LinkedIn is our platform of choice. That’s because LinkedIn is the ideal social network for doing outbound activities like:

  • Finding and engaging new contacts through LinkedIn connections
  • Mapping out target accounts and prospects using LinkedIn profiles and activity
  • Expanding pool of relevant prospects by joining and participating in LinkedIn Groups
  • Pinpointing specific market segments with LinkedIn’s search function
  • Reaching out directly to prospects through InMails, Introductions, and Messages

All these activities require you to beef up your LinkedIn presence and improve your potential for engagement and conversions on the platform. Here are a few things to keep in mind:

  • Start by optimizing your LinkedIn profile to cover the right details, keywords, summary, visuals, and UVP
    Screenshot of Optimized LinkedIn Profile
  • Work to constantly grow your network by leveraging LinkedIn connections and profile views
  • Stay active in relevant industry groups and make sure to contribute to the community
  • Make the most of LinkedIn mutual connections and common interests when exploring potential prospects

Outbound Lead Generation Workflow

Here’s an actual outbound lead generation workflow that makes use of emails, phone calls, and LinkedIn in an integrated way. It’s based on some of the sales cadences we featured in a previous blog entry adapted for a CRM provider:

  • Touch 1 – Intro Email or InMail (relay intent to explore ways for exceeding sales KPIs/productivity goals)
  • Touch 2 – Follow-up InMail (refresh them about Intro Email/InMail)
  • Touch 3 – Email (send an infographic about causes of sales performance slump)
  • Touch 4 – Follow-up Email (send a whitepaper about ideal CRM setup)
  • Touch 5 – Phone (discovery call)
  • Touch 6 – Social Media (share an article and tag the prospect)
  • Touch 7 – Video Email (benefits of cloud-based CRM)
  • Touch 8 – Social Media (engage prospect on LinkedIn – tag them in a post, answer a question they’ve posted, respond to their comment in a group, etc.)
  • Touch 9 – Voice Mail (check in if prospect has questions about resources sent)
  • Touch 10 – Email (Have your director send an email – this can improve response rates by 45%)
  • Touch 11 – Phone or Email (book a face-to-face meeting)

This workflow can be modified to suit your requirements (such as the length of your outbound lead generation cycle as well as the content and collaterals you want to send to prospects). The key idea is to combine these three channels to provide a consistent multi-touch, multi-channel experience for your target prospects.

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Email, phone, and LinkedIn touches are the three main channels that make up an effective outbound lead generation workflow. They’re easy to set up yet very effective, and it’s also simple to build other outbound strategies on top of these channels.

How else do you use emails, calls, and LinkedIn in your outbound program?


5 Tell-Tale Signs You Need To Automate Your Sales Process [GUEST POST]

A scaling business requires careful juggling of countless important tasks. Identifying growth opportunities, internal team management, budget coordination, and other tasks demand time and effort.

Your sales process is no exception. It’s a vital aspect of your business that takes up a lot of your time. Thankfully, automation can streamline your sales process and free you up for more pressing tasks.

Perhaps you’ve looked into sales automation but you’re on the fence about it. There may be signs already in your business that you need to take action. Read on to discover five tell-tale signs you need to automate your sales process today.

Your sales team is struggling

Traditionally, sales is a people-centric process. Creating relationships and nurturing connections is crucial for convincing prospective leads to convert. And if you want to scale, you’ll naturally need more sales associates on hand to continue this process.

But budget constraints can prevent this vital business lifeline. And even then, time is a precious commodity that even large sales teams struggle to get the most from.

Sales automation condenses all the minutiae of everyday sales life into easy, one-tap tasks. It essentially lets a single team member do the work of many, whilst still maintaining a solid sales process throughout.

Adding automation to your sales process lets your team focus on the tasks that require a human touch. They can nurture bonds with existing customers, fine-tune their cold-calling scripts, and step in when there are any problems that automation can’t fix.

Ultimately, automation restores equilibrium to stressed-out sales teams, helping you grow with the wind at your back.

Too many leads are dropping out of the funnel

Some of your leads will drop out of your sales funnel — that’s a fact. You can’t get every lead to convert, so you just have to chalk it up as a loss.

But when high numbers of leads fall out of your funnel, it’s a tell-tale sign that something’s amiss. And the problem could lie in your lead nurturing.

Picture of plant to symbolize lead nurturing

Nurturing your leads involves sending them relevant content that keeps them engaged through the sales funnel. Product information, comparison guides, user reviews — this content is crucial for nurturing prospective customers.

Sales automation nurtures your leads with relevant, useful content across a range of channels. Email marketing, social media, landing pages and more all play a role in delivering this content to your customers, and sales automation gets it right every step of the way.

Related: Best Lead Nurturing Outcomes: Insights from Parenthood

You spend too much time on repetitive, manual tasks

Look back on the past month and consider how you spent most of your time. Were you looking into new opportunities or initiatives to scale your business? Or were you bogged down in mindless, repetitive sales tasks such as list-building or coordinating email campaigns?

If it’s the latter, then it’s probably time to automate your sales process.

One of the key benefits of automation, not just for digital industries, but for every industry, is that it reduces the time spent on arduous manual tasks. Lead nurturing, email sequencing, landing page optimization — these are all necessary but time-consuming processes that sales automation can do for you.

This doesn’t just save you time to spend on more valuable business-oriented tasks. It also boosts productivity, streamlining your business and giving you more bang for your buck.

Related: Sell Smarter with these 6 Email Marketing Automation Workflows

You’re struggling to segment your leads

Segmentation is key to an efficient sales process. It’s data-backed, customer-centric, and is proven to increase conversions.

But strong segmentation demands comprehensive consumer data and intelligent insight. This is often out of the reach of time-poor sales teams, but it’s something you shouldn’t neglect.

Indeed, segmentation and personalization are the foundation of a successful sales process.

As marketing automation expert Brad Martineau says: “What you’re optimizing is the message, you’re optimizing the sources that are coming in to make sure you get the right people and you’re delivering the right message.” Sending the right message to the right consumer at the right time boosts conversions and increases lead generation.

Such a strategy capitalizes on unique customer information such as age, gender, interests, and so on to provide relevant information during the sales process.

Sales automation performs your segmentation and personalization to an art. It plugs into the systems you use to glean depths of comprehensive customer data and turns it into actionable insights that increase your campaign success.

This isn’t something restricted to big brands with big budgets either — any business, no matter how small, can enjoy intelligent segmentation. As a result, you’ll enjoy more successful campaigns and higher conversions into the bargain.

Related: Approaching Psychographic Segmentation In B2B Marketing

You’re struggling to track the ROI of your strategy

Tracking the return on investment (ROI) of your sales strategy is crucial for success. Getting solid sales data helps you better understand how your strategy is performing, what you’re getting right, and what you’re doing wrong.

Such an important part of your sales process shouldn’t be half-baked. It needs to be calculated and granular in order to guide your direction in the right direction.

But unless you’ve got a team of analysts at your disposal, then you’ll likely struggle to achieve this, even with time on your side.

Sales automation makes calculating your ROI easy and accurate. It collects data from your various sales and marketing tools — your email and social automation, your CRM, your POS system — and calculates your ROI for you.

Beyond this, many sales automation tools also let you generate reports on a range of metrics. You can get granular on a variety of aspects of your sales process, from the success of individual channels (such as online marketplaces like Amazon) to the percentage of repeat customers you receive.

Tracking ROI is vital for making smart business decisions. Sales automation gets it right the first time to help you make the right choice for your business.


For many, sales automation seems like a luxury. But when it saves you time and effort and increases conversions, it’s actually a vital necessity. If your business is showing one or more of the signs above, it might be time to embrace sales automation today.

Multi-channel Marketing and Why Your Business Should Embrace It

Every day of our lives is filled with decisions and choices whether they are big or small. What do I eat for breakfast? What am I going to wear? Which job am I applying for? Where am I going for my holiday? To have a choice is to have power. The power to determine how the course of our day plays out.

World-renowned author, John C. Maxwell once wrote that “Life is a matter of choices, and every choice you make makes you.” This applies to our businesses as well. The choices we, as well as our clients make, determine the course our business takes. This is where multi-channel marketing comes in.

What is Multi-channel Marketing?

First off, what exactly is Multi-channel Marketing? It is the process of engaging leads, prospects, and customers using a blend of both online and offline channels such as websites, mail (direct and email), phone, social, mobile apps, etc.

Multi-channel Marketing wheel

The goal of any marketing strategy is to be able to convince the client to avail of our products and services. However, if we limit the methods with which they can do so, the success of selling them our services is scarce.

With the internet vastly growing and social media always pumping out new ways for people to communicate, it is important for us to know exactly where our customers hang out. There are various ways to interact with our customers, and as we cater to their needs and communicate with them accordingly, we will reap the benefits of multi-channel marketing.

Let’s talk Benefits

Convenience is key

Customers always seek out the most convenient way to connect and interact with a company. Uniqlo, one of the forerunners in the modern fashion industry, has strong online and offline marketing strategies by incorporating new technology that keeps their customers on their toes and coming back for more.

In 2012, Uniqlo launched the world’s first virtual “dressing room” called The Magic Mirror. The mirror has a touch screen panel that allows the customers to try on different color variations of a piece of clothing they wanted without the hassle of going in and out of the dressing room. To add to the fun, customers were also able to pick different backgrounds to fit their outfits. In addition to this, the store also allows customers to check stock availability on their websites as well as in stores nearest to them.

Flexing Flexibility

With life being fast-paced and busy, people are either at the office in a meeting or out on the streets rushing to get to the office to attend a meeting. Our customers would want diverse options in paying for our products and services. If customers are able to pay online or using their mobile phones, and apps, it shows them your efficiency, and the chances of being recommended are higher.

Brand Presence

It’s all about being seen and heard by your customers. Aside from all the big marketing activities, another good way to establish your brand visibility is through social media such as Facebook and Twitter as they are the top tier of social media platforms. There are 2.3 billion Facebook users as of the first quarter of 2019 alone.

Game of Thrones - Iron Throne

Take HBO’s marketing strategy for Game of Thrones for example. The show’s presence was undeniable. Makeshift “iron thrones” were placed inside malls for people to take pictures with and share all over social media with hashtags and tagging HBO. It caused the company online traffic, high Google search rankings, and gaining more subscribers.

Evolution is Inevitable

The great thing about multi-channel marketing is that it’s ever-evolving and a brand that evolves with it can become unstoppable. When one medium becomes outdated, a newer one takes its place. Keep yourself open to new innovative ways to market your brand that could make you stand out above the rest.

Remember to cater to your target audience. Once you’ve figured out who your demographic is, it will be much easier to come up with the best-suited channel for them.

Now that we’ve established what the different benefits are, it’s time to discuss marketing channels that drive B2B sales and lead generation.

Related: Capture More B2B Sales Leads with Multi-Channel Marketing

Multiple Channels, Multiple Touchpoints

By embracing multi-channel marketing, not only will it benefit your consumers and make their interactions with your brand more memorable, but it also benefits your company by ringing in more engagement and lead generation.

Call ‘em up

When a customer wants to place an inquiry, what’s their first instinct? Call. When a customer encounters a problem with a product, what do they do? Call. About 92% of your live conversations with your customer happen over the phone. Up to this day, Telemarketing is still one of the quickest and most interactive ways to reach a client and make sales. If done right and with patience, you could be having an online payment transaction in a matter of minutes.

Emails up!

This marketing channel has got to be the most exhausting one out of the bunch. To ease the burden of typing out the same message over and over again, companies now incorporate automated email responses as well as hire people with the specific task to write and reply to emails. As tedious as this task may sound, it has been shown that automated messages have a much higher click-through rate.

To ensure that you will have a successful transaction over email is letting your target email have attention-grabbing subject lines, brief yet precise text and compelling call-to-action closing statements, and voila! You will see higher click-through rates.

Related: Sell Smarter with these 6 Email Marketing Automation Workflows

Into the Web

As mentioned earlier, online presence is very important and one of the biggest digital capital you can have is a website. A little bit of caution here is that you make sure that your website doesn’t just sit pretty, but that it’s regularly updated and interactive as well.

The Social Route

We live in a day and age where everyone has access to social media and everyone can be found there, too. Young and old alike can be found liking and sharing all kinds of posts on their Facebook. If you study your client’s behavior on the internet, you will be able to pick the right platform to use add into your multi-channel arsenal.

Read more on the detailed statistics of these channels here.

Of course, multi-channel marketing tools aren’t limited to only the ones we’ve mentioned here. There is a myriad of tools out there, and we at Callbox collated a list of must-have Multi-channel Marketing Tools out there that will help you grow your business.

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. 

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 a 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 to 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.


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.

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