2012 is almost here and as I prepare myself to celebrate the holiday season with my family and friends, I can’t help but think of all the things I would like to achieve in the coming year. I think most B2B marketers would agree that for us, it feels like Christmas every time we manage [...]
Posts Tagged ‘Lead Nurturing’
Drip By Drip Convert Your Leads!
The process of drip marketing itself might be very simple but it requires a well planned and panned out campaign strategy which details out everything from the content to be sent to different leads based on their buyer stage to the frequency of these emails/marketing communication.
From Action to Engagement: The Call2Action Button Comes of Age
Call to actions are an integral part of all websites, over the years these little buttons or tabs urging a website visitor to act on the website, disclosing their interest and intent have moved from a basic ‘click here for more info’ or ‘contact us’ to tabs that are designed to engage a visitor.
The most significant change has been the adaption of C2As across all types of marketing collateral, the C2A buttons today can be seen on emails, videos, online brochures etc.
Today C2As are not just tabs that ask a visitor to act, but are key to providing an insight into the frame of mind of a prospect on the site. If used appropriately, C2As can become the perfect lead generation tools that help in engaging and converting a visitor.
6 reasons why your organization might need a Marketing Automation Solution
In a world where every day hundreds of ideas, products and business solutions take shape and hundreds more make a beeline for our fleeting attention, it is essential to know which of these merit the time and resources spent in exploring their worthiness and their relevance in our organization’s scheme of priorities.
This post is an effort to put down the kind of problems the marketing automation tool is capable of addressing and the kind of organizations who should opt for this solution, if it is in alignment with their overall objectives and budget constraints.
Marketing Automation Is No Genie In A Lamp!
personally think that like, charity, good manners etc. even a good purchase decision begins at home or in this case within your company.
Apart from clarity on the problem at hand and the possible solutions that will help resolve it, it is important to understand how adaptive your company and your resources would be to a solution. This will ensure, that you will buy a solution which is least disruptive in your work environment and yet delivers all that it promises.
In this post I would like to discuss, which kinds of companies or CMOs should never opt for a marketing automation solution….because for them, it would be both a waste time and money. If you think your company identifies itself with any of the below mentioned mindset descriptions, then maybe its time you gave up on even considering buying a marketing automation solution, unless of course you decide to change your outlook.
Inbound or Outbound – When It Really Matters
I came across this interesting question on a popular forum– “Are webinars an inbound or outbound marketing technique? Or both?” The question and the corresponding responses is what triggered the idea for today’s blog post. There is a lot of literature available online, including detailed reports that talk about inbound vs. outbound marketing and why the [...]
Build Lead Personas For Better Lead Nurturing
If you are ready to spend some time on putting together your lead nurturing campaigns there is a great marketing tactic, which can really improve the quality and success rate of your campaigns.
The B2C industry has always relied on building buyer personas, which then become the core of all their marketing programs. This method of breaking down you prospects into different groups based on their demographics, interests, motivations etc. can go a long way in customizing your messaging to their needs and ensuring they in turn identify with the messaging and respond to it.
When applied to B2B, building lead/corporate personas based on the size of the company, industry type, their search query, expressed intent etc. can help marketing teams customize their messaging in a way that is in line with the needs of their leads. You can also add your product use case scenarios if possible for the personas you create, this will help you pre-empt a need and offer a more relevant solution than a generic one.
Changing Dynamics – The Rise of New B2B Marketing Funnel
With advent of marketing automation; increasingly marketers are looking at the funnel and either thinking of ‘How I can actively participate in it, or how I can have my own funnel’.
Here is where Marketing Automation players are coming in and positioning their product as either a funnel builder or as a means of becoming a part of business revenue as opposed to the business cost.
Once Upon A Time….Converted Leads Into Customers By Telling a Story
Storytelling is a very popular concept in the B2C world. Advertisers and marketers have used storytelling effectively in their campaigns to build brand awareness and customer loyalty. In a B2C scenario it works because you have to relate to someone at an individual level, if your story appealed to this person, he will in all probability buy your product.
But can the same be replicated in a B2B scenario, where it is usually a group of individuals who decide on wether to buy that packaging machine or software subscription? Longer sales cycles also make story telling difficult, it is no mean task to grab someone’s interest and then keep entertaining them for months together.
So can this effective marketing technique be used within the B2B marketing limitations? Well the answer is yes, as long as you keep one thing in mind…
‘Woo Your Prospects, Make Them Fall In Love With Your Solution’
Valentine’s day is round the corner and the season of expressing love is right here. Everyone wants to be loved, you, me, brands, companies, employees, buyers, vendors, just about anyone and everyone you can think of. But the point is can you make someone fall in love with you, your brand, your product, your services?
Of course, as a marketer, I can share a hundred ideas with you, which I believe will make almost anyone fall in love with anything you want…but lets keep that aside for another day! Today, I just want to share some thoughts on the psychology behind love and how you can use the same to make your prospects fall in love with your offerings.
