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Buyers’ Logic to Improve Your Close Rate

Buyers’ Logic to Improve Your Close Rate

Marketing in this day and age is more of a science than an art. With the massive amounts of data available to them, marketers are well on their way to becoming data scientists. The key is using this data to make the right decisions when it comes to developing and nurturing leads. I’ve heard many marketers talk about multi-level complex workflows for their lead nurture programs. While it makes it interesting, marketers are surprised when they don’t get the anticipated response in terms of form fills. Unfortunately, when this happens, it usually means that the buyer’s logic wasn’t taken into account. When creating complex workflows, marketers have to think about the purpose of what they’re creating and why a buyer would want to go on that journey. B2B sales cycles are typically long and multiple people are involved in the purchase decision. So especially in B2B sales cycle, more touch-points are required to guide your prospects through every stage of the buying cycle. The key is to provide valuable content and meet their needs at each stage. We suggest starting simple to test what your buyers are thinking and building out sophistication step-by-step. Start with the four basic stages of the buying cycle: research, compare, trial and buy. Ensure you have content and calls to action in each email that’s relevant to their interests. Once you have the results from your initial flow, you are on your way to understand the buyer’s logic. You’ll see what your buyers are interested in, and what they aren’t interested in. You’ll be able to take this data and increase email decisions points in your workflows and over time, will create a complex nurturing campaign that has used data to evolve. The best part, is along the way, you’ll be gathering important information on your buyers logic, which will help you in every aspect of marketing, not just...

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The Early Bird Catches The Worm

The Early Bird Catches The Worm

You probably first heard this aphorism from your mother when you were five, but it’s been kicking around since at least the 1600’s. When applied to B2B internet marketing tactics, it’s never been truer. Consider that both email volume and B2B web traffic continue to increase at 10%+ rates, and it’s an obvious conclusion that prospective buyers are being inundated with information and sales pitches. Buyers for just about anything are instantly targeted with ever more sophisticated tools, and within seconds find themselves being advertised to, marketed to, or pitched to by a sales person. Whole industries are being turned upside down by companies who’ve learned the digital marketing techniques that facilitate this level of sophisticated, rapid-fire engagement. And you’d better too! Here’s the minimum that’s required to stay in the game: 1. Improve search engine visibility – Google accounts for 85% of B2B web searches, and 85% of the click-throughs happen on Google’s first page of search results. Getting on this first page requires sophisticated SEO (search engine optimization) that is neither simple nor inexpensive, but it IS critical. There are many consultants that do this, or you can learn to do it yourself using tools like LeadFormix that guide you through the process. 2. Identify and track ALL your site visitors – Only 2-5% of B2B website visitors fill out web forms. This “slippage” in identifying your site visitors makes it impossible to reach out with an email or a sales call. Fortunately it’s amazingly simple to enable your site with sophisticated tracking capability, so these “anonymous” companies that visit your site ARE identified and organized for further marketing. This simple step can boost your web-generated leads by up to 500%. The LeadFormix visitor identification system is one of the best out there, and not only identifies the companies that visit your site, but also automatically provides information on key contacts, with names, titles, phone numbers, and email addresses. 3. Engage immediately! The “half life” of a sales lead has never been shorter, and it’s critical to have a system in place that enables rapid follow up either by email or phone. Studies show that in some industries, making contact later than in the first five minutes from the time a prospective buyer enters the sales funnel dramatically reduces the likelihood of ultimately closing a sale — and close rates can drop by as much as 1,000%...

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Demand Generation Predictions for 2014

Demand Generation Predictions for 2014

It seems that every year demand generation changes dramatically. So the question has to be asked – what will 2014 hold for demand generation? We’re expecting an increase in prominence in 2014 with new roles, new calculators and persona-based marketing. Here are my demand generation predictions for the year ahead. Persona-Based (Everything) Demand Generation B2B marketing is slowly maturing into B2P or business to people, because at the end of the day it is people who make business decisions. These people have different business pains, problems and goals. Buyer personas have thus become an instrumental part of marketing strategy. These personas can drive everything from content marketing, lead nurturing, advertising to events marketing. Everything in demand generation will move from product focused marketing to persona-based in the year ahead. We at CallidusCloud have recently moved from product-based lead nurturing to persona-based lead nurture programs. Persona-based lead nurturing delivers much higher conversion rates and improved ROI. Now we have a specialized lead nurture programs for our core buyers: Heads of sales Sales operations Marketing leaders Heads of finance Each of these nurture programs use a different style, language, address different pain points and make varied offers, based on what would appeal to each persona. While this is just an example of how lead nurturing will transition, we’re expecting all marketing activities will move towards being persona based. Inbound Marketing Is Here to Stay SiriusDecisions predicts that over 70% of all inquiries will be inbound in nature by 2015. These inquiries already have a pain and are researching for a solution. Get ready for knowledgeable customers who know what they want even before they speak to you. Ask yourself the following questions? Can you identify and nurture anonymous visitors on your website? Is your website conversion ready? Do you have fresh and relevant content? Good Days Ahead for Demand Generation Professionals With inbound holding sway, the demand for demand generation professionals will be on the upswing. Demand generation teams will grow in size and scope. The following demand generation roles will be hot in 2014: Marketing operations personnel: Deals with strategy, planning, performance metrics including ROI and budget planning. Marketing administrator: Implements promotions, branding and runs the marketing automation platform to implement campaigns. Marketing campaign manager/director: Ensures all demand generation campaigns, marketing content PR and social media give out one uniform message. Teleprospecting Is Back in Vogue What’s old is new....

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5 Marketing Automation Mistakes

5 Marketing Automation Mistakes

Marketing automation implementations can easily go wrong if they lack a clear strategy, trained personnel and goals. The platform can be grossly under-utilized if its multiple facets are not explored and shared across different teams. Whether you are eyeing a marketing automation platform or already have one in place, be sure to avoid these pitfalls. 1. No Strategy. No Goal Without a strategy or goal, marketing automation is bound to be the white elephant in the marketing department. It is vital that you demonstrate ROI from it, lest all future budget demands get stalled. You need to chalk out your revenue creation process and see how it can be made more efficient with marketing automation. Chalk out your short-term as well as long-term strategy, goals and implementation plan. Be sure to cover the following points: – Why did you purchase the software? Because “everyone else has one” isn’t a good reason. – Which marketing campaigns will you use it for – email, webinars, social, PPC, SEO? – What processes will you automate? – Who will be the primary users and advanced users? – What reports and metrics will you generate? – What do you plan to achieve – jump in qualified leads, lead velocity, increase in revenue? 2. Use Marketing Automation Only for Email Marketing If you only want to send out email blasts of your monthly newsletter use an email marketing service provider. You can do that for just $50-100 a month depending on the size of your mailing list. Don’t bother with marketing automation. But if you desire more, here are over a dozen things you can do with marketing automation:  1. Identify anonymous website visitors 2. Website analytics 3. Integrate live chat with your website 4. Grow your email lists 5. Build complex lead nurturing programs based on audience behavior 6. Prioritize leads with lead scoring 7. Cross-sell and up-sell to existing customers 8. Create landing pages with no help from design/IT 9. Manage your social media presence 10. Integrate into CRM 11. Get in-depth reports on your marketing campaigns 12. Lead attribution 13. Calculate ROI of different marketing campaigns Boy that’s a lot more than email, huh? 3. Keep Sales Out Is sales a mere bystander to marketing automation? In many organizations marketing and sales operate in silos and marketing automation becomes confined to the marketing team. Ideally, sales and marketing should make a joint presentation...

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4 Marketing Automation Objectives

4 Marketing Automation Objectives

Whether, you are new to marketing automation or are looking to implement one soon, it’s important that you set yourself up for success. Marketing automation is a complex platform that can increase your net of leads and improve conversion but you need to be focused on your objectives.

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