For nearly half of the decades or more than that, North American and Western European telecommunication organizations have concentrated on attaining growth in the market for consumers, as the usage for cell phones became increasingly popular and telecoms sold TV, broadband, and other services to their consumers at home or on the go.
However, today, these telecommunication organizations are required to swing their management focus towards growing and protecting the market for business, where most of the executives explore new opportunities and untapped prospectives. As a matter of fact, over the course of the next few years, the significant growth in the services for business is predicted to cross the market for consumers and become an essential engine of growth for major telecommunication companies.
Organizations failing to alter their marketing strategy in B2B and responding to the continually evolving customer needs will distance themselves from the ones they are planning to reach. The ambitious market is fresh for the providers seeking out to prove their identity and capture the customer loyalty for a long time. In addition to that, some of the changing telecom trends in B2B are as follows:
1) Incorporate the hard-hitting Content:
A well-planned leadership is not supposed to be a proposition for doing things in one go; it should incite content for franchise stretching across all the marketing funnels. For instance, instead of thinking and acting like a publisher, think of yourself as a Hollywood hero and plan on doing less but execute it better. Create a small marketing team from the content catalog you have made and alter the content as per the needs and requirements.
2) Acknowledge the significance of thought leadership:
Most of the B2B customers today look out for the organizations they can place their trust into. To make a small list of vendors, the Telco providers are required to make an appropriate content that underscores their expertise in the market. The most helpful and honest information eradicates the factor of risk from the process of buying and exhibits an understanding of customer challenges, restrictions on the industry and significant business pain points.
3) Invest in the resources where it matters the most:
When understanding the best position to locate the budget between the bottom and top messaging channels, follow a set of rules to assist in maximizing the ROI:
- The practice of 60/40 is the most effective. Invest in 60 percent of the budget in branding and 40 percent in the bottom-channels for messaging.
- For every single dollar spent on the development, try spending ten dollars on the distribution channels.
- Even though it’s essential for the marketers to invest in different channels, always remember that nearly 20 percent of the investments will generate 80 percent of returns.
As 2018 is progressing at an expanding rate, the marketing teams and firms in B2B are most of the times questioned to meet, execute, evolve and measure the presumptions of both the supervisors and customers.
While the majority of the marketers in B2B are well aware of their budget and how they will spend it for the rest of the year, at this point from the higher perspective, there should be a method for making appropriate strategic and tactical changes as the year advances and numbers start coming in.
This is precisely the reason why we observed some of the most informative news on the industry from 2017 to examine what the research currently suggested and where to shift the focus.
1) Content Personalization
It has been widely estimated that content personalization has gained vital importance for the marketing teams in B2B; however half of them are scuffling with the quality of data being produced, and one of the essential constituents for prosperous efforts for personalization as per the research conducted by the Monetate study.
The good news, however, is that most of the marketers are spending more of their resources in personalizing their content and grasping the buyer journey in B2B. It has been noted that nearly 60 percent of the marketers accepted that they had documented their strategy for personalization.
2) Content Marketing
According to an estimated source, 53 percent of the organizational marketers in B2B are dedicated towards content marketing. As per the report provided by B2B Enterprise Content Marketing 2017: Budgets, Benchmarks, Trends – North America provided with interesting facts regarding the existing state of the content marketing in B2B.
Apart from providing half of the information, the report suggested that B2B marketers are very much dedicated towards content marketing, and stated that the success factor for content is enlarging exponentially.
3) Social Media
A report provided by the CMO Survey Highlights and Insights provided conclusive information about the marketing budgets of the service and product organizations in B2B. The report stated that these organizations were spending nearly 10 percent of their marketing revenue and budget on social media in 2017. The report also suggested that these organizations were planning to spend more on social media in the coming years.
In 5 years, the marketing leader suggested that they are planning to assign nearly 18 percent of their generated budget in social media.…
Problems from the management of cash-flow systems are still a significant concern for small and medium-sized businesses, constituting a vast number of trading merchants located in the United States, as per the research conducted by Kramic Labs and MasterCard.
The payment in B2B businesses have scourged the segment to a vast extent, however, with pain points appearing in no small extent, the industry is digitizing and shifting at a tremendous pace.
In the past, merchants used to make payments through the analog methods. The entanglement of the payment methods in B2B along with a fixed price of the digital solutions has kept small-and-medium-sized businesses – merchants to be specific – from getting away from the analog payments.
It has been reported that last year, businesses in the United States still managed to make half of their payments through check as per the reports suggested by AFP.
With digital methods expanding to a large extent, so are the options. New challenges are being faced by small-medium sized businesses are transpiring. In recent times, a whole new set of offerings have precipitated the merchants in digitizing a large chunk of their cash flow.
Even though the checks are still the source of payment for business credit and debit cards, invoicing, along with personalized payment tools and PayPal, which are getting extremely famous as per the research conducted by Kramic Labs and MasterCard.
Most of the times, sellers are using different methods for personal and business use and others for both of the uses. However, with the process of payment methods going digital and speeding up at a higher rate, the payment process is improving a lot.
This is going to develop a market for new solutions. The existing problem at hand is changing with digital payments going unreachable; the issue, on the other hand, is now relying on the fragmentation and complexity existing in the options for payments with no proper suspension for reconciling and streamlining the various types of methods.…
Are you aware of the fact that nearly sixty-three percent of the businesses and business organizations have their content marketing strategies documented? This fact is provided by the MarketingProfs and Content Marketing Institute.
There is no shame in admitting that these organizations that have a knack for a decent strategy are going to believe that their efforts for content marketing did not go in vain.
Without a decent strategy, there’s no point in discussing an organizations failure or success, and all of their efforts will be wasted in the end. This is how important content marketing is.
According to a survey, nearly sixty-five percent of the people believe investing in content marketing is going to boost-up their organizational values and sales respectively. Most of the people think in learning the useful techniques for developing an effective content marketing strategy.
If you are in a group and have been planning to create an effective strategy for content marketing, we’re going to help you make the best marketing plan.
With our efficient marketing plan for content, we had expanded our traffic to a large extent and boost conversions since 2013 when OptinMonster was first launched. With a lot of learning and expertise, we have come a long way.
There are many guides for effective content marketing. However, the guide which I will be sharing is based on my experience and is purely performance driven. These 11 steps for executing and developing a perfect marketing content plan will help your organization expand massively without wasting any resources.
- Establish your goals and mission
- Prepare your KPIs
- Gather information about your targeted audience
- Evaluate your position
- Point out the best channels for content
- Decide the types of content
- Identify and administer the resources
- Develop a calendar for content
- Create the content
- Distribute the content and market it
- Examine the results
What do you think comes to your mind when you hear the word SEO? How well do you cope while trying to improve your rankings for your website?
Majority of the people spend their time carting the keywords and nothing more than that. However, if you are efficiently working on optimizing the keywords but are still not getting the desired results, you might focus your attention towards other important factors affecting your rankings for SEO.
According to a research, 93 percent of the internet encounters start with search engines. So what exactly happens when someone is searching something on Google? According to a source, there’s a 33 percent chance that the top results will be clicked. This means if your page is not clicked, there’s a possibility that you might have lost a potential visitor.
Another interesting fact which many people ignore is that nearly 75 percent of the people don’t click on the second page of the search results. The most important reason why other websites are getting traffic on Google is pure because they keep ameliorating their pages for desired SEO results.
However, it’s never too late to improve. Some of the best ways for improving your SEO rankings are as follows:
A term called ‘dwell time’ is mostly used when visitors spend too much time on your website and do nothing. This may severely affect your SEO rankings. When you are providing content which is helpful and engaging to the visitors, your dwell time will naturally improve.
According to a research, content ranging between 2000 – 2500 words is helpful for high search rankings on the internet.
Improve Your Page Load Speed:
Page loading is important for quite a few reasons. The first thing which you need to understand is that if your page load is slow, Google will rank your page accordingly. This will eventually tarnish your rankings.
Therefore, improve your page load speed if you think is not up to the standards.…
For those who are not aware of this, strategy for a brand is the first and the foremost component of the structure because of its relevance and significance for the success of L2R. Developing the remaining part of your sales and marketing objectives for a brand that is struggling is similar to building a home on a sand bed. It might prove to be useful but will have no success permanently.
We have estimated this fact many times that clients concentrating on the brand as a whole during the initial stages have more chance of getting high sales leads quarterly or within a year. This is precisely why it is so important for marketers to let people know what their brand promise is.
A brand promise is a kind of commitment that you make to your loyal customers and clients when they are doing business with your organization or you. Your task is to make your brand promise or your brand the same thing.
There are few things that a firm brand promise can do in the marketing for B2B. Some of them are as follows:
- Explains what you do
- Effective primary benefit for the customers
- Creates credibility in the market
- Develops a strong emotional connection
- Supplicates curiosity
- Motivates the action
In my opinion, the best and the worst brand promises are as follows:
Let’s focus on the worst brand promises first:
- Ernst & Young: Building a better working world
- FileMaker: What’s your problem?
- UPS: What can brown do for you?
- Exxon: Energy lives here
- Lockheed Martin: We never forget who we are working for
Let’s focus on the best brand promises:
- FedEx: The world of time
- BMW: The ultimate driving machine
- Reebok: Be more human
- O’Douls: What beer drinkers drink when they are not drinking beer
- GE: Imagination at work
These are some of the best and worst brand promises. I hope you might disagree with me. However, the essential thing that you could do is make your sure that your brand is compelling and persuasive and different than the conventional brands. This way, you can stay ahead of the game.…
Most of the organizations including 90 percent of the companies of B2B employ marketing for the website as a part of their strategy to attain L2R (lead-to-revenue). It doesn’t matter what kind of website you initially have. Whether you are using your website for educational purposes, selling through E-commerce, creating awareness, etc. – you are required to expand your website’s effectiveness and efficiency.
In my organization, we experienced a lot of changes and made suitable recommendations for many websites. Most of the websites are in no position for even small attention; a large number of other websites, however, can take significant advantage from executing these strategies. They are:
1) Start by adding updated and fresh content for your website. Visitors are most impressed when they get to see things which are knowledgeable about them. Updated content gives you an advantage in the algorithm for Google searches. This is precisely why organizational websites should have blog sections for their readers to stay ahead in the market.
2) Try updating your website more suitable for the mobile applications. According to a report, nearly 75 percent of the searches being done on Google is through cell phones. Most of the websites today are mobile friendly. If your website is not updated to the mobile version, you should do it immediately.
3) Try removing all sorts of dead and fixed links. For visitors visiting your website, links which are broken may severely damage the SEO rankings of your website since they decrease the score and quality with the search engines.
There are many tools helpful for removing the broken links on your website. It’s your job to know that which tool is perfect for you.
4) Try improving your page load time if it’s more than three seconds. Pingdom.com is the most famous tool for testing the page load and provides all sorts of information for improvement.…
Is the website of your business organization expanding leads for your business? Leads that is helpful for your sales team to close effectively?
Most of the organizations in B2B are scuffling over the strategy for generating leads online through their websites. They are most of the times confused and unsure how to execute their ideas efficiently. But like most of the organizations, they should be well aware and informed about their leads – since better leads will take them to prosperity.
Initially, what most of the organizations are seeking is in improving their rates for conversion and eventually targets the value propositions or CTA buttons.
Business organizations are well aware of the A/B test and monitor specific elements of their pages to observe which versions could be altered or modified effectively.
This might sound a little offensive to many, but believe me, these are all the best methods and practices to ameliorate the conversions.
According to a research conducted by Stanford University, 46.2 percent of the people believe the criteria for crafting a website is the most important objective for any organization. It is extremely vital that the website design for an organization looks professional to the core.
Trust me, but it surely matters if your website is appealing or not and plays an essential role in optimizing the conversion rates. Given fifteen minutes to ingest the content appropriately, two-thirds of the people would divert their mind in reading something which is crafted artistically in comparison to something which is made quickly. Therefore, if you want people to visit your website and read the blogs you post, you need to revamp the structure of your website and make it more creative and appealing to the eyes.
However, this is not it. If your website is not eye-catchy at all, people will stop visiting your website entirely. According to an estimated source, 38 percent won’t visit your website ever again. Now that’s a significant percentage for losing the leads.…
Cold calling is a challenge for most of the people; it raises a spectre of dread and fear. If you follow these ten tips of cold calling, you will find the entire process much effective and easier to break the ice. These tips will help to improve your b2b sales lead generation as well as sales rate over the phon
1. Overcome your fear
If you are feeling fear about calling customers, you might have different uncertainties in your head. Think that it’s not personal, the receiver on another end he or she is not going to hurt you. Imagine what can be the worst thing that would happen to you? They will hang up your call or mistreat you. Take it all as your learning medicines.
Take heart from the experiences of others and put some time in shadowing of your colleague see how he or she makes phone calls, it will help you to overcome your fear. As you start calling, your fear will start to disappear eventually.
2. Plan your Script
Write out few lines that can support you to give a good start and good end. You cannot write the script of the entire conversation. For example,
“Hi, I am Paul Mike, Marketing executive of ABC Company. We supply lubricants that are efficient for machine lines; I saw your buying requirement on Exporthub regarding automotive lubricants, are you interested in buying these lubricants? If buyer says yes then you can ask him questions like how much quantity you need and so on. You can carry on with your natural conversation when the customer answers your first question. But be prepared for every query that a customer might ask you.
Remember, if you write a complete script it will not pay off you; just write few points and you’re your script accordingly to gain credibility and confidence in the eyes of your customer.
3. Choose the best time of calling
The best time to cold call is 4:00-5:00pm, the second best time is 8:00-10:00am and the worst times are 11:00am to 2pm (Insidesales.com & Kellogg school of business).
Thursday is the best day to prospect. Wednesday is the second best day. Tuesday is the worst day. (InsideSales).
It varies from industry to industry and working hours of your target audience. In light of these two factors, you can decide the best calling time for yourself. Choose the calling time when you feel very energetic, and you don’t have a load of other operational tasks. Typically, morning hours are better than the afternoon.
4. Plan every phone call
Before you start making phone calls to your customer. Take a look at every lead on your list in the sheet. Plan every lead efficiently that how can you bring it toward engagement and conversion. There are three steps to plan well. Ask yourself
- What is the right objective?
- What is the right approach?
- Who is the right person?
Your objective can be asking for sales appointment or convince the client on a given quotation etc. The right approach is developing strategies which help you to achieve your objective. Strategies may include offering the discount, free delivery or anything by which you can be successful to persuade your client toward conversion. The right person is an individual you try to approach who can help you to achieve desired results. In sales usually, the right person is CEO, VP, Purchase manager, operational manager or owner of the company.
You have to combine all these three while approaching your lead on call. They can play crucial role to break the ice.
5. Your Voice
Your voice should be firm and confident in courteous tone. Stay polite but don’t speak like overly “sweet.” Say your words slowly so the listener can quickly collect your thoughts. Don’t make long pauses during conversations.
Make sure don’t sound to be nervous otherwise buyer will think you shaky or unprofessional and might hang up your call. If you find yourself nervous, then ask yourself the reason either it’s because of lack of product knowledge or natural fear. You easily overcome with some amount of concentration and willpower. Practicing a pitch twice or thrice before dialing a phone number will be helpful to you.
6. Hook your customer
Plan some points to attract your customer for instance, “we are ISO certified”. Tell customer your USP (Unique selling point) of your product or services, and identify the pain area or core need of the client then align your product as a solution to this problem.
When negotiating on pricing, if the prospect says too high price focus on highlighting benefits, features and competitive advantage you are offering and if they argue about low quality or quantity. You can tell him we are also charging you the low price.
It is not a hard and fast rule, but it can work well when you tailor this technique according to your situation.
7. Handle Objections
Do you know 58% buyers report that salesmen are unable to answer their queries effectively? (Forbes Insight)
You will often receive queries and objections if you belong to sales and business development. Learn to handle objections and queries. Write answers on your sheet of top ten queries and objections. Practice them well to respond your customers effectively.
8. Don’t forget to follow up
44% of salespeople give up after one follow up. (Marketingdonut).
Follow up is part and parcel of cold calling. If you don’t follow up regularly, then you won’t be able to close orders and make sales. Do quick follow-ups until you get any final status of yes or no? In this way, you will gain excellent speed in chasing good leads toward conversion.
9. Don’t get distressed by rejections
Only 2% of cold calls result in an appointment (Leapjob.com)
Rejections are the routine norm of sales life. So you don’t need to get upset by lots of rejections. Out of 100 calls, ten might take an interest in your offer and out of 10; one prospect would like to buy your product or give you an appointment. Consumers have many options to buy because they receive offers and quotations from several suppliers.
Try to ask out a customer, if he is not willing to buy from you what the reason behind it is? If he tells you the reason, you will learn more about consumer preferences and your product strengths and weaknesses. Or you can also ask him to give you any referral. Referral plays crucial role in closing sales.
- Do you know 80% of sales calls with a referral lead to a meeting? (IKO-system.com).
- 91% of customers say they’d give a referral? (Dale Carnegie)
10. Evaluate your performance
Keep track of your sales efforts, measure how many minimum calls can bring you to one conversion. Take inventory of all the elements which play the crucial role in your failure and success of cold calling.
Whereas, you also need to consider other elements that can affect your sales performance such as product USP, the number of available buyers data in the marketplace, size of your company, timing to approach customers, competitor’s offer, etc.
You can consider all these aspects while doing a self evaluation of your sales performance to improve your sales skills efficiently.
The bottom line is
Above all, the more you practice, the better you will be able to master the skills of cold calling. As you progress in practice, you will see how your hidden talent of sales will come out and lead you toward success.…
If you are heading a career in B2B marketing, constant learning and reading habit can turn out to be part and parcel of your career growth. In this regard, marketing executives and leaders must carve out time to read out useful books that help you discover some of the smartest marketing moves.
Over the months, I have seen books worth of content and digital marketing. But, some books sound very useful for the head and heart of enthusiastic marketers.
Here is a collection of top ten books from authors who are constantly making waves in marketing industry by creating helpful content for B2B marketing strategists around the globe.
1- Full Funnel Marketing by Matt Heinz
The Full Funnel Marketing is written by award-winning blogger Matt Heinz. The book is a terrific guide to lead management. Also, it gives the reader an in-depth understanding of the concepts of lead generation, leads nurturing and lead conversion. The book is a roadmap for B2B and B2C marketers for improving their lead management strategies.
2- Welcome to the Funnel by Jason Miller
The author of this book is Jason Miller. He is a content marketing leader and a writer of famous book Rock n Roll photographer. He has described the most important and proven content marketing tricks in the book including impressive statistics. Miller adds interesting pictures and images along significant content marketing information. The book is a practical guide for employing B2B content marketing strategy and social media tactics effectively.
3- Impossible to Ignore by Carmen Simon
Impossible to Ignore is a creative piece of marketing art filled with research-based techniques. The book states how to stand out in the crowded marketplace and rise above the noise of online marketing. The author Carmen Simon helps B2B marketers on how to run influential marketing campaigns and deliver effective marketing and business presentations.
4- Hacking Marketing by Scott Brinker
The author Scott Brinker is a visionary marketer who brought us ground-breaking solutions to current fast-paced marketing environment. The book explains how to find a balance with fast, data-centric and high-tech marketing culture with modern tools and tactics. The book is a turn-key solution for all the high-tech marketing challenges and chaos.
5- The Big Data-Driven Business by Sean Callahan & Russell Glass
This book is a product of two authors Sean Callahan and Russell Glass. It reveals the fact that data is a king in B2B marketing success. Enormous data allows reaching target better and make smarter decisions. Reading this book will tell you:
- How data is going to transform the B2B and B2C industries worldwide.
- The best use of technology to reach data and further use it for conversion.
- Case-studies of data losers and winners and many more.
6- Driving Demand by Carlos Hidalgo
In this book, Carlos Hidalgo pinpoints the obstacles standing between success and failure of B2B marketing. The book sheds light on efficient strategies for applying change management into an organization. The contents of the book contain case studies, exercises and clear roadmap on how to drive B2B marketing demand and efficiently communicate with customers.
7- Content Inc. by Joe Pullizi
Joe Pullizi, the founder of content marketing institute, educates the readers on how to make the audience love your product. In this regard, he explains the content marketing tricks and tactics that lays the foundation for your strong B2B brand image. The book is vital for B2B marketer in building digital brand through content marketing strategies.
Besides, Joe Pullizi has carved out six step of business building. These steps are simple, smart, practical and cost-effective. The book contains practical advice and effective techniques for entrepreneurship, content marketing, and B2B brand building.
8- Aligned to Achieve by Tracy Eiler & Andrea Austin
The book is an excellent guide on how to build a dream team of marketing and sales. Smart, practical explanations, tips, case studies and dozens of corporate examples lead you to take particular actions over theory. The authors Andrea and Tracy address the old-age problem of marketing and sales misalignment and how to solve it effectively. Reading the book will help you to:
- Understand the damage of misalignment between marketing and sales.
- Discover driving forces behind marketing and sales misalignment.
- Explore Benefits of marketing and sales unity regarding revenue, growth, and productivity.
- Find Strategies that can improve your technology, leadership, process, and culture to support and initiate alignment between marketing and sales.
- Identify the areas to modify marketing and sales programs for starting cooperation and collaboration between sales and marketing departments.
- Determine how other organizations are uniting their marketing and sales team into the great workforce for business growth and development.
9- Pre-Suasion by Robert Cialdini
After all, marketing is all about persuasion and leading your audience to take the desired action. The author Robert Cialdini, the social psychologist, sheds light on benefits and key techniques of effective persuasion. He said persuasion does not only lie in the message but the timing, determining the right approach, knowing your right objective, incorporating a hook in your message and choosing the right audience together is crucial in the success of marketing campaigns.
In this context, the author has revealed some scientific techniques to improve persuader mindset in delivering effective persuasion messages. Also, he illustrates on how to exercise effective persuasion techniques to get your marketing campaigns successful.
The book is highly valuable in polishing your marketing skills as well as your persuasion skills. It can be helpful for one’s career and personal life.
10- The Power of Visual Storytelling by Jessica Gioglio & Ekaterina Walter
The power of visual storytelling is filled with thought-provoking examples and colorful images. The authors Jessica Gioglio and Ekaterina Walter explain that attention and visual storytelling is a new commodity in the digital marketing world. Furthermore, they guide how B2B marketers utilize rich media, presentations, infographics, videos, and photos to arrest the attention of their target audience.
The book delivers an excellent roadmap concerning how to align your social media, content marketing, and infographics effectively to make your brand stand out in the crowd.
Overall, these books will work as life-blood for your career. Don’t miss out these books because “Leaders are Readers” (Harry S. Truman). I would suggest selecting the book that compliments your situation and career then take necessary steps towards the implementation. You will see the considerable difference between your past and current successes.…