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4 Useful Tips to Improve Demand Generation

Demand generation is a b2b marketing strategy that aims to create awareness and interest in a company’s service or product. It is an effective and high-performance technique that, however, requires a lot of attention, especially when you realize that it is not getting the expected results.

We talk about it in today’s article, with 4 useful america phone number list tips to increase the number of visitors to the company website and thus start profitable negotiations.

Demand Generation: What to Do If It Doesn’t Work?

Demand generation refers to the activation of b2b digital marketing programs and techniques , with the aim of generating demand. This mechanism starts from the awareness in prospects that promotes sensations such as curiosity and interest in the product or service offered by the company.

We can consider b2b demand generation a very effective technique , capable of increasing the number of qualified contacts and transforming the company into a reference leader in the sector.

New Call to Action

But what to do if active campaigns do not achieve the desired results? All strategies take time to achieve desired goals. However, benchmarks may not be met. Read on to find out how to steer your activities towards success!

Make sure your messages are targeted

It may seem like a trivial suggestion, but the first aspect to check concerns the coherence between messages and prospects’ needs.

Personalization should be applied to all elements of b2b digital marketing : company website, email marketing campaigns, lead generation and nurturing, landing pages and blog posts.

Increase performance with the use of videos

In recent years, many business opportunities related to video have emerged , thanks to the ability of this format to convey information effectively and clearly.

Coming back to the use of videos, how can we get the best benefits from them? Let’s take account-based marketing , which aims to identify specific target companies: in this case, videos can be embedded in an email or LinkedIn message addressed to potential customers. If the video responds to the needs that emerged from the analysis of the target audience, then the probability that the target user will view it and continue along the path of knowledge increases.

Review your marketing and sales strategy

If applied and optimized consistently, demand generation allows you to achieve important goals and increase the pool of qualified contacts. However, the challenge for companies does not end here: it is necessary to continue to fuel the interest of potential customers, guiding them in the best way in the buyer’s journey .

demand generation

Internal collaboration is an element to be constantly evaluated and optimized, in order to overcome the challenges that arise in lead management and finalize an ever-increasing number of business opportunities .

Boost your company website visibility

Prospects do not always start and finish an action at the same time; for example, they may learn about products or services through website pages, abandon their search, and resume it at a later time.

Remarketing helps you capture the attention of users who have already shown initial interest by showing them specific ads on other web pages .

This tool can be very useful to keep the attention of potential customers high, guiding them towards the finalization of the purchase action.

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B2B sales are constantly evolving: here are 4 considerations

The pandemic has “closed” a good part of the world, but it has not stopped b2b sales, especially in the most innovation-oriented companies with up-to-date salespeople, who have responded by adapting, circumventing and overcoming limitations.

Instead of revealing additional obstacles, the america phone number list more digitalized approach has helped identify and activate some improvement initiatives, which until then had been hidden, and which today form the backbone of companies and their interaction with potential customers.

Find out more by continuing reading!

The situation of b2b sales Every Sales Manager should think about how their team is interacting with prospects. Below, in this article, we share some ideas to help you make an effective sales transformation in your company.

Here are some important things to consider!

Why should you have a b2b sales strategy?

In the b2b world, sales needs a strategy , just like marketing.

To get a sense of your interaction with potential customers, there are a few questions to ask yourself.

Does the sales force scout across all channels or simply manage incoming leads provided by marketing? Are you still using Zoom or have you returned to in-person sales? Or has a hybrid model consolidated ? These are all questions that need to be answered before getting into the details of running your b2b sales process.

Why do b2b companies need to define the sales process?

Finding a setup that shortens sales processes, increases closing rate and average revenue means creating a mechanism that generates revenue and helps you reach your goals every month. To do this, you need to have a documented and tested b2b sales process.

b2b sales process

An automated process that eliminates unqualified leads can reduce the number of opportunities lost at the end of the journey. That’s why it’s important to ask the right questions on the first call, even if it means finding out that the customer isn’t a good fit for your company’s proposition.

An effective qualification process allows you to spend more time on valid opportunities and less time on off-target ones.

Understanding your prospect’s journey and aligning your sales process accordingly is the best way to optimize it and direct it to an increase in revenue. Just as marketing today must be aligned with the sales force, the sales process must follow the buyer’s journey .

b2b sales — buyers journey

It is essential to always analyze and try to improve the sales process, such as marketing activities. Make sure to document, train and implement the procedures in the CRM , so that the entire sales force understands that it is mandatory to follow it; in this way, you will be able to optimize it over time, better understanding what works and what needs to be corrected.

What are the numbers to monitor? Just like in b2b marketing, you need to keep track of performance, numbers and statistics in sales as well.

Here are some facts you shouldn’t lose sight of:

average revenue per new customer [indicating who is sending larger offers or selling more complete solutions] pipeline velocity [which identifies the fastest and most effective salespeople in managing opportunities within the process] sales cycle length [which helps you understand how long it takes to close new customers; with continuous optimization of the process, you should see this number go down All this data together provides a comprehensive view of how effective and efficient the sales team is in executing the b2b sales process.

What is the right technology to optimize processes?

To track all aspects of this more scientific approach to sales, you’ll need a CRM that’s integrated with marketing automation software , making the process simple and accessible to your entire sales force.

The CRM platform should also allow you to publish content including ebooks, videos, audio files, presentations and more. This way, salespeople will have a complete history of the prospect’s activities , from the first visit to the company website and at every step in the sales process, improving the methods and success of the approach.

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The latest trends in account-based marketing

Today, marketing is ubiquitous and it seems that targeting the masses rather than specific potential customers is less and less profitable. This is why account-based marketing (ABM) is highly appreciated especially in b2b companies that have a target audience defined by specific industries.

Based on messages that are tailor-made and addressed to specific target users, it is much more effective than other strategies. In this article, we will look at the five major trends of the moment regarding ABM.

Account Based Marketing: 5 Steps to Success

ABM is a widely used strategy in the B2B sector, because it allows you to identify specific target users within america phone number list companies to whom you want to direct the strategy.

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This does not mean that the two methodologies should be used separately. On the contrary, if integrated, they produce enormous added value for the sales department.

account based marketing what is it-1How is account-based marketing evolving?

 Multi-channel presence

ABM has traditionally been a strategy focused on one-on-one interactions with potential customers, which take the form of meetings and contacts at trade shows. However, a recent Gartner study states that a b2b buyer, when considering a purchase, spends only 17% of his time meeting with potential suppliers and gathering information in person.

To overcome this apparent challenge, many ABM marketing experts are moving toward a multi-channel approach to drive greater engagement, including:

the use of platforms such as LinkedIn and Twitter the integration of live chat or chatbot into the company website the preference for video conferencing and online meetings Thanks to a multichannel-oriented approach, ABM marketing experts can continue to have a direct relationship with prospects, through the tools that are most used and appreciated by the public today.

account based marketing2. Greater role of the sales team The line between sales force and ABM has always been very thin, as this strategy can be considered the link between two distinct parts of the purchasing process, namely marketing and sales.

Salespeople are the ones who know the prospects best and can give useful advice on who should be targeted first. Collaboration between marketing and sales can therefore facilitate closing sales and, at the same time, help marketing to show the value of the efforts made and the consequent results in terms of new commercial contacts.

Quantity as a performance indicator

B2B marketers are increasingly relying on volumes to define the success of their ABM strategy. Specifically, the most widely used metrics today are:

user engagement rate the velocity pipeline This focus on quantity further emphasizes the importance of data for a successful strategy. Having specific information about potential customers allows you to create engagement through different channels and reach interested prospects more accurately and precisely.

Increasingly personalized content

It is now well established that content is the key to a successful b2b marketing strategy .

Content Marketing — Three Arrows Hit in Red Target on a Hanging Sack on Natural Bokeh Background.

This is where ABM intertwines with inbound and content marketing, because a set of clear, quality content can play a key role in reaching your target audience.

 Automation as a growth tool

Technology plays a fundamental role in the success of the ABM strategy. Having a cutting-edge marketing automation platform allows you to collect important information on the targeted accounts and create specific and customized strategies, optimizing time and resources.

Automation allows you to make your ABM strategy scalable and sustainable in the long term.

In today’s article, we’ve covered the top five trends in account-based marketing that we’ve seen in recent times. The world of B2B marketing is constantly evolving, so we can expect more changes in the coming months.

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3 B2B Sales Strategies With Immediate Impact

If you’re thinking that there’s nothing you can do to help you reach your sales goals this month, it’s time to try to change your mind.

In today’s article, we offer you 3 effective techniques to hit your goals. Keep reading to discover them!

Improve your b2b sales results by brother cell phone list starting with your marketing strategies Since time is of the essence and on this page we are focusing on B2B sales strategies with immediate impact, we are setting aside for this specific case paid ads that target potential customers at the beginning of their purchasing process .

You should therefore focus on contacts with very short sales cycles and who already know, like and trust your company. Again, due to the short time, it is worth considering the resources you already have, such as the database of existing customers, potential customers and leads that have come through the company website.

New Call to Action

It’s time to get into the 3 activities that can guarantee you an immediate impact in terms of b2b sales, let’s start with the first one!

Cross-selling & upselling for existing customers

When it comes to generating revenue, most companies still neglect their customer base , which instead represents the first resource to work on to increase turnover.

These contacts know you, trust you and your company; if you have taken care of them, they are likely ready to buy again and try new offers.

(source: The Ultimate Guide to Cross Selling and Upselling — Grabb, 2020 )

upselling cross selling

To be clear, we are not suggesting that you launch a promotional campaign with discounts on products or services, but that you present new solutions (or additional solutions) to existing customers. There is no need to provide a monetary incentive to those who already recognize the value of the proposal.

How to activate an up/cross-selling campaign?

First, start with database segmentation by answering questions like this.

Which customers use only one of the services offered or purchase only one product? What additional products or services do other customers purchase? Now you can design a campaign aimed only at those customers, sharing some success stories of similar customers who purchased additional solutions and got real results.

From an omnichannel perspective , you can use email, social platforms and website pages to distribute content, even through live chat and chatbot functions .

Showing similar content to multiple customers across multiple channels allows you to get more frequent views, while still targeting your budget and without running the risk of attracting non-target customers.

Upselling and cross-selling campaigns can be designed, planned, created and executed in about a week, leaving time for the sales force to realize the opportunities generated. Since the probability of closing faster than new customers is high, the company will be able to verify the impacts already on the revenue of the current month.

New Call to Action

2. Referral campaigns for customers and partners Assuming that almost every business has a good share of satisfied customers, designing an official referral program can be helpful in getting a steady number of new contacts every month.

Find out more in the video dedicated to the flywheel model, which is based on this very idea:

Most customers will be happy to provide the company with a reference if they are satisfied.

How to create a referral program?

By actively asking for a testimonial, incentivizing customers to provide new contacts, and providing a reward for the referral. In most cases, client companies need a simple reminder, to know exactly who to contact, or if they will gain something from it.

The program should then be communicated to everyone, starting with a targeted email campaign to customers that reminds them how important referrals are, how much you appreciate their efforts, and the incentive you intend to offer. To simplify the process, you can create a new page on the company website where customers can quickly report the contact by simply filling out a form.

The reach can be extended beyond customers by sending the message (via email or social) to technology, commercial and service partners.

Just like the previous campaign related to up & cross-selling, this referral campaign can also be created, designed, planned and executed in a few days, leaving the sales force the necessary time to reap the benefits.

If these are referral contacts ready for dialogue, they should close more quickly.

So far, we have talked about more marketing-related strategies that can impact b2b sales, let’s now move on to direct advice for the sales department.

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Inbound Marketing Pills: Creating More Effective Emails

In this series of pills dedicated to b2b inbound marketing we are focusing on all the digital activities that can be oriented towards a more effective approach, capable of attracting potential customers interested in the company rather than trying to hit the target audience with generic messages.

In today’s article we will talk about the brother cell phone list email channel, perhaps one of the most abused and at the same time underestimated in the world of digital marketing.

Why apply inbound marketing to b2b emails?

Getting the attention of potential customers is becoming increasingly difficult: a content-based inbound marketing strategy helps to attract them when they are performing a search related to the solutions offered by the company. However, to achieve results in terms of positioning in search results, it takes time and effort; this is why many companies still rely on purchased lists of email addresses — even qualified ones — that have not expressed interest in them.

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In addition to being a violation of GDPR, this practice of “cold” emailing is not effective from an ROI perspective, just as cold calling is no longer effective .

Here are some statistics on email marketing

In 2021, Statista calculated that almost 320 billion emails were sent (and received) every day The forecast for 2022 exceeds 333 billion emails sent and received every day the average opening rate calculated on all sectors analyzed by constantcontact.com is 29.55% (data updated to February 2022) In its State of Marketing Report , HubSpot indicates that 35% of marketing departments send customers 3 to 5 emails every week the same source speaks of a 760% increase in volumes generated by email marketing for those who create segmented campaigns based on the needs and behaviors of contacts inbound email marketing

Resisting the temptation to send cold emails is essential for the success of a campaign; in fact, it is an obsolete approach that also risks compromising the reputation of the domain and therefore of the company website, in addition to not generating qualified leads or concrete commercial opportunities.

How to apply inbound marketing strategy to emails?

The first piece of advice is to take advantage of the valuable support of content marketing activities :

sending a newsletter with the best articles from the company blog promoting a free ebook accessible by filling out a simple form sharing a video that clearly explains a useful solution.

Inviting contacts to sign up for an event

This way, emails will have a content-related engagement goal and at the same time a more educational than purely commercial intent.

The contacts will keep the company in mind as the main point of reference for the sector , they will begin to consider it a valid ally in the search for answers and they will know who to turn to when the need for an actual purchase matures.

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Align your sales force with how buyers buy today

For many years, the sales force of b2b companies has focused on finding a sort of “hidden button” that would create a need to purchase in the minds of potential customers. Today, this button is clearly visible and ready to be pressed, provided that the sales methodology is perfectly aligned with the new purchasing habits of buyers.

Let’s find out together how to adapt brother cell phone list your strategy to the way potential customers purchase, making it successful and effective .

How to Align Your Sales Force with the Way Prospects Make Purchases Today’s buyers are doing everything they can to avoid companies that opt ​​for a traditional sales approach . They don’t want to receive a direct sale: that’s why calls from unknown senders are blocked by caller ID and emails are intercepted by spam filters.

The goal of these techniques is to have a sales force more focused on creating an experience that helps, advises and educates the potential customer until creating the circumstances for a confident purchase that includes your company’s products or services.

Here are some tips for setting up this sales methodology.

Create an experience for each of your prospect

Today’s buyers have become experts at protecting themselves from unwanted sales attempts and tend to research a product or service thoroughly before completing their journey and finalizing the purchase.

From the very first approach, for example through the website , it is essential that the potential customer is able to find the answers to his questions. Only later will he contact the sales team for further details, if he feels the need.

Make sure prospects feel safe

Even in b2b, people make purchases first in an emotional way and only later rationalize these decisions by comparing them with the facts.

In the past, this was done by taking potential customers to lunch or inviting them to industry events. In the current system, this method is no longer sustainable, especially for small and medium-sized businesses. For this reason, it has been replaced by tools that allow the prospect to feel safe already in the autonomous phases of the purchasing process.

sales force

Make prospects the protagonists of the sale

The best way to accomplish this step is to ask potential customers to tell you about themselves. This type of conversation creates the opportunity to ask targeted questions and create added value to let the prospect know that your company cares about them.

Learn how to make your sales processes more effective in the free ebook on inbound sales!

Tell stories where the prospect is the hero

People have a harder time remembering facts than stories. This is why it is important for the sales force to approach the potential customer using storytelling from the beginning to the end of the sale and beyond. Within these stories the prospect must be able to recognize himself as the main character, the hero.

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How to Align B2B Sales Force and Marketing Effectively

In b2b companies, the alignment between marketing and sales force is essential to increase performance and collaborate to achieve common goals.

In this article, we will talk about how special database to improve and make more productive the periodic meetings between marketing and sales which, if done in the right way, can represent unmissable opportunities for business growth.

B2B Sales and Marketing Force: Creating Effective Collaboration The relationship between marketing and sales in b2b companies is often made up of tensions, conflicts, arguments and misunderstandings. Working as separate “entities” risks becoming detrimental to the success of the marketing and sales strategy in b2b .

Here are the topics we will cover in this article: you can click on the topic you are interested in to read the corresponding paragraph.

TABLE OF CONTENTS

What should the meeting between sales and marketing include? How to define marketing and sales goals Tips for effective marketing-sales meetings How to Create a Marketing and Sales Meeting Agenda Marketing and Sales Alignment: The Recurring Themes Improving Collaboration with LinkedIn

What should the meeting between sales and marketing include? This is a periodic meeting between the marketing and sales departments, which aims to ensure long-term alignment .

company targets expectations b2b sales strategies performance and results In general, aligning marketing and sales involves leaders from each group, who may then decide to form a task force with several representatives from each department.

Those who lead the partnerships and negotiations themselves will need to meet regularly and ensure that their respective teams are carrying out all the necessary and agreed-upon activities.

How to define marketing and sales force objectives

When talking about marketing and sales alignment , the first thing to do is to establish the service level agreement (SLA), which will be the goal of the first meeting.

Here is the definition that you can find in our article “ B2B marketing: why define service level agreements with sales ”.

The service level agreement is a contract that establishes a series of services (and the related quality standards) that must be provided by one of the two parties to the other, making explicit and specifying the activities that marketing and sales force are required to carry out.

This agreement serves to establish the common and specific objectives of each team, the communication channels to be used and the strategies to be implemented, of which both parties must be aware and agree.

smarketingOnce the common direction has been defined, we can move on to defining the subsequent follow-up meetings, asking ourselves the following questions.

How many meetings will be needed?

How often? Who should participate? Just like when preparing a marketing campaign , meetings are more effective when they have a clear objective.

Establishing KPIs (key performance indicators) for each meeting helps you stay focused on what to address and what actions to take in subsequent meetings.

In addition to this, here are tips to make every meeting effective and productive .

Organize different meetings for specific groups of participants It is not necessary for all members of the marketing and sales force to attend every meeting. In fact, meetings with too many participants often tend to be confusing, which is detrimental to productivity.

The advice is to involve only those interested in the topics to be discussed. Well-structured meetings allow you to strengthen the partnership between marketing and sales and resolve issues that could otherwise negatively impact alignment.

Choose a spokesperson for each team

Try to keep a friendly tone In many b2b companies, the relationship between marketing and sales is quite complicated and conflictual. It is therefore often necessary to find creative methods and approaches to ensure that the two teams interact smoothly. One idea could be to give participants the opportunity to interact in a relaxed way during the first few minutes of the meeting, in order to pave the way for a calm dialogue.

sales and marketing

To summarize, periodic meetings should help both teams understand what has been done so far and what needs to be done next, to ensure they are aligned on common goals and moving in the same direction .

Setting an agenda is essential: let’s see how, in the next paragraph.

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5 Tips to Improve Your B2B Sales Processes

How to convince a prospect to collaborate with your company? In the strategies and sales processes of much of the b2b world, the focus is shifting to service and customer relationships.

It seems that customer service is the new frontier to differentiate from competitors. By focusing on long-term relationships with customers, sales managers believe they can increase sales and revenue, thus contributing to business growth.

Keep reading the article to discover 5 effective tips!

B2B sales processes & customer experience: the connection There are many ways to build long-term relationships with customers, including greater transparency to special database build trust, personalizing the experience based on the use of data from the CRM, sending tailored offers and support, so-called collaborative selling, and more.

Shift the focus from sales to customer relationships Many salespeople still believe that their job is to present the product or service. But while they try to hit sales goals, salespeople are contacting prospects too long before they are ready to buy.

Prospects may then develop the idea that the company does not care about their needs or solve their problems. Instead, it is essential to take the time to get to know each customer and understand what they are looking for.

Focus less on short-term selling and worry about building long-term relationships with your prospects and customers .

Define tailored sales processes

In b2c marketing, it is often said that consumers want to be treated as individuals and not as numbers. This desire should also be taken into account in b2b, because buyers are also consumers.

The browsing experience on the company website can also be personalized, adapting what individual users see to the information collected about them by the CRM software .

When customers feel that they are being listened to and valued as people — and not just numbers — they are more likely to continue their relationship with the company.

Support the process with effective content

To be able to offer the support your customers need, you will need to make sure you have the right content to send them at the right time , helping them at different stages of the purchasing journey.

By supporting the lead (or the existing customer) with personalized and always relevant content and information, you will be able to satisfy every individual need and concern, offering a better experience.

For example, if the CRM sends a notification when the customer visits the pricing section of the website or a specific product page, customer service can personalize questions, answers, and support, providing even very specific but useful content in the context of that customer’s business.

crmHubSpot is a great example of a tool that helps provide a better experience for existing customers.

Build trust by sharing data and information

Many companies are quite secretive about their operations, often with good reason. However, the natural consequence is that customers may not fully understand what an organization does.

Increasing transparency with prospects and customers is an excellent way to build trust, the foundation of any long-term company-customer relationship.

The more confident contacts feel about an organization’s experience, expertise , and what it does, the more confident they will be in choosing the vendor for the solutions they are looking for.

5. Involve the prospect in the sales process A trend that is growing quite rapidly in the b2b world is collaborative selling: it is a new paradigm in which the customer is invited to actively participate in the sales process.

By working side by side with the sales force , each prospect will have the feeling of having personalized solutions, increasing the level of trust and satisfaction with the product or service.

Extra tip: the flywheel model

In your current customer portfolio there may be opportunities to increase turnover: to identify them it is essential to foresee a strategy that maintains attention on the customer even after the first contract has been signed and continue the conversation.

It is on these pillars that the flywheel model is based. Here is a short summary in the video:

{% video_player “embed_player” overrideable=False, type=’hsvideo2', hide_playlist=True, viral_sharing=False, embed_button=False, autoplay=False, hidden_controls=False, loop=False, muted=False, full_width=False, width=’1200', height=’675', player_id=’12745207647', style=’margin: 20px auto;’, placeholder_alt_text=’b2b sales processes’’ %} The ones we have collected in the article are just a few ideas that can help you build stronger long-term relationships with your company’s customers, offering a tailored and therefore more appreciated service.

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How to Plan a Content Marketing Strategy from A to Z

Whether your b2b company is just starting to develop a new content marketing strategy or you’ve been using the same system for years, it’s always a good idea to make sure your content development process is always up-to-date, innovative, and aligned with your target audience .

In this article we will see what is meant by content strategy, why it is crucial for your business and what steps to follow to develop an effective strategy .

What is a content marketing strategy?

Such a strategy is successful if at each stage of the sales process it is able to attract the company’s target audience and involve them before, during and after the eventual sale.

New Call to Action

The idea that having a content marketing strategy is unnecessary from the start of your business ignores the fact that producing quality content is an invaluable asset in the process of building public trust in your business , and underestimates the opportunities for long-term success that can be created.

In essence, a good content strategy is the foundation on which the attraction and satisfaction phases of an inbound buyer’s journey rest.

buyers journeyFurthermore, investing in a content-based strategy is important to be competitive in the market, as most b2b marketing departments are moving in this direction.

Questions to answer before developing your content marketing strategy 1. Who will read the content? Who is the target audience?

If your business is targeting multiple ideal customers, how many of them are you developing content for?

Using different types of content and channels can help you provide tailored information to each of your buyer personas .

What audience problems does the content seek to address?

Each product or service is designed to solve a hypothetical problem of the company’s potential customers.

A solid content strategy can support two very specific groups of people:

those who are still trying to identify the problems that the product might solve those who are already using it to solve such problems Content adds value to the solutions offered by the company and helps give it credibility in the eyes of the target audience.

content marketing strategy

3. What makes the company unique? In theory, even competing companies will have a product similar to the one offered by your company.

To prove why your company is worth buying from, you must first prove why you deserve to be heard . Once you have this message defined, make sure it permeates all of your content.

What formats will you use?

To understand which formats to focus your content marketing strategy on, it is important to understand where your audience is located .

For example, podcasts have seen a lot of growth in recent years, and you might think that this is a channel you should focus on. But does your target audience listen to them?

If you want to learn how to align content with your target audience’s interests, download the free ebook!

Which channels will you post on?

Just as it is important to differentiate content formats, it is equally important to diversify communication channels.

Again, to choose the most correct ones you need to know where your potential customers are located .

For example, if your ideal customer prefers long, informative videos, YouTube is the best channel for you. If you need to reach a more traditional audience, you might consider LinkedIn, the professional social network par excellence .

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The Importance of Corporate Storytelling for Content Marketing

Corporate storytelling supports marketing activities by making each message more engaging, easy to understand and remember. In this article we will analyze in particular:

the link between storytelling and content marketing effective models to define the history of a company Read on to learn more!

Corporate storytelling as a content marketing tool

While the term story in B2B digital marketing might immediately bring to mind an activity tied to social networks like Instagram or Snapchat, the practice of telling stories is actually telegram number list much more than a fleeting trend.

To do this well, however, you need to have a solid strategy that answers some basic questions.

What is the history of the brand? Why is it important to tell it? How do you want to tell it? Why should it interest potential customers? New call to action

Why is storytelling so effective?

The reason lies in human nature , which is to tell stories , just like to laugh or be moved: stories have always been used to communicate, educate, create bonds and share information.

What does your company do? How does it help customers? What goals can it achieve? Please note: we are not asking you to describe in detail the product you have created or the service you offer, but rather how the solutions you offer to customers can make their work more efficient and their days better!

This is the value on which the corporate storytelling message must be focused. corporate storytelling

Going beyond the list of features, an effective story puts the company’s strategic content into narrative context , helping customers empathize with the story.

Storytelling is therefore very different from creating a commercial presentation. According to the 2021 Content Preferences Survey Report cited in this article , in fact, 38% of the b2b buyers interviewed claim that the contents of potential suppliers would be much more effective if the more commercial aspects were reduced to a minimum.

In other words, no one likes overt attempts to sell something .

This is why storytelling in B2B content marketing works: because it offers a different experience compared to traditional promotional and advertising communication, captures the attention of the target audience and maintains high engagement thanks to an empathetic connection.

Finally, another really interesting aspect is the ability to remain imprinted in the prospect’s mind through storytelling:

the chances of remembering a fact increase by 22% if it is part of a well-told story (source: Actual Minds, Possible Worlds by Prof. Jerome Bruner ) Hormones released by the brain in the presence of joy, anger or fear trigger the generation of new neurons in the memory circuits (source: Why Emotionally Charged Events Are So Memorable — Johns Hopkins Medical Institutions ) People remember anything more easily if it is associated with an emotional experience.

3 Effective Models to Define Corporate Storytelling

social media posts Marketing Video blog articles landing page lead generation elements such as calls to action Model #1: StoryBrand The StoryBrand model is an adaptation of the narrative structure of the hero’s journey , in which the protagonist/customer faces a challenge and the company — with its solutions — helps him overcome it.

It consists of 7 steps :

meeting with the protagonist, that is the customer, the hero of the story presentation of the problem that afflicts the character, the pain that can be solved with your solutions the hero meets a guide, represented by the company and its solutions The guide shows the protagonist a plan to overcome his challenges the hero experiences a situation that forces him to take action and… following the advice, he reaches the desired goal not following the advice, fails Model #2: 3-act structure This model is also based on conflict resolution , but reduces its structure to 3 steps :

the initial situation, in which the context and the main character — the customer — are introduced the problem that increases tension and represents the pain that can be solved with your solutions the solution achieved thanks to your company’s product/service Model #3: PAS formula PAS is the acronym for problem-agitate-solve . Unlike the two previous structures, also common in literature or cinema, this one is characteristic of copywriting .

Here are the 3 steps :

Identify the problem or pain , describing the current situation experienced by the client Shake up the issue to add drama, eliciting an emotional reaction Present your product or service as the perfect solution, showing an ideal future situation In today’s article we talked about corporate storytelling, analyzing the three main models to define the story of the business.

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How to Speed ​​Up Lead Generation? 6 Best Practices

One of the most frequently asked questions after starting a lead generation campaign is: how long until I can see results?

It is normal to want to see the fruits of your investments in the shortest time possible, but sometimes, in addition to budget and strategies, you need patience .

However, there are techniques telegram number list that can help give a boost to your campaigns.

Let’s see them together!

A good lead acquisition strategy consists of:

planning experience constancy All of these elements require time and basically do not lend themselves to a fast pace to get immediate results.

New Call to Action

However, there are some ways to try to speed up your company’s lead generation strategies:

Align your budget with your desired results

Let’s start with what is perhaps the most important point to speed up lead generation strategies.

In many companies, it happens that budgets and investments to be dedicated to these campaigns are set without any real connection to the desired results .

Before starting a lead generation campaign, therefore, make sure that the budget and energy required are in line with the desired results.

Develop an engaging story

Another extremely important element is the development of an engaging and exciting story related to your products or services.

It is important to remember that people (including b2b buyers) take actions driven by their emotions .

Another element to consider is the originality of the story : if the message conveyed is similar to that of your competitors, your company’s story will have no value and will not be able to involve the target audience as hoped.

To create a unique and engaging story, you need to invest time, energy and resources to ensure that an original message is conveyed that is perfectly in tune with the needs of the target audience.

3. Execute a well-defined plan It is important that the plan designed for lead generation is composed of a series of tactics that, at the same time, can bring new contacts, generate sales opportunities and lead to the acquisition of new customers.

Multichannel campaigns require budget and expertise and must be focused on carrying out different marketing activities on different channels , all with the same common goal.

lead generationThere is therefore a need to develop a high-performance website that offers educational content for the target audience, some freely accessible, others protected by forms for the release of personal data — the primary source of lead acquisition.

The site must be optimized for search engines and have landing pages for any downloadable content or other free offerings.

Lead nurturing emails should also be sent and company blog posts of varying lengths should be created on a regular basis.

All of these activities must happen simultaneously and must be carried out every day, either by marketers themselves or by software that allows for the automation of specific actions .

Map the buyer’s journey

The crucial element for a lead generation strategy to work is that the content produced is interesting for potential customers: it must attract them .

To understand which topics have more potential than others, it is essential to have a detailed understanding of the ideal customer’s buyer’s journey , or purchasing process.

lead generation

Every meeting point between the company’s content and the potential customer must be strategically thought out; the content proposed at each stage of the purchasing process must be relevant to the needs and requirements expressed at that specific moment.

Once the buyer’s journey is mapped out, it becomes easier to improve communication and experience, leading to shortening the sales process, increasing the conversion rate, decreasing the bounce rate and ultimately promoting business growth .

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B2B Marketing: Measuring the Effectiveness of Sponsored Campaigns

Among the b2b marketing activities that can support the inbound strategy, we find sponsored campaigns, a precious resource for achieving important results.

In order to be effective, a digital advertising plan must be studied in detail, from messages to target, through the choice of platform. But is that all there is to it?

In today’s article we will explain how to understand if the advertising strategy is going in the right direction telegram number list or if it is necessary to intervene with some changes; you will discover which are the right tools to analyze the campaigns and evaluate the effectiveness of the activities.

B2B marketing also involves advertising campaigns

There are several reasons that can lead companies that have undertaken an inbound marketing strategy to also opt for sponsored campaigns.

Inbound and content marketing, in fact, require time before seeing the first objectives achieved in terms of positioning and lead conversion.

Similarly, very specific and niche markets may not perform as well as they do in the long term: in this case, supporting activities with marketing campaigns can help overcome the obstacle of the limited number of organic searches, targeting specific accounts.

New Call to Action

Regardless of the reasons behind the choice to rely on sponsored content , there is one element that can never be underestimated: the importance of measuring the results of the campaigns.

The performance achieved by the digital advertising strategy must be read in the correct way, through the most suitable tools; the risk of not being able to measure the effectiveness of this activity in an appropriate way is to not grasp the best benefits — especially when it is necessary to modify some aspects to further maximize the results .

Return on investment measures

The formula is quite simple: from the profit you get from an activity, you subtract the cost necessary to start it, then divide it by the cost and multiply everything by one hundred:

ROI = (PROFIT — CAMPAIGN COST) / CAMPAIGN COST X 100 In the context of a sponsored campaign, attention must be paid to the profit considered; an accurate and targeted analysis to evaluate the individual sponsorship must exclude from this item any return not attributable to the advertising campaign.

B2B marketingROI is a very important parameter to understand

The effectiveness of the investment, however the value of marketing campaigns is also measured by other non-tangible indicators — such as the number of MQL/SQL generated or in-depth meetings scheduled. These results do not represent a profit in the strict sense, but are equally important to evaluate the success of a strategy.

ROME Compared to ROI, return on marketing investment is a broader window, needed to calculate the profit earned from all marketing activities.

Businesses can choose to analyze the results of only specific campaigns, or look at the broader spectrum.

However, even in this case, the formula is not at all complex: subtract the cost of goods and marketing expenses from the revenue generated by marketing, divide by the marketing expenses, multiply the whole thing by one hundred.

ROMI = (MARKETING PROFIT — COST OF GOODS — MARKETING EXPENSES) / MARKETING EXPENSES X 100 The interpretation of the effectiveness of the strategy is quite immediate: if the ROMI is less than 100%, then the campaign has generated losses, if it exceeds 100% it has led to a profit.

ROAS Advertising return on investment is another variant of ROI, which can be used to get a summary result on the gross generated by the campaigns.

ROAS = PROFIT FROM ADV / ADV COST X 100 This is a very smart formula , ideal for evaluating the effectiveness of digital marketing campaigns ; however, this data focuses on the return on investment in sponsored campaigns, without considering the profitability of the investment as a whole.

We can conclude that, yes, these performance indicators are all useful, but to reap the best benefits it is essential to select them carefully.

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How to Use YouTube to Generate More Leads in B2B Marketing

With over two billion users , YouTube is the second most visited site in the world and should therefore be included in a b2b marketing strategy.

Achieving success on this channel is not easy: the most famous creators on the platform say that it takes at least 100 videos before deciding whether to abandon this path or continue.

In this article we will look at some tips on how to integrate YouTube into your strategy to generate more leads .

Youtube and B2B Marketing: A Winning Combination

Today, being present on YouTube is essential for the good performance of a b2b marketing strategy .

Second only to Google, YouTube is not whatsapp number list only one of the most visited sites in the world, but it is also the most used search engine by users after Google, in fact.

However, posting optimized content on a regular basis is not enough: even for a YouTube channel it is necessary to develop a b2b strategy .

So let’s see some necessary aspects to consider from the moment you decide to bring your business to Youtube.

New Call to Action

Create a YouTube channel

It may seem trivial, but the first step to be able to publish video content on YouTube is to have a channel on the platform.

To do this, just use a Google account and you’re done.

Keeping in mind the b2b marketing strategy, it is recommended to set up a business account that allows a more agile management of the same account even for multiple team members.

Know your audience

Understanding right from the start who might be interested in watching your videos is essential to giving a precise direction to your strategy.

Get to know your target audience better : what they search for, what they like, what content they usually watch, etc.

Through analysis , you can also acquire interesting data on the viewing habits of buyer personas : in this way, you will already be able to know which direction to take when it comes to developing video content.

Monitor your competitors Knowing your competitors’ video activity can be a strategic advantage. Identify what they post, how often, and how much engagement their content generates.

b2b marketing

Get inspired by your favorite channels Even if they don’t belong to the same market segment, your favorite YouTube channels can still be a source of inspiration.

Think about what you like about the videos they produce, what compels you to watch them, and how these characteristics might fit into your business.

An example could be the use of infographics : if a channel you follow uses them often and you find them interesting, why not try using this format in your company videos too?

Optimize content As we said before, YouTube is also a search engine.

This is why it is important that the SEO aspect is well designed .

Determine what keywords your target audience might be searching for and make sure you use them, along with related ones, at least in your video descriptions.

For even more in-depth SEO optimization, you can consider using these keywords in your subtitles as well.

A report by Verizon Media and Publicis Media found that 92% of mobile users in the US watch videos without sound, and overall this trend affects 83% of users.

Establish a publishing plan For every b2b marketing strategy, planning is essential.

Not only that, users appreciate the regularity.

For this reason, streaming giants, for example, tend to always publish content on the same day of the week.

Consider taking the same approach to your YouTube channel, encouraging users to subscribe so they can receive a notification when new content is published.

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5 Inbound Marketing Strategies That Get Quick Results

Inbound marketing is an approach that combines creativity and experience and relies on data as a source of information needed to develop a strategy that allows you to reach (and exceed) your business goals.

But with so many digital marketing strategies out there, how do you figure out which ones can bring real value to your business?

Fear not! In this article, we’ll show you the best ways to attract, engage, and entertain prospects at every stage of the buyer’s journey.

Inbound Marketing What It Is: The Key Concepts Before we dive into the strategy in detail, we want to make sure the basics are clear.

First of all, what is inbound marketing?

According to HubSpot’s definition , inbound marketing is “a method that aims to increase company business by whatsapp number list creating a lasting relationship with prospects and customers, giving them the opportunity to achieve their goals at every stage of the journey.”

The flywheel model is represented by a wheel: the energy that makes it turn is made up of happy customers. If marketing, sales and customer service work well and in synergy, the wheel turns faster, resulting in more customers and, therefore, in business growth.

b2b marketingLet’s now see, in detail, what are the objectives to be achieved in each phase of the purchasing process and the most effective methods to achieve them.

Inbound Marketing Strategies to Attract Customers The attraction phase is all about bringing new visitors to your company website. You won’t get anything out of your inbound strategy unless you get found by potential customers first.

The tools available are:

inbound marketing

Attack Phase, Strategy #1: Optimize Your Blog for SEO Creating a company blog is essential to starting an inbound strategy . Articles must be useful, informative and relevant to prospects, so that a relationship of trust is created that transforms them from leads to actual customers.

Before investing in creating content from scratch, try to understand if you can use existing texts, updating them and optimizing them so that they generate more traffic and conversions.

Here are some tips to understand if an article is SEO optimized:

web marketing strategy

Inbound Marketing Strategies to Engage Users The engagement stage is about building relationships and increasing conversions by providing useful content that aligns with the needs and expectations of potential customers.

The tools available are:

web marketing strategies

Engagement Phase, Strategy #2: Create Effective Pop-Ups That Drive Action An effective way to capture the attention of visitors is to use pop-ups, which are screens that can appear when a user lands on a certain page, designed to invite them to perform a certain action, for example:

downloading content Subscribe to the newsletter an invitation to an event Engagement Phase, Strategy #3: Insert Effective CTAs on Highest Traffic Pages If you need to convert more users into leads, consider creating calls to action and placing them on your most trafficked pages.

The CTA must immediately attract attention from a graphic point of view, be clear and positioned in the right way within the page.

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Business Website Optimization: Generate More Leads and Sales

Website optimization is essential to give visibility and affirm the online presence of the company, to be reachable by customers and potential ones.

To the user’s eye, all the pages of the site may seem the same, but for the success of your business it is important to know which elements are necessary to have an optimized and performing site.

Let’s delve deeper into the article by analyzing the main elements of an effective website page by page.

Website Optimization: Why is it Important?

Website optimization is a crucial process to ensure that your business website is always performing at its best, generating new leads and creating b2b sales opportunities.

The goal is to make your company website appear to be the answer to their questions, appearing as a trusted source.

A website is made up of several pages, but not all of them are the same.

The main ones are:

homepage products and services page landing page “our company” page resources page blog pages Contact page Every page must have a specific, measurable goal and must be optimized to achieve that goal. Let’s see what that means.

Homepage The homepage is perhaps the most important page of the site because — usually — it is the first one that visitors come into contact with.

The company history must be included here and training content on a specific topic must be shown to immediately appear as a reliable source.

It is important to underline that anyone can come into contact with the homepage, at any stage of the buyer’s journey : for this reason the page must be optimised for each of the three phases of the purchasing process and propose offers, in-depth links, etc.

Advise Putting a video on the homepage is a strategic move because it encourages clicking and increases the time spent on the page.

Products and services page

Product and service pages are most likely to appear as a result of a keyword search performed by the user.

With a tailored website optimization, improving SEO and inserting the correct keywords, it is possible to make the pages of your site appear as the answer to the problems of visitors.

Website Optimization

Here too, the goal is to generate clicks and conversions , but by offering different content than that used on the homepage, for example technical content, comparisons, graphs, etc.

Advise To increase your chances of generating qualified leads through these pages, you can implement a chat service and customize it based on the specific product or service, or the problems it could solve that potential customers are looking for a solution for.

Landing page

Landing pages should be thought of and optimized differently than other pages on your site.

A high-performing landing page should make the visitor understand from the very first moment that they are in the right place for what they are looking for and present the following elements:

an explanatory and SEO-optimized title a video a form for collecting personal data Let’s go into more detail about how such a form should be built.

Data collection forms serve to “protect” the premium content that the potential lead will download: this means that to access such content, the user will have to leave some of his personal data.

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7 Ideas to Improve Your Demand Generation Strategy

While inbound marketing aims to transform visitors to the b2b company website into leads and nurture them to make them perform the desired action, demand generation strategies aim to create interest and awareness, generating in prospects the need for the product or service that the company offers.

In this article, we focus on demand generation, with 7 useful tips to make the strategy even more effective. Find out more!

Make sure you know your prospects

If your goal (and that of your team) is to influence the demand of potential customers , you need to know them inside out:

What makes them happy? What worries them? What are their current challenges? This will help you find ways to speak directly to them, grab their attention, create an emotional connection, and get them to take the desired action after visiting your company website.

If you’re not convincing prospects to take action, you’re not generating demand.

People tend to forget facts, but they remember stories. While marketers often focus on spreading facts and numbers, we should start telling stories that engage potential customers .

People relate to stories because they create an emotional connection with the characters, and they remember them more easily than data and facts.

Add videos to landing pages

Any b2b demand generation strategy should have a dedicated landing page, the landing page for interested potential customers.

Adding a video to each of these pages is a great way to increase engagement, time on page, and conversions while decreasing bounce rates.

Create a pillar page with several proposals

Pillar pages are used to spark curiosity and interest in potential customers and get them to take action, so it’s a good idea to offer several options.

Here is an example of a pillar page that is specifically about demand generation.

If prospects are at the beginning of the buying journey and aren’t ready to share their data, they can download an infographic or watch a video. If they’re more advanced in the journey, they can click on the call to action and fill out the form with their data. And if they’re ready to buy, they can request a consultation with an expert, for example.

Track visitors When it comes to demand generation, we often immediately think of the end goal: leads. In reality, the first sign of success are visitors to the company website or specific landing page.

While some of your visitors may decide to “come out” and start a conversation with your salespeople, some will continue their buying journey in a more quiet and discreet manner: tracking your visitors allows you to identify opportunities already at this stage!

Try different option

It is unlikely that the first proposal will be a huge success. What you can do, however, is collect and analyze the data and refine the strategy over time . You can try different approaches, to understand which is the most effective for your target. Sometimes it is the combination of different elements that creates the winning strategy !

It may happen that more approaches fail, but do not be discouraged! In fact, it is appropriate to take advantage of what does not work so as not to repeat it in the future.

Take advantage of retargeting and remarketing

During a demand generation campaign, you create curiosity and interest, but you do not collect user data. You must therefore find another way to stay in touch with these potential customers.

Retargeting or remarketing activities are a great way to continue to stay connected even after users have left your site.

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Best Practices for a Successful Inbound Marketing Strategy

A successful inbound marketing strategy results in the creation of a long-term relationship between the company and its customers: the focus is on developing lasting relationships, rather than closing a single sale.

In this article, we analyze together some best practices to give a twist to your corporate inbound strategy.

Inbound Marketing Success: Before You Begin

To create a successful inbound marketing strategy, you need to know the three phases that potential customers go through and how to position yourself in each of them.

At this stage, the goal is to attract the europe cell phone number list attention of the target audience to your site.

2. Engagement Phase

In this stage , inbound marketing strategies are used to engage the prospect and nurture the relationship with the company. The goal of this stage is to collect data and build a solid enough awareness to guide the prospect’s decision.

3. Satisfaction Phase

This stage is constantly evolving and represents the moment in which constant support is offered to those who have made a purchase. The goal is to create a long-term relationship so strong that the same customers will tell other people about the product, promoting it and creating new potential customers.

For each of the three phases, it is necessary to develop ad hoc content that helps the company achieve its objectives.

Let’s see them together.

Offering free, quality content to your potential customers has proven to be instrumental in building your company’s authority.

Let’s see which contents are best suited to each of the three phases analyzed previously.

Let’s start with the first one: attraction.

At this stage the main activities to be carried out concern:

company blog social media Your company blog should present itself as a valuable resource for answering questions that potential customers may have in the early stages of their research. It is very important to develop informative articles that answer the prospects’ pain points and that can concretely help them in their decision-making process.

Carrying out a precise and in-depth analysis of the keywords searched by your target audience is essential to create content that appears to be an answer to potential customers’ questions.

Social media, on the other hand, represents a more direct way to connect with your target audience.

For the b2b market, Facebook and Linkedin are the most suitable channels to connect with professionals in the sector of interest .

The advice is to not only advertise your content on social media, but to achieve a balance similar to the following:

Let’s move on to the engagement phase. At this stage the ideal customer has already identified your site. But how do you make it an MQL, SQL and finally a customer ?

During this phase it is recommended to propose:

premium content lead nurturing activities Premium content is any form of content that requires the sharing of personal information, usually by filling out a form, to be accessible.

Some examples are: guides, e-books, customizable templates .

This type of content helps to make an initial screening between those who are comparing your company to a competitor and those who are already ready to make a purchase.

Within these contents it is important to insert a conversion path to identify all the prospects ready to purchase.

This is where the lead nurturing phase begins , where the goal is to remain imprinted in the minds of potential customers.

Once a user has downloaded premium content, the best way to maintain an active relationship is to create a workflow that includes sending several follow-up emails containing videos, articles, or other types of relevant content to continue educating the prospect.

At this stage, the support of a marketing automation platform can be essential .

Third and final stage: satisfaction Successful inbound marketing strategies don’t stop at the moment a purchase is made. The goal is to continue engaging with customers after the sale, so as to convert them into organic promoters of the company and products.

During this phase it is advisable to use:

satisfaction questionnaires

37% of b2b businesses use a chatbot to provide customer support: it is an immediate, intuitive method and highly appreciated by users.

Through satisfaction questionnaires it is possible to know the real experience that customers have had with your company and find critical points that need improvement, to offer a continuously evolving service.

It is important to find the right time to send the questionnaires and that the questions asked are short and direct.