Category: Lead Generation

The Ultimate B2B Marketing System

Personalized CX May Distinguish An Organization’s B2B Marketing

Today’s digitally driven business climate would appear to lend itself to a certain de personalization of customer relations, at least on the surface. However, nothing could be further from the truth in B2B marketing industries. Back in the day, it was a quick phone call, dinner meeting, an occasional round of golf and a handshake. Business interactions were less frequent but vastly more personal in nature. Company leaders enjoyed more face time with their industry partners. However, the opposite may be true today.

The Ultimate B2B Marketing System

Professionals now spend far more impersonal time communicating with clients and customers due to the immediacy of email and text messaging. The face of a company may no longer have eyes, ears and a nose. Electronic relationships can be the heart and soul of an organization. The tenor of a relationship can now be traced to the tone of its customer service (commonly called CX). Therefore, professionalism, positivism and a slight personal touch in these interlocutions may open doors or keep those doors open in terms of customer loyalty and repeat business.

Shift from Personal to Personalization

In an important white a paper recently published by forrester.com, called “The 2016 Top 10 Critical Success Factors To Determine Who Wins And Who Fails In The Age Of The Customer,”states that

Forrester rates this aspect as the No. 1 factor in successful CX and industry relations.

“Customers expect to be treated as individuals in their moment of need. They expect that each encounter will be informed and enriched by current and accurate information about their accounts, history, and preferences. They will reward companies that can anticipate their personal needs and wants — and punish those that clumsily have to relearn basic customer details at each encounter. In 2016, the level and quality of personalized experiences will be a key determinant in who wins mindshare and share of wallet.”

For pragmatic reasons, the global, digital age of B2B has trended away from face-to-face relationships. In its stead, organizations have substituted larger CX wings. The ability to personalize the customer experience has become a growing factor in terms of competitiveness.

Staying Ahead of the Curve

The importance of quality CX hasn’t been lost on many in B2B industries. But investment into overall CX improvement appears to be in the fledgling stages for many. A study conducted by CustomerThink.com, a research firm that focuses on customer-centric business management, indicated that 100 out of 135 companies surveyed had a CX initiative in place. However, only 36 of those have been in place longer than five years. Nearly half had only been ramped up with the last few years. While the B2B trend is to invest in CX for better customer engagement, the movement is relatively new. There’s still time to be considered a leader in this area by honing an organization’s CX skills.

Implement Core Competencies

It’s important that customer-centric businesses develop strategies to engage B2B marketing clients in a meaningful fashion. One method is to create VoC programs that utilize CX information about customer mindsets as they relate to transactional points, strategic perspectives and long-term goals. Voraciously gather information and use it to adjust sales approaches.

Mesh CX feedback with account data and designate specialists to interact with B2B clients on an ongoing basis. Above all, put structures in place so that the CX team demonstrates a personalized knowledge about B2B customers. To increase competitiveness in the B2B marketplace, an organization will need to shed the notion that CX should be managed by entry-level workers reading off a list of steps to reboot WiFi. Rather, the interactions of CX-based employees often act as the face of an organization’s B2B marketing.

[Back To The Basics] What Is Lead Generation?

Lead generation is one of the first crucial steps in creating a marketing campaign for your business’ goods or services. It is the practices and strategies used in order to generate “leads”. Leads are potential customers that you must entice one way or another through either inbound or outbound lead generation techniques.

Once a lead is determined viable for the business the marketing department goes through multiple sales stages before a sale is made and the lead becomes a customer. A business must choose which lead generation technique to specialize in to best fit their budget, time and available resources. Choosing the lead generation best for your business will assure more leads and in turn more profits for businesses either big and small.

To better understand the concept of Lead Generation, we divide lead generation int the following types.

Inbound Lead Generation

Inbound lead generation is done through advertising such as magazine print, commercials, mass mailings, social media, etc. With the inception of game changing informational excess brought to us through the modern marvels of the internet, social media and the search engine some marketers have switched to a more inbound oriented approach. There is such an overabundance of information we are subjected to daily that it is too overwhelming for one to take in. Some companies have used the internet this to their advantage by letting leads come to them through inbound lead generation marketing strategies.

If you want to create an interest for your product it is a good idea to create a social media division to handle writing for your blog or handle social media accounts such as Facebook or Twitter. Customers like to have a relationship with their company so having a way to connect with them on their level and building public relations is a good way to generate leads.  What is unique about inbound lead generation is that the sales department can be confident that these leads are at the point in their buying process that they are considering their options. This is definitely true with SEO optimization. While a lead is using one of the most common sources of information-the search engine, they can be presented with your website, blog, social media profile, etc just through the intentional press of a button. This is one of the best as it is in no way intrusive or generally dependent on your lead’s habits. All they need to do is the normal Google and your business is in the top results. Inbound is a good choice as it catches consumers in a vital stage that guarantees quantifiable interest in your business.

Outbound Lead Generation

This is contrary to the more contemporary inbound lead generation. These marketing strategies were used in a time of information scarcity when people had to often get information straight from companies. Outbound lead generation includes cold calling, knocking on doors or attending events. This strategy often puts your business at an disadvantage if attempted without prior interest in your business or it’s related goods or services. Warm calling for example can be much more successful instead of cold calling; warm calling is when a lead was given through a referral and is much less intrusive and provides much more successful leads. You may also try to schedule a meet up to get your lead in a more intimate setting. Since you are the initiator in this arrangement you must be wary to not be too pushy as to overestimate a leads interest in your product. Your sales representatives must measure their interest and expand upon with appropriate measures.

As discussed earlier, having a relationship with your leads creates much better opportunities for you to generate successful leads. This is called lead nurturing, which is important in any lead generation process in order for a lead to maintain interest in your business.

Overall lead generation is a vital aspect of marketing and will help your business acquire new customers to grow your consumer base and profits.