7 Ways to Maximize Results from Your Existing Marketing Channels

Mar 5, 2016

By: Asad Haroon

Marketing Channels

It’s easy to get overwhelmed by the seemingly endless stream of new channels for B2B lead generation. But leveraging the well-established and tested methods you’re already using can be just as important as incorporating new channels into your marketing mix. Here’s how to get even more leads from the channels you’re probably already using.

1)    Work Your Website

You’re probably familiar with the basic ways to use a company website for inbound lead generation; you can offer a free white paper or other download in exchange for contact information, and you can even use IP address identification software to discover which company a visitor is from.

This is all good information to have in your CRM system. But progressive profiling can take you several steps further. By tracking the specific activities of visitors to your site, you can gain insights about the interests of each person. This detailed knowledge can be used to make your telemarketing and email nurturing campaigns much more effective.

2)  Crank Up the Referral Volume

Asking for a referral from your satisfied customers is a good habit to get into. But if think you can eschew advertising and solely rely on referrals, then you might as well retire.

Social proof is very important to B2B buyers. So encourage your current clients to not only give you referrals, but also like your Facebook page, follow you on Twitter and connect on LinkedIn. Your clients might even be willing to provide you with positive feedback that you can place on your website.

3)  Synchronize Your SEO and Content

Content marketing continues to be a high priority for B2B marketers because it provides an effective way to educate potential buyers about why their business needs your product or service. Buyers review an average of nine pieces of content during the research process, so content marketing has earned its place in B2B marketing budgets.

Search engine marketing, of course, is another staple of online marketing. By having SEO experts work closely with your content marketing teams, you can get even more mileage from your content. This way, you’ll ensure maximum exposure for all of those incisive white papers, videos and infographics your team has worked so hard to create. Thought leadership is in the bag.

4) Boost Telemarketing with Email

Next up are three traditional marketing methods that have proven their value despite the online marketing revolution: telemarketing, direct mail and trade shows. Telemarketing garners the highest response rates of the three, although telemarketing campaigns do cost more to implement than direct mail.

A study by B2B Marketing revealed that a majority of businesses continue to experience positive results from telemarketing; 75% of companies surveyed use telemarketing to acquire new customers, and more than 50% had increased their use of telemarketing over the previous year.

Telemarketing allows you to educate prospects and engage with them on a more personal level. To boost your results from telemarketing, try interspersing emails into your campaigns.

Email marketing is without a doubt one of the best ways for B2B companies to acquire new leads. A recent study by BtoB Magazine found that 80% of the companies surveyed plan to increase their online marketing budget and of those, 68.6% intend to invest more in their email campaigns.

The mean unique open rate for U.S. email marketers last year was 20.2% and the median rate 17.1%, according to Silverpop’s 2014 Email Marketing Metrics Benchmark Study. This number covered results from a wide range of email marketers and included those who apply minimal effort to their campaigns along with best-in-class marketers who employ current best practices and perform continual testing. The latter make up the the top quartile, which achieved a median open rate of 38.5%.

5)  Outsource Your Email Marketing

Email marketing has a 4,300% ROI according to the DMA, making it one of the top channels for lead generation, especially when used as part of an integrated marketing platform that incorporates telemarketing, content marketing, social media and pay-for-performance syndication.

To produce high quality leads, email marketing must be well planned and executed, with proper attention given to segmenting and targeting your audience. To optimize the results of your campaigns, you must determine your most crucial and actionable key performance indicators and test the results of each campaign accordingly.

Many companies report that the most challenging aspect of successful email marketing lies in finding employees with the expertise to properly develop and implement an email strategy. A recent survey by InsideUp found that for 70% of B2B companies, lack of expertise within their firm and difficulty finding qualified people to do the work were the biggest obstacles to successful online marketing.

In-house email marketing can drain your budget and resources and make your marketing department more dependent on IT. It also requires a substantial investment in customized software and server technology. Finding a quality email marketing company to take care of your needs can save your company considerable expense, not only in regard to hiring an in-house staff, but also in terms of email server processing power and internal bandwidth.

You will have the advantage of the email provider’s expertise in all aspects of email marketing, such as list management, customized content, deliverability, testing and tracking, and regulatory compliance.

6)  Pay for Performance

Digital marketing experts have turned the process of generating quality, real-time warm leads into a veritable science. By diverting a portion of your online marketing budget toward purchasing leads that have been verified and scored using a detailed scoring process, you gain immediate access to prospects who are actively seeking your services—at a fraction of what it would cost to pull leads of similar quality from your own email marketing campaigns.

Be diligent about purchasing quality leads. The axiom “You get what you pay for” certainly applies here. That is the advantage of a pay-for-performance model; your results are easily quantified and you can plan your marketing budget by them.

Integration is Indispensable

Segmented and expected to deliver results on their own, none of these methods would draw the powerful response that can be had when two, three or all of these channels are integrated and used in a complementary fashion. All of the aforementioned channels can and should be integrated to boost engagement and achieve an even more impressive ROI.

 



Maximizing Sales From Qualified Inbound Leads

Jan 1, 2016

By: InsideUp

Maximizing Sales From Qualified Inbound Leads – An infographic by InsideUp

What is the number one key to getting the highest return from your investment in qualified B2B inbound leads? In a word, persistence. In fact, it can take up to twelve touches to land a new client for your business.

Did you know that 50% of all qualified inbound leads are not ready to purchase immediately? Unfortunately, many salespeople will simply discard these leads, which could become customers with just a little persistence. In fact…

● 48% of salespeople never follow up with a prospect.

● 22% stop after the second contact.

● Only 10% of salespeople contact a lead more than three times.

This is unfortunate, because only 2% of sales are made on the first contact.

Second and third contact? Only 3% and 5%, respectively.

Even the fourth contact results in only 10% of all sales.

➢ 80% of all sales are made on the fifth to twelfth contact.

Reason enough to cultivate persistence? At InsideUp, we think so. We are the authority when it comes to B2B lead generation, and we are fully dedicated to helping our clients succeed.

Persistence, along with a well-planned B2B marketing strategy, is the most important key to maximizing your conversions with inbound B2B leads. Careful consideration of this exclusive infographic from InsideUp reveals why persistence is so vital. It might surprise you to learn that 50% of all qualified inbound leads are not ready to purchase on the initial call. In fact, only 2% of sales are made on the initial contact. Another 18% of sales are made after the second, third, or fourth contact.

Since 80 % of closed sales happen after the 5th contact, the premise of successful inbound B2B marketing must be that the lead is qualified. Unless the person directly tells you to stop contacting them, you should assume that they are still interested.

The facts show that this is not simply a blind assumption. Most business decision makers conduct research online prior to purchasing. And the actual buying decision, for most companies, is a multi-step process, often requiring the input of several individuals.

Yet only 22% of salespeople contact their prospects beyond the second try. Purchasing leads and then dropping them after such a minimal effort is like buying a plane ticket and boarding the plane, only to exit before takeoff and then wonder why you didn’t get anywhere.

Is your company’s unique selling proposition worth the time and attention of your prospects? Yes, of course, you would probably answer. You know that it is, but what about your leads? If you give up too early, you could be transmitting the message that presenting your solution to them isn’t worth your effort. This is especially true in B2B marketing, where the decision making process, and the accompanying sales cycle, are known to be lengthy.

How rapidly would your business grow if you made consistent efforts to keep in touch with that other 50% of your qualified leads—the ones that do not close as quickly as you’d like? As you can see in this info-graphic, most of your competitors are not stepping up and doing this, which gives you a distinct advantage. Just by being persistent—in a consultative and not annoying way—you will set your business apart.

Continuing to appear on the “radar” of your business leads says to your prospects that your solution is worth their attention. Simply letting them know you’re available to answer questions tells them that you will be there when they are ready, that you can be counted on to take the time to listen. By then, your brand will be more familiar to them than your competitors’. At that point, all you may need to do is direct the person to an irresistible introductory offer to close the deal.

With the rest of your inbound leads—the ones that are still not ready to close—can you shorten the sales cycle with a limited-time incentive? It may be simply a matter of waiting until the time is right for them. Try a variety of approaches. Keep your messages low key and low pressure. You might say something like “I thought you would like to know that we’re offering two free months of service to all new clients who sign up in December.”

If you’ve been persistently keeping in touch, you should be familiar with their pain points, and can begin to address these in your communications, i.e., “I noticed in our last conversation your biggest concern was widget security. You might be interested to know that we offer x, y, and z layers of security.” Whatever your differentiating factors, be sure your B2B leads are aware of these.

If you offer a free trial, can you make it longer than your competitor’s free trial? Or allow prospects to use more of the premium features during the trial so they can fully experience the distinctive aspects that set your solution apart? The point is to progressively educate your inbound leads about the benefits of your solution. But doing so requires that you stay in touch.

Use this infographic to develop your own working strategy of purposeful persistence that will help you close more deals. The facts don’t lie; persistence really does pay off. In fact, it is the hallmark of all successful B2B marketing campaigns. So don’t give up! Remember, B2B leads are typically much slower to close, but they are also well worth the additional effort.