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Marketing counts
Know why you are doing something. Be clear on your message. Know your needs, have a clear path to meet those needs, and have a clear understanding of what goes wrong when those needs are not met.
The buyer's journey is not generic or formulaic. In the past B2B meant dealing with the top of the business rather than reaching out to a salesperson.
It was awful. Many times, decisions are made to feel relief - not to get the best product.
Requires huge time for stakeholder engagement and a committed team to ensure success. It is very draining.
Yet, in a recent study, we see vendors reaching out to sales at the beginning of the buying process, especially when the vendor can help them in the buying process. Most buyers do not know what they need but, by engaging sales early in the process, buyers receive a finger on the pulse of all that is happening from the ground up.
Relying on SEO-oriented marketing leaves much to chance. By leveraging intent, data vendors can identify and engage prospects at the beginning of the buying journey and close more business.
Traditionally, the buyer's journey has been shrouded in mystery, at least from the vendor’s perspective.
Marketers have had to rely on luck and educated guesses to achieve their impact.
Thank goodness times have changed. The emergence of actionable buyer intent data changes everything and allows vendors to be more efficient leading to satisfied buyers.
Having accurate intent data allows for 33% more efficiency and money to the bottom line.
MC Intent data
The rise of the socially conscious buyer has occurred over the past 5 years, changing the way that Social Media is used for marketing.
We are seeing companies shift priorities and marketing dollars due to the changes with buyers and consumers alike. In the last 5 we have seen employee advocates become beacons of trust for consumers as they use social media to amplify sentiments of goodwill from their organizations.
In our current climate, we’ve seen a trend with action taking center stage. CitiBank took a stand on pay equity and challenged other organizations to follow their lead.
Patagonia wins accolades and boosts retention with employee benefits such as offering on-site childcare.
Employee posts on LinkedIn have generated over 87,000 reactions and landed Patagonia on the 2019 Fortune 100 Best Companies to Work list. Across hundreds of companies, it’s being proved that taking care of your employees will add dollars to your bottom line.
Before the changes,
37% of women were in senior positions despite making up over 50% of Citi’s workforce.
What your organization says must match what it does. A true purpose is more than just a marketing campaign; it’s a long-term belief that underpins the existence of your company.
CEOs are expected to lead from the top and social media savvy buyers are doing their homework.
Buyers are making sure that people in charge match up to messages coming out of their organizations.
All businesses need to have a strong brand protection plan in place for the inevitable day when it ends up in the center of a maelstrom of polarized stances on social media. Be prepared with policies and technology to respond in positive ways to divisions.
Companies are being held
accountable for their actions.
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Female employees earned 29% less than their male counterparts and minorities earned 7% less than non-minority employees.
There can be no lead if there is no information. Shorter forms perform better. Conversion rates show that people do not want to waste time filling in information. Don’t sacrifice leads for more data. There are additional methods to gain information throughout a website.
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If a potential lead wants to contact a company directly, our job is to make it easy for them to do just that. We will make sure that no matter where the client looks they can understand every call to action and make it a priority to take part.
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Chat systems, Bots, or Knowledge-based tools are always a plus. They are great for leads who do not want to pick up the phone. The most basic of Call to Action is a subscription to a newsletter or blog.
Blogs are used primarily to keep your consumers involved in your company.
If you feel you have the eyes of your clients, feel free to find topics that you find interesting and are synergistic with your brand. Your clients will know if you are sincere in your desire to pass along information.
52% of visitors provide accurate information
Lead nurturing (touches)
Lead nurturing is defined as the process of building relationships with your clients/buyers regardless of their timing to begin buying.
Marketers and Sales Teams must work together in looking for ways to connect with your buyers for the entirety of the buying cycle and to work across multiple platforms.
Not only does lead nurturing help develop and maintain a long-term relationship with your buyers, but it helps companies generate leads more efficiently.
Using lead nurturing campaigns to interact with your buyers to understand their interests and behaviors, gains insight into the buying intent and your relevance for future leads.
To prove ROI of your lead nurturing efforts, run a test that looks at nurtured buyers versus non-nurtured buyers. This will create a benchmark and control group for lead programs over time.
50% more sales ready leads at 33% lower cost per lead.
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