B2B Marketing Blog

Every year, the Top Sales Organization conducts an award ceremony recognizing the best in sales and marketing. Since its inception in 2010, ActiveConversion has been nominated twice, this time for the “Top Sales Productivity Tool”.  Having won the silver medal last December for the “Top Sales Tool”, ActiveConversion is thankful and grateful for the support that the online sales and marketing community has shown towards the company. This year in a new category, we here at ActiveConversion seek the same support.

Voting is easy. Click on the following link: http://www.topsalesawards.com/. Look for the category:  Top Sales Productivity Tool. Login or create a new account and then vote for your favourite sales productivity tool.

Voting will close on Dec 9^th. The award ceremony will take place on Dec 15^th, 2011 and will be hosted by Gerhard Gschwandtner of SellingPower.com and Jonathan Farrington of the JF Corporation. Public voting will account for half of the total marks with the other 50% being determined by the judging panel of industry experts.

We here at ActiveConversion hope to get your full support this second time around. We also wish you all happy holidays and a merry Christmas!

If your company’s marketing strategy appears to be taking on some water, perhaps it is time to set sail on a new course?

Since marketing plays such a key role in the direction of many companies, take the time to review your company’s efforts and if they are being directed squarely where they should be.

Reviewing Your Marketing Needs

As you review your company’s marketing needs, analyze where your return on investment (ROI) could be improved, where money may be disappearing to and where you see your company’s finances down the road.

Among the specific areas to zero in on are:

• Numbers review – It is important to review the company financials to determine if change is necessary.
• Marketing efforts – Where are your marketing dollars going? Have you changed anything significantly in the last six months or years? If so, what were the end results?
• Get an outsider’s opinion – While it is easy to judge things from your end, have an outsider look at your marketing efforts. They can give an unbiased viewpoint as to what may be working, what isn’t likely to work and where the dollars should be going;
• Do an industry review – See what others are doing with their marketing efforts. Are they putting the pedal to the metal or are they pulling back? While you don’t necessarily want to emulate what the competition is doing, it doesn’t hurt to review their efforts.
• Customer feedback – Most importantly, get feedback from the clients you are marketing to. Find out what they like and don’t like. If they feel something isn’t working but you aren’t aware of that, how will you fix it?

While you don’t want to be changing your marketing efforts every month, tweaking here and there is by all means a good thing to consider.

If you decide that a change to your marketing game plan is in order, be sure you can answer the question as to why this is in the first place.  At the end of the day, companies need to determine and understand the ongoing cost of promoting and advertising their brand to their customer base and the potential prospects.

Dave Thomas is an expert writer on items like copier machines and is based in San Diego, California. He writes extensively for an online resource, providing expert advice on digital copiers for small business owners and entrepreneurs at Resource Nation.

When the money is tight, the general rule of thumb is that small businesses need to tighten their purse strings and draw back from efforts like marketing and advertising.

But what if companies actually spent more on their marketing when things were tough? Could marketing department managers just this to their bosses?

It is not a big secret that many small businesses falter not long out of the gates; with some reports stating more than three-fourths of businesses go under in their first year.

While the reasons can vary, one of the main reasons companies bite the dust early on is they do not understand what their special niche or true market really are. Without understanding these areas, many companies are doomed for failure.

Before you blow up the marketing budget in this troubled economy, consider the following:

• How will you attract new business if you decimate the marketing budget?
• What is the competition doing? Assuming a number of them are not applying major blows to their marketing budgets, will they reap the rewards when you slit your budget?
• What will your current customers think? Another danger here is that you will stop marketing to the very people who helped establish you in the first place;
• Once the economy does improve, is it already too late? You run the risk of having to recover from a point where there is no recovery.

Marketing your business when times are tough doesn’t require a Master’s degree in finances, just some good old common sense. Most importantly, have a well thought out plan in place so that your business can handle just about any situation.

Among the things to include would be:

• Objectives – What are our company’s objectives during this rough financial time? If we’re not slashing the marketing budget, do we in fact add to it? If so, what areas do we target?

• Audience – Given that money is not only tighter for us but also consumers, who exactly should we be marketing to? Are our customers only going to be interested in deals and rewards programs or will they buy like they did in the past?
• Competition – What is my competition doing? Since it is safe to assume that they are also feeling the pinch of this economy, have they increased or scaled back their marketing efforts?
• Timetables – What are the financial experts saying regarding how long this bad economy will be in place? I can’t just start up a marketing campaign today for tomorrow, so what do the experts believe will happen financially in the next 3 to 6 months?

Even though you may think it is a done deal that your boss or bosses will want to slash the marketing budget in this struggling economy, do not assume that.

Take the time at office meetings to point out that the marketing approach needs to be consistent and cannot be severely reduced or even dismissed in a bad financial climate.

Your competition is having the same meetings your business is in terms of how much and when to market when the economy is bad. Be sure not to pass along customers to them because you were too afraid to market yourself when the economy went south.

Dave Thomas is an expert writer on items like appointment setters and is based in San Diego, California. He writes extensively for an online resource that provides expert advice on answering service purchasing decisions for small business owners and entrepreneurs at Resource Nation.

Relationship building is a critical process in certain types of sales cycle involving personal interactions and rapport before the prospect is near the buying phase. The high cost and infrequency of purchases requires a level of trust and friendship to be established between seller and buyer. Note I did not say “between sales and the buyer”.

Traditionally, the sales department was responsible for developing relationships with prospects as they moved through the stages of the buying process. Marketing was traditionally only responsible for identifying which prospects sales should build relationships with. However, the time and dollar cost for sales to build and strengthen relationships was often too much to be able to see every lead to the end. The solution for this involves marketing accepting the responsibility for developing relationships.

Using marketing automation tools, such as ActiveConversion, marketing not only identifies prospects and leads, but also nurtures those prospects until they are sales ready. Automated drip campaigns, periodic offers, and resources such as videos or case studies build a stronger buy in. As the company begins to build their credibility as experts in their field, prospects authenticate them more, and finally move closer towards a sales ready state. Using marketing automation, marketing passes only leads that are close to sales ready state and are open to a purchase negotiation.

If marketing assumes the task of building relationships, there can be many benefits. Immediately, sales would have more time and resources to close sales with prospects that are sales-ready. The reduction in energy used to nurture leads who are not sales ready saves the parent company a large amount of overhead. As well, marketing has the resources and expertise to execute cohesive long term campaigns to deliver a message over multiple communications.

Establishing a relationship between marketing and the buyer is more effective and cost efficient than a sales representative chasing after a lead too early in the sales cycle when in fact the lead is still RESEARCHING!

Author: Mike Hwang

Oil and gas service providers can implement a
marketing strategy to sell to customers worldwide in
a cost-effective and affordable manner. This
strategy leverages global trade shows supported by
a marketing automation solution. This approach
maximizes the Return on Investment (ROI) from
trade shows without requiring a substantial outlay.
Implementing this strategy will increase sales
beyond their local trade area while also reducing
costs in selling to local customers.

Following up on global leads from trade shows can be expensive, time consuming, and often fail to generate a sale.  Learn how to efficiently convert trade show leads into full fledged qualified prospects using online marketing and marketing automation.

Download this eGuide to learn the basics of:

• Using the internet to engage potential customers after a trade show
• Using conversion software to identify which leads are actually interested
• Maximizing time and cost efficiency with marketing automation
• Keeping prospects engaged until they are ready to buy

Blogging is considered to be one of the most effective methods of pull marketing. Prospective buyers are drawn towards the valuable content offered in the blog.

Another channel that can be used for sharing valuable content to increase your inbound marketing reach is to publish and engage in social media.  Sites such as Twitter and LinkedIn have proven to be great tools for B2B companies, and Facebook is not far behind.

Twitter, a micro-blogging community, provides a portal to learn the behaviours and habits of the end consumer.  For B2B companies, this is a fantastic tool to understand their customer’s customer.

LinkedIn is a social media portal designed for businesses and business-people to connect with each other and share knowledge, ideas, and opportunities.  This has become the go-to tool for finding experts, employment opportunities, and potential employees.

ActiveConversion recently conducted a webinar on SEO, Content, and Social media. This webinar examined inbound marketing and the value of content in generating thought leadership and credibility for your company, products, and services.

Martha Boulianne also recently published this blog on FoundPages, that discusses the value of blogging and outlines eight ways to improve a corporate blog.

Here are the main points suggested by Martha on improving your corporate blog:

1. Spread the word.
2. Add quality content.
3. Blog early, blog often.
4. Link to your own old posts.
5. Add links and images to your blog posts.
6. Write comments on related blogs.
7. Write title tags for both your readers and Google.
8. Cover topics that need attention.

Read the rest of the blog here…

Related articles

• Corporate Blogging Tip: Use Your “More” Tag (socialtimes.com)
• Guilt-Free Business Blogging – 7 Ways A Blog Can Grow Your Business (blogherald.com)
• Corporate Blogging: You’re Doing It Wrong (blogs.sitepoint.com)
• Whiteboard Friday – Corporate Blogging Tips (seomoz.org)

There is a little used tactic in the world of marketing – it’s called education. So why do I need to educate my customers? If you help to educate them, you are building a relationship.

A relationship based on knowledge gained, is very strong. If you want a repeat customer, teach them about your area of expertise. Give them the knowledge that makes them confident about the market you are an expert in. This far increases the likelihood that they will use your product or service.

Reciprocity is a strong force. Foster a more informed customer, and they will recommend you to others!

So how does one to this? That is where blogging, social media, webinars and whitepapers all provide you the opportunities to not only reach your target audience, but to teach them. After all it’s better than a banner ad (push/outbound marketing), and a whole lot more fun!

Related articles

• Why marketing and teachers share a love/hate relationship (bilingualmontessori.wordpress.com)
• SEO, Social Media and Content: The Three Musketeers of Inbound Marketing! (B2B Marketing Blog)
• There is More to Marketing than Marketing (B2B Marketing Blog)

It is common for online marketing efforts to dilute into a race of numbers.  With efforts focused on driving visitors, impressions, etc, business marketers can forget that the point is to convert visitors into potential leads.  Below are 3 common conversion mistakes:

Billboard with No Directions

Online advertising and social media have made it incredibly simple to broadcast content to the online world.  It’s easy to forget to build content that points to the website where online exposure can be converted. This is particularly common with social media efforts such as: Twitter, Facebook and Blogs.  Remember, that advertising and posts are billboards that need to direct people to where you want them to go.

Please Take the Scenic Route

Too many websites still require visitors to watch through a flash animation, or click through several pages before the point of conversion.

The attention span for the online audience is short; almost anything put in their way will deter them from engaging.  Visitors do need information, but there is no sense in forcing them through the scenic route.

The ‘Contact Us’ Obstacle Course

Have you ever visited a website where the contact us form looks like an insurance application?  A fantastic online marketing campaign and an effective website can be ruined by an overly ambitious inquire form.

Keep forms short and don’t make visitors fill out unnecessary information to contact you.

Related articles

• Online Marketing Best Practices: Generate Sales-Ready Leads (b2b-marketingblog.com)
• Analysis of Online Marketing Campaigns Effectiveness from A to Z (searchenginejournal.com)

ActiveConversion recently conducted a “lunch and learn” seminar, and I must say, the topic was pertinent.  The event was very timely. Here are some of my thought and learning’s from this seminar.

The most important question asked is, “How can I improve my tradeshow ROI?” There are many ways to market for a tradeshow and many ways to spend your money, but often little if any ROI is realized. The most compelling factor to attend a tradeshow and set up a booth is the prospect of meeting face-to-face with the decision maker. But is your tradeshow marketing investment totally justified when you are just a needle in the haystack?

There are many other techniques to market a tradeshow: you can sponsor an event, you can write editorials in the event magazine, you can advertise on the tradeshow website etc.  Tradeshows are already an expensive endeavor, and they can cost more if you choose to advertise using these other popular channels.  If you are not a large company, costs for tradeshows can be significant considering the already limited marketing budget.  On top of the advertising costs, there are other associated costs such as designing the booth, time that your sales reps spend to exhibit, flying costs, as well as food and lodging.

So, how much do you get back on the investment you just made on the tradeshow? Not as much as you were expecting, but the use of online marketing techniques can boost your tradeshow investment. In my last post, I wrote how you can combine the use of traditional and online marketing techniques and benefit from them, but here I’m describing how you can use online marketing to better market your tradeshows.

Following some concerns and solution suggestions based on online marketing and online tools – thus making it the most for your tradeshow investment.

BEFORE the show: How do we get more people to visit our booth?

Invite people from your list to meet you at the booth. Give them a compelling reason for meeting: a big prize give away, or a free product, or a free software copy, or free consulting time or free passes to the tradeshow in your email. Give prospects a good reason to meet you to make the best use of their time and money.

DURING the show: How do I maximize marketing during the show?

When the prospective client meets you at the tradeshow, you can scan his badge and register him in your system. These are already partially qualified leads and can be entered into your CRM or Marketing Automation system. Using a marketing automation system will let you know exactly who clicked on your offer, and then scanning their badges at the show and assigning those leads to your system can qualify your leads further.

AFTER the show: Who are my best prospects? Whom should I follow up? What do I do with the big list of names?

After the show, send the prospective client a thank you email note with the prize giveaway announcement, and have the prospects click on the results. If the prospect does more than just look at the prize landing page (for example visit other web pages) browse your product page or the pricing page, you can see how the accumulated scoring of your leads will give you a better picture of the lead quality. Now that you know who is really interested, you can nurture them further using marketing automation tools.

Therefore, during various stages of your tradeshow you engage the prospect, and help qualify the leads that actually will be worth spending your time on.  With online marketing, make before the show, start of the sales cycle.

So the next time you are a part of tradeshow, think about the before, during and after of the tradeshow, and how online marketing can help generate stronger leads. Download this PowerPoint slide deck and read this whitepaper that talks more about the challenges which companies face today, and learn more about increasing tradeshow ROI using the online marketing techniques. Go on and start perfecting your tradeshows!

Related articles

• Webinar Recording- Learn How to Substantially Increase Your Trade Show ROI (b2b-marketingblog.com)
• Global Petroleum Show 2010 Exhibitors; Find the needles in the haystack! (b2b-marketingblog.com)
• Tradeshows: What’s your ROI? (b2b-marketingblog.com)
• B2B: Tradeshows (b2b-marketingblog.com)
• How to Engage a Tradeshow Audience Year-Round (marketingprofs.com)
• Make Your Next Tradeshow a ‘Qualified’ Success (marketingprofs.com)
• Let Your Brand Shine at Tradeshows (marketingprofs.com)

Traditional marketing techniques involving tradeshows, events, direct mail etc. are still very prevalent, and they are heavily used by many companies to market their product and service offerings. While online marketing is gaining a much larger share of the marketers’ budget – it would be imprudent to ignore the traditional marketing techniques that are still a very powerful means of getting marketing messages across to targeted decision makers.

In this recent study of Interactive marketing priorities for SMBs, (Forrester) for 2011, Shar VanBoskirk believes that 54% of marketers will decrease their marketing budget for traditional tactics.  While more than half of the marketing budget is now being spent on interactive/digital/online marketing, it is still hard for some companies to actually understand the true value or ROI gained from this medium. The return on invesment is approximately measured based on the number of click throughs (CTR’s) from email marketing or Pay Per Click (PPC) advertising or from number of page views calculated from certain analytical tools. Online form, used by marketers to gather useful information of their prospects, is also very powerful online lead generation technique. But with stats indicating that only 1-2% actually will ever be willing to share you their information, makes this lead generation technique not that attractive (The ‘Contact Us’ fallacy: The importance of identifying anonymous visitors).

I’d like to share here how companies can still make use of their traditional marketing. Combining both traditional and online marketing techniques (powered by marketing automation and sales intelligence tools) companies get the best possible ROI  from their marketing budget. Integrated marketing will not only augment your marketing efficiency, but will also give your marketing a much needed boost in this digital age.

Use marketing automation tools to nurture leads you already have in your sales funnel

Meet with your prospect at a networking event. Exchange your cards hoping that they might call you or that you will get back to them when the time is right. But, is the time ever right? After the event, your card will either end up in a pile of other similar cards collected over the years or will just be forgotten. You can alternatively choose to nurture those leads on the given email address. Marketing automation tools can nurture leads with pre-written, automated email messages, and help you stay on top of their mind, giving them a chance to learn more about you.

After all, on an average it takes about 7-10 touches to register certain brands and their marketing messages. A series of nurture emails with valuable content such as thought leadership, industry knowledge, and links to marketing collateral can help you reinforce your marketing message in several ways.

Use CRMs funneled by marketing automation to continue building the relationship

Prospect info gathered from these traditional channels can be manually entered into your CRM. Marketing Automation (MA) tools synced with certain CRMs make it possible to send the prospect info from CRM to MA tools to track future visits. You can also track if your prospect show more interest in your offering after your initial meeting. Marketing automation is then used to track, score, and nurture those prospects until they become a qualified lead. Anonymous visitor identification system, can also report visits from different individuals from the same company showing their cumulative interest. Keeping a watch on your prospect/company will help you solidify the next steps within your sales process.

Use of email marketing to inform and persuade your prospects in the funnel before the show

Bulk emails can be used to inform your prospects of the tradeshow booth you are setting up or a seminar you are hosting. The email informs and persuades the prospects in the list to come and visit you at those events, and they are an excellent way to – increase the awareness of your brand, and get a meaningful reason to get in touch with your prospect list to inform your prospects about your events along with your new or existing initiatives.

A set of 2-3 emails before the event is reasonable to stay in touch with your prospects and persuade them to take an action (such as opening the email, looking at the content), and hopefully attending and meeting you at the show.

Use online marketing with traditional techniques to increase brand awareness and get business online

It is never too late or too expensive to start online marketing and improving your website for better conversion. Online marketing will help you get business online and also help you establish your brand’s awareness.  This online presence creates a buzz around your company and products, and definitely gives your company an edge in the digital age. Combining the use of editorials or advertorials in your target market magazine along with an online banner ad will hit multiple audiences, both offline and online.

To learn more about combining traditional and online marketing (powered by marketing automation), read this whitepaper on increasing tradeshow ROI .