prospects

10 Tips To Land In Your Prospect’s Inbox

by B2B Marketing

A common debate in the sales community is how to reach out to a prospect for the prospect- call or email? The first interaction with the prospect is a crucial aspect to establishing trust & gathering key information. Among all the marketing strategies email is considered as a central pillar of B2B marketing which can improve sales & revenue. Stat from campaign monitor shows email marketing is a winning strategy that helps to improve ROI.

In the blog we’ll discuss the top 10 tips to land in your prospects inbox:

Reduce Your Email Bounce Rate:

Reduce Your Email Bounce Rate | LogiChannel

Your sender reputation suffers if the email bounce rate is high. If your email bounces a portion of your prospect and customer may never get your email messages. A high email bounce rate may hurt your email deliverability. There are many ways to reduce bounce rate, here are a few tips to help you.

  • Optimize your page loading time
  • Improve content readability
  • Avoid POP ups
  • Improve your storytelling
  • Prioritize the user experience
  • Attract the right visitors

Build Your Brand Reputation:

Build Your Brand Reputation | LogiChannel

Building your reputation helps to encourage your name with brand identity. Businesses with strong reputations attract better people and opportunities. Improve your sales figures by expanding your market base. Once you know the target, you can build an audience based on their characteristics such as location, company profile, Job title, revenue, Technology, market size & more. When an ideal customer profile & buyer persona is available handy, you can focus on them & get immediate results.

Segment Your Email List:

Segment Your Email List | LogiChannel

Without strong email list segmentation, you can’t personalize your emails. The segment can be categorized based on demography, like & dislikes, pain points & more. Segmentation can be used as a tactic to deliver more relevant email marketing to existing subscribers or prospects. List segmentation is a smart choice to send more relevant content. Hence logic channel being a pioneer in email database service helps in splitting & segmenting of target audience based on certain characteristics which can help B2B marketers in improving relevance.

Research About Your Prospects:

Research About Your Prospects | LogiChannel

Researching your prospects helps you to get ideas about personalizing your email & validates if the prospects can fit into your ideal customer profile. The first step towards successful email prospecting understands the needs. Once your prospect need is clear, make use of the social proof to influence & make an activity out of it. Social proofs have a higher chance of improving the response rate for prospects.

Get Right Subject Line & Include Signature:

A strong subject line encourages prospects to open your email. It creates the brand’s first impression to open your email. So the key takeaway, craft your email well. Wondering how?

  • Have more than one subject line for your personalized target audience.
  • Hold back on using too much punctuation like exclamation marks
  • Make sure of powerful phrases and words.

Include your company’s electronic business card in every mail you send. It gives prospects a sense of confidence which may help them to address legal concerns without any hesitation. Among all, it gives additional options for prospects to connect you through the other available communication medium. Name, position, company website & company phone numbers are the key attributes a basic email signature must-have.

Include Call To Action:

Include Call To Action | LogiChannel

The best way to make use of a call to action is to include a call to action in it. Prospects show strong interest to learn more about you & your company at the first go. Call to action can drive direct traffic to your website & other social media profiles. Alternatively, direct recipients can schedule a quick demo, register for webinars, polls,s and more. Call To Action can directly impact your conversion rate, hence make sure you map out the correct path to conversion to ensure smooth & logical flow.

Set Your Email Timing Right:

We all know leads & prospects will read your emails at different times. With the geographical barriers around the prospects, make use of the email automation tools to track the most time when your prospects open or read your email. Once optimal time is identified, send emails accordingly to improve your click-through rate. The General Thumb rule for email marketing avoids sending marketing emails over weekends. Hence weekends are considered as an inappropriate time to send promotional & discounts.

Set Your Email Frequency Right:

No one wants their mailbox to be bombarded with too many promotional emails from one particular brand. If email frequency is not set right, it can bring down your email open rate. In the worst-case prospect can also blacklist you as spam. Any email campaign must keep your audience engaged rather than overloading their mailbox. Make use of the email frequency safeguard feature which allows B2B marketers to set the maximum number of marketing emails to connect with a contact in a given period.

Avoid Unsolicited Emails:

An Unsolicited Emails | LogiChannel

Recipients are always expecting marketers to be fairly transparent. Don’t take advantage of prospects that have ticked the opt-in checkbox. Send promotional emails based on the recipient’s interest in your brand & products. Wait for the right time & demonstrate the right value in creating a unique opportunity for your business. Always provide them insightful feedback about the requirement they approach you. Keep your email short & crisp.  No one will take time to read a long & boring email. The ultimate aim of a prospecting email is to get elicit a response.

Add Value To Your Recipients:

Create customer-focused mindset mails to understand your audience & their business requirements. Your email must be directed at delivering relevant content & solution that can help your recipients to get benefits out of your products. With exclusive offers & deals, you can curate the urge your prospects to open your email & read. Here, the main focus of marketers is to be helping the prospect to understand how they can benefit from using your products or service. Pinpoint a key benefit for your prospect that would solve their problem using your products or service.

Keep Regular Track Of Trigger Events & Follow Up Events:

With modern tools & techniques instead of following up with prospects randomly, you can set trigger events to create a personalized mail that recipients are interested in or more likely to respond immediately. For instance, trigger events include product launches, vacations, birthdays, and more. Make use of Google Alerts to set up a notification when a specific prospect, company, or product is mentioned on the web.

Wrapping Up:

Landing in the prospect mailbox is directly proportional to finding the best interest of their customers. The ultimate goal is to make sure the relevant emails land in their customer’s inbox rather than sending unwanted mail & getting marked as spam. LogiChannel always looking for the best interest of prospects & constantly review success metrics which will be sender authentication & engagement ratio.

customer Retention

5 Reasons Why Customers Switch Brands

by B2B Marketing

In today’s extremely competitive market, new companies are launching products similar to yours on a daily basis. As a result, even a small blunder in keeping clients satisfied can cost you a lot of money. Someone else’s loss could be someone else’s gain. You will lose clients to your competitors the instant you irritate them with ineffective services. You simply cannot afford to divert your focus away from providing your customers with a positive experience every time they do business with you. Prepare new ideas and offerings to keep existing consumers happy while also attracting new ones.

If you want to be successful in business, brand switching is a crucial topic that you should consider. It is widely known that obtaining new consumers is more expensive than keeping existing ones. To put it another way, if you know how to keep your clients, you’ll have a better chance of cutting costs while keeping or increasing revenues.

What is Brand Switching?

Brand switching refers to when a customer switches brands. It’s a simple concept, but preventing it from happening to your customers is a whole different situation.

What Is Brand Switching | LogiChannel

You might be surprised as to why people switch brands. What drives people to behave the way they do? We’ve put together a list of explanations to alleviate your fears, give you a better understanding of the scenario, and help you learn from it so you don’t lose customers.

The annoyance of SMS Marketing

Annoyance Of SMS Marketing | LogiChannel

Customers will be irritated by Messaging that is ambiguous and meaningless. If customers continue to get spam communications in bulk without a call-to-action or useful information, they are likely to disregard them. Such desperate effort adds to building a poor impression on the SMS recipients towards the company from whom they are receiving it. If clients flag your messages as spam, it will harm your overall reputation and lead them to purchase the identical product from a competitor.

Wrongly Timed Marketing Calls

Wrongly Timed Marketing Calls | LogiChannel

Would you like to be woken up in the middle of the night on a weekend? Aren’t you going to be angry if you get phone calls in the middle of a meeting? Of course, you will, and your consumers will as well. Everyone is irritated by marketing calls since they are received at inconvenient times. Customers continue to receive abrupt calls regarding loans, property for sale, or general surveys even after subscribing to the Do Not Disturb Programme (DND). Customers who receive such unwanted calls become irritated and begin to have negative feelings about your company. As a result, you must avoid making such calls or risk losing your consumers to others.

Asking for Feedback

Asking For Feedback | LogiChannel

Customers adore their personal space. They will not be pleased if you continue to poke them with feedback requests. Rather, such intrusions into their personal space irritate them. It is their choice whether or not to provide feedback. You can’t make people do anything they don’t want to do. Give them your time, and if they like what you’re doing, they’ll immediately praise and rate you. It will not be necessary for you to plead for it.

Unwanted Emails

Unwanted Emails | LogiChannel

Customers are frequently required to sign up for email newsletters or promotional offers when purchasing any product from your website. However, the vast majority of people despise receiving such emails and are compelled to express their dissatisfaction. Customers will either ignore, discard, or report your emails as spam if you continue to send them. So, how does it proceed from here? Simple is the answer. Customers who are bombarded with unwanted emails eventually unsubscribe and go to a different brand.

Pointless App Updates

Frequent demands for updates irritate customers. Your developers will occasionally add new features to your program in order to make it more advanced. However, these updates not only eat a significant portion of your data pack, but they are also useless in the eyes of your customers. Don’t let things get to the point where clients are turning away from your company. Marketers frequently overlook what customers want in their efforts to sell more things. You’re not going to help your business by bombarding them with emails, offers, and services. Marketing should be done not only to sell but also to keep clients by offering a positive experience.

Mismatch Between Price And Value

Consumers will always have a brand affinity, which is one of the first things you should know. A consumer’s “love” for a particular brand is known as brand affinity. Keep in mind that each customer will have a distinct level of affinity for a particular brand. There are people who will pay absurd amounts of money to get their hands on a particular brand. Others, on the other hand, are unconcerned about the brand and will choose a preferred brand as long as the price difference isn’t too significant. And it is at this point that the concept of price or value enters the picture.

Consumers will always choose their favored brand up to a certain extent, as previously stated. The main limiting issue, however, is the cost. Simply put, your clients will prefer your brand and will pay more for it even if it is more expensive than the competition. They will, however, switch if the mark-up becomes too high.

Non-Satisfactory Customer Service

Non Satisfactory Customer Services | LogiChannel

Customer service is the one factor that will trigger a significant shift in brand perception. A single poorly handled instance will, in most cases, cause a customer to dislike, if not outright despise, your brand to the point that they will tell everyone about it. As a result, when it comes to client service, you cannot afford to cut corners. You should, at the absolute least, have a system in place that responds to a consumer as quickly as feasible.

Wrapping Up

Overall, the reasons for switching from one brand to another are as follows. There could be a few more. Influencers are those who buy a product and then persuade others to buy the same product. Similarly, word of mouth and social perception are both unspoken reasons why a customer might switch brands.

I’ve also stated what you can do to avoid switching brands in the points above. A percentage of your clients will always switch brands. For start-ups, the percentage of customers that abandon your brand may be larger than for established businesses. Brand switching is acceptable as long as it is limited to a previously agreed value.

b2b Sales Cycle

B2B Sales Cycle and Ways To Accelerate It

by B2B Marketing

The length of your sales cycle has a significant impact on your company’s performance. Your cash-flow rate, financial planning, inventory control, marketing schedule, and sales strategy are all impacted by the length of your sales cycle. The simple truth is that the sooner you can turn around sales, the faster your firm will develop, whereas the longer your sales cycle, the more likely you are to run into cash-flow issues and go out of business. As a result, a strategy to shorten the sales cycle is something you should consider.

What is B2B Sales Cycle?

A ‘Sales Cycle’ is a series of steps that salespeople do in order to close a new account. Sales cycles are frequently confused with sales processes, which are frameworks for putting sales cycles into action. The sales cycle is more tactical, with steps like “prospect,” “connect,” “research,” “present,” and “close.”

Having a sales cycle in place is in your company’s best interests. It helps you organize your sales funnel, prioritize leads, and assess the effectiveness of your sales activities. A well-defined sales cycle provides your representatives with a detailed roadmap and common reference points to guarantee that they and their peers are on the same page.

The B2B sales cycle is divided into the following 7 stages:

Stage 1 – Prospecting

 The search for prospects is the initial step in the sales process. This entails using several channels to discover people, firms, or organizations who are likely to be interested in your commercial offer, such as:

  • Marketing, particularly inbound marketing;
  • Professional social networking sites like LinkedIn;
  • Meetings with people in person at professional events

Using Outbound Sales methods, a salesperson can search directly for professionals on social media and immediately engage their prospects with tailored e-mail sequences. Inbound Marketing also allows passive prospecting by allowing interested prospects to discover products/services on their own through content. This indicates that the prospect will contact the salesperson on his own initiative.

Stage 2 – The Pre-Approach

The pre-approach is an important part of the B2B sales cycle since it is when the salesperson gathers information about his prospect. Previously, this task was done solely on the basis of information about the company gathered from one’s surroundings, such as through one’s network.

In the age of Social Selling, it’s less uncommon for a salesperson to communicate with a prospect via social media and to juggle the phases by anticipating his queries. Without going into the tools for data consolidation, which may provide information on a prospect’s function, his company’s income, and so on.

Stage 3 – The Approach

Before the internet, the only way to contact a potential customer was to walk door-to-door or make a cold call. It is possible to automatically identify a prospect’s interest and focus on those with the most potential thanks to Marketing and Sales Automation technologies, as well as Cold Calling 2.0.

This method, incidentally, is virtually solely the duty of the Sales Development Representative, who does the gauging before passing it on to an Account Executive.

Stage 4 – The Presentation

The “prepared sales presentation” (or “planned salesperson pitch”) was one of the first presentation strategies developed to boost salespeople’s efficiency.

This method was quite effective in ensuring that the salespeople’s speech was consistent. To avoid salespeople having to travel, it is now preferable to interact via a personalized online presentation.

Stage 5 – The Overcoming of Objections

At this point, a salesperson from the modern period would have done all possible to overcome his prospect’s concerns with the sole purpose of persuading each one to buy his product and close the sale.

However, we now recognize the need of taking a client-centric approach and ensuring that the product/service meets the demands of the prospective customer. Lead nurturing is increasingly being utilized to mature a prospect before moving on to the sales stage.

Stage 6 – The Closing

While a straightforward sale may seem appealing in the near term, it does not win the client’s loyalty or create a virtuous B2B sales cycle. Even if the client gets the impression of being accompanied through the sale, particularly as a result of the advice, a sale will ultimately fetch more.

Stage 7 – The After Sales Follow-Up

The after-sales follow-up stage of the B2B sales cycle cannot be limited to the sending of a letter/flyer and a few freebies (even if this reinforces the connection with your client).

The Customer Success job, which is responsible for following up with clients, is becoming increasingly important in terms of maintaining clients, following up with them, and obtaining valuable recommendations from their networks.

Let’s Get Some Insights On How To Accelerate Your B2B Sales Cycle

If you’re wondering how to improve your sales cycle – or, more accurately, how to accelerate the sales cycle – we’ve got you covered. By minimizing the time it takes to convert a prospect into a customer, the tactics for shortening your B2B sales cycle phases outlined below will help you close more sales, make more money, and gain a head start on your competitors.

Refine Your Target Market

By narrowing down your target audience to those who you can identify as actual potential clients – ones who would derive real value from your products or services – you’ll spend less time trying to sell to someone who’s just not interested, and you can focus instead on those who you should be able to move swiftly, and successfully, through your B2B sales cycle stages.

Nurture Your Leads

Begin by segregating your contacts into lists of casual browsers and those who are unlikely to make a purchase anytime soon. These are the leads that must be nurtured before being forwarded to sales. For a quicker sales pipeline, lead nurturing allows your sales staff to focus on qualified, ready-to-buy prospects.

Know The Right Time To Make Your Move

As they say, timing is everything. As a result, you should become familiar with your clients’ journey and be able to pinpoint exactly when your services become most beneficial to them and when they are most likely to make a purchase choice.

Create A Joint Engagement Plan

It’s a document that illustrates how a working relationship between you and your prospect might appear. When you provide a JEP with your prospects immediately at the start of the B2B sales cycle, it aids them in making a faster and more informed purchase decision.

Understand the Decision-Making Process

Inquire about the timeliness of your prospects. Before making a decision, find out what they want to know and who is engaged in the decision. You’ll be on your way to success if you figure out their requirements and what they want to learn about the business. Their responses will offer you a sense of how their evaluation will proceed, allowing you to customize a lead management strategy to your specific target audience or profile.

Automate Where Possible

Evaluate the CRM pipeline’s various phases and determine which tasks can and should be automated. Automating sales activities aids in lead scoring as well as sales process improvement, ensuring that leads are not overlooked or forgotten. Users have seen a 14.5 percent improvement in sales productivity when automating lead nurturing operations like email campaigns and follow-ups. Sales reps can now spend more time pursuing well-qualified leads.

Make Sales Your Primary Focus

It’s not uncommon to wear multiple hats in your profession, whether you’re a business owner or a sales representative. However, if selling is one of your responsibilities, the more energy you can dedicate to sales rather than administrative or other tasks, the more time you’ll have to spend on things like identifying new prospects and following up with those you already have.

Wrapping Up

Knowing which leads to enter into the pipeline and which leads to nurture is key to speeding up the sales pipeline process. Defining your company’s sales process, coaching reps, and maintaining the pipeline are all part of accelerating the sales process. Finding time-saving solutions to let salespeople spend more direct interaction with their customers is another element to reaching the sales cycle speed you desire.

Make use of the suggestions above to improve and help accelerate your sales process. According to Harvard University, nearly 25% of sales cycles take 7 months or more to close. Keeping this in mind, don’t become disappointed if the process takes too long; instead, keep refining and improving the cycle until you reach your peak productivity.

direct Marketing

Everything You Need To Know About Direct Marketing

by B2B Marketing

Good Marketing makes the company look smart. Great marketing makes the customer feel smart”- Joe Chernov

Direct Marketing evolved as a new concept in recent days, it has been around forever. You may be wondering what exactly direct marketing & how building strategy can yield clearly measurable results. This blog is all about how to make use of direct marketing to drive conversion & best practices of creating different types of campaigns & making ultimate use of it to improve sales. A billboard might take you to near closest before the advent of digital marketing.

What Is Direct Marketing?

What Is Direct Marketing | LogiChannel

Direct marketing is a type of advertising campaign that relies on direct communication or distribution to individual consumers. No third-party intervention is required here. Mail, Email, Social Media &Texting campaign is a common delivery system used. Since it eliminates the middleman or third party intervention is it termed as direct marketing & call to action is the common factor here. Also for any marketer, the effectiveness of direct marketing is much easier to measure when compared to another mode of advertising. One of the most interesting & popular methods is direct email marketing.

Having a call to action is highly recommended for any part of direct marketing. The recipient of the message has the luxury to respond immediately by sending a reply or clicking on a link on a social media profile or email. So any response is a positive indicator for marketers to proceed with a sales pitch. Direct marketing gives an opportunity to promote products & services directly to the customers who most need them. A good direct marketing campaign can do wonders.

  • It builds a professional relationship with new customers & receives proper feedback about customers.
  • It gives you a crystal clear idea of which approach helps you in identifying or connecting with prospects in the target market.
  • It gives compelling content to share with potential customers & improves sales.

Interested in launching your own direct mail campaign?

In this blog, we will be explaining the steps involved in launching a direct campaign. Here are a few points to be taken care of when it comes to a successful direct mail campaign. They are

Building Your Contact List:

Building Your Contact List | LogiChannel

The First & foremost step in developing direct email marketing is identifying or knowing your target audience. With the growing trends in email databases, you can find email lists by industry sector, but with proper customization & research, you can find the users genuinely interested in your product or services. With various content sharing platforms today we can use inbound marketing for lead generation. No matter what all you need to do is segment your contact list based on the pattern how often they visit your website.

Write Ideal Mail:

Write Ideal Mail | LogiChannel

When it comes to ideal mail make sure you check the subject, icon & call to action. With proper segmentation & creativity, create ideal mail for B2B campaigns based on industry type. The subject line is one of the first & foremost that attracts when prospects opens your email. Make sure your recipient knows who you are with the strong subject line.

Reach People Immediately:

Checking postal mail every day helps you to sort it out as soon as it reaches your hand. This indirectly indicates a direct mail campaign can help you in getting connected with prospective customer hands as soon as they open their mailbox. With the advancement in tools & proper email strategy, grab prospects’ attention with a catchy subject line.

Target Your Ideal Customers:

Target Your Ideal Customers | LogiChannel

Direct marketing helps B2B marketers to target a specific groups of customers with personalized messages. With the threshold time research & identify the customers who are mostly interested in your products & services. An accurate understanding of your customer is highly possible with a well-targeted direct email marketing campaign.

Roll Out Campaign Within Budget:

A direct marketing campaign is highly recommended for a specific group of audiences to achieve realistic sales goals or on a tight budget. A Business can achieve its goals within half of the budget & make it happen in a hassle-free manner.

Improve Customer Loyalty:

Improve Customer Loyalty | LogiChannel

Direct marketing helps B2B marketers build direct relationships with their customers without any geographical barriers. Based on the segmented data you can also personalize promotions & create an immediate link with customers in order to improve your connection with customers. Many businesses have the benefit of combining direct marketing with customer loyalty strategies in order to establish as professional relationships with customers & grow them effectively. Customize your promotions, emails, promotional offers to create an instant bond & maximum ROI.

Increase Sales:

The main focus of any business is to retain existing customers & welcome new ones. Reliable customer, records improve your sales with simple & well-planned promotional tactics. Alternately re-establish relationships with prospects that haven’t returned to your business for a while.

Create new business:

Choose your target market & give better sales revenue to communicate with mass-market interested in your products & service. With effective techniques for sourcing & identifying new customers, you can acquire new customers & expand your market reach. Direct marketing lets you explore, adapt & respond to the needs of your business. A direct marketing campaign can be used for

  • Improving sales
  • Renew sales figures
  • Improve customer contacts
  • Establish a business relationship with prospects through regular follow-ups

Response Tracking:

The success measure of any digital marketing campaign is response tracking. It helps businesses & key decision-makers to analyze user behavior & pattern. Customer insights provide complete information about how the customer feels & it directly improves sales.

High Segmentation & Targeting:

High Segmentation And Targeting | LogiChannel

Direct Marketing enables companies to connect with various segments of the audience through personalized messages. Identifying potential customers through high segmentation & targeting process created the most valued thing to do in business. Grouping customers of similar needs are often referred to as segmentation. And focus on a particular segment of customers is referred to as targeting.

There are many direct marketing channels that can directly market to your customer & improve the base. They are

  • Email Marketing
  • Telemarketing
  • Direct Mail
  • Couponing
  • Direct Advertising
  • Broadcast Faxing
  • Direct selling
  • SMS Marketing
  • Social Media marketing
  • Kiosk Marketing
  • Targeted Advertisements

The main aim of any direct marketing is to address your audience without any intermediaries.

Email Marketing:

Email campaign should be sent out to potential & existing customers who opt to hear you & interested in your business. There are various email marketing formats for achieving a different set business goals. They include Newsletters, product support, seasonal offers, referral programs, partnership, advertisements & more. Each template has its own unique aspect to attract different segments of people.

Telemarketing:

Telemarketing is a popular method of direct marketing where a salesperson directly interacts with customers to buy products & services. It is more of personal communication with target audiences. Telemarketing can be cold calling, sales follow-ups, general follow-ups & getting insights about past customers.

Direct Advertising:

Online ads that are displayed to your target audience are termed direct advertising. It is can be done in any media or publication. The main reason for terming any media or publication aims at choosing your audience & remains a single point of contact to promote your products & services. Direct advertising follows certain strategies like a one-to-one appointments, door-to-door sales, events & more.

SMS Marketing:

SMS is one of the popular cost-effective forms of direct marketing to reach a large group of audience. SMS marketing works well for all forms of the audience who check frequently more connected with mobile. SMS marketing is one of the smartest ways to connect with prospects before you call them up. SMS can be used for booking reminders, sales alerts, promotional alerts, follow-ups, updates & more.

Benefits of Direct Marketing:

  • Helps you to produce personalized content
  • Keeps data fresh
  • A direct marketing campaign can be integrated with other marketing campaigns
  • Building long-lasting relationships with customers
  • Exploring your new customers
  • Quick turnaround time
  • Easy personalization
  • Cost-effective
  • Fairway to track & measure your result
  • Improves customer loyalty
  • Improves sales
  • Exponentially growth in ROI
  • Easy way to connect with key executives

Wrapping Up:

With good planning & preparation, sales can be improved. There are several ways to connect with prospects & experiment ways to promote your products & services. Good luck with all your marketing campaigns. Hope this blog gives things to be considered before rolling out any direct marketing campaigns which are preferred for your business. To know more about direct marketing ideas, please reach out to the Logichannel team for assistance.

b2bSalesLeads1

Significance Of Finding New B2B Sales Leads For Your Business

by B2B Marketing

With the changing technology & trends, all business regardless of their size needs a steady flow of sales leads to keep them moving? This is important for any sales & marketing team to allocate a significant portion of the budget in generating accurate & reliable B2B leads. Lead generation is a critical aspect of any company which doesn’t limit the overall sales process.

As we all know B2B sales leads can be generated through various processes. Here are few most effective B2B sales lead generation strategies such as email marketing, networking, B2B telemarketing, paid advertising, content marketing & more. Implementing what works for your business depends on the one which best for your company.

What Is B2B Lead Generation?

What Is B2B Lead Generation | LogiChannel

Have you heard anyone saying B2B lead generation is easy? No right. You know it is tough if you need to generate more leads. Business to Business lead generation describes businesses that primarily sell to other businesses. There is a great saying in English, “The journey of a thousand miles begins with a single step”.  Hence B2B sales lead generation is the critical step in any sale or marketing process.

Lead generation involves collecting potential customers’ information which includes name, email, company name, job title & more. A report by Hubspot shows, best lead sources for B2B companies are SEO, email marketing & social media.

Why Lead Generation Is Important?

Why Lead Generation Is Important | LogiChannel

It is important for any business to generate leads. Without leads, most of the leads will the growth of customer base. Hence, companies generate well-developed strategies to expand their customer base. There are many lead-generating methods, all work differently based on varying goals & targets.

Any person who shows interest in a company’s product or service is often referred to as a lead. There are different types of leads such as MQL – Marketing Qualified Lead, SQL -Sales Qualified Lead, Product Qualified Lead- PQL, Service Qualified Lead-  SQL.

MQL- Marketing Qualified Lead:

Contacts that engage with your marketing team, but haven’t received sales call is often referred as Marketing Qualified Lead.

Ex- A contact who fills out the landing page form for an offer.

SQL- Sales Qualified Lead:

Contacts who have taken action in expressing the interest in becoming paying customers is often termed as sales qualified lead.

Ex- A contact who fills out the form to ask a question about your products & service.

PQL- Product Qualified Lead:

Contacts who have taken action in indicating interest in becoming a paying customer are often referred to as Product Qualified leads.

Ex- A person who uses the free version of your products & asks for more features up using.

SQL- Service Qualified Lead:

Contacts or customers who have indicated service team for becoming paying customers.

The individual point in an individual journey to become a delighted customer is one of the processes of generating leads. It involves attracting, converting, close & delighting the customer.

In this blog we’ll be discussing various strategies & methods of generating B2B sales leads for business:

Generate A Targeted List Of Business Contacts:

Generate A Targeted List Of Business Contacts | LogiChannel

Generating a targeted list of B2B leads is an essential aspect of generating new B2B leads. Having a well-researched list always helps a large number of potential buyers in promoting your products or services. Alternatively, it is important to make a note, not all databases are created with verified information. Your database may have outdated or incorrect information which doesn’t match with the target job titles, company, job location, or size.

Send Cold Emails:

As a B2B marketer always makes sure you customize cold emails & personalize them before using them. Make use of merge tags which can allow you to replace the first name or company name in each email. This looks completely personalized to each lead. It is a great way to get a response from the recipient. It is well-known fact that people tend to reply faster to a personalized email than generalized content.

Make Cold Calls:

Cold calling is highly recommended for a perspective that doesn’t have the previous contact with you.  It is similar to calling someone who has already heard about you. Cold calling is highly effective if it is done right.

Roll Out A/B Test On Key Pages:

Roll Out A/B Test On Key Pages | LogiChannelWith the growing interest in surfing and website browsing, you can attract a different set of prospects. Collect all available information & try changing basic settings of landing pages, home page design & convert them into high-quality leads.

Win Your Buyers Trust With The Social Proof:

Social proof is a powerful tool in recent times. A prospect may have n number of claims or doubts, social proof is to make is an ideal way to make a thoughtful purchasing decision. Trust & sales improve with more social proof which you gather from your prospects.

Generate Quick Wins From The Landing Page:

A designing landing page is the most transformative point in any buyer’s journey. It is a quick win for any B2B salesperson.  Make the call to action with attractive headlines to catch the attention of buyers. Make use of live chat features to address your prospect queries instantly.

Personalize Your Website With Dynamic Web Pages:

Having dynamic pages & content improves the visitor’s experience.  With the account-based marketing strategy, dynamic web pages can create a powerful experience for your prospects.

Creating Omni Channel Approach:

Creating Omni Channel Approach | LogiChannel

The method of adopting & understanding the customer journey is possible across multiple platforms. Make sure you use the following channels for generating leads.

  • We- may be through SEO or paid ads
  • Mobile Apps
  • Social Media

Here optimize the best outreach efforts by selecting leads that fit best for the ideal customer persona. Since multiple channels are available always make sure you connect with prospects through their preferred mode of the communication channel.

Don’t sound Pitchy:

Always make sure you start with the initial conversion in a humble & polite manner. It must not be a direct sales pitch. It can be anything with the ultimate aim of engaging, building rapport, opening up with prospects.

Ask the right questions:

Brainstorm & get to know as much as possible about prospects. It can be anything ranging from company, name, potential challenges. Ask open-ended questions to address the right needs of prospects.

Update all details in CRM:

Businesses having a well-structured platform to record the complete outreach & conversations for future conversation will strengthen the customer relationship.  Record each & every history of outreach for future reference & create an ideal buyer persona.

Cater to new B2B buyers on mobile:

With the advancement in the gadgets we use, never settle for one. As we all know mobile traffic continues to grow in recent days. Hence optimizing mobile has been an important part of effective B2B lead generation strategy. A report by demand shows 91% of the B2B buyers search on mobile devices before buying.

Optimizing long-tail keywords for getting more qualified leads:

With SEO effort, target the right long-tail keywords & improve the search volume, which directly improves the sales.

Roll out campaigns based on competitors keywords:

With the help of SEO research tools, make advantage of targeting the same website & keywords as competitors to drive more sales & web traffic to your website. Run a small paid ads campaign to see if it actually attracts B2B leads.

Add signatures to your emails:

Email is one of the unique opportunities for generating sales leads. Since email is the most preferable communication channel used to attract or interact with customers, adding signatures to emails is a great way to turn prospects into leads.

Host Webinars:

Host Webinars | LogiChannel

With the pandemic, the marketing world turned upside down. About 73% of the webinars are highly effective for generating quality leads. Webinars always provide better opportunities to educate their target audience by considering a host as a thought leader in that particular industry. 2021 has brought tremendous change in our marketing strategy, where webinars become an integral part of every company’s marketing strategy.

Automate your marketing process:

Automating your marketing process is one of the greatest ways to generate quality leads for your business. With the help of an automation system, you can roll out different marketing campaigns track results effectively. It becomes easy for the B2B marketers to target leads based on score & help the sales team in identifying the best fit for the company.

Wrapping up:

Generating high-quality leads is the topmost priority of any B2B marketer. With the above discussed numerous methods and techniques, marketers can generate leads through all possible opportunities & improve their performance. Since we’re stuck in the pandemic, right now, improve your lead generation performance through various techniques that fit best for your business. Finding B2B leads is important for any business  & without it, no company would survive.

Data Appending Solution

How Salespeople Can Identify Right Decision Maker in a Company?

by B2B Marketing

According to Gartner, a typical B2B solution buying group can include 6 to 10 decision-makers in the complex world of B2B sales. These stakeholders all have their own perspectives, personalities, issues, and priorities, which can sometimes come into conflict. The journey for both B2B buyers and sellers has become more difficult than ever before as a result of these challenges.

Finding all of the key players in the company’s purchasing process isn’t easy, and getting them to agree on anything is even more difficult. In this article, we’ll walk you through the stages of identifying decision-makers in any firm.

What Is a Decision Maker, and How Do You Define Person?

In an organization or business, a decision-maker is someone who is in charge of making important decisions. These are typically executives or other high-ranking employees in a company who has the authority to make decisions on their own or with a small group of people, making them the people you should speak with if you want to sell to that company.

What Is A Decision Maker | LogiChannel

This person should ideally be a C-level executive who has the authority to not only approve the sale but also sign the check for the products or services, reducing the number of people you need to get approval from and speeding up the process.

 

Essential Steps for Identifying the Right Decision Maker

It’s just as important to prepare for the sales process as it is to execute it in B2B sales. It might be claimed that even the best sales methods will fail to generate results if they are not properly prepared.

The steps outlined below will help you approach any firm with more confidence, recognizing not only who the decision-makers are, but also how to increase your chances of getting through to them and closing the deal.

Know The Type Of Organization

Each B2B industry has its own distinct characteristics. Even if there are many similarities, it is the tiny variations that can set you apart from the competition and allow you to pinpoint decision-makers with more accuracy.

Know The Right Organization | LogiChannel

As a result, you should strive to obtain as much information as possible about the usual companies you want to work with before diving into the individual company you want to target. This will give you a better idea of who you should speak with, how to recognize them, and where to begin your research.

You should be able to develop a complete profile of how your ideal clients operate, their internal structure, and which people are more likely to act as gatekeepers versus those who actually make things happen over time. You’ll be able to discover patterns that provide more in-depth insights while also making you appear more informed and trustworthy when interacting with each prospective client if you look at the broader picture.

Identify Key Decision-Makers

According to B2B Marketing’s research, 97 percent of B2B decision-makers already know which vendor they want before the selection process even starts. This may appear to be an enormously high percentage, but the notion that pre-engagement is critical in sales is sound. One of the most critical B2B sales operations is identifying and engaging the proper stakeholders.

Identify Key Decision Makers | LogiChannel

Businesses are a network of stakeholders with varying objectives, responsibilities, and power levels. B2B sales professionals that succeed understand how important it is to navigate this minefield. According to intriguing research from Gartner, average and poor sales teams make several common blunders.

Determine Your USP

It’s not just about identifying decision-makers; it’s also about knowing how to grab their attention and pique their interest in what you’re saying. And it is at this point that having a robust and well-crafted unique sales proposition (USP) becomes an amazing resource. The most important thing to remember about your USP is that it isn’t something you can figure out once and apply to all of your marketing and sales efforts. Even if the essence of what sets your company apart remains the same, how you present it and even which aspects you emphasize can differ dramatically depending on who you’re dealing with.

Determine Your USP | LogiChannel

However, as you learn more about the companies you want to target, you’ll learn about the challenges they face. And it will serve as the foundation for developing a unique selling proposition (USP) that will help you connect with key decision-makers and set your firm out from the competition. If the company you’re targeting has multiple decision-makers, having a clearly defined USP will help you figure out who to approach first and how to make them your biggest active support within the company.

Create a Detailed Persona

The information mentioned above should serve as a great starting point for researching the individual clients you wish to target. Once you’ve identified a company to sell to, you can begin creating a buyer persona for the individual who will be the most likely decision-maker based on the data you’ve gathered. Even while the particular elements can vary greatly, there are some common threads that can be used to create a character and match it to someone who you believe can make a purchasing choice.

Create a Detailed Persona | LogiChannel

We’ve already discussed how a job title alone isn’t always a trustworthy indicator of who the decision-maker is. However, once you have a good understanding of the company’s structure, the job title might help you remove a lot of people. If at all possible, try to figure out who will be in charge of the budget, as this is a critical responsibility if you want a smooth and frictionless sales process.

Conclusion

Not talking to the real decision-maker is one of the most typical reasons for negotiations falling through. The main impact of this inability to reach the purchasing process’s key person is a significant lengthening of the sales cycle. Reaching decision-makers is a matter of timing: to engage decision-makers in a systematic manner, the timing must be perfect.

When it comes to reaching decision-makers, salespeople must succeed at all costs. They must meticulously plan their request. Otherwise, they run the risk of being overlooked. To summarise, reaching the decision-maker necessitates specific technical labor and exceptional abilities. Fortunately, a sales force evaluation may help you identify opportunities for improvement. This evaluation will establish whether your sales professionals are selling at the appropriate corporate level and are able to reach the appropriate person.

Data Appending Solution

11 KPIs Every Marketer Must Track To Quantify B2B Campaign Performance

by B2B Marketing

Not all your B2B marketing campaigns are going to generate the best result.  Similarly, no matter what the performance of your campaign must be tracked effectively so that KPIs will always help you to learn something new & improve it for upcoming campaigns effectively. With high performing B2B sales team, you can effectively measure the success of the business.  With pre-defined & essential business metrics, as an organization, you can improve better performance & productivity.

What is KPI?

What Is KPI | LogiChannel

A KPI ( Key Performance Indicator) is often referred to as measure value which allows B2B marketers to track & access the success & failure metrics for the growth of any organization.

KPI metrics must be associated with every marketing strategy as they will help you place your business goals in place. Tracking of all your strategies plays a key role in understating what works best for the organization. There is an old saying in English “what gets measured, gets done”.  The point here is KPIs let us measure your goals regularly & improve your conversation rate.

We must agree today’s businesses are driven by data & it is important for us to rely more on numbers than anything. Having clearly defined KPIs will support decision making, faster performance & improve business objectives.

Do you think B2B marketing KPIs affect sales growth?

The answer is a big YES!! When KPIs are selected effectively you can get growth right from the beginning. So here comes the next question how right sales KPIs are defined.  Every B2B organization is different & has specific objectives. You may be wondering driving the right B2B sales growth requires a high level of understanding with organizations business processes. All the defined KPIs must be aligned with the strategies & activities you have.

In another word, if your sales team conducts webinars to show how your product can solve target audience problems, then you can use engagement analytics to understand your prospect better.

Account-Based Marketing Campaign Objectives:

One of the most valued strategies to convert B2B prospects is Account-based marketing (ABM).  Account-based marketing is one of the personalized marketing strategies which can be applied to any customer to increase the conversion rate. This funnel is one of the high-value customer accounts to nurture & engage with prospects effectively.  In order to reap maximum benefits out of account-based marketing, several KPIs must be used. Below KPIs can be used to measure account-based campaigns effectively.

Marketing Qualified Accounts:

Marketing Qualified Accounts | LogiChannel

Any account that has been engaged by the company or owner of the account to an extent that can be considered as a ready-to-be-pitched sale is often referred to as Marketing Qualified Account.

Account Engagement Rate:

The rate at which engagement happens to your customer accounts is termed as Account Engagement Rate. The customer who remains engaged with your business qualifies to become a high-quality lead for the business.

Pipeline Velocity:

The measurement of the time taken to close the deal starting from the first touchpoint is called pipeline velocity.

Converting targeting accounts to customers:

It is the final stage where the targeted customer account is successfully converted into customers. Every marketer must aware of certain KPIs which will be used to measure the campaign productivity. These are discussed below:

Measuring Revenue Achieved From Sales:

Measuring Revenue Achieved From Sales | LogiChannel

Designing a perfect inbound marketing campaign & sales is highly dependent on the joined efforts of marketing as well as a sales team. Though it is crucial to measure the impact of inbound marketing strategies & the revenue they fetch, they play a key role in understanding the key current sales strategy & how it can be modified for the betterment of the organization. Driving larger revenue for each campaign is the ultimate aim of every marketer, hence KPI metrics need to be tracked on a regular basis based on budgets.

Tracking of Unique Website Visitors:

With the digital boom in the business & digital world, we need to maintain the efficiency of the website. Any business website must be up 24*7 & real-time tracking of the unique website can provide both effectiveness of online & offline activities to be carried out for the growth of the organization. This is one of the most easily tracked KPIs for measuring all your online activities.

Tracking Of Unique Website Visitors | LogiChannel

Wondering how unique is calculated? This is nothing but the sum of all unique visits to a specific website. For instance, if 100 people visit your website for the past 30 days & 20 of those have visited your site before then your website unique visitor is calculated as below

Lead Acquisition Cost:

Lead acquisition is one of the most important jobs of B2B marketers. Integrate the CRM or ERP platforms to calculate the total acquisition cost per lead. Understanding these metrics helps in providing key insights & making the marketing more productive & within the budget.

B2B sales key Metrics:

Efforts of the B2B sales team are directly proportional to the company’s performance &growth.   It includes a series of KPIs to track every month.

Total Sales:  This metric indicates the total amount of revenue generated from the sales for a particular or target month.

Sales by Product or Product Type:

This metric indicates the sales that are generated against each product company owns. With these details, we can analyze the total amount of sales generated against each product.

Sales from new business:

This will help to track the complete details of first-time customers who have contributed to total sales. This can be calculated as

(Sales from new customers/Total sales)* 100

Cost per Acquired Customer:

Every business values new customers & every business love to onboard n number of customers. It improves new relationships, new connections & upsells opportunities.  The one metric that is supposed to determine a company’s future & sustainable growth is the cost per acquired customer.  Another important factor is how long the new customer sticks to you. Customer lifetime values are another critical measure.

Social Media Reach:

Social Media Reach | LogiChannel

With social media becoming trending with the advent of digital marketing, it is one of the most demanding factors for any company to focus on social media. A social media campaign can expand the network smoothly with various key performance indicators based on social media platforms used such as Facebook, Twitter, Linkedin& more. Demonstrating the ability to generate leads from social media is one of the critical social media KPIs.  Make sure you have a proper network to evaluate & convert the audience into marketing qualified leads (MQLs). Integrating social media platforms with analytics tools will produce measurable insights.  Social listening & live chat also plays a key role in engaging with new as well as existing leads effortlessly.

Having Proper Landing page & form conversion rates:

If your landing page is ready & designed perfectly, make sure it has all features. As a marketer, you must make sure you get leads & it helps in their enrichment for faster conversions.  If the landing page is driving a good amount of traffic but it doesn’t fetch you enough leads then it is pointless.  A landing page must always contain attractive CTAs to deliver good value, reviews, awards & more.

Cost Per Click (CPC):

With the growing demand for having an online presence, every business started to have its own way of having online ads. It improves your brand value & online visibility. Cost per click is nothing but the amount you pay for a click to a website or ad. It must be tracked effectively to measure desired profit. CPC can give accurate results for tracking relative ads or generating specific clicks. This ad can be optimized to achieve better ROI.

Churn Rate:

Churn rate is one of the critical metrics that helps organizations to understand important aspects of customers lost throughout the given period of time. As the success, it is important to measure the failure metrics as well.  It can give different dimensions on what went wrong where the focus needs to be shifted.

Wrapping Up:

KPI is extremely important for any business to constantly track, monitor, and analyze important aspects to make gradual improvement in marketing performance. Tracking the right B2B SaaS metrics for your business & making changes is one of the affordable ways to grow as a company. So once you understood the importance of tracking KPIs for effective B2B campaigns, the next step is to organize the data mostly in the business intelligence tools or dashboards. Hence it is important to plan & execute a better campaign by tracking key metrics & growing your business to new altitudes.

Data Appending Solution

Lead Generation Strategies For SaaS Companies

by B2B Marketing

A software-as-a-service company understands how difficult it is to create leads and then convert them. To generate leads, businesses can use a variety of marketing methods; however, not every strategy is appropriate for all types of enterprises. When it comes to customer acquisition for SaaS enterprises, a fresh set of marketing methods is necessary.

With 85 percent of marketers prioritizing lead generation and sales as their primary aim, SaaS marketers spend an absurd amount of time developing content and then marketing it. The reason for this is fierce competition and the need for a steady stream of leads to stay in business.

What is SaaS Lead Generation?

What Is Saas Lead Generation | LogiChannel

In simple terms, it’s the process by which SaaS companies create a list of people or organisations who are interested in their software. The list could be an email list, a social media audience, or a phone list of ready-to-call sales leads. They may not be ready to purchase right now, but the lead you produce may be interested in a SaaS solution in the near future.

If you’re a B2B SaaS marketer planning for 2020, we hope this roundup of B2B lead generation best practices is useful.

Start With Content Marketing

In the SaaS industry, content marketing is the most effective strategy for attracting customers, engaging with them, and eventually converting them into leads. Content marketing is used by brands all over the world to build their brand, attract visitors, and, of course, convert them into leads.

Start With Content Marketing | LogiChannel

PPC may bring fast results, but they are limited to the amount of time you spend on it, whereas content marketing benefits you in the long run without costing you anything. According to statistics, 61% of people say that reading a blog has influenced their decision to purchase a product or service. Content marketing, on the other hand, isn’t only about writing blogs and advertising them; it may also include making videos, infographics, or anything that can entertain or educate your audience.

Implement SEO Strategies

An SEO strategy isn’t effective without a content marketing strategy. Search engine optimisation, or SEO, is a back-end technique that determines where your content appears on search engine results pages. But why do you need it in the first place? According to statistics, Google receives over 6.3 billion searches each month, with the first five organic results receiving 67 percent of all clicks. While pay-per-click advertising is an effective marketing approach, the majority of searchers ignore the ads on the SERP.

To keep ahead of the competition and reach out to potential clients, you must present your company in front of them, which is where SEO comes in. There are two types of SEO:

  • On-Page SEO

On Page SEO | LogiChannel

You have full control over the SEO aspect. Keyword strategy, internal linking, meta description, title use, website UI, and page load time are all examples of on-page SEO.

  • Off-Page SEO

Off Page SEO | LogiChannel

The links you create from other related websites are referred to as off-page SEO. However, it’s not just about the number of links you create; it’s also about their quality. Aside from that, social media is important because influencer shares and likes represent the content’s quality.

Use LinkedIn To Connect & Interact

Use LinkedIn To Connect and Interact | LogiChannel

LinkedIn can be a lead generation powerhouse for you if you’re in the B2B SaaS business. According to statistics, B2B marketers use LinkedIn to distribute their content in a remarkable 94% of cases. Begin by providing relevant content on LinkedIn Pulse, then cultivate a specific audience and engage with them regularly. This engagement will foster trust between you and your audience, which will eventually lead to consumers purchasing your product or service.

Provide Free Trials

Apparently, this is the most common lead generation strategy utilised by SaaS companies. After all, “test drives” help customers to determine whether or not your product is a good fit for them. That is why you should make a trial version available on your website for potential clients.

Provide Free Trails | LogiChannel

A trial version is an excellent lead grabber, especially for companies that cater to a tech-savvy demographic. Before making a purchase choice, your potential customers want to experience the goods. However, before you can persuade individuals to try your product, you must first raise awareness about it. That’s when the tactics outlined above come in handy.

Leverage AdWords

Promoting your content on Google has its own set of advantages; you gain immediate exposure in front of your audience without having to put out any work. It also helps you to reach out to a very specific demographic and increase traffic to your website.

Leverage Adwords | LogiChannel

The easiest method to get the most of AdWords is to perform a series of experiments and see which one delivers the best return on investment. You’ll learn which types of adverts appeal to your target demographic the most this way. If done correctly, it can become your SaaS company’s principal source of lead generation.

Implement Chatbots

Did you know that more than half of clients want a business to be available to them 24 hours a day, seven days a week?

Your program can be perplexing to users, particularly those who are unfamiliar with it, and you must respond to their questions and assist them in any manner feasible. One option is to recruit a large number of humans to help clients, while another is to use a chatbot.

Implement Chatbots | LogiChannel

A chatbot will let you and your team focus more on development rather than support by automating the customer assistance process. And if you can handle questions, both current and new consumers will think of you first.

Bottom Line

These are the most effective SaaS lead-generating tactics currently in use by leading SaaS firms. However, in order to maintain a steady flow of leads for your SaaS business, you must create reasons for potential clients to use your service or product. Create a buyer’s journey and use the tactics listed above to try to influence your clients at each stage. As a result, you’ll raise brand awareness and continue to generate a considerable quantity of leads.

Data Appending Solution

A Concise Guide To Account-Based Marketing In 2021

by B2B Marketing

As pandemic covid-19 hitting us hard, the world of marketing is continuously changing with the internet & its evolution. Due to this constant shift, many salespersons, find it tough to decide & focus on hot leads or accounts.  In order to solve this issue, Account-based marketing comes into a pitch where sales & marketing teams can work together to deliver account-specific messages with customized programs. Also, it can emerge as an improving revenue model in a short span of time.

Account-based marketing aims to start the sales process by selling directly to the best fit instead of wasting time on unqualified or uninterested leads.  And more importantly, spending time on unqualified leads isn’t the right fit for your business.  In simple, you must move into the phases of engaging your target accounts effectively.

So curious to know what is account-based marketing?

What is Account Based Marketing | LogiChannel

Account-Based Marketing (ABM) is a growth strategy that aims to collaborate with the marketing & sales team to create a personalized buying experience for a high-value account available in your marketing or sales CRM.

Weed out the least valuable companies by opting for account-based marketing. If the sales & marketing team are in complete alignment you can engage high-value accounts much effectively.  Account-based marketing helps B2B marketers to work & communicate with high-value accounts as if they are the individual markets. With deep personalization insights, high-value accounts can be effectively communicated with content & campaign to boost customer loyalty & ROI.

Before deep-diving into account-based marketing & specific tactics, there is another important combo that can do wonders. Account-based marketing & inbound marketing is the best combo ever.  Now you must be wondering how exactly this combo works?  No worries, we can understand from the definition of account-based marketing – it is a highly targeted strategy.

Inbound marketing is one of the foundational methodologies for framing a growth strategy that aims to attract new customers with valuable content &provide a delightful experience. Inbound marketing paves the way to organically provide the information they want with the strong ABM strategy.

Why it is important to implement both account-based marketing & inbound marketing?

  • You grow better by targeting high valued accounts with remarkable experience as an account-based marketing help in providing delightful insights.
  • With combined efforts, you can attract a broader group of audience & get in touch with multiple opportunities
  • You can create valuable content which can be used for inbound marketing & Account-based Marketing.
  • With the advancement and innovation in account-based marketing software, it is easy & simple to implement account-based marketing & inbound strategies.
  • The efficient customer Acquisition process
  • Efficient use of marketing resources
  • Building stronger & trustworthy business relationships
  • Improved sales cycle

Types of Account-based Marketing Strategies:

There are three types of account-based marketing that are

  • Strategic Account-based marketing

A highly customized marketing program for a small group of accounts & when it is between 5-15 accounts are often referred to as Strategic Account-based marketing. Content must be highly personalized for these high-value accounts.

  • Account-based marketing lite

If marketers prioritize their program for particular clusters of accounts that share similar needs is referred to as Account-based marketing lite. Based on the company typically 15-100 accounts are selected at this phase. It requires a high investment strategy.

  • Programmatic account-based marketing

And lastly, programmatic account-based marketing is defined by a “one to many” focus. Depending on your budget, you can scale up your accounts within several verticals.

How to identify high-value accounts for ABM campaigns?

In order to generate a high ROI, you must ensure your marketing campaigns generate high ROI. Here comes the big question how to identify those critical accounts effectively

Creating ideal customer profiles:

Creating Ideal Customer Profile | LogiChannel

Building an ideal customer profile is one of the best & effective ways to identify popular accounts. ICP gives a description of the company that perfectly fits with your buyer.

Channel Mapping:

The process of identifying your most valuable channels & accounts that are used to understand a company’s brand is termed channel mapping. With this detailed information, you can focus on most valuable channels & partners.

Enrich Your CRM Data:

Enrich Your Data | LogiChannel

ABM tactics work well if ABM uses the right data. Without the right data desired result is not possible. Missing important insights could be lead to misuse of marketing funds & resources. So in order to gain good control over sales data, polish your existing data & multiply your returns.

How to build your account-based marketing tactics?

If account-based marketing is the building block of your strategy, then you must ensure efforts & investments made are successful.

Make Use of Strategic Account Planning Template

As sales & marketing teams are involved in account-based marketing, it is the best deal to unify your strategic account planning template with useful information. Your template must provide clear & unique content such as

  • Business Overview
  • New business initiatives
  • Customer Relationship landscape
  • Customer products & revenue
  • Competitor analysis
  • Buying process & plan
  • Customer relationship goals & strategy
  • Sales opportunities
  • Action plan

Organization Account-Based Alignment:

One of the most important tactics of account-based alignment is – secure organizational account-based Marketing alignment.  In simple it refers to getting all internal stakeholders on board. Collaborating with all customers is more important as it lays the foundation for the efficient & streamlined process.

For instance, the VP of Sales & VP of the marketing team should spread awareness regarding

  • Members are involved directly in the strategy.
  • Highlighting business point of difference for selected target accounts
  • ABM’s (Account-Based Marketing) budget
  • ABM’s (Account-Based Marketing) Resource
  • ABM’s (Account-Based Marketing) goals
  • ABM’s (Account-Based Marketing) KPI metrics

Build your ABM’s Team:

Build Your ABM Team | LogiChannel

From the C- level perspective VP & executive people are involved. Being leaders of the respective teams, it is important to build their respective teams who will be completely dedicated to the targeted accounts.  This team will be responsible for creating & publishing engaging content for the targeted accounts. The ultimate aim of creating high-quality content is to close business deals more effectively.

Brainstorm & pick your ideal set of target accounts:

As C-level executives, it is important to brainstorm & pick the high-value target accounts to invest your time & energy in promoting upcoming products & services.  This can be achieved by the following ways.

  • Creating search alerts for your ideal customer LinkedIn Profile.
  • Create a workflow that helps in filtering incoming qualified leads based on business-specific criteria.
  • Identify target accounts based on particular industry vertical or geographical location.

Seek the help of the sales & marketing team to create an account plan together:

From the start of the blog, we have been insisting account-based marketing is all about team efforts. Agreed, right?  That’s why involving appropriate marketing & sales teams is highly recommended. It gives a crystal clear answer for the below queries when an account-based marketing plan is rolled out.

  • Who should be known at each account?
  • What content is engaging among buying committee members?
  • Which channel is the most preferable media to share content?
  • How will be right support be provided to marketers to sales reps at each stage of the sales process?
  • How personalized content should be created?
  • How to customize allocated resources & budgets for each account?

Attract Contacts From High-Quality Accounts:

Attract Contacts From High Quality Accounts | LogiChannel

So far we have discussed how the strategy should be planned. Now we need to attract buying members & stakeholders of the target accounts. This works based on how long you’ve been in the industry and how ABM work was done previously on the selected accounts. Based on this suggestion & output you can decide which contact can be targeted & what works best for them.

Keep aspect of successfully attracting high-quality accounts is to personalize the content.  This will help to elevate brand awareness & maximize reach among the targeted audience.

With some GDPR compliance recommendations high-quality accounts can be targeted:

  • Engage with accounts on social media.
  • Prepare a podcast or video series by collaborating with leaders from the targeted account.
  • Conduct webinar or sponsor an event
  • Send direct messages via social media, direct mail, email, or post
  • Communicate through LinkedIn InMail outreach
  • Have a custom landing page to address the needs, questions & concerns
  • Have dedicated account managers for constant interaction & engagement
  • Create ad campaigns
  • Invite key contacts for events & ask attendees to invite their colleagues.
  • Optimize the campaign based on goals, metrics & marketing insights.

Benefits of Account-Based Marketing in 2021:

  • Targeting niche-based accounts based on their values
  • Ability to identify key accounts & retain them for longer
  • Identify key contact from the account & engage them
  • Build long-lasting relationships
  • Creating new opportunities to address the pain points.

Wrapping up:

Account-based marketing shortens the sales cycle with an improved conversion rate. Being professional B2B database service providers, we have intense market research &abusiness intelligence team. Collaborate with Logichannel to empower your business by making profitable marketing campaigns & acquire good business deals. To know more about account-based marketing connect with us right now. We’re happy to help.

Data Appending Solution

Effective Ways to Clean Bad CRM Data

by B2B Marketing

No business exists without a customer base. Customer information plays a huge role in building the right opportunities & expanding them across the globe. Customer Relationship Management (CRM) includes all information about the entire customer lifecycle, which can be used across all sales & marketing departments.  CRM can be used as a valuable asset to use data across different teams if it is integrated with other marketing automation platforms. Since so many teams use CRM centralized data there is a higher possibility of having de-organized, duplicates, or incomplete data. Now you may have a billion-dollar question how do you keep your CRM data clean & useful for organizations?

In this blog, we will be sharing a few tips on keeping your CRM data well organized. Scroll down to know about our best strategies for cleaning & maintaining your CRM data for the long haul.

Why Is It Important To Have Clean CRM Data?

Importance Of Cleaning Bad CRM Data | LogiChannel

As per Salesforce 2nd state of the connected Customer Report, 79% of the customers are willing to share their personal information in exchange for information that allows vendors to know &understand them better.

In a nutshell, B2B buyers are ready to share their information for a better experience. CRM is one of the popular & powerful technologies of B2B marketers to solve the customer identity problem. And with the growing intend to accumulate customer information, 95% of the marketers planning to use the CRM (Customer Relationship Management) system in upcoming years.

Using technology to solve the customer identity problem plays a vital role in any successful B2B campaign. This is because over the years information in a customer relationship database decays naturally because people change titles, companies, jobs, business mergers, new business acquisitions &, etc.  With the clutter data everywhere vendors find it tough to verify, validate& qualify leads. It also impacts lead generation, marketing, finance & customer relationships.

What is Bad Data?

What is Bad Data | LogiChannel

From the layman’s point of view, bad data is outdated, duplicate, missing data, or improperly formatted data in your marketing, sales, or customer database. Any data that exist in your database in an incorrect format is often termed bad data. Sales & marketing ROI will be affected by bad data. A survey from Gartner shows companies having bad data costing $14 million per year.

On a serious note, bad data has negative effects on your company’s ROI which needs to be taken care in order to improve your campaign success rate. Being pioneers in email database services providers we would like to put a forth series of questions before offering best practices for cleansing your CRM data.

  • As a company how much time you spent cleaning up your CRM data?
  • How often do you clean up your data?
  • How long does it take to clean up the CRM data?

Research & survey’s on cleansing CRM bad data shows nearly 40% of the companies spend  4+  hours on removing bad data  & 30% of the company do it at least weekly.

Impacts Of Having Bad Data:

Impact Of Having Bad Data | LogiChannel

  • Optimization Issue:

If your campaign fails to meet expectations only because of bad data, they won’t know the actual problem. Effects of bad data stay hidden because prospects’ information may look perfect for you & your campaign.

  • Ineffective Marketing Campaign:

Customers tend to your brand or service when you put effort to show a personalized experience for them.  Mistakes in your database can lead to wrong personalization such as opt-outs, email delivery errors & more. This may end up in wasting your marketing budget, time & energy on the wrong prospects.

Types of CRM Bad Data:

To give a clear picture of cleansing data we’ve categorized data issues in the following ways & they are the common types of bad data:

Incorrect data:  Data that is wrong like having the wrong phone number or wrong company details.

Outdated Data: Data that are no longer & can’t be verified.

Duplicate Data: records with multiple entries in the B2B database.

Missing Data: database with missing information which is highly recommended for B2B campaigns

Invalid Data: records with error or format issue. Email without “@”

Inconsistent data: records with error with country or state or etc.

Effective Ways To Clean CRM Bad Data:

Limiting The Administrative Users:

First & foremost as a part of an effort to reduce duplicate records, limit the number of team members having full access or administrative privileges within the CRM system. Based on the size of the company & business, having a proper guidelines or clear administrative services can limit the number of people who can read /write CRM data.

Having Standard Practices:

Establishing a standard practice for editing or updating records in CRM is highly recommended for any type of organization. This is most important as it becomes problematic or showstopper when vital information is missing. By creating streamlined processes & consistent rules you ensure all information is most recent & accurate.

Ex for establishing a standing practice: consider Name as a formal parameter in the CRM contact database. As a CRM owner or key decision-maker, you must decide if formal names or nicknames can be acceptable? Are names must be capitalized?

Defining the best set of rules & establishing a standard practice along with documentation can guide users to performing regular actions without any inconsistency.

De-Duplication:

De-Depulication | LogiChannel

Records get duplicated due to many reasons such as salesperson entering the same data on different dates, refreshing data from third-party solutions, customers submitting the same data twice or more. Here are some tactics to consider in identifying & removing duplicate records:

Use deduplication tool – Many popular CRM has their inbuild duplication tool which can be leveraged in merging duplicate records over a regular time interval.

Use Merger tool- having automatic business rules that block or merge duplicate records by alerting users entering contact data against the particular accounts.

Consolidate & Standardize Data Fields:

Consolidate and Standardize Data Fields | LogiChannel

There are several sorts of reasons which might have low-quality contact data in your CRM. Brainstorm with teams that are about to use your CRM data in the long run while expanding business over years. Multiple data values that aren’t standardized for the required data point can be a big problem.  With the help of marketing automation tools & workflows, you can easily use standard data across all your contacts or accountants. Time spent on framing leveraging or deciding the standardized data fields can help in reducing potential errors &improve the quality of data collected. Clean data is directly proportional to operational efficiency.

With discussion & brainstorming some companies have found that the CRM data standardization works best for their needs & provides reporting required by the leadership team to make data-informed decisions.

Limit the use of free form text fields:

All businesses encounter databases that only want to use fields like email, name, job title & other fields without proper structure to capture input. So before implementing any CRM for your organization, it is important to determine the correct fields you want to use in a form to collect information.  Determine what you need to analyze & ask that particular piece of information rather than collecting all kinds of information.

Re-Engage with CRM users to get updated information

Have a sound editorial plan with surveys & premium content to collect all kinds of information from qualified leads.

Delete Bad Leads:

Delete Bad Leads | LogiChannel

B2B marketers always describe well-defined criteria to identify contacts that can be deleted safely from a CRM. Having regular conversions with stakeholders to determine if incomplete data for contact is viable or not.

Here are some common criteria which can be used to delete bad leads:

  • Last visit or interaction with contacts greater than X days
  • Contact hasn’t opened an email
  • Contact hasn’t subscribed email or newsletters

By removing bad leads we are able to shift focus on the contacts which have a higher probability of becoming an SQL (Sales Qualified Leads), MQL (Marketing Qualified Leads), or potential customer.

Perform Regular Data Audit:

With regular data audit, you can identify the information that is available in your system and what is information required additionally.  This audit helps to identify the gaps, data sets, or data fields you validate. Also, you can perform an activity to get what information is missing & ways to fill in the gaps. It gives a clear picture of which customers can be given prioritization & who can be an asset to your organization.

Reasons To Clean CRM Data:

  • Expanded market reach
  • High Email open rate
  • Better Customer engagement rate
  • Improved customer connection rate
  • Improved customer service & high customer retention
  • Improved ROI
  • Improve the campaign success rate

Conclusion:

The effectiveness of sales & marketing strategy is connected to data hygiene quality. Customer Relationship Management (CRM) makes it easier for many start-ups & well-established companies to organize, plan, prioritize & roll out their marketing plans only if they have accurate clean data.  To learn about how to enhance your organization’s data hygiene, get in touch with LogiChannel right now!