No matter how experienced you are in the industry, with the way Artificial Intelligence and Martech are transforming traditional sales, it can get daunting at times. So, we’re here to offer you 5 different tips for making faster closures in B2B sales. But before diving in, let’s take a look at the most common challenges that B2B sales reps have to face, globally –
– Finding Qualified Leads
– Reaching decision-makers
– Receiving responses from prospects
– Providing more value than the competition
– Retaining customers and maintaining client relationships
– Lengthy Sales Cycle
And many more.
If you relate to any of these challenges and face it in your daily operations, then this blog will surely help you improve your B2B sales process. Read on!
Tip 1: Detailed Competitor Research
Like any typical buyer, when a company is looking to buy a product or a service, they evaluate multiple players in the market and go with the one that is the best match for all their requirements. Hence, to be able to convince your prospects that your product is better than the rest, you should be having an in-depth knowledge of your competitors’ pros and cons.
Only if you do your homework will you be able to impress your prospects during your evaluation meetings. And as it is frequently said, keep your friends close and enemies closer.
Tip 2: AI-driven Lead Generation and Qualification tools
Gone are the days when lead generation and qualification were done by marketing teams based on their gut feelings, professional judgment, and habitual ways of qualifying a prospect. Now, AI drives everything! Intelligent and customizable algorithms, finding and qualifying the best leads for your business are the secret weapon that almost every business is adopting in the era of digital transformation.
Not only does this save time, but it also increases the accuracy and efficiency of similar, inconsistent, result-driving processes.
Tip 3: Detailed Prospect Research
In-Depth research never hurt anyone. Always remember to do some background research on your prospect, the company they work at, other stakeholders involved in the decision-making process, the technologies they have been using, the pain points they’re currently facing that need immediate attention, the budget and every other variable which can determine the sales cycle for the client.
Tip 4: Pricing is key
Now, here’s a tricky one. Pay attention.
More often than not, single rigid pricing won’t work for all your clients because of various factors that would impact their buying decisions. In order to make a sale, you should have a pricing module flexible enough to meet all your client requirements within a specified budget. In most cases, having tier-based pricing on the basis of the features you want to provide can be a solution.
This can also be an incentive to upsell your product/service to your existing client base.
Tip 5: Make sure you are talking to the decision-maker
No matter how easy it is to build and develop client relationships with the purchasing managers or the evaluators, if they don’t have the budget or the buying authority, then you’ll just end up wasting your time. It is always a better idea to identify the decision-maker and pitch your product directly to them.
In the case of product demos and pricing discussions, make sure that all the required stakeholders are present. This will not only make a strong first impact but it will also shorten the Sales Cycles.
These are 5 tips that can be the core differentiators in how B2B Sales teams function to meet their quotas and close more deals. Get a headstart against your competition in the world of B2B Sales by identifying the right target audience, generating and engaging with the right leads and getting more closures with AI-driven LeadMi.io.
With sales conversions becoming more buyer-focused, you’ve got to get more creative when it comes to prospecting.
All About Sales Prospecting
It’s no secret that prospecting is one of the biggest challenges that marketers face today. More than 40% of marketers say this is the most challenging part of the sales process, followed by closing (36%) and qualifying (22%)
As much as you’d like to believe that your product is top-notch and new customers will magically flow into the pipeline, it’s true that prospecting requires some extra efforts and investments in the right processes, activities, and skills.
So, let’s get started.
What is Sales Prospecting?
Sales prospecting is all about identifying potential customers for your business. But how is this different from marketing, you ask?
The main difference between prospecting and marketing is the one-to-one as opposed to the one-to-many approach.
Most marketing activities are like fishing- you put your bait out, and you wait for interested folks to come to you.
Sales prospectors, on the other hand, are hunters. They don’t wait for the magic to happen; they chase after it.
Sales Prospecting is particularly important during the early stages of your business. You’re the new kid on the block. No one has ever heard of you. It’s up to you to go out of your way and make an effort to get people to know you and convince them to give you a chance.
Leads vs Prospects
Leads come first, sale prospects second.
Simply put, a prospect is a qualified lead.
A lead is like raw, unprocessed data. It represents every visitor who ever showed the slightest interest in your business. They might have just come across your website and visited a few pages. They’re not stable prospects yet.
A prospect, on the other hand, is a lead that has qualified as a potential customer. They align with your targeted buyer persona. Prospects are the leads you should spend your time nurturing. They have higher chances of making a purchase and recommending you to others.
Prospecting techniques to boost your performance
At first glance, it may seem like a simple three-step process:
Search for prospects
Reach out to them in multiple appropriate ways
Lastly, nurture them till you’ve convinced them to close the deal
But, when you look at these steps closely, you realize it’s not as simple.
Not all prospecting activities lead to a jackpot. Some will require you to invest a lot of time, money and energy and still leave you with an empty sales funnel.
So, when old ways of doing things no longer move the needle, it’s time to embrace the new!
So what are the rules of the game?
Define a buyer persona
Identifying your customer persona is the ideal way to begin. Once you have a list of traits that you want your target audience to possess, it’s easier to identify & pursue leads.
You can start identifying prospects by prioritizing traits based on:
the size of the company you’d like to target.
the pain points your product can solve.
the industry that needs these issues solved.
the designation of the decision-maker that you’d like to get in touch with.
the company location etc.
Most often marketers waste a lot of time chasing unqualified leads. Thus, it is essential to build an ideal buyer persona as this will help give direction to your prospecting activities.
Get social (pays to be friendly)
More than 90% of executives admit they won’t even respond to cold calls, according to research by Hubspot. But, 78% of them make buying decisions through social media.
You want to be where trigger- ready prospects are present.
Leverage social media to build meaningful and transparent relationships with potential customers. Refrain from hard selling. Instead, build a presence that engages followers with stories that intrigue and provide value.
Make Marketing Automation your best friend
Marketing automation is the answer to the new buyer’s journey. Without it, you’re shooting aimlessly.
Automation tools that link social, content distribution, email campaigns and customer relationship management (CRM) are important in getting the right message to the right people, at the right time.
It allows marketers to implement an integrated approach to generating, nurturing and converting leads into prospects and finally into customers by automating different marketing activities to optimize the sales funnel.
Overlook Personalization in Emails
Don’t assume that email, as a sales tool, is dead.
Quite the opposite. It’s alive and kicking. Email, even today, is regarded as the most effective means of communication by most of the top marketing professionals.
But, there’s one thing that’s hard to find – Personalization in emails.
Knowing your audience is important when it comes to sending emails to prospective customers. Generic emails are doomed to user’s spam folders. Personalized ones, however, improve click-through rates and have a higher chance of driving a user to take action.
It’s tempting to send out a list of your products best features, but a unique email that matches each prospect’s needs gives you a much better chance of standing out.
Make prospecting a one-off event
If you negotiate on daily prospecting activities, closing deals will turn into a one-off event and that’s not what you want.
It needs to be a priority. On average, salespeople make far more calls in the last month of the quarter than the first two. And the success rate of those “eleventh-hour” calls are usually lower than any other month.
Be consistent, set aside time each day for prospecting and stick to it. Prospecting then becomes “structured” time versus something you do when you get around to it.
Prospecting doesn’t have to be a chore. In fact, it can be a positive experience for both marketers and prospects. Adopt the above strategies with different tools and techniques to see what works best for your team and get the most out of your prospecting time.
How’re you expecting to generate leads on platforms where everyone’s posting about food… and dogs…and dogs eating food?
Here’s a guide to help you stand out from the crowd.
How to generate Social Media leads
Social Media leads convert at a 13% higher rate than leads on other media. But you need to do more than your average post in order to make a real difference. Experiment with different strategies, test out different kinds of posts and formats and watch the magic happen.
Strategies for generating social media leads
The most beautiful part of social media is the flexibility that it offers. There’re a million and one ways to engage with your audience. Don’t constrain yourself to the basic post that literally every one of FaceBook’s 2.4 billion monthly users is uploading (without even considering the users on all the other platforms).
Here’s a breakdown on some of the most effective steps you can take to leverage social media for lead generation:
Go beyond LinkedIn
LinkedIn isn’t the only place where your social content should live. Sure, it’s a great pool of opportunity, but make sure your content gets to explore the rest of the social media world. Experimenting with new platforms can get you a wider audience. Even though there may be a slight overlap, not everyone who follows you on other social media will be a part of your LinkedIn audience.
Switch up those CTAs
They’re not working out for you, you wouldn’t be here if they were. It’s time to move on and implement some new CTAs. Experiment a bit, have some fun and figure out what works best for you.
Here’s a quick rundown on how you can revamp your CTAs:
Viva La Revolution
Make your CTAs sound revolutionary. The world doesn’t want the same old stuff, and if they do, you don’t want to target them. After all, why would anyone satisfied with their current state want to do business with you?
Use CTAs that sound like you’re doing something radical, something visionary. People love something novel, here’s your chance to give it to them.
Let’s be Comedians
Would you rather click on something that bores you to sleep or something funny enough to get you falling out of your seat? I thought so too. Make them laugh, they’ll thank you for it.
Like Gollum, we all want something valuable. Make the value clear in your CTA and they’ll line up to give you their information.
Run Forrest, Run!
If you give them a chance to casually stroll around, that’s exactly what they’re going to do. To get them to hurry up, you’ll need to create urgency. We humans love saving our energy, we’re not going to take action unless we have to. Make your audience feel like they have to take action right away. Use words like ‘Now’ to make them take action, instead of postponing it indefinitely.
Let The Games Begin
We all want some fun in our lives. And we definitely love prizes. Hosting competitions on social media is a great way of generating leads. Allow the would-be participants to compete only after they furnish their contact details. Now you’ve got yourself a readymade group of people who’re genuinely interested in what you have to offer.
Make it better by offering a product or service of your own as the prize. There’s ample evidence suggesting that some of those who don’t win will actually purchase your product/ service to placate themselves.
When you keep your self active, you’re strengthening yourself. When you write in the active voice, you’re strengthening your copy. Sure, the passive voice can be appropriate in some places, but that lies to a greater extent in the world of literature. Creating social content that facilitates lead generation is a task much better done using the active voice.
FREE, FREE, FREE
Don’t you just LOVE free stuff? So does your audience. When you offer them a free trial, they’re more likely to trust your organization. When trust enters the equation, it blazes a path for sales to follow.
Software companies have experienced a 60% conversion rate after offering free trials. Free trials get your leads into the door; once they’re in, it’s fairly easy to convert them into customers, especially if you’re selling a high-quality product.
Big Brother’s Watchin’
Keep your eyes peeled at all times, never know what you may see. Through social listening and monitoring, you can observe the market. See what everyone is talking about with regard to your keywords and topics of interest and even about your competitors.
Imagine this scenario, someone’s talking about the problems they’re facing and since you’ve been listening, you can offer to solve their problem. Here’s another situation; your competitor’s customer is talking negatively about her experience with them, you can swoop in and pitch your product to her.
Without social listening and monitoring tools, you wouldn’t be able to do this at scale. Don’t miss out on these easy targets, start employing a social listening and monitoring tool today.
To Gate Or Not To Gate, That Is The Question
Creating gated content is the easiest way to generate leads. After all, the viewer has to enter her contact details in order to view the content. But complicating the process could very easily deter the viewer from trying to consume the content in the first place, significantly reducing engagement.
Here’s how you go around this.
Segregate your content into ‘Top of Funnel’ and ‘Bottom of Funnel’ content.
Top of Funnel Content
Customers at the top of the funnel are essentially searching for answers and solutions rather than specific brands. They’re curious, but not ready to make a purchase.
Content like blog posts and awareness stage videos work really well here. The point of such content is to reel the audience in and get them to start engaging with your content. Gating such content would be a horrible idea since they haven’t gotten a taste of your content yet and would not be inclined to make the effort to provide their details. If this content is gated, they may just ignore your content altogether and instead of gaining leads, you’ll lose engagement.
Bottom of Funnel Content
By the time they reach the bottom of the funnel, your potential customers are hooked. They know for a fact that your content brings value to them, and they may even be considering making a purchase.
Here’s where you could experiment with gating your content. Create high-value content in the form of seminars, E-Books, etc. and ask the viewers to provide the contact details before granting access to the content. You’re essentially making their contact information their ticket to consume that content. Now you have a list of leads who are highly interested in what you have to offer and should be easier to convert into customers.
Emotions drive us. Two in particular work better than the others; Fear and Greed. Greed’s pretty good on its own. Fear’s even better. But a marriage of greed and fear is content that can really cause the readers to take action.
Arousing these two emotions can cause a stir in the hearts and minds of your readers. And when you have both their hearts and their minds, selling becomes an easy task.
Make them fear missing out on your revolutionary product/ service. Show them how much they stand to benefit from using it. Take them on an emotional rollercoaster in your content, and they’ll be hooked. Generating social media leads becomes the easiest thing once you figure out how to thrill your audience with this emotional ride.
Don’t treat them the same
All social media are not built the same. It’s similar to TV channels. You go to different channels to consume different content, likewise, you go to different social media platforms to consume different types of content.
Just like you wouldn’t switch to HBO if you want to catch up on the news, you wouldn’t go to LinkedIn if you want to consume some lighthearted, amusing content.
Keep the audience’s objective in mind when it comes to different platforms and curate your content to cater to those objectives.
Make it scarce
People naturally want what’s hard to get. If something’s not easily available, it’s demand goes up exponentially. You can very easily create the illusion of scarcity by mentioning a limit within your CTA.
When you know that something’s going to be unavailable soon, you’re going to make the effort to purchase as much as you can, as soon as you can. When your customers know that registrations are going to close soon, they’ll register right then instead of putting it off to a later time.
Try something new
Push out of your comfort zone. You only grow when you’re uncomfortable. Experiment with different forms of content. If you’ve only been using still images, use gifs and videos. Do something new, there’s always scope for improvement.
Social media can be an invaluable source for lead generation. In fact, it has a lead-to-close rate that’s almost double that of outbound marketing. For better lead generation, supplement your social media efforts with a marketing automation tool. LeadMi crawls the internet, finding high quality leads for you to convert into customers. Try it out today.
The process of stimulating and capturing interest in the process of developing a sales pipeline with the use of digital channels. However, this involves a careful process that if done right can deliver a huge ROI at the fastest possible time.
This process is called a Lead Generation Funnel.
What Is A Lead Generation Funnel?
A lead generation funnel is a tool that helps define who your best leads are, understanding where they are in the lead generation process, and outlining how your business will move leads down the funnel as paying customers. It is the pipeline that feeds your business.
Setting up a sales funnel is crucial for your sales and marketing teams to effortlessly optimize campaigns and ensure the leads convert into customers.
Your funnel will perform a lot better if you have a profound understanding of your clients’ needs right from the lead phase to the point where they become customers.
Your lead generation funnel should help drive and nurture potential customers.
It would, however, be important to note that each business has its unique processes and sales situations. This would result in each of them having a different lead generation funnel.
But if you’re trying to improve sales for your business and things aren’t shaping up, then follow these steps and you should end up with a great lead generation funnel:
The first step for lead generation is awareness. At this stage, your goal is to pique their interest. Anything beyond this could scare off your potential leads.
This initial stage is to set off a wide net of awareness, and drive traffic. This can be done via:
Cold calls, and more.
Identify Your Prospects
What comes next? You identify your prospects and collect the following data with the help of an automation lead generation platform like LeadMi.
It can help define your buyer persona and can also give you the following:
Position, and more.
LeadMi helps form a database of potential leads instantly, which your sales team will then engage with.
Engage Your Targeted Leads
The key to engaging with your prospects is personalizing your campaign, and paying attention to what their needs are. This is where engaging your targeted leads really helps.
Since engaging is such an essential aspect of the lead generation funnel, there are various channels you can utilize:
Emails, and more.
When your prospect passes through this stage of the funnel and engages with you, it enters the next stage of the lead generation funnel. It is at this stage where sales and marketing reps research to establish whether a lead has potential, or is unlikely to proceed any further. Lead scoring can help determine the proximity of a lead to their target.
Market To The Leads
The next step would be to market to the leads that are worth pursuing.
How do you determine this?
The lead may have shown a high level of interest in your products, or business. They also fit the ideal profile of the lead you want to target.
How do you proceed from here?
You need to market directly to this lead by using focused marketing materials like emails and/or various other calls to action.
If done successfully, at the end of the campaign a lead is converted into a customer.
The final stage is towards the end of the funnel. Your leads are now your customers, and you have to create customer advocates for your business.
By delivering strong customer experiences, which in turn will help spread the word about your business organically.
Lead generation is an essential process for any business, regardless of how big or small they are. But until and unless you understand the ecosystem of lead generation, it will be difficult for you to keep your lead generation funnel flowing.
It may seem a little difficult, but AI automation can ease things up. How’s that? LeadMi is an automated leads generation platform that will efficiently help you through the process of lead generation. From creating a buyer persona to creating a list of potential leads ready for you to pursue, LeadMi does it all. Leverage the power of automation, sign up for free here!
Our previous blog showed you how you might be messing your campaigns up. In this one, you get to see the strategies you should implement in order to rectify those errors.
This time, it’s personal
A good 70% of the world’s brands don’t even make the effort to personalize their emails. That means there’s scope for you to distinguish yourself. Personalized subject lines can improve open rates by up to 50%. There are over 280 billion emails being sent on a daily basis, that’s more than 40 per day for every single person on the planet. This opportunity to stand out from the crowd wouldn’t be one you’d want to pass on.
The current generations are among the loneliest generations ever. With populations rising steadily, instead of feeling better connected, we’re feeling even more distant. No one wants to feel like just another entry in a list. We want things designed for us, crafted with care, keeping us in mind.
Emails with content curated according to the interests of the reader in question have a substantially higher chance of generating clicks. Content relevant to the readers’ interest makes them more comfortable and inclined towards reading your emails.
It would be a good practice to get your readers to pick topics of interest while signing up for your email list. Then you could streamline your process by picking certain pieces of content for each topic and sending those to all the people who selected those topics.
Makin’ it Mobile!
35% of all business professionals read their emails on mobile devices. People want to check their emails on the go. We don’t really want to dedicate time to answering our emails, a lot of us just look at it as a task we can complete while traveling.
We know that almost 62% percent of all email opens occur on mobile devices. It doesn’t make sense then, that practically half the emails sent are not optimized for mobile.
Here’re a few tips to make sure that yours fall in the half that is optimized-
Stop including your CTAs in text. Text links are a bit harder to click, especially on tiny screens. Utilize buttons for your CTAs. These stand out and are easier to click on.
Be a detective
With device detection, emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.
Keep it compressed
Imagine this, you’ve taken the effort to create an ultra-high quality image. You’re thinking about all the value your audience will get out of it.
And then, POOF…its gone! Your beautiful image isn’t being displayed to your readers because it’s not mobile optimized. Use a lower file size as well as a smaller image size to make sure that it’s displayed.
Ain’t got a choice
Using a lot of CTAs sounds like a pretty good idea, doesn’t it? After all, the more chances they have to take action, the greater is the likelihood of them actually taking action, right? WRONG. In fact, too many CTAs can make your readers feel like not taking any action at all.
1 or 2 great CTAs are much better than a million mediocre ones. Any more and you’ll just make your readers experience the paradox of choice.
And you will be heard
Your audience wants to know that you’re open to listening to what they have to say. Using a ‘noreply’ email address essentially says 1 thing to your readers, ‘I don’t care about what you have to say’.
Your emails should serve as a tool for building relationships with your readers. After all, better relations equal greater trust. And you’d only want to do business with someone that you trust.
Send your emails from an address that they can reply to.
An even better idea would be to send them from the address of someone high up in the organizational hierarchy. Your readers would appreciate this as they’d feel like there’s a more personal relationship between them and your organization.
Divide and conquer
If you know that it’s a bad idea to put all your eggs in one basket, why would you put all your leads into the same basket?
Segmentation is key when it comes to email marketing. With segmented lists, you don’t have to go with a general, ‘one size fits all’ approach to your email content. You can choose content relevant to the segmented list, which leads to them being more interested in your content.
If your content is relevant to your leads, they might actually look forward to receiving emails from you.
Coming back to the point made while discussing personalization, you can segment your audience with ease by asking them to choose topics of interest while signing up for the email lists. Another viable option would be to consider demographics and psychographics while conducting your exercise in segmentation.
How often do you switch up your copy, designs, subject lines…your email content in general? Regularly? Sometimes? Never?
Well, if you’re like most email marketers, you fall under either the second or third category. And if you do come in the first category, the next question is, ‘Are you measuring the results of each variation?’.
Good email marketers change up their content every once in a while. Great ones do so often, and they measure the results. For former US President Barack Obama, doing so was the difference between getting $403,603 and $2,673,278 in donations for his presidential campaign. That’s more than $2.2 million extra from just changing up his content and measuring the results across small samples, which let his team estimate which variation would work best.
Lead me on
What’s the one thing you need to run an email marketing campaign? Leads. But where do you get them?
One option is to buy an email list off a shady website, and hope that at least a few of these would be interested in what you have to say to them. But now you realize that at least another 17 marketers are using the exact same list. A day later, it dawns upon you that you run the risk of getting into some serious legal trouble because you have no idea whether those people even consented to being on that list.
Why would you want to deal with that mess? A better idea would be to get people to sign up to your email list. But let’s face it, that takes too much time and effort. And you need to find leads fast. Here’s your best bet, use a service like LeadMi that crawls the internet to find you the kind of leads that actually have a good chance of working for you.
You’ve used Google to crawl the internet to find you the most relevant search results. LeadMi is essentially the equivalent of Google in the world of lead generation.
Why is an email marketing strategy important?
Emails can give you a return of up to $51 for every dollar spent. But with nearly 300 billion emails being sent on a daily basis, your emails need to stand out from all the fluff. A good email strategy can help you get the most out of your email marketing efforts.
How do I optimize my emails for mobile?
Utilize buttons that stand out and are easier to click on for your CTAs. Use a lower file size as well as a smaller image size to make sure that it’s displayed. Facilitate device detection, so that your emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.
Should I use a single email list or divide it?
Using a single email list does not allow you to send the readers content that is relevant to them personally. Segmentation is of utmost importance as it lets you divide your audience and send them content that they are genuinely interested in.
Email Marketing mistakes are the last thing you want in your campaigns. Salvage your email campaigns by learning to identify these mistakes.
7 Deadly Sins of Email Marketing
Email Marketing can be your most valuable outbound marketing tool. With a well-crafted strategy, you could make $51 for every dollar you invest in email marketing. But with over 280 billion emails being sent on a daily basis, you have to compete for your prospect’s attention. And with competition so high, to error would be practically equivalent to sin.
But be rest assured, we have your back. Here are the 7 worst email marketing mistakes. Learn how to avoid them.
Same old, same old
You’ve been at email marketing for a while now. You should be evolving. If you’re continuously using the same email messages and content, without ever switching it up, you’re missing out.
Change your emails up every once in a while. Conduct A/B tests to see which material works best for you. But don’t stop yet. This has to be a continuous process. The ones that refuse to evolve die out.
Email marketing played a very important role in former President Barack Obama’s 2012 campaign. They made a large number of variations to the subject lines of the emails and sent them to sample audiences. On the basis of the results, they could calculate the amount of donations that they could expect to receive when the used specific subject lines. The difference between the lowest-performing subject line and the best one was an amount of $2 million. Testing makes a difference.
You can’t expect to catch your prospect’s attention if you never even mention their names in your email. It is estimated that 70% of brands don’t bother to personalize their emails. Make sure you don’t fall among their ranks. Rise above the crowd.
Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.
Nobody wants to feel like another face in the crowd. We all want something made especially for us. We crave personalization.
This goes beyond merely including your prospect’s name. A lot of brands send their prospects offers and news that they have no interest in. Make sure your content is personalized too. Failing to do so could cause frustrated viewers to flag your emails as spam.
By July 2019, 61.9% of all email opens took place on mobile devices. It does come as a surprise though, that half of all the emails sent are not optimized for mobile.
In March 2017, practically 4 million adults in the UK did not utilize a desktop or laptop to access the internet. Parents, women and younger audiences were considered more likely to be mobile-only. 3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.
Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.
Mixing it up
The greatest military leaders, throughout history, have always tried going for a divide and conquer approach. It’s a well-established technique. It works.
Take a cue from these leaders. There’s no point trying to target everyone at the same time, with the same approach. Segmentation is key. You have to divide your email list based on a few factors. Demographics and psychographics come into play here. When you curate your email content based on these factors, your audience responds better.
About 89% of email marketers do not even bother segmenting their database. No wonder most of them end up with their campaigns getting marked as spam. A segmented database allows for content that the readers are actually interested in. This would make them feel more open towards reading your emails and could be helpful in getting them to convert into paying customers.
Choices…too many choices
Ever receive an email with what felt like 50 million CTAs? Let’s be honest, you didn’t even act on a single one of them. Way too many calls to action can very easily transform into one big call to not take action. What you were experiencing is a phenomenon that psychologist Barry Schwartz calls, the ‘Paradox of Choice’.
Schwartz says that the generally accepted notion of more choices leading to greater welfare is a blatant lie beyond a certain point. Having a dozen different CTAs sprinkled throughout your email is essentially overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect.
This email marketing mistake can paralyze your readers. It’s such a huge turn off that many of your readers would avoid opening your emails in the first place.
More talking, No listening
Have you ever been in a conversation and felt like the other person is not talking to you, but AT YOU? That’s what your readers are going through when you reach out to them from an email address that they cannot reply to.
Those ‘noreply’ email addresses are hurting your email campaigns in more ways than you can think of.
Firstly, it straight off the bat ruins your chances of developing a relationship with your reader. No relationships = Lower Conversions. Bad idea, wouldn’t you think?
Secondly, it just sounds like you don’t care about what they have to say. If you don’t care about what they have to say, why should they care about what you have to say?
Thirdly, it’s just rude. It sounds like you’re telling them to talk to your hand. Don’t do it!
Can’t buy me leads
Let’s be honest. Buying an email list can be a very tempting idea. It does away with the hassle of having to individually find leads and reach out to them. But it also does away with all your chances of making conversions.
Email lists that you buy off the internet are incredibly unreliable; A. There’s a very good chance that the people those lists have absolutely no interest in the product/service that you’re trying to market; B. There are a dozen marketers using the exact same list, and C. It’s quite likely that the people on that list have not even consented to being on that list. That’s something that can get you in serious legal trouble.
A great alternative to that would be to generate your own leads (that actually have a chance of converting) with a marketing automation tool like Leadmi. It makes it really easy to generate leads that are a good fit for your product or service. All you have to do is define a buyer persona, set your match score and you’re good to go!
Rectifying these mistakes
If you’ve found yourself making any of these mistakes, you’d probably want to correct them. You’d want to make them right. Our next blog will walk you through the strategies you need to put into place in order to rectify these mistakes. Stay tuned.
What are the worst email marketing mistakes?
Using the same content repeatedly, not personalizing your content, sending too many CTAs, forgetting to segment your audience and optimize your emails for mobile, using a ‘noreply’ email address and buying email lists are some of the worst email marketing mistakes you can make.
Why is it important to personalizeyour emails?
You can’t expect to catch your prospect’s attention if you never even mention their names in your email. Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.
Should I avoid using too many CTAs in my emails?
Having a dozen different CTAs sprinkled throughout your email is overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect and can paralyze your readers.
Why should my emails be mobile friendly?
61.9% of all email opens took place on mobile devices by July 2019. 3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile. Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.
What is an Outbound Sales Strategy? Why should my business use it? Is it going to have a positive impact? Various questions come to mind when you think of Outbound Sales Strategy.
Regardless of how big or small an organisation is, lead generation is an essential part of your sales strategy. But how to leverage lead generation in your sales strategy? Let’s find out.
In the B2B world, businesses are constantly exploring solutions for finding better leads, since obtaining sales is of utmost importance. And while there are several methods to generate leads for your business, we’re going to be focusing on just one of those today.
What is Outbound Sales?
The process where a business instigates customer engagement from their end through a sales representative is called Outbound Sales. The conventional method of reaching out is via “cold calls”, while another method is reaching out to potential buyers through an email campaign (cold emails).
What Is Cold Calling?
Your in-house sales team would be extremely familiar with this method. The sales representative picks up the phone and dials the potential buyer’s number. But how do they find all of this information?
The sales team looks for leads by defining a couple of factors, after which they start reaching out via calls, and emails. But in spite of being around forever, cold calling has a particularly bad rep. Inbound sales calls are the preferred method because of how familiar it seems compared to outbound sales calls.
What Is The Difference Between Inbound Sales Calls and Outbound Sales Calls?
The major difference is the familiarity which inbound sales calls hold. Inbound sales cover hot or warm leads, who have already contacted you through your website, social media, or more.
Most sales representatives prefer this method for two reasons:
Warm and Hot leads usually mean leads that intend on converting.
Ease of conversation due to prior interaction.
Cold calls, on the other hand, are the exact opposite. Because there hasn’t been a prior conversation, the lead isn’t expecting a call and tends to give the sales representative a cold shoulder. This would also mean that they wouldn’t be as eager or easy to convert.
Now that we know what Outbound Sales are, let’s dive in!
What Is An Outbound Sales Strategy?
While Inbound Sales might sound enticing and generate leads, it might not be enough. This doesn’t generate revenue or help grow your company.
Your business needs new customers, and waiting for them to come to you isn’t ideal. What you need to do is get your hands dirty by getting out there and letting your customers know that you exist. But how do you do that?
And even though it has a bad rep, Outbound Sales has evolved over the years. It’s not just about calling leads through a list or hastily spamming inboxes with cold emails.
To obtain the desired result, sales reps create a well-planned outbound sales strategy. But how can you create a successful outbound sales strategy?
There are various factors to consider:
Define buyer’s persona
Identify what your customers have in common
Benefits of purchasing your services
An integrated multi-channel approach.
But what if we tell you that you can handle most of this on an automated platform instead of manually doing it?
You can generate quality leads instantly by activating some of these factors on Leadmi – the marketing automation and lead generation platform. All you have to do is register, set up your brand, and generate quality leads instantly.
There are various ways to leverage outbound lead generation. And each of them has their pros and cons.
Let’s consider some of the most preferred methods:
As mentioned multiple times above, cold emails are the conventional way of reaching out via outbound sales and a medium most are familiar with.
Not only does this require excessive research on your sales reps part, but there are various factors to keep in mind:
Personalise your emails
To ensure your email doesn’t get classified as spam, use some sort of personalisation in the subject line, and body.
Another reason why personalisation works is that customers love acknowledgement. This is why there is a higher chance of converting them.
Spell your lead’s name or company’s name correctly
There is nothing that would irk your potential buyer more than you misspelling their name or their company’s name. Why? Because they will then realise that you’ve just scraped their information and sent out bulk emails.
Ensure the email addresses aren’t shared
Whenever sending out emails, always make sure you check the email addresses. If it isn’t an individual email address, do not send it anyways because your campaign would just fall flat.
Make sure your data has been cleansed
Before sending out any cold emails, always check to make sure you have the correct email addresses. Every email that bounces could hurt your campaign’s success rate.
2. Social Media
Social media can be a very powerful lead generation tool, if used correctly.
Here’s how you use it to your best potential:
Prioritise what social media platform to use
Social Media, for the most part, is a cheaper alternative to use. But because of how easily accessible it is, many brands make the mistake of hopping on every single one of them.
Due to how different each platform is, the audience demographic would differ too. To identify which platform works well with your brand, and solely concentrate just on that.
Posting on too many different platforms could just hurt your brand’s image while confusing your audience.
Gives buyers all the information about your product
The biggest advantage of having a connection with your audience on social media is that you can directly converse with them.
This way, any content that goes out is as genuine and as true to your brand as possible. Images, GIFs, Videos, everything would be as closely related to your product as possible.
Post at appropriate times
Just like how every platform has an audience demographic, it also has an appropriate time at which you should post your content . It’s performance could vary depending entirely on the time at which you post it .
For B2B companies, LinkedIn proves to be the best social media platform. You can even pay for a Sales Navigator license to get more flexibility and control over your prospecting on the platform.
3. Paid Advertisements
Paid advertisements are easier to implement, but can be difficult to optimise correctly. It is easy to set up an ad campaign on your chosen platform and drive traffic, while tracking your campaign to see how well it performs.
Here’s what you should keep in mind:
Audiences could be using ad blockers
Most people use ad blockers while browsing through the internet. So if you’re paying for an ad, keep in mind that most of your target audience might not even be able to view it.
Lack of trust in paid advertisements
Due to how misleading paid ads have been, consumers don’t trust them anymore. While this may not seem like a huge issue, this is a disadvantage if that happens to be your target audience.
Be mindful of the platform you’re advertising on
It is always smart to advertise on a platform that is frequented by most of your target audience because that is where you will find your warm leads.
It would also make sense if you would interact with the audience that is interested in your product more than trying to get someone interested in it.
Relevancy goes a long way. Creating an ad that your audience relates to will not only help with quicker conversions, but is more effective, and performs better.
When it comes to outbound sales strategy, there are various methods you can use in your marketing efforts.
Identify a social media platform that works better for your business based on your target audience and goals. By doing this, not only are you putting out content that is available for the right people, but you’re also defining your brand’s identity.
But you’re not done yet, once you do have leads coming your way you have to ensure that they don’t slip through the cracks by constantly staying on top of it and nurturing them through the funnel.
To ensure you can fill your pipeline with qualified opportunities, use proper lead generation channels that make sense for your business and execute them well!
Own a business and considering social media marketing, but are unsure about whether it would benefit you? While social media is key for most brands in this age of technology. Do we really know what Social Media Marketing truly is?
What Is Social Media Marketing?
Social Media has efficiently been making its way to being the most important aspect of digital marketing. Not only does it help your business connect better with your customers, but it also helps boost your leads, sales, and increases awareness for your business while you’re at it. With almost everybody and their mother using social media, social media marketing is definitely here to stay!
Now that we have a better understanding of what social media is, let’s understand what that means for your business.
Why Is Social Media Marketing Important For Your Business?
On most occasions, some businesses have a smaller customer base, but a larger price point. What does this mean? This means that their customers would need more support, information, nurturing, and trust factors to encourage a sale.
While Social Media Marketing is focused on building loyalty, brand advocacy, and nurturing relationships, it may not directly drive sales. While there are multiple social media platforms to explore, the most effective platforms are LinkedIn, Facebook, Twitter, and on some occasions, Instagram.
How Does Social Media Help Your Business?
Brand visibility is remarkably important for a business. But how do you reach out to a target audience without having known about your business? Developing a social media presence allows you to determine a lot of things:
Your business persona
The content you want your target audience to see
Determine a social media strategy
What is a social media strategy?
Before you try marketing your business on social media, you need to determine how you want your audience to perceive you. This is where a social media strategy comes into play.
Points to focus on:
Be as true to your business personality
Build your buyer persona
Create CTA content
Focus on your customer
Improves Customer Engagement
Engaging with a target audience is extremely crucial for a business, and social media helps your business with that. Communicating and interacting with your customer just makes it even more personal, making it easier for them to convert.
Not only does it help with getting out your brand message, but customers are more likely to trust you if you hold a two-way conversation with them.
Seeing how significant social media marketing truly is, creating a voice for your business is crucial for improving your business image.
Customers always favour a personalised response over a computerized response they usually expect to get. Not only does a personalised message show your customers that your business values them, but it also helps showcase your business in a positive light.
Even though a social media presence really helps, what really matters to most businesses is having great website traffic.
How does social media marketing help with that?
By creating and sharing content revolving around your business, your customers have a good reason to visit and click through your website. So the more quality content you share on social media, the more inbound traffic you get which in turn creates conversion opportunities.
Better Understanding Of The Marketplace
What better way to understand what your customer wants and needs than directly communicating with them via social media?
Social media helps get a better understanding and information regarding your industry. Therefore, you can look into your customers’ interest, opinions, and more via social media marketing.
How does this help with business?
Once you have a better understanding of what your customers are interested in and what they want from your business, you have a better chance of creating a better buyer persona. Most businesses use social media as a way of understanding their customers better, and then use other research tools to help refine their search.
Once you’ve created a buyer persona, you can look for leads efficiently. Lead generation is just as essential for a great social media presence, because it can help determine how your business can target their customers. Leadmi, the market automation and lead generation platform not only looks for the perfect leads for your business; but helps find quality leads with a higher conversion rate.
Better Customer Support
Social media platforms have created the perfect platform for businesses and their customers to communicate better. Most prefer looking at social media platforms instead of calling a customer service line for information.
How do you help your customers efficiently?
Personalised responses for your customers
Put out content on your social media that will help them understand your business personality better
Respond to every query your customer has with the help of a chatbot.
Keeping in mind how important social media marketing is, there are many advantages and disadvantages for your business.
While it helps with creating a business personality, identifying your buyer persona, better customer support, and more. Having a great social media strategy is crucial for a good social media presence, but moving forward without a good strategy is abominable.
Social media has been an essential part of the latter part of the last decade, and 2020 is only going to elevate it even more. And with how effective digital marketing is, for a business that wants to build a presence and grow social media marketing is extremely crucial.
In the initial stages of business you must focus on gathering an audience from which you can fetch quality leads. It’s essential that you turn that audience into quality leads through smart lead generation. But there are quite a few mistakes that seem to come up along the way. These mistakes can cause problems getting you the results you want for your business. Before you watch all your traffic go on by without turning into a lead, take a look at a few mistakes in lead nurture strategy you should be avoiding.
Missing or non-existent landing pages
When your web page receives traffic because of a promotion or ad, you must have a landing page that is related directly to what your audience clicked on. If you make them land on a full-content web page then there is a huge chance that they will leave and go somewhere else. The landing page should be the one that directs your audience and doesn’t misguide them. That’s how they go from traffic to a lead because you are gathering information.
You want to have information and details that can attract a plethora of types of businesses to yours. It’s somewhat of a two-way street though, because you don’t want to be too generic in hopes of attracting everyone.
It’s up to you to narrow down your audience a bit and figure out exactly what kind of information they are interested in. By producing more personalized content, you will find better matches for your company.
Investing too much or too little on Social Media campaigns
Customers are driven by social media today. In fact, the entire world is. Everyone is on Facebook, Twitter, Snapchat, Instagram, and other platforms. This makes companies invest more on social media marketing.
However, they do happen to make some mistakes that drive their audience away. Either they are not putting out enough information, or basically, they start up a page and leave it. Or, they are dumping too much information out and overloading their visitors. What works best is when companies distribute quality content at decent intervals to catch and keep the attention of the audience.
Unable to nurture leads
Many marketing teams think that when they get a lead to land on their page and complete the campaign, they are done with the process. That’s not exactly true. Only a little over 10% are ready to make a purchase when they respond to campaigns. To get the remaining traffic to commit to something, you have to nurture the leads and give them some personalized and focused attention to keep them interested. And marketing automation is of great help here.
Marketing automation is all about timing. A great follow up strategy would be to find out whenever a prospect’s timing is changing to your advantage and to build a relationship with prospects whose timing isn’t quite right yet.
Marketing teams struggle to figure out the perfect and most nurturing message to send out to their leads. But a smart marketer knows how to control emotions through email copywriting, social media messaging, etc, which is an aspect often overlooked.
In B2B lead generation, you can’t just set and forget about your campaign. You might be getting a good number of leads, so you think your job is done and you can keep doing the same thing. Well, what works at one time isn’t necessarily going to work later on.
In order to build successful campaigns, you must keep a close eye on what’s working and what isn’t. The methods that aren’t working need to be tweaked and updated so that they can start getting results again.
Quitting too soon
Once you try and make contact with a potential quality lead, there is a good chance that they aren’t going to respond. In fact, it takes about 5 attempts at reaching someone through a lead generation before it is successful.
This means you can’t email them once and when they fail to answer you, forget about them. It’s only going to work if you keep working at it with consistency. Stick with them remaining consistent with your nurturing until they are ready to make a decision in your favor for an effective lead nurture strategy.
Ineffective or missing CTA
Your CTA is the most crucial part of the whole process of lead generation. It informs and educates your visitors what to do next. It’s when they click through on a free trial, email list, or download something from your site that you gather their information.
If an effective CTA is missing, there is no other way to collect the details you need to try and convert those leads. Make sure that your CTA is noticeable and easy to proceed with. If you put an overly complicated CTA, your traffic isn’t going to bother with it. Keep it clear and simple, you will see how well your CTAs work that way!
If you would like to know more about lead nurture strategy and marketing automation, please visit LeadMi!
Let’s understand LinkedIn lead generation by starting with a few interesting stats –
These compelling stats prove that for most businesses, especially B2B, Linkedin is the most effective social media channel which gives its users the ability to build and grow professional networks to reach their potential buyers just with the tap of one button “Connect”. Lead generation via Linkedin is an integral part of any digital marketing strategy and today we will be discussing – How can it be leveraged to its maximum? Read on….
LinkedIn lead generation best practices
1. Identifying your buyer persona
It might sound basic, but according to Hubspot’s report in 2018, 52% of marketers say that they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last. Hence, it is very important for marketing and sales teams to answer the question – “Who is your buyer?” collectively to reach common ground and minimise wastage of efforts. Always remember, that having a very broad target audience or a very narrow one – can drive ambiguous and unreliable results. Before defining your target audience using hundreds of filters, always keep one thought in mind – When your potential buyer reads about you and your brand/product, they should think that your existence in the market is to be of service to them and you are exactly what they need, right now. Segmentation of this intricacy drives the maximum results.
With most of the users using Linkedin for marketing or selling their products, Linkedin introduced Sales Navigator back in 2014. However, only since 2018, salespeople have started relying on Sales Navigator as a viable resource for expanding customer relationships, acquiring new businesses and improving productivity. However, till date, Sales Navigator cannot be used as an only tool for lead generation via Linkedin due to multiple limitations – like outdated information, limited user-base, availability of only personal email IDs as contact information and more. Also, the problem of being able to generate only a small chunk of leads on a day-to-day basis makes it even more difficult to scale. In such scenarios, using platforms like LeadMi.io helps you leverage all the features available in Sales Navigator and multiple other social media channels. Avail validated contact information and without any audience limitations.
3. Linkedin Lead Gen Forms
In case you are doing Linkedin ads, then the best way to do lead generation would be via Linkedin Lead Gen Forms. As soon as a person clicks on your Linkedin Ad for downloading your lead magnet, Linkedin Lead Gen Forms take them to an auto-filled form with all the required professional information from their Linkedin profile. The key here is that without any manual efforts from your lead’s end, a validated lead is created in your CRM automatically. For these forms, Linkedin displays large and dynamic CTA buttons, mostly to make it mobile-friendly. Hence, designing your Ad accordingly will help in deriving the maximum results.
4. Prepare the end-to-end Sales process before beginning
Once you start leveraging Linkedin for lead generation, you get access to potential leads for your business, in abundance. For most of the companies, this becomes a big issue because the sales process is not aligned to its entirety. The cost of getting back a customer who is already lost, is very high as compared to retaining them. So, plan out your entire sales journey and also the marketing around it for maximum engagement and conversions.
5. Clear and convincing messaging
In today’s social media world, user attention is a scarce resource, making it extremely complicated to get your message noticed. Hence, you have to focus on multiple aspects of your messaging to connect instantly with your buyers and enabling them to relate to your product and showing true value. An ideal way of doing this is classifying your messages as answers to questions like – What do you do? Why do you do it? How do you do it? How much does it cost? If your messaging is answering more than 2 questions at once, then there are very high chances for the potential buyers to not show any interest. However, if your messaging is answering questions like – What is in it for your customers? Why is it better than your competitor? What results have you produced? Then the chances of getting an immediate response showing interest are higher.
6. A/B Testing
Test, test and test! You will never know if your lead generation strategy is providing you with the best results unless you perform multiple A/B tests to find the ideal combination of tools, methods and messaging. Hence, it is always suggested to do A/B testing before finalising your Linkedin Lead Generation Strategy.
If you’re a B2B company, then data and research suggest that you’re most likely to find your potential buyers on LinkedIn. There are several paid and free strategies that will help you find them. Some of these strategies can be tedious and time-consuming. But they help you find hot leads so you can nurture them better.
The key is to push maximum relevant content and measure the ROI with the help of your lead generation tool. This strategy takes all the guesswork out of the box. As a result, you can contact your potential buyers with confidence.
Reach out to LeadMi if you would like to know more!