A 12 slide practical guide on how to tap the value of what you know to attract, nurture and close your prospects.
How to give away some of your most valuable information to connect you with your most valuable prospects: customers who need what you sell.
A quick guide on improving your sales and marketing pipeline.
Mobile Marketing Ideas For Small Business OwnersTextMagic
This document discusses 11 killer mobile marketing ideas for small business owners. It emphasizes that text messaging is a huge opportunity, but businesses must avoid annoying customers with pushy sales messages. It recommends having customers opt-in, sending purposeful messages about useful information like appointments or available products, and personalizing messages for each customer based on their interests. The document then provides 11 specific use cases for creative text messaging, like appointment reminders, reservations, notifications, surveys, and customer service. It stresses sending messages that customers would find helpful rather than just sales pitches.
Get 150+ pages of actionable insights for smarketing - smart & aligned sales & marketing.
Mike Tyson once said that everybody has a plan until they get punched in the mouth.
The coronavirus has punched us all – humans and businesses.
We need a new plan.
The old sales & marketing techniques are not going to survive 2020.
Welcome to the world of Smarketing – smart aligned sales & marketing.
- 180 Degrees Consulting is a university-based consultancy with over 140 branches globally. The NIT Trichy branch provides students exposure to management consulting.
- The branch aims to create lasting social impact and increase client effectiveness through social impact projects, problem solving, and spreading consulting culture.
- Services include market research, strategy, data analytics, and more for startups, non-profits, and campus clients. Projects follow a 5-step engagement cycle to ensure quality.
- The team has won awards and maintains high standards through a rigorous selection process and training. Past clients provide positive testimonials, praising the team's professionalism and impactful work.
The document provides guidance on using intelligent gifting to shorten sales cycles and close more deals. It discusses how gifts can help sales teams increase connections with prospects, reignite stalled deals, and improve overall effectiveness. The document also outlines considerations for an effective gifting strategy, such as understanding goals, audience, timing, and tracking results. It describes how the SwagIQ tool allows sales teams to send gifts from Salesforce at opportune times to boost sales.
My talk about customer discovery and understanding customer needs from the 2015 Lean Startup Conference in San Francisco, CA. Based on the book, Talking to Humans, by Giff Constable & Frank Rimalovski. More at http://talkingtohumans.com.
The document discusses predictions for the future of B2B marketing from 31 top marketers presenting at the B2B Marketing Forum. Some key predictions include: marketing becoming organized around data, content, and technology with silos disappearing; prospects closing their own deals using mobile devices; and the CMO becoming the "Chief Journey Officer" responsible for optimizing the customer journey. The future is also predicted to include technologies like precognitive marketing, neural interfaces, and all marketing becoming marketed to individuals rather than businesses versus consumers.
Let’s look at how business owners can write B2B sales emails. Please note that this article is dedicated to B2B emails specifically. All of the following recommendations are based on our B2B marketing experience.
https://belkins.io/how-to-write-b2b-sales-email
This document provides an overview of retargeting techniques. It defines retargeting as targeting individuals who have taken a defined action, such as visiting a website or performing a search. It discusses the rise of real-time bidding and ad exchanges in enabling retargeting. It also distinguishes between different types of retargeting, particularly distinguishing search retargeting. It notes some best practices for retargeting, such as not retargeting all site visitors. It positions the company Chango as uniquely able to leverage search data for highly targeted retargeting campaigns.
The Future Of B2B Marketing / By @TheCoolestCoolRoss Simmonds
From RossSimmonds.com - Check it out for great information on B2B Marketing!
Over the last few years, the entire sales and marketing process for B2B and enterprise organizations has shifted. These companies are no longer armed with information that is hidden from the public and sales teams are no longer in the driver seat. Leads and prospects now hold the power as information is more readily available and the increase in competition has resulted in a plentiful supply of choice. Beyond that, technology has completed disrupted the once linear buying process and behaviour of B2B customers and has forced marketers to become more strategic and efficient in their approach. Here are a few trends that I believe are going to redefine marketing in the B2B space over the next few years.
State of Conversational Marketing 2019 [Free Report]Drift
This document provides a summary of key findings from the 2019 State of Conversational Marketing report by Drift and SurveyMonkey Audience. The report is based on a survey of over 1,000 consumers and explores how people prefer to communicate with businesses today, with a focus on chatbots and conversational strategies. Some of the main findings include: 1) Email and phone remain the most commonly used channels for customer communication but chatbots and online chat are growing in popularity; 2) Customers expect near-instant responses from chatbots, similar to face-to-face interactions; 3) Attitudes toward chatbots are becoming more positive, with just 14% preferring forms over chatbots.
We present you mandate reason why SMBs need a website. We know the needed person always thinks how to start, which one the best, don’t think negative. We won’t say we are the best or your last station. Do you know what? Today every 2nd guy is using smartphone in the world and 90% peoples active on the social media platforms.
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
This document provides information about affiliate marketing and choosing an affiliate program. It includes:
- An introduction that outlines a typical day for an affiliate marketer working from home, including tasks like website maintenance, program promotion, answering customer questions, and more.
- A section titled "3 Things All Affiliate Marketers Need to Survive Online" that recommends using unique pages for each product, offering free reports to build an email list, and getting targeted traffic.
- A section called "Top 3 Ways to Boost Your Affiliate Commissions Overnight" that suggests knowing the best programs/products, collecting email addresses from free offers, and publishing a newsletter.
- A section on "
The document provides an overview of digital marketer's daily tasks and topics in digital marketing. It discusses planning, reporting, analyzing strategies and optimizing. It also outlines key areas of digital marketing including search engine marketing, social media marketing, email marketing, and analytics tools. Fundamentals like search campaigns, shopping campaigns, and conversion campaigns are explained. The document aims to help people understand the main areas of focus for digital marketers.
Fourth State of Marketing - SalesforceFrenchWeb.fr
This document is the fourth annual State of Marketing report from Salesforce Research. It surveyed 3,500 global marketing leaders to explore trends related to customer experience, organizational changes, and technology adoption.
The key findings include:
1) Customer experience has become the central focus of marketing strategies, and high-performing marketers are leading customer experience initiatives across their organizations.
2) Marketers are struggling to deliver consistent, personalized experiences across channels due to challenges in gaining a single view of the customer and leveraging different sources of customer data.
3) Emerging technologies like artificial intelligence, marketing automation tools, and data management platforms are expected to significantly impact marketing approaches and capabilities over the next two years.
*How We Used Our “Secret Conversion System” To Generate $43,742 In Affiliate Commissions In 7 Days
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The world’s fastest growing companies are using chatbots to generate leads 24/7/365–but much of Conversational Marketing is still a myth to the majority
of marketers. This session will shatter the myth and provide practical insights that can turn your website into a world-class showroom that provides every visitor with an experience that leaves them feeling like a VIP.
Many B2B companies pride themselves on building personal relationships
with their customers. But as one global leader in specialized environmental
services has discovered, relationship building in the B2B space is shifting rapidly.
7 ESSENTIAL TIPS FOR EFFECTIVE LEAD GENERATION.pptxA2digital
: In simple words, Lead Generation/Lead generation marketing is the process of getting people interested in your business and gradually converting them through your pipeline into paying customers. Some people see lead generation as a big email blaster and an intrusive salesperson. However, today these techniques are no longer successful.
The document discusses how technology and online research has changed buyer behavior, with customers now 57% through the purchasing process before contacting a salesperson. This has increased the value of subject matter experts who can provide insights beyond what customers find online. The document recommends that companies train their salespeople to become subject matter experts by understanding customer buying behaviors, industry trends, and how to identify opportunities to add value. It provides examples of how one financial company significantly increased sales by restructuring their sales team and processes to focus on a consultative, subject matter expert approach.
10 Things Emerging Technology Companies Need to Know to Jump Start Their Way ...Debbie Gee
The document provides advice for emerging technology companies on how to jump start revenue generation. It discusses 10 key things companies need to know, including being wary of hastily hiring a sales force, being objective about their technology offering, knowing their competition, understanding where they are in the emerging technology curve, clearly communicating value to customers, being prepared to invest in winning customers, knowing when to partner, leveraging existing customers, simplifying their message, and being realistic about timelines. It also discusses how companies can execute their strategies through an outsourced sales and marketing option to help reduce costs and accelerate revenue.
This document outlines a 7-step process for developing a complete small business sales and marketing plan according to Lifecycle Marketing.
Step 1 involves attracting traffic through creating valuable content and promoting that content through search engine optimization, paid search advertising like Google AdWords, and social media.
Step 2 is about capturing leads by enticing website visitors to provide their contact information, such as through a newsletter sign-up form, while ensuring the content and form are compelling and don't request too much personal information.
Step 3 discusses nurturing prospects through a systematic approach of developing trust and converting leads, including setting clear expectations around communication frequency so leads are engaged but not overwhelmed.
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
Stephen Wind-Mozley, Digital Director of Virgin Media Business goes through the 7Cs of effective digital marketing: customer, content, conversion, context, community, convenience, cohesion and how they can help SMEs succeed.
This deck was originally presented on an FSB webinar in September 2016
This document provides an overview of key concepts for optimizing B2B marketing campaigns and driving more revenue. It contains 8 chapters that guide B2B marketers through pillars of digital marketing like lead generation, lead qualification, lead nurturing, email marketing, content marketing, webinars/events, social media, and ROI reporting. Each chapter includes checklists and worksheets to help marketers apply the concepts. The document emphasizes testing elements of campaigns to improve conversions and engage leads at each stage of the buyer journey.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
Digital marketing is essential for new businesses. 15 ways to effectively market a startup using digital strategies are outlined, including creating quality content, social media marketing, paid ads, search engine optimization, blogging, and more. It is important to choose 2-3 focused strategies to start, such as social media and content creation, and to listen to customers and adapt strategies over time based on analytics and market changes. Marketing should start locally and build relationships with potential customers through quality, valuable content and a customer-focused approach.
How to Maximize LinkedIn's Value with Sales NavigatorAlex Hisaka
Sales Navigator is a tool within LinkedIn designed specifically for sales professionals to help them engage in social selling. It provides features to help salespeople target the right buyers and companies, understand what buyers value through insights on their LinkedIn profiles and activities, and keep track of key changes to leads and accounts. Sales Navigator integrates with CRM systems and provides tools like advanced searching, lead recommendations, notes and tags, and alerts to help salespeople find prospects faster and stay updated on important changes.
Is your company ready for Christmas? Our free retail guide is full of helpful tips and tricks to make sure that you have your marketing covered from A-Z.
Marketing can help shrink a company's B2B sales cycle by providing relevant content to educate prospects at different stages. Companies should layer content from short summaries to in-depth articles to support information gatherers and buyers. They should also offer options for prospects to self-educate or engage with sales at different stages. Providing this type of self-serve experience can offload costs from sales and boost effectiveness by keeping prospects engaged with the company for longer.
Stop Isolating Customer Insights: Five Ways to Design the Customer Into Your ...Mohamed Mahdy
Five ways companies can better design the customer into the company to become more customer-centric:
1. Don't just rely on customer insights, actively involve customers in product development and innovation.
2. Create common purpose among all departments by having them directly engage with customers.
3. Ensure customer voices are represented beyond just marketing by getting to know customers personally.
4. Use real customer experiences and feedback, not just data, to understand customer needs and motivate teams.
5. Have all departments synthesize customer information to develop a unified understanding of customers.
This document provides a guide to data-driven sales prospecting. It discusses how sales prospecting has become more complex but also more crucial in today's business environment. It advocates adopting a data-driven approach to sales prospecting by leveraging different types of company data at each step, including defining the ideal customer profile, finding matching companies, tapping automation, personalized outreach, and evaluation. The document explains key concepts like firmographics, technographics, buying signals, and intent data that are important for a comprehensive understanding of company data to enable effective data-driven sales prospecting.
“COVID-19 has crippled the world, leaving many small medium businesses struggling to survive and many waking up to the reality of re-assessing their business strategies and tactics. Even [b2b / b2c] marketing will have to be adjusted. “
The document summarizes key digital commerce trends for 2014 according to Frankly Partners. It identifies three main trends: 1) Improving customer experience through visual commerce, streamlined checkouts and returns, and excellent mobile experiences. 2) Harnessing data and analytics to personalize experiences, manage data from multiple sources, and optimize multi-screen/multi-channel experiences. 3) Re-thinking leadership to make data-driven decisions, align objectives across teams, and maintain a customer-centric service attitude focused on continual improvement.
This document provides guidance on developing a digital marketing strategy in 3 sentences or less:
The document discusses the importance of having a clear digital marketing strategy and assessing your capabilities before developing your strategy. It also emphasizes that a digital strategy can improve any business by lowering costs and increasing profits. The document provides a checklist to help businesses evaluate their current digital marketing approach across key areas like strategic planning, data integration, and customer experience.
Similar to BrainRider: B2B Pipeline Marketing "How To" Presentation With Notes (12 Slides) (20)
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1. Almost all companies have untapped value in what they know, in
their expertise, and in what they do. Our business is about helping
B2B clients use that value to create new customers. In the next 12
slides we will walk you through how to do it.
Who are we. We are a start-up with lots of experience. You can
check us out here http://www.brainrider.com/about-us
Three great questions to think about before we get start are
•Who is your customer?
•What are the stages they go through when deciding to buy from you?
•What do they want to know at each stage of the decision process?
If you are interested we have a blog post about best practice in
answering these questions here
http://blog.brainrider.com/2010/03/b2b-marketing-understanding-
decision-stages/
1
2. Let’s start with some research about today’s market and today’s
buyer.
At most companies the message is the same, selling is getting harder
because prospects are simultaneously more connected and
harder to reach!
1. The internet and more specifically Google have changed
customer expectations and behavior
2. More than 85% of all B2B purchase decisions, globally, start
with research on the web not with a sales call
3. The truth is that many buyers no longer think they need a
sales conversation until it is time to negotiate a lowest cost
deal
Across all industries, sales performance is becoming more difficult
with 5%-8% declines in key sales metrics because
• Buying cycles have become disconnected from the selling
cycle
• Buyers have more access to information, not just from
sellers but from other buyers and third parties
• Single decision makers are being replaced with committees,
multiple layers of approval and more purchasing scrutiny 2
3. One of the major reasons the context for your marketing and
selling is changing is that new technology is enabling a world of
connections.
Many of these connections are trivial, lots of them are just social,
often they are very geeky, but the overall adoption rate, impact,
and penetration growth are incredible. And it is world-wide,
according to Nielsen 2/3’s of the world’s internet users connected
through some type of social media in 2008.
Research study after research study is showing that these changes
are affecting the B2B sales cycle and how your customers are
running their businesses, looking for information, and buying.
But overwhelmingly for B2B markets this world of digital
connections still relies on buyers dealing with sellers over a
handshake. The solution is an approach that leverages technology
to get you to more handshakes.
4. There has been an incredible amount of innovation in the past 10 years in
the strategy & tools to work and sell smarter.
Today’s opportunity is about all the ways you can connect with your
customer. And how to track their digital footprint to create sales
intelligence and customer relationships.
It is about the email from your sales representatives, it’s your digital
tradeshow collateral, it is your business card, it is about what they are
searching for, its your follow-up and thank you notes.
Most importantly it is about working smart by using the value of what
you know to create customers. The next slide shows an example of great
knowledge marketing.
4
5. Let’s look at an example of how one of the world's largest oil field
services companies uses Knowledge Marketing to get and retain more
customers.
15 years ago they used what is still a typical B2B approach. About us
credentials, product and service descriptions, contact us, etc. You can
see this on their website in the 1996 example on the left.
10 years ago they moved to dynamic content by adding 3rd party news
headlines giving industry updates by web or email, local weather
updates, and even a cartoon of the day.
But the most interesting content they shared was market data called
the rig count. It is proprietary data, produced by a Schlumberger
subsidiary, and a real customer hook. Something worth connecting
with Schlumberger about.
But with that learning Schlumberger started to work smarter not just
harder.
5
6. This is Schlumberger in 2010.
They still offer tablestakes content including their credentials,
products, and contact us information on their website.
And their content has expanded over time into an incredible
library with a broad range of content types.
But check out the red circles on the left. RSS feeds and Premium
Content opt-in. This is how Schlumberger is working smarter not
just harder.
They actively connect with their customers with multiple levels of
opt-in from RSS, to desktop tools, to email newsletters, to
“premium content” And behind the scenes they are tracking all
these digital footprints with a tool called demandbase.
After 15 years of trial, error and learning Schlumberger has
combined their credentials, content and connections to build a
valuable business pipeline. 6
7. Our business is helping clients make this happen using a practical 3
stage strategy, an agile approach, and the right combination of
technology and execution.
The truth is that you don’t need us to this. In fact check out our blog
and resource library for tips on how to make it happen.
But we have the experience to help you do it faster and smarter. And
to help you get to work getting more customers today.
But enough about us, we want to share how to do it.
7
8. The most important question you can ask in your business today is
“WHAT DOES MY CUSTOMER WANT TO KNOW?”
So we recommend you start by understanding what your
customer wants to know, what they are searching for, what they
are sharing with their colleagues.
•And how and when they are asking for it.
•And how they want to approach the answer.
•And how to segment different customer types and understand what
they want to know at different stages in your pipeline.
Then we suggest you audit your existing communications with the
chart on the left to see how many types of questions you really
answer.
And we think you should use your digital data to track prospect
behaviour in order to understand what they are interested in. And
of course you should use that intelligence to attract and nurture
them through your pipeline while giving your sales team more
intelligence about who they are selling to.
8
9. If you are like most successful B2B brands you have already put a lot
of investment into your knowledge, marketing, and sales assets.
You might even be experimenting with sharing these valuable
resources in various channels and formats like blogging, PR,
tradeshows, webinars and events.
But the most important step is to actively use these assets to connect
with more customers.
•Asking them to opt in for more information
•Being ranked in search results relevant to your expertise
•Offering content in emerging social media like blogs, LinkedIn,
and email.
•Generating more effective tradeshow content
•Building smart collateral
And tracking what is working and where it is connecting with your
customers. Above is a client example of how to turn what you know
into more powerful marketing and sales assets.
9
10. In order to better connect with your customers you need a flexible
and smart platform that does the job of capturing digital
footprints and using that data to track your customers and deliver
real time sales intelligence. This slide shares a real example from
BrainRider’s marketing program. If you have seen some of our
content then we have started tracking you too! Ask if you want to
see a live demo.
The good news is that while there are lots of powerful tools out
there, we have experience working with many of them. And we
are happy working with any tools you prefer.
But in case you do not already use any marketing automation tools
we have also inked a preferred partner deal with a great tool
called Pardot Prospect Insight to get you started quickly and easily
and without a long-term commitment.
Check them out here http://www.pardot.com/
11. If you want to see a short demo video (still DRAFT), go to
http://www.youtube.com/watch?v=DCbmvKt8c8w
11
12. Here are three basic options of what we can deliver for you.
But we will work with you to customize a solution to your needs.
The place to start is understanding your business objectives and:
•Who is your customer? How do you segment their needs?
•What are the decision stages they go through when buying
from you?
•What do they want to know at each stage of the decision
process?
After that your knowledge marketing program can be up and
running in less than 4 weeks.
12
13. That’s it. You have made it through 12 quick slides (we cheated
with 1 extra video slide) on How to Use Knowledge Marketing To
Create Customers.
Thanks again for taking the time.
Visit our website for more knowledge marketing resources and to
learn more about who we are and what we do.
http://www.brainrider.com
Or contact our General Manager Scott Armstrong at 416 900 3310
or scott.armstrong@brainrider.com for more information on how
we can help your business get more customers.