The Value of 1:1 Marketing: Putting Customer Interests Ahead of Big Data

The Value of 1-1 Marketing- Putting Customer Interests Ahead of Big Data

A business should thrive in solidifying not only its reputation, but also the relationship it shares with present and future clientele. After all, success in marketing and sales is dependent on creating quality connections through effective lead generation and appointment setting.

However, some B2B companies do not know exactly how to achieve that, owing to the fact they manage large quantities of data. With big data come bigger responsibilities and also higher risks. Companies struggle with tracking and nurturing a great wealth of prospect data that comes their way. At this point, targeting the wrong personalities and therefore feeding the pipeline with sales leads that won’t even conclude in a close seem unavoidable. Poor lead management can be a factor here, but in most cases, better marketing and sales performance is usually an issue of maintaining quality relationships.

Going back, customer relationships should be prioritized not as an end but as a means. This is clearly illustrated by the 1:1 model of direct marketing. The model (or method, whichever B2B marketers put it) emphasizes immediate and intimate relations with clientele, using technologies like marketing automation software. But above all, it encourages marketers to add customer-relevant value to their CRM strategies to develop interactions that will end in a purchase.

Using the 1:1 model definitely serves as an integral component to your marketing arm as it puts client interests ahead of everything else – regardless of how many interactions you should have to manage. Personalization is one way to put it, and effective creation and delivery of customized content works wonders. A case study by Marketing Sherpa says that emails containing the names of their recipients in the subject lines and in the content of the email have a higher click through rate (up to 17.36% higher than emails that aren’t audience-specific). Regarding web content, a Gartner study indicates the importance of personalized information, saying that at least 46% of B2B buyers “consider tailored offers as extremely significant activities in terms of maintaining or growing the relationship with the business provider.”

There is one thing to consider though: interactions that follow the 1:1 model take a longer period of time to work their magic. Quality communications and putting the customer’s interests first are what matter in developing nascent B2B partnerships, and this takes a great deal of effort and time. If you want immediate results for your B2B lead generation program without the need to sacrifice efficiency, consider outsourcing your activities to a multi-channel B2B marketing company.


Track your Marketing Success with these Lead Generation Metrics

Track your Marketing Success with these Lead Generation Metrics

Much of the challenge in B2B lead generation is anchored on tracking key metrics. But what’s the significance of such an activity?

Initially, metrics are utilized in order to measure certain losses and gains with regards your marketing campaign. They are crucial in determining whether your capital inputs have been maximized in that they are producing the results you want.

For every business that wants to expand, they are vital in identifying company strengths and weaknesses. Through lead generation metrics, you can streamline and adjust your marketing processes based on certain market conditions. In addition, marketing metrics ensures transparency, letting you know that every cent and drop of sweat you put in your lead generation and appointment setting efforts is worthwhile.

Now, the difficult part about marketing metrics is that it involves a lot of mathematical applications. It is not qualitative in the sense that you can immediately come up with assumptions. It requires a great deal of collating and calculating data about your respective industry and your target decision-makers.

More importantly, it involves knowing what metrics to track and how to interpret these to gain a more accurate view of your campaign’s progress.

But where should one begin?

Campaign expenditures.  Before implementing your strategies, you will need to define short-term and long-term objectives. On top of that, you will need to determine projected expenditures in realizing these objectives. Defining your budget makes it easy for you to compare actual and expected gains. Moreover, it aids you in choosing the most profitable tactics to employ.

Cost per lead.  In online advertising, CPL can be a viable option for acquiring high-quality B2B leads that can convert. But marketers who went down this road will tell you it is not easy maintaining such a campaign. CPL is costly, rendering it difficult for businesses to purchase B2B leads in bulk. Understanding how much CPL would cost you, on the other hand, can help maximize your budget for internet marketing.

Determine first-touch and multi-touch attribution.  For a more efficient experience in B2B lead generation, it is vital to take into account audience interactions. Tracking these variables enables a good view of your ROI influx and identifies which campaign content are effective in adding value to prospects. Aside from that, you will know whether your campaign runs like a well-oiled machine.

With these three important metrics in mind, you will be able to give your campaign a clear direction towards the vision you set for it. But if you opt for better results, try a B2B outsourcing company that has proven capabilities in marketing analytics and campaign application.


Ways to Maximize your Marketing Automation Experience Right Off the Bat

Ways to Maximize your Marketing Automation Experience Right Off the Bat

Recent experiences point out to marketing automation as the way to go for better B2B lead generation results.  But while you are setting up your budget for a 2015, it is still necessary to learn whether or not automated marketing should be considered.

For sure, having a computer program to manage complex activities for you seems like an idea pulled from retro science fictions novels. It prompts images of easier tasks and “push-button” labor in which everything is just a remote control away. It’s a paradise that makes for easier handling of complicated tasks, in this case B2B lead management.

Then again, such a system does not guarantee surefire results. There are risks attached to purchasing a marketing software solution. In terms of practicality, yes automation can help organize profile, track and research your leads. But these activities can barely circumvent the typical challenges marketers face, particularly the volatile nature of buyer preferences, never ending algorithmic updates of search engines, and unstable market trends.

Marketers then arrive at a Shakespearean dilemma: to automate or not to automate?

Apparently, in our fast-paced society, many business tragedies were a result of not being able to keep up. Companies on the other hand enjoy increases in their lead traffic and sales volumes. A Demand Gen Report states that leads nurtured using marketing automation present a 20% increase in sales opportunities. To drive the need to automate further, Nucleus Research finds out that marketing automation drives a 14.5% increase in sales productivity all the while reduces marketing overhead.

With such figures, the obvious answer to the aforementioned question would be to automate.

But hold your horses. Achieving such juicy numbers is presupposed by numerous factors, one of which is execution. Your success depends on how well you choose a marketing automation company that will provide you with the right stuff for your B2B appointment setting and lead nurturing activities.

You can further maximize your marketing automation experience by incorporating effective brand strategies. Content plays a significant role here, so always prioritize what your target audience generally wants and saturate the web with your brand image. Also, complement effective delivery with landing pages and emails that are just as effective.

There are tons of ways marketers can leverage their marketing automation platforms to spike their revenue. But to truly succeed boils down to just one harmonizing fact: the need to work hard.