How to Make your Appointment Setting Campaign More Effective

How to Make your Appointment Setting Campaign More Effective

Clearly, there is no denying that appointment setting activities are crucial in driving sales performance and business growth. B2B marketers will know better than to rely heavily on lead generation without considering the prospect of gaining high profile engagements.

It is apparent though that B2B marketing processes constitute complex challenges. And indeed, they are more manifest in terms of setting sales appointments.

For one, B2B leads need to be nurtured before they are deemed qualified for a sales meeting. Effective lead nurturing allows marketers to track their prospects based on key data such as preference and behavior. On top of that, marketers also struggle with the fact that compelling content is needed to maintain your prospect’s interest.

But too often, one is compelled to optimize B2B appointment scheduling efforts in order to get the results you want. And this entails leveraging key facilities and having the right attitude in your telemarketing approach.

Here are ways that can enhance your appointment setting and get that resounding confirmation.

Be Persistent. Always a characteristic that should be adopted by every business leader, being persistent entails not giving up. Moreover, it is all about being confident. Prospects are more willing to buy when they are goaded enough. Trust is developed once you learn to open up to other people in the most efficient way you can.

Be consistent with your audience profile. Attitude is not enough. More often than not, it is also important to consider the right people to fill your sales pipeline. Hence, a specific audience profile is an essential guide in identifying and targeting your sales prospects.

Use marketing automation systems for lead nurturing. Forget what some experts say. Marketing automation is still a relevant and cost-efficient tool that wide range of advantages, the least of which are access to multiple platforms, better tracking of vital marketing metrics, and effective scoring of B2B leads, guaranteeing a constant flow of qualified traffic to your sales and appointments funnel.

Optimize your telemarketers. An effective lead generation and appointment setting campaign is driven by a dedicated and well-trained staff. After all, having the latest in CRM technology is nothing without any manual intervention on the part of your staff.

From the moment you engage a contact, anything can happen, even rejections. But if you settle with proficiency and aim high in your desire to meet the year’s business goals, then increased conversions can be within your reach.

Seven Traits of an Efficient Content Marketing Strategist

Seven Traits of an Efficient Content Marketing Strategist- DONE

An effective lead generation campaign is always driven by the creation of engaging content.

Content marketing works wonders, especially when your main goals involve the acquisition of high-quality leads and increased profitability.

But in order to attain these, you would need to trust the right people. Indeed, many businesses overlook the fact that skills are highly important to gain tangible results, the most important thing being the campaign per se.

So, when you hire a content strategist for your next campaign, consider the following traits:

Resourceful and Creative. Marketing is not all about sales talk. It is actually a creative endeavor, which emphasizes high levels of originality in order to be successful. Not only that, a good strategist should always know how to wield present resources for the company’s advantages to cover investments that initiated your campaign and yielding a large pool of prospects.

Knowledgeable in the Business Field. Of course, what’s a good marketer when he or she is not even familiar with business school textbook terms? Your company needs someone who can transform your visions into reality, and that someone must know how to get around.

Digitally Savvy. Prevalent is social media today. It provides companies an opportunity to leverage a variety of platforms to engage an even diverse array of market prospects. This requires your strategist to know online conduits and have the necessary skills to organize online materials in order to generate demands and high-quality leads.

Apt in Inbound Marketing Techniques. A highly proficient campaign owes its success to its inbound drive. Thus, a content strategist should have a talent for using typical inbound devices. A thorough knowledge of SEO analytics can also clear the path towards an inevitable success.

Analytical. In marketing, having the right tools to gauge the effectiveness of your campaign is essential. Your strategist must make use of analytical tools important to optimizing SEO content, resolving important issues and drawing up new plans.

Socially Astute. Apart from having the qualities of an analytical powerhouse, your strategist must know how trends work. And this means knowing how to get your market to listen to you. There is a need to learn certain trends and know how to act on them.

Management- Inclined. To get your marketing budget’s worth a good sense of leadership is needed. A strategist, being called as such, must use the important faculties of time and personnel management to develop a well thought out scheme.

Finding the right person you could trust a successful content marketing campaign should not be that difficult at all, granted you know how to gauge people and their corresponding skills well.

Source: 7 Skills To Look For When Hiring A Content Marketing Strategist

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B2B Blogging: Are you Superman or Batman?

B2B Blogging - Are you Superman or Batman

At one point in most of people’s childhoods, a debate or two were sparked as to which superhero is better, Superman or Batman (except maybe the millennials, who grew up not knowing what comic books are and only knew superheroes via 3D movies). No definite answer exists, of course, because both arguments can become valid depending on how you look at it.

It turns out, that mini-debate was a prelude to the adult world. It sorts of defines your character in life based on who you choose. And yes, even in the world of B2B content marketing and lead generation, it fits: Are you a Superman or a Batman type of blogger?

Find out:

Super-blogger, up, up and away

Superman is the total embodiment of a superhero – super strength, x-ray and heat vision, and of course, the ability to fly. His only weakness is kryptonite, and other than that, he’s practically perfect. His adventures are pretty straightforward; bad guy does evil, Superman destroys bad guy, then he saves the damsel in distress.

Do you blog that way?

If you write your pieces of content like Superman does his superhero stuff, you’re probably maintaining a glossy, publicized blog image. Your website must be handsome, colorful, and stereotypically “heroic” in nature, like an invulnerable source of valuable information. The thing about Superman is that you don’t need to over-analyze: you don’t need to explain why he dons the blue suit and red cape, or why nobody can tell that Clark Kent is Superman when he’s wearing a pair of eyeglasses. You don’t need to be logical or profound in your content – you just need to be lustrous and gleaming with showmanship. With a flamboyant image, a creatively-structured post and a powerful headline, your blog could be as solid as a man of steel.

The Dark Knight of blogosphere

On the other hand, Batman fans are indulged in reflection and understanding of self and their surroundings. He doesn’t have in-born superpowers, nor is he living in a world where people fly and villains want to dominate the Earth. He is not glinting with pride; instead, he looks for meaning, a sense of purpose. He uses pure skill, knowledge and available resources to do what he does.

A Batman-type blogger is substance-driven.

He may not wow you with amazing website effects or imagery, but he can dazzle you with high-quality content that would actually make you think. He will teach you how to not settle with what the current explanations of things are, but to delve deeper into the concept of how systems work. People who thirst for understanding will find a Batman-type blogger most interesting.

So which blogger are you?

There are Superman fans, and then there are Batman fans. Both blogging styles work and it all depends on how your business benefits from their viewership. The worst mistake is to pretend to be something you’re not, because not everyone can be a superhero.

You might also like5 Things to Consider before Guest Blogging

B2B Online Marketing: If your website flops, so will your business

B2B Online Marketing - If your website flops, so will your business

Most of the time, this is one of the ways a prospect learns about our company: he searches for a topic on Google; he stumbles upon your blog post; takes a look at your profile; sees a link to your business website; goes to your website; checks your services and about page; finds a way to contact your company.

And the rest is history.

In that scenario, the action happens in your business website. Now re-imagine that, only this time with a horrible business website. The scene makes a completely different turn, and instead of getting a lead, you drove away a potential client. That is how important your website is.

Nothing useful to take away

You shouldn’t assume that your website visitor is already buying a product or service, because sometimes, they’re just there to look around. So if all they see are quotes and packages, there’s really nothing for them to learn about other than the “selling” part. Give them something that would interest or engage them first.

Even if a viewer didn’t end up being a customer, the consolation would be to at least give him something to think about.

Outdated posts show how lazy you are

First of all, there’s really no point in starting a blog if you have no intention of maintaining it. When viewers notice your blog’s last post was more than a year ago, it tells them you have a tendency to start something you can’t finish. Or they also might think that to you, blogging is just a “for-the-sake-of-it” venture.

It’s either you take down an old blog or revive it. Do this before a high-quality prospect sees it and decides against considering your company for business.

Really boring imagery and design

Photos are meant to leave lasting effects on people who see them so that they can associate it with the content they’ve just read. That’s very difficult to achieve if you’re just going to settle with photos that you can see everywhere else. Try your hand in decent, authentic photography shots, ones that reflect your brand and portray your vision.

Content is all about you, you and you

Your website is for customers, not the business owner. Sure, it’s a tool to present your brand to them, but that doesn’t mean you only have to talk about your products and services all the time. Allot more space for sharing your thoughts on their situation, and show them that as business, you care.

Related: B2B Online Marketing Tip of the Day: Add Images to Tweets

B2B Content Marketing Habits that are Wasting your Readers’ Time

B2B Content Marketing Habits that are Wasting your Readers’ Time

Each time you publish a post that goes out into the online public, you take out a little piece of your company and you show it to the world. If that piece turns out to be uninteresting or rubbishy, you’re allowing people to view your company the same way.

If you really want your audience to develop a sincere interest with the content you deliver to them every day, you’ve got to stop wasting their time; otherwise your lead generation efforts would suffer. Why? Because these blogging flaws lessen your chances of converting them into customers.

Are you guilty of these bad habits?

You like making things complicated – Some bloggers think that making a content piece complicated to understand makes it come off as intelligent or sophisticated. But as da Vinci once said, “Simplicity is the ultimate sophistication.”

You jump into baseless conclusions – Remember that people check your content for insight and information. Giving them false or opinionated accounts can kill your chances of converting readers into leads.

You don’t know who reads your stuff – The last thing you want to happen is when you blog posts become generic. Your message needs to be directed at a particular target audience to have optimum lead generation results.

You write in ancient Greek – In B2B, you write for people within your industry, but it’s a mistake to assume that everyone understands the gibberish industry jargons. Don’t risk it – write in plain English, please.

You focus on keywords and word count – The more you lean towards saturating your content with SEO-friendly words and keeping track of your count, the farther you go from maintaining the level of quality. The substance of the post should be the top priority.

You pressure yourself to publish every day – Successful blogs only post 4-5 at most a week, and that is to give time for audiences to see and absorb the most recent content. Posting daily is just a waste of good content by limiting its viewership.

You don’t put yourself into your work – This could be taken figuratively, as in not being committed enough to come up with compelling content, or literally, as in not putting a touch of your qualities into the “persona” being created by your blog. If you want to be a thought-leader, you should let your personality shine through.

The 3 Core Objectives of a B2B Telemarketing Call Flow

The 3 Core Objectives of a B2B Telemarketing Call Flow

No matter how you scrape every marketing blog in the world for information, you won’t find anything that lays out, step by step, how to make a B2B telemarketing call flow. Chances are you’re only going to find articles with tips on how to develop one, but not exactly how to make one, and that’s because there’s no universal call flow.

And this post will not attempt to make one, either.

B2B lead generation is a complex task that usually involves unique goals – some businesses do it to gather data, some do it to convert leads to customers, and others do it so they could cater to their clientele better. That is why call flows differ from each other.

But looking at its very basics, a call flow is just a guide to a telemarketer-prospect conversation. There may not be a standard formula, but there are core objectives that all marketers could agree with. These are the 3 most important objectives of a telemarketing call flow:

  1. It must deliver consequential information to the prospect. First of all, telemarketing calls do not go straight to the selling part. Prospects first need to build a foundation of information about your business’s products and services. This phase is important so that all their general questions and uncertainties can be addressed before the process proceeds to the next levels. If the call flow does not aid in the delivery of meaningful information to the prospect, there’s a possibility that the latter phases would be unsystematic.
  2. It must facilitate in the collection of essential prospect data. Telemarketing is a B2B lead generation tool, and as the term implies, it is basically a data-gathering mechanism. While the bottom line is always to have prospects agree to a potential business partnership, the other function is to collect as much valuable information as possible, so in the event that the conversation didn’t end in a closed deal, a business has at least collected pertinent pipeline data that can be used in the future. Therefore, a good flow must allow a telemarketer to achieve this goal.
  3. It must encourage a cordial, amiable course of conversation. We may be living in the age of information technology, but that doesn’t mean telemarketers can now forget about their basic social instincts. Relationships still do matter in the business world, and they have to start somewhere – in this case, within a telephone call.

Getting More Retweets For Your B2B Lead Generation Campaign

Getting More Retweets For Your B2B Lead Generation Campaign

You know you want this, and that pretty much applies to everyone in the marketing business. And what might that be? Well, it has to be the retweets in Twitter.

This small (but incredible) micro-blogging site has become a fundamental force in the B2B lead generation business. Its usefulness can be fully appreciated if you partner it with other marketing tools, like email or B2B telemarketing. When done right, this can be a really useful way to generate qualified sales leads. The only question here is how you can make that happen. I mean, everyone is on Twitter now, and standing out from the crowd can be really troublesome.

Still, this should not discourage you. There are ways to increase your retweets, but that would require you be employing active marketing methods to get the job done. In other words, you have to be very involved. Unlike other marketing mediums, where there is a process and a system that you arrange to handle most of the appointment setting work, Twitter and other social media marketing tools require that you be constantly nimble and flexible. What may have worked for you today may not work the next day. As for increasing the B2B leads you generate through retweets, you can employ these following tips:

1. Link up your tweets – a good way to increase your retweets would be to put links on your own tweets, especially if the link connects to a particularly interesting topic or subject. It would be a bonus if that link connects to your own company blog or newsletter. It doubles your chances.
2. Ask for a retweet – yes, it is alright to ask. You see, how would your followers know whether to share your tweet or not unless you ask them, right? You just have to know how to best ask. After all, it takes a little boldness to get results.
3. Do not talk about yourself – retweets happen because it is news worth sharing to the most number of people. In any case, talking about yourself, or using too much self-reference, reduces the chances of your tweets getting spread around.
4. Say something new – yes, that is the one constant you can see in all marketing processes. When you tweet something new, it entices people to share the word. The trick here is sharing news that is really new, really interesting, and really compelling enough to get people to share your tweet.
5. Tweet about twitter – when Twitter has news about itself, spreading the word through your own handle would increase your retweets exponentially. After all, anything that can promote Twitter will be encouraged by the website.

For better results, it would also be a good idea to leave this job to professional B2B lead generation agencies with experience in handling social media marketing campaigns, especially in Twitter. It would save a lot of your time, as well as help you concentrate more on your main marketing processes. This would be a smart marketing investment.

Want your blog responses to be positive? Try being negative

Want your blog responses to be positive? Try being negative

The worst state imaginable in being a business blogger is when you’ve become predictable. It’s when readers can already presume what you’re going to write about even with just a glimpse of the headline or the article image. Readership will gradually lessen, and they may no longer regard you as a thought-leader or even a go-to blogger for insightful content.

Now if you’ve been writing like a cheerleader for your brand, perhaps it’s time to try something new. Why not, for once, be a critic of your own business?

A new study from the University of Utah and University of Connecticut entitled “Blog, Blogger, and the Firm: Can Negative Employee Posts Lead to Positive Outcomes?” suggests that when employees or marketers of a brand post “moderately” negative sentiments on the company blog, readers tend to view them as “credible” and in turn it increases readership.

Readers generally expect a blog post to be informative and share useful ideas, whether it’s done through speaking well or ill of a brand. While the former can clearly paint an image of advantage, the latter would make readers think that the author is honest enough to admit lapses in their operations, thus establishing a kind of “respect”.

For instance, a blog marketer may post an article about the Managed IT services that’s currently being offered by the company he works for. He may write about how the service doesn’t seem to be compatible with certain industries like hospitals or hotels. By pointing out such a failing, people from those industries may be encouraged to post comments about their business needs, thus addressing the issue. Meanwhile, people outside those industries would see how dedicated the company is in reaching out to as many industries as it could, all in the spirit of improving the delivery of the service to customers.

However, bloggers must not make it a habit: The study also concluded that too many negative articles on a corporate blog could over-inflict damages, overturning the positive response from readers. The authors suggest keeping the “constructive criticism” posts to around 15 to 20 %.

Again, it’s a matter of avoiding the eventual state of being predictable. The key in making a blog consistent in terms of support and readership is to always offer something fresh – in this case, highlighting a negative aspect and getting something positive out of it.

New Rules For Marketing And Lead Generation

New Rules For Marketing And Lead Generation

Time does bring changes to our lives, with our marketing and lead generation campaigns among those who are most affected by it. And if you think that the winning tactics that you have used before in generating B2B leads will remain useful for you now, well, think again. The tactics being used now are actually the opposite of what you have done before.

Here is a rundown of the usual tactics we use in generating sales leads:

  1. Create products or services that broadly appeals to the mass market.
  2. Reach out to the largest audience to the best of your ability, using all marketing tools available.
  3. Craft a brand that can is easily recognized and extended to other product categories.

Yes, these are very good strategies to help your appointment setting campaign become successful in the past, but these are also the very ones that can causes you troubles today. That is because the way markets behave nowadays is way different from what the market did five or ten years ago. For one, the internet has redefined the way information is spread online, and it caters to an increasingly localized audience. Second, to attract the attention of your prospects, you need to be highly customized in crafting the right marketing message. And lastly, there are just so many brands being thrown around that people just tune them all out.

Simply put, you have to change the way you play the marketing game. Whether you are employing email or telemarketing to promote your business, you need to remember that modern times require that you employ some, rather modern, changes in your strategies. If you do not adapt to these changes accordingly, then your business will be left behind. You are not Coke, mind you. Whatever marketing strategy they used worked for them because they were able to establish themselves in the past. In your case, you have yet to make a name for yourself.

  1. You have to create a product or service that addresses a very specific customer base.
  2. Target specific customers in your marketing campaign and turn them into your own promoters.
  3. Have your promoters/customers define your product base and the development of your goods.

If you have noticed, you will see that your marketing campaign now is different from your campaign in the past. You may have spent a lot on using various media in broadcasting your business, but, these days, you only need to carefully target your business. And while, in the past, you need to reach a lot of people, today, you have to connect with the small segments (the ones that count). And lastly, it is your customers that define what your products or services will be, not you.

Not bad, right? You have to expect that something like this can happen. Time can be a powerful agent of change. Only those who are not willing to change will be the ones with the most problems at this and will be left behind in the lead generation race.

The 7 Keystones of Effective Marketing Content

The 7 keystones of effective marketing content

Content encompasses countless avenues through which a marketer can convey a message to an audience. Publications, blogs, social media articles, books and research materials all provide outlets for content, and as technology and social behavior evolve, these outlets expand to vaster boundaries.

But despite the diversity in content marketing, the rules and foundations remain to be consistent throughout all media. Whatever method you choose to connect with people, these 7 elements should, without exception, be present in your content for it to be effective:

Credible
People measure credibility in terms of the authenticity of your assertions and the relevance of your contentions. This may also include how your content is linguistically and grammatically accurate.

Purposeful
Your content should be a train tip, not a rollercoaster ride; it should be able to bring readers to another place, to introduce a new-fangled point of view, or to bring them into the light of understanding. Without a purpose, your content is just a futile collection of words.

Memorable
For a post to be memorable it doesn’t have to be new – it only has to be unique. You can always talk about the same old topics but if you present it with novelty, it will be remembered.

Accessible
Today’s technology has provided people more ways to consume content other than their computers. The more you cover all these channels, the more extensive your penetration would become. Make your posts gracious to smartphones and other mobile devices, across all formats and platforms.

Measurable
Content marketing will always use resources, whether it’s money, time, energy, manpower or creative juices. It’s only logical for marketers to be able to evaluate their effort to see if they’re biting more than what they could chew. There should be a standard for success and failure.

Shareable
You don’t just provide people with social media buttons for them to share your posts. You have to make them want to share your posts. Create material that makes them feel obligated to share it, that by not doing so they would have deprived the world access to a truly remarkable content.

Actionable
Using content doesn’t stop at consumption – there must be a corresponding participation or movement from the audience’s end. They should be compelled to do something about what they have seen or read, and that “something” must be a targeted or desired response. Only then can marketers say that their content is effective.