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.


So you Think you Can Set? Choosing the Best B2B Appointment Setting Company for your Buck

So you Think you Can Set- Choosing the Best B2B Appointment Setting Company for your Buck

For better sales performance, one has to consider having an effective B2B appointment setting campaign. Besides, it provides a transition between an initial engagement and a purchase. Proficiency is key here, and it would make all the difference if you have the proper sales staff and lead management infrastructure.

Now, having the best in-house operations entails the best possible advantages. For one, you are able to control marketing resources more effectively depending on numerous factors (sales traffic, marketing investments, ROI optimization, etc.).  Moreover, guerrilla marketing enables better customer engagements. After all, no one knows more about your targets more than you do.

In-house marketing however is not necessarily a surefire way to provide clear-cut sales results. First of all, finding the right people to comprise your in-house team will take time. You will have to invest in training facilities as well as updated marketing technologies. You will also need to struggle with the mind-numbing task of harmonizing your appointment setting operations.

In light of these problems, one must realize that the times are changing. B2B outsourcing is an important factor in a business’ success, and it is vital for a company to harness its advantages.

So, when you are thinking of outsourcing your marketing and sales, consider these tips in your search for the best B2B firm.

Expert telemarketers. With B2B outsourcing, you don’t have to worry about training your telemarketers properly. The package you have purchased will come with expert personnel trained independently by the firm to which you outsource your processes. You are ensured you have the most reliable people to take care of your customer engagements for you.

Better technologies. Along with personnel, you can also enjoy an access to updated lead generation and appointment setting facilities. Purchasing a package allows your marketing operations to utilize the best analytics and automation software for more tangible results.

Access to multiple platforms. Real successes are realized through multiple platforms. In terms of better sales performance, it is often important to handle numerous platforms simultaneously without overlooking the quality of B2B leads. Outsourcing firms have the essential multi-channel capabilities that utilize a potent combination of email, social media and telemarketing streamlined by lead scoring and lead nurturing processes.

When you opt to outsource your appointment setting as well as lead generation, keep in mind of these benefits. At the end of the day, you will be able to sit back and focus on administrative work, knowing that your conversion goals are gradually being realized.