Generate More B2B Leads Entering the Singaporean Market using TOFU

Generate More B2B Leads Entering the Singaporean Market using TOFU

Seriously, TOFU is something every Singaporean company should include in their B2B marketing campaigns. And no, we’re not referring to that delicious alternative to meat over which health buffs in the States are going crazy.

We’re talking about top-of-the-funnel marketing (which uses platforms such as social media and blogs to engage potential buyers). Typically used by B2C companies, TOFU has now become a popular means for getting the attention of more B2B leads at this crucial moment when more businesses are taking root in the Singaporean market.

But of course, you will need to be guided on how to prepare TOFU that’s delicious to your audience’s tastes and nutritious to your business’ marketing muscle.

Here are some dos and don’ts from Kate Boyce’s article featured on Business2Community.com:

Do identify your real B2B Buyer Personas using website visitor information
What industry are they in? What size company are they? What content do they like to read on your website? By implementing data-driven buyer-personas, you’ll build a clear picture of the challenges, needs and pain points of your B2B buyers, as well as understand the motivations and goals behind their purchase intentions.
Use this information to build accurate data-driven buyer personas, fuel your marketing communications and deliver influential TOFU content to the right prospects.

DO provide value with relevant and educational blogs, guides and communications
B2B companies that blog generate 67% more leads per month. At this stage, your blog content needs to cover industry news, reports and statistics that support (but don’t overly promote) your product or service offering.
We can’t say it enough: Give your buyer’s valuable, informative and educational content – and be promotional at your peril. Your B2B prospects may not be looking to buy something that day, but it doesn’t mean you can’t provide them with valuable insight.

Don’t undertake any new TOFU marketing activity until you’ve forecast the best, expected and worst possible ROI outcomes.
According to the IDM B2B Barometer, 30% of marketers said “lack of budget” and “demonstrating importance” were their most significant challenges this year. And guess what? They both tie back to ROI.
Before you invest any money in top-of-the-funnel advertising or marketing activity, you need to understand exactly what results you need to drive in order to deliver a healthy return. Try benchmarking your performance with this tool to take the guesswork out of your TOFU marketing activity.

Don’t forget it’s a (very) long lead generation game
There can be a tendency in B2B marketing to over-fish the lower funnel, where prospects are closer to converting, but with a detrimental effect!
Take a long-term approach with your funnel strategy and focus on prospects who might not buy now, but in a year – two years’ time. Invest in TOFU activity to not only build your bottom line, but strengthen your brand awareness too.

To Use or Not to Use a Script? A Financial Lead Generation Question

To Use or Not to Use a Script- A Financial Lead Generation Question

Anyone who has an interest in English literature would easily declare Hamlet’s existential query as one of the most celebrated passages in Shakespeare’s collection of proto-“emo” tragedies. “To be or not to be?” establishes the dilemma of life in such an intriguing way that we simply couldn’t resist tackling it subjectively.

Meanwhile, financial service providers are also facing dilemmas of a similar magnitude in their B2B lead generation, one of which is the use of a telemarketing call script. As far as efficiency is concerned, there prevails a divide between marketers who use call scripts and those who don’t.

There are numerous reasons, and (as a marketer who is as confused about call scripts as Hamlet is about human destiny) you might want to review these and determine what you think would work for the financial services market.

To Use…

…a call script is to provide context and urgency. According to an article posted in MarketMakers.co.uk, call scripts are more suited for B2C enterprises by the fact that the call volumes are high and not much attention is given to quality. The main aim here is to establish talking points about your product that will get a prospect interested.

“For those that have a more detailed product or offering once interest is shown they can then follow the script according to the guidelines,” the article says. Apparently, marketing financial services and products to large institutions would require the use of scripts to guide callers in the use of phrases, terms, transitions and expressions necessary for building interest.

Not to Use…

…a call script also has its merits. Directness is the prevailing ethic, and enterprises must see to it that their audience receives the kind of messages they want to hear. With unscripted telemarketing, callers are provided free command over the conversation, enabling them to discuss product benefits organically, that is without sounding mechanical.

The catch: Unscripted telemarketing requires excellent customer relationship skills. Without guidelines, callers will have to rely on their knowledge of the product to be able to secure a high-opportunity engagement.

The answer?

What usually works best in financial lead generation is a combination of scripted and unscripted telemarketing. Along with guidelines for navigating complex buyer inquiries, there is a strong need for callers to develop the necessary skills for

Often, an excellent balance of scripted and unscripted telemarketing can always be attained by involving an experienced lead generation company into your campaign.

Top Three Reasons Why Personalized Websites are your Best Bet for Acquiring B2B Leads

Top Three Reasons Why Personalized Websites are your Best Bet for Acquiring B2B Leads

Websites play a much bigger role than ever in terms of acquiring high quality B2B leads. Several articles and infographics (which we fondly mentioned in most of our articles) point to an increase this year of the average content marketing spend.

Notwithstanding startups, large enterprises are contemplating a huge hike in spending for digital marketing efficiency.

At present, focus is placed on personalized content. Buyers across B2C and B2B arenas have become much more perceptive with regards the messages they receive online and through traditional modes. This is backed by statistics from Triblio.com explaining that more than 50% of marketers see content personalization as a key ingredient to marketing efficiency as “personalized web experiences” promise sales increases by up to 20%.

These are facts on the surface. Surely, businesses can get a lot more when they delve into the best benefits that personalized websites can offer them.

Here are the top three as seen on an article by IronPaper.com:

Increased conversions. “Leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities.” – Demand Gen.

A personalized website fuels digital sales by catering to your customers’ needs; building customer trust; and making it easier for buyers to make purchasing decisions. The B2B companies we work with have found that a personalized user experience typically leads to an increase in sales, leads, nurtured SQLs, sign-ups, and overall conversions.

Efficient communication. “Calls-to-action targeted to the user had a 42 percent higher view-to-submission rate than calls-to-action that were the same for all visitors.” – HubSpot.

Personalized content gets results, by ensuring that your company delivers the right information to the right customers — exactly when they need it. It enhances your reputation; allows for meaningful and efficient interactions with buyers; and ultimately drives sales.

Enhanced loyalty. A personalized user experience demonstrates to B2B buyers that your company appreciates and listens to them. It shows that you strive to make their lives easier, by offering relevant information that allows them do their jobs more efficiently. They inevitably reward that ease of use and attention to detail with their trust, loyalty, and continued business.

No doubt about it. While businesses can rely on using their own methods of engaging their audience, they cannot shrug off the fact that putting the buyer at the center is what drives real marketing results. Effective customer relationships are also the same thing that allows us to provide the best numbers in terms of quality leads and appointments.

The Understanding the Role of Singaporean-style Harmony in B2B

The Understanding the Role of Singaporean-style Harmony in B2B

To start off, let me offer a little something about Singapore that B2B organizations can quickly agree with.

First, it is a young country which has experienced exponential growth the years following the Second World War. And even though it has fashioned itself into a modern and highly efficient financial hub, it has not managed to stray from the cultural factors influencing its success in the first place.

Second, the people have been inculcated with a strong sense of discipline and harmony articulating the country’s business culture. Singaporeans tend to be punctual and almost never late for appointments, and business deals are made with utmost confidence and trust. It usually takes a long-time before a negotiation concludes in a favorable outcome to all parties.

Third, and in line with the other two points, the country puts value on organizational relationships. From mere matters on turning up the air conditioning to the complicated struggle to craft important sales strategies, harmony plays an important role in the life of businesses and in creating a highly professional atmosphere.

No doubt this is a clear picture of how discipline shapes a society, starting from the individual leading up to the group. Singapore’s economy is known to be highly efficient because of a strong sense of responsibility on the part of individual actors and of how they relate to each other in a group. This is where Singaporean companies pride themselves.

Harmony is nothing but essential to organizations, particularly B2B. Marketing a product and selling it in the most efficient way possible requires that every department has to pool ideas and resources together in order to drive results otherwise unattainable. In this case, following the Singaporean example is worth every business’ time and effort because it points to how an efficient business should be run.

For many managers of B2B organizations, striking a balance and harmonizing every function and process is an important challenge to take because it achieves the following:

Better revenues

A B2B organization with a strong emphasis on close collaboration is more likely to succeed in achieving the goals it sets for itself, specifically in terms of driving revenue. In the long run, allowing a closer relationship between sales and marketing enables the business to formulate lead acquisition and appointment setting strategies whose effectiveness is influenced by inputs from the two departments.

Faster adoption to new technologies

A harmonized organization is bound to adapt faster to current technologies. Since everyone has a common goal to consider, they are able to provide ways on how to implement certain strategies via new tools and software.

Lesser risks

When departments are allowed to collaborate with each other, they lessen the onset of certain risks. Information-sharing becomes free flowing, allowing different departments to communicate their concerns to each other as clearly as possible, which leads to the elimination of misunderstandings that would cost the organization precious time and money.

Harmony clearly is important for maximizing the efficiency of a business. With a business culture as sophisticated and fast-paced as Singapore’s, it is vital for companies seeking to invest in the city-state to understand the best possible ways of forging and maintaining sound internal (and also external) relationships.

According to an article by ExpatFocus.com, “networking is an essential part of conducting business in Singapore, as is cultivating personal relationships with co-workers and potential business associates. Workshops, conferences, training events, and even luncheons are all popular networking venues in Singapore.”

In a way, setting up corporate functions and events is a great way to explore better opportunities to with your organization.

Also: “It is very important to be punctual. If you’re unsure of what to do in a certain situation, following the lead of the senior member can be helpful. Most greetings are met with a light handshake although you might find that not all women wish to shake hands with men. If they cross their hands in front of their chests then the protocol is to shake your head slightly in acknowledgement.”

Once you have learned these little (yet highly significant) gestures, you are well on your way towards a fully functioning enterprise.

Lead Nurturing Tips to Hike up Conversions

Lead Nurturing Tips to Hike up Conversions

In any marketing endeavor, it is essential for businesses to have an effective lead nurturing platform. Having one entails an improved CRM experience and contributes to the overall success of a business organization’s B2B lead generation and appointment setting strategies.

Lead nurturing isn’t well off however with just engaging prospects. A truly efficient telemarketing and email program should be geared towards hiking up conversions of people into sales leads.

Lead conversions are a crucial gauge that indicates whether your marketing strategies are functioning enough to produce a high rate of revenue. Their effectiveness is tied to that of nurturing B2B leads for the sales pipeline. Prospects need a lot of goading and conversations in order to form sound decisions make a purchase. It is in this sense that businesses should enhance their lead management platforms to realize better CRM experiences and drive revenue.

Here are several ways to get better at nurturing your leads and turning them into valuable business opportunities.

Learn about the market

Aside from knowing what individual prospects want, which of course is a tedious process, businesses can do more with a general picture of buyer preferences. It is true that no two buyers are alike, but there are possibilities that they share common traits and interests. Find out what these are and focus your talking points on these components. That way, you will be able to produce more leads for the sales pipeline.

Get SMART

When engaging a prospect regardless what channel or combination of channels you are using, it is important to follow the CRM version of SMART, which goes to mean:

  •         Specificity – Narrow your discussions to one topic and related issues. Don’t deviate from your main talking points. Stay with it for as long as the prospect is interested.
  •         Manageability – Address database issues and keep your lead management program spotlessly clean from unwanted data.
  •         Attainability – Don’t waste your time on leads that won’t budge. Give them time to simmer and move to other leads. You can go back to them, but until then, zero in on people with high buyer inclinations.
  •         Relevance – In order to run home with a sales appointment, never try to flood your prospects with “sales speak.” What they want more, in fact, is relevant information about their issues and how your solutions can serve as the ultimate remedy.
  •         Timeliness – Consider the trends that pervade in the B2B industry. What are people currently talking about? This curiosity and reliance on marketing intelligence is crucial in drafting an effective CRM plan.

Consider a multi-channel marketing company

If it doesn’t go well for you and you can barely maintain a lead nurturing program with a shoestring budget, you can always partner up with a lead generation firm that has a proven track record in terms of customer engagements.

Related Posts Plugin for WordPress, Blogger...