Making it Big with Multi-Channel B2B Marketing

Making it Big with Multi-Channel B2B Marketing

The march towards modernity continues. B2B marketing is actively evolving, as evidenced by the increasing prevalence of marketing automation software. Everywhere, B2B sellers are constantly upgrading their lead management and lead nurturing platforms to grow their enterprises. Trends in the use of new marketing technologies are being harnessed, and new opportunities are introduced alongside developments in niches such as wearable devices and mobile connectivity.

From the onset, it looks like B2B marketing is hardly slowing down as moreharnessed. What with the heightened utilization of multi-channel B2B marketing activities, marketers will still see more possibilities to grow their revenue and expand their following. But in order to keep up, it is important to know the factors that presently permeate in multi-channel B2B marketing.

In an article posted on eConsultancy, three important insights detail how marketers use their mix of communication channels to acquire B2B sales leads as well as achieve extensive business objectives. Quoting from a report entitled The Reality of Multi-Channel Marketing, the article found out that:

Business needs dictate multichannel efforts

Marketing and sales activity is still largely dictated by business need, according to the executives interviewed for the report. The product or service and/or dominant customer segment profile go a long way to determining priorities when it comes to multichannel strategy.

Email is at the heart of multichannel

In the past, email was often considered to be less interactive than other channels, unable to engage visually like display or emotionally like social, but it is now re-emerging as a driver for a wide range of online and offline brand engagement activities.

The email channel has become essential within multichannel campaigns as the emergence of smartphones has meant that email opens on mobile have exceeded those on desktop.

As a result, emails that are fully optimized for mobile can create an enormous impact.

Paid search is key for acquisition

While mobile, social and personalization attract much attention, PPC is still demonstrating its worth for the majority of businesses. A study by Shop.org found that 46% of marketing budgets were dedicated to paid search.

Easily measurable and highly segmentable by location of consumer or bricks and mortar store, PPC is able to engage in deep targeting to deliver a high degree of relevance to a customer in the discovery stage. In Q1 2014, search began 44% of all US ecommerce transactions.

Strengthen Core Lead Generation Processes with these Suggestions

Strengthen Core Lead Generation Processes with these Suggestions

In every business, there is always a need to streamline important processes in order to meet industry demands. And it is worth noting that telemarketing is an essential aspect that translates B2B leads into sales goals.

Telemarketing has crucial elements that deserve full attention. Unfortunately, many B2B marketers fail in giving their campaigns a needed revamping. This is partly due to a failure of knowing the critical points of their strategies. Don’t get yourself wrong. Focusing your resources on content and branding is not a bad thing. However, focusing too much on that aspect alone would diminish the quality of other processes.

The B2B landscape is ever changing in proportion to social media’s continuing growth. With that said, discussions on generating qualified B2B leads continue to permeate business plans. Adapting to current trends helps, but more concrete measures are needed. B2B telemarketing trends will tend to change. Often, these changes take place abruptly and entail drastic paradigm shifts that would cause successful campaigns to lose their potency.

While content is king, lead generation telemarketing agencies are struggling with uncertainty. There is no escaping this fact. However, businesses can always strengthen key elements of their telemarketing.

Lead generation telemarketing should take these suggestions to a more profitable B2B operation.

Learn your industry. In the IT industry, you are engaging prospects who might know software better than you. The same goes for other industries as well. Now, this is not a reason to be pessimistic. A highly informed audience helps in improving your products and strategies. Thus, there is a need to take every issue into account and leverage these issues to drive home an appointment.

Prepare. There is no denying that preparation goes a long way. Do it right and you might go further than just a few miles. Data-gathering procedures maintain a high level of prominence in the B2B industry. This is so because market research ensures that you are targeting the right people. Too often, telemarketing endeavors encounter too many rejections because of slight mishaps in industry data.

Follow-up. In many cases, telemarketing and sales efforts are rendered fruitless by poor follow-up on B2B leads. Telemarketers would have let go too soon. Sure, there are risks attached to cold call campaigns, but they shouldn’t keep you from warming up a prospect for an appointment. In this respect, it is imperative to maintain your target’s attention long enough for a sales meeting to happen.

Lead generation telemarketing can only bear profitable fruits when it is approached properly. For cost-efficient and productive B2B processes, outsourcing firms would fill critical areas in your operation.

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