Discovering New Demand Generation Opportunities Using Four Simple Ways

Discovering New Demand Generation Opportunities Using Four Simple Ways

For this post, we are featuring the four essential steps to effective demand generation.

ALEA Group CEO Louis Foong mentions the Blue Ocean Strategy, a method mirroring the expeditions of the great explorers of old. To get to the gist of it, the approach encourages marketers to be more adventurous in terms of discovering new areas of opportunity and establishing a firm foothold in their respective markets.

For Foong, “In the demand generation landscape, I think it is time to embark on a new expedition. We need a strong and focused infusion of the ‘Lewis and Clark’ spirit of discovery.”

Here are the four points for achieving just that:

1.        Using the right tools and frameworks to empower your lead generation campaigns: By this I don’t mean automation. In fact, as I said recently, you can’t use a cannon to kill a mosquito. What you need is a set of tools, a sound process and a customized framework that takes into account your specific offering and how best to present it to your target buyers.

2.       Maximize opportunity while minimizing risk: This goes back to the age-old wisdom of test and learn. You have to be able to test the effectiveness of your campaign strategy and the tools you are using to measure the results and ROI. Here is an outstanding tool that allows B2B companies to maximize opportunity with minimum risk. Take a look at the Heroes & Lifeboats Program and their extraordinary HeLP Networks platform. It lets you amplify your results without increasing your marketing budget.

3.       Pursue differentiation and low cost: Buyers want to see innovation, they crave differentiation, but rarely are they willing to pay a higher cost for it. As marketers, our challenge is to deliver true differentiation AND offer it at a lower cost. Coming back to the example of HeLP Networks, this platform empowers corporations to reach out across the vast ocean of unexplored online territory at a fraction of the cost involved with using established networks like Google, Yahoo, Bing, etc. See how their simple, yet robust technology works.

4.        Build execution into strategy: Among the more common problems afflicting lead generation programs are: the complexity of tools, mountains of data across multiple sources, a tunnel view of the lead generation process and lack of capability to execute effectively and gain real-time intelligence and insights. What is required is a clear, 360° view of the lead generation process—one of the key reasons why MyLeads2Go has seen tremendous and very quick success in the market.

Read Foong’s full article on Business2Community.com.

 

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Demand Generation Solutions for Startups

Demand Generation Solutions for Startups

SMEs are at the bottom of the B2B food chain. The obvious reason is that they only possess limited financial resources to mobilize their lead generation and appointment setting arm. More importantly, they struggle with increasing brand visibility and market awareness.

Indeed, small-scale B2B businesses confront a plethora of difficulties in their demand generation efforts, not involving campaign finances alone. A business manager also needs to consider choosing the best marketing channels that offer advantages in terms of generating qualified lead traffic and ensuring a steady flow of revenue.

And while it is easy to use social media as a primary lead generation tool, B2B marketers should consider other content channels as well. After all, in terms of B2B marketing, social media constitutes only a small portion of business success.

For better growth possibilities, take into account the following strategies for better brand awareness.

Trade shows. Not only trade shows, but events that feature real-time customer interactions are presently crucial. Judging from different surveys that were posited by reputable marketing institutions, events like seminars and trade shows are listed to be the most effective channels in terms of fostering quality B2B relationships. Also, SMEs can still go around their budgetary constraints by attending events, allowing for increased brand awareness and networking with other industry players.

Webinars. If attending events is not your thing and you want to hold your means of direct audience interaction, then webinars can be viable options for demand generation. They entail lesser costs compared to conferences and seminars, but their main strength lies on its enabling you to engage potential B2B partners regardless of geographical location. In fact, you can conduct a webinar in the comfort of your own home. Just make sure that you have invited the right people to “attend” and provide them with more information than they could expect.

Slide presentations and infographics. Recent marketing reports show that visual content has become more prominent, owing to the fact that most decision makers prefer eye-friendly informational material particularly espoused by infographics and slide presentations. These components simplify complex business operations and present solutions in a straightforward manner that comes off as compelling. It is in this respect that marketers selling software solutions should consider visual material for their blogs.

To boil this all down, it is not necessarily that small-scale B2B companies cling solely to social media. Given several opportunities available, business managers should understand that the key for expansion is to tap every available option.

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.

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.

How to Create Better and More Accurate Market Research Strategies In Asia

How to Create Better and More Accurate Market Research Strategies

Statistics tell us that businesses run more efficiently when they receive accurate and up-to-date data about their respective markets. For this reason, many B2B companies regard market research as top priority for such ends as revenue optimization and acquisition of high quality leads.

Effective lead generation and appointment setting in this sense is hardly attained without the presence of effective researching. Information gathered through strategies like phone surveys and fill out forms can be leveraged for uncovering the present “pulse” of the market. These activities can also be used to identify what works and what doesn’t in one’s lead generation and appointment setting activities, allowing you to determine the most profitable and efficient actions to take.

However, being able to provide yourself with the needed intelligence to form better decisions requires implementing the best research tools and techniques.

Here are a few of them that might just of help:

  1. Sample Segmentation

Just like laboratory technicians, marketers have to experiment by using samples segregated into categories based on important demographic data such as revenue, number of employees, and location. This enables the identification of certain groups that respond better towards certain messages than others.

  1. Social listening

Many B2B buyers are using the internet to scout for specific business solutions. They often interact in forums and other social platforms in order to better understand how their markets work. You too can understand how your target demographic behaves by being where the discussions are and engage them there.

  1. Focus group

This does not pertain to the typical notion of a focus group. Rather, it points to a special group of people you can always source helpful opinions from. They can be composed of typical buyers or an expert panel that can assess your messaging strategies. Their subjective opinions can lead towards conclusions illustrating actual market conditions.

  1. Effective metrics

Certain facets of your marketing and sales campaigns should undergo scrutiny. Metrics pertaining to market share, ROI, telemarketing performance and conversions are essential tools detailing the specific conditions your business is going through. They also function to let you focus on critical areas in need of a good boost in order to maximize opportunities.

There are probably hundreds more to harness for effective market research. Oftentimes, you are just not sure which ones to combine and apply in order to paint a more precise description of your market. Thankfully, there are lead generation companies out there that also offer effective research services and answers to questions that leave you bewildered and unsure.

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