A robust lead generation strategy that continuously onboards new qualified leads is an essential part of any B2B strategy, and there are a lot of things to keep in mind, especially if you are dealing with a niche market.
For management software vendors, the task can be daunting, but with a little effort mixed with creativity, lead generation can be a continuous process.
In this article, we examine how PMS, EPDMS, and other management software vendors can properly compete and dominate in their respective realms.
The market for management software is niched, but it can also encompass other buyers who have use of the services that you offer. Take cloud management software; for instance, it has numerous applications in different sectors from managing designers to managing manufacturing operations, depending on how marketing materials are tweaked; you can fine-tune to meet different pain points.
The account-based marketing approach is directed at looking for buyer personas that you want to target and fine-tuning your strategies in acquiring these types into your pipeline. There is a strong emphasis on profiling your prospects and personalizing the content you feed to them.
By doing this, you are more efficient with your resources, and you are not wasting money marketing in areas where it is not needed.
When you look at your ideal buyers for management solutions, take a look at their stakeholders as well. This includes their connections, suppliers, and clients because you will find that there is a gold mine of other markets that you can target. More often than not, the solutions that your prospect will want to get a hold of are the same solutions that their clients would need.
This equals an extended market.
Management software vendors usually have technological solutions to some of the businesses’ hardest problems, but regardless if the answer is simple, we still need to convey the simplicity of the solution with the materials that we release.
Newcomers to solutions and DMUs dominated with people who are not as tech-savvy as would like them to be are a dime a dozen, and it is for them to become apprehensive with the solutions that you present to them.
By simplifying the answers to complicated issues in the workplace, you can easily convert these leads into customers.
Content will always be king, but how are you strategizing it?
By producing whitepapers, case studies with real proof, consistent updates to your prospects, individual interest pieces, you can optimize your content strategy to start converting for you.
But you have to be willing to give things out for free.
There is the psychology of reciprocation when you give something out because people will immediately feel the urge that they have to return the favor to your company. However, even without that, there is still the air of establishing your organization as the thought leader when it comes to these particular solutions.
Using email is an effective way to market, but are you employing telemarketing? Are your social media platforms active in pursuing people to market to? Can your helpdesk be reached at any time with the use of a chatbot?
Our customers are everywhere, and it is through the acknowledgment of this fact that we can adopt a multi-channel approach. A marketer has to have their material available to prospects regardless of what channel they frequent the most.
Regardless, if it’s a telemarketing campaign, an ad campaign on Facebook and actively sending out emails, you need to make sure you’re in different channels to reach your varied audience.
For instance, utilizing LinkedIn to prospect for customers is an effective way to connect with people from several industries and to broaden your scope of people to target.
Channels to consider:
We’ve talked about this a few times, but the role of influencers in B2B sales will continue to grow in the years to come. People look to industry and thought leaders to lead the way, and having an influencer back up your campaign is extremely helpful.
Take for example a Performance Management System (PMS) that is an HR tool in most companies, by having your tool backed by a prominent motivational speaker or leader in HR; you will be able to reap the benefits of your brand’s association with the influencer.
The psychology behind it is simple, people follow leaders, and if leaders choose your product, it helps drive home some leads for your company.
Remember, management software is usually decided on by top-brass, if you have other similarly leveled people supporting you, it makes it easier to sell your product.
This article was originally posted at Callbox - The Savvy Marketer
Publish Date: November 24, 2021 1:52 PM
The good news is that if you know how to use social media correctly, it can be your most effective lead generation platform. With 3.6 billion users using social media throughout the world, it’s the ideal platform for businesses to reach out and acquire new customers. It’s simply a matter of employing the appropriate strategies at the appropriate moment.
Here are some of the most innovative approaches to generating sales leads using social media.
People are often compelled to readily disclose their information with you if they are given the correct incentive. You’ll need to design compelling lead magnet offers that customers want in order to accomplish this. This might be anything from a research paper to a free software program. Discount codes, case studies, webinars, whitepapers, and other resources could be considered.
If you’ve managed to persuade someone to click on your link, don’t let them down with a shoddy landing page. The landing page must be relevant. If someone clicks on your link expecting to find a specific product or information, it had best be there. It’s easy for someone to shut a window or forget why they clicked in the first place if the content is missing.
A good landing page will have a consistent aesthetic appearance and be easy to skim. It should give users a clear path to follow and try to be as personalized as possible.
Keep it simple if your landing page includes a form. Each question you add decreases the likelihood of someone completing it. The more delicate the information, the less likely you are to obtain it. Pre-fill as much information as you can if at all possible. This raises the likelihood of someone filling out the form.
This article was originally posted at Callbox - The Savvy Marketer
Publish Date: November 22, 2021 12:38 PM
Creating a brand that stands out in an oversaturated market can be a challenge. With so many companies vying for the attention and custom of online users, how do you offer something different?
In this article, we will be sharing some creative ideas to help your brand stand out.
Studies have shown that our brains remember visual content far better than a page full of words, regardless of your preferred method of learning. So, when it comes to building a brand that stands out, think video.
Did you know that more than 500 million hours of video are watched on YouTube every day? Creating outstanding video content is one of the best ways to engage customers with your message, drive sales, and boost loyalty. What’s more, video content is extremely versatile. You can create content on all manner of topics, show viewers the behind-the-scenes of your business, carry out interviews and so much more.
If you want your brand to stand out, you need your customers to trust you. Building brand trust can take a lot of time. In fact, some companies spend years building up a loyal following. Thankfully, there is a faster way to get there, and it involves working with influencers.
In today’s online world, influencers play a crucial role in marketing products to new audiences. Many world-leading organizations hire online influencers to sell their products and build more trust in their brand. In fact, 89% of marketers say that ROI from influencer marketing is comparable or better than other marketing channels.
Influencers working on platforms like Instagram, YouTube, and TikTok have a loyal following and influence millions of people around the globe. If you want to grow people’s trust in your brand and stand out from the competition for all the right reasons, working with influencers is a great way to achieve this.
Check the full version of this article at the Callbox - The Savvy Marketer.
Publish Date: November 22, 2021 11:44 AM
Getting your initial email out is one thing, but making the right follow-up email is an entirely different story. Most of the time, it only takes the smallest mistakes to ruin a potential sales deal.
Here’s a pro-tip: your follow-up sales emails are even more crucial in closing a deal than you might think. Therefore, your messages cannot be riddled with any mistakes. That means no typos, neglected grammar, or poor manners, or else you can kiss that sweet deal goodbye.
More than points on how to make a good email, we’re going to give you the top no-nos for sales follow-up emails that you should avoid no matter what.
More than once, there are going to be instances where there will be multiple decision-makers. The common mistake in dealing with these cases is the tendency of cherry-picking and only talking to whoever you think is the most valuable person of the bunch. This is a wrong move because by doing this, you discredit everyone else involved in the decision-making process, and you don’t want to do that.
We advise that you keep a list of everyone involved in a call or discussion. Be sure that you secure their contact details and when you send out your follow-up sales emails, include every relevant person in the email. Address them collectively for general greetings or group-related topics and individually if you have information specifically for that contact that is still significant to the group discussion.
There is nothing more boring and offputting than talking to someone who sounds like a robot – no emotions, no reaction, nada. Imagine if your date talked like that? You wouldn’t want to go on a second date with them. The same goes for your follow-up emails. If you keep your tone monotonous, trust me, even if it’s just on text, your potential clients are going straight for the trash bin button.
The key here is to use less of the big flowery words and use more conversational language. Speak to them in a tone that you want to converse in if you were face-to-face.
Here’s an example:
Instead of saying, “As per our telephone conversation on today’s date” you can simply say, “As we discussed this morning.” Or using “Because” instead of “We are in receipt of.” Spot the difference? Not only does it shorten your email by large, but it also sends the message that you and your client are in a good and comfortable business relationship.
Timing is crucial if you want to be able to get a response quicker, or one at all. Many take this for granted and just go by sending out their emails ASAP. While sending out emails as soon as you can is also a good tactic, you should also know when to send it ASAP.
Remember that you always have a distinct purpose as to why and how you have constructed your follow-up email. Think of the specific situation you are in. You want to send your message at a specific time to ensure that the receiver gets it at the right time so it is still relevant to them and doesn’t get drowned out in all their other emails.
We suggest that the best and safest time to send out a follow-up is within 24 hours. You don’t want to wait too long to shoot them a message. More than often if the client doesn’t get an initial follow-up right away, especially after a promising and well-received meeting, they will think that it was a fluke and that the company must’ve forgotten about them. So, they will drop you from their list and move on to the next person who can help them.
So, you’re pressing send on your email out of pure excitement of a new possible closed deal. There’s only one problem: You didn’t get to know the person you’re emailing first. By that, we don’t mean that you suddenly have to go out for a cup of coffee with them. Proper RESEARCH will take you a long way and prevent you from making errors that will negatively affect your sales deal more than you’d like to.
If you’re sending a follow-up to a prospect that is crucial to the deal, read up on them first. Check out their LinkedIn to find out more about them as a person and not just as a business. Simple things such as knowing how they want to be addressed can go a long way in showing that you genuinely took your time in getting to know them and they will value that.
Though these would seem like no-brainers, you would be surprised at how many businesses still commit these mistakes, but if you remember you avoid these common mistakes when making and sending out your follow-up emails, then you’ll be golden.
This article was originally posted at Callbox - The Savvy Marketer
Publish Date: November 19, 2021 1:53 PM
A well-drafted email not only brings your brand into focus but also makes the flow of communication smoother.
More than 93% of B2B businesses use email marketing to tap into new markets and retain existing customers. Based on this, imagine how many opportunities a well-composed email can give you. So what exactly should be included in your game plan?
For starters, you need a solid understanding of essential email etiquette to clear the air and lay the groundwork for a healthy business relationship.
Let’s dive in deeper.
Email etiquette is a predefined set of rules and pointers that are essential in crafting crisp, clear, and concise correspondence. These rules can fluctuate depending on the final recipient, but the base remains consistent in most cases.
For instance, email etiquette surrounding cold emailing is different from promotional emails. However, in both cases, it is important to keep the language simple and easy to understand, and the content needs to be directed to the final consumer.
Good email etiquette ensures that your messages remain free of any gaps in communication, which increases your chances of a positive response. But that’s not all it does.
If we had to draw a comparison, email etiquette is, in a way, the body language of your email content. The posture has to be polished, upright, and cordial, not sloppy or confused.
This article was originally posted at Callbox - The Savvy Marketer
Publish Date: November 17, 2021 6:37 PM
What opens up valuable opportunities for businesses usually rides on the back of good designs. More often than not, the importance of design is being underestimated or is being treated more as an afterthought. On the contrary, good design can bring significant benefits to your business.
Designing for business and marketing is different from let’s say personal artworks or illustrations where you can let your imagination run loose. This is not to say that you can’t do the same for business and marketing designs. However, there are certain elements and techniques to be considered to make your design as effective as possible because the main goal is to sell your service/product.
So, how can you impress, engage, and convert your marketing design?
Don’t fret! In this post, we’re going to share our very own top winning design tips to make them stand out and convert-worthy.
A good design doesn’t necessarily mean that you need to fill every single space on the canvas with text and graphics.
Once you’ve got the initial visual done and it may have too many elements in it, take a step back to evaluate and ask yourself whether all of the extras are really necessary and add value. This should help you determine what changes you need to make your design look as clean as possible.
Remember: Less is more!
Contrast has the power to make your designs stand out when you want to communicate something online as well as keep someone’s attention.
Make use of color, size, alignment, repetition, proximity, texture, and whitespace to create contrast. When putting together just the right amount of everything, you can make your marketing materials much more appealing.
Here are some examples:
Make that more prominent than other elements in your design.
Colors can express different emotions, so use colors in your visual that match the emotions that you want to convey to your audience.
By doing this, you can create an identity for certain parts of your design. At the same time, by using repetition it emphasizes the importance of a certain element that you want your audience to catch.
It is important to utilize whitespace to avoid overwhelming your audience with information overload.
Make your design look more alive by making use of a textured background. People are more likely to react and respond to an ad that pops out by using texture rather than plain colors.
When you either stumble upon or already are utilizing a design tool, you might be tempted to use all the coolest and best-looking fonts as much as you can in one design, but that won’t gain your design any benefits.
If you want to utilize more than one font, it’s best to choose at least a pair of fonts. Have one font that represents your business. However, if you want to add dynamics to your visuals, find a font that complements your main font.
Here are some great examples of font pairing:
An original version of this article appeared on Callbox
Publish Date: November 15, 2021 12:27 PM
With the world being flooded with businesses and continuously rising corporations, it’s oftentimes quite difficult to find the right leads. Technology and Software companies know this all too well. Most of the time it feels like there is a limited pool of prospects when in reality it is quite vast.
As challenging as this may be especially for tech companies, with the right tools and sources, it will make lead generation much easier. Of course, we realize that it’s all easier said than done, and the process is anything but smooth sailing, but the key is always in knowing where to start, and that is exactly what we are going to talk about in this article.
Recognizing all the sources available to you to look for leads is the essential first step to lead generation. We have compiled a list of places and people you can count as your top sources to look for leads.
Originally posted on The Savvy Marketer
Publish Date: November 15, 2021 12:16 PM
Are your email pitches being left unread or going straight to the spam folder? You are not alone.
Many marketers like you are struggling to find success with their email marketing campaign and often fail to pull it off as desired.
Don’t get me wrong. Email marketing is a powerful conversion tool and can do wonders for your business. The only caveat is that it has to be done right.
If your emails are not being opened, let alone obtaining positive responses, you might be making one of these 8 mistakes.
The purpose of the subject line is to make your recipient open the email to read its content, nothing more. However, most people try to make a sale in the subject line, and this is where they fail to convert.
Subject lines that make tall claims, like “lose 50 pounds in 5 weeks” or “10x your monthly income in 3 months” are considered spammy and are flagged as such. If your subject lines sound like these, it’s about time to change your approach.
Your subject line shouldn’t give it all away. Leave information gaps on purpose, use your creativity to pique interest, and try not to exaggerate. Most importantly, don’t use click baits; provide value instead.
Make your subject lines short and to the point. Use professional language and avoid exclamation marks or all-caps. If possible, personalize your subject line – nothing builds trust like a subject line that speaks directly to the recipient.
When it comes to sending bulk emails, email automation tools can be a savior but sometimes these tools lull you into complacence where you don’t pay attention to your target audience anymore.
The person receiving your email should be the one who is supposed to read your message. Sending a free SEO ebook to someone who is interested in graphic design or animation may not be the best approach. Your SEO ebook maybe your life’s best work, but it doesn’t matter unless it reaches the right person.
The idea is to align your offerings with your recipients. Once you take time to segment your target audience based on their interests, your email marketing efforts will soon start to yield desired results.
Keep reading here: https://www.callboxinc.com/email-marketing/reasons-emails-not-converting/
Publish Date: November 15, 2021 12:00 PM
For years now, the healthcare industry has been somewhat lagging when it comes to digital acceptance. However, 2020 changed it all – almost overnight, the world in general and the healthcare industry, in particular, were compelled to go digital. And in order to make up for lost time, the industry has seen some drastic changes in terms of patient-care, physician-patient relationship, and especially healthcare marketing, be it B2B or B2C.
The key trends steering the healthcare industry into the future are mainly those that have been greatly influenced by the pandemic and the challenges it presented. No doubt, technology is at the forefront of making marketing successful amid travel bans and closed borders. While data-driven digital marketing is not something new, it definitely became non-negotiable in 2020.
So, here are the four key trends that you should be aware of as a healthcare marketer
With in-person interactions becoming more limited, healthcare brands have to labor, more than ever, to understand and serve their customers, potential or existing, better. And data is at the center of it all. As a result, a new marketing concept, intent-based marketing, is steadily on the rise. Healthcare marketers are narrowing down their search further to only in-market buyers who are seeking similar solutions and who may have shown strong buying signals via their purchase history or online behavior.
What marketers deduce is the exact stage of the sales funnel a particular lead may be in. For instance – If they’re just starting out with their research, such leads could be targeted with short-form content like infographics that spark more interest in knowing the solution to the problem. If the lead is in the consideration stage, brands may target using long-form content such as blog posts, case studies, or industry reports that offer detailed insights into the solution and position the respective brand as a thought leader. And if the lead is in the final or decision-making stage, healthcare marketers may use product demos, customer testimonials, or reviews to support their reliability and convince leads to make the purchase or book a tele-appointment to discuss costs. The element of guesswork has reduced over the years and is close to being eliminated going forward.
A version of this article originally appeared here. https://www.callboxinc.com/growth-hacking/b2b-trends-drive-healthcare-marketing/
Publish Date: November 12, 2021 8:40 PM
Accounting firms are one of the in-demand professional services and the most competitive as well. Accountants generally offer the same services and skills set making it even more difficult for an accounting firm to set themselves apart. This competition is also the biggest challenge for these firms to generate qualified leads. The saddest part of this is the fact that a lot of accounting firms still employ old methods to market themselves.
If you are an accounting firm, you don’t have to suffer the same fate. There are proven ways and methods on how to get out of this dilemma and place yourself above the competition.
Being the jack of all trades might sound great because you have different solutions for your clients. However, this practice can hurt your lead generation and marketing efforts more.
Designer extraordinaire Coco Chanel puts it best in this quote:
If you are the only one offering that specific service, you can generate more leads and close more sales quickly. You can also charge more because you are now bringing something unique to the table.
Aside from that, you will be able to create meaningful conversations and present your solutions more clearly. For example, marketing yourself as a Xero Certified Advisor or a Certified QuickBooks Online ProAdvisor enables you to attract prospects who are specifically looking for that. Just make sure that you get certified before you advertise that so you can back up your claims.
The best way to optimize your website is to put yourself in your client’s shoes.
What words, phrases, or questions do they use when looking for accounting professionals?
Hint: Google search can help you with this. When you type a specific phrase or keyword, it will not just give you what you are looking for but will suggest more keywords at the bottom so you can explore more possibilities. Here’s what it looks like:
Publish Date: November 7, 2021 7:20 PM
No matter what the industry is, setting up an appointment remains to be one of the most challenging tasks for salespeople. But no matter how difficult this task is, you need to increase your success rate, or you will run out of sales pipelines.
Any successful appointment setting effort has these following elements:
“The early bird catches the worm” might sound cliche already, but it still works when dealing with executives and gatekeepers. For example, those who are in charge of IT security work even in the most unholy hours. They have to make sure – no matter what time of day it is – that security is at 100 percent. However, work becomes even much busier during regular working hours because everyone is vying for attention. Therefore, if you want to get the attention of the top executive or the decision-maker, you need to get up earlier than anybody else. That ensures you have his undivided attention, or you are only competing with few people rather than hundreds of them.
“Different strokes for the same folks,” that’s what author and leadership expert, Ken Blanchard, mentioned in his book “Heart of a Leader.” In other words, you can use different strategies or tactics to win a person.
The same goes when trying to set an appointment with a company’s top executive. You should utilize all forms of media channels to get their attention – emails, phone calls, handwritten notes, or an exclusive newsletter. The more, the better because it gives you more opportunities to secure a yes.
When you actively listen, you can catch subtle nuances the other party is trying to say. And if you are really in tune, you can ‘decode’ any clues the other person is hinting at.
When trying to land an appointment with a prospect, you don’t rely on the script. It is there as a guideline, but you have to listen. When you can pinpoint what your prospect’s need is, you can easily position your product or service according to those needs.
You can follow up with those who have already interacted with your brand. You can get that information from your marketing team.
These people are those who have:
They have already shown interest in your brand, and they might just be waiting for more information or a little push.
Visit the original one to continue reading!
Publish Date: November 6, 2021 2:33 PM
Developing an effective and efficient lead acquisition strategy is one of the most critical factors in B2B companies’ growth and generating revenue. Thus, businesses increasingly rely on automation to generate leads and reallocate employee time.
Doing so enables businesses to save time and resources by hunting down low-quality leads and convincing prospects you’re the right solution to their problems. That said, sales and marketing teams can focus their attention on prospects further in the sales funnel. Thereby, they’ll spend less time on leads with no hope of converting and more time building and nurturing relationships with those more likely to convert.
So what lead generation challenges do B2B companies face?
Curating high-value B2B leads can be tricky. You must consider market demands, target audience, if there are gaps or flaws in your sales funnel, content marketing strategy, and if you’ve implemented a solid lead nurturing campaign.
Yet, every B2B business faces one of these two challenges, and they must rise to overcome them.
Inv. tech found that 63% of sales and marketing teams reported significant challenges generating traffic and leads. Furthermore, of the leads they do acquire, 84% are low quality. So, it’s not just about acquiring leads, but acquiring quality leads with a good chance of converting. That’s why purchasing a list of leads from a 3rd party vendor is terrible business practice. It may give your numbers a boost, but the chance they’ll convert is marginal at best.
How is this a problem, you ask? Well, your sales and marketing team will spend a great deal of time and resources sifting through a sea of low-quality leads with little hope of converting. So you end up not closing deals or generating revenue because you’re wasting time with leads unlikely to convert.
See original post for reference: 👉Callbox-The Savvy Marketer
Publish Date: November 6, 2021 1:53 PM
Every company wants their sales team to be effective and successful. However, salespeople have more on their plate than just making sales. This is the very reason why many sales teams can’t rake in as many sales as they would want to.
This is where managers and the organization as a whole have to step up and help your sales team out. Not only will this benefit your sales team, but it will have a bigger impact on your business as a whole when your sales team can make more sales.
Now, it’s all about how exactly you can help your sales team. In this post, we’re going to talk about the many ways that you can aid your sales reps to bigger success.
Though there may not always be a one-size-fits-all sales process, you should have a broad sales process in place that gives your team the tools and information they need to achieve their sales goals. Creating playbooks is one of the most effective methods to establish a successful sales process for your team.
Playbooks replicate your top salesperson’s procedures and teach them to your failing salespeople. As a result, your entire team will have a more efficient, productive, and consistent sales process.
When utilizing playbooks, it’s important to remember that they won’t work in every circumstance. Instead, they serve as a flexible guide to help your salespeople through the buyer’s sales journey.
The game plan for how reps will go after leads and maintain existing accounts is to assign territories. This is an important step because it is here that the sales process begins.
Territory allocation, in addition to strategy, ensures that territories do not overlap, that sales reps have enough leads to work with, and that top performer are assigned to the most important accounts.
You can take a more tactical approach with territory management software and assign territories based on criteria other than location. More refined criteria, such as industry, business size, and revenue, can easily be used to distribute sales teams.
One of the most essential skills to have as a manager is being able to constantly communicate with your sales team. This is the best way to increase your sales team’s productivity, so you should always check-in with your salespeople to stay up-to-date with how they are performing as well as how they’re faring with their work and progress.
The higher your interactions are with them, especially with newly hired salespeople, the better your chances of building a better relationship with them which encourages them to also be more transparent with you.
So, always make sure that you communicate with them and ask them how you can help them with their productivity.
A version of this article originally appeared here. https://www.callboxinc.com/growth-hacking/ways-managers-help-sales-sell-better/
Publish Date: November 2, 2021 8:34 PM
Today’s marketing is impossible without the most efficient tools of representation for the brand, company, goods, and services. Anything can happen when it comes to customer decision-making. To attain desirable ordering and purchasing decisions from your target audience, you need to utilize every approach in digital marketing.
Many marketers are focused on video marketing with detailed webinars and how-to guides to increase brand reputation and generate more leads. Although white papers are still vital for reporting on education, onboarding, explaining different phenomena, theory of operation and performance, benefits, and prospects.
It is a common misconception that written-word reports are not the subject of end-user interest. According to the Demand Gen report, about 71% of purchasers used white papers in 2018 for their decision-making purposes. It goes without saying that this documentation is best to demonstrate the company’s expertise and represent the B2B marketer’s product in an easy-to-understand way.
White papers contain key information about the goods, services, and mode of operation of any strategy or conception in action. Illustrations, infographics, charts, tables with statistics, and imagery help to fully disclose basics and peculiarities. That is why sharing information using white papers is considered one of the most powerful tools for lead generation. It also increases end-user decision-making through the full extent of authoritative data.
In the context of marketing, white papers have become a powerful lead generation tool. They attract prospects and are essential for the second stage in the sales funnel. White papers are used for capturing leads. That is why the creation of practical guidance that suits the specific needs of your target audience is a must, along with other lead generation practices such as:
Remember that B2B lead generation is based on approaches that convince potential consumers that the product or services offered by the company or brand are worth their attention and will likely become the best choices among others in their niche. White papers force leads to convert into standing customers because:
Additionally, white papers are among the most shared content formats for peers and staff members. Both B2B companies and employees get helpful insights with the help of these corporate documents. With blog posts and case studies at the top of sharing-friendly marketing insights, white papers are up to par with webinars and infographics.
It is worth noting that lead-generating white papers are those that hit the target and bring hot leads in the B2B market. To make them efficient for your business as essential lead generator tools, follow the tips on creating high-converting white papers.
The main audience of white papers is business decision-makers. This category of readers includes both buyers and partners for the company’s scaling and improvement of brand performance. Along with the external audience, tech decision-makers are the largest group of users to target. These are users who are searching for a specific solution to their challenges and needs.
Additionally, the audience strives to learn something or get additional information about the service or product with the help of the white paper. This group is considered the additional or secondary audience. But to increase the lead-generation properties of your white papers, you should meet the educational expectations of the readers and convey useful information.
There are three types of white papers to take into consideration. They are backgrounder, number list, and problem & solution. All of them differ according to their content and application areas. Backgrounders are suitable for product descriptions, service benefits, and comparisons with competitors’ offers in the current market. Because of this, this type of white paper is usually used for launching products by companies that have already gained some brand reputation in their niche.
The number-list white papers are about conveying messages with easy-to-read points that contain the main information. Number lists can be presented in a FAQ section with answers or a list with tips and hacks to help potential customers avoid any challenges with the product or service. The number-list white paper examples are reports or similar pieces of content in:
Problem & solution white papers aim to advocate that the product or service of the company is the best choice on the market with regards to the range of opportunities and problem-solving tactics they provide to consumers. The main application of problem & solution white papers is to educate the audience. Additionally, the company can improve its recognition and reputation on the market and generate more leads. The last type of white paper is recommended for lead-generating marketing.
It goes without saying that before you design a white paper, you need to define the audiences who will read it. First, let’s divide all the potential consumers according to the three types of white papers:
All three types of the above-described white papers are optimal for education and communication with the general public. But the most cross-functional formats are problem & solutions for B2B marketing and lead-generating campaigns.
Note that the target audience might not only be purchasers. Your white paper can attract investors, partners, and potential high-level executives (team members and individual employees). Right after you have chosen the type of consumers, you will help with decision-making issues, and it is high time to decide on a white paper, the format, and its topics.
Visit the Original one to continue reading! https://www.callboxinc.com/lead-generation/lead-generation-agency-create-converting-white-papers/
Publish Date: October 31, 2021 11:02 PM
There are many ways to use humor in B2B marketing. One way is to include jokes or funny stories in your blog posts and email newsletters. You can also create videos that show the lighter side of your company in thought-provoking ways.
In effect, humor can be used as a tool for building customer relationships and making people feel more comfortable about doing business with you. It’s important to remember, though, not to overdo it, or you won’t seem professional anymore.
Humor is one of the best ways to lighten up any situation. The key is knowing how and when to use humor. This blog post shares some tips on how B2B marketers can successfully incorporate humor into their marketing mix.
Do you need a reason to laugh? You’re not alone. In fact, we all need laughter in our lives. And there are many ways to use humor in B2B marketing.
Using puns in your email subject lines and headlines, sharing funny memes with your audience on social media channels like Facebook, LinkedIn, and Twitter, or creating humorous videos with the help of influencers for YouTube are some of the most common examples.
According to Google and CEB’s Marketing Leadership Council’s survey, 50% of B2B buyers are more likely to engage and purchase a product if they connect emotionally with the brand.
Publish Date: October 28, 2021 6:26 PM