The Inquiry Fulfillment in B2B Lead Generation. Today, the big news in inquiry fulfillment is the new science of “content marketing,” which is sweeping the B2B marketing world. Understanding that business buyers research the solutions to business problems online, long before they call in a salesperson to help them, marketers create vast libraries of so-called “content assets.” These are available to educate and inform customers and prospects, and to demonstrate thought leadership among influential parties in their particular fields. Continue reading →
Call reluctance in B2B marketing, there are many managers and trainers who believe there is such a thing as “call reluctance.” But actually, there isn’t. The company spent many researches in trying to figure out why the people won’t get on the phone to their prospects. Continue reading →
Can business telemarketing continue to work if the volume of calls continues to rise? Wijnand Mes, Marketing Manager for IBM Software Group UK, feels there are problems caused by a more general information overload:
‘We are approaching market information saturation point. Individuals are receiving messages from so many different sources that it becomes impossible to digest the information. I think this is already having an impact on response rates’.
Steve Massie feels that telemarketers must move with the times:
‘They may need to be more imaginative in future to get past the fatigue recipients feel at getting so many calls. Traditional techniques are wearing a bit thin’.
It’s not only a case of telemarketers having to develop new approaches. With the growth of Internet and e-commerce usage new types of business telemarketing will start to grow. The biggest change will probably come in the handling of inbound requests for first-stage information on goods and services. Customers will expect to be able to receive such information at the push of a button on a keyboard or mobile phone. The more complex functions of outbound business to business telemarketing will still require a more personal touch, requiring telemarketers to have a detailed knowledge of the business, products and services they are representing.
Growth areas will be linked to the new technologies, such as tours of company web sites – personal, responsive and tailored to the individual. Such ‘high touch’ services will become increasingly in demand; the emphasis will change from the quantity to the quality of staff. Businesses using external agencies will expect telemarketers to become surrogates for them.
Of course no matter how well planned and executed your business telemarketing campaign, human nature plays its part; the effects of traffic jams and towering in-trays can block the most skilled approaches. But get the right people offering the right product in the right way – and the outcomes could surpass expectations
Organize your keywords and ad groups. Keen marketers identify Google AdWords is an indispensable part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can speedily capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach. Continue reading →
In B2B marketing, business prospecting mainly done online through email, social media and phone. Business prospecting is very important because it is the one who know what potential could be inclined into its partners. Good prospecting calls for an effective way of knowing and verifying the information from your business prospects. Knowing so would allow to funnel down good partners and integrate measurable results in your marketing emails.
These very days, social media marketing is one of the many channels used by brand companies to connect to their target prospects. But with so many social media networks that are available in the digital realm, how can a marketer choose which will work best for his/her campaign especially if it targets B2B companies. Continue reading →