Switch to Digital and Close Deals Faster

Switch | January 9, 2019 | Sponsored

article image
The guide to boosting your sales productivity. Too often, finalizing a sale can turn into a time-consuming nightmare full of tedious paperwork. After the verbal yes, sales reps and operations folks spend several days formalizing and completing the order. Download this eBook to learn how you can improve your sales operations pro

Spotlight

Omnicom

Omnicom Group is the leading global marketing communications company providing the best talent, creativity and digital innovation in the world of integrated marketing services for more than 200 brands - including some of the world’s most iconic, innovative and successful.

OTHER ARTICLES

What a load of noise

Article | August 11, 2020

My focus, however, is not on the things we should be investing time and money in, but more the people responsible for doing it. The people that already had strained practices when they were in the office. When they were in huddles dealing with the demands of trading but now (with the past few weeks of childcare, homeschooling, back-to-back online meetings and low social interactions), these people are asked to go again. As the demand for online has increased significantly, so has the demand for these people to work harder, longer and with these added dynamics around them. HR Supporting programs are not as hands on as they were in office based situations, lack of social interactions reduce the 'storming norming' effect and yet expectations are up; which all leads to lower production capability.

Read More

Why B2B Marketing Fails: Common Mistakes To Avoid?

Article | August 11, 2020

B2B companies are exponentially growing as they experience a boost in sales as well as other advantages. As per the report of Forrester, There is immense growth has been noticed in the U.S. B2B businesses. As a result, B2B e-commerce transactions are forecasted to reach US$1.8 trillion by 2023. But, some common mistakes create countless challenges or make business unsuccessful. Elevate your business with sustainable development by comprehending those repercussions and their solution holistically. Lack of Innovative Approach Innovation is the key to success in B2B marketing that makes you different from others. Unfortunately, many marketers don’t implement innovation in their marketing tactics. Your innovative designs, content, tactics, etc., will undoubtedly provide an unparalleled experience to your audience. Therefore, it is good to always come up with new ideas or discuss them with your team to understand other’s perspectives. It’ll help you realize the opportunities and the risks involved in it. Use of Outdated Technology Many B2B businesses are still utilizing outdated technologies. Those technologies diminish the speed of your success. Other businesses evolve their approach via adopting advanced technologies such as Artificial intelligence, programmatic advertising, machine learning, etc. These modern technologies help in enhancing users’ experience in every aspect and elevate your business. Less Focused on Responsive designs In B2B business, responsive designs are the utmost vital tactics. Responsive designs make your customers way easier to access information. People use various devices to visit your website. Therefore, it is essential to provide them positive experience. If they face challenges while accessing your site, they will undoubtedly look up to other ways. Therefore, make sure your site is available in responsive design. Lack of Adequate Research B2B companies require in-depth market research in every aspect. It consists of products or service demand, competitive analysis, successful platforms, promotions, statistics, demographics, consumers’ requirements, etc. Evaluating Marketing Performance Performance evaluation is an unavoidable step of marketing. You must evaluate your performance. Track your campaigns’ performance, channel performance, etc. It will help you find whether your approach was appropriate or not and compel you to rethink to get possible solutions. KPIs or marketing performance metrics are highly advantageous in understanding company operations and objectives. In addition, it helps comprehend competitive analysis, market strength, and management systems. Unnecessary Usage of Jargon One of the most common mistakes in B2B marketing is the excessive usage of jargon. It will be best if you use simple and concise language to approach your audience. Using too much jargon will confuse them to understand the entire message you want to convey, as they will have to take extra effort to understand the jargon. As a result, they won’t be able to receive information thoroughly. Make sure you know the audience before starting writing for them. They are diverse therefore, you need a sophisticated and easy-to-understand language. Avoiding Trends Trends are crucial in B2B marketing. They help in expanding the horizon of your approach and provide perpetual development. Unfortunately, many marketers don’t follow the trends. Trends make you up-to-date according to the transformation of customers’ requirements. You can accelerate your growth by knowing deep into trends and their implementation accurately. Search Engine Optimization SEO is an indispensable tool in B2B marketing. It enhances your Google visibility and brings more traffic to your site. Various companies utilize SEO for brand awareness, building solid relationships with customers. It also improves your content marketing skills and provides an authoritative approach. Furthermore, SEO helps the Google algorithm perform better, and scale your business to reach innumerable business outcomes. Lack of High-Quality Content Top-notch content plays a crucial role in making robust connections with customers and building brand recognition. In this technologically advanced world, customers require quality content. They expect informative and significant content from their favorite brands. Most marketers believe that content creation is of utmost importance. High-quality and engaging content can easily persuade the audience to experience a brand’s product or service. Providing quality content will make your audience stay with you for a long time. It also builds brand credibility and increases the possibility of generating more leads. Quality content assists in improving marketing strategies and provides sustainable development in every business aspect. There are other essential standard practices, such as content mapping, blogging, etc., that can help you improve your marketing tactics and meet customers’ requirements. Final Thoughts B2B campaign fails due to lack of strategic approach. Above are some common mistakes you must avoid while creating campaign for B2B. These valuable tips can improve your tactics and provide sustainable development in B2B marketing. Frequently Asked Questions What are the best practices to scale B2B business? Providing informative and persuasive content, enhancing communication with customers through various platforms, creating attractive and responsive websites, and adopting advanced technologies are the best practices to scale your business. How to generate leads in B2B marketing? Strong SEO, improving communication with customers, providing social proof to earn customers’ trust, providing personalized messages, and utilizing advanced lead generation software helps generate leads. What are the essential components of the B2B website? The essential components of a quality website are a concise message, relevant content, responsive designs, and SEO that make your website more authoritative and practical to enhance engagement and visibility. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the best practices to scale B2B business?", "acceptedAnswer": { "@type": "Answer", "text": "Providing informative and persuasive content, enhancing communication with customers through various platforms, creating attractive and responsive websites, and adopting advanced technologies are the best practices to scale your business." } },{ "@type": "Question", "name": "How to generate leads in B2B marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Strong SEO, improving communication with customers, providing social proof to earn customers’ trust, providing personalized messages, and utilizing advanced lead generation software helps generate leads." } },{ "@type": "Question", "name": "What are the essential components of the B2B website?", "acceptedAnswer": { "@type": "Answer", "text": "The essential components of a quality website are a concise message, relevant content, responsive designs, and SEO that make your website more authoritative and practical to enhance engagement and visibility." } }] }

Read More

Role of Technology in Improving Customer Experience

Article | August 11, 2020

Since the vocation of an e-commerce site is to generate sales on a recurring basis, it is logical to state that the customer experience largely conditions these results. Indeed, for Internet users who visit your site to be encouraged to purchase, it is important that they are satisfied when they browse it. Moreover, satisfied customers will be easier to retain, and more likely to recommend you to others. These are all reasons why it is essential that you continuously optimize the experience on your e-commerce site. In the rest of this article, you will discover the best practices to observe for this purpose. Interact with Your Customers with An Online Questionnaire: You must first understand that to attract your targets, you must necessarily establish a relationship of trust with them. Then, the strategy you put in place upstream to attract customers and encourage them to sell will have to evolve over time. Of course, it is a question from the start of ensuring that the strategy is as efficient as possible, but it must above all be flexible to be able to adjust to the feedbacks of your customers. It is therefore essential that you establish a proactive exchange with your customers, and for this, the online questionnaire is one of the most popular tools. Indeed, the online questionnaire allows to bring the humanized side of your service, to create an interaction, to show that you attach importance to the opinions and comments of your customers, etc. As part of your marketing processes, the online questionnaire can also constitute an element of reassurance that will be useful to you to support and direct your customers more easily in the purchasing process. Moreover, it is very easy to set up: you can create a quiz easily by clicking here and thus set up your communication and digital marketing strategy without further delay. Finally, it is important to note that the effectiveness of the online questionnaire depends on certain elements, such as the method used to distribute it or the frequency with which it is sent. It is strongly recommended that there be a comments area there, so that customers can share their requests and / or comments with you at the end of the survey. Make Sure Your Site Is Accessible On All Media: The report published by a magazine shows that 70% of online purchases will be made on mobile in 2020, figures which prove that from now on, it will indeed be a question of “ m-commerce ” in addition to e-commerce. Think with Google also shows that 77% of online shoppers are more likely to place their orders with their mobile device. This convinces us that it is of the first importance to make it possible to read your e-commerce site on all screen sizes. It is not only a question of planning a responsive web design theme, but also of setting up an m-commerce platform to meet the requirements of your targets who increasingly use their smartphones and tablets to browse and buy on Internet. Making your site accessible on all media thus consists of: • Eliminate the Tabs That Weigh Down Mobile Browsing, • Use A Dynamic Theme, • Reduce the Size of The Images by Compressing Them, • No Longer Provide A Sidebar, • Remove Pop-Ups. Offer A Personalized User Experience: For the customer experience to be optimized, it is also necessary to offer them a personalized experience. The importance of this factor is such that 33% of customers will give up buying from an e-commerce site if they feel that it does not provide enough customization options. You must therefore ensure that your merchant site allows customization by: • The Use of Geolocation to Indicate the Closest Physical Points of Sale, • The Offer of Complementary Products in The Customer Basket, • Virtual Testing of Products (Via Augmented Reality for Example), • The Proposal of Recommendations Based on The Customer's Previous Purchases, • The Use of Predictive Targeting (To Personalize the User's Home Page). A Simplified and Secure Payment Step: To ensure the satisfaction of your customers when they browse your site, you must also make the payment step as easy as possible. In many ways, this step strongly impacts the conversion rate of your prospects, as cart abandonment is most often found at this time, when they feel the process is too tedious. It is therefore imperative that you pay particular attention to the means of payment that you offer to your customers. In this context, setting up a secure payment service is the best solution to adopt, using an HTTPS protocol for example. Also remember to systematically inform your customers that the payment page is perfectly secure (with the padlock icon). Finally, it would be wise to offer the online payment methods with which your customers are the most comfortable (to be determined by means of a survey or an online questionnaire). Guide Consumers with A Chatbot: While it goes without saying that an e-commerce site must have available and responsive customer service, some may think that the chatbot remains optional. However, be aware that 45% of Internet users prefer to use the chatbot to communicate with customer service. More importantly: 47% of e-commerce website users express their motivation to buy using this technology. This is explained by the fact that the chatbot makes it possible to inform visitors more easily and quickly. With a simple message, they can know your general conditions of sale, your return conditions, your delivery times, etc. The chatbot is therefore a tool to be adopted urgently to optimize the customer experience on your site. Remember, however, that it does not replace real customer service! It will nonetheless bring an increase in speed in the processing of your customers' requests, and above all, will provide the most relevant possible answers, as quickly as possible.

Read More

3 DISRUPTIVE MARKETING EXAMPLES AND WHY THEY WORK

Article | August 11, 2020

When competition for your products and services surrounds you on every side, it can be exhausting to find new ways to market your business. Perhaps the popular forms of marketing aren’t doing enough for your company and you are looking for something new to pique the interest of potential customers. What you’re looking for is disruptive marketing, and it can completely change the advertising game.

Read More

Spotlight

Omnicom

Omnicom Group is the leading global marketing communications company providing the best talent, creativity and digital innovation in the world of integrated marketing services for more than 200 brands - including some of the world’s most iconic, innovative and successful.

Events