The Triple Threat
When you come across a powerful tool that gives you the ability to enhance employee productivity, increase sales effectiveness and gain stronger relationships with customers and prospects, it’s clear you’ve got an excellent foundation to gain real ROI in your organisation. But to get ahead of the game it’s important to consider the impact that integrating your Email Marketing Campaigns, Web Analytics and CRM can have.
Being able to view all interactions with customers and prospects streamlined with a detailed analysis of your personalised and targeted E-marketing results whilst monitoring traffic and visitor behaviour paints an instrumental and powerful picture of your target base. This triple threat gives you the competitive advantage allowing you to see the full profile of all the prospects and customers you have made contact with.
This level of information can not only help you understand how successful your campaigns have been but also help determine future marketing campaigns and pitch the right ideas at the right time to the right people.
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With a user base that has rapidly doubled that of LinkedIn at more than 200 million users and with more than a whopping 170 billion Tweets since its birth in 2006, it is increasingly becoming a B2B platform for consumer campaigns and engagement with prospects and customers.
It’s an opportunity to influence thinking and bring new ideas and solutions to market, which is why a social media presence has become just as an important, or in some cases more important, in a B2B marketing plan as networking, tradeshows and email marketing.
You can utilise Twitter as part of your marketing strategies, but it is important to crack the social media code correctly and effectively, so we’ve broken down the formula to give you the core ingredients that make up a successful Twitter campaign recipe.
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Big Brother is Watching You
It’s no secret that businesses are monitoring the actions taken from their marketing material, from eMail Marketing to social media, to cookies on a website (have you noticed how adverts on a website are always tailored to what you are interested in?) eMail Marketing in particular has been on the rise for a few years now, especially within the B2B sector, and with the increase in the number of active email users and web-based mobile clients it’s no wonder there is so much to say about how to target the right audience with the right messages.
We are always looking to create successful campaigns and increase recipient engagement with our messages, hence the need to know what someone is interested in. Being able to track what the recipient has clicked on is becoming ever more popular in eMail Marketing to help create focused follow up rather than the scatter-gun approach of cold calling.
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Website Lead Generation… A marketers favourite three words. But what is it that turns the cogs of generating leads in a B2B environment? Marketers spend endless hours, money and resources creating awareness through eMail Marketing, blogs and web content, SEO and PPC campaigns and now to add to it all, social media has become a buzz word in marketing activities. The aim of all of this is ultimately to drive traffic to your website in the hope these visitors will have built enough awareness and interest in you to take the next step and make contact. Job done, the sales team have a lead to follow up and engage with. Not quite. Only about 5% of website visitors will actually ever make contact with you, not a great ROI for all those hours spent on marketing.
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This final blog of the series will show you how you can really start to build a solid plan to make your eCommerce site a success. Our eCommerce specialist, Sarah, has a real understanding of what makes eCommerce sites a roaring success, that’s why we’ve come up with some questions (that businesses like yours, will ask themselves when making the all-important move online) to ask her.
It is understandable, and sensible to ask yourself a whole host of relevant questions when planning to move your business online. As with any business venture, there is always a risk involved and it is important to have a bullet-proof plan to make sure you have considered everything before your eCommerce site goes live. So we’ve saved you some time and hassle and came up with a few FAQ’s to get you on you started…
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This series has shown you how B2B (Business to Business) eCommerce in 2013 is set to revolutionise the way businesses trade with each other also how, by following our best practice advice, you can adequately prepare and as a result, reap the huge benefits that moving your business online can bring.
We also pin-pointed technology as one of the key factors in ensuring eCommerce success. Adopting the ‘right’ eCommerce solution for your business and ensuring that your existing technology works well with your current processes is not only wise but essential in ensuring the right start online. Once this has been achieved, you can then start to deliver real value to your customers, making you an unstoppable eCommerce force in your market.
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In January we made our 2013 predictions for eCommerce (take another look here if you haven’t seen them). So…if you are currently enjoying success as a business owner in the tangible world, how can you begin to reap the benefits that moving your business online can bring?
Moving online isn’t a complicated task, but it should be treated as a real business plan, which means there are some fundamental questions to consider.
1. What can you sell online?
This is clearly the first and one of the most important decisions to consider when moving your existing business model online and there is probably a lot more scope than you think.
What you sell now is clearly a starting point in deciding on what you might sell online. Do you have products or services in your existing portfolio that have lower margins (and don’t warrant a huge amount of telesales time) but would benefit from higher volumes of sales, possibly online? Or are there products or services that compliment what you sell now but have not held enough value to invest in offline?
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Everybody’s talking about it, so we thought we’d give you our predictions for the New Year on how the world of B2B eCommerce is set to revolutionise the way businesses trade with each other online…
B2B eCommerce will become more sought after than B2C eCommerce…
It’s no secret that online sales are big in the UK market with 19% of all UK sales revenue coming from eCommerce in 2011 alone, with figures set to grow year on year. A less known fact however, is that in the same year, only 5% was from B2C eCommerce, with the rest attributed to B2B sales. B2B eCommerce has stood in the wings for a long time but now market analysts, as well as many B2B organisations are now recognising the size of the B2B ecommerce opportunity…
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There’s no doubt about it, customers are demanding… and every year they expect more – better prices, a better level of service, faster delivery … you name it they want it. But why? And how do you get ahead of their expectations? How do you increase the service while also improving your profit margins?
The answer to the two fundamental questions of why are customers more demanding, and how do I get ahead of the competition are essentially the same. The customers are ever more demanding because the competition (or another supplier in another market) is simply raising their expectations faster than you are meeting them… and the way you get ahead of the competition is by raising the standard faster than your competitors can keep up.
Easier said than done? Perhaps. But those who manage it can achieve huge success. If you can get over the bar, raise the standard and meet your customer’s needs much faster than the competition, then you will be significantly more profitable, gain a stronger brand and have significantly more free resource than others. Like other companies that understand the value of exceeding customer expectations (Virgin, BMW, Mercedes, Costa, Amazon for instance) you will find that staying ahead is actually a lot easier than you thought.
So, we’ve talked to customers and prospects from different industries to help share the best practice from one industry to another, and help our customers to concentrate on differentiating their telesales customer experience:
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In the current climate, all teams need to focus on costs and efficiency – but none more so than telesales teams. So, what are the classic mistakes and unnecessary costs in telesales departments and telesales systems?
The reality is that Telesales is an expensive exercise… recruiting, managing and employing people is expensive! There’s no getting away from it. They are expensive but necessary – so it’s critical that we make the most of this expensive resource, and maximise their productivity. Later in this series we will look at the issues involved in replacing telesales activity with online and automated eCommerce (arguably an unstoppable trend), but for now, let’s assume that you can’t or don’t want to move all of your sales to online ordering and want to keep at least some element of your telesales.
So, how can we maximise the cost-effectiveness of our telesales activities…
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