Right target, right time, now what? 7 steps to close the deal.

Chasing the wrong account is about as effective as chasing your own tail. Thankfully, with Rev, you’re tapping into the power of artificial intelligence and proven algorithms to identify and build target lists of accounts that look and act like your best customers, significantly cutting back on the time and effort your sales team must commit to cold outreach and the ensuing chase.

Even with the technological leg up on prospecting, however, optimizing success to showcase strong ROI requires sales finesse. The tactics outlined here are designed to increase appointments booked, pipeline generated and revenue captured.

To become that sales team, each SDR should refine their approach using the 3 Ps. 

The 3 Ps of outbound

Persistence

According to the book Predictable Prospecting, your team should follow up with a well designed cadence of 8-12 touches. Don’t give up on making contact with your targets. With Rev, you’ve already verified—at the exegraphic level—that your target account list has a high propensity to purchase. Giving up too soon is the surefire way to not see your pipeline turn into revenue. 

Personal

Leverage multiple channels like email, calls, LinkedIn, video. Prospects are bombarded with follow-up, so stand out. Make sure your team is communicating that they’re genuinely trying to help solve the prospect’s problem.

Patience

The target account list you built in Rev is prioritized and comprised of companies so early in their buying cycle that they likely haven’t yet shown intent to purchase from you. That’s great. It likely means they also haven’t heard of your competitors either. While some accounts may be quick to respond, you and your team should be prepared to nurture your list for mid-term and long-term opportunities. Because Rev’s AI has validated their propensity to buy, you’ll want to make sure you stay top of mind.

With the right targets at the right time and with the 3 Ps to optimize your approach, your team is ready to deploy this 7-step cold outreach sequence. 

7 steps to improve your cold outreach

Step 1: Give value

Let your prospects know who you are and why you’re suited to guide them to the solution they need. 

Email example: 

Subject: { First Name }, checking in.

Body: { First Name } –

Many { Contact’s Title }s today are struggling with { problem statement }. And most often, many of them don’t know where to start.

So, I thought you might benefit from our { Content Piece } that other top { Contact’s Title}s we’ve worked with have found useful when getting a plan in place to  solve { specific initiative, pain point, problem }. I hope you find it just as helpful.

Let me know if you’ve got any questions. I’m quick on replies. You can also schedule a time to chat using the link below, if that’s easier.

Sincerely, 

{ Your Name } 

 

Step 2: Show impact

Show you’ve got their best interests in mind by presenting them with additional content that highlights how they can work with you to reach their goals.

Email example: 

Subject: { First Name }, { Content Title }

Body: { First Name } – I wanted to follow up and share a case study that shows how company xyz partnered with { Your Company } to { insert problem solved/impact made }. Enjoy!

Sincerely, 

{ Your Name } 

 

Step 3: Ask for their help

You know your prospect can benefit from your product, if they’d just get back to you. Ask them to clarify their needs, availability and confirm you’re speaking to the right person in their company. 

Email example: 

Subject: { First Name }, could use your advice. 

Body: Hi { First Name },

I’m writing to follow up on my previous emails. I haven’t yet heard back from you, which probably means you’re busy, it’s not a good time or I’m reaching out to the wrong person.

If any of those is the case, is there a better time for me to check back in or perhaps someone else I should be speaking to who handles { your solution } decisions?

Thanks for your help.

Sincerely, 

{ Your Name } 

 

Step 4: Humanize yourself

Remember the personalization part of the 3 Ps? It means tailoring your pitch to the person on the other end, AND letting them put a voice, face and personality to your outreach!

Phone call example: 

{ First Name } – This is Rob, with { Your Company Name }, following up on the email I sent you regarding { Content Title }. I don’t know if you had a chance to take a look at it yet and I certainly know you weren’t expecting my call, so I’ll keep it brief.

My goal is to be a resource for you when it comes to { problem you solve }. { Your Company Name } is a leader in { short power statement/differentiator }. We work with { describe your impressive customer base } and look forward to sharing what we’ve learned along the way with you.

Our customers are experiencing { ROI statement }, which has been a game changer for them. We’d like to show you how to do the same.

When would be the most convenient time of the day to set up a brief exploratory call with our solutions expert? 

 

Voicemail example:

{ First Name } – This is Rob, with { Your Company Name }, following up on the email I sent you.

I wanted to introduce myself so you know there’s a human on the other end of that email and, more importantly, a resource to provide you with any additional information you might need as you think about { business problem } and how to effectively solve it.

We’ve got plenty of examples of companies similar to { Company } that we have helped that I think you may find interesting. I’ll plan on touching base next Wednesday at 8:00 AM to try and connect again, or if it’s easier, you can reply to my email with a time that works for you and I’ll make it happen. Also, my direct line is { 000-000-0000 }. Talk soon!

 

Step 5: Understand their needs

This is where patience may come into play. Reiterate your understanding of their problem and provide them with valuable content. Respect their mental bandwidth and summarize what’s in it for them. Keep going! 

Email example:

Subject: { First Name }, { Content Piece }

Body: { First Name } – A lot of other { Contact’s Title }s are finding the following { Content Piece } interesting, and I thought you might too! Here are the top three points I thought you’d care about the most:

  1. { Summarize problem, solution and business impact } 
  2. { Summarize problem, solution and business impact } 
  3. { Summarize problem, solution and business impact }

Enjoy! 

Sincerely, 

{ Your Name } 

 

Step 6: Set a date

Take the work of finding a day and time to address their problem off of their shoulders. Propose a specific meeting and let them know you’re committed to making the process as painless as possible. 

Email example: 

Subject: { First Name }, Next Thursday 12th, 2pm PST

Body: { First Name } – I’m looking to grab a brief 15 minutes of your time next { Day, Date, Time – Timezone } to give you a quick walk through of { short form solution statement }.

Does that time work? If not, send me one that does and I’ll manage the invite.

Sincerely, 

{ Your Name } 

 

Step 7: Acknowledge radio silence

Remember, your approach has made you 74% more likely to close this sale, but the timing might just be off. Let them know you understand and ask for feedback so you can follow-up at a more convenient time. 

Email example: 

Subject: { First Name }, Radio silence

Body: { First Name } – I’m experiencing a bit of radio silence and I’m wondering if timing simply isn’t right.

Do me a favor and let me know either way, so I know how to appropriately follow up or respectfully touch base at a later date?

Sincerely, 

{ Your Name } 

 

Final thoughts: Build trust

Closing the deal is your ultimate goal. That’s why you started this process with a high-quality target account list and why you need to continue to optimize your outreach strategy. It’s not enough to have a great list. You also need to actively build trust with your targets.

Your targets need to know what your company does, how you do it and—most importantly—how you can help them reach their goals. You need to give them meaningful content that shows why now is the time to engage with you and the value they can expect to gain. That means that these 7 steps should serve as foundational guidance. They make up the framework for trust and connection—but the material you include and the story you tell will ultimately be what builds their trust and confidence in you. 

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How to use psychological pricing in B2B sales

When it comes to the psychology of pricing products or services, what you don’t know might be impacting your B2B revenue. Experts talk about the characteristics of a fantastic B2B sales team or how to recruit the best sales reps. These elements have a massive impact on your performance, but the psychology of numbers is another topic that you shouldn’t disregard. A simple change to your existing B2B pricing strategy can make or break your next sale.

Successful B2B salespeople know how to present pricing to make a product or service seem attractive. Mastering the art of pricing provides your B2B sales campaigns with an added boost.

You want customers to understand the key benefits of what you’re selling before they see your prices so the cost is shared with proper context. Your sales team will have already provided them with a way to think about the positive return of your offering.

How can you start using the links between consumer psychology and pricing to take your sales to the next level?

Why charm pricing ending in 99 work so well

Charm pricing is, hands down, the most common strategy adopted by businesses around the world, regardless of industry. Simply reduce the left digit of your price by one whole unit. Charm prices are why nothing at the store costs a whole dollar—it costs 99 cents instead. This psychological pricing method is so prominent that most consumers don’t even recognize it as a strategy. They just expect it.

But why is charm pricing so effective?

Let’s be real here. As a consumer, the idea that you’re saving one cent isn’t a deciding factor in your purchase. The difference is in that smaller left digit—that number is what’s really impacting the sale. So, if you have a product that costs $3.00, reducing it to $2.99 helps you reap the benefits of charm pricing. As consumers, our minds equate that small, one-cent drop in price with the assumption that a product or service is cheaper than it actually is.

Lowering your pricing by one cent seems almost frivolous, but the upshot of this pricing strategy is no joke. This slight change can increase sales by up to 24% by using simple psychology.

Selling luxe with prestige pricing

At the opposite end of the spectrum from charm pricing is prestige pricing. Companies using this psychological pricing strategy price their products or services in rounded numbers, so they’re charging $100, not $99.99. While this seems like a contradiction, prestige pricing is also a proven strategy for increasing your sales.

Let’s look at the psychology at play here and why these rounded numbers equate to price points that sell. Prices like $100 or $500 are quickly processed and more likely to stand out. You don’t have to think much when you look at a prestige price, and it’s generally much easier to calculate how this price may fit into your budget.

However, prestige pricing works with round numbers, i.e., numbers ending in 0s or 5s, rather than a seemingly random sales price like $63. Can you still make a healthy margin if you drop that price to $60 or increase it to $65?

If you’re interested in adopting a prestige pricing strategy, it’s worth experimenting to see what pricing works best for your market and your bottom line.

BOGO or bust

When you think about the psychology of pricing, one strategy has been used time and again: Buy One Get One or BOGO.

This psychological pricing strategy works because you’re keying in on value. Consumers may not need another product or service, but they’ll bite because they’re getting something for free with their purchase. They’ll throw logic aside and buy something simply to get a free item—regardless of its actual value.

You will need to vary your BOGO offerings to get consumers to feel genuinely compelled to buy. They have to think that the free offering has inherent value. Like prestige pricing, using a BOGO strategy requires some experimentation to find that sweet spot between cost and revenue generated. You may want to try campaign variations, like buy one and get two free, buy one and get $5 off your next purchase or buy one and get these free bonuses.

Comparative pricing: Similar products, different prices

In terms of psychological selling, comparative pricing is a popular strategy that pits one price against another for a very similar product. You’re offering two products, but one of those products is far more attractive to consumers than the other, by design.

Comparative pricing is a psychological play that happens to work incredibly well. You’re offering two similar products at vastly different price points, and most consumers will buy the more expensive option because they believe it’s more valuable.

In truth, you could even offer the same product, perhaps with different sales copy or a different product image, and leads will still choose the more expensive option more frequently.

Design and psychological price points

Pricing and varying your offerings aren’t the only keys to selling success. Design can also significantly impact sales.

Combine font, size and color to emphasize your price points. Be mindful of the psychology of color, particularly when it comes to your marketing assets. The goal is to trigger cognitive fluency, or a sense of ease or familiarity, with your audience.

If they see a product price written in large, bold font, they assume that the price must be the best or offer the best value. This easy mental math requires less effort, so it’s that much easier for a potential customer to make a buying decision.

Pricing design tends to work best when you’re comparing two similar products or services against each other, but you’ll need to be sure the price point is correct when using this strategy. Studies show that the difference in pricing should be no more than $10, or you’ll be asking for too much mental overhead from your potential customer.

Which pricing strategy is the best for your B2B business?

If you’ve read this far, you might feel perplexed. Don’t these five psychological pricing strategies contradict each other? You’re not wrong. Some of them do, but that doesn’t mean you shouldn’t adopt them when pricing products or services.

The truth is that the right pricing strategy is the one that works for your B2B company, and resonates with your particular audience. Therefore, it’s worth testing a few different approaches to ensure you’re using a pricing strategy that delivers the most conversions.

Is the Challenger Sales model right for you?

There are many different types of selling methodologies: the Challenger Sale, SPIN Selling, Conceptual Selling, SNAP Selling, Sandler Sales and Customer-Centric Selling—to name a few. While each has its benefits and challenges, each style has something to offer B2B sales reps to improve conversions and build customer loyalty.

It’s not possible to use all these selling styles and be successful. You have to choose one style and go with it. So it’s crucial to study the different types of selling and then decide which style is right for your company. You want a selling style that fits your company’s goals and culture.

Whether you’re new to the Challenger Selling methodology or are part of sales teams already using it, there are tools available that make this B2B sales model even more powerful.

Roderick Jefferson (a sales legend from Oracle) said that The Challenger Sale was hands down the best book he had ever read on selling.

With high praise from a top authority, we decided to give it a read. Here are some of the key takeaways and the tools we recommend to make this style work for your business.

What is the Challenger Sales method?

If you’re not already familiar with The Challenger Sale, we encourage you to buy and read the book. It’s full of valuable insights and advice. In the meantime, here is a high-level view of the Challenger Sales method.

  • Challenge customers’ thinking. Develop a deep understanding of your customer, and learn to push their thinking.
  • Know their market. Teach your customer something new about competing within their market.
  • Re-frame your solution. Learn to re-frame the way a customer thinks about your category of solution.
  • Control the conversation. Learn to stay in control of the sales conversation and when to gently apply pressure.
  • Use it for products and/or services. The Challenger Sales Methodology will work for most industries, but it’s vital for the complex, large-scale business sale.

3 tools to clinch the Challenger Sale

Like most selling styles, success in Challenger Selling method requires reliable B2B data and top performers. Here are the tools that deliver the goods:

1. Rev

For most Challenger methodology reps, the first question that comes to mind with this method is: “Who do I approach?” You want to approach relevant contacts at companies that are the right fit for your products or services. Before you do the work as a relationship builder, you want to be clear about your potential customers.

Rev provides the best tool for Challenger Sales on the market. Rev finds the right targets by combining your customer data, high-quality B2B data sources, bot crawlers, artificial intelligence and machine learning. The result? Prospects that best fit your ideal customer profile. Rev provides leads that are more likely to convert to a sale.

You’ll have greater success with Challenger Selling if you know their market and can re-frame your solution if they’re already a good fit. As part of our service, we can also contact the businesses for you, so you only receive warm leads.

2. Detective

Understanding your customer is much easier when you have a better sense of who they are. Detective combs through 100s of data sources and automatically sends you a one-pager on all prospects before you meet with them. As a result, you’ll have much greater insight into their background and perspective and better prepare for Challenger Sales model conversations.

3. HubSpot

Challenging customers’ thinking is a vital facet of this sales methodology, so you have to be thinking deeply about the issues they’re facing and have thought leadership in this area. HubSpot allows you to create and syndicate content in an automated fashion. Establishing thought leadership helps you develop credibility with prospects and makes it much easier to push their thinking.

The last word on Challenger Selling: Keep at it

No selling style is effortless, and the Challenger Sales methodology isn’t either. It requires a lot of you, so this selling style isn’t for everyone. However, particularly for reps selling complex, large-scale products or services, being able to teach the customer something new about competing in their market can be almost invaluable to sales growth.

That said, if you’ve got Challenger reps who can master this style, it will dramatically boost your sales team’s performance and take your company to the next level.

How to build a Digital Center Of Excellence

Never-ending waves of technology innovation wash across marketing departments every day. They’re shifting how marketing teams operate—and opening new opportunities. You might adopt some and ignore others. Regardless of how you decide to build your tech stack, one technological strategy you need to develop is your Digital Center of Excellence (DCoE).

Many of our employees participated in one of these digital journeys, and it’s an exciting adventure for anybody who hasn’t yet tried building a Center of Excellence (CoE). These centers deliver an enormous amount of value to upper-middle and large-scale businesses if done correctly.

To find out the best ways to set up a Digital CoE and to learn more about the benefits of the Center of Excellence methodology, we talked to Siara Nazir, Head of Digital Marketing at Autodesk.

Siara’s knowledge of the digital landscape is immense. She spent nearly a decade as Director of Online Acquisition and Global Paid Media at Symantec and has won awards for excellence in media and the Equality Impact Award for breaking industry barriers. She has also planted many new digital marketing approaches that have been covered in publications like DM News and Forrester. In addition, she has spoken about artificial intelligence (AI) and marketing at industry conferences.

Siara has a decade of experience building digital centers of excellence and has hard-won knowledge to share with other people embarking on a similar journey.
What is a Center of Excellence?
A Center of Excellence is a team of specialists deploying and managing customer-facing technologies, with marketing often at the forefront. The goal is often to improve the customer experience and use digital to gain a competitive advantage.

With a Center of Excellence framework, you create a plan that helps you understand what you need to reach your goal. That plan usually includes building a team and assigning objectives central to that goal as milestones to measure success.

Why are companies setting up Digital Centers of Excellence?

Siara points out that as more and more customers learn about and transact with brands online, those connections intertwine with various channels, including:

  • Social media
  • Search marketing
  • Email marketing
  • Chatbots
  • Programmatic advertising retargeting
  • And other technological innovations

Companies have to adapt to a consumer journey paradigm shift.

As those companies adapt, their marketing teams find that the traditional marketing generalist lacks the knowledge to meet all of customers’ growing expectations.

Instead, Digital Centers of Excellence assemble teams with deep expertise in key technologies to assist the rest of the organization with capitalizing on digital. Each person has a specific focus area that they bring to the table. Digital Center of Excellence teams analyze data about customers, conduct A/B split tests and follow UX/UI best practices. These actions help improve the customer experience.

Using an assistance structure like a Digital Center of Excellence is also a matter of keeping up with or surpassing the competition. Siara says, “It comes out of a need to grow your business and to have a deeper understanding of your consumer. A lot of it is also rooted in competition. Your competitors may understand their customers a lot more deeply and, as a result, they’re growing double digits while you’re lagging behind.”

Why do you need a Digital Center of Excellence?

Siara notes, “It’s becoming critical for companies to understand the digital space and ensure that their businesses are built up to offer services and values of any kind in this space. Companies also need to ensure that platforms and processes exist to not only garner insights from those journeys but also to track and expose analytics that help inform our spending and strategy.”

According to Siara, a Digital Marketing Center of Excellence helps marketing operations understand the consumer journey and how the company needs to assist that journey.

How to create a Center of Excellence: The critical steps

Martech Today recommends a Digital Center of Excellence that is “centered around core organizational needs—business models and sales objectives” and that it should contain “specialist subgroups —digital creative, website development, SEM, content production, display, media buying, email and social media.”

That enterprise model won’t work for smaller teams, of course. For tiny teams who want to lay the preliminary groundwork, begin by hiring focus area specialists in roughly this sequence:

  • Head of digital marketing
  • Marketing operations
  • Specialists by marketing channel (e.g., web, email, social, search and so on)
  • Augment skill gaps with agencies and outside consultants as possible

And always think about the sequence of marketing technologies you want to deploy and what you need to do to improve the customer experience and make that experience scalable. A successful CoE model starts with the end goal, so it’s important to ask yourself this: What quantifiable business results are you looking for?

1. Evaluate your market and identify your target demographics

Siara says that what they’re seeing lately at Autodesk is that the purchasing demographic is getting younger. The age of customers purchasing media and entertainment products is set to drop from the 24-35-year-old range to the 18-23-year-old range.

Once you understand the target demographic for your objective, you have critical business intelligence for creating a strategy and acquiring technology in a logical sequence.

Siara says, “Understanding this (demographic) shift is the first realization that a whole new generation of up-and-coming buyers will be interacting with your brand and consuming related information in a wholly different way. Understanding how they are doing so is a critical part of understanding what tools and platforms you need and how to evolve your processes and infrastructure to expose that.”

2. Do an internal data audit

An internal audit will show you how clean your company’s data is. Siara shares, “I think data cleanliness is important. Can your infrastructures and data warehouses absorb more tracking data? Do you need a more robust data warehouse?” When you understand and then mitigate any issues discovered in your audit, you can add more tools and platforms that can further reveal customer insights, improve the customer experience and better support operational excellence.

3. Pre-plan each business process

Now that you know who you’re targeting, start thinking about what processes you need to assist those customers through the B2B funnel.

Siara says to ask yourself, “What infrastructure do you need? What do you need to watch out for? How do you need to alter your data warehouses to accommodate the inclusion of new tracking parameters or new data sources?”

Keep an eye on the future horizon for what’s coming up and how you can impact it today.

4. Acquire the right digital tools

Siara gives this example of why correct tools are imperative: “Social media is very much a big part of a consumer’s journey today. If you don’t have the tools to monitor social chatter or the journey that comes in and out of social media channels, you miss a whole part of how a customer interacts, and so your strategy will as well.”

5. Curate your DCoE stakeholders

Speed and agility are critical to a Digital Center of Excellence. You don’t want to slow it down with too many stakeholders. Customer experience should be your guiding design principle. Don’t allow stakeholders leverage at random—make considered choices.

Siara says, “The involvement of too many people and the shift from a directive approach to a consensus approach can slow progress when too many people are involved in decision making.”

Siara recommends implementing a process like DACI:

  • Driver: Runs the Digital Center of Excellence
  • Approver: Approves or vetoes decisions
  • Contributors: Experts in assigned areas of the Digital Center of Excellence model
  • Informed: People that need to know the decisions that are being made

“I think everyone has their own expertise, and they bring something to the table that makes the project whole. There would definitely be gaps without that. But, you have to introduce things like a DACI process to outline upfront what role everyone is going to play.” Siara adds.

Know your focus area

As Siara says, marketing organizational design included lots of “marketing generalists.” Now, no marketing generalist, however seasoned, can understand and capitalize on all the technologies.

As companies start to scale, they need to quickly step away from the marketing generalist roles and look at marketing specialization. An enormous amount of knowledge and expertise is required to take advantage of emerging technologies. Marketing operations should know exactly how to respond to the evolution of social media, email and many other channels, especially with new technologies like Artificial Intelligence marketing solutions.

Siara talked about the importance of matching skill sets to initiatives. “When you onboard these processes and this infrastructure you create a center. A lot of times, what happens is the skillsets of people in your organization don’t end up matching your future state. You have to understand the skill set gap to know what new talent you need to pull in.”

Keep international workforces in mind as well. While marketing teams in the US are becoming highly skilled in specific technologies, global teams are behind in pursuing granular expertise. The international workforce can have strong skillsets and localized knowledge of culture and language. Siara says, “If you have an international brand or are selling internationally, it is important to know how skillsets evolve within those countries and how that shapes your workforce.”

Consider add-on technologies as well. Be aware of what tech you might need to purchase beyond the standardized norms. Siara continues, “A critical aspect is being sure you can leverage and use the technologies you’re spending so much time onboarding. You need to keep an eye on the workforce as well as the hardware and software.”

When’s the best time to start a Digital Center of Excellence?

You’re probably already noticing the signs leading you toward building a Digital Center of Excellence. As more of your customers begin expecting online transactions or services to be available online and your competition is offering that convenience, you will have to address that shift across all lines of business. It will become even more apparent as Siara points out, “When AI comes up, or blockchain becomes a large part of your marketing strategy.”

Siara cautions, however, that you should start building your Digital Center of Excellence before any of that happens. “The best counsel I can give executives and company leaders is to understand technology and how it can be applied in the future—two, three or four years down the line in your business.”

Siara advises that if you can apply a Digital Center of Excellence methodology to your business unit in any way, you should flag it today. “Begin by understanding how you change your processes, what tools you need to absorb that technology, and what skill sets you need to create in your team to have the experts to run that technology and help inform spending and strategy.”

Be aware that the climax of your efforts are in the future. Siara says, “There are a lot of misconceptions about how long a process like this takes. Leadership may or may not be familiar with digital marketing and feel that it is a quick process. It’s a process that can’t happen overnight which is contrary to their perception of online in which everything is fast, and you can do everything very quickly.”

According to Siara, creating and onboarding all that goes into a Marketing Center of Excellence is an experience that is unique to each company. Therein lies the complication of integrating standardized tools and platforms into a company’s unique structure.

Siara says that creating a Digital Center of Excellence can take a long time. “In my experience, I would honestly give it a year and a half to get a really strong foundation in place. Be cautious about the timelines involved and understand the importance of auditing data and having specialized skill sets.”

Companies want to be fast to market and provide the best experiences for their customers by using the most innovative techniques. However, Siara says, “I think organizations have to balance all of this with agility.”

Final thoughts

Creating a Center of Excellence is a journey that any viable business that gets into any kind of scale will be embarking on all over the world. We are going to be learning a lot about Digital Centers of Excellence—and what it takes to create a truly successful CoE, over the next half-decade as more and more companies embark on this path.

8 basic digital marketing tactics for B2B sales

Your organization may already be investing in B2B digital marketing, but are you getting a decent return on investment? Companies must understand how to generate consistent sales using the marketing dollars spent. Throwing more money at your next B2B campaign can only take your organization so far. Thankfully, there are eight simple things your organization can do when investing in B2B online marketing to reach your target customers and close deals.

1. Embrace new technology for your next marketing campaign

Is your marketing collateral boring? Are you reaching the right audience? Do you understand what customers are looking for? When marketing B2B organizations, consider:

  • Targeting mobile devices like smartphones and tablets
  • Meeting customers where they are online (or offline)
  • Creating visualizations and infographics to convey statistics

You shouldn’t adopt every new trend, but consider what will work for your company. Companies have seen proven results using technology like live-streaming and videos. You need to start adding visuals to your sales process.

2. Use PPC to nab B2B buyers

As you build B2B digital marketing strategies, you realize that businesses use social channels as much as consumers do.

Pay-per-click (PPC) campaigns provide useful data for B2B sales teams to analyze conversion success by looking at data provided by social media companies. There are many options for how to run a successful social media PPC campaign, but here are a few examples to try:

  • Invitations to innovative industry webinars
  • Short video product announcements
  • Presentations regarding why a product/service is valuable to a business

Investing in PPC marketing through an Instagram or LinkedIn profile produces higher conversion rates. If you don’t have a presence on a platform, you can buy social PPC ads without one, but we don’t recommend it. Potential customers want the social proof provided by a genuine, active profile. Consumers will skip by if you’re not making at least a minimum effort.

3. Maximize ad retargeting

One thing that many B2B marketers neglect to do is retarget advertisements. Retargeting gives your organization a simple way to stay top of mind with users who have shown interest in your product.

You can also use retargeting to test and tweak your messaging to see what marketing B2B ads work best. In the digital marketing B2B world, making simple changes to the text, removing background music or changing statistics takes only a few minutes.

B2B marketers can be proactive right from the start by creating multiple campaign versions. You can start this process by tweaking your messaging to market to specific industries and audiences.

4. Upgrade your lead and target account lists

Without a good number of leads, your B2B sales numbers may drop. Luckily many services can help you boost leads so you can talk to the right companies.

Consider using an online lead generation service to boost your potential client pool. When you use a service like this, they can provide you with a list of relevant leads that your sales reps have the opportunity to convert. Your sales team will love the excess leads they can cold call to convert to standing agreements.

As an alternative, consider using a Sales Development Platform (SDP) to help you build a strong target list of accounts that look and act like your best customers. It’s a great way to identify prospects with a high propensity to buy from you—before they’ve heard of you (or your competitors).

5. Launch an affiliate marketing program

Affiliate marketing is a great way to build your B2B pipeline, but it can be tricky for companies to understand. When selling to businesses, you need to carefully select the partners or affiliates you work with. Working with a trusted voice can provide opportunities and leads that often convert to sales and referrals. Affiliate marketing is worth including as another sales channel in your overall strategy, especially since you only pay on conversion.

6. Pay for extra promotion on social media

Social media channels, such as Facebook and Instagram, offer an advertisement boosting option for a small fee. Boosting displays your marketing advertisements to a wider variety of users. You can—and should—customize the audience that will see your content. You can often do this by drilling into several detailed characteristics such as the ad viewer’s age, education and work.

The small fee increases your audience and increases B2B leads. Digital advertisements should tell business leaders exactly why your product or service will enhance their bottom line.

7. Impress through technology

Brands tend to try to keep up with one another on technology. One way to impress customers is to use technology to help show off your product.

Forget sending printed packets of material in advance. Instead, send a link to an introduction video or short webinar. Buyers want a personalized experience. Using tools like Loom can help you make a great first impression and create something that potential customers will find valuable.

Asynchronous communication is more convenient and forward-thinking, especially when considering the future of B2B marketing and sales.

8. Automate email marketing campaigns

Automation is essential when you are a B2B marketer or salesperson. According to a recent survey by HubSpot, 76% of companies use automation in their business.

A simple email autoresponder indicating receipt of an email and an ETA for response is better than an announcement on a webpage stating that there is a delay in email responses.

If 20 email inquiries come in after releasing a B2B digital marketing campaign and there is no brand acknowledgment, it leaves a bad taste in your buyers’ mouths. Make optimizing your automation software a priority.

This software will provide deeper insights into your B2B emails, so you know if people are:

  • Opening them
  • Clicking on your call to action
  • Resonating with short or long messages

Experiment with different styles, subject lines and send times to determine the best practices for your particular audience.

Closing thoughts

Invite businesses to engage with you through your digital channels—and provide timely responses to inquiries. Reach out to companies within your sector with digital campaigns rather than lengthy written reports. These measures will entice more brands to inquire about your brand’s product or service, leading to more direct B2B sales.

B2B digital marketing is as crucial as mobile and content marketing in your overall strategy. Disregarding one area leaves the door open for other B2B sales teams to swoop in and lock down contracts before you can.

How to use lookalike data to fuel your B2B pipeline

Don’t you wish B2B marketing had something as effective as Facebook lookalike audiences to help you target your ideal customers?

You may have an extensive background in running Facebook ads. Most people who’ve run these ads have experience with B2C demand generation. Facebook offers some competitive advantages that most other platforms couldn’t dream of because of the amount of data they have about their users.

For instance, every page you like, every post you click ‘like’ on, every brand you follow and all of the information you input about your job, title, education, day-to-day browning activity all contribute to your “graph,” which is Facebook’s way of describing the totality of your online persona. Facebook can then take that information and help their advertisers target more efficiently. One way that this is done is by using lookalike audiences.

What is a lookalike audience?

A lookalike audience is a list of consumers most likely to buy your product or service based on key data points pulled from your existing customer list. These data points could be a job title, location, relationship status, favorite sports team or other factors that make up a customer’s unique profile. These factors are compared to a much larger audience by using predictive analytics. The result is a highly-accurate customer persona that is algorithmically similar to your best customers or lookalikes.

Here’s a look at the process of creating a lookalike audience on Facebook: You upload a list of 500 high-value customers you’ve already worked with. Facebook takes that customer list, finds those Facebook users and uses artificial intelligence marketing solutions to deconstruct the ‘graph’ of each successful customer. Then, the AI looks at all of the commonalities between those successful customers and creates a persona.

The real magic happens next.

Facebook then uses predictive analytics to look at the entire Facebook user group and produce a list of the top 1% who are the most similar to your most successful customers, your lookalikes. This has incredible benefits for digital marketers, and it’s not uncommon for lookalike audiences to shave 50% or more off the cost of acquisition in a B2C environment.

So why aren’t B2B lookalike audiences a thing?

Lookalike audiences are the future of audience targeting. The problem for B2B marketers, as of this writing, is that there is no platform upon which a similar targeting structure can be built for B2B demand generation specialists. LinkedIn aside, nobody is volunteering information about themselves related to their business units, purchase behaviors, etc. This makes identifying a target audience understandably difficult. More alarming, perhaps, is the difficulty of penetrating account-based clients with this sort of targeting.

So what happens next? Are B2B Marketers just out of luck?

B2B data + artificial intelligence: Welcome to the nerdery

It’s time to toot our own horn because Rev has cracked this egg. We’ve established an elite team of data scientists from places like Stanford and given them access to unlimited Redbull and Doritos until they figured it out. What they came up with are called vectors.

Vectors are similar to Facebook’s graph, but their tentacles reach out far and wide into the B2B business space and seemingly touch everything.

  • Number of employees
  • Revenue
  • Job titles

Sure, but that’s the easy stuff. These are simple commodity firmographics that have been at play forever in B2B marketing.

Think deeper, more meaningful ways to slice up a company, and you’re beginning to get the point. We can look at more than how many people a company has and what its industry is, but also the skills the employees possess, their educational backgrounds, their tenure at the company, their years of experience and the profiles of the company’s leadership. We can surface data on how companies operate. We call it exegraphic data, and the results can be stunning.

We can deliver B2B lookalike audiences.

We can deliver target account lists that have a high propensity to buy.

Is this the future of B2B demand generation?

It’s hard to imagine an industry walking past a technology capable of disrupting the status quo. The data nerdery is a beehive of activity as the team continues to refine the vector approach, adding new dimensions and ways to slice and analyze B2B data. The results can be expected to cascade with the rising level of sophistication in artificial intelligence.

TL;DR

Before reading this article, you may have wondered, “What is lookalike audience targeting?” Hopefully, you now have a better understanding on the topic and how you can use it for B2B marketing.

Don’t just settle for knowing. See it in action. Contact us to schedule a demo. It will bring you one step closer to becoming the envy of the water cooler community for being the first one to find it and winning the love of the sales team.