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PureB2B Blog by Anna.eliot@pureb2b.com - 2w ago
The beginning of the year always signals a reevaluation of old strategies and the hunt for newer ones to stay competitive in your industry. We’ll be ringing in 2019 no differently with a new set of B2B lead generation strategies you should watch out for. The digital marketing landscape is constantly changing, which means B2B lead generation tactics are evolving as well. Other brands are getting better at converting their prospects while some are stuck doing their old ways, perhaps unsure how to spice things up.

65% percent of businesses are saying that lead generation is their biggest marketing challenge.

Thanks to a new marketing funnel, converting visitors into leads are a bit more challenging, but it gives a lot more room for creativity as well. There are many free lead generation tactics out there, but few will help you maximize your ROI. Here are effective B2B lead generation strategies that will play up your game in 2019.
  1. Gate Your Content Strategically
Not every marketer is confident whether or not they should gate their content. However, this is one of the most effective ways to attract and identify leads who care about your business. When done right, gated content can increase leads and conversions. Case in point: Finance and trade website Trading Strategy Guides added almost 11,000 targeted subscribers to their email list in just one month by using a content locking script. Unbounce’s gated content stats reveal more campaigns with conversion rates that fall between 19-45%. Putting out gated content is wise if you’ve already built a library of content that you are sure your audience is enjoying. This way, loyal readers won’t be bothered to give you their names and email addresses to read what you wrote.
  1. Personalize More Touch Points
One-size-fits-all marketing is dead. Users are now craving for that human touch that allows them to cultivate deeper connection and more meaningful relationships with brands. In a SalesForce survey of 7,000 consumers, 57% of the respondents said they are willing to share their data in exchange for personalized offers, 53% for personalized product recommendations, and 52% for customized shopping experiences.
  1. Produce Evergreen Content
Moment marketing is a great way to stay relevant or go viral for a certain period but sticking to evergreen topics in your niche is a sure way to get noticed no matter what stage your potential clients are in the sales funnel. Evergreen content works hand in hand with your SEO strategy, allowing you to stay fresh on search engines. In a case study by Miles Anthony Smith, he presented a growth of 575% in organic traffic after adding evergreen content on his blog. It’s helpful, informative, and shareable—all the things people love about high-quality content. Plus, it never goes out of style.
  1. Build Social Media Communities
Social media is no longer just an extra channel of publishing or promoting your content. This is your chance to engage with your audience. The average person has 7.6 active social media accounts and spends more than 2 hours a day on them. Take advantage of this. You can start a Facebook group where you can have regular discussions on pressing issues relevant in your industry. Use hashtags on Twitter and Instagram to connect with like-minded individuals or specific causes or topics. LinkedIn is also a great platform to communicate with prospects and tell them more about your brand.
  1. Launch an Incentive-Based Referral Program
Don’t take word-of-mouth marketing for granted—it’s still the primary factor behind almost 50% of buying decisions. Statistics show that B2B companies with referrals reportedly have 70% higher conversion rates and 69% faster close time on sales. Your satisfied clients are the best people who can market your business to others. Incentivize referrals! Make it more exciting for them by creating customized referral codes that entitle them to discounts. This also makes it easier for you to track where your leads are coming from, and which are converting.
  1. Optimize Your Landing Pages and CTA
Did you know that 48% of landing pages contain more than one offer? If you’re a part of this statistic, it’s time to rethink your landing page strategy. Multiple offers in one page can decrease conversion rates by 266%. Focus on a single goal for each landing page and be clear with your messaging in your CTA to reduce distractions. Your primary goal is to convert your visitors into leads, so make sure your landing pages and CTAs are convincing. Make it an engaging, straightforward, and natural experience for them to type in their information on your forms.
  1. Record the Actions of Your Website Visitors
An excellent way to diagnose why your website visitors aren’t converting is through analyzing their actions on your website. Tools like Hotjar or Mouseflow can allow you to record user sessions and plot heatmaps on most-clicked buttons on your site. Many CRO experts swear by this step and maintain that it’s one of the fastest ways you can uncover the “whys” in your process:
  • Why are they not converting?
  • Why are they not filling up my forms?
  • Why do they like this webpage so much?
From here, you can rectify a situation or apply more of the same strategy to your other pages. This is helpful for A/B testing as well.
  1. Encourage Online Reviews
Ninety-two percent of consumers read online reviews when considering a product or service. If your website doesn’t have a testimonials page or a reviews feature, it could be hurting your chances to get contacted. Create opportunities for your clients and customers to add a review and post it on your website. Reviews build consumer trust, improve your local search ranking, and ultimately improve conversions. Consumers are likely to spend 31% more on businesses with stellar reviews.
  1. Expand Your Online Presence
The persona of your brand is not limited to your website and social channels only. Branch out and appear on other sites to grow your credibility, such as guest blogging, getting interviewed, or answering questions on Quora. Quora alone can help you gain thousands of leads if you answer the relevant questions in your industry. Developing your brand as subject-matter experts can increase brand awareness and also help first-time learners about your brand build trust faster.
  1. Use Gmail Ads to Target Your Competitors’ Audience
Email is still the most popular lead generation channel—77%  of B2B marketers use email marketing to drive leads. In B2B, there is a lot of value at drawing the attention of your competition’s customers. Gmail Ads allows you to target your AdWords campaign to people who have received emails from your competitor. Sounds sneaky? It is, but it’s effective. It gives you direct access to people who are already familiar with the nature of your service. Use this opportunity to show what sets you apart from the competitor. Use familiar language, optimize your email marketing layout, and give them an offer they can’t refuse. The Takeaway In the world of digital marketing, you can expect each year to get even more competitive than the last. However, that’s a good thing—your business gets pushed to aim higher and get more creative regarding devising tactics or building tools that work best for you. Nailing your lead generation strategies is the foundation of all your other moves along the sales cycle. Be smart and creative in getting your visitors to engage and convert.

The post 10 B2B Lead Generation Strategies for 2019 appeared first on PureB2B.

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The beginning of the year always signals a reevaluation of old strategies and the hunt for newer ones to stay competitive in your industry. We’ll be ringing in 2019 no differently with a new set of B2B lead generation strategies you should watch out for.

The digital marketing landscape is constantly changing, which means B2B lead generation tactics are evolving as well. Other brands are getting better at converting their prospects while some are stuck doing their old ways, perhaps unsure how to spice things up.

65% percent of businesses are saying that lead generation is their biggest marketing challenge.

Thanks to a new marketing funnel, converting visitors into leads are a bit more challenging, but it gives a lot more room for creativity as well. There are many free lead generation tactics out there, but few will help you maximize your ROI. Here are effective B2B lead generation strategies that will play up your game in 2019.

10 B2B Lead Generation Strategies
  1. Gate Your Content Strategically

Not every marketer is confident whether or not they should gate their content. However, this is one of the most effective ways to attract and identify leads who care about your business.

When done right, gated content can increase leads and conversions. Case in point: Finance and trade website Trading Strategy Guides added almost 11,000 targeted subscribers to their email list in just one month by using a content locking script. Unbounce’s gated content stats reveal more campaigns with conversion rates that fall between 19-45%.

Putting out gated content is wise if you’ve already built a library of content that you are sure your audience is enjoying. This way, loyal readers won’t be bothered to give you their names and email addresses to read what you wrote.

  1. Personalize More Touch Points

One-size-fits-all marketing is dead. Users are now craving for that human touch that allows them to cultivate deeper connection and more meaningful relationships with brands. In a SalesForce survey of 7,000 consumers, 57% of the respondents said they are willing to share their data in exchange for personalized offers, 53% for personalized product recommendations, and 52% for customized shopping experiences.

  1. Produce Evergreen Content

Moment marketing is a great way to stay relevant or go viral for a certain period but sticking to evergreen topics in your niche is a sure way to get noticed no matter what stage your potential clients are in the sales funnel.

Evergreen content works hand in hand with your SEO strategy, allowing you to stay fresh on search engines. In a case study by Miles Anthony Smith, he presented a growth of 575% in organic traffic after adding evergreen content on his blog. It’s helpful, informative, and shareable—all the things people love about high-quality content. Plus, it never goes out of style.

  1. Build Social Media Communities

Social media is no longer just an extra channel of publishing or promoting your content. This is your chance to engage with your audience. The average person has 7.6 active social media accounts and spends more than 2 hours a day on them. Take advantage of this.

You can start a Facebook group where you can have regular discussions on pressing issues relevant in your industry. Use hashtags on Twitter and Instagram to connect with like-minded individuals or specific causes or topics. LinkedIn is also a great platform to communicate with prospects and tell them more about your brand.

  1. Launch an Incentive-Based Referral Program

Don’t take word-of-mouth marketing for granted—it’s still the primary factor behind almost 50% of buying decisions. Statistics show that B2B companies with referrals reportedly have 70% higher conversion rates and 69% faster close time on sales.

Your satisfied clients are the best people who can market your business to others. Incentivize referrals! Make it more exciting for them by creating customized referral codes that entitle them to discounts. This also makes it easier for you to track where your leads are coming from, and which are converting.

  1. Optimize Your Landing Pages and CTA

Did you know that 48% of landing pages contain more than one offer? If you’re a part of this statistic, it’s time to rethink your landing page strategy. Multiple offers in one page can decrease conversion rates by 266%. Focus on a single goal for each landing page and be clear with your messaging in your CTA to reduce distractions. Your primary goal is to convert your visitors into leads, so make sure your landing pages and CTAs are convincing. Make it an engaging, straightforward, and natural experience for them to type in their information on your forms.

  1. Record the Actions of Your Website Visitors

An excellent way to diagnose why your website visitors aren’t converting is through analyzing their actions on your website. Tools like Hotjar or Mouseflow can allow you to record user sessions and plot heatmaps on most-clicked buttons on your site.

Many CRO experts swear by this step and maintain that it’s one of the fastest ways you can uncover the “whys” in your process:

  • Why are they not converting?
  • Why are they not filling up my forms?
  • Why do they like this webpage so much?

From here, you can rectify a situation or apply more of the same strategy to your other pages. This is helpful for A/B testing as well.

  1. Encourage Online Reviews

Ninety-two percent of consumers read online reviews when considering a product or service. If your website doesn’t have a testimonials page or a reviews feature, it could be hurting your chances to get contacted. Create opportunities for your clients and customers to add a review and post it on your website.

Reviews build consumer trust, improve your local search ranking, and ultimately improve conversions. Consumers are likely to spend 31% more on businesses with stellar reviews.

  1. Expand Your Online Presence

The persona of your brand is not limited to your website and social channels only. Branch out and appear on other sites to grow your credibility, such as guest blogging, getting interviewed, or answering questions on Quora.

Quora alone can help you gain thousands of leads if you answer the relevant questions in your industry. Developing your brand as subject-matter experts can increase brand awareness and also help first-time learners about your brand build trust faster.

  1. Use Gmail Ads to Target Your Competitors’ Audience

Email is still the most popular lead generation channel—77%  of B2B marketers use email marketing to drive leads.

In B2B, there is a lot of value at drawing the attention of your competition’s customers. Gmail Ads allows you to target your AdWords campaign to people who have received emails from your competitor. Sounds sneaky? It is, but it’s effective. It gives you direct access to people who are already familiar with the nature of your service.

Use this opportunity to show what sets you apart from the competitor. Use familiar language, optimize your email marketing layout, and give them an offer they can’t refuse.

The Takeaway

In the world of digital marketing, you can expect each year to get even more competitive than the last. However, that’s a good thing—your business gets pushed to aim higher and get more creative regarding devising tactics or building tools that work best for you.

Nailing your lead generation strategies is the foundation of all your other moves along the sales cycle. Be smart and creative in getting your visitors to engage and convert.

Looking to supercharge every aspect of your lead generation game? Download our Lead Management 101 Whitepaper today!

The post 10 B2B Lead Generation Strategies for 2019 appeared first on PureB2B.

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The digital age and technological innovation have opened the door for more flexible and accessible web-based solutions, inviting more and more organizations to utilize software-as-a-service (SaaS) tools, such as Salesforce, Slack, Zendesk, etc., to optimize processes and fast-track their operations.

SaaS moved forward from being seen as technological innovation. Scratching the surface unravels its key characteristics: accessibility, flexibility in types of features and payment options, collaborative functions, and security, which qualifies it as a working business model.

This superior delivery method makes the global SaaS industry proliferate with no signs of slowing down. It’s said that 64% of small and medium businesses will commit to cloud-based technology as a means to boost workflow productivity. While a recent report reveals that 73% of organizations say nearly all (80%+) of their apps will be SaaS come 2020.

10 Game-Changing SaaS Trends for 2019

The SaaS ecosystem considerably evolved in the past years and will only progress as the technology advances. Businesses operating within the trade will find it hard to stand out in this highly-saturated industry. Stay up-to-date and check out these latest trends to stay ahead of the competition. 

  1. Unbundling is In

Soon, it will become a common strategy to offer core services as an API together with a suite of tools, rather than offer a full-featured service. This gives SaaS providers the ability to deliver well-supplied, niched-down services to keep afloat in an overcrowded market distributing a similar service or product.

  1. Custom Integrations

The unceasing debate over horizontal (operations-focused) and vertical (industry-specific) models will see its tunnel soon. While each model has its own purpose, advantages, and disadvantages, it’s clear that neither is superior.

In this data-driven marketing age, you can notice SaaS applications moving towards the do-it-all approach, enabling the integration of third-party apps and current business solutions, making SaaS applications targeted but not industry-specific. This will only encourage more businesses to join in on the trend and push for open connectivity in the coming year.  

  1. Pricing Strategy

SaaS businesses leverage on utilizing flexible pricing structures. You can provide the option to only pay for any particular feature clients may need; or optimize pricing methods for a month, three months, six months, or one year.

  1. Artificial Intelligence and Machine Learning

Like other industries, SaaS is being unsurprisingly tapped by artificial intelligence (AI) and machine learning technologies. In 2019, it’s projected that businesses will develop and adopt machine learning-as-a-service (MLaaS) into their roster of web-based solutions.

Software companies who plan to embed intelligent applications into their business operations will want to select the fitting AI platform to create their service. The demand for MLaaS will continue to grow, which is why choosing the best cloud-computing provider is vital to this step.

  1. Jump to Platform-as-a-Service (PaaS)

One popular trend that’s widespread in the industry is the shift from SaaS to PaaS (Platform-as-a-Service). SaaS maturity encourages businesses to look for other ways to retain and grow their customer retention rates. A fantastic way to achieve this is to convert to PaaS, which allows clients to choose and create add-on apps to the original products. This scalability mainly enhances their overall experience with the service.  

  1. The Rise of Micro-SaaS

Since the industry is getting highly-saturated and the number of players continues rising, the competition is naturally heightened. That means in 2019, SaaS businesses and new players will try their luck in connecting to new prospects with micro-SaaS. These types of businesses don’t get outside funding but can have high margins, low overheads, and be location-independent.

Tyler Tringas of Storemapper defines it:

“A SaaS business targeting a niche market, run by one person or a very small team, with small costs, a narrow focus, a small but dedicated user base, and no outside funding. Hence, micro-SaaS.”

  1. A Mobile-First Approach

A survey from a financial company concluded that 43% of small business owners use their mobile devices to maintain their business. This calls for SaaS companies to concentrate on the mobile side of things. Since their services initially started as web or native apps, the task to provide a seamless mobile experience that is superior to their counterparts is vital to their success.

  1. Standalone Features

SaaS systems are more flexible compared to on-premise solutions and humongous products. Product development and research teams are always experimenting on combining and adding new features, tools, and plug-ins to their services to accommodate their clients’ requirements.

Standalone products can further improve flexibility as systems will be susceptible to custom manipulations and will let companies create apps at a fraction of a price. Also, open API architectures will allow connectivity alongside minimal coding, which implies that any app can work in any software environment.

  1. The Focus is on Customer Success

Like any other business, SaaS companies put their clients first. As the competition intensifies, the goal to deliver a richer and more valuable experience for your clients will become a company-wide effort. Revenue and customer loyalty will follow as you continue to focus on customers.

Guiding them in making the most out of your SaaS software or service not only increases usage but also feature adoption (if service offered on free trial).

  1. The Rise in Free Trial Strategy

Speaking of free trials, this strategy will continue to rise. Free models eliminate customer apprehension in investing and committing point-blank. 61% of SaaS businesses offer variations of these as it is proven effective for customer acquisition.  

Summing It Up

The SaaS technology cemented its remarkable technology in the B2B cosmos. Given that, it’s about time to face 2019 with new technologies and forward-thinking game plan to advance in this increasingly growing industry. Before making any significant steps, know where to cut corners, invest, and flourish integration in your business.

To keep up with the trends and changing market demands, it’s important for brands to be data-driven. To help you out, claim your free copy of “A Complete Guide to Data-Driven Marketing” today!

The post SaaS Market Trends to Look Out for in 2019 appeared first on PureB2B.

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PureB2B Blog by Johanna Rivard - 1M ago

Personalization has become one of the hottest techniques in marketing today, and this doesn’t just apply to the B2C community, either. B2B marketers have adopted an even more focused approach for their target audiences with the rise of account-based marketing (ABM).

Many marketers have already seen the wonders of this marketing model and recognize that ABM techniques have helped them achieve higher ROIs versus other broader marketing approaches. The added flavor of customized marketing is also preferable to B2B technology buyers, as they want to feel like they’re being paid attention to vs. receiving the same email sent to a hundred other potential customers.

There’s also the inevitable alignment of your sales and marketing teams as you execute ABM campaigns, which many companies struggle with. Indeed, the benefits make account-based marketing worth implementing.

Businesses already execute ABM approaches in their marketing, but some don’t realize it yet. If you want to strengthen your B2B marketing strategies, then here are the main areas you should look into for an effective ABM strategy that drives highly-profitable conversions.

5 Key Focus Areas for Successful ABM
  1. Target account definition

This is the backbone and arguably the most critical part of your ABM journey. Who are you marketing to? You want to look at several important factors that will help you narrow down and focus on the specific accounts you want to reach.

This step requires the coordination of both your sales and marketing teams. They should be able to align their definitions of what or who your target accounts are. Predictive lead scoring can help your organization find out which accounts have the highest possibility of closing.

To be able to identify your target account, you should look into firmographic and demographic information. These encompass data that will help you classify which companies relevant to your business. They often include:

  • Location
  • Company size
  • Number of employees
  • Products sold
  • Customers served
  • Revenue
  • Stage in the sales cycle
  1. Target audience research

It’s now time to dig a little deeper. Building your customer relationship management (CRM) database is the next step to making sure you understand your target accounts correctly. Using your final list of target accounts, you can start identifying the key people you want to connect with at a specific company. This may change from time to time, so make sure that you continually update your database.

The bottom line is, you should know how your target accounts are structured.

  • Who makes the decisions in the company?
  • Who influences those decisions?
  • Who is the gatekeeper for these decision-makers?

Answers to these key questions will indicate who your main contacts should be.

  1. Engagement strategies

You’ve now narrowed down the list of accounts and key people you want to connect with. Your extensive research would have led you to the optimal channels where they can be reached, such as:

  • E-mail
  • Industry events
  • Social media
  • Online publications

…and more. After which, it’s time to plan a course of action.

Attracting these accounts uses a mixture of inbound and outbound marketing methods. An omnichannel approach will increase the chances of your content and offers getting seen by the right people. Use different portals to distribute your content, create visually appealing graphics or guides that can pique their interest, send them a very convincing email, and so on.

Remember, your marketing team isn’t alone on this—sales teams are here to follow up, close deals, and analyze how each interaction performed. Work together to find out the best strategies that work for your company.

  1. Targeted content

Fact:  value tailored content. Targeted content supports the customized nature of ABM. Using content marketing principles, you should focus on creating scalable and relevant material. Perhaps you can choose to focus on eBooks or whitepapers that revolve around a pertinent issue in your target account’s industry.

However, you shouldn’t stop there. Go the extra mile with personalization. The more personalized a piece of content is, the higher the chances it will be noticed. Brenda Stoltz of Forbes suggests creating “dynamic, personalized microsites that deliver content that’s of interest to your audience.”

  1. ABM campaign measurement

Any marketing campaign should be thoroughly tested, measured, and optimized so you can monitor and adjust your efforts. Focus on the metrics that matter to your business, and don’t just rely on one: document the results of individual campaigns, account level campaigns, and overall performance of your target accounts.

Keep in mind that measurements in the first year of your campaign will serve as your benchmarks, but not all of them will mature at the same time. For instance, you’ll be able to see conversions and engagement rates rising, but revenue might take longer to identify. For this reason, it’s important to check during various milestones of your campaign, such as the launch, first month, quarterly, annually, and until it ends.

Final Words

If executed properly, your ABM tactics will help your company rise the ranks by gaining new clients and earning more revenue to continue expanding. With this marketing model, you’ll be able to show prospects how much value your service will be to them, increasing your conversions in the process.

Check out our FREE whitepaper to find out more about How to Develop an Account-Based Marketing Strategy.

The post Key Focus Areas for Effective ABM appeared first on PureB2B.

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It’s now common to see people deeply focused on the screens of their mobile phones everywhere we go. You can imagine a scene from The Crocodile Hunter, where the late Steve Irwin narrates the behavior of a small gathering of individuals who are seen with their noses buried in screens. In his thick Australian accent, he’d probably say something like, ‘Look at those beauts in their natural habitat.’

While mobile marketing channels have seen growth overall, B2B industries are still wrapping their heads around the growth of mobile adoption. Therefore, businesses need to turn to their own analytics to determine the importance of mobile channels specifically for their audiences. Apparently, mobile visits are relatively unimportant in some B2B markets, making it considerably challenging for some businesses to generate leads through this channel.

However, the Boston Consulting Group came up with an interesting report after in-depth research on B2B mobile use and found that 80% of B2B buyers are using their mobile devices at work and more than 60% reveal that mobile played a considerable role in a recent purchase. In addition, 70% of B2B buyers experienced a significant increase in their mobile usage over the past two to three years, and 60% are expected to continue this trend.

The growing number of mobile users have prompted businesses to tap into this wealth of opportunity. This has resulted in the discovery that many mobile users are consuming more than twice the minutes compared to desktop users. For this reason, many B2B marketers are now focused on developing more effective mobile marketing strategies.

And who can blame them?

Mobile Is Increasingly Taking Over the Customer Journey

The same BCG study also found that B2B online inquiries are moving rapidly from desktops and laptops to smartphones, with Google reporting around 50% of B2B queries being made through mobile devices. This is expected to grow to 70% by 2020. The one factor that drives this number up is the increasing amount of time spent on mobile devices at work. It is estimated that mobile usage per B2B individual will increase from two hours a day to three by 2020. This change is largely driven by the digital generation and the increasing use of smartphones by the more senior demographic.

These may appear to be impressive numbers, but they are still small as opposed to B2C. However, the good news is it’s growing steadily. According to Forrester research, the B2B e-commerce industry is expected to grow at a compound annual growth rate of 7.4%, reaching a value of $1.2 trillion by 2021. It’s worth noting that the majority of B2B purchases are already influenced by internet research, with an increasing percentage done on mobile.

Businesses are making headway in mobilizing websites and developing functional apps, but they need to understand that going mobile is just the beginning. Digital marketers must also understand that a customer’s preferences, expectations, and intent change, including how they interact with different platforms.

What You Should Be Doing to Effectively Market B2B on Mobile

B2B buyers are using their mobile devices to conduct research on their needs and find other sources of information, potential vendors, and service providers. So, what should you be doing to effectively market B2B products and services on mobile and reach these modern buyers?

  • Become a mobile leader

A mobile leader is data-driven and analytical, with having an in-depth understanding of their customers’ behavior beyond buyer personas. You should know the strategies to put into action within a specific budget. You should have the behavioral understanding of a marketer, with the technical know-how to be crafty on the product side, not to mention some expertise in mobile tech. There should also be an understanding of the process involved in funnel analysis and the importance of branding.

Beyond the skill sets, a mobile leader’s power lies in their ability to predict the future of mobile and its impact on the brand. This level of understanding and innovation is what will lead to success.

  • Focus on user experience

In the age of customer-first best practices, optimizing the user experience becomes one of the most important aspects of any marketing campaign. When it comes to mobile, this means optimizing the mobile experience so that the value provided to mobile buyers is maximized. This goes beyond simply creating a mobile-friendly version of your website and covers every aspect of the mobile buying experience.

  • Optimize for local mobile search

Mobile devices are a reliable option for local searches since mobile searches are initiated later on in the sales funnel. On the other end, desktop search is mostly done by those who are more inclined to gather additional information.

Google is continuously working on local search to be a ranking factor, so optimizing for it will definitely be important in the near future. Expect to see many more B2B companies with increased mobile visibility where they target highly-focused queries to boost they click-through rates.

  • Social media optimization

Most B2B buyers are actively using social media to conduct research and make their purchasing choices. Added to that, social media consumption is one of the leading activities that people conduct on their mobile devices. And with Facebook and YouTube becoming more popular in running social media searches on a daily basis, creating content that aims to be shared is what you should focus on.

Wrap Up

The mobile adoption trend has forced traditional digital marketing strategies to evolve and focus more on the customer experience via handheld devices. As a marketer, adapting to these changes is a must, particularly now that people rely on their smartphones to facilitate almost everything, from buying and acquiring products and services to searching for pertinent information.

Optimizing your mobile channel is an important aspect of creating a sales funnel that drives revenue-building engagement, so optimizing for mobile is a must in planning and executing today’s marketing strategies. It’s time to focus on how to deliver a great experience on each comprehensive mobile customer journey every single time.

The post How Mobile is Dominating the Customer Journey (and Why You Should Care) appeared first on PureB2B.

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Everyone has a why. Our “why” is simple… We Believe! together we believe that one genuine, heartfelt act of kindness will absolutely make a difference in the life of another human being. Paying it forward with authentic, selfless, and meaningful acts of kindness can create a positive ripple effect.

At PureB2B, we are blessed to be a part of the Pure Incubation family and wish you all a new year filled with endless possibilities. Let’s create some positive ripples!

This past holiday season, PureB2B kicked off our first annual Inspire to Act initiative. See what our CEO, Melissa Chang, and Director of HR Kathrin Williams have to say about the initiative and the amazing impact it has had on the PureB2B team.

The post Inspire to Act for the New Year appeared first on PureB2B.

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Like most sales leaders, every year around November someone puts something on my calendar that says something like “Discuss 2018 Client Holiday Gifts”. While we still feel its immensely important to thank and acknowledge our amazing clients, we’ve decided to spare everyone another desk trinket with a vendor logo on it this holiday season. This year, and going forward, PureB2B will be taking a different approach, allocating the “holiday gift” budget to making a donation to charity. With so many great charitable organizations, our first challenge was to figure out which charity we wanted to make our donation to. Like most sales organization we solved this problem with a look at the sales scoreboard and bestowed the responsibility of choosing the charity to our #1 revenue generating team member thus far. Congrats to Stephanie Labasco, who this year has chosen the Make-A-Wish foundation – NYC Chapter.

“Make-A-Wish is the largest wish-granting charity in the world, with 60 chapters throughout the United States and its territories, and 41 international affiliates on 5 continents. Our National office is located in Phoenix, Arizona. Since 1983, Make-A-Wish® Metro New York and Western New York has granted the wishes of 14,000 children with critical illnesses. We serve children in the five boroughs of New York City, Nassau County, and 17 counties in the Buffalo and Rochester areas. Our team was excited to be able to have an impact on Ian W’s wish to be able to swim again!  A little more on Ian W’s story. 

Before eight-year-old Ian got sick, his favorite thing to do was to go to the beach and play in the water with his little brother, and best friend, Mark. Trips to the beach are no longer possible because of his degenerative neuromuscular disease. But being in the water still makes him smile and laugh. That’s why Ian’s wish was for a backyard swimming pool.

He can no longer walk or stand on his own, but once he is in the pool, Ian is much more independent and can even float on his own for a brief moment. And he’s able to have fun with his mom, dad and, of course, Mark.

When a wish is granted, a child replaces fear with confidence, sadness with joy, and anxiety with hope. That’s the true power of a wish.”

 We thank every single one of our clients, partners and vendors for being a part of our growth story, and giving us the opportunity to have an impact this holiday season!

The post A Different Approach to Holiday Client Appreciation appeared first on PureB2B.

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The internet has revolutionized the way people acquire goods and services, thus giving birth to the thriving ecommerce industry. Online sales have been growing over 20% annually, with projected revenue of $4 trillion in 2020.

Naturally, online retail has opened up an entirely new avenue in sales and marketing. In the past, traditional marketing methods relied on ads, billboards, and speaking to a broad audience. Now, ecommerce marketing has the luxury to target and personalize its efforts via acquiring good leads. As such, the right lead generation strategies should be in place to make sure you are reaching the right audience.

Here are some techniques you can apply to generate more leads for your ecommerce business:

  1. Create an email referral program

Create timely pop-ups or CTAs on your site encouraging your visitors to tell their friend about your store and reward them for doing so. These types of forms usually require the referrer to enter their details and an unlimited number of friends—that’s instant contact information at the tip of your hands.

Email addresses are the gateway to talking to your customers with follow-ups, discounts, and other marketing techniques down the road.

To entice the referrals to make a purchase, give the new customers a discount. If it’s something that can get them to save money, people will be more inclined to buy the item.

  1. Use cookie data

Cookies are an excellent tool for retargeting. If your visitors don’t purchase after their first visit, encourage them to return by quickly reminding them of a product they viewed even when they are on a different website (i.e. Facebook).

Oberlo notes that cookies are not always reliable since they expire and are sometimes blocked. However, there are still some people whose information you can collect. The expiration is one of the reasons why you should initiate retargeting as soon as possible.

You can also use geotargeting to get ahold of the local market.

  1. Increase social media presence

Ecommerce is living in a world of social media and the internet. Most people spend an accumulated two hours or more on their social media accounts. Take advantage of this by investing in Facebook, Twitter, LinkedIn, and Instagram ads. Most platforms allow you to include a link to your website and showcase your products in a carousel format.

Additionally, offer a sneak peak of your collection on social media. Features such as the Shop on Facebook Pages and Instagram Shoppable make things convenient for your audience. Plus, these tools can help boost your brand awareness by putting it in front of as many people within your target market as possible.

  1. Offer discounts to new visitors

Encourage both first-time visitors and existing customers to sign up for your newsletter. The key is to give them something instantly in return, like a 10% discount voucher. This strategy is a popular incentive for email collection, which should be a top priority in your lead generation efforts.

This strategy operates on the same principle as referrals but can be more personalized in the long run. Now that you have their email addresses, you can send them free shipping deals straight to their inbox if and when they abandon their shopping cart. You can also send them an exclusive discount code that they can use during a limited time.

  1. Make account creation enticing

Most ecommerce websites encourage customers to create an account so that they can avail of specific perks, namely: seamless order tracking, personalized product recommendations, and a faster checkout process. This feature can help you extract more information from your leads by asking for additional details during account creation.

Remember, the catch here is always to make your customers feel that they’re exchanging their information for something valuable in return, so don’t forget to focus on the benefits of creating an account with your website.

  1. Optimize your web design

If your website’s UX design isn’t polished, visitors may get confused. The primary goal is to make things simple and straightforward so that your buyers can successfully go to the checkout page without getting lost. The same goes for your call-to-action buttons. Use big fonts and colors that are attention-grabbing yet pleasing to the eyes, so they know what to do.

Another design consideration to take into account is the need for conversion rate optimization. This means regularly analyzing your conversion performance and running experiments to find the best-possible strategies for enticing sales.

Don’t forget to optimize your website for mobile. People also shop on the go. If your text is too difficult to read or your site is too tricky to navigate, you may risk losing a customer’s interest.

  1. Use urgency in your copy

Things happen quite quickly online. If you use time-sensitive language in your promotional material, you can encourage visitors to act on your site. Creating a sense of urgency forms a strong catalyst that encourages buyers to make the purchase decision right then and there.

For instance, you could offer a unique 5% voucher before your prospective buyer exits your page and say that it’s only valid until the end of the day. All they’d have to do to redeem the code is enter their email address—and that’s an instant lead right there.

  1. Improve your SEO ranking

There will be no information to collect if people aren’t visiting your site. The best way to drive traffic is to ensure you have good SEO practices in place, so your store ranks well on Search Engine Results Pages (SERPs). When it comes to brand visibility, search engines are your bread and butter. If you can successfully rank your website well organically, that’ll mean a steady flow of visitors to your site and consistent growth of your sales funnel, for free!

Research the most commonly used keywords and search phrases and incorporate them into your product descriptions. Continuously monitor the SEO trends and invest in SEM and paid search ads to propel your lead generation efforts forward.

Conclusion

Competition in the ecommerce industry is fierce, but finding new and improved methods of attracting the right buyers and turning them into leads will help you stay in the game. Contact information is the currency of a great inbound marketing strategy for ecommerce.

Focus on the customer and use real insights to improve your value proposition. The more you know about your target audience, the better you can tailor-fit your processes, increase delivered value, and generate more ecommerce leads.

The post 8 Effective Ways to Drive Ecommerce Lead Generation appeared first on PureB2B.

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Pure Incubation places on the Inc. Magazine’s 40th annual list for the fifth time in a row with 192% growth over the last four years.

Topsfield, MA – September 27th, 2018
For the fifth consecutive year, Massachusetts-based, Pure Incubation placed on Inc. Magazine’s annual Inc. 5000 list, an elite ranking of the country’s fastest-growing small and mid-size companies. Pure Incubation is holding steady at number 2,289 this year with a revenue of $20 million up from $13.8 million just last year.

Chris Rack, Chief Revenue Officer of PureB2B, a subsidiary of Pure Incubation, raves about its employees’ contribution to the company’s recent success.

The team is totally rocking it! They are the reason behind our every success, and I believe they will continue to do so in the future.

Rich Bibbins, Chief Operating Officer and Chief Information Officer of Pure Incubation, points to the commitment and teamwork of everyone as the result of the company’s recent success.

The recent success reflects everyone’s commitment to the company. This is truly the epitome of teamwork, and I see continued growth as we move forward together.

Pure Incubation creates, nurtures and launches marketing technology companies that drive sales growth for businesses across a variety of industries. Leveraging decades of experience in B2B demand generation and content marketing, Pure Incubation builds profitable companies by combining established and emerging technologies to create innovative services that deliver business value.

Founded in 2007 by industry and entrepreneurial veterans Melissa Chang and Barry Harrigan, Pure Incubation has since launched four self-sustaining subsidiary companies – MedData Group, PureB2B, ProspectOne, and Demand Science. Based in Topsfield, MA, Pure Incubation is continually developing new strategies and technologies to amplify the marketing capabilities of the world’s leading businesses.

The post Pure Incubation Once Again Vaults onto the Inc. 5000 List for the Fifth Year in a Row appeared first on PureB2B.

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If you want to beef up your content marketing strategy, it’s not enough to rely on the same techniques over and over again. You want to make sure that you are continually improving, reaching the right people, and hitting (maybe even surpassing) industry benchmarks.

Industry benchmarking is a powerful way to help you distinguish which marketing practices you should adopt or stop using. It allows you to accurately gauge your competitors’ performance using analytical data. You can then use this data to interpret performance factors, predict trends, and ensure your strategy is up-to-date with modern consumer demands.

Analyzing whether or not your company is on par with industry benchmarks is imperative. It helps weed out the tactics that need improvement or eliminate those that are no longer useful. It also helps your team set goals and provide insight into how much more you can do with your upcoming campaigns.

Many tools can help automate the benchmarking process. However, the data needs to be analyzed and understood. The first step is to determine the areas you want to track. For instance, if you have a personal blog, you may want to focus on things like website traffic, bounce rate, and time spent on your site.

Let’s discuss some of the most common metrics you should know, what they track, and the average benchmark across multiple industries.

Conversion Rate

Your conversion rate is the percentage of your audience who convert to customers. Usually, high conversion rates mean that your marketing strategies are successful. Lander reports that the average landing page conversion rate across all industries is 2.35%. However, don’t be complacent as values vary per sector.

According to a study released by Unbounce, the top industries with the highest percentage of conversion rates are vocational studies and job training (6%) and business services (5.5%). Those on the lower end of the spectrum are higher education (2.6%) and real estate (2.9%). Note that even the lowest figures cited are higher than the global average percentage.

Bounce Rate

Bounce rate is the percentage of your page visitors who leave without exploring the other pages of your website. They may have even opened a piece of sponsored content but closed it immediately after seeing the first page. Ideally, bounce rates should not be too high. You want your audience to stay on your website and navigate to other pages.

Digishuffle shared their 2017 bounce rate benchmark reports and showed that the industries with low bounce rates are real estate (49.25%), shopping (47.85%), and automotive (46.34%). No doubt, visitors to these pages surf through many products offered on the same site. After all, the end goal is a purchase during each session.

It’s different for blogs and entertainment websites, however. They have a higher bounce rate of 76.47%. The market behavior for this industry indicates that a user tends to consume a single piece of information and then continues with their day.

Average Session Duration

How much attention are your readers giving you? This varies by what kind of content you produce. If you have a lot of text-heavy articles, you can expect that the average time is longer—unless they didn’t understand your message, got bored, and left before they finished reading your content.

The more time spent, the better. Brafton pooled the statistics of 181 websites from 2015 to 2016 and deduced that the average session a visitor stays on a site is 2 minutes and 17 seconds. The outlier here was the hospital and healthcare industry, racking up 3 minutes and 38 seconds.

The difference is enormous compared to lifestyle blog posts who only get an average of 1 minute and 20 seconds of screen time, which reveals why that industry has relatively high bounce rates.

CTR (Click-through Rate) and CPC (Cost Per Click)

All companies want high CTRs. It’s the immediate response of your audience when they see an ad that piques their interest. It sends a message that your ad is compelling and you’re able to maximize your ad’s placement and budget. Related to that is CPC. That’s the amount marketers pay for each click gathered by advertisements on search engines like Google, Yahoo!, or Bing. The lower you pay, the better.

Wordstream released a graph of the average CTR of ads in Google AdWords. Dating and personal services have the highest percentage at 3.40%, with legal services garnering the least amount at 1.35%. Keep in mind that the average for all industries is 1.91%

CPC data shows that dating websites have a low CPC of $0.19, which justifies its high CTR. Similarly, legal ads pay a hefty $5.88. The average CPC for all industries is $2.32.

When analyzed, dating websites have a lot of creative freedom regarding copy, as they capitalize on human emotion. On the other hand, legal services have a harder time due to the demands of their professions and some restrictions enforced by Google and government entities.

It’s important to regularly keep track of this data and see how you can improve your CTR and CPC.

Email Marketing

Email is not dead. In fact, it’s an incredibly powerful marketing tool now more than ever. There’s a lot of data to look at with email marketing analytics, with the most notable figures being open and click rates.

You want to pay attention to which emails consumers are opening. It usually has something to do with an enticing email headline and brand recall. If the receiver is a fan of your brand, he or she will give your message the time of day.

MailChimp shared that the industry-wide open rate average is 20.81%. The top performers were emails related to hobbies (27.35%), government entities (26.52%), and the arts (26.03%).

On the other hand, click rate refers to the number of people who clicked links on your email. How enticing is your product? The top three industries were hobbies (4.78%), media (4.55%), and government (3.65%). The average for all sectors is 2.43%.

Final Thoughts

Benchmarks keep you on track. With the ease of recording data through services like Google AdWords, Google Analytics, and Facebook Ads, it’s no excuse not to pay attention to the figures. Working with data will help improve your brand’s presence and your whole content marketing strategy.

So, how well is YOUR content performing? Register for a FREE Content Analysis today!

The post How Well is Your Content Performing? (Industry Benchmark) appeared first on PureB2B.

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