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We see this every day as household name B2C brands replace their one-way, promotional, advertising-driven communication practices with a more collaborative and conversational approach through the customer communities they build online. But what are the benefits of building and growing an online community for B2B software companies? Read on to discover the impact they can have on your business.
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Today is April Fool’s Day, and I don’t want to throw any jokes at you guys, but instead I want to talk about thinking about social media in a slightly different way. What if you started treating LinkedIn like Tinder and make your profile swipe-stopping? Alright, so you may or may not know what Tinder is. It’s a dating app on your phone, and what you do on Tinder is look at a bunch of pictures and if you see somebody that you like, you swipe right.
If you see somebody you dislike, you swipe left. It allows users to chat only if both parties liked each other in the app. Wouldn’t that be cool?
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Today more than ever customers are looking for your business online. Browsing from smartphones, tablets, laptops, computers and even TVs.
[Lists] Database, Combolist, B2B, B2C, Dating Sites Accounts | Selling | Fresh and Private |. I have these sales data, they are pretty targeted data, if you are.
The idea of account-based marketing ABM isn’t new. The practice of identifying specific accounts to target and using insight gathered around those accounts to target decision-makers and buyers within an organization has existed as a marketing focus for years. More recently, though, we’ve moved beyond simple tools of the trade, shifting over into full-on strategies, software platforms, and not least mindsets around how marketing needs to get done.
And speaking of mindsets, when you think about it, B2B marketing is a lot like dating: We’re trying to find meaningful, lasting relationships that benefit both parties involved in new and engaging ways. Let’s keep going with this: When a relationship is new, everything feels exciting; there’s the promise of new possibilities and a positive future for the couple.
As with all good relationships, though, longevity requires attention, support, and commitment. In B2B marketing, ABM is the vehicle that drives attention, support, and commitment to make long-term relationships a reality for brands. With that in mind, I posed a question via LinkedIn to my colleagues and professional network around ABM and asked them to tell me what it is.
There’s persistent talk around how sales and marketing teams need to be aligned for any business to achieve long-term success. When siloes go up around those two departments, customer retention and acquisition suffer. It’s the same in a relationship: Stop communicating, stop working together Real collaboration across a business means understanding what the sales team needs if it’s going to convert leads and drive long-term revenue, which based on data from the State of ABM survey is what marketers are angling for the most.
That survey uncovered that revenue generation is a mission-critical goal:
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As a result, many businesses have been forced to close down as they are unable to trade like they normally would for the time being. One way to think about it is as though your email list is your own concert theatre. They are there to hear what you have to say.
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Yes you may very well read that title again. And you may very well wonder how these seemingly unrelated activities — one that of finding potential candidates to be your soul mate and the other that of increasing potential buyers for a business — would have anything in common. Making good impressions on first encounters? What about expressing your continued interest and gaining trust later on?
Online dating sites these days make it easy to find dates that fit into your preferred personality type. Users answer questions on mutual interests and habits like favourite films, importance given to physical fitness and religious beliefs. And guess what — he has found his soul mate through the site and will be getting married soon! In B2B lead generation campaigns, the first step to consider is the target audience and choosing the correct target persona.
Marketing to everyone and everything would be futile, much like trying to approach every single person on a dating site with a personal message. As we explained before , getting the persona right by understanding buyers is of paramount importance.
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And this same advice can be applied to B2B marketing. So, we need to shift our focus from closing the deal immediately towards informing your customers and building trust. This strategy can at times be difficult to comprehend or implement, as most marketing guides, textbooks and information are based on B2C marketing.
According to a recent research study by Ascend2 B2B marketers are realizing this same thing. Another way to ensure leads with a high propensity to purchase is by using data-mining to find in-market consumers. One positive aspect about an online dating site is the user is reassured by the fact that the other users have already implied interest in romance by signing up for the dating service.
In the same way, data mining monitors social and environmental signals that signify a consumers transition to becoming in-market and in search of a specific product or service. B2B marketers are constantly looking for ways to shine. One way to accomplish this is employing customer centricity , a concept that is gaining popularity in the B2B marketplace. Although B2B purchasing decisions are based more on logic than emotion, B2B consumers are still ultimately people who appreciate a positive customer service experience.
How can you improve B2B customer experiences? At the end of the day, everyone wants to feel appreciated. This is another reason that focusing on relationship building with B2B prospects is so important. Just like a new relationship needs TLC, B2B marketers must establish a strategic lead nurturing campaign to convert quality prospects into loyal customers. Lead nurturing emails sent with marketing automation software is a great way to keep your brand front of mind while providing applicable content that engages the lead in how your services will foster their success.
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“up to date”, “clear”, and “accurate” are the most important factors. However B2B customers, web site design should reflect use as much as if not more so than.
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Why does be2 have such a free success rate in online dating?