Thumb through any B2B trade publication or Web site and most of the ads will show a product with a headline reading “Buy Product X.” Not much brand memorability generated here, and yet, companies continue to spend money on dull, boring messaging. If the first objective of good creative is to stop the reader on the page, what types of messages resonant the most?
A recent global study by Nielsen sheds some light on this question. About half of the 29,000 survey participants said humorous messages resonated most effectively. About 45% cited real-life situations. Coming in last were athlete and celebrity endorsements and sexual and sports themes.
While most of the study’s respondents were consumers, there are some lessons to be learned for B2B practitioners. People will respond more effectively to humorous and real-world situations in your creative. We all want to be entertained as well as informed. Making it real and/or making it funny helps buyers remember your brand.
Source: The Nielsen Global Survey of Trust in Advertising, 2013.
An interesting study of over 500 marketing professionals by BtoB magazine on the evolution of the “modern marketer” sheds new light on the transformation taking place in B2B marketing. The modern marketer is emerging at the convergence of traditional outbound (primarily advertising) tactics and the new inbound marketing strategy driven by digital technologies and analytics.
The study reported that those who considered themselves modern marketers generally understood the competencies needed for their jobs. But they also admitted they fall short of how an ideal modern marketer would blend these competencies together (see figure 1).
Figure 1. Measured against the ideal, todayʼs marketers rate themselves at only 65% of where they would like to be. (Source: “Defining the Modern Marketer, From Real to Ideal,” BtoB Magazine & Oracle-Eloqua, 2013.)
The study also revealed the following issues:
- The ability to track marketing ROI due to technology was considered the most transformative factor faced today.
- Two-thirds of marketers said their companies would be experiencing strong or full adoption of modern concepts into their sales and marketing initiatives.
- E-mail and social media were mentioned as the two most important digital tools employed.
- “The need to achieve faster and more relevant touch points in the market” and “reduced resources” were named as the two most important factors driving the needs of modern marketers.
This study suggests that B2B leaders understand the tactics and competencies required to successfully embrace the new modern marketing strategies. But most feel they fall short of achieving these goals. At Tiziani Whitmyre, we see the complexity of inbound/outbound marketing convergence as a daunting barrier to adopting modern marketing practices. That’s why we developed the revenue generation process, an approach that simplifies the integration of modern marketing tactics with digital technologies and eases its implementation. How far have you progressed towards modern marketing? To get the study, e-mail me at email@example.com.
Everybody wants growth — it’s the elusive marketing goal. Marketing leaders are searching for a new model that realizes their potential for growth and transforms their teams from cost centers into revenue producers. A new revenue generation process we have developed fulfills these needs in ways that are easy to deploy, measurable, and compatible with present marketing practices. It offers exceptional benefits across the buying cycle — from lead acquisition to sales conversion — when embraced by the organization and executed successfully.
In this new paper, you will learn how other companies have used the process to generate greater revenue and growth. You will discover how best-practice organizations are applying this powerful new strategy to generate quantifiable benefits.
The paper covers the following topics:
- Optimizing the sales cycle
- Increasing sales lead flow
- Accelerating pipeline conversion
- Closing more sales
- Realizing the side benefits
A new study released by Global Spec reports that industrial marketers identified customer acquisition as their most important goal in 2013, replacing last year’s top choice, lead generation. When asked how the emphasis will change for their marketing teams, respondents identified customer engagement and content development as emerging areas of focus. Measuring the ROI of their marketing programs was named the biggest challenge to be faced in 2013. The study also reported that video, search engine optimization, content creation, and Webinars will be the tactics that get increased funding in the year ahead. About one-third of those surveyed said they are now using marketing automation tools to improve effectiveness.
This data validates our experience that B2B and life science marketing leaders are moving beyond simple lead acquisition to strategies based on revenue generation and demand creation. Visual and written content, the fuels that power these strategies, are receiving considerably greater portions of marketing budgets. Best-practice companies are beginning to implement outcome-based revenue generation processes, instead of focusing on transaction-based marketing projects. These processes have proven highly successful in solving the challenges revealed in the Global Spec study.
As more and more B2B companies embrace the new revenue generation process, reports of impressive benefits are beginning to surface. Our research indicates that marketers can achieve much better performance through the sales pipeline by implementing this new model. For example, these companies report generating:
- 5X to 10X increases in lead generation
- 50% more sales-acceptable leads at one-third less cost
- Sales cycle compression of up to 30%
- Up to 10% higher win rates of market-qualified leads
- Much greater growth than competitors (33% vs. 17%)
Within 2 years after implementing a revenue generation process, one Tiziani Whitmyre (TW) life sciences client was generating 200 leads and 250 content downloads per month, and its annual sales had increased about 20%.
Hubspot, the marketing automation company, was able to focus its sales representatives on sales-acceptable leads and saw 80% of them beat quota within 12 months. In addition, the company grew it sales base from 100 to 1,500 customers.
Overall, we’re seeing clients that migrate to the revenue generation model experience higher sales lead quantity and quality, while accelerating their time to sales conversion.
To learn more, download our new white paper, “Understanding the New Revenue Generation Process.”
The results might surprise you. A recent Eloqua study evaluated e-mail response rates by industry. Industrial manufacturing logged an average click-through rate of 6.1% —almost three times higher than the all-industry average and by far the highest of 21 surveyed industries.
Results for the other vertical markets we track were as follows:
Health Care 3.0%
Asset Management 2.5%
Professional Services 2.2%
High-Tech Manufacturing 2.1%
Medical Devices 0.7%
The average click-through rate represents the total number of people that clicked on a link in the e-mail divided by the total number of delivered e-mails. Tiziani Whitmyre’s revenue generation process has demonstrated that B2B clients can generate a 4% or higher click-through rate with a relevant, personalized content offer, engaging e-mailer design, and an effective e-mail campaign management solution.
Mary Meeker, Internet guru at venture capitalist Kleiner, Perkins, Caulfield, and Byers, recently presented her annual Internet trends at the D11 conference. And when Mary talks, the market listens.
Here’s what she predicts:
- Global Internet use and application development continue to explode, driven by emerging countries. China has twice as many users as the U.S.
- Global mobile traffic now represents 15% of total Internet traffic. And the growth rate is climbing.
- Mobile advertising has a big upside. While people spend 12% of their time on mobile devices, advertisers are only spending 3% of their budgets on this channel.
- Media uploading and sharing from mobile devices are ramping up fast and still early-stage. Photo uploading shows explosive growth, video is ramping up very fast, and sound and data are emerging.
- Mobile computing cycle will soon give way to wearable computing. Smart phones and tablets will be succeeded by a new set of wearable, everywhere devices (i.e. glasses, watches, belts) that combine sensors, computing, and communications.
Tiziani Whitmyre’s takeaway is that B2B and life sciences marketers must leverage the explosive growth in mobile devices or be left behind. Anyone with a Smartphone or tablet knows the new business workspace has moved from their desk to a pocket or briefcase. We urge marketers to understand the disruptive implications of these trends on the buying process and the great opportunities they present to generate greater competitive advantage and revenue.
With renewed focus on growth at B2B and life science companies, marketing leaders are searching for new revenue generation strategies to heighten demand for their products and services. Tiziani Whitmyre (TW) has released a new paper, “Understanding the New Revenue Generation Process: How to Ignite Demand for Your B2B Brand,” that explores a new model for sustained business growth.
In this paper you will learn:
- Why content marketing is the key to successful lead acquisition and nurturing
- When inbound marketing tactics are more effective and efficient than traditional outbound channels
- Why the conversion of Web traffic into leads is the weak link in many demand generation efforts
- How marketing scorecards can offer almost real-time measurement that enables ROI calculation and program optimization
This new model consists of five steps that operate as a continuous process:
- Content development
- Web-to-lead conversion
- Lead nurturing & scoring
- Analytics & evaluation
The paper reviews how the process provides a simple framework to organize the tactics and elements employed by most B2B marketing teams. It facilitates coordination and collaboration with the sales department, and bridges the gap that exists when leads are passed on for sales closure. The paper also explains how the process synthesizes best-practice technologies, tools, and tactics to create a holistic approach for maximizing customer engagement and sales growth.
Learn five easy steps to creating a better presentation
Several recent discussions with clients have revealed concerns about the quality and efficacy of their sales presentations. These marketing leaders observed that the positioning, messaging, and imagery in their selling PowerPoint’s were poorly constructed, graphically challenged, and highly inconsistent from salesperson to salesperson.
It’s my observation that most speakers use PowerPoint as a crutch for visual note taking, forgetting that the audience truly is persuaded by the presenter, not the words on the screen. In the interest of reducing audience boredom, the following are five easy tips for creating a more effective selling presentation:
- Lead with your unique value proposition: At almost every sales presentation I attend, the speaker leads with a series of “who we are, what we do” slides. Boring! Most in the audience already know what you do. In opening your presentation, try these approaches: On your very first slide, explain one or two brief thoughts on why you are different from the competition in ways that add value — and express it in terms of customer benefit. Or, begin your presentation by telling a story that plays into the main points to be made.
- Create a professional appearance: Does your deck look like the outtakes from your child’s third grade science presentation? The brand impression made by your first few slides will be lasting. Make it a good one. Many in the audience come from major companies and organizations where brand presentation is sacrosanct. They will judge your company accordingly. (Spending a few dollars with a graphic designer can produce dramatic improvements in a presentation’s effectiveness.)
- Tell your story in images, not just with text: Steve Jobs never used a slide with a bulleted list of text. Instead, he relied on individual graphics or images to tell his story. Using high-impact photography and visuals makes your presentation fun, different — and memorable. It drives the audience’s attention to the most important element in the presentation — you!
- Summarize your main points at the closing: Your audience will remember only three or four things from your presentation. Make sure these points are recapped at the end of your pitch.
- Win the audience with speaking skills and personality, not your slides: Spend as much time on practicing your delivery as you do on preparing your slides. The world’s best deck will not make up for a poor presenter. But a great speaker can inspire the audience, even with a lousy set of slides. If the video projector broke, could you still deliver your presentation?
As an added note, Guy Kawasaki, well-known blogger, author, managing director of a venture capital firm and an Apple Fellow, promotes a technique that can help sales people with their presentations, the 10-20-30 Rule:
- No more than 10 slides
- No more than 20 minutes
- No font smaller than 30 points
Return On Ideas is proudly powered by WordPress.
Please use the form below to request updates from returnonideas.tizinc.com: