All posts by Maegan Anderson

Maegan Anderson

About Maegan Anderson

Maegan Anderson is a successful Lead Generation Coach helping Australian businesses and other Asia Pacific countries generate qualified sales leads. For more insights on b2b sales lead generation, visit http://www.callboxinc.com.au

Protect a Business from Sinking using this 5-Step Formula

Protect a Business from Sinking using this 5-Step Formula

Much of the effort in B2B lead generation and appointment setting involves identifying the needs and issues that certain businesses encounter. And it goes without question that some companies are using the wrong implementations and approaches that cost more than they ever will gain.

So, in such a case, how can a solutions provider help a company avoid a financial disaster and realize better gains?

Intelicare Direct’s Gabriel Bristol offers a surefire formula for rescuing a company that’s on the brink of capsizing. Our personal favorite:  number two.  

Have an open mind

Be sure to approach the company with an open mind. When you are first introduced to a business that is experiencing challenges almost every founder, manager, and employee will share their opinions on why it’s in decline and furthermore they will purport to also have the solutions. It may be valuable to listen to a few of these opinions but you must remember that these opinions are most often limited in scope and shared through the lens of job or ego preservation. Analyze the facts and draw your own conclusions.

Related: The 4 External Reasons Why B2B Marketing Campaigns Fail

Protect the Assets

Focus on a company’s most important asset: its people. A company’s employees will not only show you how a company is run and introduce you to its resources, but they will also open a window into its past (especially employees with significant tenure). Most importantly, they will give you a sense of what the culture is—not what the executive team or the mission statement says it is, but what it actually is. This knowledge of where the company has been and how it runs will help you create a plan to go forward. Once you have that plan, the success of the recovery will largely depend on the performance of these assets.

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Move with Haste

Do not be afraid to act quickly. As you are analyzing a business and developing your strategy to save it you will instinctively know the difference between a change that strategically needs to wait and a change that needed to happen yesterday.

I once took over a company that had a diversified product offering but had built its business primarily on one particular “flagship” product. When competitors began taking market share, the company grew afraid to raise the price of this product even though eventually it wound up selling it for 12% less than it cost to manufacture. That had to change and it had to change immediately.

Related: Looking for a Business Partner in Australia? Take these Points to Mind

Be Transparent

During the entire turnaround process you will need to be transparent at all times. You will also need to ensure the management staff is as well. This does not mean you relay worst-case scenarios, but you should be realistic about the potential pitfalls, time frame of a reorganization, and the upside when the strategy has worked. If you aren’t transparent or somehow obfuscate, employees will quickly pick up on the mixed messages and perceive it as manipulation and dishonesty. You also run the risk of having key employees jump ship when you need them the most.

Share the Vision

Finally, once you have quickly and expertly analyzed the internal and external challenges to the business, executed some short-term strategies to stem the bleeding, and then finalized the mid- to long-term strategies, it is time to share the vision and deftly execute upon it. At this stage it is important to ensure the entire team understands and buys in. Be sure to document any new policies and procedures in case there are any questions later or employees are tempted to revert back to their earlier methods they find easier or more comfortable.

Source: http://www.business2community.com/strategy/5-steps-turning-around-faltering-business-01254689

Searching for a New Hope in Lead Generation? Take it from Star Wars Stormtroopers
Featured Blog of The Week: Searching for a New Hope in Lead Generation? Take it from Star Wars Stormtroopers

 

Learn and Leverage Your Marketing Knowledge - Australia B2B Marketing -

Measuring the Most Important Social Media Metrics for Effective Lead Generation

Measuring the Most Important Social Media Metrics for Effective Lead GenerationBy the time you decide to delve more into digital marketing, you will be able to tweak your social media campaign for a more effective with your lead generation and appointment setting. Until then, you will have to identify the best solutions for engaging your target audience via platforms like Twitter and LinkedIn.

Now, experienced marketers would suggest implementing a marketing automation software system. Others on the other hand are more pragmatic, experimenting with content mixes to determine which is the most capable of generating high profile leads for sales to pursue.

But regardless of the courses of action to take, it is still essential to gauge certain metrics, since social media relies heavily on numbers to determine its efficiency. Apparently, they are crucial in identifying weaknesses and loopholes in a lead generation campaign, so it would be expedient to focus your attention on these metrics.

The 2015 State of Marketing released by Salesforce presented on the most important social media metrics marketers should focus on this year.

  •         Social media traffic
  •         Audience engagement
  •         Audience growth rate
  •         Overall brand awareness
  •         Lead generation
  •         Visitor frequency
  •         Conversion rate
  •         Content quality and relevance
  •         Measuring sentiment
  •         Revenue directly attributed to social media
  •         Organic versus paid search
  •         Share of voice

According to Salesforce, these key metrics prove to be very helpful in identifying certain aspects of a social campaign that might need improving. But most marketers struggle in interpreting the data upon acquiring them. Such cases require the intervention of expert competencies in data reporting and strategy building.

There are numerous B2B lead generation companies that offer such services covering a multitude of communication channels. Increased qualified leads and revenue generation are only two positive benefits you can gain once you hire one.

You can then rest assured your numbers will always be in the green.

Exploring B2B Customer Dynamics the Effective Way through Automation

Exploring B2B Customer Dynamics the Effective Way through AutomationWith millions of businesses that need helping, how can a solutions provider such as yourself navigate through the complexities of your market? How will you be able to draw out those who might develop a strong affinity towards your product? And how can you develop demand generation strategies that can drive a large amount of B2B leads?

The need to understand the B2B buyer is stronger than ever. Perhaps, stronger than the desire to boost one’s sales and generate record revenues. But frankly, we can never separate buyer from revenue. We can never achieve the latter without first understanding the form. So, a few pointers:

A complex community

Getting people to engage is much more complex than we think given that there is no correct marketing model to speak of anymore. Modern technology has changed all that. B2B buyers are now connected in hundreds of different ways. They have mobile phones, wearable devices, and social media accounts. They are exposed to a myriad of information, making it extremely difficult to make your marketing messages stand out and produce their intended effects.

As with every social structure, the business community is for the most part organic. And since no one shares the same mind, B2B solutions providers should be wiser in terms of delivering a diverse set of content tailored to the needs of individual enterprises.

Which leads us to the question: Can you do something to get around this problem? Surprisingly, there is. Delivering personalized content is still very much possible through implementing up to date and efficient marketing automation software.

Don’t panic, it’s automatic

Most businesses express reluctance in applying marketing automation over the fact that it diminishes the “human aspect” of lead generation and appointment setting. But they often overlook the real idea behind automation, which is extensive marketing reach and access to multiple audience touchpoints.

Automation eases the process of segmenting communications based on interest and streamlines distribution, eliminating the possibility of sending emails to the wrong people. This saves money and makes it easier to convert a prospect into an eager customer.

Humanizing the system

With marketing automation software, you can create campaigns that put the B2B buyer above everything else. Quality engagement matters more than anything at present, so implementing an automated system can actually do your business some good. Even better is hiring a lead generation company that has extensive knowledge about the effective implementation of marketing software.