Content-Marketing-Tips-for-Technology-Companies-in-SEA-and-APAC

Content Marketing Tips for Technology Companies in SEA and APAC

Content-Marketing-Tips-for-Technology-Companies-in-SEA-and-APAC

Content marketing is still one of the most powerful methods of bringing in traffic and starting passive lead generation.

It allows companies to provide added value to their prospects while representing themselves as true market and industry leaders.

Let’s explore content marketing hacks for the Singaporean (and SEA, APAC) tech market that can allow any tech firm to leverage knowledge and gain a market advantage.

Don’t Forget Case Studies

Case studies are still one of the best types of long-form content, especially for technology companies. They are powerful because they resonate with companies who are looking for an example to follow.

These studies are not only a reflection of a tech company’s success but also their industry prowess and competency. It highlights the value in a company’s offerings.

Tech readers want something informational, and the more informational content is, the more a firm comes off as a thought and industry leader.

Besides, case studies are fairly easier for content marketing teams to write because they have primary source material that they can work with. It’s easier to repurpose into other articles.

Content Promotion

Content should always be actively promoted on the different social media channels that a tech company has.

Whether it is a quotable piece of text that can be tweeted, a picture quote in Instagram with a link to the original piece on a website, or an email notification, there has to be traffic coming into the content.

Active content promotion gets viewers on the site, and these viewers can turn into sessions where they check out the rest of your offerings.

Don’t Focus on Articles

Whenever content is mentioned, articles always come into mind, but there are different types of content available to technology companies in Singapore. Video tutorials, webinars, infographics, podcasts, etc. are all excellent examples.

The push for engaging and interacting over the last decade is tremendous, and it’s time that everyone took advantage of that, especially technology companies who are the forefront of the future.

Also, it helps advance your storytelling.

If You Do Focus on Articles, Change the Layout

Gone are days of using a basic blog template when posting articles. Responsiveness is already a must, so firms should work on making their articles as engaging as possible.

This includes pictures, responsive elements in between, videos, and even adding full-sized graphics above the fold. Firms have to differentiate even in article presentation to stand above the rest.

It’s All About The Metrics

Google Analytics is a gold mine of information. By consistently monitoring statistics, marketers can determine the type of viewers that are on their site and what type of content resonates with them.

In this way, goals can be realigned, and successful pieces of content can be followed up.

Marketers can avoid content-types that do not do well and get information on why some articles are doing better than others.

Getting the metrics game on point is also critical when it comes to A/B testing, which all tech firms should be doing with everything the release. A/B test allows marketers to keep tweaking the materials they release to ensure that only the most engaging ones are kept online.

This saves time, effort and a considerable amount of marketing resources.

The Follow Up

Metrics will also shed light on which topics deserve a follow-up. A quick follow up piece, complementary video or infographic can allow a content marketer to ride on the momentum of the previously successful release.

Older pieces of content that have been successful in the past can also benefit from a quick do-over. This could mean updating the content to reflect new information or giving it a second part.

Always Repurpose Content on Other Mediums

Article or blog content is not always applicable to all mediums. For instance, a 1,500-word guide can’t be posted in its entirety on LinkedIn and Facebook. The aim is to take whatever content published on the site and make alterations to suit the other mediums it will be published on.

For LinkedIn, the introduction could be switched out, and the main content divided into two parts with one part of the platform and the second part as a read more line on the website.

Facebook follows a different formula where a blurb with a link is more appreciated.

By doing this, a tech firm can have content that appeals to different types of audiences depending on the platform.

Repurposing the content is also a form of promoting the content on social media.

However, content marketing should also be paired with a lead generation system so that it can turn into a powerful funnel for the firm. There still has to be a concentrated effort to build proper nurturing strategies and facilities to keep bringing in more leads.

By combining these techniques, tech firms can maximize their efforts leading to more sales and higher growth.

Author Bio:

Katrina Chua Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.
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4 Creative Ways to Generate Leads after Coronavirus Cancelled Your Event

4-Creative-Ways-to-Generate-Leads-after-Coronavirus-Cancelled-Your-Event

At the wake of the coronavirus havoc, everything seemed to be put on hold and many changes had to be implemented suddenly and immediately. For a lot of businesses, that means almost everyone had to work from home or worst, stop operations for good. For some, it means cancelling vacations, business trips, or an upcoming conference.

Cancelled events might have a small or significant impact in your business depending on the scale and timing. No matter how big or small the effect is, there’s no denying one thing – a cancelled event means losing leads that you meant to capture during that event. 

Here’s the thing – it’s not the end of the world for you and your business. You can still capture leads using alternative and fresh lead generation strategies. Here are some ideas for you:

Offer Extended Trials

In a survey conducted for video marketers, 50 percent of customers said that free trials played a major role in their buying decisions

As mentioned above, consider this time an opportunity to showcase your product by giving more time for your customers to experience it for free. If you normally offer a 14-day free trial, why not extend the timeframe to 30 or 60 days or even more. This strategy encourages people to respond positively. After all, who can resist such a generous offer

One noteworthy company who’s doing it at this point is the yoga app, Down Dog. They provided an ingenious CTA that even first-time yoga practitioners cannot resist. Under the “Subscription” section, there’s a message that asks users what their major reason is why they cannot pay for subscription now. Once you click that, a pop-up will appear where you can type your answer. Their reply is also quite phenomenal because visitors receive a reply within 24 hours with a link that enables them a free 6-month subscription. The move is thoughtful especially during this time and it is also a great way for them to get more information from their customers.

Host a Webinar

Webinars are a great way not only for generating leads but sales as well. Among other strategies, it is the closest experience to a live event. Different platforms, like Zoom, allows hundreds of participants to attend which translates to hundreds of leads per webinar. In fact, 73 percent of B2B marketers say that it is the best method to generate high-quality leads. That is why a lot of companies – from insurance to tech – are hosting webinars these days.

Give Out Freebies for a Limited Time

Aside from extended trials, giving out freebies for a limited time can generate both leads and sales. The freebie doesn’t have to be costly. It can be a free content that gives tips and guidelines to your customers and prospects. It can be a free webinar or coaching session, or a free tool that will benefit businesses that you are targeting. 

Giving out something for free, especially this time, is your thoughtful way of saying that you care. Not only will it help you drive sales but it will improve your brand image and increase customer loyalty.

Widen Your Social Media Outreach

Social media platforms have evolved overtime. Now, they are equipped with built-in features that help businesses boost their sales and generate their leads easily. Utilize these features to your advantage and get the needed boost your brand needs. Use them to announce any upcoming webinar, conference, or content to your customers and target audience.

Consider This Time an Opportunity

There are still a lot of challenges that are going to happen in the coming months due to the coronavirus outbreak. But rather than treating it with fear, you can consider it as a good opportunity to generate more leads. And as long as you engage those leads and become transparent to them, your efforts will have its rewards in the future.

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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3 Tips To Engage and Nurture Prospects that Say “Not now”

3-Tips-To-Engage-and-Nurture-Prospects-that-Say-Not-now

Movies are now shown straight to audience’s living rooms as cinemas shut down due to the current crisis, but 2020 blockbusters like Wonder Woman 1984 and Mulan may just seem too great to miss the big screen; and filmmakers believe that pushing them to digital platforms would cannibalize the profits. 

Like blockbuster movies, leads that are pushed down the sales funnel, half baked, will result in poor conversion rates and deflated ROI. So, when prospects are not ready to buy yet, give them time, but take the necessary steps to lead them through the sales path.

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Nurture Them

Not all leads that populate your inbound channels are ready buyers – some are quick and easy to convert, but others take a longer time to decide. That’s because leads have different characteristics, and prospects have varied needs and capabilities, and these factors affect the buying behaviour. Nevertheless, each lead requires a unique way of nurturing, and the best way to do that is by segmenting them. Here are factors to consider in segmenting your prospects in order to nurture them properly. 

  • Purchase Behaviour – how a prospect buys, uses and disposes a product or service, and his emotional and mental responses that precede the activity.
  • Purchase Pattern – how a prospect buys in terms of quantity, frequency, timing, etc.
  • Benefit Sought – what your prospect wants to achieve after the purchasing and using your product.
  • Product Knowledge – the prospect understands how your product works and its benefits.
  • Brand Loyalty – which product they are using, why and what benefits do they get from it.
  • Interest – if a prospect has the interest to buy or just wants to compare at the moment.
  • Timing – their purchase timelines; may still be in an agreement with other providers.
  • Consumer Status – their capability to purchase; economic status may affect this factor.
  • Engagement Level – if the prospect is interactive: visit your website, read your blogs, comment on your social media posts, respond to emails.  
  • Customer Satisfaction – how happy were they with the purchase or service, or did they or would recommend you to other prospective customers.

Demographic and firmographic segmentations are established at the outset of a lead, while behavioural and psychographic must be applied throughout the process. It starts at the initial touch base and continues beyond the purchase point.

Related: WhatsApp: Mobile tool for Lead Generation, Sales Prospecting, and Nurturing

Add Value to your Relationship

Consider your prospects’ perspective by going beyond verbal communication and delving into their thoughts. Some are very outspoken, consistently bugging you with their concerns and questions, but some would just keep mum and wait, nonetheless, both need support.

So, utilize Content. Send them newsletters, case studies, blogs, and other materials that would feed them with knowledge that could help them decide. Also, share updates and information about the tools and strategies that helped carry out successful campaigns for your other clients.

Moreover, adding value means making the prospect feel that they matter. Engage them further by getting them involved in your events like webinars, trade shows, product launches, etc.

Automate, But Not Everything

We all know that automation removes repetitive tasks, but you have to give it a good mix of personal touch in order to humanize the approach. 

Certain acts like calling your prospects to see if they received the eBook you sent 2 days ago, if they have not responded to your email, or giving them the option to chat when they have quick questions, will dash your automation tactic with the right amount of personal touch; a marketing automation tool that utilizes omnichannel marketing, optimizing voice, email, chat, mobile, web and social media, to reach and engage prospects, will help you do that.

When prospects are not ready to buy yet, don’t rush them down the sales funnel instead nurture them until they are all set up and ready to buy. Treat them like blockbuster movies – best when watched on the big screen and on scheduled play date and time.

Related: How Marketing Automation can make an impact on Singapore B2B Marketing

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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4 Proven B2B eCommerce Strategies To Help Your Business Grow

4-Proven-B2B-eCommerce-Strategies-To-Help-Your-Business-Grow

eCommerce is basically the buying and selling of products and services on the web, but if you think it’s just good for pizza deliveries, e-payment for bills or shopping for training shoes online, you’re wrong. 

There’s a big thriving B2B eCommerce world amped by outstanding features and capabilities that can take your business to new heights. You might have heard of them, but haven’t known them well enough. No worries. Out of a long list, we picked four B2B eCommerce strategies that you can learn and adopt to help your business grow.

 

Account-based Marketing

Account Based Marketing is the focal point for reaching out to the right buyers. It’s a marketing strategy that leverages a multi-touch, multi channel approach in creating your ideal customer profile (ICP) that is perfect fit for your solution. It is carried out by identifying high-value accounts/companies with the highest potential of turning into customers which lets you gain an in-depth understanding of each target by building complete profiles of the individuals involved in the decision making process. 

ABM will enable you to reach out to each identified decision maker using the right mix of personalized outreach and digital touch points, and go beyond initiating contact with stakeholders through proper nurturing and follow up to help them move further into the next stages of the buying process.

Related: Winning High-Value Accounts with Multi-Channel ABM

 

Content Marketing

Content marketing is one of the most effective ways to gain new customers while keeping old ones loyal. With a reputable SEO, it can let you create a unique voice for your product that helps build interest among your target audience and eventually trigger buying decisions. 

Ordinary content can’t yield effectiveness in your traffic, but creative, well-researched, targeted and consistently upgraded content will allow you to devise highly advanced remarketing tactics which could boost brand awareness and engagement, generate leads, and create brand affinity among your target audience.

 

Email Marketing

Email marketing is the most flexible among all marketing strategies because it can be implemented both as a stand alone process or integrated with others, a characteristic that makes it rise above the rest. It can help you segment your contact list (timing, location, preferences) and understand your target audience’s purchase behaviour. 

To personalize your approach, send specific content through email initiatives that are relevant to your target buyers, and optimize your content by making it accessible, responsive and comprehensive on all devices, especially on mobile. Having an insight on who, when and how to reach will streamline all your marketing tasks and yield higher rates of engagement throughout the sales funnel.

Related: 5 Sales Email Tips That Will Help You Land More Meetings

 

Social Media

If you think social media is a platform for B2C, delve into the B2B space and you’ll find out how social eCommerce platforms’ wide market share and extreme popularity can magnify your brand exposure to a broad range of demographics that drive higher traffic and generate leads at a low cost. 

Professional networks such as LinkedIn which is utilized by the C-suite (46-55 age range) of Fortune 500 companies, has also rapidly become so popular among millennials (25-34 year olds) with high purchasing power and early-career status. On the other hand, these big time players are also very visible on other social media platforms like Facebook, Instagram and Twitter. This simply shows that your target decision makers are using diverse platforms to help them through purchase decisions.

 

Explore B2B eCommerce and find more features, capabilities and successes for your business.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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Webinars: Making the Digital Switch from Live Events

Webinars: Making the Digital Switch from Live Events

Webinars: Making the Digital Switch from Live Events

Last-minute cancellations are not uncommon in the business world. It’s always difficult to cancel an event or conference that you’ve prepared and put together for months or even a year. Whatever reason you have for putting it off, be rest assured that you’re not the only one who experiences going through the motions of scrambling for solutions.

The solution to this is quite simple, it’s all a matter of having the right means and tools to pull it off. With many live events being cancelled nowadays such as Google’s Cloud Next 2020 event, the company has decided to convert it virtually in the form of a webinar instead.

While live events are a great avenue to meet other markets and businesses, a webinar provides you the comfort and efficiency of attending the event from the comfort of your homes or offices.

With the right approach, you can transfer your live event over to webinars and still generate great results.

Here are some tips on how…

 

Virtual Event Planning and Production

If you haven’t done virtual events before, then this is where you have to start.

In event marketing, it’s important to put yourself in the shoes of your customers, understanding how they feel and what they could be looking forward to when it comes to your event. It’s about anticipating what’s to come.

When you move to a webinar, making it an online experience, entails that you have to adjust and/or add even more value to your presentation versus if it was done live. In order to do that, you have to take full advantage of your technology in order to entice your audience. Once you’ve captured your audience’s attention, it’s time to deliver an experience that makes them excited to be a part of.

Some good examples of media to incorporate into your webinar presentation include:

Pre-recorded videos

Whether you flash them in between sessions or insert links to your videos here and there for your audience to have direct access to them.

Animation educational content

If you have the resources or even your own team to produce 2D and 3D content in order to ease the production costs that would go into a traditional video. Animated content are simultaneously entertaining and effective demo tools for any presentation.

Add Virtual Panels and Forums

After your session is over, allot enough time for your audience to engage with you through a Q&A segment or just letting them chime in with their own inputs and reflections which can lead to productive discussions.

 

Best Practices for Webinars

As mentioned before, your leads come to attend events to get a first-hand look into the latest innovations and of course to network with different leaders and influencers in the industry.

The challenge lies in being able to replicate this experience online and that, of course, isn’t easy, but also not impossible. Many brands have been able to pull it off and were able to attract big audiences, generated a big following, interest, and increased their brand visibility.

There is a lot that goes into it such as thinking of the accessibility to remote attendance monitoring. It’s important to visualize and foresee each step beforehand.

  1. First, you need to develop webinars and online event marketing strategies that align and resonate with your company goals. Have a meeting with your organizers and lay down all the blueprints.
  2. Choose the right tech tools to pull off your webinar. This is also why you need to plan in advance, since it’s quite a challenge to find the right one that will work well for what you want to do.
  3. Together with your team, brainstorm and put together compelling topics to address and stories for your video presentations and other activities you want to insert into your webinar. It’s crucial to keep your audience tuned in and engaged and not click out of the window mid-presentation.

 

Conclusion

Dates and circumstances can be quite unpredictable., which is why you have to be ready at all times. Don’t wait for your event to get cancelled before you develop a Plan B. Whether your live event is pushing through or not, it’s best to develop its online counterpart beforehand – now!

We hope that this article was able to help give you some useful insight and tips on how to transfer your event over to a webinar form when things may go south.

Callbox has years worth of experience with hosting and promoting webinars. Should you have any questions, we are always glad to help!

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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Top-Sales-Tools-for-Your-Work-From-Home-Setup

Top 5 Sales Tools for Your Work From Home Setup

Businesses across the world are adopting flexible remote work options for their employees. 

With the beauty of collaborative technology, shifting o a remote environment should be a breeze. 

For those working from home, here are some top sales tools to complete your set up. 

 

Video Conferencing

Meetings face-to-face is still possible from home by using the right video conferencing tools such as Zoom.

 

File Sharing

Sometimes files, especially large ones, don’t work too well over email which is why having a file-sharing tool such as Dropbox is important. 

Messaging

It’s important to stay connected with your team and even more with your clients, and Slack is a great tool for it.

 

CRM

Hubspot is a great CRM tool that helps you achieve top contact and lead management all while also helping you improve your customer list and interaction. 

 

Tasks Management

Staying on top of all your projects and tasks can be overwhelming especially when there’s too many of them, which is why we recommend a good task management tool such as Trello. 

 

Working from home has its share of challenges but with the right tools, it will make everything easier.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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SG FinTech SaaS Firm Grows ARR by $785K with Account-based Marketing

SG FinTech SaaS Firm Grows ARR by $785K with Account-based Marketing

The Client is a Singapore-based FinTech company. They develop and maintain cloud-based platforms that facilitate a supply chain financing transaction. Their primary targets are enterprise-level businesses in various industries throughout Southeast Asia. Last year, the Client has reached out to Callbox to help them start implementing an ABM program to help them identify high-priority accounts. 

At the time of writing this case study and by the partnership on both ends, the campaign has now successfully completed 10 months of appointment setting activities and is well on its way to its 11th month. The campaign has currently recorded results beyond their expectations such as 37% decision maker reach rate, 29% open rate, 5% CTR, 8% reply rate, 42% InMail reply rates, and a total of 92 new connections.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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Business Continuity Tactics To Adopt Amid The COVID 19 Impact

Business Continuity Tactics To Adopt Amid The COVID 19 Impact

Business Continuity Tactics To Adopt Amid The COVID 19 Impact

Countries enforce mass closures to stem spread (BBC)

Arsenal manager infected (Mail One)

Asia markets dive after Wall Street crash on coronavirus panic (The Strait Times)

 

These daunting stories have become regular headlines on daily news since pneumonia of unknown cause was detected among 44 individuals in Wuhan City, Hubei Province of China, on 31 December 2019. Healthcare experts reported a new strain of coronavirus was the cause.

The novel coronavirus spread fast and it’s deadly. But, more than the rapid transmission from human-to-human, absence of a vaccine to fight the virus and medicines to cure infected individuals, and the fact that isolation, hospital care, and basic protective measures are the only recourse to cling to, to contain the virus, is what’s raising fear and panic among people. 

COVID 19 continues to cause havoc to the world, and a path to market recession looms as businesses in many affected regions close down. But, we can’t just sit still and wait for the next victim to fall. We need to act now and find recovery paths back to growth. As the old cliche goes “business must go on”.

Below are business continuity initiatives that can be adopted amid the coronavirus crisis:

 

Database Profiling

If you’re not getting enough sales traffic at the moment, focus on other productivity tasks and reboot your business resources by running a Data Profiling campaign: data cleansing and scrubbing, verification, deduplication and database management. This will rid your records with decays, gone aways and duplicate entries, as well as validate contact names, numbers, addresses, postal codes and social media accounts, resulting in complete, accurate and reliable information to use for your next marketing campaign.

 

ABM Lead Generation

The coronavirus crisis is halting businesses’ normal functions, opting for a work from home or suspending project-based or non-frontline jobs, but you can continue to scale up your numbers despite manpower trim down. Outsource an Account-Based Marketing lead generation campaign from a firm that can provide a well-profiled database and technology to capture interested customers. This will allow you to nurture potential leads into warm prospects and create a special route to sales after everything turns back to normal flow.

 

Appointment Setting

The WHO encourages social distancing at the moment so you might need to excuse yourself from courteous acts of meeting prospects face to face and shaking hands with them like you used to, to avoid further transmission. And the best and safest way to connect with prospects is via an Appointment Setting campaign which can be rolled out through telemarketing, teleconferencing or video calling. Avoiding close contact with others will ensure you and your prospects are safe from the risk of COVID 19. 

 

Event Marketing 

Major events have pulled the plug on their scheduled shows due to the growing concerns on coronavirus. Though some have opted to continue, but without a live audience in the venue. Sales and marketing events, however, can definitely go on as planned. Run a Call-to-invite campaign and hold your event online via webinars, virtual events or live stream and generate authentic leads at reduced costs.

 

Email Marketing

Disruptions can happen anytime, so it pays to have backup strategies that would help work business continuity plans out, and Email Marketing is just what you need at this time. It’s one of the most flexible sales and marketing tools that you can integrate with other B2B lead generation tactics like telemarketing or social media. More so, make your email marketing campaign more interactive by adding links, videos, and social media buttons, aside from having an appealing subject line and converting content.

 

Social Media Marketing

Social media, along with chat, is the core channel of communication next to mobile. It’s a go-to platform for information, updates, education, and trade. In unforeseen circumstances such as the 2019 coronavirus that’s causing market drawdown, it’s best to keep your target buyers aware and updated about your product. Run a Social Media campaign, maybe a stand-alone or integrated with other lead generation tools like appointment setting, to keep a steady flow of inbound traffic. 

 

The cause of the 2019 coronavirus remains unknown and its trajectory is uncertain, but its impact is apparently lashing the global economy. We’ve experienced the worst before, but we coped. This simply tells us to draw optimism amid the crisis by focusing on risk-reducing tactics, planning and preparing for both the best and the worst, and leverage on strategies and tools that can help keep the balance between disruption and foreboding legacy.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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Top Marketing Trends in Asia That Companies Should Adopt in 2020

Top Marketing Trends in Asia That Companies Should Adopt in 2020

Top Marketing Trends in Asia That Companies Should Adopt in 2020

Not only are we embracing a new year, but more importantly we are entering a new decade. So, while the year is still young, as B2B marketers we have to stay on top of all the new marketing trends that are emerging and evolving especially here in Asia.

Our goal is to keep you up-to-date with the rising trends this year so you won’t miss out on the opportunity to be one of the first ones to utilize and integrate these into your marketing tactics.
 

A Hands-on Guide to B2B Social Selling on LinkedIn, Facebook and Twitter in 2020 [EBOOK] (Blog Thumbnail)

Take your B2B social selling skills a step further with the help of this guide and start generating more leads from LinkedIn, Facebook and Twitter.

 

Account-based Marketing

Since the advancement of social media, more and more businesses, your own undeniably included, have integrated this into their marketing strategies. In relation to this, account-based marketing has made its way into it as well. ABM increases your ROI as well as boost trust with your customers and building long-term relationships with your clients. 

Though not widely understood just yet, it’s still considered a baby among the new trends. So, if you dive into this, be sure that you develop your own ABM strategy that delivers powerful results and here are the steps on how you can effectively implement ABM into your marketing. 

Who is your Audience

This is the first, most important step when starting your ABM campaign. Identify the audience you are trying to target so you won’t waste time and precious resources marketing to an audience who isn’t in the need of your products and services. Take the following into consideration when doing your checklist: type of industry, company size, and target audience’s location.

Get to Know the Market and Account

After you’ve identified the specific account you want to market in, spend some time getting to know them first such as the different challenges they face, milestones they’ve accomplished, and what goals they are looking forward to

Where to run your Campaign

Next, it’s crucial to know where your audience likes to reside. Find out which platform your audience likes to spend their time at and host your marketing campaigns there. Your content will also be greatly affected by the type of platform you’re going to be active in. Another reason why you should know which platform they use the most is so that your audience won’t have to go through the hassle of signing up on another platform just to access your campaign. Most clients and prospects won’t bother if it will require them to deviate from where they’re already comfortable. So, remember to make your campaigns easy to find and easy to access.

Audience-focused Content

Your content should be focused on what will be useful and valuable to your audience. Try to answer questions that your audience may be struggling with so as to provide them with a quality value that they can’t find anywhere else. Make sure that you match your content with the platform that you’re using to have your campaign on.

Run Campaign, Collect Data and Measure Results

When you’ve refined your content and it’s ready to go, go ahead and run your campaign. Depending on the platform you’re using, the campaign will also vary in how it will look. What you want to keep in mind is to closely monitor it while it’s running in order for you to be able to make any changes and adjustments once you notice anything that might seem off or if you don’t get enough traction.

Finally, at the end of your campaign or even while it’s going on, collect all associated data that you gained from the campaign and measure the results in order to measure the ROI of your campaign and for you to determine if your campaign was successful or not.

Aside from sales made during your ABM, you will also have made new connections, so we encourage you to also look through those as well as the new leads that you’ve gathered. Stay connected with these new contacts and build strong relationships with them in order to convert them into a sales-ready customer.

 

Go Mobile

Our mobile phones have become such an essential part of our daily lives that it’s difficult to go a day without it. Phones used to be restricted to only calling and texting and now we use it for practically everything; It never stops making an impact in our daily lives, and even with the evolution as something as simple as smartwatches is an opportunity for B2B marketers to pull in leads. Keep all these things in mind as new mobile technology will be introduced this year. If your website is not yet mobile compatible, then now is the perfect time to do so. Think of new strategies where you can send messages through other channels other than email.

 

Faster Analytics

The driving force for analytics in 2020 is going to be Hypothesis analysis. It uses automation to calculate data in such a way that it will help you outline the potential outcomes that you need or are able to achieve. By adopting this into B2B marketing, the hypothesis sequence will collect two sets of data and then compare them. By doing so, the goal is to create an action based on what is statistically the most profitable outcome that you can achieve.

Since it’s not enough anymore to just look at and collect data, but also deeply evaluate which of them are the most beneficial to us. In 2020, definitely lookout for great advancement in analytics to improve the overall understanding of how data can be directed in such a way to achieve the desired goals of your company.

 

Digital Components to Balance Manual Labor

Staying in the vein of technology, the balance between human resources and the use of technology is also something we should look forward to this year. As much as technology is important to modern marketing, there are times where it’s not as ideal as we think and vice versa for manual labor. It is best to listen to your clients directly as they are the ones that will help steer you in the right direction in regards to setting your standards for how to market to your audience; when to use technology and when to put your human resources above it.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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Account-based Marketing: One-to-one, one-to-few, and one-to-many

Account-based Marketing: One-to-one, one-to-few, and one-to-many

Account-based Marketing: One-to-one, one-to-few, and one-to-many

ABM has been making waves since its inception in 2000. In fact, 87% of marketers declare that it delivers a higher ROI than any other tactic. Thus, growing interest and demand for ABM led marketers to develop it into a broader process which is now divided into three categories: 

  1. Strategic ABM
  2. ABM Lite
  3. Programmatic ABM

 

One-to-one or Strategic ABM

ITSMA describes Strategic ABM as creating and executing highly customized marketing plans for individual accounts. With Strategic ABM, a dedicated senior-level marketer takes charge of crafting customized marketing plans for each individual account needed for the entire program, which enables account teams to build stronger engagement with most valued prospects and customers through targeted outreaches that exhibit a deeper understanding of their challenges and needs.

 

One-to-few or ABM Lite

ABM lite is described as creating and executing lightly customized programs for clusters of accounts with similar issues and needs. It is applied to groups of smaller accounts with similar business profiles, needs, and strategies. The method requires collaboration between sales and marketing teams on vital decision points such as which accounts to target, what business issues to highlight, which propositions to consider, and how to carefully tailor current content. 

 

One-to-many or Programmatic ABM

The one-to-many ABM method leverages technology to tailor marketing campaigns to specific named accounts at scale by refining targeting, analytics, and personalization across multiple accounts, but requires alignment with the company’s sales design, and focuses on a certain vertical or horizontal market. 

   

Over the course of time, ABM has shown impressive growth in sales and marketing, but some still struggle with understanding its importance, implementation, and benefits. 

To give you a clearer view of how ABM, here’s a good example from Quip, an online oral care solutions company that sends their subscribers an oral kit package every 3 months to be able to change their toothbrush regularly and become more orally healthy. The electronic brushes are equipped with a 2-minute timer, vibrating and pulse features to guide the user on proper tooth brushing. The package also comes with toothpaste, dental floss, and other oral care products. 

Quip was able to achieve the following successes which were coherent with ABM’s four underlying principles:

  • Client centricity and insight or solving the buyer’s problem rather than promoting the products you want to sell. Quip was able to personalize its audience by addressing their challenge on regular brush change and proper tooth brushing by delivering their toothbrushes and other oral care needs right at the doorsteps of their homes.
  • Focus on reputation and relationship before revenue. The potential return on investment was visible at the earliest period of time, but Quip was able to fortify its relationship with its customers by leveraging on social media for easy interaction and rapport before the surprise factor on ROI was realized. 
  • Tailored programs and campaigns have shortened the sales life cycle as subscribers are compelled to change toothbrushes every 3 months instead of 9 or 12.
  • Aligning sales and marketing

The strategy did not only help improve their 2 million subscribers’ oral health but made brushing fun and enjoyable as well. And just four years after launch, they were able to raise more than $20 million in sales growth.

 

As LinkedIn puts it simply, ABM is a strategy that directs all marketing resources to engage specific target accounts through personalization that translates to higher revenue, which can be implemented individually or a mix of two or all three.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

How-to-Drive-New-Business-Leads-and-Grow-Your-Business-in-2021
How-to-Generate-Software-Sales-Appointments-in-Singapore-(and-APAC)
Ways-Hong-Kong-Companies-Can-Generate-Sales-Leads-in-Asia