How-to-Leverage-Multiple-Channels-for-your-B2B-Events-in-Singapore

How to Leverage Multiple Channels for you B2B Events in Singapore

How-to-Leverage-Multiple-Channels-for-your-B2B-Events-in-Singapore

We know the feeling of the months leading up to a B2B marketing event.

A B2B event is both exciting and challenging, there are so many things that you can do to leverage your marketing efforts in order to form powerful personal connections with your client-base and prospects. 

Today we examine how you can leverage multiple channels for your upcoming event and ensure your event’s success!

 

The Preparation

If you want to truly leverage multiple channels for your B2B event. It’s imperative that you start at the soonest possible time. Start the preparation a couple of months in advance with strategic pieces such as venue, speakers, and event marketing activities such as emails and phone calls already preplanned. A lot of things can go wrong in event planning so it pays to get everything sorted out at the soonest.

 

Social Channels

We’re not just talking about Facebook here, but a multi-channel approach on all the platforms that your prospects could be in. Whether it be LinkedIn or Twitter, you have to get the buzz out. It’s useful to note that you should start engaging the people who have already expressed their intention of attending on social media.

Try to hold mini-games, online contests or even distribute viral teaser videos of your event.

At the same time, the content that you are releasing has to be syndicated through your social media outlets as well. Do it on a schedule so that people won’t be overwhelmed with the amount of content you’re releasing.

If you have already engaged in one platform make sure you’re able to retarget on another one. This makes your social media strategy an omnichannel one.

 

Traditional Public Relations

The standard newspaper press release will help you out but it should not end there if you can secure a quick spot on the popular morning radio program, that will be even better. We tend to shy away from television advertising because they can get costly and might not reach your intended audience.

Do not underestimate the power of traditional media.

 

Invite the People That Matter!

Getting the right people involved can be difficult but along for months of prep time will allow you to connect with anyone. Make sure that the people who will be attending are aware of the presence of notable speakers.

If you find that you are having difficulty reaching a particular speaker, you can try to get to them using the current speakers that you have. This strategy works especially for people that you can’t seem to get ahold of.

 

Consider Regular Ad Placements

Magazine ad placements might be pricey but sometimes your target demographic still reads popular print media. If you have the ad budget for it, a B2B ad in a respected business journal would be great to boost your popularity, but sometimes even a magazine article is enough to get the word around without spending too many valuable resources.

 

Industry Connections

Do not think of your B2B sales even as just an event for your prospects, this is also an opportunity for you to socialize with your other industry connections. Sometimes you will find that having, for example, your suppliers present will make a big difference in getting other people to commit.

 

Content Marketing Through Other Web Properties

The content that you will be releasing during the process should have already been prepared and your blog should be constantly updated. This content should be syndicated with your social media accounts as we’ve mentioned earlier.

However, this is not just about producing blog posts. Aim for teaser videos, infographics, whitepapers, and other informative complementary content that can help.

 

Get Your Speakers to Help You Market (And Get the Right Ones)

Do not just concentrate on getting speakers on specific topics related to what you are offering, but get speakers with large followings that can contribute to the “big picture” sale. By doing this you can leverage their networks and create a more holistic event for all your participants.

Ask them if they can tweet about your event or help promote your other material through their online properties.

 

Get the Big Guys Talking

All of these efforts will have been in vain if the head honchos aren’t present. You have to be able to provide a unified front when it comes to event marketing because the spotlight will be on how the event represents the brand. 

The C-suite can be extremely helpful in this case because it shows that everyone is involved. Plus, they might have connections that can greatly benefit the entire brand.

 

Event marketing is one of the most powerful tools that you have in your arsenal because it allows you to personally interact with your prospects and long-term customers. However, it can get costly and it is important that you are efficient with the channels and approaches that you choose to leverage.

 

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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Must-have Qualities of Top Lead Generation Services Companies in Singapore (Featured Image)

Must-have Qualities of Top Lead Generation Services Companies in Singapore

Must-have Qualities of Top Lead Generation Services Companies in Singapore (Featured Image)

Long before social media networks discovered FOMO or fear of missing out, as a marketing strategy, Singapore had long been fixated by kiasu or the fear of losing out. It’s a survival instinct born of Singaporeans that embodies some kind of national character or pride, and not fear. To work harder to be ahead of others, that’s the kiasu mentality. It clearly explains how the Lion City became one of the primary business hubs and richest cities in the world. It’s a culture that top lead generation services companies in Singapore and APAC must possess, along with the following.

 

Author Best Practices

Best practice is finding and using a method that produces the best results in working to achieve business objectives.

B2B lead generation service providers must demonstrate the commitment to exceed their desired marketing and sales goals by creating targeted campaigns that deliver high converting leads and opportunities. 

By leveraging staff, tools and knowledge, they should be able to plan, execute and manage results-driven campaigns that will let you connect and engage with your target buyers, keep your sales funnel constantly filled with potential leads, fasten the sales cycle, increase both win rates and deal value, let you quickly adapt with developments and make you more informed with actionable intelligence. 

 

Be Credible

Before credibility is achieved, lead generation services providers must first gain the trust of their customers by adhering to quality standards. They must invest in sage tools and be well-adapted to the rapidly changing buying behaviours of your target customers. 

With the availability of sales and marketing platforms that can hone basic schemes into advanced, like the multi-touch, multi-channel program that includes voice, email, mobile, website, chat and social, lead generation services companies must be able to reach and engage your customers with the right message and at the right time. 

They should also remain objective to the breadth of the business from source to results. 

Data is the core of a lead generation workflow and plays an integral part in determining campaign results. And in order to achieve data integrity, your lead generation services provider must initiate data cleansing exercises such as cleansing/scrubbing, verification, deduplication, and data management. Once service quality and data integrity are worked out, you are ensured to benefit satisfied, as well as returning customers.

 

Is Highly Innovative

Innovation is a tool to drive businesses forward. Along the process through, failures may occur.

B2B lead generation companies must be consistently innovative. They should conjure an open mind to welcome challenges and at the same time allow new and fresh ideas to happen. To do this, they must solicit customer feedback through market research or surveys.

Customers have the first-hand experience of your product. They can tell whether your product has addressed their needs, made significant improvements to their process, or did not spring any change at all, and that makes them the most credible resource of answers to address challenges. 

And based on the data gathered, lead generation companies must be able to identify challenges and understand what’s important to your customers as well as keep up with the latest technological trends, to come up with innovative ideas for the business. 

 

The best lead generation service providers are those that possess the above attributes, and if you’re looking for one because you want new and proven effective strategies for your business, that’s good, you just want to be ahead of the game, you are being, kiasu.

 

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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5 Lead Generation Strategies That Work for Singapore Businesses

5 Lead Generation Strategies That Work for Singapore Businesses (Featured Image)

We have always believed in a cross-dimensional approach in doing things for businesses and sometimes some lessons can be learned from other industries. In this article, we take a look at 5 key strategies in B2B lead generation that are guaranteed to drive sales leads for businesses in Singapore and the Asia Pacific.

So read on and explore lessons that we all deserve to be familiar with.

 

Use Multiple Channels

Digital marketing requires cross-platform support and multiple platform exposure. From the number of social media channels available to the various types of digital marketing specializations available, the most important lesson we can get from digital marketing is that you have to be seen everywhere.

It is never enough that you are just available on Facebook or LinkedIn as there are many customers that can be gained from a multi-channel acquisition strategy. You will rarely find a digital marketing expert who will advise you to channel all your efforts into a specific social network.

Doing it this way allows you to spread the risk and resources that you have, but more importantly, it allows you to tap into different markets.

 

Personal Always Works

Nobody likes a general email. Digital marketers often aim to personalize each type of content that they release to the people that they aim to convince and persuade.

A number of experiments and examples are available on why personalization works, but here’s the bottom line: people like to feel special.

It is not enough that you cannot personalize services for your current customers, but you should also be able to personalize from the get-go.

You want to make the potential customer feel special and that you care about their needs right from the start of the connection. It could be referring to them by the first name – which isn’t hard given the multitude of applications that allow you to customize your email – or knowing a little about their spending habits.

Rarely will you find a digital marketer who will write a general email about their services. If you do, you’ll know that they are wasting both time and resources doing so and it is best to run the opposite direction.

 

Geographical Campaigns are More Effective

Are you confused about whom to target? Then, why don’t you start targeting from the local level?

It is a growing trend for businesses who employ digital marketing companies to take the hyperlocal approach to selling and marketing their goods and services. Hyperlocal (or just plain local) campaigns generate more because they are personalized to a group of people.

Also, if a chunk of your customers is in one geographical it also aids your logistical and customer care operation because you become relatable. Right now, every business’ aim is to be relevant, and the best way of going about this is to be relatable.

 

It Pays to be Informed

People who are in the subcategory of Search Engine Optimization (SEO) specialists know that overnight a search engine’s algorithm might change and cause market disruption.

This is why they strive to be informed about the latest trends in digital marketing to be on the safe side. It’s time that B2B learned these lessons. More often than not, most people in B2B feel assured of their status because of their perceived stability, but this can always change.

Staying informed allows you to predict, prepare and execute on changes that you feel are coming to your industry.

It does not only involve reading the news on your industry but finding out about your customers in general. Effective marketing is false if there isn’t any effective market research to support executable actions.

You need to know both the industry that you are in and the people that you have to cater to. This results in better business and better products and services.

The business has become so dynamic over the years that it pays to be in the loop!

 

Learn to Outsource

There will always be someone better than you. Lead generation and outsourcing are two of the biggest examples of how another company can perform better. A lot of digital marketers are not afraid to outsource to other people should these people be better in a specific aspect of their business process.

It’s the same thing with B2B, you’re not always going to be good in lead generation, so why they don’t you assign it to someone else. You save yourself from the capital of setting up and the savings in the time that you will spend generating leads is exponential.

In conclusion, you shouldn’t fear to learn from other industries, because keeping an open mind is one of the key foundations to success if you ask any successful company.

Think about your current pipelines and how you can secure multiple channels of acquisition by studying how other industries do 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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)

Cold Call Scripts That Land Meetings with MSP Buyers [Free Download]

Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)

Managed IT providers know that they need to reach out to both IT and non IT decision makers to gain new customers. That’s because IT purchases are increasingly being decided not only by multiple people, but also across multiple business functions.

These trends highlight the critical role that targeted, one-on-one outreach plays in selling MSP solutions, and cold calling remains one of the best tools for the job.

That’s why we recently released a downloadable eBook that contains sample call scripts for finding and qualifying potential MSP customers. Each script is tailored for a specific buyer persona and includes a few helpful notes and comments.

The resource is available for download here. The rest of this blog post provides added insights to help you fine-tune your cold call pitch.

 

Who Makes Managed IT Purchases?

IDC reports that non-IT line of business (LOB) buyers now account for around half of technology spending. These are purchases made without the involvement or knowledge of an organization’s IT department.

Even when IT does get involved, LOB managers still hold a huge sway in the tech purchase process. TechTarget estimates that nearly 30% of buying decisions made by an organization’s IT leadership depend on inputs from non-IT staff.

This makes it clear that selling MSP solutions now needs to move past solely targeting IT decision makers. This underscores a growing challenge for MSP vendors that rely on reaching buying consensus with multiple stakeholders to close deals.

Not only do LOB managers’ priorities and pain points differ from those of IT decision makers, but these two buying groups often disagree about key items on the IT buying checklist.

What’s also important is that these divergences have a huge impact on how MSP buyers start their purchase journey. This means that connecting and building relationships with stakeholders require messaging that takes these gaps into account, even in the initial stages of the buying process.

 

Targeted Cold Calls to Key MSP Buyer Personas

Targeted cold calls make up a vital layer of touch points for proactively reaching out and engaging potential MSP customers.

Cold calling works well for top-of-funnel outreach activities since it enables one-on-one conversations that prepare prospects for the next stages in the sales cycle.

For complex-sale products like managed IT solutions, cold calls help move contacts from initial awareness to active leads.

With the MSP prospect pool growing to include more and more non-IT decision makers, your cold call messaging strategy also needs to capture this new audience.

One way to refine your outreach message is to segment potential stakeholders based on buyer personas and then tweaking your cold call pitch accordingly.

In most technology purchases like managed IT solutions, key decision makers consist of four buyer personas (although the number can certainly increase, depending on the complexity of your sales cycle):

  • End User:  These are typically non-IT LOB managers of departments and business areas that stand to benefit the most from your offer.
  • Influencer:  These are mid- to senior-level decision makers that drive purchase decisions.
  • Technical Buyer:  These are IT-focused specialists that can block a purchase if it doesn’t meet their requirements.
  • Economic Buyer:  These decision makers oversee the budget and give the final go-ahead for a purchase.

 

End User

In MSP sales, the end user buyer persona consists of non-IT LOB decision makers that oversee specific functional business areas that directly benefit from your solution.

End users have the most to gain from your offer. That’s why they tend to be your biggest advocates in your target accounts. That is, if you can find a way to build a relationship with them early on in the sales process.

LOB decision makers care about business outcomes rather than product specifics. If a product solves a real problem, the results matter more to them than the underlying details.

According to professional services automation provider Promys, the decision-making process that LOB managers follow typically includes:

  • Decide if there’s a specific problem
  • Determine if the problem is worth devoting resources to
  • Identify possible ways of solving the problem
  • Pick out the “best” way
  • Look up vendors that provide the “best” solution
  • Choose the “best” vendor

Influencer

Even though buying decisions have now become more distributed, the process is still significantly driven by stakeholders that span different business areas and functions.

These decision makers have a huge influence on the buying process and help move the deal forward. That’s why they’re typically labeled as “influencers.” They commonly consist of mid- to senior-level managers that directly handle your target LOB prospects.

Influencers look for strategic impact of MSP solutions instead of operational or technical details. They’re more into seeing how your offer fits their big-picture goals of growth, profitability, competitiveness, industry trends, disruption, etc.

That’s why your cold call messaging strategy needs to achieve the below three key points. These ensure that your pitch will be able to capture influencers’ attention and obtain the response you want:

  • What does your offer bring to the organization?
  • How can you earn your prospects’ trust?
  • What line of fresh thinking can you offer?

Technical Buyer

The rise of the LOB buyer hasn’t made the IT department irrelevant in MSP purchases. The risks and limitations associated with shadow IT (such as interoperability, security, resilience, etc.) still support the case for IT’s close involvement.

While technical buyers typically don’t have final authority over tech purchases, they do have the power to reject a potential managed IT proposal. The goal when reaching out to technical buyers is to make sure they don’t shake their head sideways at your offer.

When crafting a cold call pitch aimed at technical buyers, it’s important to keep the following points from Lean B2B in mind:

  • They have in-depth and specialized expertise in your field.
  • Their main concern is to verify whether your solution really does what you claim it does.
  • They focus on the measurable and quantifiable items of your offer.
  • They look for details on usage, testing, deployment, and maintenance.

Economic Buyer

The persona that has the final say in MSP purchases is the economic buyer. In fact, most marketing experts consider economic buyers as the “ultimate decision maker” because even if everyone else says yes, it’s the economic buyer’s approval that determines whether a purchase happens or not.

Economic buyers can be a single person or a committee that directly controls budget and spending. The larger the deal size, the more senior the economic buyers will be involved. Smaller purchases commonly require only the approval of managers lower in the org chart, while deals with six-figure price tags can involve a board- or C-level evaluation committee.

The key to winning economic buyers over is to deeply understand the things that tend to make them say yes:

  • Finding the best-fit managed IT vendor for their organization
  • Ensuring long-term stability of both the MSP provider and the working partnership
  • Knowing the vendor’s approach to risk mitigation
  • Verifying different proof points about a vendor’s ability to deliver
  • Being able to objectively weigh costs against benefits

 

Conclusion:

Now more than ever, cold calls help MSP vendors reach and connect with the different decision makers involved in the purchase process. But this requires refining your MSP pitch to make it more relevant to what each decision maker actually cares about.

To see how to put this strategy into action, check out our latest collection of cold calling scripts for various MSP buyer personas.

 

Turn cold MSP leads into sales meetings. Get your free sample scripts now.

Download your Sample Cold Calling Scripts for Key Buyer Personas in Managed IT eBook

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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What to Look for in a Lead Generation Services Company

What-to-Look-for-in-a-Singapore-Lead-Generation-Services-Company
How do you find the perfect dessert for your coffee flavor? Here are some tips: espresso works well with chocolate cake, cappuccinos with ice cream desserts, lattes taste really good with cookies, cafe au lait pair best with coffee-flavored desserts, cortado with choco chip cookies, mocha with brownies, while black coffee becomes more flavorful with cheesecake. However, if your palate prefers another dessert apart from the above mentioned, go ahead and experiment. Just never do in finding the right lead generation services company for your business, otherwise, every dollar you invested will be jeopardized.

Here’s a list of what to look for in a lead generation services company:

 

About Us

If you are looking at a list of providers, peep into each of their website’s About Us page and look for:

  • what core services do they provide
  • briefings on their work processes.
  • you must find tenure or the number of years they have been in service
  • business expansion
  • number of employees
  • and the number of campaigns they have rolled out over the years.

 

Services

The next best button to click is the Services page. Make sure that you see lead generation service or appointment setting when you land on this page, and which of course must come with WIIFMs in bullets:

  • Provide you with qualified sales opportunities
  • Help you reach and engage potential customers
  • Boost your conversion and close rates

Be able to gauge the company’s work efficiency via their website. Check if they have links to industries they have served, special processes, contact information and other services, or CTAs like booking an appointment, consultation, chat and request for pricing box.

In the same page, you also must see infographics of their their core processes and tools

 

Clients

In the Clients page, you’ll be able to get to know the service provider better by:

  • checking which industries they serve to see their market reach
  • see a list of specific, and probably prominent brands they have served
  • case studies
  • ebooks
  • demos
  • slides
  • brochures
  • videos

 

Blogs

And yes, discover tips, tactics and best practices from the said provider by reading through their blogs. Look for someone who carries out different topics like:

  • what’s trending
  • lead generation tips and tactics
  • growth hacking articles
  • telemarketing tips
  • email marketing do’s and don’ts
  • social media
  • content marketing
  • news and updates

 

With the above checklist, you’ll certainly find the right lead generation services company for your business.

Now, settle down and enjoy some nice combo of a cup of irish coffee and apple pie!

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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Sales Prospecting Masterclass Event Wrap-Up

Sales Prospecting Masterclass Event Wrap-Up

Sales Prospecting Masterclass Event Wrap-Up

Overview

In-person events provide excellent opportunities for companies to meet people up close. This strategy is even more effective when you’re offering real value like a seminar or training session.

This was what the Callbox Singapore team had in mind with its recent event.

Event Background

In late March, the Callbox team hosted an in-person workshop titled “Sales Prospecting Masterclass for Information Communications Technology.” The event was developed for sales and marketing leaders from Singapore’s B2B tech sector. The workshop aimed to teach attendees how to build and maintain a robust sales prospecting process.

The three-hour event took place at Found8 and was attended by marketing and sales professionals in various ICT verticals. The audience consisted mostly of mid to senior managers from SMBs and enterprise-level businesses.

Two of Callbox’s top B2B sales experts, Rebecca Matias (Director of Sales & Marketing) and Sharifah Aljunied (Director of Business Development), presented the training material. They were joined by a few of Callbox’s outbound sales reps and account managers who also fielded questions from attendees.

Overall, the workshop reached both its goals of thought leadership and community building, as well as achieved all its key event objectives. This made the event another milestone for the team.

Callbox held a similar event exactly 10 years earlier. In January 2009, the Callbox team gave a series of workshops in Singapore and Malaysia called “Global Marketing Strategies for the IT Industry” together with Google.

That event helped Callbox establish its reputation and deepen its network in Southeast Asia’s B2B technology space, plus it brought in long-term APAC clients that still work with the company  today.

About The Topic

We chose the topic of tech sales prospecting since there was a clear need for today’s B2B tech sector to revisit how they approach this crucial activity. The way that customers make tech purchases continues to change, leaving many organizations struggling to keep up.

That’s because Most tech vendors aren’t really selling the way their customers are buying. Fixing this means having a prospecting program that’s more aligned with the changing purchase process.

While there’s no shortage of resources and materials that tackle modern sales prospecting, it’s not easy to find content that ties everything together in a single, coherent discussion.

That’s what we wanted to do with the workshop. We wanted to provide an in-depth, complete walkthrough of a fully functioning sales prospecting program.

Event Goals and Strategy

We planned the event with two main goals in mind:

  • To share Callbox’s own experience and knowledge about tech sales prospecting
  • To connect with a community of marketers and sales professionals in Singapore’s ICT industry

To make sure we achieved both of these outcomes, we relied on Callbox’s end-to-end, multi-channel event marketing approach—similar to what we offer our event marketing clients.

With this strategy, we combined phone, email, social media, and online channels to maximize conversions at each stage of the event life cycle. We’ll go into more detail about how we used this approach throughout the rest of this wrap-up.

 

Pre-Event Stage

The Callbox team had eight weeks to prepare for the workshop. We spent much of this time planning and carrying out pre-event marketing activities. This included building the attendee list, crafting campaign materials, and doing the pre-event cadence.

Objectives

We set the objectives for the pre-show phase based on our previous experience with similar in-person events.

  • Generate a total of 90 to 100 registrations
  • Maintain at least a 50% RSVP rate (a total of 45 to 50 confirmed attendees)

Campaign

The pre-event campaign centered on attracting signups and RSVPs using a mix of different outbound and inbound marketing tactics. Some of the key campaign activities during this portion of the event were:

Attendee List

We developed the training material specifically for middle to senior-level sales and marketing personas. Our ideal attendee profile consisted of:

  • Job title: Marketing managers, marketing directors, sales managers, sales directors, VP of marketing/sales, managing directors, CEOs
  • Industry: ICT
  • Business size: SMBs and enterprises
  • Location: Singapore (prioritized companies within a 2-mile radius from event venue)

We targeted potential attendees from every stage of the sales funnel, including top-of-funnel prospects, SQLs already in our pipeline, and Callbox clients (both current and previous).

Event Page and Content Marketing Efforts

Our pre-show inbound strategy was mostly made up of online and content marketing initiatives that generated awareness, facilitated registrations, and maximized attendance:

  • Initial landing page on the Callbox site that served as starting point for registration
  • Main landing page on Eventbright that acted as the workshop’s online hub and where attendees can finish the signup process
  • A number of previous and new blog posts published on the Callbox site with CTAs pointing to the event landing pages
  • Two press releases that announced and updated key details about the event

Sales Prospecting Masterclass for ICT Landing Page

Sales Prospecting Masterclass for Information and Communications Technology Landing Page

Email Cadence

Emails played a key role in achieving our pre-event objectives. We segmented our target attendee list according to contacts’ stage in the sales funnel (cold prospects, MQLs, SQLs, current clients, and past clients). We then tailored our messaging based on these groups.

Each segment received a series of email touches based on the following cadence (although this varied from segment to segment):

  • An initial email blast announcing the workshop went out six weeks before the event.
  • A more targeted follow-up email was sent to recipients who hadn’t signed up three days after the initial email.
  • A more personalized re-engagement email was sent to recipients who opened but did not respond to the initial send-out.

LinkedIn Marketing

The team also leveraged LinkedIn outreach to drive event awareness and connect with potential attendees. This gave us a whole new layer of touches to boost pre-event results, since LinkedIn complements email outreach really well, based on our experience.

We developed the LinkedIn strategy to closely align with our email activities. We set aside two touch points immediately after the first email send-out. These LinkedIn touches were:

  • LinkedIn Invites sent to contacts on the attendee list who hadn’t opened the initial emails
  • InMails containing the event invitation

Phone Outreach (Call-to-Invite)

During the last three weeks of the pre-show phase, the team started contacting event attendees via phone. With potential attendees already warmed up by the email and LinkedIn touches, they were more receptive to live one-on-one conversations. Phone outreach also helped us connect with unresponsive contacts at this stage of the pre-event process.

This was how we laid out the phone outreach cadence:

  • All contacts were called up three weeks before the workshop. Depending on the segment and the contact’s previous responses, the calls were made to encourage registrations, assist in the signup process, and provide updates.
  • Confirmation calls were made one week prior to the event date.

This free resource includes sample IT/software buyer personas, plus actual telemarketing scripts tailored for each key buyer role.

Paid Promotion

We also used some paid promotional channels during the pre-event stage. These included Display Ads and Facebook Promoted Posts.

Pre-Event Results

Once all the pre-show outreach activities were completed, we noted the following results:

  • 104 total registrations
  • 57 confirmed attendees
  • 55% RSVP rate

We were able to reach our target number of signups earlier, that we stopped accepting registrations more than one week before the event. We also exceeded our target number of confirmed attendees a few days prior to the workshop.

 

Live at the Workshop

When the big day finally came, the team was ready for the training session. Behind the scenes, we carried out on-event marketing activities. These ensured that the actual program generated the results we set during planning.

Objectives

In terms of event marketing objectives for the actual workshop, we aimed for a turnout rate of at least 50%. In addition to delivering the training session as planned, we also wanted to maximize the opportunities for attendees to network and interact with everyone at the venue.

On-Event Activities

The Sales Prospecting Masterclass proceeded as scheduled from 2 p.m. to 5 p.m. Aside from the workshop itself, there were a number of other key event marketing activities that helped contribute to the event’s success. Here are a few highlights.

Engagement and Promotion During the Event

The team had a number of social media activities lined up to help generate buzz for the event. These activities encouraged the event team and employees back at the office to post and share updates about the workshop on social media.

The Actual Program

The workshop was divided into two main sections. The training session was scheduled for the first two hours, while the Q&A and networking sessions were done in the remaining hour.

 

 

Results

We recorded a total of 33 check-ins at the event and attained a turnout rate of 58%. We were also able to address various questions from the audience during the Q&A session. Lastly, the event gave both the team and attendees ample opportunities to network.

 

Post-Event Follow-Ups

In the two weeks that followed the workshop, the team carried out the post-show cadence. This phase of the event cycle also saw solid results.

Objectives

Although this event was primarily a thought leadership effort, we also set some lead generation objectives as part of our targets.

  • Convert 75% of top-of-funnel and MQL attendees into SQLs
  • Reach a net promoter score (NPS) of at least +30

Campaign

The post-event cadence consisted of email and phone touches tailored based on the pre-show segments.

Email Survey

We sent out a short email survey to all attendees on the first Wednesday after the event. The email asked recipients to rate the workshop as well as capture their comments and suggestions.

Nurture and Follow-up Activities

The team implemented a two-week post-event follow-up cadence that targeted the 33 attendees. Although we initially planned out a follow-up sequence, we made sure to readapt the nurture paths according to how the contacts responded.

With each touch point, we asked probing questions and tracked actions to help us gauge how ready a contact is to advance to the next stages of the conversion funnel.

Results

Our post-event efforts produced the following:

  • 21 new SQLs
  • 84% MQL to SQL conversion rate
  • 2 deals closed
  • +33 NPS

With these KPIs, we were able to reach our post-event objectives. We attributed the very high lead conversion rate partly to the highly-targeted attendee list we compiled.

We were also able to turn two of the event attendees to new clients, which further added to our post-show success.

In terms of thought leadership, the team decided to use NPS as proxy to gauge how the event was successful in that area.

Results from the email survey showed that 67% of attendees would recommend the event. This group exceeded the other ratings by a 33-point margin. As one prominent feedback from the survey noted:

“I think the speakers were very frank and generous in sharing their experiences which helps us relate. Makes me appreciate the service.”

The survey also helped us learn possible topics to cover in our upcoming events:

  • Account-based marketing (ABM)
  • Email marketing
  • Telemarketing
  • Lead nurturing

 

Conclusion:

 Overall, the team thinks the Sales Prospecting Masterclass is a resounding success. The event handily exceeded objectives at each stage and, more importantly, it achieved everything that we had set out to do.

The event shows that planning and preparation really play a huge part in driving results. It also demonstrates how end-to-end event promotion can impact success.

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Event Marketing in Singapore: Trends to Expect by 2020
The Little Red Dot With A Big Mark In The Global Market
The Greatest Challenges Facing B2B Sales in Singapore (Featured Image)
Outsourcing Marketing Activities: 4 Key Areas Best Left to Experts

Outsourcing Marketing Activities: 4 Key Areas Best Left to Experts

Outsourcing Marketing Activities: 4 Key Areas Best Left to Experts

If you have solid reasons to outsource your marketing needs like struggling to find qualified advertising employees or lacking the funds to hire full-time staff, then it’s time to decide. Below are 4 marketing activities your business should consider outsourcing:

 

1. Event Marketing (Pre-event and/or Post-event)

There is so much to do before, during and even after a marketing event, but getting everything checked on time is sure success.

  • Know who your attendees should be
  • Roll out a press release with members of the media to widely spread your message
  • Get social by utilizing social media networks to post updates and information about your event
  • Go Live. Aside from going live during the main event, they may conduct a live update on what’s been accomplished so far and to hype your audience’s excitement.
  • Create pop-ups and landing pages for easy tracking of who has received your message and who may have queries regarding the event.
  • Send message through email
  • Create FOMO (fear of missing out) via a very good content to get your audience more interested to attend

This visual guide lists down 25 must-track event marketing KPIs to make your event count

 

2. Data Profiling and Lead generation

An effective data profiling and lead generation program must utilize the following channels in order to reach out to prospective customers:

  • Email
  • Voice
  • Mobile
  • Social
  • Chat
  • Website

 

3. Appointment Setting

If you think you are less skilled on getting prospects to say YES to a meeting , hire a provider who has the knowledge, right skill set and confidence to do the job on your behalf.

  • An appointment setting campaign must kick off with a customer profiling to ensure list of contacts is accurate and updated before being called
  • Multi-channel marketing process will help reach the right prospects at the right time
  • Offline tasks like reports and feedback about campaign status will provide you a clear picture of your campaign status
  • An open communication line between you and your provider will help keep a  smooth campaign flow
  • Service providers have ready options and alternatives which could easily address campaign challenges challenges, but would always take your decision as final.

 

4. Phone Surveys

Data is an integral part of a business. You will never know how you fare in the industry if you do not have the right information on your hands on who uses your product and who doesn’t, and why. Data gathering is done in different ways, but phone survey is the most utilized.

  • Phone survey is less expensive than face-to-face
  • Employs trained interviewers
  • Data gathered is more insightful as moderators can easily probe on respondent’s answers
  • Easy to conduct

 

Merely outsourcing your marketing activities would not guarantee best results, but having the right one in place will do.

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

The Little Red Dot With A Big Mark In The Global Market
The Greatest Challenges Facing B2B Sales in Singapore (Featured Image)
Your Event Marketing Checklist for CommunicAsia (Featured Image)
Winning High-Value Accounts with Multi-Channel ABM

Winning High-Value Accounts with Multi-Channel ABM

 

Video transcript:

Andrew heads sales at a B2B tech firm.

His team leverages multi-channel ABM (Account-based marketing).

With this approach, Andrew’s ABM program is on a winning streak…

  • Targeted 6.3x more tier 1 accounts
  • Booked 17x more meetings
  • Grew pipeline value by 8x

How?

By connecting with the right stakeholders at the right time with the right touch

 

Step 1: Identify

Andrew’s team picked their most promising accounts and mapped org charts for each.

Step 2: Expand

They then researched each contact to build detailed profiles.

Step 3: Engage

The team then reached out to contacts via different marketing channels and personalized messaging.

Step 4: Convert

They turned contacts into opportunities using a cadence of touches.

 

In short, multi-channel ABM sets the stage and opens doors for Andrew.

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Must-have Qualities of Top Lead Generation Services Companies in Singapore (Featured Image)
5 Lead Generation Strategies That Work for Singapore Businesses (Featured Image)
Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)
Best Practices for Writing Effective B2B Lead Generation Emails

Best Practices for Writing Effective B2B Lead Generation Emails

Best Practices for Writing Effective B2B Lead Generation Emails

When we discuss the effectiveness of different marketing strategies for lead generation campaigns, it’s hard to defy email marketing among all other tactics. Statistics show that email marketing was able to set a towering status for itself in the last decade, $44 ROI for every dollar spent, open rates at 68% and 174% conversions generated than social media, are just a few of the success numbers that email marketing contributes to businesses; the reason why regardless of how many newcomer strategies invade the B2B market, email marketing remains to be the most significant. Below are the 7 tips for writing effective B2B lead generation emails which can help your business count in.

 

One Target

Don’t just send anything to anybody or your unread email would get dumped easily, rather profile your target recipients for a specific send out activity, containing one message, but expect to receive varied replies and questions. The results will then determine your next actions steps in the process.

 

Personalize

Personalize your emails is the experts’ advice. This will save your emails from diving directly to the trash or spam folders especially when you’re sending in bulk. As mentioned above, you will be sending one message, but your individual responses will draw the essence of personalization. Gusto.com suggests some email platforms that you can utilize for bulk emails (like 100, 200, 300 or 500 per day), but are personalized like the first names:

 

CTA (call to action)

No matter how flawless your email template is, but if there is no single call-to-action button utilized in it, you are less likely to receive a response from your recipients. Include at least one CTA button in your email templates like a link to your company’s website, downloadable forms or registration page. This would increase the chance of getting higher conversion rates.

 

Subject Line Rules

Avoid commanding your recipients to open and read your email, rather get them interested, fussed or intrigued by using functional subject lines that convey an idea.

 

Short, Focused

Ideally, a lead generation email containing 50 words, complete with introduction, body and one CTA, is enough to grab your recipient’s attention from his 5-minute break to read your message and send a short reply. And with just one CTA to click, your email would look neat and undemanding to the reader.

 

Avoid Too Many Attachments

Too many attachments to open or access in your email might get your recipient bored and tired. It is best to attach just one or two files in your email for quick browsing.

 

Lastly, Proofread and Respond Promptly

Read back, check for errors, you might have attached the wrong file or the wrong link, so reread to make sure that you have written the right message (in the body) for the right person (To:) at the right time.

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

How-to-Leverage-Multiple-Channels-for-your-B2B-Events-in-Singapore
What-to-Look-for-in-a-Singapore-Lead-Generation-Services-Company
Sales Prospecting Masterclass Event Wrap-Up
Lead-Generation-Strategies-for-Accounting-and-Tax-Consulting-in-Singapore

Lead Generation Strategies for Accounting and Tax Consulting in Singapore

Lead-Generation-Strategies-for-Accounting-and-Tax-Consulting-in-Singapore

Engaging prospects on a personal level is essential to any business, whether startup or stabled, big or small, business to consumer or business to business, to build lasting and trustful relationships and grow sales. This is why lead generation, despite its foes’ press releasing its death, continue to thrive and is still regarded to be one of the many ultra practical marketing tools in growing a business by most industries like accounting and tax consulting.

 

Lead Generating Websites

Alibaba.com, eWorldTrade, Manufacturers & Suppliers Directory, manta.com, DHgate.com are some of the top b2b websites. Although these are not fully designed to generate leads but are the best go-to online help for your clients to better understand your value proposition, download collaterals, and request information.

 

Pay Per Click

This tool is proven to drive traffic to your website, giving you the opportunity to choose your audience based on demographics (location, language, and device). PPC campaigns are cost effective as you only pay when a user actually clicks your link and can be set up to measure effectiveness to determine returns on your PPC efforts.

 

Search Engine Optimization

‘Google it’ would be the answer to someone who asks a question, and as long as clients are on their computer or have their smartphones handy, SEO tools are there to help. Search Engine Optimization tools let you perform keyword search, competitor analysis, backlink research, content research, page rank tracking, and backlink tracking.

 

Online Networking

Online networking can produce the reputation and referrals associated with traditional business networking. Expect to get results in proportion to the level of your investment of time and attention.

 

Webinars

Long, expensive and time-consuming travels are off the agenda. A computer, internet, and substantial information about your products and services will get your message to your target audience free of charge.

 

Industry Research Reports

IRRs let you gain a better perspective and understanding of your market, identify potential threats and get you into your competitor’s world, as well as discover their strengths and weaknesses.

 

E-Newsletter

E-newsletters can get you significant number of leads and could be a great way to nurture existing leads in your database. It’s also a medium to disseminate information and offers for some firms. You’ll be able to build a subscribers list if you have quality content that would make readers look forward to your content, and not set them as spam messages.

 

Blogging

People blog to express ideas or share information, but some do it to make money, build their network or gain exposure. Although blogging doesn’t generate direct leads, it is still considered by marketers as an essential tool in directing traffic to websites.

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Outsourcing Marketing Activities: 4 Key Areas Best Left to Experts
Winning High-Value Accounts with Multi-Channel ABM
Best Practices for Writing Effective B2B Lead Generation Emails
Sales Prospecting and Lead Generation for SAP ERP Solutions

Sales Prospecting and Lead Generation for SAP ERP Solutions

Sales Prospecting and Lead Generation for SAP ERP Solutions

They say that SAP ERP buyers are the hardest to close a sale with. Well that may be true since an ERP is a business’ major investment, and it’s but proper for top-level executives to be cautious in choosing and implementing the best ERP for the business. Here is a short list of tips to help you go through generating leads for SAP ERP solutions.

 

First, Hear Your Client

Know what they need, what they want, then create the best project proposal that would address their concerns. Remember, you are not just selling a household appliance to the client, but an investment that would eventually become an integral part of a business. Focus on long-term impact.

 

Profile Your Target Customers

Find, profile and reach the right customers for your ERP by interacting with potential buyers. Research and back yourself up with substantial data as this will provide you with considerable insights into the ERP market and trends. Get to know the prospect’s buying behaviour.

 

Exemplify The Risks

The benefits are given, and no matter how often they hear and see the same positioning, they would always expect you to present what’s in it for them from your product. Share the possible risks of not implementing an ERP like utilizing staff to spend extra time on routine administrative tasks, persistent problem of wrong data entry and confining in disadvantage behind competitors.

 

Emphasize Cost Savings

Cut costs, maximize revenue, is what every top-level management wants to happen in a business. Highlight the cost aspect by giving sample data to your client; and that an ERP allows staff to work efficiently which results in higher productivity, leading to more profit for the business.

 

Show Streamlined Process

Not all the big bosses have the idea of how tortuous your existing financing, accounting and inventory process is. It is best to demonstrate how all these repetitive tasks put lots of time and money to waste, and how an ERP would change and improve the process once in place.

 

Describe The Implementation Process

Not everyone in the pack of executives is tech-savvy so explain the step by step process of the project implementation from start to finish, and even the after work routines, in case you need to do so. Usually, they would be concerned about the disruption of operations during the implementation process.

(Digitalist)

 

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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Lead-Generation-Strategies-for-Accounting-and-Tax-Consulting-in-Singapore
Sales Prospecting and Lead Generation for SAP ERP Solutions
Sales-Prospecting-for-BI-and-Analytics-Software-Companies
Sales-Prospecting-for-BI-and-Analytics-Software-Companies

Sales Prospecting for BI and Analytics Software Companies

Sales-Prospecting-for-BI-and-Analytics-Software-Companies

Crafting an elevator pitch which you practiced for hours just to appear confident and knowledgeable before the prospect, though might help, may not be the best selling strategy these days anymore, especially when you’re selling Business Intelligence and Analytics Solutions. So, what’s the best way to get your point across and win the sale?

 

Identify Your Target Market

Business intelligence and analytics solutions’ best market are medium-sized businesses with at least $50 million in sales. Such technologies are much appealing to professional services, wholesale and logistics, including manufacturing industries and companies that require visibility into financial market data using multiple currencies.

 

Identify The Customer’s Business Need

You just don’t sell any platform to any client as that will put everything you do to waste. If they’re the kind of business with a time-sensitive approach which requires real-time data in order to make fast decisions, and where every line manager ought to respond at once at every matter, then cloud begets the most advantage.

 

Provide a Holistic Business Package

Always bear in mind that your clients do not decide outright on an offer but rather gather several proposals from providers and choose which one would best serve their need. So make sure that your package includes all the possible resources that the business requires: data maintenance, hardware, and infrastructure, as well as infrastructure management and cost around security, storage, backup and recovery.

 

Know The Strength And Weakness Of Your Product

Be ready for any question your customers would ask, and the most common would be data security. It is best to provide customers with information and show them how you do the hosting. Bring the subject into the discussion table with company stakeholders like COOs and CEOs. However, if the big guys aren’t that tech-savvy then help them navigate through the system.

 

Expect Special Requests

If customers request for a specific location for data in the cloud BI systems, channel this via SAP, where the capability to perform when they need it can be found.

 

Prepare Add Ons

Customers would always get their money’s worth – extra services, freebies, etc. Wholesale distributors’ supply chain range from simple to complex. However, Sap is not tacked with the enterprise version into the SMB product but can be filled with Host Analytics or Arena to provide the same BI cloud product as that of an enterprise-grade.

 

Do An Extra Mile

Every time you sell a system to a customer consider cost vs value, deployment timing and functionality. It would also add value if you could provide a system that requires lesser administration and management.

Intelligent selling does not mean getting the customer to sign up and purchase your BI and Analytics Solutions but providing them with tools and systems that would take their business at its most competitive level 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+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Must-have Qualities of Top Lead Generation Services Companies in Singapore (Featured Image)
5 Lead Generation Strategies That Work for Singapore Businesses (Featured Image)
Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)