Here’s the answer: There is none.
Many times, B2B markers or any marketers long to search for the secret sauce to achieving their targets, the magic recipe to customer engagement. However, it is folly to think that a good marketing campaign can be done by following any ‘3 simple steps to…’ guide. The secret is not in the type of tools used. However, it is in how marketers uses these tools. Here’s a look at some of the ways these tools can be used to achieve the aim of greater client engagement, lead generation and increased profits.
1. Social Media
Social media is said by some to be the worst tool for B2B companies yet for some it can be a powerful tool to engage or to gather information. We definitely don’t want to be a someone that spams our prospect with loads of redundant information but instead connect to them using these platforms.
Here’s how EKA, an Indian company with an extensive client base in South Asia and Europe, scope the market of Australia.
Using LinkedIn, they gathered targeted prospect information, mapped company employees and identified network connections to C-level executives, thus saving precious time and resources.
2. Content Marketing
Content marketing is a commonly used way for companies to get the contact of relevant personnel. The key is to provide compelling content that is useful to your target audience and get them to sign up with the company to get regular useful tips. The contacts shared during the signups will be use to disseminate any marketing information and secure potential deals.
The pitfall of this strategy is when companies try to position themselves as a thought leader but they have nothing much to say about the topic and do not provide regular useful information. This will then backfire and portray a weak image of the company.
In early 2012, Xerox created a ‘Get Optimistic’ campaign. With ‘optimism’ as the main campaign idea, they wanted to focus on the solutions instead on everyone’s problems. Xerox message to target customers is that optimism is smart business and Xerox can provide valuable insights into how similar organisations have used optimism and confidence to reach new heights.
This campaign involves targeted emails that drove prospects to a personalised microsite where they could access content specific to their role and industry. 2 months after they started, a “Chief Optimist” magazine was created in partnership with Forbes and sent to top prospects. This ultimately led to 300-400% increase in readership, over 1000 scheduled appointments and more than S1.3 billion in pipeline revenue.
3. Dynamic Content Creation
Customisation is IN, no matter the industry. People like to feel that they matter, and what better way to do that than to have information provided specially for your target audience.
This is how Eaton engages their prospects by creating personalised content for each individual.
Eaton, a $22.6 billion global power management company, wanted to collect customer leads but decided against conventional B2B methods, choosing instead to out-think rather than to out-spend their competitors in the industry. What they came up with is a campaign called “My IT Empire”.
This campaign involves an online tool that creates beautiful personalised infographics based on the information collected from IT experts. Each survey collects 48 data points on their prospective clients and turns it into a one-pager infographic that represents the IT expert’s own empire. The infographic and can even be emailed to the IT expert’s account for him to decorate his office or to share with friends, further increasing the brand awareness of Eaton. This method generated more meaningful information that can serves as conversation starters.
The result of this innovative method resulted in 4500+ customer leads, over 216 000 prospective customers’ unique data points and 34% increase in brand familiarity.
These are just some examples to give you an idea of the potential of some of these tools… but like all tools, its impact is in the hands of the user. Have a think about the value that you are providing to end users, the rationale for your campaign and learn always from the effectiveness of past campaigns. Here’s to greater success ahead!