Ivikubicaconsulting

Interested in boosting engagement? Check out this excellent quick read. #b2bmarketing #socialmarketing #demandgeneration #marketing #marketingstrategy #leadgeneration #engagement

How to Avoid Funnel Failure: 3 Tips For Lead Generation & Bottom-Line Growth Today’s marketers are under a tremendous pressure to generate leads and prove their contribution to company’s bottom-line growth. And with all this pressure, important decisions have to be made, specifically around balancing lead nurturing and sales.... When is a prospect ready to be nudged to buy? We don’t want to ask too soon yet, in order to help our company meet its growth goals, at some point we need to ask. Here are 3 tips to help you balance lead generation, lead nurturing and sales. 1. Let your prospects CHOOSE the content to consume Too often, we overanalyze what content to send to prospects. We create elaborate plans and content calendars and forget that it’s OK to let our prospective clients choose what to read. One simple solution to this is to have content geared towards various buying stages on your website and allow your prospects to choose what to consume once they are there. Invest some time into creating a library of content on your website and then once you redirect people there from your emails, let them browse and choose. 2. Practice PATIENCE Easier said than done! (I know.) Yet, being patient in marketing (and business) and having a long-term view is critical for success in marketing and business (and in life in general). It pays to show love and care for your prospects. It pays to share with them educational content and eventually to ask for the sale. AND, it also pays to keep nurturing to invest in free trainings, webinars and emails to deepen your relationship with those who still need more attention. Remember, people are different some are ready to make purchase decisions quicker and some need more time. Cater to both and your business will thrive. 3. Make smart INVESTMENTS I often see companies shying away from investing in content, technology and lead generation. They worry they won’t get return on investment. Sometimes they invest in more R&D, sometimes in more sales people. And although these investments are right in some stages of their business expansion, they often lead to slow growth and a high overhead. Investing wisely in the right channels to generate leads, to nurture your prospects and to gradually guide them to investing in your company’s products and services will ensure a steady growth and a true marketing contribution to company’s bottom line.

Why Do Successful CMOs Focus on Boosting Customer Retention? Generating leads is paramount for any successful organization. But did you know that just boosting customer retention by 5% can lead to 25-95% increase in profits?... This is a staggering statistic. By focusing on customer retention, successful companies can outperform their competition and significantly boost profits. So what do successful companies and CMOs do to boost customer retention? What can you do to boost customer retention and profits at your organization? 1. Perfect your clients’ on-boarding process Marketers are excellent at generating and nurturing prospects but they often stop here. Once they hand a prospect to Sales, they leave the picture. The smart marketers and CMOs, on the other hand, know that their impact on the company’s bottom line can be significantly improved if they continue being in the picture. They create high-impact welcome emails, start-up guides, feedback forms etc. In other words, they use their brilliant, creative minds to perfect the on-boarding process so clients feel as cared for as they felt when the signed on the dotted line. 2. Create high-value client nurturing content The smart marketers and CMOs don’t just stop at the on-boarding process, they go well and beyond, creating nurturing content for clients to keep them engaged, educated and happy. They create training videos, webinars and tip sheets that they share in a well-thought out fashion making sure that the right clients are receiving the right material, based on their needs, industry, length of using the company’s service or product etc. 3. Form a close alliance with the client success team In order to know what each client needs, the smart marketers and CMOs are forming close alliances with the client success teams. These alliances give them access to fresh and accurate information so they can be truly relevant and up-to-date with their content. 4. Keep pulse on how clients are doing To boost retention, it’s critical that the client successes teams as well as marketers know how clients are doing. Where do they need more support, education and training? How can the company add more value? Clients who feel cared for stay. Clients who don’t leave. Make sure you keep pulse on your clients to catch any unmet needs and address them in a timely manner. 5. Go the extra mile It goes without saying that going the extra mile for your clients can reap huge benefits both in the short- and the long-term. What can you do to show that you genuinely care? Can you add an extra hour of customer support? Can you provide gifts, surprises or organize special events just for your clients? Acquiring clients is costly. Keeping them on board, in comparison, costs much less.

Discover how to build a successful attribution model for your company.

How to Build a Successful Attribution Model An attribution model is a framework for analyzing which touchpoints or marketing channels, receive credit for a conversion and a sale. Attribution modeling helps marketers understand trends and the journey that someone takes from the first time they interact with their company to the time they become a customer. ...Continue reading