Technology has rapidly changed the way we growth hack in B2B marketing. In this article we will talk about some of the emerging techniques and technologies that will take your business from zero to your first $10 million.
Step 1: Buy your leads (yes really!)
Today, the emergence of advanced digital technologies and machine-learning has redefined how to create a supply chain.
Step 2: Warm your audience
According to a Google marketing platform case study customers are 73 per cent more likely to purchase if they have been ‘warmed up’ properly. Now that you have qualified lists, you can now populate most advertising platforms including Facebook, LinkedIn and Google.
Harness the power of your data by running an awareness campaign that will help to increase brand awareness and exposure and convert prospects into valued customers.
Step 3: Identifying buyers through buying signals
Now that you have warm leads, it’s now time to personalise and ‘close.’ Run retargeting and brand awareness ads across social channels which will specifically target people who have either landed on your homepage, signed up for a demo, newsletter or interacted with the ad. This will help tailor the campaign to where customers are in the buying process.
Note, the second call to action is is no longer selling your brand but will provide features and solutions to address your target customers pain points and needs.
On top of this you might want to send them an email. If you are looking for scale (I’m talking thousands of emails a day), we recommend using an emailing service such as Instantly. Such software helps you set up sequences that will softly land in your customers inbox and dodge spam filters. They use warming up technology and unlimited email addresses and domains so you can really ramp up your email outreach.
Yes, we all hate cold emails, but it’s mostly because 99 per cent of what is being sent is not suitable. Create a curated list of contacts and personalize communication to connect, close and repeat.
Step 4: Conversion sequences
Subsequently, the email campaign is helping ‘bought’ leads to our website. When a target customer has taken favourable action on our website or replied to an email we then move that customer to the CRM for the fourth part of the process and nurture the relationship.
Being a B2B company the services we provide are usually a little more expensive and take a little more time and consulting to get it over the line. This is why using a CRM is imperative at this point. You can integrate almost any flow of information using Zapier. So for us, if someone replies to an email or CTA on our website that doesn’t require a commitment to signing up (i.e joins our newsletter, requests pricing) we use Zapier. This moves them automatically to our CRM where we nurture through to a sale using a set of custom sequences which are a combination of calling, SMS and email.
NB: The exact order should be specific to how they landed on your page and what action they took and you should have a separate sequence for each path. Then if they signed up the sequence is complete and you can move them to a maintenance sequence. The key is to build the sequences for each path and automate the process.
So, there you have it, four steps to grow your B2B sales, by purchasing your leads, warming them up to your company through advertising and then using advanced sequences to nurture them all the way through to becoming a paid user. Happy scaling!
