Deliver quality leads to your sales team and prove ROI
As a former marketing manager for a locally grown technology start-up, I’m well versed with the challenges of trying to create awareness in the marketplace and generate quality leads.
The sales team were only angling for ‘pens & polo shirts’ with a stand at a trade show where they could gather business cards - making proof of ROI virtually impossible.
In particular, I remember standing at a busy intersection handing out lollipops promoting our latest message. Probably not the most effective use of resources.
I knew there had to be a better way and experimented with some content marketing, promoted via LinkedIn, however getting buy-in from decision makers and budget was a major challenge. I needed something (like the State of Marketing report) to arm me with the relevant data to back up my requests for a marketing automation platform to help me prove ROI.
Now, of course, it’s a well-documented phenomenon that the combination of a content driven multi-channel campaign underpinned by a social selling campaign is the simplest and most cost-effective way to deliver quality leads to your sales team. And what's more, they will want to follow these leads up.
According to the HubSpot State of Inbound 2016 report, LinkedIn is the most used social media channel for professional purposes, with 91% of respondents from ANZ saying they use LinkedIn for professional purposes.
This equates to 7 million professionals using LinkedIn, 42% of them checking LinkedIn daily.
In Australia and New Zealand, this is a relatively untapped resource. The trickle-down effect of social selling is just beginning to reach us here at the bottom of the world – and what an effect it’s having too. 28% of respondents have noted that Social Selling was a top priority for 2016. The purchase process with buyers has never been so compact, with online research allowing buyers to be confident in their decision before vendors have even been touched.
In fact, 74% of B2B buyers conduct more than half of their research online. Giving even more weight to the content and social selling revolution is the fact that nearly 82% of buyers viewed between 5 and 8 pieces of content from a winning vendor. Implementing a social selling campaign for your sales people is the best way to keep your company’s name in the front of vendors minds’ for when they require your services.
Identifying these Social Selling contacts and leads is only the tip of the iceberg, ensuring your sales team converts these leads is just as vital in your marketing strategy. To do this, the report says marketers are growing their organic presence and writing blog posts.
This is where multi-channel, multimedia campaigns come into play. The report states 55% of people consume video content thoroughly, while 43% admitted to only skimming blog posts. This is an interesting finding, as buyers continue to change the way they consume content. The 21st century is a fast moving world, and one in which buyers are more likely to consume messages through video.
Globally ANZ have one of the highest rates of faith in their marketing strategy. With 56% of respondents believing their strategy to be effective. This is an encouraging statistic for us down-under, and an exciting market to be a part of.
If you’d like to know more about how we can help you generate quality leads and prove ROI with an inbound strategy then please get in touch.