If you work at a B2B (business-to-business) company, you know just how difficult it can be to find leads. What’s more difficult? The process of turning a lead into a prospect…turning a prospect into a client is even more difficult.

What does lead generation typically look like? It looks like a sales funnel! A sales funnel is when you grab a lead’s basic information such as name, company, and email address and begin personalized communication to nurture them to ultimately become a client. 

So what’s the best way to generate leads? A strong lead generation process!

Here’s a list of 5 ways B2B companies can generate leads:

  • Use Social Proof

Testimonials, case studies, Youtube clips, you name it— if you want other businesses to trust that your product and your business is valuable to them,  you’ll need to give them reasons to trust you! Erase any doubts about your product or service by showing your leads that they’re making a smart purchase decision. 

  • Create Lead Magnets

How do you grab your leads’ attention to begin with? In B2B marketing, we use something called a lead magnet. A lead magnet can be a blog post, detailed guide, case study, or how-to that addresses the day-to-day challenges of your target prospect. If your B2B company solves key issues, show them you’ve got the know-how to tackle them.

  • Host a Webinar

Webinars haven’t gone out of style. In fact, they’re one of the key ways marketers and sales professionals generate leads to this day. If your company can create and host a webinar that appeals to the needs of your target audience, you can generate higher-quality leads. A live, experiential webinar is often one of the best ways to upsell and interact with your prospects.

  • Launch a Cold-Emailing Campaign

Cold emails are the new cold calls! But as a lead generation tactic, they have far more promising aspects. Cold email campaigns allow your B2B company to bring awareness of your offering to a very large group of your target audience. If done correctly, a cold email campaign can generate several leads within one week of launch. Want to get your cold email campaign right? Here are some tips:

  • Use accurate, informative, and catchy subject lines
  • Keep your cold emails short
  • Always personalize the “To” field
  • Fulfill all opt-out requests
  • Always include a CTA

  • Always Follow Up

No matter the lead generation tactic, one of the fundamentals of turning a lead into a client is to follow up with them. For instance, one cold email might slip under the radar in your lead’s inbox. But after following up a 4th or 5th time, your lead is more likely to take a look at your email, hear your sales pitch, and gain awareness of your company and what you do. Following-up is a game of statistics; the more often you follow up, the more likely you are to increase your chances of converting a lead to a client.

Is your B2B company looking for B2B marketing support? At Ajax Union, our team of marketing experts specializes in all B2B lead generation tactics, such as content marketing, account-based marketing, paid search, social media management,  sales funnel creation,  cold email campaigns, email marketing, and beyond. Learn more about what we do here.

To discuss your company’s lead generation strategy, contact us here.

 

Throughout the years LinkedIn has risen to the top as the best social networking platform for businesses to connect with potential buyers and other professionals. With its niche advantage, LinkedIn has become especially popular for those in B2B companies.

Check out these stats about B2B Marketing on LinkedIn from business.linkedin.com:

  • 80% of B2B marketing leads from social media come through LinkedIn.
  • 92% of B2B marketers use the platform over all others.
  • 46% of social media traffic to your company site comes from LinkedIn.

By now you can probably see that LinkedIn has the full potential of becoming your most successful channel for generating leads in your B2B marketing efforts. Keep reading as we dive deeper into the 5 reasons you should be implementing LinkedIn in your B2B Marketing Strategy.

Context
Many B2B marketers suffer from effectively reaching out to potential leads in the right context because many aren’t seeking out professional content while scrolling through personal feeds on platforms such as Instagram or Facebook. LinkedIn is already established as the platform where business professionals go to discover content to enrich their professional lives which makes it especially easy to advertise your offerings.

Thought Leadership
It’s well known that B2B purchase decisions are weighted heavily and are more complex than B2C purchases. Buyers feel that they need to have the utmost confidence in your solution and your company before making a decision.
In the 2020 B2B Thought Leadership Impact Study, research shows that decision makers in B2B organizations spend meaningful time consuming thought leadership content that significantly influences their brand perception and buying behaviors. LinkedIn’s annual studies have shown that Thought Leadership is as valuable as ever in establishing trust with consumers and driving demand for B2B businesses.

Implementing and building a culture around Thought Leadership takes time and consistency and willingness to drive deeper thinking. There needs to be full participation from management and the organization to succeed.

Traffic Building
Taken from the stats above from business.linkedin.com, 46% of social media traffic to your site comes from LinkedIn. That’s almost half of all your website traffic! You need to start by creating relevant content that drives VALUE. Share something that you know your ideal customer is searching for and provide a solution that leaves them wanting more. Once you drive users to your website and collect emails, you can start nurturing those leads moving them towards a sale.

Precise Targeting
One of the best things about marketing on LinkedIn is their ability to get your content in front of your most valuable audiences. LinkedIn gets their data used for ad targeting directly from its users. With over 706M+ users on LinkedIn and over 200 characteristics to choose from, you’ll be able to find the right target audience needed for your campaigns.

Targeting categories include:

  • Experience
  • Education
  • Interest
  • Matched Audiences
  • Demographics

Lead Generation
You can probably tell by now from the previous points on how you are able to generate leads from LinkedIn. In this HubSpot study, LinkedIn had a 2.74% visitor-to-lead conversion rate, making it almost three times more effective than its closest competitors, Facebook and Twitter. Like stated before, LinkedIn is for business-focused users. When scrolling through LinkedIn, users are in a business-like mindset, allowing for your marketing efforts to perform better overall.

LinkedIn has been shown to be the most effective social media platform for B2B businesses when it comes to lead generation.

Need help getting started on LinkedIn?

We’ve got you covered!

With our LinkedIn Authority Blueprint, we’ll help you develop a LinkedIn strategy so you can get more qualified leads, stay top of mind with your trusted relationships, and keep you front and center in the eyes of your top prospects and referral partners.

Learn more here: https://www.ajaxunion.com/buyblueprint 

If you have any questions, feel free to reach out to us! https://www.ajaxunion.com/contact/ 

The best way to get started with email marketing is to think of it as a nurturing tool. So many times B2B companies use email marketing solely for the purpose of sales and promotions – often in a non-targeted way. Although this sometimes can lead to a few sales here and there, it’s not the way to build lasting relationships with your customers or clients.

Using email marketing as a nurturing tool, connecting with your audience who reach out to you, providing them with value and solutions, is the best way to utilize B2B email marketing. One of the best ways to build relationships is through educational email newsletter.

Here are a few tips to make the most out of your B2B email marketing strategy:

Create Relevant Content
Remember, your newsletter is not for you, it’s for your consumers. Use your newsletter to create relevant consumer-focused content. Focus less on what your business offers and more on what issues and problems your consumers are experiencing. Identifying what your customers are interested in and creating content around that will provide them real value and show them that you CAN solve their problems.

Remember the 80-20 Rule
When creating your newsletter a good rule to follow is the 80-20 Rule. The 80-20 rule states that your newsletter should be 80% education and 20% promotional. The majority of your newsletter should include education content. Here are some ideas:

  • Case studies
  • “How-to’s”
  • Problems and solutions
  • Lists and tips
  • Industry news and rends

Also don’t forget to include a relevant call to action. When you are adding promotional content to your newsletter, it’s important to keep it relevant to the educational content for the best conversion opportunities.

Utilize an Email Management System
First, you shouldn’t be using your personal email for email broadcasting. An email marketing management system will help you completely automate building your lists, designing and developing your email content, and measuring the success of your campaigns. Email management systems like MailChimp and ConstantContact are great platforms for getting started. For more in depth tools that go beyond email marketing, check out Active Campaign and Hubspot.

Measure Your Success
Just like all other marketing activities, you need to measure the success of your email marketing campaigns. When using an email marketing management system, you will get access to great reports that will allow you to track the success of your campaign. Your report will generate results such as

  • Open rate
  • Click rate
  • Forwards
  • Unsubscribes

These results are extremely valuable for identifying actionable strategies to improve your results. Changing up your newsletter and comparing your performance to past newsletter will give you great insight into what is working and what isn’t.

For more information on designing your email marketing campaign, visit https://www.ajaxunion.com/tag/mailchimp/.

Contact us here: https://www.ajaxunion.com/contact/ for any additional information. We would love to hear from you and answer any questions you may have.

As social media continues to grow, many consumers are spending more and more time online. This is especially true due to many being stuck at home.

During this time, brands are desperate to find different ways to reach and engage their audiences and a newly emerged social media platform has done just that.

Clubhouse is a new audio-only social media platform that allows you to connect with others and build relationships. This app mimics real-life interactions; there are no recordings of conversations allowed and you don’t have the option to save, meaning once a conversation is done, it’s done and gone forever. This creates a massive addiction for those who have major FOMO (fear of missing out).

So how does it work?

Clubhouse is also an invite-only platform. This creates a sense of exclusivity around the app and drives people to look for any possible way in. According to Business Insider, some are even starting to sell their accounts!

Users on the app can follow topics of interest and join themed clubs. They will then have access to different chat rooms focusing on that topic. All rooms are different, some can have a few people chatting, and others can contain thousands of people listening to top speakers like industry experts, politicians, and even celebrities.

Most people would rather sit in and listen to a conversation or presentation rather than being on video and typing at their keyboard. We can probably connect this to many experiencing burnout from countless Zoom work meetings. With Clubhouse you are given the opportunity to “raise your hand” if you have something to say. The speaker of the room can then give you speaking access. It’s almost like eavesdropping in on a fascinating, informative conversation, without the pressure of speaking or interacting.

How to Use Clubhouse for Your Marketing Efforts
So, how do you implement Clubhouse into your marketing efforts? Here are some of our recommendations:

  • Use Clubhouse to build a community of your ideal target audience.
  • Create rooms based on topics that surround your offerings.
  • Engage with users who have similar interests and that you know are actually interested in what you have to offer.
  • Have a new product or feature you want feedback on? Create a room and ask others what they think.
  • Struggling with something that you can’t figure out? Create a room around the topic and get a conversation going! You never know what kind of information is out there.

To learn more about Clubhouse check out our CEO, Joe Apfelbaum’s LinkedIn Article, How to Generate Revenue From Clubhouse.

Have further questions about Clubhouse and how you can utilize it for your business? Contact us! We would love to hear from you.

Today we’re going to talk about SEO or Search Engine Optimization. If you’re in marketing, I’m assuming you know what this is, and if you don’t, you might be hiding in the depths of Google Search’s second page.

Search Engine Optimization, or SEO, is the process of improving the quality and quantity of your website traffic. Better website traffic means more opportunities to convert prospects into clients. A lot of elements go into SEO, so it’s important to familiarize yourself with them all to gain a better understanding of the process.

To break it down, SEO is anything done to make your website more visible and easier to find on a search engine results page (SERP), such as Google and Bing.

Incorporating SEO in your strategy can help with your brand messaging, credibility, and website traffic. If you’re struggling to develop your strategy, Ajax Union can help! Learn more about our strategy workshop here.

So how do you get started?

Research Keywords
Keyword research is the process of researching search terms that people enter into search engines and including these terms strategically into your content. This means when someone searches for a specific keyword, your site will appear higher in rankings.

Performing keyword research provides you with valuable insight into what your target audience is searching for. When you know what people are searching for, you can focus your content around those specific topics.

Make Relevant Content
As stated above, once you know what your target audience is searching for, you will then be able to create relevant content on those topics. Your target audience is searching for something that they are interested in.

Optimize the Building Blocks of Your Site
Make sure the structure of your website and URLs are simple and keyword-ridden, and that the site itself loads quickly. Metadata like page tags, header tags, image texts, and blog structure all determine your site’s SEO level.

Make Sure Your Site is Mobile-Friendly
It’s important to make sure all of your users have a positive experience when visiting your site. Today, the majority of internet browsing is done on a mobile device so making sure your site is mobile-friendly is crucial. Failing to have your site meet these standards will negatively impact your overall search engine rankings.

Post Content Regularly
Want to drive more traffic to your site? Give people searching online more reasons to visit! The more quality content your site creates, the more likely it is that your lead will go fishing for a good site match online and find you.

If you want to be visible online, you need to put your efforts into SEO. When embarking on your SEO journey, make sure you have your overall business goals laid out and use SEO to help you accomplish them. SEO is so much more than metrics, it can be the cherry on top to helping you see real success within your business.

Need help with your SEO strategy?
Learn how Ajax Union can help you craft an SEO strategy that generates leads and referrals for your business using marketing funnels, click here.

Don’t hesitate to get in touch with us. We would love to discuss your marketing needs. Contact us today!

There are a million different ways you can market your business on and offline. Although that can be a good thing, it’s becoming more and more difficult to be seen and remembered by consumers. Because of this, it’s important to create a clear, concise marketing strategy for the overall success of your business. 

So, what is a marketing strategy? 

A marketing strategy is your business’s overall roadmap. Running a business without a marketing strategy is like driving with a blindfold on. 

Think of it like this: if you don’t know where you’re going, how will you know when you’ve got there?  

Creating a clear plan for your marketing strategy will give you direction in nearly every decision you make in your business. 

The key to a successful marketing strategy is a marketing funnel. Creating a marketing funnel will help you organize and implement your marketing strategy, allowing you to visualize your customer’s purchasing journey from start to finish. 

At Ajax Union, we use a proven 3-step process to create strategies that work.

Step 1: Strategy

Step 2: Assets

Step 3: Execution

Read this article on How Ajax Union Creates B2B Marketing Funnels That Drive Business. to understand how each step plays a vital role in the success of your marketing. 

AUTOMATE YOUR MARKETING

Finding your marketing strategy confusing? 

Understand the keys to create a winning marketing strategy in our free training. 

Watch now to learn proven methods to automate your marketing strategy and improve your ROI using marketing funnels here.

What is email automation?

An email automation sequence is a series of emails that are automatically sent to your prospects as they enter new stages of the marketing funnel.

Each email is designed to drive the relationship with your lead forward until they eventually become a customer. So how do you use email marketing automation technology to convert leads into customers?

Here are some tips on how to make your emails amazing:

1. Use engaging subject lines.

What’s the first thing your prospects read? Subject lines!

If you want to get your prospects’ attention, you’re going to have to make the first line they see hard to ignore. Almost half of all emails are opened on the basis of subject lines alone. Consider making your subject lines humorous or urgent. Call out to your lead directly! The possibilities are endless.

2.  Avoid spammy tactics.

It’s best not to use too many exclamation points or all caps in your subject lines or within the body text of your emails. While you want to create a sense of urgency, using all caps online can come off as pushy and gimmicky. Or worse yet: it will lead to unsubscribes or even get you flagged by your newsletter service.

3. Write personable content.

Whether you work B2B or B2C or both,  in reality: it’s all people to people. If you want to increase conversion rates in your email campaigns, make the content of these emails as human as possible. 

After all, no one likes feeling commodified. Opting for a more conversational tone over formal and dry language makes it easier to build a relationship with your lead.

4. Make the content easy to read.

Content inside of a mailbox should still be easily digestible! It’s not an opportunity to dump information haphazardly. You can make your emails scannable by ensuring the content is organized, relatively short-form, and has distinct themes or topics.

5. Know who you’re talking to.

Make sure to personalize the content you’re including in your automation campaigns for your specific buyer persona. Incorporate language that’s appropriate for their age group and reference peoples, places, and things that are a part of their world. Speak to them directly and address their pain points!

6. Target the emails.

The age of general marketing is over! Use marketing tech to ensure your leads are receiving targeted messaging aligned with where they’re at in the customer journey. Your leads are at different stages of the customer journey, so send them marketing materials accordingly.

7. Keep the email focused on the goal

What does your email intend to do? Get more traffic on your website? Sign up for a webinar? Establish rapport? 

When you have a clear goal, make sure your email is focused and not sending your audience in varying directions. This makes it easier for you to achieve the goal, and easier for your lead to take action. 

8. Always have a call to action

Unfortunately, an email being armed with persuasive and quality content isn’t always enough. Make sure your emails have a clear call to action, like “download this article” or “visit our website” or “learn more.” It’s good practice to include only one call-to-action per email.

9. Split test your emails

When writing an email automation campaign with a clear goal in mind, consider using more than one variation of an email to uncover what kinds of language and content your users find more engaging. 

This is the essence of marketing: constantly improving your content to give your leads what they want and need!

10. Draw inspiration from other great email campaigns

First time at the rodeo? Don’t fret. We were all beginners once.

But in today’s age of information, there’s an abundance of examples for you to use when you’re just starting out in your marketing approach. Search online for other excellent marketing campaigns and draw inspiration from brands and agencies whose tactics you know work. It’ll help you hone your marketing efforts and there’s no shame in that!

To learn more about how Ajax Union can help you generate leads and referrals for your business using marketing funnels, click here

When strategizing a marketing funnel for your business, one of the most in-depth elements of the process is deciding what you want your brand message to be. 

Before you decide on your company’s  brand message, you must answer the following questions about your business:

  1. Who is your audience?
  2. What makes you stand out from the competition?
  3. How can I reach my target audience? 

Who Is Your Audience: Understanding Your Audience Using a Buyer Persona

A buyer persona is a semi-fictional model of your ideal customer. 

There are a number of ways to create a buyer persona using data and research.  At Ajax Union, we identify four core points about our ideal buyer: who they are, what they do, what their environment is, and what their pain points are. 

Using research and other insights, we try to uncover the answers to these questions:    

  • What’s their position? 
  • How old might they be on average? 
  • What are they hearing, seeing, or feeling on the day to day? 
  • What do they struggle within their role? 
  • What are their goals?

By uncovering these insights, you can focus your content and message to your audience in a personalized, targeted way.

What Makes You Stand Out From The Competition: Creating a Unique Value Proposition 

A unique value proposition is exactly what it sounds like: a proposal about what makes your company stand out.

Before you craft your messaging, you have to solidify what it is about your product or service that makes you stand out from the competition. By identifying your unique value, you give your leads the opportunity to gauge their interest in you more decisively.

A clear and effective unique value proposition draws the right leads in, and weeds the wrong leads out.

How Can I Reach My Target Audience: Use Targeted Messaging Throughout Your Marketing Funnel

Targeted messaging is all about utilizing the information you have about your target audience in a strategic way in your marketing funnel. Messaging should be tailored accordingly to what step of the sales process they’re in. One of the biggest mistakes people make in marketing is sending the bottom of the funnel messaging to the top of the funnel prospects.

Prospects at different levels of the sales process or funnel are often referred to as “top of funnel” when they are getting to know you, “middle of funnel” when they are interested and learning more, and “bottom of funnel” when they are very engaged and have a need for you. 

For instance, a top of the funnel prospect needs to be alerted of your presence and educated about what you do. Language at this level of the funnel should be more generalized, but use just enough specific content to garner your prospects’ interest.

Prospects in the middle of the funnel have interest in you—but need more information to trust you. Draw them in with examples of your credibility like case studies and testimonials and the goal is to encourage them to learn more about more intricate parts of your process.

A bottom of the funnel prospect is presumably already interested and has a need for you— they’ve engaged with you enough that they will engage with prompts to reach out and book a call. Your messaging here should be to convert your leads to customers. 

Once you’ve figured out how you will take your leads through your marketing funnel, use data about your target audience to strategically reach them. . For example, older prospects might be best reached through email or phone — while younger prospects frequent social media platforms.

At its core, marketing is all about finding the right way to show your market you’re worth doing business with. You want your brand message to be clear, address your prospects’ needs, explain why your product or service matters, set you apart, and give your prospects the next step!

Need help with your brand message?

Learn how Ajax Union can help you craft targeted messaging that generates leads and referrals for your business using marketing funnels, click here. 

In marketing, the importance of strategy cannot be understated. An excellent tool B2B companies can use to turn leads into sales is the marketing funnel. A funnel is a useful tool that can help you and your business guide your prospects through a sales process that converts them from leads to clients. 

At Ajax Union, we like to visualize our funnel in three parts:

  • TOFU or Top Of Funnel: The top of the funnel process includes building awareness and educating your leads. After sparking interest with landing pages and lead magnets, you prime and educate your prospects using a variety of assets like buyer guides, how-tos, answers to frequently asked questions, industry tips, and so forth.
  • MOFU or Middle of Funnel: Once your leads have generated enough interest, it is key to convert that interest into consideration and trust. Businesses can build trust with their leads by providing case studies, testimonials, infographics, and statistics. Showcasing this credibility is what will take them to the next step. 
  • BOFU or Bottom of Funnel: Here your prospects have garnered enough interest and trust to become clients, and it’s where you continue to keep your current clients engaged with brand personification. B2B marketers build brands with experiential elements, core values, culture, and customer success stories

How To Get Started Building Your Marketing Funnel

Before creating a successful funnel, you first have to identify your target audience. Once you understand your audience’s needs, you can begin to craft the appropriate language needed to engage them.

Once you know who your business’s target audience is, you can begin strategizing. When strategizing, it is important to consider what your business goals and priorities are. 

At Ajax Union, we perform workshops to help businesses design their strategy and marketing funnel. Here are some useful points Ajax Union can clarify for your business:

  1. Buyer Personas: who your target audience is, what they do, and what they need
  2. Brand Messaging: the messages your target audience needs at each stage of the funnel
  3. Brand Experience: the specific attributes your company wants the audience experience
  4. Unique Value Proposition: what makes you stand out from your competitors
  5. Goals: what your business would like to achieve
  6. SWOT Analysis: what your strengths, weaknesses, opportunities, and threats are.

To learn more about how Ajax Union can help you generate leads and referrals for your business using marketing funnels, click here.

Marketing, like any industry, is constantly evolving, with new best practices, techniques, and strategies emerging around the clock. No matter your field or your target market, it’s essential to stay in the know when it comes to staying top-of-mind with your desired audience. Here are five marketing trends we think you should pay attention to: 

1. Artificial intelligence: Why you might think that robots have nothing to do with marketing think again. Artificial intelligence is affecting nearly every industry including how potential clients discover and interact with brands. With the rise of chatbots, bot-texters, and customer-service bots, artificial intelligence is creating new ways for you to improve the customer experience while facilitating new ways of data-collection which can help you learn more about who your customer is and be more effective in reaching them. Read more at Forbes.

2. Personalization: Increasingly, customers are starting to tune out of the generic, one-size-fits-all marketing tactics. Whenever possible, seek to make interactions with your brand as customized as possible to your client. One practical way to implement this is to customize your email campaigns and social media outreach with the first name of the person you’re trying to connect with. Read more at Global Web Index.

3. When it comes to content, video content became king in 2019 and will continue to dominate in 2020. Data relating to video content shows that using videos in your campaigns leads to greater brand awareness, greater buyer confidence, and increased web traffic The key to successful video content is to make content that’s relevant to your audience and deliver it in short, interesting packages that encourage full-length watching and sharing. Read more from Impact

4. Dynamic content: Increasingly, customers like experiences that they can engage with, making interactive content a key marketing tactic for 2020. Interactive experiences feel more personal, informative, and stokes curiosity increasing the likelihood that a potential customer will stay on your webpage longer. For companies seeking to better understand their audience, interactive content can also lead to more detailed data, leading to greater efficiency overall. Read more at Single Grain.

5. Google Smart Bidding: As a feature of Google ads, the Smart Bidding strategy enables smarter auction-time bids when advertising online. Backed by data-rich algorithms, Smart Bidding works by reading a more robust query-time set of customer attributes and then bidding based on the match between that information, your budget, and your overall desired outcomes. Read more here.