Blog post By Paula Chiocchi on 2016-07-13
We’ve reached the halfway point in 2016 and many companies are now taking stock of their achievements so far—and gauging whether they’re on track for a successful year. If not, they’ll assess what changes need to be made to make their numbers. For B2B marketers, those numbers include qualified leads provided to sales, and, more importantly, customers acquired and revenue generated.
If you’re one of the lucky ones who has exceeded your goals, congratulations and keep up the good work. But if you haven’t, consider taking a closer look at your existing customers: their personas, motivations and business lifecycle stages. Knowing who your customers and prospects are, and what drives their business decisions, can help you get a better handle on expanding your wallet share with them in the balance of 2016. Here are three tips for getting started:
For example, one of our clients is a mobile telecommunications provider that targets new businesses for phone service. To do so, they marry new business filings with procured email data, and they recently created a special mobility offer to these budding businesses that led to almost 150 new service activations.
The impetus for email marketers is to provide the right type of message at the various buying stages. This might be an introduction to typical challenges and your solution’s approach in the awareness stage; case studies and customer testimonials in the comparison stage; and a free trial or limited time discount in the purchase stage.
Knowing your own customers and prospects – their business maturity, buying stages and purchasing triggers – will be key for meeting your lead generation and revenue objectives for the second half of 2016. And as always, working with an experienced, reputable data provider as a key partner can help you gain added insight for creating intelligent and timely messages and offers that lead to results.
Find your ideal prospects and drive more leads for your business through the end of this year. Consider giving Outward Media a try. Also, take a look at our complimentary new e-book on building a successful email marketing database.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.