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Account-Based Marketing: Getting the Most out of Social Media

Written by Wolfram van Wezel Wednesday, 02 August 2017 00:00
Account-Based Marketing: Getting the Most out of Social Media
“Succeeding in business is all about making connections.” — Richard Branson When you bake a chocolate cake, missing one ingredient can lead to disaster. Without baking powder, it goes flat. Without the sugar, it’s bitter. The same applies to the outreach tactics for account-based marketing. When you mix them together, they all work harder. I’ve previously written about two ingredients for successful account-based marketing — phone calls and personal emails. Today, let’s dig into the third — social media. How do you leverage social platforms the right way?You have to approach social media outreach carefully because, contrary to some beliefs, it is not advertising. It’s more like an ongoing business networking event that you can attend at your convenience. It’s helpful to think about business functions where you meet in person. Have you ever been to one where someone has approached you to sell you their product or service? How…
5 Resources to Use for Quick and Easy B2B Prospect Research
The Need for B2B Prospect Research The more you can personalize your communications with B2B prospects, the greater your competitive advantage. Because of this, marketers and salespeople are scrambling to learn more about their prospects than ever before, including everything from firmographics to insights on individual personalities. To communicate in a way that’s relevant, you need to dig deep to understand: The market in which target accounts operate Company growth, profitability and strategies Buying team structure and key players Your business’s connections to the account. Has anyone in your organization interacted with the account in the past? Do you have any links to them based on education, employment history, interests or group memberships? Which accounts are sending signals online or offline that they intend to buy? How can I best communicate with prospects based on their personalities? But how can you do the research efficiently and effectively?
How to Create Attention Grabbing Emails for Account-Based Marketing
As the account-based marketing (ABM) phenomenon gathers steam, sales and marketing professionals need to add the human touch to their communications. After all, ABM is all about communicating with individual prospects or accounts as a market. Last time, I wrote about how to craft outbound calls for ABM. Now, let’s move on to emails. Because executives are deluged with emails that clamor for their attention, communicating via email marketing to large groups is no longer as effective as it was in the past. To cut through the clutter and get attention, emails must be personal and relevant. These emails must feel like they are written by one person to another. There’s no need for fancy designs and images that involve HTML code because plain text is as personal as it gets.

How to Gain Influence and Increase B2B Sales Close Rates

Written by Sabrina Ferraioli Wednesday, 14 June 2017 00:00
How to Gain Influence and Increase B2B Sales Close Rates
Are you ready to increase sales close rates? If so, you may not need to invest in the latest technology, hone your sales techniques or take a new marketing strategy for a spin. Instead, boosting close rates could be as simple as helping your salespeople to rediscover the basics: Putting customer interests first, listening actively and empathizing with their concerns. Put Customer Interests First The Go-Giverby Bob Burg and John David Mann tells the story of Joe, an ambitious go-getter who works at a breakneck pace trying to make his quota. But despite his efforts, things aren’t working out. In his frustration, he seeks the advice of a successful mentor, Pindar, who immediately agrees to meet with him. Joe, of course, is somewhat surprised that such an important man would make time for him. It turns out, that’s part of the lesson: Help others, and you’ll end up better off…

How to Overcome Objections in Sales and Land the Deal

Written by Giuseppe D’Angelo Wednesday, 31 May 2017 00:00
How to Overcome Objections in Sales and Land the Deal
The bane of every sales person’s existence is running into an impasse with a potential customer when they throw an objection in the way. To overcome these hurdles, reps must understand the common framework for diffusing objections and be prepared with well thought out answers to those that your company commonly receives. The Framework for Diffusing Objections Let’s suppose your rep has finally connected with a sought after prospect. They’re just seconds into the call when the prospect says, “I already do business with ABC Solutions and love their service, I don’t see a need to look for anyone else.” That seems like a rather large stumbling block. Nevertheless, it’s not the time to hang up the phone. Here are the steps to take:
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