Digital Marketing Blog

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Is Internet Marketing essential for all businesses ?

Internet Marketing - Neglected and underestimated ?

 

Internet marketing is in its nascent stages. Ten years have gone, and this medium has changed our entire way of life and doing business. However unlike Marketing in the brick and mortal world, the internet is neither a well understood medium, nor have proven strategies or practices evolved. Considering that marketing on this medium calls for an understanding of technology, one frequently finds technologists dominating formulation of  Internet marketing strategies and executing them. This is in total contrast to the brick and mortar world.

 

The internet is one more medium like the radio, TV, print etc where marketing battles are fought on a daily basis to influence, persuade and sell. Unlike the other medium, where considerable time, effort and money are spent in formulating and executing strategy, the internet is either not used, or misused by default by most organizations.

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Content and Design For Email Marketing

Outsource the copywriting or write it yourself ?

 

Good copywriters who understand your business well enough to independently write on it could be expensive. Inexpensive generalist copywriters may craft messages that are inferior to what you or people in your business could do on your own.

 

Depending on your budgets and copywriting skills within the business, you could take a call on doing it yourself or outsourcing it. Even if you outsource it, you will still need to spend considerable effort in providing the copywriter with sufficient inputs and reference material for him to be able to turn out a job to your satisfaction. If you outsource, our recommendation would be that you do the content structure, and actual content draft yourself, and then turn it over to a copy writer to polish the communication.

 

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Overview of B2B Email Marketing

Successful B2B Email Marketing

Email marketing is an extremely effective marketing medium in B2B business scenarios. Unlike consumer marketing where customers are innumerable, customers are easily identified and limited in any B2B. Since the number of people to be addressed is limited, and contact details obtained relatively easily, Email marketing can be leveraged with potent benefits to the organization.

In B2B Email marketing the fundamental principles of marketing continue to be relevant. It definitely pays to spend some time thinking,formulating and documenting an Email marketing strategy prior to initiating any customer communication.

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Who should generate Sales leads in a B2B business? The sales team or Marketing?

If we look at a FMCG organization, it is a given that demand is generated by Marketing, and sales teams are tasked with distribution. They do sell, but their sales efforts are directed at the distribution channel, and their actions do not directly impact sales of the organization. Sure, if they have inadequate distribution or not so visible merchandising and product display, they are likely to lose sales. But the primary responsibility of generating consumer demand is with Marketing. And the distribution channel responds to consumer demand.

 

However the picture gets very fuzzy when we look at B2B organizations. There are organizations that have well defined processes for lead generation and management that are not reliant on the sales teams. These organizations use a variety of marketing channels to generate the leads and qualify them. However they will be a small minority, and typically relatively high profile organizations.

 

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Strategic Websites. What features should you look at for your company website?

I have often looked for information on what features are possible on a website. There are various articles out there on the web. But I have been unable to find an article that tries to list all the features that are feasible on a website.

 

While I will be putting down various features, it is by no stretch of imagination comprehensive. This is a constantly evolving field, and I doubt any single document could ever list it all. There are some technical articles with technology based features listed. There are a whole bunch of articles on Top 10 features etc. When I first started looking for some extensive documentation, I couldn't find any.

 

Especially documents that list a wide range of features to choose from, and more importantly written for a non-technical person . Without much more introductory or explanatory text, let me dive into the subject of this article.

 

Who will find this article useful?

This article is meant for Senior Managers, Marketing personnel, HR professionals and others who are looking for developing a website - for corporate use, community or promote their own business. The effort is ambitious, and please do add on features I may have missed out (am sure I will be missing out on quite a few).

 

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Should B2B sales reps be asked to make cold calls?

Let me first define what I mean by Cold Calls. To me cold calls are calling on/making personal calls on organizations to meet a decision maker for a business discussion.Without any prior appointment.

In several organizations, Cold calls are seen as a necessary component of the sales rep job description. Sales reps in most cases will have two or at most three appointments (the very productive ones) in a day. And they may or may not have other follow up work in terms of sending quotations, organizing product demonstrations etc. This does leave a substantial chunk of free time during the course of any work day.

During this period, they are expected to make cold calls on organizations to generate new prospects/sales leads. In theory this is an excellent way to utilize a Sales Rep's time. But to gain a deeper understanding of whether it should be this way, we need to analyze a few factors.

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Marketing Channels for generating Sales Leads

Marketing is a pretty wide and deep subject, but when we look to Marketing for generating sales leads, it is not necessarily very complex. There are logical marketing channels that can be used very effectively to generate sales leads.

 

When I look at Marketing for Sales Leads generation, I have a totally different view of what we need to achieve. Every marketing activity must generate sales leads, or lead the visitor to another channel which helps generate the sales lead.

 

In order to generate Sales leads, every marketing communication must have a 'Call to Action'. It can be : Give me a demo, call me, send me pricing, Meet me etc. Avoid generic calls to action that say: I want more information.

 

This blog post takes an aerial view of what's available, and is not to be mistaken for a 'How To' article or an expert article. The objective is simple. If you are planning on a marketing campaign to generate sales leads, this blog post gives you a quick view of various channels that you can use.

 

While some of the marketing strategies may work for any business, this post is specifically for B2B businesses. I look at marketing channels as being broadly classified into two categories : Conventional Marketing Channels and Digital Marketing Channels.

 

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