by Fronetics | Mar 31, 2016 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Employ a content and social marketing strategy to nurture leads you meet during MODEX.
Hundreds of potential customers will be heading to Atlanta next week for MODEX, and you’re gearing up to gain lots of new business. That is, you and over 800 other exhibitors are hoping to gain lots of new business. So how do you plan to stand out among the competition?
Using content and social marketing to nurture leads surrounding the event will help maximize the benefits of attendance. You can bring more attention to your presence, which will help you find more new potential customers, and then you can increase your chances of converting them if you use these tools properly.
Here are some tips for before, during, and after MODEX for using content and social media to gain new business.
Before the show
1) Define your goals.
A trade show represents an opportunity to spread brand awareness, find new leads, and, of course, make sales. Decide what is most important to your business, and strategize around those goals. For example, if one of your goals is to increase your social following, make sure every handout, landing page, and face-to-face interaction includes a request to like you on Facebook (or elsewhere).
2) Promote your attendance.
With the trade show hashtag (#MODEX2016), use Facebook, Twitter, and LinkedIn to let your followers know that you will be attending and when and where they can find you. Engage with other attendees who are using the event hashtag. Offer teasers — such as photos of the freebies you’re bringing — to entice visitors, and provide any longer-form information (e.g., an excerpt from a presentation you’ll be giving) in a blog post, distributing it through your social channels.
3) Set up a landing page/landing pages.
Create an event-specific landing page that includes a call to action (CTA), like reserving a time to speak with you at the conference or downloading a coupon to redeem a free sample. Make sure to ask for some information (such as a name, company, or contact information) in exchange. Monitor traffic and keep a running list of leads who visit and provide their information.
4) Research the attendees.
Perform prospect research using the list of attendees, paying special attention to those who have provided their information on your landing page or connected with you on social media about the event. Check out their social pages to see what they’re saying about the event, and like or follow them. Connect with high-value prospects on LinkedIn and try to arrange a time to meet up during the show.
5) Prepare to nurture.
Draft content that you can distribute during and after the show. Examples include lead-nurturing email templates, slides from presentations you are giving, and other offers you plan to provide visitors. Create another landing page, which includes a special offer or specific information you’ll be providing during the show, to drive attendees to during and after the event.
During the show
6) Keep chatting.
Reach out to the people you meet during the show on their social media handles. A nice-to-meet-you tweet and/or an invitation to connect on LinkedIn shows that you remember and appreciate the potential customer. Send the lead-nurturing emails you prepared in advance.
7) Monitor social media.
Continue using the show’s hashtag to monitor the conversations that are happening online, and see if anyone is talking about your company. Like or reply to anyone who does to show you’re listening.
8) Generate content.
Trade shows are a great place to generate content. Post photos of your booth and attendees from your company, and create videos of product demonstrations, presentations, or customer testimonials. Share your thoughts on the issues being discussed, and keep track of those themes, as well as any recurring questions that attendees ask, for future content.
After the show
9) Plan out your editorial calendar.
Develop posts for your company’s blog over the coming months around the questions and issues that were raised during the show.
10) Keep up the conversations.
Continue to engage the people you met on Facebook, Twitter, and LinkedIn. Follow and like their pages, and invite them to connect.
11) Offer your leads something of value.
Make event presentation or speaking materials part of your lead nurturing activities by sharing them with prospects using Slideshare or email. Remind leads with whom you shared your special-offer landing page to visit. Make sure to segment your contacts based on their interests and send them only relevant offers.
How do you nurture leads around trade shows? Will you be attending MODEX this year?
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by Fronetics | Mar 28, 2016 | Blog, Marketing, Social Media
A recent collection of social media facts and stats offers an interesting look at B2B company and buyer behavior.
Last month, Webbiquity published a list of 49 social media facts and stats about user behavior on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Google+. These figures, collected from various studies, offer insight into how people and businesses are using social networking in recent times.
B2B companies may find several of the stats particularly interesting, and it may influence the way they think about social media marketing. I have pulled out some of the most applicable and offered some thoughts below.
Social media facts and stats from Webbiquity
88% of B2B companies use Facebook for marketing (and 96% of all B2C companies )
If you are not using Facebook in your marketing efforts, you are in a quickly growing minority. With 968 million active daily users, the largest social networking site offers a huge opportunity — actually, the most expansive opportunity available — for your business to attract, court, and convert potential customers. Here are some of our top tips for using Facebook to market your business.
93% of small business owners and marketers use Facebook.
Small businesses don’t have the time or budget to compete with large brands when it comes to marketing — but social media can level the playing field. Social media, and Facebook especially, is an ideal marketing platform for small businesses because it can be relatively inexpensive but have a high impact on growth. Your company can cultivate your brand, engage with customers, and form business relationships. Learn how two small companies saw enormous growth thanks to social media.
21% of consumers say they unfollow brands that post repetitive or boring content. 19% say they would unfollow a brand on Facebook if the brand posted too often — more than six times a day.
We know that creating good, original content is key to a successful inbound marketing strategy. But knowing how often to post to the various social channels can be one of the more intimidating obstacles to overcome. How do you know what’s too much and what’s too little? Learn how often you should post on social media.
74% B2B decision makers use LinkedIn to help make purchasing decisions.
Don’t let anyone convince you that social media channels are for personal use only: customers are online, and if you aren’t, you’re at a disadvantage. And since nearly three-quarters use LinkedIn for purchasing decisions, it’s critical that your business is strategic about your presence on the network. Check out this guide for creating the perfect LinkedIn company page to get started.
88% of B2B marketers in North America use Twitter for content distribution.
Twitter is one of the more effective channels for gaining business, and the numbers prove it. A Market Probe International survey found that 72% of those who follow a business on Twitter are more likely to make a purchase from that business, and that 82% of followers are more likely to recommend a product or service to friends and family. Additionally, 85% of respondents reported feeling a closer connection to a small business if they follow them on Twitter. Learn more about Twitter for business.
Pinterest has 47 million active monthly users worldwide, 80% of whom are women.
While Pinterest use is rapidly growing among B2C marketers, the B2B world still hasn’t quite figured it out yet. I pulled out the two above stats to show the enormous potential this channel has, particularly for businesses whose customer base is primarily women. Fronetics’ social prospecting workbook has some ideas on how to get started using Pinterest.
32% of U.S. companies with 100+ employees used Instagram for marketing activities in 2015. eMarketer predicts that number will jump to 70.7% by 2017.
The importance of Instagram for B2B companies will continue to grow. Here’s why: 90% of Instagram users are under age 35. A recent Google study showed an increasing number of Millennials on the B2B purchasing path — up to 46% of potential buyers were of this generation in 2014. Their preferences and behaviors are having a noticeable impact on B2B buyer behavior as a whole. So if your business wants to capitalize on the nearly 300 million active monthly users, Instagram should be on your radar.
64% of North American B2B marketers use Google+ to distribute content, but just 17% use it for new product launches (vs. 81% who use LinkedIn).
Americans may use Google+ less frequently than some of the other networks, but don’t count it out entirely. More people check the site than people realize, including die-hard fans of Google products and the many businesses who use the Google suite professionally.
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by Jennifer Hart Yim | Mar 17, 2016 | Blog, Leadership, Marketing, Social Media, Strategy, Supply Chain
Source: Library of Congress
This is a guest post written by Tania Seary, founder of Procurious. Procurious, the world’s first online social network for supply chain and procurement professionals, has acquired more than 12,000 members in less than two years.
I’m trying to use a baseball analogy here, but appreciate that my headline does have other connotations!
Another analogy might be to say that we’re “getting the flywheel spinning” here at Procurious – the world’s first online network for supply chain and procurement professionals.
Now, for those of you who aren’t familiar with the flywheel analogy, it is a metaphor created by author Jim Collins in his famous business manifesto, “From Good to Great,” to explain one of the key drivers for creating long-term success in business.
A flywheel is a heavy disk on an axle used to smooth a machine’s operation to generate momentum and maintain a constant rotational speed.
It takes much effort and persistence to get the metaphorical flywheel to move, but consistent energy in one direction over time helps build momentum and ultimately leads to a breakthrough. In the case of Procurious, as with Collins’ companies, there has been no specific event, decision, action, or lucky moment that single-handedly helped us to successfully break through the “beta” stage, to where we are today.
Over the last two years, we have remained committed to building something truly special for the procurement profession. Step by step we have stayed focused on our goal of building a very credible and content-rich community for our members.
Now with more than 12,000 members in 135 countries, Procurious has cemented its position as the secret weapon for professionals wanting to be part of the movement toward creating the new face of procurement.
Getting back to our headline analogy with baseball, I wanted to share some of the key decisions we have made along our journey to date to build Procurious.
Agreeing on the MVP
Just to confirm, we are talking about Minimum Viable Product here, not the Most Valuable Player. In the early days of designing this business, everything was up for grabs. Among a long list, we considered building a procurement news aggregator, a pure-play training repository called Procurious TV, and a procurement lifestyle magazine.
What we ended up with was a community platform that included a community feed, member profiles, discussions, eLearning, a worldwide calendar of procurement events, twice-daily blog, and private groups.
The end result was a powerful combination of career advancement, skill development, and professional networking opportunities to help propel today’s procurement professionals forward.
To have open or closed membership?
Once we had agreed on the core features and functionality of Procurious, we had a lot of heated debates over whether we should have an open or closed network. That is, should it be closed exclusively to highly pre-qualified procurement professionals, or open for the whole world to join?
Luckily my team convinced me to keep our network open… and it’s been an important part of our success story to date.
Of course, the major advantage to our members is that on Procurious, they gain access to a wide range of thought leaders and industry experts which then exposes them to diverse opinions on the hot topics in procurement.
Finding our fans
Every club, or community, needs a strong support base. We have been very fortunate to have a number of “early adopters” from around the globe support the building of the Procurious community. And, of course, we now have our “poster child” — Siddarth Sharma — who was surprised to learn he was our 10,000th member. Siddarth is representative of so many of the exciting procurement professionals around the globe — an MBA working for KPMG managing a small team of indirects buyers in India.
Securing our sponsors
Like a baseball club, we needed some big-brand sponsors to keep our operations humming. We have been fortunate to create partnerships with the profession’s leading institutes, associations, analysts, and technology companies. The Hackett Group has supported Procurious from the start, and The Institute for Supply Management (ISM) has joined the team this year. These relationships enrich Procurious in many ways and, most importantly, provide our members with access to world-leading research and resources.
Fielding a winning team
Lisa Malone, Euan Granger, and Jack Slade have been a powerhouse behind building this community, covering all the bases, and getting runs on the board.
Handling the curveballs
The biggest threat to our success is the introduction of a fierce competitor. But we are fortunate that we now have a loyal community that has been built on a substantial foundation of trust and commitment. This will be difficult to shake.
Our next biggest hurdle to success is to overcome the procurement profession’s hesitancy to create social media networks.
Despite the well-publicized benefits, we still meet procurement professionals that tell us “they don’t believe in networking” and don’t accept LinkedIn invitations from people they don’t know. We need to convince the profession of the multiple benefits of using social media, and then provide them with the skills to leverage the opportunity.
One base at a time
Our plan is to continue building Procurious based on our members’ needs, one base at a time.
We will be hosting our Big Ideas conference in London on Thursday, 21 April, for which you can register as a digital delegate on www.bigideassummit.com.
We are also currently beta-testing our new app, which can be downloaded from the Apple App store.
We are asking as many procurement professionals as possible to sign up to the network at www.procurious.com to join this new era and — as we like to say — get involved and get ahead!
Tania is the Founding Chairman of three companies specializing in the development of the procurement profession – The Faculty, The Source and Procurious.
The Faculty is recognized as one of Australia’s leading advisors on procurement development. Established twelve years ago, The Faculty works with leading organizations to transform and elevate the role of procurement, build high performance procurement teams and create professional knowledge networks.
Under Tania’s leadership, The Faculty has instigated a number of “firsts” for the procurement profession in Australia, including the development of a Procurement Executive Program through Melbourne Business School, the establishment of a Procurement Roundtable which includes many of Australia’s leading organizations, creation of an annual Chief Procurement Officer (CPO) Forum and attracting leading global procurement thought leaders to teach in Australia. She also initiated the Corporate Board for Social Procurement, which has created a foundation for leading corporations to dedicate appropriate areas of spend toward social enterprises.
Four years ago, Tania founded The Source, a specialist recruitment firm for the procurement profession. In 2013 she moved to London and founded Procurious, the world’s first online community for procurement professionals to connect, share and learn.
Tania’s fascination and commitment to procurement development started around fifteen years ago in the United States. After finishing her MBA at Pennsylvania State University, Tania became one of Alcoa’s first global commodity managers.
Prior to moving to the USA, Tania’s career was focused on marketing roles within Alcoa and Rowland in Australia, and the Walt Disney Company in the UK. Tania has an MBA and a Bachelor of Business.
by Fronetics | Mar 16, 2016 | Blog, Leadership, Strategy, Supply Chain
Men hold 85% of all executive officer positions within Fortune 500 companies, despite research that consistently shows when women are in positions of leadership, companies perform better. In the supply chain industry, 20% to 30% of positions are held by women, but the dearth of women in the C-suite is astounding; just 5% of top-level supply chain positions within Fortune 500 companies are held by women.
As I have written about previously, the lack of gender diversity in the supply chain is not because women do not have the skillset and ability to succeed within the industry:
“Women are as capable as men when it comes to working within the supply chain industry. Indeed, it has been put forth that women are better suited for roles in supply chain management than men. Research conducted by SCM World found that the majority of men (63%) and women (75%) believe that the natural skillsets of women differ from those of men and that these differences are advantageous for supply chain management.”
Last year I was fortunate enough to interview Cathy Morris, senior vice president and chief strategy officer at Arrow Electronics, and Mickey North Rizza, vice president of strategic services at BravoSolution, about women in the supply chain. Morris was twice named one of the “Top 50 Most Powerful Women in Technology,” and North Rizza was named a “Top Female Supply Chain Executive.” Both Morris and North Rizza shared how they got started in the industry, and the steps they took to get to where they are today. They also shared their desire to increase diversity in the supply chain.
As a woman working within the supply chain industry, I believe that it is important to discuss the lack of gender diversity and point to research highlighting why the industry needs to increase the number of women in all positions, including the C-suite. Additionally, it is just as important to highlight the incredible women who already are working within the industry.
This year I’m turning my focus to showcase the work that these trailblazing women are doing. I spoke with Kendrea Durr-Smith, director of global trade compliance at Arrow Electronics, Kelli Saunders, President of Morai Logistics, Hailey McKeefry, editor and chief at EBN, and Barbara Jorgensen, co-founder and managing editor, EPS News. I also invited Tania Seary, founder of Procurious, to share what is happening at her company, and Jennifer Cortez, director of marketing and communications at Transplace, to discuss the role of quality content within the industry. These interviews and stories will be shared over the next couple weeks.
As I share the work of even more women in the future, I look forward to continuing a dialogue that will hopefully facilitate welcoming more women to the industry.
by Fronetics | Mar 15, 2016 | Blog, Content Marketing, Marketing, Strategy
Cultivating a lead is just as important as finding it in the first place
If you have a solid strategic marketing plan in place that is generating a high volume of quality leads, tomorrow’s revenue should be almost assured, right? Not necessarily.
A lead is only worth as much as the effort your company puts into cultivating it. The next vital step is to convert those leads into new sales or clients. In other words, getting quality leads is only half the battle.
Your business grows through a steady stream of quality leads being nurtured and developed. If you have these precious leads in hand, it is vital that you also have a sales team that knows how to turn them into customers. If you don’t, that brilliant strategic marketing plan was a waste of valuable time and money.
There many moving parts to an effective lead-generation campaign, and often there are many steps required to cultivate those leads into sales. Your sales team should:
Conduct consistent, quality follow-up on all leads.
Committing to expedient and professional follow-up provides better conversion of leads into opportunities. This means that when cultivating a qualified lead, you don’t want your sales reps to make one phone call and simply leave a voicemail. You want real conversations to happen. What works best is having someone whose only job is to reach leads in person, overcome objections (identify and present solutions that truly meet your clients’ needs), qualify them (determining whether a lead should move into the sales process), and facilitate any needed connection to your sales teams to complete the sale.
Realize that time is of the essence.
Studies show the faster you contact the lead, the better your chances of conversion into a sale. According to a study by Franklin Covey, contact ratios improve 900% if web leads are called within five minutes of submission. While your sales team may not be able to act upon a lead with that kind of velocity, it is vital that they utilize proactive sales strategies, rather than reactive. Reactive is leaving a message and, if they hear back, responding to it. Proactive is going after the sale with confidence and commitment to engaging the lead in real dialogue.
Target the best window of time to call leads.
This, of course, has many variables and will be relative to your particular business and potential-client demographic. But, one study suggests that Thursday and Friday offer the highest productivity in lead conversion, and the hours between 4 and 6 p.m. often produce optimum results.
Have the ability to listen and offer viable solutions.
Your sales team needs to be well informed about the products, services, and solutions that they are selling. They also need to remember that it’s vital to take the time to discover and understand the potential customer’s needs and wants first, then make the move to match and sell the appropriate solution.
Capturing successful leads is only the first step in generating greater sales revenue. Your sales team must be able to follow up quickly with proven fundamental steps that turn leads into customers.
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