Thursday, 15 March 2018

6 Best features and secrets of B2B eCommerce Website Implementation


          B2B eCommerce is simply a business to business commercial transactions that are conducted online. B2B customers come to your website because it is their job they do every day. They want their job to do easy. If B2B companies give their customers the tools that make their job easier, their customer will come back to the site again and again. Looking at your customers and how they do their job will help you implement the features on your website. The features and functions in B2B eCommerce like search, navigation, cross-sell, user administration and custom contracts will help them to do their job easiest. If you evaluate the questions of making your customer jobs more efficient will let the customers click to buy a product and have the order sent to their financial management system.
         B2B companies pride themselves on building personal relationships with the customer. The leadership teams recognize the opportunity to boost sales and cement customer relationships by better online and mobile experiences. An important step is to recognize the right eCommerce development platform. The most effective implementation follows six key principles,
  1. Company's Strategy: Every software implementation begins with a clear ambition of how it can enhance the company's strategy. An effective eCommerce implementation centers on assessment that how the system can improve or extend company's core business. It should support your delivery on that mission, not distract from it.
2. Make Long-term Plan with Clear Short-term Objective:  A long-term plan is essential for developing the right eCommerce solutions. Defining short-term objective that is both affordable and manageable allows the company to go live, demonstrate the success and payback early.
3. Interact with Customers: B2B transactions tend to be dominated by the process. If you are updating the old system, analyze user data and survey customer to find out what they like and don't like. If you are building from scratch, show the blueprint and wireframes to your customers. It not only improve the functionality but also speeds up implementations. Understanding what matters most to customers help companies identify and focus on right priorities.
4. Iterate Based on the Feedback: One of the benefits of implementing the eCommerce platform in manageable stages is that it allows the company to gather insights on the fly and use them to make better decisions. Understanding customer needs helps you to plan for better experience. Creating tight feedback loops and analyze sales data helps companies understand what's working or not, so features can be tweaked, built-up or abandoned.
5. Align your team and Deploy Fast: If the organization isn't aligned with the business case or strategy, the project can still in midstream. Smooth implementation is determining who has taken the right decision in  IT, marketing, finance etc and including them from the very beginning of the project. Cloud-based system allows you deploy a set of essential features now and add more as quickly as warranted.
6. Develop a Culture of Commerce: The sales culture for a typical B2B company focused on making calls filling quotas - not devising easier ways to interact with the company's brand. As more and more B2B buyers gravitate toward online and mobile solutions, the winning vendors will be those who can best meet the customers on their own terms.
B2B Companies demand more than a Shopping Cart: Digital businesses always looked to commerce suite vendors to support basic capabilities like running an online catalog, shopping cart, and promotions. Customers expecting deeper research experiences and richer purchase journeys. Vendors must deliver new capabilities both back-end around fulfillment and integration on the front-end around seamless and innovative customer experiences. Firms across these verticals are investing in sophisticated B2B commerce technology that supports the followings,
 * Full spectrum of Selling: B2B customers now migrate freely between self-service and full-service, online and offline buying. B2B sellers must deliver the solutions that meet the needs of the business customers who often preferred to buy without the help from sales reps.
* Personalized digital Commerce Experiences: Shoppers want a personalized experience. Personalization adds value and builds the relationship. It is an important to feature to implement. Personalization can be on the website or mobile app. It is also instrumental for B2B companies that use target promotions and fulfillment guarantees to drive sales volume and enhance the B2B shopping experience. Customer suites can provide B2B buyers with personalized buying experience by controlling the front-end experience or managing the customer data that fuels personalization.
     There are many ways to personalize B2B eCommerce website,
  a. Product Recommendations: Suggest the product to shoppers based on the products they indicated the interest in. This could be based on the product page they are reading or products they have added to the cart. For B2B, it is a powerful way to sell products that customers may not aware of.
 b. Tailored Content: B2B sales are often complex. To lessen this complexity by prioritizing the content buyers that are shown based on the role they serve internally, the type of equipment they have, the industry they are in. The resource pages in the sidebar such as how to articles, product specifications, maintenance tips, videos help the prospective customer may find interest in your product.
 c. Emails: Send personalized emails based on their interest and actions on your website. Mention the special offer based on the product page they have viewed. Share the whitepaper that written for the industry or the role.
*Data-driven merchant Tools: As customer expectations arise, firms are investing in merchant tools to make decisions about what experience to deliver to customers. Greater investment in analytics, and data-driven decision-making tools that further the support to merchant control over the experiences.
* Agility and faster time-to-market: cloud-based and service-oriented architectures that implement commerce solutions in a more modern and modular fashion are now must-haves in the modern suite. Firms typically look to either platform-as-a-service(PaaS) deployments where the vendor manages the solution in a multitenant environment or Software-as-a-service(SaaS).
      Offering Compelling eCommerce experience to B2B buyers requires a process of continuous improvement. Even companies have invested heavily in getting commerce right, Still there is a value in learning from smaller, innovative companies. Here are the best features that could be implemented on your B2B website,

      * Curbell Plasticsa fabrication company helps narrow their choices by showing the shape of the product they are looking for. Using shapes in the reductive navigation is an interesting way to assist the user to find what they are looking for.
    * offers preferred contractor program, which helps the sales rep and dedicated rep to contractor sign up for the special discount pricing. The top navigation describes the company's products - "industrial and commercial lighting at wholesale prices" provides quick access to the live chat.


*Smalleyindustrial manufacturer created the website that doesn't lead to the paid checkout, but to request a quote. The resources on the website such as videos, and how to guides help buyers select the correct products. Buyers can also search for different types of rings and springs before they request a quote.
  * The exit popup in a website solicit visitors email address. If done well, popups are highly effective, converting a visitor into a marketing contact. With the right message and persistent top banner are strong promoting tool - especially if it's tailored to a search ad or marketing campaign. The filtration products use a popup to help users to find the correct products which are extensive. Include the blog on company's website, it provides helpful content and the company can build a community with detail comments.
               B2B eCommerce Business case helps you to communicate and sell the value of your B2B eCommerce project internally. For the best in class companies, the business case is the central tool throughout the lifecycle of the project. By asking the strategic question, you can uncover the real challenges your organization is facing.
      Checklist for B2B eCommerce Best Practices:
    * Conduct regular product search and SEO audit on your website
    * Map your priority customer persona and track to landing page and product page most likely they want to visit. Create email newsletter groupings correspond to each of your customer persona profiles
   * Set up your email marketing data analytics so that you can review how many subscribers open and click through on your emails?
   * Make sure links for more information throughout your emails to engage with your readers
   * Include the testimonials on your website that shares customer experiences
   * Are you able to offer integrations so that business customer can order directly from the system?
   * Set up the systems to prompt so that business buyers ensure authorize policies that are automatically factored when ordering online.

Wednesday, 28 February 2018

What are the strategic roles of online product for effective sales?


           B2B companies need to be vigilant about online product content. The lack of product information on B2B eCommerce websites result in poor customer experiences and impact your business negatively. If you are a B2B vendor, you should see what information your website lacking. Keep the eye on your multi-view product images to technical specification or SEO keywords and product features. This information is vital to your customers to place large orders and may need more specific information before they purchase.       
       Product strategy is a system of achievable goals and visions that work together to align the team around desirable outcomes for both the business and your customers. It emerges from experimentation towards a goal. Initiatives around features, products, and platforms are the proven way. KPI's and other metrics you are setting for your team are part of the product strategy.
Here are the core things of the product strategy to be successful,
    * Vision: It is the highest level, ultimate view of where the company or business line or customer journey. For smaller companies, this will be your company and products overall vision.
    * Challenges: This is the first business goal you have to achieve on the long-term vision. It is communicated as a strategic objective that helps align and focus your team on a certain aspect of product development.
    * Target Condition: It helps break down the challenges. Challenges are made up of smaller problems you need to tackle along the way.
    * Current State: It is the current reality is compared to the target condition. It should be measured and quantified before the work starts to achieve the first target condition.
         Design respond better to common business challenges. Good design makes products more competitive. It keeps products costs down and allows higher prices in the shops. It keeps users happy, making them come back and encourage them to recommend things to others. The design applies the power of the brand. A strong brand identity encourages customers to trust existing products and to try new ones.
    Double Diamond Design Process Model:
       Different designers manage the process of design in different ways, But, there is a similarity and shared approaches among designers. The simple graphical way to describe the design process gives more detail on the key activities in each of the process's four stages. Discover, Define, Develop and Deliver. It shows the divergent and convergent mode stages of the design process and showing different modes of thinking the designers,


Discover:    It marks the start of the project in the double diamond model.  The user needs are identified in the discovery phase with an initial idea or inspiration. In this stage of the design process, the company is asking a question, posing a hypothesis or identifying the problem by analyzing the market data, trends and other information sources. It includes,
     * Market Research
     * User Research
     * Managing the Information
     * Research Groups etc.,
Define:  In this stage, the interpretation and alignment of the needs to the business objectives are achieved.  The combination of ideas or directions is identified ends with the clear definition of the problem and plan for how to address through design-led product or service. The key activities in this stage are,
     * Project Development
     * Project Management
     * Project sign-off
Develop: In the period of development where the design-led solutions are developed. iterated and tested within the company.  Design development methods are used to include creative techniques and methods such as brainstorming, prototyping, testing, and scenarios. At the end of the development stage, the design process will have brought the product development team to a stage where the product or service ready for delivery of production. The key activities in this stage are,
     * Multi-disciplinary working
     * Visual Management
     * Development Method
     * Testing
Deliver: This is the final stage of the double diamond model is delivery. This is where the resulting product or service is finalized and launched in the relevant market. It also includes processes for feeding back lessons from the full design process to inform future projects. The key activities and objectives are,
     * Final testing and approval & launch
     * Evaluation & Feedback Loops

 Plan for Creating an Online Product or Service:

Step 1: Identify the Ideal Client:  When you are specifically targeting your ideal customer, they will feel like your product is specifically for them. When you have a definite person in mind, your job of selling will be more straightforward. You'll know exactly who to address, and it will come through in your marketing efforts.Write down what you envision and create a description list. The goal is to fully describe the type of person you want to attract.
Step 2: Understand their Pain Points: The deeper the understanding of the person so you can create the perfect product for them. The most formal way to get your target client is to formulate a reader survey. You can also learn more about the person by engaging with him on social media. To create right product, you need to understand what your ideal reader or clients find valuable. Value is relative to the person your product or service for. It is also an understanding of problem and source of pain and has the solution for them.
   There are some pain points people experiences while shopping online like,
        * People cannot touch or feel the product online
        * People hard to reach out to get help when shopping online
        * The information architecture may be confusing, overwhelming and frustrating
Pay attention to these pain points of the customer which will significantly improve the customer experiences.
Step 3: Create the Promise: The promise is the value the customer can expect after buying your product or service. The promise should be the solution to the pain. The more painful their problem, the more valuable your product has the potential to be. You should have the answer to the questions like what promise should my products make to be truly valuable?
Step 4: Outline your Process: Every fabulous informational product has a clear-cut method for their audience to follow. People pay to you because they want to do something in an efficient way. The process you create should guide them to see the desired results in estimated timeframe. For ex, what are the steps your person needs to take to get from pain to process? So, your content should have following for each step,
     * What they should do?
     * Why they should do it?
     * How they should do it?
Step 5: Pricing: Creating the digital products costs more time than money for creation and delivery. The price of digital products is based on value. The deeper the pain, the more valuable your product has the potential to be. The potential lies in the promise. If the promise alleviates the pain, the value can change. If your promise eliminates the pain, then you will get the dollars.
 ECommerce Page Design - Product Content:  The perfect eCommerce website should be visually attractive and must show all the key information in a balanced, precise, up-to-date and error-free way. The product information must be well coordinated inside your company and across all the channels that distribute and display the data. There are some fundamental guides to follow to achieve a perfect eCommerce product page design,
       * Clarity and Sharpness: The design should be created for sight and touch with easy to distinguish the elements that are easy to interact with mobile screens.
       * Key Colors: The colors must be uniform, catching and must be used in key visual zones.
       * Elements Disposition: The most important elements should be located at the top of the page: the title, the highlighted image, the price, the BUY button. delivery times etc.,
       * Data Classification: Separate the general descriptions to technical specifications by bullet points. It is easy if product content management has already been carried out. Also, it is important to highlight the different information according to the product.
       * Harmony between Product Pages:  The product information and the design elements must be uniform among different pages and channels.  The synchronization and automation of content management is vital to the eCommerce page design
      * Interactive Elements: It is essential to present and explain products through animations, unique comparisons, or inspiring banner and by giving the user to play with the product such as changing the color of the element etc.,
      * Photo Gallery: Images must have the high quality and standardized pictures with same image formats and aesthetic line used in all product pages.
      * Secondary Buttons: It is useful to add the product to wishlist and share it on social media. Encourage its use through original strategies such as specific hashtag for the product.
      * Simple Reviews: Scoring the products with stars and brief opinion on product pages will gain in visual uniformity and users will have to be more concise.
      * Seasonal Design: Occasion will bring the unique opportunity to readapt your design and give a boost of personality to your product pages on Halloween, Summer sale, Christmas etc.,

     Including the pertinent content boost web traffic, conversions, and overall customer experience in the process.  Follow these steps for better results,
  1. Analyse Existing Product Content: Identifying the gaps is important to evaluate the product. The scientific method is to select a set of underperforming stock keeping unit(SKU) that are low conversions or low traffic product by conducting the initial analysis. It is also to identify the certain content updates may make a difference.
 2. Do the Research: Once you identified the gaps in existing product content, you should solidify keywords for each individual product. Typically, your product should contain three to five popular keywords per product to inform content development for those product pages. Popular keyword research helps you standardize product names, assign the attribution of SKU's and can help edit images, videos, user manuals etc., This will contribute to SEO for your products and helping them to get listed in top 10 results on google.
3. Adjust, Measure and Change: The analysis of product content often reveals the product pages in need of specific content to help customers to make the purchasing decisions. It reveals the consistency of the product names confusing to the customer who is searching for particular product specifications. It also reveals the product names that are not following consistent syntax.

     Once you make the necessary content improvements, the next step is to monitor specific traffic and conversion metrics of product page views, page exit rate, conversion rates, order rates as well as google page rank. The time and effort you put into page content and page descriptions, missing images, specifications, keywords will push the metrics in the right directions.

Thursday, 15 February 2018

What are the best sales pitch for products and services to potential customers?


           Sales Expert explained a simple rule of sales that all salespeople need to follow in order to close the deal is "Agreement". Agreeing with your customer is one of the best possible strategies for securing a deal.  The sales pitch can be described on the opt-in page. Also, the homepage is the key page to direct your customer where they want them to go. It is where the sales pitch goes. It is the place you need social proof, communicate a specific message and show off your expertise etc., It makes a huge difference in regard to sales.
            If you ever felt that your productivity is slipping, while you put the effort, but accomplishing less is due to the out of date sales process. Strategies that worked five years ago aren't effective now. If you don't abandon your bad habits, your sales productivity will suffer. It is pretty easy when you turn thinking around from "sales" to helping". And, You will also find much easier to have the sales talk. Sales can be closed if you simply take the time to follow up. Send a quick email and invite your prospect by,
      1. Scheduling the follow-up call by answering his questions
      2. Review the coaching program outlines or sales page
      3. Join the different program that might be a better fit
      4. Read more testimonials etc.,
Get in the way of making a real difference in people lives and in growing the business and profits.
Here are the tasks to do before you make your sales pitch,
1. Do Homework:  Invest time and research who am I, understand the services our company provides and how our product or service can add value to myself and my business.
2. Keep the Short and Sweet Email: An effective email should be short and to the point. Educate the reader on how you can add value to the customer.
3. Create Visual Presentation: Create an engaging visual presentation based on your research. Use your research to illustrate how you are able to help the recipient and eliminate visible weakness.
4. Follow Up: Maintain the established line of communications. Find the right balance between staying top of the mind and prospect's inbox.

Let's dive into the best techniques to boost your day-to-day productivity,

1. Let the Prospect take the Lead: In older days, the prospects procured information about the product from the sales rep. These days, prospects are more informed and as a result, they are less likely they care about your sales pitch. So, the sales rep can tell relatively how informed your prospect is. Once they get familiarity with your offerings, tailor your sales pitch to their particular questions and concerns.
2. Automate the Administrative Work:  As per the research, the sales rep spend most of the time in the tasks of sending email to prospects(21% of the day), data entry(17%), prospecting & researching leads(17%), internal meetings(12%), scheduling calls(12%) and remaining time spend with his prospects. Some of the best sales enablement and automation tools help you to cut down the busy work that distracts you from your main goal. So, invest in those tools to minimize the task and spend more of your time in selling.
3. Align the Sales & Marketing: When sales & Marketing doesn't work toward the same goals, everyone loses. The perfect alignment results in qualified leads. To achieve the perfect sales and marketing alignment, organizations must define the characteristics of sales qualified lead(SQL). Once it has been defined, both teams work towards generating and following up with more leads that meet the criteria.
       Here is the list of things that impact Sales & Marketing,
    * Business Goals: It includes both your company & your prospect's goals. Make sure you understand them.
    * Changing the Customer Requirements: The successful business does not remain static. Changes in your customer's business can alter based on their maintenance needs etc.,
     * Legal & Political Changes: When there is a change in the administration of legal & political landscape changes come fast & furious in sales and marketing.
     * Regulatory, Risk & Compliance:  Customer's risk can change as a condition for being in compliance.
     * Competitive Forces: New competitors enter the market regularly can affect your sales and marketing.
     * Internet & Social Media: You can quickly earn the reputation for your business using the social media and Internet.
     * Technological Changes: Latest technological innovations vastly impact the growth and success of the business.
     *Workforce Changes: Beware of cultural & generational differences.

In order to effectively manage all these influences, you need to have a sales process in place. Here are some questions you need to asks yourself about your sales process,
      * Are your sales & marketing process well documented?
      * Are processes reviewed for efficiency & effectiveness?
      * Do you have a CRM system in place to support sales & marketing process?
      * Do the sales rep follow a consistent buying/selling process for every sales opportunity?
      * Does your process track every sales opportunity?
      * Do you continuously improve the process?
      * Do you track sales activities and correlate activities with business results?
Having a well-defined sales process will give your sales staff the confidence they need to close the deals.
4. Personalised Sales Pitch: Sales professionals develop a pitch and perfect the delivery before approaching prospects. It is one of the important parts of selling. Buyers want to build relationships with companies their individual needs and concerns. If you use the same script for everyone, you will lose the business. They want to know why they, specifically, should buy your product or service and how it's going to solve their specific problems. Sales rep's guide to prospecting research will help you to find the right prospects for your business.
5. Work with Prospects Direct Phone Line: If a sales rep wanted to speak to a prospect, they'd call a company's main phone line and the receptionist to direct their call accordingly. The more people you go through, the less likely you are to reach your intended target. So, choose whichever company has accurate contacts within your target audience.
6. Warm Calling: It means calling a prospect you've established a prior connection with. It is about beginning the conversation before you pick up the phone. By establishing prior contact with a prospect built a certain level of trust with them. They will more likely listen to your pitch and consider making a purchase from your business.
7. Be a Problem Solver: Products are meant to solve the problem. That's why customers are really coming to you. Each and every person has a problem that they think our product or service can solve, When sales reps start thinking in his capacity - they are problem solvers to help clients find solutions then you are already ahead of the competition that's pushing the pitch.
8. Find your Authenticity: Customers want to engage with people more and more. If you are selling to people, the best thing you can do is be a person too. So, be yourself. Let the person you are stand out and use that to connect with people.
9. Create Postive Relationships:  The old adage says build relationships, not selling the product. Take the time to build relationships with clients. And, take the interest to help your clients lives and their problems. Creating a solid relationship will help you to close deals.
10. Build Trust: Help everyone, even if your product is not the right fit for your client. The potential client may not buy from you - this time. But, he remembers your help. When the new problem arises, he will come to you first, if the client trust in you.
         If you have been in sales with your company for any amount of time. you might hear the objections and concerns over and over again. If you can anticipate concerns in advance, it can go long way towards avoiding concerns and objections before they happen. Prevention is better than cure. The same goes for preventing objections and concerns before they happen,
1. Use "That's Why We are Here" Approach: Sometimes you'll get the common concern of a person not seeing a need for your product or service. Instead of going through your whole sales pitch and say at the end something like, "Looks like your product would be helpful but it's just not something I'm interested in buying". Try addressing these common concerns during your initial approach.
2. Address Common Concerns Up Front: When you address a common concern in your initial approach, it can help you avoid the outcomes. By addressing the common concern, it does a couple of things. First, it can either eliminate that concern if they had it, and it could get your potential customer to admit some other concern they really have. Our goal is to cater your sales pitch and value build around what your potential customer needs and wants.

Wednesday, 31 January 2018

Things to know about Sales Strategies for Business


           The strategy is a method or plans to achieve the desired outcome. An effective and proven strategy is vital to the growth and success of any business.  An effective sales strategy can make or break a company's sales targets. The sales strategy impact revenue growth of the company. To get better results, you need to rethink your system. An effective sales strategy is rooted in understanding the buyer and must be developed at the highest levels of the organization with the support from everyone involved in the execution of it.
Create and Track sales strategy that works for Business: Sales strategy describes the target market and tactics to implement the strategy. In order to succeed in Business, you need to create detail and effective sales strategy. Determine the target market and identify the prospective customers. To market and sell to the target customer the sales reps need to understand why customers need to buy the product and services from your company. So, create an effective sales messages and highlight the advantages of products and services that you sell compared to the competition. Build strong compelling benefits of using services and products.

           If you ever made the switch from B2C or eCommerce website to B2B, there's world of differences. B2B offerings are much expensive and marketing need to be addressed in a strategic manner. You must reach your customer at every stage of the funnel and educate them in all stages along the way. Content marketing KPI's at every stage of the funnel helps you to measure the ability of the organization to achieve the business goals. Keep track of owned audiences, website visitors, checkout, conversion rate and repeat purchases for your business. Consider the following KPI's and supporting metrics to gauge the performance throughout the marketing funnel,
             1. Build Brand :
                   Primary KPI: website visitors
                   Supporting Metrics:  Inbound Links, Referral visits, Brand Mentions, owned reach( subscribers, social followers, contact databases), New visitors, Returning visitors
             2. Generate Leads:
                   Primary KPI: Total Leads
                   Supporting Metrics; Gated downloads, lead source(advertising, direct emails, calls, social, offline), cost per lead, lead quality score, lead-to-prospect ratio, prospects or sales qualified leads
            3. Convert Leads to Sales:
                   Primary KPI: Customers
                   Supporting Metrics: Conversion Rate( visitor to the customer, lead to customer, prospect to customer), Cost of customer acquisition, New customers, Revenue Won. Revenue source wins
           4. Increase Customer Loyalty:
                  Primary KPI: Recurring Revenue
                  Supporting Metrics: Active customer, churn rate, Customer Lifetime Value, customer referrals and reviews, Net Promote score(NPS), Engagement(social, web, email), Retention rate, revenue(lost, won, customer, per division, per product)

      The relationship between buyer and seller is paramount of importance. The buyer needs to understand the business and requirements. How much and what things do they need?  So, when salesperson or business owner asked as a buyer, he knew, that enabled him to get prepared. To create an effective sales strategy and to execute it, sales team needs to answer the following questions,
1. The picture of long-term vision that brings customers: To truly grow the business and make the right sales, your sales rep need to understand the company vision. Make sure to explain where the company is going and where the market is going on the regular basis. Provide your sales team with insights regarding how the company captures a new market or leverage technology changes. If you make changes to product availability or services, explain to him why those changes were necessary.
2. Ideal Customer criteria can use to Prospecting: If a sales team stuck with leads and no way to prioritize them. it's likely that they are missing the opportunity to sell the right person. To help them prioritize leads, provide the ideal customer criteria they can use to measure the potential client.
3. The top companies we want to reach and sell successfully:  Once you have defined your ideal customer, you can use the criteria to make a list of the companies you want to target. It could be 10 or 1000 companies. Explain to your reps why these are the top target companies that help your team understand the long term vision.
4. Company Position in the Market: In order to sell effectively your company and products, sales reps need to be able to communicate your position in the market. So, look at the strength of the market, brand awareness, competition, technology landscape or economics to clarify your positioning.
5. Appropriate Value Proposition for each Buyer Persona: Value proposition of the company starts with the answer to the questions,
 a. What problem your client having that you can help to solve your solution &
 b. What is the unique way to solve this problem?
Sellers need to explain to the customer what your company offers.
6. The kind of sales support depends on from every department in the company: Every member of the company needs to understand the sales team goals and how they are expected to achieve these goals. To get it right, make sales a fully integrated part of your company.

If your sales team only receives a revenue goal, they will never able to understand how to reach the goal in a way that grows your company.  As a business owner, you need to create a kick-ass sales strategy and clearly communicate to your team.

Here are some best practices to bring your selling strategy,

1. Understand Your Buyer: 
a. The individuals inside the organization are responsible for purchasing decisions and the critical business drivers.
b.The personal cost to the buyer of the problem they are trying to solve.
c. What are the biggest perceived obstacles to the buyer's decision etc.,

2. Use Email and Messaging for Prospecting: Emails are a great way to touch base with prospective clients. Write the interesting and digestible piece of information. It is rare that people pick the phone and make the call for the projects. They use Facebook, LinkedIn, and other social media channels. Use that network effectively for the source of connection.

3. Talk about the Company:  To be successful, adopt a caring, nurturing and friendly attitude. Remember to address the buyer's pain, passion, our product, process and unique differentiation. It's how we start the correspondence and end our sales pitch.

4. Arrange an event: Shaking hands and buying prospects drinks become ways to build rapport and trust. You don't need to cancel the networking event, but you will get more out of the event if you create unconventional ideas and give away the valuable industry knowledge.

5. Make friendly Calls: Calling new prospects with new ideas is called "Warm-Calling" and create passionate about what is right and what is wrong. Be upfront about what you're calling. Be honest about what you want. Answer the questions and listen to the objections. If someone tells "no", don't hurt the feelings. Thank them and move on to the next sale.

6. Check your Sales Process: You need to review your sales process and build new skills regularly and optimize it. Try to get the key information of sales process. Don't reach out your prospect unless you are delivering the additional value.

7. Send a Gift:  Before people are working with you, they have to know you are serious about doing business with them. It's a gift that shows you're invested in partnership and willing to go the extra mile. It could be accompanying workbook, pocket journal or wristband. This will stand out from other salespeople and form a genuine relationship.

8. Translate strategy into process into workflows: Once an effective strategy has been established, you must translate into sales process in order to be executed. In order to consistently execute on strategy, the process must be built into salespeople daily workflows. Technology helps the groundwork needed to make it effective.

      Sales enablement is the multi-billion dollar industry. It requires the planned investment and strategy to achieve the goals. So, lay the groundwork that makes your investment pay-off.

Monday, 15 January 2018

How to align content for effective B2B sales funnel?


        Keeping your customers engaged and happy is important if you want your business to thrive. As a business owner will be delighted when he acquires one new customer while reading the post. If you want to retain your customer, it is important to build the relationship through different communication channels. So, how do you engage the customer in your sales funnel? Creating high-quality content at all stages of your sales funnel solves the customer challenges will make it easier for them to connect and stick with your brand.
      Conversion is the main goal of online businesses. Getting online visitors to engage with your sales page is important to the business success. This is where the sales funnel comes to the front of the line. Sales funnel or sales process is the planned strategy for converting business leads into paying customers. As per the research, 68% of B2B organizations failed to identify their sales funnel. This is the reason new businesses fall apart in short time.
        Start align the Sales & Marketing: Selling & Marketing are different. Marketing looks at understanding the value aspect of the product. But, Sales meets the needs of the buyer.  Sales have the power to make changes and directly influence customer decisions with interaction whereas marketing relies on making marketing all about the product. In reality, people always buy what they perceive to be the value of them. Marketing begins to create content that reflects sales person need to add value to the buyer. There should be an alignment to agreeing on goals, processes, and metrics that are most meaningful to the company. Implementing strict mutual accountability between sales and marketing is the secret sauce to successful inbound B2B lead generation.   
       Align Metrics & Goals: When anybody shares the same goals, they tend to find a way to work together. When transitioning from lead to account based, set goals that link lead funnel metrics to account metrics. ABM technology groups all web metrics in google analytics by account, content, CTA and web pathing decisions are all driven by the behavior of target accounts rather than all the visitors. Sales and marketing need to be aligned with everything who they are targeting, to the value proposition they are delivering.       
        The success of business stands on its sales strategies. 92% of businesses realize the importance of content as an asset. You need a strategy of how to use the content after its initial publications. Personalized content is effective for grabbing your prospects attention and also building a stronger bond. Personalized content using the information you have on your target audience to create tailored to their interest, preference, and needs. The more data you have about your audience, the more personalized content to meet the needs. There are various degrees of personalization that you can consider,
      * Segment Specific: Personalize your content by target market segments. It includes the industry, particular interest, demographic difference, geographic location, needs or problems etc.,
      * Persona Specific: It is a kind of buyer types. For example, first time visitor to your website, regular blog readers, a prospect who express interest in certain product or services an so on.
      * Stage-specific: The stage-specific identifies the certain step in the buying process. The buyer makes a purchase based on upselling or cross-selling, content personalized for the first time cold prospect.
      * Account-Specific: You might personalize your content for particular prospect or organization
      * Lead-Specific: Is personalization depends on one specific individual.
        Let's look at some issues before building the sales funnel. Landing pages are the first connection between your leads and business. Target optimization and promotional specification must reflect the promise presented in the target ad your viewers clicked on. Here is the best example of message match for conversion oriented design
 Bad Message Match:     
                               Ad: Get 40% off a Dell Inspiron 5000
Landing Page Message: Welcome to Mike Computer Store

Good Message Match:
                               Ad: Get 40% off a Dell Inspiron 5000
Landing Page Message: Get 40% off a Dell Inspiron 5000 at Mike Computer Store
Also, there are some facts to focus on,
           * Headline message must match with the ad linked to that page
           * Compelling CTA. Big and smartly positioned CTA are great
           * The purpose of every page should be clear and focused. The single targeted message and the elements should maintain the purpose.
           * Video on the landing page increases conversion by 80%
           * Show your product or service usage information
           * A/B testing must be done regularly etc.,
        Sales funnel presented to the prospect/customer and which tend to increase the price and value. It is the tool that allows site managers to see where the potential customers are as they make purchasing decisions while navigating the website. Here are the steps to create highly valuable sales funnel,
    Step1: Create a high-quality product as a giveaway: The product giveaway has to be high quality, real interest to target subscriber and genuinely valuable like Providing the PDF reports, free video training or software to your prospects about the giveaway.
      Step2: Include the affiliate link in your giveaway: If your giveaway is good quality, there is also a good chance to share on the internet with people who are not on your email list. It is also easy to monetize your affiliated link to the related products.
     Step3: Set up high converting squeeze pages: Different squeeze pages will be more effective for different niches. Different headlines, bullet points, designs need to be created. You will get the higher conversion to the page when you add the video to your squeeze page.
    Step 4: Create legal pages: It is essential that all your squeeze pages to certain legal pages like privacy page, terms of use and disclaimer page.
    Step 5: Create a Redirect Page:  If you want to attract the new subscriber, create the page for the special offer. This is also called one-time offer page.
    Step 6: Create Monetised Thank You page: This is the page where you will send your subscribers after they opt-in. On this page, add banners to related products with affiliate links or Adsense Ads or both.
   Step7: Write welcome email: It is a professionally written page for your subscribers and start building the trust.
     You can create sales funnel for your business by or any other similar funnel builder.

Sales KPI: Key Performance Indicator is a measurable value that demonstrates how effectively a company or employee achieving the key business objective. B2B sales situation is unique for every customer. Sales are the delivery vehicle for a marketing message. Think about all the different possibilities,
          - Buyer
          - Industry
          - Solution
          - Configuration
          - Stage
          - Requirements
Every time sales representative gets in front of a client, they have to pitch a slightly different story and value message based on the messaging and content that has created.
  Define the right KPI's:
1. Company Goals KPI:  What are the company-wide goals? Revenue? Customer Retention? Customer acquisition? Companies provide one primary objective with one or two secondary goals that support the primary objective. Forex,
       - Primary Goal: Increase annual revenue X amount
       - Secondary Goal: Growth 10% of every month
2. Sales Objective KPI: What objective will help to reach their goal?  What is your cost of sales? What is the average sales cycle length? It's important to view your primary goal in the context of industry and specific business. forex,
   - Sales specific:
        Primary sales goal:  $ monthly sales
        Secondary sales goal: % growth month by month
   - Contextual Metrics:
          Cost of sales ($)
          Opportunity Win Rate(%)
3. Focus on Action: How many calls/meetings/ emails will be necessary? How many leads need to be generated? Keep working on until you have a solid understanding of key activities driving your revenue.
        KPI's are effective for targeting specific actions for 2 reasons. 1. Action-oriented KPI inspires action  2. To help uncover possible causes when overall goal isn't met.
        Pipeline Flow :
             * (#) of Wins
             * (#) of deals and opportunities
             * (#) of sales/marketing qualified leads
        Action Oriented:
             * Send X outreach mail/ follow up
             * Make X calls and meetings
             * Send X proposals
 KPI's are living metrics meant to be shared and monitored regularly. Have the key metrics in front of your team will help them to track progress and prioritize the actions.

       Sales funnel illustrates the ideal journey that your prospects go through on their way to become the customer. Sales funnel accomplish your marketing and sales efforts can work together to put your prospects on the right path.
    Follow these tips for improving the sales funnel:
1. Attract visitors from multiple marketing channels: Use PPC, direct mails, SEO, cold calling and social media to attract the visitors. The specific channels may differ depending on the industries.
2. Analyse the effectiveness of various Marketing Campaigns: Analyse the website traffic and inbound calls from various marketing channels. This data will help you to educated decisions against hoping for the best.
3. Update the blog content Regularly: Writing useful blog post can improve your SEO and help you engage with customers. Blogs help you organize all your great content.
4. Listen to your prospects and customers and update your website:  Update FAQ sections on your website for your customer's questions about the product or service in your company.
5. Include multiple calls to action on your website: Website visitors will be at different stages of the buying process. Some might be ready to call, others might be researching. Make sure to capture the names and email addresses from the ebooks or white papers.
6. Retarget your website visitor: You shouldn't give up on the visitor who doesn't convert. Consider running retargeting campaign so you can display advertisement on the popular website.
7. Become an authority in your industry: If you are known an industry expert, you'll have the prospects seeking you. As your brand recognition grows, you can attract inbound links which will benefit your SEO.
8. Take action: The first step in improving the sales funnel and marketing efforts is to take action. Create the plan with specific due dates to ensure you start making the progress.




Sunday, 31 December 2017

7 Best B2B Website Design Marketing Trends & Ideas

      B2B website is the sales tool to inform, captivate and persuade people to buy into your brand. It is also important to build customer relationships and the trust your website conveys is critical to keeping your audience engaged. Since the website is a great asset, it should meet your needs and support your goals.
Stay Agile with your B2B Website:  The process of building an effective website is never over.  Your company should be continually learning from the customer interactions with your website. It requires careful testing of the elements that are working and needs an improvement so that to meet the visitor's desires or expectations.
           B2B websites need to establish a clear information architecture, includes compelling content, offer details about products and services, understandable interaction design and all the user experience principles discovered for B2C will be applied to B2B as well. However, the B2B audience often has different needs than B2C. As a result, B2B purchases have longer decision-making phases, higher price tags, and it has less of a need to market based on product desirability.
 There are 2 important things  for every B2B website,
      * A mechanism for generating the leads
      * Valuable Content that confirms to the prospects that why working with the company is a good idea.
      B2B website designs to be effective in attracting and converting prospects into leads has everything should be functional on the site. Keep in mind the following,
      * Know your Target audience: Understand your target audience and what drives them to buy so you can speak to them directly when they land on your site. To entice visitors to continue their journey through your site, you need to know their history, including the products and solutions typically they purchase. Understand the strength, weakness and pain points and what keeps them to keep up right?
      * Conduct SEO: SEO helps to target the right visitors, so when they find your site they are more likely convert into leads.
      * Promote your site via Social Media: Once you build a great website, you need to promote it into a lead generation machine. Social media provides ample opportunities for promoting your website and generating feedback about your brand. It also initiates a conversation about products and services.
      *  Do prospects understand what we offer?
      *  Is there a bunch of internal links on the website?
      *  Does the content speaks to prospects need?
      *  Is there any value for existing clients?
      *  The main value proposition that of products and services is clearly represented on a website? The audience should be able to identify the company's purpose and how it will deliver.  Rather than excessive attempts to drive buyer motivation, focus energy on addressing ways your company will provide the solution. There are 5-7 impressions are mandatory before someone will remember your brand. Ensure that your B2B brand is clearly represented in your website design. Check the following elements present on your B2B website,
      * Clear Calls to action
      * A variety of calls to action
      * Short form submissions
      * Resources to download
      * Comprehensive Blog
      * Easy to find product and service pages
      * Contact page or form
      * Compelling messaging
      * Obvious Branding
Here are the best B2B Website design practice that creates a better user experience and positive lasting impressions with the visitors,

1. Convey the Quality Of firm's Product: Provide the vibrant and cherry feel which capture the audience with the variety of high-quality products rather than just listing the products and envelopes that doesn't rank.
2. Perfectly Placed Call-to-action: It is important that your audience exactly where they want them to go. Right from the home page direct the visitor to customer. There won't be any unnecessary images, nav's and distractions.
3. Functional Minimalism: Functional minimalism improves the UX to cut download time and increase readability. When there is less content on the page, it has a way of drawing more attention. The simple polished small statements are impactful.
4. Quality Content: The energetic, colorful content to users will lift your brand into positive directions. It is important to understand the impact your content on design. Keep in mind the following for B2B website content,
    - Explain Product & Services Immediately: Visitors need to get straight to the point at the first visit on your website.
   - Show them the benefits of partnership: If they decide to partner with you, explain the details of what will the customers gaining?
5. Design should tell the story: Choose the design make them on a journey of your visitor. This approach is conversational marketing rather than content marketing.  Conversation marketing uses the content to understand what the user is looking to find and proving the tailored information needed.
6. Attractive & Captivating Videography: It is extremely popular on home pages take the place of excessive about content. It illuminates your content with the story of who you are.
7. Focus on User Experience:  After you establish who you are as a brand and who you want to attract, you need to think about what exactly it is you want your visitor to do when they visit your page. Research has shown that 58% of B2B websites had successful user experiences. So, establish your goals and anticipate conversion paths before you start designing your website. Layout a wireframe for a website is the best way to define visitor's flow. It also helps to the designer to build the pages.

To support B2B customers in all stages of the purchase process, you need to,
       1. Provide content such as articles, blog posts, webinars, white papers, buying guides that help early-stage researchers understand the types of problem you solve, typical solutions and define how your product or services are the key part of the solutions.
      2. Ensure that content provides criteria for why you have solved a particular problem so well compared to your competitor.
     3. Acknowledge competitor products and show your solutions are better through comparison tables
     4. Provide a  shareable content and products for review, discussions, and approval.

B2B Marketing Trends:  In order to get the clear picture of B2B marketing trends,  it's important to look at the strategies gaining popularity,

1. Marketing Automation: As the role of marketing grows and becomes critical to attracting and nurturing leads throughout the sales process, marketers having more work to save the time and streamline the nurturing process. The clients want personalized and human touch during the sales process, so everything could not be automated in marketing. Hubspot and Marketo are good marketing automation tools.

2. Account Based Targeting: Rather than actively working on ideal prospects, the EI Toro, AdDaptive enables marketers to market only to those prospects. kwanzoo cookie based ABM program provides depth of targeting and reporting you can get.

3. Meaningful Motion & Animation images: This is not same as the video. It enables the fluid experience for the visitor. Forex, if a user scrolls down the website certain aspects of the design expand to reveal the information or animate and illustrate a complicated process. It creates the seamless experience of the user and educates them simultaneously.

4. Subtle Interactive Elements:  Subtle interactive hover and motion applied to various elements on the web page improves the way user navigation and incite an engaging experience. The cutting-edge design tools used to make the interactive elements stand out from others.

5. Video Backgrounds: The major trend is the integration of video into digital marketing assets in B2B web design. The video background has demonstrated value as they support the brand story and visually emphasize messaging.

6. Remarketing: Once you get your brand in front of the prospect, it is also important to stay in front of them. It is an inexpensive way to solidify brand awareness and to be readily accessible when the prospect is ready to make contact. Remarketing is an ingenious way to stay in front of the prospects to get in touch with your brand.

7. Press Releases: Press releases are a great way to improve SEO with verified backlinks to the brand website. The movers and shakers in the market often turn to press release for the latest product and service announcement.

B2B products are not standalone products that are purchased as part of a larger system that requires careful consideration of compatibility. B2B customers need to ensure that new products, software, and services will fit into existing systems and workflows used in their company. So, when providing compatibility information, be sure to include the following
     - Name the standard product that you integrate clearly
     - Indicate the version of the product
     - Explicitly mention the companion platform or software with which it works best
     - Tell the user what type of support you provide during the integration or transition of the system
     - Indicate the specific standard you comply with and link to detailed information on that standard
     - Provide clear engineering drawings, connection, dimensions, requirements and proximity to other connections.
    - Cloud-based integration and API support information for software etc.,

Friday, 15 December 2017

The Best Web Designing Trends that Builds Brand Online for 2018

      B2B companies pay attention to trends, customers and take action to improve their business. Companies that launch B2B eCommerce solutions deepen their customer relationships, attract new customers and become more profitable. Unlike the standard B2C model, B2B designed to meet the needs of the sellers whose customers are primarily companies - possibly complex organizational structures with multiple users and various roles and levels of permissions. There are 2 basic actors in B2B model,
         * A Seller is an admin user that accesses the System from Admin panel
         * A Buyer is any consumer associated with company account who accesses the system from the storefront
       B2B marketing strategies are essential for encouraging innovation, increasing sales revenue, assisting in market penetration and aiding in market entry for any organization. It provides a framework for analyzing organization strategies, identifying synergies with various stakeholders, and building and leveraging company's core competencies.
        Inspiring brand tells your brand story through Brand strategy and planning. Brand impacts revenue growth when it gets activated by the sales force and becomes uniquely equivalent to your customer and prospects. Do you have the right marketing strategy to your revenue growth goals?  This Interactive Tool will help you understand if you have a chance at success.
        Branding is business mixed with emotions, expectations, and engagement. It consists of your web presence, communications, and products. It is also baked into your product details, customer details, and checkout page. People purchase products because of story, an emotional connection they feel with the brand. As eCommerce business owner, building powerful and engaging online brand is our most important work. There are a lot of web design trends that take the internet and are widely used on many different websites. The innovative web design strategies have seen in a website traffic and overall conversion rates.

   Let us take a close look at some of the web designing trends that takeover in the year 2018,

1. Provide a  Personalized Experience: Web Content Personalization is a well-established marketing tactic among B2C websites. Personalization of Emails is a common tactic across all industries. Ecommerce has become customer oriented that they do all the shopping online completely on their own. They are like detectives searching right kind of clues to decide a product is worthy of their attention.

2. Create Efficient Check Out Process:  According to the research, the confusing checkout is among the top 5 reasons for cart abandonment. Make your checkout experience is completely linear. Never make objects clickable during the checkout phase so visitors get distracted and leave, abandoning their basket.

3. Optimize website for common Browsers: Don't forget to design your website for overall accessibility. When designing your website, try to avoid your website relying on browser specific behavior. Test its appearance & functionality on multiple browsers to make sure that all your visitors are getting the experience you've worked hard to create. Not all users have javascript enabled browsers and technologies like flash and ActiveX may not render well in every browser.

4. More Shop Features: Customers simply hate it when they feel limited by the options they have been given on the website with an unlimited number of products and categories placed on a shopping page. Integrate social media feature on the website. Countdown timers are good way of closing the deal with limited time offers in the form of discount and free shipping. All these features make customers life lot easier and consistent with the current trends have had so for.

5. Product Video Integration: Video content is an entertaining form of storytelling and outstanding way of conveying complex information instead of explaining the use of words alone. It is an informative approach in the form of guides to instruct customers on how to use their products and making the browsing experience much more enjoyable.

6. Display Reviews & Testimonials: Customers more likely purchase the goods on a website that has the reviews and testimonials on them rather than random or unknown eCommerce website. Someone actually tested on the quality of goods provides some assurance that the business is totally legit. As a result, the conversion rate will go up along with profit. Customer Reviews give you unparalleled insights into customer trends.

7. Adding small Icons to make Navigation Easy: Adding small icons to make their product categories more intuitive. It's a great trend - when it is executed well. Visitors clicking the categories and find the product items that results in best user experience.

8. Going Social on Product Pages: Remember that, there are customers and prospects out there ready to connect with you on social media.  If an element isn't adding any value to your page's conversion goal, it has no business on your web page. You should justify the presence of social icons on product pages. It may distract visitors from page goal, which is to increase clickthroughs to the 'Add to Cart' button.

9. User-Generated content TakeOver:  It is one of the most valuable pieces of content you access to. It gives real feedback of your store and products. Social sharing of your products makes your customer more likely to trust your site and customer more likely to purchase after having interacted with UGC. Provide a scrolling carousel on your website with customer reviews, photos, and thoughts about your product. It is not only a powerful statement of how many people love your products, it can be extremely helpful.

10. Consider Retargeting Strategy:  Retargeting helps to reduce shoppers issues and turn hesitant visitors into happy customers. Start by determining which shoppers have added something to their cart, but haven't completed their purchase. Once you identified the audience, it is important to determine how long you want to target cart abandoners. Reaching consumers as soon as they abandon is a must.

Start Your 2018 with Best Foot Forward in B2B :

1. B2B products are of higher intricacy than the B2C products: Visitors to your online store hope to search and find fast and find the exact product they are looking for. So, create well-made product catalog with advanced search options and make sure the product sold on your web store are presented with exact specifications and as many details as possible.

2. B2B sales involve many people: Unlike B2C where consumer buy a product because of impulse, B2B buyers need to make the value and benefit clear their company. There are several peoples involved in the buying process. If you want to persuade everyone involved in the purchasing decision, make sure the product descriptions contain enough technical details and shows of the commercial benefits to the executive.

3. B2B Product Sales cycle takes more time: B2B sales usually last for long. Nurturing potential customers to keep continuous and steady sales in the future becomes as important as selling products. So, the content marketing is an effective way to develop potential customers. As the customer journey becomes longer, businesses need to deploy plenty of research on different stages of the customer lifecycle. Content marketing helps to educate the potential customer about the best practices in the industry.

        Make sure you are standing out the following,
             -  Video Usage: It's the right time to present your product video on websites.
             - Fast & Mobile friendly: Mobile continues to grow and attention span time continues to shrink.
             - Married it to SEO: If Google can't find your content on the internet, it might as well not be there.
            - A/B Test Everything: The subject lines, video ads, content length, the color of buttons are tested and tweaked.
           - Made Relevant Content - If your audience is looking for something, give them what they want.

4. On the B2B market, Company is as important as your Products: Your web-store visitor not only looks for product description but also your company information. They want to ensure that your company is trustworthy. If you want to win trust and recognition, pay more attention to the "About Us" page. List the key member's of the company and tell a story how their experience informs the product and corporate culture. Postive comments or past customers establish trust in the company.     
5. Select Effective Promotion Channels: Content cannot spread well without appropriate promotion channels. Buy some advertisement on ecommerce platform may expand the online shop exposure and increase page views. Social media channels like facebook, twitter and linkedIn are good choices. Also, join the conversation of forums related to your products. Share professional knowledge on the blog. Sending the promotional email are effective as long as the content meets the customer requirements.
             - Fill up the Business Page: Make sure your company profile is complete and robust. Users who are unfamiliar with the brand can quickly understand who you are and the unique value you offer
              - Post Awareness Content: Brands frequently post in-depth content to LinkedIn - either directly on the platform or by linking to the company blog. Also, include entry-level content as well.
           -  Participate in different LinkedIn Groups: Many marketers are intentionally involved in LinkedIn groups that relate to the industries. Follow your buyer personas to Groups related to their industries and offer genuine, unbiased help.