Tuesday, 15 May 2018

How to Optimize SaaS Product and Service Page for Customer Success?

      Successful SaaS businesses figured out how to quickly establish themselves as an authority through effective digital marketing techniques including the utilization of content marketing and the best SEO software for startups. Brands that are able to introduce their product and educate the audience first are the ones who rise to the top, while the rest slowly fizzles out. Build a rich, educational content around the core aspects of your product, and most importantly, show how it delivers value to prospective users.
Illustrate Knowledge of your industry:  Create valuable content that answers your customer needs. SaaS startup needs to emphasize why they are an authority in the industry. The great way to showcase brand's value is to illustrate the brand's knowledge in their field. Blogging improves your website's relevancy for improved rankings and will educate your audience that helps your readers to customers. Let the journalist in your industry know about your SaaS product and if it offers an unique value, people should know about it.
Co-ordinate Low touch, High-velocity Sales, and High touch, Lower velocity Sales: Customer retention starts with on-boarding. Understanding where customers encounter issues helps you improve the processes and allows you to resolve problems. Many SaaS companies have a variety of daily signups. It is crucial that sales and marketing are able to identify high potential leads to offer those leads best fit onboarding consultation and to deliver the right level of support during the on-boarding process.
General Tips and Myths for SaaS Success: 
1. Create Sales Presentation focused on customer Success: When you love the product you are selling, it is easy to fall in love with different features. Your customers want to know how your product can help them, not how many features it has. Share success stories from customers who have been able to achieve goals similar to your prospect's goals and it will increase your conversion rates. To successfully share the stories, follow the situation, solution, success formula
     - Tell a story about a satisfied client using the client own words to illustrate the situation. Imagine one of your client asking for help; how would you articulate their challenge or problem
    - The solution can be delivered in your own words. For ex, This is what we did to help client X.
    - The success has to be in the client words. This is because only your client words can adequately express how wonderful your product/service/solution is.
2. Create your ideal customer profile for B2B SaaS Leads: An ideal customer profile is the description of an organization which gets significant value from using your product/service and provides significant value to your company. It is how to create an ideal customer profile to attract high-quality-sales-leads.
3. Give Product Demo that Sells:  Structuring successful demo is something you will get better with the experience. When you are demoing the feature, always give your prospects the big picture first. They should never watch your demo something and not know what the purpose of it is. So, here are the best ways to automate your sales pipeline management and achieve these things,
  - You give them the context of what it is you are about to show them and help them to understand how they will benefit from this.
 - You have engaged them by making them say something,
 - You've confirmed that the feature you will demonstrate is actually relevant to them, ensuring you make the best use of the time you have with your prospect.
    An effective demo as much an art as a science. You must have the competency and passion. As Maya Angeloy stated, "People will forget what you said,  People will forget what you did, but People will never forget how you made them feel". Make your prospect feel great about you and your product.
4. The product doesn't Sell itself: If you want to sell successfully, focus on creating a desire for your product and deliver the value.
Design Issues of SaaS Application: 
        There are four important aspects of your website design. Those are,
Layout: User Interface has a lot of things, how you put them together in a way that makes sense is what we called layout. With new trends, new user habits and multiple devices to consider, nailing good layout crucial to the usability of your app.
Product WorkFlow: It is what we get something to get done. How do I do it? The less time it takes the more UX points we win.
Visual design: It is not enough that products just work. It is important to look attractive too. If it is attractive, it will be used very frequently.
Forms: It is important for generating the leads from your website. Every UX designer needs to design the form that is easier to fill. We can't live without them.
     There is a product feature that brilliantly drives growth or there's a feature that's so on-point with the needs of the target user that buzz becomes inevitable. SaaS development pretty much goes hand in hand with agile methodology. Rapid iterations make constant opportunities, as there's always an upcoming development cycle to aim for with new feature that can change the game. Here are the best methods to develop the features in your SaaS product,
      1. By compiling the feedback and data identifies the features that will drive growth. By truly understanding your users want that eventually find useful and drive SaaS growth.
     2. From other product users, you can get a lot of incremental ideas and use the tool in your business or your customers, to validate that the product really solves what it's supposed to be. After implementing the product feature, make sure you have analytics in place to see if the feature really drives growth in your business.
    3. SaaS features that help user to perform a specific task easily and quickly. Ideally, this will be the task the user does regularly. It is often better to focus on small improvements than to chase new feature.
   4. Send them a survey including three to five of the features you are thinking about building. But, you haven't gotten around yet, it is a great way of validating something people actually want. This process works if you don't have ideas narrowed down.
   5. The best way to go SaaS product is by closely monitoring your users to understand the behavior and identify the gaps. Look your users who signed up in the last four weeks and identify where they get stuck and drop out or differs from what you expected. These gaps become the foundations for new feature ideas that lead to prototypes and validation.
   6. An excellent way to identify the growth driving features for your SaaS product is to reverse engineer your ultimate goal. Identify your desired KPI to measure your success and make sure it is realistic and achievable.
Designing a SaaS Product: It does not just require an idea for the SaaS Product on the Web. It requires a clear plan of how it will work and which features you will support. It also means a lot of UX planning from the wireframing to detailed mockups. Here are the best ideas to keep in mind during your build of a website,
 1. Above the Fold Value Proposition: Value proposition communicates what makes your business unique? What do you do better than everyone else? It is the one-sentence selling point to the visitor that sums up your entire product. In other words,
      What you do + Why you do it best = Value Proposition
FreshBooks described the Value Proposition as,

2. Call to Action: It tells the user to do some action. Most call to action in SaaS websites to tell the user to sign up. It asks for an email address, which leads to a free trial. Others ask users to login using facebook or twitter. You can also see that "Get Started" button. Do some testing and see what call to action message works best.
3. Product Pictures: It is important that your website has the pictures of your software so that your user can see each feature of the product along with its screenshots. Some people want to read about the features, while others will want to see them. But most people want both of them. So, write about the features that look with your software.
4. Easy to find Contact Information:  Typically, Contact Us information posted at either at the top or bottom of the website. Wherever you decide to post yours, make it visible and clear. Visitors should be able to find your telephone number quickly. If they cannot find contact us right away, they will simply leave your website. It is best to highlight your telephone number on the homepage. It increases conversion and sales.
5. Product Demo: Some visitors want to try your product right away without having to sign up for a free trial. Visitors want the ability to try out a product without having to go through the technical work. Generally, demos are best served when they are just a click away. Make it easy, clear and simple. For users who use your demo, try upselling them by having a small text box reminding that they can sign up for a free trial.
6. Free Trial Offer: Free trails are those who want to use their data and test your product with businesses. The trial period could be two to four weeks that don't require a credit card. Some company's offer their product for a month before they decide to continue the subscription. So, it is common for all Saas companies to offer a trial.

Monday, 30 April 2018

7 Best SaaS Tips & Ideas for your Business Growth and Retention

Definition of  Software-as-a-Service:  Cloud computing changing the way in which software is developed and delivered to customers. The data of users are stored on cloud servers and vendors are able to upgrade their product without the need of requiring the customer to upgrade software. When the custom-made software is developed, the core product is then sold to the customer. SaaS programs tend to be available on a subscription model. When working with SaaS providers, you will get technical support updates, as well as subscriptions which allows you to cancel at any time.
       SaaS companies success completely depends on acquiring and keeping users in your product. So, use your product to acquire, retain and grow your customer base. As the SaaS business model depends on personalized in-product customer experience. It requires a deep understanding and ability to influence user behaviors inside into your product. Also, it requires a product-led go-to-market strategy that guides marketing, sales, customer success and product teams to put customers in front.
       Digital transformations have bought all businesses online, the SaaS businesses are already digital and service based, they now need to prioritize the customer experience to succeed. Digital transformations make it possible for companies that experience and more efficiently and effectively engage users and customers in the product. Word of bad customer experience leads Software-as-a-service company on a downward spiral. But, meaningful and memorable customer experiences can rapidly lead to growth and market domination. For that reason, the growing number of SaaS companies offer self-service freemium products and free trials. So, the customer can explore, navigate and actually use the product. And that every department and process across the organization with the fuel needed to deliver personalized in-product customer experience.

Customer Acquisition Model: The subscription economy provides an immediate option to signup for a product freemium or free trial. Allowing prospects to try a product improves the buying experience and provide SaaS companies with relevant behavioral data that helps them personalize that experience.

Tips to Create successful SaaS Business in the Industry:
1. Follow KISS(Keep it Simple, Stupid): SaaS products are often self-served and need to be self-explanatory, simple, clean and highly intuitive. 
2. Offer Several Packages: The entry point of SaaS offering should be free, but limited in usage volume, functionality and/or time.
3. Define, Analyse & Control:  In their actions, SaaS users share invaluable information about their use of products and their needs and behavior. Data reveals what functionalities are popular or aren't being used and also helps to segment users and define packages. It is important to define a test(A/B testing) and monitor the effective improvement after making changes.
4. Be committed to Customer Success:  Professional services increase revenue and stickiness and reduce the churn rate. It increases deployment time and cost of sales and reduces the margin. The main goal of the SaaS company is to defend and grow its recurring revenue from existing customers. To achieve this, customer success team needs to continuously monitor their customer usage levels, send them product updates and satisfaction surveys and invite them to customer advisory board session among other things. The customer success team should be trained and capable of selling.
5. Monitor your Dashboard: SaaS companies continually should monitor the Key Performance Indicator(KPIs). The most important measurement are monthly recurring revenue, churn rate,  cash flow, customer acquisition cost ratio, customer lifetime value etc.,
6. Growth is King: For SaaS companies with typical gross margins of greater than 70 percent, valuation mainly depends on annual growth rate. The average SaaS company is growing at about 25 percent per year is generally valued at around four to five times its forward revenue. The clear message is: If you have the means to do it, you should invest heavily in growth.
7. Show a Path to Profitability:  Good SaaS companies must show a path to profitability - essentially prove the business model is fundamentally sound( per KPIs above) and that they plan to be profitable in the next one or two years or at least can do so while maintaining at or above average growth rate.

SaaS Marketing: SaaS marketing is a complicated process. The user learns about, signup for, and uses the product all in the same domain which gives us a lot of data about how they interact with our content and services. Identifying the key actions that need to be taken or key pages that need to be seen to get the most out of the program will help identify bottlenecks in usage. If you have determined the product-market fit, then you are ready to start marketing,

The SaaS Marketing Journey

Graphic originally from http://www.inturact.com.

 Organize the Buying Journey: When companies use customer lifecycle framework rather than product life cycle, they can reevaluate their own process to ensure that organizational goals are aligned with customer needs and expectations. These in-product behaviors deliver a relevant experience to each user, which helps acquire, retain and grow the customer base. 

Ideas to Try for your Business Growth and Retention: Every new idea for boosting the customer growth and retention should be feasible with the resources you have, it is not always strategic to pull them off core functions to work on the latest growth idea. There's still room for low cost, easy to implement techniques to improve the growth and retention of your SaaS Product.
1. Call the New Prospects When they Sign Up: If you are a B2B SaaS startup, you need to be calling all your free trial signups immediately. Every phone call is an opportunity for customer development.  Because that person went through your marketing funnel, you will get feedback on whether your website is performing well. The insights you learn from these calls can be turned directly into hypotheses for experiments to run on your SaaS onboarding funnel.
      Customer journey consists of online and offline interactions. Digital touchpoints can happen outside of a product or in-product. SaaS companies focus on customer journey and interactions outside of their product to free trials and signups that focus on in-product customer journeys.

2. Try Win-Back offer for expired Trials: When you launch your product, users may like your MVP product, but not pull the trigger on moving over to you. However, as you develop your product into a more fully featured solution, those initial prospects might be just ready to move over. So, SaaS providers send several emails to dormant trial accounts after a year, offer them another 30 days trail by highlighting what has changed in the meantime.
3. Sending the summary of "What has happened this week in your SaaS" via email - Many SaaS products works day in and day out on your behalf. Depending on what your application does, you can send out emails highlighting the number of issues closed, the number of conversation tracked or leads generated,
4. Retargeting Customer Trials with Customer Success Content: It is a powerful way to get your past clients get them come back to visit your website. Saas companies use retargeting to get back to their site so they can sign up. Alternatively, you can advertise customer success stories that highlight the type of value that people can expect to get from your product.
5. Offer an Onboarding Package: Depends on your SaaS, your customer may need your service before they get started. Offering the onboarding package like"done for you" to new customers can be a way to smooth the path to success. Each optimization results in more customers using your product, more word of mouth referrals, and higher lifetime value.
6. Build a sticky SaaS Product: SaaS should be a product that becomes part of someone's daily routine. Something they can't do as good or enjoyable a job without it. Something they need and love it. It's a kind of solution that includes a superior customer experience. Having a product that isn't sticky just means that you have a churn problem. Increase the stickiness by reducing the time to value. It is the velocity of the customer seeing the value of your product - how long does it take them to get to those ah-ha moments that make them see the benefit. So, it is important to think from a customer perspective.
7. Pricing Strategy for your Business: For the SaaS business, you have to figure out the best price for your service. Different types of SaaS businesses use several types of pricing strategies. If you are starting new SaaS business, the best approach is to explore different pricing strategies used by others so that to position your pricing model to better appeal to your target audience.
Types of SaaS Pricing:
  1. Clear & Transparent Pricing: Being completely transparent about your pricing and expenses can be a great way to stand out from the crowd.  
  2. Per User Pricing: Charging per user is another pricing strategy you can use. It is suitable for SaaS that promotes team-based services.
 3. Feature-Based Pricing Model: Offering different pricing plans with access to more advanced features is the most popular strategy used by SaaS businesses.
 4. Usage Based Pricing; It is a pay as you go pricing is a strategy used by many SaaS businesses in the email marketing industry.
    Choose the strategy that fits your business plan depending on the service or product that you offer. As a business, you need to evolve with technology and economy to sustain growth.

Sunday, 15 April 2018

What is called Result-Oriented B2B Content Marketing Strategy?

      B2B Organizations are extremely committed to content marketing. Agile content marketing is all about creating content smarter. The successful agile program is able to produce high-quality content that delivers results more effectively and efficiently. One thing is to create good content. Another thing is to use your content to sell your products and services. That's why it is important to have the strategy behind each of content you write. When you are creating the content for your website, focus on what's important, and ask yourself a few questions like,
       * What are you trying to accomplish?
       * What kind of content( specific to the industry/role) will help you to achieve the goal?
       * When are you going to publish the content?
           Once, you have the answers to these questions, create the mini-plan for your content marketing strategy. For example, if you want to reach out the executive to buy a new and contact for assistance. Start thinking of questions they may have right now, and prepare the content that answers those questions. Choose the right topic for your target lead gets understandable, edgy, trigger emotions that make a promise and easy solution for their problem. Here are the common reasons for B2B content marketing failures,
            * Lack of Refined Strategy
            * Bad Content Promotion
            * Inadequate SEO efforts
            * Expectations are Set too High
        Reach them out through email. Facebook, social media and PR or another way. Squeezecmm    helps you to get brand new, meaningful and deep insight into your content performance through content taxonomy. Make a list of ways to reach out your audience. Decide on what you want people to do once they read your content. Be sure to add the call to action at the end of your content.
    Content marketers have huge opportunity to guide prospects in their journey and ensure that their company is on the shortlist for the first conversation with sales. Executive buy-in for content marketers is cited in the content marketing institute.  To lead successful content marketing, you need stakeholders and executives to understand why are you doing and what are you doing. That's why you need to tie directly with business objectives and present in a language that resonates with your executives. Uncover the pain points in each area of the organization and figure out the ways in which content marketing can help sales, services, product management, finance and support services.
When it comes to B2B content marketing, thought leadership falls into 3 major categories,
     1. Product Thought Leadership: They are expert in How to's, Best practices and strategy about how a product or service can transform a business.
     2. Industry Thought Leadership: These people are expert in a fresh point of view on news, trends and the future of the market, offering ideas for new ways to achieve success.
    3. Organizational Thought Leadership: These people work in leading the company culture, talent development, and other internal advantages.
Measure the Success: 
      By tracking the results, you come to know exactly how people see and react your content. Based on the results, you can make appropriate changes and respond accordingly. The Net Promoter Score or NPS measures customer experience and predict business growth. This proven metric provides the core measurement of customer experience management programs around the world.
NPS Calculation: You can calculate the NPS using the answer to the key questions. Customers are asked to rate on the 11 point scale the likelihood of recommending the company or brand to a friend or colleague. On a scale of 0 to 10, how likely they recommend the company's product or service to a colleague or friend? Based on the rating, customers are classified as detractors, passives, and promoters.

DETRACTORS: They gave the score lower or equal to 6. They are not particularly interested in product or service. They won't purchase again from the company and potentially damage the company's reputation.

PASSIVES: They will give the score 7 to 8. They are somewhat satisfied with your product or service but easily switch to competitor's offering if given the opportunity. They won't spread any negative word of mouth, but they are not enthusiastic enough about your products or services to actually promote them.

PROMOTERS: They will give the score of 9 to 10. They love the company's products and services. They are enthusiastic and repeat buyers recommend the company's product and services to other buyers.

     Net Promoter Score provides a simple and straightforward metric that can be shared with front-line employees. The Net Promoter Score is helpful that can be used as a motivation for the employees to provide the best customer experience possible. Higher Net Promoter Scores tend to indicate a healthier business, While lower Net Promoter Scores indicate to dig deeper into potential customer satisfaction and loyalty issues.
Use of Net Promoter Score for Business:  The balance of detractors and promoters would indicate a company's potential for success. It costs much more money to win back a detractor as opposed to simply keeping promoters on board.

       NPS needs to be part of a broader ecosystem where the entire organization lives and breathes by it. Marketing, sales, operations and customer service should have the strong commitment to improve the customer experience and to get the cross functional-adoption of the program. The front employees need to able to act upon real-time feedback and insights from the customer to the rest of the company. The data needs to be analyzed periodically. It is important to dissect the data and figures out the root causes of its detractor's experiences or the factors of success that turned simple customers into promoters.
Things to Consider when developing the Agile Content Marketing strategy :
1, Company Goals: The starting point of agile strategy should be sitting down with the management, executives or department heads make sure the content team is aligned with the business goals. It may include increasing brand awareness, generate leads, or promoting the new product etc., It is important to understand the program objective and ensure they are working toward every asset produced.
2. Develop Agile Editorial Calendar: It must reflect an extensive industry knowledge and have a strong content strategy behind it. The content team should research and create a list of core keywords and queries based on the topics your target audience interested. Next, determine the keywords and topics will achieve program goals. Focus your efforts on the keywords and topics that have the most potential to drive the desired results. Prepare for development of in-depth assets like ebooks  or case studies into the topics around in industry related stories or company changes etc.,
3. Optimize the Content Generation Process: You need to ensure the efficient and effective content generation process in your organization at every time. There are 3 crucial elements,
      * Content  Ideation,
      * Content  Production &
      * Content Promotion process
    In Content Ideation, encourage everyone to contribute ideas. To perfect the production of good content ideas use these techniques in the content creation process such as Writing down the content ideas, content-creation-tactics, content-creation-tools etc., In the production process, you must know what makes the great piece of content. Attractive headline entices readers hook them in, and the body filled with actionable and engaging information. Tell your story in a compelling way to achieve the goals. Finally, In the production stage, establish a routine workflow of sharing the content and identify the best channels to promote the content.
4.  Analyze the Metrics: Metrics depends on the program goals. If you are writing content geared toward bringing quality organic traffic to the site, focus on the session, users, new users, time on site and bounce rate etc., If it is intended to acquire leads for the organization look at the metrics like CPC, CPL, Conversion rate and Lead quality etc., For the engagement, check out social shares and brand mentions etc.,
5. Pivot your Content Strategy: Validate your content that helps to make progress toward your program goals or alert you to the fact that the strategy isn't working. Interpret the performance metrics and pivot the strategy accordingly. Push back the topics in the evergreen editorial calendar to make room for timely pieces of content related to products or other company events.
6. Account Based Marketing(ABM): Account-Based Marketing helps to retain and grow customer bases for top executives. One of the inherent traits of an ABM strategy is the nurturing effect created by ongoing, personalized efforts dedicated to a selected group of current customers. Satisfied existing customers are prequalified and likely have entrenched systems or processes they're not quick to change as long as the needs and interest are met by the current provider. For B2B marketers, there are some resources required to maintain and grow the customer relationship than attracting and acquire a new one,

7. Customer Life Cycle Management: For Saas subscription company, the winning customer is the first step of the journey in Customer Lifetime Value. So, it is important to shift the focus from buying journey funnels into customer lifecycle management. Develop a clear customer engagement strategy that marketers extend the experience for engaged and converted customers on the front end to one that will grow the loyalty and satisfaction on the back end.  Answering these questions can help you determine the best engage your customers,
      * What do new customers need to implement and become proficient at using our solution?
      * What are the new roles/people you need to engage?
      * Are that achieve the desired outcome?
      * How can you get them more value?
      * How easy it to do business with you over time?
    Onboarding a customer is the critical stage for a new customer. Delivering the content, tools, resources generate excitement and anticipation for using your solutions. Marketers proactively work with new customers by helping them facilitate change and see the added value will help to increase retention. Interactive content and personalization are the best tactics used for keeping the customers for life.

Saturday, 31 March 2018

Practical Tools &Techniques for B2B SaaS Sales

          Driving sales involves 2 ingredients. First, Teaching the customer something new about their own business needs or challenges and providing the customer with compelling reasons why it was necessary to take action. When buyers were asked to rank the most important factors that made them willing to engage with a vendor, their responses all surrounded the supplier agnostic approach. Buyer need broader information to help them on the way to making the final purchase decision. When they come to buying decision - i.e, sales content, the respondents preferred product information and demos. The benefits of creating content for each stage of the buyer journey are shorter the sales cycles and increases marketing sourced pipeline and revenue.
Sell to C level:  B2B decision makers reside in the C-suite. Win the executives, Win the company.  B2B merchants must adopt a consensus-building approach to sales that clearly addresses the needs, concerns, and wants of diverse groups. LinkedIn research puts the average number groups influencing B2B decisions in the following top departments,
Social media is a powerful source for both outreaches as well as creating the kind of consensus that B2B decision making necessitates. Social selling concentrates on producing focused content an providing one-to-one communication between the salesperson and the buyer.
    On the whole, B2B buyers are a pretty satisfied group. B2B buyers who said the relationship with vendors was "getting stronger" identified as the source of these improvements

        Sales Tools: In top performing organizations, the sales and marketing are closely aligned. The tools deliver the range of functionality and improve the sales productivity such as email automation and call logging, workflow scheduling, lead qualification, sales enablement and personalized emails. It supplies the sales counterpart with the right social, email, and product/service content at the right time.
1. Yesware : It helps you to know the people who don't reply are reading your emails and ignoring them.  An email automation tool includes functionality for predictive analytics based on sales team's activities, post send tracking(open and reply rates), sales prospecting, calls, lead nurturing, social selling and integration of all call.
2. Toutapp : It helps you to grow for automating and scaling your lead nurturing and sales processes. This software provides prospect activity tracking across email, web, documents, a high-deliverability email service, integration with popular email programs and CRM systems and reporting.
3. oppsource : This tool helps organization harness the data and sell more. This sales development software enables lead qualification teams to prioritize calls and set daily schedules, email and social touch points for campaigns, and deliver account based reports on sales-ready opportunity to a sales rep.
4.Appointlet : This tool helps to accept the appointment from your website without needing to manage the thing. Once you set the working hours, appointlet will display the working hours to customers. It is suitable for consultants, business coaches, or anyone who schedule their time with prospects and clients.
5. Salesmessage : Gives businesses an easy way to text their contacts online from local phone numbers to help qualify leads and schedule appointments. You can send and receive text messages online. automate messages with workflow.
6.whoisvisiting : It helps you to search for potential business leads. Data are presented in the reports. Account manager in every subscriber helps to initiate leads and other support issues. Helpful for marketing and sales team to identify a visitor in real time to create custom alerts and custom reports.
7.Appdataroom : It is a sales enablement tool that lets you create an online repository for sales assets of PDF, videos, diagrams, photos accessible through your custom mobile app. The sales team can track the usage and engagement of the content in a most effective way. It has the feature that automatically pushes them to sales CRM from the app.
8. Close.io : A CRM SaaS app for small and mid size business. It lets you track and record conversations. It features one click calling with automatic call logging, work flow reminders, email scheduling and integrations to popular lead capture, customer service and email apps.
   Developing the Winning Strategy: If you sell the B2B products to technology, manufacturing, healthcare sector you'd be familiar with a complex buying process. The core skill needed is to know how to listen, learn and understand the notion of buyer's pain. Our role is to educate the prospect on their symptoms and then show you how to solve the problem better than your competitor.
       Marketing has always been about defining your ideal buyer. How you position your product or company in a way that shows you understand the buyer's pain and the manner in which you guide your leads and prospects to find your solution to be the best fit. Start the conversation around your buyer's plan, goals, and challenges. Knowing your ideal customer's backgrounds, goals, pains and how your product or service will benefit them will help to create content to attract leads.
       B2B business their website is a "shop window" designed to help attract qualified and interested visitors. Look at your website through the eyes of your customers like
      * Have a content presented clearly defined buyer personas?
      * Are you keeping with update ongoing SEO strategy?
      * Are your conversion opportunities too high a commitment?
Long-term real growth occurs when you build on a strong foundation with strategy and growth. The path to growth occurs only a small portion will be interested in your solutions. If you have a product but it's not in a demand it is probably because it doesn't solve a problem that enough people are looking to address.
Personalization of web for B2B:
  The emails, ad, live chat, sales enablement and other channels are able to leverage lead and deeply personalize the way they engage.
A/B Testing Methodology: It is popular in SaaS to edit and tracks different content experiences for different audiences. For a deeper level of personalization, you need to tie your tools to profile data. The context you need to deeply personalize your content is,
  * Are they good fit customer? Right Size? Right industry?
  * Are they already in the sales cycle?
  * Have other people visited your website from the same company?
  * Are people from the company engaging with your brand in other channels?
Tactics to be followed for web personalization are,
 1. Identify companies who are visiting your website:  The first step in B2B is to associate the website visitor with the company without requiring an email address. you can also identify businesses based on the IP address of the website visitor since most businesses use office space with a common IP address.
     Reverse IO lookup can transform an IP address to a company name - Most B2B SaaS companies avoid Demandbase - they have pricing where you pay for each tool where you used your data. Clearbit Reveal is a popular reverse IP lookup solutions for B2B SaaS companies that lets you use your data everywhere.
2. Use enriched data through customer platform to power the web content variations:  You need to sync the response from IP service lookup to your A/B testing & experimentation tools. Clearbit Reveal returns the full payload with 40+ data points on company size, industry, location etc., These can be used to segment visitors and display different content variations. However, reverse IP lookup associate data with account-level. This is where the unified customer and account profile holds the unique advantage for web personalization.
3. Manage audiences & variations with predictive personalization tools:  It easier to personalize well defined, constrained content formats like email, live chats, and ads. Rightmessage helps your website can be made more relevant to the individuals on your website. There are some early wins like homepage variations, signup flows, and pricing pages. In order to test more pages and parts of your content, you might be running,
     - Managing audiences,
     - Managing personalized variations
     - choosing or guessing winning combinations of audiences and variations of every page.
Implementing B2B personalization through predictive personalization platform automatically match audiences and variations instead of marketers managing them manually. Intellimize chooses the variations are shown to which visitor, measures the engagement, then updates the predictive model to reallocate types of traffic to specific combinations of winning content.
4. Match up your personalization with experiences with other channels:   Personalizing in the top of live chat on top of your real-time web brings harmonious web experience. You need to choose live chat tool that enables real-time data to trigger & personalize messages to the website visitors.
5. Client Data is the key to B2B Personalization:  Data is an essential ingredient of all personalized marketing campaign. The existing client database is used to create a clear and informed picture of best buyers. It is also referred as buyer persona. It is a detailed profile of your best clients. Depending on your particular company, you can have one buyer persona or different buyer personas. The more you understand about your clients and prospects, the easier to deliver highly personalized, targeted content to the right people at the right time using the right channels. 

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 fulfilment 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 fulfilment 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.
    *Warehouse-Lighting.com 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.