Strategy + Skills + Software = B2B Success

As reported on The Drum, a recent study conducted by ReThink Recruitment shows digital and social media specialists have seen their pay rise by up to 70% over the last three years.

The pay rise in this sector covers all levels but has mostly occurred at more senior positions - with job vacancies now offering salaries of up to £75,000 which is up from an average of £45,000 three years ago.

Mark Geraghty, head of ReThink Executive, comments on the findings, highlighting how the results are not surprising - as companies are continually increasing their online marketing budgets, it is logical to match this effort by investing in good marketing skills.

As these results indicate, investment in marketing professionals and strategy is important. However, assisting these two elements with the latest marketing automation technology can create a winning formula for business success

The demand generation platform from Profunnel offers solutions to the entire B2B lead generation process of a company. The marketing software incorporates web analytics which will monitor visitor activity to the website. Visitors are tracked and tagged so sales and marketing specialists can be informed of just warm leads, which eliminates the issue of wasting time on uninterested visitors. Through this lead scoring system and with crucial information relating to product interest, businesses can be confident that their efforts are being focussed on good, new business prospects and ultimately improve their ROI.

Visit Profunnel for more information on demand generation

‘Loyalty’ and ‘Engagement’ found to be Key factors to Increase ROI

The Guardian Media Group (GMG) has recognised the potential of growth for its online publications and is aiming to become a digital-first company. The group already has the Guardian website in place, however it intends to shift its main focus from print newspapers to a web-based news service.

This strategic decision to drive the Guardian website forward comes from the media group’s desire for a ‘mutualised, collaborative and networked’ form of journalism. To achieve commercial success, GMG is aware that it needs to capture its digital audience and create an individual relationship with the Guardian reader, in order to retain their loyalty. The group intends to deliver customised content, tailored to specific reader interests, via new technology as part of an increased marketing campaign.

Loyalty and engagement are key requirements when building any business relationship. In B2B, companies must connect with prospects on a personal level to increase the chance of securing an affiliation, while current customers require communication and information following their purchase if they are to remain loyal to the company.

Profunnel offers intelligent marketing automation solutions conducted via a single platform – bringing financial benefits to organisations as the issue of implementing various software applications with limited functionality is eradicated, resulting in an improved ROI. The solution increases B2B lead generation and provides marketers with lead nurturing technology to take website visitors from their initial visit through the buying cycle to the final purchase. Additionally businesses can optimise their entire online marketing campaign by integrating email marketing solutions whereby messages can be modified to provide relevant information and increase customer engagement.

Visit Profunnel for more information on marketing automation

Businesses Focus More on the Customer Journey

As reported in Marketing Week, major businesses have discussed their drive to focus on the path customers take from initial research of a product through to the final purchase.

Global brands such as Kraft and O2 have implemented new marketing strategies to understand their customer buying process and their interaction with products. This allows the organisations to analyse the most effective point to develop investment. Making this a business focal point is hugely beneficial to companies wherever there is a product or service to market – whether in B2C or B2B.

Investing in a customer journey tool will radically improve awareness of website activity and ensure businesses optimise their resources for the most interested prospects. Profunnel offers demand generation marketing software which can track and continually monitor visitor activity on a website – providing information on the trails they take and the products they’re interested in. The technology also combines a lead scoring system, ranking the most frequent visitors and sending this information to the sales and marketing team – increasing online lead generation.

With the relevant data and warmest leads to hand, sales representatives can create targeted email marketing messages to approach customers with significant information regarding their interests – allowing companies to build their client body and increase their ROI.

Visit Profunnel for more information on demand generation

Spend, Spend, Spend on New Technology

As reported on Fresh Business Thinking, a recent survey conducted by Netgear shows small businesses are planning to spend more money on innovative IT over the next 12 months.

The survey questioned 300 business owners and IT managers from SMEs and found 35% of the respondents plan to ‘make more strategic IT investments’ in comparison to last year.

Investing in new technology is crucial to businesses that want to remain current in their industry while making the company more time and cost efficient.

For businesses looking to improve the technology in their sales and marketing departments, Profunnel offers the latest lead generation software to maximise the production of new business opportunities. Profunnel’s demand generation solution integrates and automates the lead management process, meaning visitors to the website will be tracked and tagged. Sales and marketing teams are then provided with information on warm leads generated by the intelligent lead scoring system. The teams can then approach these warm leads through targeted email marketing – capitalising on the relationships they have started to build and increasing the new business brought into the company.

Visit Profunnel for more information on lead generation.