About Nexsales

Founded in 2008 a B2B Marketing and Sales Solution provider, Nexsales is an expert in contact data management and lead generation. We work as your partner to provide you with accurate inside information and prospect intelligence that help you define your challenges better. We craft B2B marketing programs and combine targeted list building, telephone-based outreach, with brand strategy, social media, and innovations in technology and analytics.

Our Leadership Team

Milap Shah,

Executive Chairman & Founder

Milap Shah spearheads the company’s vision and growth initiatives.Leveraging his extensive management consulting experience in over 20 countries at the C-level, Milap builds strategic client relationships and leads full-scale solutions initiatives.

Prior to founding Nexsales, Milap headed the Asia Operations for Global eProcure, where he profitably grew the operations from early start-up stage to three delivery centers across the world; and developed a high caliber leadership team. As a Manager with Accenture’s management consulting practice, he led strategy, supply chain, global outsourcing and IT engagements for Fortune 500 companies like Deutsche Bank, Shell and SABIC. Milap was also named to the prestigious 2007 “Pros To Know” list, by the US-based Supply & Demand Chain Executive for his leadership in influencing decision making at the Board level and for his expertise in the supply chain and outsourcing fields.

Jay Kamdar,

CEO & Co-Founder

Jay Kamdar is the CEO with 30 years of management, sales, marketing and engineering experience.  Jay has led number of break-through technology startups from conceptualization to commercialization stages.

Most recently at MagSil Corporation, Jay led the commercialization of IP Portfolio generating tens of millions of dollars in licensing revenue. At  MoSys Inc as the head of Asia Sales he successfully drove multi-million dollar business engagements with global OEMs in Japan and Korea. Jay  was a Co-founder, COO and later CEO of Nazomi Communications, a pioneer in Java Acceleration Technology and a provider of multimedia & Java application processors. He drove Nazomi’s technology and chip products into cell phones made by world’s leading phone makers such as Samsung, SK Telecom, Sony and Sharp. At Sun Microsystems he was a senior group marketing manager responsible for Java processor products for Internet Appliances such as mobile, smart card, set-top boxes and Internet TV markets. Jay spent early years of his career with National Semiconductor in a number of positions, including Sr. Product Marketing Director for a $500M+ division.

John Pinto,

VP Operations

John Pinto is the Vice President of Operations. He plays a key role in leading the execution right from inception, overall campaign management and delivery for strategic client engagements.

John leverages his extensive experience in B2B lead generation and data strategies across verticals to help Global Fortune clients in the areas of B2B market mapping, market segmentation, tailoring their pitch to specific markets, and in successfully executing high ROI outreach programs. John has conducted and regularly conducts coaching clinics helping B2B Marketers with best practices in the areas of CRM data optimization, cleansing and appending strategies.

John has close to 13 years’ experience in managing key accounts in Logistics, Banking, High Tech and Telecom industries across Asia, North America and United Kingdom. John has helped clients like AOL, Vonage, and Barclays in driving sales and improving customer satisfaction levels.

 

Careers

 

How We Work:

We are polyglots…

We believe in using the best resources and processes for the job depending on the business need while maintaining a slight bias toward the tools the team knows the best.
What is more important is getting the job done and well!

We are innovators…

We believe that to be in front of the game you cannot walk the treaded path. We have developed innovative technology and processes such as our latest path breaking patent pending technology, FastSwitch™, is a live call automation system that enables our clients to directly have relevant conversations with the targeted prospects with access to in-depth prospect profile.

We are agile…

Agile methodologies mean different things to different people. For us, the most important part of Agile is doing what works best for the team, focusing on quick ROI and alignment to the business need. We are truly a global company. We have people in Seattle, California, Michigan, Florida and Mumbai. We’re pragmatic, not dogmatic. We’re never afraid to try to new things to see if they work and reconsider our positions if the situation warrants it.

We value our people…

We spend time regularly working on whatever we’re interested in. You will have ready access to Executive Management. Salaries are generous and ample vacation time. We work hard, We play hard!

Interested?

We’re looking for people who are interested in getting in on the ground floor of an incredible opportunity to build amazing software. Think you’ve got something to contribute to our exceptional team? We’d like to hear from you!You can mail us at career@nexsales.com

Contact Us

Corporate Headquarters: Silicon Valley

Nexsales Corporation
20660 Stevens Creek Blvd., #129
Cupertino, CA 95014 USA

Telephone: +1-408-831-3800
Fax: +1-408-831-3700

Asia Operations

Delivery Center 1
Plot 34 (Part), SEEPZ (SEZ),
Andheri (E),
Mumbai 400 096 India

Telephone:(+91)-22-2829-2381

 

Delivery Center 2
201, Wadala Udyog Bhavan,
Naigaum Cross Road,
Mumbai – 400 031 India

 

Delivery Center 3
First Floor, Unit No. E-3,
Western Industrial Co-operative Estate Limited, MIDC Marol
Opposite SEEPZ Gate No.1, Andheri(E)
Mumbai – 400 093 India

Exploring Direct Marketing and Building Profitable Relationships

Direct Marketing enables communication with targeted groups of consumers and it helps you build profitable customer relationships.  It can help you achieve specific objectives such as:

  • Generate new business leads and sales
  • Increase sales from existing customers
  • Re-establish relationships with dormant customers
  • Increase customer loyalty

Direct marketing is an especially useful tool for small businesses because it allows you to:

  • Focus your resources where they are likely to generate the best results
  • Speak directly to current and potential customers
  • Track and measure how successful your marketing campaigns are
  • Test your marketing campaigns to see which ones work best

The most common form of direct marketing is direct mail– sending letters to targeted consumer groups through the post.  Direct mail is used by all types of businesses, to acquire and retain customers and encourage sales.  If you understand your customers and target your mailing effectively, direct mail can be a highly personal, highly successful form of marketing.

Another popular form of direct marketing is telemarketing– contacting targeted consumers directly by telephone.  Telemarketing does have some significant advantages over direct mail such as:

  • You can gauge the customers interest immediately
  • You can overcome objections more easily
  • You can explain complex messages more effectively

Telemarketing is particularly useful in business-to-business (B2B) marketing as people are more accepting of marketing calls interrupting them at work. Email Marketing is one of the newest forms of direct marketing and it is continuing to grow in popularity. According to figures from the Direct Marketing Association (DMA), email marketing has now overtaken direct mail in terms of volume.  Advantages of email marketing are that it is often much quicker and cheaper to produce an email marketing campaign than a direct mail campaign.

Whatever method of direct marketing you use, you must bear in mind that the success of your campaign depends on good planning, targeting and accurate, up to date data, because of the large amount of direct marketing sent, you have to work hard to make sure your investment doesn’t end up in the bin.

All that you need to know before you create A Google+ Page for your B2B Company

We know you don’t want yet another platform to put your brand on with Twitter and Facebook being enough to keep up with, but Google doesn’t seem to think so. So should you spread yourself even thinner than you already are? Take a look at this Google+ brand page breakdown from by Information Architect, Micah France, and Social Media Manager, Andy DeBrunner, of the B2B Insights Blog and determine for yourself whether you should create a page for your B2B company:
“Search & “Direct Connect” (Andy)
Probably the biggest factor in the “definitely create a G+ page no matter what” column would be its effect on search. Google has created a function that they call “direct connect” which enables people to search for brands that are on G+ directly from a traditional Google search. Confused? Check out the video below. But I believe direct connect is only the tip of the iceberg. The real power for Google here is to control organic search results and point them in the direction of brands that have G+ pages.
While I cannot confirm their plans to incorporate G+ brand pages into their traditional search algorithm, I have seen it firsthand with my own name. Almost immediately after creating my G+ profile, it was on the first page of Google search results and it’s now the second result. This seems pretty apparent to me that they are showing a clear preference to my G+ profile as a search result and they could easily do the same for brand pages.
If Google decides to highlight G+ profiles in search results, similar to what it did with place pages for local businesses, it will likely force any reluctant brands to join simply for the search benefits alone. Though this is a little far-fetched, if that happens a 6 month old Google+ page with a lot of relevant content from a small company could theoretically outrank a 20 year old website from a household name in the Google results page.
Engagement (Micah)
Another reason to consider moving into Google+ is engagement. Engagement on Google+ is higher than what is typically seen on Twitter and Facebook. This means that followers on Google+ are more likely to comment and share information than on Twitter and Facebook. Sometimes a Google+ post with a link to an article will have more comments attached to it than the actual article page. This high interaction rate is a great opportunity to engage, but it means that Google+ must be considered a two-way channel of communication rather than just a new platform to broadcast your message. This is true of all social media, but even more so on Google+. Do not create a Google+ page if you don’t have someone who can monitor and respond to user interaction. Google will know what kind of Google+ page you are running, and like some digital Santa Claus they may reward you if you are nice and give you a lump of coal if you are not.
Low Adoption Rate (Andy)
Despite being the fastest growing social network in history, Google+ has not exactly replaced Facebook and Twitter in terms of where people like to spend their time. At least not for most people anyway. But one key difference in the culture on G+ is the tendency for particular groups to form naturally around a handful of leaders in an industry. The result is not too much unlike a message board, where the same groups of people follow and comment on the same topics. The value here is if your particular topic gains a following, you can develop a solid reputation and increase awareness relatively quickly.”
B2B businesses need to take Google+ seriously. If participating on Google+ isn’t a good fit for your business today, you should at least start to plan for Google+ in your future. Google is committed to Google+ and is likely to incorporate it more into search, so a Google+ profile for your business is probably inevitable.

5 Steps to Lead Generation using Twitter: Social Lead Generation

Not too long ago, we discussed Social Lead Generation on the blog and our other social platforms. This week, we dig further into it and present to you 5 ways one can generate leads using Twitter. Trish Burtuzzi, in one of his posts on The Bridge Group’s blog shares these tricks.

1. Follow your prospects:

It is not always easy to find your prospects on Twitter as they may not be using their full names. Use the search function in twitter and/or google their name plus the word twitter. If you can’t find them then simply ask if they tweet the next time you chat.

2. Follow your partners:

Partners that work with the same target audience often share needs, questions, and/or look for help with existing projects via Twitter. The more these partners see and interact with you, the more likely they’ll remember you when their customers and prospects have a need you can fill.

3. Curate customer-centric content:

One of the quickest way to attract prospects to you via Twitter is to read everything they wish they had time to read, and filter the best content into your Twitter feed. It is okay to curate the best content from a variety of sources so that your prospects begin to trust that you’re, effectively, doing their reading for them.

4. Listen for buying signals

LinkedIn is one listening channel but Twitter is amazing for this as well. You should look at your prospect’s profile and see what they discuss the most about. This gives you three opportunities:– One) To see what they talk about in the discussion areas, Two) to participate in those conversations as a subject matter peer instead of a sales person and Three) to see who else is participating in those conversations. You might find a new prospect along the way!

5. Watch & use hashtags:

Hashtags, especially those tied to associations or events, are a great way to follow conversations and find prospects that already self-associate with a group, a cause, an interest or a need. Those real-time conversations that help your message reach new prospects directly is all that hastags are all about. It’s important though to add value using hashtags and not directly sell. Engage in the conversation naturally and you’ll see new prospects drawn in soon.

Email Marketing Measurement: A complete guide to help you track your efforts

Tracking your Email Marketing efforts: Where to start?

When all the steps of your email marketing guide have been followed – goals have been set, the email message has been created and distributed, and time comes to track the message. Bounces and opens are mandatory – if people aren’t receiving or opening your message, then there isn’t much to track.

According to Monica Sims, “Clicks are a great place to focus when considering the following things”:

–          Do the articles interest your customers enough for them to read more?

–          Where are people clicking on the message? Are they clicking on promos at the top or the bottom?

–          Finally, once customers arrive on your website, are they spending time there reading or browsing some more?

Once you get answers to the above questions you can follow these steps for a complete cycle of tracking for your email marketing efforts-

  1. This information can be gleaned from the click report in conjunction with your website traffic. With this data, it is easy to make adjustments to the messages, which will, in turn, increase performance
  2. You must make sure that you are providing links for your customers to learn more. If an entire article is in the email, customers have no reason to visit your site and explore everything you have to offer
  3. You must also ensure everything that is clickable has a unique URL (even if it leads to the same place as another URL) – if you do that, each link can be tracked separately. This will let you know if your customers are clicking on a headline, a link in the copy or an image that is associated with the article. This information gives you the insight into what should be clickable in your next newsletter.
  4. Take a look at which articles or promos have the most clicks. Are they promos at the top or the bottom of the message? Are they the promos that you thought would perform the best? Answering this question you can make adjustments and/or test your hypothesis with a split test on a subset of your list. If the promos at the bottom of the message are getting the most clicks, it’s time to move them further up in the email and vice versa.
  5. Try to figure out how much time people spend on your site after clicking from an email and you will quickly realize whether you are providing them with the information that is supported by what you do. For example, if you sell gardening products and the articles in your monthly newsletter talk about gardening techniques and how to use your products, then people will be interested and spend more time on your site.

But remember, these are just few of the steps involved in getting the right message in front of your audience at the right time. Testing subject lines, time of day and many other variables are essential to the success of your email marketing campaigns.

Excerpts from the consumers- Hear what they have to say!

On this Monday, as we all struggle back to work leaving our Sunday behind to embrace the world of Marketing and Sales, we at NexSales took the opportunity of compiling a list of quotes from the Consumers to give your week a kickstart. We’ve been told often the importance of hearing what the consumers say. This list may not be specific to any particular business, but if you’re a marketer, you better hear this side of the story.

Here is the list of quotes from the ones who buy your products:

1. “We are not eyeballs or end-users or consumers. We are human beings and our reach extends your grasp sometimes, deal with it.”- Clue Train Manifesto

2. “Your brand is not yours to control. You launched a product in the market, now we’ll take it from here”.- Lance Shields, Social Branding

3. “If Brands could learn to see the importance our feelings and needs then they would care enough to listen. Where is their customer service when we need it”- Anonymous

4. “You want to build something substantial? Start a conversation with us; not through Press Releases or Ads. We’re on twitter and facebook too.”- Texas Public Relations Association

5. “I’m more likely to respond to food advertising when I’m hungry, learn to schedule your snack advertisements late in the afternoon and your product might just sell”- ConsumerPsychologist.Com

6. “There’s too much chaos. I’m sold to a brand that manages to get my attention inspite of the chaos”- A Consumer on Twitter

7. “”What really decides consumers to buy or not to buy is the content of your advertising, not its form.”- David Ogilvy

8. “You can have the best product or service in the world, but if people don’t buy – it’s worthless. So in reality it doesn’t matter how wonderful your new product or service is. The real question is – will they buy it?”- Noel Peebles

9. “Apple does great products, but at the end of the day we think consumers want choice, consumers want openness which is why everything else sells too”- Rob Glaser

10. “Consumers have not been told effectively enough that they have huge power and that purchasing and shopping involve a moral choice, but we know”- Anita Roddick

These quotes paint a picture of what consumers of today expect from us as brand owners. The key is to know the difference between different approach patterns to luring consumers.

 

Prerequisites for marketers who wish to use Social Media for Lead Generation

There are a couple of important factors to consider when investing in Social Media for lead generation:

  • Your social media team size.
  • The amount of time you’re willing to invest in Social Media.

These two factors should allow you to carefully choose the Social Media channels you can invest it. For instance, Twitter would require a relatively smaller investment in terms of time and effort than say Digg or Mixx.
Also, a one or two person Social media team would mean that you are better off concentrating your efforts only on a select few Social Media Channels (My opinion, people may choose to spread their efforts).

Once you decide on the Social Media channels:

  • You need to ensure that your message is consistent across all of these channels.
  • Expose these channels through your website, blog, etc. Let people know and encourage them to share your stuff.
  • Engage, engage and engage.

Here is an infographic which tells you of these top 5 companies who got Social Media Marketing just right:


Created by Voltier Digital for ScottMonty.com

The art of identifying online influencers to promote branding

The first step to reaching Influencers (who can provide a tangible lift for your brand) is learning how to single them out amidst the Internet buzz. This may seem like finding needles in haystacks initially, but a true trendsetter has the ability to make an announcement and generate a spike of activity in the digital world, similar to the wake created when a large ship passes by. These spikes can be measured in the form of how many people are in that person’s sphere of influence. Once you recognize the spikes, you can spot the Influencer creating them.

Locating these ripples in the digital abyss doesn’t require a web-psychic or a ton of intern legwork either. There are great tools that already exist that rate and categorize Influencers on the Internet. Klout®, for eg, is an excellent start but depending on it alone would not be a very wise thing to do.

Knowing Where The Cool Kids Hangout
Determining who is popular has always been a necessary and difficult task when branding, the only thing that’s changed is mediums! We know what you’re thinking.

And yes, it is kind of like high school. Except instead of counting the number of friends a person is surrounded by at the lunch table, you’ll identify how many friends, fans, or subscribers they have on Facebook®. How often are others commenting on their blog? Do they have a lot of Twitter® followers? All of these are great indicators of a person’s reach (or how many people they can digitally touch).

3 Keys to Identifying True Influencers Online:

  • Make sure you look for a person who generates a tangible buzz after they disseminate something online. A genuine response within their sphere of influence means they are true Influences.
  • Use the awesome and cheap analytical tools out there to measure a person’s true influential worth whenever possible. If several databases say the person have a high score, then they’re definitely worth your time.
  • Always target a potential person who is fluent across various mediums (Facebook®, Twitter®, etc.) and who has a great following. True Influencers may prefer one to another, but they understand that the best way to be heard is to speak through as many channels as possible.

Once you find these Influencers, it is important to have a plan and the resources in place to build and nurture their relationship with your brand. They are after all, the potential spokesperson for your message. Our future posts will provide insights on how to maximize your outreach efforts, and what to say when you do make contact. Happy Branding!

Conventional Marketing VS Social Media Marketing: Importance of a content based approach

Sure, everyone says you should be using social media, but can you really use it effectively for the critical tasks you get paid to accomplish as a marketing professional, like lead generation and helping your company’s sales team move the needle?

Truth be told, no one is an expert here. Social media is new to all of us, and even the founders of big social sites like Facebook and Twitter are still searching for their business models by changing a little everyday. However, social media is at the same early stage of development that e-commerce was on the Internet back in 1995. Those who got in early gained the advantage over their competitors as more consumers started to buy online, and the same is likely to happen as social media continues to change the relationship between companies and their prospects and customers in B2B.

As the smart guys at the social media sites have figured out how to make money with their own services, similarly, you can get a return from social media on your own B2B marketing programs by using social media as the vehicle for linking prospects in your market to the content you produce.

No matter how half-baked social media seems today, as a business marketer there’s still no substitute for getting your content out there squarely in the middle of it, to generate interest, comment, and interaction with prospects in your market who use it. And it’s certainly better to get your company out there now, than to leave social media to your competition. Think of social media as another, increasingly important element of your marketing program that will become more important as it evolves into more useful and more effective forms.

Conventional Marketing v/s Social Media Marketing:

The current (conventional) approach: For example, let’s say your company sells an anti-corrosion coating process to manufacturers. The conventional marketing approach would be to run ads with either a catchy headline or (better) a strong sales benefit about this process, a product shot, and some body copy, and some copy to get readers and viewers engaged enough to link to your Web site or call your sales rep.

This is how most companies produce advertising today, with variable results. For many advertisers, it’s not working as well as it used to because prospects aren’t paying attention anymore—i.e., they’re not reading print trade publications nearly as often. Not when they can Google the keywords describing your product and compare and evaluate pages of factual detail on virtually all available solutions to their corrosion problems.

Benefits Content Based Social Media Promotion:

Once you develop the content, the best use for online and social media for lead generation is to use this content as a token of exchange for attracting the attention of the prospects in your market who are using online and social media, and to draw them closer to the point where they will contact your company and become prospects.

4 Email Marketing approaches to consider before you run a campaign

According to a survey organized by BtoB Magazine in January 2011, 63% of respondents would like to increase spending on email marketing in 2011. This is not surprising since 72% of those respondents answered that Return-of-Investment (ROI) on their email marketing campaigns is excellent.

There is a right way and several wrong ways to use email marketing as a tool to increase your prospects list and encourage them to buy from you. This post talks about a need for disciplined approach to the process of Email Marketing, in the areas mentioned below:

1. Strategy:

Email Nurturing strategies are a subset to the processes of lead generation and lead nurturing. Before sending an email there are certain strategies you have to work on:

–          Campaign Specific Ideas:

Having a staff that can design campaign specific content helps implement effective B2B Marketing promotions, because, a firm that specializes in B2B marketing must be able to show potential clients an impressive track record of successful advertising promotions that met their clients’ goals and objectives.

–          Ideal Customer Profile:

Knowing your TG is important. A business must know its customers before sending out mails to them. Things like, ‘company situation, sphere of influence, trigger events and the industry’ are to be taken into consideration.

2. Content Library:

Having your content ready goes a long way in lessening chaos and improving efficiency. While it is necessary to have content that is campaign specific, one must also consider sending mails ‘type-specific’ for example:

–          One-to-many

–          One-to-one

–          Blog/E-newsletter

–          Invitations

3. Email Hygiene:

There are many a tactics which, if followed, bring back astonishing results in ROI where Email Marketing is concerned.

–          Avoiding typographical, grammatical and lousily written content

–          Ensuring your email invites interaction like- clickthrough, follow, reply, register, tweet/retweet etc

–          Being careful of CAN-Spam laws and not outdoing them

–          A/B testing is not just marketing experimentation but also a part of lead generation

4. Measuring Results:

Apart from analyzing previous mistakes, making suggestions for improvements in the future, a definite approach to measuring the results of Email Marketing is needed. All the 4 components mentioned below, together mark growth, depreciation:

–          Email interactions (opens, clicks and replies)

–          Website visits (product or service pages)

–          Collateral downloads (registration or clicks)

–          Event attendance (webinar, tradeshow)

–          Request info (contact us form, email request)

Though it may sit in the shadows of today’s shinier marketing techniques, email marketing continues to be an effective, low-cost way for Businesses to reach out to, inform and retain current customers. In fact, according to new numbers from Forrester Research, email marketing will reach $2 billion by 2014.

3 Dimensions to measuring customer engagement in B2B Marketing

To derive business success in B2B Marketing, a company needs to ensure that it drives customer satisfaction, trust and a positive rapport. This formula is especially effective when thinking about customers – their experiences; what you want them to feel, think and do; and what kind of processes and systems you need to build to support them.

This is an area that can get extremely complex but one of the simplest ways is to look at the three dimensions of Recentcy , Frequency and Value that has been discussed often by marketing practitioners around the globe. This model suggests the following:

– Recentcy – when did they last purchase from you
– Frequency – how often did they purchase from you over a defined period
– Value – how much were they spending either as a total amount over the period that frequency is measured or as an average

This approach does have one fundamental assumption though and that is that you can identify who you customers are! Customer Interaction follows as you get the above steps right. Customer Interaction methodology is used to align Customer Experiences with Brand Promises through appropriate Business Processes. This results in customer interaction practices that are essential for long-lasting, profitable customer relationships. B2B marketing is about long-lasting relationships, this customer engagement should be on your priority list.

Lead Generation and right way to find out the shelf-life of your lead

In today’s world everyone is looking for immediate gratification. A good rule of thumb is to followup on a lead within 24 hours but the sooner the better. If you are able to contact your lead immediately, they will still have your product or service on the brain. Strike while the iron is hot. The fact that you start losing value right away is reason enough for you to make every attempt to contact the lead within minutes from the time they submit a web form or leave a message. Here are a few reasons why:

It Can Reduce or Eliminate Your Competition

Think about a potential buyer who is looking for a product or service from a vendor online. This person is most likely using search engines or other connecting points to see what type of companies might be able to help them. They are typically filling out multiple contact forms in one sitting. If you contact that person right away it has a strong likelihood of making them discontinue their search for other possible vendors. They may spend the next few moments talking to you instead of talking to the competition.

It Sets a Great Tone for Talking About Customer Service

If you call them back within a few minutes it helps establish that your company cares about your customers and their need for help. Prospects will be pleasantly surprised about the response time, and they will be likely to tell friends about your company because this type of response is so rare.

It Often Allows You to Frame Their Discussions with Other Vendors

Most vendors believe that different aspects of a product or service are more important than others. If you can talk to the lead first, you can often stress some of your company’s strengths and often encourage the lead to ask questions of the next few vendors they speak with that help build your company’s position within a comparison.

It Is One Way Small Businesses Can Beat Larger Companies

Typically large companies will not be able to match your response time. That is not always the case, but many times larger companies have difficulty distributing the leads to the right person in an efficient manner. It sets a good tone for speaking about how working with a smaller company has its advantages

Landing Page Optimization: How much is too much for testing B2B Lead Generation?

According to Marketing Sherpa’s Landing Page Handbook, improving your landing pages can increase your conversions by 40% or more. Perhaps the largest difference between business-to-consumer (B2C) and business-to-business (B2B) pay-per-click is that the post-click goal for most B2B marketers is to capture a lead, not make a sale. This means that B2B companies must focus on converting clicks into leads as much as they focus on getting clicks in the first place.

Landing pages are critical to making this happen. From the prospect’s perspective, clicking on your link is easy and doesn’t cost (them) anything. In contrast, converting and becoming a lead requires them to invest their time and energy to understand your offer and fill out your form — not to mention risk unwanted marketing since you require they share their contact information.

You aren’t bringing value home to the company if you fail to test your lead generation efforts. There is too much and then there is too little. Lee Odden reveals his tested measurement techniques stating, “Testing lets visitors vote with their actions, removing any debate about what works and what doesn’t. The most valuable things to test are the headline, graphic captions, the submit button, form length, and graphical elements.

However, be careful not to over-test. A good rule of thumb is to take the number of conversions you get per day and divide it by 10. Then take your testing period in weeks and divide that by 2. Multiply the two results together to get the number of versions you can confidently test in your testing period.”

Marketing Sherpa B2B Summit 2011: Insights from the insiders

Having been a part of two of the most impressive and informative summits of the year; Marketing Sherpa B2B Summit 2011(Boston and San Francisco), we at NexSales see no reason to keep the knowledge and marketing tips from you. Here is a list of some amazing ideas that were shared at the summit by our very own industry experts. We don’t guarantee you a definite increase in ROI, but you’re sure to go back to work on Monday with a bunch of insights you could implement in your campaigns.

Here is a list of ideas we’ve compiled, which have generously been shared by Dr. Flint McGlaughlin, Kristin Zhivago, Jay Baer, Daniel Burstein and many more B2B experts present at the summit. Pick the ones you like, use them a_quote_a_day, create a calendar/scrap book or just reblog them; whatever you do, don’t ignore them:

• Landing Page Headline is your pickup line
• Visitors to your landing page don’t “land,” they STEP, with their back foot still in the search engine or the email
• Stop seeing emails as subject-lines & landing pages, rather, look at them as micro-decisions to help you guide prospects and customers towards a call-to-action
• Use email to highlight ONE thing; not a magazine; THEN use landing page to add value & address objections to get to conversion
• Brutal honesty and authenticity are two qualities of great marketers
• The goal of your email is to sell the clickthrough to the landing page, not to sell your product
• Think of the decision making process as a series of micro decisions
• Prospect is not looking just for CONTENT, they are seeking MEANING
• An ideal Email copy shouldn’t take more than 30 seconds to read
• An image can do two things: support the value proposition or draw the eyes – every image should contribute to the meaning or be cut
• We don’t ‘expect’ value; we ‘assume’ it will be given — but we often see perceived cost overweigh perceived value-need to change
• Flow of an email is the key to taking the conversations step by step. These are your micro value decisions that will be leading to the central value propositions
• Learning how to help customers make better decisions – THAT is good marketing
• When the value exceeds the cost, you are optimizing for maximum conversions
• You can’t be on a deadline and have an argument at the same time.
• Current customers will teach you how to sell to new customers
• In marketing, imitation is the sincerest form of stupidity
• Buyers won’t tell you the truth (about you and your offer) when you are selling to them – but after selling is over, they will
• Less than 1% of Twitter users turn to Twitter as first customer service contact
• You have to find a way to answer the social telephone. Social Media is just as important for customer service as for marketing
• Focus on being social, not doing social – the tools will change for sure over time
• Only 7-10% of those subscribers that like your Business page, actually see your status updates
• B2B buyers talk to you only when they have obtained 60% of the info they need
• Social media without content is a one-legged stool
• Social media success: find and tell customer stories, use to convert new customers, turn into new stories, repeat
• B2B customers use social media (86% of technology buyers). Social media is more important for B2B
• Social media is not inexpensive, it’s just different expensive. You’re trading media dollars for labour dollars
• 81% of adults use social media. Do you still think that your customer doesn’t use social media?
• the purpose of lead scoring isn’t to replace Human Touch, it’s to prioritize where that touch is needed most
• Cheap data is really expensive!
• Highest cost purchased leads (pre-verified by phone for target responsibility) resulted in lowest cost per qualified lead
• Relevant content is about enabling the conversation from early interest to purchase intent
• B2B marketing and lead generation are all about building relationships – We do business with trusted relations
• Make your prospects look like a hero to their boss and half your work is done
• Automated voicemail reminders to attend webinar causes attendance rate to double
• Don’t rush into your call to action. It should come only after logical steps that PREPARE someone to be interested

All work and more play at the Marketing Sherpa B2B Summit with NexSales’ B2Bingo

About 3 weeks ago we witnessed marketers and B2B experts all together for one common agenda at the Marketing Sherpa B2B Summit 2011 that went beyond great B2B marketing ideas. The agenda was to help marketers and field experts to further optimize  their  marketing/sales funnel with a systematic process for implementing proven strategies. Bringing this to life were the contributing thought leaders like Dr. Flint McGlaughlin, Brian Carroll, Jeffrey Rice, Jay Baer and Jen Doyle from the MECLABS team, as well as more than 20 B2B marketing experts who shared their experience and tested successes.

We also designed a game for the summit where attendees could participate and play while the summit was on and win exciting prizes. Michael Loban (@iwanttobesocial) was our grand prize winner and went home with a Marketing Sherpa Benchmark Report worth $447 at the Boston Summit.

This week we’re expecting even more as experts gear up to give, receive and share ideas at the Marketing Sherpa B2B Summit in San Francisco.

To know more about the summit, watch this video:

This week’s summit promises foundational to advanced topics,  to refresh your traditional marketing skills while expanding your knowledge and expertise of new strategies through a powerful mix of:

  • Data-Driven Content – Based on MarketingSherpa’s latest research and benchmark data from leading B2B marketers and professionals
  • Hands-on Training – Dig deep into a variety of marketing tactics from multiple B2B experts
  • Industry Experts – Become part of the discussion and have your questions answered during interactive, audience-led panels
  • Real-Life Results from Marketers – Listen to a variety of case studies presented by your B2B marketing peers

You’ll be certain to take home a wealth of wisdom, strategies and tactics you can immediately apply to improve your marketing results—from the top of your sales funnel, down to your bottom line.

Don’t forget to drop by at stall no 10: NexSales and participate in the B2Bingo as the summit moves along to win exciting prizes like the Marketing Sherpa Benchmark Report worth $447, Starbucks giftcards and interesting goodies.

To play B2Bingo, just log onto http://www.b2bingo.nexsales.com/  using your tablet or mobile with your LinkedIn profile. Click on words that have been mentioned during the summit as the speakers progress. Click on Submit at the end of the session or as you finish the Bingo. Grand Prize will be awarded to the first person to complete a winning pattern eg: Horizontal Row or Full House. This game is valid for:

Day 1 Session: 8:45 to 10:15 by Dr. Flint McGlaughlin

Day 1 Session: 4:30 to 5:30 by Jay Baer

Day 2 Session: 9:15 to 10:15 by Kristin Zhivago

For any queries on the same, visit stall 10 or drop us a tweet for immediate response at @NexSales and we’ll be glad to assist you on the same. See you at the summit.

 

…Because you were guessing: Marketing Mistakes to be wary of

Feeling broken and over-worked even with your marketing efforts lately? Do people take every chance to tell you that ‘marketing standard have been low very often’?

There has to be something wrong you’re doing. Not that you don’t know your work. Infact, we argue that you know best, which is why you are, where you are. Everyone makes mistakes and takes hasty decisions, specially us marketers. Given the tight deadlines and delivery pressures, we’d be surprised if you didn’t. The biggest mistake, although, you could ever make: Guessing!

There’s absolutely no reason for you to not know what your customers are thinking. We spend way too much time in “I think I know” land especially when it comes to customers. We make huge decisions based on “my best guess is” or “it seems like…” without so much as assessing the consequences.

Mistakes like these have been made before and you know you’re guessing too much when…

  • You call a certain Mr. Smith on Eastern Time because his Company profile mentions its Headquaters placement in NYC only to find out thst he operates out of California (Pacific Time)
  • Your carefully planned marketing campaign wasn’t well recieved because you assumed the presence of your target audience on a certain social platform whereas they were active on another
  • That email body you spent hours formating didn’t generate enough clickthrough rates because you provided content that YOU thought was relevant
  • During a LinkedIn group discussion, you ignored a certain lead because you weren’t certain if the person was ‘interesting’ or ‘interested’ with regards to your business
  • You send out an email with the same headline for two consequent campaigns and assume it will do well for the second time because it worked for the one before
  • You mention a prospect as a customer to another assuming they don’t know each other
  • You discuss your company’s accuracy rates boasting effenciency without complete knowledge about prior campaigns with that customer

Tonight when you sit down to evaluate your previous campaign, plan for the future events or even ponder upon this day, don’t forget to erase all presumptions and replace them with decisions made after careful factual evidence. For its possible to feel a little bad if you lose out on a prospect due to a misleading marketing report. But ever imagined being unable to close a deal all because you were doing a little guessing?