"THE GROWTH BLOG" - A RESOURCE FOR B2B LEADERS, MARKETERS, SALES & SERVICE PROFESSIONALS

Chris Fell

Chris Fell

Founder & Managing Director of g2m Solutions

Recent Posts by Chris Fell:

Building Authentic Relationships: The Key to Overcoming Digital Fatigue

 

Building authentic relationships with your audience has become paramount in an age where digital fatigue is at an all-time high. With trust levels dwindling and competition increasing, businesses must focus on creating genuine connections to break through the noise and engage their leads and customers. This blog post will explore the importance of building authentic relationships and provide practical strategies to help you foster meaningful connections in the digital realm.

Topics: lead generation content marketing b2b marketing Thought Leadership Marketing

From Trigger to Buy: How B2B Salespeople Can Help Buyers Make Confident Decisions

As a B2B salesperson or marketer do you feel sorry for your leads and prospects? You should and here's why...

Buying B2B solutions for your organisation is a long hard slog. Gartner says the median B2B buying group consists of between 6 and 10 people. Each of these people need four to five pieces of information to help them. Usually, around 83% of the time they have gone and sourced this information themselves.

Then starts the painful process of achieving consensus and a concrete action plan. 

Brent Adamson, a Gartner distinguished VP, puts it this way.

"The hardest part about B2B solutions isn't selling them but buying them. Today's buying journey has effectively reached a tipping point where it's become unnavigable without a significant amount of help" 

And this is where you come in. The B2B salesperson and marketer plays a significant role in providing that help. Here's how.

Topics: buyer's journey b2b sales thought leadership sales automation

How to use the right content to trigger leads

Quick quiz...Which one of these cold email subject lines is the most effective?

  1. "Hey!"
  2. "Important message!"
  3. "Buy our product!"
  4. "Opportunity of a lifetime!"
  5. "You won't believe what we're offering!"
  6. "URGENT: Last chance to save!"
  7. "Quick question!"
  8. "Free stuff inside!"
  9. "Make money fast!"
  10. "Don't miss out on this amazing deal!"

Answer: Of course, absolutely none of them!

Good B2B Marketers and sales people understand that their job is to help, educate and facilitate the buying process. Your content is a vital part of your persuasion toolkit, however it must be aligned to where your buyer is in their buying journey. The wrong message at the wrong time won't work or worse, might even alienate a prospect.

The buying process consists of four stages:

Topics: lead generation content marketing

7 steps to effective marketing automation for non-profits in ANZ

Marketing automation is especially important for non-profit organisations because it can help them operate more efficiently and effectively with limited resources. By automating repetitive and time-consuming marketing tasks and by using technology to better segment and personalise their outreach, non-profit organisations can save a great deal of time and simultaneously actually improve donation rates. It frees up time to focus on their core mission and goals while still reaching their target audience.

Topics: marketing automation Non profit organisations

The Importance of Donor Lifecycle Management for Non Profits in ANZ

Donor lifecycle management (DLM) or customer lifecycle management as it's more generically called, should be a core process for non-profit organisations in ANZ . It aims to link each stage of the donor journey, from initial awareness to advocacy, and to build strong, long-lasting relationships with supporters.

DLM helps to ensure that every touchpoint with a supporter is meaningful and impactful. By carefully managing each stage of the journey, non-profits can create personalised experiences for their supporters, which builds a sense of trust and loyalty. This, in turn, leads to increased donations and advocacy, as supporters are more likely to engage with an organisation that they trust.

Equally it helps ensure the time and money spent by the non-profit is directed and effective.

How do I start?

Topics: marketing automation Non profit organisations

5 steps to building successful email nurture campaigns

Swimming, as your audience does, in a sea of endless content, creating emails that people actually read can feel like you're drowning; fighting a losing battle. The answer however is simple.

Build compelling content.

That's it really. Three little words. Thank you and have a nice day!

If only it was that easy. Of course, those three little words are deceptively simple But with some clear thinking and planning it's perfectly possible, to maintain and indeed increase your email nurture open rates.

Nurture emails play a specific role in marketing. To support your target audience with the right information as they work their way through their decision making process.

"Deliver the right information at the right time." 

Here is a 5 step recipe we use when we are building email nurture campaigns for our clients.

Topics: content marketing lead nurturing email marketing

5 reasons B2B thought leadership delivers better quality leads

Tweets, Tik Toks, Slacks, IMs, WhatsApps, Insta feeds.

If you are like the vast majority of business people your next twenty four hours will be a blizzard of micro content. Your personal and professional lives will blur into one. The demands for your attention will be unrelenting, thirty seconds here, five seconds there. An assault on your senses. Your challenge? To simply make sense of and order the information coming at you in a way that allows you to make thoughtful, coherent decisions. 

As B2B Marketers and sellers, the temptation is to join the frenzy, amp up the volume of content we fire at our hapless target audiences, Buyer personas and (worst of all) our actual identified leads.

"Surely if we do enough of it some of it will stick, right?"

However there is a multitude of research that suggests this might just be the exact opposite of the right approach.

Topics: content marketing b2b lead generation Thought Leadership Marketing

The Top 10 Benefits of Investing in (HubSpot's) CRM

Topics: HubSpot crm customer lifecycle

Make your growth strategy human

Authentic relationships and buyer trust are at an all time low. The Pandemic forced us apart, we resorted to digital tactics to stay connected to each other, to our loved ones, to our colleagues - and of course to our leads and prospects. And in the process we have burnt them. Now it's time to reconnect. 

Digital fatigue has never been higher. Sales email open rates have never been lower. Google has never seen so many searches not result in a click through. It's time to rebalance the books in favour of re establishing a genuine human centric connection, to treat your leads prospects and customers as humans not data points.

Topics: inbound marketing HubSpot Thought Leadership Marketing crm customer lifecycle

Overcoming digital fatigue and reconnecting  with customers

The Pandemic for the most part is over, but there is no going back to "normal." Many elements of our lives have changed for ever. Some for the better, some for the worse. For example, how we form and maintain relationships with individuals and our communities of staff, partners and customers has fallen victim of The Pandemic. Digital communications and communities do not adequately replace thousands of years of human behaviour. It maybe efficient but it is not effective.  It degrades our experiences, erodes trust, corrodes authenticity. According to HubSpot, sales email open rates are collapsing, down 40% and 65% of Google searches result in no click. Social channels are clogged with unwatchable, meaningless detritus. It should be entirely unsurprising that digital fatigue is everywhere. 

But people crave community in both good times and bad.

More than ever, sellers must maintain deep and meaningful communications with their customers across the full lifecycle. Digital fatigue and fractured communities are making this harder and harder than ever.

Topics: crm customer lifecycle customer experience