The ultimate goal of any marketing campaign is to influence human behavior. That’s why the most successful marketing campaigns incorporate and leverage certain principles of human psychology.
If you’ve spent any time online over the last two years, you’ve more likely than not encountered chatbots. And if you haven’t, you will soon. Chatbots, often referred to simply as “bots,” are heralded by many as the next must-have-technology for marketing and sales.
Businesses of all shapes and sizes are adopting chatbots rapidly, and there are many powerful applications within any given company. More and more big brands, from Nike to Whole Foods, have already embraced bot technology, and now chatbots are quickly becoming mainstream. Research from Forrester showed that in 2016, just 5% of companies worldwide were using chatbots regularly. Compare that to a recent survey by Oracle, which found that 80% of senior marketing and sales professionals expect to be using chatbots for customer interactions by 2020.
Chatbots are an excellent reminder that the digital revolution is far from over. We’re actually right in the midst of it. As more and more companies join in, marketers need to get a good grasp on how to use this powerful technology for the good of their brand.
So, let’s explore this emerging technology, what it means for marketing teams, and how to leverage it successfully for your brand.
Customer acquisition is the strategic process of bringing on new clients or customers to your business. A good customer acquisition strategy is necessary for business growth and keeps employees, leaders, and investors happy. Customer acquisition, along with demand generation, sales enablement, and client retention, is a major component of a revenue generation plan.
The goal of building a customer acquisition strategy is to create a repeatable, sustainable process that will generate new revenue predictably over time.
There's a lot that goes into an effective customer acquisition plan, but for most growth-minded B2B companies, the essential elements of a good strategy are the same. Allow plenty of time (3-6 months) to work on your strategy internally, involve the right partners, and select the right technology tools.
Here are the key steps to follow to create a customer acquisition strategy that will set you up for success in 2019 and beyond.
Websites can serve a number of different purposes. But, if your B2B website isn't helping you to acquire new customers, then it's not doing its job.
Almost all companies have a website, which is a great start. Some even look really nice. But just having a nice-looking website isn't enough to generate leads and acquire new customers for most businesses. You need to take a strategic approach to attracting visitors, converting leads, and closing customers in order to truly impact revenue growth in real life (IRL).
Sales and marketing leaders should leverage their most valuable digital asset to generate leads and acquire customers, and your website has the potential to be your most powerful sales and marketing tool. This is true even for companies that handle the majority of their sales process offline - on the phone with a sales rep, for example.
Regardless of your industry or audience, the elements required to turn your website into a lead generation and customer acquisition tool are essentially the same. Implement these steps to start using your B2B website to generate leads and close customers.