Trending February 2024 # Why Video Calling Is Essential For Your Multichannel Customer Service Strategy # Suggested March 2024 # Top 10 Popular

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Is your business equipped to offer customers personalized experiences across multiple channels?

In the era of instant communications and instant gratification, relationships between businesses and customers are changing. Driven by customers’ need for personalized and seamless interactions, brands are constantly adopting new communication channels, which allow them to reach customers at any stage of their purchasing journey.

Making a purchase nowadays is easier than ever as customers can go from discovering a product on Instagram to an online checkout system in less than a minute. With 51% of UK’s consumers saying they prefer to shop online, the pressure is on for businesses to engage customers in high-touch point, more personalized interactions.

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If that is the case, then how can online businesses succeed in offering multichannel customer service that can not only drive sales but create bespoke customer experiences?

The key is human-powered online communication.

In recent years, video calling has become a preferred way for customers to interact with a company – and for good reason. The urgency to deliver great customer service prompted more than 100 of the 500 largest global businesses to introduce video-based customer service in 2023. Being the closest equivalent to face-to-face communication online, the solution enables customers to interact with a customer service agent in real time, without having to interrupt their browsing session.

In 2023, video-empowered communication will comprise an even bigger part of businesses’ multichannel customer service strategy. If you are looking to bring an additional degree of personalization to your customer interactions and provide agents with a unified view of their buying journey, then read further on to discover how video calling would enable you to do so.

Offering a personalized shopping experience

Picture this: you walk into a store to return a pair of shoes when you set your eyes on the perfect winter coat. However, your lunch break is almost over and you don’t have the time to go and try it on. How convenient would it be if you could go online later, from the comfort of your own home, and have a customer service agent give you a closer look of the coat’s fabric and fit?

Well, with video calling, many businesses are now offering this service on their websites. The UK’s leading lingerie retailer, Bravissimo, has adopted live web chat and video calling to offer customers a real-time view of their products, enabling them to get an accurate idea of the size and fit of an item they are interested in.

From multichannel to omnichannel communications

Multichannel customer service means that businesses can communicate with their clients across various channels, including via a phone call, email, or using direct messaging on social media. As communication technology evolves, however, these capabilities are considered not as a novelty, but as a necessity for satisfactory customer service.

Managing multiple communication channels can be tricky since customers expect to receive the same quality of service, whether they choose to contact you via Facebook Messenger, live web chat or email. This is where an omnichannel communication strategy can be more beneficial. It enables businesses to streamline the customer experience across both digital and physical channels, which will create a unified view of your brand in the customer’s eyes.

By implementing solutions such as video calling and live web chat, customers can move seamlessly from one contact channel to another without having to disrupt their online journey. Being able to escalate an interaction from chat to voice and video can greatly improve the customer experience. In the case of Bravissimo, it has reduced the contact centre abandonment rates by up to 70%.

Empowering customer service agents

Adopting solutions for real-time communication will help you avoid this. The customer data gathered through live web chat or web calling can be combined with the opportunities for personalization of video calling. This means that agents get a greater insight into the customer journey and are better equipped to deliver bespoke customer experiences.

In order to make the most out of a video calling solution, agents within the contact centre need to receive the necessary training that would enable them to handle customer requests efficiently. This could include:

Body language training

Visual cues training

Sign language training, if you work with deaf/hard of hearing customers

Agent training is one of the main costs associated with implementing a video calling solution. However, it is a worthy investment that can improve the overall efficiency of the agents, especially when it comes to managing interactions across multiple channels.

Improving customer engagement

At this point, most businesses have already realized the importance of offering multichannel customer service that allows customers to engage with a brand across both offline and digital platforms. While this has made the shopping experience much more streamlined and convenient, it has also increased the complexity of the interactions between customers and brands.

If a customer’s buying journey starts on social media, goes through to your online website and finishes in the brick-and-mortar store, how can brands ensure they provide effective support at every stage of the shopping experience?

57% of customers feel more confident in making a purchase after watching a product demo.

50% of customers are more inclined to engage with a retailer who makes video content about their products.

Video calling can be the solution that glues the fragmented customer journey together. It offers the opportunity for the whole customer experience to be brought online, with real-time product demos giving the customer a 360-degree view of a product, creating a shopping experience resembling an authentic in-store one.

What these statistics reveal is that customers have already embraced the benefits of video and are expecting businesses to have done so as well. Therefore, it is time for brands to take the next step and offer not just pre-recorded material, but real-time video interactions. This will not only help you unify the multichannel customer experience but will also encourage customer loyalty, as 80% of shoppers are more likely to return to a business when they have had a personalized, seamless experience.

Are there any cons to video calling?

Clearly, there are numerous ways in which video calling can improve the quality of your multichannel customer service. However, it is worth mentioning some of the difficulties you might encounter during the early adoption stages. In addition to agent training, video calling may require existing software systems to be upgraded or new camera equipment to be purchased.

To sum up

Multichannel customer service is all about providing customers with the freedom to decide on how they would like to communicate with a brand. However, it also requires businesses to join up their communication channels in order to gain a comprehensive, single customer view. Video calling, in combination with other real-time communication solutions such as live web chat and web calling, makes it easier to provide personalized customer support all within the browser, making for a seamless and unified customer experience.

With the personalization of face-to-face communication and the data insights from online interactions, video calling combines the best of both worlds, offering an additional platform for brands to understand and support their customers.

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How Is Hosting Events A Beneficial Strategy For Your Business?

Whether it’s held online or a physical event that can be attended in person, business events are a fantastic opportunity to connect directly to your audience.

When done well, the dynamism and immediacy of gathering many people together at once offer huge benefits – which explains why 61 percent of marketers believe that in-person events are the single most critical marketing channel.

That’s a consensus opinion that shouldn’t be ignored, even if you need to seek virtual alternatives in the era of the pandemic – so what are some of the benefits that businesses can see from hosting physical and digital events?

Brand Exposure and Awareness

By using your business’s name to host the event, you help to solidify your brand as a recognizable figure in the industry. This increases awareness of your company and builds trust with potential customers, positively impacting the number of people who purchase from you.

You can maximize the impact on brand awareness by commissioning a dedicated event app, which allows you to provide all the important information that attendees will want to hand while delivering more detailed messaging about your brand and what you can do for customers.

Also read:

Top 10 Job Search Websites of 2023

Spreading Knowledge and Information

By hosting an event, you can protect your brand’s voice to the attendees and educate them on whatever you choose. There are a few angles you can take to educate and inform attendees, each with its own benefits.

Industry Knowledge: By talking about the latest industry developments, strategies, and technology, you will position your business as an industry leader and build trust with attendees.

Business Information: Giving details into your business, who you are, and your story allows you to create a business image that potential customers can get behind and buy into.

Product Information: Spreading knowledge on your latest products, the technology behind them, and the results they have shown enables you to better inform customers’ buying decisions and improve sales through familiarity and trust.

It’s important not to focus solely on one method, however. If you only discuss the wider industry, attendees might take on this knowledge without associating it directly with your brand or increasing their likelihood of buying specifically from you. Similarly, talking too much about your brand and your product can seem like a sales pitch and lose interest.

Marketing and PR

Running an event is a gold mine for your marketing and PR team. For months following the event, you can produce insightful content relaying what was covered at the conference. You can also curate articles with interesting attendance and uptake statistics to show how much of a success your event was – which can have the knock-on effect of making a follow-up event even more prestigious and draw in a greater number of attendees.

Networking

Bringing together a room full of like-minded people and industry experts makes for the perfect networking opportunity, allowing you to collect more business development opportunities for future projects. You can also have direct communication and feedback from clients and customers, helping you to further improve and develop on your offerings.

Steph King

Steph King is a content writer from the UK with a passion for writing about Business and Marketing.

Why You Should Consider Opting For Netflix’s Dvd Service

Regardless of your opinion on Netflix, there’s no denying that the video-streaming juggernaut changed the way we watch TV and movies. As the innovators behind on-demand video streaming, they created the mold, and everyone else has been following suit. What you may not be aware of is that Netflix started out as a DVD rental service. Subscribers would log in to their accounts online and make a list of movies they wanted to watch, and Netflix would mail them out. Once you were finished with the DVD, you would simply mail it back to get another one.

Significantly Larger Library

It’s no secret, Netflix’s library has gotten considerably smaller over the years. With competition from the likes of Disney, HBO and others cropping up all over the place, Netflix has had to scale back. Furthermore, Netflix has a greater emphasis on producing original content rather than shelling out massive amounts of cash for licensing rights to movies and television shows.

As a result, Netflix’s selection of titles pales in comparison to old-school video rental places like Blockbuster. That is, only if we’re talking about Netflix’s streaming titles. If you consider Netflix’s massive DVD rental library, then it’s a different story entirely.

No other Internet video streaming service (including Netflix itself), can hold a candle to Netflix’s DVD rental library. To give you some perspective: as of 2023 the number of titles available through Netflix’s streaming service was about 6,000. Meanwhile their DVD library boasted over 100,000 titles.

The reason for this is multifaceted. Netflix’s streaming library tends to skew toward original content and more contemporary mainstream titles. In addition, the licensing rights for titles Netflix doesn’t produce themselves is very expensive. This is why they put an emphasis on original content. On the other hand, a DVD can be purchased once and rented any number of times, no licensing required.

DVD Extras

Unfortunately, in the era of streaming media where you can opt to skip opening and closing credits, this extra material has gone out of fashion. If you’re a film enthusiast, the only way you’re going to be able to see this extra footage is if you get your hands on the DVD or BluRay.

Save Money

As we mentioned earlier, when Netflix was the only game in town, having a subscription was pretty much a no-brainer. Unfortunately, with new streaming services coming out of the woodwork, licensing rights for your favorite titles are often spread across multiple services. Regrettably, this means that if you’re a movie buff, you’re going to have to shell out for multiple subscriptions to ensure access to all of your favorite titles. You don’t have to major in finance to know that’s going to cost you quite a bit. Even if you did subscribe to every service under the sun, there would still be massive gaps in the titles that were available due to licensing and legal issues.

For example, take Netflix itself. As we mentioned earlier, Netflix’s streaming library skews toward mainstream contemporary titles. If you don’t believe us, have a look at Netflix’s “Classic movies” section. It’s pretty lonely in there. However, if you have Netflix’s DVD service, you’ll find that many classic titles are readily available. Furthermore, you can even find ones that are exclusive to other streaming services and brand new releases as well.

You Don’t Need Broadband

Streaming video from the Internet chews up a lot of bandwidth. How much data you actually consume while binging your favorite movies and shows depends on the quality of your stream. Generally speaking, if you’re streaming in standard definition, you can expect to use about 1 GB per hour. High definition requires about 3 GB per hour, and 4K Ultra HD needs roughly 7 GB per hour.

2.7 million Americans still subscribe to Netflix’s DVD rental service. For many of these customers, it’s simply because streaming isn’t an option due to a lack of broadband Internet access. If you have a data cap or live in an area with crummy Internet speeds, Netflix’s DVD mail service starts to look pretty good.

How to Sign Up for Netflix’s DVD Service

On the next page you can select which DVD plan is right for you. Currently, the standard plan includes one DVD out at a time and costs $7.99. The Premier plan allows two DVDs out at a time for $11.99. If you opt for BluRays over DVDs, the price jumps to $14.99. The payment method you use for Netflix streaming will be charged on a monthly basis after the first free trial month.

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Customer Data Value For Marketing

A comprehensive checklist for auditing different customer data types in a CRM or Email marketing system

In today’s world of ever-increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step in starting to build a marketing solution. An often-cited response is that ‘all data is important’ and this may be true, but to help decide which elements are critical in the initial stages of building your solution a method to identify at the value of each type of customer data is key.

In this post, I will look at how to audit customer data based on its type and value.  The examples will show why it’s important to be selective when reviewing customer data in CRM and Email marketing.

Over numerous implementations of Marketing Database solutions, I have seen many types of data, including ‘pet’s name’, ‘favourite colour’, ‘number of car doors’ which all have potential value to different markets:

Pet’s Name – Pet Supplies Retailer.

Favourite Colour – Retail, particularly clothing.

Number of Car Doors – Motor Insurance industry.

When first considering each data element, the ability to classify it can help determine how valuable and which phase of a solution it should be delivered in, if at all.

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The following list provides examples of data elements and will help you quickly identify the critical pieces of information to your business and goals from the various different data sources. Typically the priority order of the data is as follows:

1. Customer Identity Data

At the heart of database marketing is the individual, so knowing who the individual is and being able to build and maintain a Single Customer View provides the first type of data, Identity. This includes any information which enables an individual to be uniquely identified and includes:

Name Information – Title, First Name (Forename), Last Name (Surname), Designatory letters, etc.

Person Information – Date of Birth, Gender, etc.

Postal Address Information – Building Number, Building Name, Address Lines, Town, County, Postal/Zip Code, Country, etc.

Telephone Information – Home Telephone No., Work Telephone No., Mobile No., etc.

Email Address Information – Personal Email Address, Work Email Address, etc.

Social Network Information – Facebook Identifier, Twitter Address, Linkedin identifier, etc.

Account Information – Details of your customer’s account ids or user ids.

Job Information – Company Name, Department Name, Job Title, etc.

Permission and Suppression Data – Not distinctly an identity element of data, but equally important is the information concerning permission to communicate and reason for not communicating (suppressions).

2. Quantitative Data

Once you understand who the individual is the next key element is the measurable operational data, which enables you to understand how your customer has behaved, transacted or reacted with your business. This includes any information which describes activity completed between the customer and your business:

Transactional Information (Online and Offline) – Number of products purchased, actual products purchased, Order/Subscription Value, Order/Renewal dates, product abandonments (abandoned baskets), Product Returns, etc.

Online Activity – Website visits, product views, online registrations, etc.

Social Network Activity – Facebook likes, Twitter interactions, etc.

Customer Services Information – Complaint details, customer query details, etc

3. Descriptive Data

Understanding who the individual is and the type of activities they complete with you provides a good starting point for any marketing database. To gain a fuller perspective of your customer additional profile information is crucial. This provides additional information about your customer, beyond the identity and quantitative details, covering:

Family Details – Marital status, number of children, age of children, etc.

Lifestyle Details – Property type, car type, number of car doors, pet ownership, etc.

Career Details – Profession, Education level, etc.

4. Qualitative Customer Data

The final type of data you will come across provides further description of your customer and potential behaviour and is usually provided by questionnaire type information where an attitude, motivation and opinion is provided:

Attitudinal information – How do you rate our customer service, how do you rate the value of the product, how likely are you to purchase our product again, etc?

Opinion – What is your favourite colour, where is your favourite holiday destination, etc.

Motivational – Why was the product purchased (personal use, gift for someone, etc), what was the key reason for purchasing our product (locality, price, quality), etc.

Using this simple classification process and relating them to your core business goals, will enable a quick identification of which data provides the information critical to the core success of your business. This can then be used to plan the appropriate delivery phases, with clear understanding of the value achieved from each data item included, enabling you to answer the question ‘How valuable is knowing my customer’s pet name?’ to your business.

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Why Enterprises Must Adopt Big Data Strategy?

It is vital to have a big data strategy in place to properly and efficiently utilize the data.

Smart businesses use massive amounts of data of all forms to better understand their consumers, manage inventories, optimize logistics and operational procedures, and make sound business choices. Successful firms also recognize the significance of handling the massive volumes of big data that they generate, as well as discovering dependable ways to extract insights from them. It is vital to have a

What is Big Data?

When it comes to big data, it’s not just the size that counts. Data volume is simply one of the four Vs of big data, and controlling it is one of the simpler hurdles to overcome. The most challenging issues of

What is The Importance of Big Data Strategy for a Company?

Too frequently, organizational data is housed in silos, whether in data warehouses or various departmental networks that lack data integration, making it almost hard for businesses to have a full perspective of all their data. Furthermore, both the quality of data in massive data sets and the reliability of data sources can fluctuate, and storage and related data management expenses might be prohibitively expensive. As a result, developing a big data strategy takes a back seat as businesses race to manage and cope with day-to-day company operations. However, without a plan in place, businesses will find themselves dealing with a plethora of big data operations occurring concurrently throughout the organization. This might result in redundant efforts or, worse, conflicting activities that are not aligned with or clearly satisfy the company’s long-term strategic goals.  

What Should a Big Data Strategy Consist?

A good big data strategy lays out a concrete plan for how data will be utilized to support and improve business processes, as well as the methodologies that will be employed to manage the big data environment. The strategies it integrates must be executable, broadly embraced, and based on an enterprise-wide understanding that data is an asset that positions the company for long-term success. A strategy should also outline how the aforementioned difficulties will be solved.

Smart businesses use massive amounts of data of all forms to better understand their consumers, manage inventories, optimize logistics and operational procedures, and make sound business choices. Successful firms also recognize the significance of handling the massive volumes of big data that they generate, as well as discovering dependable ways to extract insights from them. It is vital to have a big data strategy in place to properly and efficiently store, organize, process, and utilize all of that data. A well-defined and thorough big data strategy outlines what is required to transform an organization into a more data-driven and hence successful one. It should include instructions to assist the organization to achieve the data-driven vision and steer it to particular business objectives for big data chúng tôi it comes to big data, it’s not just the size that counts. Data volume is simply one of the four Vs of big data, and controlling it is one of the simpler hurdles to overcome. The most challenging issues of big data are related to the other V’s: the diversity of data kinds, the pace at which data changes, the validity of data from diverse systems, and other qualities that make dealing with large amounts of continuously changing data difficult. Big data may take many different forms, including a mix of unstructured, semi structured, and structured data. It also originates from a variety of sources, including streaming data systems, sensors, system logs, GPS systems, text, picture, audio, and media files, social networks, and traditional databases. Some of these sources can add or update data millions of times per minute. Data is not produced in the same way. As a result, businesses must verify that large amounts of data from many sources are credible and correct. This very varied data may potentially require supplementation from other repositories. The capacity to handle all of these tough issues is the key to unleashing the value of big data for organizations. That begins with a well-thought-out chúng tôi frequently, organizational data is housed in silos, whether in data warehouses or various departmental networks that lack data integration, making it almost hard for businesses to have a full perspective of all their data. Furthermore, both the quality of data in massive data sets and the reliability of data sources can fluctuate, and storage and related data management expenses might be prohibitively expensive. As a result, developing a big data strategy takes a back seat as businesses race to manage and cope with day-to-day company operations. However, without a plan in place, businesses will find themselves dealing with a plethora of big data operations occurring concurrently throughout the organization. This might result in redundant efforts or, worse, conflicting activities that are not aligned with or clearly satisfy the company’s long-term strategic goals.A good big data strategy lays out a concrete plan for how data will be utilized to support and improve business processes, as well as the methodologies that will be employed to manage the big data environment. The strategies it integrates must be executable, broadly embraced, and based on an enterprise-wide understanding that data is an asset that positions the company for long-term success. A strategy should also outline how the aforementioned difficulties will be solved. The key to developing a successful strategy is to view big data as more than just a technological issue. It is critical to consult with company stakeholders and solicit input from them. This will assist in guaranteeing that the approach is implemented: Many parts of big data management are as much about cultural fit as they are about technical enablement. Enterprise managers and senior managers must support and participate in the big data strategy.

Customer Generation: Secrets To Outperform Your Competition

Need a new approach to demand generation? Are you looking for a different way of going to market?

On August 24, I moderated a sponsored Search Engine Journal webinar presented by Garrett Mehrguth, President and CEO at Directive.

Mehrguth shared insight on how marketers can use customer generation to deliver better results.

Here’s a recap of the webinar presentation.

Customer Generation: What It Is & How It Differs From Demand Gen

By simply creating MQLs as the starting point instead of the endpoint, you completely change the way you go about your start.

Mehrguth says it has improved Directive’s own product quality, transformed their company, and allowed them to grow exponentially.

Demand Generation vs. Customer Generation

There are areas where typical demand generation campaigns do not deliver. Focusing on customer generation can change all of that.

Here are five ways demand generation and customer generation differ.

Demand Generation

Customer Generation

Third-party data for targeting.

First-party data for targeting.

Product-led approach for go-to-market.

Customer-led approach for go-to-market.

ROI is the goal. No tracking required.

LTV:CAC ratio is the goal. Tracking required.

Indicator of marketing success: MQL.

Indicator of marketing success: SQL.

“Don’t stand out, we are B2B.”

“Create emotional experiences, we are B2C.”

Customer Generation: The Process

At a high level, the customer generation process works this way.

First, map out your total addressable market (TAM), identify your best customers, and then enrich those accounts with first-party data along with search data.

Break the accounts into customer segments (or tiers) and identify the service lines they’re interested in.

Determine your financial model. How much can you pay to get each customer segment for each product?

Hone in on your value proposition. What would get someone from apathy to action? What jobs do they need to get done that you could position yourselves to be discoverable for?

How do we use emotion personalization and iteration to keep improving?

Ultimately, customer generation aligns your entire brand to a new philosophy:

“Who” you market to and “why” you exist for them matters more than “how” (a.k.a., your tactics).

This results in more personalized customer journeys across all touchpoints from acquisition to retention.

The Five Principles of Customer Generation

Customer generation can be treated as a methodology. Let’s unpack the specifics of each principle and how you can directly apply that to your marketing.

Principle 1: First-Party Data Unlocks Growth

You need to map your total addressable market (TAM), build account lists, and aggressively scale spend without using an account-based marketing (ABM) provider.

Choose Your Data Provider First

While ZoomInfo is still leading in the B2B contact data space, there are other players that are great at certain things, such as:

Clearbit (technologies that the companies use).

Seamless.ai (accuracy).

Crunchbase (funding data).

You should choose one (or more) of these providers depending on what triggers you think are most indicative of the data that makes an account a great fit for your product or service.

Use Employee Size, Technology, Funding, Etc.

Build lists based on headcount, technology, and funding rather than revenue data.

Do not use revenue data for privately held companies as it’s mostly inaccurate.

Headcount is a far better understanding of the size of an organization. You can also scrape it from LinkedIn with a high level of accuracy compared to privately held companies’ revenue numbers.

The technology companies use, on the other hand, will help you identify the maturity of an organization and whether they are a fit for your business.

Meanwhile, funding data informs you whether these prospects can afford your product or service.

Unsure which indicator to focus on? Take your current client list and upload that data to one of these data providers.

You can then enrich your client list with your point of contact to see what title they have and what their experience level is.

This exercise will help you understand your niche and customer personas. Who exactly is the perfect fit for your product or service?

Mehrguth’s team at Directive also built their own database called Pulse to give them unique data insights. This helps them assign a score that’s more indicative if a person is an excellent fit for their business or not.

Manually Verify

It’s essential to manually verify your TAM because you can’t trust third-party data providers 100%.

Check every single solitary account to see if they fit your ideal customer profile (ICP). Cleaning this data is the only way to make sure you aren’t wasting a dime.

Integrate to Salesforce

When you integrate your first-party data and your TAM into Salesforce, you can change that.

Distribute With a Customer Data Platform (CDP) Like Segment

After getting everything integrated into Salesforce, set it up on Segment and you can start distributing all your data in real-time to all your channels.

Articulating the success of your campaigns according to market share penetration will allow you to become exponentially more aligned with your executive team.

Leveling up your reporting this way will ultimately get you more buy-in, budget, and support for your efforts.

Principle 2: Customer Led Over Product Led

Your product is not for the masses. A customer-led approach gives you the power to impact business KPIs such as:

Average contract value.

Trial conversion rate.

Lifetime value.

Customer acquisition cost.

And more.

By focusing on your most valuable customers, you truly are in control.

Most B2B SaaS companies start with what they’re selling, instead of focusing on who they’re selling to. We need to fix that.

Instead of structuring around the products you offer, consider structuring around your customer segments and customer needs.

This change in how you write your copy, position your value propositions, and articulate your value to your ICP is the difference between a poor conversion rate and a great conversion rate.

Here’s a sample worksheet you can use to enter your ICP’s “Jobs to be Done” (JTBD), needs, voice, challenges/pain points, etc. You can then map them to your products or solutions.

The most successful B2B SaaS companies are customer-led.

Case in point? Workable, a recruiting software and hiring platform.

Their core site is organized around customer segments and need states.

They have thousands of HR resources for their customers.

The result?

Workable drives 35 million visits per year and dominates their keywords.

Customer-led is the backbone of Directive’s strategy as an agency.

It is applied in the early stages of the project phase and influences all strategy and execution.

Principle 3: Financial Modeling Is a Need to Have

Scale without financial modeling is a pipe dream.

Marketers, in general, are not great at financial modeling. As such, we struggle to connect our efforts to revenue and get the respect, authority and budget we deserve as marketers.

Using the LTV:CAC financial model can help change that and improve your ability to be a valuable partner to the executive team and to the business’s vision.

Gather Your Numbers

You need to know your business’s financials, including Lifetime Customer Value (LTV) and Customer Acquisition Cost (CAC) metrics, in order to compare the value of a customer compared to the cost of acquiring them.

Customer generation is not all about any customer. It’s about finding your most profitable customer.

Make sure to put those numbers into a sheet and review your actual historical performance.

Track Your Channels

Gathering and tracking your numbers allow you to create benchmarks and inform channel strategy and tactics.

Tracking lets you know better where you should be spending more money, where you should be spending less, and what you need to do to hit your goals.

Leverage First-Touch Attribution

Many mid-market and publicly traded companies don’t have the maturity to pull off multi-touch attribution. They are still struggling across the board with marketing ops and attribution.

So for this type of model what we’re trying to look at is where should we spend another dollar to get another customer?

Oftentimes, it’s hard to fund indirect or complementary channels. We want to fund channels that have that first-touch attribution.

Use this LTV:CAC Tool

Directive’s free LTV-CAC tool can help you with your campaign planning.

Use it to level up your financial modeling, articulate value, increase your budget, and be more valuable to the organization.

Principle 4: SQLs Beat MQLs Every Time

Let’s address the elephant in the room. Google has intent but poor firmographics.

It’s really hard to monetize Google Ads when you’re in a niche or when you have a high average order value because the majority of the customers who search that query don’t fit.

And when you specify your query there are not enough people searching for you to take make it a substantial revenue channel.

Conversely, paid social allows you to target audiences with firmographics but they have no intent.

After years of dealing with this dilemma, Garrett and his team discovered a solution – monetizing paid social with a great offer.

They found an incentive so good that they were able to create intent from social. Gift cards are what worked for them.

Monetizing comes down to improving your sales organization and also improving your value proposition.

A few more tips:

Buy Sendoso for gift sending.

Choose a tool like Calendly or Chili Piper so you are driving appointments not form fills.

Train sales development reps and account executives on how to have gift card/incentivized intro calls. Use the BANT script:

Budget: What is their spending ability? Do they meet our minimums?

Authority: Are they the decision-maker? If not, who is the true decision-maker?

Needs:

What immediate need or urgent problems are there?

What are their pain points within each of our product lines?

Organic

Paid Media

Creative

Marketing Ops

Strategy

What gaps did we find in our initial research prior to the call?

Timeline: In what timeframe will they need a solution?

Principle 5: There’s No Such Thing as B2B

Where direct-to-consumer marketing (D2C) marketing is all about building a brand and creating an emotional connection, business-to-business (B2B) marketers seem to be simply optimizing for safeness.

Your customers are people, not corporations. They hate boring marketing as much as you do.

It’s time to change the expectation of what B2B marketing is.

Marketing is emotional. Ask yourself: How can I motivate my potential customers from apathy to action?

We sell to individuals in corporations and we need to create an emotional connection with them.

And video creates a strong bridge from a gift to your value proposition. (Here’s an example from Directive.)

People make emotional decisions, not scientific ones, and operate accordingly.

When we put all these together, you have a differentiated go-to-market strategy that will drive impressive returns.

Key Takeaways

The biggest problem in demand generation today is that it could be 50% inaccurate before you launch your campaign. Customer generation fixes that.

Monetizing comes down to improving your sales organization and value proposition. Why do you exist and who do you exist for.

Want to learn more about Customer Generation from one of Directive’s experts? Head over to their website to book an intro call.

[Slides] Customer Generation: Delivering on the Promise Demand Gen Forgot About

Customer Generation: Delivering on the Promise Demand Gen Forgot About from Search Engine Journal

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Image Credits

All screenshots taken by author, August 2023

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