Demand Generation: A Better Means to an End

Let us say you have this quite a number of leads. However, to your surprise, the conversion was also quite less than what you expected with such a quantity of generated leads. What do you think went wrong? It might be because these leads you have acquired are half-baked. Fortunately, this is where demand generation enters the picture to prevent that situation from happening again.

As the center of targeted marketing programs, demand generation is bound to elevate the awareness and appeal for a business’ product and/or services. What is highly interesting with it is that it is like an upgraded version of lead generation. More than just generating leads that tends to emphasize quantity, demand generation has actually the capacity to produce quality leads that are sales ready. We should keep it in mind that quality leads prevent us from wasting our marketing resources and efforts to leads that have a little or no viability for conversion. However, before it undergoes the sales process, these highly eligible leads are thoroughly nurtured. Demand generation distinguishes and designates potential clients through content and inbound marketing, direct response, email marketing and pretty much various spheres of marketing and marketing programs. They are further qualified through scoring systems depending on the stage at which the client is in the conversion funnel. All these means revolving around demand generation is ultimately directed towards the end of establishing a good-natured long term relationships with clients and this is what makes demand generation a different concept from other customer acquiring schemes. Moreover, it is also important to note that the its effectivity lies in the close ties of both marketing and sales.

Currently, seeing how demand generation strategy is so critical in any business, more and more marketers have invested, and is investing more in it through diverse channels such as search engine advertising, telemarketing/cold calling, third party email marketing, direct mail and many more. Undeniably, demand generation is a trump card in B2B marketing.

Choosing the right database/contact list provider

There are an overwhelming number of database and contact list providers globally and each of them comes with their own edge and potential issues. Given this, choosing one could really get challenging. So here are some of the key considerations that would guide you in picking the right match.

  • Create a data set that satisfies your business’ data standard and segmentation criteria (So if you do not have one, you ought to lay it out now.)
  • Served and/or still serving reputable clients and have a major base of operations in North America
  • Verify and maintain the accuracy of their data to ensure its high quality. They should be able to keep up with people changing jobs, job positions, addresses, contact numbers, etc. and must gather their data from reliable sources or from personal interaction with the key contact persons.
  • Keep in line with FCC and CANSPAM regulations. Database and contact list providers compliant with these regulations does practices such as filtering out spam traps or steering clear of DNC registered numbers to avoid putting their client’s reputation and sender score at risk
  • Specialize in the industry you are targeting. Although, a lot database and contact list providers now specialize in a wide array of  industries and are pretty much flexible in customizing list for meticulous clients.
  • Offer Data Integrity Guarantee. That is, in the event that they have sold some outdated records, they will replace it without asking for additional charges.
  • Excellent client service (because it always boils down to those three words).

Never keep your guard down when selecting a database/contact list provider for your business. Always remember that substandard management and service begets substandard list. Take your time in contemplating who to select and do not be hasty. This way, you end up with nothing less than the best.

4 Mistakes Stopping Your B2B Mobile Apps Success & How to Tackle It

The convenience, speed and ease of use of mobile apps are mainly the reason why it’s appealing to the mass. Correspondingly, a lot of businesses have integrated mobile apps to improve customer experience and encourage patronization from other people. However, there’s a lot of consideration before making one and this is especially the case for B2B marketing. Since it is a B2B enterprise app, a variety of professional-grade characteristics (not to mention the customization of the apps for devices per geographic regions) are needed in order for it to be effective. It also needs to be maintained to ensure success.

1. Interactiveness is Mediocre

Draw in with the end client on a tangible level and establish a responsive relationship. Remember that your client is the one to pick which parts of the application to navigate and in what order.

2. Mobile and Internet Connection Exclusive

Make a standalone application that will work for PCs and as a program application running on the web not just for smartphones and tablets. In addition to this, secure the usability of your application regardless of Internet connection as there is instances where access to the Internet is restricted or plainly not accessible.

3. Lagging Update Distribution

Immediately circulate any changes you have made in your application so that all your clients have quick access to its recent version the instance they connect with the web.

4. No Analytics on User Engagement

Don’t just monitor how many people have downloaded your application. You should also look over on how your app is being used like how engaged your clients are with each section of the application, where your clients are globally and what devices they are using to access the application.

Using B2B mobile apps have already proven that it can boost marketing productivity. However, to achieve this, you have to keep it in mind that you can only truly leverage an application if you put up on a mindset that there is more to it than just building one.

12 Elements to Consider when Selecting an Email Service Provider (Part 2)

End-User Experience

Consider this right away when you’re selecting an ESP. Don’t be like those other companies who have taken them prospects or clients complaints before questioning their ESP about this matter. Remember that it is not just about your convenience of delivering emails but also the convenience of the email to be received, managed and responded to by the recipients.

A/B Testing and Reporting Capabilities

You can say that businesses who does dedicated email marketing do not take for granted A/B testing. The data extracted from it have always been exploited in pursuit of boosting email performance and increasing the success rate of email campaigns. Probe on your prospect ESPs A/B testing capabilities like what parts of your email can they test (CTA, subject lines, images, etc.), whether the test function they offer is built-in or have to be done manually and etc. Furthermore, you also have to check for the availability of reporting tools and their limitation. Reporting tools provide metrics that helps you track the performance of your email campaigns. Metrics such as the number of emails sent, notifications read, emails read, documents downloaded, documents viewed and email replies are some of the avenues in your email campaign you can explore using reporting tools.


One of the findings in a recently conducted study state that about 68% of emails were opened on a mobile device. In addition to this, another survey way back 2014 manifest that if an email does not display correctly on mobile, 71.2% will delete it immediately. Therefore, it is important to make sure that the ESP you can optimize you emails for mobile.

ESP Support

You’d want an ESP who will provide you hassle-free, round the clock admin support. Having to face an infuriating email issue late at night or at dawn without a prompt aid from your ESP or being passed around from rep to rep before reaching the actual technical resource will surely burst your bubble.


An ESP should guarantee you the privacy and safety of your email data. With that being said, it should operate on a standards-based encryption and protections to keep your emails secure from threats. Also, look over your prospect ESPs’ IP evaluation from Internet Service Providers. If they fall below a certain score, emails they send are bound to be automatically rejected and will be classified as spam.


When doing a pricing research, be inquisitive and delve into ESPs contract terms and fines for cancellation. Don’t be lured by those appealing introductory rates. Save yourself from being inconvenienced by inflexible contracts, hidden charges and heavy fines for cancellation. Remember to not ever settle on a mediocre service in exchange of saving money.

             Choose your Email Service Provider wisely!

12 Elements to Consider when Selecting an Email Service Provider (Part 1)

Finding an Email Service Provider (ESP) for your B2B or B2C email marketing? Here are the things you need to consider before settling in with one.


Whether you’re a big or small company, you have ways in doing things that is distinct from others. The ESP you’ll select should be able to understand and honor that, tailoring themselves to compliment and maximize how your business work in terms of email marketing.

Email Template Creation and Content Editor System

These are common features found in ESPs in which you can create layouts for your email or choose from a library of ready made ones with the former and edit the content of your email to your preference with the latter. Make sure to choose the one that would offer you ease of use and efficiency. Creating great emails obviously play an important part in the success of an email marketing. Having an ESP who can’t even help you with this is just a waste of your resources.

Contact List Management

More than just allowing you to put contact details, an ideal ESP would allow you to segment it. Customize the data field even. It also lets you work on those contact details in ways that would bring out creative uses of data in emails such as email personalization.

Images and Large Files Support

If your company frequently use numerous image in your email, consider an ESP that will enable you to conveniently store and organize them. Moreover, an ESP that also permits you to attach and send lots of large sized files because modern email systems usually don’t let you send any message of over 20 or 25 MB in size and this could hinder you in sending emails in case you have many attachments such as documents, whitepapers or ebooks.

Email Automation Capabilities

One of the advantages of choosing an excellent ESP is the email marketing automation. Aside from the obvious benefit of saving you from a tedious manual work, a fine one addresses many aspects that can mean favorable outcome for any business’ email marketing; Some of it are the consistency of branding, customer engagement and retention and even streamlining the sales funnel for lead nurturing. So make sure to investigate on ESPs email marketing automation performance.


Is there anything more epic fail than employing an ESP who can’t even get your emails land on the recipient’s inbox? No? No. It’s already a pain that some emails have to be filter in the spam section or not be read at all! So don’t push your luck by selecting hastily. Check on the ESP’s deliverability credentials. Good command on how message filtering works and substantial skills to format leaving emails accurately and guarantee delivery are needed. In addition to this, you can also seek out those referring clients on an ESP and investigate how that ESP tackle deliverability issues.

Some Content You Might Want to Consider Sharing for Lead Generation

People from all ages have always been a fan of freebies. That is why in the venue of digital marketing, marketers make it a point to have some free of charge content to share (or simply put, free files to download). This technique has been used to increase traffic and when there is an increase of such, it implies a highly viewable content across digital market. However, there is more to content sharing than just boosting the traffic of business websites. It is also a method to accumulate information from real persons (not simply robot) and exploit them as reference for lead generation advertising.

            Aside from ebooks and newsletters, here are some content you might want to consider for lead generation.

Game Application – Free trials of games are pretty hard not to give in to especially for the millennials. These free games whether mobile or not can be a great pull in drawing people’s attention. Who knows? Their entertainment can take them back to you.

Tool Application – Currently, there are a lot of free application that are directed towards improving people’s mobile experience (e.g. photo or video editor applications and many more). When people download and use such applications, there are advertisements popping up. Talk about hitting two birds with one stone. Well, don’t get left behind! Offer a useful tool and promote your product or service.

Music – Who wouldn’t want free music? But before offering, make sure to make an arrangement with a legal digital music service company (i.e. iTunes, Spotify and etc.) to avoid piracy.

Videos – Videos are the most downloaded and shared type of content in the cyber world. There are instances when videos alter or establish the viewer’s perception about a thing and you can just used this to your advantage when marketing. The more the number of your video being downloaded, viewed or shared, the more people will know about your product or service.

Aside from the mentioned above, there are others you can explore and use. Don’t lose out on you innovative flare when it comes to content sharing.

B2B Appointment Setting: Be The Knight and Shining Armour!

It’s given that B2B sales people should possess problem-solving ability. This allow them to seek and identify problems in a prospect’s organization and use it to pitch in a tempting offer of solution. However, this ability should not just be limited to them. A rather well-executed one in the area of B2B appointment setting can also entail seeing issues in a target market and providing service that is unsatisfactorily done by competitors.

It may be tricky especially that it can be viewed as opportunistic. But if you feel that the competition is getting sour, providing less than what the prospects or clients deserved and you can do something about it, might as well settle on a decision on being the knight and shining armor and profess your noble intention by means of your B2B appointment setting strategy.

Comprehend what’s best for the clients/prospects.

You’ll require a great deal of marketing research and statistics before arriving to this conclusion. Don’t go about presuming that you know what’s best for the prospect or client. Like how important evidences are in the court, your presumptions will work best if you support it with a good data and information.

Layout standards.

When you are already completely confident that you know what’s best for the prospect or client or even for your target market, layout the standards. Don’t just talk about how your services or products are better than the other competitors. Also talk about how your ways are better.

Adhere and be consistent with your standards.

Since you are trying to win over prospects and clients from competitors, the worst thing you can ever do is mess up by being a hypocrite. What if you go around chastising your competitors and it turned out you’re no better than them? You wouldn’t have the last laugh with that!

There are businesses who are halfhearted in providing service to their client and there are those who are dedicated in doing so. Always make sure you are the latter.

B2B Appointment Setting: Transparency with Client’s Expenditures

Businesses have been given the right to secure their trade secrets and inner workings from being underhandedly use by outside parties. Nonetheless, this shouldn’t be an excuse to provide some transparency in terms of financial matters. This is critical especially in B2B dealings. Remember that it is also the right of clients or prospects to know where their money goes. The following fundamental economic facts will back up why it only makes sense to do so.

Profit is intended to circulate into the business.

The definitive objective for earning is for your business to enhance productivity and in the long run, turns into a conceivable front runner in its own industry. If you aren’t able to present how your client’s or prospect’s money can definitely convert into a constantly refining products or services, you’ll be financially ruined in no time.

Clients/Prospects need more information of how their money operates for them.

Getting money’s worth is true for all kinds of clients in any type of business. That is why in B2B appointment setting, when a B2B prospect is asking you how you will work on their investment, paint a beautiful and authentic picture.

Inconsistency leads to mistrust.

If the services you render can’t produce reliable results despite the expense of your service, then you ought to, at any rate, be truthful to clarify why. Take for example the subject of wages. Given that one of your own gives a substandard service that only a substandard paid worker will provide, how will your sales persons justify the cost (not to mention appointment setters)?

Purchasing resolve is usually rooted on information.

Now that we are in the age where information is easily and highly accessible, big or small businesses can immediately pull out information right there and then to anchor their purchasing resolve. Correspondingly, businesses that are obscure in laying out in information about their client’s or prospect’s expenditures tend to lose out on businesses who does.

Again, you may be authorized to keep a lot of things private but keeping your clients or prospects in the dark about how you handle their money is not one of them.

Dealing with Rude or Negative Feedbacks in B2B Email (Part 2)

Fix Things Up
Once you have know the reasons that surrounds the rude or negative feedback sent by the B2B prospect or client, you might be able to engage them in a meaningful discussion and could have the chance to explain, defend or offer compensation. This is necessary so that you can increase their experience with your brand. Always aim to meet halfway with them. It is not a good idea to leave things unresolved.

Keep it Short and Straightforward
Do not include unnecessary content in your B2B email response. Structure it in a way that would not digress to that of the B2B prospect’s or client’s issue and is direct to the point. This is to immediately get your message across them. Avoid sarcasm, cheeky remarks or jokes. Sure, we sometimes use those to just ease up the tension but it could be easily misinterpreted, biting you back especially if the B2B prospect or client is heated.

Ask for Help
In the event that you feel you’re overacting with your response or simply not confident of sending what you have written. Have someone with invaluable experience and insight go over with your work; perhaps a colleague or your manager.

End on a Friendly Note
It feels terrible after receiving bad B2B email. But no matter how rude or condescending the B2B prospect or client in the email they sent you, that should not stop you from wishing them well at the end of your email. If you can not get even by matching up their attitude, kill them with kindness instead.

Throw it Away
Clicking that garbage bin icon can be your last resort. There are instances where an email doesn’t even need a response (Troll alert! Troll alert!). Also, if you know that you have done your best to respond as professional as possible and offer a solution yet is still harassed, there are three things you can do; (1) Leave it at that and move on. (2) Escalate to another key person. (3) Block their email address.

It’s hard to be professional and nice when B2B prospects or clients are getting under your skin or hitting you below the belt. However, don’t give them the satisfaction of seeing you snap. How you respond to them says more about you (or your business ) than them.

Dealing with Rude or Negative Feedbacks in B2B Email (Part 1)

At one point, we are bound to get that dreadful rude or negative B2B email responses from prospects or clients and as much as we want to snap (We all have that bad day you know.) and reciprocate their unpleasantness, we simply should not. It’s bad for business after all, being branded as belligerent. Learn to keep it cool with these simple reminders.

Blow Off Steam

After receiving a rude or negative B2B email response and you feel riled up, it’s better to take a deep breath first and give yourself some time before responding to it. With this, you avoid being impulsive and can contemplate on writing a sensible and valuable response.

Read the Email Again

Read the email again once you are already calm and composed. It may be that you have read the email quickly and misjudged it’s meaning. Go through it carefully and jot down the issues being explicitly or implicitly expressed by the B2B prospect or client. Address these issues when you write the response.

Say ‘Thank You’ and Apologize

When writing the response, start off on a positive note like thanking them for discovering the issue or for giving their feedback. This shows that you are acknowledging what they have to say so it may be difficult for them to remain angry. Of course, if your business is in the wrong, you need to apologize. However, this not always the case. Whether it’s not your  fault, it’s best to apologize to them. Apologizing does not always mean you are taking the blame but that you are sorry for making them upset or angry.

Clarify their Issues

Given that you have read through the email carefully and jot down the issues being explicitly or implicitly expressed by the B2B prospect or client as stated in the second reminder, you have to clarify these issues back to them. Most B2B prospects or clients have their reasons that triggered them for writing such and it would be advantageous for you to find out and understand what are those.