b2bmarketing

Cold Emailing

Cold emailing — it seems intimidating, right? Cold emailing has a bad reputation with some due to the generic and poorly worded emails some marketers send, but this marketing tool is actually great when used correctly. The worst thing that can happen is that someone doesn’t respond, right? In that respect, cold emailing is low risk, but it can yield a high reward. Using Larry Kim’s article on the art of cold emailing as a guide, here are some tips to make sure your cold emails get the results you desire. 

The Art of the Cold Email

Cold emails should always focus on what you can offer a potential client. You want to create a connection, and starting your email guns blazing with a hard sell is never the way to go. People are bombarded by sales emails all the time, so you want to stand out from the crowd. Show them how they might personally profit from establishing a connection with you. You also want to emphasize your company’s reputation and your personal background and previous successes. Establish yourself as a confident marketing master!

And be sure to personalize your email to the sender. People are used to being marketed to and can spot a canned email a mile away. You want your pitch to feel personalized to their company’s wants and needs. If you don’t have a potential connection’s email address, a great way to get it is to go to their company website and look at the format of other employees’ email addresses. If you have an employee’s first and last name, it’s pretty easy to figure out the formula for their work email from there. 

Here are some circumstances where cold emailing can be a great approach:

Developing Your Business

Whether you’re seeking a partner or an investor, your contacts are everything. Even if you receive a rejection, these connections can help you later on down the line. Rejection helps you figure out what is working and what isn’t, and you end up fine-tuning your pitch. Investors are rooting for you, and even if they don’t back you at the start, showing that you can grow, take criticism, and change will make a major impact in the long run.

Recruiting

I know this sounds crazy, but sometimes the best person for a job at your company already has a job at a different company. The best way to let that person know you have an opening is by cold emailing. The worst thing the employee can do is say “no thanks,” and if that happens, you can move on to other qualified candidates. Reaching out directly to candidates you’re interested in has proven to have a higher success rate than finding candidates through other methods.

Networking

Working the digital room, wheeling and dealing, those of us in marketing know just how important connections can be. If you see someone being a valuable contact at some point, go ahead and make the first move with a personalized cold email. A simple invitation to have lunch, give a talk, or write a guest post on your blog can go a long way toward creating a lasting connection with someone who might help you out further on in your career.

Is Cold Emailing Forever Cool?

That’s tough to say, but the data shows it certainly doesn’t hurt. It isn’t everything, but it’s certainly not something you should ignore. 

If your company would like to explore some options that go beyond cold emailing, contact TN&A for a free, no-obligation consultation at 708.334.8414 or email terry@tnugentassociates.com.



Lead Generation

Today, we’re talking about marketing lead generation. Leads can come about from many different sources; for example, through a good ole Internet search, personal referrals, cold calls, advertisements, and marketing events. A 2015 survey from eMarketer found that 89% of responders said email was their most-used channel for generating leads, followed by content marketing, search engine optimization, and finally events.

Leads often need to be funneled to lead management in order to move towards the process of the consumer making a purchase. This process is sometimes called pipeline marketing. But of course, leads need to be followed up on; otherwise, their valuable information is wasted. Once someone at the company reviews and qualifies a lead to have business potential, the lead is acted upon.

Anatomy of a lead

A lead typically is the contact information and (sometimes) the demographic information of a customer who is interested in your product or service. There are two specific types of leads: sales leads and marketing leads.

  • Sales leads are generated on demographic criteria such as income, age, previous purchasing history (thanks to many AI machine learning algorithms), etc., and then these leads are resold to advertisers. Sales leads are followed up by phone calls or by using lead management systems like Salesforce. 

  • Marketing leads are generated for a distinctive advertiser offer and are often brand specific. They are different than sales leads because they are sold only once. Honesty and transparency are necessary requirements for generating marketing leads, and marketing lead campaigns can be perfected by tracking the leads to their sources.

Online leads

Online lead generation is exactly what it sounds like: the generation of prospective consumer interest into a business’ products or services through the Internet. Leads are also generally known as contacts and can be generated for a variety of purposes. A few of these are list-building, building out reward programs, or e-newsletter list acquisition. These leads can come about on the Internet through four main avenues:

  • Social media posts and engagement.

  • Email marketing campaigns (both the warm and cold emailing varieties).

  • Online advertising, which has many different pricing and scale points.

  • Healthcare industry leads, which use online lead generation as a way to contact existing patients and to acquire new patients.

The bottom line is that better leads lead to better marketing, period. A small investment in lead generation with TN&A can improve your business’s marketing and extend its reach to more consumers and clients.

For a free, no-obligation consultation, call or text us at 708.334.8414 or email terry@tnugentassociates.com.

TN&A Data Hygiene

Data, along with gold, diamonds, and oil, is now one of the world’s most valuable resources. We are living in the age of the information economy, and now, data is everything. There isn’t anyone who understands this more than marketing and media professionals who rely on targeted advertising to fuel their business.

Targeted advertising drives conversion, and stronger data leads to better marketing tactics. But the data most marketers receive is muddled and unrefined, and needs to be cleaned up in order to be used.

Marketers need data that’s both detailed and easily understandable in order to make informed decisions about their business. That’s where we come in. TN&A’s data cleanse will trim the fat of incomplete, inaccurate, or useless data that messes up otherwise-useful data sets. We also clean, refine, and reformat the data to merge it into a more unified, practical format.

According to a quote from Richard Joyce, a Senior Analyst at Forrester, less than 0.5% of all data collected by companies is analyzed and used. Furthermore, “just a 10% increase in data accessibility will result in more than $65 million additional net income for a typical Fortune 1000 company.” For digital marketers, those numbers seem wild. Data is our diamonds, yet so many companies seem to be leaving their data crude and uncut.

As it is with so many business decisions, the issue comes down to money. Most companies feel that cleaning up and synthesizing their data takes too long and costs too much to substantiate the effort. A study by the CMO Council found that 25% of marketing, commerce, and supply chain executives think that they don’t have the time and/or resources to clean and process all their data, and 51% of marketers said that inaccessible data trapped in individual platforms was a major barrier to getting the most value out of their assets.

Unclean data is normally due to marketers working across incompatible platforms, buying data from different sources, amassing different user IDs—the list goes on.

What about cost? The good news is that data hygiene pays for itself by eliminating wasted marketing dollars and capturing sales that would otherwise be lost due to bad data. TN&A improves the ROI equation by minimizing the denominator. As an independent marketing agency, we’ll shop around to find the best data hygiene value.

TN&A Data Hygiene will clean your data so you can improve your bottom line in two ways:

  • Minimize wasted marketing dollars

  • Maximize results and ROI

Better data leads to better marketing, period. A small investment in data cleansing with TN&A can improve your business’s bottom line. If you have a better picture of your ideal customer, you can understand more clearly the value of each customer relationship and know which marketing tactics deliver the most predictable results and plan accordingly for maximum ROI. When all the elements of an effective marketing data work in harmony, we can turn coal into digital diamonds together.

For a free, no-obligation consultation, call or text us at 708.334.8414 or email terry@tnugentassociates.com.

What is B2B Marketing?  (and what works in 2019?)

(Guest post written by T. Nugent & Associates COO, Katie Cochrane)

Sure, B2B marketing is no new concept, but things aren’t what they used to be — and in order for your campaign to be successful, strategies need to change, because it ‘isn’t as easy’ as it once was.

But why is it more difficult now?

Whelp, it’s called technology, and in turn, it’s called users.  Aka you and me.

Yes, B2B is one business targeting another, but businesses are run by people, and we the people don’t do things the same as we used to.  Just yesterday, I was openly sharing with friends that 50% of the new brand awareness that I experience and the purchases I make from new places is attributable to something marketed to me on Instagram.  Yes, you read that right: I am the quintessential, tech-savvy, educated, online user.

Did you notice that I said new brand awareness?

Because the truth is, a large part of preexisting or classic companies just weren’t/aren’t prepared to deal with the way marketing is today, and, as outlined in the attached article, a 2015 Bain & Company release states that nearly 90 percent of B2B marketing and sales executives do not feel prepared to sell to the digital-savvy customer — the evolved buyer.

So what does this shift mean for B2B marketers?  Adapt in order to survive.

1 - Experimentation

One of the most underrated yet important aspects of marketing is experimentation.  So often companies want a silver bullet, but there just isn’t one.  Remember, businesses are run by people and people are different.  Businesses today need to be willing to try and fail, and then try again.  Experimentation helps you understand what works for your brand and what doesn’t.

2 - Listen up

That’s what MBAs call ‘special listening.’  In order to know the person you are targeting better, you gotta spend time with them.  Follow your ideal customers on social media, subscribe to their emails, and join their Facebook groups. 

3 - Utilize your circle

Co-marketing initiatives by you and a partner attract new business to both brands by amplifying the brands’ reach.  Explore partnerships where you can cross-promote. When a company is featured or advertised in a curated email newsletter that targets a similar audience, the purchase rate is higher than it is for other marketing efforts.

Now more than ever, decision-maker positions of companies are increasingly being filled by late-20-to-30-somethings, and with so many channels to utilize, B2B marketing is only going to become more challenging. 

How are you doing with meeting the challenge?

T. Nugent & Associates knows what works and we can help you reach your target market.

To find out what we can do for you, contact us.