In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a diverse set of articles about integrating mobile payment, using snapchat for B2B, utilizing certain traffic sources for startups, and the moneyball method for B2B sales. This week’s article also features a free webinar featuring Brian Carroll, Chief Evangelist at MECLABS, so be sure to check it out!
Enjoy your week,
Curated content – summary
- 6 Ways to Integrate Mobile Payment Into Your Consumer Marketing Strategy, by Silvio Porcellana via Marketo
- Snapchat For B2B: Examples of Brands in Action, Best Practices & Tips, by Caitlin Burgess via TopRank Marketing Blog
- Gain an Unfair Advantage With 10 Underutilized Traffic Sources for Startups, by Sujan Patel via Linkedin
- Improve B2B Marketing Results With Google Analytics, by Stela Yordanova via Marketing Land
- How the Moneyball Method Can Help Your B2B Sales, by AJ Agrawal via LeadCrunch
5 things you can do immediately to improve your lead generation with Brian Carroll, Chief Evangelist, MECLABS
[live stream webinar]
[thurs july 28 10 am pst]
Curated content – detailed
6 Ways to Integrate Mobile Payment Into Your Consumer Marketing Strategy, by Silvio Porcellana via Marketo
Ever since smartphones and tablets became an integral part of our daily lives, things have gotten a lot simpler. We can look up an address at the last minute, compare prices online while we’re in-store, look for a restaurant and book a reservation, and even make payments in just one quick click.
Mobile payment is a convenient transaction as there’s no need to take out your credit card from your wallet every time, nor enter any codes. Everything is pre-registered in your mobile device. This convenience is quickly making its way into becoming a consumer habit. In fact, mobile payments have grown exponentially in recent years, with research from TrendForce revealing that consumers worldwide will spend $620 billion in mobile transactions this year. This number is expected to reach $1.08 trillion by 2018, which is almost twice the current figure.
If mobile payments make sense for your business, you can’t afford to think of them just as a technical service and neglect them as a key aspect in your marketing strategy. It’s important to consider every stage of the path to purchase, which includes the actual purchase. However, many consumer mobile marketing strategies leave out the key service of mobile payment.
It’s critical that once your buyers are committed to buying your product, the transaction is easy for them. Payment needs to be convenient, so buyers can make the transaction from whichever device they’re on, and it also needs to be trustworthy, so they don’t have to worry about fraud. Implementing mobile payments is well worth it, and here are six ways to effectively use mobile payments in your marketing mix:
Snapchat For B2B: Examples of Brands in Action, Best Practices & Tips, by Caitlin Burgess via TopRank Marketing Blog
From its beginnings as a disappearing photo app to adding interactive—often hilarious—filter options and storytelling capabilities, Snapchat has come a long way in it’s nearly 5 years of existence. In fact, the social media platform has seen tremendous user growth, boasting 150 million daily active users, which is more than Twitter, according to Bloomberg.
While Snapchat is a major hit among pre-teens and teenagers, usage of the platform is growing among adults—especially Millennials. According to a BI Intelligence report, 45% of adult Snapchat users are 18-24, with another 26% between 25-34 in age. And recently there’s been a big uptick in users over the age of 35.
The bottom line? While Snapchat could’ve easily become a passing trend, it’s proving to be an increasingly embraced space for sharing fun, raw and engaging visual content—presenting both B2C and B2B brands with an awesome opportunity to grow brand affinity and audience engagement.
Gain an Unfair Advantage With 10 Underutilized Traffic Sources for Startups, by Sujan Patel via Linkedin
As a startup marketer, what channels do you exploit in order to increase traffic to your site?
In my experience, most marketers focus on organic and paid search, as well as social media and email marketing … sound familiar?
If it does, that’s fine – these are all really important channels. Any marketer – startup or otherwise – should be including them in their strategy.
But they’re not the only channels that can be exploited to drive traffic. This is something a lot of marketers seem to forget.
In short: it pays to think outside the box.
Improve B2B Marketing Results With Google Analytics, by Stela Yordanova via Marketing Land
Many B2B marketers have unique challenges when it comes to measuring digital marketing performance. Difficulties include long sales cycles, complex products and services and multiple influencers and decision makers. How can B2B marketers best use Google Analytics to improve website performance and marketing results?
In this article I offer several get-started tips to help digital marketers analyze website traffic, engagement and conversion — by channel. A subsequent article will address customer personas and custom segments.
Understand website engagement by channel
User engagement metrics like Bounce Rate and Time-On-Site can help you analyze the effectiveness of website content. Since content is marketed via a number of channels, gaining insights on how each digital channel performs is essential to analyze where content marketing is suffering and where strategies need to be revisited and improved.
There a couple of ways to look at user engagement by traffic source.
Within your Google Analytics account, navigate to Acquisition > All Traffic > Channels. You will see a table with data for each marketing channel, such as Organic traffic, Paid traffic, Social media, Referral and so on. Marketers should analyze and compare engagement metrics for each channel, including: Bounce rate, Pages/Session and Time on Site.
How the Moneyball Method Can Help Your B2B Sales, by AJ Agrawal via LeadCrunch
Moneyball was a movie that depicted a baseball team that had been crushed by big budgets and big name players. The coach decided to do away with traditional recruiting methods in order to use computer-generated data. Using this data, he assembled a team that was capable of winning the championship.
Entrepreneurs have realized that they can adopt the same tactics in order to win more deals faster in their market. But using the moneyball method is easier said than done. Looking at the data and finding the trends is simple. There’s more to it than that. It’s about fundamentally altering the way you do business.
This guide is going to show you some of the ways in which the moneyball method can change your way of thinking when it comes to B2B sales.
Helping You Solve the Real Problem
It’s easy in the world of B2B selling to be overcome by rhetoric and emotions. You may be tempted to solve what you think are the relevant problems, but those problems may not be the true problems that need to be solved. You need to seek advice and perspective from outside your industry. Industry insiders are nearly all “drinking the Kool Aid” that leads to groupthink. In fact, most industries are disrupted by industry outsiders. Why? Because one is always hesitant to disrupt an industry that has been feeding us.
The Moneyball approach should teach you is that objectivity is the key.
Enjoy your week!