We have just had a Business Breakfast for partners of Future Sales and Imper and we are very happy that we gathered in large numbers. Check out some photos from the event.
The topic of our first Business Breakfast was Account-based B2B campaigns in the digital environment. We talked more about how not to shoot blindly, but to address potential clients effectively. Account-based marketing (ABM), which we talked about, is a way to target a campaign to those potential clients for whom our services or offered product are relevant.
Martin Skalický from Imper talked about how to use digital data and tools to identify potential customers and gain insight into who is visiting your website. Jiří Jambor and Jan Kyselý from Future Sales followed up with recommendations on how to make the most of LinkedIn and emailing.
An integral part of every business event is of course the opportunity to meet new and old faces. It was no different at our Business Breakfast. We believe that you, like us, took home a head full of new ideas and inspiration for developing your business from our joint breakfast.
This was definitely not the last Business Breakfast. We hope to meet again soon and talk about the news and challenges we face in building our businesses. You can also look forward to other topics of lectures and discussions that we will prepare for you.
It is a well-known fact that about half of the marketing budget is wasted money. The goal of marketing should be to find out which half it is. In the B2C segment, activities can often be measured by actual sales results. In B2B, the situation is much more difficult, because they have to take into account the complexity of marketing activities, brand strength, market awareness, product, business model, sales team and, of course, the campaigns that serve it all in front of the right eyes.
The most challenging part is evaluating the success of campaigns. A visit to a website may not necessarily mean a relevant visit. In tools like Google Analytics, data for B2B is limited because it is not visible what is essential for marketers and traders: which specific companies visited the website.
A merchant cannot use the information that a man from the South Moravian region came, browsed through individual loan database subpages and what he was interested in. Other analytical tools will show exactly who looked where, where he browsed with the mouse and what conversion the individual subpages have to the others, etc. This is very interesting information, but not very useful for business. We know a lot about how people behave on the web, but we don't know what company they come from, and this is crucial for us in B2B.
What a business needs versus what marketing can do for it
For marketers, the information about which specific company the visit came from is absolutely groundbreaking. In addition to all of the above, thanks to the Leady.cz application , we know which specific company the visit came from. As the icing on the cake, thanks to Leady, we have complete information for the marketer .
The salesperson is happy because this application automatically identifies a need or interest in a specific company and he then calls the company, where there is a strong assumption that his topic is being addressed. In addition, he calls the company with the question: ".. we have noticed interest from your company in (product or service) and so I prefer to call you. Who is in charge of this at your company, please? Can you transfer me to him?". Because this is not a cold call, but a callback for a specific event from the company , in the vast majority of cases the salesperson gets the ear of the person he really needs to talk to.