Saturday, 31 March 2018

Practical Tools &Techniques for B2B SaaS Sales

   
          Driving sales involves 2 ingredients. First, Teaching the customer something new about their own business needs or challenges and providing the customer with compelling reasons why it was necessary to take action. When buyers were asked to rank the most important factors that made them willing to engage with a vendor, their responses all surrounded the supplier agnostic approach. Buyer need broader information to help them on the way to making the final purchase decision. When they come to buying decision - i.e, sales content, the respondents preferred product information and demos. The benefits of creating content for each stage of the buyer journey are shorter the sales cycles and increases marketing sourced pipeline and revenue.
Sell to C level:  B2B decision makers reside in the C-suite. Win the executives, Win the company.  B2B merchants must adopt a consensus-building approach to sales that clearly addresses the needs, concerns, and wants of diverse groups. LinkedIn research puts the average number groups influencing B2B decisions in the following top departments,
 
 
Social media is a powerful source for both outreaches as well as creating the kind of consensus that B2B decision making necessitates. Social selling concentrates on producing focused content an providing one-to-one communication between the salesperson and the buyer.
    On the whole, B2B buyers are a pretty satisfied group. B2B buyers who said the relationship with vendors was "getting stronger" identified as the source of these improvements

        Sales Tools: In top performing organizations, the sales and marketing are closely aligned. The tools deliver the range of functionality and improve the sales productivity such as email automation and call logging, workflow scheduling, lead qualification, sales enablement and personalized emails. It supplies the sales counterpart with the right social, email, and product/service content at the right time.
1. Yesware : It helps you to know the people who don't reply are reading your emails and ignoring them.  An email automation tool includes functionality for predictive analytics based on sales team's activities, post send tracking(open and reply rates), sales prospecting, calls, lead nurturing, social selling and integration of all call.
2. Toutapp : It helps you to grow for automating and scaling your lead nurturing and sales processes. This software provides prospect activity tracking across email, web, documents, a high-deliverability email service, integration with popular email programs and CRM systems and reporting.
3. oppsource : This tool helps organization harness the data and sell more. This sales development software enables lead qualification teams to prioritize calls and set daily schedules, email and social touch points for campaigns, and deliver account based reports on sales-ready opportunity to a sales rep.
4.Appointlet : This tool helps to accept the appointment from your website without needing to manage the thing. Once you set the working hours, appointlet will display the working hours to customers. It is suitable for consultants, business coaches, or anyone who schedule their time with prospects and clients.
5. Salesmessage : Gives businesses an easy way to text their contacts online from local phone numbers to help qualify leads and schedule appointments. You can send and receive text messages online. automate messages with workflow.
6.whoisvisiting : It helps you to search for potential business leads. Data are presented in the reports. Account manager in every subscriber helps to initiate leads and other support issues. Helpful for marketing and sales team to identify a visitor in real time to create custom alerts and custom reports.
7.Appdataroom : It is a sales enablement tool that lets you create an online repository for sales assets of PDF, videos, diagrams, photos accessible through your custom mobile app. The sales team can track the usage and engagement of the content in a most effective way. It has the feature that automatically pushes them to sales CRM from the app.
8. Close.io : A CRM SaaS app for small and mid size business. It lets you track and record conversations. It features one click calling with automatic call logging, work flow reminders, email scheduling and integrations to popular lead capture, customer service and email apps.
   Developing the Winning Strategy: If you sell the B2B products to technology, manufacturing, healthcare sector you'd be familiar with a complex buying process. The core skill needed is to know how to listen, learn and understand the notion of buyer's pain. Our role is to educate the prospect on their symptoms and then show you how to solve the problem better than your competitor.
       Marketing has always been about defining your ideal buyer. How you position your product or company in a way that shows you understand the buyer's pain and the manner in which you guide your leads and prospects to find your solution to be the best fit. Start the conversation around your buyer's plan, goals, and challenges. Knowing your ideal customer's backgrounds, goals, pains and how your product or service will benefit them will help to create content to attract leads.
       B2B business their website is a "shop window" designed to help attract qualified and interested visitors. Look at your website through the eyes of your customers like
      * Have a content presented clearly defined buyer personas?
      * Are you keeping with update ongoing SEO strategy?
      * Are your conversion opportunities too high a commitment?
Long-term real growth occurs when you build on a strong foundation with strategy and growth. The path to growth occurs only a small portion will be interested in your solutions. If you have a product but it's not in a demand it is probably because it doesn't solve a problem that enough people are looking to address.
Personalization of web for B2B:
  The emails, ad, live chat, sales enablement and other channels are able to leverage lead and deeply personalize the way they engage.
A/B Testing Methodology: It is popular in SaaS to edit and tracks different content experiences for different audiences. For a deeper level of personalization, you need to tie your tools to profile data. The context you need to deeply personalize your content is,
  * Are they good fit customer? Right Size? Right industry?
  * Are they already in the sales cycle?
  * Have other people visited your website from the same company?
  * Are people from the company engaging with your brand in other channels?
Tactics to be followed for web personalization are,
 1. Identify companies who are visiting your website:  The first step in B2B is to associate the website visitor with the company without requiring an email address. you can also identify businesses based on the IP address of the website visitor since most businesses use office space with a common IP address.
     Reverse IO lookup can transform an IP address to a company name - Most B2B SaaS companies avoid Demandbase - they have pricing where you pay for each tool where you used your data. Clearbit Reveal is a popular reverse IP lookup solutions for B2B SaaS companies that lets you use your data everywhere.
2. Use enriched data through customer platform to power the web content variations:  You need to sync the response from IP service lookup to your A/B testing & experimentation tools. Clearbit Reveal returns the full payload with 40+ data points on company size, industry, location etc., These can be used to segment visitors and display different content variations. However, reverse IP lookup associate data with account-level. This is where the unified customer and account profile holds the unique advantage for web personalization.
3. Manage audiences & variations with predictive personalization tools:  It easier to personalize well defined, constrained content formats like email, live chats, and ads. Rightmessage helps your website can be made more relevant to the individuals on your website. There are some early wins like homepage variations, signup flows, and pricing pages. In order to test more pages and parts of your content, you might be running,
     - Managing audiences,
     - Managing personalized variations
     - choosing or guessing winning combinations of audiences and variations of every page.
Implementing B2B personalization through predictive personalization platform automatically match audiences and variations instead of marketers managing them manually. Intellimize chooses the variations are shown to which visitor, measures the engagement, then updates the predictive model to reallocate types of traffic to specific combinations of winning content.
4. Match up your personalization with experiences with other channels:   Personalizing in the top of live chat on top of your real-time web brings harmonious web experience. You need to choose live chat tool that enables real-time data to trigger & personalize messages to the website visitors.
5. Client Data is the key to B2B Personalization:  Data is an essential ingredient of all personalized marketing campaign. The existing client database is used to create a clear and informed picture of best buyers. It is also referred as buyer persona. It is a detailed profile of your best clients. Depending on your particular company, you can have one buyer persona or different buyer personas. The more you understand about your clients and prospects, the easier to deliver highly personalized, targeted content to the right people at the right time using the right channels. 



Thursday, 15 March 2018

6 Best features and secrets of B2B eCommerce Website Implementation

   

          B2B eCommerce is simply a business to business commercial transactions that are conducted online. B2B customers come to your website because it is their job they do every day. They want their job to do easy. If B2B companies give their customers the tools that make their job easier, their customer will come back to the site again and again. Looking at your customers and how they do their job will help you implement the features on your website. The features and functions in B2B eCommerce like search, navigation, cross-sell, user administration and custom contracts will help them to do their job easiest. If you evaluate the questions of making your customer jobs more efficient will let the customers click to buy a product and have the order sent to their financial management system.
         B2B companies pride themselves on building personal relationships with the customer. The leadership teams recognize the opportunity to boost sales and cement customer relationships by better online and mobile experiences. An important step is to recognize the right eCommerce development platform. The most effective implementation follows six key principles,

  1. Company's Strategy: Every software implementation begins with a clear ambition of how it can enhance the company's strategy. An effective eCommerce implementation centers on assessment that how the system can improve or extend company's core business. It should support your delivery on that mission, not distract from it.
2. Make Long-term Plan with Clear Short-term Objective:  A long-term plan is essential for developing the right eCommerce solutions. Defining short-term objective that is both affordable and manageable allows the company to go live, demonstrate the success and payback early.
3. Interact with Customers: B2B transactions tend to be dominated by the process. If you are updating the old system, analyze user data and survey customer to find out what they like and don't like. If you are building from scratch, show the blueprint and wireframes to your customers. It not only improve the functionality but also speeds up implementations. Understanding what matters most to customers help companies identify and focus on right priorities.
4. Iterate Based on the Feedback: One of the benefits of implementing the eCommerce platform in manageable stages is that it allows the company to gather insights on the fly and use them to make better decisions. Understanding customer needs helps you to plan for better experience. Creating tight feedback loops and analyze sales data helps companies understand what's working or not, so features can be tweaked, built-up or abandoned.
5. Align your team and Deploy Fast: If the organization isn't aligned with the business case or strategy, the project can still in midstream. Smooth implementation is determining who has taken the right decision in  IT, marketing, finance etc and including them from the very beginning of the project. Cloud-based system allows you deploy a set of essential features now and add more as quickly as warranted.
6. Develop a Culture of Commerce: The sales culture for a typical B2B company focused on making calls filling quotas - not devising easier ways to interact with the company's brand. As more and more B2B buyers gravitate toward online and mobile solutions, the winning vendors will be those who can best meet the customers on their own terms.
B2B Companies demand more than a Shopping Cart: Digital businesses always looked to commerce suite vendors to support basic capabilities like running an online catalog, shopping cart, and promotions. Customers expecting deeper research experiences and richer purchase journeys. Vendors must deliver new capabilities both back-end around fulfilment and integration on the front-end around seamless and innovative customer experiences. Firms across these verticals are investing in sophisticated B2B commerce technology that supports the followings,
 * Full spectrum of Selling: B2B customers now migrate freely between self-service and full-service, online and offline buying. B2B sellers must deliver the solutions that meet the needs of the business customers who often preferred to buy without the help from sales reps.
* Personalized digital Commerce Experiences: Shoppers want a personalized experience. Personalization adds value and builds the relationship. It is an important to feature to implement. Personalization can be on the website or mobile app. It is also instrumental for B2B companies that use target promotions and fulfilment guarantees to drive sales volume and enhance the B2B shopping experience. Customer suites can provide B2B buyers with personalized buying experience by controlling the front-end experience or managing the customer data that fuels personalization.
     There are many ways to personalize B2B eCommerce website,
  a. Product Recommendations: Suggest the product to shoppers based on the products they indicated the interest in. This could be based on the product page they are reading or products they have added to the cart. For B2B, it is a powerful way to sell products that customers may not aware of,
 b. Tailored Content: B2B sales are often complex. To lessen this complexity by prioritizing the content buyers that are shown based on the role they serve internally, the type of equipment they have, the industry they are in. The resource pages in the sidebar such as how to articles, product specifications, maintenance tips, videos help the prospective customer may find interest in your product.
 c. Emails: Send personalized emails based on their interest and actions on your website. Mention the special offer based on the product page they have viewed. Share the whitepaper that written for the industry or the role.
*Data-driven merchant Tools: As customer expectations arise, firms are investing in merchant tools to make decisions about what experience to deliver to customers. Greater investment in analytics, and data-driven decision-making tools that further the support to merchant control over the experiences.
* Agility and faster time-to-market: Cloud-based and service-oriented architectures that implement commerce solutions in a more modern and modular fashion are now must-haves in the modern suite. Firms typically look to either platform-as-a-service(PaaS) deployments where the vendor manages the solution in a multitenant environment or Software-as-a-service(SaaS).

      Offering Compelling eCommerce experience to B2B buyers requires a process of continuous improvement. Even companies have invested heavily in getting commerce right, Still there is a value in learning from smaller, innovative companies. Here are the best features that could be implemented on your B2B website,

      * Curbell Plasticsa fabrication company helps narrow their choices by showing the shape of the product they are looking for. Using shapes in the reductive navigation is an interesting way to assist the user to find what they are looking for.
 
    *Warehouse-Lighting.com offers preferred contractor program, which helps the sales rep and dedicated rep to contractor sign up for the special discount pricing. The top navigation describes the company's products - "industrial and commercial lighting at wholesale prices" provides quick access to the live chat.

          



*Smalleyindustrial manufacturer created the website that doesn't lead to the paid checkout, but to request a quote. The resources on the website such as videos, and how to guides help buyers select the correct products. Buyers can also search for different types of rings and springs before they request a quote.
     
   
  * The exit popup in a website solicit visitors email address. If done well, popups are highly effective, converting a visitor into a marketing contact. With the right message and persistent top banner are strong promoting tool - especially if it's tailored to a search ad or marketing campaign. The filtration products use a popup to help users to find the correct products which are extensive. Include the blog on company's website, it provides helpful content and the company can build a community with detail comments.
               B2B eCommerce Business case helps you to communicate and sell the value of your B2B eCommerce project internally. For the best in class companies, the business case is the central tool throughout the lifecycle of the project. By asking the strategic question, you can uncover the real challenges your organization is facing.
      Checklist for B2B eCommerce Best Practices:
    * Conduct regular product search and SEO audit on your website
    * Map your priority customer persona and track to landing page and product page most likely they want to visit. Create email newsletter groupings correspond to each of your customer persona profiles
   * Set up your email marketing data analytics so that you can review how many subscribers open and click through on your emails?
   * Make sure links for more information throughout your emails to engage with your readers
   * Include the testimonials on your website that shares customer experiences
   * Are you able to offer integrations so that business customer can order directly from the system?
   * Set up the systems to prompt so that business buyers ensure authorize policies that are automatically factored when ordering online.