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4 Tools For Perfecting Your B2B Sales Funnel

Cloudlead, GrooveJar, Stripe Checkout and Drip can help you customise your first-time visitor’s journey, to ‘customer.’

Thomas Smale

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The B2B customer journey from visitor, to lead, to customer, to promoter is often broken down into four steps: Attract, convert, close and delight.

These steps are the foundation of inbound marketing, a term first coined by Hubspot CEO Brian Halligan. And each one of these steps is intended to guide visitors to your website through your sales funnel, with the end goal being to not only close that first one-time sale but convert your customers into repeat buyers and advocates for your business.

Here are four tools your business can put to work today to optimise your B2B sales funnel and boost your sales.

Attract: Cloudlead

Typically, the top of the sales funnel for online business focuses on generating relevant organic traffic. Traffic generation can be achieved with a solid content-marketing strategy covering the creation and promotion of quality content that engages your target audience through blog posts, social media, guest posting and link-building.

While content marketing is the best way to increase your organic search traffic, its results are far from instantaneous. If you’re in the B2B space, for instance, you may find that your strategy to reach the decision-makers you need, to close a sale through content marketing, isn’t producing results quickly enough. That’s where tools like Cloudlead come in.

Related: Creating a Sales Forecast for your Business Plan

Cloudlead harnesses the power of machine-learning coupled with human research, to find qualified leads for your business. After you provide this tool with a detailed description of your product and buyer persona, Cloudlead’s proprietary research tools provide you and your sales team with detailed contact information for decision-makers relevant to your product.

This in turn enables you to target potential customers with pinpoint accuracy and move them to the top of your sales funnel without having to wait for your content marketing efforts to pay off.

Convert: GrooveJar

groovejar-logoOnce you have attracted a visitor to your site, the most crucial incremental step you can take to edge him or her toward a purchase is to capture the visitor’s email address. According to a 2017 survey by Episerver, “92 percent of consumers visit a brand’s website for the first time for reasons other than making a purchase.”

So, when targeting first-time visitors, capturing an email address is a much more realistic conversion goal to aim for than an outright sale.

Email capture enables you to follow up with targeted marketing emails, such as special offers and discounts or engaging content relevant to your lead’s interests. This process is often referred to as “lead nurturing,” and it helps move potential customers further down your sales funnel, closer to the ultimate goal of achieving a sale. But how do you convince a visitor to your site to part with his or her email address?

GrooveJar is a suite of eight intelligent pop-up apps that have been shown to triple the industry-standard email capture rate of 3 percent. The most popular app, GrooveUrgent, uses the psychological principle of urgency to convince visitors to provide their email address by creating  a pop-up window with a countdown timer; this gives visitors a limited time to heed a call-to-action that you specify.

The latter offer can be a discount, a free trial offer, the opportunity to download an ebook – whatever you think may entice a visitor to leave an email address. Once you have captured that address, GrooveJar’s Collect and Convert function utilises the power of email automation to retarget your leads and turn them into buyers.

Close: Stripe Checkout

Once you’ve nurtured your lead sufficiently to the point where this person is ready to make a purchase, how do you close the deal? While this may seem straightforward, 67.4 percent of checkouts are abandoned before the purchase is completed, according to CoxBlue.

Abandoned cart email apps, such as MageMail for Magento, can be highly effective in helping recover those sales, but it is essential to optimise the checkout process itself. Payment processor giant Stripe is popular for a reason: It has been making it easy for businesses to accept payments from major credit cards since 2011.

More recently, Stripe Checkout was developed to allow online businesses to embed highly optimised checkout forms anywhere on their site. Stripe uses data gathered from its many users to continually refine and optimise the checkout process, helping ensure you don’t lose sales due to poor checkout form design and functionality.

Stripe Checkout renders seamlessly on desktops, mobile and tablets. As an added convenience, consumers have the option of having Stripe Checkout “remember” their payment details, enabling faster checkouts on repeat purchases and on other websites that use Stripe. Stripe Checkout can help ensure you don’t stumble at the finish line when your customer is ready to make a purchase.

Related: Mastering The Sales Process

Delight: Drip

Many business owners assume that the ultimate goal of any sales funnel is to make a sale. While that is inherently true, Halligan’s hierarchy of inbound marketing states that the sales process doesn’t end there. The crucial final step is to delight your clients, turning them into repeat customers and advocates for your business.

Many businesses devote most of their marketing efforts to acquiring new customers, but a BIAKelsey study showed that 61 percent of SMBs surveyed reported that more than half of their revenue came from repeat customers, rather than new business. That’s just one reason why it’s so important to stay in touch with your customers after they make a purchase, and not just with an order confirmation email.

You should deliver personalised, engaging content and incentives to encourage a repeat purchase or upsell to more services. You can even incentivise your clients to send other potential customers your way by offering a reward for referrals. Drip enables you to do all of these things at scale through email marketing automation.

While automated marketing campaigns that send out emails based on defined intervals or customer actions – usually referred to as “drip campaigns” – are often employed at an earlier stage in the sales funnel, they can be just as effective in delighting your existing customers. Repeat customers are often one of a business’s most valuable assets. Clever use of marketing automation using Drip can help turn customers into advocates.

Final thoughts

Optimising your B2B sales funnel means maximising your chances for success at every stage of the customer journey, from visitor to brand advocate. Cloudlead, GrooveJar, Stripe Checkout and Drip can help your business do just that.

This article was originally posted here on Entrepreneur.com.

Thomas Smale co-founded FE International in 2010, growing the business with zero funds from scratch to a seven-figure-a-year business. Specializing in advising and brokering the sale of established websites and online businesses, FE International has completed over 210 transactions. Smale has been interviewed on podcasts, blogs and also spoken at a number of industry events on online businesses, exit strategy and selling businesses.

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Techniques

Why Does Good Client Service Matter For E-commerce?

Remember, bad service is remembered for much longer than any products that have been purchased. And if you provide a positive experience, you will have a loyal customer base and can use the insights gathered from interactions.

Clarissa Fleischer

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You might be scratching your head a little at the notion of an e-commerce store (yes, an online store) worrying too much about client service. After all, customers are using your website to purchase goods and avoid interacting with salespeople, right? But client service, or customer support as it is also known, is vital to running a successful e-commerce business. This is because consumers still expect the same level of care as they would from a brick-and-mortar store.

You will need to devise an e-commerce digital marketing strategy that can enhance your client service offerings. For example, you’ll need to put together an e-commerce email marketing customer base so that you can easily send out promotional emails, newsletters and reply to complaints. Your e-commerce website design should focus on the needs of the customer, so be sure to invest in a design that caters for them. Read on to find out why good client service is vital for e-commerce.

You can sell hundreds of products…

but bad service will always be remembered. For e-commerce in South Africa and around the world, client service is one of the major touchpoints that you have with your clients, meaning that you need to provide the best experience possible.

Online shoppers will likely have no physical contact with your brand, making client service the best chance to show customers that you truly care about them. Remember that customers want more than just a place to shop. They want an e-commerce business that is going to provide them with information that is relevant and help that truly solves a problem. You need a dedicated email address, Twitter handle, Facebook page or a live chat option where clients can contact you easily and efficiently.

Trust builds client relationships

By providing good customer support, you will be building trust between your customers and your brand. For example, if you provide personalised emails with product recommendations to loyal customers, they will see that you are taking note of their preferences and value their input.

As an e-commerce brand, you need to do more than brick-and-mortar stores to generate trust, which is where client service comes into play. You should look into building a customer support strategy that allows you to meet consumers at every touchpoint of their journey. This will show customers that you are a brand that is taking note of what they need. The reason for building trust is that, in the online shopping world, customers do not have to go very far (just a few clicks, in reality) to find another store with another shopping cart to fill. Focusing on what your client needs is a sure-fire way to improve consumer trust in your brand.

You will gain valuable insight

Client service is not only good for the customer, but can be good for your business too. You can gain valuable insight into the wants and needs of your customers as well as issues that you might not have known existed in your business.

Feedback that is constructive can help you to make changes in your business to improve client service and will allow you to introduce new systems for dealing with complaints and queries. If customers are repeatedly asking you if you will be offering new or different products or if they are asking about specific products that your competitors offer, you can use this information to meet their needs and keep your site up-to-date with trends and products. Even transactional emails can be helpful, as these will allow you to improve or enhance your checkout process.

It can make (or break) your brand reputation

Reputation is important, whether you are a physical store or an online one. And in the age of social media, can you really afford to offer bad client service? Today, people take to Facebook, Twitter and even Instagram to share their experiences with brands, whether their experience was positive or negative.

If your customer support is bad or inconsistent, customers will likely head to your Facebook business page or write something on their own profile for the world to see. And how you deal with this is also a part of your customer support. Be sure to always strive to provide customers with a positive interaction no matter the situation. Even if the customer is not always right, they should never have negative connotations with your brand.

Clients come first

Client service is one of the most important aspects of any e-commerce business. While you might think that all your consumers want is a place to shop without having to deal with crowds (an introvert’s dream), they expect the same level of client service they would receive in an actual store.

Remember, bad service is remembered for much longer than any products that have been purchased. And if you provide a positive experience, you will have a loyal customer base and can use the insights gathered from interactions.

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Techniques

3 Ecommerce Trends You Must Prepare For In 2019

The ecommerce explosion continues, but there’s also an element of evolution. To take your ecommerce presence to the next level, take advantage of these emerging trends.

Tiffany Delmore

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Retail ecommerce sales continue trending upward, and consumer confidence has reached an 18-year high. Conditions are ripe for brands with an established ecommerce presence, but that doesn’t mean business as usual will always suffice. Instead, the organisations that excel will be those with a forward-thinking approach to ecommerce.

Ecommerce is thriving because enough companies have kept up with changing technology and consumer expectations. For example, as mobile purchases increased in popularity, ecommerce retailers began specifically catering to this shopping avenue. Mobile purchases constituted the majority of ecommerce sales in 2016, and eMarketer estimates that 72.9 percent of online purchases will be made on a mobile device by 2021.

Device preferences aren’t the only thing in transition – search methods are also quickly evolving as technology becomes more sophisticated. According to predictions from ComScore, 50 percent of all search queries will be made via voice by 2020. And it’s likely that more people will be audio searching for buyable goods soon: Devices such as Google Home Hub and Amazon Echo Show are integrating voice and image search so that shoppers can see what they’re asking to buy. Ecommerce retailers that can’t cater to a voice-activated future (Read: optimise for natural language search) will quickly lose ground to their rivals.

Ecommerce companies are also partnering with payment processors to make online purchases as frictionless as possible. By offering payment options such as PayPal, Venmo and Amazon Pay at checkout, customers can leave their credit cards in their wallets, so buying becomes even easier.

No matter how mature your ecommerce presence might be now, you need to keep looking ahead to ensure future success. To elevate your ecommerce efforts in 2019, take advantage of these three emerging trends.

1. Sell your wares on social

Effective marketing is about optimising your messaging to appeal to your target audience, but messaging won’t matter if the audience never sees it. Meeting your audience members where they spend their time is crucial, and here’s a tip: If your customer base is online, it’s on social media one-third of that time.

If you’re not selling on social media, you’re missing a huge opportunity. Most social media platforms now support integrated buy buttons that transfer users to your website to complete a sale, and apps such as Instagram and Snapchat offer shoppable stories, too.

Retail brands like Jordan have also capitalised on event-related social commerce opportunities. For the 2018 NBA All-Star Game, Jordan partnered with Snapchat to offer access codes to an exclusive sale of the special edition Air Jordan III Tinker shoe. Users could only receive a code if they were near the Staples Center in Los Angeles, and the sneakers sold out in 23 minutes.

Related: 6 Steps To Building A Million-Dollar Ecommerce Site In 60 Days

2. Remix the buyer’s reality

Mixed reality technologies have yet to see mainstream adoption, but they have made huge strides in that direction. Vertebrae’s launch of its AR/VR ecommerce platform Axis aims to prove that the tech is much more than a novelty, and IKEA’s Place app provides shoppers with an AR-powered glimpse into what IKEA products would look like in their own homes.

“Augmented reality and virtual reality will be a total game changer for retail in the same way as the internet. Only this time, much faster,” says Michael Valdsgaard, leader of digital transformation at Inter IKEA Systems.

AR might not be everywhere yet, but ecommerce retailers that successfully incorporate AR capabilities into the shopping experience stand to gain a significant advantage over their competitors.

3. Strengthen your Amazon strategy

Amazon has established a pre-eminent place in the ecommerce ecosystem, and Salmon’s “Future Shopper Report” indicates that 68 percent of American shoppers head straight to the site when browsing for products. What’s more, even when customers plan to buy from another site or store, 80 percent read Amazon reviews and check prices there.

Clearly, mastering Amazon is critical. Trevor George, founder and CEO of Amazon marketing agency Blue Wheel Media, says that the only way for sellers to win on the platform is through ads: “The future of Amazon is advertising, and if a brand wants to make money now and into the future, it needs to be able to navigate Amazon’s advertising platforms.”

According to George, that means investing in auto-bidding tools such as Prestozon or Ignite, isolating the right search terms, and incorporating negative keywords so your appliance company isn’t spending money to appear in searches for Easy-Bake Ovens.

The ecommerce boom isn’t waning anytime soon, and capitalising on it requires a thoughtful strategy that keeps your brand ahead of the competition. Keep social commerce, mixed reality shopping and Amazon advertising on your mind through 2019.

Read next: Watch List: 15 SA eCommerce Entrepreneurs Who Have Built Successful Online Businesses

This article was originally posted here on Entrepreneur.com.

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How To Get Ready To Sell Your Business – Advice From Marnus Broodryk

If you’re thinking about selling your business, there are some critical steps you need to make first.

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MAKING THE SALE

A successful transaction will mostly boil down to having a solid business with great systems in place that is making decent money and the starting point for these transactions will be financial information.


Some entrepreneurs are ‘starters’, they like to start a business, get it off the ground and then flog it. Others are ‘growers’, they look for existing businesses and have the ability to grow them beyond their original value. Both will probably get to the same end point: Selling the business.

But entrepreneurs are often misled when it comes to the sale. They have put everything into the business and it is worth a huge amount to them because of it. But buyers are seldom willing to match the price, because what is being sold, and what is being bought, are not the same thing. Sellers see the emotional and financial investments they’ve put in; the buyer mostly looks at one thing: Profit.

Effort does not equal profit. The balance is out.

Related: 20 South African Side-Hustles You Can Start This Weekend

Prepare for the challenges of selling

Once you get to market you will soon realise that there are, unfortunately, fewer buyers than you’d like. Unlike listed companies, you can’t sell shares easily and quickly on a public platform. Instead, you need to find an interested individual or business, many of whom just aren’t buying what you’re selling.

Some of them are, but that doesn’t guarantee a sale. Most SMEs must put their faith in a cash deal, since banks will never finance anyone wanting to buy them. In reality, this means that you may have a genuinely interested buyer for your business, who won’t be able to get finance for it from the bank. So, after a few months, you’re back to square one. After a few rounds of this cycle many entrepreneurs will just sell out of desperation, forgetting what the business could actually be worth.

Selling a business can be very emotionally draining and this will be compounded by many people who will waste your time and mess you around. You spent a large portion of your life building this, but others will not see it the same way you do. Ensure that you prepare and mitigate against all of those issues, and have the stomach for the fight.

Always keep the end in mind

If you are looking at exiting your business, it is crucial to allow enough time to prepare yourself for it. Maybe you’re simply tired of your business and you just want to get out, but, because the business is not in a great state at the moment, you’re too fed up to care, and you simply don’t have the energy to fix the issues.

You’re at risk of letting your business go for next to nothing. All the hard work for hardly any reward.

Related: Selling Your Business To Your Business Partner

If you have the end in mind, and prepare for it, it can be a very different, more lucrative story. A successful transaction will mostly boil down to having a solid business with great systems in place that is making decent money and the starting point for these transactions will be financial information. You need to have proper financial records for your business and you need to be able to show the potential buyer how much the business is making and how it is making it. It sounds so elementary, yet most entrepreneurs don’t have financial information when they want to sell their businesses. If you think you may want to sell in the future, make sure you’re keeping solid records now.

If your business’s financials are messy, start cleaning them up at least twelve months before trying to sell your business. Remove all your personal expenses from the business and ensure that all transactions are properly recorded, and that your taxes are up to date and accurate. Work with your accountant to prepare a sales pack with all your financial information, including details of your clients, employees, suppliers, what your strong and weak points are and how the business could grow in the future. It’s at this stage that you can pick up on issues and resolve them before taking your business to the market, making it a much more attractive product.

With some (more) hard work, you will be in a great position to sell your business, you will have serious buyers and the valuation that you deserve for all your hard work. If you don’t, why bother?

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