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5 Digital Marketing Strategies For Manufacturers (Guide 2023)

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5 Digital Marketing Strategies For Manufacturers (Guide 2023)

85%of fabricators utilize marketing strategies for manufacturers to boost traffic, conversion rate optimization, and sales. If your business is still part of the 15% of the pie, it’s time to reconsider your business decisions for online marketing.

If you’re looking to increase prospective customers, widen your existing client market, and expand your revenue, you’re in the right place. In this post, we will be discussing how to set up your digital marketing strategy, 6 ways to execute it, and how you can evaluate your efforts to check if you’re on the right track.

By the end of this post, you’ll be well equipped, together with your marketing team, with the knowledge it takes to shift you from being part of the 15% to becoming one of the 85% who have leveraged digital marketing strategies to reach your business bottom line.

Let’s start by considering how you can set up your digital marketing strategy.

Setting Up Your Digital Marketing Strategy

When creating a digital marketing strategy, you need to set up initial jump-off stages before everything starts moving. This allows your sales teams to have a general overview of your plan, get well acquainted with aspects of marketing and from there, you can start going through the actual implementation.

A. Building Your Buyer Persona

First on the list is setting up your buyer persona for your sales funnel. A buyer persona is a representation of the ideal customers you want to target for your marketing campaigns. Without it, you’ll just be firing blindly into the crowd and possibly hitting unnecessary audiences at the same time.

Building your buyer’s persona requires you to rely on accurate and actionable data, so it will take much research, study, and information gathering on your target market from a previous buying journey. However, that’s not going to be much of a problem if you already have existing clients, as you can also use that as a baseline.

Here’s a list of some starting points you can go for when building your online buyer persona:

  • Age
  • Location
  • Interests
  • Challenges
  • Business Size (B2B)
  • Spending Capabilities

To gather location data, you can use web analytics to determine the source of your current website traffic. This is a great way to also check on other prospective sites for potential marketing campaigns in the future.

B. Deciding Your Strategy Goals & Tools

A solid strategy needs to have goals and the necessary tools to follow through to meet them. Your marketing goals need to align with your business’s organizational goals and corporate goals to make sure that you are hitting the right targets.

If your business plans to grow your list of clients by 25%, then you need to double that amount in lead generation and conversions on the marketing side.

Now, tools are an integral part of any strategy. If your marketing strategy involves showcasing growth statistics and profit revenues, the best tool to use is cloud accounting services. That way, you will have a reliable avenue for getting the necessary data in creating your marketing material.

Goals make your task attainable, efficient, and convenient – crucial factors in ensuring that your digital tactics are as ideal as they can be.

C. Inspect Your Current Marketing Channels

Creating your digital strategy doesn’t mean that you have to start from scratch. Gather data on what you currently know from your marketing assets. This ensures that you also have a streamlined marketing plan.

To get a better grasp on this, split your assets into three distinct parts:

Paid: Paid media primarily revolves around assets that you financially invested in like social media influencers or regular advertising (Google Ads)

Owned: Owned media is existing content that you created on the net like podcasts, videos, or even blogs.

Earned:  Earned media is what people have to say about you and your business. This category revolves around testimonials, reviews, special mentions, recommendations, and all that.

Once you’ve compiled all your existing assets, start going through them and filter those that will benefit your digital marketing strategy and those that won’t. That way, you ensure that you won’t have repetitive assets.

6 Ways To Execute Your Digital Marketing Strategy

Now, after you’ve collected the data and have achieved laying out your goals, tools, and assets, it’s time to start your digital marketing strategy. There are a lot of methods and ways that you can use to achieve your goals, and each one has its own respective benefits and uses.

1. Content Creation

The first step on the list is content marketing strategies. This heavily leans on creating blogs for your niche and it’s one way for you to expand on your digital marketing strategy to speed up the buying process for the internet traffic you get from organic search.

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The more actionable the content is, the better chances you have in building authority. If you are an authority in producing high-quality manufacturing content, you’ll have more chances in gaining traffic and leads.

To get a solid idea of what an ideal blog should look like, take my favorite article about the best podcast editing software as an example. Study how they formatted the piece and how they choose the images to include (valuable not just decorative. They also added relevant links to make it easier for the reader to take action when a suggestion is made.  

But the benefits of this inbound marketing tactic don’t stop with visitors and research. It also helps in making sure that your existing clients or those interested in your services also grab more valuable information to nurture customer retention and customer loyalty.

Other than blogs, you can also create content like:

  • eBooks
  • Case Studies
  • Statistical Research
  • Product Specifications

In general, these types of content are great for manufacturing companies as they can provide more technical knowledge on the niche products you are selling. You can also use your buyer persona to mold and shape your content strategy to suit your target audience.

You don’t have to start with long-form content. You can do what this hotel review blog by Luxurymodo did where they briefly described the best hotels in a certain location to get tourists a quick idea of where to stay for their vacation.

2. Email Marketing

Email marketing is a tried-and-true method when it comes to digital marketing. It’s a no-brainer if you want to maximize your strategy’s potential. Email is still one of the most used digital communication methods, with around 4.2 billion users in 2022 alone.

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In one study, manufacturing digital marketers found email marketing responsible for 75% of year-over-year improvements in their ROI. That’s actionable data and proof that email marketing is more than alive but thriving for the manufacturing industry.

Email marketing offers a huge potential for reaching your marketing goals faster when working alongside other digital marketing methods. Over time, you’ll generate hundreds of leads using the method. Make sure to create a data pipeline to streamline all necessary information to help you nurture leads, predict trends, and identify loopholes you can work on.

3. Social Media Platforms

Social media platforms are a great way to promote content and boost online presence. If you have existing blogs, videos, podcasts, or even awards, then social media is the perfect place to boost or repurpose these content types.

One thing great about social media marketing is that you’re not only marketing for possible clients but also talent.

LinkedIn, Facebook, and other social media platforms are great areas to attract potential talent. If you consistently update and post content related to business success, these are effective methods for gaining positive perceptions from both ends of the spectrum.

If your branding isn’t much of a good fit for social media platforms, hire brand designers as an added measure to create a much more friendly graphic of your images and other visual content to suit the themes of social media better.

Managing your social media accounts will get overwhelming as your audience increases. This can take up a lot of space on your already-full plate. When you get to this stage, it’s best to hire a social media assistant to manage all your accounts and ensure someone interacts with your potential clients and all your platforms publish content on time.

4. Video Production

Video content is a powerful tool for digital marketing but, at the same time, one of the most complex materials to get right. One statistic reports that video marketing generates the most conversions among all content types.

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Producing videos and sharing them on video-sharing platforms can provide you with a much-needed boost in growing organic traffic to your site. If you go to YouTube, videos focused on inside looks at manufacturing are highly popular amongst viewers.

You can use this to your advantage as higher viewership means more authority translating to more interested clients looking into your products. Consumers will then start choosing you as their go-to guy for providing their needs.

To make things a lot simpler, split your videos into two separate categories: Promotional &  Informational.

Promotional content is where you just want views and clicks on your videos. This is where you create factory tours, how-tos, and insider looks.

Informational content is where you start going deeper into technical aspects. This is the part where you are talking directly to potential buyers and your target customers. Videos like product showcasing, testing, and even just sharing technical knowledge are valuable content.

Once you have enough of these 2 content types, you can leverage educational content.

Video production is undoubtedly a big booster when it comes to digital marketing for manufacturers, but it also can come along with specific costs. But if video production is done right, it’s certainly well worth the initial investment.

5. SEO (Search Engine Optimization)

In digital marketing, it’s hard to go through any guide without having to hear the term SEO mainly because it plays an integral part in putting content in the spotlight.

Ideally, you want your content to be on the first page, which means the top 10 results on search engines as 75% of people surfing the internet won’t make it past the first page.

If you want your content to get traffic and receive organic search leads, ranking on SERPs is the best solution. Getting there, on the other hand, is far from easy.

Keywords are the primary driving factor of SEO. That’s how your website and its content rank on SERPs. It’s the search term that people use to find you and what you want to do is make your content pop up whenever a user searches for that keyword.

One of the reasons SEO is such a tricky area to work on is that there is a lot of competition for high-ranking keywords. But like my favorite example, this blog from Dropship Academy, they successfully created a workflow for identifying keywords to work with and the content that comes with it.

Chances are, your business is not the only one trying to rank for a specific keyword, and you’ll have to compete for the rank; the higher you rank, the harder it gets.

Here are some factors that contribute to your ranking on search engines:

  • Content
  • Page Speed
  • Link-Building
  • Domain History
  • User Experience
  • Mobile Friendliness
  • Content Optimization

If you follow and work on your SEO based on these factors, you’ll get better rankings for your chosen keywords and drive traffic toward your content with this inbound marketing tactic.

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6. PPC (Pay-Per-Click)

PPC is your traditional advertising method in the digital world. This means displaying ads on search engines (Google) or social media channels (Facebook, Twitter, Instagram).

You only pay whenever your ad gets clicked, so it is a viable strategy to use whenever you are trying to market yourself on the web.

This type of marketing is targeted so you can set some parameters to try and target the specific audiences you want, those who are already interested in your industry type.

Social media sites even go a step further as users can specify age, location, interests, careers, and other data sets for better targeting of demographics and audiences.

Evaluating Your Digital Marketing Strategy

Once you’ve started running your digital marketing strategy for at least a week, you should start seeing some initial results. Even if you don’t see any significant growth in traffic metrics or leads, that is still a result that you can measure and work on.

From there, you can start evaluating your strategy or marketing idea. It’s pretty much a performance review.

If you start getting traffic, you are on the right track; if you’re not, that just means something needs to change, or maybe your strategy requires a bit more time for the results to show.

The evaluation stage is significantly vital in the starting stage of implementing a digital marketing strategy because it is where you iron out the issues and improve your methods.

So, with that said and done, let’s talk about some metrics that you can use to evaluate your digital marketing strategy.

I. A/B Testing

One of the basic principles you can work with is comparisons, and that is exactly what A/B testing does. This method is particularly effective for different campaign strategies as you can determine which phrases, words, images, and methods are effective for your audience.

With A/B testing, you can test out page designs, exit-intent pop-ups, lead magnets, and all other tools potential clients interact with that affect their customer experience and purchase decisions.

II. Site Traffic

Improving site traffic can be one of your main goals. If your website is already receiving a certain amount of traffic, then implementing a digital marketing strategy will affect this metric.

You can use this to determine if your content is driving users to your site. If it’s not, then that’s a tell-tale sign that either something is wrong or you need to improve your content. Site traffic metrics are also an excellent method to identify which content is performing well and which are not.

III. Traffic Source

Another area where you can evaluate the effectiveness of your digital marketing strategy is the traffic source. If you are planning to increase your website traffic in a specific location, this is a great place to identify where most of your viewers are from.

The same concept can also be used if you are planning to expand your market visibility. An increase in traffic from multiple sources is a great way to identify potential markets for you to take advantage of shortly for expanding marketing campaigns.

Conclusion

Digital marketing for manufacturing is a viable solution for many manufacturing businesses that are planning to expand their visibility in the digital world. While it’s true that digital marketing isn’t an easy process and requires some investment and experience to do right; going through the planning, execution, and evaluation of a digital marketing plan is a step in the right direction.

Start by setting up your marketing budget and buyer persona, inspecting current marketing channels, and deciding what tools to use. With that, decide the initial platforms you’ll utilize for execution. After running your campaigns for at least a week, you can start evaluating your marketing efforts.

While you can work all of these on your own, it’s best to let experts analyze your business first and provide you with suggestions about the marketing tactics you should take. We at Zumvu can help you with lead generation, sales, marketing, automation, and customer management. Get in touch with us so we can put you a step closer to your desired bottom line.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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