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Amazon Brand Registry: Key Benefits & How to Apply

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Amazon Brand Registry: Key Benefits & How to Apply

If you’re selling on Amazon, you may experience counterfeit issues or situations where your product content is changed by a third party seller.

Luckily, Amazon Brand Registry provides a necessary set of tools to help sellers avoid these issues. In this post, we’ll cover how Amazon’s Brand Registry works, how to enroll, and other brand protection programs that you can use to prevent third-party sellers from counterfeiting your products on the Amazon marketplace.

Let’s dive into all things Amazon Brand Registry.

Table of Contents:

 

What is Amazon Brand Registry?

 

Protection from day 1. Amazon Brand Registry is a program that enables verified brand owners to protect their intellectual property, combat counterfeiting, and have more control over their products’ presence and listings on the Amazon marketplace. This tool also gives brand owners access to enhanced reporting tools and more control over their brand across Amazon’s ecosystem.

Amazon designed Brand Registry to help brand owners protect their registered trademarks and create an accurate and trusted experience for customers by providing access to proprietary text and image search, predictive automations, and reporting tools. 

 

“Amazon Brand Registry helps you protect your intellectual property (IP), manage your listings, and grow your business, regardless of whether you sell in our store – for free. You know your brand and intellectual property the best. Simply enroll in Brand Registry and share information about your brand. We will give you peace of mind by activating proactive protections that help stop bad listings and bad actors.”

— Brittany Bellardino, Sr. Specialist, Brand Services, Retail Operations at Tinuiti

 

Today, Amazon Seller Brand Registry unlocks a powerful suite of programs and features for verified brand owners to not only protect intellectual property but also build their brand presence on Amazon and grow their business. It provides various tools and services to registered brand owners, including Transparency by Amazon, the Project Zero program, the Counterfeit Crimes Unit and IP Accelerator. These are considered Amazon’s Hub of Protection. Let’s take a closer look at each… 

 

Transparency by Amazon

 

Transparency by Amazon allows brands to apply unique codes or serial numbers to their products, which are then scanned and verified by Amazon before they are shipped to customers. This helps ensure that only authentic products reach consumers and helps protect against counterfeits. Customers can also use the Amazon mobile app to scan these codes and verify the authenticity of the products they receive. It’s important to note that products cannot be listed on Amazon or shipped without valid Transparency codes.

 

Project Zero Program

 

The Project Zero program is an initiative within Amazon Brand Registry that empowers brand owners to proactively remove counterfeit listings of their products from the Amazon marketplace. It combines automated protections with self-service tools, enabling brand owners to identify and remove counterfeit listings without needing to involve Amazon’s support team. The program utilizes machine learning algorithms to continuously scan and detect counterfeit listings based on the information provided by the brand owners.

 

Counterfeit Crimes Unit (CCU)

 

The Counterfeit Crimes Unit is a dedicated team within Amazon that works to prevent counterfeit products from being sold on the platform. This team includes former federal prosecutors, experienced investigators, and data analysts. They collaborate with brands, government agencies, and law enforcement to pursue legal action against counterfeiters and hold them accountable for their actions. The Counterfeit Crimes Unit also assists in the development and improvement of Amazon’s anti-counterfeiting programs and policies.

These three components of the Amazon Brand Registry work together to provide brand owners with enhanced tools and services to protect their intellectual property and combat counterfeiting on the Amazon marketplace.

 

IP Accelerator 

 

Sidestep trademark registration pitfalls by accessing our network of trusted IP law firms and get high-quality services at competitive rates. This tool helps your brand obtain quicker access to the protection and building features available to brands in Brand Registry, even while your trademark application is pending. This can also help your brand in establishing IP in other countries with trusted experts as you expand your brand’s footprint in new marketplaces.

 

Why Was Amazon Brand Registry Launched?

 

Amazon Brand Registry was launched to address the growing issue of counterfeiting and intellectual property infringement on the Amazon marketplace, providing brand owners with tools and resources to protect their brands, enhance their control over product listings, and maintain customer trust in the authenticity of products sold on Amazon.

 

What’s New and Changing in Amazon Brand Registry?

 

Amazon is constantly making updates to improve the Brand Registry program. Most recently, Amazon added a new feature called the Impact Dashboard. This dashboard provides data on how Amazon has provided brand protection based on the intellectual property information provided to them when registering the brands. Data includes the number of infringing ASINs removed, invalid new ASINs prevented, and invalid existing ASIN modifications prevented. These can be broken down at the marketplace, brand, and category level.

 

Who Can Enroll in the Brand Registry?

 

Various types of brand owners are eligible to enroll in Amazon Brand Registry. This includes:

Registered Trademark Owners: Brand owners who have an active registered trademark for their brand can enroll in the Amazon Brand Registry. Note: The trademark should be issued by a government trademark office that recognizes the brand in the marketplace where the brand is registered.

Manufacturers: Brand owners who have their products manufactured and want to protect their brand and intellectual property on Amazon can also enroll in the Brand Registry. They may need to provide additional documentation to demonstrate their association with the manufacturing of the products.

It is important to note that each enrolled brand requires a separate application and must meet the eligibility criteria set by Amazon. The specific requirements and documentation may vary depending on the country and region.

 

The Benefits of Using Amazon Brand Registry

 

According to Amazon, more than 700,000 brands around the world have an Amazon brand registration and more than 8 billion listings updated scanned everyday. While those are impressive stats, there are many more advantages to consider.

Let’s dive into the top benefits of using Amazon Brand Registry. 

 

1. Protections for Your Brand Representation

 

Amazon Seller Brand Registry gives you more control over Amazon product pages that use your brand name, so customers are more likely to see the correct information associated with your brand.

In addition to Amazon’s standard proactive measures to protect customers, the Brand Registry uses information that you provide about your brand to implement additional predictive protections that attempt to identify and remove potentially bad listings.

The more you tell Amazon’s Brand Registry team about your brand and its intellectual property, the more Amazon can help you protect your brand, for example:

  • Product listings that aren’t for your brand and incorrectly use your trademarked terms in their titles
  • Images that contain your logo, but are for products that don’t carry your brand name
  • Sellers shipping products from countries in which you do not manufacture or distribute your brand
  • Product listings being created with your brand name when you have already listed your full product catalog on Amazon

 

2. Powerful Search and Reporting Tools

 

Amazon simplifies the process of finding cases of potential infringement with custom features designed specifically for brands:

  • Global search: search for content in different Amazon stores from the same screen without ever having to navigate away
  • Image search: find product listings on Amazon that match your product(s) or logo(s) using images
  • Bulk ASIN search: search for a list of ASINs or product URLs in bulk to explore and report potentially infringing content fast (plus enlarge image thumbnails in this tool for easier identification of infringers)
  • Sort view of average customer ratings of ASINs to gauge popularity

After you complete your search, the Brand Registry provides you with simple and guided workflows to submit a report of potential infringement that Amazon can review and take appropriate action on.

 

3. Access to A+ Content

 

When you utilize Brand Registry, you are also eligible for additional brand programs like Amazon A+ Content. A+ Content enables you to showcase your brand’s unique story and educate customers about your product’s distinctive features. With its ability to showcase enhanced product images and customize text placements on the product detail page, A+ Content empowers you to highlight what sets your brand and products apart from the competition. 

 

4. Sponsored Brand Ads

 

An additional feature of Amazon’s Brand Registry program to take advantage of is Sponsored Brand Ads. Amazon Sponsored Brands Ads are banner ads that include a brand’s logo, message, and products in Amazon’s search results. Sponsored Brands are an effective way to build top-funnel awareness by allowing your brand to show your offering for specific shopper search queries. They can be used to drive shoppers to a specific product category, a product listing, or your Store on Amazon.

 

5. Understand Customers with Brand Analytics

 

Brand Analytics is yet another tool you can use within Amazon’s Brand Registry program that allows you to understand your customers on an even deeper level. Brand Analytics offers sellers a wide range of reports. These reports enable users to gain insights into their current and future product performance, gather information on customer demographics, identify popular search terms, explore advertising opportunities, and much more.

 

6. Host Live Shopping Sessions with Amazon Live 

 

When you enroll in Amazon’s Brand Registry Program, you’ll also be eligible for Amazon Live. Amazon Live gives you the opportunity to engage with customers in real-time with live shopping events. With Amazon live you can not only showcase your products in real-time, you can also share your brand story to further connect with your customers.

 

Amazon Live example

 

7. Create an Amazon Store

 

Within Brand Registry, you’ll also have access to Amazon Stores. Amazon Stores allow brand owners to design and create multipage stores to showcase their brands, products, and value proposition on Amazon. The main benefit of Amazon Stores is providing customized content to potential customers while introducing them to your brand.

See examples of Amazon Stores here.

For a full list of the brand building products you can utilize when you sign up for Amazon Brand Registry, click here.

 

Amazon Store Example

 

8. Improve Customer Experience

 

Better manage content and photos on detail pages for your products to help ensure your customers see accurate information. We will combine your information with our automated protections and machine learning to prevent inaccurate updates. This provides trust with your customers and will keep them coming back. 

 

Amazon Brand Registry Eligibility & Application Requirements

 

Amazon has a unique set of Brand Registry eligibility and application requirements. To see if you meet the eligibility requirements of Amazon brand registry application, keep reading.

 

Step 1: Ensure You’re Eligible

 

The first thing you need to have is a Seller Central Account. If you don’t already have one, you can register for one on Amazon’s official website. Accounts with a vendor relationship with Amazon can enroll in Brand Registry, where they will be asked to provide their vendor code associated with the brand they want to register.

Next, you have to create an account through Amazon Brand Registry. Amazon will ask for your registered Trademark Number as well as one form of social media. Your brand must have an active registered trademark in each country where you wish to enroll.

The trademark for your brand must be in the form of a text-based mark or an image-based mark with words, letters, or numbers. Depending on where your trademark is registered, eligible trademarks can have different classifications based on their issuing trademark office.

Below are examples of trademarks that Amazon is currently accepting for enrollment:

 

example of text-based and image-based trademarks for Amazon Brand Registry

Source: Amazon

 

Amazon currently only accepts trademarks that have been issued by government trademark offices in the United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Saudi Arabia, the United Kingdom, Egypt, Sweden, Poland, Benelux, the European Union, and the United Arab Emirates.

If your trademark is pending registration, don’t fret. Amazon Brand Registry will accept pending trademarks from certain trademark offices. For U.S. brands, this means your trademark must be pending registration with the United States Patent and Trademark Office (USPTO).

 

Step 2: Sign into Amazon Brand Registry

 

If you meet the eligibility requirements, the next step is to sign into Amazon Seller Brand Registry. If you are a Vendor or Seller on Amazon, use your Vendor or Seller Central credentials to sign in.

Using the same username and password will enable you to access the features and benefits of Amazon Brand Registry that are linked to Vendor and Seller services. If you don’t yet have an Amazon account, you can create one for free here.

 

Step 3: Enroll your brand

 

To qualify for an Amazon Brand registration, you will need to provide the following information:

  • Your brand name that has an active registered trademark
  • The associated government-registered trademark number
  • A list of product categories (e.g., apparel, sporting goods, electronics) in which your brand should be listed
  • A list of countries where your brand’s products are manufactured and distributed

You can find a full list of Brand Registry eligibility requirements here

 

Amazon Brand Registry Costs

 

As of now, there are no Amazon Brand Registry costs. However, you will need to have a registered trademark in order to qualify for a Brand Registry application.

Registered trademark fees typically range from $225 to $400. However, these fees can vary depending on the class of protection you want to buy.

 

How to Get a Trademark for an Amazon Brand Registry Application

 

 A trademark number is the number assigned to a pending or registered trademark. This number is issued by the United States Patent and Trademark Office (USPTO). Pending trademarks are given serial numbers, and registered trademarks are issued registration numbers. 
 

How to Get a Trademark

 
You can apply for a trademark online by going to www.uspto.gov and completing a TEAS form. The process can take up to 9 months. Application costs vary based on the filing type selected and the class of goods or service being registered. You can read more about the fees on the official site.
 

Submitting Your Trademark for the Brand Registry

 
Once you’ve submitted the Brand Registry application, Amazon will then send an email to the person or address connected to the Trademark account. This email will contain a case number code.

When you receive this case number code, go to your Seller Central application and paste it into the required field. The Trademark can be pending or active to work. 

Once all the pieces are in place and all the information completed, the Brand Registry will be completed relatively quickly. Some people have even reported overnight turnaround times; however, this may vary from person to person. 

 

Key Takeaways

 

Amazon Brand Registry provides enhanced tools and services to protect intellectual property, combat counterfeiting, and maintain control over your product listings on the Amazon marketplace. It not only safeguards your brand reputation but it ensures a trustworthy shopping experience for your customers. For more information on Amazon Brand Registry or for any additional questions, contact us today.

Learn more about our Amazon Strategy and Services.

 

Source: Amazon

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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

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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.

​​

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.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

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.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • 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!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

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.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

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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