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event marketing

How to use Event Marketing to Explode your Lead Generation results

Ask any marketer what the most important marketing objective they need to deliver for their organisation, and up on top of the majority of lists would be effective Lead Generation. There is a multitude of marketing tactics we can use for lead generation (at Peazie we should know, we created a platform to deliver the most innovative and effective conversion campaigns). However sometimes in marketing, especially for those us in the B2B space, you just can’t beat the personal effect you get from Event Marketing.     

 

What is Event Marketing?

Event Marketing is the process of developing an exhibit or display (eg. trade show), or presentation/speaking event, or a combination of both as a way for a business to promote their service, product or organisation. Event Marketing is super powerful as it allows a business to leverage in-person engagement.

 

How Does Event Marketing Work?

Events usually have participants, a host, and sponsors. As explained below each play an essential role in the execution of the event:

  • Participants or attendees are ideally the final consumers of the product or service that is being promoted through the event. Attendees to an event can be:
    • Individuals making a purchase for themselves (B2C), or
    • Representatives of a company making a purchase on behalf of the business (B2B).
  • Hosts can be defined as the owner of the organiser of the venue. You can host or attend an industry event with a third party host.
  • Sponsors can vary depending on the type of business event you are attending:
    • Trades Shows Sponsors are the companies that bring a product to sell and help to pay the expenses of the event.
    • Presentation/Speaking Event Sponsors pay to be featured in the promotional material, event banners and are usually mentioned by the organisers to the attendees sometime during the event.  

 

If you are hosting the event, you will likely be a sponsor, but you can also solicit other sponsors and limit attendance only to companies who choose to help with your budget. We actually did this ourselves last year when we sponsored and presented at ‘Perfecting your Promotion’, a fantastic event held by our friends at Plexus.

 

Why is Event Marketing Such a Powerful Tactic for B2B Lead Generation?

Event Marketing is the is the bread and butter of the startup or growing B2B-based company. The more that you get in the field, the better your sales will be. Most B2B reps like to create a personal connection to ensure the longevity of a relationship before committing.

 

Each type of event has different strengths as to why they are so powerful for lead generation:

 

Trades Shows:

  • At Trades Shows businesses send representatives to events for the express purpose of meeting good partners – there is usually no such thing as a window shopper at events that cost money to attend.
  • You also have a chance to really spread your message far and wide. Big banners, loud displays and expansive promo efforts work well at trade shows.

 

Presentation/Speaking Events:

  • At Presentation/Speaking Events if you happen to be one of the presenters you have the amazing opportunity to have the whole room of people attention focused on you. (Make sure to provide lots of value with your time on stage, and NOT be too salesy)
  • If you are not a presenter there are still plenty of lead generation opportunities open to you at these types of events. You can sponsor the event which is a great way to get your brand’s name out.
  • Make sure to take advantage of the networking opportunities. Networking is key, make sure to talk to the person sitting next to you, talk to people between breaks, and also make sure to mingle at the after event drinks.

 

At these events make sure you have a plan of how you are going to collect your leads contact information. Are you going to give away a free trial or sample of your product or service? Maybe you can give away a small gift, or give people the opportunity to win a major prize. Remember in order to receive a leads contact details like a name, phone or email you need to offer value in return.    

 

What Goals Should Your Event Marketing Strategy Have?

You are likely spending money when you engage in event marketing. Your number one priority should be extracting a return from the experience. Set a budget and an expected return, and stick to your plan so that you will have the best chance of meeting your ROI.

 

ROI does not have to be revenue generation; as a matter of fact, redefining ROI as a certain level of lead generation is usually a better strategy. Bigger sales usually have a longer sales funnel.

 

In summary, event marketing is great for lead generation as it allows you to gain clients more quickly, and you create a more personalised relationship. Not only that, but you end up spending less money generating leads because you can focus on business reps who are showing real interest instead of waiting on clickthroughs. Nurtured right these leads can turn into long-lasting relationships.

 

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How to Use Co-Marketing for Your Next Promotion

When searching for new ways to market your next promotion it’s important to remember it’s not always about the flashy tech or latest trends. Sometimes it’s the strategic partnerships you create that take your promotion to the next level. Co-marketing is one of the best ways to bring a bit of excitement into any promotion, and there are cost saving benefits as well. Here are some of the best applications of the co-marketing concept for your next promotion.

 

What Exactly is Co-Marketing?

Co-marketing is a marketing partnership in which two or more companies share resources, data and costs that would otherwise fall on the shoulders of a single company. The combined perspectives of the participating companies should hopefully provide a more comprehensive view of the commercial landscape and lead to more successful results.

 

How Co-Marketing Works

Your marketing campaign has holes in it. Don’t get mad; it does! Sometimes, a fresh set of eyes is the only thing that can draw focused attention to the problems. You will have insights that your partner(s) will not, and vice versa. You will also be able to bring assets that your partners don’t have, and once again they will have assets that you want.

 

For example your partner may have a customer database that would align with your brand, and would be perfect for you to market your product or service to. If this is the case why not create a joint promotion? Creating a promotion with the right partner has huge upsides. You can share resources, share costs, and advertise the promotion to your respective audiences. If you create an awesome promotion (like the ones Peazie do) you have the potential of thousands of entries. When you share the data obtained from the promotion you will now have people to add to your list that were fans of your partner, and they will obtain a new a list of people who were fans of yours. You suddenly have an entirely new audience to market to and this was all from using a clever strategic partner. This strategy works incredibly well when the products that you and your partner are selling are complementary products.

 

The data that you have on your customers will also help to speed up the process of analysis. Could your buyer’s profiles use a bit of tweaking? You will find out faster if you have access to partner data that showcases an audience that you may have missed. New profiles usually lead to new directions in terms of marketing. You may prioritise different websites with banner ads or attend different industry events. You can more easily streamline successes and cull away failures if you analyse them together.

 

How to Acquire Co-Marketing Partners

The best place to start is usually with companies that have complementary products or services: If you are selling sunscreen products, then a surfwear company might be a good choice. You are not in the same direct market, but the sales of one product definitely increase with the sales of the other.

 

Does your company attend industry events or trade shows? Then this could be a great way to find companies that are looking for partners. In most cases, companies will connect with you quickly if you let it be known that you are trying to shoulder marketing costs.

 

Have you taken a look at your current list of work contacts? Chances are there are several complementary businesses you already work with that would make the perfect partner for a promotion. Make sure that you focus on companies that are similar in scale – smaller companies could probably be too much of a burden, and larger companies may require too much from you.

 

In short, the right partnership can be great for your company. Put the word out, set your expectations, and see if you can create a co-marketing campaign with a helpful partner business.

 

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4 Classic Ways to Use Customer Data

Here at Peazie, we’re a big bunch of data nerds – we LOVE it. We use insights from the data we have collected from running thousands of campaigns to continuously create high converting promotions for our clients. We also strategise what type of data our clients should be collecting from their promotional landing pages in order to achieve the best result.

You may already have some great data that you are not taking advantage of. All of those names and addresses that you have sitting in your database are actually a treasure trove of information that you should be using to expand. Here are the top four ways that the random customer data that you accumulate without even trying can help you.

 

Personalisation

The data that you collect can help you to create a more personalised experience for your customers. Your customers will spend around 13% more money with you if they feel closer to you, a study by Infosys shows.

Creating a buyer profile from customer data allows you to create personalised recommendations for your best customers and provide geo-targeted promotions on the mobile platform.

 

Offer Customisation

If you already know who is buying from you, then you can customise your loss leaders specifically to their needs, following closely in the footsteps of top enterprise companies who are already doing this such as HP. Your most loyal customers are the ones who deserve the most customised offers anyway, and their data is the key to creating that offer for them.

If you have real time data, you are in a privileged position. You will be able to watch your targeted promotions move directly to the channels that work best for that audience. Watch your engagement and conversion rate soar as you directly answer the call of your most loyal clients.

 

R&D

In today’s highly competitive and instantaneous market, each iteration of your products must outperform the last. Your customer data can speed up the feedback that you get on your current product line, allowing your R&D to move more quickly in the direction that your customers demand.

If you apply the proper analytics to your customer data, you will be able to specifically identify the products that your clients will pay for, as well as the price point that will maximize the effort for you. You can direct R&D in a way that focuses on improving the most salient aspects of your products.

 

Marketing

Your best prospects are always moving between channels, and your customer data is the best way to follow them. You will be able to more closely monitor the journey of a prospect that becomes a customer, focusing more of your efforts on the campaigns that were most effective for you.

Customer data also allows you to find the behaviour patterns of your highest value clients. With this information, you can take full advantage of Pareto’s 80/20 rule (you get 80% of your profits from 20% of your customers), reducing your marketing costs while improving your ROI.

This list is only the beginning, make sure to contact Peazie to learn how to create a promotion that captures the right type of data, from qualified leads, to help you achieve your business objectives.

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Why is Building a Database so Important?

In the early days of digital marketing, a database was little more than a list of names, or business contacts. On a good day, there were a few people who might be interested in your product. Or, at least, had shown some interest in the industry. Data collection was tough and expensive for the small business marketer, and it was common practice to just purchase a database, and bombard them with sales literature.


Fast forward a couple of decades, and the outlook isn’t half as bleak. Data is in abundance, and the means to capture data and build a database is now more affordable than ever. This said, it’s alarming how many still consider purchasing and spamming a list a suitable marketing tactic. Sure, in all likelihood it will probably result in some conversions – after all, if you throw enough dirt at the wall, something will eventually stick. But as any marketer will attest, not all conversions are created equally.

Lead quality


If there is one reason why building a database is so important, it is lead quality. Lead quality is everything. It influences whether or not an individual converts. It impacts how long a customer remains a customer. And it plays a huge part in determining how much it will cost to retain that customer for the long term. Building a database from scratch gives you control over the quality of your leads. Unfortunately, you can’t achieve the same result with a purchased database without significant expense.


Build a community


Building an active, engaged community is at the top of many marketers to-do lists, and rightly so. In this day and age, the divide between business and consumer has been torn down by social media, creating an open line of communication between brands and customers. One that allows businesses to offer value, and cultivate loyalty in return.

Using social platforms to engage your database can act as a crucial building block for your community. And it goes without saying that the higher the quality of your leads, the more active and engaged your community can become. This, in return, makes it a whole lot easier to retain your customers, and a whole lot cheaper too.

How to build a database


So, all this talk about databases, community building, and retention is all well and good; but how do you actually go about building a database filled with high-quality leads? Traditionally, marketers would have had to spend hundreds, if not thousands of dollars to conduct surveys, gather customer research, and run campaigns to collect enough information to compile a full database of potential, and existing leads. 

The truth is, consumer data is in abundance online. It’s simply a case of having a tool that helps you not only capture it but also make sense of it all. As a result, building a high-quality database from digital data can be a lot easier than you might think, be it through social campaigns, image upload competitions, or campaigns that drive your digital contacts to your physical store. The limit to your database building really is your imagination.