The biggest goal of any B2B Software company CEO or Director is to expand your software business. One of the best ways to grow any type of company is to have a reliable marketing and sales strategy.
Traditional marketing meant spending lots of money on print ads and marketing. It also involved cold-calling and making generic sales pitches to people that might not even be interested. Key influencers and decision-makers in clinics, hospitals, and health systems don’t always respond to this anymore.
Over the years, more effective methods to expand your software business have formed—the “Inbound Methodology.” This marketing and sales strategy concentrates on bringing in leads online and transforming them to clients using informative, relevant content and nurturing methods. According to Hubspot, 93% of companies using Inbound reported a greater return on investment (ROI).
Here are seven ways to expand your software business using the Inbound Methodology:
Growing your organization will require comprehensive understanding of your ideal customers. This could change a bit as your company grows and changes. Take time to produce buyer personas of your optimal clients. This should be an extensive exercise but on a foundational level, ask yourself:
Once it’s clear who your B2B company is targeting, your marketing and sales teams can work together to create content to nurture your leads and expand your software business.
If you don’t have a goal, it’s hard to score. Establish clear objectives that you want to reach in a certain period of time. For example, you can create a goal to bring in 300 leads in the next six months. This means 50 each month, or ten a week. Similarly, you should create goals around the number of clients you want to get and your revenue. Monitor your development and make changes as required.
An effective content strategy will help you bring in site visitors and convert them to leads. You must guarantee that the content your marketing and sales teams create is aligned with the phases of the Buyer’s Journey: Awareness, Consideration, and Decision.
Prospective customers in the Awareness Phase are just starting to recognize that they have a need or trouble. Content in this phase should offer information to help your prospective clients without being a sales pitch. Blogs, videos, and infographics are great for this phase. A State of Marketing report by Hubspot found that 92% of companies that blog daily get customers to their sites.
Prospects in the Consideration Phase are more aware of their needs and are starting to look for an option to help. To inform them of potential options, premium content like ebooks, templates, overviews, SlideShares, and lists will work nicely. You can ask potential customers to give their contact information in exchange for this content. Send them relevant information via email as you nurture them to transform them into customers.
In the Decision Phase, leads have compared their choices and ready to buy. This is where you can talk about your product and services and show them why they should pick you over others in the B2B Software market. You can support your claims using case studies, whitepapers, and reports.
According to research by GE Capital Retail Bank, 81% of buyers do online research before making a buying choice. Optimize your content for internet search will increase your site’s ranking and make you more noticeable online. Your marketing team should do some research to find which keywords your prospective customers are using when searching online. These keywords could be used in headlines, content, meta summaries, page URLs, and photo alt messages. A tip: long-tail keywords and phrases that have less competition will help your chances of success. Stay away from the temptation to just stuff content with keywords since this could cause you to be penalized by search engines.
Engaging and enhanced content will not immediately bring in swarms of site visitors. You need to advertise your content to produce good web traffic. Share links to content on your social media networks. Premium content like ebooks and whitepapers can be advertised to your email list. Targeted social media marketing can also be an effective means of advertising your content.
According to Hubspot, marketing automation is using software to automate marketing procedures like project monitoring, customer information management, and segmentation. Use of marketing automation will let you more quickly do the things formerly done manually. You can choose from a variety of marketing automation systems like Marketo, MailChimp, GetResponse, Hubspot, and Eloqua. Many systems offer great features like Lead Nurturing, site visitor monitoring, CRM, social media, and analytics. Using automation will help you enhance your marketing, save you time, and increase your revenue.
It’s important to create great content. It’s also critical to plan effective lead nurturing. But, if you have a marketing team and sales teams with differing objectives, you will have some trouble. That’s where ‘smarketing’ comes in. As a manager of all tasks, it’s a good idea to hold regular meetings with your marketing and sales teams to help them update each other with new information, go over goals, and get on the same page. Make sure they are working together by offering motivations that benefit both groups.
There you have it: seven ways to expand your software business. Inbound Marketing and Sales is a new technique, and if you adopt it, you will have the opportunity to scale your organization and will have happy staff that will work well together.
We’ve helped many CEOs and directors integrate Inbound into their marketing and sales procedures. Don’t hesitate to schedule a free strategy session to help you review your current methods and find new ways to grow your company.