Within Every Priority Lies a Challenge

Written by Orit Honigsberg | Originally published at Qwory blog.

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How well do your challenges match up with your priorities?

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Orit Honigsberg, CMO at Qwory

I’ll speak for myself – though I think many people would agree with me: The things I want to achieve the most, and are most important to me (and the most rewarding, ultimately), often have the biggest hurdles, or require the most effort.

This can be summed up in a simple statement: If the road is easy, you’re likely going the wrong way. Or, as Gandhi said, “Your struggles develop your strengths”.

The point I want to make is that the link between struggle and achievement is natural. What you most wish to achieve, you’re probably also most willing to work for.

Here’s a little exercise:

List your top 3 goals.

Now, rate each one from 1-5 for priority (1 being low priority, 5 being top).

Then rate the level of challenge each presents from 1-5 (1 being easy, 5 being very challenging).

You’ll probably draw interesting conclusions about how your priorities and challenges relate to each other.

MarketingSherpa did a survey about B2B marketing with this method.

You can examine the order of preference for B2B marketers – what they consider top priority, and the order of the remaining goals. You can analyze what they perceive to be the biggest challenge. Or, you can try to identify the reasons for the discrepancies between priorities and challenges in certain cases.

How about we do all of the above?

Let’s start with the top priority: Lead generation.

Lead generation in B2B marketing is the process of a company’s initiation into a business’s products or services. Leads generally come from the internet, but they can also be a result of external referrals. Usually, a lead consists of the necessary contact information to make the steps towards a sale. Social media is a common platform to gain leads, as most companies are active social network participants these days.

It’s clear enough why this is the top priority: Leads → sales → revenue → $$

But there are, of course, challenges in trying to attain it.

The B2B lead gen struggle generally comes down to problems in a company’s marketing technique, ranging from finding relevant leads to doing the right kind of follow-up.

What is the biggest challenge (and also happens to be the 2nd highest priority)?

Converting the leads into paying customers. (I repeat: leads → sales → revenue → $$.)

In other words, the most two most important things for B2B marketers is locating relevant leads, and making sure they become fruitful connections.

I thought it might be interesting to take a closer look at the two strongest correlations.

The closest gaps in priority and challenge – what I just referred to as the strongest correlations – are Lead Qualification and Scoring, and Lead Nurturing.  These are the B2B marketing objectives that are almost in equal part priority and challenge.

If you look back at the statistics at the beginning, Lead Qualification is actually slightly more of a challenge than it is a priority! Leads which suit your specific needs and score accurately online are hard to come by. That’s often due to the fact that search engines don’t re-index and re-classify their data as frequently as they should; your best business information might get a little lost in the shuffle.

Lead Nurturing is vital, because it puts you on your potential client’s radar. But it’s also time consuming. Social media engagement is an efficient method for this – but you have to locate each company’s page on multiple platforms.

How can we widen the gap? How can we make sure that our challenges don’t hinder us in attaining our top goals?

Qwory is a solution that targets these issues directly, the exact issues that the research points to as the biggest B2B priorities and challenges. Qwory’s USP is its unique ability to guide the average SBM to find, engage with, and connect with customers. This method helps transition distant leads into paying business customers.

As a business-focused search engine, you can efficiently find relevant leads with a simple keyword search. Qwory combats the issue of lead nurturing by showing all of the company’s contact information next to their search result, so you can engage with them easily.

Once a customer engagement improves, so will their likelihood of sales. Curata’s 2014 tactics study showed that 76 percent of marketers saw an increase in buyer engagement as a direct result of content marketing.

And in terms of lead qualification and scoring, Qwory has an independent database, and indexes more than 1 billion active web pages monthly.

Seeing that challenges and priorities often align -statistically- seems intimidating.

But there are ways to minimize the challenge, ways to lessen the struggle. Both in B2B marketing, and in your daily life.


Source: Within Every Priority Lies a Challenge – Qwory

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On Flirting and Why It’s Good for Business

Written by Orit Honigsberg | Originally published at Qwory blog.

What is the relationship between social media and e-commerce and how does it impact sales? Find out where to focus your social media strategy and why!

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Orit_Honigsberg
Orit Honigsberg, CMO at Qwory

People are becoming increasingly aware of the correlation between successful e-commerce and the use of social media.

What do I mean?

Social networks are critical in generating interest, traffic, and ultimately revenue for businesses of every size.

Today, your businesses’ social profile is responsible for the same type of advertising as those giant storefront displays from a few decades ago. What’s even better, is that social media marketing is mostly free of charge – and stands to gain a whole lot more exposure.

Picture a dating profile on Match.com. A successful personal profile means a detailed personal description that gives insight into your character. It will be complete with pictures, and give you an authentic and favorable vibe. A profile is often measured by the amount of views or successful connections it results in.

How does one progress towards a real connection in the online dating world? Naturally, after you identify a profile that interests you, you want to start engaging with the person behind it. You’ll shoot a message, have a few conversations online. If things progress, you’ll chat on the phone, maybe Skype, and eventually meet in person to establish a more personal bond.

Apply this to the B2B e-commerce world.

B2B sales are about business matches: finding and engaging with the right profiles that have the potential to result in a long-term relationship.

Let’s say you’re looking to sell your unique emerald rings to jewelry retailers in the United States. You can do a simple search on Qwory, a B2B search engine, and you’ll come up with a list of potential suppliers that want exactly what you’re selling. With Qwory, you can easily access all of the social media accounts for each site- the value of which I’ll explain in a moment.

Here’s an example of a result on Qwory for emerald ring:

qwory-search results

On the left side, with one simple click, you can access all of the businesses social accounts. Like their Facebook page, follow their Twitter account, and connect on LinkedIn to get the ball rolling.

Call it business flirting. Social media activity with a potential customer is parallel to phone calls to your potential Match.com soulmate. You’re warming them up, letting them know you’re willing to invest in them, and establishing the foundation for a relationship- whether personal or business.

Where should you focus your attention? Check out the statistics. The picture below is an expression of social-generated revenue, to show which social media platforms make the biggest impact in e-commerce.

social media and ecommerce-revenue

Other benefits? Social media is a portal. It’s important to be where your customers are, to know their habits and likes and dislikes. Gathering information about the market will dictate the marketing strategy for a company – and of course, make it that much more successful.

Also, the ease of answering messages makes for better customer service. These responses will help gain a loyal following. You’ll be able to predict behavior for the target demographic and respond accordingly. If you’re on a companies’ radar, they’ll be that much more likely to respond and be open to your business proposal.

Some stats to drive my point home:

why social media matters to b2b buyers

There is simply no denying the connection between e-commerce, B2B lead generation, and social media. It might seem brazen to “follow” a CEO you’ve never met, or tag a well-established company in a post… but this is the future of marketing. The Internet has collapsed the hierarchy and etiquette that once was.

The question is whether or not you’re going to take advantage of this seemingly less conventional approach.

Qwory’s slogan is Search. Engage. Connect. – because we recognize that the success can hinge on prior engagement.

Search for your match online, and start talking! 😉


Source: On Flirting and Why It’s Good for Business

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