Monthly Archives: February 2012

According to a DemandGen Report whitepaper only three out of 100 B2B sales resulted from cold-calling.

 

The BtoB Transformation Survey includes feedback from 103 respondents who were “involved in the purchase of a business solution or system within the past 12 months.” I’m not sure if this is a big enough sample to make a case (researchers out there, is it?) … however, it does give us pause to consider whether our sales and marketing strategies have hit the sweet spot or are way off base.

 

According to the survey, the following led to the other 97% of sales. Download survey.

  • 33% called provider directly
  • 10% chatted with providers on their website via live chat
  • 53% of sales came from the provider contacting me after I asked for further information from their website

If this survey is to be believed, it means that the new reality is that the buyer is totally in control. In short, the sale is made before the prospect contacts the company.

 

I’m not sure that many B2B or B2C companies are geared up to handle this reality.

 

Google calls this before-the-sale process the “Zero Moment of Truth”.

 

This means that marketers have to raise their game and ensure that every avenue is covered with relevant information that the prospect needs. Thus, those companies without a well thought-out and crafted content marketing strategy will be sucking on the hind teat whilst their more clued up competitors will streak ahead.

 

If your company needs help with its content marketing strategy, contact The Business Generator, Jacques de Villiers.

The Business Generator was interviewed by Coup Magazine on copywriting.
Good Content is Rare – The Business Generator

 

If you don’t want to receive unsolicited email, you may want to take the Direct Marketing Association of South Africa up on its offer of ensuring that its members wont contact you again. You can go on its Don’t Contact Me Database.

 

From the website www.optout.co.za

Registering on this database will mean that you will not be contacted by members of the DMA (Direct Marketing Association of Southern Africa).

The DCM (Don’t Contact Me Database) helps you to make sure your address, email address, telephone and cell number are no longer available to organisations, who are members of the DMA, who want to make offers and send information that you do not wish to receive. You can also do this by contacting companies directly and asking them not to contact you.

Before you register however…
You should reflect on the fact that registering may well prevent you from receiving information which you would really like to have – thereby cutting you off from relevant and worthwhile opportunities. For example charities use telemarketing as an economical way to raise awareness and much needed support.

If you are happy to receive direct marketing contacts from some companies but not others, contact the companies who you do not wish to hear from and ask them to remove your details from their contact lists. Registering your details on the DCM could stop all contacts from all companies registered with the DMA, including charities and voluntary organisations who you might want to support.

Registration requirements
When you register you will be required to enter a valid RSA ID number and email address. On completion of the registration you will receive an email requesting that you confirm that you want to be on the “Don’t Contact Me Database” and once we have received your confirmation you will then be registered. If you do not respond within 5 days your details will be deleted. Go to www.optout.co.za if you don’t want to receive mail from the DMA’s members.

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