Blog: Business Education

Learn why and how content marketing is an important component of your business' marketing strategy in this guest blog post.

There are a lot of things in business that require a human touch. Thanks to technology and other innovations, plenty of tasks can (and should) be automated because there’s no need for a human to be involved. Sure, having a live agent available to customize and schedule appointments and consultations is great. However, today’s customers would love an AI chatbot or scheduling tool that can do the same thing without needing to talk to someone.

Using case studies can increase your sales revenue by as much as 185%, according to digital marketing and SEO expert Neil Patel. Who couldn’t benefit from that kind of boost? Of course, the big concern for most people is that a “case study” seems more formal than traditional marketing efforts.

Marketing is a complicated space in today’s world. There are a lot of great opportunities to get your brand out there for less, but budget cuts often limit even the most cost-effective solutions. Newcomers and SMBs that aren’t as seasoned are struggling to figure out exactly what they should be spending their marketing budgets on. Fortunately, if you’re among them, you’re not alone.

An ideal customer profile, or ICP, is a critical element of your sales engagement strategy. After all, if you aren’t 100% clear on who it is you’re trying to engage, how will you be able to reach them? Some companies have an idea of their ideal customer but never take the steps to create a profile they can actually share with others. However, that is what will make the difference when you want to improve sales engagement.

Overcoming obstacles is part of the sales process for any B2B company. The increasingly competitive landscape of B2B sales has created even more challenges for sales reps and made it ever more difficult to succeed. Many (errantly) assume that salespeople only control so much of the process and the potential outcomes.

Cross-selling is a way to get customers to spend more by purchasing complementary products or services. Extracting more value from existing customers allows you to get a bigger return without really increasing your investment. After all, you’ve already invested the money and effort to get the customer this far—taking things a step further with cross-selling is just the natural progression.

When it comes to managing your CRM sales pipeline and other aspects of your customer relationships, there’s always room for improvement. A solid CRM platform and management strategy can help you track and nurture leads, customers, and other relationships as they make their way through the sales pipeline. Of course, it doesn’t work on its own. You have to know how to make your CRM work for you to maximize your efforts.

The case for generative AI in business is strong. Like its sibling conversational AI, this tool is all about taking advantage of all that data floating around out there to enhance the customer experience and deliver a better solution. But what’s the difference between generative and conversational AI? And how can you put generative AI to work for lead generation?