Happy Christmas

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Happy Christmas

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Happy Christmas:

Hope you are ready for the feasting to come and prepared for an exciting 2018.

Hi *|FNAME|*

It's Christmas time and your attention is drifting, I can feel it...So I'll keep this short.

At this time of year your inbox can be full of updates or reviews of the year that feel like an orgy of self congratulation. Best sales years ever, best products on the market, best use of thanks of supportive clients through social media etc... Mostly when things go right for your business you feel like kicking off a flash mob dance routine, in your head of course, but usually its just a smile and mini fist pump before getting on with the next task. It is important to celebrate each triumph because business is hard.

This year we've found some great ways of helping our own business grow - if you have the energy then you'll find some information below - but whats made the biggest difference is the people we've met along the way in 2017. People make the tough times easier to deal with, you learn from them and indeed learn about yourself. A shared experience in business is usually a year full of tricky and challenging experiences, all of them rewarding in their own way.

Whatever your new years resolution is, I hope that you keep celebrating your successes, keep learning and (most importantly to me) meet more people that help you grow a succession of triumphs..
So finally to the people we've met, customers we've worked with and for those yet to engage with Tricca, we wish you a very happy Christmas.

Paul

Lead Forensics
Building a pipeline is a joint effort between Sales & Marketing teams with split responsibilities. Not only has lead forensics helped us identify opportunities by providing real time information about who has visited our website and what they are looking at its also provided a better way of demonstrating a return on investment in our own advertising and promotional activities. Using Lead Forensics as part of our ABM strategy is helping has helped us increase the value of our pipeline by a factor of 10. Find out more here.

ABM
The buzz in the marketing community this year has all been about ABM in the B2B market. We've used it to great effect with our customers as the application of ABM has shortened the lead to cash time frame, engaged with better qualified prospects and delivered a return on investment. In November Paul was invited by our friends at Larato to take part in a Cloud Industry Forum webinar on the subject. If you missed it you can find it here

HUBSPOT
Having a reliable and easy to use CRM is essential in understanding your customers, sales and marketing performance. Having used it for our own business we've rolled out our first HubSpot environment for a client and have 2 more booked for January. HubSpot offers a full stack of software for marketing, sales, and customer success, with a completely free CRM at its core. They’re powerful alone — but even better when used together with Tricca's skills and your strategy for growth. We have some exciting plans for HubSpot and Tricca in 2018, get in touch to find out more.

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The new Broadband speed guidelines and how to market them

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The new Broadband speed guidelines and how to market them

How can an ISPs make this easier to implement? By having speed checking tools available on your website is a good start. Real data that is consistent to the truth will build trust and retain customers for longer. By building a more personal experience through communications, for both B2B & B2C markets, will benefit ISPs and the better the customer experience, the better the results. The simplest way to build loyalty is through having the best possible customer experience. Using technology, know how and best practice this should be viewed as an opportunity to fuel your business growth.

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MADtech

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MADtech:

Selling to an increasingly savvy and intolerant audience, using new tools and new strategies.

Hi *|FNAME|*
To make sure I stay in touch with the cool kids, its important to talk the talk and freshen up on the latest buzzwords. Most of the time it makes my eyes roll - Smarketing, people-as-a-service, digital amplifiers etc... however, there is one term, MADtech, which despite sounding stupid the description is actually a really good description of what we do at Tricca.
This month we've focused on 4 key areas with our new clients, bringing attention to key elements in our conversations. Same approach as always but different tactics have led to more productive output. All of which provide the basis of a solid plan:
  • Research and evidence - How well do you know your existing client database and their buying habbits?
  • What technology is available to manage and drive lead generation?
  • What does success look like in terms of lead generation and conversion?
  • Is the 'message' written in the same language as your targeted audience?
Wishing you growth and prosperity in the run up to the holiday season,
Paul

Lead Generation

Smarketing technology

Success through CX

Colour & Branding

When used in marketing, different colours can impact the way buyers perceive your brand
FUEL YOUR GROWTH >
Copyright © 2014-2017 TRICCA CONSULTING LIMITED, All rights reserved.

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Lead Generation - 6 steps to target the right customers

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Lead Generation - 6 steps to target the right customers

Any approach to driving leads and opportunity when split into manageable chunks if far more practical way of delivering results. Account based marketing for B2B fits into a fully formed strategy that includes inbound. ABM feels more pro-active, will engage your employees whatever their role in the sales process and gives your business the best opportunity to fuel your growth.

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Give a little, care a lot

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Give a little, care a lot

Our friend Sarah puts together Chemo Care Pouches and distributes them to local hospitals. The packs are really thoughtful and feedback has been amazing. 20-30 new patents begin chemo treatment each month. I’d really appreciate your help to get Sarah towards her target.

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Tricca growth accelerated with TECHNEDs investment

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Tricca growth accelerated with TECHNEDs investment

Tricca growth accelerated with TECHNEDs investment to expand their business portfolio’s marketing capability

IT & Telecoms marketing consultancy, Tricca, has joined forces with TECHNEDs to provide marketing expertise to their portfolio of technology firms, bringing marketing strategy and technology together, to fast track business growth. The investment by TECHNEDs will see Ed Crane taking a seat on the Tricca board as Sales Director.

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The power of video marketing

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The power of video marketing

Video killed the radio star. It also has a lot to answer for the demise in engagement of text heavy blog and social media content. Content is so much more easily consumed when there is a visual guide to tempt the reader to read on, click or find out more. Visual imagery continues to be a growing force on the internet and you'll need to look your very best in order to compete.

Video marketing is a powerful strategy to promote, brand, and grow your business online. More consumers are interacting with videos today than ever before and, in 2017, it’s vital to start creating content if you are not doing so already or if you are increase your video output to connect with your audience. Videos are a compelling way of improving engagement, boosting results for click-throughs, shares, lead generation, and sales. It is indeed one of the best tactics to bring more exposure to your brand while helping you achieve your bottom-line.

17 things you need to know about the power behind video marketing.

#1 By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends)

#2 Facebook generates 8 billion video views on average per day (Source: Social Media Today)

#3 YouTube reports mobile video consumption rises 100% every year (Source: Hubspot)

#4 55% of people watch videos online every day (Source: Digital Information World)

#5 92% of mobile video consumers share videos with others (Source: RendrFx)

#6 90% of users say that product videos are helpful in the decision process (Source: Hubspot)

#7 Social video generates 1200% more shares than text and images combined (Source: SmallBizTrends)

#8 Video posts on Facebook have 135% greater organic reach than photo posts (Source: Social Media Today)

#9 Including a video on a landing page can increase conversion rates by 80% (Source: Unbounce)

#10 After watching a video, 64% of users are more likely to buy a product online (Source: Hubspot)

#11 Companies using video enjoy 41% more web traffic from search than non-users (Source: SmallBizTrends)

#12 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video (Source: Digital Information World)

#13 People spend 3 times longer watching a live social video compared to one that has been prerecorded (Source: Social Media Today)

#14 Video in an email leads to 200-300% increase in click-through rates (Source: Hubspot)

#15 Top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%) (Source: Curata)

#16 A whopping 80% of users recall a video ad they viewed in the past 30 days (Source: Hubspot)

#17 67% of marketers found video marketing somewhat successful (Source: Digital Information World)

Strategies To Use Video In Your Marketing

Convinced yet? How effective video content can be is under question and here is how you can use video in your marketing strategy. These tactics will help fuel the growth of your marketing strategy and sales plan:

  • Use videos to share your brand story. This will provide viewers a better understanding of your brilliant products and services
  • Live-streaming videos are everywhere! Be sure to use Facebook Live, Periscope, and Instagram Stories to engage with your social media followers through sharing your blog content, reporting breaking news, or inviting them to your next event
  • Upload videos directly to social media versus sharing videos from YouTube to boost organic reach
  • Create videos for each of your products, especially your flagship one. Illustrate how to use it, the benefits, features and specs. The more you educate your audience on its use, the better success they’ll have
  • Repurpose popular blog posts into a video series to extend its reach
  • Include videos in your email content. Be sure to put the word “Video” in the subject line
  • Use an editorial calendar to help you organize, plan and schedule your videos so it aligns with your business goals and keeps you consistent

What to do next : Help us help you

If you want to grow your business your business online and develop customer communication that fuels your growth then we have many options available to you, get in touch! We’d love to hear from you.

 

marketing@tricca.uk | 03330 063533

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October 2017 roundup

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October 2017 roundup

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MARKETING FUEL FOR BUSINESS GROWTH

I love this time of year with the days are getting shorter and the crisp cold mornings. My circadian rhythms are switching my body clock to rise well before the sun and with retail focused business ramping up towards Christmas there are plenty of new opportunities for our clients to connect with new customers. Early bird, worms etc...

This month we have some great new tools in our armory to help clients improve lead generation. Inbound marketing, as part of a wider integrated strategy, needs more than just great content, design and products to showcase. Capturing visitors to your website at source provides a significantly better chance of turning them into a prospect. As a Platinum Partner for Lead Forensics,
the industry leader in website visitor tracking, we have a free trial available so be sure to check it out.

Don't forget that we have another cool free tool which will help you understand how effective your website and SEO performing, try our free digital audit where many of our clients are already getting increased traffic and improving the quality of their leads as a result of the audit recommendations.

This weekend will see our friend Luke McLean make is home debut against Edinburgh rugby. If you'd like to experience premiership rugby at London Irish then apply to join us as our guests throughout the season.

All the best for the month ahead
Paul

Virtual reality to show off your home, business, route or any location allows your targeted audience to connect in a very real way. From hotels to real estate, theme parks to office orientation give your viewers an experience to make a lasting impression. Find out more
With research showing that 98% of website visitors never enquire, Lead Forensics can maximize your website ROI by identifying the anonymous visitors on your site
and turbocharge your lead generation. Start your free trial
You'll know your business and probably your path to retaining successful customer relationships, but things change with the competitive environment you operate in and with the constant advances in technology its not always possible to take the time to keep on top of every change and innovation. Read more
85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach, with half of those marketers citing significantly higher returns. Find out how Tricca's approach using ABM is getting results.
FREE DIGITAL AUDIT
Connect with us
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ABM the new way (old way) to attract customers

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ABM the new way (old way) to attract customers

A new way to attract customers…actually it's an old way but re-branded, better refined with cooler technology tools to compliment your marketing strategy and fuel your growth.

As consumers of news we are bombarded daily with the next new cool strategy to develop your pipeline. Any success advice written by someone who has a title of somethingpreneur is hard to resist. There might just be something in it for you so its impossible not to consume more information, sign up to daily news feeds, videos, blogs, webinars…you get the picture. To boil down successful strategies to a simple formula might seem too simple an approach to improve lead generation and growth of your business but it could be a good starting point.

When refreshing your plans to what it is you are actually trying to achieve when setting objectives for your business, starting with 2 basic strategies will get you on your way.

Lets focus on a second model, account-based marketing (ABM) and why its growing in popularity with B2B marketers. Gartner reported that due to the of the demand of businesses to get more bang for their marketing buck, 57% of businesses expected an increase to marketing budgets in 2017.  The increase in spend takes into account the rise in the number of tools available to support ABM.

Not convinced that an increase in budgets will improve results? Well research completed by ITSMA showed that 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach, with half of those marketers citing significantly higher returns.

Whilst, it seems like account-based marketing is a fairly new concept to many people, its actually based on common sense. A big part of the hype around ABM has to do with a lagging alignment between customer experience, marketing and sales within many businesses.

The success of ABM is established in the alignment between these business areas. Better customer experience retains existing customers and attracts new opportunities making sales and marketing more effective with evidence based promotion in. And as you'll see, it's highly useable, if you know where to begin. That's why we're here to help.

What Is Account-Based Marketing?

ABM is a form of strategic business marketing in its essence. An individual customer is treated like they are their very own market by a business. A ‘market of one’ may sound like an over complication or a time drain but by managing the targeted prospect in that way delivers better results for B2B engagement and is frequently used by enterprise level sales organisations.

Why is that? Well, ABM is a particularly useful for organisations with multiple buyers or stakeholders. Part of its goal, says HubSpot's Corporate Marketing Manager Sam Balter, "is to address the needs of organization by connecting with all of the stakeholders within it. That's one reason why it works so well in B2B - oftentimes you have to work with five or more stakeholders in a given sale."

However it can be split into six essential parts, which we will explain how it ties back into inbound marketing and the overall marketing strategy. Just because traditional inbound and ABM are different in concept, it doesn't meant that they shouldn'tcomplement each other.

The meeting of ABM & Traditional Marketing

In theory traditional inbound marketing and ABM are different:

  • Inbound marketing where the primary focus is on creating great content to bring prospects to a business.
  • ABM places the emphasis and focus on individual prospects and existing customers.

However they unquestionably complement each other. A successful example has been used with our client Juniper Bridge. Their sales team uses both ABM and inbound with a targeted account list and grow their their pipeline with inbound marketing leads.

ABM incorporate pieces of inbound marketing principles which is apath to build better relationships with target accounts.

There is a constant bombardment of information into customers who feel like they are constantly being sold to. To stand out the used of ABM should be used to provide value and doesn't push products and services to the wrong type of customer. There should be a distinction in ensuring that prospects who are unfamiliar with your brand receive a personalised introduction.

The Useful Guide to Account-Based Marketing:

6 Stages to get you started

1) Identify

Establishing your target audience is a fundamental piece of successful marketing. At this stage its all about the company not the person. Ensuring that you know the people or persona comes later.

Collaboration between sales and operational areas is required when identifying your target accounts. If you are unable to corectly support the services you are selling this will be a knock out blow before you get stated. Quantative analysis is the staring point to discover which ‘pots’ or ‘lists’ target customers fall into – compay size, industry sector, location, revenue etc.. Market research is time consuming but makes for better execution of a strategy. The people within a business can also contribute from their experience and intuition. The human touch has a valid place when identifying your target audience.

2) Research your database.

With your targets now identified in terms of types of business you can begin to split them into pots. Much like a customer persona the targeted clients will have a common type of trait that you can build a plan for each list with detailed information.

By understanding these common traits, especially how to recognise the key decision makers within the company structure, will dictate how you build you message and communicate your products/services. You may already have this information within your database and to ensure the data is ‘clean’ don't discount applying additional time to check the details are up to date and conduct a more detailed piece of research, you’ll be thankful later!

For tips on completing a mini audit check out Fiona McLaren’s article on conducting a mini audit

LinkedIn might be the easiest resource location to start your search as it has some really useful and simple search tools. If you have access to the premium search filers in the LinkedIn Recruiter or Sales Navigator there are enhanced features to speed up the research.

screenshot-www.linkedin.com-2017-10-10-12-04-02.png

3) Content creation

With your lists in place, companies and contacts identified its time to create new content for them. Using business pain points and explaining how your products and services provide a solution needs to speak to both the individual and the company needs.

The use of a ABM strategy to provide targeted messages for specific companies and employees will also produce content that can be used for more general use for inbound. Don't be afraid to sharpen up your website content following your research and content creation.

High quality, clear and compelling content is key. Ask yourself if you would take the time to consume the message and try it out on the people within your peer group.

4) Choose your channels.

At this point you worked hard to construct your targeted lists and created engaging content. Now its time to get your message out there and put the content to work. Choosing the right channels to promote it effectively will allow you to select individual or multiple channels –email. Social media, outbound activity. Base your decision on what will be the most effective medium for your targeted companies and people.

Here’s where it might be helpful to know where the specific people within each target “live” online. The Pew Research Center Demographics of Social Media Users does an excellent job of profiling the users of five major social media platforms -- Facebook, Pinterest, Instagram, LinkedIn, and Twitter. That should shed some light on which channels the people within each account are mostly likely using, and how they consume the content you’re custom-creating for each of them.

Handy guide to social media channels here.

5) Kick off your campaign.

Ready, steady….hang on just a moment. Before you execute your campaign be sure to check that your messaging has been coordinated to avoid clashes. Getting the right message to the right contacts without duplication or mixed messaging, if you have decided on a range of communications, will improve chances of success.

With a limited number of potential targets it's a common mistake to hit them with repetitive or conflicting messaging. So double check the data then get it out there.

6) Measure your results.

Even the very largest brands with what seems like a limitless marketing budget need to measure success of campaigns. There are a million ways with conflicting metrics out there but the one that's most important is how each of your campaigns performs against the last one. Be realistic and pragmatic when looking at the results and don't be afraid to tweak the messaging if its not delivering the results first expected, they seldom do. However, do stick with the plan and remain consistent with the core messaging and frequency of communications.

When measuring an ABM campaign high level questions to measure success might include:

·       Are we growing our list of known individuals within the target account? And is the data accurate?

·       Have there been any change to the way these accounts are engaging with our company and content? – Check web analytics and inbound platforms such as Hubspot and Lead Forensics to measure inbound visits.

·       How much revenue was generated from these target accounts?

Ready to Get Account-Based?

Any approach to driving leads and opportunity when split into manageable chunks if far more practical way of delivering results. Account based marketing for B2B fits into a fully formed strategy that includes inbound. ABM feels more pro-active, will engage your employees whatever their role in the sales process and gives your business the best opportunity to fuel your growth.

Of course you don't have to do this alone, we are on hand to provide further insight, advice and will work with you to develop your marketing strategy. We’d love to hear from you sales@tricca.uk

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