Methodology helps to measure the return on investment of the dissemination actions and attraction of new commercial contacts
Companies with longer sales processes, known for their more consultative business profile, tend to encounter challenges when it comes to attracting new contacts for prospecting. There is a lot of literature and free content on marketing and attracting demands to the public with shorter business processes, such as purchasing self-service software or services. In the case of complex sales, marketing departments are dependent on traditional strategies, such as events and advertisements in specialized publications. Some ways to implement effective marketing actions in this type of company are described in the e-book "Inbound marketing for companies with complex sales".
The material was written by Digital Results - a pioneer in Inbound Marketing in Brazil and a specialist in digital marketing - and by Dialetto agency - specialist in inbound marketing for technology companies - in partnership with Brazilian Association of Software Companies (ABES).
Stronger Marketing
In this scenario of complex sales and long funnels, a strategy that has been gaining momentum and generating results is the Inbound Marketing (or attraction marketing). In general, it consists in the production of informative content to attract interested readers, register contacts and educate the public. In sales processes that go on for months, the nutrition of these prospects with information can greatly speed up the sales process.
One of the main points of the e-book is the marketing empowerment of this type of company. "Marketing departments are seen as cost centers - in difficult times, their budget is greatly affected. In this e-book, we want to show how Inbound Marketing helps to measure the return of each disclosure and initiative made by the company, making it even easier to calculation of return on investment ", points out Natália Correa, specialist in content for technology at Resultados Digitais.
For Natália, this scenario is even more evident in organizations with very long business processes. "In addition to delivering qualified prospects, Inbound Marketing streamlines the sales process. With the help of marketing automation tools, contacts can receive educational materials and segmented communications, saving salespeople's time and making their business process more consultative."
One of the main points of the e-book is the marketing empowerment of this type of company. "Marketing departments are seen as cost centers - in difficult times, their budget is greatly affected. In this e-book, we want to show how Inbound Marketing helps to measure the return of each disclosure and initiative made by the company, making it even easier to calculation of return on investment ", points out Natália Correa, specialist in content for technology at Resultados Digitais.
For Natália, this scenario is even more evident in organizations with very long business processes. "In addition to delivering qualified prospects, Inbound Marketing streamlines the sales process. With the help of marketing automation tools, contacts can receive educational materials and segmented communications, saving salespeople's time and making their business process more consultative."
Software companies
One of the most benefited segments with Inbound Marketing strategies is the area of software and technology companies with B2B focus. Sometimes, the solutions offered are complex - because of that, the presentation and applicability of this type of product can be complex. "Inbound Marketing is interesting for our industry due to its educational potential. The methodology helps marketing and sales teams to escape the traditional commercial model. Instead of selling a product, we offer a solution for a customer's pain", points out Carlos Alberto A. Sacco, Director of Marketing and Market Intelligence at ABES. "The software and technology industry is based on knowledge. Sharing this content with prospects and partners creates credibility and even results in sales", he reinforces.
One of the practical examples presented in the e-book operates in the software industry. THE Teclan, specialized in management solutions for contact center for over 20 years, invests in digital marketing and maintains a blog with educational content for four years. For every R$ 1 invested in Inbound Marketing, almost R$ 70 returns to the company.
This and other practical cases are described in the e-book "Inbound marketing for companies with complex sales". The download is free - just fill out the form on this page.
About Digital Results
Resultados Digitais is the company responsible for RD Station, a marketing automation platform, pioneered in Brazil and which allows the management of actions related to email marketing, social media, lead scoring and much more. Over the course of 4 years, they had the opportunity to chat with more than 15 thousand companies from all over the country and to build a portfolio with more than 3 thousand customers from different segments. This experience of proximity to the market offers daily the necessary inputs to build a solution adapted to the needs of the Brazilian entrepreneur and marketer, not only with regard to software, but to all consultancies, events and exclusive content like this. In addition, they offer a Partner Program for agencies that are interested in offering Inbound Marketing services and making business take off.
One of the practical examples presented in the e-book operates in the software industry. THE Teclan, specialized in management solutions for contact center for over 20 years, invests in digital marketing and maintains a blog with educational content for four years. For every R$ 1 invested in Inbound Marketing, almost R$ 70 returns to the company.
This and other practical cases are described in the e-book "Inbound marketing for companies with complex sales". The download is free - just fill out the form on this page.
About Digital Results
Resultados Digitais is the company responsible for RD Station, a marketing automation platform, pioneered in Brazil and which allows the management of actions related to email marketing, social media, lead scoring and much more. Over the course of 4 years, they had the opportunity to chat with more than 15 thousand companies from all over the country and to build a portfolio with more than 3 thousand customers from different segments. This experience of proximity to the market offers daily the necessary inputs to build a solution adapted to the needs of the Brazilian entrepreneur and marketer, not only with regard to software, but to all consultancies, events and exclusive content like this. In addition, they offer a Partner Program for agencies that are interested in offering Inbound Marketing services and making business take off.
About ABES
ABES, Brazilian Association of Software Companies, is the most representative entity in the sector with around 1600 associated or associated companies, distributed in 23 Brazilian states, plus the Federal District, responsible for generating more than 120 thousand direct jobs and a turnover annual turnover of US$ 20 billion per year.
The companies associated with ABES represent 85% of the turnover of the software development and commercialization segment in Brazil and 33% of the total turnover of the IT sector, equivalent in 2014 to US$ 60 billion of sales of software, IT services and hardware.
Learn more about ABES at www.abes.org.br.
About Dialetto
Provider of corporate communication solutions with a focus on technology and innovation businesses. In digital marketing, the company offers end-to-end inbound marketing - from strategy, activation, planning, content production, operation and performance analysis.
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