Selling B2B software online is a little different than selling a retail product. For one thing, the buying cycle is longer. It’s also more complicated. Business buyers may be leery of submitting their payment information to an e-store. B2B products are more complex than consumer products and may require customization by the manufacturer before use, thus diminishing the need for a direct e-store.
But, whether your B2B product lends itself to direct selling through an e-store or not, you need to optimize the path that customers take toward purchasing. So how do you that? According to this infographic from Google, it’s all about balancing SEO, PPC, video content and mobile design.
Source: Google
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Filed under B2B, channel partners, Google +, Infographic, PPC, SEO, video content
The traditional purchase funnel is out of date. It focuses on linear processes when today’s shopping experience is cyclical. It focuses only on marketing and sales even though it should also include customer service. In the Digital Age, software companies must understand that its most important resource is the customer.
This infographic from Help Scout, a provider of help desk software, illustrates the costs of bad customer service and the benefits of good customer service.
Perhaps the most surprising piece of data here is that according to the Annual Mystery Shopping Study, only 10 percent of online merchants offer “stellar service.” Read the rest of this entry »
Filed under customer acquisition vs retention, Customer Service, E-commerce
Email marketing is often praised as a low-cost, high-return marketing investment. But choosing the right email service provider (ESP) depends on many factors. How does one balance costs against capabilities? How does a business fulfill the needs of today while planning for the growth of tomorrow?
Our friends over at ROI DNA, a digital marketing agency, created the Email Service Provider Matrix to guide companies through the process of choosing an email provider.
ROI DNA: Email Service Provider Matrix
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Filed under Email Marketing, ESP, ROI DNA
