4 Innovative B2B Marketing Strategies That Make an Impact

DAWN WEINBERGER | July 19, 2021 | 55 views

You and your team have worked tirelessly for years, developing innovative products or services to fulfill the needs of other small businesses (in your own specific niche and beyond). You’ve even created—and deployed—a robust marketing strategy, and are using a whole host of proven B2B marketing tactics in your quest to turn promising leads into loyal clients.

The challenge? Competition is fierce, so sticking to basic marketing tactics isn’t always enough. If the goal is to generate more B2B sales among new and existing clients, it may be time to harness some of that same creative energy you used to revolutionize your industry’s offerings in the first place to take your small business’s marketing strategy to the next level (thanks to the pandemic, you may be planning to update your overall digital marketing strategy anyway—so the time to do think specifically about B2B marketing has never been better).

Spotlight

Liquid Personnel

Liquid Personnel is an award-winning social work, allied healthcare and nursing recruitment consultancy, supplying candidates to temporary and permanent vacancies throughout the UK. Established in 2007, Liquid have grown to become one of the nation's leading providers of agency social workers. Social Work...Our Social Work division provides qualified social work staff to fill temporary and permanent roles in Children’s, Adults’, and Mental Health Services, ranging from social workers through to service managers. We recruit for over 95% of Local Authorities in England and Wales, as well as NHS Trusts, Charities, not-for-profit companies, Fostering Agencies, and other private sector organisations…

OTHER ARTICLES
TECHNOLOGY

Emergence of 5G Presents a World of Opportunity to Small Businesses

Article | July 16, 2022

Together with 'artificial intelligence' (AI) and 'machine learning,' 5G has emerged as a hot topic in the tech industry over the last couple of years. There's a lot of buzz about the next generation mobile network's technological capabilities, and for good reason: faster, more consistent, and higher bandwidth mobile connectivity can open up new levels of productivity, versatility, and opportunity for small businesses. Benefits Motivating Small Businesses to Invest in 5G The world may be in for a devastating recession as a result of the war's impact and the emergence of new waves of coronavirus pandemic. This is encouraging enterprises to prioritize digital transformation. Digital innovation helps to develop tools and strategies that businesses can use to overcome challenges and solve complex problems. Improved hardware and smarter software enable data collection and analysis for scalability.With its promising strength of connectivity, exceptional frequency of data transfers, and high-speed, 5G technology can foster digital innovation, especially among small and medium-sized businesses (SMBs), allowing a wide range of highly skilled workers to work from any location or workplace. Here are some major benefits, encouraging SMBs to invest in 5G, as follows: Provide businesses with increased operational flexibility. Increasing the sales channel's productivity. Creates an intuitive supply chain. Facilitate access to cutting-edge technologies such as augmented and virtual reality (AR and VR). Improves workforce functionality and safety by lowering latency. Enhances the customer experience. A Plethora of Opportunities for Small Businesses With a projected annual growth rate of around 97 percent and 40 percent of the population around the world using internet of things (IoT) apps on a 5G network, the new digital technology has the potential to create an incremental opportunity of around $251 trillion by 2025. A large number of businesses, irrespective of size or industry, are considering preparing themselves for the deployment of advanced 5G technology to benefit them and their customers. In addition, the deepening trend of digital transformation and the incorporation of cloud technologies are presenting a wide range of opportunities for businesses to scale up their connectivity, reach, and productivity.

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MANAGEMENT,BUSINESS STRATEGY

Cyberattacks: Surfacing Threat to Small Businesses

Article | July 5, 2022

The internet has transformed into a modern-day silk road that supports almost all aspects of modern life. Growing penetration of the internet has made it possible for businesses of all sizes to reach all parts of the sector and access previously inaccessible areas, increasing productivity via the use of digital tools. Any business strategy that involves using computers online, even if only for an email and a website, needs to include cybersecurity measures. The theft of data and digital information is now more common than other types of theft and is becoming one of the most commonly reported types of fraud. Impact of Cyberattacks on Small and Medium-Sized Businesses Cybersecurity is emerging as one of the most serious economic and security challenges for businesses all around the world. It is not just a threat to big businesses, multinational corporations, and governments, but they are a major problem for small businesses too. According to a recent study, nearly 22% of small businesses have been the targets of cyberattacks. Also, around 46% of the security breaches were reported across small and midsize businesses in 2021. A cyberattack can have a devastating impact on enterprises, especially on small businesses. In fact, about 60 percent of small enterprises that are attacked and experience a breach shut their business within six months. Not just this, there are more detrimental repercussions that businesses can encounter, including the following: Financial losses due to business disruption Financial losses brought on by the theft of financial data High costs to remove threats from the network Reputational harm following disclosure of data breach to customers Demand for Cybersecurity Making SMBs Hotspot for Investment The need for effective cybersecurity measures increases in lockstep with the increasing number of organizations expanding their operations online. In addition, the rising incidence of security breaches, data theft, and others in small and medium-sized businesses (SMBs) is mandating these enterprises to adopt security solutions such as data backup solutions, encryption software, and password-security software, making them the center point for investment. Attributed to this, the prominent providers of cybersecurity solutions are focusing on coming up with advanced security software specially designed for SMBs.

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SMALL BUSINESS ADVICE

HR Trends in Small Businesses 2022: Embracing the New Normal

Article | September 23, 2022

The global workforce is coping with the new normal that includes — remote or hybrid work, new laws and regulations regarding the COVID-19 pandemic, and increased interest in employee health and wellness programs. The HR departments of small businesses are adapting to these changes. So, let us take a quick look at what to expect in 2022: Priority: Diversity and Inclusion Small business HR departments will prioritize diversity and inclusion in the workplace for talent acquisition, employee engagement, and retention Advancement: Automated HR Processes HR will use technology to streamline onboarding and recruiting processes in 2022 Environment: Remote Work The possibility of long-term remote work with technology and new policies is on the horizon Interaction: Virtual Employee Engagement SMBs must work towards engaging their employees through virtual meetings, employee surveys, and clear communication Support: Employee Health and Wellbeing Small business leaders should step-up to support their employees’ well-being through a healthy and flexible work environment Enhancement: Improved Employee Benefits The focus will be on increasing healthcare benefits, flexible work arrangements, and health wellness programs New Leave Policies: Paid Sick Leave Small business HRs need to be aware of new paid sick leave policies and accommodations to help employees cope with the pandemic Health Advisory: COVID-19 Vaccination for Employees Small businesses need to take proper precautions if mandating a compulsory COVID-19 vaccination policy Compliance: Burdened HR Departments Modified employee labor laws will require HR departments to modify their HR strategies frequently Drug-testing Laws: Impact on Drug-free Work Policies Medical marijuana usage policies differ across states, so HR departments will need to remain up-to-speed with them A Productive 2022 for Small Businesses Small businesses’ HR departments are working to retain, engage, and safeguard employees to lead their companies towards a productive 2022. However, they need to be diligently compliant and offer lucrative benefits to employees to sustain and grow their business.

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TECHNOLOGY,SMALL BUSINESS ADVICE

Reasons Why Small Businesses Need CRM?

Article | June 30, 2022

CRMs, as highly customizable software, can be tailored to any small business. From an e-commerce business to an educational service to a logistics firm, every industry benefits from CRM integration to manage, organize, automate, and grow revenue and operations. The CRM industry has grown by 600% since 2010. It is expected to generate $80 billion in revenue by 2025. 6 Reasons Every Small Business Needs CRM It aids in the collection and organization of customer data:CRM solutions enable cleaner customer data. Data mining and enrichment are automated and standardized to ensure that nothing is overlooked. Data duplication is impossible with advanced duplicate prevention features. Advanced Database Segmentation Enables Personalized Communication with Leads:Personalization is expected by 63 % as a standard of service, and they believe they are recognized as individuals when they receive special offers. A CRM solution enables you to effectively personalize your communication with leads. Most small business CRM systems include advanced segmentation filters and tags that allow you to divide your audience into smaller groups based on a variety of criteria. Beneficial to run well-managed email campaigns: Email marketing can generate a 44.4 % ROI, generating $44 in revenue for every $1 spent. According to Hubspot, 93 % of B2B marketers use email to share content, and 59% say email is their top ROI driver. Email marketing is extremely cost-effective and scalable and generates considerably higher quality leads for your small business. Enables you to keep track of the sales process: The CRM system visualizes your sales process, highlighting the points where leads frequently abandon ship. This allows you to quickly identify threats and opportunities, as well as weaknesses and strengths. Avoids missed lead opportunities:CRM systems make sure that small businesses never miss a lead. Even if the sales rep goes on a different route, the lead will still get recorded with efficiency. Increases Sales Performance: Businesses that have integrated CRM into their operations report a 34% increase in sales productivity. CRM automatically populates customer profiles with data, schedules mailouts, and relieves you of the responsibility of monitoring your inbox. It keeps track of your agenda and keeps an eye on your calendar. In a nutshell, CRM frees up your time for more important tasks such as understanding your customers' needs or selling. For effective expansion of business and increasing sales, small businesses-integrating CRM software will serve with endless benefits.

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Spotlight

Liquid Personnel

Liquid Personnel is an award-winning social work, allied healthcare and nursing recruitment consultancy, supplying candidates to temporary and permanent vacancies throughout the UK. Established in 2007, Liquid have grown to become one of the nation's leading providers of agency social workers. Social Work...Our Social Work division provides qualified social work staff to fill temporary and permanent roles in Children’s, Adults’, and Mental Health Services, ranging from social workers through to service managers. We recruit for over 95% of Local Authorities in England and Wales, as well as NHS Trusts, Charities, not-for-profit companies, Fostering Agencies, and other private sector organisations…

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SMALL BUSINESS ADVICE

Capital on Tap Virtual Cards Release to Provide Instant Access to Small Business Funding

Capital on Tap | September 28, 2022

Capital on Tap, a global FinTech providing access to an all-in-one small business credit card and spend management platform, introduced virtual cards as part of their mission to help small business owners run their businesses faster, simpler, and more efficiently.The virtual cards will be available immediately for the majority of approved applicants. Most applicants receive a credit decision within 24 hours, meaning approved cardholders will be able to make purchases on their Capital on Tap Business Credit Cards, issued by WebBank, within just one day of submitting their application. "For busy small business owners, the virtual card is a true game changer,David Luck,Having immediate access to funds is critical for success in this challenging business climate that often requires quick decisions and multiple strategic pivots." Co-Founder and CEO of Capital on Tap Virtual cards can be added to Google and Apple Pay accounts so cardholders can immediately make purchases in person or online. Small businesses also benefit from an added layer of security with virtual cards. Cardholders can replace them in real time, so if the account information is compromised or even if a cardholder makes a purchase from a vendor, they just don't feel completely confident in they have the option to void that card for all future purchases and instantly generate a new one. With no lag time between the cancellation of the card and the receipt of the new one, cardholders will never be without access to funds. Of course, all security features of the physical Capital on Tap Business Credit Card also apply to virtual cards. Account holders can also set spend limits on their virtual cards. This is useful for business owners who want to issue a virtual card for single use, such as travel or a large purchase. While account holders are currently limited to one virtual card per account, the option to generate multiple cards simultaneously will be available later this year, allowing cardholders to issue virtual cards to individual employees, and even designate separate virtual cards for different categories of business spend. About Capital on Tap Capital on Tap makes it easy for small businesses to manage their business spending, access funding, and earn best-in-class rewards. More than 200,000 small businesses have spent $5 billion on their Capital on Tap Business Credit Cards across the US and UK.

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SMALL BUSINESS ADVICE

Simply Business Partners with biBERK to Offer Workers' Compensation Coverage to Small Business Customers

Simply Business, LLC | September 27, 2022

Simply Business, LLC., a Boston-based digital insurance agency focused on small businesses, today announced the launch of a partnership with biBERK Business Insurance, a Berkshire Hathaway company, to offer workers' compensation products online to small business owners in the United States.Through this new partnership, small business owners can receive a biBERK workers' compensation quote through the Simply Business website. They also have the option to digitally bind policies and speak to a licensed insurance agent to ensure that the coverage they've selected best meets the needs of their business. "We're committed to helping small businesses grow by providing specially tailored insurance solutions, and this new partnership makes it easier for our customers to get exactly what they need,With the help of biBERK, we're able to provide more comprehensive coverage to entrepreneurs across the country." David Summers, Group CEO of Simply Business This offering is currently available to small business owners in Washington D.C. and all 46 states where private carriers are eligible to operate. About Simply Business Simply Business is changing the way small business owners find business insurance by offering customers tailored insurance coverage online. The company began in the United Kingdom and expanded to the United States in 2017, naming Boston home. With over 850,000 customers globally, Simply Business has become a leader in the space through its commitment to a customer-first model, focusing heavily on simplicity, choice and value. biBERK biBERK is a small business insurance company that's part of the Berkshire Hathaway Insurance Group. All of Company's major insurance subsidiaries are rated A++ by A M Best Company with millions of customers and over 75 years of insurance experience.

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SMALL BUSINESS ADVICE

Equitable Launches New Turnkey 401(k) Program for Small Businesses

Equitable | September 26, 2022

Equitable, a leading financial services organization and principal franchise of Equitable Holdings, Inc., today announced the launch of a new 401(k) program for small businesses, including those with startup plans and plans with account values up to $500kThe new program, Retirement Gateway for Small Business, will serve a growing need in the underserved micro 401(k) market to create a simplified onboarding and administrative experience for plan sponsors and financial advisors from initial consultation to implementation. We anticipate the enhanced tax credits for small businesses establishing retirement plans included in the SECURE Act 2.0 proposal will help grow the micro 401(k) market over time,” said Keith Namiot, Chief Operating Officer of Group Retirement at Equitable. “We have aligned our new program with where the market is expected to grow, and we are excited to help plan sponsors and advisors overcome the administrative barriers associated with setting up 401(k) plans a hurdle that has historically deterred many small businesses from offering them. Retirement Gateway for Small Business is poised to capitalize on other proposed provisions of SECURE 2.0, like the automatic enrollment requirement for new plans created by businesses with 10 or more employees. The growth of state-mandated retirement plans is also driving the demand for this type of program. All new Equitable 401(k) clients with plan account values of up to $500k have access to Retirement Gateway for Small Business. The program offers packages of services—some of which are made available through partnerships with unaffiliated third-party providers—to help ease demands on plan administrators and improve participant outcomes. They include: 3(16) Administrative Fiduciary: Significantly relieves the fiduciary burdens of running a 401(k) for plan administrators. 3(38) Investment Fiduciary: Provides professional assistance with investment management tasks. Automatic Enrollment: Reduces the amount of time employees spend on the enrollment process, which can lead to greater participation and increased savings rates. Stadion Managed Accounts as the QDIA: Reduces the complexity of selecting investments by automatically investing participants in a personalized portfolio. 360 Payroll Integration: Reduces the amount of time and effort spent managing census and payroll files. “Small business owners are focused on operating their organizations. That’s why it’s important to take the guess work out of choosing the right retirement plan design that can help them achieve the best participant outcomes,Predefined packages help advisors reduce the administrative burden and time spent selecting a plan, point their clients to the right amount of fiduciary coverage based on their specific needs, and streamline the overall onboarding process.” Jay Zickerman, head of Product Innovation and Implementation for Equitable’s Group Retirement business Another goal of the program is to help cut the time spent on getting plans up and running by quickly connecting advisors to a third-party administrator (TPA), who can assist with plan design, implementation and ongoing administration. Compass Retirement Consulting Group, Inc., a retirement plan consulting firm, will serve as the plan’s TPA and 3(16) administrative fiduciary for the Retirement Gateway for Small Business program. Equitable’s Group Retirement business offers tax-deferred investment and retirement solutions for employer-sponsored plans and consists of small-to-medium size businesses, educators and other public sector employees. The business serves more than 1 million clients with $45 billion in account value and assets under administration as of 6/30/2022. About Equitable Equitable, a principal franchise of Equitable Holdings, Inc. (NYSE: EQH) has been one of America’s leading financial services providers since 1859. With the mission to help clients secure their financial well-being, Equitable provides advice, protection and retirement strategies to individuals, families and small businesses. Equitable has more than 8,000 employees and Equitable Advisors financial professionals and serves 2.8 million clients across the country. A Retirement Gateway® annuity contract or any state variation thereof is a group flexible premium combination fixed and variable deferred annuity issued by Equitable Financial Life Insurance Company (Equitable Financial), NY, NY. Co-distributed by affiliates Equitable Advisors, LLC (member FINRA, SIPC) (Equitable Financial Advisors in MI & TN) and Equitable Distributors, LLC. Equitable Financial, Equitable Advisors and Equitable Distributors do not provide legal or tax advice and are not affiliated with Stadion or Compass Retirement Consulting Group, Inc. Guarantees are based on the claims-paying ability of Equitable Financial Life Insurance Company.

Read More

SMALL BUSINESS ADVICE

Capital on Tap Virtual Cards Release to Provide Instant Access to Small Business Funding

Capital on Tap | September 28, 2022

Capital on Tap, a global FinTech providing access to an all-in-one small business credit card and spend management platform, introduced virtual cards as part of their mission to help small business owners run their businesses faster, simpler, and more efficiently.The virtual cards will be available immediately for the majority of approved applicants. Most applicants receive a credit decision within 24 hours, meaning approved cardholders will be able to make purchases on their Capital on Tap Business Credit Cards, issued by WebBank, within just one day of submitting their application. "For busy small business owners, the virtual card is a true game changer,David Luck,Having immediate access to funds is critical for success in this challenging business climate that often requires quick decisions and multiple strategic pivots." Co-Founder and CEO of Capital on Tap Virtual cards can be added to Google and Apple Pay accounts so cardholders can immediately make purchases in person or online. Small businesses also benefit from an added layer of security with virtual cards. Cardholders can replace them in real time, so if the account information is compromised or even if a cardholder makes a purchase from a vendor, they just don't feel completely confident in they have the option to void that card for all future purchases and instantly generate a new one. With no lag time between the cancellation of the card and the receipt of the new one, cardholders will never be without access to funds. Of course, all security features of the physical Capital on Tap Business Credit Card also apply to virtual cards. Account holders can also set spend limits on their virtual cards. This is useful for business owners who want to issue a virtual card for single use, such as travel or a large purchase. While account holders are currently limited to one virtual card per account, the option to generate multiple cards simultaneously will be available later this year, allowing cardholders to issue virtual cards to individual employees, and even designate separate virtual cards for different categories of business spend. About Capital on Tap Capital on Tap makes it easy for small businesses to manage their business spending, access funding, and earn best-in-class rewards. More than 200,000 small businesses have spent $5 billion on their Capital on Tap Business Credit Cards across the US and UK.

Read More

SMALL BUSINESS ADVICE

Simply Business Partners with biBERK to Offer Workers' Compensation Coverage to Small Business Customers

Simply Business, LLC | September 27, 2022

Simply Business, LLC., a Boston-based digital insurance agency focused on small businesses, today announced the launch of a partnership with biBERK Business Insurance, a Berkshire Hathaway company, to offer workers' compensation products online to small business owners in the United States.Through this new partnership, small business owners can receive a biBERK workers' compensation quote through the Simply Business website. They also have the option to digitally bind policies and speak to a licensed insurance agent to ensure that the coverage they've selected best meets the needs of their business. "We're committed to helping small businesses grow by providing specially tailored insurance solutions, and this new partnership makes it easier for our customers to get exactly what they need,With the help of biBERK, we're able to provide more comprehensive coverage to entrepreneurs across the country." David Summers, Group CEO of Simply Business This offering is currently available to small business owners in Washington D.C. and all 46 states where private carriers are eligible to operate. About Simply Business Simply Business is changing the way small business owners find business insurance by offering customers tailored insurance coverage online. The company began in the United Kingdom and expanded to the United States in 2017, naming Boston home. With over 850,000 customers globally, Simply Business has become a leader in the space through its commitment to a customer-first model, focusing heavily on simplicity, choice and value. biBERK biBERK is a small business insurance company that's part of the Berkshire Hathaway Insurance Group. All of Company's major insurance subsidiaries are rated A++ by A M Best Company with millions of customers and over 75 years of insurance experience.

Read More

SMALL BUSINESS ADVICE

Equitable Launches New Turnkey 401(k) Program for Small Businesses

Equitable | September 26, 2022

Equitable, a leading financial services organization and principal franchise of Equitable Holdings, Inc., today announced the launch of a new 401(k) program for small businesses, including those with startup plans and plans with account values up to $500kThe new program, Retirement Gateway for Small Business, will serve a growing need in the underserved micro 401(k) market to create a simplified onboarding and administrative experience for plan sponsors and financial advisors from initial consultation to implementation. We anticipate the enhanced tax credits for small businesses establishing retirement plans included in the SECURE Act 2.0 proposal will help grow the micro 401(k) market over time,” said Keith Namiot, Chief Operating Officer of Group Retirement at Equitable. “We have aligned our new program with where the market is expected to grow, and we are excited to help plan sponsors and advisors overcome the administrative barriers associated with setting up 401(k) plans a hurdle that has historically deterred many small businesses from offering them. Retirement Gateway for Small Business is poised to capitalize on other proposed provisions of SECURE 2.0, like the automatic enrollment requirement for new plans created by businesses with 10 or more employees. The growth of state-mandated retirement plans is also driving the demand for this type of program. All new Equitable 401(k) clients with plan account values of up to $500k have access to Retirement Gateway for Small Business. The program offers packages of services—some of which are made available through partnerships with unaffiliated third-party providers—to help ease demands on plan administrators and improve participant outcomes. They include: 3(16) Administrative Fiduciary: Significantly relieves the fiduciary burdens of running a 401(k) for plan administrators. 3(38) Investment Fiduciary: Provides professional assistance with investment management tasks. Automatic Enrollment: Reduces the amount of time employees spend on the enrollment process, which can lead to greater participation and increased savings rates. Stadion Managed Accounts as the QDIA: Reduces the complexity of selecting investments by automatically investing participants in a personalized portfolio. 360 Payroll Integration: Reduces the amount of time and effort spent managing census and payroll files. “Small business owners are focused on operating their organizations. That’s why it’s important to take the guess work out of choosing the right retirement plan design that can help them achieve the best participant outcomes,Predefined packages help advisors reduce the administrative burden and time spent selecting a plan, point their clients to the right amount of fiduciary coverage based on their specific needs, and streamline the overall onboarding process.” Jay Zickerman, head of Product Innovation and Implementation for Equitable’s Group Retirement business Another goal of the program is to help cut the time spent on getting plans up and running by quickly connecting advisors to a third-party administrator (TPA), who can assist with plan design, implementation and ongoing administration. Compass Retirement Consulting Group, Inc., a retirement plan consulting firm, will serve as the plan’s TPA and 3(16) administrative fiduciary for the Retirement Gateway for Small Business program. Equitable’s Group Retirement business offers tax-deferred investment and retirement solutions for employer-sponsored plans and consists of small-to-medium size businesses, educators and other public sector employees. The business serves more than 1 million clients with $45 billion in account value and assets under administration as of 6/30/2022. About Equitable Equitable, a principal franchise of Equitable Holdings, Inc. (NYSE: EQH) has been one of America’s leading financial services providers since 1859. With the mission to help clients secure their financial well-being, Equitable provides advice, protection and retirement strategies to individuals, families and small businesses. Equitable has more than 8,000 employees and Equitable Advisors financial professionals and serves 2.8 million clients across the country. A Retirement Gateway® annuity contract or any state variation thereof is a group flexible premium combination fixed and variable deferred annuity issued by Equitable Financial Life Insurance Company (Equitable Financial), NY, NY. Co-distributed by affiliates Equitable Advisors, LLC (member FINRA, SIPC) (Equitable Financial Advisors in MI & TN) and Equitable Distributors, LLC. Equitable Financial, Equitable Advisors and Equitable Distributors do not provide legal or tax advice and are not affiliated with Stadion or Compass Retirement Consulting Group, Inc. Guarantees are based on the claims-paying ability of Equitable Financial Life Insurance Company.

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