Industry Knowledge for Decision-Makers

TradeBriefs inks partnership deals with 5 new partners, including eTailing India and Great Place to Work Institute

TradeBriefs produces industry-specific newsletters for professionals. Last year, it introduced a partner model where opt-in members/prospects of companies and associations could take advantage of TradeBriefs’ content and technology expertise to create custom daily newsletters for their members. The first partner to sign up was Retailers Association of India. This was followed by Internet and Mobile Association of India (IAMAI).
Following this, TradeBriefs has rolled this model out to several new partners, including eTailing India (eCommerce) and Great Place to Work Institute (HR). “Each newsletter is carefully curated by an editor who understands the space,” says Sree Vijaykumar, Managing Director, TradeBriefs. This helps corporate decision-makers and professionals stay knowledgeable about their industry in just a few minutes a day.
Ashish Jhalani of eTailing India agrees. “TradeBriefs is a valuable partner for eTailing India. The daily briefs powered by them are something the entire industry looks forward to every day.We havereceived tremendous branding and leads for our events through this channel, as more and more industry professionals opt in to stay informed and knowledgeable.”
Here are TradeBriefs’s current partners. 

DMAI Great Place to work IAMAI
RAI ASSOCOM eTailing
Young Biz Times Webvriksha CIM Global
Franchise association of india Select R and D Creativity

How Native Advertising helped Gartner double its lead count in 30 days

It started with Minaz Adenwala, Marketing Manager – Gartner (and a TradeBriefs Software subscriber), thinking about ways to attract new audiences to Gartner’s events in India. There are 2 role based summits in Mumbai and a Symposium/ITxpo conference in Goa that Gartner conducts in India every year. “The TradeBriefs Software audience seemed like a good fit, so we started with a partnership where we offered them branding at our event in return for promotional e-mailers to their audience,” says Minaz. “However, we soon realized that a deeper relationship was in order, to really take advantage of the audience engagement that TradeBriefs has.”

The result was a native advertising campaign within TradeBriefs newsletters. Readers were segmented to include CEOs, CIOs and the next level of reports.They were further segmented into 2 groups – top of the funnel and bottom of the funnel.

Top of the funnel

The top of the funnel folks were those who had heard of Gartner but had never really engaged with the brand. The way to get them into the Gartner funnel was by providing them access to exclusive content that added value to their job roles. The objective was educating them about Gartner. Once they saw value in the content, they were more likely to respond to offers to attend Gartner events (fyi – The annual Goa conference is priced at at Rs 73,650 plus taxes). Below is a screenshot of the content included in the newsletter followed by the lead capture form, most of which gets pre-populated since readers have submitted their profile information to TradeBriefs before.

Bottom of the funnel

The bottom of the funnel folks are already convinced about the brand, but needed more information about the specific event, pricing, etc. Here the approach was to gather their inputs on specific areas in IT (BI, ERP, Cloud, etc) that were of interest to them and create a custom agenda from the event and send it to them. Note that there are 9 parallel tracks going on at the Gartner annual conference at any given point in time, so it’s physically impossible to attend all sessions. Readers appreciate the customization and are more likely to actually attend once they see the specific value to them. This was enabled through native advertising again, but with a more direct approach. Below is a screenshot of the content in the newsletter followed by the custom lead capture form, which captured the reader’s preferences.


In either case, Gartner sales team members were told to educate these prospects about Gartner events, the speakers, the analysts and the whole package, through a series of emails, followed by phone calls to the more likely prospects. The native advertising within the daily email newsletters delivered several hundred leads, mostly CIOs and direct reports. We’ve analyzed why this campaign worked vs some other approaches and here are our conclusions.

  1. Native advertising is less intrusive than direct email marketing, which although more effective in the short term, cannot be used too frequently. Native advertising on the other hand can be used daily, since the ad content is interspersed with news and jobs content that the reader finds direct value in.
  2. Targeting and context are important. Native advertising content cannot be too removed from the rest of the content as the reader is in a certain frame of mind and is reading your publication with a certain purpose. For TradeBriefs, it’s typically B2B advertising that works well.
  3. Understanding of the funnel is important. Like with any form of advertising, some readers will be exposed to the brand being advertised for the first time, others would be closer to making a purchase decision. As long as marketers understand how to handle these different types of leads, it’s fine. Top of the funnel folks need more education and hand-holding. Bottom of the funnel folks need specifics and perhaps an offer to convert quickly. So, don’t waste time educating bottom of the funnel folks or giving offers to top of the funnel folks.

 

How Tradebriefs delivered 100+ leads to Intuit India through re-targeting

Preface
Intuit India is a fully owned subsidiary of Intuit Inc. USA. Located in the southern city of Bangalore (also known as the Silicon Valley of India), the India office was started in April 2005. Currently it has around more than 500 employees. It is one of the two development centers of Intuit outside the USA, along with Intuit Canada.

The Problem Statement
Intuit India was looking to generate qualified leads for Intuit QuickBooks, a flagship offering targeted at SMEs across industry segments. The offering had to be positioned as a cost effective, easy to use, convenient product that can make their life easy as far as accounting hassles are concerned with zero paperwork. Since the pricing is reasonable for the SME segment, the challenge was to push the message as hard & fast as possible to ensure maximum conversions

The TradeBriefs Approach
Since the challenge here was to make sure that the target audience for this exercise needed to be targeted continuously to become trial customers, we recommended the following approach

  1. Messaging – The core of what Intuit QuickBooks is ‘ease of use’. So the communication had to something that re-assures a business owner that all their accounting processes can be simplified using QuickBooks. We brainstormed with Kenscio, our digital agency partner and came up with the following topics for the campaigns. These subject lines struck a chord with the prospect and made them curious to know more
    1. ‘As a business owner, you wear many hats’ – Reflects ‘Ease of use’ & multitasking
    2. ‘Taking business decisions would be easier if…’ – Using an open ended statement to increase open rates
    3. ‘4 reasons why you should try QuickBooks’ – Highlight compelling reasons to try the product
  2. Free trials – QuickBooks being a SaaS product, it had a free trial option for businesses to try it out before paying up. This made the conversion easier as the prospect is comfortable trying out the offering before buying
  3. Re-targeting – During the first campaign to the SME audience, we observed an open rate of close to 18%. The ones who opened the campaign were exposed to the second campaign that had a special offer only for Tradebriefs subscribers (link). This further expedited the prospects buying decision making process and resulted in higher trial signups and subsequent paid signups

 
Tangible Outcomes of the Campaign

  1. The overall campaign delivered 100+ leads to Intuit India through the various channels viz email marketing, re-targeting & banners
  2. Intuit India was able to identify prospects based on trial signups and passed them on to their sales team which would then focus on the right leads to maximize chances of conversion

How TradeBriefs delivered 75+ leads to Adobe India through content marketing

Preface
Adobe Systems Incorporated is an American multinational computer software company head quartered in San Jose, California, United States. The company has historically focused upon the creation of multimedia and creativity software products, with a more-recent foray towards rich Internet application software development. It is best known for the Portable Document Format (PDF) and Adobe Creative Suite, later Adobe Creative Cloud.

The Problem Statement
Adobe India was looking to generate qualified leads for Adobe analytics, a flagship offering targeted at CIOs of large organizations across sectors. The peculiarity of the case is that CIOs in India had cross functional dependencies on CMOs & other business heads. The offering had to be positioned in a way that’s appealing to all decision makers including the CIOs through continuous & engaging content converting them to actionable leads

The TradeBriefs Approach
Since the challenge here was to make sure that the target audience for this exercise needed to be educated more on the field before actually become hot leads, we recommended the following approach

  1. Education – Adobe U.S hosted a webinar for CIOs in March 2014 which had sessions on how to benchmark analytics with world’s most successful businesses. People who had clicked through the emailer landed on a page which had a form to be filled before accessing the video. It also had an option where a prospect could actually request for a demo from the sales team
  2. Innovative subject lines – Every CIO today would be worried about how his/her company stacks up in comparison to peers & how they can gather more insights from raw data. So we used ‘See how your business stacks up’ & ‘The road to top is paved with data’ as catchy subject lines for our communication. This acted as a strong factor to make prospects curious enough to know more
  3. Content marketing – Another key point Adobe India wanted to drive is to educate prospects on how the CMO-CIO divide can be bridged. A Forrester research report was identified and was used as a content bait to evoke interest levels among prospects. Prospects were made to fill up a form before getting access to the report. This also drove leads in Adobe India’s way


Tangible Outcomes of the Campaign

  1. The overall campaign delivered 75+ leads to Adobe India through the various channels viz content marketing, webinar & direct EDMs
  2.  Adobe India was able to identify prospects based on BANT(Budget, Authority, Need &amp Timeline) and rank leads accordingly so that their sales team would focus on the right leads to maximize chances of conversion

6 content marketing sins businesses must avoid

In the world of content marketing, the winner is determined not by how much content they share, but through how effective, relevant & insightful they content is. Though the effectiveness of content marketing varies from one customer segment/industry type to another, here are 6 cardinal sins one must avoid at any cost

1. Not timing your newsletters

Sending out newsletters is not always a good thing to do. Especially when you have a large distribution list and your content dissipation frequency is chaotic, be assured that your prospects would be least interested in what you send. Also, the gap between content consumption has to be optimal, i.e. no going overboard on content as well too less content.

2. Mixing up messages

Be clear. You want your content led newsletters to work for a specific purpose. Mixing educational content with sales related content may not go well with most of your prospects. You may use tools to visualize a customer journey and ensure that each segment gets only what’s relevant to it

3. Not knowing when to ‘prompt’

There would come a time when you would be convinced that your prospects have warmed up to the idea of considering purchase of your product/service. Through consumption behaviour, sort out those prospects who score high on engagement metrics. Send out dedicated messages ONLY to them. Keep optimizing this list over a period of time and you would have a ready list of qualified leads built steadily over a time period

4. Judging your campaign too soon

Content marketing has a typical long tail behaviour. There would be prospects who may have specific needs and form a ‘niche’ among your prospects. Identify and segment them accordingly. Create content for your long tail of prospects. They might turn out to be your most loyal customers one day. Content marketing doesn’t work well in the short term. You require multiple levels of refinement to be able to make it work. Don’t lose hope

5. Not listening to social conversations

How does one arrive at an average prospects’ need? Listening to conversations is key to do this. Track your users on the web. See what they talk about you and your industry. Find out what they’re interested in. Refine your content around trends that affect your average customer faces on a daily basis.

6. Not keeping up with trends

We like our food fresh. Prospects apply the same to content. Your prospect may be looking out for something on a topic and if your content is well optimized to match the need, you have a better chance to convert them to leads. Enriching one’s knowledge is an inherent human need. Be well placed to capitalize on that

Looking for content marketing experts? Talk to us at Tradebriefs. We’ll chalk out a content strategy and make it work for you . Do get in touch with us at sree@tradebriefs.com or call +91 9930577889

4 reasons why content curation is better than content creation

Wikipedia defines content curation as

“Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.”

In an era where there is no dearth of content, marketers are wondering if they should invest in new content at all. The web is full of blogs/sites with insightful content ranging from what cars to buy to best hotels to stay to awesome things to do around the world. Sites like Scoopwhoop, storypick & Buzzfeed thrive on virality of content to drive more traffic and in turn, ad dollars. With content available in abundance, here are 5 compelling reasons why marketers should look at curation instead of writing fresh content

1. Curation identifies content that’s hot and ‘sells’

In what is known as ‘collaborative filtering’, marketers can actually pick up content that’s actually got eyeballs glued on the web. Your clients are always on the lookout for something interesting and if you could get it to them before your competitors do, you stand a better chance at gaining better mindshare

2. Its cheap, and it works

Since content has already been generated by a third party, you don’t run the risk of spending money on creating it. At the best, you might have to invest in an editor who could do the work for you. Curation also involves summarizing full articles into small paragraphs that convey the gist of the whole content. Most of your prospects don’t have the time to read though every article and enrich their knowledge. Give them in a nice newsletter and see how they’ll love it

3. Buffet vs a la carte

Curation allows you to pick small portions of good, insightful content from the web and serve it to you on a platter. You can choose the ones you want and ignore the ones you don’t want. This in turn would tell you what your customers want and can help you design the buffet better

4. No copyright issues

One thing marketers fear today is the threat of getting sued by publishers for copying content without permission. But curation doesn’t copy content in whole. They would summarize the gist and link the piece to the original source. This way, the publisher would get back links and more traffic. Show me one publisher who doesn’t want heavy traffic on their site

Tradebriefs does it for you. Ask us!

We at Tradebriefs pride ourselves in the work we have been doing in the content curation space in the last 5 years. With daily curated insights from 1000′s of publishing sources, we ensure that we don’t miss out on crucial happenings across 9 industry sectors daily. With 7,50,000 + happy subscribers and 5+ industry associations tied up with us, we have raised the bar continuously in bettering ourselves.

We at Tradebriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. Do get in touch with us at sree@tradebriefs.com or call +91 9930577889 for your content curation /content marketing needs and we’ll get back to you!

Why email is the right medium for content marketing?

To quote a recent article from Forbes

“A recent study by predictive analytics firm Custora discovered that customer acquisition via email has quadrupled in the last four years and now accounts for almost 7 percent of customer acquisitions. Too many people are chasing the new thing instead of investing in the thing that really works, which is email. Email is more important than ever, not less. And those who leverage email most effectively will be the big winners.”

We live in an increasingly interconnected world. Social media has boomed in the past decade. What was seen as unimaginable a decade ago is manifesting itself through companies like Facebook & Twitter that have scaled Billion $ valuations through the power of social.

Despite the entire hullabaloo around social, there is this silent, strong & smart player that has quietly carved a niche and has been the most successful medium to generate ROI. You guessed it right. Its Email. From being the first mode of electronic communication in the 1970’s to the most sophisticated and scientific way of connecting two individuals today, email has come a long way

We at Tradebriefs eat, live & breathe email every day. It’s the core of what we do and how we have generated ROI for our clients.

For any marketing campaign to succeed, content is critical. The content could be pictorial, literary, humourous, controversial or even satirical. What aids in the success if content is the mode of delivery.

From our experience, here are some points why we think email is the best suited medium for content delivery & marketing

Context

Any marketing effort needs a warm-up exercise. Context does exactly that for your brand. It builds the initial rapport and gets the prospects hooked on to your brand and wanting to know more. With our inboxes flooded everyday with spam messages urging us to ‘BUY NOW’, context setting can be done with a subtle subject line & a desirable body (pun, of course intended!). Fro eg, if the prospect is from Mumbai and is in the financial sector, an email that talks about financial trends of the past quarter could be a good context setter. Though the brand would take a backseat here, the prospect is warming up to the fact that good content is available for consumption

Behavior

Email is one of the digital mediums where user behavior can be tracked over a period of time. Opens, clicks & forwards can be easily tracked and reported to the brand owner. The brand owner in turn can push relevant messages to keep the conversation going

Remember the golden rule – ‘Conversations get you business, not ‘in the face’ marketing’

Call to action – To have or not to have?

Most spam emailers we receive have a glaring ‘buy now’ button that would mostly put us off that we end up deleting the email. Its not a bad decision not to have a CTA. By this, we are reassuring the user that we aren’t just interested in selling something to you. Mind you, this can do wonders to your brand perception

To conclude, content marketing in itself is not a magic wand to increase ROI. Content & Email marketing go hand in hand. It has the ability to convert your interactions from ‘conversion driven’ to ‘conversation driven’. It has the power to make your users want more of you(again, pun intended!). Sale would happen at a later point in time. Don’t worry about it

An email from you may not end up in a sale. But its good to keep your users hungry for more, isnt it?

We at Tradebriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. Would love to hear from you!

Content marketing case study– GA software technologies

Preface

Tradebriefs is India’s largest B2B email publication with over 8 lakh subscribers across 9 industry verticals. We have associations like ETailing, FAI. RAI tying up with us to provide free content to their subscriber base. We strongly believe that content could solve a marketer’s problem of lead generation through inorganic means.

Its an increasingly competitive world where opportunities slip out of businesses at the bat of an eyelid. With organizations going gung ho on new media, its very critical to be prudent and brands must always be on the lookout so that they don’t miss out on lead generation opportunities

The case

GA software is an I.T company based out of Bangalore, India with offices worldwide. They have a fully functional BPO unit in rural India which generates employment for the rural masses through outsourced projects. Tradebriefs was hired to work on a plan to generate more leads for their BPO offering through content

The approach

We brainstormed for a significant duration on the approach. Many ideas cropped up like

  • 1. Why not an emailer campaign?
  • 2. Why not emailer campaigns with ‘drips’?
  • 3. Why not a banner to improve viewer retention?
  • 4. Why not advertorial to do soft selling?

Why not content marketing?

After long hours of deliberation, we zeroed in on content marketing as the approach to this case. We haven’t tried out content marketing as a full fledged exercise before so we weren’t even sure if this would work!

The groundwork

Following is the ground work we did before we actually went ahead with this exercise

  • 1. Picked up a relevant report. In this case, we shortlisted ‘Achieving high performance in BPO’- an exclusive report by Accenture
  • 2. We chose the report for its relevance, branding (Accenture), recency & interesting content
  • 3. We created a custom lead collection page(well, for the sake of simplicity, lets call it mini landing page) hosted at Tradebriefs’ end
  • 4. We carefully crafted the messaging and ensured that all relevant details are captured
  • 5. We also made sure that the subscriber was well informed about the fact that his/her details would be passed on to the advertiser

The actual page

This is how the page actually looked like

Ga-soft Lead collection page

The results

The client (GA soft) got an overwhelming response for this campaign. A total of 96 leads were generated. As per the feedback we have from the client, the leads were of good quality and their sales team is pursuing. Well, that put a big smile on our face as well.


We at Tradebriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. Please do get in touch if you wish to power your lead generation efforts through content! Happy to help

“Are you an email list owner? Ask us how to nurture them through content and generate more leads”

Email, by and large is the seen as the most traditional and the most effective medium in digital marketing. Studies show that email generates more ROI than any other form of digital marketing. Most B2B companies rely on emails to generate, nurture & close leads through emailers. Email lists are seen as precious assets to have if you are in a B2B selling organization. Though B2B businesses have traditionally steered clear of other forms of digital marketing, there are signs to show that they are gravitating towards email.

As a part of their expansion strategies, most B2B firms build a database of prospects through various sources. The sources could be trade shows, existing customers, customer references, offline campaigns, industry bodies etc.

For the sake of simplicity, lets call them an ‘email list’, or to make it shorter, just a ‘list’.

So you have done all the effort to procure and maintain a list. What next?

Shall I send out emailers to them right away?

Shall I spam the hell out of them about my products and services?

Shall I care least about their preferences and send them all the content I have?

Above are 3 mistakes most brands commit. If generating leads was such an easy exercise, all of us would have been making millions, wouldn’t we? Sadly enough, we aren’t!

If you want maximum utilization of your list with minimal collateral damage in forms of unsubscription, here is a 4 step process you should follow

1. Segment the list – Not all lists are homogeneous. The members of a list are from different sources, are of different designations, business functions and geographies. Create separate sub-lists from the master list. This can help you in 2 ways

a. Know which list is most profitable for you

b. Know which content to send

2. Create an email newsletter – This is the most critical step in the process. Its most likely that the master list is a prospective consumer of your products & services that belong to a particular domain. Get our content experts to strategize which industry newsletter would work for the list. Also, make sure that your branding is prominent. Here are the advantages of newsletters

a. You keep your list engaged through content that’s fresh and relevant to them

b. You ensure brand recall as your prospects see your branding everyday

c. You keep your prospects smart, thereby increasing your brand equity

3. Profile them continuously – Relevant information about your list is very critical to lead generation. Once your prospects in the list are comfortable with the newsletter (How do you get to know that? Ask us), create catchment areas for your list to update their profile on a regular interval. Shower them with incentives like exclusive reports in exchange of profile information. By this process,

a. You know which of your prospects are interested and which aren’t

b. You know which ones are eager to know more about you

c. You know which are accepting to be contacted by you

4. Send out targeted campaigns – The last stage would be to segment the list again based on behaviour and lead scoring. The leads that showed maximum engagement would make it to the high priority list and other would go down the priority. The idea is to ensure that the hot leads are pursued first. Plan your campaigns in such a way that you create a ‘drip’ to progressively score your prospects. Once your prospects reach a threshold score, send them a sales email and ask them for an appointment. This way, you can not only identify the right people to talk to, but also know that they have consumed enough content so that your sales person need not have to give the pitch from level zero.

We at TradeBriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. If you’re a list owner, do get in touch with us. Would love to hear from you!

About the author
Salar Mohamed Bijili
Contributing editor
www.indiadigitalbrief.com