MAIN INSIGHT 11
Wayne Gratton
VP DIGITAL, MARKETING
& BUSINESS DEVELOPMENT
What is one of the best ways for organisations to attract new buyers in the post-pandemic market?
In order to attract buyers, organisations need to be adding value. The pandemic accelerated digital marketing and customer engagement and expedited saturation in the market. Companies found this tactic as a way to contact buyers inexpensively. Now as a result, potential buyers are less willing to engage with organisations they don't recognize or have an existing relationship with.
We have to find a way of combining the digital and the personal experience and I believe this is gained by providing value to potential buyers. If you want to ask somebody for their time or to “do you a favour” you have to give something in return.
Can you share some strategies your organisation is using to improve customer acquisition?
The angle that we're finding most effective is to use data to strategically focus on specific companies and the appropriate people in those companies– rather than mass marketing with a lower engagement rate. One of the techniques we use is ‘find lookalikes' which is strategic in finding other people and organisations with a similar profile to our buyers. Following this strategy, we have seen a huge increase in responsiveness.
In order to gain additional information on organisations and structure the data so that we’re able to focus on the targeted organisations, we use internal data sources to identify buying patterns and changes in behaviour; then we enrich that data with external sources.
One of the techniques we use is ‘find lookalikes' which is strategic in finding other people and organisations with a similar profile to our buyers. Following this strategy, we have seen a huge increase in responsiveness.
Allowing the customer to choose the medium or find the appropriate technique to engage will ensure buyer satisfaction.
With the gradual merging of human engagement with digital channels, how can organisations align the two?
I think the key is to find the appropriate time and situation to apply each – you can still be personal while having a digital engagement, but available and willing to help via a personal conversation when required.
Allowing the customer to choose the medium or find the appropriate technique to engage will ensure buyer satisfaction.
The Nuvias Group is the fast-growing European next generation distributor with a broad range of innovative services and solutions designed to secure customer success and accelerate partner and vendor growth. In collaboration with leading technology suppliers, we specialise in providing security, agility and manageability for clients, networks and cloud technology solutions through an ecosystem of highly skilled channel partners.
