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Article | December 16, 2021
As content creators continue to influence brand and product discovery, Pinterest has partnered with Rakuten Advertising on new ways to monetize the platform.
On July 27th, Pinterest launched shoppable Idea Pins to allow creators to earn commissions through affiliate programs across networks including Rakuten Advertising and ShopStyle Collective. This partnership creates seamless opportunities for brands to reach, engage and convert consumers throughout their entire shopping journey.
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Article | August 10, 2021
Geo targeting is the most under-utilised targeting element available to marketers today, giving a huge opportunity to brands that invest time and money in smarter geo targeting. Most advertising platforms now allow for detailed geo targeting – often down to a zip code/postcode or even to GPS coordinates. Yet it is amazing how few advertisers are consciously investing effort in this area. Audience targeting/ retargeting (via cookies) has dominated online display advertising and is now under threat from legislation and the end of third party cookies. Targeting in search and demographic targeting in logged in social networks attract huge spends. With the end of cookies it has been contextual targeting getting the most attention. This has relegated geo targeting down the list in terms of investment and understanding. This is a mistake as in fact it has many benefits, and to succeed advertisers need to understand how it impacts their business.
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Article | May 21, 2021
With the rise of sales innovation, discover the sales acceleration trends that will set businesses apart in 2024 digital marketplace and learn how the advanced systems revolutionize sales strategies.
Contents
1. Introduction
2. Sales Acceleration Trends for Veterans in 2024 (top 10 of these)
2.1. Projecting Market Insights and Growth
2.2. Prioritizing Automation in 2024
2.3. Adopting Sales Acceleration Software
2.4. Assessing Impact of COVID-19 on Market
2.5. Increasing Significance of Sales Engagement
2.6. Integrating Sales Technology with CRM Systems
2.7. Focusing on Virtual Selling, from In-Person to Hybrid
2.8. Implementing Influencer Marketing Strategies
2.9. Art of Selling in Personalized Servicing
2.10. Extensive Videos for Better Sales
3. Summing Up
1. Introduction
Currently, sales acceleration is heavily influenced by digital transformation. Businesses are leveraging technologies for predictive analytics and automating routine tasks to free up sales representatives for more strategic activities. Social selling has also become a staple, a trend accelerated by the global shift towards remote work, making video conferencing and digital presentations, the key-sales-process components.
Looking forward, IMARC Group expects the sales acceleration market to reach US$ 386.3 Billion by 2032, exhibiting a growth rate of 14.8% during 2024-2032.
In the growing industry of sales and customer engagement, the integration of novel technologies and innovative strategies has become paramount for businesses seeking to accelerate their sales processes and achieve a competitive advantage over other businesses. Emerging trends such as AI, machine learning, advanced customer relationship management systems, and automation tools are revolutionizing how sales teams interact with prospects, streamline operations, and close deals more efficiently. Also, the adoption of social selling, virtual selling techniques, and sales enablement platforms further enhances the ability of sales professionals to engage with customers in a more personalized and effective manner. Learn more about the sales acceleration trends and innovations in 2024 in the sales acceleration guide below.
2. Sales Acceleration Trends for Veterans in 2024
The sales acceleration industry is poised to witness significant growth in the coming year, driven by a renewed focus on customer experience and the adoption of data-driven sales strategies. Below are the top 10 trends, with their market insights, for businesses to follow and strategies to increase revenue with high returns of ROI:
2.1. Projecting Market Insights and Growth
Factors in sales acceleration market share, including market drivers and constraints, such as technological advancements and consumer behavior shifts, also affect the impact on the market. The use of segmentation analysis to pinpoint high-growth areas and applying forecasting models like linear projections or ARIMA is beneficial for future sales predictions. Leveraging advanced analytics and feedback from sales and customer interactions can enhance the accuracy of growth forecasts, helping to identify investment and expansion opportunities in rapidly evolving markets.
Not too many executives (except the top probable 2%) have the dedication to constantly read up and stay aware of what’s happening on the outside.
This signals a remarkable opportunity for veterans in the industry to capitalize on the expansion and lead in shaping the trajectory of the sector.
2.2. Prioritizing Automation in 2024
Automation has become non-negotiable in today's sale acceleration toolkit, and in 2024, the focus will turn to generative AI and large language models (LLMs) for enhanced sales and further enhancements. Intelligent solutions that automate mundane tasks, predict buyer intent and provide personalized recommendations will not only streamline processes but revolutionize the customer sales experience. Additionally, automation can help businesses automate redundant tasks like data entry and lead qualification, which instantly frees up sales teams to help them focus on more strategic tasks.
Around 40% of sales tasks can be performed by AI and automation.
2.3. Adopting Sales Acceleration Software
The adaptation of advanced sales acceleration software is crucial for a competitive edge. From platforms that optimize sales funnels to those that integrate seamlessly with customer relationship management systems, choosing the right software is a strategic decision that can significantly boost sales productivity and efficiency. The sales acceleration tools for 2024 promise a better future for accelerated sales.
In the post COVID-19 period, 8 out of 10 decision makers say that omnichannel is now as or more effective than traditional channels.
2.4. Assessing Impact of COVID-19 on Market
COVID-19 has irreversibly changed the way sales professionals approach their business. The inflection point of the pandemic accelerated the digital transformation that had been brewing in the sales industry for many years. Now that in-person selling is becoming more viable, the dynamics of sales interactions have transformed, with a lasting impact on customer expectations and engagement. Also, the COVID-19 impact on sales acceleration has led to better and efficient adoption of omnichannel sales and social selling.
In the post COVID-19 period, 8 out of 10 decision makers say that omnichannel is now as or more effective than traditional channels.
2.5. Increasing Significance of Sales Engagement
Engagement, perhaps more than any other factor, is the salient difference between a stagnant sale and a conversion. The focus on fostering genuine engagement is becoming paramount. Whether it's through personalized messaging, proactive communication, or creative digital outreach, the sales force must seek avenues to captivate their audience.
67% of buyers agree that business data can and should be used to better engage buyers.
2.6. Integrating Sales Technology with CRM Systems
Integrating sales technology with Customer Relationship Management systems is a significant move in sales acceleration, enhancing efficiency and effectiveness throughout the sales process. By synchronizing data across platforms, sales representatives gain real-time access to customer information, purchase history, and communication logs, ensuring a cohesive and customized approach to sales.
Between 2024 and 2028, the number of businesses adopting a CRM tool is projected to climb by 12% annually.
This connectivity fosters better lead management, improves follow-up precision, and increases conversion rates, directly impacting revenue growth. Additionally, the integration offers valuable insights into customer behavior and sales performance, allowing for targeted marketing strategies and data-driven adjustments to sales tactics. The seamless integration of sales technologies with CRM is essential to offer a comprehensive view of customer interactions. By ensuring all touchpoints with the customer are recorded and analyzed cohesively, sales teams can gain insights that lead to more informed and effective sales strategies.
As per Forbes, 85% of CRM users expected an improved customer experience to be one of the best benefits of Sales CRM Software.
2.7. Focusing on Virtual Selling, from In-Person to Hybrid
The shift from in-person to virtual and hybrid selling models marks a transformative trend in sales acceleration, driven by the digital age's need for flexibility, efficiency, and scalability. The emergence of hybrid selling models combines the convenience of virtual engagement with the personal touch of in-person meetings tailored to customer preferences and the strategic value of face-to-face interactions. This approach enhances customer experience and enables sales teams to optimize their strategies using advanced technologies and immersive demonstrations.
It is predictedthat by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.
The shift toward virtual selling is not about replacing in-person interactions but creating a flexible hybrid model that caters to both remote and local customers. This requires a nuanced approach to newer technology and strategies in sales utilization1, communication strategies, and the sales process itself.
2.8. Implementing Influencer Marketing Strategies
Influencer marketing, once the domain of consumer goods, is finding its way into B2B advanced system sales strategies. This nuanced approach leverages thought leaders and prominent figures within an industry to influence the purchasing decisions of other businesses. By identifying and working with the right influencers, sales can be accelerated with greater credibility and in alignment with the customer’s trust network.
Brands are poised to significantly ramp up their use of highly targeted campaigns, along with a focus on niche influencers or nano-influencers.
2.9. Art of Selling in Personalized Servicing
The art of selling in a world inundated with digital advancements lies in personalized servicing. This is not just about knowing a customer’s details and purchase history but also about understanding their preferences and industry dynamics and offering tailored solutions that speak to their specific needs. This human-centric approach amidst a technologically enabled market highlights the importance of emotional intelligence and rapport-building in sales.
44% of sellers deploypersonalized web experiences
2.10. Extensive Videos for Better Sales
Video content has proven to be an effective sales tool, allowing for personalization, engagement, and product demonstration in a single medium. Extensive video libraries and live demonstrations facilitate a deeper connection with prospective buyers, particularly when complemented by the right analytics to track viewer interactions and preferences.
Videoconference connections are critical and are preferred over audio or phone calls by 3 out of 4 B2B buyers
3. Summing Up
Looking ahead, sales acceleration is to become even more personalized and data-driven. Digitalization will continue to evolve, offering even more nuanced insights into customer behavior and effective sales acceleration strategies. One can expect greater emphasis on data privacy and security, with businesses adopting advanced measures to protect customer information in compliance with global regulations.
The integration of AR and VR into the sales process is anticipated to grow, providing immersive experiences that can significantly enhance customer engagement and conversion rates. Blockchain technology might emerge as a tool for ensuring transparency and security in sales transactions, particularly in industries where trust and authenticity are critical.
Summarizing the sales acceleration trends and innovations in 2024, sales acceleration can no longer rely on traditional tactics to ensure success. It demands a forward-thinking approach that incorporates the latest technologies with a deep understanding of personalized customer service. For veterans in the field, the challenge is both to unlearn outdated practices and to lead by example, showcasing how to leverage the new trends to drive sales growth. As we stand on the brink of a new era, the sales force that embraces these changes with enthusiasm and adaptability will write the success story of sales acceleration in 2024 and beyond!
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Article | June 1, 2021
Nate Burke, CEO of Diginius, a London-based technology company, who specialise in digital marketing and ecommerce solutions, discusses the growth and exciting future prospects for video advertising, particularly for those seeking unique ways to promote products in a saturated online marketplace.
Over recent years, there has been increasing focus on the use of video in just about every marketing context. And as it would seem, all the events and shifts in the market that have occurred ever since have only played into the success of the audio visual format.
Take the coronavirus pandemic as a prime example. Lockdown restrictions and stay at home orders across the globe have catalysed our consumption of video content. For anyone sceptical of this statement, just take the sweeping influx of TikTok users, and consequently, development of Reels, Livestream services IGTV and Stories features across social media platforms.
These video-based formats often provide a more entertaining and engaging way to consume content. And at a time when we have been looking for just about any way to fill gaps while stuck at home, videos have offered moments of escapism and connectivity, despite people never being so physically far apart.
The video content we have consumed has varied from DIY tutorials for making face masks or home renovation projects, through to product reviews and demonstrations for items we would typically like to see in person and in store.
And although restrictions are beginning to ease and these in store experiences can resume, many consumers will have adjusted to the new way of doing things, particularly with regards to online shopping and decision making.
Therefore, no longer is it enough to simply enable the purchasing of your products through an online channel. Rather, brands need to be supporting every step of the customer journey through their digital offerings, including the awareness, research and post-purchase service stages.
And thanks to the continued development of online advertising tools, this is now more viable than ever. For example, the social media features mentioned previously can all be used for advertising purposes too. Whether it’s enticing brand videos posted to your own feed, or promoted via each platform’s advertising network, or even an influencer partnership, whereby a famous face shows your product in action, there are countless ways to get word of your product out there with video.
Similarly, YouTube ads have long been praised for being a cost-effective way to earn greater digital reach through better engagement and creativity. As the second largest search engine in the world in terms of number of searches, it’s easy to understand why video advertising on the platform is so beneficial.
But while it might be one of the largest, YouTube certainly isn’t the only worthwhile search engine to be advertising on. In more recent times, the sophistication of other search engines, including Google and Bing, have created a strong case for businesses to include video consideration in their SEM strategies too. For example, we’re probably all familiar with the increasing favourability and better integration of YouTube videos displaying on results pages. And although this is separate to PPC advertising, it does require considerable effort in terms of SEO in order for videos to rank.
However, more recently, and we suspect moving forward, there is room for the use of video in these traditional PPC search advertising platforms too. In fact, Bing is currently rolling out a video extension feature to its ad accounts, allowing advertisers to include a 6 - 120 second clip in their search ads. On desktop, a thumbnail for the video will be shown to the right of the copy, which when clicked, the video plays in an overlaying window. On mobile, the video simply plays in the frame with ad copy still visible below.
As well as helping to secure greater real estate space on the results page, these videos make ads more engaging and can even enable businesses to provide more information about the brand, product or service beyond what is permitted in the copy.
Therefore, for businesses looking to implement a strong video strategy, Bing can help you maximise the return on investment required to produce such pieces of content. As well as making use of video to improve PPC efforts, the search engine definitely appears to prioritise the format more than other platforms do. Just a quick search for big name brands, such as ASOS and Sainsbury’s, will show you just how easily the search engine integrates branded and user generated video content, when compared to the likes of Google.
Again, with videos that are appropriately optimised, there is great potential to increase the space taken up on the all important first page of results. As well as this, you can provide searchers in the awareness and research stages with greater information and a better brand experience through content in a more engaging format to increase the chances of a conversion.
In terms of PPC advertising, the use of video is at no greater expense to the business. Video clicks are charged at the same rate as call to actions or website click throughs, and like in the traditional form, only the initial click incurs a cost. Therefore, users can click to watch the video, and then press the button to call, enquire or visit your website, and despite having spent more time immersing themselves in your brand, there will be no additional price to pay.
Undeniably, video advertising is becoming increasingly intelligent, providing businesses with much more opportunity to showcase their products in an engaging way, which can help break through the white noise of the saturated online marketplace. But interestingly, I believe this is only the beginning of what is possible with the format, particularly when it comes to PPC in search.
As the retail world recovers from the disruption of the pandemic, and businesses really begin to home in their strategies to accommodate users’ new found preferences in the age of post-lockdown, the creative use of video will become an ever-growing key tactic in advertising.
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