Registration provides staff numbers and complete management

The Data Scientists at Implisense are constantly working on preparing useful content on companies. The Plus version of Companies and Markets has been developed for users who need background information on a company. It requires free registration via Google and LinkedIn.

The benefits of your registration:

    1. Complete management – all board members, managing directors and authorised signatories
    2. Number of employees – the number of employees shown in the company’s annual financial statements.
    3. Complete technology profile – all technologies from the company website or from jobs.
    4. Company e-mail address – non-personal contact e-mail addresses from the company website

Plus version of Companies and Markets with free registration

In contrast to the general company profile, the Plus Profile contains more content intended for users who wish to obtain background information. This requires a free registration via Google or LinkedIn. Here you can register directly for a free Plus account.

Do you like the add-ons? Would you like more information? If so, please write an email to hello@implisense.com.

Marketing Automation – an introduction

Sit back and relax as a result of automated marketing? Unfortunately, it’s not quite as beautiful as that – but still offers a number of practical advantages. Marketing automation is not the replacement of marketing processes or even employees by software, but a valuable way to increase efficiency and success in marketing. Because the automation of certain standard processes gives you more time for conceptual and strategic considerations. And for direct contact with your customers and prospects. By taking less care of the practical delivery of messages to your target groups, you gain free resources that you can use to develop these precisely tailored messages. As a result, you achieve more conversion and closer customer relationships.

Marketing Automation supports you in various stages of the buying cycle:

Marketing Automation is not just sitting back

Lead Generation with Marketing Automation

While it is one of the simpler examples, it is still an indispensable form of marketing automation: websites and landing pages lead your prospects to a contact form. The prospective customer enters his data there and these are automatically imported into your CRM. This simple form of marketing automation is already a clear relief compared to a call where you would have to record this data manually or an e-mail from which you would still have to transfer it into the system. And most of us have long since integrated it into our daily workflow. Automation should become just as common for you in the following stages of the buying cycle.

Lead Organization with Marketing Automation

The qualification, segmentation, prioritization and updating of your leads is one of the critical points in your marketing that can be improved significantly through automation. The system automatically assigns leads to a specific list – by audience, trigger, purchase status, and any other segmentation criteria you have identified as important to your workflow. Of course, this requires an extensive set of data. These are automatically obtained from a third-party source – for example using the Implisense API – and the records for your contacts are enriched with comprehensive additional information. As a result, fine and qualified segmentation can be performed automatically. And it’s ongoing: New data, progress in the buying cycle, etc., influence the scoring of your leads and, if necessary, change to another list. This is a crucial component for the targeted delivery of personalized messages to your leads at any time.

Targeted contacting of leads with Marketing Automation

This fine segmentation of your leads is in turn the key to successful email marketing. After all, widely spread mails with corresponding general messages lead to a much lower degree of exhaustion than highly personalized mails that address your prospective customers with targeted messages. Exactly tailored to his current status in the buying cycle and the resulting needs. By knowing these, you will be able to answer the right questions at the right time – and thus significantly increase the probability of a successful deal. If your system registers that a lead is entering the next phase, it will automatically be addressed with the specially developed message.

Customer loyalty with Marketing Automation

In the same way that you accompany your leads through the purchase process, you also sustainably bind your existing customers to your company. And they have promising cross-selling and up-selling potential. Because the automated monitoring of your contacts does not end with the purchase. Let yourself be informed automatically about current trigger events and use your knowledge for an equally targeted and personalized approach. Whether it is the opening of a new location, a change in management or another event that increases your chances to expand your business relationship.

Introduction of Marketing Automation as a chance for process optimization

Successful marketing automation is therefore not the simple one-to-one automation of your existing processes. Instead, take the opportunity to critically review your marketing processes and adapt them to the requirements of modern, automated marketing. In this way, you not only benefit from the immediate efficiency advantages of your automation solution, but also from a leaner, resource-oriented process. And last but not least, more revenue thanks to increased conversion.

Data is essential for every Marketing Automation. Enrich your customer data directly in your CRM system – with the Implisense API. Further information can be found here. 

From generation X to Z: What characterizes them?

Communication with companies is also always first and foremost communication with people. At the other end of the line or table is always a person who can never completely free himself or herself from his or her own impressions and attitudes, imprints and personal goals as well as from his or her very own background of values. That is why it is also crucial in B2B marketing to understand what kind of person you are dealing with on the customer side. This is even more important when addressing potential specialists for your own company.

There are certain formative differences in values between the individual generations that cannot be ignored. Of course, these can never be completely generalized, but on average, studies repeatedly confirm certain patterns in the thinking and acting of certain birth cohorts. These differences are often based on changes in the living conditions under which these people grow up or have grown up. In addition, there are drastic events that can shape a generation. And last but not least, the constant changes are also based on the experience of the respective parent generation and the targeted differentiation from it.

What is the difference between the generations X, Y and Z?

Generation X: Pragmatic individualists

Generation X – also known as Generation Golf – refers to those born between 1956 and 1979. Their development was strongly influenced by the effects of the economic crisis as well as by a change in society due to a significantly increasing divorce rate. But also through the demarcation to the previous generation of baby boomers, who had mainly made work the centre of their lives. Generation X no longer sees working as an end in itself, but as a necessary means of achieving prosperity and – above all – personal freedom. In this respect, they are very well educated, ambitious and aspiring and are constantly looking for career opportunities. But above all in order to achieve their goal of the highest possible quality of life after work. The desire for advancement is reflected in a result-oriented individualism and a certain pragmatism – they prefer to work independently rather than in a team.

Generation Y: Team-oriented project workers

For Generation Y, the “millenials” born between 1980 and 1993, the search for meaning and self-realization in their working lives ranks significantly higher than for their predecessors. In return, they are also prepared to soften the boundaries between work and private life to a greater extent. For this first generation of digital natives, there is no longer work on the one hand, with which one makes one’s private life possible on the other, but both merge more strongly into one another and are supposed to be fulfilling in their own way. A give and take. The natural use of the Internet and growing up with the communication-oriented Web 2.0 have turned Generation Y into experienced networkers and team players – online and offline – as well as experienced multi-taskers. They are driven by the search for variety, which is reflected in a more pronounced tendency towards project work as well as involvement in private projects outside regular work.

Generation Y teamwork

Generation Z: Test-friendly networkers

Interestingly enough, with the beginning of the entry of those born between about 1994 and 2010, the boundaries between work and private life are becoming sharper again. Clearer distinctions are increasingly desired, the end of work should be the end of the day. Not least because Generation Z is once again looking for fulfilment in their private lives rather than at work. Above all in the maintenance of social contacts, which are constantly available in view of a digitization lived since early childhood. A demarcation between virtual and real contact maintenance hardly takes place any more. In private, but also in professional terms, the possibilities for this generation to shape their own lives are more diverse than ever before. However, this also entails a certain helplessness and decision-making difficulties. People like to try different things. These opportunities for development are a curse and a blessing for Generation Z, because they also lead to noticeable insecurity in the face of an uncertain future. Especially since they will probably not reach the prosperity of their parents’ generation.

Generation Z digital device

Thus, while some trends seem to continue linearly across different generations, in other respects – for example in the separation of work and private life – there is a reversal of earlier developments. In fact, each generation has its own set of requirements for business partners and employers. Understanding these is a big step in the search for the right approach towards your target group.

Generation Z Companies and MarketsTo find out which providers in the German market are dealing specifically with generations, please visit the free search platform Companies and Markets . 

By the way, there are not only common characteristics between individuals, but also between companies. Find companies with similar requirements in order to be able to tailor your approach as specifically as possible. At the touch of a button with Implisense Pro.

How to formulate a clear positioning for your pitch

There are certainly hundreds of different things to say about your product. But in many situations it is important that you can break it down into a short and clear statement that makes your offer immediately tangible for your target group. Because potential customers, applicants, investors and co. only invest the necessary time to deal with it in more detail if they are motivated by the first clear message. Finding a precise positioning for your pitch is a long and difficult process – but indispensable for your market success. Here are seven tips to help you get closer to this:

Tip 1: Simplify is not equal to trivialize

Reducing a complex product with many features and different application possibilities to a single short message causes many to worry about trivialising their offer and not doing justice to it. But it’s more about capturing its unifying core – and communicating it. To overcome this concern, keep in mind that this is not the only thing you say about your product. Rather, it is the message that motivates your target group to let you tell them more about it.

Target group in focus during positioning

Tip 2: Focus on the customer, not the product

The perspective is decisive for a functioning positioning message. Providers tend to describe their product based on its features. But these are only indirectly what your customers are interested in. You can reach them much better by highlighting the concrete advantages they gain from your product. So it is not your product from whose perspective you should formulate your positioning, but your target group.

Tip 3: You know more than your target group

A clear challenge in developing a positioning message that is as simple as possible is to put yourself in the position of knowledge and mindset of your target group. After all, you are extremely familiar with your product and the market, but your customer knows much less. Always helpful: Talk to representatives of your target group! You will quickly notice that they perceive your offer much more abstractly than you do. And that it may not be the features and benefits that first inspire your customers, that you consider to be the most groundbreaking. Get your target group where they are, so you don’t miss them.

Tip 4: Use a simple scheme for orientation

In order to ensure that your positioning satisfies certain information needs of your target group, you can orientate yourself on a simple scheme: To whom do you offer what with which special feature in which market environment? Or in detail:

  • Who is your core target group and what is the common characteristic or problem of your representatives?
  • What do you offer in concrete terms and what is their unique selling point?
  • In what market environment does your offer operate? Give your target group a frame of reference they know. So that they can classify you more easily there and your advantages come out positively in comparison with what is conventional.

We have already compiled a step-by-step guide for creating a target group profile for your B2B offer in this blog post.

Tip 5: Messages for customers, not for colleagues

Remember that it is not about impressing other experts with the most eloquent technical language possible. Rather, it’s about getting potential customers, who may never have been in contact with a product like yours, closer to it. Speak a language as simple as possible, close to the reality of your target audience.

Develop positioning in the team and test it on the customer

Tip 6: Work in a team and test your message

Do not develop your positioning alone, but together with your management team. It is important that you find a common language so that your message is communicated consistently to the outside world. Once you have found a message, test it on representatives of your target group and include this experience in the optimization of your positioning. Are you really understood exactly as you want it to be – reproducibly by different target group representatives? This is essential for finding your message.

Tip 7: Make your message your communication maxim

Once you have found a positioning that expresses your offer in a tangible, understandable and attractive way for your target group, make sure that it is the pivotal point of every communication measure and every contact between your target group and your brand. By communicating the same message to your target group at every touch point, you avoid inconsistent (and therefore less trustworthy) communication and anchor your message in their minds.

For advanced use: from positioning to slogan

If your positioning message is in place, you’ve already won a lot. You should be able to arouse the attention and interest of your target group. The supreme discipline is then to break down this still somewhat technical statement further into an emotional slogan. A classic example of this is Steve Jobs’ 5-word description of the introduction of the iPod: “1,000 songs in your pocket”. A very clear benefit for the customer, which everyone understands immediately and which, beyond the complex technology, meets the essence of this ingenious device from the customer’s point of view. If you succeed, you will reach your target group with just one sentence.

The development of a clear message for your positioning therefore requires that you not only understand your product in depth – but also your target group. This identification process can only succeed with the right preliminary work in this respect. The free search platform Companies and Markets offers a real relief in this respect.