5 Pune Tech Companies That Are Rocking Content and Social Media Marketing

B2B Social Media and Content Marketing

Content and Social Media Marketing have got a bad name. Despite what the statistics say, most B2B companies still tend to believe that these incredible marketing platforms work only for those companies or brands that have an exciting product or service or a huge following of Gen Xers or Millennials (think B2C). However, for every exciting Go-Pro, there is an IBM that is leveraging social platforms and channels to connect with their audience (exciting or not)! If you are one of those who believes that it’s only fun brands that can rock social media, here’s a little something to break those assumptions.

Qualitia

Qualitia offers a one-of-its-kind scriptless test automation platform that promises not to put the testers to test. Their clients span high-growth businesses to large enterprises with names like ZS, Nuance, Whirlpool, Deloitte to their credit.  You can find Qualitia focusing heavily on their content marketing initiatives and aligning that with their social channels. They have a well-populated blog page that is informative and educational and showcases their strengths with precision -all while talking to their target segments directly.

They have a social presence on Twitter, LinkedIn, and Facebook. However, each channel is being used for a specific goal – Twitter for brand awareness and engagement, LinkedIn for discussions and Facebook for organizational engagement. A central value Qualitia seems to promote is the speed with which test automation can be accomplished with their product -so keep an eye out for their quirky creatives and posts about everything speed.

Calsoft

Calsoft, a leading software product engineering company that specializes in Storage, Networking, Virtualization, Cloud, IoT, and Analytics have been active in their social initiatives for many years now.

From connecting with influencers in their line of business, and improving the outcomes of the conferences they attend by connecting with speakers and influencers on Twitter, Calsoft has their social game sorted. They are also active on LinkedIn and use the platform efficiently to further recruitment drives, generate relevant conversations in their line of business and demonstrate product leadership through their content initiatives. Their blogs tend to be tech-focused and always topical. The company seems to be dipping into the video content stream -interviews with their leaders, complete with views on events, trends, and industry happenings are generating lots of interest.

Inteliment

Inteliment is an Information Technology, and Services company and a leading provider of Data-Driven Analytical Solutions & Services in Visual & Predictive Analytics, Data Science, IoT, Mobility & Artificial Intelligence.  Inteliment is using LinkedIn to showcase their product portfolio and their solutions expertise in their line of business. They have an eclectic content mix where they talk about how the technologies they use are having a real-world impact and how industries are using them.

They seem to use both LinkedIn and Twitter extensively to connect with their audience before specific conferences and events. Whether it is industry news or information regarding the universe of the technologies they work with, just log on to their social channels and get the complete lowdown! Their CEO’s content and social channels are particularly rich and varied and seem to be a key strategic focus.

ForgeAhead Solutions

ForgeAhead Solutions is also an Information Technology and Services company working in the domain of product development, mobility, UI/UX, and Specialized QA services. The company is very active on Twitter and LinkedIn and both their handles offer a wealth of knowledge.

This company is active in several places on LinkedIn and posts regular updates that seem to generate a lot of engagement. If you want to know why Java is The Most Popular Programming language or are interested in knowing The 7 (Less Obvious) Qualities of a Great Software Product Engineer, or The factors to Consider While Developing a Cloud Product, then just head to their LinkedIn Company Page and from there to their blog site. Their Twitter handle is also quite well populated with an eclectic mix of tweets that not only talk about their own areas of interest and services but also about what’s happening in the industry, trends, developments etc. They seem to be quite proficient in seeking out great-looking infographics in these tech areas -good to look at and easy to learn from.

eNyota Learning Pvt. Ltd.

eNyota Learning Pvt. Ltd. is an established company focused on providing learning solutions to organizations worldwide. eNyota leverages Twitter and LinkedIn with ninja-like precision. They proactively discuss industry development on both these social channels. They also have a robust content strategy and seem to publish a wealth of new blogs each month. These blogs seem to be engaging as well as educative. There is an interesting blend of strategic direction and tactical tips visible on their blog site. They use these channels to ensure that their content touches a large audience. They also seem to be able to leverage the content that they create for some very engaging conversations on LinkedIn. This is an organization that seems to believe that sharing is caring -many of the employees seem to have an eagle eye on the content shared from the company social properties and they then proceed to share it from their won handles as well. Employee advocacy never looked so easy.

These companies prove that the social and content game is not just for the snazzy consumer brands but also for the more cerebral and technical as well. It’s all about identifying the purpose of your messaging and finding the right platform to connect with your target audience.

(In the spirit of full disclosure – not all the companies named here are customers of Midas Touch. Some are just names that amaze and inspire us with their social skills!)

Would you like to get on to this list? Connect with us!

 

Women and the Women’s Day Tamasha

Women's Day

So Women’s Day came and went. And with it, we witnessed the regular, mainstream flurry of offers…20% discounts between 11.00 A.M to 6.00 PM, free meals etc. etc. Along with this was the barrage of appreciation messages on all social media channels and of course, who can forget WhatsApp? While all is great about this hype around Women’s Day, I strongly feel that we have now reduced this movement to a Hallmark event. The United Nations adopted 8th of March as International Women’s Day because they realized that women needed equal representation and opportunities in the workplace as their male counterparts. This was back in 1977. In 2018, isn’t it sad to see that we are still standing in the same place?

Let’s talk about what Women’s Day is not about – It’s not about discounts and freebies. It is definitely not about the hollow appreciation messages that we forward to each and every woman on our contact list. It is not about showing your appreciation to the women figures in your life in roles defined by patriarchy for that one day in the entire 365 days of the year.

What Women’s Day is about is equality and opportunity. Seems repetitive? Well, we need to keep repeating this until our patriarchal society realizes one gender is grossly misrepresented and exploited. Women’s Day is a reminder that we still need an enabling environment to prosper and succeed. It is about realizing that gender diversity is important. According to a study conducted by Deloitte of 6000 companies across 49 countries only 12% of board seats were held by women. Given that we are in 2018, isn’t this number shameful? Should women across the globe feel content with the fact that today nearly three-quarters of boards globally have ‘at least’ one woman?

Since it is assumed that numbers speak louder let us take a look at two simple statistics:

  • According to a research by Catalyst, companies with more women on the Board of Directors have a 16% higher Return on Sales
  • MSCI discovered that organizations with strong women leadership were correlated with higher Return on Equity
  • And yet, the fight for equality…for equal pay and equal opportunities, continues. A report from the World Economic Forum clearly elucidates that it will take over a hundred years to close this global gender pay gap!

Quite honestly, today, we shouldn’t even be talking about why organizations need to take a close and hard look at their hiring and promotion policies. Do we really belong to the Dark Ages? Haven’t women across the globe proved that when enabled, they can achieve anything? Why insult us by asking us to give you reasons as to why we are employable? Yes, marriage and motherhood are a part of our life’s plan (at least for many of us), but we don’t get married to ourselves right? So when these life changes do not feature when you are interviewing a man, why should they present themselves in the case of a woman?

I’m not going to validate why hiring a woman is a good idea because of XYZ reasons because that leads to the automatic assumption that they’re not good at something else. If we can balance the precarious burden of ‘everything’ that falls on us, we are quite as capable of managing a job.

Hire more women because of their merit. To make it simpler, there is one half of the world’s population that is qualified, skilled, experienced and eager to work. Why look away from this workforce just because of their gender?

The good news is that there are organizations who are willing to be forward thinking and base their hiring on the basis of merit over gender. Companies like Pink Lemonade and Midas Touch amongst many others are all about enabling women to remain in the workforce. Since I have been associated with Midas Touch for over half a decade, I can strongly say that Midas Touch is definitely one of them. With 90% women on the team and a woman CEO to boast about, this agency is breaking the stereotypes that we have grown up with. Their hiring policy is simple. Are you qualified? Are you the best fit for the job? Simple, straightforward common sense. And yes, they provide an enabling environment to work in.

I think if we just learn to empathize a little with women, the bane of their everyday existence owing to patriarchy and just open up our minds…just a little bit, we won’t be needing an International Women’s Day. Because then, truly, every day will be Women’s Day.

So until then, Happy Women’s Day to us and for the rest, may good sense prevail!

15 Essential Stats that Prove B2B Sales Has Changed

B2B sales has changed

Today’s competitive business landscape is in a state of constant flux. The increasing adoption of technology and the rise of the digital enterprise are fueling the change in how B2B businesses are selling to one another. With customers becoming more demanding and wanting greater customizations and personalization, B2B sales is becoming a veritable minefield where the old monkey has to learn new tricks to survive. Today’s buyers might not have changed the criteria for making their business purchases, they however, have become more relaxed and adept at making business decisions based on a mix of interaction types, taking away the control of the sales process from the hands of the sales person. Clearly the B2B sales landscape has evolved a great deal over the past few years. For those who believe that B2B sales is still the same here are some statistics that can help you change your mind:

1.   57% of buying decisions are made before engaging a supplier sales representative – Source : CEB

Google, social media, and other marketing channels such as email marketing and content on company websites are the first points of contacts for B2B buyers. It is only when a prospective B2B customer is satisfied by the content generated by a prospective seller that they engage with them with trust.

2.   Sales teams have a 56% greater chance to attain quota if they engage buyers before they contact a seller – Source: Openview Partners

Information delivery at the right time helps in moving a prospective buyer smoothly through every step of the buying process – including before they contact a seller. The internet has emerged as the number one channel for finding, vetting and connecting with potential vendors and partners. It only makes sense to use this channel to get into the eye line of the decision makers and make them find you.

3.   B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month – Source: HubSpot 2015

Content marketing is now an established B2B marketing strategy. Delivering the right information at the right time helps in moving the sales prospects through the different stages of the buying process more smoothly and assists the B2B sales people control the sales funnel better.

4.   90% of all marketers indicated that their social media efforts have generated more exposure for their businesses – Source: Social Media Examiner, 2015

Social Media presence has become a non- negotiable part of any marketing strategy today. Being present on social channels and sharing the right content helps in generating greater business exposure by increasing organizational reach.

5.   71% of B2B researchers being their research with generic Google searches – Source: LinkedIn

Given that more than half of B2B researchers today are millennials and believe that their mobile devices are essential for work, having a mobile optimized and responsive website is now non-negotiable.

6.   89% of B2B marketers use content marketing as a strategy – Source: Aberdeen

Content beats the hard sell. Prospective buyers show more affinity to those who make an effort to educate them by providing insightful information and provide solutions to the problem that they might be facing. This builds trust and trust trumps the hard sell, any day.

7.   It takes approximately 18 dials to connect with a potential decision maker with call back rates being less than 1%. Additionally, less than 24% of sales emails are even opened- Source: TOPO

The key in B2B sales is now to take a more direct approach to generate and build conversations. Building a B2B brand online hence has become a business imperative.

8.   Only 2% of cold calls result in an appointment – Source:  LeapJob

This however does not mean that cold calling is dead. However, cold calling as we knew it is over. Research shows that 90% of decision makers don’t respond to a cold call. Before making a cold call, B2B sales representatives have to ensure that the prospect has some information regarding the company as the days of interruptive marketing are officially over.

9.   82% of customers viewed five or more pieces of content from the winning vendor before making a purchase – Source: Forrester

Online research is now an intrinsic part of a buyer’s journey. Consumers are constantly seeking information before making a buying commitment. According to a LinkedIn survey, B2B buyers are more likely to engage with a sales representative who can provide new insights about the industry or business. Pardot’s State of Demand Generation report states that 70% of buyers return to Google 2 to 3 times during the course of their research to dive into company offerings and assess how the solution can address their problems. Creating the right kind of content that engages a prospective customer, provides information on what you are selling and gives reason for them to be interested in your product become strategic in consolidating a buyer’s journey.

10.   90% of top salespeople use social selling tools to generate more sales opportunities – Source: 2016 State of Sales report

Sales is pivoting towards becoming faster, smarter and more customer centric. Generating social conversations become instrumental in achieving this. 82% of B2B buyers start their purchasing process with a referral with peer recommendations influencing more than 90% of B2B buying says HBR. Building relationships until the prospect is ready to buy and creating a strong group of brand advocates thus is an essential ingredient of B2B sales success. After all, three out of four B2B buyers depend on social media to engage with their peers before they make a buying decision.

11.   According to the 2015 B2B buyers survey report, 53% of the respondents depend on social media to assess tools and technologies when making a final selection.

Still think social media is not important for B2B marketing?

12.   73% of sales representatives who integrate social selling with their sales process outperform their competitors and exceed their quota by 23% – Source: Aberdeen Group

Clearly social media is now becoming crucial towards building brand awareness and is becoming more relevant in today’s B2B sales story

13.   84% of C-level and VP-level buyers use social media for purchasing – Source: IDC

Using social media to therefor get into the eye line of the decision maker has never been more important

14.   96% of customers find videos useful when making purchasing decisions – Source: Animoto

The days of boring and droning B2B content are over. It’s time to make B2B content vibrant and interactive as well.

15.   86% of B2B buyers say they see “no real difference between suppliers” –Source:  Webbiquity

Much like B2C messaging, it is time for B2B messaging to get personal to generate a higher brand connection and ultimately translate into building consumer relevance which helps in generating quality leads.

In the in their “Navigating the New Path to Purchase” report, Millward Brown Digital elucidates “The traditional purchase funnel diagram, one which any marketer could sketch from memory, is officially dead. The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform. In today’s world, where consumers have access to constant information through computers, smart phones, and tablets, each person’s path to purchase is complex and unique.”

Time to take a close look at your B2B sales strategy, isn’t it?