In recent years, there has been a growing movement to shift from the individualized/push type of sales represented by walk-in sales and tele-appointments to the pull type of sales, where customers proactively make inquiries.
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The background to this is that people who used to have no choice but to obtain information from mass media such as television, newspapers, and magazines, or through sales, now use the Internet to obtain information, and it is now commonplace to exchange information and share evaluations through SNS etc. It’s in what’s being done.
As a result, information providers are shifting from “how to send out as much information as possible” to “how to help the people who need it find the information and how to deliver the appropriate information.”
We will tell you about the BtoB marketing method used to shift from company-centered, individual-oriented push sales to customer-centered pull sales.
Questions about personal/push sales style
As introduced in
the important advertising strategy for accelerating “lead generation” in marketing
, the HR industry also has a personal/push sales style.
“In the human resources industry, telephone marketing is rampant, where sales prioritize what the company wants to produce without listening to what the customer has to say, and even when I actually talked to people at companies, I found myself disgusted with this trend. There are many people who are
These were the words of an HR professional advertiser who felt an issue, and subsequently decided to establish a new digital marketing team within the company.
In addition, some companies have taken on the challenge of changing their internal roles and marketing methods based on the idea that they want to stop push-based sales.
The sales style of push sales, where customers are regularly provided with information and takes proactive action, builds relationships of trust with customers and may win large orders, but there are also areas where there is a lot of waste. Yes, and if you do it at the wrong time, you run the risk of damaging customer satisfaction.
BtoB marketing initiatives made possible with ProFuture
The processes that make up BtoB marketing in the transition from company-centered, individual-oriented push sales to customer-centered pull sales are as follows.
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Lead generation: increase potential customers
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Data management: Organizing prospective customer data
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Lead nurturing…Nurturing potential customers into customers with a high possibility of turning them into projects or receiving orders.
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Lead Qualification: Selecting people who are likely to become customers
Of these, what ProFuture can help with is mainly
lead generation
, and there are many companies that utilize various solutions such as the HR portal site ”
HR Pro
” operated by our company and the HR event ”
HR Summit
“. Recently, we have also started to support
lead nurturing
.
ProFuture Lead Nurturing Menu
As a media company specializing in human resources, we operate a portal site on a daily basis, and publish content such as research data from our own research organization,
HR Research
Institute, and
interviews with experts
.
These contents are not only available within HR Pro, but are also available as lead nurturing support menus.
Additionally, when a company requests the creation of original content, we provide a total service from the planning stage to instructor assignment and content creation.
So far, we have a proven track record with major companies, including Samtotal Systems Co., Ltd., which provides human resource development solutions and talent management using IT technology. (Reference:
)
In addition, there are cases where we provide total support for improving efficiency in BtoB marketing, from email creation to MA implementation support and operation, and the companies that have introduced it have evaluated it from the perspective of lack of resources and knowledge.
summary
◆In the HR industry, there is a growing shift away from the individualistic/push sales style and toward a pull sales style, where customers proactively make inquiries.
◆There are four processes involved in BtoB marketing when converting to pull-type sales: lead generation → data management → organizing prospect data → lead nurturing → lead qualification
◆Many companies use “HR Pro” and “HR Summit” for lead generation, but we are also starting to support lead nurturing by providing unique content such as “HR Research Institute” survey data.
