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How to market mobile app to B2B clients?
We are developing a lead capture app for B2B trade shows. What marketing strategy we should use to reach target users?
While it's definitely going to depend on whether or not we're talking about a specific niche within B2B // There's a few tried and tested methods that work well when trying to connect with B2B decision makers:
1) Email Outreach: Thanks to tools like Hunter.io + Voilanorbert.com; it's easier than ever to get access to someone's inbox. I'd recommend uncovering the emails of a handful of B2B decision makers who in the past have presented/set up tables at B2B trade shows and reach out. The folks at Close.io have a bunch of great email templates that you can check out for inspiration -- But I'd think about how to get on their radar via email first and if that doesn't work; try building a relationship via Twitter/LinkedIn. Share their content, tag them, comment on their blogs, etc... Get on their radar and then ask them to check out your product and schedule a chat.
If none of that works; my second tip may help even more....
2) Blogging: Create content this audience would find interesting. Do you think they'd be interested in finding a database that highlights the top 100 trade shows in North America? Europe? Asia? Canada? Etc... Of course they would! So create that content and put it in front of them organically or through paid media (see tip 3) -- In a nutshell, you should be creating content that your audience wants and using that to establish initial contact or nurture your relationships. Here's a few blog ideas to help get started -- https://www.youtube.com/watch?v=6jBm76UNm8E
3) Paid Media: Run geo-specific ads targeting the companies you want to connect with. Make sure the content you're promoting to them is highly relevant (ie. blog posts or case studies re: situations in their industry) and send that traffic to your site. Remarket them with ads driving folks to download your app and use that as a way to get downloads ASAP!
Thanks Ross for your valuable comment. I love your ideas and will surely follow them.
I'd recommend the following tactics -
1. Start reaching out to event organizers, depending upon the geographies you want to target. Southeast Asia should definitely be on your radar given the number of high quality and high footfall events that happen in this region and also the willingness to adopt new technology
2. Interface with some B2B companies that attend such events and enquire about the key features they'd like in your app, preferably via LinkedIn. Is it merely a lead capture app or can one also schedule 1:1 meetings through this?
Note that generally all big-ticket event organizers will have their own app for this purpose. So, getting their attention to give your app a try would be key to your future efforts.
Thanks Pradyut for your comment. Yeah, I am talking to many event organizers for this and it seems a right strategy.
In the first version of our app, we are only offering lead capture function, later on we will add more features in it.
To build on what @ross said about paid media, I would leverage event targeting on platforms like Twitter and Facebook, the former being the priority. You might run the risk of targeting users who are attending the tradeshow instead of the hosts and exhibitors but your outreach will be pretty significant. Not to mention, you might target an influencer who could recommend your app to a decision maker. Timing is key, though. You can't expect to have someone implement a new lead capturing platform three days prior to a trade show so make sure that there is enough time to target, generate leads, and convert the user.
Quick note: I don't know if you are targeting the tradeshow host (i.e. Consumer Electronics Show) or the exhibitors (e.g. Sony, Samsung, etc.) but I kept my answer vague enough that it can be applied for either user.
Hey Justin, thanks for your valuable thoughts. We are targeting event organizers to offer our app to their exhibitors. Targeting direct exhibitors would be time consuming so we decided to contact organizers first.
You could implement a combined inbound and outbound approach to introduce your app to the B2B market.
This article does a great job in outlining how you can combine an inbound and outbound marketing approach: https://www.newfangled.com/inbound-and-outbound-marketing-for-agency-lead-development/
With that said, when it comes to inbound vs. outbound marketing, it seems that inbound has been getting all of the attention lately. But the nature of inbound marketing requires that you wait patiently for your potential customers to discover your content and opt-in.
With an outbound email campaign, you can quickly reach more of your target audience.
By sending emails to cold contacts on a targeted industry-specific list, you have an opportunity to reach new leads that have not yet heard of your business. Those that choose to respond to your message can either opt-in to your marketing automation for nurturing or move directly to sales.
If you are truly looking to accelerate your B2B lead generation growth, outbound email marketing is one of the absolute fastest ways to keep the sales funnel continuously topped up with warm leads.
Thanks Katie for your comment. Email marketing is still the best way to reach B2B leads.
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