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5 tips for an effective Lead Generation

5 tips lead generationThe great salesmen of the past have now become legendary characters, whose stories feature films and television series. In fact, we are all bewitched by the skills of a good salesman, who alone can make a business prosper.

Although it is still important for companies to have a talented sales department, many companies are tempted to give up the human component in commercial activities in favor of digital solutions that promise the moon, but ultimately are very ineffective.

In fact, although they are cheaper and faster than any vendor, Social Selling or Account Based Marketing platforms are far less effective than human activities.

The reason? They lack an essential component: empathy.

Communicating the right message at the right time is complex: it is necessary to analyze the context and a whole set of subjective factors that a machine is not yet able to take into account.

However, this does not mean that digital is not helpful. Today you can find thousands of potential customers using platforms like LinkedIn, or simply browsing the web. Problems arise when a machine is asked to operate independently in the “contact phase”. The risk of passing for spam is more than real: for a company, this is the worst thing to do.

How is it possible to carry out digital sales activities without risking being irrelevant, ineffective, or even harmful?

 

5 Tips for Effective Lead Generation

In this article, we will show you the 5 tips that our sales department has always followed, and we will explain how our solution for Social Selling and Account Based Marketing works and how Neosperience Customer Generator can help your business grow.

  • To sell your products you need to know how to sell yourself

A trivial statement that it is often not put into practice.
Usually, those who contact us on social media or through our website are complete strangers: this obviously makes us think that their communications are spam. Getting noticed before contact is the first step to getting a response, hopefully positive. Create a relationship before direct contact. Like and comment on what is shared. Discuss, show yourself, and hear.

  • You need to examine

Before contacting potential prospects, you need to find out their role in the company and what their interests are, what their company does, and the trends and risks of their sectors. In business, you don't have to assume, but know how your company and services can be useful to that particular person.

  • Be personal

Today companies continually receive copied and pasted messages sent from poorly programmed bots: no wonder the results of these operations are virtually nil. A good sales activity must in fact be as “personal” as possible. So don't just talk about the product, but focus on your personal experience and that of your interlocutor: be “personalized”, tell who you are and what you do in the company, and find points of contact with your interlocutor.

  • Get organized and keep track of everything

The activity of a salesman must be organized. Keep track of what you write and who is your prospect. Take notes on what your prospects do and how they "are", and try changing your strategies to see which ones work best.

  • Supports your direct contact strategy

Sometimes it's the same prospect that finds your company. In fact, value-specific content for different targets is a natural “magnet” for new contracts: articles, whitepapers, ebooks, webinars, or videos, the important thing is that they are interesting and show the value of your business.

Neosperience Customer Generator

 

Neosperience Customer Generator

This is "Neosperience Customer Generator" by Neosperience on Vimeo, the home for high quality videos and the people who love them.


What is interesting about this drawing of “empathic” advice is that all the activities described can be supported by our Lead Generation platform, Neosperience Customer Generator, based - among other things - also on Lead Champion, a digital marketing solution that we acquired just a few months ago.

The Neosperience Customer Generator allows you to:

  • Identify

Choose your target audience by combining information from all departments;

  • Discover

Recover the firmographic data of your ideal clientele - company size, location, sector, market position, and annual revenues - as well as strategic factors such as market influence, the likelihood of repeated purchases and the expected profit margin;

  • Save

Automatically load profiled leads and relevant information into the Customer Data Platform (CDP) of the Neosperience Customer Generator. Fill out notes and tags on Lead profiles; reuse this information later to boost your business;

  • Interact

Attract your potential customers and dialogue with them by generating Qualified Leads. View the profiles of your potential customers, identify their skills, follow their activities and send personalized messages automatically;

  • Engage

Create targeted content for each of your leads, dedicated to the specific offers you want to promote. Combine the effects of two strategic approaches: Account-Based Marketing (ABM), to communicate in a personalized way with each corporate actor, and Inbound Marketing, to generate new leads offering relevant and quality content;

  • Measure

Each marketing activity must produce measurable results. Thanks to Neosperience Customer Generator you can always know the conversion rate of your activities, the increase in the number of Leads over time, and their economic value.

Conclusions

Neosperience Customer Generator is a facilitator. It is the union of the best of digital - intelligent and empathetic - with the immeasurable value of the human relationship.

Digital is a tool, not the solution to all problems: for many years to come, the human factor will be indispensable. Our 5 tips are the foundation for a “human” and effective Lead Generation, and the guidelines on which we have developed our solution.

Only by combining digital and physical we can survive in today's ultra-competitive market, governed by digital intermediaries and made even more complex by the crisis that companies are experiencing today.

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Digital Opportunities for Furniture and Design Industries

In this article, we will talk about the opportunities for growth and innovation in furniture and design industries 

Today, the environment in which the furniture and design sector is moving is complex. Although major trade fairs have been postponed, and many key market sectors, such as tourism and catering, are in difficulty, the rebound has been more positive than expected, especially as regards B2C.

Many entrepreneurs in the sector have said that - after the lockdown - they witnessed a flow of purchases 50% higher than the previous year. 

Although this is good news, which demonstrates the industry's unwavering value, it is nevertheless necessary for companies to address the changes that have taken place in the last period, both for the B2C  and - especially - the B2B markets 

In this article, we will tell you what are the best solutions to deal with the months and years ahead.

Online Lead Generation for B2B and B2C

As we said before, B2B sales to key furniture and design sectors are still in difficulty. Tourism, events, and catering were important items for the budget of many producers. Today these revenues have practically disappeared. 

It is, therefore, necessary to find - with the courage to look in unexplored “places” - new sources of income. 

Neosperience Customer Generator is the ideal tool to achieve this goal. 

The platform allows sales and marketing departments to automate and optimize the search for new leads. 

How? 

  • Keeping note of identity, company, and other characteristics of those who visit social profiles (LinkedIn) and the company website.
  • Analyzing their unique characteristics, such as interests and personalities (thanks to the Artificial Intelligence).
  • Automating the search for people and companies potentially interested, such as sector influencers (architects, designers, etc.) or companies operating in the sectors of tourism, catering, construction, events, etc.
  • Automating contact with these users and companies with personalized messages.
  • Collecting all this information on a dedicated platform, easily integrated with the systems already in use by the company.

At the same time, the Neosperience Customer Generator allows you to implement the same dynamics also for a B2C audience; for this purpose, it is interesting to mention the possibility of finding and contacting people potentially interested on major social networks, such as Facebook, Twitter, and Youtube, as well as LinkedIn.

Finding new sources of income has become essential: traditional lead generation strategies, such as participating in fairs to talk vis a vis with prospects, are no longer feasible. Sales and marketing departments must move their activities online, using a tool that allows them to achieve quality and efficient work, and that brings certain and measurable results.

The physical store 

The physical store remains the most important touchpoint for the furniture industry. Being able to see and touch furniture and finishes is essential.

Today, the pandemic has forced brands to rethink the customer's visit to the store: it is essential to be able to offer safe experiences, but no less effective or engaging. 

When customers decide to buy new furniture for their own home, they are emotionally involved: it is an important choice, which will accompany them for many years to come. In light of the moment we are experiencing, it is important to remember the value of this experience, so as not to betray the most intimate and authentic side of our customers. 

The Neosperience People Analytics solution helps the sales network give the right weight to the customer experience, enhancing their purchasing behaviour, and ensuring that today's health regulations do not preclude the success of the Customer Experience.

How does it work? 

The solution requires high-resolution cameras in the strategic points of the store. The recovered images are then analyzed by Machine Learning algorithms that allow you to highlight the behavior of visitors.  

What information does it provide? 

  • How many people walk past the store
  • How many people stop in front of the windows
  • How many people go in and out of the store
  • How people move around different areas of the store
  • How customers behave, for example when interacting with products and promotions

Also highlights: 

  • Whether or not people wear the mask, and whether or not they wear it correctly;
  • If the maximum number of store presences has been reached;
  • Possible assemblies.

Thanks to the data retrieved, the retailer is able to find out which products, promotions, showcases, and physical dispositions work - and which do not. As a result, he can change - for example - the layout of the store to meet the visitor's natural behavior. 

In addition, real-time information on compliance with health regulations allows the store manager to intervene promptly to avoid situations of danger not appreciable for the customer experience.

Neosperience People Analytics can be implemented on its sales network or even in multi-brand stores.

Mixed Reality for Furniture and Design

As we have already said, the furniture sector must be able to make customers feel the products themselves. However, the majority of the public - at a pre-purchase stage - decides to inquire through digital channels

Usually, after searching Google or browsing some design magazines, interested users inevitably end up visiting the brand's website, eager to see and learn more about the products. At that moment, on that touchpoint, the potential buyer makes a decision: go to the store to - perhaps - buy, or continue the search. 

It is therefore essential that the brand offers an engaging and effective virtual product viewing experience, which stimulates the user's interest and convinces them to go to the store. 

This is true for B2C, but also - especially today - for B2B markets

The Salone del Mobile of Milan has been postponed until next year: many brands, large and small, have not been able to present their products. But there is a solution to this problem, and it's called Mixed Reality

The term groups two technologies that are conceptually similar, but different as modes of use: Augmented Reality and Virtual Reality.

The first uses a tool - the smartphone mainly - to position 3D models of objects, even animated, in the surrounding environment.

The second instead needs a dedicated viewfinder, which - once worn  - projects the users into a totally virtual reality, where they can move freely and interact with the environment. 

What are the applications of these technologies for furniture? 

As Ikea Place has taught us over the years, there is no better tool than Augmented Reality to allow users to test how the furniture is positioned within living spaces. The success of the experience proposed by the Swedish giant demonstrates that the public is ready and wants such an offer.

Regarding Virtual Reality, this technology has proved particularly effective for B2B market. As we said, fairs and events are currently off-limits: why not offer buyers a virtual experience within the showroom?

By sending viewers directly to the interested agents, they can discover and interact with the new collections. Open a sofa bed to see what it's like inside? It can be done. Today, this technology has reached unimaginable levels of quality.

Enriching the pre-purchase stages has become essential. 

The value of customer experience - now increasingly focused on digital - is the discriminator between success and failure.

Customer Data Platform

Without going into technicalities, in this section we will explain the benefits of adopting a Customer Data Platform (CDP) and implementing strategies to obtain personal information of users and customers. 

Companies selling furniture, both B2C and B2B, often make a mistake: they forget to retrieve customer data. 

Why? 

As far as B2B is concerned, the motivation is only one: since medium-small buyers (architects, restaurateurs, etc.) turn directly to third parties, their data remain with retailers and do not arrive at the brand. 

As for the B2C, on the other hand, in addition to the talk about retailers (equally valid), there is another very simple reason: those who buy a kitchen, sofa or toilet hardly repeat the purchase in the short or medium-term; for this reason, many companies decide not to retrieve the customers' data to contact and retain them. The common view is that this is too expensive and dispersive. 

In doing so, however, the company misses an opportunity to establish a bond with the customer that, although perhaps not immediately, will undoubtedly bring advantages. 

Let's imagine that a lawyer - an amateur but passionate cook - has to renovate his home. He shows up at a retailer and buys his dream kitchen. The brand retrieves the new customer's data asking him to activate the guarantee on the corporate website. 

It then stores its data and inserts it into its Customer Data Platform. 

A few days later the brand sends an email to the client offering him a discount on a cooking course.

After a month, however, it gives him a discount code for the purchase of professional cooking utensils. 

The second month the brand writes to the client to invite him to participate in a contest: by filling out a questionnaire he can win a dinner cooked in his own home by a three-Michelin star chef.  

As time passes, a link will be created between the brand and the user.

When the customer has to advise his friends about which kitchen to buy, he will advise his own. When he has to change the cuisine in the beach house, he will buy it from the same brand. 

The same is true for B2B: perhaps the manufacturer in this case - after the purchase - will offer discounts for a partner's tiles, or to architects a masterclass with a famous international designer. The more benefits the brand offers, the more professionals will go back to buying. 

In any case, creating a relationship with customers is what allows a company to grow over time, with the knowledge that it can rely on a solid base of enthusiasts. 

This is precisely what the Customer Data Platform is for: to create relationships and make contact with the public easier, thanks to automation and customization, and to facilitate the management of customers and their data.

Conclusions

In short, for the furniture and design sector it is time to change some operational and strategic paradigms, to continue to grow and bring the quality of Made in Italy worldwide.

If you are interested in exploring the applications of Neosperience technologies in the sector, please contact us by clicking on the link below.

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Virtual Exhibition: Neosperience and Value China for your B2B event

virtual exhibitionWe have trust in the future of B2B International Events

We know that the last months were the lowest point ever reached by this sector.  

However, according to us, there are a lot of tools and options to overcome this period and to build a new way to think about International Exhibitions

Today Problem

One concern is the impossibility of traveling around the globe. 

This is mainly a business problem

If you can’t present your products and services in person, how is it possible for you to reach the far market? 

The Solution: Neosperience Virtual Exhibition

It is possible thanks to new technologies. We have a vision: empower the strengths in your fair with an innovative, best-in-class digital platform. 

Neosperience Virtual Exhibition (for the chinese market Smart Exhibition) is a vertical solution that can help Italian businesses to create and manage their own international events. It is specifically designed to build a bridge between the Italian e Chinese markets

Why? Because we are convinced that there is not a future for the occidental industry without collaboration with Asian countries. For this reason, we welcomed Value China in the Neosperience family. Our common goal is to create and develop business partnerships between our great countries and economies. 

Your Goal

We have outlined what we think are the essential goals to create a successful event in our post-digital world.  

  • Develop a fair digital ecosystem to forge relationships and invent new ways to involve the exhibitors’ and visitors’ community;
  • Create and deliver engaging experiences that surprise and capture visitors;
  • Leverage the ability to connect, influence, build trust with target audiences, across any platform, or any device.
  • Broaden customers’ data creation sources and increase the level and quality of data;
  • Develop new revenue streams based on the sale of virtual stands with many sources of revenue: positioning and visibility, services activated and used, advertising pre, during and post the events.

 

What We Offer

Let’s talk about our solution. Our Virtual Exhibition and Event Management System is based on the Neosperience Unbreakable Community and provides a set of powerful services, yet easy to use:

  •  A space to make the exhibition topic fun and relevant: keynotes with insights and narratives aimed at both professionals and the general public, one-to-many, one-to-few, and one-to-one sessions;
  • A matching engine to suggest the most profitable meeting opportunities between buyers and sellers;
  • A virtual reality discovery and visit system of factories or regions accompanied by technical specialists that allow both businesses and consumers to live the experience with an extraordinary emotional impact and memorability;
  • An eCommerce Platform to create new streams of revenue for exhibitors and organizers. 

Our goal for your Exhibition is to establish a global destination dedicated to the digital experience. The attractiveness for the product enthusiasts and the global stakeholders’ community will be based on the ability to bring meetings, tests, and in-depth sessions to the virtual world, to promote knowledge of the product and the vendor community.

From a business perspective, the aim is to create the first pole of attraction of the product sector, aimed mainly at the international buyers' community.

Virtual Exhibition: why us?

Neosperience and Value China: together we deliver the best solution combining our "empathy in technology" vision with our knowledge of the Chinese market.

We can help your company extract maximum value from its positioning, supporting the Virtual Exhibition setup and sales 360° from the vision to roll out, thanks to the performance of our team and best-in-class Neosperience Cloud and Solutions.

Moreover, we can leverage our cross-border operating model to serve your company everywhere in Asia and the Pacific area, accelerating the path to connect Chinese buyers to your company more effectively.

The challenge that we face while creating your “unbreakable customer community” is attracting enough members to create value and offering full benefits from the first sign-up.

Thanks to our ready-to-use solutions, we will start with a robust and simple virtual exhibition architecture, and capitalize on viral growth.

Are you interested in our Virtual Exhibition vertical solution? Do you want to be a forerunner on the digital events market?

We will show you all the concrete benefits related to the adoption of the Neosperience Virtual Exhibition.

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Sentient Technology: feelings through sensors

tecnologia senziente

By Sentient Technology we want to highlight the applications of Artificial Intelligence that can read, interpret and respond to human stimuli. 

Man is an emotional animal; for this reason, humans  search for emotions within what they create .

In recent years, we have witnessed a wave of technology development  that seeks to imitate, or rather decrypt, human emotions.

A practical example to explain sentient technology is the case study of the Emotional Art Gallery, a Clear Channel Sweden project from 2019. 

The concept consisted of broadcasting some works by international artists on 250 digital totems inside the subway stations of the Swedish capital. The artworks were selected because they could reduce the stress level of passengers

For this project, developers created an algorithm that could recognize people's emotional state through the study of online and social analytics. Thanks to this "sentient" capacity of technology, users’ physical and psychological well-being improved.

Another example of Sentient Technology is the Ada project, an intelligent sculpture - made up of thousands of tiny LEDs - that Microsoft USA, with the collaboration of the architect and designer Jenny Sabin,  decided to create inside the Microsoft Research Building 99. 

For the project, cameras and sensors able to recognize people's emotions (for example by facial expression or tone of voice) were inserted inside the building. Ada can react to these stimuli through the continuous change of colors and patterns on its surface.

Over the years, sentient technology has also been applied to personal care. In a world where loneliness and depression are endemic, this has been proposed as a possibility to help solving the problem.

The examples are numerous, both for the support of young people and the care of the elderly. Interesting is the case of Lovot, a pet robot for every age produced by the Japanese company Groove X.

Designed to combat loneliness, Lovot can recognize emotions and interact in real-time with the stimuli it receives from the outside. Its surface is also soft and responsive to the touch.

Another interesting example, especially for its underlying software developed in Italy, is Zeno Robot. Behavior Labs, a Catania start-up engaged in the field of social robotics, had the brilliant idea of ​​using a robot, produced by an American company, to help children with autism to communicate and relate with the world around them.

Not all applications of sentient technology are related to the artistic or human cases, such as the two we have just mentioned.

In general, two different uses of this can be defined: one empathic and one analytical.

This technology was primarily born as the core feature of sentiment analysis platforms, used to recover significant insights about services and products, and to manage and recognize possible corporate crises.

Through natural language processing (NLP), enhanced - in the most advanced tools - by Machine Learning, these platforms can read in real-time thousands of posts on social media or web, recognizing the topic of conversation and, above all, the sentiment of the writer.

However, a simple grammatical error, a statement of context or a hint of sarcasm is enough to weaken the reliability of the analysis. The technology used is still limited and limiting due to the complexity of human language and the interpretation of emotions. 

Humanity suffers by nature from emotional illiteracy, especially in this digital and virtual age. We are unable to name the emotions we feel and to recognize the feelings of those around us; so how can we hope to teach an algorithm to be empathetic?

The sentient technology, if not used responsibly, risks becoming cynicism.

The following example can be interpreted in this way.

Not long ago, a Korean broadcaster streamed a show called Meeting You, telling the dramatic story of a mother who lost her seven-year-old.

During the transmission, the authors decided to recreate the 3D model of the daughter in a virtual environment.

The girl was built with the look, voice, movements and real feelings of the deceased girl. In the end, the mother was invited to play with her in this fictional world, to say goodbye one last time. 

A problem appears: a sentient technology that proposes itself as empathetic creates numerous questions from an ethical point of view.

How far can we go? We will find out over time.

Photo by Tyler Lastovich on Unsplash

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Oculus Rift, a Game-Changer for Digital Customer Experience

Sometimes we can find traces of the future of marketing and business not in essays, numbers and researches but in novels and fictions. Take digital transformation and gamification. In 2044 Parzival escapes from the exhaustion of Earth's fuels thanks to OASIS, a virtual reality network simulation. It’s the beginning of Ready Player One, a novel written in 2011 by Ernest Cline.

Back in 1992: Neal Stephenson, a science fiction guru writer, creates his masterpiece Snow Crash and the Metaverse, as a successor to the Internet as we know it. The Mataverse is a ‘collective virtual shared space’ in which both physical and virtual space could converge. In Snow Crash, Hiro Protagonist - his name reminding us the importance of archetypes in storytelling - is a freelance hacker living in a ‘meta universe’, a sum of virtual reality, 3D virtual space and augmented reality, all fueled by a super-fast Internet. How do both Parzival and Hiro get into their brand new virtual worlds? By using and wearing virtual reality peripherals and devices. Is it just science fiction? Could it be the future of business and digital customer experience? Just ask the

Oculus Rift
.

Since the 60’s sci-fi authors have dreamed about a future where their characters could enter a new reality thanks to technological appendices, an extension and optimisation for their limbs and senses. Bear in mind that virtual reality and games have always been strictly linked (OASIS is nothing more than a universe large MMO game). From novels to marketing, the story doesn’t change. Digital customer experience is more and more focused on gamification, an easy way to connect with customers and leverage engagement and sales.

Virtual technology plays a vital role in how companies are changing their digital strategies. The Oculus Rift could become the next step in this path full of opportunities. Talking of games, the Rift is a game-changer for digital customer experience. It is a virtual reality head-mounted display using head tracking, positional tracking, high resolution and speed wireless connection to enhance the experience of a parallel virtual world in a 3D perspective.

Games and software developers have shown great interest in this new technology since the very beginning, but they’re not the only ones. If games are designed to mimic real-world fighting, in Norway the Army has started using Oculus Rift to drive tanks and simulate a real warfare. Just game and war, as usual? Not really, because there are still lot of opportunities to explore.

Why not create a customer-facing app to shift from static e-commerce website to virtual concept store, offering an amazing digital customer experience while you sell your product or service? You’re are a retail, fashion and luxury, automotive firm? Why not offer a digital showroom that your customers can visit to explore, search and even touch your products? The only limit is your imagination.

Stay focused if you look for useful tips to leverage your digital strategies. The future might be already here: more real than real.

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How Top Brands Use The Creator Brand Archetype to Get Customers

creator-archetype

Discovered by Jung, explored by Hillman and more recently by psychologists and marketing experts Carol Pearson and Margaret Mark, brand archetypes are the forms that underlie our deep thought that influence our perceptions, motivations and behavior as customers.

Among these brand archetypes, the Creator represents the artist, the writer, the entrepreneur and the innovator. Mozart and Picasso are symbols of the creator myth. Martha Stewart, Crayola and Singer represent creator brands. The creator brand is essentially nonconformist. A Creator brand positioning might be a good match for your company and digital customer experience if your product encourages self-expression, provides customers with choices and options, helps foster innovation or is artistic in design.

Creator brands are inherently nonconformist. The Creator is not about fitting in, but about self-expression, fostering real innovation and beauty.

The Creator desire is to create something of enduring value, giving form to a vision. Ultimately, what the Creator desires is to form a work of art so special that it will endure. And, in this way, the Creator achieves a kind of immortality.

Palm Pilot, for those of you who remember it, got almost instant brand recognition marketing the device with pictures of artistic and successful people holding it. In these ads, the company was not just selling the Palm Pilot and what it could do; rather, they were selling the symbolic value of the artist’s life. Its success was therefore amplified by the fact that both men and women love brands that help them release the Creator within.

Creator organizations are found in the arts, in design, in marketing, and in other fields requiring a high degree of imaginative and “out-of-the-box” thinking. Examples include: Lego, Sony, Swatch, 3M.

A Creator identity may be right for your brand if your product’s function encourages self-expression, provides the customer with choices and options, helps foster innovation, or is artistic in design.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
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