Thursday, February 6, 2020

Automated Lead Nurturing Abroad: 3 Key Elements You Have to Get Right

By Guest Blogger Gary Peterson, Wavelength Marketing

Automated lead nurturing is a form of marketing that uses a variety of communication tools to attract prospects with high-value content and then capture and nurture leads over a period of time. While automated lead nurturing abroad is often comprised of many or all of the same elements you would use here in the U.S., it also requires special consideration when selecting communication tools and packaging marketing messages in order for it to be successful.  When planning an automated lead nurturing strategy for a market outside of the U.S., here are three key elements you have to get right.

1. The Tools
The key to all successful marketing is knowing your audience—who they are, what they need, how they do business, and how to reach them. Never assume your foreign audience uses all of the same communication tools you do or conducts business in the same way. You may find that the foreign market you’re entering relies less on the web and more on face to face interactions, or uses mobile more than desktop, or prefers printed literature to digital downloads. Identifying your prospects’ preferred communication channels will help you build a successful foundation for your automated lead nurturing strategy.

2. The Message
Your sales people are used to addressing a certain set of pain points with your customers and prospects here at home, but those pain points don’t always carry over to foreign markets. Foreign rules and regulations, local market conditions, and divergent ways of doing business can create a different set of demands on your prospects. To understand those demands, and more importantly meet them, you need to do your homework to properly position your products or services as the right solution.

3. The Timing
Timing covers a lot of territory. It may mean a time of year for seasonal businesses. It may refer to a buying cycle or when new fiscal budgets are approved. It may also mean what time of day you communicate with your prospects. When in the year, in the business cycle, or in the day your message reaches your marketplace is a defining factor in whether or not your message is heard, so make sure you take the time to understand local business cycles.  Entering a foreign market is no small task, but it is often a necessary step for small to mid-sized businesses that want to remain competitive and grow. If you don’t have the internal resources to manage all of the work that goes into foreign sales and marketing, look for consultants and services in your area to assist. Also, consider supplementing your sales and marketing team with automated lead nurturing to relieve you of having to hire additional personnel to manage lead gen abroad.

Reach out to Wavelength Marketing today for help with your automated lead nurturing efforts abroad. You can visit our website or call Gary Peterson at: 717-823-6939.

Thursday, August 1, 2019

Trends in World Exports from Southcentral PA

Posted by Sara Rilatt, Intern

Edited 8/6/2019.



This graph provides an overview of Southcentral Pennsylvania's export activity to different regions of the world. NAFTA countries consistently retain the highest share of exports from the Southcentral region, ending just below 45% in 2017. Africa also remains steady at a share of under 5% for the last 9 years. The share of exports reaching South America has slowly declined since 2012, and currently sits at around 5%. Between 2007-2012, exports to Asia saw significant growth while exports to the EU decreased. However, after 2013, exports to Asia suddenly dropped to below 20% and have remained between 25-20% in recent years. At the same time, exports to the EU have generally increased since 2013, and now make up about 22% of exports from the Southcentral region. One point to note is that exports to Asia account for about 21% of the Southcentral region's exports, which is 10 percentage points lower than the national figure. Overall, Asia shows the most volatility in the graph.

Based on the data, the Southcentral region of PA has significant trade connections with the EU, Asia, and NAFTA countries in particular. Because the largest export markets in this region are Canada and Mexico, the impact of uncertainty surrounding the negotiations of a new NAFTA are likely to be more severe. Similarly, the trade conflict with China and the turmoil of the United Kingdom will have a significant impact on exports to both Asia and the EU. This data underscores the importance of diversifying export locations. Exporters should consider new markets in Africa and South America to broaden their base and protect from uncertainty when it occurs in one region, as in the case of NAFTA and the EU. 

Data taken from Office of Trade and Industry Information, Manufacturing and Services, International Trade Administration, U.S. Department of Commerce.
These world regions are based on political, economic, and geographic groupings. This particular set of groups generally comprises 80-98% of world trade from the Southcentral region. However, not all countries are accounted for, so values cannot be summed to arrive at meaningful totals.


Automated Lead Nurturing Abroad: 3 Key Elements You Have to Get Right

By Guest Blogger Gary Peterson, Wavelength Marketing Automated lead nurturing is a form of marketing that uses a variety of communication ...