Australians leading the world at turning communications into sales
One of the main reasons that companies maintain a marketing and public relations presence is to build the reputation of their company and convert this into sales. While this seems obvious, many companies outside Australia are struggling with this process, at least according to recent research. A study from the lead generation company 360 Leads…
One of the main reasons that companies maintain a marketing and public relations presence is to build the reputation of their company and convert this into sales. While this seems obvious, many companies outside Australia are struggling with this process, at least according to recent research.
A study from the lead generation company 360 Leads has found that Australians are world leaders in their ability to convert these activities into sales within the B2B sector. Nearly 22 per cent are hitting targets for lead generation, compared to a global average of just 17 per cent.
First equal among the techniques that Australian firms are using to achieve these numbers were social media and outbound telemarketing. This was the only market where social media hit the top spot, with most sticking to outbound calling.
As social media becomes not just an important communication method but also a primary driver of sales opportunities, more companies are likely to invest in alternative sales methods. While the avenues for reaching individuals and other firms are becoming increasingly complicated, Australian companies are clearly embracing these changes.
Making the most of new communication channels isn’t the only way that companies are embracing new opportunities. Australian companies also recorded the highest response rates when asked if they have sufficient data to support their efforts to attract new customers. A total of 43.5 per cent reported that they have sufficient data to bring in new sales, compared to only 31 per cent among European companies.
By industry, the most successful companies are in the financial services, with business and professional services also ranking highly within the survey.
Dan Cadieux, 360 Leads’ country manager for Australia, suggested that these changes were a sign of the maturity of communication channels within the country.
“Since they have had to look at alternatives to email marketing for more than a decade, they likely have become more resourceful, and more experienced, in using a variety of sales lead generation channels, such as social media,” said Mr Cadieux.
Discover insights.
Creating messages that cut through social media, news cycles and even the humble inbox has never been easy, but, with more noise across more channels, it’s become more important than ever to create messages that stand out and land with impact. Visual communications tools are gaining traction as a way of shaping messages that hit…
Looking for greater choice in the contract options available to you? Having history and rapport with a specialist recruiter like Fraser Clapcott will open doors to opportunities you may have missed for yourself, that add value for both contractor and employer. In the current climate of uncertainty, a willingness and propensity for flexibility comes with…
If you’ve been ruminating on changing-up your comms career, now may be the ideal time to talk with your trusted recruiter about making a move. Salt & Shein Director, Lucy Newcomb, sees significant scope for motivated communicators to broaden their career horizons, and make the job of their dreams a reality, in 2023. “A rapidly…
Discover insights.
12.13.2023
Visuals hit the mark in a fast-paced world
Creating messages that cut through social media, news cycles and even the humble inbox has never been easy, but, with more noise across more channels, it’s become more important than ever to create messages that stand out and land with impact. Visual communications tools are gaining traction as a way of shaping messages that hit…
05.10.2023
Rapport yields exceptional results for contractors
Looking for greater choice in the contract options available to you? Having history and rapport with a specialist recruiter like Fraser Clapcott will open doors to opportunities you may have missed for yourself, that add value for both contractor and employer. In the current climate of uncertainty, a willingness and propensity for flexibility comes with…
05.04.2023
Curious about the current state of play for communicators?
If you’ve been ruminating on changing-up your comms career, now may be the ideal time to talk with your trusted recruiter about making a move. Salt & Shein Director, Lucy Newcomb, sees significant scope for motivated communicators to broaden their career horizons, and make the job of their dreams a reality, in 2023. “A rapidly…
10.21.2022
How to Drive Value Using Digital Marketing
Digital marketing drives value – for those who keep pace Faster communication, lower costs, higher conversion – is there anything digital marketing can’t do? Its ability to drive value from every step of the marketing process is unprecedented, but maximising this value is a demanding exercise. We asked two specialists in this area to tell…
06.14.2022
Economic Challenges Threaten to Cloud the Focus on ESG
ESG is just one challenge on Government’s long list The government’s election promises around environmental, social and governance (ESG) issues were instrumental in its victory a few weeks ago, reflecting a mandate to treat climate change, gender equity and other ESG matters as essential. “Australian businesses know that action on climate change is good for…
05.31.2022
Addressing the skills shortage
Unlocking opportunities for families across Australia As a boutique executive search firm, we’ve seen up close the impact of Australia’s labour shortage as the pool of candidates continues to shrink, limiting the growth of careers and businesses – and hampering national productivity. With some 425,000 job vacancies across Australia, no wonder the OECD recommended that…
04.04.2022
Leadership: Why showing employee appreciation and care can go a long way
Everyone has to start from somewhere. Meaning you’ve probably held an entry-level position at one point or another, in which trying to impress the higher-ups in your company was a major part of your job. This article will explore why employee appreciation and recognition are a vital part of holding a leadership role not…
03.18.2022
The future of recruiting includes ESG initiatives
Whether or not a company acknowledges how much their social, environmental and governance (ESG) decisions impact the world around them, candidates are taking notice. Most job seekers will pass over a company that is not taking steps to improve how they show up outside of their business metrics for an organisation that does. This…
01.31.2022
Changes to the work environment in the new norm
People all over the world and especially in Australia have faced incredible challenges in the past two years. Those businesses that survived multiple shutdowns and policy changes are finding new ways to adjust as they enter the post-COVID work environment. As offices begin to reopen, enterprise leaders are not only deciding among the options of…
12.16.2021
Solving the skills shortage: Closed borders and adjusting expectations
With the revolving door of new COVID-19 regulations, variants, opened (then closed again) borders and an exodus of non-Australian workers, the workforce across the nation is facing a severe skills shortage. Despite these challenges, there are solutions. The secret to overcoming this qualifications shortage lies in taking a proactive approach to hiring through policy changes…