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Tag: B2B

  • Six Data-Driven Strategies to Boost Your B2B Tech Company’s LinkedIn Presence

    In the rapidly evolving digital age, the importance of social media in the business world can’t be overstated. LinkedIn, with its professional focus and diverse user base, has become an invaluable platform for B2B marketing. Particularly for technology companies, it offers a unique space to connect with industry peers, prospective clients and potential hires. Here, we dive into six proven, data-backed strategies that your B2B tech company can implement to effectively harness the power of LinkedIn.

    • Craft a Stellar Company Profile: Your LinkedIn profile forms the bedrock of your company’s presence on this professional platform. As HubSpot’s research highlights, companies with complete profiles receive up to two times more visitors than those with incomplete profiles1. It’s crucial to ensure that your profile is well-crafted, comprehensive and encapsulates your brand’s essence while being optimized with industry-relevant keywords.
    • Provide Value-Adding Content:  Posting regular, high-quality content that adds value to your target audience can significantly increase your page’s engagement2. Share articles, industry news, thought leadership pieces and company updates that position your brand as an industry leader and provide real value to your followers.
    • Capitalize on LinkedIn Ads: With their ability to reach 875 million professionals, LinkedIn’s advertising platform is a powerful tool for targeting specific audiences. It offers unique B2B targeting features, including job title, company name and industry. A LinkedIn report noted that LinkedIn’s lead generation forms had a conversion rate up to two to three times higher than other ad platforms 3. Utilizing LinkedIn Ads can boost your marketing efforts, driving more qualified leads and bolstering your overall brand presence.
    • Establish a LinkedIn Group: Creating a LinkedIn Group focused on topics relevant to your industry can position your brand as a thought leader. A LinkedIn survey found that users are 50% more likely to buy from a company they engage with on LinkedIn 4, By fostering a community, you can facilitate meaningful interactions, gather valuable insights and build stronger relationships with your target audience.
    • Harness Employee Advocacy: Employees can be your biggest advocates. When they share your content, they extend your reach to their professional networks. According to LinkedIn, employees’ networks are collectively 10x larger than the average company following 5. By implementing a structured employee advocacy program, you can organically expand your brand’s reach.
    • Prioritize Engagement: LinkedIn isn’t just for promoting your brand; it’s a platform for dialogue and collaboration. Authentic, two-way communication helps to foster relationships with your audience and create a community around your brand.

    Leveraging these proven strategies can bolster your B2B tech company’s visibility and engagement on LinkedIn. As with all marketing strategies, continual evaluation and adaptation of your approach will lead to sustained success.

    Citations

    1. HubSpot (2022) – The State of Marketing Report 
    2. Hootsuite (2023) – 47 LinkedIn Statistics You Need To Know In 2023
    3. Nielsen. (2021) – Beyond Martech: Building Trust With Consumers and Engaging Where Sentiment Is High
    4. SocialPilot (2023) – 500+ Social Media Statistics You Must Know in 2023
    5. Sprinklr (2022) – Activate Your Advocates For Recruiting
  • Higher Mobile App Stability Begets Higher User Ratings

    Higher Mobile App Stability Begets Higher User Ratings

    In the competitive mobile market, application stability is imperative. Downtime leads to poor user experiences, which stunts growth and revenue. Apps that have poor stability suffer the consequences. In fact, new studies show that just a 1% lower stability ranking can lead to nearly a one-star drop in App Store ratings.

    Bugsnag recently released its 2021 Application Stability Index (ASI) report, Characteristics of Leading Mobile Apps. The study took 260 top-performing mobile apps across industries and reviewed each’s stability and end-user satisfaction. The study found that apps with solid stability tend to rank much higher in the App Store and maintain increased user engagement. The report also demonstrated that developers are pivoting to weekly releases to quickly address bugs, progressing from the bi-weekly standard for software updates.

    Below, I’ll review the specific details of the ASI and the report and consider how stability varies throughout industries. Hopefully, the results here will help other software teams benchmark their app’s performance and release cadence against top-performers within their sector.

    Stability = User Satisfaction

    When measuring uptime and availability, five nines, or 99.999% uptime, is the golden target for most teams. This report measured stability as the percentage of apps sessions that were crash-free. The median across market-leading apps was 99.80%.

    What’s interesting is that apps with more nines in their stability score achieve markedly higher App Store ratings. Apps that scored less than 99.00% had a median rating of 4.15, whereas apps with 99.99% to 100% measured uptime had a median rating of 4.70. The distribution of ratings was extremely wide for low-performing apps, compared to higher average scores for higher stability.

    What do these results say? Users expect uninterrupted sessions. Frequently occurring stability issues can damage the consumer’s opinion of an app, leading to dissatisfaction and harsh reviews. The more stable an app is, the better chance it has to drive consumer success.

    Stability by Industry

    The study also exposed stability differences between industries. B2B SaaS apps ranked relatively high, at 99.85%. This is likely because B2B software must meet service-level agreements (SLAs). Such services have fewer (yet more high-paying) customers to support, the report speculated. Mobile apps directly tied to the exchange of money, such as e-commerce (99.86%), travel and hospitality (99.90%) and financial and banking (99.85%) also ranked consistently high in stability.

    Coming in second were mobile apps in the business-to-consumer (B2C) (99.82%), consumer goods (99.80%) and health and wellness (99.78%) categories. Though these areas require decent availability to remain viable, they may not need such stringent SLAs. In such scenarios, non-stop availability isn’t as directly tied to end revenue.

    Lastly, apps with the worst stability were found in the mobile games (99.71%) and media and entertainment (99.65%) categories. Mobile gaming had the worst ratings of all industries; mean stability equated to over a full day of outage per year. Increased downtime in both categories is perhaps due to more problems with frequent media updates. These areas also tend to have a lower average revenue per user (ARPU), which may affect how teams value ongoing support.

    Deployment Frequencies

    According to the report, highly stable mobile apps tend to release at least once per week, replacing the bi-weekly norm for updates. Nearly all industries are pushing at least four releases per month, aside from consumer goods and travel and hospitality, at 2.5 and 4 respectively. E-commerce takes the cake with a mean of seven releases per month.

    Nowadays, progressive delivery is made possible due to increased emphasis on CI/CD. Therefore, rapid deployment frequencies are the norm. Releasing new versions more quickly can help appease users with new features. It’s also helpful to quickly patch bugs and decrease mean time to recovery (MTTR) for major incidents.

    Users Love Stable Apps

    Throughout the pandemic, digital reliance soared—84% of consumers said applications were a lifeline to normality, found a recent AppDynamics report. In this climate, mobile applications are critical to delivering valuable interactions.

    Yet, user expectations have evolved. Now, it’s readily apparent that stability directly impacts consumer confidence. The ASI findings behoove engineers to edge closer to the five-nines goal. The more nines you have, the better off you are.

    “The results of our second ASI report highlight the need for better proactive error monitoring and stability management to help engineering teams build healthier apps that deliver superior customer experiences,” said James Smith, SVP of the Bugsnag Product Group at SmartBear.

    It’s good to reiterate that this study examined a handful of leading apps from each industry. So, these scores shouldn’t be construed as inclusive of the entire app marketplace, only as benchmarks for the top mobile app performers.