Aaron Rodriguez explains the benefits of using CRM for improved business efficiency

As a business leader or decision maker in your company, you’ve probably heard the term CRM, its benefits and all the ways this technology can help your company grow. Even so, there are many entrepreneurs who are not quite sure if investing all that money in this tool is really worth it or not. Aaron Rodriguez, a business optimization expert, comes to answer those questions by explaining the benefits of using CRM to improve business efficiency.

CRMs are a major breakthrough for any sales team and company in general. In fact, CRM spending is expected to exceed $40 billion this year in countries like Mexico. If all the buzz about the platform is to be believed, it is an indispensable tool for all companies in the sales and service industries.

According to Nucleus Research data, every dollar spent on CRM generates a return of $8.71, and that average ROI continues to increase as CRMs become more advanced and more affordable. It’s no secret that CRM systems are not always well received by sales and marketing teams.

While clearly, this technology can be a great help in tracking deals with a magnifying glass and taking even more advantage of opportunities, sales reps often view the system as a tedious task that requires them to enter data and more data. Because of this, Rodriguez explains a bit about the different major benefits of having a CRM system. “Showing the benefits that adopting CRM software could bring to your sales, marketing and customer service team can help change the perception and promote its adoption and use,” assures the expert.

The star benefit of CRM software is improved customer relationships. Today’s users shy away from companies that don’t make them feel special. Fortunately, all the benefits of a CRM are ultimately aimed at improving the customer experience and relationship.

“By having centralized and organized data, you can personalize your proposals to customers, respond to their concerns in a timely manner and offer them the highest quality of service,” Rodriguez asserts. “Establishing this connection with your customers allows your message to be captured in a different and unique way. The conversation flows because your customer feels taken into account, feels that someone is genuinely listening to them.”

Efficient and sophisticated CRM software allows you to track your marketing investment and see the ROI. Modern marketing techniques are very effective, but they are also a burden on finances. And when you don’t track spending, the odds of overspending and getting very little ROI are silently increasing.

With CRM software, sales managers can take a closer look at the progress and results of their campaigns, and see what’s working and what’s not. They can also enter investment data and determine acquisition costs, calculate cost per lead, cost per customer, customer lifetime value, etc.

Before CRM was introduced, salespeople stored business cards in decks of cards. They had to manually scroll through the deck every time they needed to contact someone. Clearly, this was a time-consuming activity that slowed productivity.

Now with CRM, it’s a different story. Sales teams can store all contact data in one place and easily look it up whenever they need it to capture more leads and improve the way they sell. Facilitating lead nurturing is undoubtedly a benefit that should not be overlooked.

“Seventy-five percent of managers say that using a CRM helps drive and increase sales,” Rodriguez says. “This is thanks to the end-to-end automation that this platform offers. Automation is one of the biggest advantages CRM software platforms provide. They make it possible for the sales team to stop wasting time on repetitive tasks.”

Using mobile CRM applications can increase the productivity of the sales team by up to 15%. The mobile features available in the CRM are an instant added value that allows your company to get better performance and achieve great results in their business processes. This makes it possible for the work of your sales team to be not limited to the walls of the offices and can reach another level that not only benefits the numbers of your business.

Aaron Rodriguez discusses how eCommerce is boosting innovation in Latin America

In the context of the pandemic caused by COVID-19, digital channels have helped customers and small and medium-sized businesses cope with social distancing measures and health quarantines. In the same way that many have become accustomed to working from home, turning to online streaming or entertainment services and interacting more using social networks, shopping online has become more common during those difficult times. While things are back to normal, Aaron Rodriguez, an eCommerce expert, explains how the tool has driven economic growth, innovation and competition in Latin America.

First, eCommerce helped many companies survive during the regional health quarantines. They were unable to choose from their physical sales channels. Secondly, eCommerce enabled financial inclusion in a region that has 45% adult population without a bank account.

“Added to all this, the possibility of selling online offers entrepreneurs wider markets and lowers barriers to entry,” Rodriguez explains. “This is due to selling products without the need to pay the cost of establishing the physical presence of their businesses, thus boosting competition, productivity, employment and innovation.”

However, eCommerce sales only reached 11% of the population and the majority of retail sales still occur through traditional physical channels. In fact, in Latin America, there are still several limitations that prevent these benefits from reaching a larger percentage of the population.

However, eCommerce sales have only reached 11% and most retail sales still take place through traditional channels. These benefits are not available to a greater percentage of Latin American citizens because of limitations.

Despite recent eCommerce growth, it is still marginally used in the region. eCommerce’s potential is limited by the low internet connectivity rate in the region, which averages around 60%. Additionally, the fragmented logistics services, and the absence of inclusive payment services, hinder its development. SMEs are often lacking the knowledge and resources to diversify their sales channels.

The decline in online shopping will likely be due to the ease of social distancing measures on the continent. Rodriguez notes that this will result in consumers choosing the channels they prefer, online, in-person or omnichannel.

Some people prefer to purchase a product online and see it in person. According to the Mexican Association of Online Sales data, nine in ten shoppers mix physical and digital sales channels.

Governments should therefore be able to create policies that will ensure a sustained recovery of the retail industry and use digital channels to increase economic growth, innovation, and employment. Latin American governments must support SMEs with digital transformation and training programs to help entrepreneurs take advantage of the online sales channels.

The government must also be cautious when regulating the retail sector. The US and Europe have different regulatory agencies that are focusing on eCommerce companies. They want to ex-ante regulate in a way that encourages innovation and competition, but also recognize the pro-competitive and marginal role eCommerce plays in the wider retail sector.

Latin America is therefore far more conducive to the sector’s development than other regions. According to the Economic Commission for Latin America and the Caribbean, the current data shows that the average rate of Internet shoppers in all Latin American countries was 30% lower than the Organization for Economic Cooperation and Development.

However, leading eCommerce companies have made the region their home, proving Latin America’s incompatibility and uniqueness with foreign regulations. The government must understand how the existence of international, regional and local marketplaces – as well as the adoption of online selling channels by traditional retailers – enhances competition and supports economic development.

Aaron Rodriguez discusses what entrepreneurs need to open a business in Panama

The direct experience of an entrepreneur in Panama is the best report to evaluate why it is a good idea. The reasons are many, at least as many as the advantages that the Republic of Panama offers to entrepreneurs from all over the world. Learning about entrepreneurship implies investigating all those social relationships that generate entrepreneurial initiatives in people. Aaron Rodriguez, an expert in the business world, explains why choosing Panama is an ideal strategy, and what is really necessary in order not to fail.

First of all, Panama allows the anonymity of the shareholders. Secondly, the Panamanian government offers everything necessary to open an offshore company, that is, a company that does business outside the territory in which it is registered. At the same time, it enjoys the benefits that reduce or eliminate the tax burden. It moves within a jurisdiction favorable to entrepreneurship both in controls and all the bureaucratic and accounting delays to which many are accustomed in other countries.

Rodriguez has decided to dive deep on to what is important and try to explain why Panama is considered one of the most attractive tax havens for entrepreneurs from all over the world and has really proven to be the ideal place to establish a new business. For almost a century Panama has been considered the best friend of businessmen and one of the largest financial centers in the world.

“If we add to this the relatively low living and labor costs, when we disembark at Tocumen airport, we can be sure that we have made the right decision,” Rodriguez points out. “Many have asked me if it is convenient to start a new business in Panama. First, Panamanian companies are completely tax-exempt. Second, they don’t have to file tax returns and financial statements. Third, they have no limits on directors, who can reside everywhere in total anonymity. Should that be enough?”

If there is a tax, it is called the Flat Tax and is a compliance due once a year, starting in the second year of the company’s life, and is equal to just over $450. Nothing to worry about, in short. Taking this into account, actually, the answer is enough for many to continue their business tour in the most famous tax haven in the world.

An offshore company offers several advantages, both from the point of view of bureaucratic and legislative obligations, as well as from the tax point of view. Opening an offshore company in Panama costs very little, just over $1,000.

With an offshore company, it is possible to hide assets, accounts, investments and real estate in case it is necessary, for example for a financial seizure or an expensive divorce. It also protects your assets both domestically and internationally, thus avoiding foreclosures and seizures.

“Panama is a country that offers opportunities for all entrepreneurs,” Rodriguez explains. “Fueled by foreign direct investment and its import and export market, Panama is the best choice for companies looking to expand their presence in Latin America, and international companies looking for an offshore location to house their assets and protect their business in uncertain times.”

Panama has grown at an unprecedented pace over the past years. From 2013 to 2018, GDP per capita increased from $11,841 to $15,090, and its GDP nationwide increased by a third, from $45.6 billion to $61.8 billion. The country, on average, is growing at more than 5% annually and several new infrastructure projects, such as the additional Panama Canal bridge and the Colon Urban Regeneration scheme, are boosting the economy and encourage foreign direct investment (FDI).

At a time when business leaders have to fight through a bureaucratic treadmill to launch their startups, it is good to know that there is at least one country where it is easy to incorporate a company and start a new international experience. Panama is unique in that it makes it possible to register a business in about two weeks and there is no need to physically be in the country during or after the incorporation process. In fact, several high-profile entrepreneurs have never visited the country, but have managed to build successful businesses worldwide and record hundreds of millions of dollars in profits.

With so many Latin American startups placing the territory on the world stage, this is a great time to start a new venture in Panama. Thanks to its growing tourism sector, endless real estate projects, increasing agricultural exports and an impressive banking and financial sector, there are several key industries to consider when expanding to Panama.

Aaron Rodriguez offers proven sales strategies that will help any business succeed

How well you plan your sales strategy is what will make the difference between a successful startup and one that fails. It is important to know how to follow-up in a professional manner. This will make a big difference in your long-term revenue. This covers everything, from expanding your email reach to niche marketing. Aaron Rodriguez, a well-known entrepreneur and process expert shares his top-rated strategies to engage and maintain clients.

Entrepreneurs and salespeople often implement a sales strategy that doesn’t address the key ingredient. Customers will abandon you if this happens. If you only focus on the price and benefits of the product or service, you will lose the connection with your client. If you don’t take the time to get to know your client, it is impossible to solve their problem.

It is important that your business system clearly defines the problem you are trying to solve. Rodriguez advises, “Do your best to understand your prospects’ needs before you start talking about how this might benefit them.”

People want results, not just products and services. Now it’s time to clearly explain how and what your prospect will get. The end result is value.

Focusing on niche markets with problems similar to yours can help you increase your outreach. Instead of reaching out every organization, you should focus on a few customers.

During business conversations, you will likely encounter new problems or unique requests from potential clients. This is a good thing as every organization you work for has a clear structure and inward processes. Rodriguez says, “You have to be flexible. It is important to remain positive and not assume you can solve each customer’s problems. You must be flexible enough to adapt your sales strategies as necessary.”

It is a smart idea to integrate lead scoring, a system that ranks prospects, into your business process if you have a lot of leads. Lead scoring allows for quick organization of prospects based upon the highest chance of closing the deal.

If you feel that you cannot give a presentation or demonstrate something, don’t lose heart. Instead, identify the problem and solve it. It can backfire when you ask your audience directly for clarification. They might be afraid to admit they are not competent. Ask for clarification. Offer to clarify information or provide examples to help ease their minds. It is important to convince the customer to purchase.

Once you’re certain that you have the right person to contact, it’s time to close the deal. It should be one that grabs attention and keeps prospects interested in your solution. If you spend too much time or energy talking about your company, your solution, customers that you have worked for, and why they should join your team, you risk losing your prospect.

Don’t give a pitch, or give a speech. Tell a story. This will draw the attention of decision-makers and give an example of the service or product’s real-world benefits. Storytelling is an excellent sales strategy. Stories keep us engaged and increase our ability to absorb information. This will result in greater sales.

These strategies can help you succeed in your business, no matter if it is a new startup or an improvement to an existing one.

Aaron Rodriguez discusses the benefits artificial intelligence gives eCommerce

It seemed like science-fiction, but it is already a reality in many sectors. Artificial intelligence (AI) is an unstoppable market, and it will be difficult to conceive the future without its development. In fact, it is already impossible to understand today’s world without intelligent technologies. It makes life easier without many realizing it, even when it comes to online sales. AI in eCommerce is here to stay and to satisfy the eagerness of many companies to stay ahead of their competitors. Aaron Rodriguez, a specialist in finding resources to optimize a business, discusses how eCommerce can improve its operations by bringing AI into the equation.

In the age of omnichannel, eCommerce is now one of the preferred sales channels. In addition, online shopping is a solid alternative that promises to leave traditional systems behind. As a result, online companies are looking for new ways to continue to beat their own brands and improve the reach and performance of their business.

New strategies, models and technologies are capable of optimizing online shopping and enriching the customer experience. This is where the big challenges lie: in fields as diverse as logistics and in eCommerce’s ability to get to know users, relate to them and meet their demands.

“If there’s one thing eCommerce generates, it’s a lot of data,” Rodriguez points out. “The more we know about what consumers are saying and doing at any given moment, the more useful it is for our business. The better that information is managed and the better it is leveraged, the more value it will have.”

In this sense, big data is a great ally of online sellers, who now also have the complicity of AI to streamline the management of this immense amount of data and gain a new space within the eCommerce market. Machine learning, on the other hand, allows systems to be programmed to make automatic decisions based on the analysis of large amounts of data. They identify patterns, learn and convert data into predictions.

According to Rodriguez, there are three main areas that concentrate some of the fundamental challenges for eCommerce companies, which directly affect the needs of consumers, the purchasing process and the more or less efficient delivery model for online orders. One of these is the personalized user experience.

AI in eCommerce helps sellers to deliver personalized shopping experiences thanks to the analysis of customer consumption patterns. The key is the quality of the data available and the ability of each company to examine the data effectively.

It is a matter of knowing consumers better and better, of segmenting the target audience and of establishing profiles that make it possible to design exclusive campaigns and messages for each customer based on their habits and preferences. This includes search history, virtual interactions, purchases and similarities with other customers.

Deep learning is a subcategory of machine learning, a technology that seeks to mimic the human brain, process large-scale data sets and create patterns for decision-making. It recognizes behavioral norms, attitudes, tastes, intentions, preferences and allows personalized and more accurate recommendations.

“eCommerce relies on algorithms, which learn by doing and intuition from experience what the outcome of the buying process will be,” Rodriguez explains. “Companies react earlier and automatically. They optimize the customer’s online journey, make it more attractive, more comfortable, and tailored to their real needs.”

Another function of AI applicable to eCommerce is customer service. Again, technologies that mimic the functioning of the human brain come into play, automated computer systems capable of solving problems without the need for human intervention. In this case, AI in eCommerce offers natural language processing systems that are already applied in areas of customer service and sales support, for example, through social networks.

Chatbots are increasingly able to simulate smooth, accurate and natural conversations over the Internet with flesh-and-blood users. They automatically learn from their interactions with customers and hone their skills. They represent an economical and efficient alternative, allowing the implementation of virtual assistants to manage orders, resolve doubts, provide guidance during the purchasing process, collect payment for products, and prepare market reports.

And finally, there is logistics. “Quality and speed in the delivery of an online order are key for eCommerce. AI in eCommerce provides increasingly powerful algorithms and applications to detect consumption patterns, perform a predictive analysis and design sales and merchandise replenishment strategies adapted not only to consumer demand but also to the interests of the company,” explains Rodriguez.

In this field, companies are investing in machine learning technology and robotic process automation. On the one hand, they acquire platforms with learning capabilities to classify data and anticipate customer decisions. On the other, they automate human tasks to make the most of employees’ talent in more strategic and creative areas.

Aaron Rodriguez discusses the reasons why SEO is important for digital marketing

It is well known by all that to obtain a good return on investment in terms of marketing, you must follow a planned strategy according to the objectives of each company. To reach present and potential customers who surf the Internet every day. Of course, that investment is not only made in economic terms. Efforts to optimize a website also have a lot to say when it comes to attracting traffic. In today’s lines, we talk about the benefits of using SEO and SEM in the digital strategy. Aaron Rodriguez, a business improvement expert, explains why SEO is a required component of any digital marketing strategy.

SEM (Search Engine Marketing) is paid advertising that is done in order to promote a website in search engines. SEO (Search Engine Optimization) is the positioning in organic search. SEO and SEM have as their main objective to improve visibility in search engines. Of course, one and the other have significant differences. SEM is a pay-per-click (PPC) service, while SEO improves the search result without having to pay for it. On the other hand, with SEM, such results can be achieved relatively quickly, for SEO, it would be necessary to implement a more long-term strategy as well as have the website perfectly optimized.

If, for example, we create a landing page for a certain time, the ideal is to apply an SEM strategy so that it gives short-term results during the campaign. On the contrary, the website of the brand in which it is presented, its services, a blog with valuable content is managed, etc. we would fundamentally need a more long-term strategy of organic positioning. However, in certain campaigns, the results with SEM are increased.

According to recent studies, PPC has a slight advantage in terms of conversion rates as it gives direct control over visibility. Explains Rodriguez, “The CTR, or Click Through Rate, is the ratio that is obtained by dividing the number of times an ad is clicked against the number of times that ad is shown. It is the metric that gives us to know the relevance that an ad has for the user.”

The larger the budget invested; the more options will be to improve visibility in the search engine. SEM, as you well know, is based on bidding for keywords. As for organic search, time and effort is the only thing THAT SEO asks for to achieve good results. The keywords or keywords, the contents of the web. Its updating and structure. They are part of the SEO strategy, and this depends to a large extent on the results that will be obtained.

SEO positioning is achieved through keywords, among other elements. In this way, if we manage to position our website with the right keywords, the traffic we will obtain will be much more qualified. Our contents and the copies used will respond to the searches of users and potential customers.

As for SEM, some of its main advantages are that we can choose the message and creativity that will be displayed. This allows us to optimize the campaign according to the results that are obtained. In addition, in SEM, we can segment and determine that the campaigns appear exclusively to a certain audience.

Thanks to segmentation, we will reach our target or target audience more easily. The CTR is the ratio obtained by dividing the number of times an ad is clicked against the number of times it is displayed.

Organic results are more likely to be clicked. According to a study by New Media Campaigns, organic results are 8.5 times more likely to be clicked than paid search results. Without forgetting that sponsored ads allow us to bring highly segmented and quality traffic to our website. In addition, it gives us a real-time, measurable and quantifiable follow-up to be able to take actions for improvements in order to optimize the campaigns. Once again, if we combine SEO and SEM, we will have the ideal strategy.

There is also an additional benefit of improving brand awareness that derives both from following a digital strategy in SEM and, of course, in SEO. Successfully locate ads in paid search results and also appear in organic results. This will help reinforce the message and improve brand visibility. The result: consumers will trust the company and its services; they will know it better.

Adds Rodriguez, “We can say then that SEM shakes hands with SEO. The first of these is key to publicizing a brand, especially in its origins. And the second becomes imperative to position itself in the minds of present and future users or consumers.”

Within SEO, there are multiple concepts and techniques to take into account. These are ON AND OFF PAGE SEO, Technical, Local SEO, etc. In turn, within the SEM, we must know and understand what is and how the PPC works, the CTR, what are the impressions, or what are the types of concordance that exist.

Aaron Rodriguez provides six soft skills for leaders looking to transform the workplace

Basketball great Michael Jordan is credited with saying, “Some people want something to happen; some people dream it will happen. And some people make it happen. Those are the true leaders.” Because if the history of the modern business world has shown anything, it is that the transformation of an organization begins with the transformation of those who have to manage that change. Workplace optimization expert Aaron Rodriguez explains how leadership should be exercised in the digital age, and what soft skills the leader should possess.

One might think that an organization undergoing change needs a steady hand, someone with digital skills who also brings together vision and experience, and who can chart a sensible path to navigate it with caution and competence. However, Rodriguez points out that none of these characteristics matter as much as one might think when sketching the sketch of the digital transformation leader.

Creativity, curiosity and knowing how to manage ambiguity also appear as highly desirable traits. Soft skills that are certainly not so soft anymore. Digital transformation is not a single process, as technological changes are continuous. The expert provides six tips for leaders facing the task of digitally transforming their company.

He suggests that leaders should be a catalyst and not a planner. Leaders must encourage, and even accelerate, change rather than plan for it. This means setting the conditions for your organization to reach its goals and then guiding your company through continuous learning, pivoting as necessary.

“Leaders must become comfortable moving forward with ambiguous and incomplete information about what is going on around them and the potential ramifications of their actions,” Rodriguez suggests. “They must learn to view their decisions and actions as working hypotheses that they can only validate by gathering feedback on their impact as quickly as possible.”

Then comes trusting and letting go. In today’s world, the ability to orchestrate collective action has never been more relevant. Leading in the digital age is an exercise in trust. It is about inviting employees to participate in decision-making and creating a culture that makes people feel confident enough to take risks and act on behalf of the organization’s interests.

You also need to be an explorer. With so much change around them, leaders must be curious, tirelessly searching. Leave the office and not “live in a bubble.” But at the same time, they must have the humility to ask questions and learn from internal experts and digital natives at different levels of the organization.

“In a word, leaders must be familiar enough with emerging technologies. They will be able to ask the right questions regarding opportunities, risks and legal and ethical danger areas, and establish the boundaries to guide the use of digital tools,” Rodriguez suggests.

Demonstrating courage must be paramount. Leaders must learn to experiment and live change themselves in order for their organizations to thrive. To become comfortable with the inevitable mistakes and unconfirmed hypotheses of experimentation, leaders need a new attitude toward risk. Avoiding opportunities just to avoid failure is perhaps the most dangerous position to adopt in the digital economy.

A true freewheeler must be ever-present. Emotionally engaged and communicating openly and authentically. Therefore, they must have characteristics such as empathy, to monitor employee stress and anxiety and try to prevent overload and burnout.

Vulnerability is necessary to be comfortable with emotionally charged interactions, not only with employees, but also with customers and suppliers. They must also be self-aware to create space for slow thinking in a fast-moving world.

And finally, leaders must live the values with conviction. Many employees will resist changing their mindset, behavior and skills unless they appreciate the value of doing so; leaders must be clear not only about what they are doing, but also why they are doing it.

On the one hand, they need agility and courage to adapt to evolving circumstances, but they also need determination and discipline to lead a company toward digital maturity. The only reasonable response to the changes in digitalization is for leaders to adopt a learning mindset and show generosity to others and to themselves.

Aaron Rodriguez discusses the importance of mission and vision in strategic planning

81% of employees who worked for organizations with a strong mission state that their stakeholders trust their leadership team; in those that do not, the figure is 54%. It is likely that your organization has a stated mission and vision. After all, both criteria define and defend what your company stands for. Aaron Rodriguez, a business optimization expert, explains the true importance of mission and vision in a company that wants to achieve a strategic plan.

Experts like Rodriguez hope that your organization is at the “Top of Mind” of your customers and that is why he wanted to delve into the topic where you can find out all about the mission and vision in the framework of strategic planning. “Despite the importance of a mission and vision, many organizations still don’t have one in place, which sets their efforts in the right direction,” Rodriguez points out. “And of course, we find other organizations that transpire their mission and vision and are imperceptibly transmitted to the experience of their customers and users.

The mission is the statement of the organization’s purpose and focus; it is a brief description. In simple terms, it explains what the company does, who it serves and what differentiates it from competitors. It is used to provide guidance, direction and inspiration to employees, while telling customers what they expect from the business.

Well-crafted mission statements serve as filters to separate what is important from what is not. They clearly state what markets will be served and how, communicate a sense of intended direction to the entire organization, and some even become the company’s core advertising.

“A genuine mission statement determines the direction of the company and its strategic planning. The mission statement tells what the company is currently doing to reach the state it wants to be in. For this reason, it is used as the “North Star” that reiterates the path that the strategic planning of any organization must follow,” Rodriguez explains.

A clear mission sets the boundaries that allow team leaders to delegate both responsibility and authority. The mission is to an organization what a map is to a tourist, and provides a framework for thinking about the entire organization and conducting successful strategic planning. Strategies should not be created in a vacuum; they should focus on the stated mission of the company.

On the other hand, the mission drives and enhances team engagement. Employees who fall in love with their work experience higher levels of productivity and engagement and express loyalty to the organization as they develop with it. According to Rodriguez, mission-driven workers are 54% more likely to stay with a company for five years and 30% more likely to become high performers than those who come to work with only their paycheck as a motivator.

To this end, it is critical that mission statements reflect a commitment to a social contribution to the community they serve. Likewise, when hiring a new employee, it is important that the new hire knows what the company does and where it is going. The mission statement forms the basis for consistency with the entire team and organization. The entire team will be focused on the same mission, which leads to greater effectiveness and efficiency.

Knowing the mission drives leaders to prioritize what matters most to customers and employees to improve the company and its services, and drive the business toward longevity and success. Clarity of mission facilitates continuous assessment because it will know exactly what to measure and how to measure it, enabling continuous improvement in the organization.

Once evaluated, change processes will follow. Rodriguez says, “Change can be difficult for many people because they feel insecure and out of control. If the mission is clearly defined, team members will be more open to change and see how it can help the organization achieve its mission. This will foster a culture that embraces change and allows for it to be used when needed.”

Ultimately, the mission statement guides corporate strategy, which, in turn, guides marketing strategy. All marketing activities should be related to and supported by the organization’s mission. It is important to emphasize that when the mission is clear and forceful, it becomes a slogan that makes an impact without the need to add more. It becomes a mutual reinforcement between the mission and the marketing strategy.

Aaron Rodriguez explains how to leverage eCommerce for business growth

eCommerce not only involves companies making sales to the end consumer (B2C), but it also opens a great opportunity to work digitally between companies, with suppliers or customers (B2B). As a quarantine trigger, in the wake of the pandemic, companies have been forced to adopt technology solutions and implement eCommerce to continue the business. Aaron Rodriguez, a business optimization expert, explains how a company can take advantage of eCommerce to grow its business like never before.

While transactions through this channel have more than doubled in the last year, this is no guarantee that all brands that have adopted it will survive this new digital age, as this requires structural change, Rodriguez says. “It’s not enough to implement a platform or an online store and that’s it. Organizations that have been more successful in moving to a digital environment are precisely because they have made real changes in their business model,” he adds.

The expert indicates that this year will see the consolidation of omnichannel and the integration between physical and digital commerce. It is important for brands to be prepared for this. Recent studies suggest that 44% of online shoppers in Peru made their first purchase in the digital channel during the pandemic, and 83% of them plan to continue shopping this way in the future.

However, it has been emphasized that eCommerce not only involves companies making sales to the end consumer (B2C), but it also opens a great opportunity to work digitally between companies, with suppliers or customers (B2B). To take advantage of the boiling of the new digital environment, Rodriguez has suggested some tips of utmost importance.

The first thing is to have digital platforms in both the front-end (user/customer experience) and back-end (support of internal processes of the company). From the order to the request or confirmation of a purchase order must be integrated, to be as efficient as possible.

Many companies still try to do business with the cash payment method when 70% of people use some type of credit or debit card to make online purchases, as it is one of the fastest, most efficient, and safest ways. Fewer and fewer people use digital means to pay in cash. Those who do not implement payment tools of this type will be relegated in the market and will lose step with the competition.

After integrating the buying and selling processes through digital platforms, it is also urgent to digitize the commercial support; administration, accounting, billing, delivery, inventory management, etc. “To boost the company’s growth, it will also be necessary to implement electronic invoicing,” Rodriguez suggests. “Not only is it more secure, but it will also save costs and time in accounting processes. In fact, a digital transformation of the entire management of the company is necessary.”

Sharing information online with customers is also a point that should not be overlooked. This year, the way forward for small and medium-sized companies will be to strengthen their relationship as suppliers of companies they are starting or have been working with, where they can really make a successful business. Then, digital sales/purchase channels between companies will achieve greater dynamism if there are automated processes and information sharing between customers/suppliers is achieved online.

“It is important to never forget the importance of training staff,” Rodriguez asserts. “One of the biggest brakes that companies have is that their staff has not been trained on the new digital business model, more demanding of service, sensitive in speed and attention, and product delivery. It must go with a complementary program for staff to adapt to this new e-business model.”

As an expert specializing in providing digital solutions, Rodriguez believes that the goal of using online platforms, electronic invoicing, and other technological tools makes a company more agile, efficient, and profitable in this new reality. The eCommerce has come to be seen as a solution in many countries, and more and more people prefer to use online platforms to be able to stock up with everything they are looking for.

Aaron Rodriguez discusses Digital marketing strategy in B2B businesses

Digital marketing refers to the promotion of a brand online, via digital communication. It aims to reach customers via search engines, social media, websites, emails, and other channels. Aaron Rodriguez, an expert in using digital marketing to optimize business, talks about digital marketing strategies for B2B businesses.

A digital marketing strategy is the planning of certain steps to reach defined goals through online means. It entails aspects such as the creation and dissemination of content through websites and social networks, email, and blog management, among others.

“Attracting new customers is the goal of all digital marketing actions,” Rodriguez assures. “So, it’s not just about getting your company to have a digital presence, but that the marketing and sales strategies are aligned, to offer a good experience in the process of recognition and consideration, which will give the customer the security to make the decision to buy from you.”

B2B (business to business) marketing is oriented to the sale of products and services between companies and not directly to the final consumer, as it is in the case of B2C. In other words, it is the companies themselves that sell products or services to other companies and not to individual consumers.

First and foremost, the needs of companies are not the same as those of a consumer, since they are motivated by more objective factors, such as profitability or productivity. Companies buy a product or service with the objective that it will help them function better, be more efficient, and get a return.

“We should know that in B2B, it can be more complicated to get the message to our potential customers, since they are usually fewer in number than consumers, and because they belong to a much more segmented niche. They are generally professionals in a specific sector, so it is not as easy to maintain communications with them through more general channels such as social networks,” Rodriguez explains.

In this sense, email marketing can be very effective if it targets the right contacts and takes into account aspects such as the specific needs of the customer (in this case, companies) and knowledge of the buying cycle of our product or service. Another point to highlight is that nowadays, companies are aware that the image projected by their business associates has a significant impact on their own image, and on what they want to convey to their customers.

B2B customers are a more informed audience, who are clear about the type of product and service they need. Therefore, they’re going to check out other options besides your company, either through a computer or even a mobile device, so it’s critical that you maintain a digital presence. “In B2B it can be more complicated to get the message to our potential customers since it is usually a smaller number than consumers, and because they belong to a much more segmented niche,” adds Rodriguez.

One of the great advantages of digital marketing is that you can create a defined audience that fits with the target audience that your product or service can really interest. Instead of sitting back and waiting to see if your direct marketing, radio, or print efforts work, with digital marketing, you can be sure that you are targeting the right audience through the channels where they spend most of their time. Before launching an ad or campaign, you can enter key information about your audience to better target them. This makes it easier for you to generate the desired impact and gives you more opportunities to increase your sales.

90% of the research and decision-making that makes customers become buyers is done online. If your company has a good digital presence and reputation you will be one step ahead in the selection process. Digital marketing is very important for businesses as it allows you to have a much better control of the quality of your campaigns.

You can easily track your campaigns and make the necessary adjustments on the fly without making them more expensive. This helps you adapt and optimize your strategies as they are being implemented to achieve better results.

“Ultimately, a good digital strategy will help you drive your company’s long-term growth,” Rodriguez concludes. “For this to happen, marketing must be aligned with business objectives, as it will help your marketing team understand the intent, interactions, and signals that drive long-term growth.”