Andrée DesLauriers

Let’s stay the course and reconnect with our customers!

This new social distancing reality is taking root as we move into our third week. However it’s possible to keep in touch with your customers and prospects and plan telephone meetings or videoconferencing!

We are currently helping several companies stay focused on their business development with telephone conversations with their prospects and customers while scheduling follow-ups for their sales team.

More than ever, it’s important for some businesses to facilitate business development for their sales force while letting them focus on supporting customers. On the other hand, it’s critical to continue to find new sales leads to ensure continuity of orders.

Do you need a little help? Contact me to discuss your challenges!

Nathalie Gauthier
President, Vision Strategy Marketing
450.655.5300, extension 246


  • How to nurture leads to close more sales. Read more
  • Strategies to plan your webinar events for success. Read more
  • Target your messages and add value for your audience. Read more


VSM UPDATE | Marketing in challenging times

We wanted to give you an update on how we are adapting our business as more cases of COVID-19 are emerging in Montreal, and across Canada. Our priority is the safety and health of our employees, customers, their families, and those most at risk to the effects of the virus. Our team has put in place a contingency plan to ensure there are no impacts to our current and future customer projects.

There is a shift in the way our team works and in the way we hold meetings with you. Our team is now mostly working from home (which means you may meet some of our adorable pets as well). Fortunately, the way we meet and collaborate will not change how we do business with you nor the quality of our execution.

Keep your marketing strong through challenging times

In uncertain times, it’s important to focus on marketing strategies that keeps your core business growing. We’d like to help you by doing what we do best – keep your customers and prospects engaged with you.

There is no better time to keep in touch with customers by email or phone to discuss their challenges and find solutions.  

If your resources are running thin and you need our help, call me to discuss your needs.

If you have any questions or concerns, don’t hesitate to contact me. 
I hope you remain healthy.

Nathalie Gauthier

President, Vision Strategy Marketing

450.655.5300 extension 246

How to build Brand Awareness into your B2B Marketing Strategy

What is Brand awareness?

It is a marketing term that refers to people’s ability to recall and recognize your business, your product or service by name.

Why is it important? When prospects get to know your brand, it is an opportunity for you to build familiarity and gain trust. Modern buyers now research solutions to their problems online first. That’s why building your B2B brand awareness on the web is a great place to start.

A few strategies to build Brand Awareness

1. Build a professional, content rich B2B website

Good planning is essential to building a quality website.  First, create a unique selling proposition right at the top to ensure that people will instantly understand the products or services your business offers.

Then, make sure your site is easy to navigate, optimized for mobile, that is holds pertinent information to help your audience find solutions to their challenges. The final key element for lead conversion is to include clear call to actions and forms for prospects to get in touch with you.

2. Leverage Retargeting Strategies for Website Visitors

Once visitors have consulted your website, a good retargeting strategy is a great way to get these prospects to come back and learn more. By continuing to show ads to these visitors who have left your website for the next 60 days or more, your product or service will benefit from extra visibility and you will give more exposure to your brand. 

3. Create Blogs that are relevant and offer guidance

A blog is a great tactic when it offers content that shares expertise and experiences that are relevant to your target audience to help them in their journey. It also offers a way to incite visitors to come back. To get more mileage out of your blogs, identify your key words and include the ones that have the highest performance score to increase organic search views. Also promote them to your customers and prospects by inviting them to subscribe to email blog updates.

4. Get active on social media

You will need to do a bit of research, but you have an opportunity to increase your B2B brand awareness using channels that your target audience follows. Then, set a goal to post something valuable to your customers and prospects at a frequency that you can maintain. You can write about relevant industry trends, timely news or events, how to solve specific problems, myths & misconceptions, pros & cons to name a few. Eventually, some prospects will start following and engaging with you.

5. Take advantage of Key Trade magazines

Trade magazines offer focused content that is credible written by industry professionals. This is where your prospects look for news about new products, reviews, competitors, or industry trends. There are many ways to leverage your target audience through key trade publications. You can advertise, create thought leadership content with Partners or offer guest articles.

6. Use Email Marketing to nurture your contacts

If you maintain your customer and prospect database efficiently, you should continue nurturing your contacts through email marketing.

Analyze statistics from past email campaigns to plan and deliver relevant information at the right point during the buyer journey. By developing content that addresses your contact’s interests, you can build trust, keep customers engaged, make prospects more likely to convert and ultimately increase the customer lifetime value.

7. Call your prospects

Cold calling provides the opportunity to present your business and helps foster a relationship between businesses better than reaching out online. You can determine if there is a good fit by simply having a conversation. If your salespeople or inside sales do not have the bandwidth, a specialized B2B telemarketing agency can usually help and qualify potential opportunities while expanding brand awareness.

8. Show Up at key Industry Events

In business-to-business marketing, face-to-face communication is just as important as ever. Potential buyers want to know that they can trust your company and meeting your representatives in person is the first step. Choosing the right event that attracts your target audience is key. When a company is often present at key events, they will likely engage more with their customers and prospects and form a relationship. Another effective way to increase your exposure is by securing a speaking engagement at key industry events. By providing thought leadership, you can earn respect and attract the attention of your audience even though you are not making a sales pitch.

Why B2B Brand Awareness Matters

For people to want to buy from you, they need to know you exist and what you offer. Brand awareness can help set your business stand out. You will need to define what is truly unique about your offer to your target audience to rise above the noise. Your target audience has many roles within their own businesses therefore, you’ll need to refine your messaging to each of these stakeholders, all of whom have slightly different perspectives.

Happy Holidays

To our clients, collaborators, vendors and visitors,

One year ends…and another begins with great resolutions and hope! With this period of festivities ahead, we’d like to wish you the very best holiday season.

For 2020, we wish you a lot of momentum, creativity and especially for you to take pleasure in your work.

We’d love the opportunity to work with you next year on a project that is important to you.

Best wishes from our entire team.

Vision Strategy Marketing

How to nurture leads to close more sales

If your business is active in developing marketing strategies and activities to generate leads, how successful are you at converting those leads into sales?

Are there obstacles that are impacting your results?
Are all your leads being followed up?
Are you letting leads go stale?
Are salespeople nurturing those leads?

We often hear from clients that they have a hard time following up on all the leads captured at a tradeshow…yes, all those business cards on your desk. Are you executing marketing tactics to generate business opportunities while leaving money on the table? Don’t worry, you’re not alone and there are different ways to address this problem.

Before we get into how to improve lead conversion, have a look at these thought-provoking stats about leads:

  • 50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research)
  • 61% of B2B marketers send all leads directly to Sales; but, only 27% of those leads will be qualified.  (Source: Marketing Sherpa)
  • 79% of marketing leads never convert into sales (Source: Marketing Sherpa)
    Lack of lead nurturing was identified as the most common cause of poor performance.

Lead Nurturing Statistics that support best practices

  • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) 
  • Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group) 
  • 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Source: Forrester Research)
  • Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (Source: CSO Insights)

Develop a lead management process

You might think there a long list of things you need to do to move the needle on leads you gained from various marketing tactics and keep them interested until they are ready to buy. The first step is to ensure you have a lead generation and management process to ensure your leads are followed-up and nurtured in a consistent way. Then, get your marketing and sales team to follow these 3 simple steps.

There are only 3 things you need to do well to get more prospects to buy:

  • Cast a net about problems, attract prospects’ attention
  • Offer prospects some free advice to build trust
  • Get prospects to take action one small step at a time

Cast a net about problems to attract and nurture

People will pay more attention to communications about their problems rather than solutions. Why? Negatives make a bigger impact on our brains. With problems, they experience fear and anxiety, and this will engage them emotionally.

Your business prospects have different types of problems they need to solve. With negative triggers you will capture their attention and be able to offer your solutions more effectively. You can still expect objections, long buyers journeys and social proof validation.

Offer prospects some free advice to build trust

Trying to convert a prospect on the first meeting will scare many off. Yet, many salespeople get all excited to follow up on a lead and expect a quick sale. Just like dating, people want to get to know you and your company before making any kind of commitment to buy. Offer them some advice and focus on building the relationship. You don’t need to give away the store but rather take them on the path to solving their problem.

Offer information about the solution to the problem, either with a case study, white paper, or other marketing content but only if it’s relevant to their circumstances.  You will need to learn more about their pains through discussions.

Observe and track the communications and marketing content they respond to. Did they open an email or links to blogs? Use the stats to get insights about their interests and provide them with pertinent content that will help them get closer to making a decision and readiness to buy.

Get prospects to take action, one small step at a time

Have you ever signed up for a free offer or downloaded some marketing content and get a sales call the next day? Were you ready to buy? Probably not.

Lead scoring is a great way to track prospect interests. Once they hit a certain score, it may well be time to contact them for a follow-up. However, keeping prospects interested takes time and staying in touch to provide them information during their journey is key to finding the right solution. Also keep in mind that the more complex the solution, the longer the sales cycle is likely to be unless there is urgency to solve the problem.

Most prospects want to buy.
They may simply not be ready right now.

Be patient, make sure you follow-up with your leads at the frequency that makes sense for their particular needs and eventually, you will see a higher percentage close rate.

Vision Strategy Marketing develops and executes lead nurturing programs for businesses in IT Solutions, Telecom, Professional Services, Channel and Distribution. We accelerate sales growth by converting more sales leads into customers. Everything we do is focused on achieving tangible results for you.

Contact Nathalie to discuss your needs.

Vision Strategy Marketing unveils its new website

As Vision Strategy Marketing is about to start a new year of operation, we are excited to unveil our new website.

We are very pleased to share with you that not only have we refreshed our presentation, but we have completely redesigned our site to offer you more comprehensive information ùabout our various service offerings and the results they can generate for your company.

Our programs and tactics are designed to help your business attract, engage and convert prospects into qualified business opportunities. Our ambition is to become an extension of your sales team.

Tap into our undeniable strengths! Experienced professionals, strategy-based and the integration of sales and marketing programs. We are looking forward to speaking with you!

For more information about B2B Marketing Services, visit