You still see it too often: B2B marketers who keep sending traffic to websites whose marketing/sales funnel is as leaky as a basket. “As long as the basket stays full, it will be fine,” is the thought. If you go on with this blindly, the high costs per acquisition and disappointing results will soon catch up with you and force you to face the facts. Rather choose a sustainable solution and stop the leakage. For more leads, start at the beginning: your goals and your website.
You want users who end up on your website to convert as easily as possible. Then you choose your channels and continuously analyze your results and then adjust your strategy. The Chief VP Operations Email Database strategy of a B2B company is not comparable to that of a B2C company. You often have to deal with multiple decision makers, higher budgets and longer relationships.
In this article I will give you tools for a successful lead generation strategy for your B2B business.
Step 1: more leads? Make it measurable
For starters, you need to know what you’re working towards and what factors indicate success. Formulate SMART goals, such as ‘in Q4 of 2020, the number of leads increased by 30% compared to Q4 of 2019’. An associated KPI can be the conversion rate: ‘in Q4 of 2020, the conversion rate has increased by 50% compared to Q4 of 2019’.
Be realistic by analyzing what your previous results were and how they came about. Start calculating and see how many leads are needed on average to bring in a customer. Set goals based on that.
Step 2: work on conversion optimization
Before you choose your channels, it is wise to optimize your website for conversion so that the chance of generating leads is the greatest. Many B2B websites often still look too static, businesslike and impersonal. That’s a missed opportunity. Research is longer in the B2B market and the decision-making process is also much longer than in the B2C market. Invest time in increasing the session duration, so that you are in the mind of the visitor longer and have the chance to linger longer.
Aim for an average session length of 2 minutes to pique your potential lead’s interest and get top-of-mind. In addition to offering relevant, problem-solving content, pay a lot of attention to the appearance and user-friendliness of your website. Analyze your analytics to see where the bottlenecks are and solve them. I would like to share 2 simple solutions to common mistakes I encounter when optimizing B2B websites.