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Generating-Traction-and-Growth-through-Lead-Generation

Generating Traction and Growth through Lead Generation

Generating-Traction-and-Growth-through-Lead-Generation

Picture this out: You are in the process of launching a new product or solution. You need customers in your funnel and you are faced with a struggle in keeping your tank full. As the constant change in the marketing landscape already fueled the challenge in keeping your business on the run, launching a new product only adds to the number.

How will you generate buzz around your product and solution? How will you attract visitors and convert them into qualified leads? How will you gain that “traction” that you’ve been aiming for a while now? The questions of how’s are popping inevitably, it is not new – so are lead generation strategies.

There are several tactics that you can integrate into your business that would help you counter the said challenge, such is a deeper understanding of lead generation that is both art and science. It is a simple process, yet, it needs professional creativity to attract visitors, drive traffic to your website and gain some qualified leads whose interest was stirred by your product or service. There are many opportunities out there, but the question is how are you going to turn each opportunity into sales?

how-are-you-going-to-turn-each-opportunity-into-sales

You will not achieve what you desire if you lack the sense of product awareness and understanding of your clients’ needs. As it is a stiff competition, you need to reach out to customers in order to have that competitive edge while maintaining your place in the industry. Plan your marketing activities efficiently and take advantage of the multi-channel available within your grasp. In short, make your clients know what you are offering – bring your product or solution to your customers on individual social media avenues. A cross-channel marketing approach will help you win visitors and convert audiences to leads. Dropped below are some of the helpful tactics that can help you create traction:

 

SEO

Optimization is key. Let online users find you in search engines as it is arguably, the most powerful long-term technique in generating leads. This goes along quality content and possible search keywords related to your service. You can also use some SEO tools that can equip your search marketing campaign for the better.

 

Online Presence

Position your product or solution where a big number of audiences are most likely to dwell. Widen your reach across the web as you provide your prospects with information relevant to their needs. Send them appropriate and time-saving messages in a touch point.

 

Live Chat Support

Focus on prospects who are potentially interested with what you offer by simply answering their questions. Provide real-time and convenient information as you drive you prospects to your sales funnel through a live chat that would put you quickly in front of them.

 

Content Marketing

Humanize your brand and come up with a buyer persona that will allow you to understand your customers better. When you relate your content that appeals to your target market, you are not only building a relationship with them but you also cultivate their trust towards your brand.

 

Affiliate Marketing

Considered as one of the key strategies for your business to prosper, affiliates are your business partners that would pave you access to different networks. Leave a part of the burden on promoting your service to them as they can reach and attract online users redirected to your website.

 

Email Marketing

A one-to-many medium, nothing beats a channel that stood the test of time. Emails are more direct and personal where you can establish a relationship with your clients. When managed effectively, it could generate great results for your business.

 
In addition, you can find your own lead generation company that will help you achieve your marketing goals. Leverage your marketing stance with their professional services that will save you time as manual works of your team will be reduced. Choose the one that works best for you, which coincides with your target market and your requirements.

If there is no traction going on and about, your product or solution will not gain the momentum needed to keep your business running. The higher the traction, the higher the sales – sales will fuel your business and lead generation will trigger your sales. So make your move, attract potential investors and close the deal while it is still hot!

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




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Generating-Traction-and-Growth-through-Lead-Generation

Generating Traction and Growth through Lead Generation

Generating-Traction-and-Growth-through-Lead-Generation

Picture this out: You are in the process of launching a new product or solution. You need customers in your funnel and you are faced with a struggle in keeping your tank full. As the constant change in the marketing landscape already fueled the challenge in keeping your business on the run, launching a new product only adds to the number.

How will you generate buzz around your product and solution? How will you attract visitors and convert them into qualified leads? How will you gain that “traction” that you’ve been aiming for a while now? The questions of how’s are popping inevitably, it is not new – so are lead generation strategies.

There are several tactics that you can integrate into your business that would help you counter the said challenge, such is a deeper understanding of lead generation that is both art and science. It is a simple process, yet, it needs professional creativity to attract visitors, drive traffic to your website and gain some qualified leads whose interest was stirred by your product or service. There are many opportunities out there, but the question is how are you going to turn each opportunity into sales?

how-are-you-going-to-turn-each-opportunity-into-sales

You will not achieve what you desire if you lack the sense of product awareness and understanding of your clients’ needs. As it is a stiff competition, you need to reach out to customers in order to have that competitive edge while maintaining your place in the industry. Plan your marketing activities efficiently and take advantage of the multi-channel available within your grasp. In short, make your clients know what you are offering – bring your product or solution to your customers on individual social media avenues. A cross-channel marketing approach will help you win visitors and convert audiences to leads. Dropped below are some of the helpful tactics that can help you create traction:

 

SEO

Optimization is key. Let online users find you in search engines as it is arguably, the most powerful long-term technique in generating leads. This goes along quality content and possible search keywords related to your service. You can also use some SEO tools that can equip your search marketing campaign for the better.

 

Online Presence

Position your product or solution where a big number of audiences are most likely to dwell. Widen your reach across the web as you provide your prospects with information relevant to their needs. Send them appropriate and time-saving messages in a touch point.

 

Live Chat Support

Focus on prospects who are potentially interested with what you offer by simply answering their questions. Provide real-time and convenient information as you drive you prospects to your sales funnel through a live chat that would put you quickly in front of them.

 

Content Marketing

Humanize your brand and come up with a buyer persona that will allow you to understand your customers better. When you relate your content that appeals to your target market, you are not only building a relationship with them but you also cultivate their trust towards your brand.

 

Affiliate Marketing

Considered as one of the key strategies for your business to prosper, affiliates are your business partners that would pave you access to different networks. Leave a part of the burden on promoting your service to them as they can reach and attract online users redirected to your website.

 

Email Marketing

A one-to-many medium, nothing beats a channel that stood the test of time. Emails are more direct and personal where you can establish a relationship with your clients. When managed effectively, it could generate great results for your business.

 
In addition, you can find your own lead generation company that will help you achieve your marketing goals. Leverage your marketing stance with their professional services that will save you time as manual works of your team will be reduced. Choose the one that works best for you, which coincides with your target market and your requirements.

If there is no traction going on and about, your product or solution will not gain the momentum needed to keep your business running. The higher the traction, the higher the sales – sales will fuel your business and lead generation will trigger your sales. So make your move, attract potential investors and close the deal while it is still hot!

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Get your FREE ebook

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Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)

Lead Generation for Startups: Profiling and Engaging Ideal Customers

Lead-Generation-for-Startups--Profiling-and-Engaging-Ideal-Customers (Blog Image)

Startup owners need to be more strategic and intentional with their marketing strategies. Traditional marketing is out of the question with a tight budget.

A better approach is customer-centric. Target buyer personas are most likely to engage with your brand, easy to retain, and are more loyal. In this article, we discuss how to create these personas and interact with them.

 

Understanding your Audience

Most people have characteristics and traits they want in an ideal partner. When you find a person that matches your perfect partner, you woo them and care for them, so your relationship becomes long-term.

In business, we do not offer or goods and services to everybody. The wrong customer can bring down potential customers. When you find customers that fit your profile of ideal buyers, your goal is to create long-term clients. Just as it is expensive to woo a new partner, so is mass marketing a costly ideal.

Customer insight is essential to compete on a tight budget and personalise your service. You know when to hire additional staff, create promotional adverts, and launch your campaign to the right audience when they are most likely to buy. Here are some ways to collect customer data:

 

Creating Buyer Profiles

Start by creating buyer personas or descriptions of your ideal customers. You can have segmented buyer personas based on demographics and values. Necessary information may include location, gender, age, budget, occupation, interests, buying habits, concerns, and motivations.

A B2B Marketer’s Guide to a Fresh Marketing List (Blog Thumbnail)

Check out our guide to making sure that your data is optimised for your lead generation and appointment setting campaigns.

 

Website Analysis

Analyse customer interactions on your website as well. Analytic tools determine your customer’s buying journey from start to finish. These tools also help identify holes where buyers stop in their journey.

Basic Principles of Action-inducing and Lead Generating CTAs (Blog Thumbnail)

Generate more inbound leads using our guide to making lead-generating call-to-actions (CTAs)

 

Market Research

Sometimes, the quickest way to get the information you need is to ask. Do market research on your existing customers through customer surveys, feedback forms, mystery shoppers, online reviews, and forums. When you take the time to listen to your customers, you learn from them, clarify your existing knowledge, and make them feel valued.

 

Online Paid Surveys

Web surveys are great, but with paid surveys, you gain detailed information from your customers. Target existing customers and your strongest buyer segments when providing incentives.

Implementing a Successful Multi-channel Survey Campaign (Blog Thumbnail)

Improve survey response rates and get ideal results using our pointers on how to leverage different channels to conduct your B2B survey campaign.

 

Engaging Ideal Customers

Customers are most likely to participate when a brand comes alive. Communicate with your audience, ace your customer service, and continually ask for feedback.

Let us discuss some ways to engage with your audience:

 

Get Social

A business page on major social networks better establishes your startup. It attracts local customers and makes your business more trustworthy. Social analytics tools are also vital to data collection.

 

Provide Value

Create content that is relatable to your audience. Establish yourself as a thought leader. Publish blogs, video content, and freebies that add value to the lives of your customers. Let them see how your solutions fit into their daily lives.

 

Direct Marketing

What you communicate speaks volumes about how much you know your audience. Personalise message directed at your target audience tells them you listen and value your business relationship. It is equally essential to identify channels your audience uses the most to communicate with you, such as email, website, Facebook messenger, Twitter DM, or phone.

The Top Five Marketing Channels In Terms of Conversions (Blog Thumbnail)

Let’s take a look at the five strategies that deserve a Best in Lead Conversions Award

 

Once you had your customer profiles and targeted messaging, you can utilise the following strategies:

  • Send a Message on Social Media– Encourage existing customers to engage more often with discounts and birthday coupons sent directly as a personal message.
  • Email Marketing– This cost-effective strategy, when done right, is beneficial. Avoid sending mass emails that end up in spam. Target subscribers and buyer segments that get more use out of your offer.
  • Direct Mail– Millennials are highly responsive to this type of marketing. Postcards, catalogues, and handwritten personalised messages capture their attention. If your clients are oldies, you know they prefer physical mail to digital mail.
  • SMS or IM– Your mates are on their mobile phones more than on any device. This messaging encourages responsiveness, but you need to take caution. Only send messaging relevant to the needs of your customers.

 

Wrap Up

Competition and the pressure to meet sales goals push startups to improve their strategies. Start on the right foot by building profiles of your ideal customers and getting insight into their buying journey. Communicate with them with relevant content that provides value, ask for feedback, and promote directly with targeted messaging. Retaining ideal customers will be better for your brand in the long-term than continually marketing to a large group of Aussies that may or may not need your product or service.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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Sales Pipeline Management: Chasing and Engaging Lapsed Leads

Sales Pipeline Management: Chasing and Engaging Lapsed Leads

Sales Pipeline Management: Chasing and Engaging Lapsed Leads

Every successful lead generation campaign has its share of failure points. These failures, when not coped, may affect campaign results or worse, would hit all your lead generation efforts on a dead end.

A lapsed lead is one of the reasons that may contribute to the failure of your lead generation efforts. How you manage these lapsed leads would either make or break a campaign’s results.

Yes, you read it right, manage lapsed leads. This means that you will have to re-profile these lapsed leads whether they are still good enough to bring back your customer or contact pipeline or not. Give each lead its benefit of the doubt.

Before you pick up that phone or send that email to chase or reconnect with a contact of a lapsed lead, take the following steps:

 

Run another round of profiling campaign

Run a profiling campaign for these lapsed leads. Although you have done it before, it won’t harm to do it again just to ensure you will be dealing with a qualified contact with accurate information, more so, will not be putting your lead generation time and effort to waste dialing to ‘negative’ contacts like ‘no answer’ or  ‘not interested’.

Related: 13 Reasons Why You Should use Data Profiling and Get Accurate IT Contacts

 

Pre-qualify those lapsed leads again

Read the notes and digest the interactions between you and the prospect. The conversation must weigh more positively in showing a window for you to be able to reconnect with the prospect.

Related: MQL vs SQL: A Guide To Proper Sales to Marketing Leads Handoff

 

Make them feel you are there again

Most marketing experts suggest that when reviving a lapsed lead, you have to make it more personal in terms of communicating. That’s good, but quite an aggressive tactic. Before you do so, make the prospect feel you are coming around the circle again by sending him content that contains valuable links which would help him decide to say ‘yes’ to see you again on another appointment.

Related: The Do’s and Don’ts of Sales: How to Make Your Prospects Say ‘Yes’

 

Reactivate interest of old/lapsed leads

This is not an easy task. Some prospects may not have the same feeling or impression towards you – as a company, product or service, now and from the last time you spoke with them. You may mention some topics which you have discussed with them before but should not keep you from sharing new features, and unless they would ask you to recall. Instead, bring up more of the new items like a new product, service or promotional stuff that would entice them to engage with you again.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

 

 

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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MQL vs SQL: A Guide To Proper Sales to Marketing Leads Handoff

MQL vs SQL: A Guide To Proper Sales to Marketing Leads Handoff

MQL vs SQL: A Guide To Proper Sales to Marketing Leads Handoff

Sales and Marketing experts collaborated to give the best guide to proper leads handoff. Here’s some sage advice from them.

 

Automation

Marketing Automation

Hubspot suggests automating lead handoff from Marketing to Sales following a specific process, starting with determining the appropriate timing when a lead become “sales qualified’. The lead handoff process contains the important communication made between the two departments.

  • In cases where a lead is returned from Sales to Marketing when further nurturing is needed or become unqualified, the marketing team may opt to continue to track the lead by sending content in order to get the prospect to give accurate information.
  • But when a lead becomes an opportunity, utilize an email flow with useful content which is relevant to the decision making of the prospect.
  • When a lead is lost, do not give up on that lead. Keep nurturing them, give them the chance to get back to your customer pipeline soon.

Related: How Marketing Automation Increased My Client’s Appointments in 30 Days

 

Identifiable Touchpoints

Touchpoints

Business2Community shares that a clear handoff process should have identifiable touchpoints at each stage for both departments. Using a spreadsheet or a central database that contains all activities done for such lead will help provide a clear handoff process:

  • Getting everyone held accountable for distinct responsibilities, showing each department’s touchpoints
  • It’s a guide that would let everyone know what has been done and what still needs to be done to a lead to complete its life cycle.
  • It will help improve both Sales and Marketing’s ability to determine a sales pipeline entry point. Sales may use some triggers to get an MQL into an opportunity through a demo, free trial or consultation.    
  • It holds value between Sales and Marketing, knowing where to look for the most updated list of MQLs.
  • A tool that is rock solid, closed-loop reporting. This can be achieved by building a process that sits on the top of the CRM by clearly establishing an understanding of the proper handoff strategy.

 

Marketing-ready to Sales-ready

MQL to SQL

Marketo, on the other hand, has 7 ways to turn marketing qualified leads to sales qualified leads:

  1. More consistent and better quality follow-up on leads would result in better or higher conversion of leads into opportunities.
  2. Faster lead response times would give better conversion rates.
  3. Better economics. Salespeople close deals with qualified sales candidates, not doing otherwise like educating raw leads or unqualified prospects.
  4. The human touch enhances lead nurturing through personalized thought leadership and value based on the lead’s pain points.
  5. Working with superior data or the most accurate information in the CRM.
  6. Improved revenue cycle analytics, being able to identify where the problem’s root and resolve it faster with better follow-through process.
  7. Talent development for sales means to have sales knowledgeable and skilled people in the team who understand the business well and can carry out quota while reducing hiring work.

Related: The Killer Way To Convert Leads Into Sales

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

 

 

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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The Do's and Don'ts of Sales: How to Make Your Prospects Say 'Yes'

The Do’s and Don’ts of Sales: How to Make Your Prospects Say ‘Yes’

The Do's and Don'ts of Sales: How to Make Your Prospects Say 'Yes'

The magic word in sales is often debated, but we’ll all agree that when a prospect and a potential addition to your client-base says “yes”, it’s definitely music to your ears. Here are a few things that you have to say “no” to make sure that your client says “yes.”

Persuading a prospect to say “yes” is not as easy as most experts make it sound. In fact, a bigger percentage of prospects will most likely say “no” after the first meeting if the presentation was not designed to be convincing enough to warrant a “yes.”

Every marketing and salesperson is well aware of this truth. That is why the act of persuasion is fast becoming an “art.” There are numerous teaching available about how to make the best presentation or proposal, but not everything you read or hear about will work for you beautifully. At the end of the day, you need to find the formula that will best suit your corporate culture, work ethics and personal values. What works for another may not necessarily work for you.

Fortunately, we can learn a thing or two about human psychology when it comes to business, sales, marketing, and convincing the mind to step out of its comfort zone and say “yes” to something totally new, unchartered and potentially groundbreaking. Remember to say “no” to certain practices and “yes” to those that will benefit you greatly in order to take your company to the next level.

 

Say ‘no’ to these:


1. Using complicated and overwhelming tables, charts and statistics.

One of the key things to remember when making a proposal to your prospect is to make it as simple as possible. Avoid intimidating or boring your prospects by bombarding them with data that they may not be able to appreciate at first glance. If your proposal is backed up by important numerical data, then you might want to consider presenting a summary only instead of letting your prospects go over myriads of tables and charts.

 

2. Letting your emotions get the best of you.

It is normal to be passionate about what you are proposing to your clients. However, if you’re not careful, your proposal might end up sounding like a sappy old romance film ridden with emotions that are too heavy to process. If you want your prospects to say “yes,” you would want to excite, inspire and make them hopeful about your proposal.

Related: 4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do

 

3. Promoting something that has hazardous effects.

People nowadays are becoming more and more keen about their health and keeping the environment clean and safe. Anything that affects these two in a detrimental way is a major “no.” Go for something that promotes or advocates a healthy lifestyle and green living. People would be more than willing to consider something that protects these two.

Related: A Marketer’s Guide To Selling To The 4 Types of B2B Decision Makers

 

Say ‘yes’ to these:


1. Make your message more about the needs, wants and interests of your prospects

When you are trying to convince your prospect to say “yes” to something, you have to dwell more on what interests him, what he needs and what would make his life easier and more meaningful. Avoid highlighting so much about what your company wants to achieve in the next couple of years or how it has grown exponentially over a short period of time because of hard work and other important work values. While these things are also important, detailing them may not be really as relevant as you hope they would be.

Doing this tip makes your reader feel important and that you care about the decision he makes. It will give your reader the impression that you care little about the monetary gain, but more for how his purchase will impact his life. When you embrace this approach wholly, it can do wonders for the integrity of your business.

Related: The Difference with Australia-specific Content to Generic Ones 

 

2. Do your research seriously

Research on the following:

  • The purchasing behavior and patterns being practiced by your target market;
  • Products that will address very basic yet often overlooked needs;
  • How your product can solve some of the most pressing problems that your clients face every day;
  • Proof and valid testimonies that will raise the integrity of your product; and
  • Benefits of the service/product to the buyer

Related: Lead Generation for Specific Verticals: A Guide for B2B Companies

 

3. Back up the claims about your business in your proposal or presentation with concrete evidence

Making a prospect say “yes” to you means convincing him enough that putting his money on your proposal is a worthy investment. You will only achieve this when you have made him confident. A person’s confidence is built when you use authentic data and strong evidence to support your claims.

 

Once you apply a few of the tips that we’ve laid out here, then you’ll certainly notice a world of difference in your sales appointments today!

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

 

 

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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Growing Your Sales Pipeline: Part 2 – Converting New Business Leads

Growing-Your-Sales-Pipeline--Part-2---Converting-New-Business-Leads

Updated: Jan. 23, 2019

We’re bringing new life to this article with up-to-date and relevant information. Enjoy!

In a another post, we went over a handful of sales prospecting tips that top-performing Australian B2B marketers put into practice. Today, we’ll focus on the next crucial step in achieving pipeline growth: converting new business leads into opportunities and customers.

To recap, recent research findings about the B2B marketing space in Australia (such as Green Hat’s 2018 B2B Marketing Report) reveal what highly-effective marketers tend to do differently. Based on these results, we’ve identified 10 pipeline growth strategies that drive the performance of best-in-class marketers:

  1. Document your marketing strategy the right way
  2. Work with TIDY marketing data
  3. Meet prospects where they actually are
  4. Focus on conversations, not just content
  5. Don’t do what everyone else is doing, unless…
  6. Always be selling the next step
  7. Help prospects find and use information faster
  8. Bake CX into your marketing DNA
  9. Separate the signal from the noise in your metrics
  10. Align, by all means, align

We’ve already talked about the first five points in detail in the previous post. We now turn our attention to the five other remaining pipeline growth ideas, which relate to lead conversion.

 

Always be selling the next step

Best-in-class marketers understand that today’s buying process is a marathon, not a sprint. That’s why they’re twice more likely to have a lead nurturing strategy and process in place compared to average marketers. Keep in mind that the most effective lead nurturing programs produce 50% more sales-ready leads at a 33% lower cost.

If you took the time to clearly document your lead generation strategy, then it’s going to be much easier for you to outline the steps in the nurturing process.

Marketing MO recommends going over these questions to define your buyer’s purchase journey (which you can then use to create your lead nurture path):

  • When do buyers realize that they need help with a problem?
  • What do buyers do to find potential solutions?
  • How do buyers decide which solutions and vendors to evaluate further?
  • What information do buyers need in order to make a decision?
  • Who else from the buyer’s organization will be involved in the decision?
  • How long will it take for the buyer to make a decision?

 

Help prospects find and use information faster

As B2B buyers control more and more of the purchase process, they need to quickly access the right information at the right time to help them move along the buying journey. Faced with an ocean of content and collaterals, buyers tend to prefer potential vendors that can help them easily find what they need.

Research from Aberdeen shows that targeting users with content relevant to their buying stage yields 72% higher conversion rates. At the same time, DemandGen Report finds that bundling lead nurturing content within a resource hub results in 400% increase in lead-to-pipeline ratio.

All this points to the fact that, not only does content need to be relevant to the buyer’s position along the purchase journey, it also needs to be easily within reach.

Here’s how to help prospects gain access to what they’re looking for:

  • At each step in the purchase journey, what information or tool can you provide to help meet the needs of potential buyers?
  • Can you assign persons from your team to be involved at each stage?
  • Does your experience with past prospects help you identify how to shorten the time leads spend at each stage?

 

Bake CX into your marketing DNA

When it comes to converting new business leads, best-in-class marketers understand the value of optimizing customer experience (CX). In fact, this is a clear point of distinction between top-performing marketers and the rest of their peers.

According to Green Hat’s survey of Australian B2B marketers, around 48% of overall respondents have implemented customer journey mapping and developed personas, while 50% are targeting specific segments. By comparison, 67% of respondents classified as best-in-class have already undertaken customer journey mapping, and 74% are personalizing content.

Part of the reason for this difference in the level of CX focus is the multi-channel nature of the customer buying process. This is why a full 95% of B2B marketers find optimizing CX very challenging.

As PWC notes, buyers expect these four key qualities in any CX effort: speed, convenience, knowledgeable help, and friendliness. This is even more important now that 46% of B2B researchers and decision makers are millennials.

B2BMarketing.net lays out the specific steps in order to make CX a seamless part of your lead generation process:

  • Audit your lead conversion process and set metrics for success at each touch point
  • Plan for every stage in the customer life cycle, from acquisition to retention
  • Make sure your marketing team (and only your marketing team) owns CX
  • Get everyone’s buy-in and understanding
  • Leverage influencers and customer champions
  • Listen and respond to feedback

 

Separate the signal from the noise in your metrics

Highly effective marketers also excel at another crucial ability that their peers struggle with: measuring what matters.

As Bizible mentions, while both best-in-class and average marketers have largely the same marketing priorities, they differ in how they use marketing metrics. Top-performing marketers are 10% more likely to point to down-funnel metrics such as lead-to-opportunity, pipeline growth, revenue, ROI, etc. as gauges of their performance.

Best-in-class marketers are also more likely to claim they can reliably measure marketing results. Green Hat finds that 95% of top-performing marketers measure overall marketing ROI to some degree. In addition, almost 3 out of 4 highly effective marketers can accurately measure lead conversion and pipeline performance, 2 out of 3 can measure sales lead follow-up and more than half can measure campaign attribution.

One pressing reason why average marketers struggle with marketing measurement is that they tend to be inundated by an overwhelming amount of data. With so many data points to monitor and analyze, it can be hard to separate the signal from the noise.

An article from Forbes breaks down the steps to help you analyze marketing data more effectively:

  • Start with clear objectives
  • Assess the quality of data
  • Answer specific questions
  • Acknowledge and correct possible biases
  • Analyze data in context
  • Apply the right data visualization
  • Organize and crunch the numbers using a reliable tool
  • Assign the right person to the data analytics role

 

Align, by all means, align

Among the things we’ve mentioned so far, it’s the ability to align sales and marketing that starkly contrasts top-performing marketers with the rest of the pack.

Bizible uncovers a correlation between high marketing performance and marketing-sales alignment. Top-performing marketers are more likely to rate their sales-marketing alignment highly than average marketers.

Green Hat also observes a similar relationship between marketing performance and the degree of marketing-sales alignment. According to their study, sales-marketing alignment is the B2B area that sharply differs between best-in-class and average marketers.

Sales and marketing alignment is a core element of pipeline growth. With alignment, more leads are converted and followed up by sales, and both sales and marketing share a unified view of the prospect’s purchase process.

For alignment to happen, the following five areas need to be covered:

  • Shared goals and KPIs
  • Mutual lead management process
  • Common lead definition
  • Clear service-level agreements (SLAs)
  • Open communications and regular collaboration

 
Conclusion:  Now that we’ve seen what top-performing B2B marketers do to get the most from their marketing programs and campaigns, it’s time to put these ideas into practice. Building and growing your sales pipeline is all about finding the right approach to capture sales prospects and convert new business leads. Hopefully, the things we’ve covered in this series can point you toward that direction.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

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