Conversions are an important component of B2B marketing. The more leads you attract, the more money you make. You could generate some of the best lead generation campaigns in the world, but if they don’t convert, then it’s all a waste of time. Here are eight marketing tactics you can use to improve your lead conversion ratio.
Learn About Lead Nurturing
A lead nurturing program can teach you how to capture leads. It shows you how to attract leads through your blog posts, downloads, web forms, and more. It’ll take you through the buying stage and shows you at which stage they’re most likely to convert. You’ll use a combination of segmented and targeted content to target your leads.
Lead nurturing is one of the best ways to increase your conversion rate. It’s one of the most important functions of marketing automation software. If you have a platform but haven’t seen much Return on Investment (ROI), then you need to learn about lead nurturing. These programs include personalized e-mail newsletters, which increase rates by 14% and conversion rates by 10%.
Set High Standards for Lead Quality
A new trends report by BrightTALK revealed that lead quality is at the top of the list for 68% of B2B marketers. This trend reveals a change from quantity to quality. To use this in your business, you’re going to have to set higher standards for quality. This includes creating a clear framework for the buyer’s journey.
It’s important for you to set higher standards as you try to improve your ROI and increase your revenue. According to BrightTALK’s survey, most of those B2B marketers revealed that their leads made up for less than a fourth of their overall revenue.
Use a Lead Scoring System
The right lead scoring system can help you quantify and scale your targeted leads. Lead scoring is a numerical system that’s based on firmographics data that’s received during the lead capture process. It also includes any actions that have been taken during that time, such as browsing habits, downloads, e-mail engagement, and social media engagement. When you reach a certain numerical point, it’s time for the follow-up phase.
If you use a lead scoring system, you may see an increase in volume. But you should also see a rise in the percentage of qualified leads you receive. This will increase your conversion rate. Sixty-eight per cent of marketers swears by the lead scoring system.
Capture the Right Leads
You should take a look at how you captured your leads, and determine if you’re getting the right information about them and that is where online sales chat management. You don’t want to lose potential leads due to privacy concerns. But if you don’t get the right information, it’ll be hard to attract prospects.
Did you include them in a drip campaign? Or, did you follow-up with them as soon as possible? Are they interested in your content, your products, or both? These are some things that you should take into consideration.
Most contact forms include three fields, so choose the right questions. Name and e-mail address are a dead giveaway. Marketers usually ask for other information such as what company or industry they’re from. You may even want to include a comment or custom question field, depending on your platform.
Run Data Verification
About 40% of poor-quality B2B leads contain poor data quality. This consists of duplicated information, failed e-mail validation, invalid formatting, missing form fields, and other problems. If you continuously receive poor leads, you’ll have a hard time attracting leads and getting conversions. This can do a number on your lead generation campaigns.
Use Targeted Content
Content is important because it’s how you communicate with leads and prospects. It communicates your brand’s story and offers them value. While 86% of B2B companies are implementing a content marketing strategy, that doesn’t mean they’re doing a great job at it.
Your content should engage with your readers and appeal to their goals and priorities to determine their buying needs. That means you need a big library of content that engages with your target audience at each stage of the buying funnel. For example, you may want to include case studies and white papers to attract some high-level marketing companies.
Master the Art of the Follow-Up
Sales representatives are also blamed for the low lead conversion rates. The blame doesn’t always lie with the marketers. One of the most important aspects of the job is to follow-up with leads. How quickly you follow up and how well you handle the call can determine whether or not that lead converts.
You want to follow up while your company is on the lead’s mind. You don’t want to follow up so quickly that they get turned off. When following up, you should emphasize their pain points and priorities that relate to the leader’s role. This is the key to a successful follow-up call.
A follow doesn’t always take place on the phone or face-to-face. Auto-responders in a marketing automation platform can be tailored so that your message is relevant and the prospect knows why they’re receiving this information.
Supplement With Purchase Leads
Many B2B companies purchase leads from third-party companies. Most of these paid leads come from a B2B marketing agency or a lead generation service. Forty-six per cent of small businesses and sixty-one per cent of large companies use a combination of organic and purchased leads.
