Years ago, lead generation was all about outbound sales. Things have changed now.
The internet has completely changed the sales sphere, particularly in the B2B world.
Consumers have the power.
A quick search online can present them with the best (and worst) solutions to their problems.
“Buyers might be anywhere from two-thirds to 90% of the way through their buying journey before they even reach the vendor.”
Businesses now need to be focusing their efforts on capturing leads during this research stage. It’s all about maximising your website for maximum conversions.
That means increased CTAs (calls to action), increased relevant content and an overall user friendly experience.
You need to be genuinely helpful if you’re to succeed in capturing your prospect’s attention for the right reasons.
Create touchpoints that are personal to who you’re targeting.
So for example, if you’re a B2B tech business, you need to be thinking exactly how you are going to reach the companies you’re targeting, and how you can solve their problems with your solution.
Think about the whole process as the consultative selling approach, but take it right back to your website. You need to be providing all the information they need to know but holding back on some information in order for conversation to be sparked.
Trading information for contact details
Creating interesting and relevant content is all very well, but you need to make sure that in return, you’re gaining contact details.
The idea is to turn your anonymous prospect into a lead that you can nurture through your funnel.
Gaining that information from the offset allows you to mould your strategy to their specific needs.
A great way of getting contact details is through the use of eBooks and guides. But you need to make sure you are grabbing attention through effective landing pages, else all the hard work will be for nothing.
“68% of B2B businesses use landing pages to garner a new sales lead for future conversion.''
Effective landing pages can come down to many different factors, and we recommend outsourcing professional help to maximise your conversions.
Where to begin
Take a look at your website and analyse each part of it.
Look at what works and what doesn’t.
Make sure that you have lead magnets where appropriate and plenty of opportunities for your prospect to provide you with contact details in return for relevant information.
Why don’t you start with our new eBook, which shows you exactly how to generate and convert leads. You can download it here.
If you need more help and advice in understanding how you can maximise your lead generation and increasing your inbound sales pipeline then please get in touch. We’ll be more than happy to help!