Lead generation and obtaining leads for the sales force is the guiding star of most companies and marketing departments, especially in B2B. Many SEO companies have an exaggerated belief that ranking is the holy grail but it is just one component of getting visitors to the site. A website should be built on the basis of the business concept that you want to support.
Your marketing department and SEO agency will give you statistics that seem to show digital progress, but on the inside, you may know that rankings and traffic are not what the CEO really wants to improve without increased sales. You can reach more people by being data-driven and turning on processes, content, technology and embracing qualified lead generation.
A good website strengthens the brand and employer branding. But even if you can get visitors to a certain website, the best B2B sales are about building relationships and rarely pitching products. The best B2B marketers rarely use cold calls, but they start a conversation to get to a meeting that ultimately leads to sales.
In addition to brand building, the site’s purpose is to acquire qualified leads and thus increase the efficiency of the marketing, which ultimately leads to additional sales.
Using the site as a sales tool
Instead of concentrating on rankings, how about focusing on sales leads and the number of qualified new leads and thus increasing digital additional sales? How much a customer is valued depends on the industry in which you operate and how long the customer is a customer. In B2B, the value of the customer is usually much higher than if you turn to consumers. As an economist, you usually count on coverage contribution 1 when it comes to how much you can spend on marketing costs in your digital advertising in eg Adwords.
In online marketing, you distinguish between active leads and passive leads. An active lead is a person who filled out a form, newsletter or made an active choice. A passive lead is a term used primarily in B2B, and you find them by reading IP addresses on log files or looking up the network address from which the traffic comes from and which pages they go to. It is not always possible to get those who are on large networks, but if you are on a corporate network, it is an excellent method of washing several new potential customers.
Count on the entire sales and get the marketing department to work with sales
In all lead management, it is necessary that the marketing department works closely with the sales department and work with data insights to understand the needs of the customers.
For large organizations, you need to have a holistic approach to digital marketing instead of different departments and ecommerce managers working in different silos. For omnichannel customers, the purchase may very well come in a deal but that they first did their research online. Measuring conversion rates also means that the site’s appearance becomes important and builds confidence in the company.
What exactly is a lead?
There are some definitions of leads and what the sales funnel looks like. I usually divide them into unique visitors, new visitors, active leads, passive leads and prospects before they finally become a customer.
Visitors come to the site (passive leads) and they become more valuable if they look at, for example, the product pages (a so-called micro-conversion). They can be divided into new visitors and repeat visitors. Since the majority of visitors are passive leads, the big question is how to create qualified leads for their sales department.
Active leads make an action, for example, filling out a form or news list. The conversion rate is usually between just between 1.5 and 2%. Depending on the industry but if you work a lot with conversion you can increase the figure to 4% with clear buttons and “call to actions”. To get many customers, you also need to show clear social signals that increase credibility. It can be Facebook followers but also customer reviews. What happens when you simplify forms – can you get more customers?
A prospect is a lead followed by a seller and leads to a sales meeting. Different salespeople have different conversion rates and if their conversion rate is lousy, digital marketing becomes more expensive.
A customer buys something
A partner can have several customers and often has some sort of kickback commission.
Obtaining leads is, of course, desirable, but there is a risk if you only concentrate on leads and conversion optimization – when it can be more effective to focus on the customer’s life value and concepts like.
A prerequisite is that the tracking is set up correctly and to get customers to convert. There are different types of conversions. In a webshop it is often simpler because it is about getting people to buy while in B2B conversions can be more difficult to measure.
Fonts (fonts such as san-serifs), word choices, humor, buttons that avoid “sending” without what you really get – are all examples of things that can significantly affect the conversion rate for the better.
Examples of measures that you want to improve and improve conversion are:
- Retention ie getting existing customers to buy more
- Pricing such as increasing the price and making use of buyer personas and a continuous price process
- Register via form
- Register for a course
- The number of people who want to download documents
- Sign up via exit pop-up
- Talk to the chatbot
- A tool for optimizing the pages
Obtaining qualified leads from anonymous visitors and using different lead tools
Leadpages is a tool that helps you create customers from the web pages.
You can use Google Analytics, which is free to find network addresses but many hide behind firewalls.
There are lead management tools that you can buy as Swedish Prospecteye, Prospectfinder or Link Prospector. If you want to find good links there are tools like Url profiles in case you want to pick up contacts and social profiles. With Url profiles, you can find domain email, scrape emails from web pages, pick up emails from My-addr.com or social networks like Twitter, Facebook, Linkedin and Google+.
Use Google Adwords and Facebook to find leads
A little odd way to find leads is to use Google Customer Match in Adwords and Facebook Custom Audiences. Both methods are about finding twins to their customer list by matching with existing customers.
Use Linkedin to find leads
There are various methods that you can prospect Linkedin to find leads. For example, Salestools.io has a tool that you can use.
Use Linkedin to find leads
Another method that works is to add some code to your site so you can get visitors’ linkedin profiles (if they are not logged out). You need a premium account on Linkedin works if you register as “Job Seeker” which is the cheapest account. Then add the following code snippet: