B2B Marketing Key Success Factors
Below is an excellent infographic entitled “The B2B lead-gen Manifesto”, published by a landing page technology platform, Unbounce. Along with the infographic, Unounce published some great Key Success Factor (KSFs) Nuggets for B2B marketers looking to step up their game via Content Marketing summarized here. But we strongly encourage you to click over to check it out.
First, some somewhat surprising stats:
- 79% of marketing leads never convert into sales
- Nurturing leads make 47% larger purchases than non-nurtured leads
- 85% of people would rather provide an email for an ebook vs. paying with a tweet
- Companies that use Twitter get 2x the number of leads per month
- 64% of decision-makers read their email via mobile devices
Next, some KSFs:
- Principle #1. Thou Shalt Create Content that helps people achieve greater success for their business and will be willing to share their personal data for.
- eBooks and whitepapers: Help to establish you as a thought leader which can lead you the acquisition of customers.
- Blogging: Your lead can be in the form of an RSS subscriber.
- Videos: Add a CTA at the end.
- Infographics: Highly shareable content can give you greater brand exposure. Couple them with some surrounding content (like this post) and link to a landing page to generate leads.
- Webinars: Leverage well-known experts and co-marketing to bring in special guests from other companies to add to the desire factor.
- Principle #2. Thou Shalt Optimize Your Lead Gen Pages. The simplest rule to learn here is that every lead gen form – or the page it’s on – can be better. This is where A/B testing and conversion rate optimization come into play. If you’re part of an in-house marketing team or agency, you can break up the optimization workflow between your team members. Things to test to achieve higher conversions on your B2B lead gen pages:
- The size of the prize: Match the perceived value of your giveaway with that of the level of data you’re asking for. I.e. don’t have a form with 10 required fields for a 5 page eBook.
- Try before you buy: This is a proven technique used repeatedly in B2C circles (think of Amazon’s “Look Inside”), so why not use it for your B2B campaigns? Add trust to your page by offering a totally free preview of the best section.
- Social proof: If you’re advertising a webinar, show a live count of registrants to encourage herd mentality. Also get your Marketing Manager to reach out for customer testimonials.
- A/B test your pages: Continually come up with new hypothesis to test against your original page.
- Principle #3. Thou Shalt Market After the Conversion. Confirmation pages are a highly neglected conversion hotspot that should be taken advantage of while your lead is at their warmest. This is known as post-conversion lead generation.
- For webinars: People get busy, forget, or have to attend meetings, so they inevitably miss webinars. In the case of Dan Zarrella’s world record breaking webinar (31,100 regis.trants) – 65% of registrants didn’t show up. But don’t let this be the end of the story, you now have a list of business leads, so follow-up with a recording and invite them to your next event
- Give a bonus: To make people feel extra special, give them something else after they convert, such as another eBook.
- Social sharing and following: The confirmation page is the place to put your sharing and follow widgets, it removes clutter and distractions from your landing page.
- Principle #4 – Thou Shalt Embrace the Mobile Market
- Make your CTA buttons big enough for fat fingers
- Don’t send ANYONE to a homepage: All that nudging and stretching on a smartphone is annoying and makes people hit the back button
- Keep your forms short: Tolerance for typing on mobile devices is low
- Click to call: If your prospects need a little handholding, have a clickable phone number as well as the form
- Principle #5. Thou Shalt Nurture Your Leads. A common marketing expression is that you should sell the fire, not the fire extinguisher. In other words, use a soft sell approach. You can do this via email by sending useful content to your leads to keep them engaged and looking at you as a subject matter expert. Over time this will create the persuasion required to turn a fence-sitter into a customer.