Optimizing your B2B lead conversion efforts is one of the best decisions to make, as it helps increase sales and productivity. Many B2B businesses today are beginning to make smarter and bolder decisions to improve their lead conversion efforts. They have their marketing team create inbound leads and then convert those leads into customers, with strategic planning, to increase sales.
While many businesses are doing their best to optimize their lead conversion efforts, the issue for many others often lies in their inability to convert their leads into sales. Generating lots of leads and not converting them is as good as nothing happening, which could affect your ROI.
How then do you optimize your conversion efforts to ensure you drive sales? Here are 8 steps to follow to help optimize your
B2B lead conversion efforts
1. Strengthen sales and marketing alignment:Sales and marketing
are two different teams that while they work together to achieve a goal, they could also be disconnected. To get the best result, you need to strengthen the alignment between these two teams strategically. Start by aligning the goals of both teams to know what is expected of them individually and together; then, set a higher standard for lead quality and empower the sales team by educating and providing them with the right tools. Also, ensure that both teams understand how you generate and qualify leads and how they can follow-up and engage them.
2. Go beyond what they expect:
Your leads play a huge role in the success of your B2B company,
so you need to treat them right as you would your customers. Go beyond what is expected and create a huge impression of your company. You could also check for those leads that fit your ideal customer profile and provide the best service for them. This could include giving out a high-yield resource that would benefit them in the long run.
3. Engage and nurture your leads:
Many people tend to get the first step right, which is to generate new leads but find it difficult to convert the same leads into buyers. Your leads are your potential clients, and you need to maximize that opportunity by engaging and nurturing them in the best way. In your marketing journey, you will need to gradually learn what your prospects need and tailor your content to suit each category. Your leads will be closer to becoming buyers when you provide them with content that they can connect and relate with. Start by defining your buyers' personas and then provide relevant content to suit them until they become buyers.
4. Leverage and test lead scoring to focus the human touch:
Lead scoring helps to test lead qualification before they are transferred to the sales team. The lead scoring should be developed to align with opportunity potential and can be used to track engagement. Start by building your ideal customer profile from what you have and then, use the information to predict the leads that would become buyers. Rank them according to how closely they are to becoming buyers and then focus more on your best prospects to fasten the lead conversion rate.
5. Learn and optimize:
The best way to get better at anything is to reflect on past achievements and see where the shortcoming was, to improve, and what you did right that you can build on. Pick your lessons and see how they can be optimized to get a far better result. Sometimes, all it takes is to review your marketing tactics and adjust accordingly, and you will notice the difference in no time. An effective way to go about this is to set goals, have consistent and clear reporting methods and report what you have learned. The goal is to yield better results compared to past ones.
6. Refine Your Targeting:
Refining your targeting could help increase your lead conversion rate, and this can be done by first identifying specific buyer personas, understand their journey by reviewing the steps they have taken so far and finally, understand their journey. Once all these are settled, you can then create tailored campaigns for each of them to help increase your ROI.
7. Consistent brand messaging:
If you are looking to convert leads, you can't break some marketing rules. One of the best ways to sell your brand is by storytelling, and your leads would love to see consistent storytelling across your marketing channels. Let what they see on your website correspond with what is in the Email and also on your social media platforms. Don't just focus on one medium, but rather get your team to put in the work and watch the lead conversion improve. Inconsistent brand messaging can present your company in a negative way to your prospects, which will affect your lead conversion greatly.
8. Avoid aggressive sales tactics:
Every business wants to make sales at all cost, but it requires a great strategy to get an effective result. This doesn't necessarily mean aggressive sales tactics but rather, a more strategic move that will be productive. Try not to bug your leads with lots of adverts and content that are not relevant to them, in the name of making sales. Work with your team to map out a smart plan that can be implemented to yield results without you looking too desperate and somewhat annoying, to avoid losing your prospects.
These are 8 solid ways you can optimize your B2B lead conversion efforts. And while it is not as easy as it seems, putting in the work with these steps can go a long way in increasing your ROI. Also, these steps aren't to be used just once but consistently. A consistent marketing strategy
will show a higher lead conversion rate in the long run, as you pull in more leads that gradually convert into buyers. In addition, your team masters the process, and it becomes easier than ever, which eventually contributes to the company's growth.