Lead Generation

Lead generation and sales teams should work hand in glove. After all, both teams work toward the same goal: closing sales. Developing a seamless integration between lead generation and sales takes a bit of work, but the result is measurable increases in ROI and capacity, as it takes less work for the same sales.

Optimize Strong Content with Relevant CTAs

Optimize high-performing content by adding a call-to-action (CTA)—or updating an old one. Ask users to sign up, share, or follow.

Keep Prospects Warm with Exit-Intent Pop-ups

Immediate pop-ups will turn off many web visitors, but a key strategy in using exit-intent pop-up can keep prospects warm.  By providing a “yes” or “no” option with your exit-intent pop up, the report suggests this strategy can increase conversions by 30 to 40 per cent.  Creating clear action triggers with simple text and responsive design is also highly effective.

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Tell a Story through SlideShare

SlideShare is a slide hosting service that allows users to upload presentation slides to share online. Over 70 per cent of SlideShare traffic comes from targeted searches by professionals looking for specific solutions making leads more relevant.  The key is using bold headlines and visuals and simple, relevant key words. By using fewer words and more pictures, you can break up the slide presentation with targeted text.  Conventional wisdom states you can share up to 60 slides to tell your story, the report highlights one big idea with each slide.

Use Video Content to Educate and Set Your Brand Apart

Taking video content to the next level and establishing your brand as an industry leader and go-to business can be achieved from an educational and informative standpoint, the report suggests.  By creating excitement with headlines that promise to solve or identify key ‘pain points,’ a good strategy is to link the website with information about resources or content that generate the opportunity to connect.  A good rule of thumb is to send reminders, follow-up emails and industry news once you have gotten connected.

Gate Premium Content

While the study suggests that 77 per cent of users expect that they will have to provide basic information for white papers and eBooks, it remains important to make it worth their time and effort.  Some key methods of gating premium content is by using intelligent, interesting forms to avoid repeat fill-out requests, while creating an SEO-optimized landing page for each piece of gated content.

Co-Brand/Co-Author your eBook

Authoring or co-authoring an eBook is a strong brand strategy in B2B marketing, the report suggests. By creating a strategic partnership it remains a great way to get a fresh, new audience, and as co-authors there is the opportunity to market professionally produced content.

Offer a Free Assessment, Trial, or Demo

A free offer or free assessment is a great way to learn more about prospects’ likes and dislikes, goals, challenges and pain points.  Consider providing a link that helps prospects understand if your product is right for them, the report suggests.

Keep it Simple – Create a Personalized Direct Mail Campaign

Reach out to customers who you have done business with in the past, but also as a reminder to anyone who has signed up for your email list but hasn’t taken the next step.  By segmenting customers and buyers based on buying patterns and time lapsed, a target list with a personalized message will result. Further, remind the contact that your organization is offering a free report or white paper.  Keep your customer service team in the loop so that when a potential customer makes contact, they have the distinct impression that your company already knows them.