Qualified leads — Sales wants more, marketing is working hard to collect them. When today’s mobile, web, and socially-savvy customers increasingly refuse to give up their contact information or provide false data, finding the right lead-generation formula seems hit-or-miss at best.
The days of getting customers to sign up for free newsletters or “more information,” are long gone. With ad-blockers and spam filters firmly in place, it’s hard to get through. Prospects have already done their research and know who they will buy from without contacting a company until they are ready to make their purchase. To get prospects to give up any information, you need a lead-generation “ask” worthy of their time and attention.
The secret is to focus on employing data-driven strategies that:
- Build a solid social media relationship: Use social media sites like LinkedIn and Twitter to not only broadcast your message but to make personal and valuable connections. Pick two or three related groups to join and start posting questions, providing answers and connecting people to the tools and resources they need. By leveraging your expertise, you can quickly build trusted relationships that matter to your bottom line.
2. Bolster conversion rates: Well-performing sites boast of conversion rates that are anywhere between 4% and 7%, but getting there isn’t easy. The key is in the simplicity of design and straightforward calls to action that don’t overwhelm visitors with too many choices — or chances to lose interest. Boosting conversion rates requires constant testing and tracking to tweak individual landing pages and web sections for optimal engagement. Use Google Analytics to understand basic metrics about your visitors, and Heatmap tools that will tell you where your visitors spend most of their time.
3. Deliver customer-focused content: Understanding and targeting the right buyer personas with the right content — webinars, whitepapers, tips/tricks, free trials, etc.— at the right time is critical. Once website visitors engage, it’s important to score leads by weighting the engagements differently, such as adding points for watching a webinar replay and deducting points for unsubscribing, to understand which leads are most valuable to sales.
4. Track anonymous engagements: The vast majority of website visitors (98%) do not raise their hand when they visit a website, preferring to remain anonymous. Sirius Decisions’ statistic that 67% of the purchase decision is complete before a customer ever contacts the business, means that the ability to track demonstrated interest based on anonymous website activity is a great way uncover the real diamonds in the early stages of their investigation.
The missing link for most companies is the ability to identify those anonymous website visitors. Unmasking these valuable companies enables your sales team to connect with prospects early with data on what they are interested in, provides marketing the ability to capture leads without lead forms, uncovers new channel growth and extends business and channel opportunities.
NetFactor’s VisitorTrack is an anonymous website visitor tracking tool that discovers the anonymous B2B website visitors and matches those visitors with full contact records. With a comprehensive view of the companies who visit your site, you can identify high-value visitors and shorten your sales cycle. Take advantage the VisitorTrack free 14-day trial and turn your anonymous site visitors into qualified leads that drive more sales. Learn more.
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