B2B buyer risk increases exponentially based on two factors: Cost of purchase and duration of engagement. If the buyer makes a good choice they are doing their job, if they make a bad choice they could be looking for a new one. To be successful in generating leads, you first must deliver content that will lower their risk and encourage contact.
Reaching Out - The Art of Prospecting
We have been helping B2B companies generate leads online for over a decade. For most, the goal is to find them online, bring them offline and let your people close the sale. But first, you need to reach the right people, with the right message, at the right time, in the right way, on the right device to get them to start the interaction. Then let the triggers take over. Our data driven marketing approach creates user profiles from a wide range of data, including your own customer information, to help deliver more qualified prospects to your site.
Triggers That Deliver Qualified Leads
Once prospects are on your site, certain elements will trigger, or entice them, to enter your sales funnel. What works varies by offering and industry, but these triggers include detailed company information, leadership team transparency, self-qualifying product documentation & easy to access, self service content and appropriate, meaningful calls to action. These triggers must be balanced and positioned through messaging and design in a way that will encourage web visitors to become qualified sale leads.