Four Tools to Help Flip the B2B Lead Generation Model

June 4, 2018

In years past, the goal of the digital marketer was to drive web traffic. Prevailing wisdom taught us that an increase in traffic would lead to an increase in the number of contact form submissions. It was a passive strategy at its core: Build a campaign and wait for the leads to come rolling in. As Tom Petty aptly reminds us, however, the waiting is the hardest part.

But imagine if your web traffic visitors were real people walking into a retail store. Would you ignore them until they walked up to the counter? Of course not. You would approach them and offer your assistance. Today’s blog will look at four tools that give you the ability to approach your site visitors in the same way.

 

IP Tracking:

As the name implies, IP tracking tools examine the IP addresses of inbound web traffic to determine the owner of the visiting network. In other words, they tell you what companies are visiting your site. Sounds cool, right? We thought so too, and after we piloted IP tracking with one of our IT clients, we immediately saw its potential for lead generation across all B2B categories.

In addition to telling us which companies are visiting a site, IP tracking ties in with Google Analytics to identify the individual pages that a company viewed and how they got to those pages (ie. organic vs. specific paid campaigns). Armed with this information, our clients’ sales teams can now send personalized outreach emails to company decision makers about relevant products or services.

Ready to get started? We recommend an IP tracking solution called Leadfeeder.  While there are a number of platforms on the market, we like Leadfeeder for its easy setup, useful integrations and straightforward reporting.

 

Marketing Automation

Marketing automation sounds complicated, but it’s actually quite simple. Essentially, it is a process of simplifying tasks like social posts, emails, etc. For B2B clients, marketing automation can leverage a customer’s CRM to streamline email outreach through the CRM or integrations with third-party tools like MailChimp.

Combined with IP tracking and a little bit of research, marketing automation can open up some amazing possibilities. For example, you might create a series of emails that go out to decision makers at companies visiting your website. These emails can be tailored to the product or service that a particular company was investigating. Within these emails you might include a link to register for an upcoming webinar, download a case study or white paper, or connect with the sales team to schedule a one-on-one demo or consultation.

Marketing automation can also help you understand why visitors aren’t filling out a contact form. If a lead downloaded a free tool but hasn’t taken further action, you can send a series of tips and reminders about the benefits of the tool. This can help remind a lead to take the next action or get in touch if they have questions about how to use the tool.

At the end of the day, the goal of marketing automation is to move leads and contacts down the sales funnel toward a buying decision without taxing sales reps to do more outreach on luke-warm leads.

 

Live Chat

Live chat has evolved to become an increasingly useful tool in the B2B marketer’s playbook. In addition to giving site visitors the opportunity to ask questions without ever leaving their browser, today’s live chat solutions can be combined with inbound call/text campaigns that give potential customers the ability to communicate with you how and when they are most comfortable. Going a step further, many tools allow you to proactively start a conversation with site visitors, allowing you to initiate calls or emails, schedule demos and capture leads even faster.

Worried about after-hours staffing? Many live chat services allow you to turn your chat into a lead gen tool when your in-house team has logged out. There are outsourced service providers who offer an answering service to take messages, or the chat can be used to capture initial questions and prompt the site visitor to leave a message for future reply. Your inbound team will then be able to come in each morning and respond to leads that self-generated overnight.

 

Remarketing

In today’s over-saturated, multi-screen media environment, it’s difficult to break through to your target audience. But what if we focus on the ones that are already visiting your website? Remarketing allows you to tag site visitors, or visitors to a particular landing page, and then follow them around the web with digital display advertising.

If someone visits your website, looks at a few pages and then leaves without filling out a contact form, remarketing can help stick ads in front of them while they’re browsing other sites. Like the couch that follows you around the web after you looked at the IKEA site, you can remind these potential leads about your services, increasing the likelihood of return site traffic and contact form submission.

Focusing a portion of your advertising budget on potential customers that have previously visited your site results in higher conversion rates to lead capture, some studies showing a doubling effect.

 

There Is No Magic Bullet

It’s about building smart, layered, marketing campaigns to increase the delivery of relevant content to your target audience when they are in a buying mindset. Try a few of these ideas out and we promise, your sales team will thank you.

 

Want to learn more? Contact us today for a consultation on our outsourced marketing solutions for B2B businesses.

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