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How to Create Visibility in B2B Marketing
Paul Thomas, Managing Director of Lead Forensics, talks about how you can develop your sixth sense for online lead-generation success through increased visibility.
The measurement of website page views or tracking email click-through for us is now just the beginning of the process.
In the current B2B climate, maximising competitive advantage is crucial to success. With over 90% of B2B buying decisions starting on the web, but not always ending with a tangible enquiry or sale, businesses are turning increased attention to conversion. The development of tailored content, more relevant landing pages and stronger calls to action are all essential to drive response.
With a strong focus on driving traffic and delivering conversions, businesses today are now searching further for that additional piece of the online puzzle to deliver the edge over the competition.
An exciting new analytics tool is now leading the way in providing complete visibility of business visitors to your website.
Next Generation Lead Generation
Lead Forensics allows you to access real-time intelligence on prospects that are actually in the market for your product or service. Easily installed by adding a tracking code to your website or specific pages, Lead Forensics offers highly detailed visibility of the businesses that have visited your website, when they visited; what they searched for and the pages they viewed.
By learning more about the unique behaviour of visitors to your website you can nurture and build stronger, longer-term relationships with them.
Understanding their wants and needs based on their inbound journey to and around your website is an invaluable part of the segmentation, profiling and sales conversion process. By making contact with a qualified lead at the right time you can achieve a conversion rate of 12-15%, which is 5-6 times higher than traditional methods such as cold calling.
High Definition Visibility
With such technology available in the B2B marketplace, it begs the question why continue to invest in driving more and more traffic to your site in order to generate enquiries. Lead Forensics offers the visibility to identify the hot prospects that are in the market but yet to enquire. A rich and abundant source of leads right under your nose, and you might not know they even exist.
Just think about the ultimate unfair advantage you could have over your competitors with that level of customer and prospect insight at your finger tips.
Marketing and Sales Alignment
Developing a robust lead visibility programme allows your organisation to make intelligent new business decisions, where sales and marketing teams have solid information on their customer and prospect pipeline. With specific insight into your website visitors’ journeys you are able to build up a behavioural profile of what they are interested in and subsequently how and when to communicate with them. Additionally, cross-selling and up-selling opportunities can be identified by looking at the specific actions of existing customers on your site.
This information can have a profound effect on what direct sales actions and marketing strategies are collectively employed. Marketing and sales can work more effectively to develop mutually beneficial strategies. They are able to qualify and prioritise the relevant leads accordingly, with the insight to determine a hot lead as opposed to an initial flag of interest.
For example, if a prospect visits your website after receiving an email three weeks ago but did not click-through, that could be classed as no response, when actually a very definite action has been taken, albeit further down the time-line. If they have made the conscious decision to visit your website separately, outside the direct communication, then the lead opportunity should be considered very high in terms of the impact the communication had and the resulting quality of the prospect.
From the Lead Forensics control portal, it is now also possible to set campaign specific parameters and triggers to manage the process of passing on 'qualified' leads to the sales team. On the flip side, this also enables marketers to transfer undeveloped leads back to a lead nurturing programme. As a result, the organisation can enhance their initial marketing and lead generation investment and reduce the cost of expensive sales resources.
Sixth Sense for Success
The rise in action-based-
Lead Forensics is the ultimate tool for new business generation. This technology offers the most advanced form of visibility providing you and your organisation with a unique sixth sense for B2B lead generation success. Lead Forensics is a leading provider of online B2B lead generation technology.
For further information, visit www.leadforensics.co.uk;
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Founded in 2008, Lead Forensics is a leading specialist in online B2B lead generation. Lead Forensic technology enables users to access real-time customer and prospect intelligence by uncovering new and lost website sales opportunities.