There are so many great marketing articles, technology solutions, and advice out there, but it seems to only pertain to high traffic consumer focused brands. Where’s the love for the B2B marketing? I’ve spent my entire career marketing to marketers across relatively long sales cycles, so I know all the frustrations. Here are my 4 B2B marketing tips to get around these optimization hurdles.
Know what each lead is worth
All too often marketers are trying to get a page to do more than it is supposed to do. This couldn’t be truer for those in the B2B marketing space. Quickly ask yourself – what’s the goal of your lead generation landing page?
If you said to get more customers, you’re actually wrong. That is the sales team’s job, not the landing page’s job. The real goal of the page is to get people to fill out their information and become a qualified lead. That’s it. If you are trying to push the sale too soon– your lead generation campaign is going to fail.
Each step in your funnel should be focused on a single action that moves your prospect in the right direction. If you start asking for too much too soon, the logical flow is broken and you’ll lose the prospect.
Now you shouldn’t be ignoring closed sales, but you should understand they are outside the scope of the landing page. Organizations should understand their close rates of sales qualified leads (SQLs) so they can estimate the value of each lead generated by the landing page.
Know that traditional split testing may not be possible
If you have low traffic, you can’t split test. That is the honest truth and the sooner marketers understand this – the better. A traditional split test requires a significant amount of traffic, if you don’t have the traffic you begin to make conclusions on a small sample size that may be erroneous.
Just because pages aren’t split test worthy, doesn’t mean you can’t optimize the page. A split test is just one tool in the optimizer’s toolbox, so don’t freak out yet. I understand that you don’t want to make changes without being able to verify whether the change worked, so there are some work-arounds.
1. Test on top funnel pages and use micro conversions as an indicator
Normally I like to run tests deeper in the funnel, but for most B2B sites this just isn’t possible due to traffic constraints. In this case, I’d recommend moving up the funnel and running tests to move people through your funnel.
2. Run sequential tests
I am not a huge fan of sequential testing, mainly because time is such a factor when it comes to conversions. I only recommend using this as a means of last resort, and would advise to keep an eye on the newly rolled out sequential test winner to ensure it continues to perform.
Harness the power of qualitative data
For sites with low traffic, qualitative data is your friend! Use survey tools, heatmaps, user testing, or anything else that gives you consumer insights. Qualitative data is severely underused, and this can give you the competitive advantage.
Personalize the experience
I’ve stated before that over-personalization makes it difficult to gather scalable split test insights. Well thankfully you already can’t get valid split test results due to traffic constraints, so this is no longer an issue!
In this case you should try personalizing the B2B marketing experience and really holding your prospect’s hand during their time in your lead generation funnel. Try monitoring their content consumption and frequency on your site to provide them the best experience. On top of personalizing the site experience, you should be creating more touch points with a personalized follow up series.
I know in this data-driven world it’s tough for B2B sites to keep up with the innovations meant for high traffic consumer sites. As you can see there is still hope for your site and you can optimize. Now get at it – and good luck!