Sales-driven organizations thrive on the ability to build sustainable, scalable, and profitable lead generation programs. The challenge, however, is that many companies are competing to reach audiences who have extremely limited time.
Many marketers resort to one-size-fits all techniques like aggressive, ‘in-your-face’ pop-ups that are designed to pressure audiences into signing up for an email list, downloading an ebook, or requesting an offer.
What ends up happening, however, is a completely opposite effect — B2B audiences are extremely sophisticated and like to be in charge of their own buyer journeys. Aggressive pop-ups with condescending messages are a distraction at best. Just take a look at the following discussion on GrowthHackers.com:
If you’re reading this blog post, you probably know that there are elegant, creative, and high-performing ways to connect with prospective customers and improve customer experience. What’s challenging is the process of getting started — that’s because the most impactful lead generation strategies really working to improve customer retention are happening behind the scenes. Here are a few ideas to help you get started.
1. Run a retargeting campaign on Facebook
More and more, B2B companies are venturing to the world’s biggest social network to reach prospective customers. The reason?
Facebook’s core asset is the platform’s wealth of psychographic audience data. Marketers can capture their audience’s attention with behaviorally targeted messages and offers.
For inspiration, check out the following campaign from ad tech leader Tealium. The company uses Facebook to target its early-funnel website visitors with a free marketing guidebook that’s relevant, interesting, and fun.
Facebook retargeting campaigns help Tealium move B2B audiences through the conversion funnel in a compelling, value-driven, and unobtrusive way that promotes customer engagement and improves the customer experience.
2. Target by listening with a progressive CTA
Marketing is just as much about listening and learning as much as it is about taking action. By tracking your audience’s behavior on your website, you can see what is of interested to them based on the pages they’re viewing and how they’re engaging with each page. These patterns will allow you to present more relevant content and immediately improve customer experience in real time, with the right tools.
Progressive campaigns are designed to build upon each and every interaction that visitors have with your site. By understanding your audiences, you can more effectively move them through your conversion funnel.
The example above presents a case in which audiences land on a particular website from LinkedIn (but then dismiss a marketing message). After diving deeper into a job search, audiences are presented with a highly relevant, free interview prep tool designed to boost visitor retention.
The way to get started with a progressive CTA is to group your audience into a set of personas. In this example, the ‘job seeker’ CTA is based on the visitor reading two ‘job seeker’ articles and clicking on the ‘more suggested items’ message. Based on these interactions, it makes sense to show the visitor the ‘interview prep tool’ and request an email address in return.
3. Integrate your CTAs with your core website experience
As audiences browse your website, they are likely to have questions and requests for more detail. Marketers can plan for these moments by incorporating CTAs within their content, where audiences’ interests are most likely to be piqued. For instance, Noah Kagan incorporates offers into his content on his blog, OKDork.com.
Another example of this way to improve customer experience comes from the Percolate blog -- the ‘subscribe’ box is front and center and remains static as audiences scroll through Percolate’s content.
As audiences spend more time engaging with the blog content, they’re more likely to enjoy reading it. The more they enjoy the content, the more inclined they’ll be to join Percolate’s mailing list. Keeping that box front and center throughout their visit ensures that opportunity for customer retention at whatever moment the visitor wishes to bring their relationship to the next level.
The point of this example?
Ensure that your CTAs are immersive and the point of your core audience experience. This strategic mindset will help you reach the right audiences with the right messages at exactly the right time in their buying journeys; it’s the right customer experience to create the right environment for retention.
Lead generation is a challenge. No matter what you do, you should always aim to experiment and learn as much as possible while building a better customer experience. Try different types of messaging, and get inside your audience’s minds. The closer you are to your website visitors’ needs, the better they’ll feel about trusting you -- and giving you their email addresses.