Converting Skeptical B2B Visitors into Leads

#InboundDay @Primum

Colin Hutt414-765-2311

colin@primumagency.com

#InboundDay @Primum

#InboundDay @Primum

Automatic sprinklers are nice for hanging baskets, but you’ll miss details when you

“set it and forget it” and don’t water them yourself

#InboundDay @Primum

You need to get this close to your data to really improve your conversion rate and

court the really special flowers - your prospects and customers

B2B companies face big challenges

• Not enough ______ to have a real pipeline

• Too many customers that are high ______, low ______

• Trying to __ and __ too much

• Not ________ enough from competitors

• Marketing is _________ quickly#InboundDay @Primum

B2B companies face big challenges

• Not enough leads to have a real pipeline

• Too many customers that are high maintenance, low budget

• Trying to be and do too much

• Not differentiated enough from competitors

• Marketing is changing quickly#InboundDay @Primum

Conversion in B2B is kind of messy

• Sales process is typically longer

• Buyers are time-starved, so they don’t follow the paths we want them to take

#InboundDay @Primum

What is conversion?

#InboundDay @Primum

It’s a change

ConversionConversation

#InboundDay @Primum

What happens when you try to have a conversation with someone who is

unwilling?

Is B2B prospect visitor willing, ready and able to change?

#InboundDay @Primum

How can we know?

With inbound, they will tell us, if we ask the right questions and present

the right information.

Change for a B2B Buyer

only happens if/when

D + V + F > R

Dissatisfaction with their current state

Vision of what they could become

First steps are defined

Resistance to change#InboundDay

@Primum

Ask yourself if your landing pages and your offers pass the test

D + V + F > R

#InboundDay @Primum

Let’s taco ’bout selling

Nobody wants to be sold, they want to be guided to the decision that best

solves their current pains.

Guide the conversation to develop more long-term relationships with customers.

Vital to remember this in B2B!

Even if you’re an enterprise-level B2B brand, each of your

visitors is still a single human looking for a complete website

experience.

Don’t get lost in the numbers and quantifiable results of inbound

marketing.

Metrics are to help you better connect with your customers by giving them more of what they

need.

#InboundDay @Primum

#InboundDay @Primum

#InboundDay @Primum

#InboundDay @Primum

#InboundDay @Primum

Call-to-Action: the logical next step for visitor

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True or False - Make a visitor click only once

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“It doesn’t matter how many times I have to click, as long as each click is a mindless,

unambiguous choice.”

- Steve KrugAuthor of Don’t Make Me

Think

#InboundDay @Primum

1. Make it action-oriented

2. Include keywords consistent with offer

and landing page

3. Make it attention grabbing

4. Ensure appropriate on-page placement

5. Test, analyze, test, analyze

6. Details matter!

#InboundDay @Primum

Calls-to-Action Truths

Thank you!Colin Hutt

414-765-2311colin@primumagency.com

#InboundDay @Primum