Few fields are as complex as B2B marketing right now. There are so many things to consider for a successful B2B marketing strategy that it’s easy to lose track – tactics, technologies, different solutions, the list goes on.
At the same time, B2B marketing can seem super simple. After all, it’s just attracting people to your products and services and then converting them into sales, isn’t it?
Well, it sounds easy on paper for sure. But research shows that especially conversions tend to be far behind the levels that marketing professionals would be happy with. This quickly leads to frustration, as generating leads is expensive and failing to convert enough of them quickly creates a loss for clients.
This is why overcoming the gap between leads and conversions is a key component for creating a successful business. There is no one-size-fits-all strategy though, and so far the best way to bridge the gap is to understand where the challenges come from. This is also number one of the key conversion statistics for B2B marketers:
The research shows that data is what most businesses lack for a successful B2B marketing strategy. Far from just gathering enough data, you also need to organize it and use it effectively for it to be worth the effort. Especially since there is a strong time factor, too: If you act on your data too late, then the window of opportunity may already have closed. This leads directly to point two, namely:
It is essential to follow up with leads quickly. Doing this will make it much more likely that your lead is still active and responsive to that first contact. Also, it ensures that your business will stay in your lead’s mind for longer. Finally, following up quickly can create a “wow” effect in your leads, leaving them impressed and under the impression that their business has been prioritized by you.
Taking too long to establish first contact means you lose all these advantages, making conversions that much harder. Perhaps this explains why number three is more and more of an issue, too, namely…
Every digital marketer knows that communication is essential. But how do you communicate? Research shows that most businesses use email and phone calls for communication, whereas less than 10 percent go for text messaging instead. This seems like a missed opportunity, since most consumers prefer communicating via text message. Could there be a better reason to re-examine your communication strategy?
Software support seems to be getting more critical for lead generation and conversion by the day. Email marketing automation and Customer Relationship Management (CRM) tools are particularly popular. Just automation software aimed at lead conversion remains strangely under-utilized up until now. If these statistics show one thing it is that automation software that facilitates lead conversion is desperately needed, although smart integration with existing systems will be critical to ensure success.
Whether you follow the most popular practice of going from phone to mail back to phone or choose a different order makes a difference. Especially when you consider that almost 90 percent of leads refuse to answer phone calls if they don’t know the number calling them. Targeting leads via text messages has shown to be much more effective. They always reach their targets and, unlike emails, are almost always read.
Hopefully these stats gave you some ideas on how to bridge the gap between generating and converting your leads. PushPros has spent years optimizing reachout via push notification and direct messaging. To give your conversions a boost, also consider reaching out to PushPros for a free consultation!