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Tips From the Front Lines
lead followup, conversions and sales team perception.
from AICPA Custom Media Solutions
You Really Following Up With the E-Leads You’re Getting?
B2B marketers sure have a lot of work to do when it comes to following
up on all the leads they’ve worked so hard to get online.
About 70 percent of leads received via e-mail are not being followed
according to Internet Marketing Report and BrightWave Marketing.
That’s right — seven out of 10 prospects who respond
to your product updates, newsletters, case studies and white paper
downloads are being left on the tables.
Over-reliance on e-mail management systems is not tracking responses.
Try it yourself and see where replies go.
Web Marketing Pitfalls
Marketing Report cited these easy to fix Web marketing faux
pas. Any of them sound familiar?
the call-to-action “below the fold.” Nearly
one in three (30%) site visitors never read that far down.
many confusing calls. Try to limit yourself to two calls-to-action
per page. Too many more and prospects have trouble knowing what
to focus on, much less which action to take, if any.
call-to-action. Don’t forget to use color, design
and clear navigation to draw attention to your Web site calls-to-action.
Conversions for White Paper Signup
If you don’t
feel you’re getting enough prospects to register for your
whitepapers, Webinars and other decision support material, then
consider reducing your intro copy dramatically. In one recent HP
campaign, they reduced intro copy to 15 words from 175. They also:
the number of whitepaper offering to two from 12
the number of required fields on the request form to six from
- Gave prospects
a taste of the white paper by incorporating a preview pane.
Thirty-one percent boost to conversion rates.
and Buyers Not on the Same Page
Ask a group
of salespeople what B2B buyers want and you’re likely to get
a different response than if you ask those same buyers what they
want from the salespeople with whom they work. If any of these perceptions
gaps sound familiar, it might be time to have an immediate sit-down
with your own sales team. Here are some striking findings presented
by Josh Gordon, Smarter Media Sales, at last month’s Folio
magazine publishing summit.
Persuasive Sales Approaches
People Say …
Building Relationships (28.3%)
Building Trust (30.3%)
Problem Solving (20.3%)
Building Relationships (17.2%)
Building Trust (18.8%)
Selling Value (14.8%)
Selling Value (15.4%)
Problem Solving (12.3%)
Characteristics That Win Trust
Source: Josh Gordon, SmarterMediaSales.com
People Say …
Good Listener (87.2%)
Product Knowledge (79.5%)
Understands Needs (85.3%)
Understands My Business (63.9%)
Product Knowledge (76.6%)
Understands Needs (63.1%)