One of the first things that you need to do as a B2B enterprise in order to get the results that you want in 2017 is to make sure that you are dominating the search engine result pages (SERPs) in case of keywords that are relevant to the business that you are doing. When you can perform well with respect to high priority search queries and keywords you’ll be able to build an identity for your brand. A useful tool in this case can be a B2B email append service. You will also gain trust of your target audience and this will only add to your overall credibility.
Using Testing To Maximize Conversions
From each and every visitor that comes to your site you are getting an invaluable opportunity to learn, connect, and then convert that entity to a client. Quite often marketers make mistakes like jumping to offers involving a high degree of commitment or using no call to action and thus missing the mark totally. Testing the usability and optimization of conversion rates can be a complex affair indeed but it needn’t be as such. You should always start by using analytics and append services to understand the ways in which people are reacting to your content.
Capitalizing On Attribution Insights
As a B2B marketer, in all likelihood you are going to focus on driving the qualified leads that you feel will be good enough for your sales team. However, these are bottom-of-the-funnel stuff. You need to focus on the content and channels that are driving these prospective clients at the higher end of the funnel. If your sales cycle is a complex one it might take you around six to eight touch in order to generate a lead that is good enough for the sales team. You can always use the Multi-Channel Funnel reports of Google Analytics for this purpose. This will drive your digital marketing campaigns.
Integrating with the Sales Funnel
If you really want to understand the quality of leads that are coming from the various efforts being made by your marketing team in the best way possible then you need to use your customer relationship management (CRM) system in order to track the lead outcomes. This will help you get proper access to the whole thing and you would gain the level of visibility needed for a proper view of things. Google is integrating its applications Salesforce and AdWords and thus assisting B2B marketers to establish connections between leads and their online activity.
Using Call Tracking To Understand Total ROI
As far as B2B marketing is concerned a lot of the leads still come from phone calls. Quite often it is seen that leads coming from phone calls are more qualified and have a greater chance of making a commitment as opposed to ones who are procured through the World Wide Web. If you’re attempting to increase the qualified leads then it is always better to comprehend whether the qualified leads are coming through phone calls. In this case, you can gain the necessary insight by using call tracking technologies.
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