Most organizations strive to engage with their customers at a high level. However, engagement with the right audience at the right time can be difficult to achieve. When assessing who to target in your lead generation efforts, it’s important to find the right demographic best suited for your offerings. While an organization may target a wide variety of people, Millennials are currently a common demographic to approach. In order to effectively develop and cultivate leads, it’s best to understand a few key customer engagement strategies for Millennials.
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When comparing millennials to other generations like Generation X, Generation Y, and Generation Z, there are many differences to consider.
Millennials operate very differently when making purchase decisions. For example, a Baby Boomer may call a retailer while a Millennial would rather surf the web before calling. Due to the constant changes in how this demographic operates, it’s vital to stay updated on the following customer engagement strategies to boost engagement and generate leads.
Complete a Marketplace Analysis
To effectively target Millennials, it’s important to understand how this audience behaves. The first step in learning more about this demographic involves completing a marketplace analysis.
What is Marketplace Analysis?
A marketplace analysis dives deeper into the behaviors and patterns of a target audience. Additionally, it involves an assessment of the industry, competitors, and other market variables. The process involves the following three elements:
Customer Analysis: Understanding more about the needs and wants of the customer in order to provide relevant offerings.
Competitors Analysis: Reviewing competitors to see how your organization can improve.
Partner Analysis: Understanding how partners or suppliers help to achieve goals.
As the visual below demonstrates, there are several factors used to complete an effective marketplace analysis. The process involves both internal and external elements.
By completing a marketplace analysis, organizations can better understand the buyer landscape for Millennials. However, effectual customer engagement strategies for Millennials rely on the ability to appeal to this generation by understanding the typical buyer journey of this audience.
Understand the Modern B2B Buyer Journey
It turns out that more and more Millennials are making key B2B buying decisions. In fact, a 2018 survey showed that 13% of Millennials are decision-makers in B2B purchasing. The same survey showed that 28% of them help to influence purchasing decisions within their organizations.
As these numbers are relatively low, we expect those percentages to continue to grow. We learned in 2015 that Millennials are now considered the largest generation in the workforce, passing Boomers.
So, what’s the best forward-thinking approach to increase engagement with Millennials and create more leads? It involves understanding more about the modern B2B buyer journey.
The Millennial buyer journey looks different compared to other generations. According to HIPB2B, 86% of millennials prefer to not engage with sales until the middle of the buying process. Additionally, 67% of the buyer’s journey is now completed in a digital format.
Those statistics show that Millennials will review your website and content before making a purchase decision. Other generations may make a decision much sooner in the process.
As Millennials enjoy browsing through a website until they decide to make a purchase decision, they don’t like to be pressured. If they open your emails or download something on your site, experts suggest not calling them right away.
While calling them may sound like the most practical decision for your lead generation efforts, it can make them feel pressured. Millennials prefer to stay behind a screen. It’s best to be patient and focus on a lead-nurturing approach.
As the graphic demonstrates, Millennials are far more inclined to text rather than call. As you’re looking to increase customer engagement with this demographic, these findings are important to consider.
While GenXers and Boomers may prefer to speak with a sales agent about a product or service, Millennials prefer doing research on their own before making a call.
Know Where Millennials Go for Information
Another customer engagement strategy for millennials involves finding where they get their information. It’s vital to understand how they operate online and what information they use to make purchase decisions.
Millennials use some of the less traditional B2B sources to find their info. According to MarketingSherpa, 38% of Millennials rely on industry analysis when making decisions about what B2B products/services to purchase or recommend to others. 36% rely on in-person meetings with vendors, while 33% of Millennials gather information from a vendor’s website.
Why do you think Millennials rely on an industry analysis when making B2B purchase decisions? For the most part, it involves trust.
Industry-analysis content gives your brand third-party validation that creates trust in the eyes of the buyer. If a Millennial is able to see that you’re a reputable brand in the industry, they are more likely to become a high-quality lead.
Provide a Bargain
As every adult today has lived through some type of great recession or depression, we all understand the value of a dollar. In fact, the majority of generations are still experiencing the impact of the 2008 recession.
That could point to the fact that Millennials are constantly looking for a good deal. According to MediaPost, 48% of Millennials used online coupons in 2016. That was more than both Gen Xers and Baby Boomers.
While Millennials may not be using their own budget when buying something, these B2B buyers are still bargain shoppers.
To cultivate as many leads as possible, it’s encouraged to send out coupons to your entire audience. As everyone enjoys saving money, providing coupons can be a driving force for increasing conversion for your Millennial shoppers.
Properly Segment Content
Another smart tactic is to ensure your content is segmented effectively. Content segmentation involves positioning your website to effectively convert visitors into buyers. Due to how differently Millennials operate online, it’s important to know which content segmentation strategies work best for this demographic.
The process starts by first assessing what you see working for each age group. Through A/B testing and optimization, organizations can determine what types of content these audiences enjoy. Following that step, you’ll then want to target those generational demographics based on your findings.
As the graphic below indicates, four key areas must be understood to properly segment content. Given how different age groups are more responsive to specific types of content, understanding the proper segmentation process can allow you to make smarter, more relevant decisions with your messaging.
While mobile messaging is a driving force for millennials, it also provides these benefits for retailers:
SMS works on any device and any network
Requires no apps to download
Easy to implement
Safe and secure
A simple source of communication
With the abundance of digital services available today, it’s easy for retailers to start mobile engagement strategies to boost lead generation. Areas such as shipping and account alerts are easy places to start. From there, an organization may choose to promote personalized marketing offers or even a loyalty program.
Another part of your personalized mobile engagement strategy could include two-way communications with customer service, personalized shopping assistance, and surveys and polls that operate in real-time.
Intelligent Notification Platforms
Organizations may choose to utilize intelligent notification platforms in their mobile messaging strategy. These are used to improve service quality for the customer. Without it, users may receive the wrong messages on the wrong devices.
These platforms help to ensure the following:
Messages reach the right user on the right device
Messages align with objectives
Interactions are private, safe, and secure
Messaging is reliable
Interactions build customer loyalty
Messaging increases engagement
Utilize Data Resources
Understanding more about Millennials involves understanding more about the data at your disposal. Luckily, there are many avenues to find valuable data insights regarding how the Millennial audience behaves online.
Today, it’s even possible to get near-real-time anonymized mobile data aggregated from millions of mobile users from across the world.
To provide the most relevant and timely messaging, you should leverage internal and external data sources and intelligent notification platforms. This can ensure your organization has the most relevant, valuable data to drive your lead cultivation efforts. It can also ensure the right content is delivered to the right audience at the right time.
Boosting customer engagement with Millennials involves utilizing high-quality lead management software. Contact LeadBoxer today to learn more about its sophisticated lead and customer data platform.
When comparing interest in customer engagement over the last 15 years we see a steady increase in search volume. It’s no wonder, with software companies constantly looking for new ways to view and use data to improve customer engagement strategies and customer experience.
We want to help guide professionals through this ever-changing journey. That is why we put together these trends and strategy tips to help improve your company’s customer engagement strategy through the use of emerging technologies.
Customer engagement is the process of interacting with your customers through the use of different channels and mediums. By connecting with your clients this way you’re strengthening and improving your relationship with them.
Most companies consider the starting point for the customer engagement process as the first interaction a potential customer has had with your business. The process continues even after you have made a sale. Watch best TED talks for sales.
Social media tends to be one of the most popular ways for brands to directly interact with their customers. When done right, it has great benefits. In fact, 71% of people who have a good experience with a brand on social media are likely to refer others to that business.
One way companies continue to create personalized engagement is through conversation in the comments section of social media ads and posts. Companies that do this offer a unique and engaging experience for their customer base, making them more likely to buy from them in the future.
The 4 Types of Customer Engagement Levels
There are four distinct types of customer engagement levels every company should be aware of before crafting their customer engagement strategy.
Contextual engagement means interacting with your customers at the optimal time in the way they want to be communicated with. We can do this through the use of analytic technology that assists your teams in understanding your customers’ behaviors.
A lead generation and management software can help you identify demographic information such as IP addresses, filled out forms, and other website engagements, giving you the context you need to interact with them effectively.
For example, in this photo, we can see the engagement potential clients had with the site. From this, we can engage them with the content they are already interested in.
If LeadBoxer were a potential lead of ours, we would see Eddie engage with us on Twitter, but Wart likes to read our emails. To reach each of them effectively, we would send Eddie a direct message on Twitter and Wart an email.
These are examples of how we use contextual engagement to interact with our customers based on the information we have about them. By focusing on the individual client’s behaviors we can achieve a more personalized customer journey and offer an unmatched experience.
2. Engagement of Convenience
Engagement of convenience is any type of interaction that increases convenience for your customers and allows the company’s software to better understand each customer’s needs. Put simply, it’s when a customer can easily engage with your business through simple channels. Consumers engage with you because it’s easy for them to do so.
An example of this is Amazon’s “one-click” purchase option where purchasing preferences such as payment and shipping address are pre-saved and speed up the purchasing process. Because of the convenience, more people shop with Amazon even if it ends up costing them more.
If you sell products online, implementing this level of customer engagement in your strategy could help you convert leads quicker and make it more likely for them to come back to you.
3. Emotional Engagement
With 95% of buyer decisions happening unconsciously, it is important to consider the emotional reaction of customers. Emotional connections have traditionally been marketed through brand color schemes or imaging. However, consumer awareness has evolved, making it necessary for companies to engage with consumers in a more personalized way.
Utilizing software that tracks an increasing number of data points means increased awareness of each customer’s ideal environment for making buying decisions such as when to buy and how often they should purchase.
By using an emotional engagement data manager, you can create more accurate buyer personas. You can even identify the point where leads are most likely to convert and become long-term customers.
Some of the more advanced software will send you emails when a lead is likely to convert so you can jump on it right away.
And social media is where people go to get information, real-time reviews, and customer testimonials for your business. It is easy for your customers to leave reviews online for others to see.
You must make sure your customers have a good experience with your brand to avoid negative reviews. Being vigilant about your customer experience also helps you avoid losing customers due to a negative experience. It is also important to respond to customers in a polite, helpful manner.
Having positive social engagement is essential for a business to be successful. When you have positive endorsements online, say from influencers, you’re more likely to have a positive online identity.
Understanding how the different types of customer engagement levels help your business will guide you to create an effective customer relationship marketing strategy.
The 4 Must-Use 2021 Customer Engagement Marketing Trends
The first must-use customer engagement marketing trend you need to be a part of is using a customer relations management platform (CRM) that profiles your customers. CRM software enables the profiling of your customers and provides an enhanced understanding of your customer engagement levels.
A good CRM can even tell you how often a customer would like to be engaged and when they would like to be engaged, helping you do better with contextual engagement.
The second must-have in your marketing strategy is a strong mobile-first strategy. Almost half of all online shopping is done using a mobile device. You can’t get away with having a site that looks great on the desktop but does not work on mobile devices. It is imperative for you to have a well-functioning, mobile-friendly website.
The third customer engagement strategy you need to implement is becoming extremely personalized in your marketing messages. Use the potential customer’s name in the subject line or intro in your email campaigns. 82% of marketers have seen an increase in open rates when they use personalization in their campaigns.
It’s simple to set up personalization, especially with email campaigns, and there’s no reason not to include it. You can even extend personalization into any type of advertisement, such as tracking which products people look at on your site, and then serving ads to them later featuring those products.
The last customer engagement strategy you must include is SMS/text messaging. Text messaging open rates are at a whopping 98% compared to just 20% of email marketing. If you are not including an SMS strategy in your plan, you are missing out.
Now that you understand what the emerging trends for 2021 and beyond are, let’s get into how to use these to build an effective customer engagement strategy.
How to Develop & Implement a Customer Engagement Strategy
With up to two-thirds of a company’s profits relying on customer engagement, it’s imperative to create a customer engagement strategy and implement it early. Follow these steps to create your customer engagement strategy:
Define your customer journey map. You have to understand who your ideal customer is and where they are likely to shop.
Identify interaction points—where and how are your customers are engaging with you.
Setup engagement where people want to be engaged. If you post on social media all the time but no one ever comments, you are wasting your efforts. You need to find new channels for customer engagement.
View behavior in real-time. See what your customers are doing as they’re interacting with you, and give them the content that’s most important to them.
Offer personal service. Give each customer a unique and personalized experience.
Watch conversions and non-conversions to see where people are converting and where they drop off to improve the experience.
Take feedback. Ask people how they felt while interacting with your brand or what they think about your brand persona and make changes when needed.
Implement Your Customer Engagement Strategy Today
Now that you understand the current customer engagement marketing trends and the steps you need to take to get started, it is time to create and implement your customer engagement strategy. Be sure to check out this helpful guide to help you build a top lead generation strategy.
Are you serious about getting your strategy launched today? Check out LeadBoxer’s website to schedule a free demo.
The secret to jet-powered business growth is account expansion. By retaining existing customers and increasing the amount of revenue they provide, companies can boost their profits for less cost and effort than finding new customers.
This guide explains exactly what account expansion is and why it’s vital for your business. It also digs into the best practices and exact strategies for making it happen. By the end, you’ll have a time-tested process for helping your customers succeed and achieve their next goal with additional products or services.
Account expansion refers to growing the revenue generated by existing accounts. Account managers do this by upselling or cross-selling additional products to a current customer. This allows the company to increase its earnings without necessarily needing to acquire new business.
Time and time again, research proves retaining and selling to current accounts provides a higher return on investment (ROI) than acquiring new customers. According to ProfitWell, customer acquisition costs (CAC) have increased by 50% over the past five years. Therefore, it’s essential that account managers work to provide excellent service and ensure buyer success to avoid churn or the loss of customers over time.
Selling to current customers offers massive ROI and business growth potential, but expansion probably isn’t the right fit for every client. Consider these best practices:
Find the Right Clients
Not every new customer is a win for the company. If your sales team is hustling to get anybody and everybody to sign up for your product or service, chances are they’re signing new clients who are destined to churn. This is an expensive mistake.
The reality is your solution isn’t right for everyone. A discerning sales strategy recognizes this and prioritizes prospects who are a proven fit. This ensures you’re spending money acquiring customers with great lifetime value (LTV).
Prioritize Client Success
Client success, also known as customer success, is when an account achieves the desired outcome by using your product or service. For them, this is the most important result of your partnership. It also guarantees a healthy customer retention rate, thus increasing your revenue.
Customer success is closely tied to business growth. According to a survey of 752 companies by HubSpot, businesses experiencing revenue increases are 21% percent more likely than their stagnant counterparts to view client success as “very important.”
This might be because successful clients not only stick with the company but are more likely to make additional, recurring purchases.
Have a Team Dedicated to Customer Success
Resist the temptation to have salespeople offer upsells and cross-sells to your existing customers. They often don’t have the full picture of how these clients are engaging with the company or understand what will best contribute to their success.
Instead, create a team of customer success managers (CSMs) who are responsible for helping clients get to their next benchmark. Unlike customer support reps—people who respond to roadblocks or challenges the client is facing with your product—CSMs anticipate problems and offer solutions that can help the customer experience wins.
This puts CSMs in a good position to manage account expansion since by identifying problems they can recommend products that provide a fix. However, forcing CSMs to upsell or cross-sell to existing clients creates a conflict of interest. The pressure to fulfill a quota can lead CSMs to push customers into new products or services that don’t increase their success.
Only Sell if It’s Logical
While it’s tempting to think of fulfilling quotas as the ultimate goal, CSMs must remember the customer doesn’t care about a company’s revenue. Upselling or cross-selling for the sake of meeting a benchmark at the expense of the customer’s success will only harm the business in the long-term.
Clients who feel they’ve been sold something that doesn’t actually help them reach their next milestone will likely forgo a contract renewal. CSMs should only offer an additional product or service if they genuinely believe it will help the client reach their goals.
On the upside, CSMs who are sure an expansion will increase a customer’s success will have an easier time making the sale. Their conviction that it’s the right move avoids the awkwardness they’d otherwise feel when pushing a poor solution for the purpose of hitting a quota.
Pay Commissions Based on Customer Success
Consider doing away with quotas for CSMs altogether. This way, they can prioritize customer success without feeling pressured by a competing influence.
You can still leverage financial incentives to increase account expansion. Commissions based on customer success are a powerful alternative. CSMs who are rewarded for sales that lead to the client’s next milestone are more likely to invest time into carefully identifying the best upsell and cross-sell candidates. They also won’t waste any effort selling to customers who wouldn’t benefit from an additional product.
3 Steps for Account Expansion
1. Create a Post-onboarding Customer Journey
A client’s experience with your company doesn’t end when they make their first purchase. After they start using your product, they should hit multiple milestones that demonstrate the value of doing business with you, as described in this chart from Sixteen Ventures:
A CSM helps facilitate this journey. Here’s how the process might play out:
During the first quarterly business review (QBR), the CSM assesses whether the client hit their first post-onboarding milestone. They may also work with the customer to set their next benchmark. This doubles as a good opportunity to ask for a review or referral.
At the second QBR, the CSM checks for the continued success of the client. They might provide support or advice about how to get more out of the customer’s current product. Another milestone is set for the future.
During the third QBR, the CSM assesses how satisfied the customer is and what ROI they get from using the product. If the CSM believes an additional product or service will help the client reach the next level of success, they can proceed with pitching an upsell or cross-sell.
After a successful expansion, the client and CSM should assess whether or not the added product helped the customer reach their desired milestone. This process can happen during the QBR, following the new purchase.
Reviewing the effectiveness of expansion shows the client their happiness comes before your profit, which helps build trust and loyalty to the company. It also reduces the likelihood they’ll feel exploited, and as a result, choose not to renew their contract.
Finally, the review session dissuades CSMs from making a sale for the wrong reasons, since this step determines whether they receive their commission.
3. Optimize the Account Expansion Process
CSMs and their supervisors should constantly be looking for opportunities to improve the customer’s journey. With each QBR, search for trends and adjust the client’s success process as needed.
For example, analyze accounts that have already undergone expansion. What do they have in common? Are there any traits that might indicate a customer is a good candidate for upselling or cross-selling? Isolate these characteristics and train CSMs to notice and act on them.
Next, take a look at instances where accounts expanded, then retracted, or weren’t retained. Was a solution offered when it shouldn’t have been? How can CSMs recognize and avoid making similar mistakes in the future?
By reflecting on what’s working and what’s not, you can better ensure client success and increased revenue.
Final Takeaway: Great Customers Drive Account Expansion
Client success is a powerful factor in account expansion. When customers experience firsthand the value your solution provides, they’re more likely to invest in additional products that will help them reach the next milestone.
To do that, however, you need to find prospects who are likely to get great results from your product. Lead intelligence software makes your search for those ideal clients more effective and automated.
That’s where LeadBoxer comes in. LeadBoxer gathers data about prospects, even site visitors who would otherwise remain anonymous. It then assigns a lead score, or a number describing how likely they are to convert, based on the criteria you set.
The most effective lead strategy methods are constantly changing, and for your company to succeed, you must evolve with them. If you aren’t reassessing your business plan and lead strategy tactics at least once a year, you’re missing out on opportunities to find new prospects.
We’ve compiled a list detailing the top lead strategy approaches for 2021, coupled with impressive statistics that will make you want to get started using them today.
Because consumers check their email 20 times per day on average, the logical place to start thinking about lead strategy is email marketing. This type of marketing is a great way to update customers about new features or products you have available, and more importantly, nurture potential new customers into purchasing your product for the first time.
The first step in developing an email marketing strategy is to implement a tracking pixel into your email campaigns. The tracking pixel will provide better statistics to measure email engagement and give real-time data. Use software that will integrate with website data for the most accurate view of users’ behaviors.
With only 25% of leads ending up being legitimate and converting into actual sales, a lead nurturing campaign based on software with cutting edge data analytic tools or sales AI tools is imperative for trimming the other 75% of leads that have no realistic chance of ending in positive sales outcomes. You can create lead nurturing campaigns with marketing automation workflows you set up, and then relevant information is automatically sent to the prospect based on what they viewed on your website.
If you don’t already send out a newsletter, you need to start. Newsletters are a great way to inform your current customers of your complete service or product offerings in order to cross-sell them on other services they need.
In the US, 75% of marketers generate their leads through event marketing. At events, you get to meet with people who are more likely to be interested in the services or products you provide since events all have a common theme or industry they serve. Also, conferences are a great place to show people your company’s brand and let them know what you stand for. Although in this new reality we all should think more about the future of sales.
Meet New People Through Networking
Networking—it’s been around longer than the internet, and it’s still important to include in your lead strategy. Networking is one of the best ways to build a great foundation to get to know other people who may potentially be interested in your services.
When you start going to trade shows, you can expect to see 5% to 20% of your new customer base being acquired at these events. When networking, you need to remember you’re not meeting these people with the intent of selling to them.
You’re simply making new business connections. Even if you’re able to help them, or you can sell them something they need, it shouldn’t be your top priority when attending networking events.
Cold Calling The Right Prospects
You might hear people say cold calling is dead, but the fact of the matter is, in 2020 cold calling was still relevant. When you combine this tactic with the right tools, it can be extremely effective.
Use a lead intelligence tool that can identify website visitors and provide you with their information. This way, you’re only calling people who are interested in your services.
90% of people say a video helps them in making their buying decisions, and 64% say seeing a video makes them more likely to purchase: Creating video content is a must.
You can start creating video content by hosting live and recorded webinars. Create a content calendar where you can schedule out topics as well as dates and times when the webinar will go live. Then, send people emails asking them to sign up for the webinar, and promote it on your social media channels.
Another way to get started with video content is by going live on social media platforms. You can do this from your smartphone, and you’ll notice you reach a larger audience compared to the response you receive from a standard image or video posts.
3.5 billion people are on some social media platform, making it an expansive marketplace to start reaching new people who fit your target demographic(s).
Facebook is great if you’re looking for a less formal way to reach your potential customers. 32% of Facebook users regularly engage with different brands on the platform, so you can expect people to engage with your page.
Post interesting content and images that will grab people’s attention and you can quickly build a large audience, even without advertising on Facebook. You can also read about the Facebook F8 preview. If you do decide you want to use Facebook advertising, you can do so without spending a lot of money. The average cost per click on a Facebook ad is $1.72.
LinkedIn is one of the best places for B2B companies to generate leads and is a must-have in your lead strategy. 89% of B2B marketers admit to using the platform for their lead generation. LinkedIn is also a powerful platform for international businesses, with 70% of its users located outside the US.
One of the best tools LinkedIn offers to aid in your lead strategy is their lead generation forms. These are specific ads that run on LinkedIn and are geared towards getting people to fill out their information so you can contact them about their product or service.
These lead generation forms work so well because people are actively engaging with you by volunteering their information, with the understanding that you’re going to reach out to them. That individual is no longer a cold lead; that person has now been converted to a warm lead ready to receive your pitch.
For companies that have an actual product and not a service, Instagram is a great place to showcase it. The platform only allows posts with images or videos, making it the perfect venue for grabbing attention with eye-catching photos. 90% of Instagram users follow one or more businesses, so posting on this platform can yield great results.
Public Relations Strategy
Most companies only look at public relations (PR) strategies after something bad has happened. But that’s like looking at buying car insurance after you have had an accident. With the majority of people having a cell phone and the ability to share videos online, your company could find itself facing a PR disaster overnight.
Consider hiring a PR manager if you don’t already have one. And work with them to start doing community outreach and implement positive campaigns before a crisis occurs. Be sure to fully inform employees about your company’s values and its guiding mission to prevent anyone from doing something that could be detrimental to your business. PR may not give you immediate leads, but its ability to aid you in cultivating your company brand is well worth the investment of time and resources.
Create A Content Marketing Plan
Blogging generates 3 times as many potential customers compared to outbound marketing, and it also costs 62% less than traditional marketing campaigns, making it a powerful lead strategy. However, it’s not enough to just create content and post it to your site; you need to have a plan that includes the following tactics:
Search Engine Optimization Plan
It would be nonproductive to create content, only to find you’re not showing up in search results. Or that people simply aren’t interested in the content you’re providing. This is why you need to create a search engine optimization (SEO) plan. This way you can understand the types of information your customers are searching for and develop your content accordingly.
A good content marketing plan can easily go wrong if you have a bad or outdated website. Google recommends websites aim for a loading time that’s less than 2 seconds. If you create a great article or guide that you know your target customer would love to read, but it takes too long for the page to load, odds are most people will not have the patience to wait and see it.
Therefore, keeping your website updated is an essential component of your lead generation plan and be sure to know all you need about inbound vs outbound marketing.
Start Generating Leads Today
Now that you know the top lead strategies for 2021, it’s time to get started. Check out this informative post on B2B lead generation strategies for additional information.
If you spend more of your time scouring the internet for leads than actually closing deals, consider adding lead capture pages to your marketing strategy. With lead capture pages, you can automatically populate your CRM with fresh, highly qualified prospects, letting you spend more time connecting with people and less time combing through lead databases.
Best of all, lead capture pages can be implemented quickly. With the right software and strategies, you can get a lead capture page up, running, and working for your business in no time. Before you know it, you’ll find new leads for your business without lifting a finger.
A lead capture page is an essential component of an inbound marketing strategy. Visitors usually land on the page after searching for business solutions or learning about your company through social media, blog posts, or search engines.
A lead capture page attracts potential customers by offering a free resource, such as a white paper, report, or trial of a product. In exchange, the prospect fills out a short form with their contact information. This supplies your sales team with a continual source of leads. Read more about SaaS free trial.
The info collected from a lead capture page is then uploaded to your CRM, becoming the foundation of any contact record in your sales pipeline. Once you’ve identified a lead, lead intelligence software can uncover additional details about a prospect, analyze how engaged they are, and offer insights into how to best communicate with that person.
How Lead Capture Pages Help Sales Teams
Between calling clients and closing deals, your salespeople are busy enough. Lead capture pages give them the freedom to focus on these high-touch tasks and understand their prospects better.
Find qualified leads on autopilot
An efficient lead capture page reduces the time your salespeople would otherwise spend trawling LinkedIn or contact databases for leads. It also automatically begins the qualification process, as leads who express interest in your offerings are likely to be more receptive than cold leads to communications from your sales team.
Gain insight into prospects
Manual lead generation can’t compare to the level of contact enrichment that lead capture pages help provide. Many programs that build and run lead capture pages can take the data submitted and use it as a launchpad to uncover tons of other details about leads. This gives your sales reps a greater understanding of who they’re selling to.
Score and prioritize leads
If members of your sales team often wonder which leads they should prioritize over others, a lead capture page can help. When used in tandem with lead scoring software, you can analyze the online behavior of leads captured from a web form and more accurately predict which ones are likely to buy. That way, sales reps know exactly who to focus their energy on and who they can pass on.
15 Lead Capture Page Software Options
Many tools and sales artificial intelligence tools too with lead capture page functions come packed with additional features that help you get more from your leads. These software options usually fall under one of three categories:
Lead capture page software with lead intelligence and nurturing
CRMs with lead capture page builders
Landing page builders
Lead Capture Page Software with Lead Intelligence and Nurturing
Act-On integrates with your CRM to help you attract, convert, nurture, and score leads with ease. Its web form builder tracks conversion rates and the source of form visits so you know which of your marketing efforts are working best.
Automatically starts sending drip campaigns to leads
Comes with features that help score leads based on their website activity, so sales reps know their level of engagement
Easier to use than direct competitors like Marketo
Incredibly feature-rich and on the pricier side, so it’s not feasible for many small and medium-sized businesses
Karta was designed as the most complete marketing and sales solution on the market. It touches almost every aspect of the customer journey, from letting you build lead capture pages to scoring and prioritizing leads for your sales team.
Includes lead tagging and scoring features
Doesn’t require integrations to manage all aspects of your business
Zoho CRM, one of the top-rated CRMs available, comes packed with features like web forms for lead generation. The tool can meet your customers at every stage of their lifecycle, from marketing to customer support.
Drag and drop web form builder makes it easy to launch lead capture pages in minutes
Multiple levels of billing is great for businesses that plan to scale up
The interface is so user-friendly, many customers claim not to need training before getting started
Customers report that importing and exporting leads sometimes leads to corrupted files
Emails generated by Zoho CRM can sometimes get sent to leads’ spam or blocked entirely
Instapage started as a dynamic landing page builder but has since transformed into an advertising conversion cloud. With Instapage, you have all the tools you need to optimize your advertising funnel and turn more leads into customers.
Create an entire advertising funnel to attract visitors to your web forms, then convert them into leads
Automates the process of creating multiple landing pages that match the messaging of your social media or search engine ads
Drag and drop landing page builder creates stunning lead capture pages with no coding required
Doesn’t integrate with email marketing platforms like ConvertKit, so you’ll need to find a workaround if you want to start automatically nurturing new leads from form submissions
Unbounce offers many of the same features as Instapage but at almost half the price. Small businesses that want to build unique lead capture pages to match all their ads will love Unbounce’s functionality and affordability.
Drag and drop builder lets you collaborate with team members and make edits in real-time
Lets you create pop-ups and sticky bars for even more lead capturing opportunities
Uses A/B testing to automatically optimize pages for the best conversions
The builder isn’t as intuitive as some of its competitors, so new users should expect a slight learning curve
Certain landing page features require additional coding
Mailchimp has long since upgraded from an email marketing tool to an all-in-one marketing platform, offering features like a landing page builder, conversion rate tracking, and even free domains.
Easy to integrate with almost any tool
Start building and hosting landing pages for freet
Its paid version is the most affordable of its competitors, making it ideal for small or new businesses
A landing page builder isn’t nearly as dynamic as others on this list
Limited segmentation ability
No plugin with Spotify
Cost: Mailchimp’s paid plans start at $9.99 per month.
Tips for Creating an Optimized Lead Capture Page
Not all lead capture pages are created equal. To maximize your conversions, there are certain best practices you should keep in mind when designing a form.
Limit the fields in the lead form
Having too many fields, especially ones that feel irrelevant or invasive, can lead many visitors to navigate away before they finish completing the form. The quicker a visitor can enter their info, the more likely they are to convert.
For example, visitors who want to sign up for a free trial of LeadBoxer only have to enter their email address to get started.
This is presumably so attendees can receive the link and a calendar reminder for the webinar. If Kinsta were to ask for less relevant information, such as company name or job title, visitors might be put off and leave the page before completing their registration.
Choose the right positioning for the lead form
There are three places you can position the lead capture form: above the fold, at the bottom of a page, or in a pop-up. Each has different benefits.
If the form is above the fold, that means you can see the form at the top of the page without having to scroll. This type of form is quick to grab a visitor’s attention and works best when used as a post-click landing page for a search engine or social media ad.
This method keeps visitors focused on the form, so they’re less likely to be distracted by other links or elements on the page before submitting their info.
The info collected through lead capture pages is sensitive enough to qualify as personal data under the General Data Protection Regulation (GDPR). The GDPR, which regulates the personal data of all European Union residents, requires that you disclose how and why the data is collected, as well as how you handle the data and dispose of it.
Generate Leads on Autopilot for Your Sales Team
Your B2B marketing strategy is incomplete without a lead capture page. A lead capture page is the simplest way to find and qualify prospects for your sales team, who can then redirect their energy on nurturing leads and closing deals. In the long run, this relatively inexpensive strategy can end up generating significant revenue for your company.
However, even if you follow all the tips and best practices for creating an optimized lead capture page, the page only works as well as the software you pair it with. With the right software, you’ll never have another high-quality lead slip through the cracks because of pipeline mismanagement. Your best bet is to use a lead intelligence tool that can take the info you collect from lead capture pages and turn into actionable data that helps you prioritize leads and convert them into customers with ease.
There’s a new buzzword on the minds of sales managers across the country: sales enablement.
It’s not a new concept, just a new name. The idea is to provide your sales teams with the resources they need to excel. Doesn’t sound too revolutionary, right?
Unfortunately, many offices are structured in such a way that a few top earners carry the entire office and the rest of the reps don’t get much attention.
In reality, some people are just naturally great at selling things. That doesn’t mean the other guys can’t perform at the same level, or even that they don’t perform at a high level themselves. They just need a little help to develop their skills, and that’s where sales enablement comes into play.
Read on or use these links to jump to a particular section:
It doesn’t matter how great your top-earning sales reps are, there’s almost always room for improvement. Sales enablement helps everyone on the team excel by teaching, motivating. And most importantly, enabling them to exceed office quotas and expectations.
Sales enablement is sales empowerment, and it’s more important now than it’s ever been. Of course, we could repeat that statement every week. Because the competition is always on the rise, and buyers continue to become more informed than ever before.
Sales enablement provides the clearest avenue for sales and marketing teams to take their game to the next level. Regardless of where they are now.
The Importance of Sales Enablement
Consumers have more information and power at their fingertips than ever before. A study by Salesforce & Publicis.Sapient found that 87% of consumers begin their buying journey with online research. The study also found that 64% of shoppers say they feel that brands don’t truly understand their individual needs and desires.
Brands have to work hard to personalize their approach. Therefore selling to informed customers has become a nightmare for many in the sales game. You can check our post about how to make a brand persona to learn more.
There was a time when interruption ads stood a chance. Many buyers were naive, and if something popped up and caught their attention, they clicked. They didn’t know any better, but these days, they do. In order to break through and start a genuine conversation with potential buyers or clients, your sales and marketing teams need to be equipped with the most advanced resources available.
Four Benefits of Sales Enablement
The benefits of a sales enablement strategy are vast. So long as the sales reps within the team are capable and the products or services being sold are valuable.
1. Better Teamwork
Sales enablement enhances the team as a whole, not just the best sellers and not just those that need help. By implementing sales enablement strategies, as a result, companies no longer have to rely on top earners to carry the sales team.
2. Better Data
Sales enablement provides a superior framework for the collection and organization of data from engagements between reps and consumers. Data relating to pain points, customer personas, buyer intent, historic behavior, and more, all combine to help salespeople personalize each engagement.
3. More Efficiency
Better data and organization also increase team efficiency. With valuable resources at their disposal, therefore salespeople are able to make faster data-driven decisions, decreasing the time it takes to go from prospect to client.
4. More Collaboration
Sales enablement increases collaboration between sales and marketing teams. Sales reps have to provide valuable, personalized content to prospects in order to persuade them to make the deal. The marketing team is often the source of that content. With that being said, marketing is invaluable and, in many cases, inseparable from the sales process.
Sales Enablement Resources
Sales enablement empowers sales and marketing teams to enhance their performance near the end of the cycle, where the actual sale takes place when it counts most.
Sales enablement is proven to increase sales efficiency. Booking.com for Business is the B2B division of the popular travel website. They used LeadBoxer to improve the quality of the leads being presented to the enterprise sales team.
After implementing a variety of sales enablement solutions, LeadBoxer helped Booking.com disqualify false positives, qualify false negatives, and even provide the enterprise sales team with invaluable behavioral data, allowing them to focus their efforts on consumer interests and buyer intent. Check out the case study here.
It seems like a no-brainer to want to give your sales and marketing teams better resources, but it’s not always the case for many companies. In most cases, when a sales rep fails to meet a quota, the blame falls squarely on their shoulders. They didn’t listen. They didn’t work hard enough.
While there are reps out there who simply don’t belong on a sales team, more often than not, better training, coaching, enablement technology, and content can improve the performance of almost anyone. These elements make up the foundation of sales enablement, but what do they truly entail?
What is “Better Training?”
A lot of companies are using the same onboarding process they’ve had for 25+ years. There’s no way the company is in the same position it was in two decades ago, but the onboarding and training materials still reflect that version of the company. The goals have likely evolved, the products and services have likely evolved, and the average customer has most certainly evolved.
In this context, “better training” means more relevant training. You could hire the most capable sales rep in your state, but if they’re not accustomed to your products, your services, and your culture, they won’t perform at the level you anticipate.
What is “Better Coaching?”
Sales coaching is essentially the process of putting proven leaders in front of your sales and marketing teams and allowing those leaders to guide your reps to better performance. For companies that offer no coaching at all, any type of coaching is an improvement.
When we talk about coaching, a lot of sales managers probably think of professional speakers who travel around the world giving live presentations. Of course, it’s valuable to have one of these sales and marketing gurus speak to your teams in person, but this isn’t always an option – and it’s not always necessary.
You likely have one or two employees among your staff right now that are ready to step up and lead the pack. You likely have a manager that could take the initiative and coach your teams to more success.
What is “Enablement Technology?”
Most sales managers and marketing directors are familiar with the various types of sales enablement technology available today, even if they don’t make the connection right away.
The most common of these include Content management systems (CMS), customer relationship management (CRM) platforms, lead nurturing software, and learning management systems.
Buyers today want personalized content. They need education and entertainment. If you educate consumers about various problems they face, not only can you reveal problems they may not have known about, but they’ll trust you as an authoritative source of value.
The problem is that there’s a growing sea of content readily available and anyone with a keyboard, a monitor, and an internet connection can create and distribute with the click of a button. Consumers have come to ignore the majority of what they see online, so your content has to catch and hold their attention.
In order to stand out, companies need a lot of content. Sales and marketing teams must work together to create and curate personalized content that speaks directly to consumers. Without a good CMS and lead capture page strategy, this process is nearly impossible.
You need to be able to provide relevant content at different steps in the buyer journey. If the buyer is just looking for information on a particular product, hitting them with a sales copy is not the answer.
While a good CMS helps you identify the right types of content to use, a good CRM helps you identify the right time to use it.
The path a customer takes from learning about your brand to purchasing your products is called the customer journey.
As previously stated, a buyer who’s just looking for information about a product or who’s researching possible solutions to a problem is not ready to be hit with a sales copy. They need informational copy that educates them about their problem and about your solutions, but they need content that does this in a way that’s not pushy or “salesy.”
The right CRM helps your team achieve this and much more.
A CRM helps your team organize customer or client relationships. Every interaction is a touchpoint, and every touchpoint must be documented. When an initial email goes out to a potential client, the team marks that interaction in the CRM. This keeps your sales and marketing teams from going overboard and pushing prospects and current customers away.
CRMs help with lead management, as well. When a new lead is entered into the CRM, the entire team has access to this data. This type of teamwork is key to the success of your company, and the right CRM allows and encourages this collaboration.
The sales process racks up a ton of data. Without a great CRM, the data alone will overwhelm your team and crush productivity and morale.
All of the enablement tools in the world won’t make a bit of difference if your sales reps aren’t capable and well-informed. At the end of the day, the success of your company depends upon the expertise of your sales and marketing teams and their ability to persuade prospects to invest.
There are several roles played by the LMS. The role it plays for you will depend on your goals and objectives. Most LMS solutions allow you to create and deploy training initiatives for your teams and track the progress of individual employees.
You can also utilize training and coaching content from other professionals in your industry. These high-profile coaches bring a lot of energy and expertise. Names that come to mind include Brian Tracy, Grant Cardone, and others.
SalesHacker.com released a list of the best sales training programs and coaches of 2019. The top five included:
One of the most important functions of sales enablement is ensuring that your teams have the right content and that they utilize that content at the right time.
There’s a wide variety of sales enablement content, but three of the most common types are:
Case studies document real-life examples of a product or service in action. They’re essentially glorified testimonials, as they help identify the struggles faced by your customers as well as solutions you bring to the table.
They’re versatile as they can be distributed to customers to highlight the advantages of working with your products and services, but they can also be distributed to sales and marketing teams to highlight consumer behavior and customer pain points.
Although content marketing and sales enablement are two different fields of study, there are some obvious applications that are worth highlighting here. Blog posts provide value to readers without asking for anything in return. Not only can you build a wealth of trust and establish your brand as a source of authority in the industry, but you can also reveal to readers problems they didn’t even know they had.
For many brands, email is the first touch with potential customers. While this may be true, email marketing is an invaluable tool for the closing stages of a sale. It can be difficult to discern which types of emails to send and the best time to send them, but the combination of a great CRM and a great CMS will make the job much easier. There are several types of emails that are perfect for the closing stages of a sale. They include:
Thank you emails
Abandoned cart emails
Most people check their emails on a daily basis. There are several elements to a great email and demand generation marketing strategy, and we won’t dive into them here, but emails are personal and you can personalize them in a number of ways.
Bringing it all together
Using a Lead & Customer Data Platform like LeadBoxer helps you to bring all this data together. Build rich customer profiles and track all behavioral events to get a complete picture of your audience.
Sales enablement is still a buzzword. But as the B2B and B2C landscape shifts in the coming years, it will become an indispensable element of the sales process.
Sales managers must deal with growing competition, a growing sea of content, and a new generation of sales reps. You can check our article on 4 best TED talks for sales professionals.
LeadBoxer offers proven sales enablement solutions that can help your sales and marketing teams excel. By embracing smart sales enablement techniques, they can help their teams excel and perform at a higher level than ever before.