To achieve business goals, it is not enough to how to warm up the launch successful lead generation: you also need to convert the received traffic into leads.
Alena Biryukova, head of the Progrev Kompleto unit , told what B2B companies should do with the traffic they receive to convert it into sales, how to mitigate common problems in working with an audience, and how to evaluate the effectiveness of warming up.
What’s Hindering B2B Sales
Even if you are confident in the quality compliance directors email lists of the product, its benefits for the audience and a well-developed advertising strategy, fulfilling the sales plan is not so easy.
As our experience shows, businesses often face similar problems:
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- lack of brand recognition . This creates difficulties with loyalty and trust of the target audience;
Useful material:How to Boost Customer Loyalty and Increase Sales: 3 Basic Steps
- loss of clients due to a long transaction cycle . When working with B2B companies, complex products, IT solutions, it is worth social media marketing allows understanding that if you do not communicate with clients on a regular basis during a long transaction cycle, they will “fall off”. The same thing happens in production and in the provision of complex and expensive services;
- “Head-on” advertising does not work . 2-3 months after launching contextual/targeted advertising, receiving leads, testing executive list all combinations, there may be no conversion of the accumulated base into leads;
- website traffic is not converted into leads , users do not leave contacts and do not return. It is necessary to determine in advance how to work with the received traffic so that users get into the database, not even for sales, but for subsequent warming up;
- the presence of unqualified leads in the CRM system , which leads to low conversion rates for the sales department and a heavy load on it due to processing such traffic.
For example, KAMAZ approached Kompleto with the project “Fuel+” with a request to warm up the audience, and the company “Promsitekh” – to strengthen its image:
The company “Architectural Systems TATPROF” needed to increase its recognition in order not to lose in tenders to larger and more experienced representatives of the field.