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HubSpot CRM: The Lead Lifecycle from Conversion to Deal

There are several Customer Relationship Management software on the market: in today’s article we will focus on HubSpot CRM. Why this one? The reason is simple, it is an easy-to-use tool, even for the most technology-heavy salespeople or those most fond of Excel files!

Find out more by reading on!

What is HubSpot and what is it for?

HubSpot ‘s definition of its platform is all in one .

In addition to efficiently and intuitively connecting marketing activities with sales and customer service, HubSpot CRM is free and available in Italian!

Before seeing how HubSpot supports lead management , from conversion to deal , we offer you a practical glossary with definitions of the various stages of a contact in the CRM .

HubSpot CRM — Glossary

Lead management and qualification from MQL to SQL is the responsibility of marketing , through lead nurturing activities that aim to increasingly involve potential customers and — at the same time — collect valuable information on their interests.

When does a sales qualified lead become an opportunity?

Every company has a specific sales process and pipeline management ; however, there are two common cases that directly transform a marketing-qualified lead into a sales-qualified lead .

1. When the lead requests direct contact (e.g. a demo or a consultation) The request for a demo or a consultation by the lead can happen as:

Our advice is to wait for the outcome of the demo or consultation before deciding whether it is a real sales opportunity .

In fact, during the interaction, details can often emerge that take the lead back to a previous stage — for example, because they don’t have purchasing power , there are other decision makers , or the company doesn’t have the ideal characteristics for the proposed solutions.

When the lead meets the BANT qualification criteria

BANT is an acronym that stands for:

Budget — How much can and is the prospect willing to spend?

Authority — is it the decision maker or an influencer?

Timing — Is the purchase an urgent activity for the potential customer?

When the company chooses to activate this type of prequalification , it will probably have fewer opportunities in the pipeline , but they will be more concrete .

The evaluation of the criteria can take place with an initial telephone contact with the lead or through progressive qualification .

The Lead Lifecycle with HubSpot CRM

As we have seen, one of the advantages of HubSpot CRM is its integration and the ability to align different business functions with respect to objectives and their achievement.

For example, when a company becomes a concrete business opportunity, if there are multiple contacts belonging to the same company , all of them are automatically qualified .

For this reason, it is advisable to reserve the opportunity qualification for those who truly correspond to the defined parameters, otherwise you run the risk of having to manually downgrade them all (if it is discovered that they do not satisfy the BANT criteria).

In these cases, it is worth keeping the contacts in the CRM and reactivating the marketing initiatives , hoping that over time they will get closer to purchasing again, because the conditions in the company have changed.

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Accelerate business growth with sales enablement

Sales enablement refers to the set of systems and methodologies that support the sales department in speeding up sales processes.

The strategy allows you to align america phone number list sales activities with the precise stage of the customer purchasing cycle, thus making them effective in achieving objectives.

In today’s article, we offer you some useful tips to reap all the benefits of this practice and accelerate your business growth.

How to Use Sales Enablement for Business Growth Sales enablement represents a valuable opportunity to create unique and personalized customer experiences .

Below are some best practices to help you take full advantage of this new approach to B2B sales.

Re-evaluate sales processes

At the heart of the sales enablement strategy are solutions to support business development in sales processes.

So, it should come as no surprise that sales-related activities are at the heart of business growth.

New Call to Action

To have clear objectives and optimize procedures by achieving results in a short time, it is essential to define a sales strategy . It can be useful to map the customer experience, identifying for each phase of the purchasing process:

Having visibility of the most influential aspects in the purchasing process allows sales to develop effective b2b sales strategies , in line with customer expectations.

Guide (and not persuade) to purchase

Among the decisive elements for business growth we find the role of sales people , whose activities are no longer aimed only at selling a product or service.

The sales force provides the appropriate information and acts as an intermediary between customers and the company , representing its values ​​in a transparent manner.

This change of pace is due to the habits of buyers who no longer depend on salespeople, but have all the tools to take action independently .business growth

Work in synergy with the content team

Several articles in our blog discuss the benefits of a common strategy between marketing and sales : even though they are engaged in different activities, these departments need each other.

Content marketing aims to develop quality content oriented to the needs of buyers, giving priority to the aspects highlighted by sales.

In turn, salespeople can begin to communicate with potential customers , starting from the information they consult on the company website or blog .

A solid and synergic relationship between the two teams guarantees stability and growth; for this reason it is essential to align with respect to activities, sharing ideas and suggestions.

Improve user experience with chatbots

In developing effective and optimized sales processes, chatbots are a valuable support. These are tools designed to carry on a conversation , through the production of instant and automatic messages.

Virtual operators support users in finding suitable solutions, increasing their decision-making power and control over processes.

With digital interaction, chatbots speed up the sales process:

offering valuable information to those who seek it simplifying salespeople’s activities with collected data

Monitor data, insights and results

Data interpretation is a fundamental part of the b2b sales process.

Analytics contribute effectively to business growth , because they allow you to identify the best performing activities and those that require optimization.

Based on up-to-date statistics, business opportunities can be read from different perspectives, capturing innovative ideas and insights .

360-degree visibility into the most effective elements of the strategy improves the company’s know-how and reputation, so you are not caught off guard when faced with new opportunities.

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Without these elements, lead generation doesn’t work: discover them!

Lead generation is not just about generating leads; the goal of marketing should be to provide your sales force with qualified leads that are highly likely to convert into customers.

To reach interested people and establish brother cell phone list a relationship of trust with them, it is necessary to aim for an effective strategy, which is not limited to sending anonymous offers or messages.

In particular, there are 5 activities that support the achievement of business objectives and allow you to obtain important results. We talk about them in today’s article.

Lead Generation Activities That Can’t Be Ignored

A lead is a contact who has expressed interest in the company, to which he has provided his data.

Optimizing lead management is a real strategy, without which it is difficult to think of achieving the set objectives.

Now, we will focus on 5 essential activities to establish trusting relationships with prospects, increasing the probability that they will convert into loyal customers. Let’s start with the first one.

Analyze the strategic elements of the landing page

Through landing pages , the prospect has the opportunity to complete the action started by clicking the call to action.

New Call to Action

To ensure that your efforts to create interesting content are not wasted and contacts slip away at this stage, it is a good idea to monitor the effectiveness of live elements .

This evaluation should be conducted on a regular basis and be part of a continuous optimization project.

Here are the elements to pay particular attention to Title : it must attract the user’s curiosity and be addressed to their needs; a tip is not to mention the company, but to keep the focus on the prospect.

Form : is the data collection form filled out by users; the length and quantity of data requested depends on the stage of the buyer’s journey in which the user is.

There are some common aspects that should apply to all modules:

right visibility ability to capture attention request for data related to the objective Image : The choice of using a cover image or limiting yourself to a graphic representation of the proposed offer is up to the company. Whichever option is preferred, the advice is to use images that depict real people and moments of life.

The landing page is made up of many other elements that deserve careful consideration. Click here to discover them and start optimizing them right away!

Improve the performance of calls to action

If effective, calls to action allow you to achieve excellent results in terms of generated leads and commercial opportunities; also in this case, it is essential to analyze the structure, starting from the most viewed CTAs.

The click-through rate — the ratio between the number of views and clicks — supports the choice of elements to which to apply changes. As with landing pages, it is also good to intervene on a few elements at a time for CTAs, so as to evaluate the effectiveness of the optimizations.

Calls to action can be in the form of text, buttons or graphics. There is no version that is more effective than others, but contexts and reference objectives that help choose the right option.

The text should be personalized, oriented towards a message in line with the CTA target. We have dedicated an article of our blog to the improvement of CTAs with some practical advice, even stylistic. Click here to read it!

b2b lead generation

Lead generation: the role of content marketing Content marketing strategy is one of the most effective ways to generate leads. The content offered to the public not only conveys valuable information, but represents a showcase of the experience and know-how of a company.

This task should be conducted on a regular basis and should include the necessary resources (time and people). Internally, it may be useful to schedule a monthly optimization project and a detailed update meeting on content performance.

Let’s not forget that the goal of these interventions is to maintain focus on the needs of the target; the relevance of the topics for users remains the most important aspect that must guide the definition and nature of the messages.

Which traffic channels to invest in?

The elements analyzed so far — landing page, CTA and content — ​​would not make sense without traffic to the company website .

For this reason, it is essential to measure the effectiveness of each traffic source, to understand its logic and rules. The ideal is to coordinate them all together, to not miss precious opportunities to attract targeted users.

Organic traffic is the volume of visitors arriving on the site through search engines. The analysis of this data, which does not include clicks on paid advertisements, is useful both for identifying the keywords that generate traffic and for analyzing the SEO optimization capacity .

Direct traffic has no source and comes from users who type the web address into the browser’s search bar or click a link saved in their bookmarks.

Paid traffic comes from clicks on ads on the search engine results page. While an optimized paid campaign has a good chance of working in terms of conversions, it is also important to consider the cost per click.

Traffic coming from social networks can be organic or paid and therefore also originate from paid campaigns .

lead generation — social networks

The importance of automating processes

Among the elements that improve the performance of b2b lead generation we find marketing automation platforms , technologies that allow you to streamline processes, improving results.

These solutions offer a complete overview of user behavior and allow you to manage campaigns more effectively; automatic systems also support lead nurturing activities , with the aim of maintaining a solid relationship between the company and potential customers.

One of the available activities is the personalization of emails with which to propose the right content at the right time and to the right person among those present in the database, based on verified insights .

As for the texts and graphic choice of emails, it is better to opt for something simple, that does not distract the user from reading; the message should also be short and focus on the objective, without digressing into other topics.

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Get more opportunities and deals with lead nurturing

Generating new contacts is not enough to grow a business . Lead nurturing activities are essential to ensure that prospects move along the purchasing process and become loyal customers.

In this article, we will look at how to design a strategy that will help you achieve these goals. Read on to learn more!

Lead nurturing: 6 tips to turn contacts into customers

In B2B marketing, lead nurturing brother cell phone list campaigns are used to convert new contacts into sales qualified leads (SQL), i.e. leads ready to interact with the sales force, and then turn into customers.

To make this happen, you need to plan your activities strategically.

Here are our tips to speed up the purchasing process and close more deals.

1. Define a streamlined and progressive lead nurturing path The goal of lead nurturing is to help contacts progress through their journey from initial interest to purchase intent.

The need must be created, nurtured and finally satisfied and this must happen progressively.

This should last a few weeks at most to ensure the attention of the prospects. The ideal would be to prepare a sequence of 3 or 4 emails to be sent every 3 or 4 days, but it depends a lot on the type of solution proposed (and the budget required).

After evaluating the performance of these first activities, you can decide how to proceed.

Don’t be self-referential

As anticipated, the core of the strategy (and therefore of the emails and all other activities) is the customer . It is often difficult not to praise the company and the products or services offered within communications, but it is essential to avoid this to create a relationship of trust with prospects.

The more you talk about the customer, the less you talk about the company, the better the performance will be.

New call to action

Use data to support your claims

People love to know that others have been in the same situation and found the right solution to their problems. B2B email marketing is the perfect way to get this message across and show your prospects how many others have benefited from your products .

The best way to do this is through hard data: showing the results achieved by your current customers arouses greater interest and curiosity from prospects.

Always include links to measure engagement

One of the main objectives of the lead nurturing strategy is to monitor the movements of prospects along the buyer journey .

Inserting links within emails allows you to understand what stage of the journey the prospects are at , their interests and concerns and, consequently, the aspects to leverage.

lead nurturingIn the first email, for example, it is advisable to include links to articles on the company blog and encourage prospects to sign up for the newsletter to receive further insights.

Analyze lead behavior Lead nurturing campaigns should include lead scoring models , which allow you to analyze contact behaviors by assigning scores to each expected action.

In this way, it is possible to evaluate how predisposed each lead is to purchase by taking into consideration:

if he opens the email how many times does he open it if you click on the links present if you watch any videos It is important that the lead scoring model also includes data from nurturing activities. If a prospect opens all the emails, clicks on all the links and then stays on the company website for a long time , it is likely that he is really interested in the products or services offered.

Share data with the sales team

One of the most important aspects of increasing the number of customers in the b2b world is for marketing and sales to work together . It is essential that salespeople have all the information they need to start a conversation with a potential customer.

The sales team must know the actions taken by marketing and the reasons behind them; this data allows them to optimize the purchasing process , shortening it and making it more efficient.

There must be close collaboration between these two departments for strategies to be successful and business objectives to be achieved.

In this article, we have seen how lead nurturing activities are essential to consolidate the bond between the company and its potential customers, accompanying contacts on the purchasing path to transform them into satisfied customers.

This is one of the cornerstones of inbound marketing , an approach based precisely on the creation and dissemination of valuable and interesting content for potential customers, with the aim of creating a long-term relationship.

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Content Marketing Pills: Improve Lead Generation

Our series of pills on b2b content marketing continues. After analyzing the impact of an effective strategy on brand awareness and organic site traffic, in this episode we will focus on lead generation.

In today’s article, we will offer you some really interesting data and practical advice for setting up a business capable of generating ROI and guaranteeing long-term results.

Content Marketing to Improve Lead Generation

If you still have any doubts about whether a content marketing plan is essential in the digital strategy of a b2b company , the brother cell phone list data we are about to present demonstrate how content can also have an impact on the quantity and quality of leads generated by the site.

It takes time , both to plan the strategy and to implement it, but with the right amount of commitment and skills you can achieve extraordinary and long-lasting results.

Discover in this case history the results obtained by our clients in terms of lead generation!

content marketing

B2B Content Marketing Pills — Statistics

According to DemandMetric :

According to Social Media Examiner :

23 % of B2B blogs don’t include a call to action New Call to Action

While content can represent a safe and continuous source of users on the site , it must be considered that the average time spent on a web page is less and less, unfortunately!

How to maximize results?

By placing a call to action that invites conversion and proposes for example:

Therefore, the ROI of content marketing does not only come from SEO improvement , but for this to happen it is essential that there is strategic planning :

of the topics chosen for the company blog

of the format of the published contents of channels to use to promote content — ​​organic or paid

Want to learn more? Download our free eBook!

If you want to continue following this column with Content Marketing Pills , sign up for our newsletter!

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Enhance your b2b sales process with content marketing

In addition to answering prospects’ questions, raising awareness of your company, improving your site’s search engine rankings, and piquing the interest of potential customers, content marketing is essential to increasing B2B sales.

How? We’ll talk about it in today’s article!

How to Use Content Marketing to Close More Business Deals According to this article by HubSpot, one whatsapp number listof the most used marketing automation platforms, approximately 80–85% of the activities of the sales force are ignored by potential customers, attracted to the company thanks to marketing content.

Why? It’s always HubSpot that tries to give us an answer: the problem is that only 20% of salespeople use content to engage and convince potential customers.

This raises a fundamental question for marketers: How can we help our sales force use B2B content marketing to close more deals ?

With a sales enablement strategy — that is, the set of actions aimed at supporting sales people in speeding up and making sales processes more effective — unique and personalized purchasing experiences can be created .

New Call to Action

Here are some preliminary suggestions

The tone of the messages, the corporate storytelling and the methods used by the two departments must be aligned at all times.

Customize every content

Generic communications fail to attract prospects’ attention.

The sales force must spend time choosing the best case history to send to the potential customer, related to the type of business that their company deals with. Or, they must be able to find the contents that really respond to the specific request of the prospects to create a relationship of trust

Buyer personas represent the target audience, with different characteristics, needs, pains and requests. The b2b content to be sent must be chosen carefully, based on the interests and needs of the recipients.

Only in this way will it be possible to target prospects and convince them to make a purchase.

Show yourself authoritative and confident

Phrases like “we hope this helps your business” or “it would be best to take this action to achieve your goal” alone are not very encouraging.

The key to convincing prospects is to show them that the recommended solutions are based on data and concrete, visible successes .

How does the content team help close more deals? After this premise on how to choose the best activities to support the sales force, let’s try to understand how these can lead to an increase in b2b sales and business success.

Offering a complete customer experience gives you the opportunity to gain a huge advantage over your competition . Your company will become a point of reference in the market and the consequence will be an increase in the number of deals closed, in a shorter time.

Secondly, a successful content marketing strategy gives the company the opportunity to demonstrate that it is up to date, digital and cutting edge .

Especially after the health emergency, b2b companies have realized that they cannot do without digital tools , which are essential for increasing sales and positioning themselves in the market. Emails, videos, social media posts, infographics, webinars, ebooks must be part of the strategy.

Furthermore, considering that a b2b sales cycle lasts on average 6 months and involves a good number of different interlocutors, sending relevant communications on a regular basis allows you to engage potential customers throughout the entire period.

The important thing is to choose the most appropriate and interesting content to convey during the various stages of the buyer’s journey.

Select content based on buyer personas

In this video, you can find some tips to develop a winning b2b marketing plan :

To support the sales process:

blog articles whitepapers and ebooks success stories To facilitate the business meeting:

Conversation Scripts Product Sheets Competitor Analysis To help drive conversions:

templates for emails infographics Company presentations texts for social media An effective content marketing strategy requires the collaboration of marketing and sales teams to achieve business objectives. Through sales enablement, salespeople will have valuable content at their disposal to offer prospects an excellent experience and convince them to continue on their journey, until they become loyal customers.

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6 Secrets to Building a High-Performing Business Website

The company website allows you to attract qualified traffic and realize unmissable business opportunities; it is an indispensable tool for reaching potential customers and increasing the company’s reputation. For navigation to be smooth and results to be guaranteed, it is essential that the company website is performing well.

Continue reading the article to not miss some effective tips.

Company Website: Why is it so important? The company website is a showcase available to users who are already oriented towards a specific solution or are still looking for answers to their questions.

Furthermore, positioning on search engines can seem complex, given the amount of accessible information and the competing presence on the web. For this reason, it is essential to improve the user’s browsing experience, intervening on multiple fronts: strategic, structural and content-related.

Read on to find out how to seize the best business opportunities.

Identify the buyer persona

One of the elements that influences the ability of the company website to attract the right people is the definition of the buyer persona.

In fact, buyer personas help identify the target audience, proving to be a valuable guide for defining the content and structure of the site pages.

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Structure the site based on the buyer’s journey

Identifying the prospects to whom messages and services are addressed is a very important step in defining the company website.

These elements are the strategic lever that increases the opportunities to attract, intrigue and convert prospects. Let’s now move on to the practical aspects, starting with the creation of the online project.

Create a sitemap

Designing your website tree can seem like a daunting task, especially if you’re creating a project from scratch.

The main challenge is the sub-levels, which can make navigation long, cumbersome and non-linear. A visual map can be a great solution to orient yourself in the structure of the site and become aware of all the elements that constitute it.

A tip is to start from the homepage to create a logical hierarchy of sections, identifying direct links. Once completed, the sitemap can be used as a guide by those who are responsible for creating the company website.

Focus on content

In the introduction to this article we talked about the importance of working on multiple fronts to make the company website perform well.

company website

Here is a short checklist to follow:

integrate strategic keywords, they will help the positioning of the pages on search engines apply SEO copywriting principles focus on the topics most relevant to the audience 5) Create the company website pages At this stage, it is very important to have clear conversion goals. Each page must be designed with the purpose of engaging the user, so any topic

Covered must be explored in the appropriate way.

Furthermore, it is good that there are no distracting elements, images and videos should be consistent with the content and not slow down the loading of the page.

Finally, the color scheme used must refer to the brand identity , which is essential to remain imprinted in the minds of those who navigate the site.

6) Optimize your website regularly The company website must be subject to continuous optimization , with the aim of keeping up to date both on the topics covered and on trends and graphic elements.

The indexing parameters applied by search engines also change, requiring a timely review of the pages. Taken individually, the changes may seem of little importance, however any novelty has a decisive impact on the browsing experience of prospects and on the company’s results.

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Content Marketing Pills: Create Connections with Prospects and Customers

Especially in the b2b field, commercial relationships can last for years and require significant investments. For this reason, purchasing processes require long times and a series of research, investigations and contacts between buyers and potential suppliers. Content marketing helps to streamline the steps carried out by prospects independently, before coming into direct contact with the company, but also to consolidate win-win relationships.

Find out more in this article!

To learn about other benefits, read all our pills by clicking here!

Trust is an essential component of business relationships ; when content is informative and not just sales-oriented, it shows users that the company is willing to help them, supporting them throughout the buyer’s journey .

With lead nurturing strategies , it is then possible to follow the path until the passage to the sales force , which finds in the contents a valid support for interactions with prospects.

content marketing

New Call to Action

What can be done to continue to demonstrate closeness to customers after purchase and build their loyalty? Content is a key tool for enhancing the value of acquired customers , because it strengthens trust in the company and increases upselling and cross-selling opportunities .

Customer retention is an aspect that should not be underestimated in b2b strategies; let’s analyze some data in the next paragraph!

B2B Content Marketing Pills — Statistics

70 % of customers feel closer to a company thanks to content marketing activities 82 % of customers have a better perception of the company after reading personalized content What are the right formats to strengthen customer relationships? Video content is ideal for loyalty strategies because it allows you to quickly explain how to best use the purchased products or services , maximizing ROI .content marketing

Reports and whitepapers are other very useful formats for engaging customers, especially if sent exclusively and rich in data on the target market.

News about updates

New products and add-ons can also be interesting, provided that the information is related to the contacts’ needs (for example, related to products/services purchased or not available at the time of the commercial negotiation, but useful to the client company to achieve its objectives).

As we have seen, content is a valuable resource for strengthening customer relationships and improving retention rates . The results of a content marketing strategy are therefore not limited to the phases of attracting traffic and generating leads , but also optimize the sales and loyalty processes .

By supporting customers before, during and after their purchasing decision, their trust will increase and they will feel confident in the value of working with your company .

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How to Reduce Your Business Blog Bounce Rate

The company blog is well positioned on search engines, content production is constant and the number of visitors is increasing, as well as shares on social media. However, the number of new customers and incoming projects is not satisfactory.

The problem could be the bounce rate. Let’s whatsapp number list see what it is and how to lower it, in this article.

Company Blog: What is Bounce Rate?

The bounce rate indicates the percentage of users who abandon the blog after visiting just one page, without interacting. A high bounce rate should not immediately alarm you. It is in fact a parameter to be considered in relation to other metrics and to be analyzed with knowledge before reaching hasty conclusions.

Even in the case of corporate blogs and news sites, it can happen that the bounce rate is above average, since users looking for information often limit themselves to reading a certain content and continuing their searches elsewhere.

In this case, the time spent on the page will be high, but also the bounce rate.

This is where you need to intervene to ensure that visitors, finding the article or content of particular value, decide to visit the site’s homepage, for example, or click on a call to action.

New Call to Action

Here are three tips to put into practice if the bounce rate of the company blog is too high.

Review SEO Strategy and Keywords

Targeting the right keywords is essential to rank on search engines. A good SEO strategy allows you to identify keywords that are relevant to users and create content that responds to their questions and needs.

When prospects leave your blog without taking any action, perhaps the problem is that the content they found doesn’t match what they were looking for.

To make sure you attract truly targeted users, it is important to choose specific keywords . Those that are too generic risk bringing a lot of organic traffic from unqualified users, who therefore do not turn into leads.

Make sure your content provides added value to buyer personas

Blog articles, whitepapers, ebooks, infographics and any other content on your b2b site should answer prospects’ questions.

It can be useful to ask your current customers what they prefer to find on the company website, what their daily concerns are and how the solutions proposed by your company are supporting their work, and then build content based on the answers received.

This will generate greater engagement in potential customers, encouraging them to visit other pages on the site.

Insert CTA in all blog posts

Calls to action (CTAs) represent the best opportunity to convert visitors into leads and then into customers.

The advice is to include two or three CTAs within each article of the company blog, positioning them in different points (for example, one on the side, one in the middle of the page and one at the bottom of the page).

The first two could refer to the download of an ebook or other original content, while the final one to the request for a demo or a consultation. This allows you to collect user data , to be used for various marketing activities, providing them with valuable content or a free service in exchange.

company blog

Pop-ups can also be used within the blog to encourage subscription to the newsletter, to an upcoming webinar or to promote the download of a particular content.

HubSpot , one of the most used marketing automation platforms, generates this type of email automatically, sending subscribers the latest published articles, allowing you to save time and resources.

Consistently enriching the company blog with content that is relevant to prospects, optimized for SEO, including clear and visible CTAs and the right keywords is the solution to increase sales and decrease bounce rate.

This is why content marketing is one of the fundamental pillars of inbound marketing , the most effective strategy in the B2B sector.

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7 Practical Tips for Building a High-Performing Landing Page

To be effective and help generate important results, landing pages must be built strategically: in addition to the content, it is necessary to focus on the elements that influence the perception of users, capturing their attention.

In this short guide today we offer you some tips to bring out the strengths of your landing pages : continue reading so you don’t miss them.

Landing Page: 7 Best Practices to Make It Truly Effective

The landing page is a landing page that, in the context of an inbound marketing strategy for lead generation, is created with the aim of exchanging an exclusive offer — for example an eBook, a guide, a checklist or a consultation — with some contact data of the visitor.

This page plays a crucial role in achieving business results because, in addition to offering visibility to exclusive content, it guides the user journey. It is therefore essential that every single detail is analyzed and optimized constantly, with a view to improving the conversion rate.

New Call to Action

Read on to find out how to get high-performing and effective landing pages , in 7 steps!

Opt for a linear design

The visual impact of the website counts a lot in the browsing experience: the same goes for the landing page that must please the eye, as well as the hunger for information .

Landing pages that are too information-rich, have similar color schemes, or have inconspicuous buttons do not perform well because they require too much effort from the user .

On the contrary, a landing page that converts respects these conditions :

The object of the offer is clear

the button colors prevail over the background The images and videos are consistent with the content the form has few fields and only requires the necessary information 2) Prefer a minimalist style Landing pages must naturally guide the user through the conversion process ; for this step to occur without obstacles and distractions , it is essential that the pages are clean, tidy and clear.

In order not to move the user’s focus from the subject of the page, it is best to eliminate any distracting elements; images and videos can be provided only if the visual experience adds authority to the offer .

Communicate the value of the offer

Landing page titles and subtitles must communicate the value of what is proposed in a few simple words, enhancing its image and perception.

The aim of the titles is to capture attention , intrigue and push for further investigation, with an understandable proposal that leaves no room for possible interpretations.

Increase buyer confidence

To make the page even more authoritative, increasing the company reputation and trust in the proposal, it is possible to integrate some elements such as:

Testimonies logos of customers who have chosen the solution Results achieved To create effective, smooth and clean landing pages, you can use graphics and animations , for example those that automatically reproduce a data counter.

Improve navigation from all devices As with any other page on a company website, landing pages must also be functional and ready for navigation from any device ; difficulty in consulting a page is one of the most common conditions that hinder the conversion path.

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5 Best Practices for Successful Calls to Action

Calls to action are fundamental elements in digital marketing, because they allow visitors to interact with the company website and receive more information about the products or services offered, if interested.

To increase conversions and accompany prospects along the sales funnel, it is essential to optimize CTAs by making them clear, visible and attractive. Let’s see how to do it, in today’s article!

Creating effective calls to action: tips

Your business website gets a lot of visitors, but lead conversions are pretty low?

Is the number of new customers and closed contracts not increasing?

The problem could be poorly optimized or poorly placed calls to action .

Below are the topics we will cover in this article. You can click the link to read the paragraph you are interested in.

Quick Links What are Calls to Action and Why Optimize Them Creating the right context Design and positioning on the page Write relevant and attractive texts Why Run A/B Tests

What are Calls to Action and Why Optimize Them A CTA is a button that can be strategically placed within a website page or an email. The goal is to encourage visitors to perform a specific action (subscribe to the blog newsletter, download content, purchase a product, share on social media, etc.).

An effective call to action must:

be persuasive and easy to understand Capture users’ attention with engaging graphics allow visitors to perform the action for which they came to the site Several elements must be taken into consideration when optimizing a call to action , such as size, colors, images, words to use and the context in which it must be inserted.

Define the appropriate context Before you start reviewing design and optimization , you need to think about the context in which the CTA will be placed: how do visitors get to the page?

What do they get after clicking the call to action?

How does it help improve the experience and guide the user towards the purchasing decision ?

To increase your chances of conversions and clicks, it can be helpful to have multiple CTAs that target different types of prospects .

It is therefore important to first identify the buyer persona , their interests and expectations, understand how to attract their attention, and then create calls to action accordingly.

Design and positioning on the page

The purpose of a CTA is to get it clicked. For this to happen, it must be visible on the page and entice the user to take action .

It is often said that the best position is at the top, in the section of the page that is visible without having to scroll . However, it is not that simple.

A user who already knows the company will be more likely to click on the CTA placed at the top of the page; on the other hand, someone who is not familiar with the company will need more information before clicking and is likely to scroll down the page to search for it.

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Content Marketing Pills: Strengthen Your B2B Digital Strategy

We have reached the last (for now!) pill of this series of articles dedicated to content marketing, created with the aim of answering one of the most frequently asked questions in the world of digital b2b: is it really so important to plan a strategy based on content?

The answer is yes! Not because we are middle east mobile number list on the blog of an inbound agency that lives on content, but because the advantages available to companies are truly unmissable. Continue reading to discover how content supports all b2b digital marketing activities!

Content Marketing to Strengthen Your B2B Digital Strategy

Just as there are many different tools that are part of a toolbox , there are also many activities that can make up a b2b digital marketing strategy .

The ability to design and publish content that is relevant and useful to customers is critical to the success of any digital business .

New Call to Action

We’re not just talking about the text , but also how it’s placed in emails, the overall design for viewing on different devices, the amount of blocks provided, whether or not to include a video or a link.

content marketingOne of the unmissable opportunities made available by B2B content marketing is the possibility of recycling the materials produced for a specific campaign, reworking them and adapting them to achieve other objectives .

In the case of lead nurturing emails , you can insert:

This is just one of the reasons why there should be no doubts when answering the question about the usefulness of a content strategy for b2b companies.

an excerpt from a company blog article

It is a sort of glue that makes campaigns more effective , integrating data and results to maximize performance.

Without content, there are only ideas, but as brilliant as they may be, they alone are not enough to convert prospects into customers!

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6 rules to follow to create a performing call to action

The call to action is an indispensable digital tool to guide the user navigation experience; however, many companies still underestimate its potential for the effectiveness of the UX and the ability to support conversions into leads.

In today’s article, we’re bringing you 6 best practices to turn your CTAs into a customer-generating and business-boosting machine . Read on to find out!

Call to action: why it is important to optimize it

An effective call to action is recognized because it is persuasive, graphically interesting, capable of intriguing the reader and pushing him to take a further step; improving its performance is essential to guide the user along the funnel and improve the browsing experience .

The most complex aspect concerns the analysis of the elements to be optimized to obtain the best results .

Continue reading the article to discover the 6 main aspects of a successful CTA.

Make the value proposition clear

The goal of a CTA is to convey the value of the offer or service being proposed, encouraging the user to take the suggested action.

New Call to Action

It is therefore necessary to take stock of the advantages and benefits that the prospect could derive from the proposed service, re-proposing the offer through strategic keywords. Some keywords could capture the visitor’s attention, highlighting the company’s ability to offer a personalized solution that lives up to expectations.

Opt for a simple structur

Did you know that simplicity helps make the CTA effective ? So, in addition to immediately transmitting the value proposition , it is essential to opt for a practical, coherent and linear structure.

The body of the text must be short and composed of:

clear and direct title short bullet list (to highlight advantages, critical points, challenges or objectives) invitation to take action Again, before preparing the draft text, it is a good idea to carefully evaluate the message you want to convey . Once the button is clicked, the user must get exactly what they expect: it could be a free demo, exclusive content, or an appointment for a consultation.

call to action

Use empathetic communication

There is no room to range between different themes or aspects, it is necessary to grasp the user’s need without beating around the bush and demonstrate the ability to understand and empathize.

4) Don’t forget the graphic aspect The goal of the CTA is to intrigue the user, guiding them in the journey and encouraging conversion. The graphic component plays a crucial role in the success of the strategy and in achieving objectives, giving the right emphasis to functional and targeted copy .

Among the tips that are good to apply, we suggest:

style — on a web page or in an email, the CTA must stand out; yes to bright colors even if they do not recall the company’s ones; you can opt for different shades than usual , as long as they are in harmony with the context positioning — it is very important to place the CTA in a visible point , where you are sure the user will stop during navigation; among the best positions on a website, we find the beginning of the page, the middle of a blog article and the sidebar ; the ideal is to do a test on the best position, keeping the one that allows you to reach the highest number of conversions 5) Choose an appropriate call to action Linearity with respect to the messages conveyed is another aspect to consider when preparing new CTAs or optimizing existing ones.

It is good to remember that these elements must always be consistent with:

the service or solution offered the user’s needs the desired action tone of voice and corporate image

Convey a sense of urgency

When it comes to calls to action, the sense of urgency associated with the exclusivity of the offer triggers greater desire. Terms such as today , now , now, start , and begin convey the need to make a decision to obtain a benefit immediately.

In this regard, the time factor is another element to pay attention to: if on the one hand it is necessary to convey urgency with respect to the possibility of seizing the opportunity, at the same time fast and goal-oriented services have more value in the eyes of buyers.

Phrases like quick success , immediate advice , quick solution stimulate action, offering a sense of relief at the possibility of achieving immediate results.

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Inbound Marketing Pills: Strategic Trends for B2B

This article begins a new series of pills dedicated to inbound marketing , the strategy created in 2009 by the creators of HubSpot, the software with which they gave life to a new approach to digital marketing (and not only).

What has changed in these years? One could say that everything has changed, from purchasing habits to working methods, especially after the pandemic. Today we will focus on europe cell phone number listeffective trends with respect to strategic planning. Find out more!

Evolution of Inbound Marketing: What’s New on Strategies

The spread of digitalization at all levels and the ever-increasing availability of data and tools to analyze them have converted a year into a lifetime in the world of marketing, if we consider the speed with which changes occur in the current context.

One of the characteristics that determine the effectiveness of inbound strategies is the ability to adapt to the new purchasing cycles of agile organizations .

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It is no coincidence that many inbound marketing agencies (including ours) have adopted this methodology for some time, on the one hand to improve their own efficiency , on the other to meet the needs of customers .

At the strategic planning level, the agile approach to marketing involves effective internal collaboration to get the most value from activities , analyzing results at least every 30 days and trying to improve performance through the introduction of new elements.

The Essentials of Inbound Digital Marketing Strategy

This series of articles is structured in pills , so we will not dwell too long on the strategic elements of an inbound marketing campaign; however, you will find links to in-depth pages, in case a topic is not clear to you or you want to know more.

The profile of the target users must be as clear and detailed as possible, to ensure that all subsequent elements are focused and aligned with the objective .

inbound marketing

Working on buyer personas is essential for:

Identify the online behavior of customers and prospects make sure you are present with your company content on your preferred channels provide answers to their questions Storytelling Starting from the definition of the pain , the challenges that target customers can overcome thanks to the solutions proposed by the company, the inbound approach involves the creation of a real storytelling that clearly communicates the support offered and has a strong emotional impact on the user.

To be unique and therefore remain imprinted in the minds of prospects, the story must be authentic. Integration One of the truly innovative aspects of inbound marketing is the possibility of orienting all digital activities to this effective approach. Indeed, it is precisely the integration of channels , campaigns and strategies that represents an added value for companies that choose inbound.

Inbound marketing

To ensure that everyone is going in the right direction, data analysis is essential and must be performed regularly. Inbound marketing relies on continuous optimization to be effective.

Budget The last topic, certainly not in order of importance, is the one concerning the definition of investments to be dedicated to the inbound strategy . The available budget — including internal or external resources, if you choose to collaborate with a specialized agency — must be commensurate with the expectations in terms of performance.

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4 Useful Tips to Improve Demand Generation

Demand generation is a b2b marketing strategy that aims to create awareness and interest in a company’s service or product. It is an effective and high-performance technique that, however, requires a lot of attention, especially when you realize that it is not getting the expected results.

We talk about it in today’s article, with 4 useful america phone number list tips to increase the number of visitors to the company website and thus start profitable negotiations.

Demand Generation: What to Do If It Doesn’t Work?

Demand generation refers to the activation of b2b digital marketing programs and techniques , with the aim of generating demand. This mechanism starts from the awareness in prospects that promotes sensations such as curiosity and interest in the product or service offered by the company.

We can consider b2b demand generation a very effective technique , capable of increasing the number of qualified contacts and transforming the company into a reference leader in the sector.

New Call to Action

But what to do if active campaigns do not achieve the desired results? All strategies take time to achieve desired goals. However, benchmarks may not be met. Read on to find out how to steer your activities towards success!

Make sure your messages are targeted

It may seem like a trivial suggestion, but the first aspect to check concerns the coherence between messages and prospects’ needs.

Personalization should be applied to all elements of b2b digital marketing : company website, email marketing campaigns, lead generation and nurturing, landing pages and blog posts.

Increase performance with the use of videos

In recent years, many business opportunities related to video have emerged , thanks to the ability of this format to convey information effectively and clearly.

Coming back to the use of videos, how can we get the best benefits from them? Let’s take account-based marketing , which aims to identify specific target companies: in this case, videos can be embedded in an email or LinkedIn message addressed to potential customers. If the video responds to the needs that emerged from the analysis of the target audience, then the probability that the target user will view it and continue along the path of knowledge increases.

Review your marketing and sales strategy

If applied and optimized consistently, demand generation allows you to achieve important goals and increase the pool of qualified contacts. However, the challenge for companies does not end here: it is necessary to continue to fuel the interest of potential customers, guiding them in the best way in the buyer’s journey .

demand generation

Internal collaboration is an element to be constantly evaluated and optimized, in order to overcome the challenges that arise in lead management and finalize an ever-increasing number of business opportunities .

Boost your company website visibility

Prospects do not always start and finish an action at the same time; for example, they may learn about products or services through website pages, abandon their search, and resume it at a later time.

Remarketing helps you capture the attention of users who have already shown initial interest by showing them specific ads on other web pages .

This tool can be very useful to keep the attention of potential customers high, guiding them towards the finalization of the purchase action.

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B2B sales are constantly evolving: here are 4 considerations

The pandemic has “closed” a good part of the world, but it has not stopped b2b sales, especially in the most innovation-oriented companies with up-to-date salespeople, who have responded by adapting, circumventing and overcoming limitations.

Instead of revealing additional obstacles, the america phone number list more digitalized approach has helped identify and activate some improvement initiatives, which until then had been hidden, and which today form the backbone of companies and their interaction with potential customers.

Find out more by continuing reading!

The situation of b2b sales Every Sales Manager should think about how their team is interacting with prospects. Below, in this article, we share some ideas to help you make an effective sales transformation in your company.

Here are some important things to consider!

Why should you have a b2b sales strategy?

In the b2b world, sales needs a strategy , just like marketing.

To get a sense of your interaction with potential customers, there are a few questions to ask yourself.

Does the sales force scout across all channels or simply manage incoming leads provided by marketing? Are you still using Zoom or have you returned to in-person sales? Or has a hybrid model consolidated ? These are all questions that need to be answered before getting into the details of running your b2b sales process.

Why do b2b companies need to define the sales process?

Finding a setup that shortens sales processes, increases closing rate and average revenue means creating a mechanism that generates revenue and helps you reach your goals every month. To do this, you need to have a documented and tested b2b sales process.

b2b sales process

An automated process that eliminates unqualified leads can reduce the number of opportunities lost at the end of the journey. That’s why it’s important to ask the right questions on the first call, even if it means finding out that the customer isn’t a good fit for your company’s proposition.

An effective qualification process allows you to spend more time on valid opportunities and less time on off-target ones.

Understanding your prospect’s journey and aligning your sales process accordingly is the best way to optimize it and direct it to an increase in revenue. Just as marketing today must be aligned with the sales force, the sales process must follow the buyer’s journey .

b2b sales — buyers journey

It is essential to always analyze and try to improve the sales process, such as marketing activities. Make sure to document, train and implement the procedures in the CRM , so that the entire sales force understands that it is mandatory to follow it; in this way, you will be able to optimize it over time, better understanding what works and what needs to be corrected.

What are the numbers to monitor? Just like in b2b marketing, you need to keep track of performance, numbers and statistics in sales as well.

Here are some facts you shouldn’t lose sight of:

average revenue per new customer [indicating who is sending larger offers or selling more complete solutions] pipeline velocity [which identifies the fastest and most effective salespeople in managing opportunities within the process] sales cycle length [which helps you understand how long it takes to close new customers; with continuous optimization of the process, you should see this number go down All this data together provides a comprehensive view of how effective and efficient the sales team is in executing the b2b sales process.

What is the right technology to optimize processes?

To track all aspects of this more scientific approach to sales, you’ll need a CRM that’s integrated with marketing automation software , making the process simple and accessible to your entire sales force.

The CRM platform should also allow you to publish content including ebooks, videos, audio files, presentations and more. This way, salespeople will have a complete history of the prospect’s activities , from the first visit to the company website and at every step in the sales process, improving the methods and success of the approach.

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The latest trends in account-based marketing

Today, marketing is ubiquitous and it seems that targeting the masses rather than specific potential customers is less and less profitable. This is why account-based marketing (ABM) is highly appreciated especially in b2b companies that have a target audience defined by specific industries.

Based on messages that are tailor-made and addressed to specific target users, it is much more effective than other strategies. In this article, we will look at the five major trends of the moment regarding ABM.

Account Based Marketing: 5 Steps to Success

ABM is a widely used strategy in the B2B sector, because it allows you to identify specific target users within america phone number list companies to whom you want to direct the strategy.

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This does not mean that the two methodologies should be used separately. On the contrary, if integrated, they produce enormous added value for the sales department.

account based marketing what is it-1How is account-based marketing evolving?

 Multi-channel presence

ABM has traditionally been a strategy focused on one-on-one interactions with potential customers, which take the form of meetings and contacts at trade shows. However, a recent Gartner study states that a b2b buyer, when considering a purchase, spends only 17% of his time meeting with potential suppliers and gathering information in person.

To overcome this apparent challenge, many ABM marketing experts are moving toward a multi-channel approach to drive greater engagement, including:

the use of platforms such as LinkedIn and Twitter the integration of live chat or chatbot into the company website the preference for video conferencing and online meetings Thanks to a multichannel-oriented approach, ABM marketing experts can continue to have a direct relationship with prospects, through the tools that are most used and appreciated by the public today.

account based marketing2. Greater role of the sales team The line between sales force and ABM has always been very thin, as this strategy can be considered the link between two distinct parts of the purchasing process, namely marketing and sales.

Salespeople are the ones who know the prospects best and can give useful advice on who should be targeted first. Collaboration between marketing and sales can therefore facilitate closing sales and, at the same time, help marketing to show the value of the efforts made and the consequent results in terms of new commercial contacts.

Quantity as a performance indicator

B2B marketers are increasingly relying on volumes to define the success of their ABM strategy. Specifically, the most widely used metrics today are:

user engagement rate the velocity pipeline This focus on quantity further emphasizes the importance of data for a successful strategy. Having specific information about potential customers allows you to create engagement through different channels and reach interested prospects more accurately and precisely.

Increasingly personalized content

It is now well established that content is the key to a successful b2b marketing strategy .

Content Marketing — Three Arrows Hit in Red Target on a Hanging Sack on Natural Bokeh Background.

This is where ABM intertwines with inbound and content marketing, because a set of clear, quality content can play a key role in reaching your target audience.

 Automation as a growth tool

Technology plays a fundamental role in the success of the ABM strategy. Having a cutting-edge marketing automation platform allows you to collect important information on the targeted accounts and create specific and customized strategies, optimizing time and resources.

Automation allows you to make your ABM strategy scalable and sustainable in the long term.

In today’s article, we’ve covered the top five trends in account-based marketing that we’ve seen in recent times. The world of B2B marketing is constantly evolving, so we can expect more changes in the coming months.