Marketing & Sales Blog

Lead Generation and Conversion Rate Optimization: Strategies, Best Practices & Examples

Categories: Sales Management

Lead generation is no longer a mystery – there are multiple tools that facilitate the process of lead gen.  A higher priority now for marketing and sales departments is generating high-quality hot leads ready to convert to paying customers. HubSpot has found out that converting leads into customers (69%) is a top challenge now.

How can you utilize the potential of the generated traffic and drive more leads that will be qualified for the sales process?

In this article, I am present five problems marketers and sales leaders struggle with, and how smart growth hacking tools can help solve them.

A short disclaimer: remember – a tool will always stay a tool. The strategy should forever remain in the center, and you hire a tool to achieve your smart KPIs.

 

Let’s dive deeper into each of the problems and solutions.

Problem 1 - your page visitors leave a page too early and it results in a high bounce rate.

Solution – use quizzes to increase engagement and collect more information about your leads

Tool - Outgrow.com

Quizzes are an impactful way to engage the audience and get insights about their business needs.


This a great approach to lead generation in B2B for several reasons:

 

1) It engages a visitor on a website.  Demand Metric Study points out that interactive content drives twice as many conversions than static content. According to a CMI study, 87% of marketers say interactive content grabs attention more effectively than static content. 


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Source: Content Marketing Institute

 

2) It is a great way to qualify leads. The more you know about your potential customers, the more personalized offer you can present to them. 

 

When designing a quiz you can include questions that would help get more information about your customers’ needs and challenges. You also can learn at what stage of problem and solution awareness those leads are at the moment when submitting the quiz.

 

The information you gather with interactive quizzes will help your sales reps personalize their first contact with prospects and relate to their business challenges.

 

This information is available for the sales department as most quiz platforms allow for integration with CRMs.

 

And it brings us to the next point!

 

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Source: James Cook Media, Quiz  

 

3) It’s a way to filter leads. Once you get answers to your questions, you can automatically define when tags should be applied in the CRM.

 

In this way, sales departments can easily check the status of each lead that comes from the on-site quiz and identify whether or not it fits the buyer profile.

 

To incentivize users to fill in lead forms, you have to provide a high value to get them to the end – a reward.  

 

It can be a free piece of high-quality content that brings leads down the funnel. You can consider a toolkit, free consultation, or knowledge assessment.

 

The most important criteria to account for in choosing a quiz tool is dynamic logic and jumps that will enable the creation of a different answer scenario. Using quiz calculators you can provide users with tailored answers to their most pressing questions.

 

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Source: James Cook Media, Quiz assessment

 

ebook conversion optimization

 

Use Cases

 

You can give a recommendation by helping them define...

What programming language should they choose while building a product (a software house)?

 

Define a need by answering…

What type of car can fit their technical requirements (for car dealers)?

 

Define the size of project your lead may inquire by providing answers to the question:

What is a rough estimate for a project and time to implement (for interior designers)?

 

How much will it cost to transport a container from country X to country Y? (for a logistics company).

 

Let’s have a look at the example of Digital Knights and analyze how they are using assessment to prompt leads to contact and submit RFPs.

 

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Source: Digital Knights

 

After you click “start a project”, you are asked to specify a few details about your business.

 

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In the next step, questions like defining your role in the organization and a decision-making status should be provided.

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One of the most comprehensive quiz tools on the market to test out and utilize for lead generation are Outgrow, Omniconvert, and Typeform. They offer important features such as jump logic,  dynamic content, and customizable result pages.

 

Problem 2 - you respond to prospect requests too late – you lose clients

Solution – use automated callback to reduce lead response time

Tool: Callpage

Marketers invest a lot of effort in driving traffic to the website. But are they making a use of it? Do they manage to convert page visitors into leads and pass them over to sales who will close deals?

 

Customers who are considering your service will look for a fast way to their questions. As they are in the middle or even bottom of the funnel they need to speak to you consultants or salespeople as quickly as possible.

 

According to a HBR study, companies that respond to leads in under 5 minutes maximize their chances for qualifying a lead into sales.

 

After first 5 minutes odds for the qualification drop by 400%.

 

The study revealed that leads get cold extremely fast.

 

The chances to establish contact with potential clients drop by ten times after first 5 minutes as well.

 

According to an Inside Sales report, the average LRT is 44 hours that significantly decreases the chances of not only establishing the first contact with a lead but will also result in decreasing number of closed deals.

 

The lead response time across sectors was represented by these results:

 

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Source: HBR Study Summary

 

One of the solutions would be to facilitate contact and bring the time to under 5 minutes with a callback. With Callpage.io, a callback solution, a respective department will be connect with your prospect asking for contact in under 28 seconds.

 

Offering a callback option helps react to buying signals from your customers and always be there for those seeking a fast response to qualify for sales.

 

As a matter of fact, to maximize your marketing and sales effort, you can use statistics from calls and analyze which pages bring you the hottest leads ready to talk to your sales reps.

 

You can then invest more in the promotion of the pages that convert the most visitors into calls.

 

By filtering through leads, you can check lead sources – leads attributed to specific advertisement campaigns, social media, Google search,  email campaigns.

 

Problem 3 – your team is busy to respond to tickets

Solution – use a chatbot to get more demo requests

Tool - Drift

Chatbots are a great tool to pre-qualify leads who are almost ready to buy your products. The only dilemma is that they still may have few questions they need to get answered. And that’s also a place where you have to react fast and provide your “almost customers” with actionable answers and advice, even when everyone is out of the office.

 

Let’s get back to lead response time.

 

In the Tech Crunches case study, 90% of users mentioned they want to use messages as the main way to contact brands.

 

To maximize the chance for users to become your leads and then customers you have to facilitate on page contacts with your company at any time of the day.

 

By prioritizing your website as a lead generation tool, you can give a response to multiple questions users may have in their buying cycle - starting with the simplest and finishing with more complicated issues that should be directed to specific persons in the company.  

 

Chatbots help in the times when your sales team is super busy and is not ready to pick up the phone to answer questions from leads. By enabling customers to create support tickets within a bot, you don’t lose them when they still have a few outstanding questions.

 

In Drift using the power of Natural Language Processing technology, you can make your bot responses even smarter, by specifying keywords. It creates a more natural and uninterrupted flow of onsite conversation with your leads.

 

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Source: Drift.com

 

One of the issues that sales departments are struggling with is being swamped with excessive private emails.

 

It means sales reps are not able to find a company name to connect to a lead after the chat happened.

 

In Drift, you can set a condition that states if the private email is inserted a user is asked to re-enter a business one.

 

Drift has been made for marketing and salespeople who want to increase chances of generating valuable leads that are more likely to convert into customers.

 

Drift has estimated that leads coming from a website with Drift chat have a 2.5 times higher chance to convert into opportunity comparing to leads acquired from webinars, events or free product signups.

 

Problem 4 – LinkedIn activity is too time-consuming.

Solution – automate your activity on LinkedIn

Tool -  DuxSoup

If you are operating in the B2B world, you know that one of the most effective social media channels that needs to be utilized for sales is LinkedIn. 80% of B2B leads come from LinkedIn.

 

That is why it’s worth increasing marketing and sales activities there to drive higher conversion.

 

93% of sales start when leads search online and engage in conversation with companies through digital channels. This helps salespeople cut time to close deals by 20%.

 

One of the most challenging parts of B2B sales is that the trust and recommendation of happy customers plays a key role in choosing a service provider.

 

To utilize LinkedIn as your lead generation tool, you need to establish relations to drive SQL leads from LinkedIn.

 

Establishing contact and building a relationship requires a lot of engagement with the platform. And normally, salespeople don’t have that much time.

 

That is why DuxSoup becomes a great choice for B2B sellers who want to reach decision-makers within a click, and  automate a great deal of the activities connected to LinkedIn.

 

Apart from automatically visiting and adding new contacts with a personalized message, DuxSoup also helps you do that through LinkedIn groups.

 

It means sales representatives can easily reach and connect with professionals who share common interests and business challenges.

 

In DuxSoup you can also tag visited profiles and add separate notes to later filter through and export. Contacts can be arranged by business, job title, company emails, tags and more.

 

All contacts can be exported as a customized document in multiple versions and be sent over to your sales team for further collaboration.

 

All in just a few clicks.

 

Another tool that can help you boost your LinkedIn campaign is ContactOut. It is a simple browser extension that helps you find email addresses and phone numbers of anyone using this social network. 

 

ContactOut finds emails from 75% of LinkedIn users at a 97% accuracy rate.

Problem 5 - you have traffic, but it doesn’t convert into leads

Solution - Use spying tools to follow on page visitors that haven't converted on the page

Tool - Leadfeeder

 

Bringing in more high-quality traffic to the page is a crucial marketing task. Next step is converting this traffic into high-quality leads and later – sales. According to the Unbounce study on average landing pages convert at the rate 3.4% through sign-up forms.

 

Being distracted with popup windows and multiple on-page sign-up forms page visitors will leave the page even if your lead magnets differ from the rest our there – you offer high value and unique content. It might happen that the most important leads will still escape.

 

How could you get them back and start meaningful conversations?

 

In the B2B environment using Leadfeeder will help you learn more about your page visitors that have never converted into leads. With this tool you can identify companies that visit the website and track their activity to later reach out to them e.g. on LinkedIn.

 

Why would that matter?

 

Knowing who is visiting your page and what sybpages they have viewed in particular, your sales reps will be able to connect with such contact later and start contextual conversation – conversations that wouldn’t be generic, but relate to a unique journey those contacts have gone through on the page.

 

The second positive aspect of getting  broader intelligence about your potential customers is that you can respond fast.

 

When page visitors are researching the topic - they can be already aware a problem and actively looking for a solution, your salespeople would be out there ready to lead potential clients through there customer journey frictionless.

To sum up, the more you focus on low-hanging fruit and try to get those leads that are almost or fully ready to buy your products the more deals you close.

 

That is the best strategy to accelerate customer acquisition.

 

The tools mentioned in this article will help you reach your prospects at the right time and the right place, ready to engage with your sales team.  

 

Achieving results at scale without those tech solutions is just impossible.

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Margo Ovsiienko

Margo Ovsiienko

Growth Marketer, Margo creates content that converts leads into paying customers for the SaaS industry. Before joining Callpage, she had been building sales funnels in various marketing agencies and thus helping companies make the process of lead gen and sales more predictive. In her free time she is a host of “Margo Leads”, a niche podcast on digital marketing.



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