Give Leads a Reason to Become Customers

Who is a Lead?

A lead is a person who has expressed interest in your brand, business, services or products. Online leads typically indicate their interest by submitting a form. They provide their contact information in exchange for complimentary information such as exclusive white papers, product demos, webinars, eBooks and case studies.

So, what exactly is the lead generation process?

Consider this situation, a person visits your website and clicks on a call-to-action. This takes them to a landing page which describes your offer and requests them to fill in a form. Once they submit the form with their contact details, they receive the offer and the sales team obtains a new lead to contact. 

The Goal of the Click

In the B2B context, the goal of the click is to capture lead information. Unlike the goal of a click of B2C which is to make a sale. Therefore B2B brands need to focus not only number of clicks, on increasing conversion rates as well.

Landing Pages that Lead to Conversion

In order to improve conversion rates through landing pages, it is important to have consistent messaging, relevant links, takeaways as promised, streamlined forms, pre-conversion segmentation and appreciation for information provided.

In order to generate leads that have highest possibility of converting to customers, you first need to map your content value and requirements, understand your customers’ buying process, know your customer profile, devise an integrated marketing communication plan, and utilize a centralized marketing database.

Target relevant prospects

Give leads a reason to convert 

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