Lead Generation Best Practices: How to Lead with Content, Not the Form

At Hushly, we have a phrase, “Lead with content, not the form.”

This model has skyrocketed our lead generation numbers through the roof. We built our content-first approach on the idea that we should invest in our visitors before expecting them to invest in us. Our customers are, after all, the center of our business.

You can experience similar results when using our platform to lead with content.

Explore what leading with content means and six lead generation best practices that use a content-first approach.

What Does Leading with Content Mean?

Leading with content rather than a form means website visitors see entire content assets first rather than contact forms. It’s one of the best practices for lead generation in 2023.

Gated content requires visitors to input their information before accessing any content. Yet, your content is your site’s most effective marketing tool as it nurtures, educates, and converts customers.

When you gate content, visitors must trust you before accessing content rather than using the content to build trust. It may work for loyal customers but won’t be as effective for lead generation.

Because you haven’t taken time to build that trust, 97% of visitors abandon the asset. On average, you end up not using 70% of your content because of the form-first approach.

Customers who use Hushly’s site engagement tools, including our content-first approach for lead generation, saw an 1800% increase in content engagement.

Image from Hushly

6 Lead Generation Best Practices that Lead with Content

Use these six lead generation best practices that build a content-first approach to increase the total leads you can generate.

1. Create an Active Browsing Experience

Passive browsing is an antiquated system that puts all control in your website visitors’ hands. With passive browsing, you provide the content, then wait for visitors to riffle through a vast library and discover what they need.

When you rely on passive browsing, you’re losing leads. Many leads will lose interest before they find what relates to them.

Creating a content-first approach brings content to the forefront of the experience. The content goes to where the visitors are rather than waiting for them to discover content.

Offering an active browsing experience allows visitors to binge content. Just picture how streaming services immediately begin playing the next episode in the series. Once you finish the series, you receive recommendations for further viewing. You never have to question what you want to watch next. The service automatically finds the best options based on your viewing preferences.

Websites should offer similar experiences by constantly bringing the next relevant piece to the reader. This binge-reading allows you to gather more information on your lead to improve your nurturing campaigns. It also helps nurture the leads so they’re ready to purchase sooner.

2. Personalize Your Content Stream

As you position content front and center, consider who your audience is. Not everyone will need the same content. Your SaaS clients will look for vastly different solutions than your financial clients.

Personalization improves what content is front and center. Businesses that use personalization have a 40% revenue increase potential. As you lead with content, you want that lead content to be the most relevant to your audience.

You have two personalization options. First, you can personalize content by who the audience is. Knowing their role and pain points allows you to configure your automation to highlight content relating to that role and how your company can help that lead.

Second, you can personalize your content by where the lead is in your sales funnel. For instance, the content you show new leads will look different from the content you offer returning customers. Create and display content that attracts new leads, creates demand, and encourages them to fill out a lead form.

Investing in your audience using personalized content builds trust because you show you understand them. Then, when you do bring the form forward, they’re more likely to fill it out.

3. Ungated Your Content

A traditional lead generation strategy places valuable content behind a form. The idea is to capture lead information before they go too far into the site so you can add the lead to your database before they lose interest.

However, this strategy has one major flaw. It fails to account for the dozens of visitors you lose who didn’t bother reading the content because it was behind a form.

Hushly believes in a content-first approach. We allow visitors to read the asset and benefit from our valuable experience. There isn’t a form unless they click the download button. We not only capture leads after nurturing them, but we also know the leads we capture are genuinely interested in our content since they downloaded it.

Another strategy we use is keeping the form small. It isn’t the main attraction–the content is. Our forms have three or fewer fields so readers are more likely to fill them out.

4. Support Multi-Asset Browsing

If you do use gated content, we offer a multi-asset browsing option.

Multi-asset browsing allows visitors to input their information into one form and view all the assets. Opening all assets with one form supports content binging.

The more content your visitors read, the more data you have on their interests. You also expose them to more marketing content that helps address any concerns and create demand for your products.

When visitors must continually fill in a form for each separate asset, it breaks their reading flow, increasing the chance they’ll stop reading. They may also stop reading if they grow tired of reentering their information.

Opening content up with just one form helps put content before forms.

5. Organize Your Digital Assets

Have you ever visited a website where all the content is on one long page? The content has no organization or order, except that the latest post is at the top. You may not even know where to begin reading.

Arriving on a content page and seeing that none of the top posts relate to you may prevent you from exploring further.

You can prevent visitors from experiencing that situation on your website by organizing your content. 

Attracting high-quality leads is the top marketing challenge in 2023. But, by highlighting the most relevant content, you can attract higher quality leads because they will recognize themselves in your content.

Each visitor shouldn’t see the same extensive library of content. The best practices for SaaS lead generation will vastly differ from ecommerce lead generation. Therefore, each visitor should experience unique recommendations and the ability to easily search and discover precisely what they need based on who they are.

For example, you could create a hierarchy on your posts page to highlight the most relevant or essential assets. You then personalize the other recommendations, so they apply to the visitor.

6. Build a Self-Nurturing Landing Page

Visitors coming to your website from unique links arrive on a landing page. You design a landing page around a specific goal, and often that goal is front and center on your page.

This strategy works well for simple tasks, like asking customers to sign up for your newsletter.

However, more complex conversions require content before the form.

Are you hosting a webinar? Leading with the sign-up will not generate much response. Your visitors want to know what it’s about, who is speaking, when it’s taking place, and why it’s relevant to them.

In situations like webinars or demo requests, you will want to lead with content rather than the form. The visitor will need convincing before they commit. When they arrive at the call-to-action form, they should have the answers to all their questions and feel completely comfortable filling it out.

You can also recommend further reading if they aren’t ready to commit.

Level Up Your Lead Generation with Content First Strategies

Hushly can help you adopt these B2B lead generation best practices with our AI-powered toolset. Our platform allows you to customize every step of the lead’s journey. You’ll also gain valuable data and insights into your leads, even without complex lead forms that discourage visitors from filling them out.

Time to take your lead generation to the next level.

Schedule a demo to see how Hushly is transforming lead generation.

Stop Losing Leads: How to Retarget Website Visitors

Generating leads is like collecting seashells at the beach. When the water recedes, you can see dozens of shimmering shells. But before you can collect them, the next wave comes in, returning them to the sea. You’re left with a few stragglers caught in the sand.

Not all visitors to your website stay. And when they leave, they’re often lost for good unless you can retarget those visitors.

Retargeting visitors helps you capture and keep those valuable leads your website brings in. Learn how to retarget website visitors using Hushly’s leading AI-powered tools.

Why Do You Need to Use Website Retargeting?

B2B retargeting reduces your cost per lead while maximizing your return on investment.

If you spend $10,000 to generate 300 leads, your cost per lead is just over $33. However, there are a significant number of website visitors and leads who responded to those $10k worth of marketing strategies but never converted.

Instead of spending $10,000 more to generate another 300 leads, you can retarget leads you already reached, helping your marketing investment go further.

The Goal of B2B Retargeting on Your Website

Businesses often confuse retargeting with remarketing.

Remarketing strategies reengage current customers who lost interest. They might be leads clicking on marketing emails and showing potential who stopped engaging with your nurturing campaigns.

Remarketing may also reach customers who purchased in the past but haven’t repurchased, had a subscription but canceled, or stopped in the middle of the purchase process.

Retargeting, on the other hand, reengages leads who haven’t become customers yet. They could be anonymous website visitors who read a few blog posts before leaving. They may still be valuable customers, but they didn’t see relevant content during their brief visit.

You may also have visitors who filled out the lead generation form but lost interest and didn’t engage with any emails or promos.

Retargeting goals include:

  • Recapturing attention with fresh, personalized content
  • Showing relevant alternatives and new products they might not have seen on the first visit
  • Educating the lead on your company to build more trust

Why You Need More than Native Display Ads

One of the most well-known examples of retargeting is native display ads. Native display ads use cookies to track website visitors. Then, a native ad stream on third-party websites displays your products or business information to try and bring those visitors back to your site.

Google is cracking down on browsing security, with plans to disable cookie tracking starting in 2024.

A cookieless future means fewer tracking options beyond your website.

If you’re wondering, can I retarget website visitors without cookies? The answer is yes.

While you don’t need to delete all your native display ads yet (and shouldn’t), you should look to alternative methods for tracking and retargeting anonymous and captured leads. The alternative methods will target leads who have cookies disabled and will outlast Google privacy changes.

How to Retarget Website Visitors Using Hushly’s AI-Powered Tools

Learn how to retarget your website visitors using five alternatives to native display using Hushly’s AI-powered tools.

1. Personalize the Browsing Experience

Why do people leave websites? The answer is often simple: visitors can’t find the information they need, and the content isn’t irrelevant.

However, just because visitors don’t see relevant information doesn’t mean the website is irrelevant. Often, visitors simply didn’t know where to look.

A personalized browsing experience updates content feed in real-time, ensuring visitors see relevant content customized to the viewer. For instance, Hushly’s platform uses traffic sources, user behavior, and forms to understand potential pain points. Then, the platform suggests content relevant to the audience with specific solutions that apply to the audience’s needs.

We also offer ChatGPT-powered interactive content. If audiences don’t see relevant content, they can ask their questions instead of leaving.

2. Use Exit Intent Pop-Ups

Exit pop-ups target visitors who may be about to leave. Certain events can trigger a pop-up, including:

  • Scrolling behavior: When visitors scroll a certain length down the page or start scrolling up
  • Time: When visitors are on a page past the average browsing time
  • Actions: When visitors switch between tabs, go back, or try to close the window
  • Inactivity: When visitors don’t perform any actions in a while

You select the actions you want to trigger a pop-up, then choose the most effective content to reengage those visitors.

For instance, Hushly’s website suggests further reading based on what pages a visitor previewed to try and reengage website visitors. Other businesses may offer a discount or unique offer to pique the visitor’s interest.

Image from Hushly

3. Simplify Lead Capture

Leads are much easier to retarget if you have their information. While you don’t want to lose website visitors before they convert, your secondary goal should be to ensure no visitor remains anonymous if they do leave.

Lead capture forms will vastly improve the effectiveness of your retargeting attempts, as you’ll have a name and email to go along with the user data and behavior.

Keeping your lead capture forms simple will increase the number of leads you can generate. Typeform’s analysis of 10,000 forms saw that forms with three fields had 28% higher completion rates than those with ten questions.

If a customer is a serious buyer, they may not mind filling in 5+ form fields because they’re engaged and ready to buy. However, if someone is on the fence and considering leaving your website, they wouldn’t want to put forth that type of effort. Instead, offer a smaller two-field form that promises more relevant content. They are more likely to complete the form and explore the content.

Additionally, multi-asset forms encourage leads to view multiple assets without reentering information, which will have a greater chance of engaging an unengaged visitor.

4. Begin an Email Campaign

Retargeting isn’t just about reengaging anonymous visitors. You may also need to retarget leads who filled out a contact form and then went silent.

Retargeting leads you are already connected with is easier than anonymous leads because you can gain significant information from their contact form. For instance, their email tells you whether they’re a business or an individual. If they are a business, the email domain tells you which business.

You can also use their behavior on your website to understand what they might have been looking for and how close they may be to purchasing.

Hushly streamlines that process with our AI-powered lead scoring and segmentation tools. You can input those leads into the most relevant retargeting email campaigns. The campaign then uses AI to adjust according to recipient behavior. For instance, you can decide how long to wait between emails before sending the next one and what email to send if the recipient does open and engage with the correspondence.

B2B email campaigns are a powerful way to retarget potential leads, as the average ROI of email marketing is $40 for every $1 of marketing spend.

5. Offer an Incentive

Just because visitors leave your website doesn’t mean they aren’t interested. It also doesn’t necessarily mean they didn’t find what they were looking for.

Some visitors do find a solution to their challenge on your site and want to purchase. However, they did not immediately go through with the purchase or a demo signup because of the cost, timing, or simply because they were distracted.

Incentive retargeting effectively reaches those visitors by offering discounts, promos, or special gifts. Offering an incentive, especially a time-sensitive one, may ease price concerns and push for immediate action.

You can add an incentive to your exit pop-up or retargeting emails. You might also consider adding incentives to your lead capture forms so you can remove barriers before they’re even considering leaving.

Lead capture incentives can significantly increase the number of visitors who fill out the lead capture form, removing anonymity from your retargeting campaigns.

Expand Your Retargeting Efforts and Capture More B2B Leads

What is the best way to retarget website visitors?

The best way is using first-party data and personalized experiences to connect with website visitors so they don’t leave. But, Hushly also offers a safety net to retarget visitors who may still consider leaving without converting.

By expanding your retargeting efforts, you can decrease your cost per lead and increase the number of website visitors who turn into customers.

Recapture more leads using Hushly’s AI-powered retargeting tools, even as privacy laws and cookie blocking continue to rise.

Schedule a demo and stop losing your valuable leads.

Hushly vs. Traditional Lead Generation Methods: A Comparison of B2B Lead Generation Tools

Traditional lead generation tools focus on offline strategies, while modern techniques have incorporated digital tools. Lead generation is transitioning even within digital lead generation methods, transitioning from manual and outdated practices to AI-powered processes to streamline lead generation.

Explore six traditional lead generation methods, their pros and cons, and how B2B lead generation tools have changed to increase their effectiveness in 2023.

6 Ways Hushly Improves Traditional Lead Generation Methods

Hushly leads the lead generation industry using AI-powered tools that transform how you identify, generate, and nurture your leads. Here are six lead generation methods and how to update them using Hushly’s B2B lead generation tools.

1. Email Marketing

Email marketing is the cornerstone of lead generation, and 59% of B2B marketers say email is their top revenue generation channel.

Traditional email marketing focused on where users signed up for the email campaign. Website forms captured the lead and triggered an email campaign based on those forms. The campaign ran through the designated emails before it ended.

However, this method didn’t effectively target and adjust campaigns in real-time.

Updated email marketing has combined omnichannel experiences with personalized outcomes.

Leads can join email campaigns across different social media, websites, or even in-person channels using unique forms and QR code opt-ins.

Once they are in a B2B email campaign, AI can adjust the campaign according to user behavior. The following flow chart shows how you can send emails according to how leads responded to the previous email.

Every email that arrives is customized to user names, roles within their business, and needs to ensure it’s relevant and more likely to convert.

Image from Slide Team

2. Cold Calling

On average, only 2% of cold calls are successful. Cold calling has been part of outbound lead generation for years but isn’t one of the most effective methods compared to modern alternatives.

Digital experiences and AI have opened more outbound lead generation options other than cold calling that have higher conversion rates.

If you still use calling, you can use lead scoring to analyze every lead’s potential for conversion before making that first call. That way you’re only spending time on the highest-quality leads. Lead scoring assigns scores to user behavior to help you understand their intent and interest level.

Hushly collects data based on user experience to help you understand your leads and score them more accurately. Our multi-asset browsing experience encourages users to interact with online content so you know what those leads are interested in learning about and purchasing. Use that data to filter out disinterested leads and focus on those interested B2B leads rather than cold calling all leads.

3. Advertising

Advertising is in a constant state of change. Traditional advertising channels on print publications, TV, radio, and billboards are still effective for some industries. However, they lack personalization. You have little control over who sees your ad and what those audiences respond to.

For example, a billboard on the side of the road will look the same for B2B and B2C clients, despite being vastly different audiences.

The digital age allowed advertisers to sponsor searches, add website widgets, and promote through email. Yet, despite the larger number of channels, many ads lacked personalization, as anyone who saw the ad had the same experience.

Hushly believes there’s a better way to advertise. If you’re investing hundreds or thousands of dollars into your ads, you want them to hit home every time. That’s why our tools use AI to personalize your efforts and analyze user behavior. You can also run multi-channel campaigns much easier and faster by using AI to adjust each campaign for the target audiences on your channels.

Each ad and landing page adjusts according to who clicks on the ad. You can track their activity and recommend the most relevant content and products for those users. This guarantees the ad will address relevant pain points, increasing your chances of success.

4. Direct Mail

Before the internet opened new lead generation opportunities, direct mail was a reliable method to reach potential leads. Direct mail ranged from brochures and letters to advertisements in newspapers.

Despite the dawn of the digital age, there is still a place for direct mail. Direct mail can even help a business stand out because there is less competition.

Even with the benefits of this lead generation method, it still lacks one key element. You have little control over who sees the mail and how they respond. When you rely on direct mail, you lose critical lead data that will help you follow up with the lead.

Hushly improves your lead generation efforts by connecting each strategy to reporting analytics. The analytics allows you to trace your results, who it reaches, and how people respond so you can maximize every effort.

You can still use direct mail if you see a high return from the channel. But, Hushly recommends connecting your direct mail to your digital strategies so you can collect those leads’ information. For example, you might add a QR code to the mail that directs the recipient to a customized landing page where Hushly’s AI platform takes over to collect and analyze that lead’s information for more relevant follow-up communications. On average, 47% of millennials went to a business website because of direct mail.

5. Content Marketing

Content marketing is a more recent lead-generation method. The first blog came out in 1994. Since then, blogging has become the norm for many businesses and even some individuals.

Blog content, websites, and social media are valuable lead-generation channels for reaching, nurturing, and converting leads.

With the influx of blogs and content come challenges, especially remaining visible among the ocean of online content. Traditional blogging and content marketing strategies are no longer enough to gain leads. Businesses now need to update to the latest and best B2B lead generation tools to keep up with demand.

Hushly allows you to auto-fill dozens of SEO details to improve your online visibility for the right audience.

In addition, Hushly allows you to create content once and personalize it endlessly for each audience. Now, visitors can find content that relates directly to them, which will help you stand out from the masses and capture attention easier.

6. Lead Generation Forms

Lead generation forms collect lead information so you can begin the lead nurturing process. Traditional lead generation included long forms that asked detailed questions about the lead. That information was necessary to understand who the lead was so you could personalize your nurturing campaigns. You also needed that information to qualify the lead and know whether they meet your ideal customer profile.

While forms are necessary for capturing information, long forms can discourage leads from filling them out.

Hushly’s B2B lead generation software tool offers a modern way to capture leads. We replaced long forms with simple 2-3 field forms. These forms only capture basic information, such as a business email and name.

Our AI tools collect the rest of the information you need based on user behavior and traffic sources. Our AI-powered short-form fields are more effective for understanding leads because we can ascertain a user’s intent and interests instead of just their contact information. You can use this advanced data to create highly personalized experiences for those leads.

Time to Upgrade Your B2B Lead Generation Tools

Is your lead generation changing with the times? Are you using the best lead generation tools for B2B businesses?

Use Hushly’s AI-powered tools to create more personalized omnichannel campaigns in minutes. Our platform is user-friendly, with no coding experience required. Yet, it’s packed with AI power for scaling and reaching leads wherever they are, using the latest strategies.

Schedule a demo to maximize the return from your lead generation efforts.

The Future of Lead Generation for Technology Companies

Lead generation for technology companies is changing as artificial intelligence increases the ways to connect with new customers. Customer behaviors are also changing as they expect more personalized experiences.

How can you use the latest technology to stand out to your website visitors and convert them into quality B2B leads?

Learn how lead generation is changing for technology companies in 2023 and six ways you can use Hushly’s platform to take advantage of those changes to boost your leads generated.

Lead Generation’s Transformation

Lead generation for technology companies has taken on various faces over the years. Most notable, however, was the shift from capturing the right leads to connecting with the right leads.

What’s the difference?

Capturing the right leads focuses on identifying leads that match an algorithm, then adding them to an extensive database, where they become another number.

Connecting with the right leads shifts the focus from numbers to people. While adding leads to your database is still key, you want to connect one-on-one with your B2B leads.

Connection is vital in the digital age, where people face static computers and cookie-cutter messages at every turn. Your company will stand out if it replaces a one-size-fits-all approach with a personalized approach that prioritizes a connection.

Proof of the need for connection comes from lead sources. An astounding 80% of B2B leads come from LinkedIn. In addition, lead nurturing personalization increases conversion chances by 63%.

Artificial intelligence is in the driver’s seat of lead generation and marketing for technology companies. Advances this year, like the growth of ChatGPT since its late 2022 release, compounded the importance of AI in marketing.

Many businesses adopt AI into their marketing strategies because it promises to perform faster, smarter, and more cost-effective than current strategies.

However, AI can be a company’s rise to success or downfall, depending on how they use it. Some companies adopt AI so it can run on autopilot to mass-create lead generation strategies.

That approach is still using the lead capture focus of lead generation. And it doesn’t work anymore. Using AI to mass produce your competitors’ cookie-cutter content will not help companies stand out.

On the other hand, strategic companies are learning how to customize AI so it can create that personalized experience users crave.

Personalized AI uses its analytic skills to understand leads, then offers customized options and content so customers feel recognized and understood, increasing your chances of conversion.

How Hushly Is Leading the Future of Lead Generation for Technology Companies

Hushly wants to help you use AI to create more personalized content that engages, nurtures, and converts customers through customized experiences.

Here are six ways Hushly’s AI-powered lead generation technology paves the way to the future of lead generation for technology companies.

1. Segment Your Audience More Accurately

Market segmentation is not just helpful but crucial in a connection-driven society. There is no faster way to lose a lead than showing the wrong information at the wrong time. The lead will see your recommendations aren’t relevant and may toss out all your options.

For example, showing a consumer service package to a SaaS business client immediately indicates you don’t know your clients.

Hushly’s AI helps avoid those situations. Our tools make lead scoring and segmentation a breeze. We track and analyze website visitors so you can understand who they are and what they’re interested in. You can also use lead scoring to identify where they are in the buying process.

Through our marketing segmentation tools, you can personalize your messages and content to new B2B leads, increasing the chances of capturing and converting them.

2. Collect More Relevant Lead Information

Forms only provide a snapshot of your B2B leads. It’s enough to send a generic lead nurturing email. However, the future of B2B lead generation for technology companies is personalization. So, to stand out, you’ll need to collect more information on your leads.

Hushly’s smart short forms only require leads to enter basic information like their email and name. With just two form fields, more leads will fill it out. Long forms tend to discourage visitors from filling them out because time is precious, and most B2B clients have busy schedules.

Once a B2B lead fills out their information, Hushly’s platform collects data based on user activity. For instance, the platform tracks what content the lead engages with and the pages they visit. This information tells you what specifically that lead is looking for.

Hushly’s multi-asset browsing experience means leads only need to enter their information once, encouraging them to browse more assets so you have access to more user data.

You can use that information to nurture the new B2B lead with more relevant content and service recommendations than what you might offer based on information in a form.

Image from Hushly

3. Lead with Content

When shoppers walk into a store, they often tell associates they’re “just looking.” Many website visitors are the same way.

When you lead with a form, trying to collect information from the start, you will have a lower conversion rate than generating leads after offering content to your B2B visitor. On average, 76% of marketers generate leads through content.

Content allows visitors to browse and learn more about your business and offerings. They can ascertain whether your technology matches their business’s needs.

Hushly minimizes your bounce rate by offering a personalized browsing experience. When a visitor finishes one blog post, the system recommends related posts and assets rather than just promoting the next blog post in line, ensuring visitors see the most relevant content upfront.

Then, after spending time with content, they see a form to fill in, which they’re more likely to complete since you built trust and a relationship through content first.

4. Connect with Leads Before They Leave

AI acts like the doorperson of your website. It greets people when they first arrive, guides them to where they want to go, and touches base with them before they leave.

Hushly’s AI can identify signals of visitors leaving the website. It uses popups with personalized content recommendations to attempt to re-engage those visitors. It also offers a form to capture those leads before they go, increasing the number of leads you generate.

5. Provide a Humanized Browsing Experience

Hushly provides that essential personalization from start to finish that humanizes visitor experiences.

When B2B visitors enter your website, they start on a customized landing page adjusted to their unique behaviors and traffic source.

From the landing page, visitors have a customized browsing experience where they can access multiple assets related to previous content they interacted with. Each piece of content taps into human emotion and meets relevant business needs.

Hushly also offers AI-powered interactive content and chats powered by ChatGPT where B2B customers can engage with content and support to answer their questions.

6. Clean Your Lead Data

B2B lead generation also requires a strategy for cleaning that data. Contact information constantly changes as your B2B contacts change roles within their businesses, mergers occur, and information updates.

Cleaning information helps fill in missing data on your B2B clients. It can also identify duplicate contacts and outdated information.

With clean lead generation data, you can ensure your nurturing strategies use the latest, most accurate information for more relevant nurturing campaigns.

Stay Ahead of Lead Generation for Technology Companies

Hushly can help you stay on top of your B2B lead generation for tech industries. We offer a wide range of AI-powered customization tools to help you meet your website visitors where they are with the most relevant information, which boosts your lead generation efforts.

Request a demo to learn more about how to move your lead generation efforts into the future.

How to Maximize Marketing Automation ROI for Lead Generation and ABM

Lead generation and account-based marketing offer the potential for large returns on investments. You can increase those returns further by incorporating marketing automation into your marketing process. Marketing automation relieves mundane jobs, keeping you away from core business tasks while equipping you with the tools you need to accomplish more than you can using manual methods alone.

Learn eight ways to maximize your marketing automation ROI through Hushly’s AI-powered customer experience platform.

Why Is Marketing Automation Crucial for Lead Generation?

Lead generation is becoming increasingly more complicated. For instance, writing one blog post took 2 hours and 24 minutes in 2014, but it takes nearly four hours in 2023. The same applies to creating emails, web pages, and social media posts.

Why is content creation for lead generation becoming more challenging?

Buyers want more information before making a purchase decision. They want to interact with several pieces of content and educate themselves. Buyers also have more options than before, so companies must hold themselves to a higher standard to stand out.

Because marketing is becoming more complex, most marketing teams can’t maintain the same workload as they did in the past. However, marketing automation allows marketers to keep up with the demand for higher-quality, personalized content and experiences.

8 Tips for Maximizing the ROI from Your Marketing Automation

Hushly’s marketing automation platform streamlines your marketing tasks so you can accomplish more with fewer resources and in less time. Here are eight tips to help you make the most of your platform and maximize your lead generation and account-based marketing ROI.

1. Integrate Your Systems

While Hushly can work independently, it works best as part of your marketing stack. It integrates seamlessly with your other platforms, like your CRM platform. You create a flow of information by connecting Hushly to your other platforms.

Each tool you own contains data, and much of that data may overlap. For example, customers who visit your social media sites may also visit your website. By keeping those databases separate, you end up with two contacts for the same lead. Integrating systems not only combines lead information but also helps you fill in data gaps, identify old and outdated information, and connect your teams so everyone works with the same data.

2. Optimize Your Landing Pages

Landing pages provide customers with unique experiences. Without a landing page, every customer would enter your website through the same home page. However, not every customer is looking for the same products or has the same demographics.

Creating landing pages elevates the customer experience by highlighting what is most relevant to each visitor. For example, when you search “best customer management software,” one of the top results is Salesforce. Clicking on Salesforce’s link brings you to a landing page with no distractions and only one call to action.

Image from Salesforce

Create unique landing pages that adjust depending on a visitor’s search intent, whether the visitor is a new lead, and where they came from. Hushly’s system allows you to create a landing page once, and AI will automatically customize it for each customer so they see the most relevant offers and content for a higher chance of a response from the visitor.

3. Engage Your Audience

Websites would see a much higher conversion rate from leads and accounts if a team was available 24/7 to greet every visitor the same way store associates greet in-person shoppers.

While most marketing teams don’t have the staffing to provide constant live service, marketing automation can accomplish similar results.

Hushly uses AI chat integrations to engage customers. Chatbots provide a way for customers to find quick answers. You can also integrate AI chat features into your content so readers can receive further customized insights directly in blog posts and other assets.

4. Simplify Your Form Fields

B2B buyers are busy and often won’t fill out forms if they find them too long or complicated. The ideal length of a form is three to five fields. You can boost conversions by 160% by having under four fields and increase your conversions by 50% more by going to three fields.

If you have short forms, how will you generate other essential data you need for nurturing along with capturing the lead?

Hushly’s automated tools work in the background to gather data from visitor activity. The software tracks where leads came from and what content they interacted with. It predicts future behaviors to fill in data gaps. This allows you to create customized strategies without losing leads from overly complex forms.

5. Recapture Your Leads

Many visitors to your website won’t stay on the site. Without marketing automation, those leads leave, and you will have no trace of their visit except for an uptick in your bounce rate on Google Analytics. Every time you lose a lead, you also lose potential returns on your investment.

Marketing automation allows you to recapture many of those leads. First, Hushly’s system attempts to keep leads on your site through customized content suggestions. The content suggestions relate to the visitor’s browsing history and behavior, making them more likely to find relevant information.

Then, Hushly’s automation encourages visitors to stay longer through pop-ups that greet customers as they leave. The pop-ups offer enticing opportunities in exchange for contact information or customized content.

If the lead still decides to leave, the automated system employs a retargeting campaign. Lead retargeting suggests products or content on other sites through native ads to encourage visitors to return, increasing your B2B marketing ROI.

6. Segment Your Audiences

As you generate your leads, you’ll increase your conversion rate by grouping your leads with similar characteristics. Audience segmentation helps you customize your emails to those shared characteristics.

Hushly helps you segment your audience further by scoring your leads. Lead scoring assigns points to leads based on behaviors so you understand their intent and where they are in the buyer’s journey. Leads in similar stages will respond to similar marketing content.

7. Personalize Your Lead Nurturing

Once you have your leads in segments, personalize your lead-nurturing content. Personalized content addresses each recipient’s unique pain points, industry, and titles.

Creating unique content for every audience is time-consuming, which is why many companies are looking toward marketing automation. Hushly’s marketing automation personalizes lead nurturing campaigns based on firmographic data and behavior. Each lead receives lead nurturing content recommendations based on their individual needs, ensuring you address all potential roadblocks that may prevent them from buying.

8. Measure Your Success

To ensure you achieve your desired return on investment, continually measure your success. Before you begin your lead nurturing or account-based marketing campaigns, establish benchmarks. These benchmarks consider past performance, how others in your industry are performing, and where you would like to see yourself in the future.

Some metrics you might include in your B2B marketing ROI benchmarks are:

  • Conversion rates
  • Qualified leads generated
  • Web traffic goals
  • Cost per lead

Regularly compare your results to your success to ensure you maximize your marketing automation platform and realize its full potential.

Transform Your Marketing Automation ROI with Hushly

Hushly can help you surpass your marketing goals with its cutting-edge AI-powered technology. Our marketing automation platform helps you perform all your marketing processes in less time and more efficiently. This frees up more time for you to focus on content creation and selling to your leads as Hushly manages your lead generation and nurturing processes.

Contact us to learn more about our marketing automation system.

7 Ways Hushly Impacts Lead Generation Metrics

Metrics demonstrate the impact your efforts have on your lead generation results. While you may know you’re generating a profit, you don’t know if you’re maximizing your resources for the greatest potential profit or if you’re wasting any resources.

However, tracking metrics is challenging without the proper tools in place.

Learn how Hushly helps you track key lead generation metrics and impact those lead generation metrics to help you reach more marketing goals.

What Is Hushly’s Lead Generation Software?

Hushly’s software is an all-in-one experience and conversion cloud. It tracks visitors from the first touchpoint to conversion through an AI-powered experience while customizing each step along the way. The software uses advanced data-tracking methods to identify your visitors, personalize their experience, export that data to boost your lead nurturing, and ultimately support lead conversion efforts.

The software supports every area of lead generation, including:

  • Custom landing pages
  • Lead generation pop-ups
  • Lead capture forms
  • Customized content suggestions
  • AI search
  • AI chat content
  • Native ads and content syndication
  • Segmented and automated email campaigns

7 Metrics Hushly Software Impacts

How do Hushly’s tools impact lead generation metrics? Explore seven lead generation KPIs and how to use Hushly to meet and exceed your goals.

1. Website Traffic

To increase your chances of generating leads, you must attract the right people to your website, then engage them so they fill out a lead capture form. Analyzing website traffic helps you understand how effective your lead generation efforts are by understanding how traffic moves through your website and what percentage of that traffic fills out lead capture forms.

A few web traffic KPIs Hushly helps you boost include:

  • Time on Page: Keep your readers on pages longer through personalized content suggestions.
  • Click-Through Rate: Encourage a higher click-through rate with customized native ads that display relevant content. When Mindtickle worked with Hushly, it increased to a 50% click-through rate.
  • Bounce Rate: Prevent visitors from quickly bouncing by adding pop-up forms that capture leads before they leave your website and customized content suggestions to keep them engaged. Use retargeting to bring customers back to your website after they initially leave.
  • Average Session Rate: Use AI search, multi-asset browsing, and personalized experiences to increase visitors’ session lengths.

2. Lead Quality

Your total leads generated only provides a snapshot of your strategies’ effectiveness. More important is the number of quality leads. Your quality leads are the ones that matter most because they match your ideal buyer persona and are most likely to convert into buyers.

Hushly boosts the quality of your leads in several ways:

  • Marketing qualified leads: Hushly’s streamlined forms help you filter unqualified leads so you can focus your time and resources on marketing qualified leads that match your buyer’s persona.
  • Sales-qualified leads: Hushly’s data tracking system scores leads so you know when they move from marketing-qualified leads to sales-qualified leads.

Use Hushly’s AI-powered tracking system to monitor leads in every stage of their journey. Know what percentage of your leads are marketing-qualified leads, and track what percentage of marketing-qualified leads turn into sales-qualified leads.

Through Hushly’s advanced tracking system, you can assess what digital experiences are most successful and where leads stop in their journey, so you can resolve any issues and keep your conversion rates high.

For example, TechTarget generated 1,000 high-quality leads in less than five months after integrating Hushly’s software. In addition, it reached 60% of its hard-to-reach accounts.

3. Leads Per Channel

Where do your leads come from?

Tracking what channels produce the highest quality leads helps you understand what content resonates most with your buyers. It also tells you what channels are most successful.

Begin by tracking your primary marketing channels, such as email, website, social media, and paid ads. Then, you can dive deeper and track specific parts of your channels that generate leads. For example, tracking leads from landing pages, blog post forms, and your asset library.

Hushly’s software easily integrates with your system. It tracks leads seamlessly across channels and experiences while collecting data on those leads to help you understand their activity. Hushly’s customized landing pages and native ads provide data for an even greater understanding of what types of content your leads are responding to so you can focus more on what converts.

For instance, Check Point Software generated 92.7% more leads and boosted engagement by 280% when it integrated Hushly into its marketing.

4. Conversion Rates

Conversion rates are one the most important metrics for lead generation to track as it tells you what percentage of leads you generated became a customer. Your conversion rate lets you know whether your investments are paying off.

The average landing page conversion rate is 2.35%, but the top 10% of landing pages have a conversion rate higher than 11%.

However, conversion rates can be challenging to track as not all customers walk a straight path between lead generation and purchase. There are many twists and unexpected turns in the modern buyer’s journey. Buyers prefer to examine all their options, follow links to find more information, and engage with multiple content assets before purchasing.

Hushly helps you track your conversions, both small conversions like converting visitors into leads and major conversions like purchasing. The advanced data tracking allows you to follow the journey to understand what content and marketing efforts contributed to a lead’s conversion.

You can also see a higher conversion rate by using Hushly’s platform to offer customized content to help move visitors from leads to customers. Retargeting ads boost your conversion rate further by connecting with leads across other pages.

For example, TechTarget boosted its conversion rate by 300% by switching to Hushly’s short forms, making lead generation simpler.

5. Time-to-Conversion

How long do leads take to buy?

Leads that take too long to buy are also more expensive to nurture due to requiring more touchpoints. They also have a greater chance of losing interest or finding alternative options. Your goal is to streamline the conversion time.

Hushly cuts out unnecessary time in the conversion process by providing all the information visitors need at their fingertips. The AI search, personalized content recommendations, and customized ads all change in real time based on visitor behavior. Every visitor, then, receives an experience leading them through every stage of the sales cycle without needing to leave your website to seek the same answers and content.

Hushly’s simple forms also streamline the conversion process. A simpler form is more convenient, convincing a larger number of leads to fill it out.

6. Cost Per Lead

Calculate your cost per lead by dividing the total amount you spent on leads by the number of leads you generated. The result is the average amount you spend per lead. This KPI helps you calculate whether you’re spending within budget. It also helps you understand if your return is worth the expense.

Hushly helps you cut your cost per lead. Instead of creating dozens of customized pieces of content and spending hours on the customer experience, Hushly performs most of those tasks for you. The AI-powered platform seamlessly customizes each customer’s pages, content, and ads without adding to your overall cost per lead.

You can also use Hushly to automate tasks, further cutting back your cost per lead. The system is easy to use, with no programming experience required.

7. Return on Investment

Return on investment works alongside cost per lead in determining whether your marketing costs are worth the return. ROI subtracts expenses from your gross return to determine how much profit you made from your marketing efforts.

For example, if you invested $2,000 in your marketing and received $10,000 in profits from sales, your ROI would be 500%. However, that calculation is often not that simple. You also need to consider a customer’s lifetime value. Their lifetime value includes future purchases and recommendations that might bring in new customers.

Image from REVE Chat

Hushly helps convert leads into loyal customers. The data helps you understand what content they interacted with so you know which investments contributed to your profits.

When NVIDIA partnered with Hushly, they saw 33x the return for every dollar they spent. They also increased their operational efficiencies.

Boost Your Lead Generation Metrics with Hushly

Are your lead generation performance metrics meeting your goals?

Hushly can help with tracking lead generation and boosting your efforts’ impact. Our system helps monitor customer actions for more accurate KPIs and personalizes the customer experience to boost your conversion rate while lowering acquisition costs.

See the Hushly difference for yourself.

Contact us to learn more about how we can help your business reach more of its KPIs.

The Secret to Maximizing Results Through Lead Nurturing Software

Your company has done the impossible: you generated a long list of high-quality leads.

While you may wish all those leads would naturally turn into buyers, that’s not always the case. Sometimes those leads are still shopping around or haven’t decided they’re ready to buy yet. Perhaps those leads forget they looked at your products and need a reminder.

So, how can you encourage those leads you worked so hard to generate to follow through with purchasing?

Learn how Hushly’s lead nurturing software maximizes your conversion rate for a higher return on investment.

Why Is Lead Nurturing a Key Marketing Step?

Less than 15% of your leads turn into buyers. However, statistics vary drastically between businesses. For example, account-based marketing strategies tend to have a higher conversion rate because marketers invest additional time nurturing and converting those leads.

But what if you could provide that same care to all your leads as those high-value accounts?

Lead nurturing is the bridge between lead generation and conversion. The more attractive that bridge is, the more leads will cross over to the other side. Without that bridge, you rely entirely on the lead to purchase. You also leave the sales team to guess when they should reach out to leads, often resulting in poor timing and lost opportunities.

What Does an Effective B2B Lead Nurturing Strategy Require?

What makes an attractive lead nurturing bridge that encourages customers to walk to the other side where the sales team is waiting?

Here are a few factors that influence lead nurturing success:

  • Relevancy: Do the nurturing emails, content, and phone calls apply to the leads?
  • Timeliness: Is the information accurate to the stage of the lead’s buyer’s journey?
  • Consistency: Are multiple lead nurturing strategies reaching the lead across several channels?

How Does Hushly’s Lead Nurturing Software Convert More Leads?

Explore seven ways Hushly’s lead nurturing software converts more of your leads into loyal buyers.

1. Removes the Guesswork from Lead Nurturing

For your lead nurturing to be successful, you need content that addresses your lead’s specific pain points. However, creating personalized content is challenging without fully understanding your leads. What is their position within the company? How large is their budget? What industry do they come from? These questions are just the start of understanding and segmenting your leads for a higher conversion rate.

Hushly’s software allows you to understand your leads better. Understanding your leads is how you’ll be able to create customized strategies that resonate with them.

If you wish all lead nurturing strategies could be as customized as your account-based marketing strategies, here’s your chance. Hushly’s data tracking system provides insights you need to create personalized nurturing content without taking hours of manual work so you can achieve higher conversion rates.

2. Allows for Timely Content Distribution

The perfect content at the wrong time is the wrong content. You might have crafted the most convincing conversion copy, but it will fall short if the lead isn’t ready to buy.

That’s why timing is another crucial piece of your lead nurturing puzzle.

Timing requires understanding customer actions and scheduling reactions. A pop-up that comes right before a lead is about to exit your website or an email that arrives after the lead downloads an eBook are examples of perfectly timed lead nurturing content.

Hushly’s lead nurturing software automates nurturing tasks so you can create rules for what content arrives and when. Through the platform’s advanced customization options, you can ensure you don’t lose a lead because of delayed follow-up. You can also move more leads along the sales funnel by jumping in with consistent, relevant content you have scheduled and automated.

Lead scoring improves your timing by scoring leads based on their firmographic and behavioral data. For example, as leads interact with content and open emails, they receive a higher score, moving them further down the sales funnel. As leads hit specified scores, you can schedule automated lead nurturing emails and content relevant to that buyer’s stage.

Image from Venture Harbour

3. Uses Lead Segmentation for Advanced Customization

Not all leads are the same, so they require customized lead-nurturing content. To help create more relevant lead-nurturing content, segment your leads.

Lead segmentation considers:

  • Lead score
  • Firmographic data (industry, firm size, location)
  • Buyer’s title
  • Stage in the buyer’s journey
  • Product Interest

When you understand who your leads are and where they are in their buyer’s journey, you can group leads by similar characteristics.

Hushly automates this process to save you time while offering the benefits of highly customized segmented groups.

Once you have established these groups, create and distribute content according to those shared characteristics. For instance, each group will receive content addressing pain points specific to their industry, making the content more relevant.

4. Makes Lead Nurturing a Seamless Process

Lead nurturing can feel awkward and disjointed when too many tools and teams are involved. Salespeople estimate that half of the leads they receive don’t fit what they’re selling. This occurs because there’s a disjoint in information, so marketing and sales aren’t on the same page.

Hushly’s software integrates seamlessly into your systems and with all your teams. The seamless integration ensures everyone receives the same data and is looped into the process. Integrating your lead nurturing software improves your success rate as more leads match what you’re selling, and teams receive the most updated information to customize their communications.

5. Introduces More Lead Nurturing Content

Buyers engage with multiple pieces of content before making a purchase decision. Therefore, create enough content to improve your lead nurturing process so buyers can confidently rely on your product to solve their challenges.

Hushly supports multi-asset viewing through its AI-powered system. Our simple forms allow leads to sign in once and limitlessly view several content pieces. Streamlining asset access encourages customers to interact with more content, which, in turn, provides more information on that asset to support lead scoring for more accurate nurturing strategies.

In addition to a seamless process, Hushly also customizes the browsing process. As leads interact with content, Hushly’s software recommends further reading customized to what the lead might be most interested in.

6. Customizes Customer Interactions

What if you could create one blog post and customize it endlessly? Hushly’s ChatGPT-powered content allows limitless customization through chat.

You can integrate this tool into your content so customers can dialogue with the content. The dialogue allows customers to dig deeper into the content and receive answers to their specific questions.

The chat feature ensures that everyone who engages with your content receives the answers they need to purchase confidently.

7. Personalizes the Lead Nurturing Journey

You should customize every point of contact to maximize your lead nurturing strategies. While that sounds overwhelming, it doesn’t have to be.

Hushly’s automation software for lead nurturing allows you endless customization options without any coding necessary. You can personalize landing pages, content hubs, and email journeys based on customer data. The AI-powered software uses the data to adjust your website and nurturing channels in real time based on who visits the pages.

Level Up Your Lead Nurturing Process

Hushly transforms your lead nurturing processes into streamlined and highly effective strategies. Through advanced personalization, data collection techniques, and automation, you can create and distribute relevant content at the right time to connect with your leads and increase your conversion rate.

Ready to see your conversion number skyrocket?

Learn more about the best lead nurturing software for B2B businesses.

Why a B2B Lead Generation Agency Is Essential in the Digital Age

Your company is growing, and you’re struggling to scale your marketing strategies along with your growth. Don’t let your in-house capabilities keep you from reaching your desired growth. Using a B2B lead generation agency with industry-leading tools can help you stay ahead of your competition in a digital age.

Learn seven ways that Hushly’s B2B lead generation software solves your lead generation challenges.

Why Do You Need a B2B Lead Generation Agency?

According to 91% of marketers, lead generation is a top priority. Yet 37% of marketers also say it’s their biggest challenge, especially finding those precious quality leads most likely to become customers.

This crucial lead generation task requires a team of trained experts and lead generation tools. Often, a company’s in-house capabilities have limitations that prevent the company from reaching its full lead generation potential.

Lead generation marketing agencies provide tools, services, or both to build on a business’s in-house capabilities.

Expanding your lead generation strategies by partnering with a B2B lead generation agency is essential to succeed. Because most businesses have an online presence and B2B buyers have more options, you must be more competitive to generate those leads and stand out.

An agency’s B2B lead generation services give you those advanced capabilities to level up your lead generation strategy.

Image from Ruler Analytics

7 Benefits of Hushly’s B2B Lead Generation for Digital Marketing

Learn why Hushly’s B2B lead generation tools are the boost your company needs to stand out in a digital age.

1. Personalize Your Lead Generation

Personalizing your content and customer experiences helps your business stand out. Website visitors are more likely to take note of your products and respond to your call to action. Through customization, you go from selling products to selling solutions to your visitors’ specific pain points, making you more marketable.

Hushly’s automated system helps you customize your lead generation strategies without any effort. Our advanced system analyzes visitor actions and movement to offer the most relevant information and appropriate lead generation pop-ups.

Buyers will receive timely, relevant lead nurturing content and a form to download the information they need to make an informed decision.

2. Gather More Relevant Lead Information

Is your team tired of sending out lead surveys and calling potential leads to gather information about them? These antiquated strategies were time-consuming and didn’t always produce quality information since many leads didn’t take the time to provide the feedback you needed.

Hushly’s AI-powered lead generation system takes data gathering into a new age. You don’t need to rely on generating customer data by requesting they manually input information in forms, fill out surveys, or answer phone calls.

Instead, Hushly’s system tracks customer movements and actions to generate a more accurate profile of visitors and leads. Because of this advanced tracking system, the form fields you offer customers don’t need to be long, which can discourage some leads from filling them out. You can keep just two or three fields.

The data you collect comes from the pages your reader visits, the type of email address they use, and how they engage with your website content.

3. Improve Your Lead Generation Strategies

All marketers know the feeling of seeing a high website traffic count but low lead generation. Are visitors coming to your website to bounce a few minutes later?

Hushly’s B2B lead generation software reduces your bounce rate, making more visitors valuable leads.

Most readers will leave your website because they didn’t find the needed information. Hushly’s software personalizes the experience so visitors can easily find relevant information. The software analyzes customer information and suggests reading based on the visitor’s unique data profile. The software also uses pop-up windows to encourage visitors to input their information during the browsing experience to avoid losing the visitor without contact details to turn them into a lead.

4. Streamline Your Lead Scoring

Lead scoring helps you reach the highest quality leads at the perfect time.

Each action your leads take contributes to their score, painting a picture of their journey. The score shows what tools they’re interested in, whether they’re an ideal buyer or customers just browsing, and when they’re close to purchasing.

Using lead scores, you can share lead nurturing content customized for every stage of their journey, a crucial part of your account-based marketing strategies. Then, you can move them on to your sales team.

However, handling the load of lead scoring is overwhelming if you’re trying to perform the task in-house or juggle multiple software programs all inputting different leads.

Instead, streamline the process with Hushly’s AI-powered lead scoring system, ensuring you focus your best marketing strategies on your best leads.

5. Keep Your Lead Database Clean

When dealing with vast amounts of lead data, you can easily lose track of what’s outdated. Leads also regularly change. Who once was a primary decision-maker in one of your key accounts may have quit their job. Another buyer might change their email address.

Nearly 70% of companies say poor quality data impacts 25% or more of their revenue. Always clean your data to avoid wasting time and resources on old or outdated leads. Cleaning data includes:

  • Removing old leads
  • Deleting duplicate leads and information
  • Completing empty data fields, like missing phone numbers and names

While data audits take time away from crucial business tasks, Hushly returns that time to your company. Our AI data audit keeps your database pristine so you can keep rolling with your marketing efforts without running into outdated data. A clean database results in a higher conversion rate as you’ll reach more leads using the most updated information.

6. Easily Scale Your Strategies

Companies change over time, whether long-term growth or short-term changes due to holidays and promotional periods. Each change requires a strategy adjustment.

Performing all lead generation tasks in-house can easily overwhelm your team as the workload constantly fluctuates. That’s how you know it’s time to bring in outside help.

Hushly’s AI-powered system grows or shrinks with your team’s needs, so you always have the capabilities you need, no matter how many or a few leads you bring in.

A scalable system means your results are limitless, allowing you to make quick real-time changes and adjustments. You will lose fewer leads due to insufficient software, allowing you to surpass your lead generation goals.

7. Unify Your Systems

A common challenge with working with most B2B lead generation agencies is that they’re separate entities. When several teams and tools work on the same strategies, data siloes usually develop, and miscommunication is common.

Hushly’s software is the AI team member that works inside your company. The software is an extension of your team rather than a separate lead generation tool. It easily integrates with your current systems and strategies to transfer and share data seamlessly.

This integration ensures you’re always working with the most updated information for more effective strategies with greater results.

You can also customize the software to your specific needs and adjust it when you need to keep it aligned with your goals.

Time to Extend Your Marketing Team

If your marketing team has reached its limits, it’s time to look for a new team member. Hushly’s AI-powered B2B lead generation software makes that perfect team addition you need.

It’s the team member that never grows tired and easily meshes with your current team and software.

Our system will scale and change as you do so you consistently surpass your marketing goals.

Learn more about how Hushly’s B2B lead generation system can boost your marketing returns.

5 Tips for Using Hushly’s Lead Scoring Software for Increased Conversions

A fast-food restaurant ad playing at the Super Bowl looks vastly different than a fast-food restaurant ad playing on a kid’s YouTube channel. Why is that? Even though it’s the same restaurant and offers the same products, it changes its message based on the audience and what that audience wants most.

Are you using the same marketing techniques for all your leads, or do you segment them based on their interests, industry, and needs?

Learn how Hushly can help you accurately segment your leads to boost your conversion rate and why we have one of the best lead scoring software options.

What Is Lead Scoring?

Lead scoring software assigns point values to lead actions to determine their sales readiness.

Most of your website visitors won’t purchase during their visit. Even when you collect a new lead, they may still not be ready to buy, as only 10-15% of leads turn into customers. That’s why businesses call the stages between the first touchpoint and final sale a buyer’s journey because it takes time.

Where leads are in this journey is crucial for how you market to them. A fresh lead may still be on the fence about whether they trust your brand and will not respond favorably to a sales call. However, a lead who has downloaded five assets, opens nearly every nurturing email, and matches your target buyer demographics would be very likely to respond to sales calls or emails.

Lead scoring determines where a lead is in their journey and the best approach for marketing by adding or subtracting points based on lead activity. For example, a lead may receive five points for every email they open and ten points for every asset they download. Once a lead reaches the lead scoring threshold, they move from being a marketing-qualified lead to a sales-qualified lead, and the sales team takes over to convert that lead.

However, lead scoring also works in reverse. If a lead visits the career page or doesn’t open emails for several weeks, your system may subtract points, moving them backward in their journey so they can receive more foundational nurturing.

How to Use Lead Scoring for Segmentation

If you want to maximize your lead scoring benefits, you’ll use it beyond just determining when a lead is sales-ready. Lead scoring is also a powerful method for more accurate segmentation.

Segmentation is foundational to customized marketing. In segmentation, you divide your leads into smaller groups based on shared interests, needs, or firmographic characteristics. Then, you can market to that smaller group based on their similarities to create a more relevant marketing experience.

Segmenting leads by their place in the buyer’s journey allows you to customize your marketing by their purchase intent. One segment may be B2B decision makers who don’t realize they have a need. That marketing content would focus on creating demand. Another segment would include those with high lead scores. That marketing content would be strongly sales focused.

You can use your lead scoring to divide groups even further. For example, you might group together those who showed direct interest by signing up for your free trial or talking with a sales rep. Then another group is those who showed indirect interest, like those who downloaded multiple assets, attended webinars, and opened emails but haven’t made a clear purchase intent.

When you can customize your approach to each lead’s intent based on their lead score, you’re more likely to convert those leads because you can provide the information they need to make an informed buying decision.

5 Tips for Using Hushly’s Lead Scoring Software to Segment Your Leads

Use these five tips for using Hushly’s predictive lead scoring software to improve lead scoring and segmentation.

1. Use Demand Capture Tools

Hushly offers several demand capture tools that collect leads and analyze lead data to segment them more accurately.

Lead capture forms are valuable sources of lead-scoring data. However, the forms shouldn’t be dozens of fields long. Otherwise, most visitors won’t bother filling them out. Hushly uses powerful microforms with just two or three fields. The fields collect enough data to understand a user’s intent.

For instance, business email users automatically enter your B2B buyer into an appropriate B2B lead nurturing campaign.

The demographic or firmographic information you collect from your forms will help you segment leads by who they are so you can customize your marketing to their role and industry.

2. Analyze Visitor Behavior

As visitors move through your website, they leave digital footprints that tell a story of their intent. Hushly’s intelligent platform reads that story and automatically produces nurturing content based on visitors’ behavior, like which pages they visit and assets they download.

That data also plays a role in lead scoring as it tells you why your website visitor is interested in your brand. You can use those lead scores to segment the leads based on their interests and activity.

3. Create Multi-Asset Experiences

To accurately segment your audience, you want them to interact with multiple assets. The more assets they interact with, the more scores you have to understand the lead, where they are in their buyer’s journey, and their end goal (or the solution they’re looking for).

Gating each asset individually can dissuade visitors from downloading multiple assets or may keep them from finding relevant content. Hushly overcomes this roadblock by creating a single form that opens multiple assets so visitors can easily download several assets without reentering their contact information.

Additionally, Hushly’s platform recommends similar relevant assets with each download to encourage further engagement.

4. Create Email Flows

Every action should lead to a follow-up action. Usually, you’ll provide the lead with the next step through a call-to-action button or link at the end of your content, assets, or emails.

By providing the next action, you ensure leads continue gaining points to increase their lead score and move them closer to a sale. It also encourages them to keep engaging with your content so you better understand their needs and the best segment for nurturing.

Email flows should be the natural follow-up action to your online content. Emails are customized communications that allow you to track customer engagement more accurately. For example, leads gain points for opening and engaging with emails, helping you know which email segments they respond best to.

5. Add AI Content Chat

If you want to know what your customers want, why not ask yourself?

Operating a live chat can be overwhelming and may not fit within your resources. That’s why Hushly provides AI chat and responsive content.

Website visitors can ask the ChatGPT assistant questions they can’t find on the website. Not only does the chat help visitors find answers, but it also feeds the conversation back to your marketing team so you understand what the lead is looking for.

Use the chat data in your lead scoring platform to segment your lead based on needs and information they’re most interested in to ensure you share relevant insights that move them towards a sale.

Boost Your Conversion Rate Through Advanced Lead Scoring Software

Do you want a higher conversion rate but aren’t sure where to adjust your strategy?

Boosting your conversion rate is possible with highly customized marketing approaches based on hyper-targeted marketing segments. 

Hushly helps you build those segments using our powerful lead-scoring tools that use AI and machine learning to understand your visitors. You don’t need extensive developer experience to enjoy the benefits of the best predictive lead scoring software. We do the hard work behind the scenes so you can focus on nurturing and converting the leads in your segments.

Learn more about Hushly’s AI-powered lead scoring tools for your B2B marketing strategies.

7 Benefits of Adding Hushly to Your B2B Marketing Automation Platform

Because of the giant tech leaps made possible by advanced technology, you don’t need to rely on one platform to perform all your marketing tasks. Instead, you can build a powerful marketing automation engine with several tools that fit seamlessly together to capture, nurture, and convert leads.

The benefit of using multiple tools is receiving expertise and industry-specific solutions. Every area of your marketing automation deserves a tool dedicated to that area’s success rather than a tool spread too thin.

Where does Hushly fit with your B2B marketing automation engine?

Hushly specializes in the user experience by ensuring it’s seamless and personalized.

Let’s look at the seven benefits of Hushly’s powerful B2B marketing automation software.

What Is Hushly’s Platform?

Hushly offers an all-in-one conversion cloud. We specialize in every conversion process step by fueling your content through personalized experiences.

Our machine learning and AI-powered tools help you create and distribute content across websites, ads, and emails. We then support you as you gather leads and data. Our solutions build the road from demand capture to conversion without heavy coding, complex design, or complicated strategies.

The key to Hushly’s power toolset is AI personalization that understands traffic and customizes experiences around visitors’ behavior and intent, ensuring everyone who engages with your content receives the most relevant experiences, boosting conversions.

The Hushly platform conveniently integrates into your existing B2B marketing automation, building on the solid foundation you already have. Our AI tools level up your marketing strategies by customizing your content and personalizing the user website experience.

7 Ways Hushly Benefits Your B2B Marketing Automation

Here are seven ways you can benefit from Hushly’s innovative powerhouse.

1. Boosts Your Efficiency

Hushly streamlines your marketing processes by automating tasks ordinarily requiring manual entry and development.

Some B2B marketing automation examples of Hushly’s streamlined tools include:

  • Web page personalization: Create pages once and allow AI to customize them limitlessly for website visitors based on their intent and interests.
  • Lead generation: Add fewer fields to your forms so more visitors fill them out while AI collects the rest of the needed data behind the scenes and inputs it into your customer relationship management (CRM) software.
  • AI-generated tags: Quickly tag and fill out content information using AI assistance.

With the help of Hushly, you’ll spend less time performing repetitive tasks and can focus more time on core business tasks.

2. Creates Content at Scale

Ideally, businesses should publish blog posts two to four times a week. Plus, you should continually go back and refresh old content. Regularly publishing content keeps you competitive in a market inundated with digital content.

Yet, creating content manually takes considerable time and effort. The average writer takes four hours and ten minutes to create a typical blog post. That’s why 52% of content creators say finding time to create content is their top challenge, and another 33% say creating enough content consistently is their top challenge.

Generative AI makes creating content at scale possible so you can keep up with the growing demand. Some of our B2B marketing automation content tools include:

  • AI content chat with ChatGPT
  • AI generative content with ChatGPT
  • AI image generation with DALL-E2
  • AI video transcription with Whisper
  • AI translation with ChatGPT

3. Automatically Customizes Web Pages

Hushly’s landing page customizers allow you to create content once using out-of-the-box web pages. Then, AI customizes the page for each visitor. This tool supports account-based marketing strategies that require hyper-personalized content and experiences.

Add content streams that suggest relevant content for each visitor to create custom pages. The elements on each page can also support personalized text. Then, you can instruct AI to adjust each page depending on intent and visitor behavior using customization rules.

Some elements that Hushly customizes include:

  • Tokens
  • Banners
  • Videos
  • Content

Do you want to create multiple pages? You can clone web pages to create landing pages at scale without needing a web page developer and complex coding.

4. Generates More Leads

You don’t need long-form fields and multiple hoops to generate leads.

Fuel your lead generation strategy by streamlining the process and encouraging more signups through a positive experience.

Hushly uses automation to simplify lead generation. Visitors only need to fill out two or three fields to enjoy asset downloads. AI performs the other tasks of generating data you need to qualify the lead and curate their experience.

5. Maximizes Lead Nurturing

Lead nurturing relies on timing to reach your leads at crucial touchpoints in their buying journey. Automating lead nurturing establishes rules for customizing content so it reaches buyers at those strategic points.

Hushly uses embedded content streams, native ads, and personalized call-to-actions to create unique visitor experiences. Then, Hushly’s AI uses intent data to understand visitors and recommend further resources, downloads, and actions.

Intent data also helps you accurately segment your visitors based on their interest level. Through lead segmentation, you can reach out to those leads with personalized nurturing emails.

Is your traffic leaving your website? Use exit content to target and nurture those leads one more time through personalized offers based on intent data.

6. Understands Visitors

Do you wish you could read your visitors’ minds? We offer the next best option. Hushly reads people’s activities. How people move through your website reflects their motives and goals.

For example, a person who isn’t seriously interested in your products will read one article before leaving. Another visitor might stay on your site but spend all their time on your careers page. However, a potential buyer will engage with multiple assets and pieces of content. The most valuable visitors will also visit the pricing page, sign up for trials, and interact with marketing emails.

These indicators give valuable insights into visitors’ intent. Visitors also indicate their intent through your contact forms. For instance, visitors using business emails are most likely to be business buyers.

Hushly combines first-party data like page visits and available demographic information with a vast database of third-party data. We use this data to customize the visitor experience. The pages visitors read will influence what recommended articles appear in the native stream throughout your website.

Visitor intent translates off your website as well. Automatically collected visitor intent data will help you understand your customers in other stages of their buyer’s journey and your other campaigns, like email nurturing campaigns.

7. Easily Tracks Results

How do your visitors and target accounts interact with your content? Tracking performance metrics tells you which strategies and pages are most effective and where you can adjust your strategy to generate and nurture leads. You can also use it to identify content gaps.

Some metrics Hushly tracks include:

  • When visitors arrive on your site
  • Which pages they visited
  • What content they interacted with
  • What buttons and assets they interact with

Combine the Hushly data with your other marketing data by moving it to your analytic platform for a more comprehensive view of visitor activity.

What Is Your Marketing Automation for B2B Missing?

Hushly ensures your hard work goes as far as possible by automating demand generation, lead generation, nurturing, and conversion. You can reach more of your visitors through personalized and streamlined experiences.

Our cutting-edge B2B marketing automation platforms complete mundane and time-sensitive tasks so you can focus more time where it will have the most significant impact on your sales.

Do you want to learn more about Hushly’s capabilities?

Check out our full toolset and capabilities, and sign up for a free demo.