What Every B2B Sales Digital Transformation Needs to Succeed

B2B sales digital transformation

Whether you’re prepared or not, B2B sales digital transformation is sweeping the industry.

Leading B2B companies have already figured out how to capitalize on data in digital transformation for creating personalized experiences.

Without getting too technical (there are enough articles for that), let’s look at the basics of B2B data-driven marketing.

Why Care About High-Level Personalization?

In short, you should care about high-level personalization because your buyers do – whether they consciously realize it or not.

A Seismic study found that 85% of buyers are more likely to write-off a potential company or seller if they don’t receive personalized content during the first interaction.

Furthermore, 75% of buyers expect businesses to anticipate their needs and offer relevant suggestions.

Like Justin Shriber writes for Harvard Business Review:

“These ‘have it your way’ consumer experiences have changed the way the business world thinks about sales. B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep.”

While most B2Bs employ some entry-level personalization tactics, most still struggle with high-level personalized features like real-time behavioral tracking and retargeting.

The Importance of Data in Digital Transformation

Your B2B sales digital transformation personalization needs data. It’s a promising strategy to segment your audience into multiple categories.

First, you want to organize your audience based on firmographics.

  • Industry
  • Company size and profits
  • Stage of the buying process
  • Job role
  • Buying power and role in the process

Next, segment your audience based on the type of content they prefer so you can use this information to direct your content marketing efforts.

  • Blog posts
  • Whitepapers
  • Case studies
  • eBooks
  • Video
  • Podcasts
  • Tutorials

See why collecting high-quality data matters?

Why Clean Data Matters

Your personalization strategy is only as good as the data you feed it. Sadly, most businesses aren’t working with the best information on their leads.

  • 62% of businesses work with data that’s up to 40% incorrect.
  • 40% of goals fail due to inaccurate data.
  • A quarter of all databases contain critical mistakes.
  • B2B data can decay up to 70% every year while 2.1% of contact info goes bad each month in general.

74% of B2B organizations struggle to scale personalization efforts as part of their B2B sales digital transformation. Poor data is a major reason. Data collection and cleaning is an ongoing process to make sure you’re sending the most effective content retargeting campaigns.

How to Keep Your Data Accurate for Effective B2B Data-Driven Marketing

In your B2B sales digital transformation, accurate data is critical for strategizing, retargeting, and reaching your goals. The best way to keep your data correct is to start with a clean database. Here are two ways to accomplish that.

Comprehensive Lead Verification for B2B Sales Digital Transformation

Is your databased filled with personal emails or even fake contact information? How can you even be sure?

When a lead gives you their email address, don’t ask them for a ton of information. Require them to provide a business email and a country location.

From there, you can use human lead verification to cross-reference their credentials with what’s publicly available on LinkedIn. Not only does this help you weed out fake leads (like Bezos@Amazon.com), but it also helps you develop comprehensive lead profiles based on information like:

  • First and last name
  • Job title
  • Job role
  • Department
  • Location
  • Company name
  • Company firmographics
  • Industry

Since the information comes from LinkedIn, it’s verified and updated in real-time – no more worrying about job role switches.

Source

Removing Forms for Accurate Data in Digital Transformation

Is all your best content blockaded behind a form? It’s holding you back.

80% of new leads will never convert into sales. Does your figure sound much higher?

When you collect email addresses from everyone who visits your website, you’re left with more leads than you can handle – or should. Of course at least 80% of those leads aren’t converting. In fact, they never had any intention of buying and most of them probably aren’t even in your verticals or industry.

Instead, set your content free.

Give your leads a substantial sample of your content and then ask them to provide their email address to download the whole thing. Visitors who aren’t in your field will simply consume your content and move along while genuine leads will want to stay in touch.

Removing forms comes with a few other benefits too:

1. You’ll create a seamless mobile experience for the 70% of B2Bs researching on their smartphone.

2. You can collect high-quality behavioral data on known and anonymous visitors to use for future personalization tactics.

Intent Data: The Missing Link in B2B Data-Driven Marketing

Research suggests that buyers complete anywhere from 57% to 90% of the buying process before they ever reach out to your company.

Your website and retargeting efforts need to do most of the legwork to engage leads during that up to 90% of the process.

Understanding why a visitor is consuming your content is critical to taking your B2B sales digital transformation strategy from so-so to success. That missing link is called intent data. Based on information from your own collection and third-party sources, you can learn exactly why someone is visiting your website and how close they are to closing a sale.

By doing that, you can nail down other personalization strategies and even develop a solid account-based marketing strategy aka. hybrid personalization.

It’s really not as complicated as it sounds. Plus, focusing on intent data can save you money because you’ll only put funds towards retargeting and nurturing the best leads.

Start Your B2B Sales Digital Transformation

Most businesses struggle to scale personalization efforts because they aren’t creating buyer-first personalization strategies.

By removing forms and letting your leads consume content at their own pace, they can self-nurture. By the time they contact you, they’ll be further along in the buying process and ready to discuss real numbers.

Let your content breathe and skyrocket lead conversions by 51%! See Hushly in action now.

23 B2B Social Media Statistics from 2019 Every Marketer Needs to See

B2B social media statistics 2019

A few years ago, most marketers working in B2B would have laughed if you mentioned the importance of building a B2B social media strategy.

Marketers always seemed to think of social media as the B2C domain. Why bother with B2B social media marketing?

For one thing, your buyers are consumers when they leave their office. Their habits, values, and interests don’t completely change once they get to work.

For another, top businesses, your buyers, and B2B influencers hang out on social media – especially LinkedIn – which means you have to hang out there, too.

Check out these top B2B social media statistics for 2019 for a little insight as you build your 2020 strategy.

B2B Social Media Statistics for 2019

These B2B social media stats come from a broad range of sources like LinkedIn, Sprout Social, and Social Media Examiner.

In general, it seems like most B2B marketers want to learn more about video and advertising on some of the world’s most-trafficked websites.

  1. LinkedIn has 645 million users in 200 countries.
  2. 2 new members join LinkedIn every second.
  3. 70% of LinkedIn users live outside the United States.
  4. LinkedIn performs 277% better for generating lead conversions than Facebook and Twitter.
  5. The number one challenge for 47% of social media marketers is developing strategies to support general business goals.
  6. 70% of B2B marketers plan to boost their organic LinkedIn marketing efforts.
  7. 62% of LinkedIn members engage with content on the platform because they say it’s educational or informative.
  8. 91% of executives say LinkedIn is the leading social network for professionally relevant content.
  9. 39% of marketers struggle to prove the value of social media in their companies.
  10. 40% of marketers say private community groups on platforms like LinkedIn and Facebook will increase in value.
  11. 21% of B2B marketers use video on LinkedIn and 45% plan to boost their LinkedIn video marketing.
  12. 24% of B2B marketers use LinkedIn advertising on a regular basis and 35% plan to increase their LinkedIn advertising.
  13. 63% of social marketers say listening to audiences through social media to gain insight will increase in importance.
  14. 56% of professionals access the platform using multiple devices.
  15. 80% of marketers say increasing engagement across multiple social media channels is their top goal.
  16. 70% of social media marketers say increasing brand awareness is goal #1.
  17. 72% of marketers gauge social media success through likes and comments – but not shares.
  18. 53% of corporate-level marketers say proving the value of social media marketing to people outside their department is difficult.
  19. 45% of B2B marketers use Facebook video.
  20. 65% of B2B marketers regularly advertise on Facebook and 68% want to learn more about advertising through the platform.
  21. Facebook is the world’s third most popular website (Google and YouTube come in first and second).
  22. Facebook’s potential social media advertising audience could include 1.88 billion people.
  23. 26.3% of Facebook Pages pay for advertising or sponsored posts, up 1.2% from the end of 2018.

Building Your B2B Social Media Strategy to Generate Leads

B2B social media statistics for 2019 are important – but how will you put them into practice?

First, you need to grab attention. Then you need to keep visitors engaged long enough to convert into leads.

Keep these practices in mind as you build your B2B social media strategy.

Write Content for Every Stage of the Funnel

63% of senior-level execs say that most content they consume is too generic. Remember, however, that six or seven team members are involved in the average B2B sales process.

Your website is your best asset for nurturing leads. Leads tend to complete between 57% and 90% of the sales process before they ever reach out to one of your team members. That’s why your content is vital – you need it to nurture leads where you physically can’t.

It’s important to create content for each team member at every stage of the sales funnel.

Keep Their Attention

Once a visitor arrives at your website, you need to grab their attention before they hit the back button to keep scrolling the newsfeed.

Social media delivers some pretty dreary bounce rates. Don’t end your blogs or landing pages with a single CTA and call it a day. Give your readers plenty of content to consume.

With an adaptive content hub, an algorithm studies every visitor’s behavior. When they finish reading an article, the algorithm will offer them other pieces of related content.

This strategy meets your buyers’ expectations for personalized content, keeps them on your website longer, and allows you to collect data on their behavior before they even give you their contact details.

Create an Effective Abandonment Strategy

People are reading your content but they’re not converting into leads – how can you keep them on your site and buy yourself a little time?

Most B2Bs use exit-intent popups. However, they get one big part wrong: they confront people with lead forms to collect personal information.

When someone is trying to leave your website, the last thing they want to do is fill out a form.

Instead, use an exit-intent popup to give your visitors more valuable content. Based on the information you collected while they browsed your website, offer them related pieces of content.

That exit-intent popup gives you one last chance to woo leads instead of leaving a bad taste in their mouth with a form.

Complement Your B2B Social Media Marketing with User-Centric Landing Pages

A comprehensive B2B social media strategy isn’t worth anything if your landing pages aren’t designed to nurture leads.

Since 96% of visitors that arrive on your website aren’t ready to buy, it’s important to remove anything that interferes with the nurturing process. First things first: forms need to go. Forms aren’t mobile-friendly and no one likes filling them out.

Instead, give your leads the Netflix-style personalized content experience they’ve come to expect with self-nurturing landing pages and content bingeing features.

Hushly’s plug-and-play software can help you skyrocket leads by 51%. See how it works now!

How to Create the Awesome High Converting Landing Page Leads Want

high converting landing page

Most B2Bs know that their website is the most important asset for converting leads.

Despite this, analysis from Forrester Research shows that most B2B websites fail engagement tests.

With much longer buying cycles, converting visitors into buyers isn’t exactly a realistic goal in B2B. A high converting landing page looks a little different.

 Instead of focusing on conversions, focus on converting visitors into leads and initiating the nurturing process all through a single landing page. Here’s how with the B2B landing page best practices for 2020.

B2B Landing Page Best Practices for 2020

Forrester’s analysis is pretty bleak: B2B websites are uninteresting, unengaging, and unrelatable. What do the best B2B landing pages have in common? They’re empathetic, personalized, and filled with interesting content.

Businesses need to focus on creating an Amazon or Netflix-style experience through their B2B website. Your leads have come to expect a hyper-personalized experience – whether they subconsciously realize it or not.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep. They have little to no patience for ill-timed, generic pitches.”

Consider these best practices for creating a high converting landing page and use these B2B landing page examples to get started.

Lift the Blockade On Your Content

When a lead magnet form pops up as you browse on a desktop, it’s annoying. Chances are, you spend a few seconds weighing the pros and cons of handing over your professional life story in exchange for the material behind it.

When the same form pops up as you browse a website from your phone, it’s a total deal-breaker that sends you running for the back button.

Here’s the problem: your leads conduct 70% of research from their mobile devices. Landing pages absolutely must be optimized for mobile browsing.

That’s why holding your best content hostage behind a blockade (form) is completely killing your lead conversions.

You don’t have to give away everything. Give your visitors a sample and let them provide their email address if they want to download the whole piece.

By the time leads feel comfortable enough to hand over their details, you’ll already have some data collected about their browsing behavior, too – perfect for optimizing your personalization and retargeting strategies.

Give Your Leads the Resources to Nurture (at Every Stage)

The best B2B landing pages include multi-segmented content.

Between six and seven people are involved in the average B2B buying process. A high converting landing page needs comprehensive content for all of them.

Consider this: buyers complete anywhere from 57% to 90% of the sales process before reaching out to your sales team. That means you only have control over 10% to 43% of the sales cycle.

Your landing pages and website absolutely must answer any potential questions. The words “we don’t need to include that; they can just call or email us” should not be part of your vocabulary.

Self-nurturing landing pages are the solution because an algorithm removes any of the guesswork.

Instead of assuming your visitor’s intent and including static links to relevant content, an algorithm analyzes their behavior on your site and provides personalized content.

Here’s what it looks like in action:

Source

Ditch Dead Ends for a High Converting Landing Page

When a visitor reaches the bottom of your landing page, what happens? Do you hit them with a CTA and hope for the best?

96% of people who visit your website aren’t ready to buy and 80% of leads will never convert, on average. Everyone knows the B2B buying cycle is complex and long, but almost no one is taking proactive measures to encourage nurturing through their website.

A high converting landing page doesn’t send readers on their way after a single piece of content. Look at how Netflix, Amazon, and Facebook function by providing an endless stream of content.

Even if you don’t plan to spend money on Amazon, you still might spend 20 minutes scrolling through their lightning deals “just to see.”

Adding hyper-personalized content bingeing to your website is essential for nurturing leads before they even provide their contact information.

Here’s what it looks like:

Source

Create an Effective Abandonment Strategy

There’s a huge abandonment strategy trend in B2B right now that involves throwing a form at every visitor as they prepare to leave the website.

If someone was trying to click away from your website because they want to read something else, why would they want to fill out a form and hand over their personal details?

While it’s important to employ an abandonment strategy – and exit-intent popups have plenty of effective potentials – asking visitors to fill out a form isn’t the answer. In fact, it’s driving your leads away.

Instead of presenting visitors with an intrusive form as they try to leave, give them more of what they came to your website for in the first place: high-quality content. An algorithm monitors which blogs, eBooks, and case studies your visitor consumed while browsing your site and picks related pieces of content to help keep them on.

You can still collect lead information but in a less aggressive fashion.

Here’s what an exit-intent popup could look like if you designed a high converting landing page based on what your leads want:

Design Your High Converting Landing Page Now!

Forms are intrusive and they throw a wrench in the entire lead nurturing process.

Why start your relationship with a lead with a bad first impression?

Hushly’s unique exit-intent strategy (and other key features) help you go formless so you can personalize each lead’s experience and give them more of the content they crave.

Don’t worry, you can still collect verified business email addresses – after your leads have spent time consuming your content and decided you’re worth staying in touch with.

Ditching forms can help you skyrocket lead conversions by 51%. We guarantee it. See Hushly in action now.

6 Key Features Every B2B Website Design Needs in 2020

B2B website design

Is your website designed to please buyers or impress competitors?

The truth is, buyers complete anywhere from 57% to 90% of the process before they ever speak to someone on your team.

What are they consuming during this research phase? Your website.

B2B website design matters because your website is your best marketing asset. It’s crucial to give prospects and leads the tools they need before they ever even consider picking up a phone or drafting an email.

What’s Wrong with Your B2B Web Design and Why Should You Care?

When Forrester Research analyzed 60 B2B websites across 12 industries for engagement, they found that every single one scored poorly. It doesn’t sound good, does it?

In general, here’s what most B2B websites get wrong.

It’s Too Generic

63% of senior-level execs say that most of the content they consume is too generic while another 58% says it lacks original nuance. For the kicker, more than half – 53% – say that content doesn’t address their problems.

You Don’t Have Content for the Entire Journey

Look, it’s understandable. Comprehensive high-quality content for every stage of the sales process takes plenty of resources and you’re working with a limited budget.

Remember that your buyer is completing up to 90% of the process before they talk to anyone on your team. Furthermore, six or seven people are involved in the average buying process.

You’re Blockading Your Best Content Behind Forms

On desktops, forms are annoying. On mobile, they’re a deal-breaker.

You spend so much time and money developing authoritative content. Why are you hiding it behind a form?

Your B2B leads spend up to three hours researching on their smartphone each day and type 70% of their Google searches from mobile devices. B2B web design with forms does nothing but hold you back.

Poor (or Non-Existent) Personalization

65% of businesses say they’ll consider switching vendors of a company doesn’t make any effort to personalize communication. Personalization isn’t “nice to have” in 2020 – it’s essential.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon.”

Dead End Landing Pages

80% of your leads will never convert into buyers and 96% of people who visit your website aren’t ready to buy. Dead end landing pages do nothing to help nurture visitors into leads and leads into buyers.

How to Build a B2B Website Strategy for 2020

Going back to the Forrester Research results, analysts said that B2B website design content needs a human or empathetic touch to make it more interesting and engaging.

Their research falls in line with what the statistics keep saying: B2Bs expect high-level personalization and high-quality content. The following B2B website design elements below are essential for connecting with buyers in 2020.

1. Seamless Mobile Design

What did all the best B2B website designs in 2019 have? A seamless mobile experience. With 70% of all B2B searches happening on a smartphone, you can’t afford a clunky or slow mobile experience.

If SEO is important to you, you should know that Google is ranking sites based on their mobile experience over desktop. The best way to boost your B2B website design experience for mobile is by getting rid of forms. Let your leads consume content at their leisure and give you a contact email when they’re ready.

2. Multiple Types of Content for Different Audience Segments

Look at your website’s content and ask yourself “does it answer every possible question for all B2B team members at each stage of the buying process?” If someone has to pick up a phone to answer a simple question, your content has failed.

Segment your audience on two levels:

  • Firmographics like job role, buying power, company location, etc.
  • Content type like blog, whitepaper, video, eBook, podcast, etc.

Remember to create content for end-users of your product, too.

3. Several Points of Contact

Make it easy for leads to ask a simple question without entering into any kind of commitment. A live chat, LinkedIn or Facebook messenger, or comprehensive FAQ can all go a long way with using your B2B website design to nurture leads. Make yourself available on multiple channels: message apps, email, your website, etc.

4. Well-Categorized Content with Bingeing Features

An adaptive content hub groups all your best content together and organizes it based on type.

  • Case studies
  • White papers
  • eBooks
  • Authority blogs
  • Podcasts
  • Video tutorials

Once a lead finishes one piece of content, an algorithm presents them with related content based on the topics they’ve already read. It removes any burden to find relevant content from your website visitor and encourages them to stay on your website.

5. Self-Nurturing Landing Pages

96% of leads who arrive at your landing pages – whether PPC or organic traffic – aren’t ready to buy. Instead of collecting an email and waiting to launch the nurturing process, why not let your B2B website design do the arduous work?

Self-nurturing landing pages present your visitor with relevant pieces of content in a stream. You don’t have to give the whole thing away – just a sample. When they’re ready, they’ll supply a business email address to get a download link.

6. An Engaging Exit Intent Strategy

If someone is trying to leave your website, why would they want to fill out a lead form?

Instead of popups with invasive forms that wreak of desperation, give your visitor a popup with more amazing content. After all, that’s why they came to your website in the first place.

Create the B2B Website Design Your Leads Expect

Hushly can help you skyrocket your lead conversions by 51% with a new B2B website strategy. By removing forms and allowing your leads to self-nurture, you’ll only collect information from qualified leads, and they’ll be further along in the buying process by the time they reach out!

With Hushly, you only pay for genuine leads – not spam email addresses or service fees for using the platform.

You’ve got nothing to lose except your clunky forms. See the Hushly software in action and level up your personalization!

How to Choose B2B Marketing Tools for Personalization

Tools

If you’re like most B2Bs, you know that personalization is critical for attracting leads and closing sales, but you aren’t sure which tools you need to complete the task.

Which B2B marketing tools are worth the money and which ones will just bloat your budget?

If a tool doesn’t help you collect and access relevant data – that’s a red flag.

If a tool doesn’t improve your relationship with leads – that’s a red flag.

Automation is supposed to make your life easier, not more frustrating.

Consider the tools below to create a user-friendly experience for your leads. Let your website do most of the work and leads will come flowing in.

6 Factors to Consider When Creating Your Stack of B2B Marketing Tools for Personalization

First things first, the most important B2B marketing tools in your arsenal are a mobile-friendly website and lead generation process.

According to Think with Google, B2B buyers spend up to three hours each day conducting research from their smartphones. By 2020, 70% of all business searches will happen on mobile devices.

If your website isn’t optimized for mobile browsing, you’re already losing money and you’ll be losing a lot more very soon.

Your buyers don’t only expect a mobile-friendly experience. They also expect a uniquely personalized experience. Consumer brands like Spotify, Facebook, and Netflix have created an individually personalized and on-demand environment that people have come to expect from brands.

Like expert analyst Brian Solis says, “Business buyers don’t go to work and forget what they do as humans. There’s a new normal that blurs the line between B2B and B2C. They just want things personalized.”

Use B2B marketing tools and strategies to make it happen.

1. First-Party Intent Data

First-party intent data is the fuel behind any successful account-based marketing campaign.

According to Marketing Profs, businesses that run ABM strategies driven 208% more revenue than those that don’t. The key to a successful ABM strategy is relevant, up to date, and accurate data.

Intent data is as close to real-time data as you can get. In the case of first-party intent data, it’s based on the information you’ve collected through a lead’s activity on your website so you can use it to create personalized campaigns immediately.

Personalized strategies based on intent data work because they put you in the mindset of the lead. Since you understand their place in the sales process and why they’re researching your website, you can create the most relevant content for them.

2. Retargeting Campaigns

There’s no way around it: relevant retargeting campaigns are some of your best B2B marketing tools. That is, of course, if you know how to run them properly.

As always, you need accurate data to make these campaigns work. Once you have that, you can target your leads through email and LinkedIn with personalized content.

LinkedIn is an excellent retargeting tool because the platform offers comprehensive audience insights. Not only that, but you can check out which URL a lead visited, plug it into the LinkedIn ad creator tool, and run a targeted ad for LinkedIn users who specifically visited that page.

See why accurate data is the lynchpin here?

3. Triggered Email Marketing Campaigns

Automated email campaigns are surprisingly easy to set up, yet highly personalized, and can deliver excellent results. Triggered campaigns tend to have an average open rate of over 45%.

Just log into your email service provider and create a new campaign. You’ll have the choice to set up an automated email here in most programs.

Look at your website now for some of your best content. Design unique emails that will go out after a lead visits each piece of content on your site.

4. Types of Content

Not every B2B lead wants to read whitepapers and tutorials. 65% want to hear podcasts from you while 49% want to learn about your company through video.

Don’t take an “if we build it, they will come” approach – create the kind of content your leads want.

If you’re running an ABM strategy, it’s more than worthwhile to do some research here. For example, the end-users of your product tend to prefer one type of content on certain subjects while top decision-makers prefer others.

At the end of the day, your personalization strategy runs on high-quality content and data, so these are the best B2B marketing tools at your disposal.

5. Adaptive Content Hubs

Now that you’ve started creating high-quality content, you need to put it all together in one – organized location.

That’s where an adaptive content hub comes into play.

An adaptive content hub is important for a few reasons.

First of all, your leads find it valuable because they’ll be able to educate themselves at their own pace, easily find the information they need on any device, and see that you care about their needs post-purchase.

However, an adaptive content hub is also useful to your personalization strategy because you can use it to collect information about your leads and utilize that data to fuel future campaigns.

For example, a visitor reads one piece of content. The algorithm will monitor what type of content they prefer and continue showing it to them. See how easy it is to collect information like this?

Source: Hushly

6. Exit Intent and Abandonment Strategies

At Hushly, we recommend everyone gets rid of forms completely.

Instead of bombarding users with a form as they try to exit your website, give them more content instead.

They’ll be more likely to stay because you’re actually providing them with something useful instead of asking them to do something for you.

Watch Your Lead Conversions Grow By 51%

At Hushly, we’re all about removing anything that interferes with the lead nurturing process. In most cases, that means getting rid of forms.

Your leads hate them and your marketers hate sifting through the inaccurate data.

Instead, upgrade your B2B marketing tools to include features like self-nurturing landing pages and adaptive content hubs. Back your data up with algorithm checks and human lead verification. From there, you’ll have the data you need to create relevant and valuable personalization strategies for your current and future leads.

Check out an adaptive content hub in action!

4 Sales Lead Management Strategies Every B2B Needs

People In Line

Managing a handful of leads is easy.

You can see where they came from, understand their needs, and evaluate your tactics to collect information and hone your skills.

Once your business grows, however, things get a little more complicated.

Without a comprehensive sales lead management strategy, things start falling through the cracks and your data goes sour.

Sadly, this also leads to bad personalization strategies and lost revenue.

The lead management landscape has changed drastically as automation and relationship management tools have become more accessible to businesses of all sizes. Let’s look at some strategies you can implement right now to stay organized and engage your leads.

What Does Sales Lead Management Look Like Today?

Previously, lead management was a tedious and frustrating process.

You needed to look at each lead from multiple angles, break them up into distinct groups, hand them over to the right department, and continue the process indefinitely.

There are a few major problems with this process. For starters, you’re working with old data.

By the time you process leads through your system, divide them into categories, and add them to your spreadsheet, the information you’ve collected is already outdated.

It’s no surprise that 62% of businesses say they’re working with data that’s up to 40% incorrect. Job roles change, people switch jobs, the company needs shift – the world turns.

Inaccurate data poses a big problem because you can’t nurture leads properly if the information you’ve collected on them is wrong. However, poor data also throws off your personalization strategy for other leads that come in.

The most valuable data you have is the first-party data you’ve collected through your own website and a solid sales lead management system is the only way to keep it clean.

Today, technology like automation and AI supply several tools and options for managing your leads and keeping track of data seamlessly in real-time.

4 Sales Lead Management Strategies Your B2B Needs in 2020

Implementing these sales lead management strategies will help you first create meaningful relationships with your leads.

Not everyone is ready to buy right away but forming relationships can boost your conversion rate by 1.2x and each deal size by 1.3x.

Plus, you’ll be able to develop effective personalization strategies for both future and current leads. After all, clean data is at the heart of every relevant personalization campaign.

1. Divert Your Attention to Intent Data

Intent data is important because it tells you where a lead is at in the buying process and which leads visit your website and are actively looking to close a sale.

According to Marketing Profs, companies with account-based marketing strategies generate 208% more revenue than those that don’t run ABM campaigns. Intent data allows you to create effective ABM campaigns because it’s as close as you can get to real-time data.

Look at it this way. The average B2B buying process involves nearly seven different people. While C-level executives have the final say in 64% of cases, lower-level employees still play important roles in influencing their decision.

Without intent data, how can you create content and retargeting campaigns to reach every role involved in this process? Your data will never be accurate enough to make a difference.

Source: Think with Google

2. Only Collect High-Quality Leads

Do you feel like you’re running a witch hunt following up with leads that aren’t qualified? It’s a waste of time and resources. Thanks to automation technology, it doesn’t have to be this way anymore.

If you’re hiding all your best content behind a gate and requesting every visitor give you their email address, now is a good time to re-evaluate that strategy – how’s it working for you?

When you collect information from everyone who visits your website, that data doesn’t tell you much about your actual leads or target audience. Instead, it throws off your data and makes your process even more confusing.

Get rid of your forms completely. Give your visitors the choice to supply their email address when they’re sure they want to stay in touch with you.

Furthermore, it’s also important to employ a combination of automation and human verification to ensure you’re only collecting information from real people and bona fide business addresses.

3. Create an Environment for Leads to Self-Nurture

An amazing thing happens when you remove forms: your leads start to nurture themselves at their own pace.

At Hushly, we recommend throwing out forms in favor of features like self-nurturing landing pages. An adaptive content hub, for example, puts all your best content in one location where it’s broken up into categories.

Some leads like in-depth blogs, others like eBooks, 65% like podcasts, and 49% prefer videos – give them what they want in one place. Once they start clicking, an algorithm will continue showing them relevant content.

In terms of sales lead management, you can collect this information to score your leads and personalize your communication with them.

4. Follow Up with Highly Relevant Retargeting Content

If a lead visits your website and spends two hours reading your eBooks, that’s a good sign they’re interested in closing a sale – but you can never be sure.

Now’s the time to step in with a sales lead management strategy. Use the information you collected about the content they read to send out retargeting campaigns through email and LinkedIn.

If they don’t engage with your retargeting campaigns, something isn’t right. If they do, you can gauge their spot in the sales cycle.

Create the Website Your Leads Want Today

Effective lead management starts with a user-friendly website. Visitors arrive at your website and they want to educate themselves at their own pace. They don’t want to read a blog post, fill out a form, and wait for you to bombard their inbox with emails.

Get rid of forms and create the website your leads want. It’s much easier to implement sales lead management tactics when you’re only working with highly qualified leads and accurate data.

Self-nurturing landing pages let visitors convert into leads and educate themselves about your company without forms. See a Hushly self-nurturing landing page in action here!

6 Crucial Mobile Marketing Automation Strategies for Lead Generation

Businessperson on Mobile

Only smart B2B marketers seem to realize this right now, but a solid mobile strategy is critical for generating leads and driving sales today.

However, putting mobile marketing automation strategies into action is easier said than done in B2B.

While consumer brands can afford to play around with new tools and tactics, B2Bs don’t have the same luxury – lost leads can cost thousands or millions.

However, going into 2020, it’s important to implement the strategies below if you want to meet the expectations of your leads and boost revenue.

Start slow and always keep your buyers’ experience at the forefront.

Why Bother Caring About B2B Mobile Marketing Automation?

A mobile marketing strategy isn’t just “nice to have” in B2B anymore.

According to research from Think with Google, your buyers spend up to three hours every day conducting research from their smartphone. To top it off, by next year, 70% of all Google business searches will take place on mobile devices.

The question is: is your website prepared?

A truly mobile-friendly B2B website puts user experience above everything else. Your website and landing pages should have no hurdles between visitors accessing the information they came there to get.

To sweeten the deal, you can use mobile marketing automation strategies and tools to collect data and personalize every visitor’s experience.

Think personalization is reserved for the consumer sector? Think again. Salesforce data shows that 65% of businesses will consider switching brands if a vendor doesn’t try to personalize their content and communications.

Your buyers are younger than you think, and they’ve come to expect the same personalized on-demand experience from businesses that they get everywhere in the consumer sector.

6 Mobile Marketing Automation Strategies You Need for Lead Generation

Use the mobile marketing automation strategies below to create an experience that your buyers expect.

1. Mobile-Friendly Landing Pages Without Forms

The first step towards creating a mobile-friendly experience for leads is getting rid of forms.

That’s right – they must go.

Forms are holding you back. When someone arrives at your lead magnet or landing page, they aren’t happy to see a form.

When was the last time you tried to fill out a form on a mobile device? It’s not fun – even if you use Google’s auto-fill feature.

Instead, un-gate your best content and give your visitors a sample. Give them the opportunity to supply an email address if they want to download the whole piece.

Removing forms is excellent for keeping your data clean, too. When you stop forcing visitors to fill out a form to access content, only highly qualified leads will give you their email address. Otherwise, you’re stuck with data on a bunch of leads who will never convert, and this screws up your overall personalization strategy.

2. Self-Nurturing Landing Pages

Instead of forms, give your visitors what they came to your website for—valuable and relevant content.

A self-nurturing landing page brings the Netflix-style content bingeing features into the B2B world.

When your leads can learn at their own pace, a beautiful thing happens: they nurture themselves. By the time they finally give you their email address or contact you, they’re further along in the buying process.

In other words, your job becomes 10x easier.

3. Interactive and Dynamic Content

Hyperlinks aren’t great on mobile devices. Buttons are better but interactive and dynamic content is best.

You don’t necessarily need to gamify your website, but it’s an innovative idea to include some interactive elements like drag-and-drop features, drop-down menus, and clickable filters.

Behind the scenes, incorporate some mobile marketing automation AI to take notes of their actions on the page so you can collect data and supply personalized content on other platforms.

4. Adaptive Content Hubs

Most mobile-friendly websites still aren’t specifically designed for use with mobile devices.

A dynamic content hub is an important mobile marketing automation tool because it organizes your content in an easily accessible fashion.

Visitors arrive at your website because they want to learn about your industry and company. Some like blog posts, some like eBooks, 65% want podcasts, and 49% crave video.

An adaptive content hub organizes all your content in one place so visitors can easily find exactly what they want. Here’s where the adaptive and interactive part comes in: once they start consuming content, the algorithm takes over and continues showing them similar content.

Not only do they stay on your website longer, but you can also learn more about them.

Source: Hushly

5. Personalized Exit Intent Content

When you finish reading a blog post and motion your cursor to another browser tab, you’ve probably noticed that most websites throw a popup form in your face.

When you go form-less, you need to replace them with something.

At Hushly, we suggest using mobile marketing automation tools to give your visitors more of what they came to your website for in the first place: highly relevant content.

Instead of asking them to fill out a form when they want to run, use AI to offer them personalized content based on the content they’ve already consumed.

6. Clean and Current Data

62% of businesses say they’re working with data that’s up to 40% incorrect.

Bad data is a major problem holding businesses back because every mobile marketing automation strategy needs correct data to personalize content.

Using a combination of algorithms and human verification, you can make sure you’re only collecting leads from real people working for real businesses. Your data will always be correct.

Remove Forms and Watch Your Lead Conversions Grow

Moving into 2020, a truly mobile-friendly website and user-friendly experience means getting rid of your forms.

Instead of bombarding your leads with a form to collect data, let them nurture themselves at your own pace by consuming your content.

You can still collect data about the content they consume and use it to provide personalized content, you just won’t bother them with annoying forms. Don’t worry – they’ll give you their email address when they’re ready.

Are you curious about creating an abandonment strategy that doesn’t involve forms? Hushly has you covered. Learn more here.

7 B2B Marketing Automation Strategies to Nurture Leads

Plants Growing in Garden

You’ve already heard about how important B2B marketing automation is for generating prospects, engaging your audience, and converting leads into customers.

You just have a few questions and concerns.

  • How can I afford marketing automation without my budget bleeding?
  • What can I do to make sure my automation tools work for me?
  • Which kind of automation features do I need, and which are a waste of money?
  • Why does my data suck and how can I collect correct data to fuel my personalization campaigns?

Yes, incorporating automated tools into your marketing strategy is intimidating—you have a delicate process and you can’t afford to risk screwing anything up.

However, your buyers expect personalized automation when they visit your site. Here’s how to make it work for you.

7 B2B Marketing Automation Strategies You Need to Nurture Leads

A full stack of B2B marketing automation tools isn’t worth a thing if you don’t have a long-term strategy. Start by putting yourself in the shoes of your visitors and ideal leads. Develop some long-term goals.

Do you want more conversions from current leads? More leads? Increased brand awareness?

Jot some notes down and use these strategies to make it happen!

1. Human Lead Verification to Start with Accurate Data

62% of businesses say they’re working with data that’s up to 40% outdated or otherwise inaccurate – that’s not good for their personalization strategies.

Every B2B marketing automation strategy feeds on data. If something is wrong or your information is old, that means you’re wasting money.

Human lead verification is a critical part of your automation strategy. At Hushly, for example, we only collect data from verified business email addresses, and we use human verification to cross-reference each lead’s information through LinkedIn.

2. Dynamic, Interactive, and Adaptive Content Hubs

When leads visit your website, they want things to click, read, and play around with. An adaptive content hub puts all your best content in one place so visitors can easily find things that interest them.

With an adaptive content hub, you can organize your content by type and format it into an interactive layout. Once a visitor clicks on a piece of content, your B2B marketing automation technology will make a note of the type of content and topic so it can continue suggesting relevant materials.

Not only that, but you can also use the information you collect from this content hub to send personalized emails and retargeting campaigns.

Source: Hushly

3. Self-Nurturing Landing Pages with Content Bingeing

Content bingeing features should be at the heart of any modern marketing campaigns.

Like analyst Brian Solis says, “Business buyers don’t go to work and forget what they do as humans. There’s a new normal that blurs the line between B2B and B2C. They just want things personalized.”

Plus, most of your buyers are young. Back in 2015, Think with Google reported that 46% of B2B buyers were between the ages of 18-34. If trends continued or stayed the same, that means most of your buyers are either millennials or Generation Z.

Your landing pages need to keep up. Leads want to educate themselves at their own pace. They don’t want to submit an email address and talk to you on the phone. A self-nurturing landing page gives them an endless stream of personalized content – just like Netflix – so they can research as much as they want.

4. Personalized Email Campaigns Based on Triggered Events

Email is an effective retargeting tool if you know how to use it. In other words, if you can take advantage of intelligent B2B marketing automation.

Using an email service provider, you can use data you collect from your website to send out segmented and highly relevant email campaigns to your leads.

Set up some campaigns based on triggered events. For example, do you have some niche lead magnets or blog posts? Create unique email campaigns for them and schedule them to go out after someone visits the pages.

These are called triggered campaigns and they get much higher engagement than generic campaigns with open rates of up to 45%.

5. Intelligent and Highly Relevant Retargeting Campaigns

LinkedIn is one of the best platforms for retargeting your leads thanks to its robust audience insight tools.

However, it’s easy to blow your budget if you aren’t careful.

It’s simple to set up automated campaigns with LinkedIn by targeting people who have visited not just your website but specific pages on your website.

6. Data-driven Content in the Right Formats

According to research from LinkedIn, B2Bs aren’t just looking for white papers and case studies. 49% of them want video while 64% like listening to podcasts during their research.

For your automation to do its job, it needs relevant and valuable content to give your visitors and leads.

Do your research and listen to your audience. Create the kind of content they want.

7. Exit Intent Monitoring and Abandonment Strategies

Forms are a big no-no going into 2020. Your leads don’t have time to fill out clunky forms on their phone and they simply won’t want to.

However, you still need an abandonment strategy.

Instead of bombarding your visitors with a form when they move their cursor to leave the page, give them more of what they came there for in the first place: great content.

Using B2B marketing automation tools, you can present them with more content like eBooks and podcasts based on the materials they already consumed on your website.

Update Your Website for 2020 Now and Watch Leads Grow

Writers and digital marketers talk about creating a user-centric website all the time but few B2B websites truly put it into action.

The first step towards creating a data-driven and user-friendly website optimized for leads and mobile browsing is removing forms so your content can take center stage. Once you ditch forms in favor of B2B marketing automation strategies like content bingeing, your leads will skyrocket by at least 51%.

Are you interested in learning more about creating mobile-friendly lead magnets without forms? We’ve got the perfect eBook for you!

The Real Secrets to Skyrocketing Your B2B Conversion Rate

Rocket Ship

You know the B2B buying cycle is long but why aren’t your leads ever converting into customers?

If you’ve spent most of your time generating leads without worrying about quality or vetting, there’s a good chance that your B2B conversion rate is suffering.

If so, now is a valuable time to take a step back and re-evaluate your acquisition process.

How are visitors arriving on your site? Where are you collecting email addresses? Are they engaging with your content?

Put yourself in the mindset of your visitors and everything will start falling into place.

Your Leads Need a Mobile-Friendly Experience

Your target B2B audience isn’t a bunch of boomers and generation Xers. Like it or not, you need to meet the needs of millennials and Generation Z.

As of 2015, Think with Google reported that 46% of all buyers were between the ages of 18 and 34. For B2B marketers, this means creating a user-centric experience with plenty of personalization.

Your buyers go home and workout with their fitness devices, order food through UberEATS, and binge endless streams of customized content on Netflix. Their expectations for these hyper-personalized algorithms don’t change when they come into work the next day.

Think with Google also recently reported that B2Bs spend between two and three hours each day researching brands on their mobile devices. Mobile activity influences roughly 40% of B2B revenue every year.

If that wasn’t enough, by next year, 70% of all B2B searches will take place on mobile devices.

If you want to improve your B2B conversion rate, it’s critical to create a mobile-friendly experience from start to finish. In other words, everything needs to be optimized for mobile from your web pages and blog down to your lead magnets and emails.

Source: Think with Google

7 Secrets to Improving Your B2B Conversion Rate

Now you know that improving your visitors’ mobile experience is critical to boosting your B2B conversion rate – but how can you put this into practical action?

Here are a few tips to start bringing your B2B marketing strategy and website into 2020.

1. Get Rid of Forms

Forms are holding you back. No one opens a blog post, sees a form and thinks “Oh great, I can’t wait to give another website my information just to read an article.”

The truth is, there’s absolutely no way to optimize forms for mobile devices – no matter how much you tweak your layout, change the order, and update fields – because it’s still a form.

Forms are clunky and they get in the way of leads consuming your content. Instead, give your visitors a sample of your content and ask them to provide an email address if they’d like to read the rest.

Source: Hushly

2. Create an Adaptive Content Hub

An adaptive content hub with content bingeing features can satisfy your buyer’s expectation for a Netflix-like experience and ultimately boost your B2B conversion rate.

When you get rid of forms, people will spend more time reading your content and educating themselves about your company.

Use an adaptive content hub to put all of your content together in one place:

  • Ebooks
  • Podcasts
  • Tutorials
  • Case studies
  • White papers
  • Videos

3. Give Away Your Best Content

You spend so much time and money creating amazing in-depth content for your visitors – why are you hiding it behind a form?

Instead, include your best content in your adaptive content hub.

Research shows that 78% of buyers consume between three and five pieces of content before talking to a sales team. Putting your best content on display is important for demonstrating the value of your company and the services you can provide.

4. Let Leads Nurture Themselves

The idea of self-nurturing follows into the points above.

You want to offer your visitors an experience that allows them to educate themselves about your company, industry, and the services you provide.

When you incorporate self-nurturing landing pages into your website, your B2B conversion rate will jump because leads will be further along in the sales funnel before they even reach out to your team.

5. Incorporate AI

AI and algorithms are the only way to make these features work.

When a visitor arrives at your website, an algorithm will monitor the types of content they consume in the content hub and continue offering them similar content.

Yes, AI can sound scary but it’s essential today if you want to provide the type of experience that your visitors expect.

6. Create the Content Your Audience Wants to Read

According to LinkedIn research, B2Bs aren’t out there reading white papers – 49% of them consume video during the buying process while 65% say they find podcasts valuable for learning about a brand.

It’s up to you to do your research and find out what type of content they want from you. If your B2B conversion rate is low, it may be because you’re not creating the right kind of content.

7. Only Collect High-Quality Leads

At Hushly, we use human verification to make sure our clients only receive the highest quality leads.

Collecting email addresses from everyone who visits your website doesn’t just waste resources and send you down rabbit holes, it also throws off your data.

Accurate data is at the heart of every successful personalization campaign. Sadly, over 60% of businesses say their data is either not current or correct. Using correct data to drive your personalized campaigns like email or LinkedIn retargeting is sure to make your B2B conversion rate jump.

Ditch Forms and Watch Your Leads Grow

We promise – you won’t miss forms, and neither will your leads. Getting rid of forms in favor of self-nurturing landing pages won’t only reduce your bounce rate, but it will also skyrocket your lead conversions by at least 51%.

When people aren’t bombarded with clunky forms, they’ll spend more time consuming your awesome content and educating themselves about how you can help them. When they’ve decided you’re a good fit, they’ll sign up.

See what it’s like to build a database of high-quality leads. Learn more about optimizing your lead magnets for conversions.