Why (and How) B2Bs Absolutely Need to Protect Web Forms from Spam

Protect Web Forms from Spam

Bots are everywhere.

How many times have you seen “hello, thank you for this very informative article on this topic I will continue reading your blogs on this topic” in a WordPress comment section?

Unfortunately, bots do a lot more damage than just padding comment sections with generic spam.

In your forms, spam can throw off your personalization strategy and cost your business money.

Here’s how to protect web forms from spam in the first place – and even break your reliance on outdated forms entirely.

Why You Need to Protect Web Forms from Spam

Chances are, as your website stands now, your lead magnet forms are your best asset for collecting information about your visitors and creating personalized content like email campaigns and retargeting ads.

When bots enter the picture, they can do a lot more damage than people realize.

Since bots make up about 38% of all internet traffic, this is a very real threat.

It’s Screwing Up Your Personalization Strategy

AI tools, segmentation, lead routing, retargeting ads, triggered email campaigns – all these personalization strategies rely on data to learn about your visitors and adapt.

Bot traffic can significantly throw off your data, especially if the bots are well-disguised enough to fill out your forms and mimic human mouse movement.

Not to mention, not all spam information comes from bots. Plenty of real humans may fill out your forms to access gated content but since they don’t work in B2B, they’re not part of your target audience.

It’s Tedious Removing Incorrect Data

Frankly, spam and bots waste time.

When spam or low-quality leads come in through your lead magnet forms, you must spend time verifying the data and cross-referencing accounts yourself.

You could also pay for third-party bot protection and verification services – but wouldn’t you rather avoid it in the first place?

It’s Wasting Your Time and Money

Time is money and vice versa.

Time and money spent sorting through poor data to improve your segmentation and personalization strategies are time and money taken away from other marketing resources.

For example, your retargeting ads will convert much better and drive more revenue without spam information weighing you down.

It’s much more efficient when you can protect web forms from spam and keep your data healthy from the beginning.

How to Protect Web Forms from Spam

Use these tips to protect web forms from spam so you only deal with high-quality data on bona fide business leads.

Use a CAPTCHA

CAPTCHAs – sequences of letters and numbers from a photo you type into a box – are good for keeping spam out of your inbox. Unfortunately, they can also frustrate leads and genuine visitors as well. Some are impossible to read, and many people don’t care to listen to the sequence.

Include a Test Question

If you work on a WordPress site, you may have had to fill out a simple math equation to enter the admin side of the site. A simple question like this prevents brute force hacking attempts and can protect web forms from spam. Again, this additional question can be a nuisance for genuine leads.

Use a Third-Party Service

You can also simply pay to make your bot data and spam go away. Third-party services are available to sort through your data, remove bots, and shield your lead magnets from spam.

Include an HTML Honeypot Question Strictly for Bots

Using HTML, you can include a special question that only bots will see and fill out. If “someone” answers the question, you’ll know they’re a bot and you can simply remove the data from your system.

Employ Session Cookies

Cookies are also effective for preventing direct traffic to forms – which typically comes from bots. However, if someone bookmarks your landing page, they’ll also get flagged as spam.

Use IP Information to Block Spammers

If the same IP address filled out your form 20 times, it’s safe to say that’s a bot. Keep an eye on this type of traffic and purge the data from your system.

Forms are Holding You Back

Honestly, forms are outdated.

Yes, you read that right. Consider these fast facts:

  • By 2020, 70% of all business searches will take place on mobile devices.
  • Mobile traffic influences 40% of all B2B revenue in leading organizations.
  • 65% of businesses will consider switching vendors if a company does not supply a personalized experience.

What do these facts have to do with forms? Simple: forms aren’t mobile-friendly. No matter how much time you spend optimizing them, they’re still clunky forms that no one wants to fill out on their phone.

Plus, leads like to educate themselves at their own pace. By gating your content behind an annoying form, you’re holding back your lead generation capabilities.

Protect Web Forms from Spam

Source: Think with Google

Alternatives to Forms Every B2B Should Consider

Break your reliance on forms with the following strategies that allow leads to self-nurture.

Plus, you’ll be able to protect your web forms from bots because you’ll only be collecting verified leads from real humans with business email addresses.

It’s a win-win! Except for the bots – they lose.

  • Self-nurturing landing pages: Let your leads consume ungated content at their own pace. Give them a sample and let them give you their business email address to download the rest.
  • Content bingeing: Apps like Amazon and Spotify have made buyers expect the same endless curation from every website they visit – even your B2B website.
  • Adaptive content hubs: Using data-driven AI technology, you can create a content hub that hand-selects personalized content for known leads and anonymous visitors based on information they’ve already read.

Start Generating More Leads Today

Hushly can help you generate 51% more lead conversions and break your reliance on forms in one fell swoop! Forms aren’t mobile-friendly but adaptive content hubs are. Let your leads nurture themselves and submit an email when they’re ready.

We also use special tools and human verification through LinkedIn data to make sure your email submissions not only come from a real human but a bona fide business address.

Take our demo for a spin and see what a life without forms can be like!

What is Interactive Marketing? Does Every B2B REALLY Need It?

What is Interactive Marketing?

If you didn’t have enough B2B marketing buzzwords to worry about, get ready for one more: interactive marketing.

What is interactive marketing exactly?

Well, you’re already familiar with interactive elements thanks to B2C apps, websites, and software you use every day.

Amazon, Facebook, Ali Express, and YouTube have all nailed down AI-driven interactive experiences.

Think these types of features don’t cut the mustard in B2B?

Big mistake. 65% of businesses expect a personalized experience like the one they’ve come to expect from B2C apps and if B2Bs don’t deliver it, they’ll consider switching vendors.

Here’s what interactive marketing means in a B2B context, why it matters, and how to incorporate it into your marketing strategy.

What is Interactive Marketing?

Generally speaking, interactive marketing uses AI learning to create a personalized experience for every visitor – whether they’re a lead in your system or anonymous visitor.

Imagine that you visit the Amazon home page, but you’ve forgotten to log in.

Amazon will show you several interactive widgets and carousels filled with different product categories. Once you start searching for products or clicking on product pages, Amazon’s AI technology will remember your preferences and continue showing you related products (“customers ultimately purchased” and “customers who bought this also bought”).

At this point, you suddenly realize you forgot to log in. Once you log in, the Amazon homepage looks completely different because its algorithm can use information about your account’s past searches and purchases to suggest products instead of your anonymous IP address.

You see this same algorithm and interactive technology on just about every website in the B2C sector today because it’s an experience that customers expect.

What is Interactive Marketing for B2Bs?

Your buyers’ expectations for interactive and personalized algorithms don’t vanish once they get to work.

The likes of Amazon and Spotify have created lofty expectations for personally curated content and B2Bs that don’t live up to these expectations will get left behind.

On average, an estimated 7 team members are involved in business decisions. For B2B marketers, interactive content can help you provide personalization on an individual level to buyers at every influence level.

It removes the guesswork because AI technology adapts based on behavior and other data sources to supply each visitor with related content.

What is Interactive Marketing Good For?

Now that you understand what interactive marketing means for B2Bs, what is interactive marketing good for? What are the benefits? Well, there are quite a few.

Generating More Leads

Your target audience is probably much younger than you expect.

In 2015, Think with Google reported that about half of all B2B buyers were millennials – up 19% from 2012. If the trend continued, that means about 65% of your potential leads today are under 40 years old.

Interactive content allows you to supply the same experience they enjoy everywhere else online.

Plus, when someone arrives at your website, you have no idea what their role is in the buying process. Interactive content removes that problem by providing relevant content to everyone.

Allowing Leads to Self-Nurture at Their Own Pace

Leads of all ages consume at least three pieces of content from a vendor before deciding to pick up the phone, write an email, or follow up with a potential sale.

Does your lead like videos, podcasts, eBooks, whitepapers, or blogs? Interactive content allows leads to educate themselves at their own pace with the type of content they prefer.

Conversion Rate Optimization

The design experts at Nielsen-Norman say that B2B websites need to appeal to both “choosers” and “users.”

In other words, your website needs to take the experience of both leads and current clients into consideration. Interactive content shows that you genuinely care about a person’s digital experience on your website and you’re not just trying to close a sale.

Eliminating Forms

According to Think with Google, 70% of all business searches will happen on mobile devices by 2020.

Responsive design is a necessity that is obvious but if you haven’t ditched clunky forms, your website still isn’t mobile-friendly.

Interactive content collects data silently and allows leads to self-nurture. Leads supply bare-minimum contact information when they’re ready so you can get rid of forms for good.

Think with Google Responsive Design

Source: Think with Google

Lower Marketing Costs

Interactive marketing does most of the work for you. You’ll spend less time sifting through forms, making phone calls to answer questions, and verifying leads because AI technology takes care of the leg work.

How to Use Personalized Interactive Marketing in Your B2B Marketing Strategy

What is interactive marketing like in action? You have several options for incorporating AI-driven interactive elements into your website to reap the full range of benefits above.

  • High-quality personalized content: To give your AI technology some information to work with, you need to start by creating high-quality personalized content for different segments of your audience such as various stages of influence at a company and each stage of the sales funnel.
  • Adaptive content hubs and resource centers: Put all your best content together in one place and let AI decide which topics and types to show your visitors and leads based on their preferences. EBooks, white papers, podcasts, case studies – make it easy for leads to find exactly what they need in one location.
  • Content bingeing: Get rid of dead-end landing pages for good. Give your visitors an endless stream of high-quality and relevant content so they can decide how much time to spend on your website educating themselves.
Interactive Marketing

Source: Sage Intacct

Create an Individualized Interactive Experience and Generate More Leads Now

Hushly makes it easy to create a personalized interactive experience for every visitor – both anonymous and known – through adaptive AI-driven interactive content.

Features like adaptive resource centers, content bingeing, and human lead verification can help you generate 51% more leads, close more sales, and ditch forms for good. In short, you can provide the experience your buyers expect at every stage of the sales funnel.

Give Hushly a try today. You’ll only pay for each verified lead and never for our software alone. See it in action now!

What is Intent Data? Why You Need Information to Fuel Your B2B Strategy

What is Intent Data?

“What are your intentions with my daughter?”

As a sitcom joke, this line is obviously outdated – but think about it from a B2B marketing perspective.

“What are your intentions with my website?”

When someone visits your website, wouldn’t it be great to know exactly why they’re there?

Specifically, wouldn’t you love to know which leads are ready to buy – right now?

According to Marketing Profs, companies with an account-based marketing strategy generate 208% more revenue than those that don’t – but you need the right kind of data to deliver successful results.

If you’re wondering “what is intent data,” that’s the gist of it: understanding why someone has visited your website. Here’s why it’s important and how you can use it to fuel your B2B marketing strategy

What is Intent Data?

Using information about a visitor’s online behavior, intent data tells you their stage of the sales funnel.

Think about how you conduct online searches and how Google guides your search:

  1. You type “sore knee after running” into Google and browse some of the links.
  2. After learning about common running-related knee conditions, you type the letter R into the search bar and Google prompts you to finish a search for “runner’s knee.”
  3. You return to the search bar and type “il” and Google assumes you’re typing “iliotibial band syndrome.”
  4. After learning about IT band syndrome, you go back to the search bar and type “IT band” and Google already knows that you’re looking for “IT band syndrome treatments.”

From here, you can see why this prior search history and other information like age and gender may be useful for a physical therapy office. They can understand your intention – that you’re seeking treatment from running-associated knee pain – while running PPC ads and providing personalized content on their website.

However, that’s B2C. What is intent data in a B2B context?

Topic Data

Intent data involves two components: behavioral data and context.

When someone visits your website, you may not think you know much about them, but other websites do. Using topic data, you can figure out:

  • Which website they visited before arriving at yours.
  • How long they spent reading about specific topics.
  • Which other topics they’ve recently researched.

Context Data

Context data supplies background to your behavioral data which may include:

  • The company a visitor works for.
  • How long they’ve worked there.
  • A visitor’s job role and buying power.

It’s easy to see how combining behavioral and context data can help you identify a lead’s stage – and role – in the buying cycle.

Where Does Intent Data Come From?

Intent data can either be anonymous or known. It can come from either first-party sources (your website and lead magnets) or third-party sources (other websites, social media, other email lists, and other websites’ lead forms).

  • Anonymous Intent Data: You have an IP address and other information based on it (like Google search history and company name) but not a name or face.
  • Known Intent Data: You know more personal details about a visitor based on information from sources like forms.

Why is Intent Data Important?

Intent data sounds cool, but why does it matter? Is it worth the time and effort?

Yes. Here’s why.

It’s Useful for Personalization

65% of businesses say they’d have no problem switching vendors if a company does not provide personalized content.

That’s a lot of lost revenue. 

With intent data, you can gain a better understanding of your leads and website visitors so you can create personalized content for leads at every stage of the buying cycle.

It’s Hyper-Relevant

Intent data doesn’t just give you information about website visitors – it puts that data into context.

Context is especially useful when the time comes to run personalized email campaigns and retargeting ads on social media.

It Saves You Time and Money

You’ll know which leads are ready to buy, which aren’t quite decision-makers, and which are just browsing so you’ll be able to laser focus your marketing efforts.

Every dollar will stretch much farther when you know the buyer intent of each lead.

It’s More Accurate than Predictive Analytics

Predictive analytics are useful, but they’re often delayed. Intent data is based on real-time behavior and information so it’s the most correct and up-to-date data available.

What is Intent Data Useful For?

Here are a few ways you can incorporate intent data into your overall B2B personalization strategy.

Creating Effective Account-Based Marketing Strategies

If you’re only targeting senior-level executives, you’re missing out.

According to research from Think with Google, while 64% of senior execs have the final say, non-C suite members still have a massive influence in the buying process.

Intent data can help you identify how much influence each visitor has, which role they play, where they’re at in the buying stage, and which other competitors they’ve researched.

What is Intent Data?

Source: Think with Google

Personalize Your Website’s Experience for Everyone

With features from Hushly like content bingeing, adaptive content hubs, and self-nurturing landing pages, you can use intent data to personalize content – even for anonymous visitors.

Filtering Your Audience List by Engagement

Since intent data happens in real-time, you’ll be able to score leads more effectively and offer them the most relevant content at any given moment.

Running Successful Retargeting Campaigns

Retargeting ads through email marketing and social media can play an extremely useful role in your B2B marketing strategy, but if it’s not hyper-personalized, it won’t deliver results you want. Intent data can optimize your retargeting game.

Improve Your Personalization Strategy Now

Hushly can help you create a personalized experience for every website visitor. Using data-driven technology, you can create adaptive content hubs and self-nurturing landing pages with content bingeing features that allow your leads to educate themselves at their own pace – perfect for account-based marketing.

Best of all, Hushly uses human verification to make sure all of your leads are not only real people but also real B2B buyers by cross-referencing LinkedIn information. You only pay us for real leads, not using the platform. Check out the demo now!

Every B2B Lead Generation Marketing Template Needs Personalization

Lead Generation Marketing Plan Template

Now’s an exciting time to be a B2B marketer.

B2C has already had its moment with personalized entertainment and shopping experiences for everything from meal kit delivery to pharmaceuticals.

We probably won’t see any more groundbreaking technology emerge from B2C for a while.

B2B, however, is ripe for innovation and new strategies.

Long gone are the days of cold calls and in-person meetings.

That’s not to say that face-to-face business is obsolete, but it’s far from the only way to reach your prospects.

Automation and data collection make it easy to reach your leads with personalized content at every stage of the sales funnel.

Sadly, many B2Bs lag their B2C colleagues in terms of putting these technologies into effective use.

As you develop a B2B lead generation marketing plan template, it’s crucial to include some personalization tactics. Your business needs it and your target audience expects it.

Why Does Your B2B Lead Generation Marketing Plan Template Need Personalization?

Your buyers expect a personalized experience.

Companies like Amazon and Facebook have set the stage for hyper-personalized curated content on an individual scale. You may think that doesn’t apply to B2B websites and marketing – but it definitely does.

Your buyers and target audience know personalization technology exists because it’s available in every consumer app on their phone. Their expectations don’t change once they get to work Monday morning.

73% of buyers say they want the same personalized experience that B2Cs supply and half say businesses are not meeting expectations. Meanwhile, 30% of B2B companies say they’re dabbling in personalization strategies

That leaves a huge gap with countless companies not supplying the type of experience their buyers look for.

Personalization and automation aren’t going anywhere. They’re more important in B2B today more than ever.

With your B2B lead generation marketing plan template, personalization can help you understand your leads and how to address their problems.

6 Personalization Strategies to Use in Your B2B Lead Generation Marketing Plan Template

Personalization involves much more than just using your lead’s first name in an email and creating retargeting ads. Use some of the strategies below to stay ahead of your competitors and meet buyer expectations.

1. Multi-Tier Segmentation

In B2B, your segments change a bit compared to B2C.

You could segment your audience based on which company a lead works for, their job role and salary level, how long they’ve worked for the company, their buying influence, and location (to nail down the best time of day).

However, you should also note how your leads like to consume content. Do they want video, blogs, podcasts, eBooks, email, or something else? For example, 49% of B2Bs watch videos during the buying process while 64% listen to podcasts and 76% enjoy infographics.

2. Drive Data from Personalized Content

Data can make or break your personalized lead generation marketing plan template.

For AI tools to learn anything about your audience and provide them with personalized content, it needs to consume data – and a lot of data.

You could start by creating personalized in-depth blog posts for different segments of your audience. From there, your AI tool would watch the visitors of those posts, take notes of which other pieces of content they visit, and continue learning about their behavior to provide similar content.

The more information you collect on leads, the more you can improve your AI personalization strategy for all potential prospects.

3. Adaptive Resource Centers

Here’s where you start putting AI learning and your hyper-personalized lead generation marketing plan template into action.

Think about all the valuable content you’ve created as part of your marketing strategy. Now imagine putting it all in one place where leads and current clients can access it.

With a resource center, you can divide your content into categories like eBooks, case studies, reports, and tutorials. However, instead of simply putting it together, you’d use AI-driven technology to adapt new selections for each visitor based on their unique data.

Here’s what an adaptive resource center looks like in action:

Adapted Resource Center

Source: Sage Intacct

4. Automated Content Bingeing

Selecting the types of content each visitor will like is just one part of the process.

You also must meet their expectation for endless streams of content that companies like Netflix provide.

Make no mistake, your buyers will appreciate removing dead-end landing pages. 78% of buyers say they consume at least three pieces of content from a vendor. Content bingeing allows your leads to self-nurture and educate themselves at their own pace.

By the time they’ve decided to provide their email address or reach out to you with questions, they’ll already have a solid idea of your company’s products or services and they’ll be further along in the sales funnel.

5. Triggered Email Journeys

Based on where your lead gave you their email address, you can create unique email campaigns that introduce them to your brand and how you can help.

Triggered campaigns go out at specific times based on actions a subscriber takes. Did they listen to a podcast about a specific topic? Send an automated email.

You’ll always be one step ahead.

6. Intelligent Retargeting

Retargeting is important through channels like email and LinkedIn but without personalized data, it’s not effective.

If you’re sending the same LinkedIn ad to everyone who ever visited a page on your website, that’s not personalized retargeting. Instead, use features like matched audiences to choose specific ULRs a lead visited to personalize your ads.

Take B2B Personalization to the Next Level

Hushly is specially designed to provide personalization on an individual scale using data you already have about your visitors and leads.

Through tools like content bingeing, adaptive content hubs, thorough lead verification, and more, you can reach your leads on a personal level and help them self-nurture. Not only will you generate more leads, but your leads will be much higher quality and further along in the buying cycle by the time they supply their email address.

Want to learn more about the benefits of using personalization in your B2B lead generation marketing plan template? We have an eBook for that! Check out the 5 Personalization Strategies that Dominate B2B and learn why they’re important.

8 Secrets to Nail an Awesome LinkedIn Retargeting Strategy

LinkedIn retargeting

You hear a lot about integrated marketing campaigns, buyer journeys, and personalization these days, but how can B2B marketers use these strategies to deliver actual results?

In other words, how can you drive more conversions and bottom-line revenue through LinkedIn retargeting?

No one enjoys spending money on social media advertising – but honestly, it’s necessary to connect with your leads at every stage of the sales funnel.

Although easy, it’s intimidating dabbling in the social media campaign creator tools if you’re not an expert.

You want to stretch each dollar as far as possible. To do that, you need to create personalized retargeting campaigns for your leads on LinkedIn. Here’s how to do it.

Why Use LinkedIn for Retargeting?

You want to create a seamless experience for your leads across all your marketing channels.

Here’s why LinkedIn is your best choice for retargeting as a B2B.

In other words, LinkedIn retargeting is valuable because it’s where your audience spends their time online.

Not only that, but LinkedIn unveiled exciting new audience insights and personalized promotion features recently so it’s easy to reach your leads at every stage of the funnel with relevant (and non-intrusive) content.

8 Secrets to Create a Great LinkedIn Retargeting Strategy

To make the most of your LinkedIn retargeting, you need to keep a few things in mind as you create your campaigns. The tips below can help you create the most personalized retargeting strategy possible.

1. Insert the Right Piece of Code into Your Website

First things first—you need to set up the code LinkedIn supplies so you can successfully retarget leads on their platform.

The LinkedIn insights tag is a simple piece of lightweight code that you’ll attach to a part of your theme code (usually the header or footer).

With this code, LinkedIn will be able to grab information about people who view specific pages on your website so it can reach them on your platform with targeted ads.

2. Create Audiences to Target Based on Your Personalized Audience Segments

Now we’re getting to the fun part.

Head over to the Campaign Manager and click on “create audience.” From there, you’ll click on “create matched audience” where you’ll be able to reach people who visited your website.

LinkedIn allows you to choose URLs so you can target the people on LinkedIn who visited that unique URL.

Do you see where we’re going with this?

After checking out some of your top-performing URLs on Google Analytics, create different audiences for LinkedIn based on the URLs. You could name a campaign for each segment based on either the stage of the sales funnel, job role, or needs.

LinkedIn Retargeting

Source: LinkedIn

3. Design Account-Based Marketing Campaigns for LinkedIn Retargeting

LinkedIn also makes it easy to run account-based marketing retargeting campaigns.

Just head back to the Matched Audiences section and create an audience. LinkedIn gives you the possibility to upload lists of company names so you can run campaigns that specifically target employees of that company.

From there, you can develop personalized ABM campaigns using other data through the Campaign Manager.

LinkedIn Retargeting

Source: LinkedIn

4. Target Specific Funnel Stages with Email Contacts

Head over to matched audiences again and upload a list of your email contacts.

Once you do that, you can create personalized campaigns to target your leads based on their stages of the sales funnel and engagement levels.

For example, let’s say you ran an onboarding campaign and your leads opened the emails but didn’t convert, you would create unique campaigns that encourage them to keep engaging with your content.

5. Create Unique Landing Pages and Authoritative Content for Personalized Campaigns

Creating LinkedIn retargeting campaigns is great, but you also need to create personalized landing pages for your campaigns so that your audience has a seamless experience.

Use features like content bingeing to avoid dead ends. Content bingeing is designed to provide visitors with a personalized (and endless) experience, like Netflix or Facebook, so leads can educate themselves at their own pace.

6. Make Sure Your Landing Pages are Mobile-Friendly

Think with Google says that at least half of all business searches take place on mobile devices. By 2020, Google expects that number to increase to 70%.

Responsive design is critical, but you should also consider ditching forms to make your landing pages truly mobile-friendly.

If someone has taken the effort to click on your link from LinkedIn, the last thing you want to do is annoy them with forms. Let’s be honest—no one likes forms.

7. Aim to Develop a Seamless Experience Across All Marketing Channels

People have come to expect a seamless experience across email, websites, and social media.

As you design your LinkedIn retargeting campaigns, start with a fresh calendar and record specific information about your audiences like funnel stage, job role, company, and interests.

8. Check Your LinkedIn Retargeting Results and Adapt

Just as with any marketing campaign, you’ll want to nail down some KPIs before you launch your retargeting campaigns on LinkedIn so you can watch the progress and improve for the future.

Of course, conversions are ideal but that won’t always be the most realistic goal for B2B retargeting.

Set up unique goals based on the sales funnel stage of each lead. For some, your goal may be engagement and building trust like reading a few blog posts.

Start Generating More Leads Today

LinkedIn audience matching and personalized campaigns are great for helping you nurture leads through other channels – but what happens when they’re on your website?

Hushly software helps you create mobile-friendly lead magnets by removing annoying forms through features like content bingeing, self-nurturing landing pages, and adaptive content hubs.

In other words, you can use data you’ve already collected on your audience to create a personalized experience for each lead without bothering them with forms.

Hushly can help you generate 51% more lead conversions and vet lead quality. Take it for a test drive now and see how it works!

Should You Rely on a Gated Landing Page? Everything You Need to Know

hushly ungated conversions

Should You Rely on a Gated Landing Page? Everything You Need to Know…

From a B2B marketing perspective, gating a landing page is the only choice that makes sense, right?

You don’t want website visitors to slip through the cracks and get lost forever in the massive internet void like an interesting Facebook post after your newsfeed refreshes.

You want to collect email addresses and follow up with leads.

The truth is, however, if all your content sits behind a form, there’s a good chance that you also struggle with massive data problems (both massive problems and problems with massive amounts of data).

60% of businesses say that their data is unreliable and 40% of their leads have bad data.

That’s what happens when you require an email address from everyone that steps foot into your website.

So, what’s a B2B marketer to do? Is a gated landing page the answer? It’s not that simple. Let’s weigh the pros and cons.

Pros of Choosing a Gated Landing Page

Keep in mind that gated content doesn’t exist in a void. It’s a part of your general strategy.

Here are the top benefits of choosing a gated landing page to connect with leads.

It Increases the Value of Your Content

When you put content behind a form, people tend to assume that the information must be valuable and thus, your brand value increases.

In our society, everything has a price including necessities like water and food. As a result, when you give something away for free, the perceived value drops.

It Helps You Collect Vital Information About Your Audience for Segmentation

Once a visitor converts into a lead, you want to offer them highly personalized content.

By gating your content, you can figure out which lead magnet sparked their interest enough to hand over their email address.

You can also learn more information about them through your form. Data like this is important for creating segmented email campaigns which can deliver 760% more revenue than generic campaigns.

It’s Easier to Track Your Marketing Strategy Performance

Gating your content can help you nail down your target audience and KPIs and track the success of your lead magnets and overall marketing strategy.

If people aren’t filling out the form to access your content, you know the problem isn’t the content copy itself.

You can also use a gated landing page to run vital A/B tests on specific elements.

Cons of Choosing a Gated Landing Page

A gated landing page isn’t without its own massive drawbacks.

You Risk Giving Your Leads “Form Rage” from an Unfriendly Mobile Experience

Do you like filling out forms on your phone? Well, your B2Bs don’t either.

According to Google, 70% of all business searches will come from mobile devices by 2020 with buyers spending an average of three hours each day on their phone.

You’ll Suffer from Bogus Data or Data Overload

Not only do 40% of leads supply poor data, but 65% of job titles and functions change every year.

Gating all your content puts you at risk for collecting fake email addresses, collecting more data than you can effectively use, and wasting resources on “leads” who aren’t even part of your target audience.

It Interferes with Your Sales Funnel

Adding a form – no matter how optimized for user experience – creates room for problems to arise.

Anything that interferes with your sales funnel is no good and forms are at the top of the list (especially for mobile users).

Think with Google

Source: Think with Google

Pros of Choosing Ungated Content

If the downsides to choosing a fully gated landing page strategy have turned you off on the idea, you may be wondering if completely unhindered content is the answer. Let’s weigh the benefits and cons.

Completely ungated content is the right choice for many industries, but what about B2Bs in your industry?

It Helps You Create a Seamless User Experience:

Google says that mobile searches influence 40% of all B2B revenue. Even if you’re not in the e-commerce biz, decision-makers are conducting research from their smartphone.

Dropping forms from that gated landing page is the best thing to do if you want to create a mobile-friendly experience and start the relationship with a good first impression.

Ungated Content is Useful for Brand Awareness and Engagement

Do you like sharing gated content on your social media accounts?

For many people, it can feel kind of dirty – like sharing clickbait or blatant promotional material.

Keeping your content barrier-free means that more people will share it, and you’ll get more website traffic.

Your Leads Can Nurture Themselves (and Speed Up the Buying Cycle)

When potential leads have unlimited access to your content, they can educate themselves at their own pace in a process called self-nurturing.

By the time they decide to contact you or supply their email address, they’re further along in the sales funnel.

Cons of Choosing Ungated Content

Completely ungated content is a scary thought for many B2Bs – and for good reason.

Barrier-Free Content Makes It Difficult to Track and Test Your Strategy

Is your marketing strategy working or are you missing out on valuable leads? Hard to tell. Your options for A/B testing are also limited because you won’t have much information to compare with your results.

You’ll Lack Information About Your Leads

Without any form, you’re at the mercy of Google Analytics or third-party software to tell you who’s visiting your website.

When a lead gives you their email address, you won’t know which topic sparked their interest enough to want more content.

Ungated Content Leads are Often Lower Quality

If anyone can access your content, you won’t know which leads and visitors are serious buyers so your retargeting campaigns on social media will suffer.

On the other hand, you may also fail to collect vital information from the most qualified leads.

So, What’s the Right Choice for Generating High Quality Leads?

Hushly can help you strike the perfect balance between an ungated and gated landing page. With features like content bingeing, self-nurturing landing pages, and lead verification systems, you can skyrocket leads by 51% almost instantly and ensure that you’re only collecting the highest quality leads.

Want to learn more about the halfway point between gated and ungated content? Check out the Hushly eBook here.

Why Do B2Bs Need Self-Nurturing Landing Pages to Turbocharge Leads?

How do you spend your free time away from work?

If you’re like most people, you enjoy watching your favorite Netflix or Hulu shows, listening to your favorite curated Spotify playlists, scrolling through Facebook, and shopping through your favorite app.

Top apps like these all have one key feature in common: endless streams of personalized content.

I’m willing to bet that when you visit a new website, you feel frustrated if it doesn’t live up to the UX and personalization standards set by tech giants like Amazon, Ali Express, and Facebook – even if you don’t realize it.

Well, your B2B buyers feel the same way about your website.

According to the latest research, 62% of businesses will consider switching vendors if a brand doesn’t even try to personalize its communication.

Self-nurturing landing pages are the answer to generating more (and higher quality) leads while meeting buyer expectations.

Why Your Form is Outdated

According to research from Google, 50% of B2Bs conduct searches from their smartphone with the average buyer spending an average of three hours each day on their mobile device.

By next year, this figure will skyrocket to over 70%.

self-nurturing

Source: Google

Your website might be optimized for mobile browsing with a responsive design, but what about your lead magnets and landing pages?

If you’re nodding your head “yes” but still using forms, your website isn’t completely mobile-friendly. Let’s get real: no one likes filling out forms—least of all B2B buyers on their phones. It’s just not a fun experience.

Sure, if there’s an emergency like time-sensitive concert tickets or event registrations, you’ll race through the form – but that’s the exception to the rule.

I promise that no B2B buyer is arriving at your eBook, report, or authoritative blog post and thinking “Awesome! I’m so glad I can give another company my email address, job title, and name just to access this piece of content!”

Forms are holding you back. Self-nurturing landing pages are the future.

Self-Nurturing Landing Pages: Your Roadmap to Generating Leads

Ditching forms needs to be part of a broader personalization strategy.

By implementing the following strategies, you can generate not only more leads but higher quality ones.

Boosting access to your content means that people won’t hand over their email address unless they’re 100% confident that they genuinely want to stay in contact with you.

Personalize Their Route Based on Weather Conditions

B2B marketers across the board say they struggle to leverage data across multiple sources.

That’s really the first step to creating a personalized self-nurturing strategy: getting your data in order.

With Hushly, for example, we can personalize content as soon as someone visits your website based on data from various sources. By showing them the best topics and types of content, they’ll stay on your website longer which instantly improves your brand awareness.

Let’s say a buyer visits your website and based on data from other sources, we can tell that they work for an NGO. Your website would then continue showing them similar content that other NGO workers may find interesting, for example.

Drop Dead Ends with Content Bingeing

When someone gets to the end of your eBook or case study, what happens?

If it just ends without other personalized content offerings, you need a new solution. Self-nurturing content bingeing features can help you clean up dead-end landing pages.

Why is this important?

B2B decision-makers like to educate themselves at their own pace and 78% say they consume at least three pieces of relevant authoritative content before committing to a vendor.

Are you allowing buyers to consume content at their leisure – or rationing it?

Put yourself in their shoes: would you rather browse and research an endless stream of relevant content or read one blog post, sign up for a mailing list, and receive content stretched out over an email sequence?

Probably the former.

self-nurturing

Source: Hushly

Supply a Few Route Options – But Avoid Roundabouts of Endless Choices

Roundabouts can help keep traffic flowing but when a city first constructs one, people initially hate it.

Why? Because it supplies too many options and drivers don’t know how to use it.

How would you feel if Netflix or Facebook started showing you random topics that you’ve never expressed interest in? You’d get angry. You may even take a screenshot and share your frustration with friends.

Choices are good. Too many choices aren’t.

By properly categorizing content and employing data-driven personalization tactics, you can create a mini-Netflix on your own B2B website.

Get Them Off the Expressway at the Perfect Time

The average office worker receives 121 emails every day.

The last thing your buyers want is more newsletters in their inbox that they know they’ll unsubscribe from later or just never open.

People don’t mind handing over their email address, but they need to be in control. Let your content speak for itself and let buyers give you their contact information when they’re comfortable.

Instead of using popups, use widgets and other tools that aren’t intrusive and don’t get in the way of accessing most of the content.

Skip the Toll Roads (Fully Gated Content with Forms)

If you haven’t noticed, forms are not enjoyable experiences on mobile devices – yes, even with Google’s autofill feature.

When you do attempt to ask for an email from your self-nurturing landing page, make sure you’re sticking with the bare necessities. At Hushly, we recommend only asking for an email address and country location – that’s it.

You wouldn’t tell personal info to someone you just met on a dating app, right? Let your buyers get to know you a bit before asking for more information.

Generate More (and Higher Quality) Leads Now

Beyond the strategies above, it’s also important to thoroughly vet your leads. Eliminating forms means that you’ll already deal with less fake email addresses, but human verification is also important to prevent non-business emails from slipping through.

Hushly can help you increase your lead conversions by 51% – guaranteed. See it in action now!

5 Reasons You Need a B2B Adaptive Content Hub to Nurture Leads

hushly content hub

You spend a lot of time and energy developing high-quality content to educate, inform, and guide your leads towards conversion.

The B2B buying process is notoriously long and requires a lot of time and effort — shouldn’t your website do most of the work?

Sure, emails and following up are both relevant, but an adaptive content hub can literally educate visitors and make money by letting leads self-nurture while you sleep.

What Is an Adaptive Content Hub?

Think about all the in-depth content you create to deploy throughout your lead nurturing process: eBooks, whitepapers, tutorials, case studies, industry news, authority blog posts, podcasts, videos, social posts.

Now, imagine you have all of that information in one convenient, well-organized, and user-friendly location on your website where visitors and leads can educate themselves and binge on personalized content.

Amazon’s Alexa, for example, offers a marketing resource center filled with valuable information about content marketing, SEO, and other relevant topics.

How Can an Adaptive Content Hub Help You Nurture Leads?

When you use an adaptive content hub to its full potential, your leads can nurture themselves with personalized content streams and personalized content tracks.

1. It Provides Social Proof

Your adaptive content hub is a great place to highlight detailed case studies. After all, 41% of businesses say that evaluating case studies is an integral part of their buying process.

With so much at stake, buyers need to know they’re making the right choice. They need to see other people – just like them – using your product and seeing a benefit.

With personalization you can increase that engagement and content consumption by offering relevant content to those visitors based on their intent signal, industry, vertical, size of company, etc. Leave the guess work of hunting around for content they like and start offering what they want.

Even if you don’t have a detailed case study with all the bells and whistles typed out for each example, you can still provide a list of brands that work with you and offer some quick stats, features, benefits or graphs.

2. An Adaptive Content Hub Can Help You Connect with Leads

If you have a sizable audience and client base, your content hub could include a forum or message board for leads and current clients to connect.

WordPress is an excellent example. Their comprehensive support forums make it easy to contact plugin or theme developers and communicate with other end-users to solve problems in the most convenient way possible. Plus, everything is extremely well-organized by topic.

You can also use a content hub to connect with leads who ask questions or have problems. Include a live chat or a single field for a business email where visitors can submit request for demos, etc.

3. It Offers an Incentive for Leads to Convert

An adaptive content hub is a valuable asset to potential buyers in itself.

First, it provides a solution. Leads can get relevant information up front at every stage whether they are doing research or at the point of making a decision. More often than not they want to get this information without having to talk to someone or send an email. Your adaptive content hub can solve most of their problems.

However, it also shows leads that you understand who they are by providing personalized content results. Keeping not only your brand and products more relevant to them but showing that you understand them.

Look at Sage Intacct, for example. The Sage Intacct Adaptive Content Hub provides templates and how to guides for small business, enterprise companies and has personalized content streams that offer personalized content based on where a visitor is coming from such as a non-profit, software company, etc. Everything from ebooks, guides, video’s are all there and can be dynamically rendered based on who you are.

4. It Demonstrates Your Brand’s Authority

A resource center takes time, energy, and knowledge to create. Today’s web visitors don’t want a static resource center they want adaptive content hubs that can adapt to who they are and what they care about. When you start presenting value to your visitors it shows that you’re genuinely invested in an industry as well as your lead’s success.

With eBooks, PDF files, and other in-depth content, you can really start to throw your knowledge and thought leadership potential around.

Taking the time to develop a user-friendly adaptive content hubs sends a message that you’re highly educated and capable of solving your lead’s problems.

5. An Adaptive Content Hub Keeps Visitors on Your Website

When you stumble across a brand’s content hub that interests you, it’s pretty exciting. You could literally spend hours reading and bingeing on content if the subject interests you enough.

Providing a wide-range of highly-personalized content will keep visitors on your website. Not only that, but it will encourage leads to return to your website for more information.

Connect with Your Leads on a New Level

To develop an adaptive content hub, you’ll want to gain a comprehensive understanding of your audience segments and personas. Start compiling resources based on data you’ve collected like problems your clients face, unique features of your service, and anything else you think people would find useful.

Personalization is the key behind all content marketing – including your adaptive content hub – learn how Hushly can help skyrocket your conversions by 51% with the power of personalization.

4 Organizing Techniques to Leverage Marketing Data Analysis

hushly blog

It’s a problem that marketers are all too familiar with—keeping massive amounts of data organized.

You already have to manage data on countless people that you’ve collected from multiple sources. How can you leverage your personalization effort to its full potential if you don’t stay organized?

A few marketing data analysis strategies can help you stay organized, keep your leads’ data safe, and personalize the experience of every lead.

Why Keep Your Data Organized?

Keeping your stored data organized isn’t just crucial for marketing data analysis purposes; it’s the right thing to do. Here’s why it’s good for your brand, leads, and clients.

It’s Good for Building and Maintaining Trust

96% of people across all generations value data privacy. Remember that your leads are still human – ever email address is attached to a real person who cares about how their data is stored and used.

Good data organization keeps your leads’ information safe, which helps build trust in your brand and avoid security mishaps.

It Keeps Your Company Compliant

With B2B marketing and data analysis, the line starts to blur between personal and business data. Technology grows at a rapid rate, and privacy laws are typically passed retroactively.

It’s much easier to stay GDPR-compliant and prepared for any significant legislative changes in the countries you operate if you keep your data organized.

It Helps You Create Personalized Content

Finally, good data organization hygiene helps you use your data to its full potential. When you store data across multiple platforms, it’s difficult to cross-reference that information and create the most personalized content.

Did a lead visit your website this week? Click your email links? Engage with your company on social media? Keeping your data organized helps you understand your leads’ behavior in real-time or as close to real-time as you can get.

4 Techniques to Leverage Your Marketing Data Analysis

Much of your data organization strategy will depend on your specific audiences, company, and other unique factors. However, you can follow the tips below to get started.

1. Consider “Smart” Solutions Like Airtable

Yes, Excel is a wonderful tool. However, every marketer should at least familiarize themselves with Airtable as well.

Airtable offers a “smarter” solution because it’s specifically designed for content and digital marketing, rather than financial spreadsheets.

With Airtable, you can create interactive and customizable spreadsheets. Their templates are designed for specific types of content like blog posts, tags, and keywords, too. Plus, the platform is collaboration-friendly and integrates well with all of your favorite marketing and social media platforms.

2. Create a Private API (Or Take Advantage of the Ones Available)

If you have an experienced programmer at your disposal, it may be worthwhile to create a private API. By developing your company’s own private API, you can easily integrate your data across multiple platforms.

If not, that’s fine. You can still take advantage of public APIs available through your current marketing tools and social media networks. Google Analytics is a great place to get started.

Bonus: Depending on the product or service you provide, you could later open a public API to encourage people to use your platform, too.

3. Nail Down Your Key Performance Indicators

If you manage large amounts of data, you probably feel overwhelmed. Narrow your concentration down to KPIs and move the rest of your data somewhere else.

Focusing on one or two specific metrics like conversion rates and website visits will give you a great starting point to browse other data, identify trends, and make decisions.

4. Segment Your Data

You can also organize your data based on information you know about your leads.

  • Location, time zone, and language
  • Job titles and buying power
  • Company size
  • Stage of the buying process
  • Engagement
  • Traffic source
  • Favorite social media accounts

Segmenting your leads will help you stay laser-focused when you create content. These groups are a great starting place for improving personalization before branching into behavioral data.

Make the Most of Your Marketing Data Analysis

Collecting data is one thing. Using it to its full potential is another. If you aren’t creating personalized content to nurture your leads, you’re not taking full advantage of all the data at your disposal.

The truth is, all people expect personalized content in 2019. 65% of businesses say that if a brand doesn’t personalize communication and content, they’ll look for a competitor. Hushly can help you use personalization to skyrocket your conversions by 51% and improve lead quality by 59%.

Learn how our insights and marketing data analysis can help you make informed marketing decisions and integrate your campaigns for maximum results!

4 Bulletproof B2B Lead Generation Ideas to Prepare for 2020

Yes, there are still a few months left in 2019, but it’s always a good idea to stay ahead of the game, right?

The truth is, the B2B marketing landscape is changing at a rapid pace. Your B2B leads and clients expect high-level personalization in email, social media, and on your website.

You’ve already segmented your email list, and you’re using data to create personalized content across multiple channels – what else is left to do?

Well, quite a bit! Even if you can’t implement all of them right away, keep these lead generation ideas on your mind as you tweak and build your marketing strategy.

4 Fresh Lead Generation Ideas to Prepare for 2020

Your B2B prospects and clients are exposed to personalized and automated content everywhere they go online. From Facebook to Amazon, everything is personalized just for them.

Even if your competitors aren’t employing high-level personalization tactics, you still should.

Data shows that 75% of all businesses expect brands to anticipate their needs and offer relevant suggestions going into 2020. Once you incorporate personalization into the lead generation ideas below, the sky is the limit.

1. Virtual Reality

Go ahead and laugh. Airbus, Siemens, and GE definitely aren’t laughing – they’ve all incorporated some kind of virtual reality into their marketing strategies.

Amazon has already started including virtual reality in its B2C product pages. You hold your phone’s camera at an empty space, and Amazon’s app will position that organizer you’re browsing directly onto your desk.

The trick here is for B2B marketers not to decide whether or not they’ll use virtual reality (because at some point, it will be the new normal) but how. Without cutting-edge design, user consideration, and comprehensive testing, virtual reality can go tacky or wrong in the blink of an eye – and that’s not how you want leads to remember you.

2. Content Bingeing

Your B2B leads aren’t businesses personified. They’re real humans who go home and binge episodes of Stranger Things on Netflix.

No, they probably won’t spend four hours bingeing your content – but they might. Wouldn’t it be nice to give them at least the option?

With content bingeing, you can do exactly that. People don’t have short attention spans. They spend plenty of time consuming interesting content when it’s in front of them. Media outlets like Vice understand content bingeing and have introduced indefinite scroll features on their landing pages.

Content bingeing allows your leads to educate themselves and self-nurture at their own pace. Yes, following up with email campaigns is essential, but with the right technology, your website can do a lot of the work for you.

3. Dabble in B2C Exposure

If your leads and clients sell to consumers, it’s in your best interest to educate yourself on their market.

One recent study shows that by fully engaging with end-market consumers, B2Bs can improve innovation and develop partnerships as opposed to vendor relationships with their B2B clients who sell to consumers.

The trick here is to do so in a way that doesn’t encroach on your B2B’s space in the market and create competition. How B2Bs approach this strategy would look different between every business.

Take this plant-based food startup, for example. Perfect Day recently launched a line of dairy-free ice cream, but after it runs out, they’re not selling anymore. Instead, they’re using this ice cream to market their dairy-free formula to businesses.

4. Video (Including Personalized Video)

Think B2Bs don’t watch videos? Think again. 49% of buyers watch videos as part of their buying process, and most of them watch a single video for at least 5 minutes.

In other words, marketers should start creating longer videos and more of them.

However, creating videos isn’t enough (it’s 2020, after all). You also need to create personalized videos.

Now, maybe you don’t have the budget or technology to include personal names or get that specific yet. You can, however, create videos for buyers of different job roles.

Since several people of varying roles are involved in the buying process, it only makes sense to create personalized content for each group.

Start Generating More High-Quality Leads Today

Lead generation ideas can help boost numbers, but you also want to focus on quality. Take steps like human verification to ensure that all of the emails you collect are for real people.

Avoid including gated content or including too many forms on your website if you want to capture high-quality leads and avoid abandonment at the same time.

Hushly can help you skyrocket conversions by 51%! Take our Content Bingeing feature for a spin.