Your Ultimate Checklist for Reducing B2B Website Abandonment

Your buyers spend most of their journey researching independently without ever contacting your sales team.

In fact, your buyers spend 27% of the process researching online resources like your website.

Your website is your most valuable asset for:

  • Building authority as an expert in your industry
  • Earning the trust of your target audience
  • Allowing leads to self-nurture
  • Explaining why you’re the best choice over competitors

For your website to do its job, people need to stick around and consume your content.

That’s why reducing your website abandonment is key.

Most abandonment problems stem from your website experience. Your website experience must be optimized to offer the most relevant content instantly without friction.

Use these tips to keep people on your website longer.

What is a Good Bounce Rate?

It depends. Some sources say B2Bs should shoot for a 40% to 60% bounce rate but it all depends on your individual pages and their purpose.

Some landing pages are intended to have high bounce rates. For example, the goal is for someone to sign up for an email list or download something and leave. High abandonment rates in these pages are fine.

Your content, however, should tell a different story.

If your content is engaging, useful, and relevant, people should almost never bounce.

Why Does Your Website Retention Rate Matter?

Your website retention rate tells you how many people return to your website week-over-week or month-over-month.

A high website retention rate is a good sign that your content is engaging and relevant. It’s also a great sign that your website provides an overall user experience your visitors enjoy.

It’s smart to monitor both website retention rates and bounce rates as you evaluate the effectiveness of your website experience.

Don’t necessarily shoot for a specific number. Rather, aim for improvement compared to your current statistics.

6 Steps to Reduce Your B2B Website Abandonment and Improve Engagement

Use the tips below to create an awesome user experience and effectively reduce website abandonment.

1. Remove Intrusive Lead Forms to Reduce Website Abandonment

If all your content is hidden behind a form, people can’t stick around to read it.

Most B2Bs use long lead forms to collect contact details but the reality is that quality leads are more likely to abandon your website than fill out the form.

Instead, offer your visitors a few hundred words of each piece of content. Gating all content all but guarantees over 90% abandonment rates.

Visitors will feel compelled to stick around and read your content until they see something interesting enough to provide their email address for downloading.

2. Add an AI Engine for Personalized Recommendations

We all know apps like Facebook and Netflix are addicting. These apps use our behavior and the behavior of millions of other users to provide personalized recommendations for a totally unique experience.

Plus, these apps are interactive. They just beg to be tapped, clicked, and shared.

Your site should supply a similar experience if you want to reduce website abandonment – and the numbers show it. 58% of buyers say they’re likely to spend between five and 20 minutes consuming content if you offer it in an interactive format.

An AI engine is easy to add to your website – no coding knowledge needed – yet can instantly boost content engagement by 280%.

3. Don’t Leave Landing Page Visitors Hanging

If visitors get to the bottom of your landing page and don’t find your CTA relevant enough to take action, they’ll abandon your website.

Instead, swap out your traditional landing pages for self-nurturing options. A self-nurturing landing page offers personalized recommendations at the bottom of your content.

We’ve found that 37% of all leads come from content recommendations, so personalization is key. Artificial intelligence tools will take information from the current landing page and suggest the next best article to nudge leads down the funnel.

4. Speed Up Your Website to Reduce Abandonment

Speed is everything. If your website takes longer than three seconds to load, visitors will hit the back button instantly.

Tools like Pingdom can help you identify your current website speed and find issues you can address instantly. Large images, Google Ads, certain plugins, heavy themes, and poor coding can all drag down your website speed.

When it comes to load times, every little bit helps. Installing a compression plugin or speed optimizer can help you clean up problems.

Speeding up your website is a quick way to reduce website abandonment right away.

5. Offer Personalized ABM Landing Pages

In addition to self-nurturing landing pages, AI can also help you offer a completely personalized experience for each account.

It’s not as tedious or challenging as you might think.

Start by breaking your audience up into segments by industry and vertical. Next, look for key accounts who you think deserve their own individual pages.

Using a template, create individual landing pages for each account or cluster. Include personalized logos, branding, content, and pricing.

People are more likely to stay on your website and return when they receive the most relevant content possible.

6. Have a Backup Strategy to Reduce Website Abandonment

Finally, you should always have a plan in place to keep people on your website when they attempt to leave your page.

Most B2Bs use lead forms but these aren’t the most effective options.

Nobody wants to fill out a form and provide personal information as they’re trying to exit your page. Instead, give people a reason to stay on your page – personalized content.

When people hover their mouse away from your site, use a pop-up powered by AI to suggest content within their vertical, preferences, and stage of the sales funnel.


Reduce Website Abandonment and Improve Website Engagement Instantly

AI-driven tools offer some of the best solutions for reducing website abandonment. Instead of static pages and generic content, AI lets you provide hyper-personalized and interactive content recommendations.

Hushly AI is user-friendly and easy to implement without any coding knowledge. B2Bs trust Hushly’s technology for personalized ABM landing pages, minimalist lead forms, Netflix-style content hubs, and more!

Learn how artificial intelligence can help you increase website content engagement by 280%!

How to Research a Target Market for Engaging Content

No matter how amazing your product is, no matter how perfect a company fits with your brand, buyers won’t sign onto your brand without effective content.

Buyers consume 13 pieces of your content on average throughout the journey from both your website and third-party entities.

They don’t want advertisements. They need content like case studies, tutorials, and reviews to help them understand who you are and what you offer.

When you provide helpful content, amazing things happen.

Buyers are 2.8x more likely to report purchase ease and 3x more likely to close higher deals with less regret.

Comprehensive research is vital for understanding your buyers on a deeper level so you can create the content they need. Your goal is to create content they didn’t even realize they needed until they found you. That’s how you win.

Here’s how to research your target market so you can create that winning content.

What is Target Market Research for Content?

Target market research in this context involves a deep understanding of who your buyers are.

Through target market research, you create comprehensive buyer personas based on segment firmographics or individual accounts.

By building these profiles, you can map out things like:

  • Which company they work for
  • What problems they face each day
  • Their biggest fears
  • Their competition
  • Their company’s market share and outlook
  • Their industry’s current events, wins, and challenges
  • Media outlets they frequent
  • Who they trust for advice
  • Who they turn to for inspiration
  • What types of software they’re already using

You should walk away from market research feeling like you thoroughly understand your target audience – like they’re a friendly colleague or coworker.

Why is a Target Market Research Strategy So Important?

Generic and irrelevant content is everywhere.

57% of buyers say most of the content companies give them is totally useless and 60% end up seeking content from other sources.

What do buyers want?

There are only a few constants as to what constitutes quality content for buyers. Buyers want:

  • Concise, digestible content – especially multimedia like video and podcasts
  • Content by industry experts, trustworthy names they recognize, and credible sources
  • Content about peers who share their pain points – like case studies and reviews

Otherwise, it depends. Each target market segment – and even each company – is unique. That’s why target market research is essential for getting inside your audience’s head and meeting them halfway via content.

How to Research Your Target Market for Content Marketing

Remember that target market research is an ongoing process.

Every day, new issues, competitors, solutions, and ideas arise. Use the tips below to develop a long-term sustainable target market strategy so you’re constantly tapped into your audience.

Change Your Lead Form Strategy

Target market research is easiest when you know who your existing audience is.

Lengthy and intrusive lead forms drive away quality leads while encouraging other visitors to submit fake information just to access your content.

Plus, 70% of all B2B searches happen on mobile devices. Forms asking for firmographic data are never mobile friendly – no matter how much you optimize them.

Instead, switch to micro smart forms.

You’ll give visitors a hefty sample of content and ask for only a business email and country to access the rest. Smart forms will fill in the rest of your firmographic data while vetting each lead for quality. Lead quality increases by 59% with this strategy.

Clean Your Lead Database and Draw Conclusions from Your Existing Audience

The sad reality is that most businesses are working with bad intel.

Every time an incorrect piece of data enters your system, it skews your marketing strategies and sales efforts.

It’s easiest to use your existing audience as a starting point for researching others in your target market. You already have experience in certain segments – why not keep the momentum going?

First, however, you need to clean up your database so you can draw useful conclusions and find new markets to target.

Segment Your Firmographics and Accounts

Once your existing database is clean and accurate, divide your audience up into smaller segments based on firmographic data like industry, vertical, market share, job roles, and anything else relevant.

You might also further divide your audience by company for an account-based marketing strategy.

By now, you can start developing detailed profiles on your existing target audience so you can branch out into new markets and accounts.

Elevate Your Social Selling

Most brands could stand to approach social selling differently.

Do more listening/reading and less speaking. If you feel compelled to speak, ask a question. You’ll learn much more about your audience this way.

Lurking in relevant Facebook groups, LinkedIn groups, and subreddits is an incredibly effective way to stay tapped into your target audience’s industry while exploring new verticals and markets.

Reddit’s r/InformationTechnology subreddit, for example, is pretty active and contains people of all stripes interested in IT:


Send Surveys for Target Market Research

Sometimes, the best way to conduct target market research is just to ask your audience what’s on their mind. If it was good enough to spark the most popular social network, it’s good enough for the rest of us too.

Start with some self-administered research through your email list or contacts. Next, consider partnering with a research company for more detailed and relevant information.

Check Your Email Analytics and Google Analytics

Your email analytics and website traffic can tell you plenty about your target market if you know how to listen.

Who’s clicking links through your email? What qualities do they share? What companies do they belong to?

Your website traffic – where is it coming from? What blogs link to you? Which social platforms do your visitors use to find you? What keywords are people searching to find you?

These all offer excellent starting points for learning more about your target market.

Accelerate Your Insights and Content with AI

Artificial intelligence tools can help you gain more insight from your audience while improving lead quality and your entire content experience.

Hushly AI offers a wide range of AI-driven tools like adaptive content hubs, dynamic ABM campaigns, smart micro lead forms, self-nurturing landing pages, and much more.

Check out the Hushly resource center for our latest case studies and to see our user-friendly technology in action.

8 Must-Haves for Your Cybersecurity Content Marketing Strategy

As an industry, cybersecurity demands exponential trust to win leads and accounts.

Picking the wrong cybersecurity vendor doesn’t just set businesses back some money. Shady cybersecurity can put a business’s data and wellbeing at risk.

Your content is your best chance to prove your authority and form connections with your leads.

Even though 60% of businesses lack a cybersecurity strategy and hacks happen daily, most businesses just don’t consider cybersecurity a priority.

It’s your job as a marketer to prioritize demand generation through effective cybersecurity content marketing. Here’s how.

8 Essential Elements of Every Successful Cybersecurity Content Marketing Strategy

Your cybersecurity content marketing must accomplish a few goals:

  • Establish your brand as an authority or thought leader in the cybersecurity space.
  • Make your audience aware of the risk they face by neglecting cybersecurity.
  • Educate your audience about the latest news in the cybersecurity industry.
  • Explain why your company is the best choice for cybersecurity tools/services.
  • Resonate with specific audience segments on a deep level.

Use the strategies below to create cybersecurity marketing material that connects with your readers to establish demand and build brand recognition.

1. Authority and Expertise

No one wants to entrust their business’s security with a brand they don’t recognize. It’s no surprise that Cisco accounts for 55% of the cybersecurity market share.

But Cisco is losing ground. Just a few years ago, the tech giant held 68% of the market. Today, smaller companies like Hushly client Check Point are closing in.

Your cybersecurity marketing material must clearly explain who you are, what you do, and why anyone should trust you. Your content should show that you’re at the forefront of data protection and cybersecurity research as well.

Don’t rattle off the same stats and tips you find everywhere. Make the reader’s time worthwhile.

2. Urgency Without Fear

According to Cyber Readiness Institute’s 2020 report, only half of the companies surveyed provided staff with adequate cybersecurity tools for remote work. Meanwhile, 64% of those targeted by attackers are small businesses. Cyberattacks cost businesses over $200,000 million on average, obviously putting many out of business.

With so many in need of cybersecurity, you’d think you have an open-and-shut case. Not so.

No one, especially small businesses and government agencies, thinks cyberattacks will happen to them – until they’re attacked.

Your job as a marketer is to boost urgency throughout your cybersecurity content marketing without fearmongering. Nobody wants to feel bullied into buying security.

Instead, focus on highlighting the objective reality – and randomness – of devastating attacks and offering genuine solutions.

3. Well-Researched Personas

You can’t create effective content if you don’t know who your audience is. With so many companies in need of cybersecurity, it’s smart to narrow down your target audience.

Start by considering the industries you’ve already established experience. Next, consider some specific verticals. Finally, think about an account-based marketing strategy to target individual companies or organizations.

You’ll have much more luck resonating with specific audiences because you can laser focus on their unique problems.

4. Personalized Recommendations

A personalized content experience helps your audience find the most relevant piece of content on your website no matter their industry, vertical, or account.

Artificial intelligence engines function similar to Netflix or Spotify. Once a visitor starts browsing your content, the algorithm kicks in and studies their behavior. By comparing their behavior to thousands of previous visitors, the AI engine offers content recommendations to gently guide leads down the funnel.

Check Point uses the Hushly AI engine for their content resource center:

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Check Point

5. Relevant Case Studies

Buyers consume an average of 13 pieces of content during the sales journey. 60% say they want to see case study material like product success stories.

Choose case studies that reflect your target audience. For example, you might pick other companies in their vertical or even their competitors for your case studies.

This will show that you have experience handling their unique cybersecurity needs, establish demand, and help them compare your services to others.

6. Personalized Landing Pages

Each organization’s cybersecurity needs vary widely. A small SaaS business has vastly different needs than a state government agency.

Dynamic landing pages let you tailor your content and offers for each visitor’s unique situation.

Fortunately, AI technology today makes it easy to design customizable landing pages for either individual accounts or vertical clusters.

Create landing pages with unique branding and logos, industry news, relevant content and research, and custom pricing. Don’t even wait for leads to contact you about personalized pricing. Use dynamic landing pages to let them know right away so visitors can share the details with stakeholders.

7. Current Events Stories

No B2B industry is in the news quite as often as cybersecurity. You have a unique opportunity for fresh content ideas daily.

Set up a curated RSS feed on hacks, ransomware attacks, and other cybersecurity news to check internally each day. Try to write about the most relevant stories as they happen and keep your audience updated.

Not only will these stories help establish demand, but they’ll also show that you’re on top of the latest cybersecurity news.

8. Peer Reviews and Testimonials

After case studies, peer reviews and testimonials are vital for establishing authority and trust. 91% of people read reviews before making a purchase and you can bet B2B cybersecurity buyers are no different.

Reviews and testimonials work because they’re coming from objective third parties – not your marketing department.

Ask your best clients to leave reviews on top sites like Trustpilot, Google, and Facebook so their testimonials appear as your leads run general searches about your company.

You might consider enlisting the help of your best clients as influencers in their market segment as well.

Personalize Your Cybersecurity Content Marketing with AI

You need a personalized web experience to help visitors find the most relevant pieces of content every time. Instead of digging through your blog for relevant content, visitors receive a completely unique experience based on their behavior.

AI can help you optimize every point of contact across your website – from dynamic landing pages and exit intent to content hubs and lead forms.

Find out why cybersecurity leaders Check Point trust Hushly with their personalization needs.

9 B2B Online Marketing Courses to Win at AI and Machine Learning

Artificial intelligence and machine learning weren’t on the agenda in most marketing courses ten or even five years ago.

Nevertheless, AI and machine learning are nearly standard practice these days as part of your business and marketing strategies.

Whether you’re a sales rep, CMO, CEO, manager, or marketer, it’s worthwhile to spend some time learning about how AI works and how you can apply it to your general activities.

Coding AI engines and machine learning systems might seem complicated but using them definitely isn’t. Tools like Hushly are specifically designed to be user-friendly with no need for coding knowledge.

These AI and machine learning courses are perfect for developing the knowledge you need for B2B online marketing applications.

9 B2B Online Marketing Courses to Help You Understand AI and Machine Learning

Below you’ll find a handful of affordable online courses from Google AI, Coursera, and Udemy. Each course is a cost-effective way for C-level employees, marketers, and sales staff to boost their AI understanding without investing in a serious degree.

1. AI Foundations for Everyone

IBM’s AI Foundations for Everyone is a three-course specialization designed to give anyone a better understanding of basic AI and machine learning. This specialization is designed for beginners with no background in technology, so it’s perfect for B2Bs and marketers.

Students learn terminology, use cases, and coding-free applications in three courses:

  • Intro to AI
  • Getting Started with AI
  • Building AI Chatbots without Coding

The whole specialization takes about three months to complete if you devote two hours each week and costs $39 per month.

2. Introduction to Artificial Intelligence

Introduction to AI is the first course in IBM’s three-course specialization mentioned in the bullet above. However, this course deserves its own attention because it’s brief, generalized, and accessible to everyone.

Like all courses in the specialization, Introduction to AI requires no IT, engineering, coding, programming, or tech experience.

Students learn the basics of AI and machine learning through four modules:

  • What is AI? Definitions and examples
  • Basic AI concepts, terminology, and applications
  • Ethics surrounding the impact of AI on jobs, society, and biases
  • The future of AI and putting use cases into action.

You can finish this course in a single day or eight hours.

3. Google AI Education

As a company on the forefront of AI and machine learning technology, Google offers a wide range of courses, games, interactive content, podcasts, and more.

You can sort resources by your background or experience level. Some resources and courses are specifically designed for business decisionmakers and “curious cats” as Google calls them.

Some courses specifically focus on preparing and managing data for machine learning applications which is especially useful for B2B online marketing.

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Google AI

4. Machine Learning for All

The University of London sponsors this exciting course on AI for beginners.

Creators designed this course for people without backgrounds in mathematics, coding, or engineering. There’s no intro to Python or other types of coding either.

Once finished, you’ll understand how modern machine learning technology works, the importance of high-quality data, and AI’s impact on society.

The course takes 22 hours to complete and charges a flat rate of $49.

5. Machine Learning and Reinforcement Learning for Finance

Anyone in the finance industry might be interested in Machine Learning and Reinforcement Learning for Finance from NYU.

This specialization dives into the basics of using artificial intelligence and ML for stock and options trading. Students can take four courses in succession or each as a standalone to broaden their knowledge of machine learning in finance.

As an intermediate course, only those with a beginner’s background in algebra, programming, and statistics should sign up. 

6. Artificial Intelligence for Business

This course on Udemy is for anyone with a basic high school math education and minimal knowledge in Python.

Students learn about a wide range of use cases of AI and machine learning in business such as optimizing internal processes, increasing efficiency, implementation, and more.

It takes about 15 hours to complete the entire course – perfect for a long weekend.

7. Artificial Intelligence in Digital Marketing

This course is specifically designed for anyone with at least a minimal background in digital marketing, so it’s perfect for B2B online marketing applications. Specifically, content marketers will benefit from this course.

Students learn various ways to incorporate AI into their digital marketing through tactics like content creation, augmented reality, apps, lead generation, influencer marketing, analytics, and more.

As a primer, the entire course only takes less than five hours to complete so you can walk away with practical knowledge in as little as an afternoon.

8. Artificial Intelligence and Machine Learning for Business

Billed as the “ultimate” AI and machine learning course for CXOs, managers, and leaders, this course requires no knowledge of programming or AI – just some managerial experience.

You’ll learn practical applications of AI with use cases like human resources, sales, marketing, supply chain management, and more. Individual modules break down AI in various verticals like e-commerce, banking, healthcare, and communications.

As an intro course, students also learn AI and machine learning terminology, limitations, and common programs for creating AI among other important basics.

Although jam-packed with resources, this Udemy course takes less than six hours to complete.

9. Introduction to Artificial Intelligence for Managers

While designed for business managers and not coders, students should have a basic understanding of algorithms and high school mathematics.

This course dives into the technical details of AI and associated machine learning algorithms.

You’ll walk away from the course with an understanding of where to apply AI in your business, what types of algorithms you’ll need, essential programs to use, and potentially what tools you’ll need or who you’ll need to hire.

For the hands-on project, you’ll design and implement a cancer-detecting AI system through Python.

The entire course takes less than two hours to finish and explains coding line-by-line so only minimal knowledge is required.

User-Friendly AI-Driven Marketing Tools Designed for You

Hushly makes it easy for anyone to use artificial intelligence and machine learning in B2B online marketing regardless of their knowledge. Our user-friendly interface lets you personalize your website experience for different segments, accounts, or individuals.

Take your B2B online marketing to the next level with Hushly AI tools.

7 Steps to Personalize Your ABM Landing Pages

If you’re like most B2B marketers, you’re still getting the hang of account-based marketing.

Although 92% of marketers say they have an ABM campaign in place, about two-thirds adopted their ABM only within the past five years.

In other words, if your campaign isn’t delivering the results you expect, hold tight and optimize – don’t give up.

ABM landing pages are a critical component of every strategy and they require effective personalization. Without proper personalization, your account-based landing pages are just generic industry-specific pages at best.

Instead, focus on the unique needs and expectations of each account to create dynamic landing pages that deliver results. Account-specific dynamic landing pages are easier to create and more accessible than you might think – they’re not just for enterprise companies like Microsoft anymore.

Personalize Your ABM Landing Pages in 7 Steps

Technology makes it easy to create effective landing pages for every account – or hyper-relevant pages for each industry if that’s what you need.

It all starts with research. You can’t personalize each page if you don’t know what your accounts/segments need from you. Use these tips to build your landing page strategy.

1. Segment Your Accounts by Industry or Firmographic

First, you must break your accounts up into clusters to identify patterns and choose relevant content for each landing page.

Industry or firmographic details each offer a great starting point. Next, consider the unique pain points each segment might face.

Take the details you’ve gathered so far and use it to build your account personas. Consider creating a unique persona profile for each job role at certain accounts, if applicable.

This might take quite some time if you manage hundreds or thousands of accounts, but personas are one of the most important aspects of creating a personalized landing page experience.

2. Create Relevant Content for Each Cluster

Once you know who your accounts are on a deeper level, you’ll need to create relevant and valuable content for them.

When an account arrives at your website seeking answers and guidance, what exactly would they need from you at that moment?

Avoid fluffy content just to flex your brand’s chops. 57% of buyers say most of the content they receive is completely useless – a figure that increases every year.

Always keep your buyers in mind. Every piece of content should empower them and ease the burden of the buying process.

3. Nail Down Personalized Offers and Value Props for Each ABM Landing Page

We all love to feel appreciated. Your buyers are no different.

Each account’s landing page should be filled with unique value propositions to demonstrate how your product/service applies to their specific reality.

Likewise, each account’s unique landing page should have its own relevant promotions and offers.

69% of buyers say personalized offers help them drive more value from your product/service and over half are even willing to pay more for specially tailored pricing.

Make sure visitors know that your offers are personalized just for them on each ABM landing page. Show them how you arrived at each offer, why, and what they each include.

4. Assign a Specific Sales Associate or Representative

Adding a human element to online business is tough.

On one hand, buyers want to research alone without bombardment from sales teams. On the other hand, however, they’d still like to know a human from your company is available for questions and custom requests.

It’s smart to assign a specific associate to each account. Create a little profile blurb for your sales rep along with a photo of them.

Each of your ABM campaign landing pages will include the account’s assigned sales rep so they know who to contact via live chat, email, or phone.

5. Develop the Personalized ABM Landing Page Layout

Each account’s landing page should follow the same basic layout but with customized content.

Make sure each landing page follows a nice flow and guides the visitor towards action. Get in their head and consider what they’d need from each page – like a mini resource center.

Start with a custom logo and banner for their company. Run a Google search for their brand guidelines to ensure you’re using their logo properly.

Next, include some relevant pieces of content. An AI engine can grab your best content for each visitor’s industry, pain points, or even specific account. Product comparisons and case studies are some of the best materials here.

Finally, include your personalized offers.

6. Use a Special ABM Landing Page Tool for Dynamic Personalization

Technology makes it easy to create dynamic personalized ABM landing pages. Hushly’s ABM campaign tool starts as a template you can customize with branding, content, offers, and more.

The AI technology seamlessly identifies which account each visitor belongs to and offers the personalized version of their landing page.

Instead of reverse IP, which isn’t always accurate, the Hushly technology uses contact details and other parameters. This ensures that you’re offering the most accurate landing page. There would be nothing worse than showing someone from Amazon the landing page for Walmart.

7. Pick an Appropriate Call to Action

It’s smart to offer your accounts multiple CTAs. Not everyone is ready to buy every time they land on your website.

Instead, let them take action in several ways. Offer lead magnet downloads, unique resources, calculators and tools, app downloads, upsells/cross-sells, etc. Brainstorm ideas that could help your accounts throughout the buying process and post-conversion.

Offering your visitors several CTAs shows that you’re not just out to land a sale – you genuinely care about their needs and experience.

Use a Personalization Tool Specifically Designed for ABM Campaigns and Landing Pages

At Hushly, we make it easy for you to create hyper-personalized dynamic landing pages for each of your key accounts.

Our ABM landing page tool offers comprehensive templates you can customize with each account’s logo, branding, relevant content, and unique offers. You’re totally in control.

Once someone arrives at your landing page, our sophisticated technology identifies their account and provides the most relevant landing page possible.

Start creating your own dynamic personalized ABM landing pages now!

9 Lead Generation Tips for Cybersecurity Companies

Cybersecurity experts now’s your time to shine.

COVID-19 restrictions have forced businesses around the world to accelerate their digital transformations.

In many ways, businesses had to transform their operations in ways they’d never anticipated – like switching to remote work.

For many industries, remote business poses a huge security risk. Unregistered devices, email communication, remote logins, payment processing – almost every interaction poses a security risk.

One in five companies didn’t prioritize cybersecurity improvement during the pandemic either. Many paid a hefty price for it, too, because attacks have increased by 56%.

As a cybersecurity company, you have a huge opportunity to make your case and carve a niche in your market.

However, cybersecurity lead generation isn’t easy. You already face stiff competition in a market that’s tough to maneuver. Use these strategies and tips to solidify your online presence and build trust.

9 Strategies and Tips for Improving Cybersecurity Lead Generation and Quality

Cybersecurity lead generation hinges on establishing trust. Organizations already tend to neglect cybersecurity because they don’t believe it’s necessary until an attack strikes. Companies need to know you have their best interests in mind and aren’t just out to take their money.

1. It’s All About Demand Generation

Frankly, businesses don’t think they need cybersecurity. It’s no surprise that almost a third of IT professionals say their organization neglects proper safeguards.

Before even thinking of cybersecurity lead generation, focus on demand, and prospecting.

You have a unique opportunity in that cybersecurity is a frequent news topic. Every day you could run a Google search and find a news story about a cyberattack, ransomware, or malware to boost demand generation.

News stories covering attacks, what went wrong, the exploited loopholes, and solutions are perfect for your blog. Organize them by vertical or industry to encourage engagement.

2. Put a Heavy Emphasis on Educating Leads and Prospects

70% of IT workers say hackers have changed their tactics since the pandemic hit. Pandemic or not, hackers change their tactics all the time.

Leads and prospects need educational and engaging content.

Once you boost demand with current events and news stories, create cybersecurity lead generation content that heavily focuses on solutions. Give away your knowledge. Let organizations know what they can do to improve their security and prevent attacks.

3. Find Ways to Set Your Business Apart in Your Cyber Security Marketing Campaigns

Cybersecurity is a pretty saturated market, and new companies arise every day. Even if you’re capable of providing security services and software to every industry, you shouldn’t market to everyone.

Marketing to every sector forces you to create general content. Two-thirds of B2B buyers say companies give them way too much generic and useless content already.

Instead, analyze your competition and see which industries they target. Look for a few low-competition verticals to dive head-first into blogs, eBooks, videos, and other marketing content. This will help you develop your own cybersecurity target market.

4. Develop an Account-Based Marketing Strategy

Once you decide on a few key industries or verticals, you could take it a step further by implementing an account-based marketing strategy.

Try to figure out which security companies your target accounts already use and what you could do to win them over.

5. Case Studies are Your Best Friend

Relevancy is key in cybersecurity marketing material. Buyers need to read content that makes them think, “Hey, that could be me.” Case studies make your content hit close to home.

While you shouldn’t capitalize on a client’s hack to drive fear in your audience, you can clearly explain which loopholes hackers exploited (or could have exploited) and how your security products solved it.

6. Video and Multimedia are a Must

Cybersecurity isn’t always the most thrilling industry. However, it does offer a ton of potential.

Videos are necessary for boosting engagement and lead generation in your cybersecurity marketing material.

Get creative. Cisco ran a successful storytelling video marketing campaign that felt more like a Netflix series than a cybersecurity marketing campaign.

7. Build Connections with Email Marketing

Of course, social media is important too, but email offers the intimacy cybersecurity lead generation requires.

Personalized and conversational email marketing campaigns help you build a personal connection with your prospects and leads. Alert subscribers when a new hack occurs and what happened – especially if it’s in their industry.

The WordFence security plugin, for example, sends email updates explaining what happened during the latest attack and how to stay safe.

8. Digital Events and Webinars are Your Secret Weapon

Most buyers can’t convince their higherups to buy your product right away, but they might have more tools to do some convincing after a webinar.

Cybersecurity is a perfect industry for webinars because you have the expertise that can truly benefit people. People can participate in your digital event and use your tips or risk assessments right away. They’ll also walk away knowing their security limitations without signing up for your service.

9. Transparency is Key

Most people expect marketers to bend the truth. They might accept it for things like email marketing or sales, but they certainly won’t for cybersecurity.

“If they’re lying about this, what else could they be lying about?”

Transparency is critical. Don’t try to hide your flaws or limitations – make leads aware of them as needed and explain what you do when mistakes happen.

Power Your Cybersecurity Lead Generation and Boost Lead Quality with AI

AI-driven content engagement tools can help you build an account-based marketing strategy. An ABM strategy allows you to laser-focus on certain content niches so you can establish thought leadership and authority.

An AI engine adds hyper-personalization to your site – like Netflix or Spotify. When someone visits your page, AI can detect their intent, industry, or even company based on their behavior to offer personalized recommendations.

That’s why Check Point software started generating almost 93% more leads and improved lead quality by 54% after they implemented the Hushly AI content engagement tool.

Read the full case study to see how Hushly helped Check Point and can help you too!

Why AI is Essential in Fintech Marketing (and How to Use It)

Artificial intelligence is everywhere we look these days.

We open Facebook and see AI-driven alerts.

We go to Amazon and see AI-driven shopping recommendations.

We open Spotify and see AI-recommended playlists.

Those major companies set the standard: Consumers and buyers know the technology exists to create hyper-personalized experiences, so now they expect if everywhere they go online.

That’s why 84% of B2B businesses use artificial intelligence in their marketing strategies, up from less than 30% in 2018.

When it comes to AI in fintech marketing, there’s no alternative. Artificial intelligence creates hyper-personalized experiences and builds trust – when you have the right tools on your team.

The Important Role of AI in Fintech

As Deloitte says, the financial services sector is ripe for disruption. AI, by nature, is a disruptive tool.

It’s no surprise then that you see so many fintech companies arise out of AI-driven experiences. Indeed, many fintech companies today wouldn’t exist were it not for access to AI.

Take Robinhood for example:

  • New traders sign up through the Robinhood app and use an automated system to link their bank account details.
  • Algorithms analyze markets and current events to offer a custom buy/sell/hold percentage recommendation for most stocks.
  • AI pulls relevant news stories for each stock.
  • When someone places a trade, the algorithm searches for sellers/buyers behind the scenes through Robinhood’s partnerships.
  • An automated chatbot answers questions and informs traders about each trade.
  • AI-driven email sends out quarterly announcements for companies in traders’ portfolios and automated shareholder ballots.
  • An automated system quizzes traders on their knowledge before granting them access to advanced tools like options trading.

Robinhood has developed such an amazing AI-driven app that they barely keep any humans on-staff for customer service (Robinhood’s biggest weakness).

And Robinhood isn’t alone. Chime, Acorns, Coinbase – none of these apps would exist were it not for AI technology.

Even in B2B – an industry in dire need of fintech disruption – AI is essential for creating the experience your audience expects and streamlining operations.

Neglecting to use AI’s full potential will make a fintech company look out of touch and even untrustworthy.

How to Use AI in Fintech Marketing and User Experience

Ideally, AI in fintech marketing is both omnipresent and unnoticeable. AI should power every marketing interaction but not obviously so.

1. Use AI in Fintech Marketing to Improve Your Content Experience

Personalized content is critical in fintech, where each of your leads has distinct needs, problems, and material conditions.

Once you create high-quality content for your audience segments, use artificial intelligence to optimize the on-site experience.

An AI engine lets you offer personalized content recommendations based on each visitor’s intent data and behavior, so people always have access to relevant content.

2. Improve Your Security

Consumers and businesses are already distrustful of many fintech companies they don’t understand or know well.

Use artificial intelligence to lock down your security with login alerts, two-factor authentication, fingerprinting, and biometrics. Users can still access everything on every device, but they’ll know their information is secure.

3. Make Signups and Lead Generation Seamless

Artificial intelligence can also power your entire lead acquisition process. Don’t worry; it’s not as out of control as it sounds.

Instead of forcing your leads to fill out a lengthy form, all you need is an email address and country. Human verification checks public databases to confirm the email address itself and source other pieces of information like firmographics.

Your visitors will never have to answer questions about their company or job role again.

4. Offer Free Tools and Useful Resources

Free tools and resources are vital for showing your audience why you’re trustworthy and how you can benefit their lives.

Lots of banking apps, for example, now offer gamified budgeting tools. These tools increase engagement through the app and encourage people to sign up for more services.

On your website, you can offer resources in an AI-driven interactive content hub.

5. Use AI in Fintech Marketing to Improve Lead Quality

Companies that use AI in fintech marketing strategies can see an improvement in lead quality of 79% or more.

When people consume more content, they have more time to figure out if your company is the right fit for them. Not only that, but leads who convert will be farther along in the sales funnel by the time they reach out to your sales team.

6. Alert Your Audience to Vital Information

You have so much data at your disposal. AI lets you put it to good use not only for yourself but also for your audience.

Use all the data you track to provide personalized alerts and suggestions. You could set up your system to alert customers when they have opportunities to make smart financial decisions.

Huntington, for example, analyzes essential transactions and spending to provide a personalized saving recommendation.

7. Offer Services Previously Only Accessible to Huge Corporations

AI is so revolutionary because it makes technology affordable and accessible for businesses of all sizes.

Use it!

Today, industry staples like JD Ameritrade are playing catchup to offer services to markets Robinhood has created. B2B, which desperately needs a technology-driven upgrade for payment systems, is ripe for similar disruption. Find your niche and fill it.

8. Keep Your Data Clean and Gain Better Insights

If you’re like most B2Bs, you struggle to make sense of all your data. Most businesses have data stuck in siloes where marketing and sales can’t access it properly.

Artificial intelligence helps you break down those barriers.

Plus, AI also automates insight by scanning for subtle patterns and completing tedious tasks.

Use AI in Fintech Marketing to Improve Your Content Engagement by 2,100%

Artificial intelligence is critical for connecting with your audience, earning trust, and improving your website or app experience.

That’s why fintech company Tipalti uses Hushly’s AI engine to power its website content and lead collection. Once implementing Hushly, Tipalti noticed a 597% increase in lead conversions, a 2,100% boost in engagement, and reduced work hours each week by 10.

Learn more about how Tipalti and other fintech companies use Hushly AI to improve their user experience.