How to Choose B2B Marketing Tools for Personalization

Tools

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

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

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

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

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

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

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

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

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

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

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

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

Use B2B marketing tools and strategies to make it happen.

1. First-Party Intent Data

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

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

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

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

2. Retargeting Campaigns

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

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

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

See why accurate data is the lynchpin here?

3. Triggered Email Marketing Campaigns

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

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

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

4. Types of Content

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

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

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

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

5. Adaptive Content Hubs

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

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

An adaptive content hub is important for a few reasons.

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

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

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

Source: Hushly

6. Exit Intent and Abandonment Strategies

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

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

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

Watch Your Lead Conversions Grow By 51%

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

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

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

Check out an adaptive content hub in action!

4 Sales Lead Management Strategies Every B2B Needs

People In Line

Managing a handful of leads is easy.

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

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

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

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

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

What Does Sales Lead Management Look Like Today?

Previously, lead management was a tedious and frustrating process.

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

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

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

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

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

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

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

4 Sales Lead Management Strategies Your B2B Needs in 2020

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

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

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

1. Divert Your Attention to Intent Data

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

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

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

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

Source: Think with Google

2. Only Collect High-Quality Leads

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

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

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

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

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

3. Create an Environment for Leads to Self-Nurture

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

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

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

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

4. Follow Up with Highly Relevant Retargeting Content

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

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

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

Create the Website Your Leads Want Today

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

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

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

6 Crucial Mobile Marketing Automation Strategies for Lead Generation

Businessperson on Mobile

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

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

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

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

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

Why Bother Caring About B2B Mobile Marketing Automation?

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

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

The question is: is your website prepared?

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

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

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

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

6 Mobile Marketing Automation Strategies You Need for Lead Generation

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

1. Mobile-Friendly Landing Pages Without Forms

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

That’s right – they must go.

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

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

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

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

2. Self-Nurturing Landing Pages

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

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

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

In other words, your job becomes 10x easier.

3. Interactive and Dynamic Content

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

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

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

4. Adaptive Content Hubs

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

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

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

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

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

Source: Hushly

5. Personalized Exit Intent Content

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

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

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

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

6. Clean and Current Data

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

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

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

Remove Forms and Watch Your Lead Conversions Grow

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

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

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

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

7 B2B Marketing Automation Strategies to Nurture Leads

Plants Growing in Garden

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

You just have a few questions and concerns.

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

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

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

7 B2B Marketing Automation Strategies You Need to Nurture Leads

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

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

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

1. Human Lead Verification to Start with Accurate Data

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

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

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

2. Dynamic, Interactive, and Adaptive Content Hubs

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

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

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

Source: Hushly

3. Self-Nurturing Landing Pages with Content Bingeing

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

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

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

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

4. Personalized Email Campaigns Based on Triggered Events

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

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

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

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

5. Intelligent and Highly Relevant Retargeting Campaigns

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

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

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

6. Data-driven Content in the Right Formats

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

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

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

7. Exit Intent Monitoring and Abandonment Strategies

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

However, you still need an abandonment strategy.

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

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

Update Your Website for 2020 Now and Watch Leads Grow

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

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

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

The Real Secrets to Skyrocketing Your B2B Conversion Rate

Rocket Ship

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

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

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

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

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

Your Leads Need a Mobile-Friendly Experience

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

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

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

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

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

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

Source: Think with Google

7 Secrets to Improving Your B2B Conversion Rate

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

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

1. Get Rid of Forms

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

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

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

Source: Hushly

2. Create an Adaptive Content Hub

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

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

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

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

3. Give Away Your Best Content

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

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

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

4. Let Leads Nurture Themselves

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

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

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

5. Incorporate AI

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

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

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

6. Create the Content Your Audience Wants to Read

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

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

7. Only Collect High-Quality Leads

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

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

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

Ditch Forms and Watch Your Leads Grow

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

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

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

B2B Email List: It’s About Quality, Not Quantity [+Ideas]

Business Emails

As you build a B2B email list, you’re confronted with plenty of temptation to do the wrong thing.

Should you buy that email list?

Should you fill your landing pages with lead magnet forms to grab as many email addresses as possible?

You’ll come across plenty of bad advice out there.

With email lists, it’s best to take things slow. A couple of dozen dedicated, engaged, and interested subscribers are much more valuable than hundreds of subscribers who never open your emails or don’t want to hear from you.

Here’s how to build a solid business list from the ground up.

Why Your Lead Magnet Forms Create a Problem for Your B2B Email List

B2B veterans may find this hard to believe, but your buyers are millennials and even generation Z.

They’ve come to expect consumer-centric experiences everywhere they go. You may not think that personalized and interactive features aren’t important for buyers, but they are.

65% of businesses say they will seek out a new vendor if a company doesn’t bother personalizing their experience. Meanwhile, research from Think with Google says that B2B buyers spend two to three hours each day conducting research from their smartphone.

Furthermore, by 2020, 70% of all B2B Google searches will happen on mobile devices – up 20% from 2019!

Now, it’s time to talk about that lead magnet form.

It’s holding back your B2B email list. Genuine leads who may want to stay in touch with you see that form while they’re trying to read your blog on their phone and run for the hills.

A solid email list filled with engaged subscribers starts with people who genuinely want to hear from you. To do that, you need to remove forms from your website vocabulary and develop other ways to collect email addresses.

Source: Think with Google

6 Tips for Creating a High-Quality B2B Email List

Now that we’ve explained how forms are holding you back, it’s time to go over a few ways to build a solid B2B email list.

Remember to put yourself in the shoes of your audience – or each audience if you’re using ABM strategies.

  • What would prompt them to want to supply an email address?
  • Why would they want to hear from you?
  • What type of content would they enjoy and in what format?

Once you put yourself in the mindset of your leads, it gets easier to create an experience they want and your leads will skyrocket.

1. Don’t Purchase Email Lists

It’s just a bad, bad, bad idea.

From a marketing standpoint, these people don’t want to hear from you – no matter how qualified the seller claims they are. If they don’t remember giving you their email address, they’re going to get angry.

From a legal standpoint, it’s a gray area at best and illegal at worst.

Sending emails to purchased lists puts you at risk for getting flagged as spam. When that happens, it damages the reputation of your sending IP address which means that emails you send in the future are more likely to end up in the spam folder.

You’re much better off starting out small and only following up with subscribers who have voluntarily opted-in to your B2B email list.

2. Start with a Mobile-Friendly Website

Over 70% of subscribers will delete your email in under three seconds if it’s not formatted properly for mobile.

If your landing pages aren’t mobile responsive, why would they expect anything different from your email list?

Start the relationship on a high note by making sure that every landing page, every blog, and every piece of content is 100% mobile responsive. You never know which piece of content is going to spark a person’s interest enough to hand over their email address so always be prepared.

3. Focus on Providing High-Quality Content

What type of content do B2Bs prefer to consume?

If you’re thinking whitepapers and case studies but scoffing at podcasts and videos, it’s time to re-evaluate your content marketing.

49% of B2Bs consume video during the buying process while 65% say podcasts are valuable pieces of content for learning about a company.

Figure out what types of content your target audience prefers and create content for them.

4. Use Human Verification Methods

There’s one big problem with collecting as many emails as possible: you’re stuck with crappy or even irrelevant leads.

Not only is this a waste of time for your sales and marketing departments, but it also ruins your data. According to research, over 62% of businesses say their data isn’t accurate.

Is it any surprise that most businesses also say they’re having trouble scaling and implementing an effective personalization strategy?

Personalization tactics require current and correct data. At Hushly, we use a human verification system to cross-reference email addresses and make sure that our clients are only accepting high-quality leads from real people.

5. Get Rid of Gated Content and Forms

The only way to create a user-friendly experience for your visitors is to get rid of forms. No one likes them and no one will miss them.

Instead of putting your best content behind a gate and form, give your visitors a sample and continue providing them with what they came to your site for—great content.

They’ll give you their email address to download the full versions of things when they’re ready.

6. Use Self-Nurturing Landing Pages

Leads like to educate themselves at their own pace.

They don’t want to read one blog post, give you their email address, and then wait for a phone call. They want to binge all your content in one afternoon after coming back from lunch.

At Hushly, we recommend adapting Netflix style algorithms to offer personalized content with features like adaptive content hubs. When a visitor sees the value that your company can provide, they’re more likely to give you their email address.

Ditch Forms and Skyrocket Leads Today

With Hushly, we guarantee to increase your lead conversion rate by 51%. By removing forms and employing tactics like self-nurturing landing pages, content bingeing, and adaptive content hubs, you can create an environment that puts your visitors above anything else.

Create a visitor-centric experience and watch your B2B email list grow! Check out how Hushly works now!

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!