If you’re in the business of generating leads, you know that conversions can be a lifelong challenge. The good news is that, with the right approach, it’s possible to create a successful B2B lead conversion process that works. That said, it takes a lot of hard work and dedication to get there. That’s why it’s essential to understand what a successful B2B lead conversion process looks like.
A Successful B2B Lead Conversion Process Involves Entire Accounts
Before diving into the specifics of creating a B2B lead conversion process, it’s important to understand just how crucial understanding your target audience is. Of course, you already know that your marketing and sales efforts will go to waste if you don’t know who you are talking to.
However, with account-based marketing all but taking over the B2B space, it’s never been more crucial than it is now to understand that you are no longer talking to a single individual in the decision-making process.
When working in the B2C space, it’s very common to be addressing individual people. These audiences are looking for a solution to a problem they need solving. However, today’s B2B decision-making teams are now typically made up of six to 10 people.
In the B2C space, a lead generation process is all about targeting individuals. These customers need a specific solution, product, or service and actively seek a company to provide it to them. Much of your B2C lead generation process will be based on identifying who these people are and who they are talking to. You will then use a variety of tactics to reach these individuals and connect with them in a way that is most likely to produce results.
On the other hand, B2B marketing connects with entire accounts. You’re no longer just targeting people, but instead organizations. This means that your lead generation process will be very different from what you’re used to.
Creating a successful B2B lead conversion process is understanding the difference between converting a single individual and building relationships with entire accounts. With the right approach, it’s possible to create a successful B2B lead conversion process that works.
5 Things You Need for a Successful B2B Lead Conversion Process
In today’s digital world, converting leads to customers is a top priority for approximately 74% of companies. As such, it’s more important than ever to understand the process for creating a successful B2B lead conversion process. Here are five essential elements you need to include to ensure your lead conversion process is a success:
1. Targeted Contact Building
The first thing you need to create a successful B2B lead conversion process is a process for building targeted contacts. Much of your success will be determined by the quality of these leads, so you need to make sure you’re doing everything you can to build a strong contact list. This means using a variety of tactics to build a strong list of contacts, including using data, lists, and other resources. It also means being intentional about who you’re reaching out to and when.
2. Have a Solid Understanding of Who Makes Each Account and Their Specific Needs
One of the biggest reasons B2B lead conversion is so tricky is that you’re no longer talking to individuals. This means that your sales team needs a solid understanding of who makes each account and the specific needs of each individual.
The easiest way to do this is to create an ideal customer (or account) profile and then write a detailed description of this profile. Ideally, your profile should first outline the account as a whole and include information such as who they are, their primary pain points and objections, and other relevant information.
From there, you will need to break down the list of individuals you’ll be in direct contact with. This is a crucial part of the process because each individual is responsible for talking to and convincing the top decision-maker of the benefits of working with you and your products/services.
The more detailed you can make each of your account profiles – the better, as this will help you in the steps to come.
3. A Personalized Experience for Each Account
The most effective way to build a solid B2B lead conversion process is by creating a personalized experience for each individual in each of your accounts. Remember, you will likely be dealing with anywhere between six and 10 people when building a relationship with an account, so you need to make sure you’re tailoring your approach to each individual.
This means you need to understand their preferences, primary pain points, interests, and objections. The more you can tailor your approach to each individual, the better.
This also means being intentional about the process and the language you’re using. Instead of trying to sell the product or service, you want to focus on building a relationship and a sense of value and understanding for each individual.
4. Account-Specific Offers
The next thing you need in your B2B lead conversion process is to create account-specific offers. One of the biggest mistakes most companies make is sending out the same exact offer to each individual in each account. This is not only ineffective, but it also makes it difficult to build a sense of value and personalization.
Not only do you need to be tailoring your offers to the right accounts, but you need to be sure you are creating and sharing the right content with the right individuals. These offers need to provide value and encourage some form of action, such as scheduling a call, downloading a white paper, or attending an upcoming webinar. This helps you build a stronger relationship and creates a sense of urgency, which will help you develop a stronger conversion rate.
5. Be Ready to Address Multiple Contacts within a Single Account
Finally, you’ll need to be ready to address multiple contacts within a single account. This means that you’ll need to have multiple conversations going on within a single account simultaneously.
This is where having a solid sales team on your side becomes crucial. The more you can focus on each individual’s relationship building and education, the better. This also means that you’ll need to have the right team ready to address any objections or questions that may come up.
Deliver a Personalized Experience for Better Conversions with Hushly
The best way to build a stronger B2B lead conversion process is by setting up a personalized experience, and Hushly can help! Hushly helps sales teams build stronger relationships with their customers by providing a platform to tailor their conversations and approaches to each individual.
Ready to build a personalized experience to encourage better B2B lead conversions? Contact Hushly to learn more!