Stop Losing Leads: How to Retarget Website Visitors

Generating leads is like collecting seashells at the beach. When the water recedes, you can see dozens of shimmering shells. But before you can collect them, the next wave comes in, returning them to the sea. You’re left with a few stragglers caught in the sand.

Not all visitors to your website stay. And when they leave, they’re often lost for good unless you can retarget those visitors.

Retargeting visitors helps you capture and keep those valuable leads your website brings in. Learn how to retarget website visitors using Hushly’s leading AI-powered tools.

Why Do You Need to Use Website Retargeting?

B2B retargeting reduces your cost per lead while maximizing your return on investment.

If you spend $10,000 to generate 300 leads, your cost per lead is just over $33. However, there are a significant number of website visitors and leads who responded to those $10k worth of marketing strategies but never converted.

Instead of spending $10,000 more to generate another 300 leads, you can retarget leads you already reached, helping your marketing investment go further.

The Goal of B2B Retargeting on Your Website

Businesses often confuse retargeting with remarketing.

Remarketing strategies reengage current customers who lost interest. They might be leads clicking on marketing emails and showing potential who stopped engaging with your nurturing campaigns.

Remarketing may also reach customers who purchased in the past but haven’t repurchased, had a subscription but canceled, or stopped in the middle of the purchase process.

Retargeting, on the other hand, reengages leads who haven’t become customers yet. They could be anonymous website visitors who read a few blog posts before leaving. They may still be valuable customers, but they didn’t see relevant content during their brief visit.

You may also have visitors who filled out the lead generation form but lost interest and didn’t engage with any emails or promos.

Retargeting goals include:

  • Recapturing attention with fresh, personalized content
  • Showing relevant alternatives and new products they might not have seen on the first visit
  • Educating the lead on your company to build more trust

Why You Need More than Native Display Ads

One of the most well-known examples of retargeting is native display ads. Native display ads use cookies to track website visitors. Then, a native ad stream on third-party websites displays your products or business information to try and bring those visitors back to your site.

Google is cracking down on browsing security, with plans to disable cookie tracking starting in 2024.

A cookieless future means fewer tracking options beyond your website.

If you’re wondering, can I retarget website visitors without cookies? The answer is yes.

While you don’t need to delete all your native display ads yet (and shouldn’t), you should look to alternative methods for tracking and retargeting anonymous and captured leads. The alternative methods will target leads who have cookies disabled and will outlast Google privacy changes.

How to Retarget Website Visitors Using Hushly’s AI-Powered Tools

Learn how to retarget your website visitors using five alternatives to native display using Hushly’s AI-powered tools.

1. Personalize the Browsing Experience

Why do people leave websites? The answer is often simple: visitors can’t find the information they need, and the content isn’t irrelevant.

However, just because visitors don’t see relevant information doesn’t mean the website is irrelevant. Often, visitors simply didn’t know where to look.

A personalized browsing experience updates content feed in real-time, ensuring visitors see relevant content customized to the viewer. For instance, Hushly’s platform uses traffic sources, user behavior, and forms to understand potential pain points. Then, the platform suggests content relevant to the audience with specific solutions that apply to the audience’s needs.

We also offer ChatGPT-powered interactive content. If audiences don’t see relevant content, they can ask their questions instead of leaving.

2. Use Exit Intent Pop-Ups

Exit pop-ups target visitors who may be about to leave. Certain events can trigger a pop-up, including:

  • Scrolling behavior: When visitors scroll a certain length down the page or start scrolling up
  • Time: When visitors are on a page past the average browsing time
  • Actions: When visitors switch between tabs, go back, or try to close the window
  • Inactivity: When visitors don’t perform any actions in a while

You select the actions you want to trigger a pop-up, then choose the most effective content to reengage those visitors.

For instance, Hushly’s website suggests further reading based on what pages a visitor previewed to try and reengage website visitors. Other businesses may offer a discount or unique offer to pique the visitor’s interest.

Image from Hushly

3. Simplify Lead Capture

Leads are much easier to retarget if you have their information. While you don’t want to lose website visitors before they convert, your secondary goal should be to ensure no visitor remains anonymous if they do leave.

Lead capture forms will vastly improve the effectiveness of your retargeting attempts, as you’ll have a name and email to go along with the user data and behavior.

Keeping your lead capture forms simple will increase the number of leads you can generate. Typeform’s analysis of 10,000 forms saw that forms with three fields had 28% higher completion rates than those with ten questions.

If a customer is a serious buyer, they may not mind filling in 5+ form fields because they’re engaged and ready to buy. However, if someone is on the fence and considering leaving your website, they wouldn’t want to put forth that type of effort. Instead, offer a smaller two-field form that promises more relevant content. They are more likely to complete the form and explore the content.

Additionally, multi-asset forms encourage leads to view multiple assets without reentering information, which will have a greater chance of engaging an unengaged visitor.

4. Begin an Email Campaign

Retargeting isn’t just about reengaging anonymous visitors. You may also need to retarget leads who filled out a contact form and then went silent.

Retargeting leads you are already connected with is easier than anonymous leads because you can gain significant information from their contact form. For instance, their email tells you whether they’re a business or an individual. If they are a business, the email domain tells you which business.

You can also use their behavior on your website to understand what they might have been looking for and how close they may be to purchasing.

Hushly streamlines that process with our AI-powered lead scoring and segmentation tools. You can input those leads into the most relevant retargeting email campaigns. The campaign then uses AI to adjust according to recipient behavior. For instance, you can decide how long to wait between emails before sending the next one and what email to send if the recipient does open and engage with the correspondence.

B2B email campaigns are a powerful way to retarget potential leads, as the average ROI of email marketing is $40 for every $1 of marketing spend.

5. Offer an Incentive

Just because visitors leave your website doesn’t mean they aren’t interested. It also doesn’t necessarily mean they didn’t find what they were looking for.

Some visitors do find a solution to their challenge on your site and want to purchase. However, they did not immediately go through with the purchase or a demo signup because of the cost, timing, or simply because they were distracted.

Incentive retargeting effectively reaches those visitors by offering discounts, promos, or special gifts. Offering an incentive, especially a time-sensitive one, may ease price concerns and push for immediate action.

You can add an incentive to your exit pop-up or retargeting emails. You might also consider adding incentives to your lead capture forms so you can remove barriers before they’re even considering leaving.

Lead capture incentives can significantly increase the number of visitors who fill out the lead capture form, removing anonymity from your retargeting campaigns.

Expand Your Retargeting Efforts and Capture More B2B Leads

What is the best way to retarget website visitors?

The best way is using first-party data and personalized experiences to connect with website visitors so they don’t leave. But, Hushly also offers a safety net to retarget visitors who may still consider leaving without converting.

By expanding your retargeting efforts, you can decrease your cost per lead and increase the number of website visitors who turn into customers.

Recapture more leads using Hushly’s AI-powered retargeting tools, even as privacy laws and cookie blocking continue to rise.

Schedule a demo and stop losing your valuable leads.

Hushly vs. Traditional Lead Generation Methods: A Comparison of B2B Lead Generation Tools

Traditional lead generation tools focus on offline strategies, while modern techniques have incorporated digital tools. Lead generation is transitioning even within digital lead generation methods, transitioning from manual and outdated practices to AI-powered processes to streamline lead generation.

Explore six traditional lead generation methods, their pros and cons, and how B2B lead generation tools have changed to increase their effectiveness in 2023.

6 Ways Hushly Improves Traditional Lead Generation Methods

Hushly leads the lead generation industry using AI-powered tools that transform how you identify, generate, and nurture your leads. Here are six lead generation methods and how to update them using Hushly’s B2B lead generation tools.

1. Email Marketing

Email marketing is the cornerstone of lead generation, and 59% of B2B marketers say email is their top revenue generation channel.

Traditional email marketing focused on where users signed up for the email campaign. Website forms captured the lead and triggered an email campaign based on those forms. The campaign ran through the designated emails before it ended.

However, this method didn’t effectively target and adjust campaigns in real-time.

Updated email marketing has combined omnichannel experiences with personalized outcomes.

Leads can join email campaigns across different social media, websites, or even in-person channels using unique forms and QR code opt-ins.

Once they are in a B2B email campaign, AI can adjust the campaign according to user behavior. The following flow chart shows how you can send emails according to how leads responded to the previous email.

Every email that arrives is customized to user names, roles within their business, and needs to ensure it’s relevant and more likely to convert.

Image from Slide Team

2. Cold Calling

On average, only 2% of cold calls are successful. Cold calling has been part of outbound lead generation for years but isn’t one of the most effective methods compared to modern alternatives.

Digital experiences and AI have opened more outbound lead generation options other than cold calling that have higher conversion rates.

If you still use calling, you can use lead scoring to analyze every lead’s potential for conversion before making that first call. That way you’re only spending time on the highest-quality leads. Lead scoring assigns scores to user behavior to help you understand their intent and interest level.

Hushly collects data based on user experience to help you understand your leads and score them more accurately. Our multi-asset browsing experience encourages users to interact with online content so you know what those leads are interested in learning about and purchasing. Use that data to filter out disinterested leads and focus on those interested B2B leads rather than cold calling all leads.

3. Advertising

Advertising is in a constant state of change. Traditional advertising channels on print publications, TV, radio, and billboards are still effective for some industries. However, they lack personalization. You have little control over who sees your ad and what those audiences respond to.

For example, a billboard on the side of the road will look the same for B2B and B2C clients, despite being vastly different audiences.

The digital age allowed advertisers to sponsor searches, add website widgets, and promote through email. Yet, despite the larger number of channels, many ads lacked personalization, as anyone who saw the ad had the same experience.

Hushly believes there’s a better way to advertise. If you’re investing hundreds or thousands of dollars into your ads, you want them to hit home every time. That’s why our tools use AI to personalize your efforts and analyze user behavior. You can also run multi-channel campaigns much easier and faster by using AI to adjust each campaign for the target audiences on your channels.

Each ad and landing page adjusts according to who clicks on the ad. You can track their activity and recommend the most relevant content and products for those users. This guarantees the ad will address relevant pain points, increasing your chances of success.

4. Direct Mail

Before the internet opened new lead generation opportunities, direct mail was a reliable method to reach potential leads. Direct mail ranged from brochures and letters to advertisements in newspapers.

Despite the dawn of the digital age, there is still a place for direct mail. Direct mail can even help a business stand out because there is less competition.

Even with the benefits of this lead generation method, it still lacks one key element. You have little control over who sees the mail and how they respond. When you rely on direct mail, you lose critical lead data that will help you follow up with the lead.

Hushly improves your lead generation efforts by connecting each strategy to reporting analytics. The analytics allows you to trace your results, who it reaches, and how people respond so you can maximize every effort.

You can still use direct mail if you see a high return from the channel. But, Hushly recommends connecting your direct mail to your digital strategies so you can collect those leads’ information. For example, you might add a QR code to the mail that directs the recipient to a customized landing page where Hushly’s AI platform takes over to collect and analyze that lead’s information for more relevant follow-up communications. On average, 47% of millennials went to a business website because of direct mail.

5. Content Marketing

Content marketing is a more recent lead-generation method. The first blog came out in 1994. Since then, blogging has become the norm for many businesses and even some individuals.

Blog content, websites, and social media are valuable lead-generation channels for reaching, nurturing, and converting leads.

With the influx of blogs and content come challenges, especially remaining visible among the ocean of online content. Traditional blogging and content marketing strategies are no longer enough to gain leads. Businesses now need to update to the latest and best B2B lead generation tools to keep up with demand.

Hushly allows you to auto-fill dozens of SEO details to improve your online visibility for the right audience.

In addition, Hushly allows you to create content once and personalize it endlessly for each audience. Now, visitors can find content that relates directly to them, which will help you stand out from the masses and capture attention easier.

6. Lead Generation Forms

Lead generation forms collect lead information so you can begin the lead nurturing process. Traditional lead generation included long forms that asked detailed questions about the lead. That information was necessary to understand who the lead was so you could personalize your nurturing campaigns. You also needed that information to qualify the lead and know whether they meet your ideal customer profile.

While forms are necessary for capturing information, long forms can discourage leads from filling them out.

Hushly’s B2B lead generation software tool offers a modern way to capture leads. We replaced long forms with simple 2-3 field forms. These forms only capture basic information, such as a business email and name.

Our AI tools collect the rest of the information you need based on user behavior and traffic sources. Our AI-powered short-form fields are more effective for understanding leads because we can ascertain a user’s intent and interests instead of just their contact information. You can use this advanced data to create highly personalized experiences for those leads.

Time to Upgrade Your B2B Lead Generation Tools

Is your lead generation changing with the times? Are you using the best lead generation tools for B2B businesses?

Use Hushly’s AI-powered tools to create more personalized omnichannel campaigns in minutes. Our platform is user-friendly, with no coding experience required. Yet, it’s packed with AI power for scaling and reaching leads wherever they are, using the latest strategies.

Schedule a demo to maximize the return from your lead generation efforts.

The Future of Lead Generation for Technology Companies

Lead generation for technology companies is changing as artificial intelligence increases the ways to connect with new customers. Customer behaviors are also changing as they expect more personalized experiences.

How can you use the latest technology to stand out to your website visitors and convert them into quality B2B leads?

Learn how lead generation is changing for technology companies in 2023 and six ways you can use Hushly’s platform to take advantage of those changes to boost your leads generated.

Lead Generation’s Transformation

Lead generation for technology companies has taken on various faces over the years. Most notable, however, was the shift from capturing the right leads to connecting with the right leads.

What’s the difference?

Capturing the right leads focuses on identifying leads that match an algorithm, then adding them to an extensive database, where they become another number.

Connecting with the right leads shifts the focus from numbers to people. While adding leads to your database is still key, you want to connect one-on-one with your B2B leads.

Connection is vital in the digital age, where people face static computers and cookie-cutter messages at every turn. Your company will stand out if it replaces a one-size-fits-all approach with a personalized approach that prioritizes a connection.

Proof of the need for connection comes from lead sources. An astounding 80% of B2B leads come from LinkedIn. In addition, lead nurturing personalization increases conversion chances by 63%.

Artificial intelligence is in the driver’s seat of lead generation and marketing for technology companies. Advances this year, like the growth of ChatGPT since its late 2022 release, compounded the importance of AI in marketing.

Many businesses adopt AI into their marketing strategies because it promises to perform faster, smarter, and more cost-effective than current strategies.

However, AI can be a company’s rise to success or downfall, depending on how they use it. Some companies adopt AI so it can run on autopilot to mass-create lead generation strategies.

That approach is still using the lead capture focus of lead generation. And it doesn’t work anymore. Using AI to mass produce your competitors’ cookie-cutter content will not help companies stand out.

On the other hand, strategic companies are learning how to customize AI so it can create that personalized experience users crave.

Personalized AI uses its analytic skills to understand leads, then offers customized options and content so customers feel recognized and understood, increasing your chances of conversion.

How Hushly Is Leading the Future of Lead Generation for Technology Companies

Hushly wants to help you use AI to create more personalized content that engages, nurtures, and converts customers through customized experiences.

Here are six ways Hushly’s AI-powered lead generation technology paves the way to the future of lead generation for technology companies.

1. Segment Your Audience More Accurately

Market segmentation is not just helpful but crucial in a connection-driven society. There is no faster way to lose a lead than showing the wrong information at the wrong time. The lead will see your recommendations aren’t relevant and may toss out all your options.

For example, showing a consumer service package to a SaaS business client immediately indicates you don’t know your clients.

Hushly’s AI helps avoid those situations. Our tools make lead scoring and segmentation a breeze. We track and analyze website visitors so you can understand who they are and what they’re interested in. You can also use lead scoring to identify where they are in the buying process.

Through our marketing segmentation tools, you can personalize your messages and content to new B2B leads, increasing the chances of capturing and converting them.

2. Collect More Relevant Lead Information

Forms only provide a snapshot of your B2B leads. It’s enough to send a generic lead nurturing email. However, the future of B2B lead generation for technology companies is personalization. So, to stand out, you’ll need to collect more information on your leads.

Hushly’s smart short forms only require leads to enter basic information like their email and name. With just two form fields, more leads will fill it out. Long forms tend to discourage visitors from filling them out because time is precious, and most B2B clients have busy schedules.

Once a B2B lead fills out their information, Hushly’s platform collects data based on user activity. For instance, the platform tracks what content the lead engages with and the pages they visit. This information tells you what specifically that lead is looking for.

Hushly’s multi-asset browsing experience means leads only need to enter their information once, encouraging them to browse more assets so you have access to more user data.

You can use that information to nurture the new B2B lead with more relevant content and service recommendations than what you might offer based on information in a form.

Image from Hushly

3. Lead with Content

When shoppers walk into a store, they often tell associates they’re “just looking.” Many website visitors are the same way.

When you lead with a form, trying to collect information from the start, you will have a lower conversion rate than generating leads after offering content to your B2B visitor. On average, 76% of marketers generate leads through content.

Content allows visitors to browse and learn more about your business and offerings. They can ascertain whether your technology matches their business’s needs.

Hushly minimizes your bounce rate by offering a personalized browsing experience. When a visitor finishes one blog post, the system recommends related posts and assets rather than just promoting the next blog post in line, ensuring visitors see the most relevant content upfront.

Then, after spending time with content, they see a form to fill in, which they’re more likely to complete since you built trust and a relationship through content first.

4. Connect with Leads Before They Leave

AI acts like the doorperson of your website. It greets people when they first arrive, guides them to where they want to go, and touches base with them before they leave.

Hushly’s AI can identify signals of visitors leaving the website. It uses popups with personalized content recommendations to attempt to re-engage those visitors. It also offers a form to capture those leads before they go, increasing the number of leads you generate.

5. Provide a Humanized Browsing Experience

Hushly provides that essential personalization from start to finish that humanizes visitor experiences.

When B2B visitors enter your website, they start on a customized landing page adjusted to their unique behaviors and traffic source.

From the landing page, visitors have a customized browsing experience where they can access multiple assets related to previous content they interacted with. Each piece of content taps into human emotion and meets relevant business needs.

Hushly also offers AI-powered interactive content and chats powered by ChatGPT where B2B customers can engage with content and support to answer their questions.

6. Clean Your Lead Data

B2B lead generation also requires a strategy for cleaning that data. Contact information constantly changes as your B2B contacts change roles within their businesses, mergers occur, and information updates.

Cleaning information helps fill in missing data on your B2B clients. It can also identify duplicate contacts and outdated information.

With clean lead generation data, you can ensure your nurturing strategies use the latest, most accurate information for more relevant nurturing campaigns.

Stay Ahead of Lead Generation for Technology Companies

Hushly can help you stay on top of your B2B lead generation for tech industries. We offer a wide range of AI-powered customization tools to help you meet your website visitors where they are with the most relevant information, which boosts your lead generation efforts.

Request a demo to learn more about how to move your lead generation efforts into the future.

Why a B2B Lead Generation Agency Is Essential in the Digital Age

Your company is growing, and you’re struggling to scale your marketing strategies along with your growth. Don’t let your in-house capabilities keep you from reaching your desired growth. Using a B2B lead generation agency with industry-leading tools can help you stay ahead of your competition in a digital age.

Learn seven ways that Hushly’s B2B lead generation software solves your lead generation challenges.

Why Do You Need a B2B Lead Generation Agency?

According to 91% of marketers, lead generation is a top priority. Yet 37% of marketers also say it’s their biggest challenge, especially finding those precious quality leads most likely to become customers.

This crucial lead generation task requires a team of trained experts and lead generation tools. Often, a company’s in-house capabilities have limitations that prevent the company from reaching its full lead generation potential.

Lead generation marketing agencies provide tools, services, or both to build on a business’s in-house capabilities.

Expanding your lead generation strategies by partnering with a B2B lead generation agency is essential to succeed. Because most businesses have an online presence and B2B buyers have more options, you must be more competitive to generate those leads and stand out.

An agency’s B2B lead generation services give you those advanced capabilities to level up your lead generation strategy.

Image from Ruler Analytics

7 Benefits of Hushly’s B2B Lead Generation for Digital Marketing

Learn why Hushly’s B2B lead generation tools are the boost your company needs to stand out in a digital age.

1. Personalize Your Lead Generation

Personalizing your content and customer experiences helps your business stand out. Website visitors are more likely to take note of your products and respond to your call to action. Through customization, you go from selling products to selling solutions to your visitors’ specific pain points, making you more marketable.

Hushly’s automated system helps you customize your lead generation strategies without any effort. Our advanced system analyzes visitor actions and movement to offer the most relevant information and appropriate lead generation pop-ups.

Buyers will receive timely, relevant lead nurturing content and a form to download the information they need to make an informed decision.

2. Gather More Relevant Lead Information

Is your team tired of sending out lead surveys and calling potential leads to gather information about them? These antiquated strategies were time-consuming and didn’t always produce quality information since many leads didn’t take the time to provide the feedback you needed.

Hushly’s AI-powered lead generation system takes data gathering into a new age. You don’t need to rely on generating customer data by requesting they manually input information in forms, fill out surveys, or answer phone calls.

Instead, Hushly’s system tracks customer movements and actions to generate a more accurate profile of visitors and leads. Because of this advanced tracking system, the form fields you offer customers don’t need to be long, which can discourage some leads from filling them out. You can keep just two or three fields.

The data you collect comes from the pages your reader visits, the type of email address they use, and how they engage with your website content.

3. Improve Your Lead Generation Strategies

All marketers know the feeling of seeing a high website traffic count but low lead generation. Are visitors coming to your website to bounce a few minutes later?

Hushly’s B2B lead generation software reduces your bounce rate, making more visitors valuable leads.

Most readers will leave your website because they didn’t find the needed information. Hushly’s software personalizes the experience so visitors can easily find relevant information. The software analyzes customer information and suggests reading based on the visitor’s unique data profile. The software also uses pop-up windows to encourage visitors to input their information during the browsing experience to avoid losing the visitor without contact details to turn them into a lead.

4. Streamline Your Lead Scoring

Lead scoring helps you reach the highest quality leads at the perfect time.

Each action your leads take contributes to their score, painting a picture of their journey. The score shows what tools they’re interested in, whether they’re an ideal buyer or customers just browsing, and when they’re close to purchasing.

Using lead scores, you can share lead nurturing content customized for every stage of their journey, a crucial part of your account-based marketing strategies. Then, you can move them on to your sales team.

However, handling the load of lead scoring is overwhelming if you’re trying to perform the task in-house or juggle multiple software programs all inputting different leads.

Instead, streamline the process with Hushly’s AI-powered lead scoring system, ensuring you focus your best marketing strategies on your best leads.

5. Keep Your Lead Database Clean

When dealing with vast amounts of lead data, you can easily lose track of what’s outdated. Leads also regularly change. Who once was a primary decision-maker in one of your key accounts may have quit their job. Another buyer might change their email address.

Nearly 70% of companies say poor quality data impacts 25% or more of their revenue. Always clean your data to avoid wasting time and resources on old or outdated leads. Cleaning data includes:

  • Removing old leads
  • Deleting duplicate leads and information
  • Completing empty data fields, like missing phone numbers and names

While data audits take time away from crucial business tasks, Hushly returns that time to your company. Our AI data audit keeps your database pristine so you can keep rolling with your marketing efforts without running into outdated data. A clean database results in a higher conversion rate as you’ll reach more leads using the most updated information.

6. Easily Scale Your Strategies

Companies change over time, whether long-term growth or short-term changes due to holidays and promotional periods. Each change requires a strategy adjustment.

Performing all lead generation tasks in-house can easily overwhelm your team as the workload constantly fluctuates. That’s how you know it’s time to bring in outside help.

Hushly’s AI-powered system grows or shrinks with your team’s needs, so you always have the capabilities you need, no matter how many or a few leads you bring in.

A scalable system means your results are limitless, allowing you to make quick real-time changes and adjustments. You will lose fewer leads due to insufficient software, allowing you to surpass your lead generation goals.

7. Unify Your Systems

A common challenge with working with most B2B lead generation agencies is that they’re separate entities. When several teams and tools work on the same strategies, data siloes usually develop, and miscommunication is common.

Hushly’s software is the AI team member that works inside your company. The software is an extension of your team rather than a separate lead generation tool. It easily integrates with your current systems and strategies to transfer and share data seamlessly.

This integration ensures you’re always working with the most updated information for more effective strategies with greater results.

You can also customize the software to your specific needs and adjust it when you need to keep it aligned with your goals.

Time to Extend Your Marketing Team

If your marketing team has reached its limits, it’s time to look for a new team member. Hushly’s AI-powered B2B lead generation software makes that perfect team addition you need.

It’s the team member that never grows tired and easily meshes with your current team and software.

Our system will scale and change as you do so you consistently surpass your marketing goals.

Learn more about how Hushly’s B2B lead generation system can boost your marketing returns.

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

What is Interactive Marketing?

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

What is interactive marketing exactly?

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

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

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

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

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

What is Interactive Marketing?

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

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

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

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

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

What is Interactive Marketing for B2Bs?

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

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

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

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

What is Interactive Marketing Good For?

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

Generating More Leads

Your target audience is probably much younger than you expect.

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

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

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

Allowing Leads to Self-Nurture at Their Own Pace

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

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

Conversion Rate Optimization

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

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

Eliminating Forms

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

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

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

Think with Google Responsive Design

Source: Think with Google

Lower Marketing Costs

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

How to Use Personalized Interactive Marketing in Your B2B Marketing Strategy

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

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

Source: Sage Intacct

Create an Individualized Interactive Experience and Generate More Leads Now

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

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

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

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

What is Intent Data?

“What are your intentions with my daughter?”

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

“What are your intentions with my website?”

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

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

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

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

What is Intent Data?

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

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

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

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

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

Topic Data

Intent data involves two components: behavioral data and context.

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

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

Context Data

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

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

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

Where Does Intent Data Come From?

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

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

Why is Intent Data Important?

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

Yes. Here’s why.

It’s Useful for Personalization

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

That’s a lot of lost revenue. 

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

It’s Hyper-Relevant

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

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

It Saves You Time and Money

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

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

It’s More Accurate than Predictive Analytics

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

What is Intent Data Useful For?

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

Creating Effective Account-Based Marketing Strategies

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

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

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

What is Intent Data?

Source: Think with Google

Personalize Your Website’s Experience for Everyone

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

Filtering Your Audience List by Engagement

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

Running Successful Retargeting Campaigns

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

Improve Your Personalization Strategy Now

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

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

Every B2B Lead Generation Marketing Template Needs Personalization

Lead Generation Marketing Plan Template

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

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

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

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

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

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

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

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

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

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

Your buyers expect a personalized experience.

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

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

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

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

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

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

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

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

1. Multi-Tier Segmentation

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

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

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

2. Drive Data from Personalized Content

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

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

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

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

3. Adaptive Resource Centers

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

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

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

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

Adapted Resource Center

Source: Sage Intacct

4. Automated Content Bingeing

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

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

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

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

5. Triggered Email Journeys

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

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

You’ll always be one step ahead.

6. Intelligent Retargeting

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

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

Take B2B Personalization to the Next Level

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

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

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

How to Get Started with LinkedIn B2B Lead Generation

LinkedIn B2B lead generation

For years, LinkedIn was a bit of a paradox for B2B marketers.

On the one hand, you absolutely had to have a presence on this social media platform. It was the one place online you could be sure your prospects visited. Everyone has a LinkedIn account, even if they’re not incredibly active on it.

On the other hand, LinkedIn’s advertising platform used to seem as though it was designed as some kind of cruel practical joke. Even though the site had all of your leads listed with a ton of valuable information about them, ads featured next-to-no helpful features and costed a small fortune. You would have been better off paying for a billboard outside your prospect’s office.

Fortunately, that’s changed. Today, if you know what you’re doing, LinkedIn B2B lead generation could easily be one of your company’s best investments.

3 Tips for Getting Started with LinkedIn B2B Lead Generation

Over time, you’ll learn how to modify your company’s LinkedIn B2B lead generation strategy to best serve your unique goals.

For now, concentrate on just getting started by using the following tips. The sooner you are able to put a strategy into place, the sooner you can turn it into a force multiplier for your marketing budget’s ROI.

1. Focus Your Company’s Page on Lead Generation

This may be a beginner’s tip, but it’s also one that 99% of companies seem to miss completely.

If you look at most company’s LinkedIn accounts, it’s as if they’re trying to put you to sleep. A lot of them are literally the About Us section from their website cut-and-pasted into the account. It’s all accurate information, of course, but who cares? If it’s not generating leads for the company, it’s not making any difference.

Do not make this simple mistake.

Instead, turn your company’s profile into a lead generation machine.

Use your header image to show off what you do. Include engaging content like testimonials or even advertise that you have case studies in your profile.

Follow through with your company description. Use this space to pitch what your B2B business has to offer. Remember, only about the first two lines are displayed until a lead clicks, so make them count.

2. Use Content to Gain Social Proof

Content marketing isn’t just for your B2B company’s blog. You can also share those posts on LinkedIn. In fact, you should be sharing them and even creating unique posts on LinkedIn as much as possible.

There are two reasons for this.

First, if your post resonates with a lead, that may be all it takes to have them visit your website and reach out about possibly becoming a client.

Second, the more your posts generate interests from your LinkedIn following, the more likes, comments, and shares you’re likely to receive. Not only will that feedback help to increase the exposure of your piece, but it will also go a long way toward building up your social proof.

When it becomes clear to prospects on LinkedIn that your company is viewed as an authority, LinkedIn B2B lead generation will become much easier.

Also, keep in mind that you don’t have to limit your efforts only to content you’ve actually created. Unlike your actual blog, you can share others’ content on your LinkedIn account and simply offer a few sentences of commentary.

3. Create Separate Showcases for Each Segment

Another tragically overlooked opportunity for LinkedIn B2B lead generation is their showcase pages. Even though they’ve been around since 2013, most companies don’t take advantage of them.

In short, these are subpages you can add to your company’s profile to promote any subsidiaries. However, even if your business doesn’t have any official subsidiaries, you can still use showcase pages to market your company’s different initiatives and business units.

For example, if your accounting-software company serves the needs of small businesses, medium businesses, and enterprises, you could create a showcase page for each. This specificity will draw more interest and automatically segments your audience right from LinkedIn.

LinkedIn B2B Lead Generation

LinkedIn B2B lead generation could become one of your company’s highest ROI investments, especially because all of the above tips are free. So, even if you’re still not ready to dedicate any amount of your budget to LinkedIn ads, this social-media platform could still be a goldmine.

For best results, add Hushly to the mix. Use LinkedIn to drive traffic to your site and then let our software turn those visitors into qualified leads. We’re so confident in what we’ve built that we actually guarantee lead generation and ABM conversions will increase by at least 51%.

Contact us today to see how.

How to Use Engagement for Improved B2B Lead Generation

hushly blog

Effective lead generation techniques have changed a lot even in just the past five years. Building a simple funnel and hoping SEO will attract the leads you need is no longer a realistic strategy.

Instead, you need to update your arsenal with what works best today.

3 Effective Lead Generation Techniques for Your B2B Company

Although there is a long list of effective lead generation techniques that have been successful across different industries, the three below will work no matter what field of B2B your company operates in.

1. Use Social Shares to Build Your Email List

For years, e-commerce gurus and consultants have all used the same simple trick to build massive email lists of followers to leverage whenever they want for any number of different reasons.

Unfortunately, most B2B marketers have never used this method to build their own lists, even though they’ve probably been exposed to it numerous times.

The secret is simple. Which of the following introductions to a newsletter sounds more enticing to you?

  • Sign Up for Our Newsletter
  • Sign Up for Our Newsletter to Receive Weekly Updates About [Industry}
  • Join 5,000+ [Industry Subscribers] by Joining Our Email List

The first one is clearly the least-enticing. Do you feel any excitement about the prospect of joining that list?

The second one is a little better. It at least gives someinsight into what the list will be covering, but it was probably also safe to assume that topic would be the focus anyway.

With the third option, you’re leveraging the power of social proof. You’re not just showing a lead that a lot of people already enjoy your newsletter, you’re almost making them feel left out if they don’t join. After all, many of those recipients are probably their competitors.

2. Build a Network of Authority

Another great way to build social proof that can turn into leads is through – no surprise here – social media.

Though it probably doesn’t come as a shock, the truth is that most B2B marketers don’t know how to make the most out of this incredible opportunity.

They may tweet regularly and even respond to comments – which is important – but that’s about it. Unfortunately, with so many of their competitors doing the same thing, that’s also not enough.

Instead, you should also be actively building a network on social media. Reach out to noncompetitors in your market by commenting on their posts and even messaging them to start conversations. Eventually, the goal is to begin partnering with other accounts for social-media campaigns that build authority and attract engagement (similar to using online influencers to do the same).

Another great way to build your network is through backlinks. Most B2B marketers see these solely in terms of SEO potential. Once again, though, the secret is to work with noncompetitors in your market, so you’re constantly posting on each other’s sites.

When you’re consistently doing that and holding conversations on social media, your leads will find it very easy to engage with you.

3. Personalize Your Lead Magnets

Anyone in B2B marketing knows that HubSpot is usually at the forefront when it comes to the most effective lead generation techniques.

However, they still seemed to outdo themselves when they introduced their Website Grader tool. This was no ordinary lead magnet. It asked for leads’ email addresses as part of running a test on their website’s effectiveness. Once Website Grader had compiled its results, it would email the lead its findings.

This kind of interactive tool is fantastic for generating leads because it utilizes personalization. The content provided is 100% unique to the lead.

Now, obviously, creating that kind of lead magnet is probably not something your B2B company can do every week. That’s fine. You don’t need to create them with the same regularity as blog posts. Instead, spend the time building one, highly-interactive lead magnet that will benefit your prospects so much that they can’t wait to provide you with their information.

Then, you can use your regular blog posts to drive traffic to that lead magnet to keep your lead-nurturing funnel full.

One of the MostEffective Lead Generation Techniques

At Hushly, we are always keeping our eye on new, developing, and, most importantly, effective lead generation techniques.

Of course, we are also very proud to offer one of the best solutions out there. While the techniques above are extremely effective, our platform will begin working the moment you install it. Contact us to schedule a demo and see for yourself.