How to Convert More B2B Buyers with Web Content Personalization

It’s not getting any easier for marketers without web content personalization partners to generate high-quality content that resonates with users.

Innovations like adaptive content hubs, content algorithms, and modern SEO practices mean that buyers have an easy time finding information on just about any subject they want to research. This is great for the average buyer, but an overabundance of information can lead to decision paralysis. It also makes it far more likely that below-par, non-personalized content will be ignored in favor of higher-quality options.

This combination of factors creates an environment where only the sharpest content can cut through the information overload. This means well-conceived and executed content, personalized for the buyers who matter most to your company’s growth.

Optimizing your web content personalization is the theme of today’s guide. We’ll explain the concept of personalized web content, why you should care about it, and suggest a few ways you can begin the process of personalizing web content today.

What is Web Content Personalization?

Web content personalization is a marketing strategy that involves tailoring web content to individual buyers. This is generally done by gathering information about the user, starting with things like how that user found the content, and slightly altering your website content to closely match their unique perspective.

In other words, web content personalization is the natural next step after recognizing that B2B buyers, like B2C customers, are individuals with unique concerns, needs, and buy thresholds. B2B buyers are also more likely to perform more research and demand more when it comes to features, availability, and customer service.

Non-personalized content is the way to deliver value to any customer who finds their way onto your website. Personalized content is a step above this, as it tries to deliver unique value to specific customers that your company hopes to form relationships with.

How Do I Personalize My Web Content?

Web personalization tools like Hushly are the best way to personalize web content.

However, if you prefer to do it alone and are interested in some of the best website personalization examples, we recommend starting with these steps.

Create Personas

The process of creating a website personalization strategy should begin with finding the targets of your personalization.

One of the most redeeming aspects of B2B website personalization is the fact that you can invest relatively little time and resources and potentially see a massive return.

You can begin by identifying several promising B2B candidate buyers and creating buyer personas for them. Use these personas to develop a unique strategy for engaging with that buyer. You should focus on details like the company’s niche, its pain points and growth engines, and ways your company can add value to its operation and aid in its growth.

Once you know what message you’re going with, you can start the process of customizing web content based on that campaign and targeting your ideal buyers.

Create Personalized Websites

A personalized website should speak directly to your target audience. This includes major details such as page names, text, and recommended content. These factors should be individualized, addressing the company or even the buyer directly. Letting the company know you’re aware of its place in the ecosystem and may already understand its issue can build trust.

Hushly’s automated web content platform creates dynamic experiences that can be personalized using any element of a webpage, including self-updating text, banners, calls to action, and more.

Use Self-Nurturing Landing Pages

Buyers should find content and educational materials with ease, directly from their personalized landing page. B2B buyers expect to browse your content at their own pace and in a way that makes sense to them. This is only possible when you combine powerful AI analytics with valuable buyer intent data to create truly personalized experiences.

Create an Adaptive Content Hub

Content hubs are places where users can find all of your content at once. They are important because users expect to find your content easily and on their schedule.

An adaptive content hub is the next generation of content hubs. It’s where developers use algorithms to optimize what content is displayed depending on the visitor. This makes it possible to recommend only the most relevant, conversion-driving content your website has to offer to the right buyer at the right time.

Gather Data and Refine

Gathering data is important every step of the way. The more you know about your customer’s behavior, the more you can predict their needs and provide valuable services.

You’ll want to know details like:

  • Content performance
  • Content engagement metrics
  • Conversion analytics
  • Trends and campaign performance

Hushly’s automated web platform is the best way to perfect your content strategy with data-driven analytics and modern AI solutions.

Why is Web Content Personalization Important?

As advancements in AI content generation, marketing, and distribution continue to roll out year after year, the face of content marketing is likely to change.

Buyers are savvy researchers with limited amounts of time. Why should they spend that time searching through a non-adaptive content hub, or hope they’ll skim the right headline if they scroll far enough through a blog page?

Just like in the past, it was once enough to simply create content and wait for buyers to find it. The day has come when it’s no longer enough to create content and hope that buyers don’t expect it to be accessible, valuable, and personalized.

Modern Website Personalization is Critical for Go-to-Market Strategies

Modern go-to-market strategies need to be flexible, durable, and constantly open to refinement. Website personalization is just the latest in a long list of things that go-to-market strategies require to perform well.

If you’re planning on launching a product, you’ve probably already identified an ideal buyer for that product before you began developing it. Why spend the time and effort developing a product to help a business grow, only to neglect to personalize their marketing content when you decide on your go-to-market strategy?

The Benefits of Web Content Personalization

The benefits of web content personalization include:

  • Better content engagement
  • Higher conversions
  • Better customer satisfaction
  • More repeat customers compared to non-personalized content.

A personalized content hub, with smart AI analytics to optimize the feed, will recommend the most relevant content to your most valuable buyers. This is because these buyers are three times more likely to buy more and regret less when information about a product or service is readily available.

There’s also the fact that 43% of B2B customers prefer to not interact with a sales rep at all. This means that, in many cases, the only opportunity you’ll have to educate and convert a customer is through your content marketing.

Personalization is Easy with Hushly

Personalization is simply one more step on the road to perfecting your content strategy.

If you feel you’d rather have an experienced web personalization specialist take on the stress of web content personalization for you, Hushly is ready to partner with you and grow together.

Ready to begin the process of personalizing your web content with an experienced partner? Try Hushly.

How to Create Personalized Landing Pages in 6 Steps

Someone who trusts you will come to you with many problems. In the world of business, problems mean opportunities to build solutions.

What if you had a permanent funnel of problems to cook up solutions to, each of them coming from a few customers who are so engaged with your content and products that they come to you first before even looking for other companies?

You’d be sitting on a goldmine.

This is the goal of personalized marketing content. In particular, today’s blog will be about personalized landing pages and how to effectively use them to generate trust and establish long-term business relationships that will help both parties scale.

What Do Personalized Landing Pages Look Like?

Google considers the first page a client lands on to be a landing page.

This is not always a homepage. In fact, it rarely is.

Instead, a landing page looks more like this:

This is where the Google link landed me after searching for “personalized landing pages Hushly.”

Notice that this page doesn’t focus on anything except the solution I was searching for. This is because it’s based on the search result.

As I scroll, even more information becomes available, but all of it is still only related to my original search term (plus some other features that are related to it).

An even more personalized approach is possible and desirable when dealing with large customers like B2B buyers.

Why Use Personalized Landing Pages?

Here are a few reasons you should consider personalized landing pages.

B2B Customers Are Inundated with Ads and Generic Content

Marketing expert Ron Marshall penned this blog in 2015 where he attempted to count all of the ads he encountered in a single day to test the idea that each individual is exposed to up to 10,000 ads per day.

The experiment lasted less than an hour.

Before breakfast, Marshall had counted nearly 500 ads. Going outdoors would only increase the number of ads he was seeing. He called it quits there and decided the 10,000 figure was probably correct.

Buyers Have Limited Attention and Must Be Selective

The real world is a cacophony of information.

This doesn’t just include advertising. Our human brains are only capable of processing so much information at one time, so we are naturally evolved to make choices as to what information is worth paying attention to.

Personalized content is about recognizing this simple reality and trying to break through someone’s selective attention defenses to prove that you’re not just peddling more noise, but a legitimate solution to problems they’re facing.

6 Steps to Creating Personalized Landing Pages

Identifying your targets, challenging though it may seem, is the easy part. Now you’ve got to create the content. You’ll need unique content for each landing page you plan to personalize.

Here are six steps for creating that content.

1. Know Your Customer and Their Level of Engagement

You need to know the ins and outs of your B2B buyer’s company, responsibilities, needs, wants, and prior experience with your company.

Where the buyer is on the journey, and how they’re feeling about it, is the key to crafting great personalized landing pages.

How engaged are they with your sales process? Are they a return customer or a new prospect? How far along in their research have they gotten before you were involved?

Some of these can be answered with data, but some of them will require more involved research.

Don’t be afraid to reach out to potential customers to find this information out directly. It can help them and other customers who might fit a similar niche.

2. Leverage Search Results

How a customer searches for your content is crucial to how they’ll engage with it.

A customer who searched for a competitor of yours needs to know why your alternative is better, whereas someone who searches for you directly doesn’t need to hear about how you’re better than a competitor – who knows if they’ve ever heard of them?

You should also consider your keyword strategy and if it’s coherent across all landing pages. Your messaging is important, so similar keywords should appear in all forms of content.

3. Cater Landing Pages to Personas

Your buyer persona is your best customer. They check every box, are interested in your product, and are looking to scale alongside you. Always keep them in mind when crafting your landing page.

Though the persona is technically fictional, their specificity is bound to elicit a strong emotional reaction to real customers who feel you’ve really understood their pain points and offered a solution that makes sense to them.

In this way, your use of the character of your persona will be like how a writer uses a narrative to generate emotional investment. If a buyer sees themselves in the persona you’ve created, you can easily show them how your solution makes their lives easier.

4. Localize

Geographics can be as important as demographics. Learn your audience and prove that to them by taking an interest in their locale.

A buyer who believes you understand them, their goals, and even their daily lives may likely listen when you pitch your solution.

An easy example of this has to do with language.

If a customer is connecting to your website from French Canada, an option to navigate to your French website should be prominent on their personalized landing page. You could also include things like pictures of their location to further drive home that you’re knowledgeable about them and their circumstances.

5. Prioritize the Customer’s Needs

The ideal customer relationship is one that is mutually beneficial.

You want your product to help their company grow, and their success will contribute to your own. In this way, you are forming a partnership for the future.

Like any good relationship, the one between you and your B2B buyer must be based on trust.

How do you earn trust before someone knows anything about you? By showing them your good faith: prove the value you can offer them for nothing in return. This is the principle behind all ungated content marketing, so personalized content should only drive this home further.

6. Let Hushly Do It for You

No matter how skilled you are at crafting marketing content, the ordeal of sifting through reams of data combined with the creative pressure of personalizing your message to dozens of clients can weigh on you. The problem only grows larger as you scale.

If you’re interested in dropping that stress from your life, consider an automated content platform like Hushly.

Hushly uses a data-driven approach to personalized landing pages. We supply all the tools you need to create adaptable, scalable, personalized landing pages for every client you serve.

Earn Their Trust, Earn Their Business

If you’re confident in your product and your service, you should be extremely motivated to share it with those you believe it can help.

After all, if I’m capable of helping you, but you can’t find me when you need me, what use am I to you?

You want to be there for those who trust you. Your company should walk a similar line with the B2B clients that are most important to its business model.

When crafting any personalized content, whether it be landing pages or email campaigns, remember that your main goal is to earn the trust and camaraderie of the person you’re dealing with. Manage these relationships like you would your personal life.

Personalized marketing content should be friendly and familiar, like someone who is genuinely interested in your problems and wants to see you succeed.

If you can manage to convince buyers that you’re engaged in their problems at this level, you’ll have a far easier time selling them your solution.

Take a look at Hushly’s eBook, Efficient Growth at Scale, for more information on how personalized content will help you scale.

How to Choose B2B Marketing Tools for Personalization

hushly blog

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!

6 Crucial Mobile Marketing Automation Strategies for Lead Generation

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

hushly blog

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

hushly blog

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]

b2b email list: its about quality not quantity

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!