‘Timing’ Crucial for B2B Success
Changes in buyer behaviour and the evolvement of the Internet mean businesses must adapt their sales and marketing strategies to be timed more effectively if they are to win new customers – according B2B lead generation specialist Profunnel, which has created a dedicated White Paper on the issue.
With the progression of the Internet, buyers are able to research products without the need to speak to sales advisors – meaning hot leads are not being generated. As a result, sales and marketing teams don’t know when or often how to communicate effectively with potential customers, causing a problem for many companies. Implementing tailored lead generation software offers solutions to these issues, which companies need to be more aware of.
Managing Director of Profunnel, Matt Hall, says: “Buying patterns have changed dramatically and this is reflecting on sales productivity. Businesses attempt to rectify the situation by spending a huge budget driving traffic to the web, which does resolve the problem to an extent but still leaves a gap between visitors and converting them into qualified prospects.
“The problem comes down to the fact that sales people simply don’t have the required information in order to know the right time to engage with a prospect. Insight into visitor activity is crucial for targeting customers - newly developed B2B lead generation software can collate, analyse and feed back information to sales and marketing about when and where prospects make their visits. In the past it was only possible to track a visitor once before losing them, now they can be tagged, and each visit monitored, which is a great advancement.”
Web forensics software identifies and alerts sales of specific visitor interests. The data allows businesses to engage with prospective customers through targeted email marketing at an appropriate time, taking into account the relevance to their interests.
The solution is derived from a simple demand generation system, which gathers this critical information and assists marketing and sales to ensure that their messaging and timing is absolutely right. The results will improve conversion rates while time spent chasing cold leads will significantly reduce.
“Lead generation software is hugely beneficial for business-to-business development and instantly shifts focus, concentrating only on prospective customers through its intelligent processes,” adds Matt. “Visitors are tagged, tracked and monitored, continually feeding sales with more and more information regarding their interests, which improves online lead generation. Combined with a lead scoring system which will rank visitors by their behaviour, it means sales will have a continual list of strong prospects to nurture and target at the right time.”
Profunnel’s White Paper on the importance of ‘timing’ and lead generation software is available for free download here.
Visit www.profunnel.co.uk for more information. The lead generation specialist provides solutions for marketing automation, email marketing and web forensics.
Denise Wales & Verity Garber
T: 01625 511966
Peak View, King Edward Street
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