4 Reasons Why B2B Marketers Still Struggle to Convert Leads

How are you getting your best prospects and are you not able to convert leads?

According to the 2015 Lead Generation Report, the top issue for 59% of marketers is still generating high quality leads. While there are plenty of ways to get leads, the big problem is in getting the type of leads that convert to ideal customers.

Getting the wrong leads can lead to a lot of wasted time in sorting data, analytics and sales leads. Many B2B purchases take several months to move large sums of money and pass through the multiple decision makers involved in the process. Companies have to build strong relationships with their customer base and this takes a streamlined sales process.

But, the B2B industry is known for not embracing innovation and it is time to change that reputation.

These are the best ways to bridge your biggest road blocks and convert leads:

Set Objectives Based on Data to Convert Leads

You shouldn’t be dealing with prospects that aren’t interested in your services or products. Gather the right data in order to target your ideal customers through buyer personas. Your B2B data will help you set up in-depth buyer persons that tell you about what goals your prospects have, what power they have in the company and what industries they are working in. This will help you better cultivate your leads by segmenting your contacts list and sending out targeted content. This will also help you talk to leads about what matters to them and not how your company is the solution they need. Keep your content and conversations steered away from your own company needs and focused on the needs of your target audience.

As prospects move through your sales funnel, adjust your content accordingly. Someone who just made a purchase should not be receiving the same content as someone who just stumbled onto your blog. Adjust your articles to cultivate your audience, improving their engagement with targeted content and reducing the work your sales team will have to do in the initial stages of the journey.

Identify Business Pain

The sales team needs to be able to offer your services in a way that sets them up as the favor-doer and not the favor-receiver. In other words, sales qualified leads are going to needwhat you offer and they are going to be asking sales reps to help them get the solutions.

You are able to get a foot up on your prospects when you are actually contacting the ones who have a business pain you can solve. A business pain is not just an annoyance, but a real problem that they have already spent a lot of time trying to address. A business pain is something they are empowered to solve and it is probably something that they’ve spent many meetings talking about. If you aren’t able to solve a real pain for a prospect, then you shouldn’t even be trying to sell to that prospect.

By the end of the exchange, you will want to make sure your sales qualified lead is 100% on board with a purchase and not pushed into a sale. This will result in a purchase that your customer feels good about and will help build a better loyal customer in the days following the purchase. Not only does this help to convert leads, but it will help attract new qualified leads when they spread the word about their newly found solution.

Retarget Lost Leads

Baymard Institute reported 69% of eCommerce visitors abandon full shopping carts. Companies are having trouble knowing how to address these lapsed customers. Customers get distracted by all kinds of things and might benefit from a well-timed reminder. Business Insider reported that emails sent three hours after a cart is abandoned achieved a 20% click-through rate and VWO reported 72% of 25-34-year olds were very likely to buy a product they had abandoned when they were retargeted with a deal on the same item.

Reduce the Friction

Another important way to avoid unnecessary bounces from visitors is to reduce the friction that will slow your lead in their attempt to perform a particular action. Landing pages that are off-topic may cause an immediate bound. Slow load times will quickly cause a visitor to leave. Forced account logins might make a visitor get distracted, especially if they forget their password. Too many navigational options might distract your customer from finishing their purchase decision. Your customers may be distracted by your own site design.

Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander