Entries from April 2019

Does your website convert visitors to leads and sales?

Here’s a summary of the checklist I use when I evaluate a client’s website. Use it to see if your website converts visitors to sales. That’s what it’s for, right? You might be surprised by the answers.

– Does your website make it immediately clear what your company does and who it serves?
– Is it easy for your prospects and customers to find their way around your Web site?
– Does your website quickly communicate your company’s unique selling proposition?
– Does your website back up those claims?
– Does your website explain the additional resources you can bring to bear for your customers?
– Does your website contain lots of offers designed to engage prospects and start sales-winning relationships?
– Does your website make it easy for your prospects and customers to take the next steps in their consideration or buying process?
– Does your website make it easy to place an order?
– Are there multiple ways for prospective customers to request assistance or additional information about your company and its products or services?

See the full checklist at: B2B website checklist.

 

Customer relationship management

Your CRM, marketing database or marketing automation software could be your number one asset. The right database of prospective cusotmers can increase marketing effectiveness and shorten sales cycles. I can help with everything from cleaning up your existing data to using profiles of your best customers to find more companies and contacts just like them.

To find out more: B2B sales lead management software and marketing databases

 

Leads tracking: Get results

Leads tracking: Why bother?

Did you know that 79% of all leads are never followed up?

Although leads tracking isn’t always fun for the creative types in your marketing team, it really isn’t difficult to track and measure marketing results. Start by telling your team that you can live with the fact that they won’t be able to track and measure every lead, activity, result, or dollar in revenue.

Focus on those activities and results that can be tracked and measured, and don’t worry about those that can’t. If your sample size is large enough, you can confidently project overall results from the measurable segment.

Leads tracking questions to ask to get the answers you need

Leads tracking starts by asking your marketing team the following questions:

  • What is our average marketing cost per activity or result? By tracking and measuring cost per activity or result, you have a way to benchmark and improve results.
  • What is the return on investment? Although the actual dollar amount of sales revenue linked directly to marketing activities often serves as the strongest indicator of return on investment, other criteria can be used to show ROI as well.
  • What’s in the sales pipeline? Be sure to consider forecasted sales.
  • Where do our best B2B sales leads or sales opportunities come from?

 

 

Business-to-business leads

Only one in four of the prospects that eventually buy have short-term needs, according to research done by my clients and other marketing communications organizations serving the business-to-business marketplace.

I’ll bet that most of your salespeople, reps, resellers or distributors are only following up with the leads they believe represent short-term sales opportunities. Why? Because most salespeople need to focus on shorter-term sales opportunities to meet their monthly and quarterly quotas and earn commissions.

If this is also the case with your company’s salespeople, you may be missing three out of four sales!

To avoid missing the three out of four sales represented by the longer-term sales opportunities, try changing the measurement and compensation system to reward salespeople for following up and nurturing longer-term prospects, too. Turn those unsold business-to-business sales leads into sales.

And use some of your budget to fund programs designed to keep in touch with longer-term prospects until they are ready for sales attention.

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com