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5 Ways B2B Startups Streamline Their Conversion Strategies

5 Ways B2B Startups Streamline Their Conversion Strategies

The prime objective of any content marketing campaign is to generate conversions.

Of course, B2B companies are no exception, except that their conversion goals may vary depending on the nature of their campaign.

B2B companies that spend a sizeable portion of their marketing budget on content marketing always seek out better ways to optimize their sales funnel and thus, their conversion rates.

Whether you’re a small start-up or a larger business, the following tips will help you optimize your lead conversion strategies and in turn, boost your sales.

Track Your Conversion Rates

In order to boost your B2B sales, you need to optimize your sales funnel. But, first, you need to measure your current conversion rates.

By measuring your current conversion rate, you will be able to determine the percentage of leads that convert to paying customers.

It's important to follow the path of your prospects and understand their behaviours.

Every B2B company is unique; as is their sales funnel. Therefore, depending on the nature and size of your content marketing campaign, you may need specific processes and tools to correctly track conversions.

Tracking conversions will show you:

#1 — Where the paying customers are coming from.

#2 — Which strategies are most effective.

#3 — Whether to double-down or cut costs on dependable channels.

Recommended Reading: How to Track Your Content Marketing ROI: Consider These Key Metrics

Analyze the Steps in Your Sales Process

Sales, as a whole, can be very complex.

B2B content marketers often ignore or undermine its role in the conversion growth.

However, you need to fragment down the sales process step by step and explore the strengths and weaknesses of each step.

A closer look at your sales process will manifest:

# 1 — Which actions lead to the most profitable deals.

#2 — Which steps result in a bottleneck in your sales funnel.

#3 — Which parts of the sales funnel need optimization.

The universal buying process encompasses identifying, mentoring, positioning, assessing, casing, and the final step of a transaction.

The most effective aspect of analyzing your sales process is that you can then discover the specific sales processes that your team needs to replicate for more conversions.

Recommended Reading: How to Track Your Content Marketing ROI: Consider These Key Metrics

Revise Messaging to Attract Better Leads

Messaging-prospect mismatch is a great concern for B2B marketers. If you spend much of your time educating the wrong prospects, you’ll have little time for your qualified leads.

But, why and how does this happen?

Poor collaboration between marketing and sales teams is a common challenge many B2B companies face, which affects the quality of your lead generation.

"Guys, you will need to at least talk to each other to begin the qualification process for leads.

As a result, you will end up wasting valuable marketing dollars catering to low-quality leads.

In order to fine tune your messaging, you should:

#1 — Properly Define MQLs and SQLs

#2 — Conduct Regular Sales-Marketing Meetings

#3 — Encourage Your Teams to Socialize More Often

#4 — Have Marketing Engage on Sales Calls

#5 — Have Sales Help with Content Brainstorming

Recommended Reading: How Predictive Content Improves Marketing-Sales Relationship

Improve Lead Quality with AI

In B2B marketing, your ability to identify a lead correctly cannot only help it convert faster, but saves tons of time as well.

However, this is much easier said than done, thanks to the overwhelming heap of data marketers analyze every day.

Luckily, there’s an easier alternative: using a Lead Scoring System.

A lead scoring system is a system which allows you quantify how likely a lead is to convert.

A lead scoring model for B2B contains different criteria outlining the likelihood they will convert to a paying customer.

When done manually, it involves assigning numerical values to different actions a lead take, such as downloading an eBook, signing up for a platform, asking a question and so on.

However, today, B2B content marketers can automate lead scoring and content scoring process, thanks to a number of AI-driven platforms.

Here’s how AI platforms help create better leads:

#1 — They tell you which are MQLs and which are SQLs.

#2 — They help you place leads to appropriate funnel and nurture them with relevant content.

#3 — They help you create better content for faster conversion.

Recommended Reading: 3 Steps to Incorporate AI into Your Content Marketing

Interview Your Best Customers

Even as you have streamlined your lead scoring mechanism and gathered critical insights into your prospects, you still need to take this final step to building an ideal customer profile.

Get in touch with your existing customers and capture more insights into your leads before creating content.

B2B consumers use various mediums to learn about products and to guide them through a purchasing decision.

Here are a few things you need to ask your existing customers.

#1 — Where did they hear about your products?

#2 — What are their pain points and how does your product solve them?

#3 — What type of research they conducted before purchasing your products?

#4 — What convinced them to choose you over your competitors?

Interacting with your best customers will reveal critical information you can leverage to target your leads better.

Recommended Reading: Best Practices for Prospecting: 4 Tips on Effective B2B Strategy Building

Final Thoughts

Regardless of the current health of your sales funnel, you should always continue to optimize it to sustain the flow of your lead conversions and expand your customer base. More importantly, you will develop a great understanding of your prospective audience, which will transform the way you project your brand through content marketing.

Download this whitepaper to learn how AI can improve user engagement!

About the Author

Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: .

Published on April 24, 2018

Topics Conversion Rate