The cost of acquisition for enterprise B2B leads is soaring; in some industries leads may cost several thousands of dollars to acquire and involve long sales cycles and high-touch event marketing. In fact, 11% of a company’s revenue is dedicated to the marketing budget, on average, in the United States.
With a sizable portion of company revenue dedicated to developing and scaling the business, the pressure to multiply that investment seems obvious. And yet, it could take as little as 72 hours for that expensive prospect you connected with at a trade show or convention to forget you or prioritize the project you discussed altogether. However, customers report it often takes several days to hear from a sales or marketing individual after initial contact with a company.
How can you keep your lead connected, engaged, and interested during this small but important window, as well as moving forward? One of the answers is digitized marketing.
Start digitizing your B2B marketing efforts
Digital marketing is a sweeping term that can include all of your online efforts, like PPC ads, outbound campaigns, social media, etc. But digitized marketing speaks more directly to cloud-based and easily-accessible content, content that builds relationships, educates prospects, generates interest, and ultimately closes contracts. So how exactly do you do that? Here’s 6 ideas to get your digital marketing motor running:
Branded, event-specific email templates
Before your team heads to their next trade show or convention, have your marketing team develop a simple email template that includes your branding as well as the branding of the event. Each evening, sales reps should utilize that template to reach out to contacts they met that day, personalizing the language to mention items discussed.
Event-specific landing pages
Develop a landing page especially for leads that come from the event in question, again using the branding they will recognize from their time on the show floor. Here you can speak more directly to the specific audience than on your general website (ie, OB-GYNs who need software for tracking high-risk pregnancy data vs all doctors seeking software that tracks all kinds of medical data). Include links to brochures, case studies, and other content that will resonate with this audience.
Go one step forward and create a personalized microsite for each new lead captured at the event (platforms like momencio allow you to do so). Adding their name and company logo is a simple touch that can make a real connection, and based on your conversations at the booth and their known needs or pain points, you can tailor the materials this microsite links to.
Those collateral pieces you are linking to? Be sure they aren’t just PDFs hosted online. Use a marketing platform that allows you to monitor not only the number of clicks on a link but to see who exactly clicked it and how long they viewed the document afterward. Some systems even allow you to turn your static PDFs into dynamic flip books and provide further analytics about what areas readers lingered on or where they zoomed in. All this can help you more quickly see what your leads are interested in.
An automated workflow that continually feeds leads information of interest can help turn lukewarm leads into closable customers. A well-designed workflow, based on the collateral your lead is engaging with, will be able to generate emails to the prospect with relevant material they may find useful.
For instance, if a lead clicked and spent significant time on the section of a product guide that discussed your software’s CRM feature, send them a blog post on the most popular tools your CRM has. On top of that, you can send a case-study about how a current client utilized the CRM to better connect and win over their customers.
The above planned and automated communication workflows serve as the backbone for ensuring continual connection with high-quality leads. But, they won’t be enough. Truly personal service will always be required so, use the automated communication to feed your personal one.
If you see that on Monday your contact was sent a secondary piece of content based on their previous actions, send a casual email on Tuesday to check in, see what they thought of it, and share some of your thoughts on the topic. A lead will always be more apt to respond to your invitation to discuss it over a call than by clicking on a CTA button in a generic email.
A more tailored, continual, & valuable connection
These digitized communication tactics not only save the time and money that old-fashioned print collateral requires, but provide a more tailored, continual, and valuable connection with your leads. And by kicking off this process in your hotel room the night of a trade show, you can ensure the dynamic you worked hard to create on the trade show floor will not be lost in the shuffle of return flights, unpacking, and catching up that occurs post-show.
Looking for a platform that can provide some of these features, like personalized microsites? Learn more about how momencio can streamline your process from that first in-booth handshake through the entire sales funnel.