As a B2B Demand Generation Agency, our clients are faced with longer sales cycles and a multitude of influencers and decision makers who are conducting research on their product and services.
This means that when we’re analyzing traffic data, heatmaps, and in-app surveys, we approach these insights with the understanding that most visitors are there to initially conduct research before ever reaching out to a company and officially becoming a ‘lead’.
In fact, many visitors are conducting research with no intent of ever reaching out simply because one of their team members has already begun the sales process.
This begs the question:
How do you present your company’s information in such a way that lends itself to those who are simply doing research, and those that are conducting research and are looking to reach out as well?
A Breakdown of Leads, Prospects, and Inbound Lead Generation
Your goal in building a website is to make sure to cater to the needs of each of your audience segments. One of the crucial first steps in doing in this is to find out what content appeals to your prospects and what you need to provide for your leads.
So first off, what exactly is the difference between a lead and a prospect?
While definitions differ among organizations, generally speaking a prospect is someone who fits your ideal parameters of a potential customer:
- They meet your title or role qualifications
- The company they work for is within your ideal size, industry, and location
- They presumably have a need and budget for your product or service
A lead, on the other hand, is also someone who meets your parameters of a qualified prospect but has also shown some interest in your product or service:
- Perhaps they downloaded some content from your site
- Took out a free trial
- Spoke to one of your team members at an event
As you scale your marketing efforts, you’ll want to tightly define prospects verse leads within your organization.
Determining what actions turn a prospect into a lead will also help you plan out how to market towards guiding prospects down the funnel.
The Benefits of Working With a Third-Party Agency
Data alone, especially in B2B, will only get you so far.
When dealing with a product or service that includes multiple influencers and decision makers and has a sales cycle of any sort, you’ll end up spinning your wheels trying to figure out why certain visitors are converting and others are not.
In addition, you and your team are often ‘too close’ to the business, which can cause some blind spots.
This is why bringing in a trusted third-party source to review your visitors’ behaviors can yield major dividends.
This allows you and your team to challenge your preconceived notions in an objective fashion, while providing a more in-depth and scientific way to improve your site visitors’ experiences.
Leveraging User Insights and Data to Optimize Your Site
When we conduct research and engage in data-driven conversion tests, we leverage a full conversion optimization stack which includes Google Analytics, Qualaroo, User Testing, and of course Crazy Egg to cover all of our quantitative and qualitative needs.
While leveraging data from GA and other sources is well documented, in a B2B environment it is especially critical to discern between the ‘research only’ visitors and the ‘research and potentially convert’ visitors.
This is what we primarily use Qualaroo for.
Qualaroo allows us to prompt a particular site visitor and engage them with a simple question about their reason for coming to the site, allowing us to better direct them in the right area.
If they’re simply researching, we can provide various product or service pages or content that can go much deeper on a particular challenge than a standalone landing page can.
However, if they’d like to speak to a rep and learn more about the product or service and enter into the sales cycle, we’ll then direct them to a conversion point.
Note: Crazy Egg just released a new integration with SurveyMonkey that will help you engage your audience similarly.
But what to do if visitors won’t engage that easily?
For this reason, we rely on Crazy Egg to pick up on any patterns or movement that indicates their intentions one way or the other.
Plus, we review this feedback to assist our clients in various site updates, conversion tests, and when launching new landing pages.
Tying everything together, B2B marketing and sales requires an in-depth approach to analytics that goes beyond tracking where a site visitor came from and when they exited.
Webinar Alert: Care to learn more about how we use Crazy Egg to pick up on these visitor trends? Tune in on Thursday, July 18 at 11am ET for a live webinar teardown!
How to Build a Multi-Touch Attribution Marketing Campaign
A multi-touch attribution model in marketing is defined as determining the ROI for each of your marketing initiatives.
You’re assigning value for each time a customer interacts with your company and content to determine which channels are the most effective at resulting in conversions.
You should have a multi-touch attribution model in place with your marketing automation platform that allows you to go beyond a single site visit.
After all, why should the final conversion point get all the credit?
This is crucial as the vast majority of buyers and decision makers looking to make a large purchase will revisit your site multiple times, and consume different forms of content depending on their stage in their buyer’s journey.
And you need to know what content was the most effective at pushing people to the final conversion point.
What Tools to Use
There are multiple ways to determine how to attribute value to your marketing content:
- Use survey tools like Qualaroo (or SurveyMonkey)
- Check the number of downloads or interactions on case studies and customer videos
- Look at visitor click data – specifically reports like Crazy Egg’s Confetti or Overlay Report that give you the ability to drill down into customer segments
- Watch Visitor Recordings AKA Session Replays
For instance, people who are researching your product or service will often consume eBooks and whitepapers first, then as they get a bit further into their buyer journey, they’ll look into case studies and more product-specific, bottom funnel content.
These interactions can be done by individuals who are simply just researching on behalf of their team or client, or it can be done by a decision maker depending on the organization’s structure, the price point of the purchase, and the company size.
Influencers tend to download the most pieces of content.
This is why we’re major proponents of building out a lead nurturing strategy to further educate and enable those influencers with additional content and points of reference that they can leverage internally to champion your product.
This requires a fundamentally different CTA and sales process versus a decision maker who is looking more for fit, price, and customization.
Combining Conversion Optimization with Multi-Touch Attribution
Our biggest wins have always come from combining our conversion optimization data analysis (leveraging our conversions ops stack) with our multi-touch attribution analysis inside of our marketing automation platform.
For instance, with Onfleet, we were able to dial in their attribution model by implementing Salesforce campaigns. This allowed us to go from a ‘last-touch’ model to a ‘multi-touch’ attribution model.
In effect, this allowed us to see what visitors did before and after they converted, providing us a much more granular and accurate depiction of their research or buyer’s journey rather than just focusing on the final point of conversion.
By implementing this multi-touch attribution model while collecting critical onsite insights from their visitors, we helped increase their leads by 242% and closed deals by 57% without increasing paid ad spend.
Using our holistic approach to analysis, we made various changes to their landing pages and site structure, resulting in massive wins all within a single quarter.
When working with a B2B organization where multiple individuals are involved in the decision making process, it is critical to take mulit-touch attribution into account.
If done properly, this strategy and outlook can yield massive results because you understand the entire buyer’s journey and what elements really move people down the funnel.
Watch Our Live Website Teardown
If you’d like to see how we approach analysis live, catch our live website teardown!
We used Onfleet as our willing volunteer, so make sure to watch so you can get UX tips that you can apply to any website.
You’ll also be able to see firsthand how we approach looking at customer data so you can come up with similar insights on your own content and landing pages.