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Put These Call-to-Action Tips on Your Favorites List

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Put These Call-to-Action Tips on Your Favorites List

Content can take your brand almost anywhere it wants to go.

But if you want your audience to take steps beyond viewing or reading, you need to show them where to go next. And that means creating a compelling call to action (CTA).

To help you achieve the results you want from your CTAs, I’ve gathered ideas and tips for the strategic fundamentals you’ll need. Review those, then keep reading for tactical tips and examples for making your copy more compelling, layouts more appealing, and campaigns more successful.

Set your audience on the right path with a compelling call to action, says @joderama via @CMIContent @semrush. #ContentMarketing Click To Tweet

Plan your approach strategically

You can’t ask consumers to act until you know what specific action you want them to take – and what might interest them in doing so.

Determine your target goal

Before you write your CTA or plot where and how to place it in your content, you need to decide the goal. Start with the consumer actions that deliver the greatest benefit to your business now.

Focus on the goals your business cares about most, typically one of the ones CMI founder Joe Pulizzi outlined:

  • Sales
  • ROI
  • Decreased costs
  • Improved customer loyalty and retention

But revenue-related conversions aren’t the only meaningful actions. You can focus CTAs around content marketing goals, like sending more traffic to your website, increasing downloads of lead-gen content, encouraging viewers to join your communities, or growing a subscribed audience.

Revenue-related CTAs aren’t the only meaningful actions. Think about #ContentMarketing goals, like driving more traffic to your site, increasing downloads, etc., says @joderama via @CMIContent @semrush. Click To Tweet

Make your offers contextually relevant

Take the audience’s context into consideration when planning your CTA and crafting the copy.

For example, imagine a consumer scrolling through their Instagram feed on their phone, and a picture of a trendy outfit from your summer catalog catches their attention. A CTA to visit your e-commerce site for more details about the clothes would be a natural fit, while a CTA to download the catalog might be too much to ask in this setting.

You’ll also want to make sure your CTA aligns well – message, tone, topic, and imagery – with the content it’s connected to. Continuing with the clothing example, a high-quality photo of someone wearing that trendy outfit to a summer BBQ could trigger FOMO (fear of missing out) feelings – and a click to your mobile storefront. Asking them to download a lengthy report on sustainable fabric sourcing practices would be out of place.

Lastly, whenever possible, match your CTA copy to the mindset and intent of your targeted consumers. Remember engaging with a content asset isn’t necessarily a signal that the consumer is looking to make a purchase right now (or at all) – especially for a high-consideration product like a car or an enterprise software solution. So, if you send an email to sales-qualified leads with a CTA for a 25% discount, it might be the perfect catalyst to buy. But if the email goes to everyone in your database, stick to lower-level commitments like downloading a white paper or attending a virtual product demo.

Match your #CTA to the mindset and intent of your targeted consumers, says @joderama via @CMIContent @semrush. Click To Tweet

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Communicate clearly, succinctly, and convincingly

Calls-to-action point consumers to attractive offerings that might enhance their trust and satisfaction with your business. But if your CTAs derail their purpose, confuse them, or fail to deliver on the expectations you establish, you risk losing their attention for good.

Follow these creative tips to give your calls to action their best chance of success:

Keep them focused and short

Avoid inserting multiple calls into a single piece of content – there are only so many requests a reader will consider before they lose their focus. Get right to the point with brief, succinct statements that won’t confuse readers. Also, Pawan Deshpande says if you’re using a CTA button, long strings of text won’t have the same positive visual impact as a short one.

Provide clear direction 

Beginning your CTA with an active verb – like “Subscribe to our newsletter” or “Download our app” – tells consumers exactly what action you would like them to take, while vague statements like “Learn more” could lead to confusion or disinterest.

Be transparent about what happens next

Will clicking disrupt their content experience by taking them to an off-site page? Will that page contain the information they expect, or will they have to search around for it? Will they get direct access to the download your CTA referenced, or will there be a form? You may not have the space to include every detail of the experience that follows the click, but avoid ambiguity by using words like “register,” “sign up,” or “visit our site” to help set clear expectations.

Select words that set intentions

If your content’s purpose is to drive an immediate conversion, Shane Barker recommends creating a sense of urgency with words like “now,” “instant,” or “today.” If your message is meant to make your customers feel unique or special, he says using words like “custom” or “exclusive” can help convey that they’ll receive VIP treatment.

Use your available space wisely

Shane also points out that if your CTA comes at the end of a blog post or email, outlining your ask in a detailed sentence is acceptable. However, if you’re placing it elsewhere in your content or on a dedicated landing page, he says it’s best to limit the CTA to five to six words.

For social media content, available space and formatting options vary. Get familiar with each channel’s specifications before you publish or critical details may get cut off. Notice how the text gets cut off in the Doodly ad below to read: “Create Doodle Videos With Doodly. Zero Technical or De…”. Confused consumers are less likely to click.

A Doodly ad showing a green background with a white chalk outline of a man holding a laptop with the words "80% off!" on the laptop screen. The title of the ad reads "Easily Create Doodle Videos". The subhead reads "Special". The CTA below the image is cut off. It reads “Create Doodle Videos With Doodly. Zero Technical or De...”

Copy is cut off in Doodly’s CTA, which can confuse customers and make them less likely to click.

Show ’em the money (or other attractive benefits)

Who doesn’t wonder “what’s in it for me” when they see a promo touting a brand’s amazing features and competitive advantages? Focusing your CTA copy on the benefits consumers stand to receive can communicate greater personal relevance – and increase their interest in clicking.

For example, in this sponsored Facebook spot, BuzzSumo smartly syncs up its offer of a helpful content toolkit with a discount-centric CTA to sweeten the deal: “Feeling stuck? BuzzSumo’s all-in-one content toolkit can help generate ideas … Save now with 20% off annual subscriptions.”

BuzzSumo Facebook Sponsored post showing a blue box with the copy “Feeling stuck? BuzzSumo’s all-in-one content toolkit can help generate ideas … Save now with 20% off annual subscriptions.”

BuzzSumo aims to boost subscription purchases with a CTA that offers a 20% discount.

Brain training app Elevate doesn’t offer a discount, but its Instagram post features a checklist of attractive benefits that gives gamers a glimpse of what they might achieve if they install the app: Read faster, write more clearly, and speak with confidence.

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Elevate’s checklist of benefits illustrates the value of clicking its CTA.

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Perfect your placements

CTAs can’t do their jobs if consumers don’t notice them. So, marketers need to design and position them for optimal findability, appeal, and usability.

Some things to consider:

  • Don’t overwhelm your copy. Stuffing a CTA in the middle of short snippets of text, like a collection of curated quotes or a bulleted list, can disrupt the flow of your content, making it hard for readers to follow the story. Among his CTA tips for content curators, Pawan suggests placing calls within longer sections of copy, instead – for example, a detailed explanation of why the quotes you’ve cited are relevant.
  • Make them easy to spot and read. The above advice also applies to the visual aspects of your CTAs: They should fit with the accompanying content without getting lost. Think brightly colored buttons that grab attention but don’t stray from your brand’s style guide. Adjust the fonts and colors as necessary for the copy that sits on top of the buttons, so it’s clearly readable against the background.
  • Make them mobile-friendly. Mobile devices (excluding tablets) generated 4% of global website traffic in 2021. Your CTAs should follow best practices for mobile-responsive content. Make buttons large enough that visitors won’t accidentally click on the wrong spots, and double-check that your copy doesn’t get cut off on a small screen. Consider using click-to-call features or substitute drop-down selections for detailed forms so mobile users don’t have to type a lot to accept your offer.

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Grab extra attention with unique designs and special features

Speaking of opt-in form alternatives, Treasure Data CMO Tom Treanor shared some formats commonly used to drive subscriptions that can be adapted for other marketing goals. Below are a few of his suggestions for making your CTAs more visible, dynamic, and inviting. (You can find additional ideas in his article on ways to get more opt-ins from your content.)

The pop-up

“The pop-up is one of the most familiar opt-in forms for a good reason,” says Tom. “Even the data scientist of HubSpot found it increases email opt-ins without hurting anything else.”

That lesson can be observed in this pop-up CTA with the message: “Do You To Convert Your Abandoning Visitors Into Subscribers?” followed by yes and no buttons to register for a free 14-day trial.

1655203724 44 Put These Call to Action Tips on Your Favorites List

An example of a CTA formatted as a pop-up from HubSpot.

The pop-up is one of the most familiar opt-in forms and for a good reason. Even the data scientist of @HubSpot found that it increases email opt-ins, says @RtMixMktg via @joderama @CMIContent @semrush. Click To Tweet

The slide-in

Tom says slide-ins create dynamic movement, which can help draw the viewer’s attention. He also reminds marketers that timing your slide-in is important: “You want to catch visitors before they click away.”

He shares an example from AppSumo, which slides into view with an attractive offer of insider knowledge – “Learn exactly how I grew AppSumo to 700,000+ subscribers” –followed by a space to enter an email address and receive that information.

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An example of a CTA that slides into view from the side of the screen.

The footer CTA

“Once people have finished reading a great piece of content, they are more likely to consider other offerings from your brand,” says Tom. The footer option capitalizes on this concept. “You can use it with a lead-magnet offer or message that invites people to get similar content by subscribing.”

In this example from Fleet Feet, the footer includes a built-in CTA reading “Join Our Newsletter” with a field to enter an email address.

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An example of a post footer CTA from Fleet Feet.

Use tech and personalization to your advantage

If you’re ready to take your CTAs further, apply some of these more customized approaches. Their benefits range from simplifying the design and implementation process to enhancing personal resonance.

Leverage the power of tech

In a recent post on improving sales enablement content, Ann Smarty recommended a few tech tools that can make CTA customization and implementation easier:

  • Vcita lets marketers create customizable and contextual widgets that help ensure that CTAs appear in content where they’re most relevant and appropriate.
  • Finteza offers the ability to dynamically serve different CTAs depending on what page the visitor first lands on, the site they were referred from, or prior actions they may have performed on your site. Marketers choose which site pages the modules appear on and the campaign length.

Get up close and personal

You can use CTAs to gather first-party data (an increasingly important goal as privacy regulations limit third-party cookies). For example, Los Angeles-based media site LAist targeted voters with the sponsored Instagram post shown here. While the “Learn more” CTA is standard fare, it’s paired with a political matchmaking quiz to help users determine which of the seven candidates on the primary ballot align most strongly with their views on key issues.

1655203724 788 Put These Call to Action Tips on Your Favorites List

LAist cleverly tempts readers to click the CTA to get personalized election guidance with the copy: “Meet your Mayor – A political matchmaking quiz for LA voters.” The visual catches the eye with circular headshots of each of the seven candidates.

Go beyond the obvious

Shop now, sign-up, register today … spend a few minutes perusing your social feeds and you’ll see a dozen ads using these simple imperatives. You might have a better chance of standing apart and capturing their clicks with an unexpected approach.

For example, cosmetics company Il Makiage is building its brand on a try-before-you-buy model. In keeping with that concept, the company featured a “Watch the transformation” CTA on a recent Instagram post, which clicks through to a video of @realbettymaxwell trying the brand’s makeup.

1655203724 599 Put These Call to Action Tips on Your Favorites List

The CTA in this Il Makiage’s social spot creates intrigue with the promise of an exciting transformation.

 

1655203724 363 Put These Call to Action Tips on Your Favorites List

Consumers who click through on the Il Makiage CTA see the brand’s products in action.

In her sales-enablement discussion, Ann Smarty offered another unique CTA approach: the in-content form. “It’s designed to feel more like a one-on-one interaction than an institutional form completion,” says Ann.

She shared this example of WordPress plug-in Conversational Forms, which lets visitors answer one question before a new question appears.

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A sample of WordPress plug-in Conversational Forms. Image via Wpforms.com.

Stop using institutional field completion forms. A tool like Conversational Forms from @easywpforms lets visitors answer a question before a new question appears, says @SEOSmarty via @joderama @CMIContent @semrush. Click To Tweet

Create CTAs that compel customers to act

Despite their simplicity, effective CTAs involve a lot of strategic and creative decisions. Are you giving your CTAs the attention they deserve? Have any tips we may have missed? Let us know by posting a comment.

All tools mentioned in this article are identified by the author. If you have a tool to suggest, please add it in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute



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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


Disruptive Design Raising the Bar of Content Marketing with Graphic

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