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A Call-To-Action Guide For Businesses

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A Call-To-Action Guide For Businesses

The CTA (call-to-action) is a make-or-break moment in your content strategy and lead generation goals.

Therefore, it is a critical copywriting component and essential in your B2B (business-to-business) marketing content and webpages.

Plenty of information is available if you want to learn about B2C CTAs.

However, B2B CTAs often lack resources for inspiration – and many brands in the industry don’t take the proper care to make them engaging, resorting to endless “learn more” and “book demo” CTAs.

In this guide, you will learn how to write a compelling B2B CTA, with four best practices to infuse into your copywriting and 10 examples from major brands that work to engage prospects and drive clicks.

4 Best Practices For Creating A B2B CTA

General guidelines can help when writing CTAs – whether you’re faced with a blank document, or looking for that last element needed to finalize a project and meet the deadline.

These four best practices will inspire your writing efforts and help you decide what to do when a B2B CTA is required.

Deliver Value To The Buying Committee

In contrast to B2C consumers, a buying committee often decides on B2B purchases. These must not only appease stakeholders when bringing a solution in-house but are also composed of members with differing priorities and concerns.

Thus, strategies that work well with B2C CTAs, such as “Fear Of Missing Out” (FOMO) and urgency, can come across as “clickbaity” or appear desperate in B2B. Value (and trust) must be proven for the investment to be approved.

Therefore, tailor your CTAs to your audience and focus on promoting the unique value of your products, first and foremost.

Utilizing marketing segmentation data and personalizing CTAs for buyer personas works even better to ensure your campaign’s selected values resonate with your target accounts.

Be Conversational, To A Point

In B2B, brands sometimes overdo the jargon and formality.

And while brand consistency and voice are important, it is crucial to be relatable and conversational in your CTAs.

For example, an SDR (sales development representative) that says, “Let’s book a time for coffee and chat,” is more approachable than “click here to book a sales meeting.”

Being to the point, however, is also important. As mentioned previously, you need to demonstrate the unique value of your CTAs.

Prospects are often short on time and won’t click if the value isn’t apparent.

Spark Curiosity By Addressing The Implications

A common copywriting technique is to address the implications of a problem, yet not deliver the solution on a silver platter.

In other words: Mention what can go wrong for the prospect, but reinforce that they need to click on the CTA to discover exactly how they can solve their challenges.

Like “cliffhangers” in literature and TV series, this technique can increase your click-through rate – but you must deliver on your promise.

Nothing disappoints more than a cliffhanger that doesn’t meet expectations.

A/B Test Your Copy And Design

Testing is key to determining which CTAs work for your audience.

You can always guess what will work best, but with A/B tests, you’ll know what is truly driving clicks.

It’s important to test copy, colors, design, and the placements of your CTAs, as well as additional elements such as surrounding imagery and copy leading up to the CTA.

Make sure to test only one element at a time so that you can associate the increase/decrease in clicks with a specific adjustment.

10 Examples Of Inspirational B2B CTAs

With these four best practices in mind, here are 10 examples of B2B CTAs that drive clicks.

They deliver value and stand out from the surrounding copy on their webpages.

1. “See All Plays” By Atlassian

Screenshot from Atlassian, July 2022

Atlassian, a software tools platform, has this CTA on its homepage to invite visitors to check its team playbooks.

The copy is the following:

  • Headline: Our Practices
  • Subtitle: Great teamwork requires more than just great tools. Check out our proven methods, guides, and exercises that help make work better, and people happier.
  • CTA: See all plays

The CTA is followed by a breakdown of four team playbooks by Atlassian, so the visitor has an overview of what they will see if they click.

This CTA works well because it not only presents enough information for the prospect to understand the value (methods, guides, and exercises to build great teamwork), but teases them with four breakdowns of what they will find in the plays.

Without the breakdown, the word “plays” would be vague and not draw attention.

Therefore, all elements combined spark curiosity and invite the reader to the next page, where they can read the instructions for all 30 playbooks.

2. “Get Started With eSignature” By DocuSign

B2B CTA Guide - DocusignScreenshot from DocuSign, July 2022

The above example is a CTA that pairs well with its headline and subtitle:

  • Headline: The way the world agrees
  • Subtitle: More than a million customers and a billion users trust DocuSign with their critical and essential agreements.
  • CTA: Get Started with eSignature

Paired with the social proof (“million customers” and “billion users”) and the wordplay headline (which alludes to the act of signing papers with mutual agreement), DocuSign entices the user to click the CTA and see what’s offered.

It leads directly to a landing page for a 30-day free trial that gets right to the point and delivers what DocuSign’s audience desires (to sign documents electronically).

3. “Go Big With Pax8” By Pax8

B2B CTA Guide - Pax8Screenshot from Pax8, July 2022

Cloud marketplace platform Pax8 does a spin on the regular “learn more” CTA with this intriguing line. For full context, it has a header and subheader before it:

  • Headline: Where Business Goes Big
  • Subtitle: Join the cloud marketplace that unlocks a universe of possibility.
  • CTA: Go Big With Pax8

Plastered on a starry background with abstract imagery, the CTA works well to pique interest in what “going big” means. It links to Pax8’s “Why Pax8” page, which briefly explains its services and provides social proof with ROI numbers for its partners—indeed, what most expect when “going big.”

4. “Explore The Process” By project44

B2B CTA Guide - project44Screenshot from project44, July 2022

Logistics visibility platform project44 invites the user to discover the inner workings of its product with this CTA:

  • Headline: GETTING STARTED Easy Implementation with Help at Every Step
  • Subtitle: Our dedicated team of supply chain visibility experts are eager to help you implement project44 and get your carriers onboarded quickly.
  • CTA: EXPLORE THE PROCESS

In an industry where time is of the essence, and major supply chain issues can arise from the smallest of delays, project44 appeases objections with onboarding by featuring a step-by-step rundown of what happens when acquiring the product.

There’s also a CTA to a demo so the prospect can see how the platform works and convert to a lead.

5. “See All Success Stories” By BlackLine

b2B CTA Guide - BlacklineScreenshot from BlackLine, July 2022

Accounting platform BlackLine showcases four client testimonials for social proof at the end of its Financial Close Management solution page:

Using “Success Stories” for the CTA rather than the regular “case studies” adds value to the point BlackLine is making with the four testimonials featured above it: that clients obtain provable, quantifiable ROI by utilizing the platform successfully.

It adds weight to the numbers and entices the user to click to learn about the success of these clients.

6. “See All 11 Reasons” By Apple At Work

B2B CTA Guide - AppleScreenshot from Apple, July 2022

Apple’s dedicated business page has this CTA under its Mac product to invite users to a page with plenty of eye candy and engaging language about why the Mac is better than other laptops in a similar price range.

  • Headline: Mac
  • Subtitle: Magic happens on Mac. Game-changing performance, simple IT, and excellent value are just some of the reasons Mac means business.
  • CTA: See all 11 reasons

The odd number (11 instead of 10) calls attention, along with the fact that it is the only “list CTA” on the page, while most use the traditional “learn more” format.

Also, since Apple designed a unique page with illustrations and fun copywriting for showcasing the 11 reasons, it delivers on the promise of why the user should pick Mac.

7. “Learn More About Our Purpose” By Caterpillar

B2B CTA Guide - CaterpillarScreenshot from Caterpillar, July 2022

Manufacturer and construction company Caterpillar features this CTA on its Strategy & Purpose page for people to deep dive into the company’s purpose.

The copy is as follows:

  • Headline: WHY WE DO IT
  • Subtitle: For over 95 years, our products and services have helped improve the lives of people around the world(…)
  • CTA: LEARN ABOUT OUR PURPOSE

This CTA works well because it aligns with the page’s name and drives the user to learn more after reading the copy under “Why we do it,” in a way that a simple “Learn more” wouldn’t.

In other words, the keyword “purpose” adds value to the CTA, making it more click-worthy for users who wish to learn more about the brand’s goals.

8. “Find Out How” By Honeywell

B2B CTA Guide - HoneywellScreenshot from Honeywell, July 2022

Honeywell – the conglomerate in aerospace, building, and performance materials – has this CTA on its homepage to invite users to its The Future page.

  • Headline: The Future Is What We Make It
  • Subtitle: Back to work. Back to play. Back to travel. Let’s tackle the world’s new challenges together.
  • CTA: FIND OUT HOW

A video accompanies the CTA and copy in the background of flying cars, skyscrapers, factories, and production lines, which draws attention to “the future” Honeywell is envisioning.

These elements and the CTA engage the user to discover what this future is about.

9. “Ride Along” By Cummins

B2B CTA Guide - CumminsScreenshot from Cummins, July 2022

Engine and power corporation Cummins has this CTA on its Bus industry page to read a press release on an electric bus powered by its battery:

  • Headline: Blue Bird Takes Flight
  • Subtitle: An Indiana district received a Blue Bird electric school bus, powered by our PowerDrive 7000EV battery electric powertrain.
  • CTA: RIDE ALONG

The “ride along,” with its storytelling element CTA, is inviting. Its double meaning encourages the reader to connect with the story of riding on the bus to learn about this technology.

True to the description, the press release tells the news of how a school in Indiana, U.S., acquired the bus as an environmentally-friendly solution.

1.0 “Experience Rosa Robotics” By Zimmer Biomet

B2B CTA Guide - Zimmer BiometScreenshot from Zimmer Biomet, July 2022

Medical device company Zimmer Biomet has this CTA on its homepage for users to learn more about its Rosa Robotics line:

  • Headline: ROSA® Robotics
  • Subtitle: ROSA® Robotics is a multi-application platform that utilizes Zimmer Biomet’s leading implants and data technologies to redefine robotics by providing real-time insights to optimize outcomes.
  • CTA: Experience ROSA® Robotics

Using the word “experience” – like CTA #9 above – leverages storytelling to connect with the imagination and curiosity of the user, as if they will take a deep dive into the inner workings of these robots.

It leads to a dedicated page with four robots for different uses (knee, partial knee, hip, and neurosurgery).

This CTA is a simple example of how exchanging typical “learn more” language with another action verb (such as experience) can make it more engaging and entice more clicks.

Final Takeaways

Based on the 10 examples of B2B CTAs above, here are my final takeaways on what works to make your copy stand out in this industry.

Infuse Your Unique Value Proposition And Branding In The CTA Copy

Some examples on this list not only state in the CTA the value it offers, but also a keyword associated with the brand and the action encouraged.

That’s the case in the “Go Big with Pax8” example.

It reiterates a theme used elsewhere on the website (going big) and adds the brand name in the CTA to associate both concepts.

You can inspire yourself with this example by adding brand keywords on the CTAs that lead to your product pages.

Replace “Learn More” And Other Generic CTAs With Interesting Action Verbs

While simple often works best, most B2B brands play it safe with their copywriting by utilizing “learn more” for their product CTAs.

This quickly turns stale, and your prospects will ignore the CTAs unless the headline is interesting enough.

However, if you use a different verb or turn of phrase (such as the “ride along” CTA by Cummins, example #9), then you will reel in attention and get more clicks.

Think how many products have something much more interesting to engage prospects rather than a simple “learn more.”

Action verbs help to connect the prospect to the benefits of a product or motivate them to actively take the next step.

Make The CTA An Invitation To A Story/Experience

The goal of any CTA is to muster an action – and inviting the prospect to enjoy a storytelling experience with your brand is engaging since it resonates with emotion during crucial decision-making.

It not only “breaks the ice” but makes your prospect attach positive feelings to your products, especially if they clicked on your CTA and enjoyed their experience.

Therefore, instead of saying “Read X,” why not, “Find Out How,” like Honeywell does in example #8?

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Featured Image: Motortion Films/Shutterstock



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Everything You Need To Know

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams.

Attribution modeling is one of the best tools for providing clear guidance on what’s working, and what isn’t.

What Is Marketing Attribution?

Marketing attribution is the approach to understanding how various marketing and sales touchpoints influence the prospects’ move from visitor, to lead, to customer.

By implementing attribution in your organization, you’ll have a better idea of:

  • Which channels are most influential during different phases of the sales cycle.
  • Which content formats are more or less impactful in your marketing or sales enablement efforts.
  • Which campaigns drove the most revenue and return on investment (ROI).
  • The most common sequence of online or offline events that prospects interact with before becoming a customer.

Why Is Attribution Important In Marketing?

Analyzing attribution data provides you with an understanding of which marketing, sales, and customer success efforts are contributing most effectively and efficiently toward revenue generation.

Attribution modeling helps you identify opportunities for growth and improvement, while also informing budget allocation decisions.

With accurate attribution models, marketers are able to make more informed decisions about their campaigns, which has allowed them to increase ROI and reduce wasted budgets on ineffective strategies.

What Are The Challenges Of Marketing Attribution?

Developing a perfect attribution model that guides all of your decisions is a pipedream for most marketers.

Here are five challenges that result in inconclusive data models or total project abandonment:

Cross-Channel Management

This is a common challenge for enterprise marketers who have web assets across multiple websites, channels, and teams.

Without proper analytics tagging and system settings configuration, your web activities may not be tracked accurately as a visitor goes from one campaign micro-site to the main domain.

Or, the prospect may not be tracked as they go from your website to get directions to then go to your physical storefront to transact.

Making Decisions Based On Small Sample Sizes

For smaller trafficked websites, marketers using attribution data may not have statistically significant data sets to draw accurate correlations for future campaigns.

This results in faulty assumptions and the inability to repeat prior success.

Lack Of Tracking Compliance

If your attribution models rely on offline activities, then you may require manual imports of data or proper logging of sales activities.

From my experience in overseeing hundreds of CRM implementations, there is always some level of non-compliance in logging activities (like calls, meetings, or emails). This leads to skewed attribution models.

Mo‘ models, mo’ problems: Each analytics platform has a set of five or more attribution models you can use to optimize your campaigns around.

Without a clear understanding of the pros and cons of each model, the person building the attribution reporting may not be structuring or configuring them to align with your organizational goals.

Data Privacy

Since GDPR, CCPA, and other privacy laws were enacted, analytics data continues to get murkier each year.

For organizations that rely on web visitors to opt-in to tracking, attribution modeling suffers due to the inability to pull in tracking for every touchpoint.

How Do You Measure Marketing Attribution?

Measuring attribution is all about giving credit where it is due. There are dozens of attribution tools out there to assign credit to the digital or offline touchpoint.

Attribution measurement starts with choosing the data model that aligns with your business goals.

Certain attribution models favor interactions earlier on in the customer journey whereas others give the most credit towards interactions closer to a transaction.

Here is a scenario of how to measure marketing attribution in a first-touch attribution model (we’ll get to the different models next):

A prospect comes to the website through a paid search ad and reads the blog.

Two days later, she comes back to the site and views a couple of product pages.

Three days later, she comes back through an organic listing from Google and then converts on the site by signing up for a discount coupon.

With a first-touch attribution model, the paid search ad will get 100% of the credit for that conversion.

As you can see, choosing the “right” model can be a contentious issue, as each model gives a percentage of credit to a specific interaction or placement along the path toward becoming a customer.

If your business relies on paid search, SEO, offline, and other channels, then likely one of the individuals working on one of those channels is going to look like the superhero, whereas the other marketers will look like they aren’t pulling their weight.

Ideally, when you are choosing an attribution tool, you’ll be able to build reports that allow you to compare various attribution models, so you have a better understanding of which channels and interactions are most influential during certain time periods leading up to conversion or purchase.

What Are Different Marketing Attribution Models?

Marketers can use various marketing attribution models to examine the effectiveness of their campaigns.

Each attribution tool has will have a handful of models you can optimize campaigns and build reports around. Here is a description of each model:

First-Click Attribution

This model gives credit to the first channel that the customer interacted with.

This model is popular to use when optimizing for brand awareness and top-of-funnel conversions/engagement.

Last-Click Attribution

This model gives all of the credit to the last channel that the customer interacts with.

This model is useful when looking to understand which channels/interactions were most influential immediately before converting/purchasing.

Last-click attribution is the default attribution model for Google Analytics.

Multi-Touch/Channel Attribution

This model gives credit to all of the channels or touchpoints that the customer interacted with throughout their journey.

This model is used when you are looking to give weight evenly or to specific interactions.

There are variations of the multi-touch model including time-decay, linear, U-shaped, W-shaped, and J-shaped.

Customized

This model allows you to manually set the weight for individual channels or placements within the customer journey.

This model is best for organizations that have experience in using attribution modeling, and have clear goals for what touchpoints are most impactful in the buyers’ journey.

Marketing Attribution Tools

There are several different tools available to help marketers measure and analyze marketing attribution. Some attribution tools are features within marketing automation platforms or CRM systems like Active Campaign or HubSpot.

Others are stand-alone attribution tools that rely on API or integrations to pull in and analyze data, like Triple Whale eller Dreamdata.

As you are evaluating tools, consider how much offline or sales data needs to be included within your attribution models.

For systems like HubSpot, you can include sales activities (like phone calls and 1:1 sales emails) and offline list import data (from tradeshows).

Other tools, like Google Analytics, are not natively built to pull in that kind of data and would require advanced development work to include these activities as part of your model.

(Full disclosure: I work with HubSpot’s highest-rated partner agency, SmartBug Media.)

Additionally, if you need to be able to see the very specific touchpoints (like a specific email sent or an ad clicked), then you need a full-funnel attribution system that shows this level of granularity.

Attribution modeling is a powerful tool that marketers can use to measure the success of their campaigns, optimize online/offline channels, and improve customer interactions.

It is important, though, to understand attribution’s limitations, the pros and cons of each model, and the challenges with extracting conclusive data before investing large budgets towards attribution technology.

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Featured Image: Yuriy K/Shutterstock



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Lead Generation: How To Get Started

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Lead Generation: How To Get Started

Today’s consumers have an almost limitless amount of information at their fingertips. Podcasts, videos, blog posts, and social media – are just a few of the sources that can drive them toward one brand over another.

If it’s your job to attract these potential customers, you know the struggles of generating high-quality leads.

In this piece, we’ll take a closer look at lead generation, discussing the different types of leads you could attract and providing some strategies and examples for lead gen that you can put to use right away.

What Is Lead Generation?

Lead generation is a marketing process of capturing potential consumers who show interest in your product or service.

The goal is to connect with people early in the buying process, earn their trust and build a relationship so that, when they’re ready to make a purchase, they buy from you.

But lead generation also serves secondary objectives, including building brand awareness, collecting customer data, and fostering brand loyalty.

With this in mind, it’s important to remember that not everyone who visits your store or website is a lead.

That’s why successful lead gen goes after specific targets, using a variety of platforms and strategies including:

  • Landing pages – Using a tracking pixel, landing pages collect information about visitors you can later use to target them for sales.
  • Email – Email is a great lead generation tool because the recipients will have opted in, which means they’re already familiar with your brand.
  • Social media – With unmatched opportunities for engagement, your social media accounts are a great way to encourage your targets to take action.
  • Blogs – A great way to establish authority and provide value, blogs are also a great place to promote specific offers.
  • Live events – When it comes to qualifying leads, live events are a great way to meet your target audience and quickly identify the ones more likely to make a purchase.
  • Coupons and other promotions – Offering a discount or free item is a great way to encourage targets to provide their contact information.

What will ultimately work best for you will depend on your niche and your audience.

As you experiment with different lead generation strategies, you may find one more successful than the others. This means you should probably make that channel your priority, whereas others may not be of any use at all.

But we’ll get to all that later.

First, let’s talk about leads.

The Different Types Of Leads

Sales is the engine that drives any business. Without sales, there’s no revenue. Without revenue, there’s no business. So, it’s kind of important.

But it’s a massive field. The approach a medical monitoring sensor salesperson takes is going to be very different from a used car salesman.

But both of them – and every other sales professional for that matter – have one thing in common: they need to spend most of their time pursuing the people who are most likely to buy.

In general, leads fall into seven categories:

  • Hot Leads – These leads are ready to convert. They are qualified and interested in your offering, and are the most likely to convert to a sale. For example, this might be the purchasing director who has had several conversations with you and received a product demo. They have purchasing authority and a timeline.
  • Cold Leads – These are potential customers who may be unfamiliar with your brand or offering. As of yet, they have shown no interest in what you’re selling. Generally speaking, these are the hardest leads to convert to sales.
  • Warm Leads – A middle ground between the two previous types of leads, these are people who are familiar with who you are and what you offer. They’re the type who watch your videos or read your blogs, but haven’t contacted you directly. Your goal is to warm them up into hot leads.
  • Information Qualified Leads (IQLs) – This is the kind of lead who has already shown some interest in your company and has followed a call to action. Maybe they signed up for your email newsletter or filled out a lead generation form. They are often looking for more information and will react positively to a nurturing campaign.
  • Marketing Qualified Leads (MQLs) – MQLs are one step further down the pipeline from IQLs. They are actively searching for a solution that fits their needs, and are trying to discover if yours is the right fit. These are the types of leads who will download your whitepapers, watch your videos, and attend your corporate seminars.
  • Sales Ready Leads (SRLs) – Sometimes called “accepted leads,” these are the bottom-of-the-funnel leads who are almost ready to pull the trigger on a purchase. It’s important to understand their budgets, purchasing authority, needs, and timeframe.
  • Sales Qualified Leads (SQLs) – These leads are ready to buy and should be in communication with your sales team. They are considered very hot, however, you should be aware that they are likely still considering some of your competitors.

The Lead Generation Process

As you have probably gathered by this point, lead generation is a multiple-step process.

Yours will vary, depending on whether you’re focusing on inbound or outbound generation – but both should follow a similar pathway.

Step 1: Do Your Research

Before you start trying to collect leads, you need to gather as much information as possible about your target audience. You want to know not just who they are, but where they live, what’s important to them, and most importantly, what their pain points are, particularly those that are the most pressing.

It’s often a good idea to create customer personas, in which you define the demographics, budget, and needs of typical customers. You may want to consider social habits, professional experience, and even psychological traits.

Once you know who you’re going after, it’s time to identify where they are. Are they active on Facebook, or more likely to respond to an email? Again, this will vary depending on your specific circumstances.

This is also the stage where you should check out the competition. What are they doing? What differentiates your offering from theirs? And most importantly, why is it better?

Step 2: Create Great Content

By now, you should know what needs your offering fills for your potential customers. Use this information to create content that solves it.

Your choice of medium will affect your content format. For example, videos work great on social media, but you can’t embed them in an email.

Likewise, if you’re going after your target audience on Twitter, your lengthy blogs are going to need to be linked to, or at the very least truncated.

Never forget your focus is on adding value. Each piece of content you create should serve a specific purpose, whether that’s educating your audience about your offering, building brand awareness or promoting a sale.

Step 3: Develop A Lead Generation Database

You can have the hottest leads on the planet, but they won’t do you a bit of good if you don’t handle them the right way.

You should create and use a lead database where you can record, study, filter, and segment your potential customers.

Ideally, you’ll want to get an automated CRM system to dramatically reduce the labor involved with this.

Most of these will allow you to tag leads based on the type and how hot they are. This allows your sales team to work through their lists in a more efficient manner, dedicating the most attention to those with the biggest chance of converting.

Step 4: Qualify And Score Leads

Not all leads are going to be in the same place in the sales funnel. Some will be ready to buy today, while others may just be getting an idea of what’s out there.

You need to adjust your approach based on this.

Most companies use a lead scoring system of 1-100, which indicates approximately where the lead is in the customer journey. They are assigned points based on their actions, with more serious actions resulting in more points.

For example, following your Facebook page could be worth 10 points, filling out a “Request a demo” form might be worth 20, and opening and reading an email could be 5. If a lead does all three of these, their lead score would be 35.

These numbers will give you a general idea of where they are from the following stages:

  • New leads, who have just made initial contact.
  • Working leads, with whom you have had contact and initiated a conversation.
  • Nurturing leads, who are not interested in buying right now, but might in the future.
  • Unqualified leads, who are not interested in your offering. These are sometimes called “dead leads.”
  • Qualified leads, or those who want to do business with you.

Obviously, you should focus more time and energy on the leads that have a higher probability of converting.

Lead Generation Strategies And Examples

The ways you can generate leads are practically endless, but in this section, we’ll discuss some of the more common strategies you can employ, plus give you examples of them at work.

Content Marketing

Content marketing is the practice of creating engaging and informative content that provides value for leads and customers, thereby generating interest in a business.

This can span both traditional and digital marketing, and is an important part of any successful marketing strategy. It can include things like newsletters, podcasts, videos, and social media.

You can use content marketing for any stage of the sales funnel, from growing brand awareness with timely blogs, creating demand or demonstrating thought leadership with white papers, driving organic traffic via SEO, building trust, and earning customer loyalty.

To make the most of yours, offer many opt-in opportunities and make them more enticing by adding discounts, guides, or something of value in exchange.

Email Marketing

Email remains a popular choice for lead generation for a good reason: it works.

A study by Mailchimp found 22.71% of marketing emails were opened, with some industries seeing even higher rates.

Whether you’re sending out a monthly newsletter or a cold outreach email to a potential prospect, email remains one of your best bets for generating new leads.

One of the more cost-effective means of generating leads, email marketing also allows you to segment your targets with customized content that promotes maximum engagement.

Another reason email marketing is a favorite for so many organizations is that it provides incredible opportunities for tracking. A quality CRM will give you a lot of useful data, including open rate, engagement time, and subscriber retention, allowing you to fine-tune your campaigns.

Social Media Marketing

Almost everyone is on social media these days, which makes it the ideal place to hunt down leads.

Social media platforms not only allow you to directly interact with your followers, but they also let you create advertising targeted at highly specific audiences.

Interaction is simplified thanks to multiple user-friendly CTAs like Instagram Stories’ skip option and truncated URLs on Twitter.

Screenshot from Facebook, January 2023

Social media is also a great place to run contests or share gated content.

You can use paid ads like the one above to target new leads,  share content that will generate them organically, or ideally, a mix of both.

Coupons, Discounts, And Free Trials

If you’re like many people, you may be reluctant to provide your email address to businesses in case they start spamming your inbox.

As a business, however, this can be a problem.

The way to overcome this trepidation is to offer people something of value in return for their contact information.

A risk-free trial or discount code is a powerful tool for overcoming sales barriers. And once a target has tried your offering, you can retarget them with additional offers to encourage a sale.

Give them a free gift, offer a coupon, or allow them to take your product for a test drive, and you’ll find many more people willing to give you their info.

Free pizza couponScreenshot from author, January 2023

Online Ads

Display advertisements are videos and images that pop up as you’re browsing websites, apps, and social media.

They, along with paid search and PPC, are a great way to reach your intended customers where they are.

Display ads are particularly useful for targeting leads across the buyers’ journey, as well as promoting awareness and sales, promotions, or new products.

google search ads result for chairsScreenshot from Google, January 2023

Remarketing ads are a great way to reengage leads who have stopped short of a purchase, while non-intrusive native ads are perfect for extending your content marketing efforts.

Referral Marketing

A great way to find new leads is to let your existing customers find them for you. Encourage them to write reviews or recommend friends in return for a discount or something else of value.

AAA insurance referral adImage from AAA Insurance, January 2023

This is an excellent way to fill your funnel of leads – and make more sales. Referrals and online reviews give you an authenticity and trust level that no in-house marketing campaign can ever duplicate.

Did you know that when shopping online, more than 99.9% of people read reviews? Or that 94% of consumers acknowledged positive reviews made them more likely to support a business? And that’s not even including the power of personal recommendations from friends and family.

Referral marketing is a great tool for lead generation because it presents your brand in a positive light to more people.

Best Practices For Lead Generation

To ensure you’re getting the most out of your lead generation efforts, keep these tips in mind:

Use Your Data

You likely have a lot of information about leads and the types of strategies that work for them already at your fingertips.

Gather yours by looking at previous pieces that have worked well, whether it’s blogs that get a lot of reads, emails that have a high open-rate, or display ads that bring in a lot of traffic.

Look for general themes or things you did differently on high-performers. This will give you insight into the kind of things that resonate with your audience.

Be Consistent With Messaging

Make sure it’s very obvious to any web visitor or email recipient what action they should take next. Offer them a reason to click your links and keep your messaging clear and consistent.

You should maintain the same tone of voice across channels as you move prospects through the sales funnel. Remember, you’re not just interested in capturing data – you’re trying to create a customer.

A/B Testing

Every marketer knows the importance of testing different versions of collateral. This is because, no matter how well something is performing, it could always do better.

You should experiment with different headlines, images, body copy, etc.

Just remember to only test one aspect at once, lest you miss which change made a difference.

And again, don’t forget the opt-ins.

Use The Power Of CRM Technology

To ensure your sales and marketing teams are operating as efficiently as possible, but a lead generation platform to work for you.

The right tool can help you gather information about your targets, monitor their behavior on your website and identify what’s driving them to you.

Armed with this data, you can then optimize your pages and campaigns to better target your audience.

Create Enticing Offers At Every Stage

People at different stages of the purchasing journey want different things.

Someone who is just curious about seeing what’s out there isn’t likely to respond to a free demo offer, but someone who is further along the funnel might.

Make sure you’re offering something for every buying stage and that you have clear CTAs throughout your materials.

Integrate Social Media

Social media is the ideal platform for initiating conversations and interactions with leads at all stages.

While many marketers typically think of it as primarily for top-of-funnel targeting, by strategically using proven offers and other things of value, you can also go after those leads who are closer to making a purchase.

Clean Up Your Landing Pages

Users want information presented to them in a clean, easy-to-understand manner. No one is trying to read “War and Peace” to find a new vending machine supplier.

Put your important information at the top, and make it clear where visitors can input their information to contact you or get content.

Use Your Partners

Co-marketing is a great way to generate new leads because it allows you to piggyback on the efforts of partner companies.

Create mutually beneficial offers and you’ll spend the word about your brand to a larger audience, which will attract new leads.

Bring Your Sales Team In

Marketers prime the pump, but sales drives the action. Make sure to loop your sales team into the lead generation process early and often.

They will likely have personal insight into what works best to move targets along the purchasing path.

This will also ensure you remain on the same page as far as what terms mean.

Remarket, Remarket, Remarket

Almost no one makes a purchase on first contact, particularly in B2B sales. That makes remarketing an important arrow for your quiver.

It helps turn bouncers into leads and abandoners into customers – and it amplifies all your other marketing activities.

Make Lead Generation A Priority

No one ever said it was easy to find, score, and qualify leads, but it’s an important part of ensuring the growth and financial health of your business.

Nurturing customers and potential customers is hard work. But without it, you’ll struggle to make new sales.

This piece only covered lead generation from a high level, but hopefully, it has equipped you with some strategies you can employ to attract new leads and nurture existing ones.

If you only take a single thing away from this make it this: Put most of your efforts into higher-quality leads, because they’re the ones who are most likely to make a purchase.

And remember – lead generation is an ongoing process. You’re not going to see results overnight, but if you put in the work, you’ll start to generate the results you want.

Happy hunting.

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Featured Image: Andrey_Popov/Shutterstock



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Response to ChatGPT $20 Plan: Take My Money!

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Response to ChatGPT $20 Plan: Take My Money!

OpenAI announced a new subscription service to ChatGPT called ChatGPT Plus that offers several benefits over the free version. Fans of OpenAI were wildly enthusiastic about the prospect for a more reliable service.

Many users around the world were pleased to know that the free version will continue to be offered.

OpenAI ChatGPT

ChatGPT is a useful AI tool for writing-related tasks, as well as for obtaining general information.

The free version is used by millions of users. Although it is hosted on Microsoft data centers the service falters during periods of peak usage and becomes unavailable.

OpenAI benefits from the usage because the feedback is useful for training the machine to become better.

The new subscription model is intended to subsidize the free users.

OpenAI Subscription Model

The new subscription version, called ChatGPT Plus, will cost $20/month.

Initially, ChatGPT will be available to users in the United States and will expand to other countries and regions “soon.”

There is no estimate or indication of how soon the service will be available outside of the United States.

But the fact that there’s a waitlist for United States users to subscribe might be an indication.

The Public Is Enthusiastic

To say that potential customers are enthusiastic about ChatGPT Plus is an understatement.

The response on Twitter could be boiled down to one phrase: Shut up and take my money.

 

One person applauded OpenAI for keeping a free version available:

Multiple people asked about plans for non-profits and for students.

This tweet is representative of the requests for student plans:

Future of ChatGPT

ChatGPT will be launching a ChatGPT API waitlist soon, which will open up the service to new ways of interacting with it.

OpenAI also plans to learn more about user needs and how to best serve users during the course of the new subscription service.

Once they have more experience with it, OpenAI plans to offer additional plans, including lower cost versions.

They shared:

“…we are actively exploring options for lower-cost plans, business plans, and data packs for more availability.”

This could have been Google’s win.But OpenAI and Microsoft beat them with a useful product and have captured the fascination and admiration of users worldwide.

2023 is going to be an exciting year of AI driven innovation.

Featured image by Shutterstock/Max kegfire



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