When it comes to lead generation on your B2B company’s website, your company is not only looking for quality, but quantity as well. Quality and quantity go hand in hand when it comes to B2B lead generation.
According to a study by Ascend2, 70% of B2B marketers cite improving the quality of leads at the most important objective of a lead generation strategy.
But as you can see from the graphic above, the third most important objective, cited by 54% of those marketers surveyed, it is increasing the quantity of leads generated.
So how can the quality of leads be the most important and the quantity not be that far behind? The answer has something to do with what metrics exactly are important to certain businesses.
Focusing on attracting the right kind of leads is what is most important for your company.
This begs the question: is it truly possible to distinguish quality without quantity? The more traffic, the more data, which will provide you with the tools and knowledge to understand your customer behaviour and what your company defines a quality lead.
Data is everything in the modern marketing world. In looking for a quality lead solely based on a visitor’s activity on a website, we commonly look for:
- Which pages/types of pages they visit (i.e. ‘Product’ or ‘Pricing’ page views would be considered more valuable than a view on a ‘Careers’ page);
- The length of time spent on each page;
- Their entry point to the website (i.e. via LinkedIn, Twitter, Google, a paid Advertisement, etc.);
- The flow or map of their visit(s) to the website; and
- Whether or not they have submitted a form or indicated that they wish for more information, signed up for a newsletter, or used a chatbox service.
In addition to all of the criteria above, we of course look for information that is pertinent and relevant to our own companies. Perhaps this information is gathered through a form submission, or you use a third party data source (like Data.com) to learn more about their professional position, background, about their company, or even other personal demographic information.
All in all, the reality is that businesses (especially marketers) love data. Now we just have to make sure that we put it to good use.
The benefit of gathering this data means that you are able to more stringently determine a quality lead earlier on in the process, leaving your company able to focus on the conversions or leads that are farther along in the sales process.
Simply put: the more data you have, the more insight you have into how your visitors and potential customers are interacting with your website and which behaviors lead to conversions.
Traditionally, marketers look to create content that aligns with their company’s sales funnel or pipeline. It might look something like this:
Content is typically produced based on your business’s pre-determined customer journey and personas. While there is no doubt that content is important in driving traffic to your website, It’s time to consider a new type of funnel that is based on data and behaviour – not theoretical constructions of buyer journeys and personas.
Now that we have a funnel that looks specifically at onsite behaviour rather than merely the different stages in a buying cycle, it’s possible to understand where relevant conversions and relevant traffic can be found – based on activity, not theoretical pipeline positioning.
Of course, however, this pipeline cannot be defined the customer journey and the typical behavioural flow is defined. This definition can only occur once enough data has been collected. It is here that we can emphasize the need for not only quality leads, but a high quantity of leads to ensure a high volume of data is collected. Traffic generation is an important part of finding a high quality lead – a needle in a haystack.
In order to mitigate the propulsion of low-quality leads deeper and deeper into your sales funnel and to use your resources most effectively, your business needs to collect and leverage data early on. It is important to focus resources not necessarily purely on driving traffic as traditional digital marketing methods may suggest, but focus them on data collection and leverage by employing new technologies. Conversion rate optimization and personalization are great ways to switch focus from driving traffic to converting leads; but simply employing new technology won’t automatically get you qualified leads.
Even with the adoption of CRO or personalization tactics, success is still only achievable through a high quantity of data collection and analysis. Both of these technologies offer features that help shape the customer journey. These may include:
- Exit-intent popups;
- Coupon offerings;
- Prompts based on basket-value; or
- An onsite chatbox.
These features are designed to propel the customer journey, by providing visitors and potential customers with all of the resources possible to make a purchase. That being said, each of these features may not be suitable for every visitor. This is why it is important to have data-backed and behaviour-based prompts that create segments and unique, personalized offerings. Marketing to the masses (AKA all of the visitors on your website!) is no longer effective for quality lead generation.
Using high volumes of data to create a personalized experience on a website is what will allow your company to distinguish high quality leads from the masses. How can you look for high quality leads if you don’t know what behaviours to look for? High quality leads can only be discerned with high quantities of data.
bmetric’s technology employs the power of data collection, CRO and personalization to ensure that your website’s visitors get the right messaging at the right time. We work with a hands-on, guided approach that allows you to shape the online customer journey and add value to your business.
Focus on what is most important for your business: attracting the right kind of leads for your company.