Know the goal of the ‘Click’. Create landing pages that convert leads to prospects to customers. Utilize Lead Generation Tactics

1. “ “
Know the Goal of the ‘Click’
Create Landing Pages that Convert Leads to
Prospects to Customers
Utilize Lead Generation Tactics
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2. Contents
Introduction
Lead Generation Process
The Goal of a ‘Click’!
How to Create Landing Pages that Lead to Conversion
Conclusion
Who is a lead?
By definition, a lead is a person who has expressed interest in your business, services or products.
Leads online typically indicate their interest by filling in a form on a landing page. They provide their
business and contact information in exchange for complimentary information such as demos,
webinars, eBooks, exclusive white papers and case studies.
When a prospect submits information on a webpage, it is only the beginning. There are two ways in
which the role of marketers compliment sales teams and drive a collaborative revenuegenerating
initiative.
Firstly, once a lead arrives in the database, marketers should ensure that they reach the sales team in
time. This could be done effectively by syncing your leads database with your customer relationship
management (CRM) software through automation or manually.
Secondly, you should assist the sales team in converting leads into customers through lead nurturing.
You could utilize marketing automation systems to send customized email messages to keep the
prospect engaged through relevant communication based on their ‘digital body language’ and
business interest. This helps in supporting the sales process and reducing the sales cycle.
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3. Lead Generation Process
Consider this scenario, a person visits your homepage and clicks on a call-to-action. This leads them
to the landing page which describes your offer and provides an option for them to fill in a form. Once
they complete and submit the form on the landing page, they receive the offer and the sales team
obtains a new lead to contact.
Call-To-Action (CTA) – A call to action translates to a word, phrase, image or button that
l
urges the visitor to know more. It leads visitors to landing pages and offers and therefore
needs to be ‘bold and brave’ to capture attention.
Landing Page – Landing pages are created with the sole purpose of lead generation. They
l
contain a description of the offer and a form that needs to be submitted in exchange for that
offer.
l – In lead generation, offers generally provide content or products that have substantial
Offer
value in exchange for contact data. A compelling offer will automatically lead visitors to
provide information.
To understand how lead capture can work through CTAs, landing pages and offers is described
below.
A person visits your
website
A form is provided to
They are urged to click
claim the offer and
on a Call-to-Action
information about the
lead is captured
An offer is described on
On clicking on the CTA
the landing page
they reach a landing
page
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4. The Goal of a ‘Click’!
The goal of a click in B2B is not to make a sale like in
B2C; it is to capture a lead. This means that, B2B
companies need to focus not only on number of
clicks, also on getting conversion to leads as well.
This is where landing pages play a big role. From
your prospect’s perspective clicking on a link will
cost nothing, however, filling a form on a landing
page will take time and effort and the added risk of
sharing information. What landing pages do is they “Optimized landing pages
improve
engage customers who are inquisitive and lead them
conversion rates as
to become customers or subscribers.
high as 200%.”
The ‘post-click traffic’ is an important segment to According to Marketo
focus on to obtain high quality leads. This group
categorically states that, “Yes we are interested “Improving your landing pages can
because we clicked on your link, now what do you increase your conversions by 40%
have to offer?” or more.”
According to Marketing Sherpa’s
As Miro Kazakoff of Compete Research states, Landing Page
“Optimizing the post-click experience is the fastest
way to boost ROI...”
How to Create Landing Pages that Lead to Conversion
Consistent Messaging –Your ad and landing page should speak the same language. The
l
messaging should be consistent to provide continuity and clarity about what you want to
offer. Create consistent information scent.
Matching Links – Linking an ad to irrelevant pages only leads to low conversion rates. If
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you ad promises a white paper on database management strategies, however it links the
reader to the signup page of the website, it is not really relevant to what was expected.
Give Them What They Want – There was an interesting analogy saying that if a gorilla
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walked into your office and you had a banana on your desk. You would give to him right?
Similarly, if your website visitor clicks on a link to access a whitepaper you should give it to
them.
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5. Streamline Forms – While online forms are the best way of capturing leads, make it short
l
and simple. A short form may mean more conversations with sales teams and meetings;
however it is definitely more effective. You are conveying that you value your prospect’s time
and effort.
l What to Ask – When creating forms create the right questions by knowing:
Know
a. The objective of creating the form.
b. The importance of the lead.
c. If all questions on your form are actually important.
d. If there is any other way of getting the same information.
e. If your giving as much as value as you are collecting data.
Pre-conversion Segmentation – It may be easier to ask your visitors where they come
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from, which industry they specialize in, where there are in the buying cycle, etc. Visitors are
smart; they know this will be more beneficial to you than them, therefore as far as possible
gather the same information without creating hurdles through forms.
Cut Out The Clutter - Usually landing pages try too hard by cluttering it with content. It is
l
a misconception that this will make it more compelling. In fact, it will make it harder for the
visitor to find what they are actually interested in. The reason why they clicked on your link
in the first place. Make your content scan-able and snack-able!
l Landing Pages Sell – More often than not, B2B landing pages come across as
Make
boring, to the point, how marketers would read as ‘perfect’! However, what about the reader
or your prospect? Is the landing page engaging them? Is it compelling them to take action? Is
it making them want it?
Appreciate - We all have learnt as children, that when you ask for something, say “Thank
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You” This works in the world of business as well. It always feels nice to be appreciated and it
also shows your gratitude towards interested prospects. The tone of your landing page surely
creates a first impression of the business you represent. Make it memorable!
Test and Retest – If you think testing is not important, then how will you know whether it’s
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working or not? Through A/B/ testing and Multivariate testing you can get to know how you
need to reinvent your approach to make it resonate most with your potential prospects who
may turn out to be your high value customers.
© 2013 InfoCheckpoint. All rights reserved.

6. Consistent Messaging Let your ad and landing page speak the same language!
Matching Links Link to pages like your ad says!
Streamline Forms Keep it simple and short. Value visitor’s time and efforts!
Pre-Conversion
Benefit visitors more by knowing about them better.
Segmentation
Cut Out the Clutter Make your content scan-able and snack able!
Make Landing Pages Sell Make landing pages compelling, engaging and
make them want it!
Give Them What
Don’t break your promise!
They Want
Ask only what you want to know and what you can’t get
Know What to Ask from anywhere else.
Appreciate Say “Thank You”. Make it memorable!
Test and Retest Know whether it works or not. And Reinvent!
© 2013 InfoCheckpoint. All rights reserved.

7. Conclusion
To generate leads and increase the success of your lead generation campaign, you first need to know
your customer profile, map your content value and requirements, understand your customers’ buying
process, devise an integrated marketing communication plan, and utilize a centralized marketing
database and program management system.
Augment your lead generation strategies with
a segmented and targeted database.
Gain access now!
Info CheckPoint
Info CheckPoint is a preferred provider of credible business to business (B2B) information, database
management and marketing solutions. We understand the value of driven, directed and dynamic
databases and therefore emphasize on high quality data which translate to invaluable information.
For us a database is a business intelligence tool.
Our advanced search application allows instant access and provides segmented data to facilitate
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At Info CheckPoint we adopt a scientifically based, technology driven and manually validated
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emphasize on maintaining data that is verified, validated, accurate, current, relevant and hygienic.
To gain access to power packed databases or for more information,
please visit Info CheckPoint
Contact Us
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© 2013 InfoCheckpoint. All rights reserved.