b2b conversion website 1
The old situation
With the conversion rates mentioned above, you can see that every 5,000 website visitors yield one customer.
b2b conversion website 2
The new situation
By doubling the conversion in the first two stages, the final result of a Win is quadrupled. Here's how to do it.
Also read: More leads for B2B websites
1. Use an IP marketing tool
An IP marketing tool is not only able to identify visiting organisations, but also to show so-called liquid content based on certain characteristics. For example, if a law firm visits the website, example of whatsapp number in philippines the visitor sees content that matches his or her experience. Not only content, but also specifically designed call-to-actions for the visitor. By connecting to the experience and business issues of the visitor, you can influence his or her amount.
IP marketing tool salesforce blurred
Example of some of the information provided by an IP marketing tool (source: Salesfeed)
In addition, an IP marketing tool is able to show a specific pop-up based on certain rules. For example: if an organization has visited the site for the third time, has spent more than two minutes on the services page and has downloaded a whitepaper, a pop-up will appear to register for a specific workshop. This also aligns the call-to-action with the visitor's behavior.
2. Put the customer information in a CRM environment
It goes without saying that the information you have received via the IP marketing tool becomes part of the customer profile in the CRM environment. The CRM environment also contains the contact person information. This makes the selections based on buyer personas increasingly targeted and also based on current behavior. If you then use a targeted marketing automation flow to add value to the relevant contact persons, the conversion from visitor to SAL is greatly increased. Especially if you then also use a suitable call-to-action.