Often, businesses generate leads but they just cannot convert them. The reasons could be many. Such businesses are like a shop where thousands throng but most of them step out buying nothing! If you’ve been facing such a situation, your campaign efforts and investments are going down the drain. So, how about a guide from an expert B2B lead generation company in India to help you turn things around? Here’s one.
Challenges in B2B Conversions
Before looking at some strategic tips and guidelines, here are some potential challenges that hinder B2B conversions and result in loss of opportunities.
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Multiple Decision-Makers
Too many decision-makers at the prospect’s end can delay decisions and stretch the sales cycle. The decision-makers do not reach a consensus, leading to multiple futile review rounds. For instance, a company’s management comprises people of varying experience levels and thought processes. So, if the younger showrunners have a particular opinion, the senior members may have something else. Such clashes can hamper sales conversions.
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Complex Offerings
Sophisticated offers, particularly in software, manufacturing, etc., can complicate sales. The salespeople must explain every bit of their company’s offerings to their prospects and ensure they comprehend everything. It can take time and effort, making the B2B conversion process more challenging.
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Relationship Building
Unlike B2C products that get sold pretty instantly, B2B offerings take time. The latter also requires building relationships, nurturing them through continuous follow-ups, and providing value add-ons that define a business’s edge, encouraging leads to buy them.
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Fierce Competition
In many cases, too many competitors make it difficult to sell a particular offering. Often, prospects approach multiple providers at a time and compare their propositions. In such situations, knowing what your competitor is offering could be challenging. Thus, converting leads into buyers in an excessively competitive market proves difficult.
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Lead Quality
Poor lead quality is one of the most common challenges in B2B lead conversions. In most cases, businesses generate leads but cannot convert them because the leads don’t respond, show up for meetings, be available on calls, or make unreasonable demands.
Of course, generating leads is challenging. However, it isn’t impossible either. By partnering with the best lead generation companies in India, you can strategize your campaigns to drive better quality leads to your table.
Begin your journey to steering high-quality leads right away with DemandFluence!
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Pricing
B2B involves customized offers and thus, personalized pricing. Preparing these quotations that include multiple considerations like operational costs, discounts, profits, taxes, etc., can take time and demand accuracy. Furthermore, prospects even negotiate, making the process even lengthier and more laborious.
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Lack of Basic Trust
In some cases, the prospects might like everything, including the offering and pricing. However, they won’t have basic trust in the company. This particularly happens in startups. They are ready to do everything to win a prospect but don’t have the experience that backs their market credibility and capabilities. As a result, prospects take time to convert. In worse cases, they turn the offer down and go with experienced players.
Challenges are an integral part of every business. However, you can address most of them with the right strategy, driving quicker lead conversions. Let’s see some strategic guidelines that can fuel B2B conversions and amplify your lead-gen RoI.
7 Strategic Guidelines to Fast-Track B2B Lead Conversions
Increasing B2B conversions demands a focused, organized, and strategic approach, especially if your market is excessively competitive. Here are seven generic strategic guidelines that can help you augment your lead conversion rate.
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Know Your Target Audience
Many businesses run lead-gen campaigns without full clarity about their target audience. Such a generic approach doesn’t work in B2B, where customization and personalization are of the essence. Accordingly, you must define your target businesses clearly, understand their challenges, and precisely what will address their pain points. It involves stepping into the prospect’s shoes and empathizing with them to provide resonating solutions.
Undoubtedly, the exercise demands a considerable effort to identify whom to target and build a communication strategy around it. However, the idea is to generate fewer but quality leads instead of hundreds, none of which is worth the effort. One of the tips for doing it is developing buyer personas. It refers to defining how your ideal customer is and categorizing leads to focus on them as they are candidates most likely to convert.
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Optimize Your Site and Create Engaging Content
These days, websites have become more crucial than a business’s physical presence or office in a particular city. Leads are fine even if you don’t have the latter, but not having a website could prove an absolute turnoff. However, while having a website, you must also ensure it is user-friendly and optimized for conversions. Some factors to focus on include seamless navigation, quick page loading, responsive design, and clear CTAs guiding visitors and encouraging them to progress in the conversation.
Additionally, you must invest time and effort in producing high-quality diverse content addressing your target audience’s needs. It includes text, graphics, and video content. For example, you can create a video that takes your prospects through a particular offering of yours (let’s say software) and acquaints them with its features and functionalities. It will help them get a clear idea of what they may buy.
Furthermore, adding some testimonials and customer stories in text or video format can also work wonders. These elements establish basic trust, which as we’ve already seen is a significant roadblock in converting B2B leads.
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Optimize Your Digital Presence for Search Engines
What does that mean? It refers to search engine optimization (SEO). Amidst the global paradigm where millions compete, your business and its website can go unnoticed. However, not when you’ve done SEO for your website. Search engines generate 50-55 percent of the total web traffic. So, if users, who could be quality leads, cannot see your website, you may lose on promising prospects and opportunities.
To avoid that and be seen and sold across the digital world, you need a robust SEO strategy, to help you increase organic visibility. It is a multi-dimensional approach that requires focusing on keywords, content quality, and relevance, popular search phrases, ease of navigation, backlinks, site speed, etc. Again, SEO takes time. Thus, you may see results only when you stay consistent and have a lead generation company in Pune guiding you throughout all your lead-gen phases.
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Leverage Social Proof
These days, no matter how much you talk about your business, most people will only believe you when you show them your social proof. It signifies the work you’ve done so far. In other words, people want to see your track record through case studies, testimonials, and success stories. They’d love to learn how you’ve performed and helped your past clients resolve their problems. It helps build trust among your prospects and encourages them to take their interaction ahead with you. In the best cases, buy your offerings!
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Personalize Your Approach and Communication
In the B2B world, no two cases are the same. Every prospect you engage with will have a distinct need and specific objectives. Hence, what worked in A might not work in B. Accordingly, you must personalize your marketing messages and communications to address the unique requirements and pain points of individual businesses.
This is where the first point comes into play – knowing and understanding your target audience. When you know what your audience’s challenges are, you can create content and communication around them to convince them about your game-changing capabilities.
For example, an eLearning platform must highlight features and functionalities relevant to colleges and universities if its audience is specifically these institutions.
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Offer Some Value
Human beings love it when they get something free. B2B leads aren’t an exception to this universal principle! Thus, before you pitch for appointments or sales, offering free resources like guides, whitepapers, industry reports, eBooks, exclusive video series, etc., can build trust, delight leads, and prove your industry knowledge. It also signifies a customer-centric approach wherein you want to offer value apart from the commercial engagement or deal you might strike with the lead.
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Use ABM
Are you wondering ABM is? The answer is Account-Based Marketing. ABM refers to spearfishing that involves running highly targeted marketing campaigns focused on specific high-value accounts. Unlike other lead-gen or marketing techniques that include casting a wide net across the market to catch more leads, ABM is precise. However, ABM demands personalizing your messaging and outreach efforts to resonate with key decision-makers within those companies. It requires extensive research and working out accurate solutions, conveyed through sharp communication and powerful content. The communication should be compelling and resonating enough to encourage the lead to step forward and get into a sales-related dialogue with your team.
The ABM approach can work for every industry. However, if you are a SaaS company wondering how to work it out, explore how you can use ABM for B2B SaaS lead generation in this blog.
Final Words!
Boosting B2B conversions isn’t rocket science. However, it does demand a focused and distinct strategy, a personalized approach, and consistent effort to make things work. Partnering with a B2B lead generation company in Pune can simplify and expedite your journey to accomplishing your lead-gen goals.
DemandFluence is one of the most trusted lead generation companies in India that can provide momentum to your B2B conversions. Our personalized lead-gen strategies and approach can help you generate premium leads with a high conversion potential. Please email us at hi@demandfluence.com to explore more.
