The days when a sales agent had to focus on one key decision maker to close the sale are over. Organizations now have buying teams that oversee supplier selections. These buying teams also do much of their prior research online by surveying websites, videos, webinars, white papers, testimonials and online reviews.
Data from CEB Global indicates that buyers are already 57 percent into their buying process before they reach out to the potential service provider. As a consequence, sales and marketing teams at B2B suppliers must find ways to influence decision-making processes early on, which means that lead management is now a critical pain point for any enterprise.
The lion’s share of B2B marketers’ pipeline strategies hinges on growing their email lists through landing page conversions. Email marketing works, but the average qualified email capture conversion rate, according to Weidert Group’s research, is under 1.5 percent. Unless your company is a gloriously high-performing email opt-in outlier, your emphasis on this funnel model could be holding you back from turning website visitors into nurture-worthy leads.
Instead of letting these anonymous visitors go without any engagement, modern analytics-oriented lead gen platforms such as Leadfeeder help businesses make the most out of their web traffic.