Lead conversion in the 21st century is a moving target. Prospects are always moving, from desktop to mobile and from email to the latest chat platform. Each one has different goals, and all want to do business with companies that meet their unique needs.
Finding the Leads that Convert
To generate high-potential leads in 2019, you need to create value on the individual level. There are plenty of tools out there that can help, but which will get you the most value for your money?
#1: GoToWebinar (Interactive Online Events)
Gone are the days when a business could stand out by merely producing content – now your content itself has to stand out if you want to convert.
Enter webinars. These interactive online seminars are dynamic, customizable, and highly effective. For almost half of all webinar host companies, up to 40 percent of their event registrants become qualified leads. In another report by GoToWebinar, 73 percent of sales and marketing leaders said that webinars are the most effective way to generate quality leads.
Created by LogMeIn, GoToWebinar helps you make the most out of this marketing trend. Its features include:
- Step-by-step webinar planning and marketing
- Engaging interactive features
- Analysis of submission data
Also, because 47 percent of views occur more than a week after the webinar goes live, GoToWebinar allows you to record your webinar and use it to generate leads after the event.
#2: involve.me (Page-level Lead Generation)
For your content to drive conversions, you need to customize your content in every area of your site. To do this, you need to know what your visitors want and how they prefer to interact.
Page-level marketing. By gathering enough data to target at the page level, you can engage each site visitorin the way that they prefer. You can customize almost anything from free downloads to CTAs, depending on what your information analytics tell you that your user populations want.
Data also lets you engage in account-based marketing, or ABM, a process that starts with identifying your most promising targets and then pursuing their particular needs. More than 90 percent of marketers in the B2B space acknowledge that this process is either “important” or “critical.” Additionally, 91 percent of marketers who use ABM report larger deal sizes since adopting the strategy.
involve.me gives you the information that you need to engage in both ABM and page-level marketing. It provides many embeddable interactive content types that help users associate your site with meaningful and relevant experiences. Those experiences create a sense of connection and inspire audiences to share your content.