The median conversion rate for B2B websites is 2.23%. If you happen to be among the top 25% of B2B businesses that are very good at website marketing, you may convert at 4.31%. But the top 10% convert far better at 11.70%. How do you get from 2.23% to 11.70%? It’s mostly about establishing a system for lead management, nurturing, and how and when you respond to leads.
As a start, consider implementing these top 5 tips on how to respond to leads:
1. Fast Response: Lead response studies published by the Harvard Business Review, InsideSales and Lucep have all shown that being the first to respond to a lead will increase your chances of conversion by over 50%. If you respond to a lead within 5 minutes, you are 9 times more likely to convert.
(Lucep, an instant response callback tool, connects your website visitors to your sales team within 60 seconds. Doing this will increase your website lead generation rate by conversion rate by over 72%. check here.)
At the very least, an instant response to a lead will help create a good first impression and put you on the shortlist. Then you can go ahead with points 3-5 below.
2. Predictive Lead Scoring: Lead qualification through lead scoring will enable your sales team to focus on the leads that are most likely to convert. A MarketingSherpa study indicates that lead scoring will increase your conversions by 79%. How to get started with lead scoring? Select the best Salesforce integrated tool for predictive lead scoring that is suitable for your organization.
3. Follow-ups: A Hubspot study notes that 44% of salespeople give up after one follow-up, while 80% of sales require five follow-ups. After you respond to a lead, your CRM or other lead management system needs to schedule the next follow-up, and then the next one, until you get to 5-8 follow-ups. If it’s still not converting, move it to a nurture track.
4. Lead Nurturing: Again, MarketingSherpa tells us that 79% of marketing leads never convert to sales, and a big reason for that is only 36% of marketers actively nurture their sales leads. Here are five things you can do to nurture leads and increase conversions.
5. Smarketing: This is an alignment of your marketing and sales functions into a single and seamless unit. Smarketing is especially important when responding to leads on social media, where people expect an instant response even as the lead gets passed from marketing to sales. Hubspot data shows that you can get 38% higher sales win rates if your marketing and sales teams work together.
For other similar articles on improving leads please see the below posts
How an Online Lead Conversion App Can Increase Your Sales
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