With resources and budget constraints affecting nearly every industry, the need for more efficient marketing campaigns has skyrocketed. Improving conversion rates is a matter of reaching the right person, at the right time, on the right platform, with the right solution. Here we take a look at how to improve B2B conversion rates.

Develop Detailed Buyer Personas

Developing a detailed buyer persona will help you to identify your target audience on a broad scale and determine the best ways to target them. Both sales and marketing should be involved in this process and you will likely have multiple personas that you are targeting.

Create Thorough Client Profiles

Client profiles can give you valuable insights into the size of a company, their different branches and divisions, their hierarchy, competitors and possible needs. They should be used in conjunction with other marketing efforts as a knowledge base for talking points and content creation.

Focus On A Niche Audience

At the very beginning of a campaign, it’s a good idea to further narrow your audience based on demographics, psychographics and level of interest. This can be done with teleprospecting efforts that delve into the inner workings and needs of a particular organization. It can also be done on a mass scale through email blasts that help to identify those with a current need and those that may need further nurturing or education on your product. Narrowing your audience will help to increase conversion rates and refine your messaging.

Use Multiple Marketing Channels

Using a multi-channel approach that includes email, direct mail, social media, teleprospecting and paid advertising will allow you to reach more of your target audience through their preferred method. Analyzing the data from pilot campaigns will let you know which channels are most effective and you can focus your resources there.

Implement Lead Qualification Campaigns

Many leads that come in via content download or free service offer are not actually a good fit for your product or service. Additionally, it can be difficult to determine where they are in the purchasing process and their level of decision-making capabilities. Lead qualification programs using teleprospecting and email marketing can greatly reduce the number of unqualified leads that make their way to your sales team, thus increasing conversion rates and improving sales and marketing alignment.

Schedule One-On-One Appointments

Whether it is by phone or face to face, a one on one live conversation is essential in closing sales in the B2B tech space. Building a relationship with a prospect greatly increases your chances of closing a deal. While face to face meetings are not always possible, a live phone conversation can provide just as much value.