Enterprise-level businesses often have powerful marketing departments, managing numerous channels and building the company’s brand awareness – and bringing in a steady flow of website traffic.
This is especially true in today’s engagement economy, where content marketing is widely regarded to be among the most critical strategies.
It all combines into a river of traffic flowing through your website.
Capitalizing on Your B2B Enterprise Marketing Efforts
So how do you turn that traffic into leads – or even better, paying customers? Most marketers’ answer here would be “get them to fill out a form”, right?
Well, yes – that’s the primary website lead capture method you see everywhere. But there’s a problem with it.
On average, only around 2.3% of website traffic will ever actually convert on a form. Depending on your industry and how heavily optimized your website is, this will vary. You might be comfortably converting 5% of your traffic, or – if your website is really good and your audience targeting is spot-on – even up to 10%.
So your best-case scenario is that 1 in 10 people on your site ends up becoming a lead, and it’s likely significantly less than that.
That’s a lot of potential revenue that’s checking out your website and then vanishing. Of course, not everyone who visits your website is the right fit for what you’re offering, but there are also high-value potential customers among your traffic.
Particularly if you have an enterprise-grade volume of traffic.
Capturing High-Value, Non-Converting Leads
Remember how we compared your website traffic to a river?
Imagine you could put a net into that river and catch all the high-value B2B leads that aren’t converting on your forms.
That’s exactly what Clickback WEB does for B2B companies. It identifies businesses that visited your website, and gives you valuable information about each of them, such as size, annual revenue, industry and more.
It also identifies valuable contacts at those businesses, including key decision makers. You get accurate contact data for them, so you can add them to your funnel and reach out.
Leveraging Lead Scoring
Lead scoring is a method that marketing and sales teams use to determine the value of each lead.
Clickback WEB also includes an in-depth lead scoring system. You can score companies that visited your site based on behavioral data, such as which pages on your website they visited (or didn’t visit), and for how long, as well as firmographic data such as their industry, revenue, and size.
You can also filter through identified contacts based on attributes such as job title, so that you can pick out the very best leads from among your website visitors.
Solving Enterprise Marketing Challenges
Enterprise-class companies face different marketing challenges than small businesses. Many large businesses can find it difficult to develop effective marketing strategies, particularly in the content area.
One of the main difficulties enterprises still face is siloed departments. All too often, large companies’ departments are isolated from each other in ways that make it challenging to generate content.
Collaboration is key when it comes to effective content creation. If the content creators are too far removed from the subject matter experts, for example, it becomes very difficult to put out meaningful content. Conversely, if there are too many people weighing in on edits, the final product may lack the depth and punch of the original.
In addition, audience needs and pain points evolve, and enterprises can be sluggish in pivoting on these changes. Being too slow to recognize and acknowledge new trends, ideas and approaches is a potentially crippling disadvantage in marketing.
To solve these challenges, it’s well worth considering how to break down silos and ease collaboration. There are plenty of tools designed to do exactly that, and they can make it much less challenging to create an efficient, effective content creation process.
Another important strategy is to plan ahead and be nimble. Keep your finger on the pulse of your industry and be vigilant for emerging trends, new ideas, and changes in the landscape. Maintain a content calendar that’s fleshed out far enough ahead, and you’ll be able to adapt rapidly to new needs.
Don’t Neglect Social Media Marketing
This is an area where small businesses often run rings around enterprises. Small businesses tend to inject a lot of personality into their social media, and thrive on warmth and engagement.
By contrast, large-scale companies often come across as too impersonal or businesslike.
If you want to succeed in the social media arena, it’s crucial to remain sharp and quick, as trends and interests come and go very rapidly. It’s also important to come across as human.
Corporate marketing generally feels corporate, and that’s the opposite of what you want on social media. People want to engage with people, not a faceless business – so make it clear that there are real people behind your Facebook posts!
One amazing example of this strategy is the Wendy’s Twitter account. They’re known for sassy, clever tweets and marketing that is simultaneously corporate and human.
A little humor goes a long way when engaging with customers (and potential customers) on social media. For more in-depth strategies, read this article on how to succeed with social media.