Archive

Archive for the ‘Lead Generation’ Category

Perception vs Reality in the Eyes of a Decision Maker

October 20th, 2014 2 comments

Every company struggles with finding ways to convey the value of their product or service in an impactful way. The reasons for subpar value proposition can range anywhere from the value of the product being presented in a convoluted or confusing way to not reaching the customer when they are motivated to buy.

In some cases, the mindset or pre-existing biases can cloud the value proposition in a potential customer’s mind. The ability to overcome that destructive perception is key to guiding a potential customer through any sales funnel.

 

Clarity trumps persuasion — and a wrong perception

Anyone who has seen a webinar or attended a summit featuring MECLABS’ Managing Director, Flint McGlaughlin, has most likely heard him say, “Clarity trumps persuasion.” I want to take that one step further and say that there is a great feat in providing enough clarity to trump a wrong perception.

Earlier in my career at MECLABS, I spent time as the Lead Generation Specialist. In that role, our task was to generate sales-ready leads for our partners.

During that time, I was assigned to one of our more difficult partners — a global provider of outsourced investment management services.

My job was to speak with C-level decision makers of non-profit organizations and schedule meetings with one of our partner’s regional directors.

These meetings had one purpose: Communicate the distinguishable benefits of the firm and its outsourcing model to these decision makers. The problem was these DM’s didn’t want to talk to me.

The decision makers were well aware, as was our partner, that switching an investment management provider was an extremely long and involved process, and more often than not, the organization I was speaking with was happy with the status-quo and did not want to consider an alternative approach.

Their perception was that we were looking to force the organization to switch their investment model after the meeting. This wasn’t the case. Finally, after many rebuttals that weren’t resonating, we started to change our approach and messaging.

 

Address audience concerns upfront

Within the first few moments of the call, we would address the concern we knew the decision maker had before they could even express it.

Instead of trying to immediately describe to the decision maker all of the benefits our partner’s firm may represent, we instead attempted to lessen the anxiety that may have been stemming from the false assumption that we were calling to sell them on a new investment manager.

After this change in approaching the call’s opening, we stated that we were not asking their organization to make a change. We simply wanted the opportunity to lay out some of the core competencies of our firm that potential customers could compare to their current management provider.

Changing our initial messaging caused a significant increase in the amount of sales-ready leads for our partner. Before the change, we were lucky to generate one sales-ready lead per 20 hours of calling.

Now, we were consistently averaging two leads per week through the fourth quarter of 2014.

We were also able to provide our partner with substantial insight into the mindset and concerns of their potential client base.

 

Takeaways

One of the most important factors in presenting product value in an impactful way is overcoming any pre-existing biases or opinions that the potential customer has.

It is the responsibility of the seller to address these pre-existing negative opinions in a strong and impactful way to effectively convey the proper value proposition of their product or service.

Failing to do so, no matter the amount of value the product or service represents, oftentimes will result in a failed opportunity and a waste of time and resources.

 

You might also like 

Lead Generation: Does your teleprospecting deliver value to prospects? [More from the blogs]

B2B Marketing: 6 essentials for testing your teleprospecting [More from the blogs]

Lead Generation: How using science increased teleprospecting sales handoffs 304% [More from the blogs]

B2B Lead Generation: 300% ROI from email and teleprospecting combo to house list [MarketingSherpa case study]

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Lead Generation: Simple text change leads to 104% lead capture increase

August 28th, 2014 1 comment

About a year ago, I remember a conversation I had with Arkadi, a fellow reader of the MarketingExperiments Journal. We were talking about the potential of doing some research together on one of his websites, Ecolinewindows.ca.

As part of that conversation, we were working on an ROI scenario, and we came to a point where it was necessary to figure out just how much opportunity there was to make improvements (while simultaneously understanding the customer ontology).

We started with his homepage:

homepage-control

 

Now typically in a process like this, one would look at a page in the live optimization style, mentally compare it to everything they’ve seen in the space, and record a number of recommendations and priorities to focus on.

In this case, I didn’t.

Instead, before making any recommendations, I took a glance at the page and asked him one question: “How are people getting to this page?”

He proceeded to give me the breakdown.

In that breakdown, I noticed something peculiar. His direct type-in traffic was unusually high, insomuch that I felt I needed to probe further.

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Lead Generation: How one company increased leads 96% by changing the presentation of incentive content

August 21st, 2014 3 comments

A common way to gain lead information is by offering free content, such as a white paper or guide.

But if it’s free, why don’t we have 100% lead capture rates?

Why do prospects provide their information for one PDF guide, but not for another?

The answer may not be in the incentive itself, but rather, in how you’re presenting it.

Last week, I had the pleasure of joining Jon Powell, Senior Manager, Research and Strategy, MECLABS, on the MarketingExperiments monthly Web clinic, “Leveraging Content to Generate Leads: 3 simple tactics one company used to generate a 96% increase in leads.”

We discussed an interesting case study where one B2B company generated a 96% increase in leads by simply altering how a piece of content was presented to its customers.

Today, we’ll review the highlights of that experiment.

 

Background: A B2B company selling thermal image cameras.

Goal: To generate more leads.

Research Question: Which landing page will generate the most leads?

Test Design: A/B variable cluster, radical redesign split test

 

Control

content-experiment-control

 

Our researchers hypothesized an uneven value exchange existed on the control and prevented a higher form completion rate. The page asked for more cost (form fields) than it provided in value.

The headline and copy contained company-centric messaging rather than focusing on the benefits visitors would receive.

 

Treatment 

With the treatment, the team wanted to increase the value exchange by clarifying the value of the current offer, as well as reduce friction.

To lower the cost portion of the value exchange, the number of form fields was reduced. To increase value, the headline and page copy focused on customer benefits. Value was added in the instructions of the form as well. The image also more effectively showed the product in use.

 

Results 

content-experiment-results

 

Clickthrough to submit the form increased 95.8% with a 99% level of confidence.

  Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

2 Vital Questions Every Marketer Should Ask of Lead Gen Forms

July 17th, 2014 1 comment

We’ve all seen them.

Web forms that ask for an exhaustive amount of information in exchange for a paltry white paper – or worse, a static thank-you note that lets someone know Sales will soon start their phone and inbox bombing runs.

But is this truly the best we can do to serve prospects effectively through a balanced exchange of value?

I think not. In a world where Web 2.0 is here, mobile is soon to be the new desktop and content is king, lead generation must do a better job of offering value for a prospect’s information.

In this MarketingExperiments Blog post, we’ll look at the two most important questions every marketer should ask about their Web forms to help refine the lead generation process.

 

Question #1. Does our form only collect the information that is really, really needed?

Assessing the importance of the information your form collects is one of the best places to start.

Far too often, older forms are part of legacy marketing practices, or even worse, I would argue, are new forms with inadequate strategy planned around them.

However, no matter where your form falls in terms of strategy, here are two important questions you should ask about your Web forms:

  • What information do you absolutely need to collect in the form?
  • What additional information would be nice to have?

This will help your team identify which fields can be trimmed so that you’re only asking for information that is highly targeted and relevant to your sales process.

Also, don’t forget to build a review process for your forms that give them a health checkup at fixed intervals. It could be six months, a year, maybe even two – so as long as you dedicate time to assess a form’s effectiveness and performance in meeting business goals.

 

Question #2. How can I increase the perceived value of every field in my form? 

web-forms-value

 

I love the illustration above because it really drives this point home. This is truly how most prospects see form fields.

It is how I see them.

It’s probably how you see them, too.

It’s also how you should mercilessly look at your own form fields when assessing the value they are delivering to prospects in exchange for the desired information.

Consequently, if the value of what you’re offering is not perceived as being worth more than the information you want from prospects, then why should they give it to you?

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Lead Generation: Customers are looking for a solution to their problems

April 17th, 2014 No comments

At MarketingSherpa Lead Gen Summit 2013, Jon Ciampi, Vice President of Marketing, Corporate Development, Business and Strategic Accounts, CRC Health, recounted his challenges with PPC ads and how using A/B split testing helped him better understand his customers and use his marketing budget more effectively.

Jon and the team went through the arduous process of purging a majority of the 3,000 keywords the company was bidding on in an effort to optimize the PPC campaign for one of its rehab facilities.

“[Customers] are not looking for a value proposition,” he said.

Rather, he continued, they were looking for a solution to a very real problem – alcoholism, drug addiction or eating disorder rehabilitation. When the tests were analyzed, he saw that customers weren’t searching using the words that the company used. For example, customers might use the word “clinic” instead of “facility.”

The first step in this process was getting the customer and the company to speak the same language. Customers were not clicking through to the value proposition – Jon knew that the conversation had to change.

 

Although CRC Health had something very valuable to offer, Jon realized that he couldn’t “change the conversation” from what motivated customers to the value proposition “until [he started] the conversation” with customers by using their motivations.

Jon found the most effective way to start this conversation was to group keywords together. Rather than bidding on high-traffic words like “rehab,” – a very competitive and highly trafficked word – the team tied several words together, such as “methamphetamine rehabilitation facility” to find the highly motivated customers. This separated real leads from the users trying to find out which celebrities checked into rehab that week.

“The value proposition isn’t the motivation of the buyer, the motivation of the buyer is actually driving their decision,” Jon explained.

In order to get customers into the sales funnel from a search, he first had to address why and what the customer was searching for. Using PPC ads, he could assess, test and optimize his campaigns to discover and understand his customers in a low-pressure environment.

See his entire presentation from Lead Gen Summit 2013 in the MarketingSherpa Video Archive.

  Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Web Optimization: Simple CTA change increases conversion 77%

March 20th, 2014 5 comments

Small changes can make a big difference in the user experience.

In today’s MarketingExperiments Blog post, I want to dive right into one of those small changes shared by James Coulter, Marketing Optimization Specialist, Sophos, during his presentation at Optimization Summit 2013.

After receiving some brutal user feedback, James realized that optimizing the user experience was vital to the organization’s success.

James’ strategy to improve the experience was simple: Start with small changes and test your way into a big impact.

Let’s take a look at some of the research notes and get a little background information on the test.

Background: Sophos, a provider of IT security solutions for businesses.

Objective: To increase leads from quote requests.

Primary Research Question: Which CTA copy will result in the most leads?

Approach: A/B split test

 

Control

sophos-cta-control

In the control, James’ team identified the “Request a quote” call-to-action copy as a point of potential friction in their lead generation process.

 

Treatment  

sophos-cta-treatment

The team hypothesized that changing the copy in the call-to-action to “Request pricing” would increase conversion based on user feedback.

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg