Tag Archive for: content-awareness

B2B Marketing Trends for the Medical Billing Industry in 2020

As of 2019, outsourcing medical billing services have immensely grown and proven as effective. But the year is almost over, and that means it’s time to prepare for next year (and beyond). It goes without saying that, as healthcare providers, it requires convoluted steps in the revenue cycle management (RCM). These steps include claims of follow-up and payment collections, patient scheduling, and enrolling them into an insurance verification. The list goes on and on. This is the specific reason why there have been many healthcare providers in the past years who have considered outsourcing their medical billing services. It is a practical solution to lessen the stressors upon a company and to maximize their revenues.

Since more and more healthcare institutions outsource their medical billing functions, here are four trends for the coming of 2020 that medical billing companies can greatly take advantage of from a marketing strategy standpoint.

Going Digital: Computer-Assisted Coding

Technology has become a constant and an absolute necessity as businesses evolved in the past century. Various reports are predicting that the CAC market will grow at a CAGR of 11.3% from 2019 to 2025. Through CAC, medical codes are allowed to be generated from clinical documentation. By integrating Computer-Assisted Coding, it will help healthcare organizations improve compliance with complex payers and quality reporting requirements that keep increasing as well as streamline the medical billing process.

Related: Activities That Will Draw New Clients To Your Medical Billing Business

Embracing Automated Medical Billing

Let’s be honest, nobody wants or has the patience for dealing with paper receipts anymore. They eat away the space of your wallet, they can get lost easily, and when you try to look for them, you belatedly realize that you’ve already thrown them away. With medical bills, you always want to be extra careful not to lose such important receipts. Thankfully, nowadays medical billings are handled on the internet or on cloud-based systems. This new software allows your medical billers to efficiently monitor and streamline their medical bills and payments. They will be able to look at their insurances anytime they want without the risk of errors in their insurance claims because the software will flag potential errors already in advance. It boosts the security of their documents and this is the precise reason outsourced medical billing services are very popular. This should be something medical companies should look into for the coming year.

Related: Industry Insights: Fixing What’s Wrong With B2B Healthcare Marketing

Taking it Virtual

The great thing about merging digital and telecommunication technologies and telemedicine is that it closes the gap between physicians and patients. It is all about efficiency in today’s time. A significant return on investment could be provided by health services as the healthcare sectors move from the outdated fee-for-service model to value-based care and compensation. Of course, billing virtual patients doesn’t and shouldn’t completely replace in-person visits. Keep in mind to maintain a healthy balance between the virtual and the physical so that this method will work out for the better for you, which leads us to our final and most important point…

Related: 4 Trends That Will Drive B2B Healthcare Marketing in 2019

Personalized Experiences

This goes for every business, but most especially for the healthcare business. Patients expect personalized engagements that will cater to their needs. More and more B2B buyers have switched to companies that provide a more consumer-like experience. Beyond just making a profit, companies and businesses should be asking themselves how they can engage their customers rather than how they can engage businesses. So, to tie this in with virtual billing services for healthcare, try to engage a person from mass-circulated messages/content to developing personalized messages/responses to your patients that either tells a story or responds to their concerns and questions in an engaging way.

A business that is ever-evolving so equates to having customers that constantly evolve as well. The healthcare business is no exception. If you partner with a professional and experienced medical billing outsourcing company, it will ensure you the best way of gaining the upper hand to future trends and strategies concerning your RCM success.

How To Sell HR Solutions (Tips To Step Up Your HR Sales Game)

People are the most valuable asset that any organization or company will ever have. However, selling HR solutions doesn’t necessarily mean that your prospect has to have problems with their people.

Let’s take a look at how you can strategically position your HR solutions to your prospects and how you can grow your sales today.

Compliance Versus Features

One of the most important things that HR has to manage is compliance because companies always run a risk of getting sued by their employees. However, as much as HR teams focus on compliance, that’s not exactly what they live for.

HR cares about creating and maintaining the company culture, making the work-life balance workable for employees, and boosting the overall welfare of everyone in the company. It’s not all about compliance with them.

Focus on the personality of the product that you are pitching

It would be great if the HR solution that you are selling to them won’t get them sued or will keep their likelihood of getting sued to the minimum, but this is not what their department is about.

Focus on the personality of the product that you are pitching and how it will help them make their lives better in the company.

Featured Case Study: SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox

Features Versus Value

B2B is reliant on this statement that sometimes we feel as if it is turning into a golden rule. Your product might have all the features that any organization will ever need, but if it is unable to solve a pain point that they have, it will not be worth a lot to them.

If you think about it, the features can already sell themselves alone, but it takes research, questions, and numerous meetings to find out what a company needs before you can establish how they can use your HR solution to make their lives easier. You have to find what sort of value they are looking for from the product that you are offering them.

Once you’ve secured this value proposition, it will be so much easier for you to make the sale.

Related: Selling Software and Services: A Short Guide to SaaS Marketing

Not Selling to HR (Wait, what?)

We all love it when our product is the best and the latest.  If we did our product research thoroughly, we probably know every technical term that goes along with it. However, you have to understand that you are speaking to the HR department and not the IT department.

When you are talking to the heads of the department, they don’t want to know every single detail of the algorithm that you use or the technical specifications. They want you to understand how they can use your solutions to solve their problems.

The more you confuse, the more they will be ambivalent to the pitch that you have. If HR stops caring about the pitch, they’ll soon stop caring about what you have to offer.

Not Helping HR Sell (Wait, what? Part 2)

Remember this: the HR department might use your product, but they are not usually the ones in charge of purchasing it. You have to help them bring your idea to the people in charge of greenlighting their purchase order. They won’t be able to do this if you do not help them.

Provide them with data, evidence, and real-life examples that will help them bring the point across to the involved stakeholders that your solution will help make sure that their operations are efficient.

Think of it as preparing them for the pitch. You have to equip them, but you can’t forcibly train them – also please don’t tell them you’re teaching them.

Related: Outdated SaaS Sales Tactics and What You Should be Doing Instead


One stereotype that usually holds true for people in the HR community is that they are relatively friendlier than other departments (go figure) and this gives you enough leverage to start making friends with people from the HR community.

Just because you were not able to make a sale doesn’t mean that a lead is wasted. Usually, they are networked with other people, and they can even help you get a referral. The important thing here is to be able to build a real connection with them. Do not be afraid to get personal.

Also, network on LinkedIn, a lot of them spend plenty of time there, and it helps if you can build the right presence on the professional social media networking platform.

Related: How to Build an Outbound Lead Generation Strategy from Scratch

Selling HR solutions is not that difficult, and it commonly follows the rules of most B2B and SaaS services out there. However, since you are selling an HR solution, you must be able to embody that brand that your product is attempting to get across.

Once you get your point across, nurturing your lead should not be that difficult. Build the relationship, and the product will soon sell itself. You’re selling a people tool, so you have to be good with people, too.

4 Terrible Sales Follow-up Email Mistakes That Ruin Deals

Getting your initial email out is one thing, but making the right follow-up email is an entirely different story. Most of the time, it only takes the smallest mistakes to ruin a potential sales deal. 

Your sales follow-up emails are even more crucial in closing a deal than you might think.

Here’s a pro-tip: your follow-up sales emails are even more crucial in closing a deal than you might think. Therefore, your messages cannot be riddled with any mistakes. That means no typos, neglected grammar, or poor manners, or else you can kiss that sweet deal goodbye.

More than points on how to make a good email, we’re going to give you the top no-nos for sales follow-up emails that you should avoid no matter what.

Sorry, MVP only

More than once, there are going to be instances where there will be multiple decision-makers. The common mistake in dealing with these cases is the tendency of cherry-picking and only talking to whoever you think is the most valuable person of the bunch. This is a wrong move because by doing this, you discredit everyone else involved in the decision-making process, and you don’t want to do that. 

We advise that you keep a list of everyone involved in a call or discussion. Be sure that you secure their contact details and when you send out your follow-up sales emails, include every relevant person in the email. Address them collectively for general greetings or group-related topics and individually if you have information specifically for that contact that is still significant to the group discussion.

Related: Why It’s Important to Engage Every Relevant Decision Maker in B2B Lead Gen

Do(‘nt) Do the Robot

There is nothing more boring and offputting than talking to someone who sounds like a robot – no emotions, no reaction, nada. Imagine if your date talked like that? You wouldn’t want to go on a second date with them. The same goes for your follow-up emails. If you keep your tone monotonous, trust me, even if it’s just on text, your potential clients are going straight for the trash bin button. 

The key here is to use less of the big flowery words and use more conversational language. Speak to them in a tone that you want to converse in if you were face-to-face.

Here’s an example: 

Instead of saying, “As per our telephone conversation on today’s date” you can simply say, “As we discussed this morning.” Or using “Because” instead of “We are in receipt of.” Spot the difference? Not only does it shorten your email by large, but it also sends the message that you and your client are in a good and comfortable business relationship.

Related: [VISUAL GUIDE] 15 Best-Kept B2B Email Secrets to Win Prospects’ Hearts

Right Email, Wrong Timing

Timing is crucial if you want to be able to get a response quicker, or one at all. Many take this for granted and just go by sending out their emails ASAP. While sending out emails as soon as you can is also a good tactic, you should also know when to send it ASAP.

Remember that you always have a distinct purpose as to why and how you have constructed your follow-up email. Think of the specific situation you are in. You want to send your message at a specific time to ensure that the receiver gets it at the right time so it is still relevant to them and doesn’t get drowned out in all their other emails.

We suggest that the best and safest time to send out a follow-up is within 24 hours. You don’t want to wait too long to shoot them a message. More than often if the client doesn’t get an initial follow-up right away, especially after a promising and well-received meeting, they will think that it was a fluke and that the company must’ve forgotten about them. So, they will drop you from their list and move on to the next person who can help them.

Related: Sending Emails on Sunday? Are you Kidding me?!

But First, Research!

So, you’re pressing send on your email out of pure excitement of a new possible closed deal. There’s only one problem: You didn’t get to know the person you’re emailing first. By that, we don’t mean that you suddenly have to go out for a cup of coffee with them. Proper RESEARCH will take you a long way and prevent you from making errors that will negatively affect your sales deal more than you’d like to. 

If you’re sending a follow-up to a prospect that is crucial to the deal, read up on them first. Check out their LinkedIn to find out more about them as a person and not just as a business. Simple things such as knowing how they want to be addressed can go a long way in showing that you genuinely took your time in getting to know them and they will value that.

Related: ABM + Outbound: How Targeted Outreach Moves the Needle on ABM

Though these would seem like no-brainers, you would be surprised at how many businesses still commit these mistakes, but if you remember you avoid these common mistakes when making and sending out your follow-up emails, then you’ll be golden.

How to Spot Warm Leads Using the Right Lead Qualification Framework

Collecting a pool of possible leads is not a difficult feat once you’ve learned how to rein in your ropes and use all the tools at your disposal. You and your team are excited to close more sales and have a firmer grasp on managing your accounts.  Everything seems quite consistent so far, and so is the challenge that comes with the consistency of managing a funnel of leads, prospecting, and qualifying them.

Don’t worry. It’s nothing uncommon. Data shows that 25% of leads are legitimate and should advance to sales. However, 79% of marketing leads never convert. In addition to that, 73% of leads are not even sales-ready, and another 50% are qualified leads but aren’t ready to buy just yet. 

Qualifying and nurturing your leads is essential if you want to grow your revenue. Today we are going to talk about the dangers of not qualifying your leads and the benefits if you do qualify and nurture them. We’re also going to discuss the different lead qualification frameworks and as the cherry on top, we’ll give you some sweet tips on how you can qualify your leads better. 

The Bad

Now to address the elephant in the room: Why is not qualifying your leads bad? If you know or have established what a good lead is, you automatically have a notion of what a bad lead is as well and how you should nurture them better. 

Here are the negative effects of poor lead qualification.

Waste of Time and Counterproductive

Every day you’re hustling. You work harder and harder and spend even more money, but the truth of the matter is, there will never be more than 24 hours in a day. It’s a common saying and motivation to work hard and you will be successful, which does ring true. But are you working towards sure results or are you just beating against a void and nothing really ever happens?

Many businesses only concentrate on quantity rather than quality. Of course, you want to have as many leads as possible, but at the same time, you also want to make sure that you are going after leads that are actually a good fit, and that is where a lot of businesses go wrong.

Winning the (wrong) crowd

You might think that there is nothing wrong with attracting any and all clients, whether they fit your business or not because with a little more convincing, they’ll eventually give in, right? No.

Just as we mentioned in our first point, it will be a waste of time and it will only give your team more things to worry about. A client who is not a good fit for your business is going to keep demanding things from your team that they are not accustomed to doing. Your client’s patience is going to wear thin if he has to sit and wait for your team to learn. It’s a lose-lose situation.

Be practical with your leads. You might be expecting too much from these leads only to get disappointed and potentially even lose money by the end of it instead of gaining it.

Bad Blood, Bad Rep

Now say one of your unqualified clients cancels their term with you after not getting the service they asked for? What do you think they will say to other people who’d ask them about you? It sure won’t be words of flattery.

If a client has a bad experience with a company, they are also going to share their bad experience with other people to prevent them from making the same “mistake” as they did. Even worse is if they’d blast you all over social media, and that would tear you down faster than the time it took to build your castle up.

Never compromise the quality of your services. Don’t waste your time on unqualified clients. It’s like trying to harvest oranges from an apple tree. Concentrate on clients who are a perfect fit for your services instead.

Related: AskCallbox: What is a qualified lead?

The Good

The good news is that you don’t have to worry about these problems if you do your lead qualifications right. There is no need to oversell yourself and force yourself to offer services that aren’t your niche. Of course, if there are consequences to bad lead qualifications, there are also benefits that you can reap from taking the time to qualify your leads. 

Time Efficient

In counter to the bad effects, if you qualify your leads well, you won’t have to waste your time on dead-end leads or businesses outside your target parameters. Therefore, it’s crucial that you outline how your team qualifies leads.

Important things to be mindful of are their personas which would include their profile attributes and buying cycles. Their industry, location, and company size. These are all great help in determining whether your leads are in the qualifying process or not. Really, why waste one of your salesperson’s time with a client who can’t afford nor fits the parameters

Revenue Booster

The way revenue is generated is through conversions which are manifested in your sales team as closed deals. It’s understood that qualified leads equal improved close rates, yet it is also important that you and your team have a mutual understanding of this; to develop and implement a successful process to achieve this.

The ANUM method is a common way for teams to qualify their leads to make sure that both marketers and salespeople are aligned:

  • Authority
  • Need
  • Urgency
  • Money

This process will determine the quality and stage of your prospects. If your company has verified authority and needs, you can determine the right budget for the right solution.

Attracting More Customers & Good Relationships

By qualifying your leads, you attract the right customers, and by attracting the right customers, you build better relationships with them because you are all on the same page. The better your relationships with your clients are, the higher your chances of recommendation from them. They will sing your praises to their peers and highly recommend you. Free PR doesn’t come better than satisfied clients’ testimonials.

Related: 5 Ways to Maximize Lead Quality

Lead Qualification Frameworks

In B2B lead generation, the process and the task of qualifying leads isn’t a simple “one-shoe-fits-all process. There are various ways to qualify leads that suit different types of markets and businesses. Let’s look at the different methods and their respective purposes. 


This particular framework is the one that puts your client’s needs first by taking a modern approach to sales lead qualification. Having the resources isn’t the sole benchmark for buying things, but having the need and desire for it as well.


Which obstacles is this lead facing and can your product or service help solve them?


Does this person have the authority to say “yes” to buying your product or service for their own company?


How much is this product willing or able to pay for your product or service?


Discover how important it is to solve this problem relative to your lead’s other priorities.

If you want more in-depth information on this method, read here.


This method is not a stranger because it’s the most popular one out of the bunch. This method has been around for decades and some aspects of it are somewhat old-fashioned.

The highest priority factor to consider when qualifying leads under this framework is budget. Some sales leaders believe that the problem with this framework is that it does not put the client’s needs first and instead places a higher value on their budget or authority. But since we are living in a Relationship Era now, BANT is becoming less and less popular.


How much is the lead willing or able to spend?


Is the lead the decision-maker for purchasing your product or services?


Will your product or service solve the lead’s business need or help them accomplish a goal?


Will the lead implement your product or services in the near future?

Related: Sales Questions to Find and Qualify Customers Pain


This framework takes a little more detailed approach into qualifying leads. It is the art of picking apart your clients’ goals down to its timeline to ensure that they are all in line and help see them through.


What are the qualifiable goals that they want to hit? When discussing goals, help your prospects think outside of the box and see the bigger picture or think more realistically based on their experiences of helping others in similar situations. 


What are their current plans that they will implement in order to achieve the goals they have set for themselves? Make sure that you nail down whether your prospects that tried these before or if this is the first time or not, and if it worked for them or not. 


In any sale, the most important moment is determining if you can help your prospects overcome their and their company’s challenges whether it’s ones they are currently facing or ones they are anticipating for the future. 


Last but not least, we have NOSO. As mentioned earlier, CHAMP and BANT are two different types of approaches, one more modern and the other a bit more old school, they both still serve their purpose in certain sales settings. However, for the modern buying-centric client, NOSO is the most effective way to go.

NOSO is a customer-centric framework strategy that prioritizes on diagnosing and putting the customers’ needs first by also being the ones to diagnose them. Here at Callbox, this is the strategy that we actively use and it has deemed effective every time. It is what we desire to achieve In this Relationship Era where companies focus more on what they can give to their customers and not just what they can get in return.


What does your customer need the most at this point in time?


Define the right opportunity in which you can step in to help them with your services. 


Discover the stakeholders involved.


With your clients, discuss the desired outcome that they have in mind so that you can help them accordingly.

Related: Savvy Ways to Identify and Qualify B2B Decision Makers

How To Better Qualify Leads

When qualifying leads, it’s all about gathering insights that are necessary to make good judgment. 

Should you sell to your given prospect? What is the best strategy or framework for closing a deal? Does your prospect fit the services you offer?

Only after you’ve qualified each prospect can you really say whether they are worth investing your time and effort into trying to sell to them?

We advise that you avoid using a one-size-fits-all method because every prospect is different from the other. As we have listed the different frameworks that companies use to qualify their leads, try to choose and see which one works best for you and your prospect and qualify them accordingly.

Take your competition into consideration as well. Who are you competing against? What other companies have they worked with before? Are they comparing your solution with theirs? What are they are basing their decisions on? Once you know all these factors, you will have a better idea and view if your prospect is a qualified one or not. 

There are 4 signs of a good qualifying process that you might want to examine to see for yourself if you are doing your lead qualification right or need to work on it a little more.

  1. Productive sales reps
  2. Successful customers
  3. Time to close
  4. Good forecasting (meaning, you know what kind of deals are going to close and what they are going to be worth.)

If you can spot all these 4 signs in your lead qualification process, congratulations! You are doing it right.

And if there are many of your prospects that don’t qualify, then sometimes that simply means that the people you are talking to are just simply not a good match for your product/service. Avoid casting your net too wide, because by doing so you attract people that are not a good match for you. Consider keeping a more focused and targeted lead generation approach so you won’t have to spend the majority of your time chasing prospects who will never buy from you.

Healthcare and Life Sciences: 3 Ideas to Inject Into Your Lead Gen Plan

No business is exempted from lead generation – small, large, product-based, or service-based – on a certain level, one must do lead generation. As with every business, there are many different strategies that you can implement into your lead generation plan that will fit your business.

The healthcare industry is no different. Its methods are ever-evolving and with it also its clients. So before we go into discussing the best lead generation approach that fits the healthcare industry, let’s take a look and understand the change in your customers first in order to get a better understanding.

Modern medical service consumers oftentimes physically cringe at the words ‘medical sales’. Terms as such don’t fly with them anymore. Nowadays, it is more important to enable the consumer to make smart healthcare choices. So, the easier and more convenient you make it for consumers to find a solution to a healthcare problem, the more kudos to you.

Related: 4 Trends That Will Drive B2B Healthcare Marketing in 2019

Modern B2B medical marketing is much more different than how it was 10 years ago. Medical professionals and businesses are too busy to be sparing an extra 5 minutes of their time to listen to a cold call from you. When they need a solution, they automatically hit the search engine to find answers online. It’s easier for them, more convenient, and undoubtedly faster. 

Truth be told many medical businesses pay to boost their services online, but what happens when they stop paying? Exactly – the leads will dry up. So, if you want to see growth for your business, you need a more self-sustaining medical lead generation strategy, and these are the ways you can achieve this.

Online Multi-channel Lead Generation

Have we mentioned how powerful the internet is? Yes. Have we mentioned how your clients and prospects all live on the internet? Why, yes! LinkedIn still remains one of the superior social media mediums for businesses to connect with prospects and promote their own business. Understand your target audience and how they interact on social media so you can come up with a fitting marketing strategy. In the same vein, do not take your own website for granted. Boost it up, make sure you update it regularly so your presence online doesn’t fade. 

When working on your websites as well as your blog posts, it is important to put emphasis on your compliance with HIPAA. By doing so, you send your prospects and clients the message that you are serious about your services and that you made sure that they don’t breach nor compromise any HIPAA rules.

Related: Winning High-Value Accounts with Multi-Channel ABM

Callbox pricing

Service trial

Photo of laptop with people discussing what's on the screen

When you are trying to purchase a product online, oftentimes they offer you a trial version for a period of time for you to test the product out and to see whether it suits your needs or not. The latest trend in medical services is virtual assistance for doctors and small clinics. Say, you’re offering this specific service, your clients will be very careful and hesitant at first because it will mean that their VAs will gain confidential information on their patients, handle their concerns, as well as take care of the doctor’s schedules and meetings. Having said that, they won’t be too keen on signing a contract with you right away that will last for 6 months to a year.

A way to slowly but surely gain the trust of the more skeptic client is to offer them a trial period where they can commit to maybe 3 months at a time instead of the full term. That way they can evaluate for themselves if they enjoy and find your service helpful and decide to work with you full term. It’s important to give them an option and to assure them of the safety and security measures you provide to keep their trust. 

Related: Outdated SaaS Sales Tactics and What You Should be Doing Instead

Constant Engagement Across Channels

One of the most important things to remember in medical marketing is to constantly stay engaged with your clients, especially those who are part of the DMU (decision-making unit). Prospects appreciate it more when you provide them with content and materials that not only educate but also align with where they are in the buying process. It is said that 63% of customers who receive constant (and instant) engagement (across channels) is highly important to growing your business.

Another reality is that consumers don’t just want to see and read about healthcare and life sciences, they want to experience it and engage with you about it personally. So, always try to make this a priority.

To ensure that you are able to consistently nurture your prospects, make use of the power of marketing automation. With a robust marketing automation tool, you can schedule timely emails, make follow-up calls at the best times, and deliver content that moves your prospects further down into the sales funnel.

Related: Value Your Leads: Lead Nurturing Best Practices to Boost Conversion

Healthcare is one of the most essential services to offer and operate in, and people will always be skeptical about it at first, but if you do your best and keep an open mind to evolving your strategies and methods as your customers do, then you will see a significant change in your lead generation as well as your customer’s loyalty to your brand.

6 Ways to Overcome (and Win Back) Lost Sales Opportunities

Losing a sales opportunity – no matter how long you’ve been in the business – is always a little dismaying, even for professional salespeople. However, one might say that there is a lot of good that comes out from a lost sale.

In this article, we take a look at why sometimes losing a sale can actually be a great thing for your sales pipeline. From how we can use it as a barometer for our performance to how it can lead to more sales, you’ll have the best bounce back in no time!

Understand the Numbers Game

This is where you start pulling out the data from your CRM and your other feedback systems to find out how you can improve. The great thing about data is that it doesn’t lie and it should give you a clear indicator of where to focus on, and which prospects haven’t been fruitful towards your sales goals.

Also, don’t be in a rush, according to Implisit, it takes 84 days to convert a lead into an opportunity. So, you never know, the other leads that you’ve talked to three months ago should be ripe for the picking.

Rebecca suggests: More Than a Leads List: How Data Impacts ABM, According to Research

Call Your Prospect Again

This might sound like bad advice but it works.

Calling your prospect again is one of the best things that you can do because you will be able to find out directly from the prospect of what went wrong and how you can do better in the future. Usually, B2B businesses have a team that deals with transactions of this sort and they will understand your professionalism and your drive.

Another reason why this is a good idea is that it also builds rapport and respect within the industry that you are in. You want to be able to make connections in sales!

Here are some tips for you to keep in mind:

  • Make it clear that you are not trying to sell anything this time around
  • Ask them to be honest with their assessment and be honest as well about your opinions
  • Keep it short, friendly and cordial

Related: Best Lead Nurturing Outcomes: Insights from Parenthood

Analyze What Went Down During the Transaction …With Your Team

In the world of professional sports, athletes usually sit down with their teams – other players and/or coaches – to review what went down in a game that was either a win or a loss. This is so that they constantly hone their skills for each game that comes by. There is a constant effort to make each play – good or bad – an opportunity for learning and growth.

Instead of just focusing on what you did wrong, you should instead try these other methods out:

  • Sit down with your team – it isn’t just the closer who’s doing all the work and in complicated sales pipelines. You need to be able to sit down with everybody and find out what their thoughts are on making things better in the future, this includes everyone that was involved with the deal. This improves camaraderie and effaces development within the organization.
  • Analyze the good and the bad – just because a deal was lost doesn’t mean that it was all bad from the get-go. You need to be able to identify what were the goods thing that transpired and how you could improve on those points.
  • Don’t just analyze what happened when things go south – just like the picture of professional athletes in the dugout postgame, you need to still be able to provide feedback even when the outcome was a done deal.

This Is an Indicator That You Can Find Similar Deals

Here’s some great news: this particular lead profile that was lost has the propensity to buy your goods or services.

It’s time for you to start looking at other leads that are similar. If this particular organization was able to sit down with you and talk business, it just means that other organizations are willing to as well. Provided that you did your market segmentation well and you have profiles ABM-style, this should be an easy process.

Related: Outdated SaaS Sales Tactics and What You Should be Doing Instead

Stay Consistent

Good, bad, or even ugly, you have to stay consistent in setting your mind on the goals of your organization. You have to be able to make sure that you are always in the right mindset, whether it is a good day or a bad one.

Don’t Burn the Bridge

Sometimes organizations are not yet ready for the services that you will be able to provide for them and this is something you have to keep in mind. You can always revisit an old loss sale in the future, and the connections that you made in these deals could lead you to referrals if you keep it professional (remember our first point on giving them a call?)

As you can clearly see, there is a lot of good that can come out of a botched deal, even though it is dismaying, to say the least. Proper feedback channels and pipeline systems can go a long way in turning even bad deals into a potential jumping board to better ones. You just have to stay focused.

Outdated SaaS Sales Tactics and What You Should be Doing Instead

Software end users keep changing. This is especially true for the new end users. Their mindset and what tickles their ears and interests are not quite the same as those of past customers. We have the internet to thank for all types of information accessible to us with just one simple click. It has also allowed buyers to connect with their peers much faster which means that they can get their opinions about a product or service they are possibly interested in before they spend their money to buy it. 

With this, we also need to understand that this is not the only change happening in the SaaS buying process. It is crucial that we also change our tactics and how to go about marketing and selling SaaS to customers. Meaning that there are certain sales methods that don’t work as effectively anymore and we have to adapt and upgrade our strategies as well. 

Let us start by looking at what doesn’t work for SaaS anymore and what you can do to improve your software sales strategies.

#1 Inbound Reliant

If you take a good look at any great SaaS company, you will see that they all have good marketing systems. They have a big percentage of activities that focus on new business opportunities every single day, making sure that they are testing them and optimizing those activities. 

The mistake here is that most of the time we focus too much on inbound marketing. It’s like being able to create a really cool product, but barely anyone gets to know about it. If we solely rely on inbound marketing, it’s less likely we’ll see revenue. 

What to do?

The answer is very easy! In this case, we highly encourage that you consider that you go outbound. By using outbound lead generation strategies, it will make reaching prospects much easier. All your tools are readily available as well. Sales prospecting calls and email are essential outbound tools that you shouldn’t abandon. As for social media, LinkedIn, Facebook, and Twitter are powerful tools as well. 

Related: How to Generate Leads Faster with this Proven Outbound Workflow

#2 Limited Trial

Every consumer has experienced this one too many times. You download software off of the internet that allows you to use its full capacity for a limited trial period, and most of the time the trial period os much shorter than the time you were able to fully maximize and explore all its features. It’s really frustrating on the consumer’s part. And what does that in return mean for you? Well, it drives another possible consumer away from your product. They will be hesitant towards buying your product because they weren’t able to fully explore all that it had to offer to begin with. 

What to do?

In this case, it is wiser to get rid of the limited trial period and convert it into an unlimited one. Hear me out! We suggest that you have the premium features available for the user to enjoy and explore for a limited time. However, when the special feature’s time is over, it is better to still keep the trial available for the consumer to use. That way, possible clients won’t shy away from your product and have a little more time deciding on buying the full version of your software.

Another option is for you to tease them with key premium features that stay locked unless they buy the full version of your software. Once they realize that these specific features are important and useful to their tasks, they will easily decide to go for the full version instead. See? It’s a win-win situation for both parties.

Related: SaaS Market Trends for 2019 and How to Align Your Growth Strategy

#3 Overselling

Back in the days, you would have to yap about your product almost 24/7 in order to land a sale. Meetings had to be conducted in person, and because it was so time-consuming to drive or fly out to meet with a client, you would have to sell the heck out of your product which leads to overselling and overpromising the capability of your product. If you oversell your software, you’ll lose customers quicker which will bring damage to your brand instead of revenues. 

What to do?

Don’t hurt your brand. Overselling, fortunately, doesn’t work anymore nowadays. Again, thanks to the internet, you can speak to your clients more frequently now through various channels and FAQ’s to keep them in the loop and to be always ready to entertain their concerns. Say, you have a 28-56 sales cycle days, you won’t have to worry about gasping out all the details in one breath and you won’t have to overpromise to make sure they’ll ‘take the bait’. There is going to be a sense of frequency with your clients, so be honest, open, and in touch. 

Related: Consulting vs. Selling: Crafting a Winning Business Pitch

#4 Teamwork Wins. Always.

If you’re still struggling with keeping your sales up even after you’ve done all you can, then maybe it’s high time to change things. The days of having to sell all by yourself are gone. It is always better to go and seek out help than wasting time trying to figure out how you can do it on your own because, let’s face it, you can’t. No one can.

What to do?

We suggest that you seek out a sales coach or appoint a manager to put together a solid sales team. Leave the sales strategizing to them. This way it will boost and improve your sales performance and you can focus on other important aspects of your software business. If you still lack manpower, then the best solution for you is to outsource a team of competent and professional salespeople who can aid you in this task. It is tested and proven that teamwork always wins. 

Related: Survey: 7 Things that Set the Best Lead Generation Companies Apart


So, now that we’ve talked about the different SaaS sales tactics that we should abandon or upgrade, sound off in the comments what other strategies should be a thing of the past and what could be their remedies.

More Than a Leads List: How Data Impacts ABM, According to Research

We all know that ABM campaigns rely on quality data to work well. But not every marketer clearly understands exactly how data translates into ABM results and, more tellingly, a lot of ABM practitioners don’t know which data points to monitor and measure.

In their 2018 ABM Benchmark Study, ITSMA says ABM strategies continue to mature, as the number of documented cases of successful ABM campaigns keeps on growing. The report finds that 77% of companies applying ABM see 10% higher ROI from their ABM programs than from their traditional marketing efforts.

77% of companies applying ABM see 10% higher ROI

But, as ABM strategies increasingly become part of the marketing mainstream, many ABM users still haven’t fully learned the difference between what true ABM really is versus what ITSMA calls “M2A” (or “marketing to accounts”).

M2A is simply using a sales leads list and “targeting your marketing collaterals at buyers on the list.” In other words, it’s just traditional marketing under a different name.

With M2A, you’re not achieving one-on-one, personalized messaging that’s geared toward both account and lead-level needs. This goes against what ABM should be since ABM requires carrying out tailored and customized campaigns.

I think a huge factor behind the ABM-vs.-M2A divide boils down to two things: knowing which types of marketing data really impact ABM and understanding how these data points drive the ABM process. Without a good grasp of ABM data, it’s practically impossible for you to:

  • Understand your target accounts’ characteristics and behavior
  • Get to know and connect with stakeholders who make the buying decisions in each account

To achieve both ends, you need the right data, and you need to use it in the right way. That’s what we’ll learn in this post. We’ll take a look at the different ways data impacts real-world ABM campaigns. We’ll find out exactly how quality data contributes value to actual ABM programs.

Alongside recent trends in ABM data, I’ll also share a story of one of Callbox’s clients that managed to build a solid ABM-focused marketing database almost from scratch.

Related: ABM + Outbound: How Targeted Outreach Moves the Needle on ABM

When I was planning out this article, the things I initially wrote down reminded me of that company, and I think their experience will help make the points in this post even clearer.

Anyway, this client is a mid-sized U.S.-based company that provides precision manufacturing solutions to customers across the country. Before working with Callbox, the company had been struggling with sluggish growth in a market segment they were trying to penetrate.

This client had a (nearly) non-existent marketing data process. All they had was a saturated leads list and a patchwork of separate analytics trackers. This made it hard to scale their marketing program into newer segments.

But after implementing a major overhaul in their marketing and sales process, the company slowly put together a data-driven ABM program from the ground up. How they did it is a great example of how quality data can make a difference.

With that said, here are four important ways that marketing data impacts ABM:

1. Better account selection (40% higher deal value)

A study from Sirius Decisions finds that quality ABM data increase average deal size by as much as 40%. That’s because better ABM data improves account selection effectiveness and targeting accuracy.

The right ABM data can help uncover high-value accounts and remove unpromising companies from your target marketing database. The main types of data needed to identify potential accounts include:

  • Firmographics:  Company size, industry, location, annual revenue, funding
  • Technographics:  Software in use, complementary technology, technological maturity
  • Intent:  Topics researched, content accessed, ads clicked
  • Interest:  Past purchases, rep activity levels, decision makers mapped, interaction with campaign

How we supported the client:  To help our client acquire the data they needed for effective account selection, we ran a research and direct outreach campaign that:

  • Narrowed down their pool of potential accounts based on their ideal customer profile (ICP)
  • Collected firmographic and technographic data
  • Gauged initial propensity to buy and level of interest

Related: Winning High-Value Accounts with Multi-Channel ABM

2. Clearer roadmap of key decision makers (16% shorter sales cycle)

According to research made by the Aberdeen Group, having a clear idea of what constitutes a qualified opportunity accelerates the sales cycle. The study estimates that selecting and prioritizing the right decision makers can cut sales cycles by around 16%.

That’s why effective ABM relies on granular data about the key decision makers involved and how they affect the buying process. To map out each stakeholder’s influence in your target account, your marketing database needs to include the following fields for each decision maker:

  • Job title
  • Role in the purchase process
  • Years in the company
  • Place in the org chart
  • Goals and pain points
  • Prospect-level intent (content viewed, resources downloaded, topics accessed, etc.)
  • Response to your campaign

How we supported the client:  We expanded and enriched our client’s leads list by identifying relevant stakeholders for each target account. We used their buyer persona definitions to pinpoint the right decision makers and collected contact details, demographics, professional info, decision-making hierarchy, and insights on prospect activity.

Related: ABM Sales Funnel: Turn Prospects into Leads, Convert Leads to Customers

3. Deeper audience interaction (4.7x to 7x higher engagement rates)

The 2019 State of Account-Based Marketing from Demand Gen Report shows the power of high-quality data in driving tactical and operational results for ABM campaigns. One of the survey’s key takeaways is that using deep insights (knowing what each account’s target prospects need) to craft messaging and execution significantly lifts engagement rates (7x better ad response rates and 4.7x higher email CTRs).

ABM is all about personalization. You need a good understanding of both account-level and prospect-level characteristics to design ABM programs that truly connect with the right people. To achieve this, eMarketer suggests:

  • Combine multiple data sources to paint a clearer picture of fit and intent
  • Match intent signals with account characteristics and buyer profiles
  • Leverage third-party data sources alongside your in-house marketing database

How we supported the client:  Callbox helped set the stage for the client to maximize ABM personalization through highly targeted data at both account and decision maker levels. This would later prove to be very useful in expanding the client’s targeting and segmentation capabilities.

Related: 4 Proven ABM Techniques to Maximize Lead Conversion

4. Higher conversion and close rates (57% to 285% increase in win rates)

Numbers from different sources show that ABM boosts close rates anywhere between a decent 57% to a whopping 285%. While those are certainly very impressive results, the main driver behind these figures is (you guessed it) quality data.

ABM increases closed-won deals because of targeted, one-on-one messaging and relevant delivery. That requires going beyond fit and intent data. It involves collecting information and segmenting based on a target account’s readiness, willingness, ability, and potential success:

  • Ready:  The target account is currently facing an urgent problem or opportunity that your solution can address.
  • Willing:  The company is open to exploring possible solutions to the problem or opportunity.
  • Able:  The target account can make the needed commitment to implement the change.
  • Success potential:  There’s a high level of fit in terms of technical, functional, resource, competence, experience, and culture.

How we supported the client:  By doing much of the data collection legwork in the early stages of the client’s ABM program, Callbox helped the client focus on qualifying, nurturing, and following up on prospects further down the ABM process. This also enabled the client to prioritize tier 1 accounts and tailor their campaign accordingly.


 ABM needs a robust marketing database that offers fit and intent insights, not just a leads list. These four key roles of data in ABM should serve as your guide to create and refine a solid ABM data management strategy.

4 Proven ABM Techniques to Maximize Lead Conversion

Company A has been working tirelessly on attracting leads to their site using different kinds of strategies and methodologies. Despite their best efforts, however, their lead conversion process hasn’t been successful. They haven’t experienced the conversion they’ve been expecting — no phones ringing, no customers buying the product/service. Instead, there are more frustrations than congratulations. 

If this sounds like your story, here are a few account-based marketing tips that will help you improve your lead conversion process.

Understanding the Need is the Key to Conversion

Psychologist Abraham Maslow has enumerated the five basic needs of man — physiological, safety, love/belonging, esteem, and self-actualization. He mentioned that these needs are what motivate people to do the things they do. 

The reason why people work hard, do certain hobbies, make friends with a certain group of people, or buy certain things is to fill one of these needs. In other words, if a person thinks one of those areas is not enough, he will do something to fill it up. Until that need is met, the person feels discomfort, even pain. 

In the same way, businesses and organizations buy products/services because they believe it answers a specific need they have. By acquiring the product/service, they are able to remove any pain or discomfort in the company/organization. 

Therefore, if you want to CONVERT someone, you need to remember these 2 things:

  1. Know what causes them pain or discomfort — research is the key to accurately determining what the pain is. 
  2. Provide a solution to ease that pain/discomfort — make sure that what you have to offer is what your prospect needs. If he needs tea, there’s no use offering him coffee, no matter how good your coffee tastes. 

At the heart of determining pain and providing a solution is the creation of your buyer persona — your ideal client.

  • Who are they – are they women or men, young or old, etc?
  • What is their job – are they sales reps, CEOs, IT officers, etc?
  • What are their interests – how do they spend their day outside work?
  • What do they value most – is it price, quality, service, etc?
  • What are their pain points – what challenges do they face and how can you help them?

The above are just some of the questions when creating your buyer persona. Without a clear target audience, it will be like chasing the wind. On the other hand, having a clear picture of the type of client you want helps you focus your energy and resources where you want them. 

Creating an Effective Lead Conversion Strategy

Once you have your buyer persona and you have identified their pain points, your next challenge is introducing your product/service to your target audience and eventually, convert them to become paying customers. 

Here are 4 surefire techniques that can help you with your lead conversion:

Make Information Easier for Your Prospects to Find

Remember! You are here to make your prospects’ life easier by helping them solve their pain points. And where to start best than making content that is accessible and engaging to your target audience. 

Part of the research when you create your buyer persona is to find out where your target audience usually hangs around and the kind of content they read as well as the path they take when looking for a solution.

Create a content strategy so you can deploy the right kind of content at the different stages of the buyer’s journey. 

Related: Amplify Your Leads with These Content Distribution Tips

Understand How Group Buying Decisions are Initiated

The buying process, especially in the B2B arena, has greatly changed. The buying decision is not dependent on one person anymore but on several people/stakeholders. Thus, even if you are able to convince the CEO, he has to present it to a number of people who can influence whether the purchase is a go or no-go. 

One of our earlier articles, The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind, explains it well. If you want to influence everyone who is involved in the buying process, you need to focus on these seven components:

  • They believe that you can solve the problem.
  • You’ve built an emotional connection with them.
  • They’re convinced that your price equals the value you’re offering.
  • You have a credible ROI.
  • They should feel the urgency to make a purchase now.
  • You have social and logical proofs of what your product/service has achieved.
  • They should feel that they are heard as well.

Deliver a Consistent Experience Across All Channels

Consistency equals loyalty. A single well-written blog might impress your target audience but if your quality is a hit or miss kind of thing, they will soon tire of it and abandon you. 

A good metaphor to a consistent experience is the Avengers/MCU movie series. The audience is left wanting for more every time the end credits roll. So they wait in anticipation no matter how long it takes and before a new movie is released, all tickets are sold out immediately. 

Related: Multi-channel Marketing and Why Your Business Should Embrace It

Put Every Touchpoint in Context

A touchpoint is when you make contact with your prospect or customer during the buying process. Some of the most common touchpoint strategies to attract and convert clients are content, email, events, phone calls, meetings, and social media. There are more strategies aside from what was mentioned.

No matter how many strategies are available, your GOAL is to convert your prospect using as fewer touchpoints as possible. 

To do that, you need to know how to mix and match different touchpoints and use them to every prospect. Careful planning is needed, nothing is left to chance if you want to increase your conversion rate. 

When you create a touchpoint plan, you need to consider the following elements:

  • Responsibilitieswho is in charge of each touchpoint?
    • What medium are you going to use? 
  • Scheduleshow often should you do it?
  • Messagewhat’s your key message for each touchpoint?
  • KPIshow will you benchmark and measure success?
  • CTAswhat do you want your prospects to do?

No matter what touchpoint you mix and match, it should always be in line with your customer journey to fully utilize it to attract and encourage your prospect to purchase your product/service. 

Related: Winning High-Value Accounts with Multi-Channel ABM

In Conclusion

We all hope that we have the “holy grail” of lead conversion where one touch causes prospects to convert immediately. But although none exist, getting the conversion and ROI you expect is not unattainable. All you need is a team who will help you devise a strategy that works for your company needs.

4 Solid B2B Email Campaign Ideas to Market Cloud Solutions

Email is still pretty powerful and it is a way of engaging your following whilst utilizing only a fairly small number of resources. In this short article, we will be exploring the different types of email marketing campaign examples for cloud solutions providers.

Marketing to Both Current and Potential Clients

Re-selling or re-marketing to existing clients and customers is much more cost-effective than having to market to new ones. Don’t fall into the trap of missing out on a lot more revenue by not being able to market to your existing base.

On the other hand, for your subscribers base, a well-thought-out email marketing plan not only builds awareness and loyalty to your cloud business, but also allows you to move potential customers through the sales funnel.

1. Weekly Newsletters

The mindset that a weekly newsletter is just a generalized newsletter that you send out to all of the people that are subscribed to it should be changed. The fact of the matter is that people like personalization and you will be able to convert better if you are able to meet different needs – even if you are just working with a general newsletter.

You should be able to customize different versions of your newsletters depending on the buyer personas of your current market. This does not mean that you should create an individual newsletter for each person, but rather split your markets up for general types of buyer personas.

Content also has to be given special consideration. Know that there is content that is intended to bring awareness, some for decision-making, and others for simple consideration. Being able to split these content types up in a singular newsletter allows your email to be optimized for conversion so you’ll be able to attract and maintain interest. 

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets eBook Cover

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets

Find, engage and convert the right prospects with the right message.


2. Holiday Emails

Do not forget to greet your prospects of current clients on special occasions, but also be mindful if they celebrate a particular holiday or not. One email that almost every person loves is the “Happy Birthday” promotional email. It shows that your company truly cares about them. However, you want to position it in a way that doesn’t make the prospect feel like you are being too privy of their information.

For subscribers, holiday promotional emails are not just about holiday sales. Rethink your strategy and make good use of your data so that you can pick the right approach – should you go promotional or transactional? Send or respond?

3. Promo Emails

Oh, how we love these because they are designed to convert!

However, there are a couple of different types of promotions and different ways of going about them.

Product Launches

Product launches could be in collaboration with a physical event and other promotional campaigns such as a free webinar and eBook. You want to be able to provide added value with a product launch and not just launch a product out of nowhere. Marketing is not one-sided but rather a proposition that you should tackle dynamically.

Software Launches

If it’s a software launch, you could even offer a special discount or special beta access (your IT team will love this if it’s SaaS). One way of attracting existing customers to your new software is offering them a special access pass or a free membership for a specific amount of time. Reward loyalty, it always helps.

Limited Sales Offers

If you want to do limited sales offers do not do it all the time because sooner rather than later your customers will notice that you are just trying to pull off the same promo but with a different title to it. You want to be able to offer segmented limited sales offers that are designed for different buyer personas.

If you have a complex product, why don’t you launch a limited sale on the different aspects of that particular product?

4. Other Types

As with everything that is content-related, you can pretty much do anything and everything – this is why content will always be considered king.


Don’t just put in a survey for your customers to answer but include a freebie for them doing so. You want to be able to motivate them and add value to the time that they will spend providing you with feedback. Sometimes the best way to pull off a survey is not to market any product to them but ask them real questions about their experience with your company.


Quizzes should be designed for fun. And, what we love about fun is that it is absolutely marketable. You can design them to be informative, challenging, and even funny. This is one type of content marketing that if executed correctly can result in large gains for your company.

Find out how well your favorite music suits your selling style. Take this sales personality quiz and discover which genres match your profile.

Email marketing, whilst a classical form of marketing, does not have to be purely traditional. There is a reason why it is still a great tool to use for your marketing efforts and you should really take advantage of that. 

Do not forget to observe best practices when sending emails and try to make sure that your market research is solid beforehand. Try not to forget the basics such as email hygiene and making sure that your segments are at their proper positions in the sales pipeline.

Featured Case Study:

The Art of Generating Leads with your Landing Page [GUEST POST]

In digital parlance, a landing page refers to a web page which acts as an entry point for a website. It’s the first impression you give to anyone who visits your site. And with digital marketing, the adage “The first impression is the last impression” rings particularly true.

As a marketer, you could get tons of clicks on your website but still, have a low lead conversion rate. In an environment that’s already hyper-competitive and where sales cycles can extend indefinitely, it’s easy to overlook the tiny details. However, a well-made landing page can do wonders for your website and subsequently business.

A contemporary landing page is aesthetic, informative, and easy to use. A targeted and optimized landing page is one of the most effective lead generation strategies.

However, it’s all easier said than done. Websites are often guilty of ignoring their bounce rates. Sometimes, it’s evident that particular aspects of a landing page are driving customers away. And other times, your landing page may have a great design but doesn’t have enough calls to action (CTA). Missing elements can become the un-called downfall for your business. 

There’s no point wearing expensive soccer shoes if you can’t score!

But lead generation on websites and landing pages isn’t rocket science. Optimizing your landing page takes relatively little effort, but pays off huge dividends in the form of new leads. 

Here are a few numbers that will convince you otherwise. 

  • 52% of companies rely on landing pages to improve conversion rates 
  • Long landing pages generate 220% more leads 
  • More than 75% of businesses find it difficult to curate and optimize their landing pages to suit their preferences 
  • 48% of marketers create new landing pages for each of the marketing campaign they run 
  • Even a delay of second in the loading time for the landing page can reduce lead conversions by 7% 

Surprising as these numbers might seem, your landing page can work wonders in generating more leads. So, how to achieve the same? 

Here have been summarized some of the most convincing methods that can help you generate more leads using your landing page.  

Design well 

Human brain concocts visuals 60,000 times faster than text. Well-made visuals help take your website to the next level. Ensure that they’re mobile friendly too.


On the internet, poor landing page design is the best way to lose your customers. You’ll need to ensure your design is aesthetically pleasing and straightforward. Content needs to be clear, brief, and informative. To create an impactful design, try to:

  • Use matching colors that are uniform throughout the landing page 
  • Use white space effectively and let your text ‘breathe’
  • Keep symmetry in mind while placing CTAs, Banners, etc.
  • Ensure relevant content stands out.

Colors make a huge difference. Choosing a specific shade of blue over other shades resulted in additional revenues of $80m for search engine giant Bing. 

It’s also essential that your landing page is easy to use and navigate. 88% of online customers are unlikely to visit a website they’ve had a poor experience with.

Most importantly, keep in mind that the majority of your leads use a smartphone frequently. Accordingly, ensure your landing page is also mobile-friendly. Check out for dead links and bugs, and check up on your digital security regularly.

Design your landing page well, and generating leads won’t be a headache any longer. 

Take our free email course today!

15 Brilliant Web Design Hacks That Convert Traffic into Leads

Check out 15 proven web design ideas you can use to move more visitors into the next stage of your funnel.


Information forms: Less is more

You’ve clicked on a landing page link, the page loads, and the design is lovely. You’re impressed. At the bottom of the page, you see a video that explains everything you were looking to learn. You click ‘play’…

You’re immediately redirected to another webpage that reveals the catch. There’s a long form that asks you for your personal details. You don’t mind sharing them, but you do have a problem with over-sharing. And there are two a many pages to fill…

You decide it isn’t worth it and click to go back. And in the process, you forget why you even visited the website in the first place.

If this experience isn’t familiar to you as a user, it might be happening to you as a marketer. Most visitors don’t like to fill in forms that demand too much information. Ensure that your subscription forms ask for minimal information. And you should limit the numbers as well.  

Instead of including too many forms, use drop-ins, checkboxes, and quizzes for these have a proven way to make your forms more appealing. Moreover, it helps in lead generation.

It’s also necessary to ensure that the incentive customers receive for sharing their data is worth it. Without an incentive, it’s difficult to convince anyone to share their personal information. Also, ensure that it’s something they may be looking for, and pitch it like it’s exactly what they need.

Be it a discount coupon or a free trial period, give your audiences something to try out, and they will respond with kindness. 

Work on your “Call to Action” (CTAs)

Your CTAs need to be appealing and unique to be effective. There are quite a few things that you can do to make them stand out. CTAs are the gateway to a quicker sales cycle and higher lead generation. These are some ways to create a unique, attractive CTA.

  • Visuals: Ensure they stand out from the rest of the content on the page. Also, make sure they’re attractive and harmonize well with your website’s color scheme. Contrasting colors can help achieve that. Avoid stock images, and use something original if possible
  • Wording: Use no longer than seven words. Your proposition needs to be brief but convincing. Always write it keeping your audience in mind
  • Placement: Ensure that your CTA is placed naturally, and in context with the content near it. Avoid putting it in places where it won’t be seen
  • Size: Ensure it isn’t too small that it’s overlooked, but also take care to prevent it from taking the focus away from the rest of the content 

Bonus Tip: Never use the word ‘spam’ on your CTAs, even if you’re promising visitors you won’t spam them. It’s a proven way to drive traffic away from your website.

Offer free products and create limited period discounts

Nothing grabs eyeballs like the word “free.” Even if you are offering a free trial, they are incredibly helpful in lead generation. By giving your customers a feel of what they’d be paying for, a satisfying experience may mean they buy the full product. If they get to ‘try,’ they might ‘buy.’

Additionally, you also get their details, which you can then use for further B2B lead generation and nurturing. As a result, you can target them even if they discontinue your product/service, keeping you in their minds.

Use a real or fictitious deadline to plan promotional offers for your products. A price discount is a big incentive for most interested visitors. As a result, they can find out more about you and your products, increasing your sales. Limited duration of time forces visitors to make a decision quicker- many will tip towards you.

Discounts and promotional offers are also a great way to get others talking about your product. As a result, more visitors come and interact on your landing page, increasing traffic.

Bonus Tip: Free Template: Easy fix to shorten your sales cycle

Create relevant resources and support systems

Landing pages that stand out are often the most relevant ones. It’s necessary to create content that’s easy to understand and share. While these resources depend on the nature of your business, there are a few common ones across industries and websites, such as: 

  • Videos
  • Infographics
  • Whitepapers
  • Ebooks
  • Articles & Blogs

Offer these resources for free so that visitors can have a better idea about what your website does and how you can help them. Well-curated content and other resources are highly effective in boosting traffic to your website. The fact that good content can go viral gives you further incentive to upload quality resources on your landing pages.

Give your customers a voice

Visitors want constant reassurance they’re not wasting your time on your site. What’s better than getting feedback from old customers? Ask them to write about their experience with you, and upload it on your landing page. Reassurance and a feeling of familiarity are necessary before a visitor can begin to trust you. Make sure the old ones are valued!

Customer reviews provide your visitors with a benchmark and also help them understand what to expect. The more you post, the more comfortable they feel.

Additionally, take customer engagement a step further by seeking their input. Crowdsourcing, in particular, is a great way to attract attention to your business and your cause. Crowdsourcing names, colors, and ideas are incredibly helpful with publicity, as well as understanding your buyers. They also bring your customers closer to you as a business, improving their perception of you and ultimately helping in lead generation.

Host a webinar

One of the most efficient ways to engage the audience is through webinars.  Firstly, only genuinely interested prospects tune in to watch your webinar, helping you with filtering your leads.

Webinars are also crucial in establishing your expertise or subject knowledge in a particular niche or industry. Since webinars are free, it shows your customers that you’re willing to help them at any cost.

Webinars are also critical in establishing yourself or your business as a ‘thought-leader’ in your industry. They’re your best bet at interacting with an audience without the usual hassles of offline publicity.

Encourage your audience to share it in their social circles if they find it useful. Lastly, record and share your webinar videos regularly and upload new content daily.


It’s easy to overlook a landing page, but doing so can turn out to be costly. Looks matter. A poorly designed page will lose you your visitors and money, but a well-designed page is almost magnetic to both. The secret is in ensuring that the customer has a seamless experience on your website. They should not mind sharing their information with you.

Increase your engagement with your audience by regularly reaching out to them for feedback. Make them feel as if they play a role in your business’s operations by encouraging them to share product ideas, names, and future projects.

However, the essential thing about lead generation isn’t about the call to actions and asking visitors to fill out forms. It’s about giving them a reason that’s good enough to make them do so. Find what’s yours and implement it effectively. The results may end up surprising you.

6 Growth Hacking Tactics Every IT Security Company Must Exploit

As you can see, as an IT security provider there are a lot of things that you can do in order to make sure that you have a consistent flow of leads coming in for your business. However, the key to all of this is allowing yourself to properly strategize multiple channels. Make sure you have it all sorted out!