B2B Funnel versus B2B Selling
Buying B2B Funnel versus B2B Selling Process: Conversion
Improving the conversion rate is more important than driving
more
traffic.
Marketers spend money on advertising, SEO and others means and methods
to get more traffic, but instead a higher conversion rate would be more
beneficial.
Funnel process |
Selling process |
| - Starts with a need | - Presence of website on Internet / Search Engines |
| - Awareness and Internet search | - Prospect finding and obtaining leads |
| - Determining kind of solution | - Finding possible Contacts within Company |
| - Gathering information: specific search | - Classify visitor type: Influencer, Decision makers & takers |
| - Selection type of solution | - Prepare messages – Communications or Conversations |
| - Selection Vendors and solution | - Qualify the prospect |
| - Determine solution | - Building a relationship |
| - Decision taking on specific information | - Promoting the benefits of the solution |
| - Negotiations and Purchase | - Selling: Close sales & build further relationship |
| - Qualifying the purchase afterwards | - Customer Engagement & Retention |
LEADSExplorer is to be used during:
- Prospect finding and obtaining leads:
Know companies visiting the website; get informed using the automated Internet searches included in LEADSExplorer.
Realize what the intent of the Researcher is.
Identifying and qualifying the visiting Companies into Leads. - Finding contacts within company
Using Internet Data mining for finding contacts and information about contacts. - Classify visitor type: Influencer, Decision
makers, Decision takers
Using search terms used, click path and time on pages the visitor can be categorized. - Prepare messages – Communicating or
Conversations
LEADSExplorer reveals the interests in products or services and thus allows determining what information is to be disclosed to the company.
Adjusting the message to the Company, the type of contact, guided by the search terms used, pages visited and click path of the company. - Qualify the prospect
From the communications, conversations and responses by communication and by visits on the website, the prospect can be qualified. - Building a relationship
Visitors have the need for information, which needs to be supplied.
As Sales people can portray themselves as experts on the matters by the knowledge of the interests by communicating the suited message or the suited subject, the relationship can be built. - Promote the benefits of the solution
The best matching solution can be presented with the tangible and intangible benefits for the CEO and the functions or features for the Directors or Managers. - Selling: Close sales & build further
relationship
After closing the sales, keep an eye on the activity of the customer on your website. Build a relationship by communicating and interacting on his website visits. - Customer Engagement & Retention
This can be enhanced by using the knowledge about the contacts visiting and pages visited.
Matching contacts with visitors
Visitors on the website versus Sales communicating with Contacts. Somehow those two needs to be matched.
In most B2B conversion processes the visitor is asked to register for white paper downloads, co-registration, newsletter, webinar and other, allowing matching a visitor with a contact.
Even in case no registration is done, then the behavior and visits of the visitors after communications or conversations, will give indications of his nature, interests, intentions and subsequently his function or position, allowing matching visitors and contacts by taking into account the timing of communications and visits.
The importance of the conversion process from Visitors into Leads
The conversion process is more important for getting more
sales, more
revenue, than getting more traffic.
Once your website has visitors, spending money on LEADSExplorer will do
more for selling and for your bottom line than getting more traffic.
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