Your website is where the magic happens. This is the place where your audience needs to convert. Whether it is encouraging prospective buyers to sign up for your newsletter or fill out a form for a demo, the key is to optimize your website for converting browsers into actual leads.  Pay attention to forms, Calls-to-Action (CTA), layout, design, and content.
With the growth of the internet, the world has changed from one of information scarcity to one of information abundance.  In fact, according to Google chairman Eric Schmidt “there was 5 Exabytes of information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing”.  
The basics we've gone over in this blog post are just the beginning. Keep creating great offers, CTAs, landing pages, and forms — and promote them in multi-channel environments. Be in close touch with your sales team to make sure you're handing off high-quality leads on a regular basis. Last but not least, never stop testing. The more you tweak and test every step of your inbound lead generation process, the more you'll improve lead quality and increase revenue.
Of course you want to fill the top of your marketing funnel with lots of leads. But as soon as they enter the funnel, you also want to start qualifying them to see which ones are worth the additional time and effort to guide toward the bottom. Lead scoring and grading help you do just that, calculating a lead’s value to your company (score) and likelihood of converting to an active customer (grade). Using lead scoring and grading together can be an effective way to ensure that only high-quality leads are passed on to your sales team. Lead management software can automate lead scoring and grading as well.
Gone are the days that a marketer only relied on outbound techniques like trade shows, cold calling, and advertisements to get leads. Today’s buyer is in control. According to Forrester, buyers seek out three pieces of content about a vendor for every one piece sent by a marketer, and for every one piece sent by sales.  Because of buyer self-education, your job as a marketer is to be heard through the noise and come up with new ways for leads to find you. To be a marketer in today’s world, you need a solid grasp of inbound in order to truly amplify your lead generation impact.
When running PPC ads, it's important that you keep careful track of the specific ads and keywords that you're targeting. You can do this by using the Google Analytics UTM builder to create campaign URLs that you can use to track the campaign source, the medium and any keywords or terms that you might be targeting. This way, you can determine the effectiveness of any campaign that you run and figure out the precise conversion rate.
Nurturing is so aptly named because it’s all about giving your new relationship what it needs to prosper. Some leads will want regular emails, some will want quick responses to questions on social media, and others will want an 800 number and a conversation to learn more about your offerings. Developing an effective lead nurturing strategy pays off: Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost and boast 9% more sales reps making quota than companies that struggle with nurturing.
“Lead nurturing has gone through major transformations over the last 5 years, mainly fueled by an increased need for personalization. In fact, 89% of marketers say their customers today expect and demand a personalized experience. However, if I had to share a few “truths” that remain essential for the success of any lead nurturing campaign, I’d say that your email flow:
How to Get It: Begin with sites like UserTesting.com, YouEye.com and Userlytics.com. Register with multiple companies for opportunities to test as many websites as possible. Once you're in the system, you'll be emailed when testers are needed, and if you're one of the first to respond, expect to spend 15 to 20 minutes completing the test. Many sites require a microphone and/or webcam, which are built into most laptops—but if you need to buy one, they aren't expensive. The tester sites typically pay within a week or two via PayPal.
With the growth of the internet, the world has changed from one of information scarcity to one of information abundance.  In fact, according to Google chairman Eric Schmidt “there was 5 Exabytes of information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing”.  
Good content marketing entertains and informs with blog articles, social media posts, and other bite-sized content that adds something to readers’ lives and draws them to your brand. Small businesses in particular should remember that with a little know-how, a single piece of content is easily repurposed as a mini marketing campaign (or even a killer sales deck). Why constantly reinvent the wheel when you can keep riding the ones you’ve already made?

Not all of your site visitors are ready to talk to your sales team or see a demo of your product. Someone at the beginning of the buyer's journey might be interested in an informational piece like an ebook or a guide, whereas someone who's more familiar with your company and near the bottom of the journey might be more interested in a free trial or demo.

Winning that business is all about relationship building. That’s true for B2C businesses, and it’s true for B2B, as well. With so much information at their fingertips, customers research and form opinions on brands and products well before they make contact with salespeople and enter what we traditionally think of as a customer journey. So when they do make contact, customers are looking for something more than an old-fashioned sales pitch. They want to trust your brand and feel good about buying what you’re selling. It’s on you to earn that trust and build a relationship with each customer.


Your website is where the magic happens. This is the place where your audience needs to convert. Whether it is encouraging prospective buyers to sign up for your newsletter or fill out a form for a demo, the key is to optimize your website for converting browsers into actual leads.  Pay attention to forms, Calls-to-Action (CTA), layout, design, and content.
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