According to Eric Schmidt, the chairman of Google, the sheer volume of information created every two days now surpasses the cumulative data generated from the dawn of human civilization until 2003.
Today’s consumers are increasingly selective about the content they engage with. Hence, in this digital age, where information is abundant and competition is fierce, B2B marketers face the daunting challenge of capturing the attention of potential customers and building meaningful relationships.
One of the most valuable assets for any B2B marketer is a well-nurtured email list. This list can be the lifeline of your marketing campaigns, allowing you to connect with your target audience, provide value, and drive conversions.
Here’s a comprehensive guide, providing five powerful strategies that B2B marketers can employ to generate email contacts and build a robust email list from their website.
Effective Call to Action (CTA) placement can significantly impact lead generation. Studies show that users tend to scan web pages in an F-shaped pattern, starting from the upper left-hand corner. To capitalize on this behavior, strategically position CTAs where they are most likely to capture attention, such as the top-left corner, key content sections, or as sticky elements that remain visible while scrolling.
As prospects start searching the web for more information about a product or solution, they want someone to answer their questions in real-time with precision. Implementing Live Chat on the website helps address customers’ questions in real time.
This further benefits in two ways: First, it helps you capture your prospects' interest. Second, assistance at this stage enables you to establish faster engagement, which can bring significant long-term results in building relationships.
In instances where prospects inquire about your solutions, you can provide in-depth information tailored to their needs, further nurturing the relationships.
Content marketing is at the forefront of B2B lead generation. By creating valuable content that addresses the pain points and challenges of your target audience, you can attract high-quality leads to your website.
Create a comprehensive guide, white paper, or any other helpful resource. To access or download this valuable resource, visitors are prompted to provide their email addresses along with other details. This approach not only provides value but also captures leads interested in the topic.
If you cannot capture the interest of your prospects on your website, it can be because you need to ask for it.
This is where pop-ups help you plug that gap.
It might seem that pop-ups interrupt the flow of your visitors, thereby completely hampering their experience. However, Pop-ups, when used intelligently, can bridge the gap in capturing prospects' interest and email addresses.
Consider the prospect's journey on your website on your website. Understand what they are seeking on the website.
Further, find out what value you offer to capture their interest without feeling intrusive. It could be an offer for a “Sign-up” form for your newsletter, or an eBook or a webinar that can guide them in their journey. The offer could also be a free consultation.
Remember, your offer should help your prospect, or else the pop-ups will feel like they are spamming your prospects.
For instance, if a visitor scrolls through your entire website, offering a one-on-one consultation can be enticing. Alternatively, if they explore your solutions, provide a webinar or eBook link to delve deeper into your offerings.
Timing matters too. Display pop-ups when visitors are about to leave, have scrolled a certain percentage or spent a set amount of time on your site. Align the offer with the visitor's perspective to avoid making pop-ups feel like spam.
Here is a great guide by Wishpond that explains the different types of pop-ups and how you can use them.
Newsletters remain a powerful tool for B2B marketers to stay in touch with their audience and nurture leads over time. Offering a newsletter subscription option prominently on your website can be an effective way to capture contacts and build your email list.
You can entice website visitors to subscribe to your monthly newsletter, promising to deliver the latest industry insights, case studies, and marketing tips directly to their inboxes.
They are noticeable bars that stay at the top of the screen and scroll with the page. They remain visible even when users scroll down the page. Sticky top bars provide a non-intrusive way to promote content offers, free trials, and email subscriptions.
This approach has been proven to increase contact submission rates.
Sometimes, prospects want to reach out directly to gather more information or address specific queries about your products or services.
it is always a great practice to include a contact form at the end of your website page. Incorporating contact forms at the end of your page allows you to capture their stage in the buying journey.
Contact forms can be customized based on details you want to capture from the prospects apart from the Name and Email Address. Based on the information submitted by the prospects, you can contact and nurture prospects further in their buying journey.
In the fast-paced world of B2B marketing, building a strong email list is essential for sustained success and B2B marketers must adapt their strategies to meet prospects where they are in their buying journey.
Employing these strategies can help you generate high-quality contacts from your website. By optimizing CTA placement, utilizing live chat, leveraging newsletter subscriptions, deploying pop-ups, employing sticky top bars, and including contact forms, B2B marketers can connect with target audiences, provide value, and nurture leads into loyal customers.
Remember that effective lead generation is an ongoing process that requires continuous refinement and optimization. By implementing these strategies and adapting them to your specific audience, you can create a powerful email list that drives growth, fosters relationships, and propels yourB2B marketing efforts to new heights.