It’s a Conversation: Engaging With B2B Prospects on the Marketing Site

By Katherine Lloyd

If you talked only about yourself with every person you met at a party, you’d quickly find that people start moving away from you in search of better, more engaging conversations. The same can be said about your interactions with your customers. They can’t be one-sided and self-serving.

Building a relationship requires conversations. From a person’s initial entry point into your funnel and throughout his journey to becoming a loyal customer, it’s important to remember that building a successful relationship requires a mutual exchange. You can’t just push your own agenda (e.g., use this feature, buy more product, etc.) and expect a happy customer.

In the B2B world, the conversation doesn’t usually start when a salesperson has an initial meeting. It starts well before that in the digital world with a website visit. And the website offers an ideal venue for delivering a personalized experience based on listening to visitors’ needs and reacting with relevant and helpful digital interactions.

In this blog post, we’ll cover some of the ways you can move away from a one-sided delivery of information and start building true, mutually beneficial relationships.

Start the Conversation

To begin, think about why each visitor comes to your site in the first place. You’re missing out on a huge opportunity if you’re not reacting to what the visitor tells you the second she arrives at your site.

Visitors can come through a myriad of sources such as digital ads, organic search, referring sites or direct. If you present the same hero image, headline, and offer for all these individuals, you essentially asked what they wanted to see and then ignored the answer.

For example, let’s say a visitor clicked on a digital ad for your security monitoring solution for automotive manufacturers and arrived at your site. Why talk about your breadth of products and services for companies across a variety of industries rather than address the needs she already demonstrated? This is the perfect time to start the conversation off on the right foot and present information about your security monitoring solution for automotive manufacturers! Continue the conversation from the ad to the site so the visitor feels like you genuinely understand her needs.

Continuing the Conversation

In grade school, I was taught that listening was extremely important for building friendships. The same can be said for your website. You can “listen” as visitors consume content and browse product pages, blog posts and resources. Their journey tells a story of their pain points, interests, and what they are looking for, so you can learn from that and react accordingly.

Below are some tactics you can use to personalize an individual’s journey on your site by continuing the conversation:

  • You can respond to a visitor reading a blog post by recommending another article that is not only relevant to the contents of the current blog post, but also to her product interests, industry, use case or company size. And, most importantly, you can avoid recommending any article she has already read before.

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