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The days when a sales agent had to focus on one key decision maker to close the sale are over. Organizations now have buying teams that oversee supplier selections. These buying teams also do much of their prior research online by surveying websites, videos, webinars, white papers, testimonials and online reviews.

Data from CEB Global indicates that buyers are already 57 percent into their buying process before they reach out to the potential service provider. As a consequence, sales and marketing teams at B2B suppliers must find ways to influence decision-making processes early on, which means that lead management is now a critical pain point for any enterprise.

The lion’s share of B2B marketers’ pipeline strategies hinges on growing their email lists through landing page conversions. Email marketing works, but the average qualified email capture conversion rate, according to Weidert Group’s research, is under 1.5 percent. Unless your company is a gloriously high-performing email opt-in outlier, your emphasis on this funnel model could be holding you back from turning website visitors into nurture-worthy leads.

Instead of letting these anonymous visitors go without any engagement, modern analytics-oriented lead gen platforms such as Leadfeeder help businesses make the most out of their web traffic.

  • BB

    Brittany Berger

    over 2 years ago #

    The Buffer and Drift examples are two of my favorite stories that prove doing the opposite of "industry standard" can be the secret you need!

  • ND

    Nadav Dakner

    over 2 years ago #

    Love this interview. Thanks for sharing

  • LR

    Lorraine Reguly

    over 2 years ago #

    I have always wondered who founded Leedfeeder, and now I know. ;) Thanks for that!

    I like Pekka Koskinen's views.

    By putting the focus of marketing on the CUSTOMER instead of on the company's MESSAGE, companies are sure to increase their conversions!

    This is not rocket science; it's obvious to me, and it's great that more and more bigger companies are realizing this!

    I guess big corporations can learn a thing or two from small business owners after all. ;)
    With my business, Wording Well, I always put my clients first... and they appreciate it!

  • RN

    Roxana Nasoi

    over 2 years ago #

    "Email marketing works, but the average qualified email capture conversion rate, according to Weidert Group’s research, is under 1.5 percent. "
    I remember a friend of mine from London, great copywriter and amazing work in email marketing, did a short presentation four years ago, and this is the first thing he said: "Email marketing doesn't work for just anyone.".
    Glad to see his words re-confirmed as years go by.

  • BP

    Brenda Pace

    over 2 years ago #

    Hey Ben,

    Great read! I love to see how other industries change up their lead generation. For example, what Buffer did was pretty kick a**, right? Sometimes you need to go against the norm and give something a try. It just may be the ticket to your success.

    Thanks for sharing!


  • DG

    Dana Gore

    over 2 years ago #

    It's amazing how things have changed with the internet.
    And it's interesting what tools are available to do the research to find (and keep) people interested in your product or service.
    There's so much to learn - and since I'm not savvy with the tech stuff or marketing, this info will help.
    Thanks so much for putting this together :)

  • LS

    Lisa Sicard

    over 2 years ago #

    Thanks for sharing this great interview and topic Ben.

    I found this interesting - Drift is a good example of how AI will replace some of the work of sales by sending leads to an “AI assistant,” as opposed to an actual sales team member. - that will really changes how sales is done today. I've seen in change dramatically in the last ten years and this will further that change.

    It was interesting to see how Buffer jumped on the Leadfeeder bandwagon. I've been reading more and more lately on Leadfeeder. It looks like the future has arrived today in marketing and sales.

  • JH

    Joy Healey

    over 2 years ago #

    Very smart of LeadFeeder's CEO to realize that a change of marketing method is needed.

    "Typical cold calling is a thing of the past" - the more companies that abandon cold-calling (which must surely be very unproductive) and switch to LeadFeeder's approach, the better. Further more, my pre-purchase research doesn't include opting in to email lists.

    Interesting article, Ben. I look forward to hearing more about this.

  • RB

    Ryan Biddulph

    over 2 years ago #

    Leadfeeder is on the ball Ben. With current technology you gotta get the engagement train rolling, even with anonymous visitors. Hey; folks who glide through your business site anon may just perk up and engage in the future when you get the 411 on them. This can lead to better serving as far as their needs and bigger business for you.

  • CR

    Cori Ramos

    over 2 years ago #

    Hi Ben,

    Leadfeeder sounds like a powerful lead generation tool. To be able to get additional data like which companies visits our site on top of other data we get from Google Analytics can really help a boost a company's email capture conversion rate.

    Thanks for sharing!


  • JM

    James McAllister

    over 2 years ago #

    1.5%, ouch. I'm not into so much B2B anymore so I suppose it's easier in a lot of ways, but even when I was in the IM market blog articles converted at triple that rate and cold traffic to squeeze pages at 40%-70%. Then again, I'd imagine the companies that can benefit the most from things like Leadfeeder are chasing leads that are worth a much larger amount of money and those are obviously much more difficult to capture.

    Admittedly I don't have much personal experience with that myself, but what's mentioned here makes a lot of sense and I trust it. I do know several people who have said great things about Leadfeeder and if I were in the market for it I'd definitely spend more time looking into it.

  • RC

    Ravi Chahar

    over 2 years ago #

    Hi Ben,

    I totally agree with Koskinen that every industry is unique so the focus should be on the customer.
    Thanks for sharing with us.

  • SA

    Swadhin Agrawal

    over 2 years ago #

    Hi Ben,
    Thanks for sharing this post. Leedfeeder seems like a savior for many businesses and I think it is good t know how your visitors think, what they do online and what sites they visit along with you.

    This could be a great way to see which competitors are spying on you too. :)

    Thanks for sharing this interview. :)