How To Generate B2B Leads Without Creating New Content
How to GenerateB2B Leads WithoutCreating New Content
Contents1. Content Creation and Its Challenges22. How Can You Generate Leads Without Creating New Content?23. What Steps are Required to Generate Leads Using Sales Chat?33.1 - Step One: Set-Up a Chat Platform On Your Website33.2 - Step Two: Write Quality Chat Templates that Engage33.3 - Step Three: Train and Hire a Dedicated Chat Team to Produce Results53.4 - Step Four: Reach Out to Prospects Browsing Your Site63.5 - Step Five: Monitor and Analyze Results to Improve Success83.6 - Step Six: Generate and Nurture Quality Leads84. What Results Could You See?95. Increase Your Revenue Without Creating New Content10
1. Content Creation and Its ChallengesCreating new content takes an incredible amount of time andresources for your internal teams. Maybe you’re even paying anagency a good percentage of your budget to do it for you. Whilstcontent, from blogs to eBooks, and videos to white papers, doeshave a lot of value, that value comes at a cost.This isn’t the only issue with generating new leads through content.The effectiveness of sharing content via email is declining, it’sharder than ever to connect on the phone, people are apprehensiveabout immediately giving out their contact details, and social mediahas become more about likes and less about real results.CloudTask BotHey there!Welcome to CloudTask!What brought you here to check us out?Wanting to learn more about CloudTask.In short, creating content to generate leads can be challenging, timeconsuming and expensive.CloudTask BotBut, what if you didn’t have to spend time and money creatingcontent in the first place? What if you could generate qualified B2Bsales leads without it?Awesome!2. How Can You Generate Leads WithoutCreating New Content?That’s where Sales Chat comes in.Sales Chat is a conversational tool that is installed on your website.It’s an instant messenger with a professional twist, helping to reduceyour bounce rate and convert web visitors into warm leads interestedin your product or service. No-forms, no email, no waiting onthe-phone - just real time conversations where your prospects are.Traditionally used in the B2C world, it’s now taking off for B2Bcompanies. It usually appears in the bottom right of your screen, notas the obtrusive pop-up of yesteryear, but as a small graphic toengage visitors.What are you interested in learningmore about?SalesCustomer SupportMarketingWorking for CloudTaskIt works 24 hours a day, 7 days a week,so even if someone isn’t working, the bot can beset up to provide relevant information, qualifyyour leads and even book appointments whilstyou sleep.How to Generate B2B Leads Without Creating New Content2
3. What Steps are Required to Generate LeadsUsing Sales Chat?We’ve broken this down into six steps, all of which, if followed andimplemented correctly, will result in an increase in both the number,and quality, of your leads and sales, as we discuss at the end ofthis guide.3.1 - Step One: Set-Up a Chat Platform OnYour WebsiteThe first step is to find a partner who offers chat services that canbe easily embedded to your website.3.2 - Step Two: Write Quality Chat Templatesthat EngageTypically web visitors will first speak to a bot before a human. Themore you tailor the initial chat content to the pain points and interestsof the persona you are targeting, the greater your success will be.When chat templates, sometimes referred to as playbooks, are draftedeffectively, the bot actively encourages visitors to engage with your site,as questions and information is presented that appeal to them.What are you interested in learningmore about?MarketingThere are a lot of different partners out there, offering a range ofchat functionality, from a simple pop-up tool where an agent canrespond if a visitor asks them a question, to tools that allow you toactively reach out to web visitors, draft templates and multiplechoice questions for a chatbot to ask and answer if an agent isoffline, options to enable the bot or agent to book meetings straightinto anyone’s diary, and much more.Even before your chat is optimized or your team have been fullytrained to reap maximum value from the tool, having the option tochat on your site will see more engagement from your visitors thatwill turn into leads.To take your lead generation to another level, it’s recommended tohave a tool that offers you every form of functionality.CloudTask BotGreat, chat services like this are just oneof a number of tools we use to nurtureand generate leads for our clients.Not only this, but qualifying questions candemonstrate your expertise and ensure that whena rep joins the conversation, the visitor is a leadthat fits the type of customer you want toattract, so the reps time is optimized.How to Generate B2B Leads Without Creating New Content3
CloudTask BotHow many website visitors do youcurrently have?10,000 - 50,000“Hi there. How may I help you today?”- On your blog page, you may want the prospect to focus on theblog itself so a subscription link may be all you want to include. Anexample template is:CloudTask BotThanks for letting me know.“Welcome to our blog. To subscribe to future updates, hit thelink in the top right. Any questions, we’re here :)”And what s your biggest marketingchallenge right now?Lead GenerationContent Creation- On your homepage you will want to engage a visitor with somelight touches, and understand more about them and their painpoints. An example engagement message could be:Lead NurturingOtherFurthermore, you can have differenttemplates tailored to different pages ofyour site. The more you tailor the content,the greater the success will be.For example:- If someone is on your product pricing page, you will want tofocus wording on the specific product or service they areinterested in, and the options available. This may also be a pointto have a human step in quickly, as the prospect is likely to befurther down the funnel and you don’t want to lose them. Amessage could include:“Hi there, do you need some help deciding the best pricing planfor you?”Once you have drafted your templates, remember to continuallymonitor their results and success. Analyze what’s working and enhanceit, and study what’s ineffective to improve it (more on this later).How to Generate B2B Leads Without Creating New Content4
3.3 - Step Three: Train and Hire a Dedicated Chat Teamto Produce ResultsA Bot doesn’t have to be the first point of contact, a Chat Representativecan step in right away, or they can take over once the bot’s done it’s work.Either way, what you are going to need is a dedicated representative orteam, trained to deliver success.A strong chat sales team is crucial, especially if you have a high volume ofweb traffic, as they are the ones delivering the experience and buildingrelationships with your core audience. Pay special attention to training yourSales Chat Reps so that they have these essential skill sets togenerate leads:- Strong communication skills that can help agents to be dynamic andmirror the user’s tone and language.- Product/service and website knowledgeKarenHi Tom, I m here to help you.What would you like to know?Do you support organizationswith lead generation?KarenYes certainly, that s one ofour specialties.We use a range or resources tohelp you achieve your goals. Howdo you currently generate leads?- An informal and engaging voiceMostly through blogs andLinkedln.- Ability to multitaskWhen reps are trained to build rapport and nurture new or existingrelationships, the benefits have been shown to increase exponentially. Ifyou have a team that has been there and done it, the results reflect this.The key to chat success, whether the bot or a human is engaging with your prospect,is to tailor your interactions to the needs of your prospects.It’s not about you and your pipeline, it’s about them, their goals and their pain points.How to Generate B2B Leads Without Creating New Content5
3.4 - Step Four:Reach Out to Prospects Browsing Your SiteProspect’s don’t even have to interact with the tool for you to engage them. Most Sales Chat Tools enable you to see.Site VisitorCurrent PageLast UpdateOnline SinceLocationVisitorManaged B2B SalesA few seconds ago2:45PMMiami, Florida, USCEO@Company.comHomepage2 Hours ago12:45PMAustin, Texas, USVisitorManages Sales Chat1 Hour ago1:45PMLondon, UKPeople viewing your siteWhat page theyare looking athow long they have been browsing forWhat page theyare looking atHow to Generate B2B Leads Without Creating New Content6
You can then proactively reach out to them and use their rowsing data tocustomize your messaging. You may not always want to do this, but with thefollowing tips, you will be in a good place to succeed. Bear in mind these tipsare relevant to all interactions, not just active outreach:If you are reaching out cold, even if you haveaccess to the visitors name, don’t refer tothem by name. It can be creepy. Feel freeto ask for their name again later inthe interaction.Utilize any data you have to build rapport.Say someone is viewing your page fromDenver, engage them with a positive newsstory from the area before asking a businessrelated question.If they are a returning visitor, you know whatpages they have visited before and you’vealready had interactions, don’t start again.Build on what you have already learned.It’s annoying for the prospect to have torepeat themselves.When there’s context, use emojis andsmileys. These should never be used if thereis any negative interaction, but when theconversation is positive, they can help tobuild rapport.Don’t ever ask two questions in onesentence. This can show desperation butalso gives the prospect more work to do.If ever you are unsure of what your prospectwants, always ask, never assume. Don’trespond to trolls who abuse you and wasteyour time.How to Generate B2B Leads Without Creating New Content7
3.5 - Step Five: Monitor and AnalyzeResults to Improve SuccessAll chat tools are set up to show you exactly whattemplates people are interacting with, what % ofvisitors give you their contact details, what repsclose the most meetings, and much more. Anythingyou are able to measure can be included.Have a Quality Assurance (QA) Team in place tocontinually monitor both your template and ChatRep performance. For example, look at whattemplates visitors engage with, analyze what tone ofvoice the reps should use to generate qualifiedleads, and study when people stop interacting andleave your site. All this information is crucial to yoursuccess.Once you know what templates work, these can bemirrored and improved across other pages. If a chatrep is particularly successful, their style could beincorporated into training for other reps. Have anAccount Management Team in place to ensure allthe areas of improvement are executed. Continuallylook to enhance and optimize your performance.3.6 - Step Six: Generate and NurtureQuality LeadsEngaging with visitors is great, but it only reallymeans anything if you nurture these visitors intowarm leads who are genuinely interested in yourproduct or service. The best way to achieve this isthrough the following tips:Log all your interactions in your database or CRM of choice.Most Sales Chat Tools will automatically log any information for you when theyare set-up correctly. From here you can ensure every time you contact thelead going forward, you can build on your previous interactions. Not only thisbut you can also analyze historical data to learn more about your prospectsand their common pain points, to help future sales conversations and productdevelopment.Have clear processes and workflows in place.This ensures everyone knows their responsibility when they are called upon.Who reaches out to web visitors? Who is there to follow-up on engagedconversations? Who takes the appointment or call when a lead is qualified?Have all this mapped out to ensure maximum efficiency and minimumconfusion.Ask for contact details diplomatically.In the 21st century, people can be unsure about giving out their contact detailsfor fear of being spammed or even identity theft. At the same time, if you havea good chat with a visitor, you don’t want them to leave without having a wayto follow-up with them. The best way is to ask for a contact’s email address atthe start of a conversation in case you get disconnected, and they are alwayswelcome to say no. However, make sure you wait until a lead is clearlyinterested in your product or service before asking for their phone number andbooking an appointment.Once you have positively engaged a prospect, are able to view theinteraction history, everyone understands their role in the sales andmarketing process, and you have the information you need to followup with them, you are in a very powerful place to nurture the leaduntil they are ready to buy.Now you understand the best practices for sales chat implementation.How to Generate B2B Leads Without Creating New Content8
4. What Results Could You See?After introducing sales chat to their website:Opened up almost 500,000 of new sales pipeline in Q1 2018 aloneCut their sales cycle by 33% and grew business 15%Booked 40% more demos and generated 50% more leadsIncreased opportunities by 170%Developed 4,000 new leads and 1m in pipeline in 3 monthsHow to Generate B2B Leads Without Creating New Content9
5. Increase Your Revenue Without Creating New ContentIf you’ve fulfilled all the above steps, there is no question you willgenerate a greater number and quality of qualified sales leads, withoutneeding to create a single piece of new content.Nurture the leads,fulfill your processes and haveyour senior team close the deals.Having said this, strong educational content can complement sales chat,and be used as part of your lead nurturing strategy once you havegenerated a qualified lead.When it’s possible to open almost 500,000 of new sales pipeline in onequarter, increase lead generation by 50% and book 40% more demos, theresults are more than worth it.How to Generate B2B Leads Without Creating New Content10
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Traditionally used in the B2C world, it’s now taking off for B2B companies. It usually appears in the bottom right of your screen, not as the obtrusive pop-up of yesteryear, but as a small graphic to engage visitors. How to Generate B2B Leads Without Creating New Content 2 CloudTask Bot CloudTask Bot Welcome to CloudTask!
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