How to make your B2B website sell more

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Lead Management is the real bridge between the pipeline and the web. It is the management of potential clients interested in a product or service that, in some way, have left us their contact information. However, in order to carry out this action, it is necessary to have a lead cultivation system (Lead Management platforms) and, for that, the website should have forms where the prospect can leave their data in the first instance. With this information, we can qualify them to detect if they are a potential client.

In turn, when there is a Lead Management platform in the middle – one with automation, workflows, lead scoring and intelligent systems, which sends emails to prospects and collects information – the qualification of leads is much simpler and more efficient. In this way, email makes the action of the web more powerful and that generates greater attraction to the pipeline. But email, without the web, could not achieve this.

Email and a few more friends
When we think about what we at Pragmática call “fattening your pipeline,” email doesn’t come alone. Blogs, chatbots, collateral marketing, and landing pages are key elements that will help nurture your pipeline and professionalize your website.

Blog, a key ally of the web
When people started looking for interaction on the web, one of the main drivers was the blog. A finance directors email list space where companies communicate their ideas, visions, projects, experience, knowledge, and the user can also give their opinion through comments. In this way, interaction between companies and users began to occur. Those who used the blog at the beginning were very successful because, to this day, the blog continues to be a great driver of positioning.

Furthermore, when Google began to grow, blogs grew much more and, with them, websites. In this way, the web began to progressively transform into something much more dynamic, interactive and connected to the sales process: it stopped being a brochure and became a space for relationships.

Chatbots, conversational experiences
Today's web is an interactive communication platform that seeks to produce conversational experiences. The user experiences a conversation with the brand/company and, based on that conversation and with the help of artificial intelligence, the aim is to understand and enhance the conversations.

Thus, the web is almost another sales executive, a sales platform that works 24×7. However, many B2B companies still have older versions of the web and, by not having made that leap, they are losing opportunities that they could have taken advantage of or that others are taking advantage of for them.

Collateral marketing, communication excuses
Collateral marketing consists of seeking out opportunities to communicate with your audience. This involves content related to the sales process, such as sending a newsletter, email marketing actions, reports, infographics, images, videos, etc. All of these elements make up the set of materials and resources used to support the sales campaign for a product or service.