Category Sales

Why 99% of your website visitors bounce (and how to fix it)

By in Sales Tag , , , ,

by Ryan Narod for Mutiny I talk to marketers all the time, and here’s a situation I hear far too often. Marketers spend all their time and effort driving traffic to their site through channels like ads, search, and events, but when new visitors arrive, 99% of them skim the home page and bounce. In general, we see the #1 reason that companies aren't able to drive top-of-funnel engagement is that their website content represents the lowest common denominator. They're trying to talk to all of their audiences, but they end up resonating with nobody.  What we've observed is that companies…

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17 Apps to Improve the B2B Customer Experience

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by Carlin Sack for HubSpot Marketing teams are doing more with less, and they have fuller plates than ever. Companies are implementing AI tools in every element of business operations, and scrambling to make sure internal teams are taking advantage of AI to grow faster, work efficiently, and stay ahead of the competition. And at the same time, budgets are lean, leading marketing teams to take a hard look at their tech spend and see where there are inefficiencies or redundancies. Recent HubSpot research found that the more point solutions, the higher cost of ownership. “We’re seeing the tension between short-term…

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How one-click buy buttons boost sales

By in Revenue, Sales Tag , , , , ,

by THOMAS MCKINLAY for Aryih Almost 70% of items people place into their online carts are abandoned and never bought (according to Baymard Institute, 2022).  The top reason is a long and complicated customer check-out.  So what happens when you simplify it to the max? Enter: One-click buying. Here are the effects, according to scientific research from Cornell and Amazon. Previous insight: Boost conversions with more white space (more insights here) One-click buy buttons boost sales without increasing returns Channels: Ecommerce | Customer experience | Website | Customer journey | UX | UIFor: B2C. Can be tested for B2BResearch date: February 2023 📈…

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We need better swag!

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by LIZ CHRISTO for Dear Stage 2 A rant on SWAG: Stuff We All Get. AKA alternatives to the branded water bottle DEAR STAGE 2: I’ve been tasked with ordering new swag for our company and I want to mix it up beyond the usual t-shirts and pens. What’s the best piece of swag/collateral you have ever given or received? Any creative ideas? ~We need better swag DEAR WE NEED BETTER SWAG: I totally agree — we do need better swag! Too often the branded swag I receive just doesn’t connect and I end up donating or tossing it. What a…

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Why this, why now, why me

By in Artificial Intelligence and Machine Learning, Information Technology, Sales Tag ,

by MARTY KASSALEN for Marty Kassalen's Substack The urgent need for B2B sales reps and leaders to adopt generative AI The Problem I don’t suspect anyone reading this lives under a rock. B2B sales is evolving and getting harder. Thanks for breaking the news, Marty. But just how bad is it getting, really? Bravado reported that 22% of sales reps hit their Q4 quota. Breaking that down: Essentially 1/5 reps were successful A minority of VPs / Directors were successful What this means: growth targets missed, higher CAC, anxious CEO, anxious BoD, frustrated reps, higher attrition, wasted recruiting & onboarding spend. Bottom…

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Long sales cycles, the #1 enemy of SEO attribution

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by Kevin Indig for kevin-indig.com Attribution models are the most common way to quantify the returns on marketing investments, but not every company can use them successfully. Long sales cycles (+90 days) are the biggest enemy of attribution models, often to the detriment of channels like SEO that play an important role in early touches. Companies with long sales cycles often either sell B2B enterprise software (SaaS), high-priced products (e-commerce) or long-term commitments (consumer). The function of Marketing is to drive customers (if they can complete the buyer journey without talking to a person) or leads who connect with a…

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What does an awesome pricing page look like?

By in Marketing, Revenue, Sales Tag , , , , ,

by ELENA VERNA for Elena's Growth Scoop Pricing pages are crucial in converting visitors/free users to paid customers. Important attributes of every pricing page: Showcases monetization model Easily understood Instills trust Assists consideration Has clear navigation The goal of the pricing page is to provide all the needed information to a potential customer to make a decision and then make it easy for them to take the next step. Pricing page performance Best-in-class in-app pricing pages with self-serve options convert ~15-20% of pricing visitors to the checkout page. Checkout pages usually convert 50% to paid customers. Best-in-class pricing page design…

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Cost of Acquisition (CAC) trap.

By in Business Management, Finance, Sales Tag , , , , , , ,

by ELENA VERNA for Elena's Growth Scoop Cost of Acquisition (CAC) trap. And why you should optimize payback period instead. ELENA VERNA MAY 12, 2023 32 3 Share So many acquisition-focused teams tirelessly chase after reducing Customer Acquisition Cost (CAC) or making it just one-third of the Customer's Lifetime Value (LTV). Yet, they often find themselves disappointed with lackluster results. Because in this "money doesn't grow on trees" economy, where every dollar counts, the real hero is the velocity of the payback period. ROI is back, baby. Where can CAC-reducing goals go wrong? Many acquisition teams are mandated to lower the…

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The Importance of Being Human in Your B2B Content: Liz Murphy on Marketing Smarts

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by George B. Thomas for Marketing Profs The best thing about humanizing your content, says content strategist Liz Murphy, is that there's no learning curve: You don't have to learn how to be human. PLAY NOW Listen to it later: Download the MP3 "Good news, if you're listening to this podcast, unless you are our prevalent Skynet AI overlords, you are already a human being," jokes Liz in Episode 544 of Marketing Smarts. "Congratulations, you did it, you have your human card, you're already there!" However, most of us overcorrect, to the point of stiff formality and tired catchphrases. "We go…

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