Increase demand, shorten your sales cycle

Some industry analysts indicate it can take up to seven personal sales visits to close a demanding B2B deal. And the cost of keeping a sales rep on the road is astronomical. Is it any wonder so many businesses are using interactive media to increase their marketing reach and decrease the need for sales reps?

Emails, mobile content, and web pages need to work together to create the right user experience and provide the right information to your website visitors at the right time. This helps people engage and make smart buying decisions. As an added bonus, providing useful and timely online information can reduce customer support expenditures such as call centre costs.

Channelling the right information to the right website visitor can be tricky because what’s right for one person may not be right for the next. Bombarding all website visitors with every bit of information you have is hardly ever the best strategy. The latest generation of Web Content Management systems provide a greater degree of personalisation than ever before with tools for monitoring the effectiveness of each of your online conversion funnels. A better experience for your visitors means greater profits for your company.

Three keys to successful demand generation

1. Build awareness of your products or services via search engine optimisation (SEO), webinars, social media, etc. See Stokke case study.
2. Ensure potential customers really understand your products and services. Give visitors the highest-quality information and make sure they can find it through sensible, easy-to-use website structure and navigation. See Colliers case study.
3. Show visitors that there is a real company behind your website. Building trust in your organisation is as important as communicating your products and services. See City of Ogden case study.

Looking for more inspiration? Then browse through our many cases and see how others have created effective engagement strategies.