Top 3 Marketing Tactics that Convert

Imran Suleman

Marketers have many choices available to them to invest and are always looking for the channel that will deliver the greatest conversion.

There are 3 types of programs that continue to drive the highest conversion for tech marketing clients:

  • High-Quality Lead (HQL) Programs
  • Sales-Ready Lead (SRL) Programs
  • Webinars

HQL Programs:

Wouldn’t it be nice to have programs that uncover customers’ deep seated needs? Would that paint a richer picture than merely answering 4 BANT questions?

HQL programs have achieved incredible results for marketers over the past two years because BANT is just the starting point, not the ending point. After qualifying as a BANT lead, our HQL users go on to answer 10-15 questions about their buying habits. This produces deep insights, high recall, and in short: high-quality. Sales teams have very high connect rates on these programs establishing quality dialogue with over 50% of leads and we have seen some of the highest conversions to pipeline opportunity as a result.

SRL Programs:

Sales-ready lead programs provide the strongest conversion. While traditional Content Syndication conversion to sourced pipeline rate is about 2-3%, by going beyond BANT, and having a live, in-depth (and open ended) conversation with potential leads, we are able to uncover customer’s compelling need. SRL programs have been able to produce a stellar 25% conversion rate into new sourced pipeline.

A sales ready lead program incorporates a concerted online and offline marketing strategy that does not rely on purely digital cues to estimate the sales readiness of an opportunity. It adds a crucial component of speaking with a lead to confirm sales readiness.

Webinars:

Webinars consistently rank high as a marketing tactic when it comes to engagement and conversion. However, it is very easy to create a poor webinar that does not produce results and keep the audience engaged. To counter this challenge, consider creating more exciting webinars that speak to clear buying triggers and specific buyer personas. Creating thoughtful webinars that speak to the late stage buying triggers will create a webinar that can convert and an audience that is truly engaged.

If pipeline conversion is a priority, investing in these activities are a sure thing.