Use dynamic CTAs to close more B2B leads

We’ve aggregated many of the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.

This is how you stay up-to-date on growth marketing tactics — with advice that’s hard to find elsewhere.

Our community consists of startup founders and heads of growth. You can participate by joining Demand Curve’s marketing training program or its Slack group.

Without further ado, onto our community’s advice.


Use an omnichannel approach for more remote sales

Insights from Paige Harris of Smile.io.

High-margin consumer goods justify a personalized sales funnel. That’s why companies like offline cosmetics retailers employ a small army of sales reps to make calls and do home demos.

In today’s COVID-19 world, retailers are having to move this process from in-person to online. It’s easier said than done.

Here’s one process that some offline retailers (with high-margin products) are finding works:

  1. Turn those sales calls into Zoom sessions: Sales reps adapt their home demos to Zoom demos.
  2. They share their screen on Zoom and shop with the customer, helping them choose products online and assisting them with placing the order.

Social distancing might be in place, but retailers can still be personal with their sales approach.

Use dynamic CTAs to close more B2B leads

Insights from Dave Rogenmoser of Proof.

B2B leads typically require multiple touches before they become customers. You can help leads move quicker through your funnel by dynamically adjusting the landing page content they see.

Here are two examples:

  1. Add a CTA to your site that automatically points out the next relevant step in their customer journey. If they haven’t downloaded a lead magnet yet, show them that. If they have downloaded it, encourage them to watch a demo or request a quote.
  2. At every stage, change the copy on your product page: If someone has already watched a demo video, don’t keep asking them to watch it. Hide that button and show them something complementary.

Think of it as giving visitors the feeling of being “logged in” to your site, rather than being treated as a stranger each time.

Increase referrals by closing the intention gap

Insights from Kristen Berman of Irrational Labs.

In a study run by a financial services firm, 70% of its 14,160 customers stated they intended to make referrals, but only 44% actually did.

Here’s how you can close the gap between those potential referrers’ intentions and actions: Make it easier for them to visualize who specifically they would refer (e.g., “choose two friends that like to exercise”), plus limit the timeframe that the referral money is available (e.g., “seven days to get in referrals”).

If you don’t have enough money to pay for referrals, don’t. In many cases, non-monetary incentives (free coffee, free product or points, etc.) are found to be just as effective as the equivalent amount of money. Think about it: Who wants to sell out their friends for $15? But give me a free month of Netflix, and now we’re talking.