For B2B sales and marketing teams alike, we understand that driving revenue is a key part of your day-to-day job. So, a clear understanding of how to generate and maximize revenue at every opportunity is vital. From executing effective lead generation activities to generate high-quality prospects for the top of your funnel, to sales working to close deals and see revenue fast — your business needs to work like a well-oiled machine. But, have you considered that your website holds the key to unlocking business revenue? With hordes of visitor data, insight and a world of undiscovered opportunities, let’s explore the role of your website in securing revenue.
SEO and CRO
Website optimization benefits your business in a multitude of ways. By optimizing with search engines in mind, you’ll be easily discoverable by the right prospects, see an increase in relevant traffic, and reassure potential buyers thanks to the Google stamp of approval. This should be paired with effective conversion-rate optimization, ensuring your on-site experience is simple, seamless, intuitive and always driving your visitors towards inquiries, downloads, and even transactions. According to WebFX, 89% of consumers shop with a competitor after poor user experience — so don’t dismiss the importance of yours! Analytics tools are a must-have for website visitor insight, behavioral data, and identifying where your site needs improving.
Revenue attribution for marketing ROI
Understanding the marketing activities that work and recognizing the ones that don’t perform are crucial if you’re looking to prove a strong return on investment (ROI). This way, you can ensure no budget is wasted. There are a number of ways to do this — from identifying the referrer channels that are driving high-converting, relevant traffic to your website, to using innovative marketing and sales software to help your team attribute sales revenue to specific marketing channels, campaigns or leads.
Never stop prospecting
Weaving lead generation tactics throughout your business strategy and website is a clever way of ensuring your prospecting never stops — and your pipeline is topped with new opportunities. From creating gated content that requires contact details, to social selling, giveaways, thought-leadership and influencer campaigns, the more all-encompassing your strategy, the more chances you have of driving revenue. Ensure every campaign links to a personalized landing page, optimized for conversions. Consider including reverse IP tracking technology in your strategy — helping you capture sales-ready leads that are already exploring your website.
Increase your average deal size
Ensure your sales reps are upselling and cross-selling, highlighting additional features and add-ons, and showcasing the value of your product when they’re pitching. In the current climate, focusing on the close may need to overtake increasing your average deal size. But, prioritizing those opportunities that have the potential to drive high revenue is a must. Try scoring your leads or embracing technology to help you focus on the hottest and most valuable prospects.
Speed up your sales pipeline
Building a sales pipeline designed to see impactful results is vital. But, a full pipeline is no use if your leads aren’t converting — or, they’re taking too long to do so. The quicker your leads convert, the sooner you’ll reap the rewards, get them started on their new journey as a customer, and work on fostering loyalty. Your website plays a key role in supercharging your sales cycle — so create hordes of content, display proof-points and case-studies that provide reassurance, and ensure your site is attractive, trustworthy and up-to-date. Consider including sales pipeline software in your plan to amplify results.
Content marketing for lead qualification and nurture
Content marketing is a highly successful tactic that helps B2B sales leaders and marketeers effectively nurture potential clients. To secure more revenue, your content needs to be of the highest calibre — designed to support prospects at various stages of the pipeline. Your website has the potential to be home to a world of engaging, educational insight that shows your leads that you’re the right vendor. And — equally as important — it helps potential leads get to know your product, service or brand and understand if it’s right for their business before inquiring. This way, you can ensure the most engaged visitors will make it through to sales — enabling reps to spend their time on opportunities that will lead to revenue.
Lead Forensics is an innovative B2B sales software that transforms your website into a hub of engaged sales leads. It works by utilizing intelligent reverse IP tracking software and a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed visitor journeys outlining the time spent on your site. This way, marketers and sales reps have everything they need to reach out to the right person, with the right information at the right time. Book your Lead Forensics demonstration today!