Why Visitor Behavior is More Valuable Than Personal Data for B2B In this Episode of…
Woe is us, right? Trade shows, B2B conferences, summits, everything has been canceled. Gone. Seemingly over a weekend, we have watched face-to-face become shelter-in-place. More events are canceled or postponed every day. Or they are moving online, which might be even worse, because who knows if the money you paid for a booth will pay off in an online event.
And it isn’t just what is being outright canceled. What happens when the shows come back? Will anyone go? The most optimistic among us must come to grips with the idea that the great conference lead machine is dead. At least for now. If your marketing deal flow depends on in-person events, this is the time for a pivot. A digital pivot.
What can you do to drive leads?
While everyone is hunkered down at home and not attending conferences you should reach them literally where they live. B2B web traffic is up–is yours? If not, maybe you should focus on attracting traffic:
- Can you improve your search marketing?
- Can you buy ads?
- Can you improve your email campaigns?
If your web traffic is up, are your web-driven leads up? If not, you should focus on driving more leads:
- Can you humanize your message to be more empathetic?
- Can you improve your use of analytics?
- Can you A/B test problematic parts of your customer experience?
- Can you fix your site search?
- Can you recommend related content?
We have a bunch more tips to help you learn more about driving leads with personalized content in a new ebook, “The Six Personalization Truths Every B2B Marketer Needs to Know Right Now.”
Getting to “Yes” on Digital Dollars
But maybe it isn’t ideas that are the problem. You want to do all of these things. But when I ask you “Can you…” the answer is, “No, I can’t.” Usually, when someone tells me that they can’t do something, it’s because the decision isn’t theirs to make. They need to persuade someone higher up who is playing the role of “Dr. No.”
So, I have an idea for you that a really smart client of ours just used. He made a simple chart that showed a list of all the B2B conferences, sales conferences, and trade shows that his company attended last year, along with a count of the number of leads driven for each event. Then he added a column at the end of each row of the table that said, “CANCELED” running down the full length of the list. It was a nice long list of events that drove lots of leads last year but are driving zero leads this year.
This galvanized his boss into action. Instead of the plaintive suggestion you’ve made every month for the last two years: “Gee, shouldn’t we be shifting our B2B Sales Playbook to digital?” now you have reframed the question to “Where are we going to plug this gaping hole in leads that is about to turn into a gaping hole in revenue?”
Now the boss is ready to act. Now the boss is ready to shift the B2B conference budget into digital. Now is when you can get to work. This is your moment. You must aggressively pivot while the money is there to do it. If you let this chance go by, the finance types will scoop up all the trade show money and you won’t have any funding to accelerate digital. Your sales digital transformation will never get funded.
This crisis has been an unspeakable tragedy for many families–maybe even yours. But it isn’t callous to hope that some good–some minor good, but good nonetheless–can come out of this horror. Can we make the confident moves to pivot to digital that solidifies our companies and saves the jobs of our team, because we will be driving the leads when competitors remain fast asleep? Let’s not compound the health crisis with our own jobs crisis, just because we didn’t act when we could have. What you do now will decide your future.