The 3 Most Important UX Considerations in Your Funnel

Now that the digital marketing space is maturing, the focus is increasingly on the finer details of digital experiences. Most marketers already recognize the importance of major pillars like email, social media, and web design. Plenty of different software and service options are available to help organizations in need.

Success on a broad level in channels like email marketing and social media is still vital, but they’ve become the minimum barrier to entry for top-quality B2B marketing. In 2023 and beyond, the best marketers will not only be nailing the larger elements of their funnels but also understand how to give prospects a desirable experience through the less obvious aspects of their campaigns.

We call them less obvious because, individually, it may not seem like the details that comprise user experience (UX) considerations will have that big of an impact on the success of a funnel. But when combined, these factors can determine whether a prospect has a positive or negative overall experience with your funnel, which in turn impacts their decision to do business with you.

Below, we’ll talk about three crucial UX elements of your funnel that you might have overlooked and give tips on addressing them in your campaigns.

Progress Bars and Indicators

In today’s world of increasingly crunched deadlines, dwindling attention spans, and bite-sized content, your prospects’ time is likely stretched thinner than ever before. That’s why it’s important to show appreciation for every second they give your marketing by explaining how much time it’s going to take for them to get through each part of your form.

Research shows that using progress bars can make people more willing to devote time to a form or wait for a page to load. Of course, you shouldn’t make users wait long for elements on your page (we’ll get to that in the next section), but there’s always going to be some level of load time. Similarly, it will always take some time for a prospect to give you the information needed to advance the sales cycle. The best you can do is make that time as painless as possible.  

Of course, the B2B world can be a little different. When it comes to complex sales cycles or those in industries with many regulations, most prospects understand that it’ll take some time to get through their buying journey. On a macro level, B2B transactions generally take longer than B2C. While you can use that to your advantage by requesting more information at an earlier stage in the buying process, never take for granted the time prospects’ are willing to invest in your funnel. Progress bars, page numbers, and completion time estimates are all helpful tools for this area.

It will always take some time for a prospect to give you the information needed to advance the sales cycle. The best you can do is make that time as painless as possible. Click To Tweet

Page Speed and Responsiveness

We’ve paired these ideas together because they are both ultimately technical requirements for your website and its funnel elements. Your site needs to load quickly enough to stop people from getting impatient and leaving. It also needs to load properly on each device a prospect could use to visit your funnel. Both concepts have been critical in B2B marketing for quite some time, yet we still come across plenty of organizations leaving a lot to be desired with how their page appears to users.

Page speed is vital for the UX of your funnel, in part because of the short attention spans of modern web users. According to Google, the chance a user will bounce increases by 32% after a page’s load time reaches 3 seconds. You don’t want your funnel to stick out like a sore thumb when a user has been browsing other fast-loading pages, a situation we, unfortunately, encounter with clients in industries like healthcare and manufacturing.

As for responsiveness, there’s a straightforward standard your funnel elements should live up to; they must be viewable and equally usable on any device. Page visitors shouldn’t have any issue navigating your funnel site, whether using a keyboard, stylus, or their fingers on a touchscreen. Remember to frequently test different versions and sizes of your funnel as part of your efforts to optimize conversions.

Content Quality and Tone

This final area is more abstract, but it might be the most important. “Content” doesn’t simply mean the writing on your forms, landing pages, or other funnel elements. It’s an all-encompassing term that combines those elements with their design, multimedia, and the trade-off you’re looking for users to make (typically filling out a form for some kind of asset).

Take a step back and simplify your campaign to its essentials: what are you offering? Is it compelling enough for prospects to give you what you’re seeking from them? A law firm’s office manager may be willing to provide their name and email address for an eBook but may not want to provide their physical address, phone number, or other personal details. On the other hand, if you’re working on some kind of funnel further along the pipeline, like an appointment or consultation request, prospects may be more willing to give you that type of information.

The tone of your funnel content is also important for the user’s experience. Part of this is human nature – people inherently want to like and trust others they meet who are similar to themselves. However, when it comes to B2B transactions, buyers are responsible for ensuring they’re working with vendors with a sufficient understanding of their field. Writing is, of course, a big element of your tone. Other factors can include:

  • The clothes worn by people in video content
  • The colors in your funnel’s design
  • Fonts and typefaces used in parts of your funnel
  • The use of industry-specific jargon

In many cases, prospects don’t expect vendors to have the same depth of knowledge about a field – an accounting firm purchasing business software probably won’t expect the developer to be able to audit their books, for example – but they do expect them to be familiar with critical elements of the industry and how they work. Even if it’s communicated subtly, showing prospects your understanding of their needs can go a long way in improving your funnel. 

Where to Start With UX Considerations in Your Funnel

Each of these three areas of UX is relatively involved and could require its own campaigns to address. There are many other UX factors, some of which might even be more important to address in your funnel than the ones listed here. Knowing this, how do you decide where to begin with optimizing your funnel? 

There’s only one answer: experiment, analyze the data, iterate, and repeat the cycle. It’s easy to guess what will be the most effective way to improve the UX of your marketing elements. But with actual data – conversion rates, heat maps, bounce rates, and ROI – you can see which parts of your funnel need fixing.

Looking for assistance running these tests, or simply want to get a few more sets of (expert) eyes on your funnel UX optimization? Our team at FunnelEnvy is ready to jump in and help. Just click this link and fill out a short questionnaire to learn more about our pricing and how we can ensure your prospects have a better experience with your marketing elements in 2023 and beyond.

By |2023-01-11T21:26:15-08:00January 23rd, 2023|Analytics, A/B Testing|0 Comments

3 Trends in Multi-Step Forms for B2B Funnels in 2023

Forms used in digital marketing have come a long way since the earliest days of simple radio buttons, one-line form fields, and dropdown options. Today’s users expect the forms they engage with to be as frictionless as possible, but they also want to know exactly how much of an investment of time they’ll need to make – and what kind of return that investment can bring.

In this modern environment, multi-step forms have emerged as a way for marketers to make forms more easily digestible for users. In turn, this increases the conversion rates typically seen on multi-step forms. According to some stats, multi-step forms can convert 300% more than forms with a single step.

Knowing the value of multi-step forms in today’s B2B marketing, it’s essential to construct them well and keep them updated as trends and best practices change. As the new year progresses, we’ll track multi-step form trends. 

Artificial Intelligence and Forms

There’s a lot of discussion in the media about artificial intelligence and what it will mean for the future of business. ChatGPT, a sophisticated text-based AI platform created by the prominent research firm OpenAI, has dominated headlines and social media posts thanks to its accuracy and authentic-sounding tone.

AI tools are exciting to discuss but are still far from being a core element of any B2B marketing campaign or funnel. One of the most common deployments of AI in multi-step forms comes with chatbots, which can be helpful tools for certain prospects but aren’t a panacea for all sales needs.    

Specifically, AI tools like chatbots can help when a visitor has a straightforward question about an element of a form but aren’t as valuable for complex inquiries. Throw in the technical complexity and high-dollar amount often associated with B2B purchases, and you can see why many prospects may not want AI heavily involved in their transactions. Despite this, we anticipate AI tools becoming more and more helpful for their predictive capabilities in the early parts of forms when users may need a straightforward clarification or additional detail.

Increase in Social Proof

Since the earliest days of business, social proof – or validation of a product or service from other buyers – has always been a valuable marketing source, especially for companies selling complex and high-dollar solutions. In the economic conditions of 2023, where budgets are likely tight due to pressure on supply chains and other global factors, B2B buyers may want even more social proof before committing to a specific vendor.

In 2023, we expect the changes to multi-step forms in this category to be more related to the specific nature of the social proof provided. For example, we’re already seeing more videos used as social proof throughout marketing funnels. Some studies show that two out of three people would be more willing to purchase after watching a testimonial video showing how a product or service helped someone else like them.      

Another important social proof indicator for 2023 will be the participation in industry groups and organizations. These associations and trade organizations are increasingly effective in certain industries – like healthcare and medical technology – and should continue to grow in importance throughout the year. If your form can remind visitors of your participation in well-respected associations or industry forums, it may increase your conversion rate and improve your overall marketing results.

Progress Indicators & Dynamic Forms

For many years, studies by major research organizations have shown the value of using progress bars, indicators, or icons somewhere on your form. These elements show people where they are in a multi-step form and how much they have left before completion. Research indicates that these elements extend the attention span of users and may make them more likely to finish the form.

Throughout the rest of the year, we expect these elements to become even more prominent throughout B2B forms. Look for leading marketers to deploy these elements in slick, user-friendly ways that don’t detract from the experience. For example, you might incorporate additional information about a form behind a hover icon near the progress bar.

Along the same lines, we’re also projecting an increase in the importance of dynamic forms. Everyone has had the experience of filling out a long form with multiple unnecessary questions that may or may not even apply to their situation. Dynamic forms that adjust based on user-provided information are a valuable solution to this problem. If your forms aren’t adaptable based on specific details that people provide, you may be adding friction to the process and making it less likely that people will complete the form.

Going forward this year, we expect dynamic forms to become even more popular and wide-reaching in their applications. One of the more popular dynamic form use cases involves providing extra content to give prospects even more details about a specific solution. Combining these ideas with technology like automated follow-up tools can create a powerful push to get prospects through your funnel.  

One last note on this point – remember that there’s a fine line between helpful form add-ons and excess clutter that distracts a user from completing the form. With multi-step forms that already require a larger investment of time and energy, it’s crucial to be mindful of clutter or wasted elements. Finding the correct balance requires testing and input from real prospects and customers.

Remember that there’s a fine line between helpful form add-ons and excess clutter that distracts a user from completing the form. Click To Tweet

Incorporating Multi-Step Form Trends Into Your Funnel

As is always the case when we discuss trends, developments, or best practices in a particular area, we aren’t suggesting that you rush to incorporate these three ideas into your campaigns as quickly as possible. Not all of these ideas may be right for your multi-step forms, or you may already have some in current funnels.

Instead, it’s critical to identify which concepts make the most sense for your forms and then thoughtfully plan a strategy for adding them to your campaigns. Multi-step forms may not be the sleekest or most exciting elements of your marketing funnels, but they can be vital to the success of your campaigns. A minor tweak to a multi-step form can cause a significant improvement in its conversion rate, leading to massive results in your business.

If you’re looking to apply one or more of these ideas to your multi-step forms but aren’t exactly sure how getting help from an experienced advisor can be valuable. Our team at FunnelEnvy has many years of experience helping clients plan, develop, and optimize multi-step forms that move prospects along their funnel. Whether you want to improve a mid-campaign form that helps existing prospects or you want to optimize your lead capture form, we can help you incorporate all the elements your form needs to be user-friendly, concise, and persuasive to all prospects who use it.

Fill out this brief form to get more details about our pricing structure and learn more about how we can help your organization.

By |2022-12-29T00:26:25-08:00January 9th, 2023|Landing Pages|0 Comments

How to Optimize Your Funnel for Today’s Generation of B2B Decision Makers

Technology, especially digital tools like email, electronic signatures, and marketing automation, has significantly impacted our business operations. But one of the more underrated elements of business change is the evolution of the people involved. Every generation is different from the previous one, and while you shouldn’t hold preconceived notions about individuals solely because of their age, it is possible to draw broad conclusions about age groups as a whole.

In today’s B2B tech and software world, many buyers are from the millennial age range – born between the mid-1980s and early 1990s. Studies have shown that this group has a distinct preference for a few specific styles of sales and marketing. Generally, incorporating these concepts into your funnels can help even if you aren’t specifically targeting a millennial prospect.

Self-service

One of the nice things about the digital era is that it has removed several time constraints that may have previously restricted business transactions. If a prospect desires, they can load a company’s website at midnight and learn about their offering’s important features and benefits. In previous eras of business where buyers relied on suppliers to learn about a potential product or service, this model wasn’t possible.

According to research, many buyers want to do business precisely this way. Forrester’s 2021 B2B Buying Survey reported that the number of self-directed sales interactions in a typical transaction has now surpassed the number of human interactions. Other data shows meetings with potential suppliers now represent a relatively small portion of the B2B purchasing process: Gartner research says B2B buyers spend only 17% of the purchasing process on meetings with potential vendors. 

It may not always be possible to show off everything your service or product can do in a way that facilitates self-service, but it’s an important ideal to endeavor to meet. In fact, buyers may get frustrated or abandon your site entirely if you don’t have the right information accessible to them whenever they want it.

Personalization

Not only do buyers want to be able to access sales information at any time, but they also have a strong desire for a customized buying process. Accenture reports that over 7 out of 10 B2B buyers want a more personalized, “consumer-like” purchasing process. This customization can manifest itself in several ways, but the foundation is always the same: a deeper understanding of your prospect’s buying journey. You must be more aware of each prospect’s specific challenges, needs, and biggest concerns throughout the purchasing process.

Buyers may get frustrated or abandon your site entirely if you don’t have the right information accessible to them whenever they want it. Click To Tweet

Another reason personalization is essential is the increasing quantity of decision-makers involved with B2B purchases today. As budgets tighten and hiring slows in uncertain economic conditions, companies are more frequently assembling buying groups to ensure they spend their dollars wisely. More people involved in buying creates a greater demand for personalized content throughout your funnel.   

Finally, remember to include a personal touch in each funnel stage. From top-funnel content like blog posts and white papers to your final product demonstrations or purchase negotiations, it’s critical to stay mindful of your prospects’ needs. Understanding their desires requires a skillful blend of early-stage communication and consistent research about your audience.

Responsive Design

Making sure every element of your funnel can be viewed and consumed properly on all devices is vital because of prospect tendencies. Certain studies show that over 4 in 10 B2B buyers use mobile devices during the purchase process. Consuming content is typically one of the primary uses for mobile devices, though, in certain industries or segments, consumers might also use them for communication with suppliers.

Another reason you should ensure your website and all other parts of your funnel load correctly on mobile devices: it’s essential for technical elements of your marketing. A website that loads on mobile devices is critical for search engine optimization (SEO). SEO is also a significant element of most B2B marketing campaigns today. In other words, if your page doesn’t load on an array of mobile devices – especially tablets and smartphones – you risk alienating your prospects and negatively impacting your visibility on search engines.

Form a Human Connection

This tip is especially applicable for persuading B2B buyers of all generations – though some evidence suggests creating personal relationships is even more important with millennial and Gen Z purchasers. Of course, a buyer needs to obtain a service that fulfills their company’s objective, but beyond that, today’s buyers want to feel a more human connection with their suppliers. It’s part of why many purchasers today – both in consumer and business – emphasize spending money with companies that align with their worldview and contribute to solving significant global problems.

You don’t have to offer a cutting-edge software solution to solve a grand problem like climate change to be more human. There are plenty of ways to incorporate personal relationships into more conventional types of business. One easy tip is to try and schedule in-person or video meetings whenever possible, as opposed to communicating via phone or email. These relationships make creating a rapport with prospects much easier, which is especially important for most B2B sectors. 

Implementation Tips for Funnel Optimization

Now that you have a better understanding of the specific elements to incorporate into your funnel, it’s vital to take some time to consider how you can use this information in your own funnel. The first thing to know is that it’s impossible to do everything at once – you shouldn’t rush to make sure you meet all of the requirements for the current generation of B2B buyers. Whatever steps you take to make your funnel more appealing, put your company’s authentic spin on it. Don’t try to be something you aren’t just because you think it might broaden your audience. That approach often backfires, alienating your core customer group who appreciates your service for what you do and don’t provide.

Finally, we suggest incorporating technical benchmarks to help determine whether or not these changes were successful. It’s easy to throw out broad suggestions like, “we need to personalize our content to attract the right audience.” But when you can quantify the improvements made with a statement like, “after personalizing our content, the conversion rate on our funnel’s main landing page increased by 6%,” it offers much more value when it comes to informing the rest of your marketing strategy.

Are you looking to get some assistance shaping your funnel to be more in line with the current generation of buyers? The team at FunnelEnvy can assist. We have lots of experience helping clients tighten up their funnels to increase conversion optimization rate (CRO) and bring more success to their marketing efforts. We’ve helped businesses in every sector modernize their funnels to get attention from their target audience.

To find out more about FunnelEnvy pricing and what we might be able to offer, click here to fill out a short quiz that will help us learn more about your needs.

By |2022-12-15T15:54:03-08:00December 26th, 2022|Conversion Rate Optimization|0 Comments

4 Best Practices for Creating Engaging B2B Content

There’s a massive amount of content on the web today. Even before the global pandemic that forced everyone to stay home, reports indicated that over two-thirds of all data on the web was created sometime in the last few years.

Unfortunately, a lot of that data isn’t practical. The same is true in the world of B2B content. Many companies are embracing the practice – more than 4 in 5 B2B marketers use content marketing as a strategy, according to HubSpot surveys from 2021.

The problem? Not enough companies are doing content well. The prevalence of content marketing strategy means that many organizations are rushing to put out content simply “to have something there,” or even worse, just as a way to game SEO algorithms to increase their page rankings.

If this sounds like your company’s strategy, it needs to make a change. Whether creating content for a specific part of your funnel or more generalized marketing content, here are four tips to give you a better chance of engaging your audience.

Remove Fluff and Filler Ruthlessly

If you’ve done any kind of search recently related to any type of marketing or digital business phrase, you’ve probably noticed a common issue. There’s a lot of useless content out there. Sure, you can still find valuable stuff on any subject, and Google has been trying its hardest to update its algorithm quickly enough to weed out low-quality search results. But the proliferation of content and search engine marketing means there are still plenty of pages designed just to help the publisher move up search engine results – not to help someone in their target audience.

There are two simple (but not always easy) methods for making your content more valuable. First, you have to cut all fluff and filler from your content. Be ruthless – if there’s a question about whether or not something is worth including, you should probably scrap it. This ruthlessness even extends to things writers love, like using outside anecdotes or drawn-out metaphors.

It’s particularly important to make your content easy to interpret and valuable when it’s being used further down your B2B funnel. Decision-makers at companies making significant purchases usually want to maximize their time considering different vendors and solutions. Sifting through unnecessarily long content doesn’t give them a positive perspective of your company or its offering.

It’s particularly important to make your content easy to interpret and valuable when it’s being used further down your B2B funnel. Click To Tweet

The second important step in removing fluff and filler is making your content more digestible so prospects can scan and read it more quickly. This method is called “scannable content.” According to Microsoft, a few essential strategies for scannable content include:

  • Put your most important content above the fold or the part of the page the user doesn’t need to scroll down to see.
  • Be brief, clear, and concise. Don’t use more words than you need.
  • Include navigation options for a long document.

You might also think about using progress bars or page numbers so users know how much more they have left in the content. Some more modern publications will even estimate how long it will take to read a piece of written content.

Use the Right Hook

By its nature, B2B content has to be highly customized. Buyers in this sector have specific and dynamic needs regarding what they’re looking for out of a business solution. These discerning needs are part of the reason tactics like content and account-based marketing are so popular with B2B marketers in the first place.

And while the personalized requirements of B2B content marketing might make the process more difficult in some ways, in another sense, it makes creating engaging content easier. Knowing a lot about your prospect’s specific needs and challenges means you can present more relevant information.

In content marketing parlance, a “hook” immediately grabs users’ attention and makes them want to continue consuming the content. Whether it’s a headline, the first sentence of a blog article or social media post, or the initial words of a video, a good hook can be the difference between someone consuming an entire piece of content or bouncing out of it quickly. In any B2B content setting, you want to make your hook as personalized as possible. In the best-case scenario, a prospect should feel like you’re speaking directly to them.

Be Interactive

This tip isn’t always fully applicable, depending on the channel you use for your content. But if you’re using a platform where interaction is a big component – such as social media – it’s important to include an avenue for users to engage with the content. In the B2B setting, it’s common to see posts on social media that ask users to share their own experiences, for example.

If you can’t make your content directly interactive for users, try to help them imagine themselves in the same situation. Visualization is one of the most powerful psychological tools available to us as humans. Putting your content’s audience in a position to visualize themselves using your product or service is one of the best ways to help nurture them closer to converting into customers. Whether you achieve this by including a few poignant questions at the end of an article, or some interesting visuals in an infographic or video, it’s critical to draw the user into becoming more than just a passive consumer of your content.

Measure and Analyze the Right Metrics


These steps are fantastic, but some may work better for you than others. Some may not work at all! How will you know if this is the case and which tactics may or may not apply? There’s only one way: measuring and analyzing how well it performs.

The big challenge many companies face is not necessarily analyzing metrics – it’s choosing the right metrics to follow. We see numerous prospects encountering the same problem: their high-level metrics like views, click-through rates, and session time numbers are good, but they aren’t leading to conversions or sales. 

That’s why it’s so important to track the correct numbers. In the hugely broad, dynamic world of business data, it’s easy to get overwhelmed by fancy metrics or numbers that seem important but don’t tell you much about your content. To overcome this challenge, think intentionally about a few of the most critical numbers that matter to your business and its content efforts, then make sure you stick to tracking just those numbers. It’s okay to revisit your core metrics from time to time to ensure they are still working the way you need, but don’t be swayed from measuring the KPIs you initially decided were most important.

And if you need any help figuring out which metrics to track or how to keep your content engaging, our expert team at FunnelEnvy is ready to help. We have several years of experience working with B2B companies to optimize their funnel content and ensure they can stand out in today’s noisy content marketing sector. Click here to fill out a short questionnaire and learn more about our pricing structure.

By |2022-11-17T03:29:55-08:00November 28th, 2022|General B2B Funnel Advice|0 Comments

Creating Effective Paid Ads for Modern Buyers

B2B marketers who have been around a while might recognize the early and mid-2010s as a golden era of paid advertising. Costs per click were less expensive, and budgets could go much further. As we move into 2023, paid ads are still an excellent way to attract a targeted audience. However, the channel has grown more complex and dynamic regarding drawing in the right people.

It’s still possible to successfully incorporate paid ads into your funnel and make them a positive investment in your marketing. You’ll just need to calibrate your approach a bit more carefully. The strategies and tips below will help.

Ensure All Ads Are Responsive

Responsive design ensures that content is accessible, viewable, and properly usable on all kinds of devices and has been around as a web design principle for a while. Still, considering the recent changes in the B2B audience, it’s critical to ensure all elements of your ad funnel operate well on all kinds of devices. According to data from Google, 70% or more of B2B searches originate on mobile devices. Many people from Generation Z who grew up using mobile devices their entire lives are now moving into professional roles related to B2B purchasing.

It’s not enough for an ad or landing page to load on a smartphone or tablet – it also has to be clickable, with accessibility for forms if your ad requires collecting information. Think about the usable elements of your ad funnel when someone squeezes and taps with their fingers instead of using a mouse.

Incorporate Multimedia Content

For a long time, standard ad formats have involved a main image, headline, and some text underneath the picture. While there’s nothing inherently wrong with this format, today, several other forms of media are gaining popularity in advertising. Social networks like TikTok and Instagram, which emphasize video, are becoming much more popular than traditional options.

Think about the usable elements of your ad funnel when someone squeezes and taps with their fingers instead of using a mouse. Click To Tweet

If you don’t think TikTok is the right place for your brand, you might be surprised. Over 40% of TikTok users are between 30 and 49 years old. TikTok also boasts higher retention rates than most other networks. There are lots of devoted TikTokers of all ages – you probably know a few yourself – and while they may not specifically use it for B2B purposes, that doesn’t mean TikTok can’t work as an effective platform for that kind of marketing.

If you aren’t sure how to get started with videos in your ads, try starting with simple smartphone videos that you can record with basic equipment like a tripod or stabilizer device. Thanks to technology, you don’t need to invest five figures in a studio or production company to make quality B2B ad videos.

Include a Hard-Hitting Fact, Stat, or Statement

Attention-grabbing sentences are common in loads of marketing, from blog posts to emails to ads. It’s sometimes called a “hook” because you intend to lead the message and pull people’s attention to you. On most paid advertising platforms, users look at multiple different kinds of media, often scrolling through a home page or feed. 

The statement or statistic aims to get someone to stop scrolling and think about your ad. Not everyone who stops to look at your ad will be a good fit for your funnel, and that’s okay – the fact that your hook was able to stop and get their attention is a good sign on its own. 

What examples of hooks can you use to get someone’s attention in a paid ad campaign? Here are a few:

  • A quote from a customer testimonial
  • A statistic presented in a visual format, such as an infographic
  • Actual results from a customer case study or trial run
  • An abstract image or visual (as long as it’s at least loosely relevant to your offering)

With some creativity it’s possible to come up with a unique hook that draws in the specific audience you’re targeting. Your hook’s effectiveness is in your ad’s clickthrough rate, but you can also look into more advanced metrics for engagement, like time spent on the ad’s landing page or the number of repeat sessions with an ad campaign.

Speak Your Prospects’ Language

Whether using videos, text, or different communication tools, your content must resonate with the people you want to see your ads. You’re more likely to succeed when you use the type of words and descriptions they commonly use in their day-to-day roles. You don’t need to pack your ads and landing pages full of jargon or overly technical terms. Still, anyone who reads or hears a unique term or phrase they use often will immediately feel a connection with your ad and its associated landing page.

For the right balance, it can be helpful to include an actual quote from a client or someone in the industry, for example, a case study or expert interview. If you aren’t sure whether or not your video or ad copy has too much jargon, talk to an unbiased expert in that field. They’ll be able to tell you if your content sounds natural and normal or if it sounds like you are trying too hard to match the way a prospect might talk.

Final Thoughts on Making effective B2B ads today

On almost any social network you spend even a little bit of time on today, you’re bound to come across several different ads for advertisers in virtually any field – including B2B. You probably already know how effective these ads can be if you create them properly. You may even have purchased something or subscribed to a business because of one!

The biggest challenge with paid advertising these days is competition. Even in a relatively niche field, you likely have to deal with multiple competitors vying for the same attention on the platform. The best way to overcome this challenge is to constantly optimize your ads and create them to appeal to a particular subset of people. 

There are three key aspects to this approach you should bear in mind: 1) Make sure your ads (and all related funnel components) work well on any device. 2) Ensure you speak your prospects’ language. 3) Incorporate a hook that grabs their attention and makes them want to engage further with your ad.

Of course, this process is typically easier said than done. It usually takes time, practice, and trial and error with a specific social network to succeed at the right voice, find the right people and get them to convert once they take the next step and click on your ad.

If you’re looking for expert assistance with this entire process or want a few more sets of eyes looking at your current B2B ad campaign, FunnelEnvy can help. Our team works with B2B companies of all varieties, from tech to healthcare to finance and everything in between. If you want to learn more about our services and schedule a consultation to see if we can help your team grow, click here to complete a short quiz that will help you learn more about our pricing.

By |2022-11-03T05:31:31-07:00November 14th, 2022|Paid Media|0 Comments

4 Key Metrics for Your B2B Sales Pipeline

There’s a lot for marketers today to consider when it comes to tactics for bringing in new business, but your sales pipeline is what ultimately defines the success of all your funnels, marketing campaigns, and other efforts to add new clients and revenue consistently. But considering the huge array of software tools and data available to modern B2B marketers, it can feel overwhelming to measure all the metrics in a pipeline.

We’ve identified four of the most important metrics for B2B marketers looking to understand their pipeline better. Every company is different, but in our experience, an organization can get a great sense of the overall health of its pipeline by paying attention to the four metrics below.

Velocity

Sales velocity is defined by HubSpot as the measurement of how quickly a deal moves through a pipeline and turns into actual revenue. Velocity is an important metric because it helps you understand and identify obstacles or bottlenecks in your sales process. It doesn’t matter how great your landing pages or nurture sequences are – if there’s an issue with your pipeline velocity, it’ll constrain your sales.

It doesn’t matter how great your landing pages or nurture sequences are – if there’s an issue with your pipeline velocity, it’ll constrain your sales. Click To Tweet

The widely-accepted formula for calculating pipeline velocity is to multiply the number of opportunities by the average deal value, then times your team’s average close rate, and divide that number by the length of your sales cycle. This formula is a great starting place to closely analyze each part of your pipeline to determine any obstacles. 

For example, perhaps when evaluating the sales cycle length, you realize that your sales team is taking too long to follow up after the initial appointment with a prospect. Armed with this knowledge, you can adjust your sales process and inform your reps to follow up immediately after an appointment to keep the prospect moving through the sales journey.

Deal Size

The size of your deals doesn’t require any kind of complex formula to calculate, but it can still be difficult to identify issues in this area without some intentional analysis. For example, if your company has the same number of opportunities with the same sales cycle length as last year, but your revenue is down, it’s a sign that you may not be pursuing large enough deals.

Addressing a deal size issue is solely a matter of prospecting. Here are a few tips for finding higher-value prospects:

  • Use account-based marketing (or ABM). ABM defines a process by which you identify a handful of high-value accounts and create customized sales and marketing collateral explicitly designed for those accounts. According to Gartner, by the end of 2020, over 70% of marketers at midsize and large B2B organizations will be using or testing ABM.
  • Invest in thought leadership or content that brands give for free to gain trust and credibility by helping its intended audience. In a study published by LinkedIn and Edelman last year, 60% of B2B buyers said thought leadership builds credibility when a brand enters a new category, and 54% said they purchased a new product or service they had not previously considered. Thought leadership can help attract a more discerning type of buyer.
  • Get social. Participate in events, post on social media, and engage with your prospects in their communities. Remember to be genuine – it’s easy for people to identify someone who’s only interacting with them for the sake of a sale. Let your natural sense of curiosity and desire to help people guide your interactions.

Close Rate

Another straightforward yet critical metric for your sales funnel, a close rate identifies the number of prospects that become paying clients relative to the overall number of leads generated by your marketing efforts. Every company will have a slightly different close rate depending on the nature of their business. A more specialized company with a niche audience might be fine with a close rate between 5% and 7%, while others might be aiming closer to double digits or beyond.

While it’s possible to find general data online about close rates, a better approach is to track your own company’s close rate and assess where it needs to be for sufficient revenue growth. If there are problems with your close rate, it’s generally a sign to evaluate your sales team, the specifics of your client offer, or both. Solicit feedback from prospects whenever possible to better understand which elements are slowing down your close rate.

Sales to Support Ratio

This ratio may not be specifically related to the performance of your sales or marketing, but it’s still vital to understand how your sales pipeline affects the rest of your operations. It’s sometimes expressed as “sales staff to support staff,” but it isn’t necessarily just the number of people working at the organization in each department. For smaller companies with employees or contractors who handle multiple organizational tasks, it isn’t a simple “this to that” ratio. 

However you quantify it, this metric is vital to understanding how much of your capacity the company uses for each client. You can also track this number based on deal size, client longevity, and other measures to get a sense of which types of clients require the most attention from your support team. You can use this data in your sales and marketing efforts going forward, helping you focus on the best types of buyers for your offering.

In a well-balanced organization, sales and support can handle a sufficient volume of responsibility that allows the company to stay on track with its goals. In assessing this metric at your own company, you may need to either increase your sales activity or add additional capacity for support, depending on how much your company’s product requires.

Final Word on Key Metrics for Your Pipeline

It’s essential to customize your pipeline metrics like any sales or marketing data. Every company has its own needs, meaning it might not make sense to track the same metrics as an organization in a different industry.

For best results with these pipeline metrics, track them for as long as possible and establish a performance baseline in each area. Note where the numbers are when things at the company are going well and vice versa when you hit a slow period. Doing this allows you to gain insight into where each of your metrics should be, giving you better context when you analyze your pipeline going forward.

If you’re unsure about what steps you need to take or which metrics to track to help improve the performance of your organization’s sales and marketing performance, our team is ready to help. FunnelEnvy has several years of combined experience working with B2B clients to identify gaps in their funnels, tweak critical elements like forms and landing pages, and optimize other aspects of the lead nurturing process to maximize your conversion rate.

Click here to take a short quiz and learn more about our pricing structure.

By |2022-10-20T04:37:11-07:00October 31st, 2022|Analytics, A/B Testing|0 Comments

Optimizing Your B2B Landing Page Flow

You already know landing pages matter. The key to a successful landing page is giving page visitors what they want while also having them take desired actions that move them through your funnel. And while the design of your landing pages, their forms, and visuals are critical, how you set up these landing pages in the context of the rest of your marketing is just as important.

What happens before and after a user visits your landing page? How do these fit with the other elements in your funnel and your brand? These are important questions regarding improving B2B landing page effectiveness, but they’re often not as closely considered as traditional issues like fonts, colors, and form fields.

Below are some of our best tips and considerations for optimizing your funnel’s landing page flow.

Ensure the Landing Page is Applicable to All Lead Sources

One of the things we know for sure is that people use the internet on different kinds of devices. Not only are they using different kinds of hardware, page visitors all come from unique sources. It doesn’t matter whether someone comes from a social media ad, an email newsletter, or any other potential source: their experience with your landing page should be consistent. 

That doesn’t mean you shouldn’t be creating unique landing pages for each campaign you and your team come up with, or that you don’t need to worry about the different sources for leads to the same landing page. It just means that all the different versions you create need to offer consistency no matter how someone accesses the site. This is especially true when it comes to funnels related to consuming information or learning – by some measures, over 70% of web traffic comes from mobile devices. It’s important for those users to have the same thorough access to your landing page as someone on a desktop.

Don’t Neglect Your Post-conversion Thank You Page

It can seem like a relatively subtle detail, but the page that site visitors see after converting can make a big difference in both how they perceive your brand and what they do after taking the desired landing page action.

There are several different strategies to consider when it comes to a thank you page. We see plenty of marketers making the mistake of sticking with the default text. Failing to address these valuable areas where many visitors look for additional information about your business and its other components is a wasted opportunity.

The page that site visitors see after converting can make a big difference in both how they perceive your brand and what they do after taking the desired landing page action. Click To Tweet

A few common strategies used for thank you pages:

  • Play a short video thanking the user and talking about other areas of the company – ideally ones related to the landing page’s funnel.
  • Link to another relevant area on your site. This link could be something like a mission or vision statement, a case study section, or anything else that might entice your visitors.
  • Add a link to a blog post or other popular new content that you’ve recently published. You could also share news in this section, but keep it relevant, so you don’t appear to brag. 

Remember to iterate on and test each design option you consider for your thank you page to see which one works best. Finally, don’t overload your page with so much content that people get bogged down or overwhelmed. 

If your landing page’s funnel is information-heavy and you feel it’s important to include a lot more details on your thank you page, save it for the part of your landing page flow we bring up in the next section. 

Create (or Improve) Your Follow-up Sequence

When we talk about a follow-up sequence, it doesn’t mean a confirmation email you send to a user who converts. It’s a longer set of multiple emails that is meant to do more than just reiterate that they’ll get what they were told they’d receive on the original landing page.

A follow-up sequence should provide extra context that helps nurture a prospect closer to becoming a client by giving them the kind of information that also assists them in achieving their goals.

For example: let’s say you’re a healthcare software company with a landing page funnel to book demonstration appointments. After someone books an appointment on your landing page, you could send them a technical description of the specific tool (or element of the tool) that they’ll be seeing at the upcoming demonstration.

This is also a good place to incorporate social proof in your funnel. Include quotes, reviews, or case studies with data and numbers that show evidence of business improvement and tangible results achieved by your past clients. 

Finally, after enough time has passed – and the user has completed any demonstration, appointment or other time-based objective – you can include an email in the sequence that asks for feedback. Speaking of which…

Solicit Feedback (and Use It!)

You don’t have to ask every user who converts their thoughts on the entire process, but it is important to actively ask for feedback from visitors to your landing page funnel. It could mean including a button that links to a quick web survey, or you might simply decide to follow up with a personal email or call. But one of the best ways to improve the flow around any landing page is to see what real people think about it. If you start hearing something repeated often in your feedback, it may be a sign to implement it into working versions of the landing page or funnel.

Again, it’s essential to keep your requests concise – your prospects likely have a lot of other things going on. Focus on one or two key areas of the page that you might be uncertain about or have been underperforming relative to other parts of the funnel. Remember to be gracious and thankful for any feedback a prospect is voluntarily willing to provide.

Final Thoughts on Optimizing Landing Page Flow

Landing pages are a common and vital part of any funnel. But if the parts of your funnel around your landing page aren’t working well, it will likely hold back your performance and constrain the number of leads you bring in from the funnel.

While you should always strive to improve your landing pages and the things included, it’s equally important to ensure page visitors have a good experience before, during, and after they are on the landing page. That means spending some time considering elements outside of the page itself – the emails you send to users who convert, the information you present on the confirmation page, and the way you incorporate their feedback in both individual sales relationships and improvements made to the broader business.

Looking to get expert insights into your landing pages and the elements around them? The team at FunnelEnvy can help you, whether you’re looking to plug a leaking funnel, pick up the performance of a landing page, or simply ensure that your marketing continues to perform at a sufficient level. Click here to take a short quiz that will help us learn more about how we can get you closer to your business goals.

By |2022-10-06T05:04:35-07:00October 17th, 2022|Landing Pages|0 Comments

Top B2B Marketing Landing Page Trends

A landing page is the critical element of a funnel upon which its broader results hinge. You could have slick visuals and top-notch marketing automation software – if an error or obstacle on your landing page prevents visitors from converting, it will constrain your results and limit the effectiveness of your digital marketing.

Even if your landing page has been working well and capturing a healthy number of people, it can always be optimized so that you can convert even more visitors. The bigger question is, how do you take steps to optimize your landing page?

There’s no one-size-fits-all answer. Everyone’s offering and their funnel will be slightly different. However, even in the dynamic world of B2B, where there is a strong focus on customization, our team has seen certain trends emerge across several industries.

Just remember, trends in landing page design operate the same way as trends in any other industry – fashion, art, music, etc. That means you don’t need to take this blog post as a comprehensive guide to all the elements you must include on a landing page. Think of it the way you might think about trends in clothing: you wouldn’t rush out and replace your entire wardrobe with only the items trending at this year’s top fashion shows.

Instead, you would look at what kind of clothes are trending, think about your signature style, and decide how you might incorporate a few popular pieces into what you already wear. The same goes for your landing page – instead of completely overhauling a page to keep up with the latest trends, decide which of them make sense and edit your pages accordingly.

Live Messaging and Chatbots

If you’ve been on any recently-updated landing page in the last year or two, you probably noticed a recurring pattern: a chat window pops up, often on the bottom-right side of your screen, prompting you to ask a question about a product or service, or perhaps giving you details of the company’s latest sale or launch.

The rise of support via messenger and chatbot platforms on company websites has been meteoric. According to Fortune, the global chatbot industry expects to grow at a rapid clip of 22.5% between 2020 and 2027. That significant growth rate didn’t happen by accident. It’s the result of customers in many industries preferring to get their questions answered immediately via chat instead of sitting on hold or waiting around for an email inquiry to get answered. Over 40% of customers prefer getting answers from chat immediately, compared to 32% who prefer the phone and 23% who prefer email.

You don’t need to build a sophisticated AI-based chat platform from scratch. Plenty of simple chat platforms allow you to use either a real person or a basic bot to message people who have questions about your offering. Check out tools like HubSpot, Drift, Intercom, and Twilio as a starting point in your search for live messenger and chatbot solutions.

Inclusive Design

According to Adobe, inclusive design is a style that “considers the full range of human diversity with respect to ability, language, culture, gender, age, and other forms of human difference.” In other words, it’s a design that allows the broadest range of people to view and use your landing page content, even if they use adaptive technology or have some type of disability.

A great place to start regarding inclusive design is the web content accessibility guidelines (WCAG), created by the World Wide Web Consortium (W3C). Government bodies, universities, and other organizations leading the way in accessible digital content use these guidelines.

A few simple elements that you can incorporate right away to improve accessibility:

  • Add captions to all video content, whether live or pre-recorded
  • Allow users to pause and play audio and video content
  • Allow users to resize text by at least 200% without assistive technology 
  • Don’t include any images or visual elements that flash more than three times

Progress Indicators and Icons

Another common element on today’s landing pages is some type of indicator to let users know how they are progressing on a form. Percentage bars or icons representing the number of form pages completed and remaining are a great addition to almost any landing page. By some metrics, you can increase your website’s conversion rate by 30% just by adding a progress bar to your landing page. 

Ideally, you want to keep your landing page to no more than four separate pages or sub-forms. If you need to collect more information than this, think about adjusting your funnel or trying to gather extra data after the conversion event has taken place. For example, if your landing page is to book appointments, there may be some kinds of information that you can collect on your first sales call instead of on the page form. Keeping your form as short as possible and letting people know how many more sub-forms they have to complete is a great way to improve landing page conversion.

Minimalist Design

Check out this landing page from Squarespace:

Landing page trends

Notice the simplicity: it has the company’s logo, the main form, and an option that allows visitors who aren’t ready to buy to return to the home page. This type of minimalist design is everywhere on modern landing pages, from those related to the most complex B2B software to those offering the most basic B2C commodity.

If you’re going for the minimalist approach, strike a good balance between design and functionality. Don’t sacrifice important information that prospects need to know simply to include as much space as possible. However, it can be helpful to re-evaluate your landing pages with a close eye to determine if there are elements that you may be able to remove.

A final tip for the minimalist or “blank space” approach: use colors that make the main elements of your page stand out. A white background typically means using brighter colors on elements like links, buttons, and headers. Be sure to pick a color scheme that works well together and doesn’t clash or cause any readability issues for visitors.

Final Thoughts On Landing Page Trends

Remember: you don’t need to adopt any of these trends on your existing landing pages, particularly if your funnel already works well at converting visitors. However, when looking to improve your landing page’s conversion rate, it can be helpful to look at current trends in landing page design as a starting point to determine what positive changes you could make.

Our expert team at FunnelEnvy can help by evaluating your landing page and identifying a few key areas you can improve. With only minor tweaks to your page, it’s possible to increase your conversion rate by a significant percentage that expands your marketing funnel and provides real gains to your organization’s bottom line.
Click here to complete a short quiz and find out more about how FunnelEnvy may be able to assist with optimizing your funnel’s landing page to incorporate some of the latest trends and designs for better results.

By |2022-09-21T04:41:22-07:00October 3rd, 2022|Landing Pages|0 Comments

Finding the Right Analytics Operator for Your Marketing

Software is essential for successful B2B marketing campaigns, but it’s only half the battle. You can have the most sophisticated software deployed on top-of-the-line hardware – but if you don’t have the right people running it, you won’t maximize your (likely significant) investment into these resources. It’s like racing with a souped-up car driven by someone who’s never been behind the wheel.

You need your marketing tools and the people using them to be well-aligned so that your organization can take full advantage of today’s technology. Whether you’re running complicated data analytics platforms driven by AI and machine learning or a simple email marketing automation platform doesn’t matter. The people responsible for them need to be well-suited for the role and equipped with everything they need to be successful.

In this article, we’ll go over a few different ways you can find the right operator for your analytics, including information about the pros and cons of each method. Finally, we’ll offer some general tips on how to set up whoever you choose to operate your marketing analytics to do the best job possible.

Internal Assignment

The quickest way to find an operator for your marketing analytics platforms is to choose someone on your existing team to take the role. Even if your organization already has a well-defined marketing department that manages its own tools, this step can come with some challenges. What if it’s a new system with which no one has training? If they have the expertise, does your internal marketing team have the bandwidth to take on the responsibility of another platform?

This path gets even trickier for early-stage companies that don’t have someone designated to oversee these types of tools. These super-lean organizations typically have to assign the role to someone who already has a lot on their plate, which brings up the potential for errors or incomplete data.

If you plan to go this route, ensure the internal team member has the necessary availability and knowledge. Otherwise, this option should be a short-term choice that you transition out of immediately – for example, having a marketing manager run an analytics platform until you can transition the responsibilities into a more-fitting candidate.

Hiring a New Team Member

This is ideal if all circumstances allow it. Adding someone to your team specifically to manage one or more analytics platforms is an excellent way to have a dedicated resource on this task, ensuring that it never slips to the bottom of the list of an employee with more generalized skills.

Of course, the challenge with this method is it requires the largest investment of time and money. Giving a task to an existing team member can be done instantly, and you can quickly start most external marketing resources if there’s an urgent need. Hiring a new person, though will take weeks, if not months, from start to finish. Even when you’ve completed the hiring process, there’s still a ramp-up time while the employee gets comfortable and fully acclimates to the new responsibilities.

On the other hand, if you don’t need someone immediately and have the capital available to support a dedicated team member, this might be the best choice. This is especially true if you’re looking for someone to manage a marketing system you use frequently. Choosing this option also gives you the most control over how you operate your marketing analytics.

Even when you’ve completed the hiring process, there’s still a ramp-up time while the employee gets comfortable and fully acclimates to the new responsibilities. Click To Tweet

Using an External Resource

This choice typically involves initiating a working relationship with an agency or contractor (or both, depending on the complexity of your needs). In the best cases, an external resource should be a middle ground between assigning marketing management roles to poorly-qualified or overworked existing team members and hiring someone new.

This option still has a process that requires screening, and you may interview contractors or agencies the same way you might interview a full-time team member. The big difference here is cost – except for the most high-end, premier operators in the field, you can usually bring on an external resource for a fraction of the cost of hiring a new team member.

It’s also a quicker process to get them started, and there’s no long-term commitment required when hiring a dedicated team. Additionally, it’s much easier to scale workloads up and down when you use an external resource. This is great for seasonal businesses that may need a lot of work for a few months of the year but don’t have the demand for marketing analytics management to sustain a full-time team member year-round.

The drawback of using an external resource is that you’ll still need to devote time to managing and directing them, especially at the beginning stages. You’ll also have less control over how they work – in fact, legal standards dictate that you cannot provide specific requirements for when, where, and how work gets done when you hire a contractor. Some agencies or contractors spread particularly thin may not communicate the way you’d prefer.

Setting Up Any Type of Marketing Analytics Operator for Success

None of these three options is the right or wrong answer. Many companies have used all three approaches for marketing operators – some larger companies may even need to apply all three simultaneously.

Whichever source you decide on for your marketing analytics operator, you can do a few things to help them do the best possible job they can:

  • Be descriptive. This applies to everything from the initial job description you use to hire to the ongoing instructions you provide on new projects. Use quantitative, specific language when discussing skills, responsibilities, project timelines, and everything else you discuss with your analytics operator.
  • Communicate. In the era of remote work, it’s imperative to ensure the lines of communication between you and your team members stay open. You should be proactive about getting in touch and asking if they have any questions or obstacles – particularly when they’re new in the role and still getting settled.
  • Allow them to have input. Very few people want to be in a position with completely rigid instructions and no room for personalization. Autonomy is particularly important for employees of your company, who will want to incorporate their own unique skills and interests into their day-to-day role

The Last Word on Finding a Skilled Marketing Analytics Operator

It doesn’t matter how many resources you invest in the right tools for marketing analytics. If you don’t have the right person or people at the helm of the operation, you will eventually be disappointed in your ROI. On the other hand, bringing on the right talent – even if it’s a freelancer or someone you already have on the team – can help you maximize your return on investment in marketing analytics, even if your tools are limited.

Interested in working with our team of B2B marketing funnel specialists? Just fill out this short quiz to see if you’d be a good fit for FunnelEnvy. We can help you optimize how you approach marketing analytics so that it’s much easier for anyone – individual or agency – to achieve the desired results.

By |2022-09-05T04:58:29-07:00September 19th, 2022|Analytics, A/B Testing|0 Comments
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