Convert More Leads With These B2b SaaS Marketing Tactics | B2b marketing strategies

so as a B2B marketer or founder you're probably all too familiar with the challenges of converting leads into sales opportunities Pipeline and ultimately paying customers now this is a common challenge I've seen across the board when both speaking and working with SAS companies they can easily get the clicks the downloads and the opt-ins but only a small percent of those are actually converting into something meaningful so in this video I'm going to be showing some actionable tactics that you can use to increase those conversion rates and also hopefully get back into the good books of your sales team so if you don't know who I am my name's Liam and over the last few years I've worked in the SAS space both as an early stage employee and nowadays I'm the founder of digiseed which exclusively works for B2B SAS companies helping them reduce their customer acquisition costs through high converting acquisition funnels and as it says on the screen we guarantee to decrease your paid acquisition CPA by 15 within 60 days otherwise you get a full refund and you can find out more about us that offer and the companies we worked with on our website which will be in the description so what we're going to be talking about so number one why companies struggle to convert leads two buttons you can press when it comes to lead generation and finally some tactics you can apply to improve your conversion rates so wise companies struggle to convert leads so this is a cause and effect relationship okay low conversion rates don't just come out of nowhere they're typically the result of things going wrong across your funnel and for me these three common issues um I've seen pop up across the board so number one is ineffective positioning and weak offers and these are a result of not having a deep understanding of your target market and Persona you know how can you craft persuasive messaging and attention grabbing campaigns if you don't really understand what your target market cares about you don't know their challenges their frustrations or their desired outcomes that they're looking for if you don't understand those at a really deep level then your campaigns are just always not going to resonate um and so you really need to have a deep understanding of those things if you want to build standout positioning and then also it's a competitive space right there are so many SAS products out there that when you scratch beneath the surface they essentially do the same thing they're the same product with very similar features and they also have the same Technologies under the roof and so SAS companies are failing to stand out you know when it comes to Features discussion you're just getting put in a side-by-side comparison table and you're probably competing on pricing and so positioning is really how you stand out and take some of that market share from your competitors and so secondly is low quality traffic this happens because campaigns are launched that aren't attracting the right buyer Persona so the top of funnel metrics are being inflated lots of Impressions lots of views lots of visitors on the website every month but only a small percent of them are converting because they're just not a good fit for your products you don't solve a large problem for them and also low intent leads so just because somebody downloads a pieces of content or watches a video or you know likes a post on LinkedIn or Twitter that doesn't mean they want to buy your product right A lot of people just like free stuff they're they are window Shoppers and so they have low intent somebody downloading a piece of content is far far different to somebody booking a demo far different levels of intent net and so you need to think you know what content can you create to serve those with higher intent and what can you do to nurture those with low intent so you increase their awareness and ultimately they do purchase and low quality traffic should be avoided at all costs because not only is it going to negatively impact your conversion rates it's also going to impact your customer retention you know those type of customers who purchase your cheapest plan are always asking for discounts they're always bothering your customer support team and they leave you at the first opportunity this is because of low quality traffic customers who aren't a great fit for your product and so you should always try to avoid low quality traffic looks great in the ads account the cpms are low your cpcs cpls are low but really what matters is what percent of those are converting you know at what percent are you winning those deals and how long are they sticking around what's the customer lifetime value really you need to be looking at those sort of metrics thirdly so sub-optimal post-click experiences so when it comes to paid advertising which is what I'm mostly going to be gearing this around really most of the work is after the click takes happen that's when the magic happens that's when the persuasion happens that's when you know you can get your sales argument across that's when you can really persuade them and so send in traffic to unoptimized landing pages or just destinations in general is going to affect your conversion rates because if you're sending them to a place filled with distractions sending them to a place that doesn't have great copywriting perhaps even at a technical level perhaps that destination isn't suitable for mobiles or the speed isn't great so people are just bouncing you know you're going to affect your conversion rates there also a lack of demand capture so definitely pertinent in the B2B space where the buyer's journey is long and complex very rare for somebody to just click a campaign or click an ad and purchase right away and so you want to be capturing that intent only a small percent of people are gonna book that demo start that free trial how can you capture intent from The Wider you know 80 90 what can you do to get them into your funnel and then convert them on the back end through uh various tactics and then also poor lead Merchants so let's say you have captured some of that intent not following up with them correctly sounding like everyone else using these nicely designed emails that you know give it away that you're sending automated emails right away rather than being personal authentic you know building a connection with them leading with value rather than just asking on every email um that they hop on a demo with you so always need to be thinking about your post clip experiences now two buttons you can press when it comes to lead generation so you've got quantity and quality now of course the higher the quality of your leads the more they're gonna convert but sometimes it's not that easy because you can have the highest quality leads but you just don't have enough of them and so there's a balance to strike here and so quantity is obviously higher volume you know opening the floodgates and this is most commonly achieved by reducing friction without your buyer's Journey making it easy for those leads to to take that action and so this can be achieved by various things but some examples using lead generation forms on ad platforms um so instead of you know if you're um you have a piece of content that you're Distributing rather than asking people or sending people to a landing page where they have to opt in and it's an extra click it's just using the in-app Legion forms on say LinkedIn Meta Even YouTube have it where they can just put in their details there most of the time it's Auto populated and so instantly they're getting access to that you're not they're not having to take those extra steps so you're going to see a higher volume of leads through there now the consideration there is it's low effort and so really it's low intent um you know yes you're going to increase your opt-in rate you're going to get more leads but again you should be looking what happens to those leads on the back end you know how many those are turning into opportunities into trials what pipeline has been generated from those leads so something you should always be testing ungated content you know rather than sending people to a location where they have to give you that email which most people are sick of is just giving them that content or just giving them that blog or just sending them to a page that educates them about your product rather than having to opt in and download a white paper and you're going to see more people doing that scheduling links so most companies are doing this nowadays using products like Canon Lee and chili Piper so rather than having people fill out these long forms and you know have have to go through three loopholes to to book a demo with with your sales team just giving them that link straight away or giving them you know embedding kindly on your page so they can select some availability and book a call right away rather than having to go through those extra steps and then of course self-service so maybe taking sales people out of the equation entirely um you know this is uh very classic in like product-led growth companies where you can start a trial you can test the product without having to speak to somebody and if you like it you buy it so the product does the selling rather than having to go through those long um sales processes and so second of all quality so of course the higher the quality of your lead you're going to see a positive impact on your conversion rate but it's not that simple there's a balance to strike so you could do this through having specificity in your message engine what do I mean by that so calling out the target audience hey sales leaders hey marketing leaders hey HR managers because if you call them out then that audience are going to resonate with your campaigns with your adverts a bit better you know if you're calling out HR managers and I'm a bdr then I'm probably not going to engage with your ad I'm not going to you know download it just to see what it's like and so you're gonna increase the chances of um your hook baiting more of those um those biops owners uh improved targeting this goes without saying so especially if you're using platforms like LinkedIn where you can quite literally say I want people with this job title who have been in the role for this long at companies of this size rather than say broad targeting where it's like okay anyone who is interested in SAS clearly you're going to get higher quality lead if you're being really really specific and targeted um on on your ads and then landing pages so the the benefit here is sometimes by adding that extra bit of friction in your buyer's journey by having that longer landing page by having a landing page in the first time every lead that goes through the effort of reading that land page of making that click it kind of gets away it gets rid of all the the window Shoppers who can't be bothered to take that action so each step adds some extra quality some extra effort to those leads but again there's a balance to strike there because you don't want you don't want like 10-step funnel because nobody's going to complete a tour so there's a balancer strike of how many of those steps are what kind of friction you add and it's not just about adding friction landing pages are also good because they give you more space to you know communicate your sales argument rather than just in an ad you could send them to a place that you know educates them on the problem they're having agitates it a bit more introduces the solution shows them social proof of that solution working all of which is really hard to just do in an ad and you can't really do in those Legion forms and so you're going to increase the quality of your leads through that way another way is having pretty cool flows so rather than you know allowing anyone to book a call with your team um because inevitably you're going to get time wasters and unqualified leads is having like a pretty cool survey so before they book a call hey what's your company size you know what are you looking to achieve what are you struggling with right now what's your advertising budget so you can qualify them straight away if they're unqualified you can either you know cancel the call or you can route them to you know other team members who can deal with that so let's say you know uh really qualified leads you'll send them to specific sales reps who can deal with them so they're kind of some levers you can pull to increase um your your lead quality now some tactics to improve uh conversion rates so number one um your offer must be a no-brainer it must be unique it must captivate lead because your offer is everything you can have the greatest funnel in the world you can have the nice nicely designed landing pages these great ads these great ad creatives but if the market doesn't want what you're offering then it's all in vainer so everything come down comes down to your offer and to create a compelling offer you first have to have a deep understanding of who you're targeting what are their challenges their frustrations their desires what are their motivations you know what would motivate them to buy a SAS product and then you need to craft your offer around those insights so it actually resonates with the market you also need to know the awareness of your target audience right so you can have multiple offers as a company it doesn't necessarily have to be your paid product an offer is just something you give in exchange for the Market's time or money so it could be a piece of content it could be a webinar it could be a free trial you can have multiple offers but only specific offers are going to work with specific segments of the market now what do I mean by that so let's take a demo for example only a small percent of the market are going to want a demo you know typically those who are solution aware they're product aware they are actively looking to buy a solution and so they'll happily hop on a sales call and you know hear your pitch whereas the majority of the market aren't ready for that conversation yet so you need to think about what is the awareness of the audience you know where are they sitting within the buyer's journey and what offer can I craft to Target them you know those earlier in the buyer's Journey let's say they're sort of problem aware so they know there is a problem that need to needs to be fixed so for them you probably want to create content that sort of pokes at that problem agitate it so it becomes large enough that it motivates them to start looking for a solution or maybe you uh give them some free value that you know solves that problem in a small way takes them a few steps to that divide outcome and then again plants that seed so they start looking for a better solution which you know later down the line is booking that demo for your product so you need to think of the awareness not everybody wants to hop on a call uh a sales call or a demo so how can you you know capture intent from The Wider Market now the ingredients of a no-brainer offer so how can you actually create these um offers that the market can't resist so number one is specificity so what do I mean here so your audience uh calling out the audience who would benefit from this offer rather than trying to sell to everyone with a pulse you know the whole Market you really want to nail down your ICP solve a specific set of problems for a very specific group of people and sort of build that tribe um you want to be specific about the problem you're solving you know what challenge are you addressing and then what benefit or what outcome does your offer deliver how does it solve that problem so you want to be really really specific on that and I'll show you an example in a second your offer wants to have high perceived value so the value of your offer wants to greatly outweigh any Associated cost and that cost could just be effort it could be you know taking the time to engage with that offer or it could be money right paying for that offer everyone wants a bargain right and so we always want the cost that we're paying for things to be dwarfed by the value um that we're receiving again there's lots of tactics you can use there which I'll talk through in a second risk reversal so we want to reduce the anxiety in this buyer's Journey you know naturally buyers are going to be skeptical they're going to be thinking oh what if it doesn't work you know what if I have to use my credit card like you know if this goes wrong I could lose my job and so we really want to reduce that anxiety through risk reversal quantifiable proof so in a world of basis claims where everyone's saying they can do XYZ you need to back it up so straight after this claim that you're making this offer you need to back it up with proof quantifiable proof actually showing you know quantifiable outcomes that have been delivered um as a result of engaging with your offer and then as I put here you can add some extra spice with urgency however just tread lightly sometimes urgency scarcity can come across as very you know hardcore internet marketer and you know people can smell fake urgency from a mile away and so you just want to sort of tread lightly with that but there are some other tactics you can do without saying you know only two remaining um so to break down uh an example of a no-brainer offer so what I did here is I transformed the very common offer which would be like you know email marketing platform for SAS um which there are enough of those out there I've kind of transformed that into what could be a no-brainer offer and so let's read it out so reduce short-term churn in the next 30 days with onboard inflows no development required here's what you also get so we've got some bonuses and then we've got a risk reversal at the end so let's break this down so we're tapping into that specific pain point which is short-term churn so if you're familiar with churn and retention very broad topics now short-term churn is a extremely specific area of churn typically associated with onboarding you know expectations not being met and also uh can be low quality traffic so it's a very specific type of pain that only a specific set of people are going to be struggling with we're then bounding it by time so we're saying in the next 30 days we're not going to say you know it's going to take us five years we're saying in the next 30 days we're making it more um captivating so we're going to increase the likelihood of them taking action and then we're also handling a common objection right with SAS products especially sort of more on the Enterprise side implementation can take weeks months if anyone's implemented a CRM you probably know of that and so we're handling that objection in our copy we're saying no development required this is no code you know you don't have to bother your CTO you can do this yourself um you know reducing that sort of anxiety and any friction um that that would be there stopping them from taking this offer with an increasing the perceived value so you know we're not just going to give you an email marketing tool there are hundreds of them in the market that probably do the same thing you know if you uh buy our product then you're also going to get access to all of this you're going to get a free A to Z onboarded masterclass because people who buy this offer are going to care about onboarding and so we're going to upskill you we're going to you know make you an expert we're going to give you 17 Plug and Play email templates again this is an objection people are going to have like great we can use software but we don't actually have the emails don't have the time to create the emails well that's fine we're going to give you some templates of high performing emails and that you can just plug and play again reducing that friction and that anxiety and then you know you're going to get a one-on-one implementation with a retention expert somebody who you can actually bounce ideas around talk about churn maybe you know they can give you a fresher perspective and so this is you know increasing the value massively it's no longer just another email marketing tool it's an email marketing tool with all these extra bonuses and so we're just increasing that um perceived value and then you know this all hasn't worked but then we give a risk reversal and so you either improve your churn in the next 60 days you'll get 100 refund no questions asked um so you know this is quite bold to do um here's an example by vendor uh with um a risk reversal in the world now a lot of people sort of um cringe a bit at risk reversal they're sort of not confident enough to do it but the reality is if somebody purchase your SAS product and they're like ah you know it doesn't really meet my expectations I was expecting something else you know I didn't really achieve the results I was hoping to get like could I please uh like cancel my subscription and get my money back in most cases you know unless you have it in in your contract in a lot of cases you're going to oblige that you're going to give a refund and so it's it's absolutely no different um to applying some risk reversal so here's an example by um a vendor try zoom in a bit so they have a money-back guarantee on their subscription on their on their product and so if we look at the Enterprise which is 120k a year they are guaranteeing a 360k savings guarantee so you're getting a 3X Roi guarantees and you know this is working well for them they're a very large company that's grown fast and you can bet that their competitors aren't willing to do this so a really good way to stand out because it just captivates people straight away they're like what really I don't no I don't think that's true and so you're grabbing their attention and they're sort of uh persuaded to learn a bit more so really good tactic for turning you know what are generally vanilla offers sound like everyone else to you know standing out and building that positioning um so people come to you and you can take market share from your competitors and here's sort of the the value equation um so when you're thinking of like okay well how do we deliver value like how do we quantify what that value looks like well here's a nice equation and you'll have access to this document so we want to think of the dream outcome multiplied by the perceived likelihood of achievement so what is that dream outcome what's the likelihood of that dream outcome being achieved and then you want to divide that by time delay multiplied by effort and sacrifice so these are the positives up top dream outcome you know how what is the likelihood of me achieving that outcome and then you know how long or how much effort do I have to give to achieve that outcome um and really that's that's the value so it's all about lowering these as much as possible as much as possible and so reducing the effort reducing the sacrifice reducing that friction and anxiety and increasing uh the likelihood of that dream outcome actually being achieved okay so next you want to optimize your traffic channels as it says here cheap traffic does not equal good traffic just because your cost per clicks are low your cost per lead your your you know smashing those cpms really you want to be looking okay well how many of those leads how many of those clicks how many of those book demos how many of them are actually turning into qualified sales opportunities how many of those qualified sales opportunities are actually getting closed by our sales team because ultimately that's what matters right that's the ultimate conversion metric and so you know try not to get blinded by the ad platform looking at CPN cost per click so you want to be looking at your funnel holistically um seeing a cable how many of those actually become paying customers so some ways to optimize your traffic channels um so the the channels that you're actually on so think product Channel fit some uh products are suited better um to certain channels so if you're an SMB meta or Facebook is great it's cheap it's cost effective and it's one of the most popular advertising Platforms in the world so it has a lot of data it's really good if you feed it enough data it's really good at finding more of those high quality leads and even if you're not an SMB just in general it's good it's cost effective you should always be on it just for retargeting if anything I mean it's really good for awareness plays like top of funnel you know thought-provoking content that plot plants that seed gets people thinking gets them to start recognizing your brand so when you are retargeting them across the internet and they're starting to build that a picture with them starting to build that Authority now if your customer lifetime value is high enough and uh if your sales cycle is longer then LinkedIn is is really good for the B2B space because it's Second To None when it comes to targeting you can quite literally say I want to Target VP of sales um at SAS companies of this size whereas on Facebook that's a bit more difficult to do but there are ways to to achieve the the same outcome and so just always think you know are you on the right channels are you allocating your budget efficiently are the channels you on getting high quality leads or low quality leads you always need to be um thinking about this and you know really you're in competition with yourself don't just because other SAS companies are on these channels doesn't mean you have to be and so it's all what's suited towards your company now Target in itself um so obviously to attract high quality leads you kind of you need to know what a high quality lead is and so that comes down to having a deep understanding of your ICP so instead of saying well you know we target anyone who wants to do email marketing we target anyone who wants to you know have some Revenue analytics you need to get really specific on what the ICP is so an example here you know we target VP of sales at martech companies with 50 to 200 employees in North America and Europe rather than ah you know anyone who's interested in SAS um very different you're going to get far different results there so you need to get really specific on who your ICP is and um a good tactic to use here so you need to build targeted lists so you can either do uh Native targeting in the platform like LinkedIn meta Google or you can use data providers where you can say well here's a list of Ideal customers you know they fit the pro the demographic the thermographic information and then you can take those lists and upload them um to the ad platforms so they're really good at doing that uh linkedin's good at that meta is good at that and so you're kind of taking B2B targeting um to in some cases like meta to these b2c platforms um so highly recommend you look into that to get uh to increase your lead quality get more of those conversions and then of course you know this is Billy Basics uh look-alike audiences so people who have visited your website people who have um you know start a free trial people who have might have visited your demo page but didn't book it people who booked a demo there's all these different look-alikes you can build for different stages in the funnel that are going to get you different results of course somebody who clicked the book a demo page but then book a demo probably higher intent who somebody just you know visited your home page and scrolled through and so there's lots you could be doing on the Target in uh on the Target in front to increase your lead quality and get more of those um conversions now for some people you might not know how to identify your ICP you know um probably the average marketer just goes to Google and searches you know how to create an ICP um and they come across a HubSpot blog and everyone's using the same tactics so for me it comes down to two ways you've got qualitative so this is where you actually speak to your customers your existing customers who have converted there's a reason they've converted but also speaking to the wider market doing some market research figuring out what are the challenges that those buyer personas have you know what motivated them or would motivate them to buy a product like yours and then you can start to paint this picture that will help you target more people like that also help you develop your offer and positioning and then quantitative data so analyze your customer lifetime value analyze your RP your churn and then go a layer deeper analyze it by geography industry different subscription plans and other attributes and this is about understanding okay what are the highest value customers to us you know if you had two groups of customers group one um contributed a thousand pounds of LTV and group two contributed three thousand pounds of LTV where you want to go more for group two right because they're worth more to your business you can pay more to acquire them and they're probably the the retention is clearly better as well and so you know it's just green ticks all round for group two and so you probably want to start targeting more of group two and perhaps targeting less of group one because they're just not as valuable um to your business and so take a layer deeper get into your CRM what are the groups of customers who have the higher win rate uh on sales dues sales deals what other groups of or segment of people that from have a higher conversion rate from lead to demo or you know demo to qualified sales opportunities you really want to get that granular um to start building that picture of your ICP I mean as it says here right so you've got your total total addressable Market which could you know just be anyone with internet anyone with a pulse or anyone who's struggling with you know this problem and really your ICP is a small subsection of your time you always want to be aiming for your ICP because these are people who uh you solve a core problem for um they're more likely to purchase your product and so you want to be targeting them rather than sort of broad term now there are some cases where you might want to go a bit more broad especially if your um your Tam's really small then your ICP of course is going to be super simple and you always want to be prospected into new audiences but you know if you want to increase that lead quality then you want to be really specific on who you're targeting messaging so again coming back to specificity so in your messaging you want to be uh you know calling out your audience so it resonates with them you want to be specific about the problem they're experiencing calling it out um and you also want to be talking about the out come so you want to with your message and you always want to pass what I call the what's in it for me test right this is the question that every single person asks when they come across your ads your content your website they're always asking you know what do I what do I get out of this what do you do how do you do it and why should I trust you um and so there's some good examples of this in the world here let me zoom in a bit try a bit more oh um so here is cognizant so the the first line of their ad is don't waste your career collecting emails for sales right so they're tapping into a specific pain Point here which is spending a lot of time uh on lead generation or collecting B2B data so that's only going to resonate with a certain group of people which then is going to increase the likelihood of them you know engaging with that advert on the right we've got tired of spending countless hours manually labeling your Radiology data so this is really specific right this is only going to resonate with a small segment of people which is the exact segment of people they're targeting right so see how they're they're not just um you know feature bombing people they're not just saying we're great you know we solve we you know here's our solution here's what we do they're calling out the pain points that grabs people's attention notice how it's on the first line of the advert um and then that hooks people's attention so then they're persuaded to learn a bit more they're persuaded to watch that uh that video they're persuaded to click that link um to learn more so you always want to be talking about the problems being specific um you know calling out problems that only that audience would have rather than um being broadened with your messaging especially when um you're launching campaigns for cold traffic you need to stop feature bombing what I mean by that is like oh here's why our product is so great here's all the features we have because cold audiences don't really care about that and they're probably earlier in the buyer's Journey they've never heard of you before and so really it's just a cold pitch so you need to be agitating the problem they're experiencing hey sick of doing this or you know are you struggling with XYZ that's going to capture the attention because they go yes that is me you've got a micro commitment there and then they'll be persuaded to pay more attention now some not so good examples um in the wild so easily build and scale custom programs with house space now these are prospecting campaigns um so see straight away how they're talking about the solution that straight away they're saying here's how we're so great they're even mentioning their company name and then on the right lead transformation effectively to create lasting impact and competitive Advantage so again they're talking about outcomes or they're talking about the solution um and it's very vague right like what is a custom program remember this is probably the first time you're ever gonna you've ever interacted with this brand um and they're talking about custom programs nobody knows what custom programs is you need to be specific what is you know lead transformation effectively to create last and impact what does that mean it's very vague it um you know even me who uh looked at these ads analyzed them spent five ten minutes looking at them even now I'm not 100 sure what they mean and so the average person is gonna you know give maybe one second of their energy of their focus um to these ads so if you're not capturing their attention in that second you've lost them um and so with cold audiences try not to talk about your product and how great it is you really just want to be planting that seed of doubt you want to be Captain their attention by hooking them with um some kind of challenge or problem or pain they're experiencing and because that's really what people care about um so testing and optimization um so you know when you're running traffic especially paid advertising where it's expensive you always want to be testing you always want to be optimizing otherwise your campaigns are going to stagnate you're going to have a high frequency so uh people are going to see your ads several times so they're going to slowly lose their effectiveness so you want to systemize this so a few steps that we do here so we hypothesize we come up with these ideas you know I think if we do X we will achieve y result you then want to prioritize those ideas some ideas are good some ideas are not so good and really want to focus on the ones that are going to have the highest impact so you can use a priority scoring system let me know if you'd like to see ours you then act on that to actually launch that experiment um and then you know it either goes well either doesn't go so well but in both scenarios you learn from it you know okay let's do more of that or let's do less of that and so you want to be doing this very often you know we like to run bi-weekly growth Sprints so every two weeks we're running a new experiment and learning from it and so slowly you know iterating becoming better with each experiment something to consider here as well as I've mentioned this before it's you versus U so companies like to really get trapped and lost in your benchmarks so these are this is what these this company is is achieving this is how they're performing I mean it's all nonsense really um you don't get blinded by peer performance um you know if you've got a two percent click-through rate or three percent click through rate but you're um you know which is which is good well depends on what platform but um you know your lead quality just isn't there or you're not getting enough opportunities well even though you've got a really good click-through rate you're still not getting your desired outcome and so um don't get blinded by uh benchmarks you know always just trying to be push it a bit further trying to improve and of course you need to identify where the bottlenecks are to focus efforts you'd only just be testing blindly like okay you know Liam said we've got to run bi-weekly growth Sprints I guess we'll just run a gross Sprint you know you want to be monitoring your funnel um and each step of the funnel is going to have its own metrics its own um sort of considerations so you want to be monitoring where are those leaks overk or ads you know the click rate's pretty poor okay you know maybe we run an experiment there our landing page you know we're getting lots of traffic but it's just not converting they're not taking that desired action okay let's run an experiment on the landing page so there's lots of things um you can do you really want to focus your efforts and that's this can come into your prioritization really on to be um uh measuring it by like impact you know what impact is it going to have in the wider funnel like what's the effort required um so so you can prioritize them so looking at post-click experience and so how can we optimize that you know experience after they click the ad after they click the campaign um like I said this is where most of the magic happens so landing pages are great for doing this and some considerations here you know is your landing page congruent with the first touch if you're talking about something can you add and then when they click that you're talking about something different you're just going to cause disjunction you're going to cause confusion which is gonna you know massively impact your conversion rate uh in a previous video I talked through the anatomy of a high converting landing page um so go and watch it afterwards um you know also happy to provide this image to you if you'd like to take a look at it and then using that dedicated landing pages where necessary so the important word here is where necessary um dedicated landing pages you shouldn't just you know deploy them everywhere it's really only if you need them and what do I mean by dedicated landed pages I mean if you're sending traffic to um you know your website to book a demo maybe you create a dedicated landing page for that book a demo page you know strip back any um distractions like secondary links putting social proof on there um really clearly communicating your value proposition perhaps it's more like a middle of funnel where they're considering you and you know you have some comparison pages with competitors and so you have a dedicated landing page that breaks down why you're better than um your competitor and these can be really powerful to increase your conversion rates rather than exclusively just sending traffic to your website where they're going to get lost um so capturing intent so as I said earlier the majority of leads aren't ready to purchase so you need to think of ways to capture intent from a wider market like demos they're going to capture intent for those really uh sort of active buyers but what other tactics can you use um for those who aren't so active who aren't looking to purchase right now but they're interested what can you do to capture their intent so something we've used um for some of the companies we've worked with are exit intent pop-ups they're a great mechanism for this um and so here's an example where we converted I think around seven percent I think this is uh of um people who saw the pop-up into leads and so this is 3.7 000 leads that we got into the funnel who would have not otherwise got into the funnel who would have otherwise left from the website and most likely never returned because this only targets uh new visitors and so that's you know an extra 4 000 leads in the final that we can work with that we can try to convert you know who would have not done that who who didn't sign up for that conversion objective and so we capture some intent from them and we can sell to them through like lead nurturing and retargeting and that kind of stuff and you know when it comes to business decisions I'm always thinking about you know what's the biggest lever we can pull and so this is small input right very easy to do but it Nets massive outputs you know 4 000 leads for something that probably took 15 minutes um to implement so really good way to capture intent you can do this on your home page you can do it on blogs um you know various places you can do this to get some of that intent get more leads into your funnel uh to convert them and then uh lead nurturing so I've talked about this a few times and so some principles we follow here and some Trials of thoughts so normal not formal SAS companies are very guilty of doing this you know every email is very formal very professional very nicely designed now the issue with that is you just sound like everyone else and so in a lot of cases as soon as we see those nicely designed templated emails coming from a generic ascended address we just switch off we just you know delete it and and we go back to our our busy inbox and so it's about standard outs about building that connection and so another way you can do that is send from a named address so rather than sending you know from teamdigyc.co or Hello dgc.com send from Liam digic.co so we're building that personal connection it's from Liam it's not just from some random uh shared address um using a profile picture again these sort of small little triggers um that are going to get people to believe it's it's more uh personal um and in my opinion try to avoid design templates they definitely have their place um but you're not not on like your daily or weekly emails because again we associate these design templates we've marked in emails which nobody wants to read um and just as a general rule of thumb you want to give give give then ask you know in every email don't ask people to hop on a demo you know purchase your product and then you can get sick of it they're going to unsubscribe and then you've lost your opportunity so you want to give as much value as possible if um they have downloaded a piece of content or something you know break that up into different chunks give them checklists templates mini courses even like pay books um you probably know what problem they're looking to solve and so think of what content what value you can create to help them solve that problem in some kind of way um and as it says here at the bottom they're going to purchase a product eventually so why shouldn't it be from you you know if you had two companies um competing against each other company one was just you know asking them to book a demo all the time uh you know being very salesy or company too where it's like they've added value they've built a personal connection with that person um they've you know created that relationship but they're probably going to go with company two um because ultimately it's a human making that purchase decision and you know humans buy from humans uh very cliche so I hope you found that valuable um I think this went on quite long um but ultimately you know that's why SAS companies struggled to convert leads into opportunity to use demos whatever their sales process is and here are some tactics that you can apply um to you know bring those conversion rates up so the document will be in the description if you want to take a look if you have any questions please leave a comment and I'll see you on the next one